B312 Hospitality and Tourism Management. Module Synopsis

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1 B312 Hospitality and Tourism Management Module Synopsis According to United Nation World Tourism Organization (UNWTO) report, Tourism Highlights (2008), tourism has been experiencing positive growth over the last 6 decades, even through times of recessions and crisis. From 1950 to 2007, international tourist arrivals grew from 25 million to 903 million, while the overall export income generated by these arrivals (international tourism receipts and passengers transport) exceeded US$ 1 trillion in In addition, based on UNWTO s long term forecast data, this positive growth is expected to continue till 2020 where international tourist arrivals is expected to reach 1.6 billion. East Asia and the Pacific and South Asia region is expected to be a major beneficiary of this growth with a forecasted share of 26.6%, making the region the number 2 tourist destination in the world after Europe. Singapore, has long assigned strategic importance to her tourism and hospitality industries. Her tourism industry has experienced exponential growth in the last decade and the multiplier effect of tourism spending has fueled the growth of not just the hospitality industry, but also industries such as, retail, transportation, banking and even construction. The tourism and hospitality industries will therefore continue to be Singapore s Key economic sector providing excellent business and career opportunities. This module therefore aims to acquaint students with the tenets of the tourism and hospitality industries. Students will discover the dimensions and components of the industries, and will learn about the systems, structures and enterprises that define both the industries. They will gain insights into the many facets of tourism and hospitality, ranging from planning to development and management to marketing. This module will prepare students to for a career in tourism and hospitality and for those who are looking to further their studies in these areas, the module will provide them with the foundation knowledge towards obtaining a degree.

2 Module Objectives Following are the content related abilities strengthened by the curricular processes of the module: Tourism Management Students will be able to: - Learn about the origins of travel and tourism - Understand how tourism has emerged as a major leisure activity - Identify the components of tourism management - Examine the ways tourism can be measured and assess the importance of measuring tourism - Understand the concept of tourism demands and how it can be defined - Discuss the different motivations of why people need to travel - Examine the different motives used to develop classifications of tourism - Understand the tourism supply chain and how tourism business can meet demand - Identify the interconnections between the different elements of tourism - Assess the impact of tourism on the economy - Assess the impact of tourism on the environment - Assess the socio-cultural impacts of tourism - Examine the concept of sustainable tourism and its manifestations in the tourism industry today - Examine the evolution of ecotourism and volunteer vacations - Identify the roles and responsibilities of government agencies in tourism - Explain what is meant by tourism policy and why it is developed to guide tourism planning and development - Examine the need for government agencies to intervene in the tourism sector - Examine the role of organizations and government in the planning and development of tourism related activities - Case study :The Beijing/London Olympic Games - Youth Olympics - Examine the marketing mix in the tourism context - Understand the tourism distribution channels - Examine the roles and functions of travel agencies - Assess tourism buyer behaviour and its impact on marketing - Understand how destinations compete for the tourist dollar - Outline the elements of a marketing plan for a tourism organization - Case Study : Singapore Tourism Board - STB s regional offices and outreach efforts - Organising of the Singapore Expo - STB s advertising campaigns and branding exercise - Evaluate the importance of transportation services in the tourism industry - Identify and describe the developments of the civil aviation industry - Budget airlines vs Luxury suite classes - Direct long flights and the evolution of the jumbo carriers

3 - Explain why some carriers have succeeded while others have failed - Understand the evolution of the cruise line industry the trend behind the drive to build bigger passenger liners - Identify the key factors that are behind the success of the principal cruise routes and the reasons for their popularity - Understand the role and scope of railways, coach and car rental industries, and their place in tourist travel - Define and classify visitor attractions - Understand what is it that attracts tourists and which attractions appeal to each market - Identify and profile sector-wide issues that confront the managers of visitor attractions - Examine strategies that can be used to address these sector-wide issues successfully - Case Study: Disneyland - Examine the profile of the business traveller and the issues faced in meeting the needs of this sector - Understand the elements and impacts of the MICE industry - Identify the different sectors and businesses within the MICE industry - Assess their needs and individual characteristics - Identify the impacts of mega MICE events - Identify the characteristics that make some cities more attractive than others for MICE events - Explain why cities compete so vigorously for the BTMICE business - Examine the economic spinoff from the BTMICE industry and its impact on hospitality and tourism - Identify different accommodation concepts and examine the major markets they each attract - Understand the nature of market dynamics in accommodation sector and its related management concepts - Examine the relationship between the hospitality sector and other sectors of the tourism industry Hospitality Management Students will be able to: - Examine the types, locations and ratings of hotels - Understand the concepts underlining hotel development and ownership and its impact on the management of the hotel as a property - Identify the operational departments and functions of a hotel and the role they play in the guests experience - Examine the rapid growth and expansion of the hotel industry in developing countries like China and Middle East - Examine human resource issues faced in hotel management - List and identify the departments in the rooms division of a hotel - Examine the operations and processes of the departments under rooms division

4 - Front Desk - Rooms Reservations - Housekeeping

5 - Guest Services - Executive Clubs - Health and Fitness Centers - Security - Examine the classifications in the food and beverage sector and understand the characteristics of each classification - Identify different food and beverage establishments and learn about their unique characteristics - Understand key issues in food and beverage management and examine the trends in operations - Examine the factors contributing to the increase in popularity and demand of clubs, resorts and spas - Understand the unique buyer behaviour and consumer characteristics of this sector - Identify the management issues and key success factors in each sector - Case Study: Club Med - Describe the various activities related to gaming entertainment - Explain how casinos manage their business - Examine how gaming converges with the hospitality industry - Discuss the different positions within the gaming industry and the future areas for development - Examine the economic impact and tourist receipts brought about by the gaming industry - Discuss the changes taken by casinos to diversify their customer base through the formations of integrated resorts - Case study : The Venetian in Macau / Resorts World in Singapore - Understand the importance of service quality and its impacts on businesses in the hospitality and tourism industries - Assess the ways of measuring service quality - Examine the manifestations of service quality in the different sectors of the tourism and hospitality industries - Examine current trends in the tourism and hospitality industries - Identify potential new travel and tourism sectors and products - Describe how market segments will change the future of the tourism industry - Understand the changes in technology and examine the impact they bring to the hospitality and tourism industries - Examine the challenges the industry will face in the future Strictly Confidential. For Articulation Purpose Only.

6 Module Syllabus School/ Centre : School of Hospitality Academic Year : AY 2009/ 2010 Semester 1 Module Name : B312 Hospitality and Tourism Management Learning Objectives 1. Describe the dimensions and components of tourism and hospitality. This includes identifying the industries stakeholders and describing their place in the value chain. 2. Identify and discuss the impacts of tourism. 3. List and explain the drivers behind the demand and supply of products and services in the tourism and hospitality industry. 4. Explain the key factors, issues and challenges that affect the growth, development and sustainability of the industry. 5. Identify and describe the key aspects of managing tourism and hospitality enterprises. 6. Identify and discuss the future trends and developments in hospitality and tourism. Strictly Confidential. For Articulation Purpose Only.

7 Module Coverage Allocated time per day (One-Day-One-Problem PBL Pedagogy) Discussion in Study Cluster Resource Gathering and Team Work Introduction to Tourism and Hospitality 4 hrs 2hrs - Impact of Tourism 4 hrs 2hrs - Impact of Tourism 4 hrs 2hrs - Tourism Supply and Demand 4 hrs 2hrs - Marketing Essentials in Tourism and Hospitality Marketing Essentials in Tourism and 4 hrs 2hrs - Hospitality Cont d Service Quality in Hospitality and 4 hrs 2hrs - Tourism Transportation and Travel 4 hrs 2hrs - Accommodation 4 hrs 2 hrs - Hotel and Resort Management 4 hrs 2 hrs - 4 hrs 2hrs - Food and Beverage Service and 4 hrs 2 hrs - Management Health and Spas 4 hrs 2 hrs - Casino and Gaming 4 hrs 2 hrs - Business Travelers, Meetings, 4 hrs 2 hrs - Conventions, Incentives and Exhibitions Future trends in Hospitality and Tourism 4 hrs 2 hrs - 60 hrs 30 hrs - Formal Site Visit Strictly Confidential. For Articulation Purpose Only.

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