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Session: 2022/23

Last modified: 01/12/2021 20:37:46

Title of Module: Tourism & The Experience Economy

Code: TOUR07007 SCQF Level: 7
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Heather  Anderson

Summary of Module

This module examines the tourism sector and its role in the experience economy. Perspectives on tourism are explored including the inter-relationship with hospitality, recreation, leisure, events and travel. The tourism market-place is considered in terms of place, space and virtual experience, types of tourist behaviours, tourist as a consumer, demand, supply and motivation.

The term ‘experience economy’ was first used by Pine and Gilmore (1999) and famously they said that “all work is theatre and every business a stage” but has been adopted by many business sectors as a short-hand way to understand what customers and visitors need to make their interactions with a business memorable, valuable and worth repeating.

The multi-disciplinary nature of tourism experiences are considered, incorporating brand experience; service experience and consumption experience. In addition students are guided through exploring the tourism environment; the components of the industry and the touchpoints with the experience economy.

Students will be supported in applying theoretical models illustrating the realms of visitor experience and reviewing current industry practice in tourism-related operations with a view to assessing the experiential offering.

This module will address the following topics:

  • Overview of the tourism industry
  • The developing experience economy
  • The role of experience in visitor behaviour
  • Experiences of visitors in specific realms of entertainment; education; aesthetic and escapist
  • The business of tourism experience evaluation and management


Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2check markTerm 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Evaluate and present examples of specific tourism operations serving the experience economy.

L2. Assess the role of aesthetic, escapist, entertainment and educational experiences in tourism.

L3. Discuss the multi-disciplinary nature of Tourism and the Experience Economy.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 7.

Demonstrate a broad knowledge of the nature and scope of tourism.
Demonstrate an understanding of the multidisciplinary nature of tourism and its relationship to the experience economy.

Practice: Applied Knowledge and Understanding SCQF Level 7.

Apply theoretical models of visitor/customer experience, considering which is appropriate for specific examples of industry practice.

Generic Cognitive skills SCQF Level 7.

Present and evaluate routine tourism related information and ideas.
Use various approaches to address well defined mainstream tourism business operational challenges and issues.

Communication, ICT and Numeracy Skills SCQF Level 7.

Be able to access, understand and evaluate a range of tourism and the experience economy data sources.
Interpret complex primary materials and make effective use of information technology applications to present information in an appropriate format.

Autonomy, Accountability and Working with others SCQF Level 7.

Work individually and with others to prepare information associated with the analysis of the role of tourism in the experience economy. Develop awareness of individual and collective responsibility for effective performance.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
The emphasis of the learning activities at Level 7 is on developing foundation skills and understanding of the subjects covered. The learning activities are structured to support students in active learning. Tutorial activity is directed and supervised while reading and preparation activities offer specific guidance towards achievement of learning outcomes.
The module will be taught by a combination of learning opportunities including lectures, workshops, seminars (student-led) and tutorials. This module requires students to engage with on-line and traditional learning materials using independent and collective approaches.

Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery12
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity12
Independent Study164
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Page, S. and Connell, J., (2020) Tourism: A Modern Synthesis, Fifth Edition, Routledge, New York

Smit, B. and Melissen, F., (2018), Sustainable Customer Experience Design: Co-creating Experiences in Events, Tourism and Hospitality, 1st Edition, Routledge, London

Additional sources:
Dredge, D. and Gyimothy, S. (eds), (2017), Collaborative economy and tourism: Perspectives, politics, policies and prospects, Springer International Publishing
Pine, B.J. and Gilmore, J.H., (2011), The Experience Economy, Harvard Business Press

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing Innovation Tourism & Events
ModeratorKalyan Bhandari
External ExaminerTBC
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Group Presentation 40% covering Learning Outcome 1
Individual Report 60% covering Learning Outcomes 2 & 3
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentationcheck mark  400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical work check markcheck mark600
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
UWS is committed to advancing and promoting equality and diversity in all of its activities and aims to establish an inclusive culture free from discrimination and based upon the values of fairness, dignity and respect.
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.