TM9636 - Innovation and Creativity in Tourism, Hospitality and Events

What will I learn on this module?

You will initially learn about consumer behaviour in tourism, hospitality and event (THE) consumption. You will evaluate why this has changed in recent years and consider the market development into a more experienced, knowledgeable consumer demanding specialised, sophisticated and segmented products. You will learn about how THE consumers make purchase decisions utilising models of decision making theory.
You will progress, learning what categories of THE innovation are being developed; product and service, technical, process innovation, managerial/management, marketing, and institutional innovation. You will examine the benefits of innovation and creative product development for organisations in the THE sector. You will evaluate the notion of the entrepreneur and niche products. You will learn the importance of effective experience management. Having learnt the basic fundamentals behind consumer behaviour and the importance of new product development and innovative and creative service products you will move on to cover the following topic areas from a management, marketing, operational and strategic perspective:

• Health tourism
• Innovative packaging in THE
• Tailor made tourism
• THE for the ‘grey market’
• Wedding THE
• Ski tourism
• Adventure tourism
• Nature tourism
• Rural and farm tourism innovation
• Volunteer tourism
• Event Innovation
• Creative Attractions
• Sustainability in THE
• Innovations in marketing destinations and events
• Innovation in restaurants and hotels

The module concludes by reflecting on practice and developments in THE SME’s (small, medium size enterprises) and makes a comparison with operations and practice in larger organisations and how innovative products are developed within these organisations.

How will I learn on this module?

You will have two one hour lectures a week for 12 weeks whereby you will be introduced to the theory behind innovation and creativity in product development and how the consumer has been a driver behind this. You will have an hour’s seminar per week and these will focus on extending your knowledge of innovation development in practice. Some seminars will focus on specific THE product development and operations; case studies may be used, along with team work and knowledge development from the lecture material.

You will be expected to prepare for each seminar and will be directed to material to study each week. You will have a formative (practice) assessment in the early weeks of the semester which will greatly assist you on account of the feedback given, in the final summative assessment.

How will I be supported academically on this module?

You will have a team of highly experienced lecturers who have researched and published on THE, innovative products and entrepreneurial activity. You will be supported by the e-learning portal which holds all lecture and seminar material. You will have access to an extensive electronic reading list which will feature a broad range of journals, texts and other relevant publications.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• You will develop knowledge and understanding of how consumer demand shapes product development in THE. (MLO1)

• Critically evaluate the effectiveness of industries (particularly SME’s) in responding to this demand by producing innovative and creative offerings. (MLO2)

Intellectual / Professional skills & abilities:

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop and critique skills related to the aligning of market demands with innovative product creation. These will assist you in any career path in THE. (MLO3)

How will I be assessed?

Formative assessment will take place in initial seminars when problem solving tasks will be set and students evaluated as to how effectively they are applying developed theory and knowledge. There will also be a formative assessment task set which will prepare the student well, by a reflective learning experience, for the summative assessment.

The summative assessment will be a 3,000 word report. This will be a fully researched piece on an area of innovative and creative THE development and an evaluation of the feasibility of its implementation in specific markets.

This assessment will address MLO1, MLO2 and MLO3.





Module abstract

Tourism, hospitality and events are some of the most important industries from a consumer demand and experience perspective. These are vibrant, dynamic industries where quality and delivery of enhanced experiences are fundamental; consumers however are now more knowledgeable, sophisticated and demanding. THE organisations must provide innovative, creative and specialised products to maintain loyal customer behaviour and also attract new customers. This module explores how this is done.

You will explore the development and operation of the following THE products; Health tourism, wedding THE, ski and adventure tourism, nature, rural and farm tourism, volunteer tourism, event innovation, creative attractions, innovation in restaurants, hotels events and destinations. You will evaluate these from a management, marketing, sustainable practice perspective and will draw on the concept of entrepreneurial activity. This will give you skills and knowledge necessary to develop a career in THE and also skills which are transferable to other service industries.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study One year

Location Hong Kong

City Hong Kong

Start September

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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