SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN825763
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 will assess 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.


Introducing Key Theories in Tourism and Exploring Tourism Policy Exploring Events Understanding Event Tourism Developing Event Tourism Strategy Delivering Event Tourism Strategies Case Study and Critical Reflection Managing Stakeholders Marketing an Event Tourism Destination Glasgow as an Event Tourism Destination Exploring the impacts of Event Tourism

Learning Outcomes

On successful completion of this module, the student should be able to:1 Demonstrate an understanding and be able to critique numerous conceptual approaches concerning the integration of events and tourism studies;2 Critically evaluate the influence of events on the tourism industry from an international perspective;3 Analyse the benefits and limitations that event tourism development programmes and activities have on specific places and host communities;4 Critically evaluate appropriate inter-disciplinary theories pertinent to the practice of event tourism.

Teaching / Learning Strategy

Students will read and critically discuss numerous interdisciplinary case-studies focussed on event tourism strategies and implementation. This module will challenge students to consider the importance events in developing destinations. Other critical topics relating to scale, local/global interplays and infrastructural/regenerative strategies will be incorporated. Such approaches will form the basis of seminar discussions, field experiences and small group presentations where students will build upon the theoretical foundations/approaches discussed in the lectures. Finally students will actively work with a live client to identify innovative practices that can be embedded to enhance event tourism. Teamwork and peer-peer learning will be an integral part of the T&L strategy. This module seeks to act as a transition between Honours year and the workplace, where communication and presentation skills are key. Both assessments concern such skills. First, students have to write an essay, which by the word constraints will lead them to hone their language skills. Indeed, they will have to weigh each word, use precise language and hone their succinctness and synthesis skills while writing critically and analytically. Such writing skills are valued by employers. The second assignment consists of a group presentation which will be assessed in the first instance by an internal panel. However, the second assignment carries also an element of competition as students who win best presentations will have the opportunity to present to the client. This sets to provide experience of the competitive environment within the industries, build resilience, as well as problem-solving and presentation skills. GSBS will continue to use the advancement of GCULearn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCULearn 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 three working weeks of submission. Internationalisation of the Curriculum: The case studies used within this module will be illustrated with international as well as local examples. Furthermore, the consultancy element of this module will be internationally focussed, working with companies who operate in an international context.

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. IN: V. Girginov (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. Jackson, N. (2013) Promoting and Marketing Events. London: Routledge. Mackellar, J. (2013) Event Audiences and Expectations. London: Routledge. Mallen, C., & 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. & Bull, C. (2009) Sports Tourism. London: Butterworth-Heinemann.

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Critical analysis Interactive and group skills Presentational skills Ability to self-appraise and reflect on practice Ability to plan and manage learning

Module Structure

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

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 70.00 35% Group Presentation 20 minutes (Week 12)
Course Work 01 n/a 30.00 35% Individual Essay (Week 6)