Enhancing Tourism Curricula: Tourism Quality Service & Design (TQS&D) Workshop, Sevilla, 1 st to 4 th October 2014 NETOUR team

Transcription

1 Enhancing Tourism Curricula: Tourism Quality Service & Design (TQS&D) Workshop, Sevilla, 1 st to 4 th October 2014 NETOUR team

2 Basic Contents for a course on TSQ&D: Essential components for a Tourism Service Quality & Design course ü The nature of services ü The benefits of improving quality service: for the customer and for the ü business ü Using services management techniques for competitiveness, productivity and differentiation. Key elements to manage when designing services: (I) Environment / atmosphere design; (II) Designing the interaction between the customers and the service providers; (III) Designing the interactions between customers ü Measurement of service quality, and certification ü Techniques for quality management and improvement ü Customer Relationship Management and Loyalty

3 This document contents: 1. RSUTS approach: They are going to implement it during the second semester of the academic year SPbSUE approach 3. KSUPhEST approach 4. SSU approach 5. SPbPU approach

4 Service quality and design Russian State University of Tourism and Service, Seville, 2-3 October

5 The aim of the course: to develop the competences for the service design and management for forming high qualified communicator between the producer and customer. Course is created for the students, post- graduate students and professionals in tourism and hospitality. The main idea to approximate the theorevcal knowledge and pracvcal skills to real situavon in tourist business.

6 We ve already done: We have already introduced this course in all magister programs. This course will be delivered on the 4th year bachelor academic and applied programs "Management in tourism and hospitality" and "Economy". Design of Service and Quality course consists 4 credits or 144 hours. Lecture- 30 hours, student research work is 78 hours. Form of control is exam. The structure of the course 30 contact hours is including the theorevcal part of - 10 hours, individual and student s group work and projects - 20 hours. Teaching methods: case studies and discussion.

7 Discipline "Design and quality of service" is a compulsory subject of curricular belongs to professional cycle. The content of the discipline covers range of issues associated with the analysis of the gaps and point of fail services and idenvfy points of growth service. Discipline aimed at creavng the student s ability to find the organizavonal and managerial decisions and take responsibility for them, possession of interpersonal and markevng communicavons, ability to organize the communicavon process with the customers, the formavon of the service environment, implement innovavons and monitoring services.

8 Blocks Block 1: Theory and Methodology of service: Conceptual approaches to service, Quality Management Service, Methods of service quality management. Block 2: StandardizaVon of service processes: StandardizaVon and cervficavon in service, Corporate service standards, Service management tools of consumer loyalty, Block 3: Analysis Tools service systems: System of markevng, communicavons, Service management tools of consumer loyalty, Resource provision service Block 4: Designing and planning services: Methods of service analysis and design, Design services by the levels of the economy, Planning service.

9 Our ambidons Our ambivons to develop this course in bachelors degree programs (academic and applied) for Tourism, Hospitality, Service in 5 & 6 semesters (vs 8 semester in pilot course ) up to 7 credits (vs 4 credits in pilot course ). We plan to create a variant of course for regional tourist administravons, small business entrepreneurs and other tourist actors. It will provide a possibility to form a standard of hospitality for tourist desvnavon. It will help to develop a pracvce of tourist strategy creavon and tourproduct promovon on the internavonal and domesvc market and to form a complex service space in the frames of interacvons and cooperavve networks with the specify of regional tourist polivcs and potenval.

10 Course will be provided on the interacdve pracdce base of our university: the specialized laboratories - laboratory of integrated development of tourist and recreavonal clusters, laboratory of quality management in tourism and hospitality, laboratory of energy efficiency; polyvalent mulvmedia center of tourism and hospitality; mulvtraining auditory of business administravon; training studio of service and hospitality; training hotel; training restaurant- bar; the "quasi - touroperator", allowing to organize a full cycle of passing distributed pracvce.

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17 Architecture of the course Service quality design Service design = compromise between 1) customers desires 2) economy of supplier service Fast philosophical view

18 Service design interesdng because Provide pracvcal oriented educavonal process in which students obtain professional competences Through the course students will learn how to create and apply effecvve economical technologies to make and promote tourist product.

19 DuraVon of the course 4 semesters, second and third years of the program Service design as the tool To sustainable development of organizavon

20 module semester /Cr timing contest case topic Tourist needs 3/3 40% - L 50% -P 10% - Self-S Human needs. Tourist needs and satisfaction. Sustainability and changes of needs Tourist with a pet, Business hotel and a client with a child Economics service design 4/3 40%- L 40% - P 20% - Self- S OrganizaVon economy Service as a cost product Cost of stay in all seasons. Preserve profit

21 Technology of service design 5/4 30% - L 50% - P 20% - Self- S SaVsfacVon of tourist needs as a process Engineering business Project of service in all areas Quality of service as key to efficient business Change of producv vity of in changing situavon Management MarkeVng of Service Design 6/5 30% - L 50% - P 20% - Self- S Methods and steps to create quality. InteracVon of producer and consumer InnovaVons as the management of service quality. Loyalty programs Economic profitability. Loyalty of clients program s/thesis on service design Management quality and markevng of tourist service.

22 Federal State Budget Educational Institution for the Higher Professional Education «KUBAN STATE PHYSICAL EDUCATION, SPORTS AND TOURISM UNIVERSITY» THE SERVICES AND TOURISM FACULTY THE SOCIAL SERVICES AND TOURISM DEPARTMENT Assoc. Prof. Dr. Elena Eremina, Assoc. Prof. Dr. Denis Kruzhkov SERVICE QUALITY & DESIGN COURSE VISION

23 SERVICE QUALITY AND DESIGN COURSE OVERVIEW THE SERVICES QUALITY AND DESIGN COURSE WILL BE INTERESTING FOR DIFFERENT LEVELS OF EDUCATION BECAUSE IT HAVE THE SPECIFIC THEORETICAL AND PRACTICAL SIGNIFICANCE FOR EACH TARGET GROUP OF STUDENTS OR PARTICIPANTS. THE AIM OF THIS COURSE WE CONSIDER AS FORMATION OF PERSONAL QUALITIES, AS WELL AS CULTURAL AND PROFESSIONAL COMPETENCIES IN TOURISM SERVICES DESIGN, AND ALSO DEVELOPMENT SKILLS OF THEIR IMPLEMENTATION IN PRODUCTION, TECHNOLOGICAL, ORGANIZATIONAL, ADMINISTRATIVE, AND RESEARCH ACTIVITIES AT DIFFERENT LEVELS OF EDUCATION.

24 COLLEGE LEVEL AT COLLEGE LEVEL IT COULD BE IMPLEMENTED AS A SHORT 72 HRS (2 CREDITS) INTRODUCTION COURSE (20% LECTURES, 30% CLASSES, 50% SELF- PREPARATION) GIVING STUDENTS ESSENTIAL KNOWLEDGE ON THE ROLE OF QUALITIVE TOURIST SERVICES, THEIR DESIGN AND IMPLEMENTATION.

25 UNIVERSITY LEVEL AT THE UNIVERSITY LEVEL IT COULD BE 144 HRS (4 CREDITS) COURSE (20% LECTURES, 30% CLASSES, 50% SELF-PREPARATION AND PROJECT ACTIVITIES) AT BACHELORS AND MASTERS LEVEL THAT WILL GIVE STUDENTS NOT ONLY KNOWLEDGE ABOUT MODERN TECHNOLOGIES OF THE SERVICES DESIGN BUT ALSO PRACTICAL SKILLS OF THEIR MANAGING AND PROMOTION. TECHNOLOGIES OF CASE-STUDIES, SERVICE-LEARNING AND TRAIN-THE- TRAINER COULD BE USED.

26 ADVANCED LEVEL AT THE ADVANCED LEVEL IT COULD BE INCLUDED IN THE TOURISM INDUSTRY REPRESENTATIVES EXCELLENCE AND RETRAINING COURSES AS AN ELECTIVE SUBJECT CONCERNING DESIGN, MANAGEMENT AND PROMOTION DIFFERENT KINDS OF SERVICES FOR VARIOUS TYPES OF TOURISM (RECREATION, ACTIVE, NATURE- BASED, BUSINESS, CULTURAL ETC.). TECHNOLOGIES OF CASE- STUDIES AND TRAIN-THE-TRAINER COULD BE USED.

27 ADVANCED LEVEL SERVICE QUALITY AND DESIGN COURSE OVERVIEW

28 1. Why such a course: - We faced with lack of service quality control during the Olympics in Sochi in Feb There is no such course in SSU curriculas. 2. How to introduce this course/subject/topic in the tourism curricula Several alternatives: a) In Master Tourism curricula as a separate course. Till b) To include some modules of this course in Bachelor Tourism course Culture of Tourism Service, 2year. Now. c) To include some modules of this course in Bachelor Hotel Business course Standardization and Quality Control of Hotel Business, 3 year. Now. d) To modify this course, turning it into a training for professionals, 16 or 20 hours. Target group top management team members of travel agencies, hotels, restaurants, spas, transport companies as well as for Local Authority members. And to modify this course into the training for the operational staff to use it before the big events in Russia such as Formula 1 or Football World Cup Till the end of Netour project.

29 1. Why such a course: - It is a relevant issue for professionals and it is not delivered at the moment at the Tourism Management Bachelor Degree (TMBD). 2. How to introduce this course/subject/topic in the tourism curricula - Tourism service design must be introduced as part of the contents of the exiting course Organization and Management of Business Tourism - Currently this subject is delivered at the last course of the TMBD. The subject has 4 credits (36 hours/credit). The recommended extension for for the tourism service management contents are 1 credit (36 hours)