Innovation and Creativity in Tourism
Code: 107821Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Hotel Management | OB | 1 |
Contact lecturer
- Name :
- Marta-Patricia Aparicio Montesinos
- Email :
- martapatricia.aparicio@uab.cat
Teaching staff
- Carme Ruiz Aguado
- Chiara Gai
- Maria Belén Rabadán Vega
Group languages
You can consult this information at the end of the document.
Prerequisites
A mindset oriented towards personal development, continuous improvement, and innovation.
Objectives
The main objective of this course is to develop and foster students’ creativity and innovative capacity, both at an individual level and as applied to the tourism industry. To achieve this objective, the course is structured into two complementary blocks:
Block 1. Innovation and Creativity: People and Teams
Building on the course Digital and Communication Skills in Tourism, this block focuses on developing students’ personal innovation and creativity skills in a broad sense. Students will be exposed to a variety of situations and contexts with different levels of complexity and economic, social, and personal impact, with the aim of fostering innovative decision-making in situations of high uncertainty.
Self-management and teamwork will also be developed as essential competencies to enable students to perform effectively under pressure, solve contingencies and unexpected situations, implement timely responses, and mitigate risks. Cognitive flexibility, active listening, feedback, and creative expression will be key elements in enhancing creative thinking and communication, co-creating ideas, and integrating innovation in its broadest sense, extending beyond an organization’s strategic dimension into everyday professional practice.
Block 2. Innovation and Creativity in the Tourism Industry
The second part of the course focuses on analysing the implementation of innovation across different areas of the tourism industry through activities and case studies based on real-world experiences. Students will share and discuss the results achieved in each case, fostering learning, reflection, and critical thinking while introducing a new innovation methodology.
The course will examine four specific areas and explore how innovation can be systematically managed from both strategic and operational perspectives: Hotels, Accommodation and Food Service Operations, Tourism Intermediation
Cultural Management (cross-disciplinary), and Event Management.
Each block establishes a conceptual and experiential foundation centred on people, providing the basis for developing additional transversal competencies throughout the degree programme. From this starting point, students will experience different leadership styles, innovation methods, and innovation models first-hand, stimulating their curiosity to contribute proactively and distinctively to the continuous improvement and transformation of the tourism industry.
This experiential learning-by-doing approach also promotes self-awareness, self-regulation, self-confidence, self-efficacy, empathy, appreciation of diversity, teamwork, critical thinking, co-creation, and the integration of innovative and transformative approaches into decision-making.
Specific Learning Objectives
- Identify market opportunities and/or needs for designing distinctive, innovative and inclusive tourism projects that generate both economic value and positive social impact, balancing economic performance with sustainability, inclusion and societal well-being.
- Apply and experiment with management and planning tools that foster innovation within the tourism industry while strengthening entrepreneurial capabilities in the creation and improvement of tourism businesses and tourism products.
- Develop the ability to design, stage and present innovative tourism experiences and case studies to different stakeholder groups.
- Identify the innovative principles and strategies that drive the emergence of new trends within the tourism industry.
- Integrate concepts related to culture, sustainability, diversity and accessibility into the design and development of tourism destinations and products through a transversal approach.
- Analyse the main trends, best practices and current approaches shaping tourism development in order to understand their application in addressing the sector’s challenges.
- Understand the resources and key factors involved in the creation and development of tourism products.
Learning outcomes
- CM26 (Plan communication and management projects for hotel and tourism companies using the information technologies needed.) Plan communication and management projects for hotel and tourism companies using the information technologies needed.
- CM27 (Generate projects with a creative and innovative component that adapt to the dynamic nature of the hotel and restaurant sector, among others.) Generate projects with a creative and innovative component that adapt to the dynamic nature of the hotel and restaurant sector, among others.
- KM32 (Identify communication techniques to discuss the reality of the hotel and restaurant sector, among others.) Identify communication techniques to discuss the reality of the hotel and restaurant sector, among others.
- KM33 (Distinguish the different types of communication in tourism management systems.) Distinguish the different types of communication in tourism management systems.
- KM34 (Identify the specific differential features of the different business subsystems in the sector from the standpoint of both internal and external communication.) Identify the specific differential features of the different business subsystems in the sector from the standpoint of both internal and external communication.
- SM42 (Analyse communication techniques at different levels within tourism organisations.) Analyse communication techniques at different levels within tourism organisations.
- SM43 (Apply creativity techniques for innovation in the different areas of the hotel and restaurant sector, among others.) Apply creativity techniques for innovation in the different areas of the hotel and restaurant sector, among others.
- SM44 (Use the communication techniques applicable to human resources management in hotel and restaurant companies through the application of internal information systems.) Use the communication techniques applicable to human resources management in hotel and restaurant companies through the application of internal information systems.
Contents
Block 1 – Innovation and Creativity: People and Teams
Block 2 – Innovation and Creativity in the Tourism Industry
Sub-block 2.1 – Innovation and Creativity in Hotel Management, Accommodation Services and Food & Beverage Operations
Sub-block 2.2 – Innovation and Creativity in the Tourism Intermediation Sector
Sub-block 2.3 – Innovation and Creativity in Event Management
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Innovation and Creativity Activities: people and teams | 42 | 1.68 | CM26, CM27, KM32, SM44 |
| Tourism Industry Innovation and Creativity activities | 47 | 1.88 | CM26, KM33, KM34, SM44 |
| Case Studies | 25 | 1 | CM26, CM27, SM42, SM43 |
The teaching methodology adopted in this course is based on the experiential learning model, with Design Thinking serving as its guiding framework.
The learning process is structured around four stages:
- Exposure to experiences: Students are introduced to initial personal development experiences as well as experiences specifically related to the tourism industry.
- Guided reflection: Through case studies and proposed challenges, students engage in semi-guided reflection on the experiences and situations presented.
- Abstract conceptualisation: Students develop theoretical understanding by connecting their reflections with the concepts and knowledge acquired throughout the course.
- Active experimentation: Students work collaboratively to test new ideas and solutions, receiving feedback on their perceived value in real-world contexts.
Note: Fifteen minutes of one class session, within the timetable established by the School/Degree Programme, will be reserved for students to complete the institutional surveys evaluating both the teaching performance of the instructor(s) and the course.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Meaningful and proactive classroom participation | 35% | 10 | 0.4 | CM26, CM27, KM32, KM33, KM34, SM42, SM43, SM44 |
| Collaborative teamwork in diverse teams | 15% | 8 | 0.32 | CM27, KM32, KM33, KM34, SM42, SM43 |
| Exams (Practical cases) | 20% | 4 | 0.16 | KM32, KM33, KM34, SM42, SM43, SM44 |
| In-class and/or scheduled activities | 30% | 14 | 0.56 | CM26, CM27, KM32, KM33, KM34, SM42, SM43, SM44 |
Continuous Assessment
In-class and/or Scheduled Activities
Throughout the course, students will complete individual and/or group activities, both inside and outside the classroom, aimed at the practical application of the concepts covered. These activities account for 30% of the final course grade and may include exercises, case analyses, simulations, debates, presentations, analyses of real-life situations, or other active learning activities.
Assessment will consider the correct application of knowledge, the quality of contributions, analytical ability, and compliance with the established submission deadlines.
Collaborative Teamwork in Diverse Teams
Students must demonstrate their ability to work effectively in teams composed of individuals with diverse backgrounds, cultures, and experiences.
This component represents 15% of the final course grade and will assess individual contribution to collaborative work, effective communication, active listening skills, respect for diversity, constructive management of differences, shared decision-making, and the achievement of outcomes that genuinely integrate the contributions of all team members.
Exams (Practical Cases)
Examinations account for 20% of the final course grade and will primarily consist of solving practical cases requiring students to apply the concepts, methodologies, and tools covered throughout the course to real or simulated situations.
Assessment will consider analytical ability, critical thinking, the justification of decisions, the appropriate application of theoretical knowledge, and the quality of the proposed solutions. Evaluation will focus not only on the final answer but also on the reasoning process and the coherence of the arguments presented.
Meaningful and Proactive Classroom Participation
35% of the final course grade will assess students’ active, regular, and constructive participation during face-to-face sessions. This includes contributing meaningfully to discussions, asking relevant questions, sharing ideas and examples that enrich group learning, demonstrating prior preparation of course materials, and maintaining a collaborative and respectful attitude towards classmates and teaching staff.
Assessment will not be based solely on the quantity of interventions, but primarily on their quality, relevance, and capacity to add value to classroom learning and interaction.
Attendance Requirements
This course is largely experiential and based on assessed classroom activities. Therefore, class attendance is essential in order to pass the course.
The average grade across all Innovation and Creativity course blocks must be at least 5.0 (out of 10) in order to be averaged with the remaining assessment components.
No minimum grade is required to sit the Resit Examination. However, students must have attended the Final Examination in order to be eligible for the resit.
Single Assessment
This course does not offer a single-assessment option.
Retake Exam
The retake exam is intended for students who have not successfully passed the Continuous Assessment (see the Continuous Assessment components).
The resit for the Innovation and Creativity: Teams and People and Innovation and Creativity in the Sector blocks will consist of one or more examinations based on practical case studies.
Use of Artificial Intelligence (AI)
Depending on the nature, learning objectives, and purpose of each assessment activity, one of the following AI usage models will apply. The applicable model will be explicitly indicated in the instructions for each assessment.
Model 1. AI Prohibited
The use of AI tools is not permitted at any stage of the activity. Any use of AI will result in a grade of 0 for the activity, which cannot be reassessed.
Model 2. Restricted AI Use
AI may only be used for support tasks (e.g., literature searches, language editing, or translation), subject to the instructor’s approval.
Students must clearly identify the tasks or sections where AI has been used, specify the tools employed, and include a brief critical reflection on how AI influenced both the work process and the final outcome.
Failure to disclose the use of AI transparently will result in a grade of 0 for the activity.
Model 3. Integrated AI Use
AI may be used as a working tool, provided that the final submission demonstrates a significant personal contribution, critical thinking, and achievement of the course learning outcomes.
Students must identify the tasks or sections where AI has been used, specify the tools employed, and include a critical reflection on its impact on both the work process and the final outcome.
Failure to disclose the use of AI transparently will result in a grade of 0 for the activity.
Under no circumstances may AI replace the student’s academic responsibility for the authorship, accuracy, and quality of the submitted work.
Academic Misconduct in Assessment
Any irregularity committed during an assessment activity (including academic fraud, plagiarism, or the improper use of AI, unless such use is explicitly authorised in the course guide) that may lead to a significant alteration of the assessment outcome will result in a grade of 0 for that assessment.
Where the course guide establishes that obtaining a minimum mark in that assessment is a mandatory requirement for passing the course, or where multiple irregularities occur within the same course, the final course grade will be 0.
Furthermore, students involved in such irregularities may be subject to disciplinary proceedings.
Bibliography
Bastidas Manzano, A.B. y Casado Aranda, L.A. (2023): Innovación Aplicada en el sector turístico. Pirámide. Madrid
Bayón Mariné, F. i Martín Rojo, I. (2004): Operaciones y Procesos de producción en el sector turístico, Madrid: Editorial Síntesis.
Cerra, Javier ; Dorado, José A. ; Estepa, Diego ; Garcia, Pedro E. (1.997): Gestión de Producción de Alojamientos Turísticos – Col·lecció \"Gestión Turística\" ; Ed. Síntesis.
Cooper, C. (2016): Essentials of tourism. Editorial Pearson.
Dyer W.W. (2005) Tus zonas erróneas. Barcelona: Debolsillo.
Fletcher, J. y Fyall, A. (2013): Tourism, principles and practice. Editorial Pearson.
Gordini, M.A. et al. (2021). The Routledge companion to international hospitality management. New York & London: Routdedge.
Hall, C.Michael and Williams, Allan M. (2020): Tourism and Innovation. Routledge
Olmos Juárez, L. i García Cebrián, R. (2016): Estructura del mercado turístico, Madrid: Ediciones Paraninfo.
Rossman, J.R. and Duerden, M.D. (2019) Designing Experiences. New York: Columbia Business School Publishing.
Segovia Pérez, M. & Figueroa Domecq, C. (2018). Turismo y género: La perspectiva inclusiva en la gestión turística. UOC Editorial.
Software
There isn't.
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 1 | Catalan/Spanish | second semester | morning-mixed |