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Sport and Adventure Tourism
In the past few decades, sport and tourism professionals have realized the significant potential of sport tourism and are aggressively pursuing this market niche. To exploit sport tourism better, students will understand and appreciate the synergy of both the sport and tourism fields. These include the common contribution of sport and tourism to economic regeneration; the heightened sense of the benefits of exercise for health; and the increased media profile of international sport and sporting events. Major sporting events have become important tourist attractions, and events such as the Olympic Games can bring long lasting benefits to a host city in terms of infrastructure improvements and increased tourism. Likewise, tourism has served as an incubator for new sports disciplines such as volleyball and snowboarding which have developed into competitive events as they have grown in popularity.
This course brings together theory and practice. It covers a wide range of applications, tourism industry and markets, exploring the ways in which marketers respond to situations that demand an innovative response. We have particularly focused on understanding how the fast-evolving area of digital marketing is being integrated into marketing thinking and practice: the emergence of social media and advances in technology that have opened up tools such as m-marketing, s-marketing and f-marketing have made a huge impact on the marketing landscape. We have reinforced the emphasis on corporate social responsibility and marketing ethics, again in line with the increasing importance of these concepts to practising marketers.
The course provides some useful guidance throughout the whole process from initial ideas to writing it up and presenting the findings. There are eleven blocks which begin by outlining the nature of research and the methods typically used by researchers of tourism, hospitality and events management. Course provides some guidance on how to plan a project, and gives the practical suggestions in terms of sampling, questionnaire design and data collection. Also it covers details of approaches to data analysis in both quantitative and qualitative contexts. We explain some information for those using computer software packages such as SPSS. However, how to handle analysis ‘by hand’ is also covered. The final block shows how to write up and present findings in a variety of settings.
The course has various examples and small case studies that will help the students understand how experiential tourism marketing comes to life through the conceptualisation and provision of services. New technologies have provided useful tools to enhance the experience, but other aspects pertaining to service delivery and service design, such as local inhabitants' roles or the notion of authenticity, are also elements that contribute to magnifying the experience. The course aims to try to bridge the gap between utilitarian and experiential approaches: the tangible dimensions of the service delivery are seen as enhancers that will allow consumers to experience more fully the emotions and experiential benefits of the tourism product.
Tourism normally has an important multiplier effect for local or national economies. Therefore, tourism can be practised in a sustainable inclusive manner whereby it contributes to the wellbeing of the tourists and of the local people it employs and who live in the areas tourists go. So, if we want to develop social and economic impacts we need to think about sustainability and sustainable tourism: Environmental sustainability, Economic and financial sustainability, Social and cultural sustainability.