Course Information Undergraduate prospectus

Tourism Innovation and Business Planning

Course summary

Course code: CATE1159
Level: 6
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): James Kennell


Pre and co requisites



The aim of this course is to develop knowledge, skills and competence in innovation and business planning. Innovation is one of the major sources of sustainable competitive advantage. Tourism is a dynamic industry, which is always in a state of flux. Its historical evolution is marked by instances of continuous innovation. Innovation and entrepreneurship are vital to achieving the goal of developing a competitive and sustainable tourism sector. In a highly competitive business environment, tourism businesses have to develop the capacity for continuous innovation. Innovation in itself will be of little value without entrepreneurial support. Ability to innovate and business planning skills are essential for a successful career in tourism. This course will cover major sources, processes, outcomes and application of innovation and business planning.

Learning outcomes

On successful completion of this course a student will be able to:

1 Critically analyse the role of innovation within the tourism industry
2 Analyse various forms of innovation in the tourism industry
3 Evaluate sources of innovation in the tourism industry
4 Analyse processes of innovation in tourism businesses and destinations
5 Prepare effective business plans
6 Apply concepts and processes of innovation and business planning to tourism businesses and tourism destinations.
Draw on the principal concepts and ideas in the theory and practice of strategic business planning and management

Indicative content

This is not a week-by-week list of course content. You should indicate the broad themes that are covered on the course and not ties yourself down to too many specifics.

Please include 5 bullet points for 15 credit courses and 10 bullet points for 30 credit courses.
• Sources, forms and processes of innovation in tourism
• An overview of innovations in tourism
• Technological innovations in tourism
• User-driven innovation in tourism
• Entrepreneurial innovation in tourism
• New product development in tourism
• Strategic innovation in tourism
• Social entrepreneurship and innovation in tourism
• Business Planning for the tourism sector
• Financing tourism businesses


Teaching and learning activity

This course will be delivered through a series of lectures and tutorials. Activities and materials that will be used to deliver the course include the following: structured reading to prepare for tutorials, field visits, case studies, role‐playing activities, debates, discussion of newspaper and other articles and assessment briefing and feedback work‐shops. This course has been designed to support students to develop innovative and realisable ideas that could be implemented in the tourism industry. Many tutorials will be structured as workshop sessions, with students working in project teams to develop ideas for new tourism products and services. Industry professionals will contribute to the course through guest lectures and participation in these workshops.


Group Pitch - 30% weighting, 40% pass mark.
Learning outcomes 1 - 4.
Outline Details - A group pitch on an innovative tourism product or service. 3000 word equivalent.

Formative Assessment - A 700 word write up on innovation in tourism.

Individual Business Plan - 70% weighting, 40% pass mark.
Learning outcomes 1 - 6.
Outline Details - A business plan for an innovative tourism product or service. 4000 words.