VISITOR ATTRACTION MANAGEMENT - 2023/4

Module Overview

Visitor attractions are a key element of the tourist experience and a major element of a tourist destination. This module explores types of visitor attractions, identifying key attributes of each type and the management of visitor attractions worldwide using extensive real-world case studies, application of technology and innovation in visitor attraction management for example, Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligent (AI). This module also investigates the functional management of visitor attractions, managing impacts of visitor attraction management on local environment, society and economy and taking into consideration ethical issues in visitor attraction management and risk management.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

KARL Marion (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

This module content covers:
-types of visitor attractions;
-key attributes of each type of visitor attraction;
management of visitor attractions;
-technology and innovation in visitor attraction management;
-functional and operational management of visitor attractions;
-marketing and branding of visitor attractions;
-managing impacts of visitor management;
accessibility in visitor attraction management;
-risk management in visitor attractions

Assessment pattern

Alternative Assessment

In the event that the group project is not suitable, an individual essay (2500 words) will be assigned.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their ability to apply theory to practice, and to ensure that students have achieved the required level of knowledge and understanding about the subject.

Summative assessment for this module consists of:

• 1. Group Presentation. Students in groups of 4-6 should undertake a critically analysis and evaluation of key success factors of the management of a visitor attraction. The presentation must be succinct, critical and supported by evidence, relevant concepts and theories. A reflection on the process- how was the assessment carried out, key positives and challenges and how they were handled by the group, and what were the key learnings from the process must be included.


• 2. Individual Report Assignment. Students are required to choose 2 out of 7 areas of visitor attraction management which are: marketing, human resource management, impacts of visitor attraction management, operation management, authenticity, ethical issues and technology and innovation, and write report of up to 2000 words. The report is designed to allow students to present a coherent argument on their chosen topics using sound theoretical underpinning, evidence from industry and logical analysis. The report topics will test students knowledge and understanding of the subject areas as well as their ability to relate theory with practice.

• Use of review questions and case studies


• Review of mini presentations on the group assignment


• Verbal feedback in seminar and an assignment consultation session


• Scheduled series of assessment preparation session prior to the end of semester 

Module aims

• To understand types and key attributes of different visitor attractions
• To critically evaluate concepts and theories of visitor attraction management
• To evaluate the importance of technology and innovation in visitor attraction management
• To critically analyse and evaluate the impacts of visitor attraction management on environment, society and economy
• To critically analyse ethical issues in visitor attraction management
• To identify, evaluate and mitigate potential risks in visitor attraction management

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to: provide an insight of the existing knowledge about key aspects of visitor attraction management, for example, services marketing, operation management, and international tourism management enable students to critically analyse and synthesise management issues and problems in global and intercultural setting which are related to the visitor attraction management and produce constructive, realistic and innovative recommendations equip students with critical thinking and problem-solving skills to develop resourcefulness and resilience provide students with employability opportunities through guest speakers and field trips to visitor attractions.

The learning and teaching methods include:

Lectures, seminar discussions and debates, presentations, case study analysis, and observation and reflection on field trip will synthesize relevant concepts and theories as well as discuss topical issues which the students will be called upon to further explore through independent guided learning activities.

These L&T activities are designed explicitly to develop students' critical ability and comprehension of the issues addressed through active and engaged learning which will:

1) enable students to develop their team-working skills and inter-personal communication skills. During seminars, students will participate in group discussions and give oral presentations, so that they can continue to develop these skills.

2) allow students to further develop their global and cultural capabilities thanks to group project, class discussions and seminars among students from different countries and with diverse cultural backgrounds.

3) the critical nature of the in-class discussions on various real-world case studies helps foster openness by encouraging students to understand topical issues from multiple and contrasting perspectives.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3232

Other information

This module adopts the university curriculum framework which aims to develop learners with strong capabilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability and Resourcefulness and Resilience. This module contributes to the development of the following capabilities:

Employability: One of the module teaching and learning strategies is observation and reflection on field trip to visitor attractions in the UK. During field trips students will develop employability capabilities through meeting with visitor attraction operators during field trips and networking with guest speakers who are from the industry. Throughout, the module, they will develop their management skills through group work and presentation from which they can develop team working and presenting skills.

Digital Capabilities: Learning to navigate the Virtual Learning Environment (VLE), SurreyLearn, is an essential part of this module. Teaching and learning materials are provided in several formats, and students are encouraged to use discussion boards and Padlet for communication. Students are encouraged to communicate with one another for preparation of their group presentations using WhatsApp, Teams and shared documents. Specific teaching on conducting literature searches and using referencing software is included in this module. Digital Students are encouraged to work together in groups, utilising collaborative tools (Whatsapp, Teams, Zoom) to communicate. This also allows greater breadth of opportunities to communicate and work in various areas of management in a digital age.

Global and Cultural Capabilities: The module revolves around the development and management of visitor attraction from a global perspective. Students develop an understanding of influence of global, cultural difference and diversity on visitor attraction management as well as identifying ethical issues related to the management of visitor attraction such as social inclusion and inequality. As a class is a mix of students who are from different countries and have different cultural background, class discussion, seminars and group work, will reinforce students' global and cultural capabilities.

Sustainability: The impacts of visitor attraction management is fundamental topic of this module. Through a case study analysis and class discussion, students will be encouraged to debate on the impacts of visitor attraction management on environment, locals cultural identity, society and economy. Following a debate and discussion on a case, students will be urged to provide recommendation to minimize negative impacts based on their prior/ existing knowledge of sustainable tourism management and sustainable development.

Programmes this module appears in

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 2023/4 academic year.