Corporate sperm count and boiled frogs : Seeds of ideas to kindle innovation in students

Purpose – This paper aims to outlines recent attempts to encourage hospitality students to develop greater self‐awareness with regard to creativity and attitudes to change. The stance taken is that “blue sky” thinking has a positive role to play in the education of hospitality students because it has vocational value in this context. Design/methodology/approach – The paper reflects on experience of delivering two modules entitled “Managing creativity and innovation”, one at postgraduate level and one at undergraduate level, at Leeds Metropolitan University. These modules have adopted a “blended” approach where the theories of creativity and innovation, and the management of these processes, have been combined with some practical exercises designed to help students imagine how the industry might be rather than simply record how it is/was. Students have been encouraged to develop wild and wacky ideas that have an element of science fiction about them. Findings – The modules are well received by students, many of whom value the fun elements, particularly the games that are played. The modules have encouraged students to think about the future of the industry and their role within it. The assessment of the modules remains traditional and this is an aspect that could be improved. Practical implications – Within a broad hospitality curriculum there is room for modules like these, since they encourage imagination alongside observation and analysis. Originality/value – The paper shows that the ideas generated by students are original and worthy of wider consideration and that the modules enable students to teach themselves.