Module Booklet Qualification BTEC HND in Travel and Tourism management Unit 12 Hospitality Provision in Travel & Tourism Sector QCF level 4 Unit code K/601/1751 Term Start Date 22/02/2016 Teaching Period 15Weeks Assignment support 3 Weeks Module Leader Mr Nikola Naumov Tutor: Mr George Muwonge CONTENTS 1. INTRODUCTION, AIMS AND OBJECTIVES 2. MODULE OUTLINE AND TEACHING METHODS 3. READING AND COURSE PREPRATION 4. LECTURE WITH DETAILED COURSE PROGRAMME AND OBJECTIVES 5. 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 of the unit 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. 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. • 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: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT Unit 12: Hospitality Provision in Travel & Tourism Sector Wk. Lecture Schedule Outcome of session By the end of the session learners are expected to be able to: 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 Role play and individual induction, helping to know each other. Group work Unit specification handouts. Power point Magazines, travel 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 Power point slides 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 Power point slides Power point slides 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 Power point slides Hand-outs 5 Review Task 1 • Review Task 1 • Formative Feedback • Questions and Answers Workshop In class activity Power point slides Hand-outs 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 Case studies Group Seminar Questions & Answers Power point slides 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 Class discussion Case studies Group Seminar Questions & Answers Power point slides 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 Case studies Group Seminar Questions & Answers Handouts Power Point 9 Review Task 2.1 and 2.2 • Review Task 2 • Formative Feedback • Questions and Answers Q&A Handouts Power Point 10 Practical Class Room Session • Marriott Hotel Excellence Program Case Study Using Laptops Handouts Power Point 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 Handouts Power Point 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 Handouts Power Point 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 Handouts Power Point 14 Selecting a project Understand strategic and tactical decision making for tour operators • 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 Handouts Power Point 15 Revision task 3 Assignment support and revision for task 3 Assignment Support towards task 4 16 Assignment Support 17 Assignment Support 18 Assignment Support 19 Assessment and feedback 20 Assessment and feedback 21 Assessment and 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 17 18 Lecturer: Mr 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, Edexcel. Please read the instructions carefully while addressing the tasks specified. Contribution: 100% of the module Outline Details: report approx 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 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 Brief Unit Number and title Unit 12 Hospitality Provision in Travel & Tourism Sector Qualification BTEC HND Travel and Tourism Management (Level 4) Start Date 22/02/2016 Issue date 07/03/2016 Deadline/ Hand-in 15/07/2016 Assessor Mr George Muwonge TASK 1 to TASK 4: 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 (LO1, AC1.1) Scenario Your work as an assistant manager for an independent hotel chain based in London, United Kingdom. You have been asked to write an article to be published in the forthcoming issue of a leading hospitality magazine explaining the role of hospitality industry within the travel and tourism sector. More specifically, to discuss the interrelationships between hospitality and wider travel and tourism businesses (1.1). Your article should be sent in a Microsoft Word format and should be professionally structured with headings and subheadings, page numbers and relevant facts and figures. It should be approx. 1000 words. Task 2 (LO2, AC2.1, 2.2) Your second task is 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. Scenario for Task 2 You are still working as an assistant manager for the same organisation used in task 1. The company that you work for has received an offer to join the portfolio of a leading hotel chain. The board of directors are considering this move as the financial results have not been good recently. As a result, your manager has asked to write a formal report on the impact of integration within hospitality industry. You need draw relevant hospitality industry examples to assist management in decision making. Your report should address the following. 2.1 Analyse the implications of integration to the hospitality industry. You should include a range of examples from hospitality industry. 2.2 Discuss how integration has affected a hospitality business. You need to use a business within the hospitality industry. Task 3 (LO3, AC3.1, 3.2) Your next task is to develop a plan for the development of hospitality-based project. You have to develop a rationale for your chosen project, clearly justifying decisions linked to target market (3.1) 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 (3.2). You should include an organisational chart. Your business plan should be approx. 1500 words. 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 where requested, Word-process the report and use Normal script of a proper font size 12.  Produce evidence as specified for each task.  Complete the title page and sign the statement of authenticity.  It should be uploaded on E-Learning platform before the deadline.  Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.  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 first pass and then address the characteristics of M1, M2,M3  In order to get a Distinction you need to first pass, address all the merit 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.) Commonly use command words Analyse These tasks require you to explore the different aspects of an issue, considering the relative significance of each. You would normally need to explore causal relationships, examining how an action will lead to a particular reaction. This type of task would not normally require you to make judgements, but rather to drill down into an issue, exploring relationships in depth. Assess This requires you to weigh up the positive and negative aspects of something. Alternatively it might require you to explore the important and unimportant aspects of an argument. You should build these strands into a balanced argument before reaching a final balanced conclusion. Critically analyse This is a term you are unlikely to have seen before on your Level 3 or A level courses. This is when you have to explore the strengths and weaknesses of the ideas of a theorist or claims made by a professional body before reaching a final, balanced conclusion. You would normally begin by presenting the initial idea and arguments in favour of it, before introducing contradictory arguments. When you present the arguments, you should present their relative merits (e.g. their strengths and weaknesses) before summarising your arguments and reaching a final conclusion. Evaluate This type of question will require you to give an opinion on an issue, which you should support with relevant evidence. You should ensure that your response provides a balanced view of the issue, exploring points for and against your argument. This should lead to an overall conclusion where you summarise your main arguments and explain how you have come to your final decision. Justify This requires you to provide arguments in support of a particular interpretation of or perspective on something. This should be based on the use of theoretical justifications applied to normal business practice. Learning Outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: Task Number LO1 Understand the role of the hospitality industry within the travel and tourism sector 1.1 Discuss the interrelationships between hospitality and wider travel and tourism businesses 1 LO2 Understand the impact of integration within the hospitality industry 2.1 Analyse the implications of integration to the hospitality industry 2 2.2 Discuss how integration has affected a hospitality business 2 LO3 Be able to plan the development of hospitality businesses 3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market 3 3.2 Develop a plan for a hospitality business including the operational requirements of the business' organisational structure in relation to human resource allocation 3 Guidance in addition to the Pass criteria's, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades. Assessment Grid indicating their pass, merit and distinction: Outcomes/criteria: Indicative characteristics Possible evidence Contextualisation In this assessment you will have the opportunity to present evidence that shows you are able to: Feedback Merit Description: M. Identify and apply strategies to find appropriate solutions. . Relevant theories and techniques have been applied. 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 sources of information used. To achieve M2, you will use of range of sources of information used and correctly referenced to explore the relationship between hospitality and travel and tourism businesses (1.1), impact of integration Task 2 M3. Present and communicate appropriate findings. . Appropriate structure and approach has been used. To achieve M3, the work you present should be appropriately structured and technical language should accurately be used across all the addressing the Learning outcomes as specified for example in Task 3.2 business plan including organisational structure. Distinction Description: D1. Use critical reflection to evaluate own work and justify valid conclusion. . Synthesis has been used to generate and justify valid conclusions 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 To achieve D2, you will demonstrate a level of autonomy/independence in planning your project (Task 3) D3. Demonstrate convergent, lateral and creative thinking Ideas generate and decisions taken To achieve D3, you should generate ideas for your project rationale (3.1) take decisions about human resource allocation (3.2). You have made appropriate conclusion or recommendation. Evidence checklist Summary of evidence required by student Evidence presented Task 1 Written article Task 2 Written management report Task 3 Business plan Achievement Summary The Following Sections to be completed by the assessor: Qualification HND Travel and Tourism Management Assessor name Mr George Muwonge Unit Number and title 12 Hospitality Provision in Travel & Tourism Sector Student name Criteria Reference To achieve the criteria the evidence must show that the student is able to: Achieved? (tick) 1.1 Discuss the interrelationships between hospitality and wider travel and tourism businesses 2.1 Analyse the implications of integration to the hospitality industry 2.2 Discuss how integration has affected a hospitality business 3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market 3.2 Develop a plan for a hospitality business including the operational requirements of the business' organisational structure in relation to human resource allocation Higher Grade achievements (where applicable) Grade descriptor Achieved? (tick) Grade descriptor Achieved? (tick) M1: Identify and apply strategies to find appropriate solutions D1: Use critical reflection to evaluate own work and justify valid conclusions M2: Select / design and apply appropriate methods / techniques D2: Take responsibility for managing and organising activities M3: Present and communicate appropriate findings D3: Demonstrate convergent/lateral/creative thinking