International Tourism and Hospitality Management (Level 6 Top Up) BA (Hons)

Modules

Block 1: Destination Marketing

This module presents the opportunity to study Destination Marketing and place branding. Using case studies such as IAMsterdam and I Feel sLOVEnia, the module will explore how territories/destinations brand themselves. The PRICE Model will be introduced to support this module. By evaluating the role of marketing and marketers within an organisation and its interactions with consumers, as well as the impacts of cultural, technological and environmental advancements, students will develop critical analysis and thinking.  Students will examine the content, communications and branding strategies of different types of tourism and hospitality brands to test their knowledge and develop practical skills. Students will develop employability skills such as teamwork, visual communication and presentation.

Block 2: Tourism and Hospitality Products: Natural, Cultural, Eco and Dark Tourism

This module provides students with the opportunity to study a range of niche forms of tourism including natural tourism, cultural tourism, eco-tourism and dark tourism. Students will be presented with a range of case studies which will allow them to explore the factors which influence these forms of tourism. Students will reflect on and evaluate the ethical foundations and sustainability of these forms of tourism. Students will also consider consumer behaviour and the social, cultural and political contexts which drive engagement with these tourism and hospitality products 

Block 3: International Tourism and Hospitality Research Visit

In this module, students develop their understanding of the needs of the traveller from the perspective of the Tourism and Hospitality sectors. The core of the module presents the opportunity for a 5-day international research visit to a European city. As an example, Amsterdam is the largest metropolitan area in The Netherlands and has many museums and cultural areas with a direct Eurostar line from London to Amsterdam which launched in October 2020. This allows for many tourists and business travellers to take a sustainable option; travelling by train rather than plane. Amsterdam City Council has also launched a campaign (30^th March 2023) to discourage ‘nuisance tourists’ such as the hen and stag weekends. The assessment for this module includes primary research, enabling students to also gain an understanding of the ethical processes required for research. The assessment will be presented as a ‘real-life context’ to the academic team and a partner within the travel industry such as a tour operator/travel agent or general manager of a hotel.

Block 4: Dissertation

The dissertation aims to offer students the opportunity to explore in some depth a topic of their own choice, in which they will need to demonstrate competence in the extended application of a selected part of the methodology of the subject. It aims to develop competence in self-managed study and to deepen the student’s awareness of the value of in-depth research.

Overview

You will complete a dissertation with a focus on developing your research skills. Destination Marketing, place branding and tourism niche products such as Natural, Cultural, Eco and Dark Tourism are taught. The International Research Visit module presents the opportunity to take part in a research visit to a major European city through DMU Global.

Contact hours

You will be taught through a combination of lectures, tutorials, seminars, workshops, group work and self-directed study. You will normally attend around 6 hours of timetabled taught sessions (lectures and seminars/workshops) each week, with some additional field trips and tutorials. We expect you to undertake at least 25 further hours of independent study to complete project work and research.