1. Critically evaluate contemporary ethical, environmental, and governance issues affecting visitor experiences in the global visitor economy, using relevant sustainability and responsibility frameworks.

University Learning Outcome: Knowledge and Understanding, Enquiry, Analysis

2. Analyse real-world case studies from across tourism, hospitality, and events where sustainability and ethical leadership played a pivotal role — positively or negatively.

University Learning Outcome: Enquiry, Problem Solving, Reflection

3. Design an ethically sound and sustainability-driven guest experience concept, using service excellence and human-centred design principles.

University Learning Outcome: Application, Communication

4. Critically reflect on the strategic role of guest experience transformation in shaping responsible futures for global destinations and organisations.

University Learning Outcome: Reflection, Learning

Strategic Report

A critical evaluation of a real-world case in the visitor economy where ethical, sustainability, or governance issues significantly impacted stakeholder outcomes. Students will apply relevant theories and frameworks to analyse problems and propose ethical, sustainable strategies.

Assesses Learning Outcomes: LO1 & LO2

Guest Experience Design Portfolio

A creative and evidence-based proposal for a next-generation, sustainability-aligned guest experience within a chosen sector (e.g., eco-tourism, ethical hospitality, cultural events). Includes concept rationale, stakeholder and user insight, and links to service excellence frameworks.

Content to include: design brief visual storyboard, 3 forms of digital media and reflection

Assesses Learning Outcomes: LO3 & LO4

During scheduled taught session, students will have the opportunity to discuss formative feedback regarding their strategic report and design portfolio.

Sustainable Development Goals (SDGs) and Net Zero targets

Ethical leadership and governance in service industries

Destination management and overtourism

Greenwashing, ESG frameworks, and stakeholder ethics

Responsible innovation and inclusive service design

Transformative experience design and emotional engagement

Human-centred design and cultural intelligence

Digital transformation and sustainability in service systems

In a world increasingly shaped by ethical scrutiny, climate imperatives, and rapidly evolving guest expectations, how do we design truly meaningful and sustainable visitor experiences?

This module challenges students to explore and critically evaluate how ethics, sustainability, and service excellence intersect in shaping the future of tourism, hospitality, and events. Through case-based analysis, global frameworks (such as the UN Sustainable Development Goals), and cutting-edge concepts like green innovation and responsible experience design, students will learn how to create guest journeys that are not only memorable but also mindful.

You’ll investigate real-world controversies such as overtourism, greenwashing, and cultural exploitation, and develop strategic solutions rooted in governance, leadership, and transformative service models. A key feature is the opportunity to prototype a next-generation guest experience for a chosen destination or sector, blending creativity, critical thinking, and sustainability know-how.

This module is ideal for future leaders and changemakers who want to create experiences that matter to people, to the planet, and to the visitor economy.

Interactive Lectures

Interactive lectures introduce students to the theoretical foundations of ethics, sustainability, and guest experience transformation in tourism and hospitality. These sessions provide the academic frameworks for understanding responsible leadership, sustainable development goals, and ethical challenges in global tourism. Case study analyses are embedded to illustrate how destinations and organisations apply ethical principles and sustainability agendas in practice, stimulating critical debate and reflective discussion.

Collaborative Workshops

Workshops and group activities give students the opportunity to apply theoretical insights to practical contexts. Through simulations, scenario-based tasks, and collaborative projects, students explore how to design guest experiences that align with ethical and sustainable principles. Problem-based exercises encourage innovative solutions to issues such as over-tourism, cultural sensitivity, and ecological responsibility. Guest lectures from industry leaders and NGOs provide authentic insights into contemporary sustainability challenges and the practices shaping ethical guest experience design.

Self-Directed Study

Self-directed learning plays an essential role in building independent research and reflection skills. Students are encouraged to explore digital libraries, sustainability reports, online resources, and the module’s Blackboard system to deepen their understanding. Reflective study tasks may include keeping sustainability journals, reviewing industry codes of practice, and analysing case studies of ethical dilemmas. This independent element strengthens digital literacy, research proficiency, and critical evaluation skills in preparation for assessment.

Integrated Learning Experience

By integrating lectures, workshops, and independent study, the module offers a holistic and applied learning journey. Students develop the ability to critically assess ethical issues, design sustainable guest experiences, and reflect on the implications of tourism decisions for communities, cultures, and environments. These strategies equip students with the academic agility, ethical awareness, and professional competence needed to contribute to a more responsible and sustainable tourism industry.

Dolnicar, S. (2021). Peer-to-Peer Accommodation Networks: Pushing the Boundaries. Oxford: Goodfellow Publishers.

Goodwin, H. (2016). Responsible Tourism: Using Tourism for Sustainable Development. 2nd ed. Oxford: Goodfellow Publishers.

Grönroos, C. (2015). Service Management and Marketing: Managing the Service Profit Logic. 4th ed. Chichester: Wiley.

Hall, C.M. and Page, S.J. (2014). The Geography of Tourism and Recreation: Environment, Place and Space. 4th ed. Abingdon: Routledge.

Hassanien, A. and Dale, C. (2013). Facilities Management and Development for Tourism, Hospitality and Events. Oxford: CABI.

Lovelock, B. and Lovelock, K. (2013). The Ethics of Tourism: Critical and Applied Perspectives. Abingdon: Routledge.

Morgan, M., Lugosi, P. and Ritchie, J.R.B. (eds.) (2010). The Tourism and Leisure Experience: Consumer and Managerial Perspectives. Bristol: Channel View Publications.

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

Sharpley, R. (2020). Tourism, Tourists and Society. 5th ed. Wallingford: CABI.

UNWTO (2022). Sustainable Development of Tourism – A Compilation of Good Practices. Madrid: World Tourism Organization.

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 Staffordshire University Careers website.