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Tourists are turning to different ‘products’ for cultural experiences whether that be visiting and immersing themselves in nature and participating in nature-based or eco-tourism, experiencing heritage, arts and culture at a destination or engaging in slow or community-based tourism which includes activities such as slow travel or spending time with locals.

Another type of tourism which this module will focus on is dark tourism which is associated to tragedy and death. This module therefore provides you with the opportunity to study a range of niche forms of tourism such as nature-based or eco-tourism, cultural tourism, creative, and dark tourism. You will be presented with a range of case studies which will allow you to explore the factors which influence these forms of tourism. You will reflect and evaluate the ethical foundations and sustainability of these forms of tourism. You will also consider consumer behaviour and the relevant social, cultural, political, economic, and environmental factors which drive engagement with these tourism and hospitality products.

In this module you have the chance to develop your understanding of the needs of the traveller from the perspective of the Tourism and Hospitality sectors.

The core of the module presents the opportunity for a 5-day international research visit to a European city. As an example, Amsterdam is the largest metropolitan area in The Netherlands and has many museums and cultural areas with a direct Eurostar line from London to Amsterdam which launched October 2020. This allows for many tourists and business travellers to take a sustainable option; travelling by train rather than plane. Amsterdam City Council has also launched a campaign (30 March 2023) to discourage ‘nuisance tourists’ such as the hen and stag weekends.

The assessment for this module includes primary research, enabling you to also gain an understanding of the ethical processes required for research. Those who are unable to take the travel opportunity will be offered information gathered from the trip and will be supported and encouraged to complete the assessment by undertaking the research remotely. The assessment will be presented as a ‘real life context’ to the academic team and a partner within the travel industry such as a tour operator or travel agent or general manager of a hotel. Using knowledge gained from level 4 suggestions for sustainable travel should also be included.

This module presents the opportunity to build on the knowledge and skills gained from earlier modules, such as Marketing for Tourism and Hospitality, and to explore Destination Management and Marketing. The module focuses on themes such as tourism planning and development, destination life cycles, as well as destination branding and image, semiotics of promotional materials and the importance of integrated marketing communications for destinations.

The module also provides an insight into the role of relevant organisations, such as National Tourism Organisations (NTOs) and Destination Management Organisations (DMOs), in both managing and marketing destinations. Through a reliance on a wide range of destinations and official tourism promotional campaigns, such as Amsterdam and IAMsterdam and Slovenia and I Feel sLOVEnia, the module will also highlight the relationships between tourism strategies and/or masterplans at destination level and their official tourism marketing campaigns.

Through an understanding of the role and importance of DMOs for not only tourism and hospitality but also related sectors such cultural, heritage, leisure, festivals and events and creative industries, you will develop an in-depth understanding of destination management and marketing alongside skills such as critical thinking, teamworking, visual communication and presentation.

The dissertation aims to offer you the opportunity to explore in some depth a topic of your own choice, in which you will need to demonstrate competence in the extended application of a selected part of the methodology of the subject. It aims to develop competence in self-managed study and to deepen your awareness of the value of in-depth research.