module specification

Culture, Tourism and Regeneration explores the way in which culture and tourism have become a central part of regeneration strategies as cities try to adapt to the far-reaching social and economic changes that have transformed them over the last 60 years. This module explores the growth and increasing diversity of cultural tourism, the role it plays in urban centres and their regions and the ways in which cities have reinvented themselves as centres of leisure and recreation consumption using major cultural infrastructure investment, heritage commodification, events and festivals. London is a prime example of these processes, but the module will also consider examples from other parts of the UK and beyond.

The assessment programme consists of three components: a photo essay analysing an aspect of cultural tourism (30%); a design and prototype for a visitor trail (30%) and finally a case study of urban regeneration (40%)

Successful completion of level 4

The overall aim of this module is to equip students with a basic understanding of the role culture and tourism play in urban regeneration and strategies for the successful management of cultural tourism. In particular, the module aims to develop:

1. An understanding of the role of arts, museums, galleries, heritage sector and contemporary culture and their management in the leisure economy and international tourism;
2. An awareness of the philosophy underpinning culture-based and events-led regeneration;
3. An understanding of the practical problems of ‘managing’ cultural tourism in dynamic urban and semi-urban contexts;
4. The ability to analyse the implementation and outcomes of regeneration in varied urban contexts;
5. Skills in practical research, observation, creative thinking, tourism product design, fieldwork research, recording and communicating findings

• Defining cultural tourism - institutions and agencies; strategies and initiatives; theory and practice
• Who is the cultural tourist and what is a cultural tourism product?
• How arts and heritage sites can engage with cultural tourism?
• Intangible heritage
• Issues in identity, authenticity, invention of tradition, ethnoscapes, the tourist gaze
• Culture-based urban regeneration – theory and practice
• Regeneration strategies for coastal resorts
• Managing cultural quarters and cultural hubs
• Cultural audits, clusters, corridors and packages
• Sustainability
• Celebrating culture – spectacle, festivals, fairs, mega-events and expos
• Event programming
• Destination branding and marketing

The module will be run in a pattern of one hour lecture and two hour seminar. The lectures will deliver the core ideas, concepts, and theories. The seminars will explore the application of the conceptual material to practical case studies through discussion, workshops, film, visits and fieldwork. Meeting practitioners, understanding their roles and responsibilities is an integral part of the module. Seminar activities are designed to build up the knowledge, understanding and skills required for the assessment programme.

Students will be guided in data collection, researching tourist locations, handling official documentation, analysing cultural tourism and regeneration policies and strategies and their implementation. Students will be provided with an understanding of the career opportunities within this sector, skills required and career planning necessary to achieve their goals. Core reading materials will be provided through Weblearn and students will be expected to spend 7 hours per week reading, planning and visiting locations relevant to this module to build up a practical understanding of the issues being studied.

Three fieldwork weeks help students prepare for their assignments: a photographic exercise; an urban trail; a regeneration transect.

On successful completion of the module students will be able to:

1. Demonstrate an understanding of professional practice in the cultural and tourism sectors and recognise and analyse the challenges in managing cultural tourism
2. Recognise and analyse the challenges in managing cultural tourism
3. Apply general management theory in arts, cultural tourism and urban management contexts
4. Identify best practice in culture and events-based regeneration projects
5. Select and analyse a potential tourism landscape and create a tourist trail aimed at a particular market segment
6. Demonstrate critical and analytical thinking in writing, visual analysis, and creativity in developing tourist products.

The assessment strategy provides a mixture of practical and analytical tasks. Students are expected to carry out research in the field and apply tourism management to real case studies. 

The module strategy comprises 3 components:
1. Assignment 1 is a photo-essay in which students analyse an aspect of cultural tourism in the field: 2000 words (30%)
2. In assignment 2 students design a visitor trail: 1000 words (30%)
3. In assignment 3 students provide a critical analysis of a regeneration case study of their choice: 3000 words (40%)

Key texts:
Smith, M.K. (ed) (2007) Tourism, Culture and Regeneration, CABI Publishing.

Supporting material:
Bianchini, F. and Parkinson, M. (eds) (1993) Cultural policy and urban regeneration in the West European experience, Manchester: Manchester University Press.
Gold, J.R. and Gold, M.M. (1995) Imagining Scotland, tradition, representation and promotion in Scottish tourism since 1750, Aldershot: Scolar Press.
Gold, J.R. & Gold M.M. (2005) Cities of culture, staging international festivals and the urban agenda 1851-2000, Aldershot: Ashgate
Gold, J.R. and Gold, M.M. (eds) (2016) Olympic cities: city agendas, planning and the world’s games, 1896-2020, 3rd ed, London: Routledge.
Jones, P. and Evans, J. (2008) Urban regeneration in the UK, London: Sage
Judd, D.R. and Fainstein, S.S. (eds) (1999) The tourist city, New haven: Yale University Press
McKerchler, B, du Cross, H. (2002) Cultural tourism: the partnership between tourism and cultural heritage management, New York: Haworth Hospitality.
Monclus, F.J. (2006) Culture, urbanism and planning, Ashgate.
Tallon, A. (2010) Urban regeneration in the UK, Routledge.
Timothy, D.J. and Boyd, S.W. (2003) Heritage tourism, Prentice Hall.
Timothy, D.J. and Boyd, S.W. (2014) Tourism and trails – cultural, ecological and management issues, Channel View Publications.