SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN222553
Module Leader Daniel Baxter
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
  • B (January start)

Pre-Requisite Knowledge


Summary of Content

This module will address the planning, developing and marketing of planned events as visitor attractions and assesses how events promote a destination's image. Event tourism focuses on the preconditions and strategies that cities and regions adopt to create a competitive advantage in post-industrial societies. This module will look at tourism strategies associated with new, mega, major, hallmark, regional and local community events. Critical issues involved with event tourism strategies will focus on infrastructure, locale, policy, festival management/effective organisation, destination branding and sustainable regeneration in relation to social, cultural and economic impacts of events as tourism/visitor attractions. Numerous local, regional and international case studies will be discussed and assessed in this module.


Introduction to Event Tourism Demand and the Event Tourist Planning for Event Tourism Destination Image and Place Identity Development of Event Tourism Creating and Marketing Events as Tourist Attractions Sport Event Tourism Business Events and MICE Tourism Festivals, Arts and Entertainment Tourism strategies: new, mega, major, hallmark, regional and local community events. Evaluation and Impact Assessment Economic Impacts and Cost-Benefit Evaluation/Analysis Social/Cultural Impacts Event Tourism: Future Directions, Regeneration and Sustainability

Learning Outcomes

On successful completion of this module, students should be able to:" Demonstrate an understanding and be able to critique numerous conceptual approaches concerning the integration of events and tourism studies;" Critically evaluate the influence of events on the tourism industry from an international perspective;" Analyse the benefits and limitations that event tourism development programmes and activities have on specific places and host communities;" Critically evaluate appropriate interdisciplinary theories pertinent to the practice of event tourism.

Teaching / Learning Strategy

In the first half of the module students will read and critically discuss events and tourism studies independently and interdependently. Numerous domestic and international case-studies conceptualising approaches in events and tourism will be analysed to determine the impact of related leisure activities and cultural industries in cities and regions. The second half of the module will build on the themes discussed in the first but will go into more depth on evaluation, impact, assessment and future directions. This module will challenge students to consider the future directions of the events industry by focusing on place images, identity and branding, community and society, policy and stakeholders, regeneration and economic sustainability. For the first assessment students will critically look at the influence or impact of events on a tourism destination integrating critical themes discussed in the first trimester. The second assessment is a critical research paper that will integrate the theory and practice of event tourism as applied to an event outwith the UK. Internationalisation of the Curriculum Event tourism is an emerging and rapidly expanding field of study and contributes to nascent shifts and demands of the global economy in post industries society. Students will be exposed to a host of international examples and case studies relating to events and tourism independently and interdependent in relation to shifts in the industry and consumer demands. PRME This module outlines the growth of the event tourism industry from a global perspective, whilst integrating such impacts in regions, cities and local communities. Approaches and understandings students should develop in this module are pertinent to issues surrounding cultural sensitivities, in regards to diversity, equality and social impacts and notions of sustainability. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Edgell, D.L. & J.R. Swanson. (2013) Tourism Policy and Planning: Yesterday, Today and Tomorrow . London: Routledge. Getz, D. (2013) Event Tourism . Putnam Valley, NY: Cognizant Communication Corporation. Girginov, V. (ed). (2010) The Olympics: A Critical Reader . London: Routledge. Govers, R. & F. Go. (2009) Place Branding . London: Palgrave Macmillan. Hannam, K. & D. Knox. (2010) Understanding Tourism . London: SAGE. Harris, J. (ed.) (2013) Sport, Tourism and National Identities . London: Routledge. Jackson, N. (2013) Promoting and Marketing Events . London: Routledge. Mackellar, J. (2013) Event Audiences and Expectations . London: Routledge. Mallen, C., and L.J. Adams. (2013) Event Management in Sport, Recreation and Tourism . London: Routledge. Merkel, U. (2013) Power, Politics and International Events . London: Routledge. Novelli, M. (ed.). (2005) Niche Tourism . London: Routledge. O'Toole, W. (2011) Events Feasibility and Development: From Strategy to Operations . Oxford: Elsevier. Page, S. & J. Connell. (2012) Routledge Handbook of Events . London: Routledge. Picard, D. & M. Robinson. (2006) Festivals, Tourism and Social Change: Remaking Worlds . Clevedon: Channel View. Rojek, C. (2013) Event Management . London: Routledge. Sung Chon, K. (2013) Geography and Tourism Marketing . London: Routledge. Vellas, F. & L. Be9cherel. (1999) The International Marketing of Travel and Tourism . London: Palgrave Macmillan. Wearing, S., D. Stevenson & T. Young. 2010. Tourism Cultures . London: SAGE. Weed, M. & C. Bull. 2009. Sports Tourism . London: Butterworth-Heinemann. Wise, N., J. Flinn and I. Mulec. 2013. Exit Festival: Contesting Political Pasts, impacts on Youth Culture and Regenerating the Image of Serbia and Novi Sad. In Social and Cultural Aspects of Events , edited by T. Pernecky and O. Moufakkir. CAB International. Online sources: Event Tourism Magazine: <http://eventtourismmagazine.com/> Due to the integrative nature of the module, there is no core text for this module. Essential reading gives a selection of core texts used in the areas of events studies, events management, geography and sociology. Reading will be recommended by lecturers from the texts listed below, as well as from journal articles and web sites. Students are also expected to undertake their own literature search relating to their assessments.

Transferrable Skills

By the end of this module students should have gained competence in the following key areas: ?Critical thinking and problem solving ?Time management ?Set and achieve objectives ?Integrate theory and practice ?Sensitivity and behaviour of others ?Independent working ?Group working ?Presentation Skills ?Further develop critical writing skills

Module Structure

Activity Total Hours
Independent Learning (FT) 114.00
Lectures (FT) 24.00
Seminars (FT) 12.00
Assessment (FT) 50.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 60.00 n/a Critical Research Summaries (2,000 words)week 13
Coursework 1 n/a 40.00 n/a Group Presentation (4-5 students per group), weeks 7-10