Indicative topics will include:

The visitor attraction sector and its role within tourism destinations
Types of visitor attractions and current industry trends
Principles of visitor experience design and interpretation
Concept development, theming and storytelling in attractions
Target markets, visitor segmentation and market positioning
Visitor journey design and spatial planning
Marketing and branding for visitor attractions
Sustainability and responsible attraction development
Feasibility considerations including market demand, operational planning and risk factors

Assessment 1: Visitor Attraction Concept Proposal

Format: Presentation (10 minutes)

You will deliver a presentation proposing a new visitor attraction concept. The focus of this assessment is on the creative development of the attraction idea and its visitor experience.

The proposal presentation should include:

Overview of the attraction concept and theme
Rationale for the idea
Target audience and market positioning
Overview of the proposed visitor experience
Initial interpretation or storytelling concept
Consideration of sustainability and responsible tourism principles

Throughout you should demonstrate awareness of visitor attraction trends and relevant academic concepts and communicate ideas clearly through visual materials such as slides, concept images or diagrams.

Feedback from this assessment will support the further development of the attraction concept for Assessment 2.

Formative Assessment Opportunities:

You will be able to participate in idea workshops and undertake experience mapping exercises.

Assessment 2: Investment Pitch

Format: Presentation (10 minutes + 5 minutes questions)

You will deliver a 10 minute pitch presenting their attraction proposal as if seeking support from potential investors, partners or destination stakeholders.

The pitch should communicate:

The unique selling points of the attraction
Evidence of market demand
Visitor experience value
Practical feasibility and development considerations

Formative Assessment Opportunities:

You will have an opportunity for rehearsal sessions and take part in mock presentations.

Assessment 3 – Feasibility Study

Format: Feasibility Study (2000 words)

You will develop a proposed attraction into a detailed feasibility study supported by an investment-style pitch to a simulated business or stakeholder panel.

Feasibility Study

The feasibility study should evaluate the practical development and viability of the proposed attraction and may include:

Refined attraction concept and narrative
Visitor journey and experience design
Market demand and competitor analysis
Spatial or layout concept for the attraction
Operational considerations (visitor flow, staffing, capacity)
Marketing and branding strategy
Sustainability and accessibility considerations
Financial or resource considerations
Risks and development challenges

Formative Assessment Opportunities:

You will have a scheduled group sessions reviewing design whereby tutor feedback will focus on visitor engagement, interpretation, and flow.

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.

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.

1. Analyse the role and characteristics of visitor attractions within tourism destinations and the wider visitor economy.

Knowledge & Understanding

2. Evaluate factors influencing the development of visitor attractions including visitor experience design, interpretation, sustainability and market demand.

Research Skills

3. Design a creative visitor attraction concept informed by market analysis and visitor experience principles.

Application & Problem-Solving

4. Communicate to a specialist audience a strategically informed visitor attraction proposal using appropriate professional presentation techniques.

Communication
Reflection

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.

Fyall, A., Garrod, B., Leask, A. and Wanhill, S. (2019) Managing Visitor Attractions. 3rd edn. London: Routledge.

Page, S.J. (2019) Tourism Management. 6th edn. London: Routledge.

Pine, B.J. and Gilmore, J.H. (2011) The Experience Economy. Updated edn. Boston: Harvard Business Review Press.

Sigala, M. (2020) Tourism and COVID-19: Impacts and transformations. Journal of Tourism Futures.

Gretzel, U., Sigala, M., Xiang, Z. and Koo, C. (2020) Smart tourism: foundations and developments. Electronic Markets.

UNWTO (2023) Tourism Trends and Outlook. Madrid: UNWTO.

In this module you will explore how visitor attractions are designed and developed within the tourism and leisure industry. You will examine different types of attractions and consider how visitor experiences are created through theming, storytelling and interpretation.

You will develop your own visitor attraction concept, exploring factors such as target markets, visitor journeys, sustainability and market demand. Through workshops and practical activities, you will refine your idea and present it as a professional proposal.

By the end of the module, you will evaluate the feasibility of your attraction and pitch your idea to a simulated business panel, demonstrating how creative ideas can be developed into viable visitor experiences.