1. Tourism & Hospitality Management
MKT00204
Special Interest Tourism
Unit Information Guide
Session 1 2012

2. © 2012 Southern Cross University
Southern Cross University
Military Road
East Lismore NSW 2480
No part of this publication may be reproduced, stored in a retrieval system or
transmitted in any form or by means electronic, mechanical, photocopying, recording
or otherwise without the prior written permission of the publisher.
Copyright material indicated in this work has been copied under Part VB of the
Copyright Act 1968.

3. Contents
Welcome ......................................................................................................................................... 5
Teaching staff ................................................................................................................. 5
Where to get help....................................................................................................................... 6
School enquiries ............................................................................................................. 6
Student liaison team ....................................................................................................... 6
IT&TS helpdesk ............................................................................................................. 6
Academic Skills Development Unit ............................................................................... 6
Student Services ............................................................................................................. 6
Library ............................................................................................................................ 6
About this unit .............................................................................................................................. 7
Learning support ............................................................................................................ 7
MySCU........................................................................................................................... 7
Unit statement.............................................................................................................................. 9
Description ..................................................................................................................... 9
Aims ............................................................................................................................... 9
Objectives ....................................................................................................................... 9
Graduate attributes ....................................................................................................... 10
Handbook entry ............................................................................................................ 10
Syllabus ........................................................................................................................ 10
Prescribed texts and materials ...................................................................................... 11
Recommended reference materials .............................................................................. 11
Student assessment requirements ................................................................................. 12
Mode of delivery .......................................................................................................... 12
Student academic integrity ........................................................................................... 12
Student feedback .......................................................................................................... 13
Assessment details.................................................................................................................. 14
Assignment 1 – Online blog ......................................................................................... 14
Assignment 2 – Presentation ........................................................................................ 14
Assessment 3 – Exam ................................................................................................... 15
Census dates ................................................................................................................. 16
Grades........................................................................................................................... 16
Plagiarism ..................................................................................................................... 17
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4. 4 MKT00204 – Special Interest Tourism
Referencing .................................................................................................................. 17
Suggested study timetable .................................................................................................. 18

5. Welcome
Welcome to MKT00204 Special Interest Tourism.
Teaching staff
Unit assessor
Erica Wilson
Location: Lismore campus
Phone: +61 2 6620 3151
Email: erica.wilson@scu.edu.au
Erica Wilson is Senior Lecturer and Deputy Head of School in the School of Tourism
and Hospitality Management at the Lismore campus. She completed a first class
honours degree in tourism at James Cook University, studying Japanese tourists’
motivations for visiting Australia’s natural environment. Erica also holds a graduate
diploma in Environmental Studies from the University of Adelaide. She has taught in
the fields of tourism, hospitality and leisure for over 15 years.
Erica completed her PhD at Griffith University, focusing on the tourist experiences
and constraints of one type of ‘special interest’ tourist: solo women travellers. From
2006–2010, Erica was Commonwealth Representative for Nature-Based Tourism
on the Gondwana Rainforests of Australia World Heritage Technical and Scientific
and Advisory Committee, and has held the position of Secretary for CAUTHE in
2005. She is currently Associate Editor and Reviews Editor of the Annals of Leisure
Research.
Her research interests and publications focus on women travellers, gender issues in
tourism, sustainable/ecotourism, and qualitative/critical research methodologies. Erica
enjoys living on a bush property adjoining the World Heritage Listed Border Ranges
National Park, where she and her partner have built a rammed earth house. Her leisure
interests at present involve running after two small children. Erica looks forward to
meeting and working with you in Special Interest Tourism. Don’t forget to check
MySCU regularly for internal lecture notes, handy hints and announcements and other
resources, as this will be the unit assessor’s main means of communication with you
during the study period.
5

6. Where to get help
School enquiries Academic Skills
Post: School of Tourism and Hospitality Development Unit
Management
Lismore
Southern Cross University
PO Box 157 (Military Road) Phone: +61 2 6620 3386
Lismore NSW 2480 Email: academicskills@scu.edu.au
Australia Website: http://www.scu.edu.au/academicskills
Phone: +61 2 6620 3920 Coffs Harbour
Email: tourline@scu.edu.au Phone: +61 2 6659 3323
Website: http://www.scu.edu.au/tourism Email: academicskills-coffs@scu.edu.au
Gold Coast and Tweed Heads
Student liaison team Phone: +61 7 5506 9219
Lismore Email: academicskills-tgc@scu.edu.au
Phone: +61 2 6620 3920
Fax: +61 2 6626 9155 Student Services
Email: tourline@scu.edu.au Lismore
Coffs Harbour Phone: +61 2 6620 3452
Phone: +61 2 6659 3212 Email: stuadmin@scu.edu.au
Fax: +61 2 6659 3144 Website: http://www.scu.edu.au/services/
Email: tourline@scu.edu.au studentservices/
Gold Coast and Tweed Heads Coffs Harbour
Undergraduate Phone: +61 2 6659 3777
Phone: +61 7 5589 3001 Email: sservice@scu.edu.au
Fax: +61 7 5589 3700 Gold Coast and Tweed Heads
Email: tourline@scu.edu.au Phone: +61 7 5506 9200
Postgraduate Email: tgcc@scu.edu.au
Phone: +61 7 5506 9342
Fax: +61 7 5506 9301 Library
Email: tourline@scu.edu.au Phone: 1800 659 460 (Freecall)
Website: http://www.scu.edu.au/library
IT&TS helpdesk
Lismore
Phone: +61 2 6620 3698
Email: helpdesk@scu.edu.au
Website: http://www.scu.edu.au/admin/it/
Coffs Harbour
Phone: +61 2 6659 3080
Email: chec.helpdesk@scu.edu.au
Gold Coast and Tweed Heads
Phone: +61 7 5506 9210
Email: tweedhelp@scu.edu.au
6

7. About this unit
Learning support
Library
The Library promotes student learning and ensures easy access to information
resources, providing a full range of library and audiovisual services, and trained
professional staff to assist students to become independent learners.
The main Library is located at the Lismore campus. Libraries are also located at the
Coffs Harbour campus and the Gold Coast Beachside campus. You will find contact
information for the Library in the ‘Where to get help’ section of this guide.
Academic Skills Development Unit
The Academic Skills Development Unit at Southern Cross University provides
educational support to students, staff and the University as a whole. Its members
provide a range of study assistance materials and one-on-one advice to assist you
to complete your studies. You will find contact information for the Academic Skills
Development Unit in the ‘Where to get help’ section of this guide.
MySCU
Your unit assessor may have requested an online component to be set up on MySCU
to support this unit for the duration of the study period.
To check if this unit has an online component you should check the following location
in your browser:
http://study.scu.edu.au
This opens the MySCU student intranet page. The names of units in which you are
currently enrolled that have an online presence will be listed here under ‘Learning
Sites’.
If your unit is not listed under ‘Learning Sites’ and you have been instructed by
your lecturer to access the online site, please check your enrolment status through
MyEnrolment. If you do not appear to be enrolled in that unit, either enrol in that unit
or email a variation request to Student Services:
enrol@scu.edu.au
If you are enrolled in that unit but cannot access the online site send an email to:
helpdesk@scu.edu.au
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8. 8 MKT00204 – Special Interest Tourism
Elluminate Live!
Your unit assessor may choose to use Elluminate Live! in this unit. Elluminate Live!
is web-based audio-conferencing software for real-time collaboration; a mix of a
teletutorial and virtual classroom with additional features. You can find out more by
clicking the ‘Elluminate Live! Help’ button within your MySCU unit, or go to:
http://www.scu.edu.au/elluminate

9. Unit statement
Southern Cross University
School of Tourism and Hospitality Management
Description
Unit title: Special Interest Tourism
Unit code: MKT00204
Undergraduate, postgraduate: Undergraduate
Prerequisites: Nil
Corequisites: Nil
Antirequisites: Nil
Other enrolment conditions
& requirements: Access to the Internet
Student Services enrolment
category: Internal/external
Graded/ungraded: Graded
Field of education: 080701 Tourism
Credit points: 12
Aims
As tourists become increasingly sophisticated and demanding in their travel needs and
wants, against a backdrop of changing social and cultural trends, tourism industries
are responding with a wider range of choices and a supposedly higher quality product.
One aspect of this response has been the growth in what is becoming known as
‘special interest tourism’, also called ‘niche tourism’. This unit will introduce students
to the practical and theoretical elements of special interest and niche tourism.
Objectives
On completion of this unit students should be able to:
1. define and discuss the nature and scope of special interest tourism and its
relationship to mass tourism and global tourism trends
2. describe the significance and implications of host/guest relationships in the
development of special interest tourism products
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10. 10 MKT00204 – Special Interest Tourism
3. apply management principles to the operation of a special interest tourism
business and observe current practices
4. identify the trends and theories applicable to various segments of the special
interest tourism market.
Graduate attributes
As a graduate of Southern Cross University, you are more than just a sum of the
knowledge you have acquired through your units. During your studies you will have
developed other skills, values and attitudes that are essential for gaining employment
and advancing lifelong learning. The University refers to these skills, values and
attitudes as the Graduate Attributes.
In the unit Special Interest Tourism you will be assessed towards your attainment
of the following graduate attributes, as identified by the School of Tourism and
Hospitality Management:
1. demonstrate a commitment to excellence in all scholarly and intellectual activities
2. demonstrate substantial knowledge of tourism and hospitality industries within
both local and international contexts
3. demonstrate awareness of the cultural, environmental and economic impacts of
tourism and hospitality management
4. communicate effectively, and be self-aware and empathetic
In particular, this unit will help students to develop the following skills and values:
• critical thinking
• written communication (business)
• independent/self-directed learning
• awareness of sustainability
• presentation skills.
Handbook entry
Introduces students to the phenomenon of Special Interest Tourism and its relationship
to more traditional forms of tourism and leisure. Examines various special interest
market segments, the growth and diversity of these segments, and their impact on
individuals, communities, the tourism industry and policy makers.
Syllabus
1. Introduction to unit: Defining special interest tourism
2. The emergence of SIT: Changing patterns of tourist consumption
3. The gourmet traveller: Food and wine tourism
4. Cure on tour: Health, wellness and medical tourism
5. Into the wild: Adventure and wildlife tourism
6. The attraction of revulsion: Dark and thana tourism
7. Eat, pray, love: Women’s travel and spiritual tourism
8. Giving and taking: Volunteer and responsible tourism
9. Shakespeare and Sundance: Film, literature and music tourism
10. Critical issues in SIT: The future of niche tourism

11. MKT00204 – Unit Information 11
Prescribed texts and materials
Novelli, M (ed.) 2005, Niche Tourism: Contemporary Issues, Trends and Cases,
Elsevier, Amsterdam.
Recommended reference materials
A number of other SIT related texts have been made available for your borrowing
from the Main Collection of the Library (a list is given below). The Book of Readings
is now also available for you as readable pdf documents through the SCU Library
website. Go to http://www.scu.edu.au/, follow the links to the Library, then to the link
called eReadings: look for Tourism and then the specific readings for this unit code.
You may also download and print individual readings via RapidPrint.
Douglas, N, Douglas, N & Derrett, R 2001, Special Interest Tourism: Contexts and
Cases, John Wiley & Sons, Milton, Qld.
Dowling, RK & Newsome, D 2006, Geotourism, Elsevier, Oxford.
Hall, CM (ed.) 2003, Food Tourism Around the World: Development, Management,
and Markets, Butterworth-Heinemann, Oxford/Boston.
Lennon, J 2000, Dark Tourism, Continuum, London.
Ritchie, B, Carr, N & Cooper, C 2003, Managing Educational Tourism, Channel View
Publications, Buffalo.
Robinson, M & Andersen, HC (eds) 2002, Literature and Tourism, Continuum,
London.
Robinson, P, Heitmann, S & Dieke, P (eds) 2011, Research Themes in Tourism, CABI,
Oxfordshire, UK.
Singh, TV 2005, New Horizons in Tourism: Strange Experiences and Stranger
Practices, CABI, Cambridge, Mass.
Timothy, DJ 2006, Tourism, Religion and Spiritual Journeys, Routledge, Buffalo.
Wearing, S 2001, Volunteer Tourism: Experiences That Make a Difference, CABI
Publishers, Wallingford, UK, New York.
Weiler, B & Hall, CM (eds) 1992, Special Interest Tourism, Bellhaven Press, New
York/Halsted Press, London.
Academic journals
The following journals are examples of suggested reading and should be made use of
when preparing your academic assessments for Special Interest Tourism:
Journal of Sustainable Tourism 338.4791 5
Annals of Tourism Research 338.4791072
Journal of Ecotourism 338.4791 52
Journal of Tourism Studies 338.4791 16
Journal of Leisure Research 790.072
Journal of Travel Research 338.4791072
Leisure Sciences 306.48
Leisure Studies 306.48
Speciality Travel Index 338.479104
Tourism Management 338.4791068
Travel and Tourism Analyst 338.4791
Tourism Review International 338.4791

12. 12 MKT00204 – Special Interest Tourism
Recreation Australia 333.780994
Leisure, Recreation & Tourism Abstracts 790.016
For website references check on the unit page of MySCU.
Student assessment requirements
Task Unit Graduate Weighting Week due
objectives attributes %
assessed assessed
Assessment 1: Online blog 1–5 1, 3, 5, 7 30% Week 5 & 9
Assessment 2: Week 8 (or in class as
1–5 1, 2, 3, 5, 7 30%
Presentation allocated)
Assessment: Examination 1–4 1, 3, 4, 6 40% See assessment details
Students must keep copies of work submitted.
This is a graded unit and grades shall be awarded as detailed in Rule 3.8 of the
University’s Rules Relating to Awards.
In order to achieve a passing grade in this unit you must obtain a minimum score
of at least 50% of the total assessment marks for the unit. The criteria upon which
performance in the assessment tasks is judged will be made available to students
during the first week of the study period.
All assessment tasks submitted during the study period will normally be marked
and returned within two weeks of the required date of submission (provided that the
assessment materials have been submitted by the due date). At the discretion of the
Head of School, or nominee, a penalty will normally be applied for the late submission
of assignments without special consideration approval. The nature of this penalty will
be notified with the requirements for each assessment task.
Mode of delivery
This unit will be delivered on campus in Lismore, externally (distance education) and
in Singapore. Internal students are required to attend a weekly 3-hour workshop.
The unit has been designed to ensure that all cohorts have access to all learning
materials (Online Study Guide topics, Book of Readings, Blogs, Discussion Forums,
lecture PowerPoint slides, tutorial activities and noticeboard announcements).
Student academic integrity
It is a University requirement that a student’s work complies with the Academic
Policy, Chapter 4.20 on Student Academic Integrity. It is a student’s responsibility
to be familiar with the Policy. Failure to comply with the Policy can have severe
consequences in the form of University sanctions. For information on this Policy
please refer to Chapter 4.20 on Student Academic Integrity at the following website:
http://www.scu.edu.au/governance/academicboard/policy/
under ‘Student Values and Rights’.
As part of a University initiative to support the development of academic integrity,
assessments may be checked for plagiarism, including through an electronic system,
either internally or by a plagiarism checking service, and be held for future checking
and matching purposes.

13. MKT00204 – Unit Information 13
Student feedback
Students are encouraged to complete the online student feedback on learning and
teaching survey. This is offered for all units in every study period.

14. Assessment details
Assignment due dates and the examination period provided here apply to the
Australian study period. These may be varied for students studying elsewhere. Please
confirm dates with your local tutor.
Assignment 1 – Online blog
Due: Blog 1: Monday 19 March midnight (Week 5)
Blog 2: Monday 16 April midnight (Week 9)
Weighting: 30% (15% per blog entry)
Task
This assessment item is based on two (2) blog entries, which you submit (or ‘post’)
via the Blackboard site for this unit on the required due dates. All blog entries are due
by midnight on Monday of the weeks listed above. The aim of this assessment item
is to develop your critical thinking about a range of issues related to special interest
tourism. The ‘public face’ of the blog is important in this assessment item, because
other students can read and consider your answers and viewpoints.
Each question will be posted by the unit assessor on MKT00204 Blackboard site
two weeks prior to its due date. That is, you have two weeks to complete each blog
answer.
Marking criteria (Assignment 1)
• Responds directly to the question posed and links clearly to content of the unit
• Shows evidence of relevant academic research (through correct referencing)
• Adherence to good academic writing practice (e.g. grammar, spelling, clarity of
expression, in-text referencing and reference list).
Assignment 2 – Presentation
Due: External students: Friday 13 April (Week 8)
Internal students: Timeslot will be allocated in class, from
Week 8 onwards
Weighting: 30% (10 minute presentation)
Description
Assignment 2 assists your presentation skills, through the development of a scholarly
and creative presentation to your lecturer and academic peers. You are to choose any
special interest/niche tourism sector in which you are interested; this may be within
Australia or overseas. This is not a promotional effort in which you are trying to ‘sell’
your chosen SIT sector. It should be engaging, but is still academic and based on
sound research.
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15. MKT00204 – Unit Information 15
Using any presentation or media resource/s of your choosing, create an interactive,
challenging and educational presentation (based around a 10 minute timeslot) about
your chosen SIT/niche tourism sector. Presentation ideas might include (but need not
necessarily be limited to):
• PowerPoint (with written or recorded narration included)
• a blog or wiki (that you have made)
• video recording of your own
• YouTube
• voice recording
• Prezi
• poster
• role play/drama
• or, a combination of any of the above.
The presentation must clearly address the following questions, in whatever form your
presentation may take:
• overall introduction to type of SIT sector: tell us about it!
• trends and societal changes that have led to the development of the SIT sector
• alignment with SIT definitions/theories (that is, what kind of SIT is it, and why?)
• types of markets (tourists) that the sector attracts
• potential impacts or contentious issues related to this SIT sector
• A reference list of up to eight (8) academic references must be included, and
submitted at the time of your presentation.
Please note: The University has strict ethical guidelines in place, so you must not
video or record people that you do not know, including people in industry. Please
check with your lecturer if you are unsure. Close family and relatives may be okay, but
please seek their permission first.
Marking criteria (Assignment 2)
• Relevance of chosen sector and information provided
• Interactive and engaging presentation
• Quality of presentation materials
• Supported by sound academic research (quality of reference list)
• Correct spelling/grammar on all presentation materials.
Assessment 3 – Exam
Exam period: 24 May – 2 June 2012
Weighting: 40%
Description: This exam will be based on a combination of short answer
and essay questions related to special interest tourism.
Details will be provided during the Session.
The final examination is scheduled for the end of the study period. Students will be
fully advised during the study period as to when the exam will be held and the format
it will take.

16. 16 MKT00204 – Special Interest Tourism
Note: Students are permitted to take a hard copy standard English translation
dictionary into the examination. Electronic translation dictionaries require specific
approval by the Head of School or College Director and all enquiries for such should
be directed to the student support team associated with your course of study.
Census dates
The census date is the day upon which your enrolment for the study period becomes
fixed. You cannot enrol or withdraw from units after census date without significant
academic and/or financial penalties. If you are using the FEE-Help or HECS-Help
Government loan schemes, your debt for the study period is deferred on census date.
You will need to go to My Enrolment at http://www.scu.edu.au/myenrolment to check
your census dates. Select ‘Current Enrolment including Census date’ from the menu
item called ‘My Study Plans’. Each unit in which you are enrolled will be displayed
with its census date clearly identified.
Grades
Students who complete a unit will receive one of the following grades:
• Fail
• Absent Fail
• Satisfied Requirements (where used)
• Pass
• Credit
• Distinction
• High Distinction.
Student grades are determined by applying the following grading standards in
combination with specific marking criteria for each assessment item.
Note: Marks may be subject to moderating adjustments.
Grading standards
Fail: The student’s performance fails to satisfy the learning requirements specified.
Absent Fail: The student fails to submit all assessment items and is deemed to have
abandoned studies.
Satisfied Requirements (where used): The student’s performance satisfies all of the
basic learning requirements specified.
Pass: The student’s performance satisfies all of the basic learning requirements
specified and provides a sound basis for proceeding to higher-level studies in
the subject area. The student’s performance could be described as satisfactory
or adequate or competent or capable in relation to the learning requirements
specified.
Credit: The student’s performance, in addition to satisfying all of the basic learning
requirements specified, demonstrates insight and ability in researching, analysing
and applying relevant skills and concepts. The student’s performance could
be described as better than satisfactory or adequate or competent or capable in
relation to the learning requirements specified.

17. MKT00204 – Unit Information 17
Distinction: The student’s performance, in addition to satisfying all of the basic
learning requirements, demonstrates distinctive insight and ability in researching,
analysing and applying relevant skills and concepts, and shows a well-developed
ability to synthesise, integrate and evaluate knowledge. The student’s performance
could be described as distinguished in relation to the learning requirements
specified.
High Distinction: The student’s performance, in addition to satisfying all of the basic
learning requirements, demonstrates distinctive insight and ability in researching,
analysing and applying relevant skills and concepts, and shows exceptional ability
to synthesise, integrate and evaluate knowledge. The student’s performance could
be described as outstanding in relation to the learning requirements specified.
Plagiarism
Plagiarism is defined as reproduction and presentation of the work of others without
acknowledgment and includes copying (in whole or in part) the work or data of other
persons, or presenting substantial extracts from books, articles, theses, computer
software, lecture notes, assignments or tapes, without due acknowledgment.
All forms of plagiarism and unauthorised collusion are regarded as a serious offence
by Southern Cross University and could result in penalties, including fail grades
and possible disciplinary action. For further details see General Rules: 3.17 in the
University Handbook at:
http://www.scu.edu.au/docs/handbook
If in doubt, please consult with the unit assessor for further information.
All students are advised against making assessable material (e.g. assignments)
available to other students, as they could then be a party to plagiarism and may be
penalised as if they themselves had committed an act of plagiarism.
Referencing
A number of referencing systems are used across the University. You should check
with your lecturer regarding the referencing system to be used for this unit. You will
find examples of the different types of systems on the Academic Skills Information
Guides section of the Academic Skills Development Unit website:
http://www.scu.edu.au/academicskills/index.php/dds

18. Suggested study timetable
This timetable applies to the Australian study period.
It may be varied for students studying elsewhere. Please confirm dates with your local tutor.
Week/
Topic Notes
commencing
1
Introduction to unit: Defining SIT
20 February
2
The emergence of SIT: Changing patterns of tourist consumption
27 February
3
The gourmet traveller: Food and wine tourism
5 March
4
Cure on tour: Health, wellness and medical tourism
12 March
5
Intro the wild: Adventure and wildlife tourism Blog 1 due
19 March
6
Stanthorpe Food and Wine Field trip (TBC) Field trip
26 March
7
Study Week
2 April
8 Presentation (or as
The attraction of revulsion: Dark and thana tourism
9 April allocated in class)
9
Eat, pray, love? Women’s travel and spiritual tourism Blog 2 due
16 April
10
Giving and taking: Volunteer and responsible tourism
23 April
11
Shakespeare and Sundance: Film, literature and music tourism
30 April
12
Critical issues in SIT: The future of niche tourism
7 May
13
No lectures (Study time)
14 May
14
Study Week
21 May
15
SCU Exam Week
28 May
18