Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
The tourism and leisure industries are being increasingly fragmented into a series of niche or specialty travel forms of tourism that have emerged over recent years. Many tourists are now searching for novel and exciting types of experiences rather than opting for the traditional offerings cased in terms of passive engagement in industry driven and mass-produced, packaged products and services. The tourist of the 21st century is a savvy consumer who is motivated by a desire to indulge in new experiences across a range of diverse settings and has a desire for the authentic. Managers need to respond to these trends by understanding how to engage with tourists and to better design their services.
A special interest tourism (or niche tourism) market is a specific market segment, usually with a well-defined product that can be tailored to meet the needs and interests of the customer. Special interest tourism can be regarded as an alternative, almost the antithesis, to modern mass tourism, catering toﾠmore sophisticated needs and preferences of tourists. It is one of the most rapidly growingﾠsectors of tourism, with increasingﾠspecialisation of product offering in many destinations. Furthermore, special interest or niche tourism has also morphed into various sub-sections or "micro-niches" which will be investigated in this course. The tourism industry needs to quickly respond to create new markets that cater for quite particular tastes and preferences. In this situation, niche destinations are able to gain a competitive advantage in an expanded, overcrowded marketplace. This course investigates the history of special interest tourism, current developmentﾠand potential future developments, and has a significant practical element of designingﾠa special interest tour,ﾠin orderﾠto equip students for future careers in this increasingly important sector.
Course contact
Course staff
Lecturer
Tutor
Ms Elizabeth Dominguez Rodriguez
Ms Mandy Williams
Timetable
The timetable for this course is available on the UQ Public Timetable.
Aims and outcomes
This course aims to exploreﾠtheﾠdevelopment of niche or specialty travel forms of tourism that have emerged, and areﾠproviding more novel and active alternatives compared toﾠthe traditional offerings cased in passive engagement and the provision of mass-produced, packaged products and services.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Explain the growth and development of special interest tourism over the past 30 years.
LO2.
Analyse and compare the characteristics of a range of different types of tourism niche and micro-niche markets.
LO3.
Critically assess different types of special interest tourism from the perspectives of tourists, operators, and destinations.
LO4.
Identify and discuss possible future scenarios about developments in the tourism industry.
LO5.
Develop a Special Interest Tour for a real world client.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Examination |
Online In-Semester Exam
|
15% |
19/08/2024 1:00 pm
Week 5 |
| Essay/ Critique | Tour Critique | 15% |
2/09/2024 5:00 pm
Week 7 |
| Paper/ Report/ Annotation | Paper on a Special Interest Tourism Type | 30% |
30/09/2024 5:00 pm |
| Practical/ Demonstration, Product/ Design |
Special Interest Tour Design
|
40% Individual or Group of 2 to 3 (max) |
Exam week 1 - Exam week 2
To be scheduled. |
Assessment details
Online In-Semester Exam
- Online
- Mode
- Activity/ Performance
- Category
- Examination
- Weight
- 15%
- Due date
19/08/2024 1:00 pm
Week 5
- Learning outcomes
- L01, L02, L04
Task description
This is an online Quiz that will cover all seminar material, online material and set readings for Weeks 1, 2, 3, and 4.
This covers introduction to and theory of Special Interest Tourism plus techniques for envisioning the future.
The Quiz will be open from 12pm to 1pm on Monday August 19th.
Questions will be multiple choice, true false, and matching.
After you start the Quiz, you will have 1 hour (60 minutes) to complete it.
You will not be able to save your progress and exit once you have started - thus you must complete this assessment in one sitting.
Details of the Seminar material, online material and set readings included are available on Blackboard.
Further details about the quiz will provided in-class.
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | no planning time minutes |
|---|---|
| Duration | 60 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Exam platform | Learn.UQ |
| Invigilation | Not invigilated |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Late submission
Exams submitted after the end of the submission time will incur a late penalty.
Tour Critique
- Mode
- Activity/ Performance, Written
- Category
- Essay/ Critique
- Weight
- 15%
- Due date
2/09/2024 5:00 pm
Week 7
- Learning outcomes
- L03
Task description
This assessment task requires you to attend a special interest tour during the current term and individually write a 1,000 to 1,500 word reflection essay on your experience critiquing the tour.
For students that are located in Brisbane (i.e., internal students), we highly recommend you attend a Brisbane Greeters Walking Tour. The tours are free and take place daily at 10am, you can sign up here: https://www.brisbane.qld.gov.au/whats-on-in-brisbane/brisbane-greeter-tours If you are local student and wish to attend a different special interest tour, you must seek approval from the teaching team on whether the tour is suitable for this assesment.
For students located outside of Brisbane, you can attend a tour in your local area. But you must seek approval from the teaching team on whether the tour is suitable for this assessment.
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submission via Blackboard, subject to originality, plagiarism, and AI review.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Paper on a Special Interest Tourism Type
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
30/09/2024 5:00 pm
- Learning outcomes
- L01, L02, L03, L04
Task description
This individual research paper will consist of an in-depth analysis of a particular special interest tourism type (2,500 - 3000 words), covering past, present and potential future developments. You will conduct research using academic literature as well as relevant interesting material from contemporary sources. Potential future developments should be scoped using 'futuring techniques' which will be presented and workshopped in class. You should also include a case study to provide a real life example of an actual market offering.
You may choose the special interest tourism type for your research paper, with guidance from the teaching staff.
The following topics will need to be covered in your paper :
- Historical development of your chosen SIT type
- Description of the target market
- Development of micro niche market/s
- Recent product innovations
- Potential future innovations
- Case Study
A detailed outline of the research paper requirements and formatting is on Blackboard and you should use that as your guide.
Approaches to this research will be discussed in Seminars, to help you prepare your research paper.
You are encouraged to discuss the development of your paper during the designated Seminars.
The paper is to be submitted in English using APA Style.
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
The Paper must be submitted through Blackboard (Turnitin) located in the Blackboard Assessment link, subject to originality, plagiarism, and AI review.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Special Interest Tour Design
- In-person
- Mode
- Oral
- Category
- Practical/ Demonstration, Product/ Design
- Weight
- 40% Individual or Group of 2 to 3 (max)
- Due date
Exam week 1 - Exam week 2
To be scheduled.
- Learning outcomes
- L02, L03, L05
Task description
In the Seminars, you will be introduced to an approach to design a Special Interest Tour.
You will work with other students to conceptualise Special Interest Tours and brainstorm applying the elements of tour design in response to the needs of a local Brisbane client. Our client will be provided at the start of the term.
The assessment task is to conceptualise a unique tour and write up a tour design and deliver an in-person presentation pitch to our client. A template to guide you in the process will be provided including the relevant elements of special interest theme, location, itinerary, memorable experiences, storytelling, target market, and operational details.
This assessment can be completed individually or in groups of 2 to 3 students (maximum).
As part of the assessment you will be required to reflect on your individual experience working with the client and creating your tour..
Further details and guidance will be provided on Blackboard and in class on selection of tour themes, locations, length of tour, etc.
The template of design elements will be provided on Blackboard and explained in class.
Marks will be awarded for creativity as well as practicality.
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit on Blackboard via Turnitin and in-person presentation.
Reflection sections will be completed individually.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion Based Assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer. For the latest Release Notes for Bb Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
Sustainable Development Goal
This course integrates the following Sustainable Development Goals (SDGs) through learning activities.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
INTRODUCTION Introduction to the course, staff, program of learning, approach to learning and assessment items. What is Special Interest Tourism? Learning outcomes: L01, L02 |
Tutorial |
Tutorial 1 Learning outcomes: L01, L02 |
|
Week 2 |
Lecture |
SIT BASICS SIT is perhaps the most rapidly developing type of tourism. What are the characteristics of SIT that make it increasingly popular? What issues arise from this expansion? What theory has developed to explain and predict SIT? Learning outcomes: L01, L02 |
Tutorial |
Tutorial 2 Learning outcomes: L01, L02 |
|
Week 3 |
Lecture |
SIT THEORY This week, we will continue to explore theory underlying special interest tourism. Learning outcomes: L01, L02 |
Tutorial |
Tutorial 3 Learning outcomes: L01 |
|
Week 4 |
Lecture |
ENVISIONING THE FUTURE We expect SIT to continue to grow and transform, taking up future opportunities. What approaches exist to systematically look to the future? How can these be applied to SIT? Learning outcomes: L04 |
Tutorial |
Tutorial 4 Learning outcomes: L02, L04 |
|
Week 5 |
Lecture |
SIT TYPES I Wine Tourism lecture and interactive workshop Learning outcomes: L02, L03 |
Tutorial |
Tutorial 5 Learning outcomes: L02, L03 |
|
Week 6 |
Lecture |
SIT TYPES II Ecotourism lecture and interactive workshop Learning outcomes: L02, L03 |
Tutorial |
Tutorial 6 Learning outcomes: L02, L03 |
|
Week 7 |
Lecture |
Week 7. SIT Types III Sport and Mountain Bike Tourism lecture and interactive workshop Learning outcomes: L02, L03 |
Tutorial |
Tutorial 7 Learning outcomes: L02, L03 |
|
Week 8 |
Lecture |
SIT TYPES IV Dark tourism lecture and interactive workshop Learning outcomes: L02, L03 |
Tutorial |
Tutorial 8 Learning outcomes: L02, L03 |
|
Week 9 |
Lecture |
SI TOUR DESIGN I This week we will introduce approaches to tour design. We will explain the assessment item in detail. Learning outcomes: L05 |
Tutorial |
Tutorial 9 Learning outcomes: L05 |
|
Mid Sem break |
No student involvement (Breaks, information) |
IN-SEMESTER BREAK |
Week 10 |
Lecture |
Week 10. SI TOUR DESIGN II No class, King's Birthday Holiday. Directed work on your tour design assessment. Learning outcomes: L05 |
Tutorial |
Tutorial 10 Learning outcomes: L05 |
|
Week 11 |
Lecture |
SI TOUR DESIGN III This week we will work through further elements of tour design, applying them to your tour design. King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L05 |
Tutorial |
Tutorial 11 Learning outcomes: L05 |
|
Week 12 |
Lecture |
Week 12. SI TOUR DESIGN IV This week we will work through further elements of tour design, applying them to your tour design. Learning outcomes: L05 |
Tutorial |
Tutorial 12 Learning outcomes: L05 |
|
Week 13 |
Lecture |
SI Tour Design Consultation Review and consultation on your tour design. Course review. Learning outcomes: L05 |
Tutorial |
Final Tutorial Learning outcomes: L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.
You'll also need to be aware of the following policies and procedures while completing this course:
School guidelines
Your school has additional guidelines you'll need to follow for this course:
- Business School site
- Exams and assessment advice
- Program and course advice
Course guidelines
IMPORTANT – If you are using any type of generative Artificial Intelligence (AI) or Machine Translation (MT) you MUST KEEP THE FINAL COPY OF YOUR DRAFT BEFORE SUBMISSION TO AI/ MT. Your course coordinator may request a copy of your final unaltered draft. Failure to produce your final unaltered draft may result in a mark of 0 for this assessment task.