Tag: undergraduate

Undergraduate Student Dissertations – Meet Ewa BA (Hons) International Festival and Event Management

Is the Future of Sobriety Event-Full? A Critical Investigation of the Potential Effectiveness of Sober Events as Alcohol Consumption Reduction Initiatives for Gen Z Adults in Scotland

“As the alcohol consumption rates are declining more than ever, this dissertation explores the reasons behind so many Generation Z adults choosing sobriety or moderate drinking. Little academic research has been conducted on this topic considering the recency of this phenomenon. This work examines Gen Z adults’ views on alcohol consumption and the current legislations aimed at alcohol consumption and harm reduction in Scotland. Through in-depth qualitative research, this social group was found to be discouraged by excessive drinking habits and perceived current policies as ineffective. After exploring Gen Z adults’ experiences attending sober events, it has been proven that drinking alternatives target this social group more effectively than a limitation-focused strategy. More sober spaces and evens are highly desired and have a potential of being an encouraging initiative for alcohol consumption reduction. The findings of this study are unique, covering many undiscovered academic fields. Reviewing current policies and exploring young adults’ attitudes, they can serve as a guide for governmental bodies on how to improve the effectiveness of their campaigns. Generation Z is extremely different from previous generations and this study explores some aspects that might be crucial to understanding it better. Distrust towards the government, attitude influences, and the need to ‘save the world’ are just some of them examined by the author. Due to the recency of this academic field and the uniqueness of findings, it is believed this study can contribute to the governmental campaigns planning and an overall improvement of Gen Z adults’ quality of life.”

Read the full dissertation by Ewa Miko, BA (Hons) International Festival and Event Management

Undergraduate Student Dissertations – Meet Bethany BA (Hons) International Hospitality Management with Festivals and Events

Why not Scotland? An investigation of music festival attendance motivations and barriers amongst Scottish residents.

“Scotland possesses a proud musical heritage, yet many residents continually travel south to attend major music festivals in England. My dissertation explores the motivations behind this trend and the barriers discouraging festival attendance in Scotland. Using a quantitative survey of 90 Scottish residents, I identified that strong artist line-ups, immersive atmospheres, and social experiences are key drivers of attendance. Conversely, limited line-ups, poor weather, and lack of camping options were significant deterrents for Scottish festivals. Despite these challenges, there is clear enthusiasm regarding Scottish festivals if such improvements are made. My research offers practical recommendations for organisers such as enhancing infrastructure alongside creating deeper immersive experiences, to help Scotland compete more effectively in the UK’s vibrant festival landscape. This work aims to support the sustainable growth of Scotland’s music festival industry through a greater understanding of audience needs.”

Read the full dissertation by Bethany Tait, BA (Hons) International Hospitality Management with Festivals and Events

Undergraduate Student Dissertations – Meet Claudio, BA (Hons) International Tourism Managment

In this new section, some of our brilliant UG students who have excelled at their dissertations tell us more about their research. Today, we have Claudio Pigozzo,  whose dissertation is “Challenging Traditional Tourist Typologies through the Digital Nomad Lens”, which was supervised by Dr. Alexandra Witte.

Digital nomadism is reshaping how we think about travel. My dissertation explored how digital nomads, people who combine remote work with long-term travel, fit into traditional tourist typologies.

Through in-depth interviews with 13 nomads from around the world, five different types of digital nomads emerged: Flash Nomads, Cultural Immersive Nomads, Seasonal Nomads, Settled Sojourners, and Rooted Roamers. These categories reflect different motivations, lifestyles, concepts of “home”, and levels of mobility, yet all share a reliance on digital infrastructure, cost of living awareness and adaptive coping strategies. This research highlights how digital nomads blur the lines between being a tourist and a resident, work and leisure, and permanence and transience. It also offers practical insights for destinations looking to attract and support this growing group, co-working hubs, flexible visa policies, and inclusive communities.

As digital nomadism becomes more mainstream, tourism theory needs to catch up. This is just the beginning of understanding this mobile, connected lifestyle.

Read the full dissertation by Claudio Pigozzo, BA (Hons) International Tourism Management.