SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN826607
Module Leader Claire Bereziat
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

This module serves as an introduction to the complex world of tourism and events. This module examines the evolution of the concept of strategic sustainable destination. It will consider how destinations anywhere in the world are more than the simple sum of products (accommodation, attractions, transport), fixed in time and space. Indeed, destinations are ultimately the result of relationships amongst the stakeholders of a destination; inherently people are at the hearty of the destination, from destination management organisation managers to residents and event volunteers. Tourism and events organisations find themselves in coopetition so that they can deliver seamless experiences to audiences who evaluate experiences holistically rather than individually. This entails coordination, planning and strategic management and development, where public and private stakeholders are all involved in the shaping of their particular destination, from its projected image to its physical infrastructure. The concept of coopetition is at the very heart of this module, as it drives innovation and therefore competitive advantage. Particular focus will be set on technology and how it drives destinations' success and is at the very heart of the smart and innovative destination. Case studies will underpin as well as illustrate concepts and theories. These will be drawn locally as well as internationally and will be wide ranging, to encompass regular attractions (e.g. museums and art galleries and other year-round permanent attractions; annual events) to one-off prestigious ones (e.g. hosting of prestigious one-off events such as the World Gymnastics, the Commonwealth Games). Case studies will draw from the wider team's expertise, which encompasses sports, tourism and events.


Conceptualising Destinations Events as a driver of tourism Tangible Features of Destinations From Product Resource to Experience The Innovative Destination Technology and The Sustainable Destination The Smart Destination The Importance of Image to Destinations Technology and Image Collaboration, Competition and the Coopetitive Destination Stakeholders: from residents to the UNWTO.

Learning Outcomes

On successful completion of this module, the student should be able to:-1. Develop a critical understanding of the conceptual development of the destination.2. Develop a critical understanding of the role of events as a sustainable strategy for developing destinations.3. Develop a critical appreciation of the importance of all stakeholders in developing the 'coopetitive' destination.4. Critically evaluate the role of people, coopetition, technology and innovation in driving competitive advantage at the 'glocal' level.

Teaching / Learning Strategy

This module will be taught via a traditional lecture and seminar approach in order to allow students to gain a theoretical understanding of the subject area. Students will be able to access relevant readings and support materials via GCU Learn. Case studies and guest speakers will be utilised throughout this module to underpin and embed learning in a practical setting. Students will be asked to undertake a formative presentation early in the module to demonstrate their understanding of concepts and theory. Peer-to-peer and module team instant feedback will feed into students' assessments. A longitudinal role play will form the teaching and learning basis of the module. The module will be assessed through assessing engagement and participation in the role play activities, and a summative assessment - an individual reflective report critically reflecting upon one aspect of the student's experience during the role play, and how this shapes a destination's success and competitiveness. Feedback will be provided within three working weeks.

Indicative Reading

Indicative Reading Core Texts BRAMWELL, B. & LANE, B. 2000. Tourism collaboration and partnerships: politics, practice and sustainability, 2nd edn, Clevedon: Channel View Publications PEARCE P.L 2011. Tourist Behaviour and the Contemporary World. Channel View Publications GO, F., LEMMETYINEN, A. & HAKALA, U. Eds. 2014. Harnessing Place Branding Through Cultural Entrepreneurship. New York: Palgrave Macmillan. GURSOY, D. SAAYMAN, M. & SOTIRIADIS, M. Eds. 2015. Collaboration in Tourism Businesses and Destinations: A Handbook. Bingley: Emerald Group Publishing Limited. HALL, C., & WILLIAMS, ALLAN M. 2008. Tourism and innovation (Routledge studies in contemporary geographies of leisure, tourism and mobility 12). London: Routledge. KATSONI, V. & VELANDER, K. Eds 2017. Innovative Approaches to Tourism and Leisure. Proceedings of the Fourth International Conference IACuDiT, Athens, 2017. Springer International Publishing AG. KOZAK, M. AND BALOGLU, S. 2010. Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge. New York: Taylor and Francis. RICHARDS, G.& PALMER, R. 2010. Eventful cities: cultural management and urban revitalisation. Oxford: Butterworth-Heinemann. Additional Reading BUCKUP, S. 2012. Building Successful Partnerships: A Production Theory of Global Multi-Stakeholder Collaboration. Wiesbaden: Gabler Verlag. BUHALIS, D. 2006. Tourism business frontiers: consumers, products and industry. Oxford: Elsevier Butterworth-Heinemann. BOWER, D. AND CLARKE, J. 2009. Contemporary Tourist Behaviour: yourself and others as tourist. Oxford. CABI DINNIE, K. 2011. City branding: theory and cases. London: Palgrave Macmillan. LAW R., FUCHS M. & RICCI F. Eds. 2011. Information and communication technologies in tourism 2011. Proceedings of the International Conference on Information and Communication Technologies in Tourism in Innsbruck, Austria, January 26-28, 2011. Vienna: Springer. MASON, P. 2008. Tourism impacts, planning and management. Oxford: Elsevier. MCCOOL, S. 2008. Tourism, recreation, and sustainability: linking culture and the environment. Wallingford, U.K.: CABI Publishing. MOWFORTH, M. 2009. Tourism and sustainability: development, globalisation and new tourism in the third world. Abingdon: Routledge. PAGE, S. 2007. Tourism Management; Managing for Change. 2nd ed. Oxford: Butterworth Heinemann. RITCHIE, J. & CROUCH, G. 2005. The competitive destination: a sustainable tourism perspective. Wallingford, U.K.: CABI Pub. SAARINEN, J., ROGERSON, C. & Manwa, H. 2014. Tourism and the millennium development goals: tourism, local communities and development. London: Taylor & Francis. TRIBE, J. 2010. Strategy for Tourism. Oxford: Goodfellow Publishers. WEAVER, D. 2006. Sustainable tourism: theory and practice. Oxford: Elsevier/Butterworth-Heinemann. WEED, M. & BULL, C. 2009. Sports tourism: participants, policy and providers, 2nd ed, Oxford: Butterworth-Heinemann.

Transferrable Skills

Transferrable Skills By the end of this module students will have gained competence in the following key areas: -360b7 Communication and presentation skills b7 Critical thinking b7 Communication and presentation skills b7 Critical thinking b7 Analytical skills b7 Communication skills Interactive and group skills b7 Ability to plan and manage learning b7 Self-Confidence b7 Self-reliance b7 Awareness of strengths and weaknesses b7 Creativity and Innovation b7 Independence b7 Regard for others b7 Time Management b7 Commercial Awareness

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Assessment (FT) 30.00
Independent Learning (FT) 84.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 1.00 20.00 45% Assessment of Role Play seminars
Course Work 02 1.00 80.00 45% Individual Report of 3000 words