Module Identifier RS31010  
Academic Year 2007/2008  
Co-ordinator Dr Brian J Garrod  
Semester Semester 2  
Course delivery Lecture   1 x 2 hour lecture per week  
  Practical   2 x 3 hour practicals during semester  
  Other   1 x 3 hour visit during semester  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours WRITTEN EXAMINATION  100%
Supplementary Exam2 Hours WRITTEN EXAMINATION  100%

Learning outcomes

On successful completion of this module students should be able to:
1. Discuss the nature and purpose of visitor attractions

2. Analyse the processes and challenges of developing a visitor attraction

3. Critically evaluate the rationale, scope and tools for visitor attraction management

4. Analyse critical challenges in the marketing of visitor attractions

5. Evaluate a range of contemporary case studies in visitor attraction management

6. Discuss the future of visitor attractions

Brief description

Visitor attractions have a critical role to play in the development of tourist destinations. At the most basic level, visitor attractions work to attract visitors to an area. They also operate on a much broader level as agents of change, as foci for social and cultural exchange, as political vehicles and as generators of income and employment. The purpose of this module is to examine the nature and purpose of visitor attractions, to investigate the main considerations in developing the visitor attraction product and the facilities required, to review major issues in the management and marketing of visitor attractions using a variety of real-world case studies, and to examine the challenges that will need to be addressed by the visitor attractions sector if it is to have a future in the ever-changing tourism world


Module Skills

Problem solving Two classroom-based workshops will involve students working in groups to solve problems set by the tutor, e.g. working on data provided to undertake a market segmentation exercise.  
Research skills The examination will be based on a pre-released case study, which candidates will be given prior to the examination taking place. Candidates will be expected to collect, digest and process both this case study information and other information acquired through personal research during the time allotted.  
Communication Students will be expected to communicate orally whilst working in teams, and in writing in the examination.  
Team work Both of the workshop exercises will involve students working in small teams on specific problem-solving exercises  
Application of Number At least one of the workshop exercises will involve students analysing data provided.  

Reading Lists

** Should Be Purchased
Fyall A, Garrod B, Leask A and Wanhill S (editors) (2008) Managing Visitor Attractions 2nd. Butterworth-Heinemann
** Recommended Text
Leask A and Yeoman I (editors) (1999) Heritage Visitor Attractions: An Operations Management Perspective Cassell
Swarbrooke J (2002) The Development and Management of Visitor Attractions Butterworth-Heinemann
Yale P (2004) From Tourist Attractions to Heritage Tourism 2nd edition. Elm Publications
Yeoman I and Drummond S (2000) Quality Issues in Visitor Attractions Butterworth-Heinemann

** Recommended Consultation
Annals of Tourism Research
Current Issues in Tourism
International Journal of Tourism Research Special edition on visitor attractions 8 (2).
Journal of Heritage Tourism
Tourism Economics
Tourism Management


This module is at CQFW Level 6