TOUR07030 2016 Strategies for Cultural and Creative Tourism

General Details

Full Title
Strategies for Cultural and Creative Tourism
Transcript Title
Creative Tourism Toolkit
N/A %
Subject Area
TOUR - Tourism
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary McGuckin
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

This module is designed to provide learners with a practical toolkit to assist in the auditing and planning process within the cultural and creative tourism industry. Students will develop practical skills and competencies enabling them to evaluate and recommend strategies for the cultural and creative tourism sectors.

Learning Outcomes

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


Conduct an audit of the tourism place and cultural/creative 'space' within the context of the market and external environment


Appraise the strategic components of cultural/creative places, organisations and/or tourism offerings


Design strategic options for cultural/creative places and organisations.

Teaching and Learning Strategies

Students will explore all the strategic frameworks required for auditing and design within the cultural and creative industries through a series of workshops and collaborative learning approach.

Module Assessment Strategies

Students will use a practical toolkit to audit, plan and design a sustainable strategy for a creative/cultural organisation or 'place'.

Repeat Assessments

Repeat assessments as per IT,Sligo recommended procedures.

Indicative Syllabus

Planning and Auditing Framework

  • Situation analysis
  • Market and external environment
  • Audit of place and cultural/creative ‘space’
  • Sequential audit: Cultural, physical, tourism and experiential values
  • Identification of Critical Success Factors for cultural and creative tourism products 
  • Market Appeal/Robusticity Matrix
  • Mission/vision/goals/objectives
  • Stakeholder identification

Designing Strategic Options

  • Segmenting the cultural/creative tourist market
  • Planning interpretation and building the experience
  • Communicating the message
  • Collaboration, packaging and bundling
  • Building (new or adaptive re-use of space)
  • Clustering
  • Developing linear routes or networks
  • Rebranding/creating a specific tourism area or network
  • Events/festivals etc

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group project Project Written Report 40 % Week 10 1,2,3
2 Presentation Continuous Assessment Oral Exam 40 % Week 10 1,2,3
3 Collaborative group work Continuous Assessment Performance Evaluation 20 % OnGoing 1,2,3

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lectures 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Design Projectwork Flat Classroom Collaborative learning 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Du Cros, H & McKercher, B (2014) Cultural Tourism, 2nd ed, UK, Routledge

OECD (2014), Tourism and the Creative Economy, OECD Studies on Tourism, OECD Publishing, Paris.

McKercher, B & DuCros, H (2012) The Partnership between Tourism & Cultural Management, UK, Routledge

ATLAS (2015)Creative Tourism Trend Report Volume 1

Smith, MK (2015) Issues in Cultural Tourism Studies, 3rd ed., UK, Routledge

Wurzburger, R and Pattakos, A (2009) Creative Tourism, a Global Conversation, Sunstone Press

Williams, S and Lew, AA (2014) Tourism Geography, Critical Understandings of Place, Space and Experience, 3rd Edition, UK, Routledge

Meskell, L (2015) Global Heritage: A Reader, UK, Wiley

Johnson, NC, Schein, RH and Winders, J (2016) The Wiley-Blackwell Companion to Cultural Geography, UK, Wiley

Logan, W, NicCraith, M and Kockel, U (2015) A Companion to Heritage Studies, UK, Wiley