Course Outline and Assessment 2016
BA Tourism Management BA Event Management
Dr Andrew Clegg / Dr Wendy Sealy Dr Jorge Gutic
Tourism, Events and Destinations: Impacts and Sustainability
BML111: Tourism, Events and Destinations: Impacts and Sustainability
Tourism, Events & Destinations: Impacts and Sustainability
Tourism, Events & Destinations: Impacts & Sustainability Introduction
The aim of this module is to introduce students to the economic, social, cultural and environmental impacts of tourism and events within the context of specific destination environments. The module will also introduce students to the concept of sustainability in relation to tourism and event management, and consider the factors influencing the development of the sustainability agenda within the tourism and events industry.
Learning Outcomes
Knowledge and Understanding: On successful completion of this module students will be able to: •
Identify and assess the various impacts associated with tourism and events development, for example on economies, the environment and host communities
•
Define the concept, meaning and application of sustainability in relation to the tourism and events industries
Module Content
•
Work co-operatively with others
•
Communicate effectively in written and verbal form
•
Seek, handle and interpret information
•
Demonstrate appropriate IT Skills
The specific learning outcomes for each session are provided on a weekly basis, and can also be accessed, along with lecture notes, via the BML111 Moodle homepage. The key themes in the module will be introduced through a series of lectures, videos and class-based activities. The inclusion of case studies from a variety of environments or destinations areas will be central to these sessions.
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Module Content
Tourism, Events & Destinations: Impacts and Sustainability
Week 1: 18/1/16
Introduction
Week 2: 25/1/16
Introduction to Sustainable Tourism
Week 3: 1/2/16
The Economic Impacts of Tourism 1
Week 4: 8/2/16
The Economic Impacts of Tourism 2
Week 5: 15/2/16
Reading Week
Week 6: 22/2/16 The Economic Impacts of Tourism 3 Week 7: 29/2/16 Social & Cultural Impacts of Tourism 1 Week 8: 7/3/16 Social & Cultural Impacts of Tourism 2 Presentation 1: Economic Impacts of Tourism Week 9: 14/3/16 Social & Cultural Impacts of Tourism 3 Week 10: 21/3/16 Briefing Sheet Tutorials Week 11: 11/4/16 Environmental Impacts of Tourism 1 Week 12: 18/4/16 Environmental Impacts of Tourism 2 Presentation 2: Socio and Cultural Impacts of Tourism Week 13: 25/4/16
Module Resources
Presentation 3: Environmental Impacts of Tourism/ Sustainable Tourism
In addition to journals and textbooks available in the libraries, additional module resources are available online via the BML111 Moodle homepage. Reading lists, online publications, weblinks and statistics are available at www.tourisminsights.info and resources are also available online via Business Source Complete. You will be introduced to the resources available to you during the programme. While the text provide a useful starting point, students are encouraged to engage with case study material from journals as this is more upto-date. If you run into problems please do not hesitate to ask the library staff for assistance or you could ask the Tourism Management and Event Subject Librarian, Steve Bowman, for help.
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Tourism, Events & Destinations: Impacts and Sustainability
A number of relevant text to get you started include: HALL, M. (2009), Understanding and Managing Tourism Impacts: An Integrated Approach, Routledge, Oxon. HOLDEN, A. (2008), Tourism and the Environment, Second Edition, Routledge, London. MASON, P. (2015), Tourism Impacts, Planning and Management, Third Edition, Butterworth Heinemann, London. PAGE, S. (2011), Tourism Management - An Introduction, Butterworth Heinemann, Fourth Edition, Oxford WALL, G. AND MATHEISON, A. (2006), Tourism - Change, Impacts and Opportunities, Pearson, London. COOPER, C., FLETCHER, J., FYALL, A., GILBERT, D. AND
WANHILL, S. (2005), Tourism - Principles and Practice, Third Edition, Prentice Hall, London.
Self-Directed Activities
As part of the 150 hours for each module, you will also be asked to complete short tasks that will form part of the next lecture session. While not assessed, these tasks are intended to support your own learning, around tourism issues covered during the module. Specific tasks will be allocated on a weekly basis. It is essential that these tasks are completed, as they designed to encourage you to start reading and exploring the resources that you have to hand.
Assessment
The assessment for this module will consist of an individual case study presentation as part of seminar discussions (approx. 5 mins per student) (30%) and an individual briefing sheet report (1,750 word equivalent) (70%). In the event that you are unable to submit an assessment for any reason, please contact your module tutor as soon as possible. Please also refer to your student handbook for details relating to assessment extensions and mitigating circumstances.
Case Study Presentation
You will be assigned into small groups, each group taking a specific area of impact whether it be economic, social or environmental. As part of that group you must plan a co-ordinated series of presentations that the members of the group will present individually. This presentation must take the format of a news report for the BBC News 24 Fastrack Progamme. For example, your news report could look at the social impacts of tourism, and could include a series of reports looking at tourism and health, sex tourism, the loss of language, and host community attitudes to tourism. In addition, you may decide to focus your attention to a specific geographical area, for example socio-cultural impacts in the Pacific Rim.
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Tourism, Events & Destinations: Impacts and Sustainability
As a group, you are free to decide upon the nature of the presentations you give, but the presentations must provide a complimentary and detailed overview of the specific impact of tourism or events in question. A base template has been provided (utilising the News 24 logos and colour scheme) but you are also free to design your own. Please note that all the presentations must relate to a specific geographical area or theme; presentations must also be discrete, and students will be penalised for any repetition or overlap
between the different case studies. Attention can also focus on the nature of the management responses that have been
developed. The presentation elements (in terms of fonts, font size and colour) should also be consistent throughout.
Each student must present for approximately 5 minutes. The presentation must provide a detailed account that draws authoritatively on the available academic literature. You should attempt to draw on examples from across the global tourism environment, as and where appropriate. The titles and focus of your presentation must be
checked off by Dr Andy Clegg who is the primary contact point for all assessment related enquiries.
The assessment criteria for the case study presentation include:
Appropriate choice of case study material
n
Structure of the presentation
n
Depth and knowledge of the subject
n
The use and quality of visual aids
n
Ability to convey information accurately and succinctly
n
The delivery of the presentation
n
The presentations will be delivered as part of the module programme, as outlined in this handbook. Students should make a note of their presentation date and plan their work schedule accordingly. Please give yourself plenty of time to rehearse your presentation. Also work together effectively to avoid any repetition.
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Briefing Sheet
Tourism, Events & Destinations: Impacts and Sustainability
In addition to your presentation, you must also produce a briefing sheet relating to a specific tourism impact or management response. The topic of the briefing sheet must be different to that which formed the basis of your presentation. Again, you can choose the specific content of the briefing sheet, and you will be expected to draw on the available academic literature, and case studies from across the global tourism environment. Examples of previous briefing sheets will be available via the BML111 Moodle homepage. The briefing sheet should consist of a double-side of A3, folded to make an A4 booket (I would advise using Publisher, using A3 as the default page size). If you need any guidance with the initial setup of your document and subsequent printing then please talk to the team in the Printshop who will help you. There is no strict format for the design of the briefing sheet, and you are free to develop your own style and layout. Ultimately, your briefing sheet should provide a detailed and structured account relating to a specific tourism impact. You can include maps, illustrations, diagrams, and should aim to make your briefing sheet not only factually accurate but also visually effective. Your briefing sheet, should be designed and presented so that a reader with a limited appreciation of tourism management issues could understand the topic you are presenting. The topic for your briefing sheet must be checked by the module tutor, who will also be happy to provide guidance on content and presentation. Be creative, and demonstrate your IT competencies developed. The briefing sheet should also contain reference to some of the key academic literature. The assessment criteria for the briefing sheet/executive summary include:
Clear and logical structure
n
Clarity, conciseness and coherence of discussion
n
Evidence of case studies and reference to the academic
n
literature Effective use of tables, figures and illustrations
n
Quality of page layout and overall presentation
n
An example of a completed briefing sheet can be found on the BAM111 Moodle homepage. The briefing sheet must be submitted by 1pm on Thursday 5th May. An electronic copy should be submitted via Turnitin.
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Tourism, Events & Destinations: Impacts and Sustainability
Resubmission In the unlikely event that you fail this module, the resit will consist of an extended briefing sheet (2,500 word) which must be on a different topic to your first attempt. If you have any problems regarding your work you should talk to your module tutor. Details relating to mitigation can be found in the student handbook which can be accessed via the BML111 Moodle homepage.
Student Support
Jorge, Wendy and I can be found on the top of floor of the Dome on the Bognor Regis campus. If you have any problems please do not hesitate to come and see us. While I am usually around, consultancy work does take me off campus from time to time. Therefore while you are welcome to pop in informally, please email me to make an appointment (a.clegg@chi.ac.uk/tel: 812017) to guarantee that I am in to see you. To avoid any confusion with regards to the assessment Andy Clegg will be the main contact for any queries.
You can also contact me via Skype. My Skype username is: andyshelpline. I will try and reply to your emails as quickly as I can, but at a minimum please give me 24 hours. You are also strongly advised to check your emails and Moodle regularly regarding module updates etc.
Evaluation
At the end of the module, you will have the opportunity to complete a module evaluation form to comment on the overall structure, content and quality of the programme. If you have any immediate concerns about the quality of the module then please do not hesitate to come and talk to me directly or talk to you student representative. The module evaluation form will be available online via the BML111 Moodle homepage. A copy of the evaluation form for 2014-2015 and the programme response is also available via the BML111 homepage.
Code of Conduct
The University’s Commitment Charter (Section C) sets out the codes of behaviour that staff and students can expect from one another. Every member of the University community is expected to uphold the Charter commitments and to help to maintain a respectful and constructive learning environment for themselves and for others. In contact (class) time, and outside of it, the University expects you to show consideration towards other students and the staff of the University. In lectures, seminars and workshops it is your responsibility to avoid behaviour which distracts the learning process p. 7
Tourism, Events & Destinations: Impacts and Sustainability
for yourself and others. Behaviours which may seem insignificant to you, such as whispering to friends, or texting during a seminar, are almost always noticed! They can have an accumulative, negative impact on the group and the tutor. Such behaviours signal lack of respect for others - even if this was not your intention. To help illustrate these points, here are some behaviours that students and tutors have found distracting: n
Talking or whispering in lectures, outside times set aside for group discussion
n
Talking amongst each other when a guest speaker has been invited in to the session
n
Talking or whispering while other students are making points
n
Interrupting other students or the tutor while they are talking
n
Habitually arriving late or leaving early (without forewarning the tutor)
n
Sending and receiving texts
n
Mobile phones ringing (mobile phones should be turned off at the start of the session)
n
Using MP3 players or equivalent
n
Playing electronic games
n
Surfing the net in class
Students whose behaviour disrupts a class persistently may be asked to leave the session. However we are sure that as adult learners you’ll use common sense and be willing to help create the best possible learning environment for everyone.
Attendance
Students are reminded that attendance at all modules is compulsory. If you miss a session, for what ever reason, you should complete and submit a student absence form to the Business School admin office. This should be completed as soon as possible from the date of absence. You are reminded that persistent absence can potentially result in your de-registration from the module. The full University regulations regarding attendance can be found in your student handbook and can be accessed via the BML111 Moodle homepage. You are also asked to arrive punctually for your lectures.
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Domestic and Inbound Tourism Trends – at a glance
Tourism, Events & Destinations: Impacts and Sustainability Headline figures for 2014
English Tourism Facts and Figures 2014
Domestic Tourism Trends over time
Tourism Spending in England – Regional Spread
Updated December 2015
Inbound Tourism – Trip Purpose and Trends
Updated December 2015
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9
(Source: VisitEngland.com)
Updated December 2015
Updated December 2015
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Tourism, Events & Destinations: Impacts and Sustainability Pedal Peak District | CASE STuDy | 02
1. Summary
Case study: Pedal Peak District
The National Park Authority worked with local councils, local communities and the private sector in order to create a high quality, easily accessible trail. Non-cyclists, occasional cyclists and returning cyclists were targeted as well as underrepresented groups such as young people, people from black and minority ethnic backgrounds, people from disadvantaged or inner city areas as well as visitors and local residents.
This case study demonstrates the delivery of objective 4 of England’s Strategic Framework – to facilitate greater engagement between the visitor and the experience. It shows how the Peak District National Park, working with public and private sector partners in the destination, are implementing the Rural Tourism and Wise Growth Action Plans, in particular the development of low carbon and low impact products and experiences in rural areas and the use of underutilised and redundant rural assets to deliver visitor economy growth. By integrating sustainable transport planning with the visitor economy Pedal Peak District has enhanced the visitor experience and its economic impact. Furthermore, the project has created a direct connection between leisure experience and people’s lifestyle. Pedal Peak District was launched in 2010 as an 8.5 miles cycling trail within the Peak District National Park. The so called Monsal Trail belonged to the National Park Authority and had been run as an informal, low key trail, interrupted by major, closed tunnels. The National Park Authority wanted to help under represented groups discover the joys and benefits of cycling by creating an easily accessible, high quality trail. Funding had to be found to open the tunnels and make the 8.5 miles viable whether on bikes, foot or horse. There is now a commitment to open the remaining trail amounting to a further 17.5 miles. The project was fully supported by Derbyshire County Council, High Peak Borough Council, Derbyshire Dales District Council and Visit Peak District.
Local businesses saw the opportunity of many people accessing the trail and have overall been very successful. One new business - Hassop Station – combines a bookshop, a restaurant, a café and a cycle hire facility.
Approach ‘Firstly we had a sense of vision – says Jim Dixon, Chief Executive of the Peak District National Park Authority. We had thought for many years about a transport policy for the park fit for the 21st century’. Through developing positive leisure cycling experiences, early evidence has shown that more people have been encouraged to take up everyday cycling as a viable, sustainable alternative to car use (The Finding New Solutions Leisure cycling programme interim evaluation report, February 2011).
Pedal Peak District | Case study | 03
Funding
Measuring Success
In addition to using its own funding, the National Park Authority spotted an opportunity in the newly created ‘Finding New Solutions Fund’ from the Department for Transport.
Between 11 May and 31 December 2010, 50,000 people used the trail to cycle and double that number for walking, so approximately 200, 000 to 250,000 users per year. That doubled the people using the Peak District trails overall. In terms of changing people’s behaviour and introducing people to cycling, the project extended its reach to 3,000 people 12 months after the project launched a very high proportion (around 60%) were continuing to cycle throughout the year. Public events included:
‘We were the only countryside based project - says Jim Dixon - as most funding was available for sustainable transport in cities but this made our project really unique and distinctive.
• Organised cycle rides (e.g. 5 miles to Fabulous, Women on Wheels) • Supported group rides from a cycle hire centre • Family Fun Days • Cycle skills training (children and adults) • Bike maintenance courses The project has had direct and indirect economic benefits. Pedal Peak District worked with Visit Peak District on a ‘Saddle up for Summer’ campaign which resulted in 1,425 bed nights being booked with local accommodation providers and an estimated economic benefit of £160,000. Hassop Station alone increased its turnover by 60% from year 1 to year 2 and now employs 35 people. They launched a new bike hire business and one other is about to start. A considerable indirect impact also exists especially on food suppliers, hotels and other retail, amounting to at least 100 jobs.
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Challenges and Lessons Learnt
TOP-TIPS
Technical issues were encountered in opening up the tunnels and in identifying the right lighting. These were resolved only by hiring ‘best in class’ engineers with relevant expertise and experience. Balancing the needs of different users was also an issue. With hindsight, more work with the existing users to introduce a code of conduct should have been done upfront as initially the project experienced some negative perception. ‘For anyone considering a similar project – says Jim Dixon – I would suggest they first think of the way in which they are going to sell to all of their stakeholders, ensuring they attract a wide range of visitors. Secondly, ensure you have some really high skilled people to address the challenges. Lastly, think of the whole trail as a route from where the visitor starts to where they end and make sure it is fully integrated.’
‘The future is very positive because we have created a high quality, extraordinary experience. Key decision makers now want to see the job finished and a feasibility study to open the rest of the trail is expected to start soon. So in 5 years time our vision is that you get off the train in Buxton, you hire a bike and within the hour you can be cycling in the most beautiful places. you have lunch in a local café or pub and then maybe you stop at a museum or do a nature walk and then you cycle back to your hotel or you catch a bus with your bike on it. you have made yourself healthier and happier and have spent more time enjoying the surrounding destination and contributed money to the local economy.’ Jim Dixon - Chief Executive, Peak District National Park Authority
E OT Qu
• First, think of the way in which you are going to sell the benefits and outcomes of your project to all stakeholders, including local communities, local organisations, businesses and visitors. • Second, invest in really high skilled people that can address any specific challenges. • Finally, consider the whole visitor journey from the moment the visitor leaves home to their final destination.
Visit: www.pedalpeakdistrict.co.uk www.englandtourismframework.co.uk Contact: Carol Parsons Recreation Strategy Officer carol.parsons@peakdistrict.gov.uk FO
IN
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The benefits generated by RWC 2015 will vary in nature from increased revenue for local accommodation providers to improved transport infrastructure in Host Cities. Along with the direct benefits, comes increased demand throughout the supplyTourism, chain. This will ensure that revenue and benefits are spread across industries. Direct impact
Pre-Tournament preparations
The economic impact of Rugby World Cup 2015
Delivering RWC 2015
Legacy after the Tournament The economic benefits of hosting Rugby World Cup 2015
•
Infrastructure development and stadia refurbishment
•
Planning and delivery team costs
Indirect impact
Induced impact
•
•
Increased demand throughout supply chains in England and Cardiff
• • • •
Ticket revenue
• • • • •
Increased participation in the sport
Match day food and drink*
Events & Destinations: Impacts and Sustainability
Spending across the economy stimulated by additional employment
Fanzones* Tourist spending in local economies
Improved local infrastructure Lasting tourism effects Business legacy - profiling of Host Cities for inward investment ‘Feel-good’ factor
*The estimation of the total benefits only includes those attributable to international visitors to avoid displacement effects.
Breakdown of contribution to Output
15
The economic benefits to England and Cardiff will be generated in a variety of ways
Wid er b ene fits
con Tax trib utio ns
Fan zon e sp end
Sta dia spe nd
Tic ket rev enu e
Infr a inv struc est tur me e nt
Vis itor spe nd
In calculating the total impact the expenditure of domestic residents is considered to be displacement activity that would have been spent elsewhere in the economy, had the Tournament not taken place. This assumes that domestic residents have a fixed leisure budget and an individual will forego other leisure activities in order to attend RWC 2015. This applies to ticket sales, stadia, visitor and fanzone spend. Expenditure on infrastructure and stadium development is included only where it would not have happened without RWC 2015.
Em plo ym ent
The economic benefits of hosting RWC 2015 are derived from a number of elements as shown below. We have used these categories to calculate the impact of RWC 2015 upon the national economy and also assessed what this means from a Host City perspective.
£85m
£13m
Visitor spend
Infrastructure investment
Stadia spend
Rugby World Cup 2015 will contribute up to £1,165m £68m £982 million to GDP £5m
Wider benefits of Rugby World Cup 2015 will be felt in a variety of ways
Ticket revenue from international visitors
The key measures included within this economic impact assessment are the additional ‘output’ generated (this is equal to expenditure) and the value that this additional output delivers to the economy as a whole (the Gross Value Added [GVA]). GVA is the measure which represents the impact upon overall GDP figures.
Fanzone spend
Indirect and Induced effects
Values do not sum to £2,203 bn due to rounding
These measures are broken down as direct, indirect and induced impacts Experience of previous RWC Tournaments and other major sporting events (e.g., Football World to highlight the way in which RWC 2015 will create economic activity and Cups, Olympics) suggests there is a lasting positive impact on the host economy, with increased employment throughout the supply chain and in local economies, bringing a exposure to potential visitors and investors supporting future growth ambitions. benefit to whole Host Nation as well as the individual Host Cities.
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The economic impact of Rugby World Cup 2015
Breakdown of contribution to GDP
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The economic impact of Rugby World Cup 2015
‘Feel-good’ factor RWC 2015 hopes to replicate the carnival atmosphere of the 2012 Olympics creating a ‘feel-good’ factor which benefits local and national communities. After RWC 2011 it was reported that 88% of inhabitants of Auckland agreed that the event had generated a greater sense of community. RWC 2015 aims to emulate this through the presence of Fanzones, use of local volunteers and other localised events.
Business legacy
£869m
Greater participation in Rugby RWC 2015 can help to create a surge of interest in rugby, encouraging more people to become involved as players, volunteers and supporters. The RFU is investing resources to ensure that new people are brought into the game, those who have left are inspired to return and those involved enjoy the best possible experience. By broadening its appeal into new areas the RFU is focused on growing the grassroots game and increasing regular participation.
Wider benefits
52% of businesses in New Zealand increased their international network during 2011. RWC 2015 will also aim to sell British business and drive export growth. The evolution of UK infrastructure and transport links will lower costs for businesses long into the future, helping keep the economy internationally competitive.
Exposure as a tourist destination
93% of international visitors at RWC 2011 said they wanted to return in the future. The use of stadiums across England and Cardiff will showcase a wide array of tourist attractions, from the beaches of Brighton to the vibrancy of Newcastle city centre, leading to a long lasting boost to the tourism sector.
£391m
£35m
£6m
Visitor spend
Infrastructure contribution
Stadia contribution
£29m
£2m
£518m
Ticket revenue from international visitors
Fanzone spend
Indirect and Induced effects
(Source: Ernst and Young (2015) The Economic Impact of Rugby World Cup 2015, Ernst and Young, London.
The economic impact of Rugby World Cup 2015
28
Values do not sum to £982m due to rounding
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Tourism, Events & Destinations: Impacts and Sustainability
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