TOUR07012 2016 Tourism Entrepreneurship

General Details

Full Title
Tourism Entrepreneurship
Transcript Title
Tourism Entrepreneurship
N/A %
Subject Area
TOUR - Tourism
BUS - Business
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary O'Keeffe
Programme Membership
SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management

Entrepreneurs and entrepreneurship are vital to the continued development of the tourism sector. This module aims to introduce the tourism student to the concept of entrepreneurship. It takes the student through the process of starting a tourism business, from considering self-employment, to initial idea generation, through to the practicalities of start-up. Students are introduced to the role and effective practice of entrepreneurship in driving innovation and economic growth.

Learning Outcomes

On completion of this module the learner will/should be able to;


Identify the principal personality traits and characteristics associated with entrepreneurship and examine their own suitability to become an entrepreneur.


Recognise suitable conditions for the development of an enterprise culture and be familar with the sources of assistance in an Irish context.


Describe the process of business idea generation and be familar with the common sources of ideas for business opportunities.


Comprehend the stages involved in developing a business plan and and be familar with the structure of a business plan document.


Identify the most suitable legal format available to start-ups and be familar with the broad requirements of employment law.


Comprehend the role of finance in new venture creation, the different forms of financing available and appreciate the role of efficient financial management in a start-up enterprise.

Teaching and Learning Strategies

Lectures & Tutorials

Use of Podcast & Enterprise Related Programming / Podcasts

Tourism Enterprise Profiles & Case Study Material

Dept of Enterprise Publications & Failte Ireland Publications

Module Assessment Strategies

Students asked to select an entrepreneur (preferably related to tourism sector ) and profile their background, challenges encountered, business model, achievements to date.

Students are allocated case study material & questions. Students are required to analyse and relate the case example to module theory and class material.


Repeat Assessments

Repeat Assessment as per Institute Examination Procedures

Indicative Syllabus

Introduction to Entrepreneurship

Review the varied research contributions and recent research trends

Identify entrepreneurial personality traits and qualities.

Describe the key background factors important in entrepreneurial development.

Explore the students suitability to become an entrepreneur.

Supporting Environment for Entrepreneurship

Review the role of Irish economic policy and environmental conditions in developing a suitable climate for enterprise.

Examine the positive contributors to the Irish entrepreneurial environment and identify factors which inhibit entreprenurial activity.

Discuss the role of state agencies and identify specific organisations providing assistance to tourism enterprises.

Finding the Business Idea

Recognise where to find business ideas.

Explore the terminology of creativity and appreciate the creative process

Examine techniques to generate business ideas and criteria to evaluate ideas.

Describe how to transform ideas into realisable opportunities.

The Business Plan Process

Examine the rationale and benefits of business planning.

Distinguish between the process of business planning and the output of the business plan.

Appreciate the stages involved in the process and how they interrelate.

Apply the structure of a typical business plan to a tourism enterprise.

Legal Formats

Identify the advantages and disadvantages of different legal structures available to start-ups.

Appreciate the legal implications of employment, health & safety and contract law.

Comprehend the importance of legal compliance in relation to tax registration.

Marketing the New Venture

Differentiate between marketing a new enterprise and marketing an established business.

Recognise the marketing advantages of small enterprises.

Examine the conventional marketing planning process.

Employ marketing planning and marketing mix theory to develop a marketing plan for a new tourism venture.

Financing the New Venture

Recognise the role of finance in new venture creation.

Examine the different forms and sources of finance for start-ups.

Describe how entrepreneurs can estimate their financial needs.

Identify the role and methods of efficient financial management




Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case Study Analysis of Tourism Enterprise Case Continuous Assessment Assignment 25 % OnGoing 1,3,4,5,6
2 Project Profile of a Tourism Entrepreneur Continuous Assessment Assignment 25 % OnGoing 1,2,3

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Written Exam Final Exam Closed Book Exam 50 % End of Term 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Tutorial Flat Classroom Podcast & Case Study Material 1 Weekly 1.00
Lecture Flat Classroom Class Discussion 2 Weekly 2.00
Lecture Flat Classroom Class Discussion 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Entrepreneurship in Hospitality & Tourism A Global Perspective, (2015) Edited Brookes, M. and Altinay, L. Goodfellow Publications.

National Policy Statement on Entrepreneurship in Ireland (2014) Department of Enterprise & Innovation (Govt Publication)

Tourism and Entrepreneurship (2009), Advances in Tourism Research, Jovo Ateljevic (Editor), Stephen Page (Editor)

Enterprise in Action : An Introduction to Entrepreneurship in an Irish Context, (2007) O'Gorman, C & Cumnningham, J. OakTree Press

New Venture Creation in Ireland (2002) Cooney, T. & Hill, S. OakTree Press.

Could You Be Your Own Boss ? (2009) O' Kane Brian OakTree Press

Starting a Business in Ireland (2010) 6th Edition Brian O' Kane

Starting Your Own Business : A Workbook 3rd Edition Oak Tree Press

Grabbing the Oyster ! Anecdotes & Advice from Icons of Irish Business, (2009) Flannery, P.

Tourism and Entreprenurship : International Perspectives Page, Stephen & Ateljevic Jovo (2009) Elsevier

The Family Business in Tourism and Hospitality (2004) Getz, D. Carslen J and A Morrison Cabi Publishing

Innovation and Entrepreneurship : Strategies and Processes for Success in Tourism (2010) Bernet, W, Brive, V, Fischer, E. and Eileen Fischer. Perfect Paperback

URL Resources

EY Entrepreneur of the Year - International Finalists RTE 1 Player & Irish Nationwide programme series.

Also The Business Prog Radio 1 - podcast.

Also see and Wild Atlantic Way Trade Manual for Group Organisers

Other Resources

National Policy Statement on Entrepreneurship in Ireland (2014) Department of Enterprise & Innovation

Fostering a Culture of Innovation in Irish Tourism Report (Failte Ireland 2009)

A Study of Strategic Innovation Practices Within The Irish Tourism Industry : Irish Academy of Management Conference Paper DCU 2008

Lynch, Patrick and Holden, Mary T. and O'Toole, Thomas (2009) Developing a Rural Innovation Network in the Irish Tourism Sector (RIKON Group). In: 9th Relationship Marketing Conference, 2009, Berlin.

European Case Clearing House, Case Studies Series.

Entrepreneurship Podcast Material.

Profile of Irish Entrepreneurs Series, Enterprise Ireland

Forfas Publications

Business Newspaper Articles

Reference Fieldtrips & Seminars Examples

Additional Information