module specification

‘Food, Health and Niche Tourism’ studies wide range of forms of tourism that are becoming increasingly important for tourism industry. The contents cover three main areas: culinary and beverage tourism; health, wellness and medical tourism and finally, various forms of niche tourism. Study of niche marketing techniques will provide students with ability to recognise and apply strategies appropriate for particular circumstances and successfully compete for visitors in today's global marketplace.

This module aims to:
1. Produce challenging content, focused on enhancing students’ understanding of the scope and role of niche tourism for destinations’ development, marketing effectiveness, efficiency and return on investment;
2. Implement range of appropriate learning technologies and supporting resources that simulate real, professional working environment and enable students to develop mix of appropriate transferable skills;
3. Develop student’s academic skills, in particular: researching, academic writing, cross-cultural awareness and creativity and innovative thinking.

The syllabus for this module is split into three thematic areas and include:
A – culinary and beverage tourism;
1. Introduction to the module
2. Culinary tourism
3. Beverage tourism
B – health, wellness and medical tourism;
4.Health tourism
5.Wellness tourism
6.Medical tourism
C – niche tourism
7.Marketing for niche products/services
8.Special interest tourism
9.Dark tourism
10.Film-induced tourism
11.Tradition and culture base tourism
12.Ethnic and genealogy tourism
13.Activity-based tourism
14. Extreme tourism
15. Future of niche tourism – space tourism and virtual tourism

Teaching will be structured around lectures and seminars. Weekly lectures will introduce students to the topic, which will further be discussed during seminars. Each, weekly seminar will focus on implementation of new form of tourism into local/regional tourism product portfolio and will cover subjects of market research, new product implementation and promotional strategy, illustrated by international case study. The module will use a blended learning strategy where student learning is supported and enhanced by both classroom contact and on-line support.

On successful completion of the module, students will be able to:
1. Demonstrate ability and knowledge necessary to target niche markets in a more effective manner, according to theneeds of business as well as market exigencies;
2. Research and interpret market trends and match and (re)design niche tourism products appropriate to particular destination;
3. Find, evaluate, use and appropriately refer to relevant information.

The module assessment strategy comprises of two components:
1. Individual portfolio – tests student’s ability to discuss the role and effects of various forms of tourism. Students are required to set up an online (Weblearn) blog where they will weekly comment on the present and future of each discussed form of tourism. Printout of the blog activity will constitute the final assignment item.
2. Individual essay – Students will be asked to choose one form of tourism and critically discuss on opportunityand results of its development in chosen region/country.

Key Texts:
Hall, M.C., Sharples, L., Mitchell, R., Macionis, N., Cambourne, B. (2004) Food Tourism Around The World. Elsevier. London.
Smith, M., Puczkó, L. (2008) Health and Wellness Tourism. Elsevier/Butterworth-Heinemann.
Novelli, M. (2005) Niche Tourism: Contemporary issues, trends andcases, Butterworth-Heinemann. London.
Dalgic, T. (2005), Handbook Of Niche Marketing: Principles AndPractice, Haworth Series.