Applied Tourism Project

Module description

In the tourism sector, research is widely used by public sector agencies, corporations and a range of other organisations to plan and manage change, to underpin innovation and to achieve optimum outcomes for destinations and stakeholders.  Tourism managers routinely commission research as part of ongoing business development and in the wider process of destination planning, development and monitoring.  This module focuses on a highly applied aspect of tourism management that requires you to understand the nature, scope and value of applied research and approaches to knowledge management and transfer between stakeholders.  It offers insights into the process of designing, developing and commissioning research, alongside an understanding of client-consultant relations. This module requires you to develop and apply your existing knowledge of tourism. You will work actively on an applied project (based on a tourism destination, issue, event or business), which will give you an opportunity to develop and test out your skills in time and project management. You will develop your employability skills in this module including the delivery of a professional research brief that will demand excellent self-management skills. To undertake this module, you need to have an appreciation of research methods so you must have taken either BEMM365 or BEMM175 in Term 1, or an equivalent Research Methods module.

Full module specification

Module title:Applied Tourism Project
Module code:BEMM072
Module level:M
Academic year:2019/0
Module lecturers:
  • Professor Tim Coles - Convenor
Module credit:15
ECTS value:



BEMM365 or BEMM175, or equivalent

Duration of module: Duration (weeks) - term 2:


Module aims

This module focuses on applied aspects of tourism management that aims to introduce students to organisational research needs in the tourism sector, and the process of addressing such needs through understanding existing knowledge, observing trends and producing new knowledge through the creation of a research brief and managing the consultancy process. The module is designed so students can apply their wider knowledge of tourism to a case study project. The aims of the module are to:

  • develop students’ abilities to understand the nature, scope and value of applied research and approaches to knowledge management and transfer between stakeholders.
  • equip students with skills in identifying organisational research needs and commissioning research, including exploration of secondary data and the creation of a comprehensive research brief.
  • address employability skills through development of professional skills in project management, time management, self-management, managing consultancy processes and reflective practice.

ILO: Module-specific skills

  • 1. Demonstrate knowledge of organisational research needs and use in the tourism sector.
  • 2. Appraise the practice of knowledge creation and management in the tourism sector.
  • 3. Devise a research brief to address a tourism-related issue.

ILO: Discipline-specific skills

  • 4. Apply tourism management knowledge to real-world situations.
  • 5. Synthesise information and secondary data, utilising both academic and industry sources, to formulate a research brief.

ILO: Personal and key skills

  • 6. Present oral and written work in a professional format.
  • 7. Apply critical thinking skills to an area of applied practice in tourism.
  • 8. Work effectively utilising time and project management skills.
  • 9. Reflect on individual practice.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Lectures12Lectures on key concepts
Tutorials13Workshop sessions on practical tasks, presentations and meetings with tutor

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Presentation10 minute interim presentation of research brief1, 3-8Verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Research brief803,500 words1, 3-8Written
Individual reflective log201,000 words2, 6, 8, 9Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Research briefResubmit research brief1, 3-8Summer period
Individual reflective logIndividual reflective paper2, 6, 8, 9Summer period

Syllabus plan

  • The nature, scope and value of applied research and approaches to knowledge management and transfer between stakeholders.
  • Current issues in applied tourism research – trends and insights.
  • Using industry and academic data sources and databases to create a clear and precise research context.
  • Synthesising diverse styles of research material to create an understanding of research gaps.
  • What is a research brief? Different types and styles. How to write an effective research brief.
  • Understanding the consultant’s role – expectations and experiences, examples of projects.
  • The process of commissioning consultants, tendering and criteria for selection.
  • Managing the consultancy process: managing projects and consultants, external and internal requirements and budgetary constraints.
  • Legal, insurance and ethical practice in tourism management consultancy.
  • Developing written and verbal presentation skills for a professional audience.

Indicative learning resources - Basic reading

Durbarry, R. (2018). Research Methods for Tourism Students, Routledge: Abingdon.

Getz, D. (2018). Event Evaluation: Theory and Methods for Event Management and Tourism, Goodfellow: Oxford.

Kolb, B. (2018). Marketing Research for the Tourism, Hospitality and Events Industries, Routledge: Abingdon.

Hsu, C. and Gartner, W. (eds.), (2012). The Routledge Handbook of Tourism Research, Routledge: Abingdon.

Ren, C., Johannesson, G.T. and van der Duim, R. (eds.), (2017). Co-creating Tourism Research, Taylor and Francis: London.

Wickham, L. and Wilcock, J. (2016). Management Consulting: Delivering an Effective Project, Pearson: Harlow.

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