The purpose of this module is to provide students with an overview of the nature, role and management of theme park/visitor attractions to provide the context for business development strategy and decision making.
It will also build on the students’ knowledge and understanding of the concept of the visitor attraction product/experience.

Topics covered in the module will be drawn from:
• the planning and development of new visitor attractions.
• concept and types of visitor attraction development.
• motivation for development.
• market analysis.
• agents of development.
• development team/project management (in-house or consultants);
• consultant commissioning; development process.
• timescales.
• role of feasibility studies.
• feasibility study objectives,
• process and content.
• site/location selection criteria.
• funding and financial viability.
• operational planning and delivery issues.
• criteria for evaluating success.
• visitor attraction marketing.
• managing visitor flows.
• sales management.
• upselling/cross-promotions.
• visitor attraction quality schemes and benchmarks.

Both elements of this¿module are¿group activities. You are required to participate and produce a presentation as well as a supporting feasibility report. In your group you are going to create your own¿Visitor Attraction.¿You must ensure that you have a concept that is feasible.¿You must conduct secondary research¿throughout¿this module as well as working in your group to create the best products and services for your business concept.¿¿


A1: Group Presentation

You are required to participate in a 20 minute presentation (with five additional minutes for questions).¿ You are required to produce the following:

¿
A brief overview and introduction to your Visitor Attraction concept.

Conduct secondary research and analysis of both¿the internal and external factors that influence the development of¿your¿new visitor attraction.

Identify the main design criteria for your new¿Visitor Attraction.

Identify the operational features of your new¿Visitor attraction.

Create a promotional piece to advertise your new¿visitor attraction.

Presentations Skills: - group, individual and visuals.

¿[NB. All members of the group must present the findings.]¿



Learning Outcome 1


A2: Group Feasibility Report

You are required to produce a 2,000-word feasibility study.¿ Setting up your own business is a huge risk, even more so if you are going to create a¿Visitor¿Attraction.¿In your group,¿devise a plan and an¿in-depth¿feasibility study for your new¿venture.¿You are required to produce and justify a feasibility study providing the following:¿¿



Overview of concept, location and business details- concept, mission, vison, location, transport, site information and carparks.

Customer Profile- demographics, buyer personas.

Competitors Analysis – Who? Where? Why?

Choose one area of a feasibility study:¿¿For example,¿Operations, Finance or¿Marketing. Provide in-depth analysis and research that identifies why your new¿Visitor Attraction¿idea would be successful.¿ You can create appendices and supporting documents that you can present at the end your study.¿

This academic feasibility study should include a minimum list of 15 accurately referenced resources.¿

Appendix.¿



Learning Outcome 2

The learning strategy for this module is based around students committing a total of 200 hours of activities towards achieving the learning outcomes.

These will be split between 48 hours of direct contact with a tutor and 152 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

1. Identify the main design and operational features of a new visitor attraction.
Knowledge & Understanding
Problem Solving

2. Produce and justify a feasibility study on a specific aspect of a new attraction.
Analysis
Application
Communication

Blackboard

Library

Online journals

Clav, S A (2007) The Global Theme Park Industry; CABI


Fyall A, Garrod B, Leask A & Wanhill, S (2008) Managing Visitor Attractions; Butterworth Heinemann


Swarbrooke J (2011) The Development and Management of Visitor Attractions; Routledge

In this module students take on the role of a business entrepreneur. The students will be pushed to fully explore the skills and abilities to be able to manage their creative, teamwork, passion and problem-solving skills. Students will cover all areas of setting up a new business, from concept ideas, straight through to opening season. Students will work in teams to present their business idea and produce a feasibility report.