1. Critically reflect on and justify an applied research proposal, ensuring ethical and methodological soundness, with clear relevance to tourism, hospitality, or events.

University Learning Outcome: Enquiry, Application, Problem Solving

2. Critically engage with current academic and industry perspectives to analyse and address a complex issue in the visitor economy.

University Learning Outcome: Knowledge and Understanding, Enquiry, Analysis

3. Undertake independent, evidence-informed research to investigate and respond to an applied challenge.

University Learning Outcome: Analysis, Application

4. Communicate research findings with clarity and critical insight in a structured applied project report.

University Learning Outcome: Communication

5. Demonstrate critical self-reflection on the applied project, evaluating personal and professional learning.

University Learning Outcome: Reflection.

Overview

This module provides students with the opportunity to design and complete an independent applied project that addresses a real-world issue in tourism, hospitality, or events. Students may choose to frame their project through one of three distinct pathways: academic research, with a focus on advancing theoretical understanding; consultancy practice, aimed at delivering evidence-based solutions for professional or organisational challenges; or entrepreneurship, exploring innovative strategies and opportunities within the visitor economy. Whichever pathway is selected, students will be expected to apply academic theory to practice, demonstrate originality, and critically analyse the value and impact of their work.

A1. Applied Research Briefing

Type: Written research briefing

This assessment requires students to produce a professional research briefing document that outlines the rationale, scope, and design of their proposed applied project. Written Briefing Document (2,000 words):
Students prepare a structured expert briefing to communicate their project intentions to an academic or professional audience. It should include:

* A clear applied problem or opportunity statement
* Research aim(s) and objective(s)Literature/context overview
* Proposed methodology and ethical considerations
* Anticipated challenges and intended value/outcomes

During taught sessions, students will have the opportunity to discuss formatively their aim(s) and objective(s)

Assesses Learning Outcomes: LO1 & LO2

A2. Final Applied Project

Type: Independent applied research project.

This project requires students to independently execute their proposed research. The final submission should apply academic theory to a real-world problem or setting in tourism, hospitality, or events, and demonstrate critical analysis, originality, and applied relevance.

The project report (7,000 words) should include:

* Introduction and rationale
* Literature and/or contextual framework
* Methodology and data analysis
* Ethical Perspectives
* Findings, discussion, and recommendations
* Academic referencing
* Reflective commentary

Applied projects may take the form of:

* Case studies
* Evaluations
* Small-scale investigations
* Professional strategy development

All submissions must meet the academic and intellectual standards expected at postgraduate (Level 7) study. The opportunity for formative supervision sessions will be provided.

Assesses Learning Outcomes: LO3, LO4 & LO5

Defining and scoping applied problems in tourism, hospitality, and events

Conducting critical literature reviews and identifying conceptual gaps

Framing research questions, aims, and objectives for real-world relevance

Understanding epistemology, research paradigms, and positionality

Applied qualitative, quantitative, and mixed-method approaches

Sampling strategies, stakeholder engagement, and access negotiations

Research ethics, consent, and working with vulnerable or minoritised groups

Data collection tools: interviews, surveys, observation, visual and digital methods

Analysing and interpreting applied data (coding, thematic analysis, etc.)

Ensuring rigour: validity, reliability, trustworthiness, and transparency

Writing for applied and academic audiences: tone, structure, and citation

Communicating findings through audio, visual, and accessible formats

Professional briefings, stakeholder insights, and knowledge exchange

Developing impact-led outputs: toolkits, policy proposals, experience reports

Preparing for the viva: articulating methodological choices and applied relevance

How can real-world problems in tourism, hospitality, and events spark new solutions — and how might those solutions shape the future of the visitor economy?

This module enables you to design and deliver an independent applied project that addresses a real-world issue in tourism, hospitality, or events. You will select one of three pathways to shape your work: academic research (advancing theory and method), consultancy practice (developing evidence-based solutions for organisations), or entrepreneurship (exploring innovation and new ventures in the visitor economy). Whichever route you choose, the project requires you to integrate academic theory with practice, apply advanced research methods, and demonstrate originality and applied relevance.

Guided by supervision and supported through workshops, you will develop a research proposal and then carry out your project, culminating in a substantial written report. Assessments are designed to replicate professional practice: an initial research briefing and commentary to frame your project, followed by the final applied project report, where you communicate findings, critically analyse outcomes, and reflect on your personal and professional learning.

Teaching and Learning Approach
The module adopts a learning approach that integrates interactive lectures, hands-on workshops, and self-directed study to create a dynamic learning environment.

Interactive Lectures
Interactive lectures provide students with the theoretical underpinnings of advanced academic research methods and entrepreneurial thinking. These sessions are designed to spark critical discussion and are supplemented by case study analyses that connect theory to real-world business scenarios, ensuring that students grasp both the academic and practical aspects of the subject matter.

Collaborative Workshops
In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops. These small-group exercises and simulations encourage students to apply their acquired knowledge in practical settings, promoting innovative problem-solving and creative thinking. The workshops are further enriched by guest lectures from industry experts, offering students valuable insights into current market trends and professional practices.

Self-Directed Study
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.

Integrated Learning Experience
Together, these strategies create a comprehensive learning experience that equips students with the academic agility and entrepreneurial mindset needed for success in modern business environments.

Bell, E., Bryman, A. and Harley, B., 2022. Business Research Methods. 6th ed. Oxford: Oxford University Press.

Biddulph, R., 2023. Tourism and Inequality: The Global Politics of Power and Participation. Bristol: Channel View.

Clark, T. and Thompson, C., 2021. Applied Research Methods for Business and Management. London: Sage.

Jennings, G., 2021. Tourism Research. 3rd ed. Milton: Wiley.

Phillimore, J. and Goodson, L., 2020. Qualitative Research in Tourism: Ontologies, Epistemologies and Methodologies. 2nd ed. Abingdon: Routledge.

Saunders, M., Lewis, P. and Thornhill, A., 2023. Research Methods for Business Students. 9th ed. Harlow: Pearson.

UNWTO, 2023. Guidelines on Applied Tourism Research for Sustainable Development. Madrid: World Tourism Organization. [online] Available at: https://www.unwto.org [Accessed 28 July 2025].

Yin, R.K., 2022. Case Study Research and Applications: Design and Methods. 7th ed. Thousand Oaks: Sage.

VLE learning material¿
University’s library and learning resources
Selection of peer reviewed papers, research reports, official statistics, contemporary case studies

Careers¿

The Introduction to Career Connect video for Business Management students at University of Staffordshire explains how to use Career Connect to book one-to-one careers appointments, search for job opportunities, access employability resources, and register for events that support your career development. You can also explore guided career activities and tools on the Career Centre platform and engage with immersive job simulations on the Forage platform.Learn more about careers support on the University of Staffordshire Careers website.