LT6082 - Visitor Attraction Management (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||||
| Module title | Visitor Attraction Management | ||||||||||
| Module level | Honours (06) | ||||||||||
| Credit rating for module | 15 | ||||||||||
| School | Guildhall School of Business and Law | ||||||||||
| Total study hours | 150 | ||||||||||
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| Running in 2026/27(Please note that module timeslots are subject to change) |
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Module summary
‘Visitor Attraction Management’ considers visitor attractions from the perspective of the tourism industry, as a product managed and marketed to tourists to meet visitor expectations and maximise visitor satisfaction while ensuring financial security in a dynamic external environment.
The module covers visitor attractions in the commercial, public, and not-for-profit sectors. In order to understand the operation of these attractions, consideration is given to the main management functions: finance, marketing, visitor experience management, facilities management, interpretation, health and safety, and education. Specific issues related to the management of sensitive sites (such as sacred sites and dark heritage sites) are considered. Ethical issues in the management of visitor attractions are dealt with in areas such as the handling of live collections (zoos and aquaria), the treatment of human remains, the provenance of collections, restitution and repatriation.
Whatever the attraction (theme park, museum, temple, or battlefield), they all need to maintain the appropriate balance of visitor engagement, enjoyment, excitement, and enlightenment. In addition, they need to continually adapt to the dynamic social, economic, and political environment in which they operate. To that end, the module emphasises the need for organisations to think ahead strategically and develop plans to build on their strengths and exploit the opportunities in the wider environment, in order to retain and improve their market position.
The module aims to:
1. Provide students with a comprehensive account of natural and man-made visitor attractions that catalyse tourism activity by drawing from case studies from the world tourism landscape.
2. Give students the analytical skills to evaluate a visitor attraction and apply management principles to devise strategic options for these organisations in line with the environment they operate in.
3. Allow students to demonstrate critical skills when evaluating the external and internal factors that impact the management and operations of visitor attractions.
Prior learning requirements
No pre-requisites.
Available for Study Abroad? YES
Syllabus
The syllabus presents the place of visitor attractions and their management within tourism; visitors as consumers, visitor demand, and the motivations of visitors. Among key management functions within visitor attractions, the following are discussed: funding and revenue management; marketing, branding, and public relations; interpretation; health and safety; education; facilities management; visitor experience management (LO1 – 2).
Managing sensitive sites (sacred and dark heritage) and ethical issues is debated before the wider social, economic, political, technological, and environmental context in which attractions operate. Finally, the module analyses strategic thinking and planning in visitor attractions. (LO3 – 4).
Balance of independent study and scheduled teaching activity
The lectures will deliver the core ideas, concepts, and theories. The seminars will explore these through discussion, workshops, a field visit, and guest speakers where possible. The role of the classes is to define the parameters of the module subject matter, to identify materials for student research, and to provide guidance and advice for students to develop an analytical case study of a visitor attraction of their choice.
A formative, non-assessed presentation will provide initial guidance on the case study, feeding forward into assignment 1. The module also benefits from a domestic study visit to a visitor attraction to illustrate theory and induce reflection.
Learning outcomes
On successful completion of this module, students will be able to:
1. Analyse the nature and role of visitor attractions within a destination’s tourism system
2. Identify internal and external issues affecting the operations and management of visitor attractions
3. Demonstrate a critical understanding of the principal management functions within visitor attractions
4. Identify the key strategic options available to visitor attractions and recommend the actions to be taken in light of their internal and external environment