Module Descriptors
PRINCIPLES OF VISITOR ATTRACTIONS
TOUR40137
Key Facts
Digital, Technology, Innovation and Business
Level 4
30 credits
Contact
Leader: Frances-Marie Hitchen
Hours of Study
Scheduled Learning and Teaching Activities: 72
Independent Study Hours: 228
Total Learning Hours: 300
Assessment
- INDIVIDUAL JOURNAL - 1500 WORDS weighted at 40% - Learning outcome(s) assessed: 1,2,3
- INDIVIDUAL PRESENTATION OR VIDEO PITCH - 10 MINUTES weighted at 60% - Learning outcome(s) assessed: 2,3,4
Module Details
INDICATIVE CONTENT
This module introduces students to the foundational principles of visitor attractions.
Content will focus on how the differing attractions within destinations from built to natural. Through applied and simulated learning activities, students will explore the vast nature of visitor attractions and the impact this has on economic, social and environmental scales. Indicative content to the module:
Introduction to Visitor Attractions:
Definition and scope of visitor attractions
The role of attractions in the tourism system
Attraction life cycles and development
Types of Visitor Attractions:
Natural attractions
Heritage and cultural attractions
Theme parks and entertainment attractions
Visitor centres and commercial attractions
Free vs paid attractions
The Visitor Experience:
Visitor motivations and expectations
Experience design and interpretation
Authenticity and storytelling in attractions
Customer service and satisfaction
Visitor Attraction Management:
Basic management structures and roles
Operations and visitor flow management
Technology and innovation in attractions (e.g., digital interpretation)
Impacts of Visitor Attractions:
Economic contributions to destinations
Social and cultural impacts
Environmental management and sustainability
Contemporary Issues:
Changing visitor expectations
Accessibility and inclusivity
The role of attractions in destination development
Content will focus on how the differing attractions within destinations from built to natural. Through applied and simulated learning activities, students will explore the vast nature of visitor attractions and the impact this has on economic, social and environmental scales. Indicative content to the module:
Introduction to Visitor Attractions:
Definition and scope of visitor attractions
The role of attractions in the tourism system
Attraction life cycles and development
Types of Visitor Attractions:
Natural attractions
Heritage and cultural attractions
Theme parks and entertainment attractions
Visitor centres and commercial attractions
Free vs paid attractions
The Visitor Experience:
Visitor motivations and expectations
Experience design and interpretation
Authenticity and storytelling in attractions
Customer service and satisfaction
Visitor Attraction Management:
Basic management structures and roles
Operations and visitor flow management
Technology and innovation in attractions (e.g., digital interpretation)
Impacts of Visitor Attractions:
Economic contributions to destinations
Social and cultural impacts
Environmental management and sustainability
Contemporary Issues:
Changing visitor expectations
Accessibility and inclusivity
The role of attractions in destination development
ADDITIONAL ASSESSMENT DETAILS
Visitor attractions are a core component of the visitor economy and play a crucial role in shaping visitor experiences and destination competitiveness. This module introduces students to the nature, purpose, and diversity of visitor attractions, exploring how they are developed, managed, and experienced by visitors.
Students will examine different types of attractions, including natural, heritage, cultural, and purpose-built attractions, alongside the factors that influence their success and sustainability. The module also introduces key concepts such as visitor motivation, interpretation, visitor management, and the role of attractions within destinations.
Through case studies and applied examples, students will gain an understanding of how attractions operate and how they create memorable experiences for visitors while balancing economic, social, and environmental considerations. Visitor attractions are a central element of tourism destinations and contribute to employment, regeneration, and cultural exchange within communities.
This module provides the foundation knowledge required for more advanced study of visitor attraction and resort management at later levels.
This assessment introduces students to experiential learning and reflective observation, encouraging them to analyse attractions from a visitor perspective, a core skill in attraction management.
Ethical Considerations:
This assessment is based solely on students’ personal visitor experiences and observational reflection during their visit. Students are not required to collect primary data from other visitors, staff, or stakeholders, and therefore no formal research with participants should be undertaken.
Assessment 1: Visitor Experience Journal
Individual Diary
You are to visit a visitor attraction of your choice (e.g. museum, heritage site, theme park, zoo, cultural attraction or natural attraction) and record your experience as a visitor.
You will document your visit using a structured visitor experience journal, which will include:
Observational notes
Photographs
Screenshots of digital interpretation or apps
Visitor journey mapping
Short reflective commentary
The diary should evaluate:
The type and purpose of the attraction
The visitor journey (arrival, experience, exit)
Interpretation and storytelling
Visitor engagement and atmosphere
Strengths and areas for improvement
You will connect their observations to concepts and theories introduced in the module (e.g., visitor motivation, experience design, attraction types).
This assessment assesses Learning Outcomes LO 1, LO 2 and LO 3.
Assessment 2: Digital Presentation or Video Pitch
Individual Presentation
You will select a real visitor attraction and develop a proposal to improve the visitor experience. Within the pitch you should include:
A brief overview of the attraction
Identification of a specific issue or opportunity (e.g., visitor flow, interpretation, accessibility, sustainability, digital engagement)
A creative solution or improvement idea
Explanation of how the proposal would improve visitor satisfaction and the attraction's success
You can present their pitch as:
A recorded presentation
A short video pitch
A digital storytelling presentation (e.g., narrated slides)
You should consider the visual elements such as visitor journey maps, concept sketches, or mock-ups are encouraged.
You will have 10minutes to present your pitch.
This assessment assesses Learning Outcomes LO 2, 3 and LO 4.
Students will examine different types of attractions, including natural, heritage, cultural, and purpose-built attractions, alongside the factors that influence their success and sustainability. The module also introduces key concepts such as visitor motivation, interpretation, visitor management, and the role of attractions within destinations.
Through case studies and applied examples, students will gain an understanding of how attractions operate and how they create memorable experiences for visitors while balancing economic, social, and environmental considerations. Visitor attractions are a central element of tourism destinations and contribute to employment, regeneration, and cultural exchange within communities.
This module provides the foundation knowledge required for more advanced study of visitor attraction and resort management at later levels.
This assessment introduces students to experiential learning and reflective observation, encouraging them to analyse attractions from a visitor perspective, a core skill in attraction management.
Ethical Considerations:
This assessment is based solely on students’ personal visitor experiences and observational reflection during their visit. Students are not required to collect primary data from other visitors, staff, or stakeholders, and therefore no formal research with participants should be undertaken.
Assessment 1: Visitor Experience Journal
Individual Diary
You are to visit a visitor attraction of your choice (e.g. museum, heritage site, theme park, zoo, cultural attraction or natural attraction) and record your experience as a visitor.
You will document your visit using a structured visitor experience journal, which will include:
Observational notes
Photographs
Screenshots of digital interpretation or apps
Visitor journey mapping
Short reflective commentary
The diary should evaluate:
The type and purpose of the attraction
The visitor journey (arrival, experience, exit)
Interpretation and storytelling
Visitor engagement and atmosphere
Strengths and areas for improvement
You will connect their observations to concepts and theories introduced in the module (e.g., visitor motivation, experience design, attraction types).
This assessment assesses Learning Outcomes LO 1, LO 2 and LO 3.
Assessment 2: Digital Presentation or Video Pitch
Individual Presentation
You will select a real visitor attraction and develop a proposal to improve the visitor experience. Within the pitch you should include:
A brief overview of the attraction
Identification of a specific issue or opportunity (e.g., visitor flow, interpretation, accessibility, sustainability, digital engagement)
A creative solution or improvement idea
Explanation of how the proposal would improve visitor satisfaction and the attraction's success
You can present their pitch as:
A recorded presentation
A short video pitch
A digital storytelling presentation (e.g., narrated slides)
You should consider the visual elements such as visitor journey maps, concept sketches, or mock-ups are encouraged.
You will have 10minutes to present your pitch.
This assessment assesses Learning Outcomes LO 2, 3 and LO 4.
LEARNING STRATEGIES
In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.
Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.
Simulation
Simulation is embedded in the module through experiential and observational learning activities that place students in the role of a visitor and early-stage attraction manager. Students undertake real-world visits to visitor attractions and document their experiences using a structured visitor experience journal. This process allows students to observe visitor behaviour, analyse the visitor journey, and evaluate interpretation, engagement and service environments. Through reflective observation and analysis, students begin to model professional practice in evaluating and improving visitor experiences within attractions and resorts.
Employability, Enterprise and Professional Practice
Employability and professional practice are developed through the exploration of visitor attractions as operational environments within the visitor economy. Students build transferable skills in observation, critical thinking, visitor experience evaluation and professional communication. Through the development of a digital presentation or video pitch proposing improvements to an attraction, students practise presenting ideas, identifying operational challenges and proposing creative solutions relevant to visitor experience management roles.
Academic, Digital and Research Skills
The module develops foundational academic, digital and research skills appropriate to Level 4 study. Students gather observational data during attraction visits, document experiences through photographs, visitor journey mapping and reflective notes, and connect their observations to relevant theories and concepts introduced in the module. Digital tools are used to organise, analyse and present findings, supporting students in developing confidence in structured academic reflection, evidence-based evaluation and clear communication of ideas.
Explore
This module aligns with the Explore principle of the Employability Framework by introducing students to the structure and operation of visitor attractions and the design of visitor experiences. Through attraction visits, reflective analysis and the development of improvement proposals, students explore how visitor experiences are created, interpreted and managed. These activities build awareness of career pathways within visitor attractions, heritage, tourism and resort management while encouraging students to think creatively about enhancing visitor satisfaction and engagement.
Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.
Simulation
Simulation is embedded in the module through experiential and observational learning activities that place students in the role of a visitor and early-stage attraction manager. Students undertake real-world visits to visitor attractions and document their experiences using a structured visitor experience journal. This process allows students to observe visitor behaviour, analyse the visitor journey, and evaluate interpretation, engagement and service environments. Through reflective observation and analysis, students begin to model professional practice in evaluating and improving visitor experiences within attractions and resorts.
Employability, Enterprise and Professional Practice
Employability and professional practice are developed through the exploration of visitor attractions as operational environments within the visitor economy. Students build transferable skills in observation, critical thinking, visitor experience evaluation and professional communication. Through the development of a digital presentation or video pitch proposing improvements to an attraction, students practise presenting ideas, identifying operational challenges and proposing creative solutions relevant to visitor experience management roles.
Academic, Digital and Research Skills
The module develops foundational academic, digital and research skills appropriate to Level 4 study. Students gather observational data during attraction visits, document experiences through photographs, visitor journey mapping and reflective notes, and connect their observations to relevant theories and concepts introduced in the module. Digital tools are used to organise, analyse and present findings, supporting students in developing confidence in structured academic reflection, evidence-based evaluation and clear communication of ideas.
Explore
This module aligns with the Explore principle of the Employability Framework by introducing students to the structure and operation of visitor attractions and the design of visitor experiences. Through attraction visits, reflective analysis and the development of improvement proposals, students explore how visitor experiences are created, interpreted and managed. These activities build awareness of career pathways within visitor attractions, heritage, tourism and resort management while encouraging students to think creatively about enhancing visitor satisfaction and engagement.
LEARNING OUTCOMES
1. Describe the role and importance of visitor attractions within visitor economy whilst identifying different types of visitor attractions and their key characteristics.
Knowledge and Understanding
2. Investigate factors influencing visitor motivation and experience at attractions using introductory research methods.
Research Skills
3. Outline basic management practices used in visitor attractions, including visitor flow, interpretation, and customer experience.
Application and Problem Solving
4. Communicate the impacts of visitor attractions on destinations, including economic, environmental, and social factors to a non-specialist audience.
Communication
Knowledge and Understanding
2. Investigate factors influencing visitor motivation and experience at attractions using introductory research methods.
Research Skills
3. Outline basic management practices used in visitor attractions, including visitor flow, interpretation, and customer experience.
Application and Problem Solving
4. Communicate the impacts of visitor attractions on destinations, including economic, environmental, and social factors to a non-specialist audience.
Communication
RESOURCES
The following resources support learning, research and assessment on this module and provide access to key academic, digital and professional tools used in business and management contexts.
Blackboard virtual learning environment for access to module materials, assessment submission and feedback.
Staffordshire University Library Search for access to core textbooks and eBooks.
Business intelligence and market research databases including Statista, IBISWorld and Mintel.
Microsoft 365 (Teams, Word, PowerPoint, OneDrive) for collaboration, research and assessment preparation
Blackboard virtual learning environment for access to module materials, assessment submission and feedback.
Staffordshire University Library Search for access to core textbooks and eBooks.
Business intelligence and market research databases including Statista, IBISWorld and Mintel.
Microsoft 365 (Teams, Word, PowerPoint, OneDrive) for collaboration, research and assessment preparation
TEXTS
Fyall, A. (2022). Managing visitor attractions. 3rd ed. London: Routledge. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/oguunr/alma991000918152706826
Breiby, M.A., Elvekrok, I. and Slåtten, T. (2026). Services, Experiences, and Sustainability. 1st ed. Edited by I. Elvekrok, T. Slåtten, and M.A. Breiby. Oxford: Routledge. Available at:
https://doi.org/10.4324/9781003477839.
Weidenfeld, A. (2016). Visitor Attractions and Events: Locations and linkages. 1st edition. Edited by R. Butler and A.M. Williams. United Kingdom: Routledge. Available at: https://doi.org/10.4324/9781315740492.
Jernsand, E.M. (2023) Tourism, Knowledge and Learning. Edited by E. Lundberg, E.M. Jernsand, and M. Persson. United Kingdom: Routledge. Available at: https://doi.org/10.4324/9781003293316.
Breiby, M.A., Elvekrok, I. and Slåtten, T. (2026). Services, Experiences, and Sustainability. 1st ed. Edited by I. Elvekrok, T. Slåtten, and M.A. Breiby. Oxford: Routledge. Available at:
https://doi.org/10.4324/9781003477839.
Weidenfeld, A. (2016). Visitor Attractions and Events: Locations and linkages. 1st edition. Edited by R. Butler and A.M. Williams. United Kingdom: Routledge. Available at: https://doi.org/10.4324/9781315740492.
Jernsand, E.M. (2023) Tourism, Knowledge and Learning. Edited by E. Lundberg, E.M. Jernsand, and M. Persson. United Kingdom: Routledge. Available at: https://doi.org/10.4324/9781003293316.
WEB DESCRIPTOR
This module introduces you to the visitor attraction sector and its role within the visitor economy. You will explore the different types of visitor attractions, how they are developed and managed, and the factors that shape visitor motivation and experience. The module examines how attractions create engaging visitor journeys through interpretation, storytelling, and customer experience design, while also considering the economic, social and environmental impacts attractions can have on destinations.
Through practical activities and analysing a real visitor attraction and documenting your visitor experience, you will develop skills in observation, analysis, and reflective thinking. You will also explore how attractions can enhance visitor engagement and improve their offer through creative ideas and experience improvements.
The module provides a strong foundation for further study in visitor attraction, resort and destination management, helping you develop an understanding of how attractions operate and how memorable visitor experiences are created and managed.
Through practical activities and analysing a real visitor attraction and documenting your visitor experience, you will develop skills in observation, analysis, and reflective thinking. You will also explore how attractions can enhance visitor engagement and improve their offer through creative ideas and experience improvements.
The module provides a strong foundation for further study in visitor attraction, resort and destination management, helping you develop an understanding of how attractions operate and how memorable visitor experiences are created and managed.