Experience Europe: European Tourism Networks (3 credits)

Transcription

1 Summer School in Heilbronn, Germany Experience Europe: European Tourism Networks (3 credits) June 1 June 19, 2015 Prof. Dr. Christian Buer

2 1. YOUR INSTRUCTOR Prof. Dr. Christian Buer graduated from the University of St. Gallen (Hochschule St. Gallen HSG) in 1992, in Business Administration. From , he worked as Project Manager within the Steigenberger Consulting GmbH, and completed his PhD. He worked in feasibility studies and developments, founded the department for new media and tourism information, and developed a computer reservation system. Within his activities at Steigenberger Consulting, Prof. Dr. Buer gathered a wide range of knowledge from the lodging and tourism industries (e. g. Steigenberger Hotels, SRS World Hotels, Deutsche Telekom, Lufthansa Systems). In June 1998, he became Group Director of Marketing Services & Development for the Joint Venture of Arabella Sheraton (today Starwood Hotels & Resorts). In this position, he was responsible for the development department (take-over, acquisition, negotiation of contracts) and the group marketing (respectively, the single asset marketing). Prof. Dr. Buer took his next position in January 2000 as Managing Director within the FUN- DUS Hotelentwicklungs- und Verwaltungsges. mbh. He assumed the responsibility for all hotel activities of the FUNDUS Group. He also managed the hotel developments, the most famous ones being the Hotel Adlon in Berlin, Grand Hotel Heiligendamm, Renaissance in Atlanta and the Quellenhof in Aachen. In 2004, Prof. Dr. Buer was appointed as the Chair for Business Administration and International Consulting at Heilbronn University. He teaches courses in the basics of business administration, as well as courses pertaining to tourism companies, especially hotels. Between December 2006 and October 2009, he was Dean for the Faculty of International Business. As a self-employed consultant at his own consulting company, Nemis, he provides advice to professionals working as developers, real-estate experts, and those in the area of finance. He is especially dedicated to advising those in the sectors of hospitality and leisure, and hotel development. Prof. Dr. Buer founded the European Institute of Hospitality Sciences Heilbronn in 2006, whose research focuses on the fields of tourism, leisure, lodging and catering. He is the Advisor for Sciences at the Travel Industry Club (TIC), a member of the Association of Hotel Directors in Germany (HDV), and is active on the strategic advisory board of Education & Development. Prof. Buer is also chairman of the Heilbronn Hospitality Symposium. Contact Details: Room: 5.10 V-Building Telephone: christian.buer@hs-heilbronn.de 2. INTRODUCTION & SUBJECT OBJECTIVES The module European Tourism Networks has a value of 3 North American Credits. The class consists of 90 working hours, including preparation, independent student learning and lectures, as well as various other assignments.

3 The study of international networks helps future managers improve their strategies by: Understanding networks and their benefits Understanding the aspects of networks and relationship marketing Integration of international aspects pertaining to the network theory Understanding networking in the form of franchising as a distribution strategy and expansion strategy for tourism-related services (e. g. hotels, restaurant, travel agencies) Application of the network theory in practice, in the form of cases Understanding issues with the use of qualitative and quantitative international cases By attending the lectures, reading the assigned materials, and participating in discussions, students will be able to develop a basic understanding of the benefits of networks, especially in tourism and its supplier industry, such as hotels, restaurants and travel agencies. The students will be able to understand the impact of network strategy on company strategy, and its influence regarding expansion goals. OBJECTIVES By taking part in this course, students will be able to better understand the benefits of networks, with a focus on how they apply to the tourism and hospitality industry. In addition, they will be able to identify several networks and apply networking theory in practice. In-depth discussions will lead students into the topics of simple networks, followed by networks created through mergers, and finally, by industrial clusters and their organizations. The following topics will be addressed in this class: Definition and understanding of networks The strategy impact of networks Tourism development and its life cycle, in relation to product life cycle and its influence on network aspects The stage of national competitive development, in terms of expansion strategy and tourism area life cycle The tourism network, as part of service marketing and relationship marketing Building customer loyalty through networks Controlling network activities through quality management The benefits of industry clusters The aspects of sustainability in the European tourism & hospitality industry The influence of intercultural management on the European tourism & hospitality industry 3. SUBJECT OVERVIEW Lecture Definition of networks Integration of networks in strategy and development Development of networks aspect, based on trading theory Product life cycle and tourism area Life cycle to understand service marketing Relationship marketing and its impact to networks Networks and brand development in the European hospitality industry Distribution channels: franchise as network strategy for the hospitality industry Understanding sustainability as part of networking

4 Understanding the influence of intercultural management to tourism management, and its networking activities Excursion We will visit the international, well-known tourism destination, Baden-Baden, and meet the CEO of Luxury Master Pieces Hotels Oetker Collection, Frank Marrenbach, at Brenner s Park Hotel ( Topics of Discussion: European Networking for Private Managed Luxury Hotels & Resorts US-Incoming market E-Commerce and Tourism: Aspects of International Networks in Doing E- Commerce for Resorts and Luxury Hotels Sustainability in Luxury Resorts & Hotels Marketing, Needs and Outcomes for Stakeholders ASSESSMENT Self-Study Assignment: Students will prepare a short paper leading up to the excursion in Baden-Baden. This paper will be used during the discussion with the CEO of Oetker Collection. Students will have to address the above mentioned three topics, and will work in groups to form a conclusion based on independent research. These assignments will be submitted to the representatives in Baden-Baden, in advance, to be used as a basis for our discussions. Evaluation: Students will be assessed and graded with respect to the following criteria: Demonstrated comprehension of lectures, case studies and reading materials Ability to apply theoretical knowledge to the tourism industry, including the excursion Capability to undertake independent research on strategic business development, and to select and explain successful business models Demonstrated skill in assessing the appropriateness of various business models in specific situations The evaluation is split into two assessments: (1) group assignment, as preparation for the excursion, accounting for 30% of the grade and (2) a final exam accounting for 70% of the grade (100 points given total). The final exam is structured as open book exam. Discussion papers Assignment Papers as evaluated by lecturer Weight of grade 30% in total: paper & discussion 4. LITERATURE

5 Students will find a wide selection of books on intercultural management in the library of our Faculty of International Business, which is just next door to the class rooms. In addition, students will be provided with selected academic articles on the course topics. RECOMMENDED BOOKS Page, Stephen J.: Tourism Management, Managing the Change, 2nd Edition, Butterworth-Heinemann, 2007 Scott, Noel, Baggio, Rodolfo, Cooper, Chris: Network Analysis and Tourism, From Theory to Practice, Channel View Publications, 2008] Cooper, Chris, Hall, Michael C.: Contemporary Tourism and International Approach, Butterworth-Heinemann, 2008 Kotler, Philip, Bowen, John T., Makens, James C.: Marketing for Hospitality and Tourism, 4th Edition, Pearson Prentice Hall, 2005For further reading students are encouraged to have a look at the following books, mostly available in the libraryl Warner, Malcolm and Pat Joynt (eds) (2002): Managing Across Cultures. Issues and Perspectives, 2 nd edition, Hampshire/UK: South-Western Cengage Learning [The second part of this book contains interesting articles on Managing in North America, Images of Europe, Empowering Europe, and Management evolution in Central and Eastern Europe] Further selected books will be provided in Moodle as PDF-Files