TM9704 - Events and Tourism

What will I learn on this module?

The module provides students with an understanding of concepts, theories, and frameworks that are relevant to the strategic and sustainable development of festivals and events as drivers of tourism with localities. The module combines theoretical, practical and managerial insights into the growth and development of festivals and events and their role in developing creative and cultural spaces for locals and tourists. It will draw on key case studies such as the Edinburgh Festival and Mardi Gras Venice to enable students to understand the challenges involved in creating events, their evaluation and potential for attracting and sustaining audiences and repeat visits.

How will I learn on this module?

The module will be delivered through weekly teaching and learning activities comprising one lecture (2 hour) and one seminar (1 hours), every week throughout the semester. The lectures will focus on introducing the theoretical knowledge whereas the seminars will give students opportunity to consider case studies in context and apply the theoretical knowledge and develop managerial insights into events and festivals creation, the event itself and legacy expectations and elevation techniques. Seminars will have individual and group activities. The students will be provided with feedback by the tutor on their work with guidance on how they can perform well in the module assessment

How will I be supported academically on this module?

Students will be supported by a team of dedicated subject experts including the Module Tutor and members of the teaching team through lectures, seminars, formative, and summative assessments. Lectures and seminars will be delivered in accordance with the students’ timetable. Students will be provided access to the Blackboard site (elp) where the relevant learning materials including, the teaching and learning plan, lectures slides, seminar briefs, assessment briefs and the reading list will be available. In addition to the weekly lecture and seminar, students will be able to contact and arrange a one-to-one appointment with members of the teaching team if required.

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:
1. Learn and apply a range of useful analytical and theoretical framings for your studies. [MLO1] (Addresses PLOs 4.1; 4.2; 4.3)
2. Understand the significance of visitor demand and behaviour in influencing the ‘marketplace’ [MLO2] (Addresses PLOs 4.1; 4.2; 4.3)
4. Be able to apply learning derived from 1 and 2 above to subsequent case studies and new festivals[MLO3] (Addresses PLOs 4.1; 4.2; 4.3; 5.1)

Intellectual / Professional skills & abilities:

1. Critically assess the values of current theories and concepts in your analysis of events and festivals in tourism [MLO4] (Addresses PLOs 2.2; 4.1)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
1. Critical awareness
2. Cultural agility
3. Ethical tourism and tourist approaches [MLO 5] (Addresses PLOs 2.3; 2.2; 2.1)

How will I be assessed?

Formative Assessment: The Lectures and seminar sessions will be interactive with students being encouraged to ask questions and be able to gain feedback in class. Students will be required to participate in group tasks, e.g., discussion, presentations, and debate. There will be a small group (4-5 persons) poster presentation worth 20% of the overall mark which will address knowledge and understanding points 1-2.

This formative assessment will also allow the students to develop their

Intellectual/Professional Skills and Abilities through developing (1) the ability to critically assess and appraise theories and concepts of festivals and events in tourism. This will be achieved and enhanced via collaboration and peer learning and written and verbal feedback to enhance the students learning will be provided by the seminar tutor.

Summative Assessment The students will be required to submit an 80% weighted 3000 word final assignment which address Knowledge and Learning points 1-3 and offer evidence of Intellectual and professional skills and personal values/attributes to be presented as an individual piece of work. The assignment will be designed to test students’ engagement in research and critical evaluation of case based scenarios with links to relevant critical and cultural events and tourism management. The assignment will reflect the theoretical frameworks discussed in the module learning sessions. The summative assessment will also expect students to evidence 1.Critical awareness
2.Cultural agility
2. Ethical tourism and tourist approaches all f which are central to cultural festivals and events sector globally and to tourism specifically.

Feedback on the written assessment will be provided within the university timelines. The final assessment will draw on all of the MLO’s.





Module abstract

This module explores the growth, development, characteristics, issues and influences relevant to the successful development, management and analysis of festivals and events and their impact on localities in terms of income generation, providing added value to tourist spaces, and their role in showcasing cultures and cultural products and places. The module takes a theory into practice approach. Initially, the module examines the changing role and growth of festivals and events within and for tourism. Thereafter, the module explores the practical elements of events organisation covering the day-to-day management issues including COVID 19 recovery and future sustainability needs.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years full time
2 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

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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