BACHELOR IN TOURISM AND HOSPITALITY MANAGEMENT 2013-2014 Academic Year

TEACHING GUIDE AREA:

Intensification tracks

SUBJECT:

Responsible Tourism: Managing the Tourism Experience

PERIOD:

SEMESTER 7

Lecturers: Dr. E. Binkhorst Email: [email protected]

Publicación para el uso exclusivo de Turismo Sant Ignasi (ESADE, Universitat Ramon Llull). No se permite su reproducción total o parcial.

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

BACHELOR IN TOURISM AND HOSPITALITY MANAGEMENT AREA: SUBJECT: CODE:

Intensification tracks Resp. Tourism: Managing the Tourism Experience OP7HERCT

SUBJECT TYPE: ECTS CREDITS: LANGUAGE: LECTURER/S:

Elective 5 ECTS English Dr. E. Binkhorst

1.

YEAR: 4 SEMESTER: 7

Subject objectives:

In this course, students will learn about cultural tourism, culture and heritage and the interpretation thereof, as well as co-creative tourism. They will learn about underlying concepts such as the experience economy, co-creation, the co-creation of tourism experiences, interculturality, creativity and innovation, and they will be able to apply this knowledge to real or imaginative cases in Barcelona, the Barcelona area or elsewhere, in team setting or individual assignments. 2.

Competencies developed

Type General

Name G3: Initiative and entrepreneurial spirit: to always be ready to take advantage or look for new opportunities and act in consequence G5: Self-confidence: to be sure of your selfworth and your abilities. Flexibility/adaptability: be flexible in changing situations and overcome obstacles G7: Team work and collaboration: cooperation and create team spirit G9: Sensitivity and intercultural awareness: capacity to understand and interpret the influence of culture on values and behavior of people and organizations G11: Planification and organisation: reflects a constant concern for minimising uncertainty in the environment and comply with established quality parameters. It supposes an ability to elaborate clearly defined, logical plans for oneself, and for others, prioritizing tasks in accordance with criteria of time, importance and urgency. G15: Leadership: the intention of assuming a

Indicators 2,6

3,7,9

1,2,3 2, 6, 7

2, 3

2, 3, 4

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

Specific

Basic

3.

Block Co-creation

Theme Experience economy

2 3

Co-creation TSI CONFERENCE

4

Creativity and innovation

5

1,6 6, 7, 8, 11 2, 7, 9 1, 2 1, 2, 3 1, 2, 7

3, 6, 7

2, 3

Content

Week

1

leadership role of a group or a work team. Implies the desire to guide others. May or may not be associated to positions of formal authority. E7: Analyse the tourism impacts E8: Understand the most important initiatives related to cultural heritage and manage them E19: Be able to transform an empirical problem into a research project and to elaborate conclusions B1: Be able to acquire, understand and structure knowledge B2: Be able to apply knowledge B3: Be able to search for and manage information in order to solve problems, transmit reflective judgments and/or make decisions B4: Be able to communicate information and/or knowledge in one’s mother tongue, as well as in at least two foreign languages B5: Be able to learn autonomously and continuously

Cultural & creative tourism

Culture and interculturality

6

Heritage and the interpretation thereof

7

Creative Tourism BCN

Content Learn about the experience economy Learn about co-creation ATTENDANCE to learn about responsible tourism and the role of Barcelona and responsible tourism Learn about creativity and innovation and apply all knowledge obtained in the Block Co-creation in the individual assignment 1 Learn about culture and interculturality and apply to assignments. Guest lecture by Dr. Greg Richards Learn about heritage and the interpretation thereof and apply to assignments. Visit Barcelona with a tourist guide and learn to see with different perspectives. Guest lecture by Caroline Couret of the Creative Tourism Network to learn about the origins and evolution of the CTN, the case of Barcelona and other

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

Intercultural encounter management

8

Managing the tourism experience

9

Designing experiences

10

Guiding experiences

11 12

‘Made by…’

4.

international cases in creative tourism. Learn about intercultural encounter management and apply all knowledge obtained in the Block Cultural & creative tourism in individual assignment 2 Learn about consumer focused design and apply to assignments Learn about guiding tourism experiences and apply to assignments Team work (session 11) and team presentations (session 12) of ‘Made by…’ tourism experiences.

Learning activities and distribution of work load:

Week

1

2

In attendance (Theory and Practice) Presentation lecturer (ppt, videos, online platform) Participation students Discussion Presentation lecturer (ppt, videos, online platform) Participation students Discussion

3

4

5

H

Supervised

H

3,5 Class assignments

2

Oriented readings

3,5 Class assignments

2

Oriented readings

3,5 TSI Conference Presentation lecturer (online platform) Participation students Discussion Presentation lecturer (online platform) Participation

Independent

3,5 Class assignments

2

3,5 Assignment 1

7

H

2

4

Preparation Oriented readings Oriented readings

4

Oriented readings

5

5

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

6

7

8

students Discussion Presentation lecturer (online platform) Participation students Discussion Guest lecturer/visit Participation students Discussion Presentation lecturer (online platform) Role playing Discussion Presentation lecturer (ppt, documents, online platform) Participation students Discussion Presentation lecturer (online platform) Participation students Discussion

2

3,5

Oriented readings

5

Preparation guest lecture/visit Oriented readings Oriented readings

5

3,5 Role playing

2

3,5 Assignment 2

7

Oriented readings

5

3,5 Class assignments

2

Oriented readings

5

3,5 Preparation 3,5 Preparation

13 Exam Hours TOTAL 150

3,5 Team work 3,5 Team presentations 2 44

37

69

%

29

25

46

9

10

11 12

5.

3,5 Class assignments

5

12 12

Preparation

Assessment activities Regular call

Activity type

I/G

Ext. (words)

1. Essay

I

2,500

Delivery Percentage date 18.10.2013 20

Assessed competencies B1, B2, G5, G11, E19

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

2. Proposal

I

3 * 500 22.11.2013 20

Presentation

G

15’

Written exam

I

20.12.2013 20 To be confirmed

40

B2, B3, G3, G5, G9, G11, E7, E8 B2, B3, B4, G5, G7, G11, G15 B1, B2, B42, E7, E8, G3, G11

Assessment comments: All individual assignments should be UPLOADED ON THE MOODLE no later than 20:00 on the indicated date using the TSI guidelines for submitting work. Those assignments not uploaded on time will be considered as not submitted (= fail) and the student should do the retake for the assignment in question. Each student should participate in the final group presentation. If a student for some reason cannot be present during the group presentation he or she should do the indicated retake for the group assignment in order to have a grade. Without the retake grade (score 4 or more) this course cannot be passed. The student should score a 4 or more for each assessment activity in order to pass the course. For any assessment activity with a score less than 4 the retake activity for the corresponding failed activity should be completed.

Resit examination call Activity type

I/G

Ext.

Percentage

(words)

1. Essay topic to I be defined 2. Experience I visualisation Presentation I Exam 6.

I

2,500

20

PPT, prezi, video PPT, prezi, video

20 20 40

Assessed competencies B1, B2, G5, G11, E19 B2, B3, G3, G5, G9, G11, E7, E8 B2, B3, B4, G5, G7, G11, G15 B2, G11

Compulsory readings

Reading 1

Reading 2

Reading 3

Binkhorst, E. and T. Den Dekker (2010), Agenda for cocreation tourism experience research. Journal of Hospitality Marketing and Management, Special Issue Experience Marketing, Vol. 18 (2-3), 1-17. Nº pages 17 Hours 2 Binkhorst, E. (2007), Creativity in tourism experiences, a closer look at Sitges. In G. Richards and J. Wilson (eds.) Tourism, creativity and development, Routledge, Oxon, 125145. Nº pages 20 Hours 2 Cabiddu, F. et al. (2013), Managing value-co-creation in the Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu

Reading 4

Reading 5

Reading 6

Total

tourism industry. Annals of Tourism Research, Vol. 42, 86107. Nº pages 21 Hours 2 Prebensen, N. K. and J. V. Tove I. Dahl (2013), Value cocreation significance of tourist resources. Annals of Tourism Research, Vol. 42, 240-261. Nº pages 21 Hours 2 Richards, G. (2010), Trends and Challenges in creative tourism, Paper presented at the International Conference on Creative Tourism, Barcelona December, 9th - 10th 2010. Nº pages 10 Hours 1 Morgan, M. P. Lugosi and J.R. Brent Richie (Eds.) (2010), The tourism and leisure experience, consumer and managerial perspectives. Channel View Publications, Bristol. Nº pages 218 Hours 22 Nº pages 307 Hours 31

Recommended readings Please, take note of the following link ‘Innoguide Tourism’ for online content and exercises that will be used during this course: http://learning.viaviatourismacademy.com/innoguide.

7.

Lecturer/s

Dr. Esther Binkhorst TSI e-mail: [email protected] Esther Binkhorst received her Ph.D at Tilburg University in The Netherlands in 2002 investigating the tourism experience. She has a Master Degree in Consumer Sciences with specialisation in tourism and research from Wageningen University. After graduating she became research consultant at the Centre for Research and Statistics in Rotterdam and then tourism project manager at Stenden University in Leeuwarden. Just after finishing her Ph.D in 2002 she settled in Spain where she in 2004 became a lecturer and researcher at Turismo Sant Ignasi, University of Ramon Llull in Barcelona for the areas Managing the Tourism Experience, Events Management and Redefining the Hospitality Experience. On behalf of TSI she was the coordinator for the module Intercultural tourist guiding in the European project ‘Innoguide Tourism’, a Leonardo development of innovation project in the Lifelong Learning Programme (2010-2013). Innoguide Tourism has developed an e-learning platform for tourist guides and training centres focusing on 3 modules: Sustainable tourist guiding, Intercultural and European tourist guiding and Experiential tourist guiding.

Marqués de Mulhacén, 40-42 · 08034 Barcelona · Tel. 932 522 890 [email protected] · www.tsi.url.edu