The Hong Kong Polytechnic University. Subject Description Form

Transcription

1 The Hong Kong Polytechnic University Subject Description Form Subject Code Subject Title HTM544 Strategic Management for Travel & Tourism Businesses Credit Value 3 Level 5 Co- Pre-requisite / requisite/ Exclusion Objectives Nil To enable students to develop a comprehensive and critical understanding of the roles that multiple players, encompasssing public and private vetures, contribute in enhancing the competitiveness of tourist destinations. The course focuses on examining how collective strategies in destination management are implemented in an integrated manner at national, sector, and individual company levels. Intended Learning Outcomes Upon completion of the subject, students will be able to: 1. Evaluate knowledge and theories of strategic management in relation to the management of tourist destinations Students will be able to discuss and explain various theories, principles and models in strategic management and evaluate their relevance and applicability in determining the competitiveness of destinations. 2. Analyze the structure, products, services, and interactions in tourism Students will be able to analyze and critically assess the internal structure, operation and organization of the tourism firms, the external and market environment and the pertinent interactive relationship/s between them in the process of strategic formulation, implementation and control. 3. Implement the role of tourism organizations in communities and environments they affect Students will be able to apply an integrative approach to develop appropriate strategies for the growth of the company, sector, and the destinations. They will be able to identify relevant ethical management issues and viable approaches to deal with them in the real world. 4. Evaluate and implement appropriate management theories and concepts in the area of strategic management and marketing Students will be able to apply, evaluate and criticize various strategic management and marketing theories, concepts and models in designing appropriate corporate, business and functional strategies for the various players in the destinations. 5. Communicate and respond to the diversity that prevails within the tourism industry Students will be able to communicate their decisions and recommendations, both orally and in writing, and be able to respond professionally and critically. 6. Evaluate issues and apply professional skills and management knowledge to complex and unstructured problems in the tourism 2

2 industry Students will able to identify strategic changes in the market and evaluate new dynamic industry forces in order to develop new directions for the future Subject Synopsis/ Indicative Syllabus Issues in analyzing and managing tourism destinations Roles of public sector in managing tourism destinations Tourism destination market positioning and branding strategies Role of individual companies in private sector - the process of crafting and executing strategy Evaluating external environment Evaluating company s resources and competitive position Creating competitive advantage Other business strategic choices Market diversification for group businesses Strategy execution and evaluation Corporate culture and leadership Ethics, social responsibility and environmental sustainability Crisis and disaster management Teaching/Learning Methodology 1. Interactive seminar will be used to provide opportunities for discussions/debates in class with illustrations of real world examples or cases. Students are encouraged to learn from peers by encouraging free and open expression of ideas in class. 2. A group project will be assigned to students formed into teams consisting of 4-6 individuals. They will conduct a study of selected destination. In the process, an appropriate investigation and data collection (desk research, field surveys, corporate interviews, etc.). 3. Current news analysis based on individual work will also be required. Each student will identify and analyze/criticize a current business event related to tourism destination management and marketing from newspaper that illustrates a topic covered in class. They are required to recommend appropriate strategic planning and management approaches to deal with this issue identified. 4. Articles analysis and presentations will be required. Students will work in groups to read and critically synthesize the journal articles given and to present the results in class. 5. Project evaluation will be required for each group to provide feedback to their classmates on their presentation of the group project. This will allow the students to critically evaluate their classmates work and provide constructive feedback. 6. A case study on a selected tourism destination will be given in class. An in-depth analysis of the management issues and strategies executions will be required. 7. Guest speaker or speakers may be invited to give lectures/seminars on strategic management and planning issues on tourism destination. 3

3 Assessment Methods in Alignment with Intended Learning Outcomes Specific assessment methods/tasks % weighting Intended subject learning outcomes to be assessed (Please tick as appropriate) Current News Analysis 2. Reading Analysis and Presentation: Presentation Evaluated by: Lecturer (10%) Peer Group (5%) 3. Group project : Written Report (15%) Presentation: (10%) Peer Group Evaluation (5%) Examination 40 Total 100 % Explanation of the appropriateness of the assessment methods in assessing the intended learning outcomes: Continuous Assessment (60%) Current News Analysis (15%) Each student will identify and analyze/criticize a current business event related tourism destination management and marketing from newspaper article that illustrates a strategic management topic covered in class. They are required to criticize the situation and recommend appropriate strategic planning and management approaches to deal with the issue for that particular destination in less than 1,000 words. Copy of that newspaper article (with date) is required to be attached in your report. The purpose of this assignment is for you to be aware the current issues faced by specific tourism destination and critically evaluate how theories learned could be applied to solve the problems. Readings Analysis and Presentation (15%) Each group will be given 2 weeks time and be assigned 2-3 different articles to read and present the key concepts in the readings to the class using Powerpoint presentation (30 minutes). Only one presentation for assigned readings is required for each group. The group is required to present and interpret the concepts and critically assess/compare how such concepts could be applied in practice. The group should also be required to answer questions that could be raised from other peer groups in the class (15 30 minutes). The lecturer in this 4

4 graduate-level course exercise will mainly act as a facilitator and guide to the development of students knowledge and analytical skills. Through such approach the students are encouraged to develop their own independent thinking and critical analytical ability. Group Project (30%) Each team represents consultants commissioned by the public sector to examine the market positioning of a tourism destination. Based on the information from primary and secondary sources, as well as the knowledge and skills acquired from lecture and textbook, your team is required to produce a detailed report for the selected destination and deliver approximately 30-minute presentation followed by a 15- to 30 minute question and answer session. Every team member has to participate in the presentation. A hardcopy of the PowerPoint slides should be submitted to the lecturer in person prior to the presentation. Examination (40%) The final examination is a summative assessment which focuses on your knowledge and intellectual skills and your ability to apply strategic management theories and concepts by testing your understanding of how the different components interact in the development of various players in the tourism destinations. The examination may comprise case study and essay questions which assess your understanding of theories and concepts of strategic management as well as your ability to apply the concepts to solving simulated tourism business problems. Student Study Effort Expected Class contact: Lecture : 2 hours per week Tutorial: 1 hour per week Other student study effort: After class reading: 6 hours per week Preparation for continuous assessment and exam: 4 hours per week 28 Hrs. 14 Hrs. 84 Hrs. 56 Hrs. Reading List and References Total student study effort Textbook 182 Hrs. Evans, N., Campbell, D., & Stonehouse, G. (2003). Strategic Management for Travel and Tourism, Butterworth-Heinemann, Burlington MA. Kozak, M., Gnoth, J., & Andreu, L. (2010). Advances in tourism destination marketing: managing networks, Routledge, New York. Thompson, A., Strickland, A.J. and Gamble (2010). Crafting and Executing Strategy, McGraw-Hill, New York. Journal Articles Beaumount, N. & Dredge, D. (2010). Local tourism governance: a comparison of three network approaches, Journal of Sustainable Tourism, 18(1),

5 Woodside, A.G. & Sakai, M. (2009). Analyzing performance audit reports of destination management organizations actions and outcomes, Journal of Travel & Tourism Marketing, 26(3), Xiang, Z., Kathari, T., Hu, C., & Fesenmaier, D. (2007). Benchmarking as a strategic tool for destination management organization: a proposed framework, Journal of Travel & Tourism Marketing, 22(1), Pratt, S., McCabe, S, Cortes-Jimenez, I, & Blake, A. (2010) Measuring the effectiveness of destination marketing campaigns: comparative analysis of conversion studies, Journal of Travel Research, 49(2),