1. Critically evaluate key theories and frameworks of immersive storytelling in relation to tourism, hospitality and events.

University Learning Outcome: Knowledge & Understanding, Enquiry

2. Design an original immersive guest experience prototype informed by narrative techniques, technological platforms (e.g. AR/VR), and user-centred principles.

University Learning Outcome: Application, Learning

3. Analyse the psychological and cultural dimensions of immersion and visitor interaction, drawing on interdisciplinary evidence from marketing and design.

University Learning Outcome: Analysis, Problem Solving

4. Reflect on the ethical, strategic, and creative challenges involved in designing meaningful, inclusive, and digitally enabled visitor experiences.

University Learning Outcome: Reflection, Communication

1. Case Study Critique (30%)

This assessment asks you to engage critically with the theories and frameworks of immersive storytelling and evaluate how they are applied within the visitor economy. You will select a case study, campaign, or project from the tourism, hospitality, or events sector that makes use of immersive media (for example, AR/VR experiences, branded storytelling campaigns, or interactive exhibitions).

Your task is to:

* Analyse the chosen example through the lens of relevant theories and frameworks.
* Evaluate its effectiveness in engaging audiences and creating meaningful experiences.
* Consider psychological, cultural, and design factors that contribute to the experience.
* Reflect on lessons that can be applied to future industry practice.

This assignment is designed to test your ability to critically connect theory with practice and demonstrate analytical insight at postgraduate level.

Assesses Learning Outcomes: LO1 & LO2

2. Experience Design Portfolio (70%)

Format: Portfolio of evidence (including at least three forms of digital media) + 500-word reflective commentary
Final Assessment? Yes

In this major assessment, you will design an original immersive experience prototype for the tourism, hospitality, or events sector. Your portfolio will present a professional-quality concept that demonstrates both creativity and critical analysis.

Your portfolio should include:

* Narrative concept and story map – outlining the central storyline, themes, and intended visitor journey.

* Design and media elements – at least three forms of supporting evidence (e.g., storyboards, mock-ups, wireframes, audio-visual samples, or prototypes using AR/VR tools).

* Technology and platform plan – how digital tools (VR, AR, 360° video, interactive media) will be integrated into the experience.

* Justification of design choices – drawing on theory, interdisciplinary evidence, and market insights.

* Reflective commentary (500 words) – a critical reflection on the creative, ethical, and strategic challenges you faced, what you learned from the design process, and how your approach contributes to meaningful and inclusive visitor experiences.

This assessment tests your ability to synthesise theory, creativity, and professional practice to produce an innovative, industry-relevant output that reflects the standards expected of postgraduate study.

Assesses Learning Outcomes: LO3 & LO4

Immersive media: presence, narrative, interactivity

Psychology of immersive visitor experiences

Destination storytelling, branding, and cultural interpretation

AR/VR/360° video, mixed reality platforms in tourism

Cross-cultural communication in experience design

Inclusive storytelling and ethical design of visitor experiences

Global case studies: museums, cities, events, and brands

Storyboarding and user-journey frameworks

Critical debates in digital tourism, hospitality and events narrative innovation

How do places tell stories — and how can those stories transform the way we experience the world?

This module explores the rapidly growing field of immersive experience design in the global visitor economy. From virtual experiences to branded tourism campaigns and augmented reality will analyse and design powerful narratives that shape how people connect.

Blending psychology, technology, and creativity, you will investigate the science of immersion, the emotional impact of storytelling, and the strategic use of digital platforms such as VR, AR, and 360° video. You’ll also critically reflect on cultural sensitivity, ethical practice, and inclusive design in immersive environments.

Whether you’re interested in tourism, hospitality and events innovation, cultural storytelling, or digital content creation, this module equips you to lead the future of guest engagement in an experience-driven world.

Interactive Lectures

Interactive lectures introduce students to the theoretical foundations of guest experience design and storytelling in global tourism contexts. Sessions focus on advanced concepts such as experiential marketing, cultural narrative, and destination branding. Case study analyses from leading international destinations are used to connect theory to practice, enabling students to evaluate how storytelling strategies shape visitor engagement. Lectures are highly interactive, incorporating formative questioning and discussion to spark creativity and critical debate.

Collaborative Workshops

Workshops provide a practical environment for students to design and test immersive guest experiences. Through group discussions, creative simulations, and scenario-based exercises, students apply theoretical knowledge to real-world tourism challenges. Role-play and design labs allow students to experiment with storytelling techniques, prototype experiential concepts, and refine ideas through peer and tutor feedback. Guest speakers from the tourism and hospitality industry contribute professional insights into current market trends, innovation in visitor experience, and the application of narrative in global settings.

Self-Directed Study

Self-directed learning forms a vital part of the module, encouraging students to engage with academic and professional resources, digital media, and the module’s Blackboard system. Independent study tasks include maintaining reflective design journals, analysing destination case studies, and exploring multimedia sources of storytelling practice. This approach builds research proficiency, digital literacy, and the capacity to consolidate knowledge in preparation for assessments.

Integrated Learning Experience

The integration of lectures, workshops, and independent study ensures a holistic learning journey. Students develop the ability to critically analyse guest experiences, design innovative storytelling approaches, and reflect on cultural context in global tourism. By combining theory, practice, and reflection, the module equips students with the creative agility and entrepreneurial mindset required to design immersive experiences that resonate with diverse audiences worldwide.

Buhalis, D. (2022). Smart Tourism: Foundations and Developments. Cham: Springer.

Farman, J. (2013). The Mobile Story: Narrative Practices with Locative Technologies. New York: Routledge.

Fitzgerald, D. (2020). Immersive Storytelling for Real and Imagined Worlds. London: Routledge.

Han, J. and Dieck, M.C.T. (2021). Smart Technologies for Sustainable Tourism: Innovations in Practice. Cham: Springer.

Jenkins, H., Ford, S. and Green, J. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture. New York: NYU Press.

Morrison, A.M. (2022). Marketing and Managing Tourism Destinations. 2nd ed. Abingdon: Routledge.

Neuhofer, B., Egger, R. and Buhalis, D. (eds.) (2022). Handbook of e-Tourism. Cham: Springer.

Pine, B.J. and Gilmore, J.H. (2019). The Experience Economy: Competing for Customer Time, Attention, and Money. Boston: Harvard Business Review Press.

Pine, B.J. and Korn, K.C. (2011). Infinite Possibility: Creating Customer Value on the Digital Frontier. San Francisco: Berrett-Koehler.

Tussyadiah, I. (2020). Technology and the Tourist Experience: Analytics and Design. London: Routledge.

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.