Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)

Module BUSI43H15: International Tourism (Blended Learning)

Department: Business School (Business)

BUSI43H15: International Tourism (Blended Learning)

Type Tied Level 4 Credits 15 Availability Available in 2011/12 Module Cap None.
Tied to
Tied to


  • None.


  • None.

Excluded Combination of Modules

  • International Tourism (Block Taught)


  • To engage in a critical analysis of the range of public and private sector organisations with a stake in the global tourism industry
  • To develop an understanding of, and ability to critically examine, the key strategic issues and challenges faced within the tourism sector, with a particular emphasis on the environmental sustainability agenda
  • To equip students with an in-depth understanding of the knowledge and skills needed by managers in the tourism sector


  • The tourism industry and its systems
  • Why travel? - tourist motivation and consumer behaviour.
  • Tourism demand - international flows and trends - new markets and competitors, seasonality, causes, consequences and solutions
  • Tourist destinations and sustainability – impact of tourism, economic, environmental and socio-cultural consequences, sustainable tourism – key concepts, conflicts and policies
  • The travel sector - competitive strategies, price wars, low cost airlines, mergers and vertical integration, the small country/small business response
  • Tourism marketing: understanding the consumer; market segmentation and positioning for destinations and companies; branding - does it work?
  • The future of tourism

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students should:
  • have a critical understanding of the development and structure of the tourism sector and its role in the global economy;
  • have a grounded understanding of current strategic issues and trends;
  • have a critical appreciation of the environmental and sustainability agendas.
Subject-specific Skills:
  • By the end of the module students should:
  • have developed specialist skills in the planning, marketing and management of tourist-related products and services;
  • be able to source and interpret a range of relevant data;
  • be able to forecast trends in demand, growth and impact.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via blended learning and in the form of discrete Study Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Extensive use of learning technologies is also employed to reinforce learning, including online seminars. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post, fax and video-conferencing).
  • The summative written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Blended-learning Study Units (a combination of specially written materials, directed reading, self-assessed assignments, e-learning resources, and guidance for further reading) 8 150
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment, based on the strategic analysis of a key organisation or sector within the tourism industry 4,000 words maximum 100% Same

Formative Assessment:

Virtual team-based discussions and case-study exercises, delivered via DUO.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University