Module code: MANM146

Module Overview

The successful development of tourism depends on three things. First, management which involves both the managing of conflicting demands on the destination as well as the management of enterprises and facilities.  Second it requires a knowledge and understanding of the theory and practice of tourism.  But all of this needs to take place within an overall guiding strategy. After the theoretical backgrounds provided in the modules Tourism Social Science and Tourism Management, this module develops a strategic approach to the management of destinations and organisations.

Module provider

Hospitality, Tourism & Events Management

Module Leader

SIRIPIS Maltika (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 33

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Mission: This determines what an organisation / destination is trying to achieve and provides the aim and direction for strategy.

  • Strategic analysis: This provides information to an organisation / destination regarding the strengths and weaknesses of its internal resources and the opportunities and threats evident in its external environment.

  • Strategic choice: This is where an organisation / destination generates, evaluates and chooses an appropriate strategy.

  • Strategic implementation: This shows how an organisation / destination puts its strategy into practice and includes evaluation.

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework INDIVIDUAL ASSIGNMENT (3000-4000 WORDS) 100

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate:

  • ability to relate the theories of strategy in tourism to practice at the level of the destination and the tourist organisation.

  • ability to critically analyse and evaluate the theories and disciplines that underpin strategy in tourism.

Thus, the summative assessment for this module consists of:

  • A task to locate a tourism strategy in tourism. This could be a strategy for a firm or other organisation, a national tourism strategy, a strategy for sustainable tourism etc.

  • Each student must choose a unique strategy and then

    • Provide a brief synopsis of the strategy (maximum 250 words)

    • Evaluate the appropriateness of the strategy.

    • Provide an executive summary of the report (maximum 250 words)

  • Length: Between 3000 and 4000 words long (excluding references).

Formative assessment and feedback

Feedback on student performance during the module includes

  • use of review questions and case studies

  • review of student mini-presentations on their strategies chosen for assessment

  • verbal feedback in lectures/tutorials

  • q&a sessions on the assignment

  • a scheduled series of small group assignment clinics prior to the final assessment

Module aims

  • provide an opportunity for students to understand, apply and critically evaluate strategic analysis for tourism organisations and destinations. 
  • examine and analyse the strategies of particular tourist organisations and destinations.
  • offer an understanding and critical evaluation of the factors that can contribute to successful strategy.
  • enable students to evaluate strategies, their appropriateness and the issues that will determine whether or not they are successful.

Learning outcomes

Attributes Developed
1 Demonstrate an understanding of the theory and practice of strategy in tourism KC
2 Develop appropriate strategies based on critical situational analysis KCPT
3 Provide an evaluation of the strategies pursued in different tourist contexts KCPT
4 Identify and evaluate the critical success factors KCPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

  • provide an opportunity for the theoretical background already established in earlier parts of the course to be understood within the broader concept of strategy.

  • explore theory and practice in tourism;

  • provide opportunities for the students to explore, develop and evaluate the issues individually and in collaboration and discussion with peers, lecturers and visiting speakers.

The learning and teaching methods include:

  • lectures

  • case studies

  • discussion

  • field visits

  • visiting speakers

  • individual assignment work

  • guided reading and study

  • student presentations

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM146

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.