TM9643 - Innovation and Creativity in Tourism, Hospitality and Events

What will I learn on this module?

Innovation is a key concept in business and entrepreneurial studies, and for managers within the tourism, hospitality and events industry, it is important to understand the relationship between tourism and innovation within the context of global economic, social, environmental and consumer challenges.

In this module you will gain a comprehensive understanding of the nature and practice of innovation, creativity and entrepreneurship within tourism, hospitality and events (THE). You will understand the relationship between tourism and innovation and be provided with an overview of relevant innovation theories and related literature so you can understand the significance of innovation to the contemporary global tourism, hospitality and events industry. You will learn about consumer behaviour in THE consumption, the importance of experience economy and co-creation of the tourist experience and explore changing contexts in relation to the contemporary consumer; leading to more specialised, sophisticated, technologically enabled products.

You will progress, exploring the means by which categories of THE innovation are being developed; product, service, technical, process innovation, managerial/management, marketing, and institutional innovation. You will examine the benefits of innovation and creative product development for organisations within the THE and evaluate the role of the entrepreneur within this process.

The module will also reflect on practice and developments in small and medium enterprises, making comparison with operations and practice in larger organisations from an innovative and creative perspective, exploring the entrepreneurial aspects of both. Key themes which you will explore:
The theories and models that guide the development of business, product and service innovation for tourism, hospitality and events sector,
The role and nature of competition, knowledge exchange and creativity,
The creative use of entrepreneurship, social innovation and sustainable practice,
The role of tourism in responding to developmental opportunities created by technology, societal change and economic necessity,

You will explore the development and operation of the following tourism, hospitality & event products;
• place/ regional development and destination marketing,
• rural/ green & food tourism,
• event and festival sustainability,
• creative and heritage attractions,
• servicescape/ eventscape and theming,
• technology innovation in restaurants and hospitality, and
• new & enhanced product offerings within accommodation sector such as integrated resorts & casino operations, luxury hotels, eco accommodation & cruise ship operations.
You will evaluate these from a management, marketing, strategic and sustainable practice perspective and will draw on the concepts of entrepreneurial activity. This will give you skills and knowledge necessary to develop a career in tourism, events and hospitality and also skills which are transferable to other industries.

Your learning will be supported by a wide range of learning material drawn from academic literature, regional, national and international case studies.

How will I learn on this module?

You will have two lectures per week which focus on specific topics and introduce you to the theory behind innovation, creativity and entrepreneurship within THE. The lectures will provide industry examples to illustrate product development and the role of the consumer as a driver and co-creator in the THE experience. You will also have a weekly seminar; this will re-enforce the lecture content and focus upon extending your knowledge of innovation development in practice. Some seminars will focus upon specific THE product development and operations; case studies will be used, along with group work and formative assessment. You will learn by undertaking independent study and directed learning on the topics; resources for this will be indicated, and these will support your learning experience.
You will have a formative (practice) assessment in the early weeks of the semester which will greatly assist you through the provision of feedback, to support your final summative assessment.

How will I be supported academically on this module?

Support will be provided to you by a member of academic staff leading the module. Additional academics will contribute to the teaching of the module based on their experience. Support will include feedback from tutors during seminar for individual and small – group based activity. Your module is supported by an e-learning portal, which will house lecture material, seminar activities, assessment details and study support resources. You will be provided with an electronic reading list that comprises of book section, journal articles and industry reports that will contribute to your understanding of the management practices and challenges within international tourism, hospitality and events.

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 a critical understanding of the role of innovation and creativity within contemporary tourism, hospitality & events industry (THE). (MLO1)
• You will develop knowledge and understanding of how consumer demand shapes product development in THE. (MLO2)

Intellectual / Professional skills & abilities:
• Critically evaluate the effectiveness of industries (particularly SME’s) in responding to global competition and consumer demand by producing innovative and creative offerings. (MLO3)

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. (MLO4)

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 be a presentation (20%) in week 6 or 7 of the module. This will address MLO3.

The summative assessment will be a 2,500 word (80%) 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 MLO4.





Module abstract

Innovation is a key concept in business and the tourism, hospitality and events sector are some of the most important industries from a consumer demand and experience perspective. Globally THE 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 and ensure sustainability in an increasingly competitive global environment. This module explores how this is done, incorporating a range of examples and examining the theoretical framework for understanding tourism, hospitality and event innovation, together with an evaluation of the role of the entrepreneur within this process.

You will explore the development and operation of the following THE products; rural and gastronomic tourism, event innovation, creative attractions, innovation in restaurants and hotels, technology advancements and consumer engagement, destinations marketing and new resort / product development. 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

UCAS Code N810

Credits 20

Level of Study Undergraduate

Mode of Study 1 year full-time

Location City Campus, Northumbria University

City Newcastle

Start September 2023

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


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