International Tourism and Hospitality Management BA (Hons)

There is an ongoing debate regarding what characterises a ‘responsible business’, covering everything from the requirement to maximise shareholder value, to considering everyone who is impacted by the business, and everything in between. In response to this ongoing debate, this module questions and unpicks how businesses balance the need for economic viability with a commitment to behaving responsibly. You will engage with theoretical and practical perspectives on issues such as:

• The provision of environmentally safe, ethical and equal working conditions
• Sustainable procurement
• The role of philanthropy

This module will challenge you to apply your learning to complex debates around contemporary business and societal issues.

On this module we will introduce you to key sectors of the hospitality industry, and consider their value to the economy in the context of the digital era. You will learn some of the essential terminology of hospitality, along with the components and structures of hospitality organisations. We will explore how digital technologies are influencing hospitality sectors, consumer behaviour, and market trends, while also recognising the challenges posed by digital transformation. You will also consider the importance of sustainable practices in the modern hospitality sector. 

On this module you will learn about how tourism services are produced, provided and consumed. You will critically explore the structure of the tourism industry, as you come to understand the role of public, commercial and not-for-profit sectors in tourism. We will explore the global dimensions of this service industry by considering t demand and the supply, and the inter-relationships between the public, private and voluntary sectors in domestic and international tourism. Through case studies you will examine the impacts of tourism, showing both the positives and negatives of the industry. As you gain more awareness of global issues in tourism, you will prepare to use responsible, ethical and effective practices in your future career.

From generative AI and predictive analytics, to autonomous systems and intelligent decision-making, AI is reshaping business operations, consumer experiences, and workforce dynamics. Understanding these developments is essential for future business leaders navigating an increasingly AI-driven world. On this module you will learn about AI models, their applications, and their implications for business management, as well as exploring AI’s potential to enhance efficiency, decision-making, and innovation. As well as developing your technical understanding, we will also confront ethical considerations, including bias in AI, intellectual property concerns, and transparency challenges. 

With increasing trends towards the experience economy, modern consumers are increasing looking for enriched visitor experiences rather than simple material products and transactions. This means is essential for hospitality and tourism organisations to constantly strive to deliver excellence in visitor experiences. On this module you will deepen your understanding of customer requirements within the hospitality and tourism industries, as you build the necessary skills and knowledge to assess customer expectations. We will introduce you to customer experience frameworks, and explore the methods organisations in the hospitality and tourism industry can use to enhance the visitor experience.

Tourism has the potential to change societies for better or for worse. At a local level, the interaction between tourists and residents has the potential to create conflict or cultural clash. This module explores the complex and dynamic relationships between tourism, social structures, and cultural practices. You will learn how the tourism world has evolved, shaping the world, its physical landscapes, social structures, local cultures and economies. This module you will prepare you to develop a personal vision for a better tourism world, and contribute to the development of more responsible and culturally sensitive tourism practices.

On this module you will learn about the dynamic and ever-changing nature of the contemporary hospitality industry, as well as the diverse challenges faced by hospitality organisations across the world. You will explore topics such as:

• Industry structure and supply
• Shifting demographic trends and consumer demand
• Business environments and sustainability
• The role of the emerging technologies
• Social and cultural change in relation to the labour market

On this module you will explore the strategic planning, development, and operations behind managing tourist destinations. This includes elements such as marketing and branding, stakeholder management, sustainability, tourism planning and policies, the ethics of destination management, and crisis management. We will combine theory with practical examples, giving you insights into real destination development and operational challenges. We take an international perspective by using examples of tourism destinations from across the world.

This module will introduce you to the principles and practices of event design, sensory experience, and staging. The emphasis will be on creating memorable and impactful events that captivate and engage participants through innovative design and sensory elements. You will learn to design events that leave a lasting impression. The tools you will engage with include lighting, sound, and visuals, staging techniques and spatial planning, and making the most of new technologies to enhance sensory experiences.

This module will give you the knowledge and skills you need to drive sustainable business growth through integrated marketing approaches. You will learn to combine traditional digital marketing tactics with modern growth frameworks, data-driven testing, and emerging technologies. By the end of the module you will be able to implement growth marketing frameworks and develop integrated strategies across digital and physical touchpoints, leveraging data and testing methodologies to improve marketing performance. You will learn to design customer journey-focused marketing strategies and create sustainable growth approaches that balance acquisition with retention. 

Understanding research and conducting it is a life skill, as well as being valuable to the functioning of organisations. This module will give you the foundational skills to evaluate, design and conduct research. You will learn to:

• Formulate and scrutinise research questions
• Design and propose research methodology
• Collect qualitative and quantitative data
• Analyse data, reach conclusions using it, and report it

These skills will be transferable in all fields of business, including finance, marketing, economics, tourism and events. You will also learn IT skills for survey design and statistical data analysis. For this module’s assessments you will learn to create video presentations, to work conduct and report research collaboratively, and to propose an original piece of research.

This module will provide you with hands-on, business problem-solving experience, by working on live briefs. In most cases this would include visiting the organisation, communicating your progress with clients, conducting primary or secondary research, and making recommendations in form of report and presentation. This module goes beyond theory, equipping you with authentic workplace skills and a deeper understanding of your own strengths and abilities. All of our projects are designed to develops your skills, while also helping local organisations find solutions to real problems that matters to them. 

Cultural and heritage tourism has been growing and evolving fast in the last few decades, introducing new perspectives and opportunities. It encompasses a variety of themes which are significant in the tourism industry, including built heritage, museums and galleries, intangible cultural heritage, World Heritage sites, local and indigenous lifestyles and traditions, natural heritage, digital heritage, arts, food, festivals, music and sports. On this module you will investigate how cultural and heritage tourism deals with challenges such as the climate emergency, biodiversity emergency and authenticity loss. 

On this module you will develop a substantial piece of specialist work, with the support of a designated research investigation tutor. This could be in the form of either:

• A traditional Dissertation
• A Business Creation Feasibility Project

You will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of your choice. You will also need to collect, analyse, interpret, and evaluate the data generated by your research. At the end of the module, you will have the opportunity to showcase your research at the York Business School Undergraduate Research Symposium.

At a time when global crises such as climate change, pandemics, natural disasters, economic inequality, and geopolitical instability have the potential to cause severe disruption to the tourism and hospitality industries, it has never been more important to transform tourism and hospitality to make them more resilient. Focusing on policy and planning at destination level, you will critically examine how a destination can anticipate, prepare for, mitigate, respond to, and recover from various shocks and stresses while maintaining sustainable tourism and hospitality development.

On this module you will critically reflect on the ethical political and sustainability of dark tourism as a consumer product through supply, demand and consumer behaviour. Through field trips to major difficult and dark heritage tourism sites, we will consider the contested and controversial nature of these destinations and attractions. You will:

• identify the range of dark and heritage tourism sites and products and the factors leading to their growth
• Consider issues of supply and demand
• Explore ethics and perspectives on dark heritage and tourism
• Evaluate tourist motivations for visiting sites of death and disaster

On this module you will explore contemporary hotel management in depth, focusing on the challenges and opportunities faced by hotel managers in today’s dynamic environment, while also considering its role within the broader hospitality industry. You will examine the diverse range of services and products within the industry, as well as the factors that drive operational efficiency, innovation, and business performance. A key focus will be on achieving an optimal balance between demand patterns, resource allocation, and operational capacity, which remains one of the most complex tasks for hotel managers. 

Tourism can only exist in the long term if it is managed responsibly. On this module you will explore the key criteria for developing ethical, sustainable and innovative practices in tourism. You will explore and reflect on responsible management, sustainability, regenerative and ethical practice, within global society. We will take a case study approach, allowing you to gain authentic experience, which will be underpinned by fieldwork in a destination. The focus will be on dialogue, identifying critical issues in the contemporary tourism industry, and finding solutions to overcome marginalisation and inequalities to make tourism destinations, workplaces and visitor experiences more inclusive.