Gwybodaeth Modiwlau

Module Identifier
Module Title
Destination and Attraction Management
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Field Trip 1 x 5 Hour Field Trip
Seminar 5 x 1 Hour Seminars
Lecture 11 x 2 Hour Lectures


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  50%
Semester Assessment Group project and reflective activity  50%
Supplementary Exam 2 Hours   Unseen written examination  Repeat failed element  50%
Supplementary Assessment Assignment based on presentation topic (2000 words)  Repeat failed element  50%

Learning Outcomes

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

* Explain the role of destinations and attractions in the tourism system;

* Discuss the sources of destination and attraction competitiveness;

* Assess the rationale, scope and tools of destination and attraction management;

* Identify and evaluate the critical challenges in managing destinations and attractions;

* Evaluate a range of contemporary case studies in destination and visitor attraction management.


The tourism destination is a core component of the tourism system, while visitor attractions represent the main driver of demand for destinations: without attractions there would be no destinations. Both destinations and attractions have, however, been largely overlooked as foci of analysis in the literature. The purpose of this module is to develop an understanding of the role of destinations and attractions in the production and consumption of tourism, as well as to explore how destinations and attractions are managed and marketed, to identify the range of forces that infliuence the competitiveness of destinations and attractions, and to examine strategies for managing those influences.

Brief description

The destination sits at the heart of the tourism system. For consumers it is a major motivating factor behind their travel decisions, shaping their expectations and satisfaction. For producers, the destination is the context in which the various components of the tourism system come together for the tourism service-product to be assembled and delivered. Attractions play a critical role in the development and sustainability of tourist destinations. The module will first take the destination as the focus of study, examining the nature of the destination and the sources of its competitiveness, before moving on to consider the role of destination management organisations and marketing through the use of destination images. It will then examine visitor attractions in the destination context, exploring their nature and role, development, marketing and management. The module will include at least two field visits and a range of real-world case studies to illustrate issues being considered.


Indicative content for the module includes:

  • Nature and role of the tourism destination in the tourism system. Destination stakeholders, organization and interdependencies. Implications for management and planning.
  • Destination types and their sources of competitiveness. Resources and attractors. Geography of tourism demand and resources, climate and transport.
  • Forces influencing destination competitiveness. Maintaining competitiveness in a dynamic market environment. Risks and crises. Crisis identification, management and recovery.
  • Destination images. Formation, influences and roles. Techniques of image assessment. Destination image management.
  • Role and nature of visitor attractions. Development of visitor attractions. Economics of theme park development. Problems of developing visitor attractions in peripheral areas. Social and political significance. Issues of authenticity.
  • Management of visitor attractions. Visitor impact management. Managing seasonality strategically. Challenges for religion-based attractions. Human resource management issues.
  • Marketing of visitor attractions. Challenges and opportunities for heritage-based attractions. Branding issues. Competitive and collaborative marketing strategies.

Module Skills

Skills Type Skills details
Application of Number
Communication All students will be required to develop effective online content and take part in subsequent online discussion. Students' written communication will be assessed in the examinations.
Improving own Learning and Performance
Information Technology Students will be encouraged to use IT in the delivery of their projects. This could be PowerPoint or more imaginative media such as sound and/or moving images. This will be assessed and feedback given.
Personal Development and Career planning The module will include two site visits, giving students insights into careers in those particular parts of the tourism industry.
Problem solving
Research skills Students will be required to plan and undertake research for their group presentation, using library and electronic resources. Assessed in presentation and feedback given.
Subject Specific Skills
Team work Students will work in groups on an assignment task, culminating in an assessed group project. In doing so, they will be required to demonstrate effective team working skills. An element of the project mark will reflect the teamwork element and feedback will be given.


This module is at CQFW Level 6