HRTM12-212: Visitor Experience Management

This subject explores the essential role of experiences in tourism, hospitality and related industries, highlighting the growing importance of the experience economy and technology across these sectors. As these industries shift toward creating more immersive and engaging visitor experiences, the need for specialised management knowledge in designing and overseeing such high-quality visitor experiences becomes paramount. This subject is divided into three sections which resemble the three core phases of the visitor experience: anticipatory phase, on-site phase, and the reflective phase of the visitor experience. The topics will examine key principles in each of these three phases such as the role of tourist motivation in shaping tourist behaviour, the value of marketing influencing visitor motivations, the role of interpretation for engaging on-site experiences and the essence of meaningful and memorable digital and non-digital visitor experiences. Students will also learn to assess visitor feedback to refine and enhance current offerings, while applying creative thinking principles to craft innovative new experiences to ensure greater visitor satisfaction and visitor wellbeing. Ideas for creating transformative visitor experiences will also be covered in class.