This module aims to provide a critical understanding of the challenges of managing creativity and innovation within contemporary visitor attractions and resorts. In an industry affected by rapid technological change, domestic and global competition, and emerging demographic profiles, the contemporary visitor attraction and resort is required to employ creativity and innovation in new developments to compete successfully on the attraction ‘stage’. Examining the nature, antecedents, processes and consequences of creativity and innovation, this module considers their impact on the visitor attraction organisation, as well as identifying major social and technological changes which directly affect the ability of an organisation to respond creatively and innovatively to macro-environmental factors.

Throughout this module you will explore the role and management of innovation and creativity for competitive advantage. An analysis will be undertaken of the various types of innovation, strategies for managing innovation as well as the importance of networking and open innovation. The module will explore frameworks for the effective management of the innovation process, including how organisations search for, select, implement and evaluate innovative ideas. Creativity, and especially the generation of creative ideas, is crucial within the innovation process so the module also examines how a supportive working environment and management can encourage creativity. Organisational leadership, structure, culture and the role of teams are all examined for their role in stimulating, facilitating and encouraging creativity.

The module is designed to give an awareness and understanding of the theoretical as well as the practical management of change, innovation and creativity and compare and contrast strategies and techniques used across the globe. It is important to develop a critical awareness that innovation leading to economic growth is insufficient to meet the demands of international agencies such as the United Nations and international agreements such as the Kyoto objectives, thus the issues surrounding the concept of social innovation will also be explored.

The main concepts and theories on creativity and innovation will be introduced through reading and discussions of the main themes and debates in the field. Case studies will also be used to illustrate how these concepts are interconnected and how they impact upon management decision making within contemporary visitor attractions and resorts.

Topics will include:

• Conceptual and theoretical foundations of creativity and innovation
• Personality and individual creativity – key characteristics
• Organisational creativity and innovation and design thinking
• Creativity tools and techniques
• Barriers to creativity
• Models and processes of innovation
• Organisational culture and systems for supporting creativity and innovation
• Design and consumer culture
• Socially responsible design and the ethics of innovation
• Innovation as a driver for change
• Social shaping of innovation and technology
• Leadership and entrepreneurship
• Creative and innovative organisations across the visitor attraction sector
• Socio-technological change and new forms of organisation
• The value of market research - The approaches to market research
• Failure and measurement of risk associated with innovation- Creativity and innovation bottlenecks.

The assessment for this module requires you to work together in groups to create and pitch the design concept for a new ride, hotel or service for a visitor attraction/resort. The short 15-minute presentation will enable the group to pitch their initial idea to a panel, which may include industry experts. (LO4)

Following panel feedback the group will then be tasked with develop and creating their new ride, hotel or service which will ultimately be presented to a judging panel. The presentation will focus on providing a clear rationale for the new addition, including a critical evaluation of key concepts and theories of creativity and innovation, key elements and operation of the organisation in the process of innovation, and application of creativity and innovation theory to the visitor attraction industry to justify the development. A supporting document should be provided on behalf of the group, which outlines the proposal and the underpinning theory. (LO1, LO2, LO3)

This module will focus on exploring creativity and innovation in the visitor attraction sector. It will introduce key concepts through a variety of presentation methods and lead you through a series of interactive tasks using analytical tools to identify significant elements of creativity and innovation within sectors and organisations and uncover their potential for further development.

Lectures and seminars aim to introduce theoretical concepts associated with the management of innovation and creativity together with associated research and current practices used within organisations. Guest lecturers from industry will also be invited to present organisational perspectives on managing change, innovation and creativity. Within seminars, students will undertake set group exercises and engage in discussion and debate. Online tutorials will reinforce concepts and provide guidance on assessments. Domestic and Global case studies will be used to underpin various aspects of the management of innovation and creativity within organisations.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you with ongoing feedback on your progress, that helps you prepare for the ‘summative’ assessment(s) during or at the end of the module.

The module will be delivered over a standard Semester comprising 13 weeks of blended learning.

High quality VLE
High quality small group teaching space with usual audio-visual facilities
Library facilities both online and physical.

1. Critically evaluate the key concepts and theories of creativity and innovation and understand the role of creativity and innovation in competitive advantage

2. Apply theories of creativity and innovation to the visitor attraction sector

3. Critically evaluate the process of planning, from creativity to the implementation of innovation in enterprising organisations in the visitor attraction sector

4. Design a creative and innovative addition to a visitor attraction, justifying and analysing its relevance and ‘fit’ within the sector

Bilton, C. (2007). Management and Creativity: From Creative Industries to Creative Management, Oxford: Blackwell Publishing.

Christensen, C. (2016). The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. Boston: Harvard Business Review Press.

Cropley, D. (Ed.). (2010). The Dark Side of Creativity. Cambridge: Cambridge University Press
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Csikszentmihalyi, M. (2013). Creativity: The Psychology of Discovery & Invention, Modern Classics Edition, New York: Harper Perennial.

Dawson, P., & Andriopoulos, C. (2017). Managing Change, Creativity and Innovation. 3rd Edition. London: Sage Publications.

Drucker, P.F. (2015) Innovation and Entrepreneurship. London: Routledge.

Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D., & Winter, S. G. (2009). Dynamic Capabilities: Understanding Strategic Change in Organizations. Chichester: John Wiley & Sons.

Tidd, J., & Bessant, J. (2011). Managing Innovation: Integrating Technological, Market and Organizational Change. Chichester: John Wiley & Sons.

Are you interested in how ideas are developed and how creativity works? With its combination of theory based understanding and practical application of creative and innovative skills, this module will give you an opportunity to consider and develop your own skills and organise your ideas and activities in an effective way.

In order to survive and remain competitive, the visitor attraction sector requires ongoing investment and creative and innovative design, often employing advances in technology to meet the needs of a diverse consumer demographic. This module takes a multi-disciplinary approach to creativity and innovation and explores an exciting range of developments within the global attractions sector, using case studies to consider the success, or otherwise, of contemporary and historical developments against a fluctuating macro-environment. You will work with your peers to demonstrate your creativity in designing a ride, hotel or service concept, which you will then pitch before further development.