Syllabus

for TRIP-LED Online Learning Programme: Sustainable Tourism Experience Design for SMEs


Course Type: Self-paced online learning programme

Target Audience: SMEs in the tourism industry, professionals, managers, entrepreneurs, and educators involved in or aspiring to create sustainable and immersive tourist experiences.

Duration: Approximately 6 weeks (self-paced)

Course Objectives:

  • Provide learners with an in-depth understanding of the design thinking process applied to sustainable tourism.
  • Equip learners with the tools and strategies to create immersive, responsible, and economically viable tourist experiences.
  • Inspire the integration of green principles and digital tools into experience design for long-term sustainability.
  • Offer practical, hands-on exercises aligned with the TRIP-LED Design Navigator activities and cards.
  • Enable participants to evaluate, iterate, and refine their designs using real-world testing and stakeholder engagement techniques.


Course Structure

The course is divided into six modules. Each module contains theoretical lessons, practical exercises, case studies, and downloadable resources (canvas and cards from the TRIP-LED Design Navigator). Progress is tracked through quizzes, reflection assignments, peer reviews, and practical project submissions. 


Module 1: Introduction to Design Thinking

Overview:

This module introduces learners to the principles, processes, and tools of design thinking, focusing on its application in tourism. It emphasises the role of human-centred design in creating immersive and sustainable tourist experiences.

Key Topics:

  • What is design thinking?
  • The five stages of design thinking: Empathise, Define, Ideate, Prototype, Test.
  • Importance of design thinking in sustainable tourism.

Practical Activities:

  • TRIP-LED Navigator Tool: Introduction to the framework.
  • Activity: Reflection on existing tourism services using the lens of design thinking.
  • Cards: Use the Tourist Persona Cards to identify different tourist types and their needs.

Evaluation & Progress Tracking:

  • Multiple-choice quiz on design thinking fundamentals.
  • Short reflective essay on the application of design thinking to a tourism experience learners are familiar with.


Module 2: Empathise – Understanding the Tourist

Overview:

This module focuses on empathising with tourists, identifying their needs, motivations, and challenges. Learners will conduct research and interviews to gather insights into their target audience.

Key Topics:

  • The role of empathy in tourism experience design.
  • Techniques for researching tourist behaviour.
  • Creating tourist personas and journey maps.

Practical Activities:

  • TRIP-LED Navigator Tool: Use of Tourist Persona Cards to create detailed tourist profiles.
  • Activity: Develop a Tourist Journey Map for one persona to identify key touchpoints in their experience.
  • Cards: Empathy Map Canvas to capture insights on tourists' thoughts, feelings, and behaviours.

Evaluation & Progress Tracking:

  • Multiple-choice quiz.
  • Complete Tourist Persona and Journey Map.

Module 3: Define – Defining the Problem and Potential Solutions

Overview:

In this module, learners will identify the core problems faced by tourists and define the experience they want to design. This stage focuses on developing a clear problem statement and framing potential solutions.

Key Topics:

  • How to define a clear problem statement.
  • Techniques for problem framing.
  • Aligning solutions with sustainability and community goals.

Practical Activities:

  • TRIP-LED Navigator Tool: Use the Problem Statement Canvas and Sustainable Experience Definition Cardsto articulate a core problem and possible solutions.
  • Activity: Identify challenges tourists face in accessing or enjoying immersive, sustainable experiences.
  • Cards: Stakeholder Engagement Cards to map community involvement and stakeholder landscapes.

Evaluation & Progress Tracking:

  • Write a well-defined problem statement with potential solutions.
  • Short self-assessment quiz on framing and defining problems in design thinking.


Module 4: Ideate and Prototype – Generating and Developing Ideas

Overview:

This module will guide learners through brainstorming and prototyping innovative tourism experiences. Emphasis is placed on generating creative, sustainable solutions and turning ideas into tangible prototypes.

Key Topics:

  • Brainstorming techniques and tools for generating ideas.
  • Creating low-fidelity prototypes.
  • Designing with green principles and digital tools.

Practical Activities:

  • TRIP-LED Navigator Tool: Use Sustainable Solutions Cards to brainstorm and develop initial ideas.
  • Activity: Build a low-fidelity prototype of a tourism experience using the Experience Prototype Canvas.
  • Cards: Apply Prototyping Instruction Cards to plan and execute the development of a basic prototype.

Evaluation & Progress Tracking:

  • Create a concept prototype and a detailed description of its key features.
  • Short self-assessment quiz.


Module 5: Test – Testing and Refining Prototypes

Overview:

Learners will test their prototypes in real-world scenarios, gathering feedback and iterating on their designs. This module focuses on testing methods and using feedback for continuous improvement.

Key Topics:

  • Methods for testing tourism prototypes.
  • Collecting and analysing user feedback.
  • Iterating and refining tourism experiences.

Practical Activities:

  • TRIP-LED Navigator Tool: Use the Feedback Canvas and Testing Guide Cards to organise and analyse feedback.
  • Activity: Test your prototype with real or simulated users. Collect feedback through structured interviews and surveys.
  • Cards: Use Prototyping Instruction Cards for iterative development based on testing results.

Evaluation & Progress Tracking:

  • Create a feedback report summarising key insights and suggested improvements.
  • Short self-assessment quiz.


Module 6: Experience Design Basics – Creating Immersive and Sustainable Experiences

Overview:

This final module provides an in-depth look at experience design principles, focusing on creating immersive and responsible tourist experiences. Learners will explore how green principles, digital tools, and innovative strategies can be integrated into their tourism projects.

Key Topics:

  • Experience design principles for tourism.
  • Green principles and sustainability in tourism.
  • Integrating digital tools and innovative strategies.

Practical Activities:

  • TRIP-LED Navigator Tool: Use the Experience Design Canvas and Sustainable Solutions Cards to finalise a fully immersive and sustainable tourism experience.
  • Activity: Create a comprehensive tourism experience blueprint, including all touchpoints, sustainability efforts, and stakeholder involvement.
  • Cards: Use Sustainable Experience Definition Cards to assess the environmental, social, and economic impact of the designed experience.

Evaluation & Progress Tracking:

  • Create a reflective essay on the importance of comprehensive tourism experience blueprints.
  • Short self-assessment quiz.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.