Module Information

Module Identifier
Module Title
Visitor Management
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Other 2 x 3 hour field trips (6 hours)
Lecture 2 x 1-2 hour lectures per week (33 hours)


Assessment Type Assessment length / details Proportion
Semester Assessment Recreation plan.  For a site or access route.  50%
Semester Exam 2 Hours   50%
Supplementary Assessment Students must take elements of assessment equivalent to those that led to failure of the module.  50%
Supplementary Exam 2 Hours   Students must take elements of assessment equivalent to those that led to failure of the module.  50%

Learning Outcomes

On successful completion of this module students should be able to:

1. Describe and utilise the marketing process as a means of managing visitors

2. Evaluate the issues concerned with the management of a countryside recreation or tourist site and to detail potential management solutions.

3. Assess the use made of countryside recreation or tourist sites through the use of survey techniques.

4. Discuss and interpret legislation relating to visitor management.

Brief description

This vocational module considers how visitors to countryside recreation and tourist sites can be managed to ensure maximum benefit to visitors, tourism enterprises, communities and conservation. A marketing approach is taken throughout the module whereby the countryside or tourism resource is considered as a product and the visitor as a customer. The module identifies potential management issues and introduces students to possible practical and managerial solutions. As such the module covers areas such as the use of infrastructure, interpretation, disabled access, footpath erosion, legal aspects of visitor management and customer care. The module concludes by considering issues relating to the legal and practical management of access into the countryside.


The module will cover the following areas:

  • Marketing and its role in managing visitors and developing sites
  • The monitoring of visitors
  • Development and management of recreational infrastructure
  • The role of interpretation
  • Recreational public transport
  • Footpath erosion and restoration techniques
  • Access for visitors with disability
  • Dealing with the news media Legal aspects of visitor management such as legislation relating to access, trespass and litter

Module Skills

Skills Type Skills details
Application of Number
Communication Report writing skills will be developed within the assignment
Improving own Learning and Performance
Information Technology Students will need to use IT to help them with site planning, in particular they will need to use digital maps
Personal Development and Career planning Students will gain insights into the career options associated with visitor management
Problem solving Within the assignment students will be required to identify and solve problems associated with the management of a recreation or tourist site
Research skills Within the assignment students will be required to carry our audits of recreational infrastructure
Subject Specific Skills Site assessment and planning
Team work

Reading List

General Text
Bell, S (1997) Design for outdoor recreation E and F N Spon Primo search Curry, N R (1994) Countryside Recreation, Access and Land Use Planning E and F N Spon Primo search Hammitt, W E (1987) Wildlife recrecreation, ecology and management Primo search Jobber, D (1998) Principles and practice of marketing McGraw-Hill Primo search Riddall, F and Trevelyan, J (1992) Rights of way: a guide to law and practice Primo search Sports Council (1995) Good practice in planning and management of sport and active recreation in the countryside Sports Council Primo search Veal, A J (1992) Research methods for leisure and tourism Longman/ILAM Primo search
Recommended Text
Broadhurst R (2001) Managing environments for leisure and recreation Routledge Primo search Keirle, I (2002) Countryside recreation site management: a marketing approach Routledge Primo search Sharpley, R (2002) Tourism and leisure in the countryside 3rd edition Elm Publications Primo search


This module is at CQFW Level 5