Program: Bachelor of Tourism and Hospitality Management Subject Title: Introduction to Tourism and Hospitality Subject Code: THB1104 Credit Points: 15 Semester Offered: Semester 1, 2017 Delivery Mode: Face-to-face Subject Coordinator: Sunny Vinnakota Prerequisite(s): Nil Corequisite(s): Yes Exclusions(s): Nil ASCED Code: 80323 – Tourism Management Subject Overview This subject has been designed to introduce students to the Tourism and Hospitality Industry and its various industry and sector relationships, also as a driver of economic growth. The subject provides students with the opportunity to explore fundamental concepts regarding how the tourism industry functions as an integrated system. The unit introduces students to conceptual relationships regarding the industry’s three broad components: hospitality, tourism logistics (including travel) and visitor services, while meeting demand with its supply of tourism products and services. Program Level Level of Subject in Program AQF Level(s) of Program 5 6 7 8 9 10 Introductory x Intermediate Advanced   Staff Lecturer/Tutor Details Subject Coordinator/Moderator Name: Bettina Graham (Lecturer & Tutor) Sunny Vinnakota Email Contact: [email protected] [email protected] Office Location & Campus: Phone Contact: Consultation Hours: Staff are normally only on campus when the subject is scheduled. Students should contact staff via email or the LMS to make appointments outside of this time. Prescribed Texts Weaver, D. & Lawton, L. (2014). Tourism management (5th ed.). Milton, Queensland: John Wiley & Sons Australia. Walker, J.R. (2017). Introduction to hospitality management (5th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall. Specialist Facilities, Resources or Equipment Required No specialist facilities or resources required Student Responsibility It is the student’s responsibility to make sure that they understand the requirements for this subject. All subjects in the Bachelor of Tourism and Hospitality Management (BTHM) course require significant commitment outside of formal class contact. It is expected that students will spend approximately 8 - 12 hours per week (4 timetabled hours plus 4 - 8 hours of personal study time) on the following activities: attending classes (lectures, tutorials, site visits, and seminars); reading and class preparation and self-study exploring and considering the required reading and recommended subject material; undertaking independent research and self-study. In addition, students will be required to complete a number of assessment tasks. Attendance and Participation It is in a student’s interest to make every effort to attend all the classes for this subject and to complete all of the assessment tasks. Evidence shows that students who do not regularly attend classes and do not undertake all activities and assessment tasks have poor academic performance. Availability of Laptop Computers and/or Smart Devices Students are encouraged to be able to access and bring to class laptops and/or smart devices such as tablets and/or smart phones. While AAPoly provides computer access, printing and photocopying services for all students, students who have their own devices will be able to access the LMS in class and support resources. Many companies offer educational prices for both hardware and software to higher education students. Check the various websites for more information. Academic Assistance and Support Additional Academic Support and Counselling Services are available for all students. The details for Academic Skills Sessions and Support Services are available via the LMS. More information can be found at: http://lms.aapoly.edu.net.au/course/view.php?id=3 Learning Management System (LMS) The Learning Management System (LMS) which is also often called MOODLE, provides most of the core materials (excluding the textbook) that students need to access to support their studies. While each subject will look a little different, students can access/download their lecture and tutorial material, assessment information, online quizzes, study and library skills information and exam preparation material. The LMS should be your main source of subject content and information. Your lecturer will provide you with information on how to use the resources available on the LMS. Assignment Submission Assignments are submitted through each LMS subject. Assistance with using the LMS is available from the support menus, the Library and/or the Academic Skills Workshops. Your lecturer will let you know whether you need a signed Assignment Coversheet for your assignment. If required the Assignment coversheets are available from the LMS and/or from the Library. Your lecturer will provide you with more information on how to submit your assignments. Late Submission & Special Consideration Assignments that are submitted after the due date, without prior agreement from your Lecturer/Coordinator will attract a late penalty of 10% of the available marks per day (including weekends). Unless an assignment extension has been approved by your Lecturer/Coordinator, after 14 days the assignment will not be marked and will be reflected as “DNS” (Did Not Submit) in your grades. See the policy on Late Submissions which can be found on the LMS at: http://lms.aapoly.edu.net.au/pluginfile.php/26056/mod_resource/content/1/Late%20Submission.pdf Special consideration in respect of assessment may be granted to a student where it is demonstrated that they have experienced disadvantage due to circumstances beyond their control. There are strict guidelines regarding Applications for Special Consideration. Further information is available from the Institute and the Student Handbook. Subject Evaluation We welcome student feedback so we can keep improving the course overall. Students are strongly encouraged to provide feedback through AAPoly’s Student Feedback System which will be available in Weeks 9 to Week 11. There will be a link available in the LMS. Plagiarism Plagiarism is a serious academic offence and can result in failure of a piece of assessment, failure of the entire subject or exclusion from the program. Plagiarism includes: cheating, copying the work of others without providing a reference, collusion and/or collaboration where work is produced that is almost the same. Reported cases of Plagiarism will be forwarded to the Chief of Invigilation and Examination for consideration. It is the student’s responsibility to ensure that other students do not copy their work. The Plagiarism Policy can be found on the LMS at: http://lms.aapoly.edu.net.au/pluginfile.php/26057/mod_resource/content/3/ACA%20Student%20Academic%20Conduct%20and%20Plagiarism%20Policy.%20V_3.0.%20240912%20ET.pdf Referencing Style The American Psychological Association (APA) referencing style will be used. Information on the APA Referencing Style can be found at: http://www.apastyle.org/. More general resources can be found on the LMS and/or from the Library. Moderation of Results See the Policy on the Moderation of Results which can be found on the LMS at: http://lms.aapoly.edu.net.au/pluginfile.php/26058/mod_resource/content/1/Moderation%20of%20Results.pdf Academic Progress Students are required to maintain satisfactory progress throughout their program of studies. Academic Intervention Strategies will be put in place for students who are not performing to a satisfactory standard. Students have the right to appeal administrative and academic decisions. See the Policy on Academic Progress which can be found on the LMS at: http://lms.aapoly.edu.net.au/pluginfile.php/26059/mod_resource/content/1/Academic%20Progress.pdf   Learning Outcomes Knowledge KI Describe the fundamental components of the global tourism industry: hospitality, tourism logistics and visitor services. K2 Outline the basic theories, principles and concepts that guide the functions of the various components of the Tourism and Hospitality Industry. K3 Identify the various travel segments and determine the travel motives and needs of different tourism segments, and how to communicate with them to meet their needs. K4 Explain the nature of the economic, social, cultural and environmental impacts of tourism and hospitality on destinations. Skills S1 Relate core components of the tourism industry to practices in a domestic and global context. S2 Identify key strategies to meet broad tourism issues and challenges. S3 Demonstrate a broad understanding of functions and strategies to manage tourism and hospitality activities. Application of Knowledge and Skills A1 Demonstrate the ability to understand the concepts underpinning the Tourism and Hospitality Industry and relate these to impacts on overall industry sustainability. A2 Adapt new knowledge and skills to the Tourism and Hospitality Industry in its broad context. A3 Transfer and apply a range of theory, analysis, concepts and practices to the Tourism and Hospitality Industry. Subject Content: The content of this subject will address the following topics: tourism and hospitality definitions and concepts; tourism evolution, flows and systems; the supply of and demand for tourism and hospitality products and services; marketing tourism and hospitality products, services and tourism destinations; the impacts of tourism and hospitality; and sustainable operations and destination development. Assessment Overview Students are required to achieve 50% of the available marks in order to successfully pass the subject. The assessment information below provides a clear and explicit understanding of the expected standards and outcomes to be achieved relative to the marks awarded. Learning outcomes assessed Assessment Task Assessment Type Weighting Week Due 1. K1,S1,A2, A3 Task-1: Participation Students are required to satisfactorily complete workshop exercises, and give evidence of being prepared for classes by actively contributing to class discussions and group work. Continuous Assessment 10% Ongoing Weeks 2-12 2. K1,K2,S1, S2,A2,A3 Task-2 Part-A: Review of one Local Attractions (Summary) Part-B: Individual Essay An essay on analysing the Local Attractions with current tourism and hospitality issues. The essay will draw on theories and concepts discussed in weeks 1–4. Individual Assignment Part-A Part-B 8% 12% Week 4 (14/04/2017) Week 6 (28/04/2017) 3. K2,S1,S2, S3,A1,A2, A3 Group Assignment on Tourist Attraction Attributes Group Presentation Tourist Attraction Attributes (Marked Individually) In groups of three or four, students will deliver a 20-30 minute presentation on a selected Tourist Attraction Attributes. Students will then be required to Present drawing on relevant tourism and hospitality theories and concepts. Group Report: 1000 - 1500 word limit. The report will focus on the attributes of an attraction and the visitor experience, based on a site visit. It will also identify the major markets that visit the site and draw on theories and concepts discussed in weeks 4– 8 of the unit. Group Assignment 10% 20% Weeks 7-11 (In-Class Presentation & LMS Submission on 02/06/2017) Week 11 (02/06/2017) 4. K1,K2,K3, K4,S1,S2, S3,A1,A2, A3 Written Individual Examination Closed Book 3 hour Examination 40% Final Examination Period Assessment Task 1: Participation Date Due: Ongoing (Weeks 2 – 12) Weight: 10% Requirements Students are expected to attend classes, satisfactorily complete all weekly workshop exercises, and are required to demonstrate evidence of being prepared for classes by actively contributing to class discussions (e.g. case study presentations) as well as contributing to class exercises in tutorials. A total of 10 marks will be allocated to this contribution. Students will receive a maximum of 5 marks based on satisfactory completion of workshop exercises and a maximum of 5 marks based on their class contribution. Criteria used to grade this task The criteria for the assessment task are: • Satisfactory completion of workshop exercises. • The quality of the contribution made to class discussion (tutorials/case studies) in terms of understanding of the subject matter and ability to address any questions/points posed. • The ability to provide further insights in to the subject matter supported by examples from the literature and/or a student’s own personal experience. Assessment Task 2: Review of Two Local Attractions /Individual Essay Length: Part A: 200 - 300 words; Part B: 750-1000 words Date Due: Part A: Week 4 (14/04/2017); Part B: Week 6 (28/04/2017) Weight: Part A: 8%; Part B: 12% Requirements Students are required to write a short summary and Essay on one local attractions drawing on their observations. You will be required to summarise the key points observed and explain how these points relate to at least two of the following theories, frameworks or concepts (ideas) discussed in weeks 1 – 4:- • Push Factors; (Part A) • Pull or Resistance Factors; (Part A) • The Tourism System; (Part B) • Tourist Criteria and/or Purpose of Visit (Part B) *******Note: This assessment is split in to two parts:- Part A (due in Week 4: 14/04/2017) Summary Part A should be 200 – 300 words in length and is worth 8% of your total assessment. For Part A, you should find and review on one local attractions. Your submission should include the following:- • A Title Page with your name and student number, the subject code and title, the name of the lecturer/tutor, and the title of the assessment; • The title and Photo/photos of Local Attraction. • A summary of the key points of the Local Attractions in your observations; • An explanation of what “Push” factors that are observed to increase Tourism Demand for the chosen local attraction. • An explanation of what “Pull or Resistance” factors are observed to increase Tourism Demand for the chosen local attraction. • A reference list and in-text referencing in APA Referencing Style with a minimum of two (2) references, including an academic reference (e.g. one of the prescribed texts) Part B (due in week 6: 28/04/2017) Essay Part B should be 750 – 1000 words in length and is worth 12% of your total assessment. It should be in essay format and include the material you have submitted for Part A (with any amendments based on feedback received). Your submission should include the following:- • A Title Page with your name and student number, the subject code and title, the name of the lecturer/tutor, and the title of the assessment; • An Introduction that provides a brief overview of the local attractions and the tourism or hospitality issue(s) discussed; • The Main Body of the essay, which should include the following elements: • summary of the key points of the Local Attractions in your observations; • an explanation of how “The Tourism System” works and “Tourist Purpose of Visit” for the chosen attractions studied from the theories, frameworks or concepts (ideas) in weeks 1 – 4. • A Conclusion, which summarises the significance or importance of the tourism discussed in the essay and identifies any potential strategies to address them where appropriate. • A Reference List and in-text referencing in APA Referencing Style with a minimum of three (3) references, including at least one academic reference (e.g. a journal article, one of the prescribed texts) Criteria used to grade this task The criteria for the assessment task are: • The quality and completeness of the response to the review of the articles and essay requirements. • Evidence of appropriate research and reading. • Clarity of expression and quality of overall presentation. See Separate Marking Guides in the LMS for detailed mark allocation. Submission Details Essays should be typed on A4 pages, double-spaced, in Microsoft Word format and submitted online via the relevant Assessment Task Drop Box in the LMS. Feedback and Return of Work • Feedback and grades for Part A will be provided via the LMS within one week of submission. • Feedback and grades for Part B will be provided via the LMS within two weeks of submission. Assessment Task 3 A & Task 3B: Tourist Attraction Attributes (Presentation and Group Report) Note: Lecturer/Tutor are going allocate Groups Local Attractions in Week-4 for Tourist Attraction Attributes research and analysis Assessment Task 3 A & Task 3B Length: Presentation: 20 – 30 minutes (including discussion); Report: 1500 - 2000 words Date Due: Presentation: Weeks 7 – 11; Report: Week 11 Weight: Group Presentation: 10% (Marked Individual); Report: 20% (Group) Task 3-A: Group Presentation Requirements In weeks 7-11, students, working in groups of three or four, are required to give a 20 – 30 minute tutorial presentation and lead a discussion on Tourist Attraction Attributes. Each student in the group should participate in the presentation, in answering the question(s) posed and in generating further class discussion on their topic. Students are also encouraged to draw on their own personal experiences. A PowerPoint presentation is highly recommended. Groups are advised to consult their lecturer/tutor before commencing their presentation plans. Groups are also required to provide a hard copy of their PowerPoint slides to their tutor (prior to commencing the presentation) Criteria used to grade this task The criteria for the assessment task are: • Quality of delivery e.g. fluency, eye contact, class interaction, clarity of slides. • Quality of content e.g. evidence of research, understanding of issues, extent of discussion and analysis, and ability to respond to questions. See Separate Marking Guide in the LMS for detailed mark allocation. Task 3-B Group Report Requirements: Length: 1500 words Due: Week 11 Weight: 20% Students are advised to visit a Local visitor attraction in Melbourne/Sydney. Following the visit, students will be required to write up a report on the attraction, analysing in detail the strengths and weaknesses of the products and experiences offered from a visitor’s viewpoint, how the attraction seeks to enhance the visitor experience, and recommendations on how this could be improved. Your analysis should also apply theory to assess the following attributes of the attraction (based on ‘Figure 5.4 Tourist attraction attributes, Weaver & Lawton, 2014, ch 5, p.137) and indicate the attraction’s position on the spectrum of each attribute: 1. Ownership 2. Authenticity; 3. Status; 4. Accessibility; and 5. Market The report analysis should be based on research evidence rather than personal opinion. You should use relevant material from the weekly topics as well as other resources including a minimum of four (4) academic journal articles, texts, and government sources to support your ideas. Students will need to ensure that the analysis is strengthened by the use of relevant examples to support the points made. Your report should be presented in report format. This will include a Title Page, Executive Summary, Table of Contents, Section numbers/headings and page numbers. The report will be typed on A4 pages and submitted in Microsoft Word format via the online Moodle link. See the “Group Assignment Marking Criteria” below: The report should include the following:- • A Title Page with the students’ names and numbers, the subject code and title, the name of the lecturer/tutor, and the title of the assessment; • An Executive Summary which includes the main findings and recommendations of the report; • A Table of Contents with section numbers, section titles/headings (see below for guidance) and page numbers; • An Introduction that provides an overview of the theme of the report and its contents; • The Main Body of the report in sections, which should include the following elements: o a summary of the key points arising from the case study/exercise relating to the topic area; o discussion of the specific questions related to the Tourist Attraction Attributes ; o an explanation of how the report relates to relevant tourism and/or hospitality theories, concepts and examples, as well as its broader implications; • A Conclusion, which summarises the main findings of the report and identifies any implications or recommendations arising from the discussion; • A Reference List and in-text referencing in APA Referencing Style with a minimum of four (4) academic journal articles, texts (e.g. the prescribed texts), government sources and relevant media sources (e.g. newspaper articles, trade publications) to support your discussion; and • Any relevant Appendices (e.g. charts, graphs, maps). When a group of students is presenting either orally or a written submission, all students should share the workload. Students should notify the subject coordinator or tutor as soon as possible of any team problems, such as interpersonal conflict, imbalance of contribution, communication difficulties, or withdrawal of a team member. It is desirable that these matters be resolved within the group. However, where this is not possible the subject coordinator will decide on a resolution, which may include allocation of marks individually based on individual contributions to the final report. Criteria used to grade this task The criteria for the assessment task are: • The quality and completeness of the response to the report requirements. • Evidence of appropriate research and reading. • Clarity of expression and quality of overall presentation. See Separate Marking Guide in the LMS for detailed mark allocation. Submission Details Submissions of files containing PowerPoint presentation slides must be online via the relevant Assessment Task Drop Box in the LMS. Reports should be typed on A4 pages, double-spaced, in Microsoft Word format and submitted online via the relevant Assessment Task Drop Box in the LMS. Feedback and Return of Work Feedback and grades will be provided via the LMS within two weeks of submission. Assessment Task 4: Written Examination Date Due: Examination Period Weight: 40% A three hour final examination will be held during the examination period. Attending all classes, particularly all lecturers and tutorials and undertaking the week by week reading are excellent ways of preparing for the examination throughout the semester. A revision class will provide guidance for the examination. Criteria used to grade this task Mark allocation and format of the final exam will be specified in the final (revision) class and will be available via the LMS. The main criterion for assessment is knowledge, understanding and application of various tourism and hospitality theories, concepts and models. Subject Schedule The following weekly schedule is indicative of the material that will be covered each week in class. The lecturer will provide more information on any changes that may be needed to the schedule. Week Topic Tutorial / Case Studies / Required Reading Week-1 20/03/2017 Introduction to Tourism and Hospitality: Overview, Definitions and Careers Weaver & Lawton, Ch. 1; Walker, Chs. 1 & 2 Week-2 27/03/2017 Evolution of Tourism and Hospitality & Tourism Flows Weaver & Lawton, Chs. 3 & 4 Week-3 03/04/2017 The Tourism System Weaver & Lawton, Ch. 2 Week-4 10/04/2017 The Scope of Tourism and Hospitality Products and Services Weaver & Lawton, Ch. 5; Walker, Chs. 3 – 13 Week-5 17/04/2017 Multiple Site Visits for Students to analyse Tourist Attraction Attributes Excursion Week-6 24/04/2017 Tourist Attraction Attributes Presentation and Report Workshop Week-7 01/05/2017 The Tourism and Hospitality Industries Weaver & Lawton, Ch. 5; Walker, Chs. 3 – 13 Week-8 08/05/2017 Tourist Motivation and Markets, Tourism and Hospitality Marketing Weaver & Lawton, Ch. 6 & 7 Week-9 15/05/2017 Destination Marketing Weaver & Lawton, Ch. 8 Week-10 22/05/2017 Economic, Sociocultural and Environmental Impacts of Tourism Weaver & Lawton, Ch. 8 & 9 Week-11 29/05/2017 Sustainable Hospitality and Tourism Operations and Destinations Weaver & Lawton, Chs. 10 & 11 Week-12 05/06/2017 Revision Class and Exam Preparation Recommended Readings/Additional Resources Barrows, C.W., Powers, T. & Reynolds, D. (2012). Introduction to the hospitality industry. (8th ed.). Hoboken, NJ: John Wiley and Sons. Clarke, A., and Chen, W. (2007). International hospitality management: Concepts and cases. Oxford: Elsevier Butterworth Heinemann. Cook, R.A., Hsu, C.H.C. & Marqua, J.J. (2014). Tourism: The business of hospitality and travel. (5th ed.). Boston: Pearson. Cooper, C. & Hall, C.M. (2013). Contemporary tourism: An international perspective. (2nd ed.). Oxford: Goodfellow Publishers. Goeldner, C.R. & Brent Ritchie, J.R. (2012). Tourism: Principles, practices, philosophies (12th ed.). Hoboken, N.J.: John Wiley and Sons. Hall, C.M. (2007). Introduction to tourism in Australia: Development, issues and change. (5th ed.). Frenchs Forest, Australia: Pearson Education Australia Pty Ltd. Leiper, N. (2004). Tourism management (3rd ed.). Frenchs Forest, Australia: Pearson. Page, S. (2011). Tourism management: An introduction. Oxford: Butterworth-Heinemann. Page, S.J. & Connell, J. (2006). Tourism: A modern synthesis (2nd ed.). London: Thomson Learning. Prideaux, B., and Laws, E. (Eds.) (2006). Managing tourism and hospitality services: Theory and international applications. Wallingford, UK: CABI Publishing. Rutherford, D.G., and O’Fallon, M.J. (Eds.) (2011). Hotel management and operations. Hoboken, NJ: John Wiley and Sons. Relevant Journal Titles (Available from EBSCO Online Database) Asia Pacific Journal of Tourism Research Current Issues in Tourism International Journal of Hospitality and Tourism Administration International Journal of Tourism Research Journal of Hospitality Marketing and Management Journal of Hospitality and Tourism Journal of Hospitality and Tourism Management Journal of Sustainable Tourism Tourism and Hospitality Management Tourism and Hospitality Research Tourism Planning and Development Trade Journals (Available from EBSCO Online Database) Australian Gourmet Traveller Australian Hotelier Conde Nast Traveler Express Hospitality (India) Express Travel World (India) Hospitality Hotel and Motel Management Restaurant Hospitality Travel & Leisure Travel Talk – India Travel Trade Travel Trade Gazette – UK and Ireland Travel Weekly Australia Internet Websites Accommodation Association of Australia: http://www.hmaa.com.au/ Australian Bureau of Statistics: http://www.abs.gov.au/ Australian Financial Review: http://www.afr.com/ Australian Hotels Association Victoria: http://www.ahavic.com.au/ Business Review Weekly: http://www.brw.com.au/ Hospitality Daily: http://www.hospitalitydaily.com/ International Hotel and Restaurant Association: http://ih-ra.com/ Pacific Asia Travel Association: https://www.pata.org/ Restaurant and Catering Australia: http://rca.asn.au/rca/ The Age: http://www.theage.com.au/ The Australian: http://www.theaustralian.com.au/ Tourism Australia: http://www.tourism.australia.com/ Tourism Research Australia: http://www.tra.gov.au/ Travel Daily News: http://www.traveldailynews.com/ TripAdvisor: http://www.tripadvisor.com.au/ United Nations World Tourism Organization (UNWTO): http://www2.unwto.org/ Victorian Tourism Industry Council: http://www.vtic.com.au/ Visit Victoria: http://corporate.visitvictoria.com/ World Travel and Tourism Council: http://www.wttc.org/