Module Booklet Course: Edexcel Travel& Tourism Management Level: 4 (QCF) Module: Unit 12 Hospitality Provision in Travel & Tourism Sector Module code: K/601/1751 Module Credit: 15 Teaching Period: (15+6 weeks) Contact Hours: (21*3 = 63 hrs) Lecturers: 15 week Revision Clinic: 3 week Feedback and assignment guidance: 3 weeks Module Leader: Nikola Naumov Lecturer: Dr Blessing Adepoju Start date: Day:​ Time:​ Room: Term: CONTENTS • INTRODUCTION, AIMS AND OBJECTIVES • MODULE OUTLINE AND TEACHING METHODS • READING AND COURSE PREPARATION • LECTURE WITH DETAILED COURSE PROGRAMME AND OBJECTIVES • ASSESSMENT DETAILS • INTRODUCTION This unit introduces learners to the diversity of the hospitality industry and enables them to investigate the hospitality industry in a travel and tourism context. Learners will consider the impact of integration on the hospitality industry and the possible future implications of this in a broader context. Learners are provided with the opportunity to select an area of interest to design and develop in an outline format, bringing together theory and practice in the creative design of a hospitality business reflecting current trends and the needs of selected customer groups. Aim The aim of this unit is to enable learners to gain understanding of the role of the hospitality industry, the impact of integration, and gain skills to plan hospitality businesses. Key Objectives • Explain the concept of hospitality • Understand the role of the hospitality industry within the travel and tourism sector • Explain the role of integration for hospitality business • Be able to plan a small hospitality event Learning Outcomes and assessment criteria: 1. Understand the role of the hospitality industry within the travel and tourism sector 2. Understand the impact of integration within the hospitality industry 3. Be able to plan the development of hospitality businesses. On successful completion of this unit a learner will: Be able to explain the role of the hospitality industry within the travel and tourism business, to give various examples of hospitality providers and be able to plan a small hospitality event. Unit content: 1. Understand the role of the hospitality industry within the travel and tourism sector • Composition of the hospitality industry: hotels (1 star to 5 star, budget hotels, bed and breakfast); restaurants (fast food, cafes, coffee shops, mainstream, fine dining); pubs and bars (managed houses, tenanted or leased pubs, free houses); nightclubs; contract foodservice providers (catering outsourced to a contract food service provider); hospitality services (catering managed in-house); membership clubs; events. • Travel and tourism sector: travel services; tourism services; conferences and events; visitor attractions; accommodation services; passenger transport. • Interrelationships between hospitality and travel and tourism: the role of hospitality in underpinning many types of travel and tourism e.g. business travel, aviation, conferences and exhibitions, visitor attractions, theme parks. 2. Understand the impact of integration within the hospitality industry • Integration: history and development of horizontal and vertical integration, integration via major organisations (ownership) • Impacts: fewer major organisations, reduction of independent businesses, economies of scale, control of subsectors, increase in market share, standardisation, improved quality • Implications: importance of branding and pricing policies, independent establishments joining associations to compete with the larger organisations, control and manipulation of the market, increased globalisation of the industry. 3. Be able to plan the development of hospitality businesses. 1. • Development: concept, market research, target market, location, scale, funding, products and services e.g. menu, licensing. • Design: ambiance, culture, brand, interior, exterior, functional areas, customer flows; link to target market, customers with individual needs. • Operation: staffing by functional areas, specialist qualifications, staffing issues related to seasonality, compliance with legislation, promotional activities, pricing. Programme Specification Accrediting Body: EDEXCEL Course: EDEXCEL Travel& Tourism Management​​​ Unit: UNIT 12HOSPITALITY PROVISION IN TRAVEL AND TOURISM SECTOR Wk Lecture Schedule Outcome of session Activity/seminar and formative assessment Resources 1 • Introduction to the module • Assessment modes • Class discussion and assignment guidelines • Understand the module content • Understand the assessment mode and LO Group Discussion Questions & Answers PowerPoint slides 2 • Introduction to hospitality industry • Primary and secondary providers • Current trends in the industry • Describe the main hospitality services • Define the hospitality concept in global business environment • Describe the structure of international hospitality industry Class discussion Case studies Questions & Answers PowerPoint slides and hand-outs 3 • Primary Hospitality Providers • Hotel Classification & Ratings • Food & Beverage outlets • Identify the main primary hospitality providers • Explain the hotel classification • Give examples of food & beverage outlets Class discussion Case Studies Questions & Answers PowerPoint slides and hand-outs 4 • Hospitality in Travel & Tourism • Conferences and events, visitor attractions and theme parks • Passenger transport • Identify hospitality within travel and tourism sector • Explain the hospitality in conferences ,events, in passenger transport services Class discussion Case studies Group Seminar Questions & Answers PowerPoint slides and hand-outs 5 Review Task 1.1 6 • Integration in Hospitality industry • Vertical and Horizontal integration • Ownership • Understand the nature if integration • Explain vertical and horizontal integration • Understand the principles of ownership Class discussion Group Task Case study PowerPoint slides and hand-outs 7 • Impacts of integration within the Hospitality industry • Be able to explain the rationale behind the fewer major organisations, the resultant reduction of independent businesses, economies of scale, control of subsectors, increase in market share, standardisation and improved quality Case study Practical discussion Group discussion Questions & Answers PowerPoint slides and hand-outs 8 • Implications of integration in the Hospitality industry • Identify the importance of branding and pricing policies • Independent establishments and joining associations • Control and manipulation of the market, • Increased globalisation of the industry. Class discussion Group seminar Class Task Questions & Answers PowerPoint slides and hand-outs 9 Review Task 2.1 and 2.2 10 • Practical Class Room Session • Marriott Hotel Excellence Program Case Study Using Laptops Hand-outs 11 • Planning the development of Hospitality businesses • Understand the concept, market research, target market, location, scale, funding, products and services Class seminar Class task Questions & Answers PowerPoint slides and hand-outs 12 • The design of Hospitality businesses • Be able to justify proposed strategies for ambiance, culture, brand, interior, exterior, functional areas, customer flows; link to target market Class seminar Group Task Questions & Answers PowerPoint slides and hand-outs 13 • Operations of Hospitality businesses • Understand staffing requirements by functional areas, specialist qualifications, staffing issues related to seasonality, compliance with legislation, promotional activities, pricing Group task Case study Questions & Answers PowerPoint slides and hand-outs 14 • Selecting a project • Developing a plan for a hospitality business including the operational requirements of the business' organisational structure in relation to human resource allocation Class discussion Group task Questions & Answers PowerPoint slides and hand-outs 15 Review of task 3 16 Assignment Support One to one support 17 Assignment Support One to one support 18 Assignment Support One to one support 19 Assessment & Feedback 20 Assessment & Feedback 21 Assessment & Feedback Recommended text and links: Barrows, C. W. (2011). Introduction to Hospitality Industry. New York: Wiley & Sons. Barrows, C.W., Powers, T. & Reynolds, D. (2012). Introduction to Management in the ​Hospitality Industry. Hoboken, NJ: Wiley. Brotherton, B. & Wood, R.C. (2008). The SAGE handbook of Hospitality Management. Los Angeles: Sage Publishing. Chon, K. & Yu, L (1999). The International Hospitality Business: Management and Operations. London: Routledge. Cook, R., Hsu, C. &Marqua, J. (2013). Tourism: The Business of Hospitality and Travel. ​London: Prentice Hall. Enz, C. (2010). Hospitality Strategic Management: Concepts and Cases. Hoboken, NJ: Wiley. Enz, C. (2010). The Cornell School of Hotel Administration: Handbook of Applied Hospitality Strategy. London: Sage Publishing. Kotler, P., Bowen, J.T. &Makens, J.C. (2010). Marketing for hospitality and tourism. London: Pearson. Walker, J. (2012). Introduction to Hospitality. London: Prentice Hall. Journals International Journal of Hospitality Management International Journal of Contemporary Hospitality Management International Journal of Hospitality and Tourism Management International Journal of Hospitality & Event Management Journal of Quality Assurance in Tourism & Hospitality Cornel Hospitality Quarterly Videos Relevant videos can be found on the World Wide Web in many different web pages. Browse the web for videos related to hotel management, hospitality planning, hospitality revenue management, American Hotel & Lodging Association (AHLA), etc. Websites American Hotel & Lodging Educational Institute - https://www.ahlei.org World Travel & Tourism Council - http://www.wttc.org/ American Hospitality Academy – http://www.americanhospitalityacademy.com/ International Hotel & Restaurant Association - www.ih-ra.com/ Hospitality net (online magazine) – www.hospitalitynet.org Daily Travel & Tourism News – www.traveldailynews.com Hotelmule (Online community for hospitality and tourism professionals) – www.hotelmule.com 4 Hoteliers (Hospitality News) – www.4hoteliers.com Wk. Session Update Date Signature 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Assignment Support 17 Assignment Support 18 Assignment Support 19 Assessment & Feedback 20 Assessment & Feedback 21 Assessment & Feedback Lecturer: Nikola Naumov Campus: Cricklewood Campus Contact details: [email protected] Assessment: The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.Please read the instructions carefully while addressing the tasks specified. Contribution: 100 % of the module Outline Details: Assignment based on three tasksapprox. 4000 words. Details enclosed in the assignment brief. Teaching and Learning Activities​ The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities, and discussion about the significant role of research in a global and local business environment. 2.3 Teaching Ethos The college's approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career. 2.3.1 Methods of Delivery: LECTURES: These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively. SEMINARS: These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills. CASE STUDIES: An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner's ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work. Plagiarism: Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies' regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone's work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student's coursework; stealing coursework form another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.) Assessment: The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.Please read the instructions carefully while addressing the tasks specified. Contribution: 100% of the module Outline Details: Written reports, approx. 4000) words in total. Details enclosed in the assignment brief ASSESSEMENT Unit: 12 – Hospitality Provision in Travel & Tourism Sector Learning Hours: 63 Hours. Self-learning hours: 87 hours. Course: HND Travel & Tourism Mgmt – Level 4 CREDIT VALUE: 15 CREDITS Term: Winter Term Lecturer: Nikola Naumov Verifier: George Muwonge Learners Name Registration Number Learners Declaration: I certify that the work submitted for this unit is my own: Signed: Hand out Date: Submission Date: The Following Sections to be completed by the assessor: Center Name: UKCBC Center Number: Please note that the assessors signature below denotes conformation that he/she has in no way influenced the outcome of the assessment: Assessors Name: Nikola Naumov Assessors Signature: Has the unit been Internally Verified? Y/N Date of verification: Internal verifiers signature: Internal verifiers assignment brief: Due Dates Issue Date Due Task- 1 Deadline in the 18th or 19th week Due Task- 2 Due Task- 3 Due Task - 4 Unit Outcomes Outcome Evidence for the criteria to pass. Assessors decision Internal verification decision. (agree, disagree) TASK 1 The key objective of this task is to exhibit an understanding to the LO1. Using examples of at least two hospitality organisations of your choice, discuss the interrelationships between hospitality and wider travel and tourism businesses. Make sure that you provide a description of your chosen organisations, their business and products and services. Your assignment should be approx. 1000 words. L1 Understand the role of the hospitality industry within the travel and tourism sector P1.1 Discuss the interrelationships between hospitality and wider travel and tourism businesses P1.1 (P,M,D) P1.1 (P,M,D) Contextualised Feedback for Task 1 (reflecting 1.1, Pass Merit and Distinction.) IV comments towards Task 1 TASK 2 The key objective of this task is to exhibit an understanding to the LO2. To address LO2, you are required to analyse the implications of integration to the hospitality industry and discuss how integration has affected hospitality business (use example of chosen hospitality organisation to support your answer). Your task should be approx. 1000-1200 words. L2. Understand the impact of integration within the hospitality industry P2.1-Analyse the implications of integration to the hospitality industry P2.1 (P,M,D) P2.1 (P,M,D) P2.2-Discuss how integration has affected a hospitality business P2.2 (P,M,D) P2.2 (P,M,D) Contextualised Feedback for Task 2(reflecting 2.1, 2.2, Pass merit and distinction.) IV comments towards Task 2 TASK 3 The key objective of this task is to exhibit an understanding to the LO3. To address LO3, you are advised to develop a rationale for your chosen, clearly justifying decisions linked to target market and then develop a plan for a hospitality business which includes the operational requirements of the business' organisational structure in relation to human resource allocation. Your report should be approx. 1000-1500 words. P3. Be able to plan the development of hospitality businesses P3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market P3.1 (P,M,D) P3.1 (P,M,D) P3.2- Develop a plan for a hospitality business including the operational requirements of the business' organisational structure in relation to human resource allocation P3.2 (P,M,D) P3.2 (P,M,D) Contextualised Feedback for Task 3(reflecting 3.1, 3.2, Pass merit and distinction.) IV comments towards Task 3 Merit grades awarded M1 M2 M3 P1 P2 P3 Distinction grades awarded D1 D2 D3 Resubmit : Any other comments Grade given by the Assessor: Pass Merit Distinction Assessors Signature: Date: IV Grading Check: Comments if any: Agree Disagree Modify grade to IV signature: Date: Students feedback: Student Signature: Date: I assure that this is my work. Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies' regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone's work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student's coursework; stealing coursework form another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.) ASSIGNMENT TASK 1 to TASK 3: You are required to follow the instructions as specified towards each task and support with a research by using supportive materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case studies as specified towards each task. TASK 1( due: ) The key objective of this task is to exhibit an understanding to the LO1. Using examples of at least two hospitality organisations of your choice, discuss the interrelationships between hospitality and wider travel and tourism businesses. Make sure that you provide a description of your chosen organisations, their business and products and services. Your assignment should be approx. 1000 words. LO1: UNDERSTAND THE ROLE OF THE HOSPITALITY INDUSTRY WITHIN THE TRAVEL AND TOURISM SECTOR P1.1 Discuss the interrelationships between hospitality and wider travel and tourism business. TASK 2 (due ) The key objective of this task is to exhibit an understanding to the LO2. To address LO2, you are required to analyse the implications of integration to the hospitality industry and discuss how integration has affected hospitality business (use example of chosen hospitality organisation to support your answer). Your task should be approx. 1000-1200 words. LO2 UNDERSTAND THE IMPACT OF INTEGRATION WITHIN THE HOSPITALITY INDUSTRY P2.1 Analyse the implications of integration to the hospitality industry P2.2 Discuss how integration has affected a hospitality business TASK 3 (due ) The key objective of this task is to exhibit an understanding to the LO3. To address LO3, you are advised to develop a rationale for your chosen, clearly justifying decisions linked to target market and then develop a plan for a hospitality business which includes the operational requirements of the business' organisational structure in relation to human resource allocation. Your report should be approx. 1000-1500 words. LO 3 BE ABLE TO PLAN THE DEVELOPMENT OF HOSPITALITY BUSINESS 3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market. 3.2 Develop a plan for hospitality business including the operational requirements of the business' organisational structure in relation to human resource allocation. Additional instructions towards addressing 3.1 and 3.2 Stages of your hospitality project should be as follows: Stage 1 - Development: • Concept (what is the general idea, objectives, vision of your business – outline initial concept of your business) • Market research – importance, stages, areas and topics to be research, tolls and methods you would like to use, • Target market (evaluate segment using all basic segmentation criteria + any additional you may think of) • Location – be specific, justify your decision, • Scale (size, market), • Funding (investors, loans, own budget – be realistic) • Products and services – provide as many details as possible • Licensing (quality, signs, grading, categorisation, membership etc) Stage 2 - Design: • ambiance • culture • brand • Interior • exterior • functional areas, • customer flows • link to target market • customers with individual needs • sustainability Stage 3 - Operation: • Staffing by functional areas, • Specialist qualifications, • Staffing issues related to seasonality • Cultural diversity and ways to deal with conflicts • Recruitment policies and procedures • Compliance with legislation, • Promotional activities (offer promotional mix and justify), • Pricing (pricing strategies, justify) Assignment Guidelines: • Use a standard report structure, Word-process the report and use Times New Roman script of a proper font size 12. • Produce an academic report, detailing the above issues with a word limit as instructed. • Complete the title page and sign the statement of authenticity. • The Assignment sheet should be attached in the front. • Submit the document in a folder in the form of a file as well as a soft copy on the submission date. • It should be uploaded on E-Learning platform before the deadline • Assignments submitted after the deadline will not be accepted unless mitigating and may be entitled for a late fee. • Collusion and Plagiarism must be avoided. • Start each answer on a new page and pages should be numbered. Highlight each question clearly. • Include a Bibliography at the end of the assignment and use the Harvard referencing system. • All work should be comprehensively referenced and all sources must be fully acknowledged, such as books and journals, websites (include the date of visit), etc. • Try to give the page numbers, publishers' details and the year of publication • In order to pass you need to address all the LO • In order to get a merit you need to achieve a pass and address the characteristics of M1, M2,M3 • In order to get a Distinction you need to achieve a pass and merit and successfully address the characteristics of D1, D2 and D3. Use a common format for the questions, for example: • Introduction (analyze the question.) • Underpinning Knowledge (write about the relevant theory/points) • Applied knowledge(Data Analysis) • Conclusions and Recommendations (summarizing the whole scenario keeping in view pass, merit, distinction criteria.) Plagiarism: Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies' regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone's work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student's coursework; stealing coursework form another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)  23 Student feedback form with the Assessment Grid indicating their pass, merit and distinction: Name: Registration Number: Unit: Hospitality Provision in the Travel and Tourism sector Outcomes/criteria: Indicative characteristics Possible evidence Contextualisation LO1 Understand the role of the hospitality industry within the travel and tourism sector LO2 Understand the impact of integration within the hospitality industry LO3 Be able to plan the development of hospitality businesses. As per the assessment criteria specified for pass Do Do Task 1 Task 2 Task 3 Addressing 1.1 as instructed and exhibit an understanding of the role of the hospitality industry within the travel and tourism sector Addressing 2.1 and 2.2 as instructed and exhibit an understanding of the impact of integration within the hospitality industry Addressing 3.1 and 3.2 as instructed and exhibit an understanding of the processes of planning and development of hospitality businesses. Merit Description: M. Identify and apply strategies to find appropriate solutions. Relevant theories and techniques have been applied. 2.1 and 2.2 To achieve M1, you will apply relevant theories to analyse the implications of integration to the hospitality industry (2.1) and discuss how has affected the hospitality business(2.2) M2. Select/ design and apply appropriate methods/ techniques. A range of methods and techniques has been applied. 1.1 To achieve M2, you will utilize suitable techniques to explore the relationship between hospitality and travel and tourism businesses (1.1) and also use of range of sources and information. A range of sources of information used. 1.1 M3. Present and communicate appropriate findings. Appropriate structure and approach has been used. All tasks To achieve M3, the work you present should be appropriately structured and technical language should accurately be used across the tasks 1 to 3 addressing the Learning outcomes as specified. Technical language accurately used. All tasks Distinction Description: D1. Use critical reflection to evaluate own work and justify valid conclusion. Synthesis has been used to generate and justify valid conclusions 1.1 and 2.1 To achieve D1, you will demonstrate an ability to generate and justify valid conclusions (1.1, 2.1) regarding the relationships between travel, tourism and hospitality and the role of integration within hospitality business. D2. Take responsibility for managing and organizing activities. Autonomy/independence demonstrated 3.1 To achieve D2, you will demonstrate a level of autonomy/independence in planning your project (3.1) and exhibit a detailed plan about how substantial activities or investigations have been planned, managed and organized (3.1 and 3.2). Substantial activities/projects or investigations have been planned, managed and organized. 3.2 D3. Demonstrate convergent, lateral and creative thinking Ideas generate and decisions taken 3.1 To achieve D3, you should exhibit your project rationale (3.1) and demonstrate a capacity for innovation and creative thought (3.1 and 3.2). Capacity for innovation and creative thought has been used. 3.1 & 3.2 23