The Hong Kong Polytechnic University Subject Description Form Subject Code HTM 543 Subject Title Communication Strategies for Hospitality and Tourism Credit Value 3 Level 5 Co- Pre-requisite / requisite/ Exclusion Objectives Nil The main purpose of this subject is to provide opportunities for students to equip themselves with a sound knowledge of professional communication which will both enhance their own communication abilities and also enable them to formulate the strategies required to handle the successful management of organizations in the hospitality and tourism. The hospitality and tourism is a labourintensive which demands high levels of contact between all the stakeholders. The ability to communicate is therefore a core competence for all managers in the in order to perform their various tasks professionally and effectively. The subject will enable students to have a better critical understanding of communication theories, master intercultural communication techniques, and develop relevant and feasible communication strategies for hospitality organizations. Intended Learning Outcomes Subject Synopsis / Indicative Syllabus Upon completion of the subject, students will be able to: a. Critically apply appropriate communication theories and frameworks which have strong pragmatic value for professionals working in the hospitality b. Understand the various functions of different media channels of communication (e.g. film, television, internet, print, and new media) that assist communication in the hospitality and tourism c. Master the knowledge and skills to handle news and press releases in public relations for the hospitality organizations d. To be critically aware of the needs and importance of intercultural communication in the hospitality environment and able to apply this critical understanding of business, social customs and customer care skills in the hospitality e. Master different intercultural negotiation processes and techniques in order to better communicate with different parties (e.g. unions, management, staff and customers) in the hospitality f. Master effective communication during crises (e.g. potentially destructive rumours, criticism from the media, bomb threats, riots, strikes, serious guest complaints, etc.) and develop suitable strategies to handle various scenarios. Concept of Mass Communication and how it affects the hospitality organizations. Media channels of communication (e.g. film, television internet, print, and new media) Effective use of news and press releases in public relations Communication audit to maximize performance: definitions, functions, instruments, and processes Applications of communications theories to the hospitality & tourism 2
A framework for evaluating communicative competence in the hospitality and tourism Defining culture and intercultural communication. The influence of cultural values on intercultural communication in the hospitality Intercultural business communication in the hospitality Managing diversity in the hospitality and tourism Business and social customs and global customer care skills in the hospitality Intercultural negotiation processes and techniques Communication with different stakeholders in the hospitality (e.g. owners, headquarters, customers, staff, unions, suppliers, government and public) Handling cultural shock and communication strategies that can help in the orientation of expatriates in local hospitality organizations Communication strategies for the management of crises in the hospitality Development of an effective communication policy and strategies in the hospitality Teaching/Learning Methodology Lectures and seminars are the main teaching and learning vehicles for this subject. In addition, extensive reading of appropriate references will support students learning of how effective communication impacts many current hospitality issues. Guest lecturers will be invited to share their experiences and methods for handling communication in different scenarios in the hospitality and tourism. Where possible, the subject will make extensive use of Hotel ICON in terms of the sharing of expertise, joint projects and real-life experiences. Assessment Methods in Alignment with Intended Learning Outcomes Specific assessment methods/tasks % weighting Intended subject learning outcomes to be assessed a b c d e f 1. Communication audit: WebCT portfoliobased report (Pair work) 2. Intercultural Business Communication Report (Individual work) 3. Group Project Communication Strategy for a Case - Written report 25%, Oral Presentation - 15%) (Group Work) 40% 20% 40% Total 100% Assessment is both for and of learning. The three assignments are designed to help students to achieve all of the intended learning outcomes. 3
Continuous Assessment : 100% Communication Audit: WebCT Portfolio-based Report (40%) Students work in pairs. First, each student individually completes the Professional Discourse Checklist to log her/his own workplace communication and how use is made of different media channels on two consecutive days. Students then exchange the completed checklists. Using the WebCT discussion forum, the students provide and obtain ethnographic information about each other s workplace context (nature of business, organizational structure, job title, responsibilities, communication needs, communication channels used, etc.), and each student asks follow-up questions about her/his partner s checklist entries. Based on the completed checklists and online postings, each student then writes a report (2,000 words) based on the following guidelines: 1. Clear purpose of the report. (20%) 2. Clear description of the different communication patterns in the two workplaces examined. (30%) 3. Effective interpretation and explanation of the communication patterns by incorporating information from online postings. (40%) 4. Effective conclusions. (10%) Students are expected to post drafts of their reports to obtain further comments and feedback from their partners. Intercultural Business Communication Report (20%) Each student is presumed to be the Public Relations Manager of a hospitality company (e.g. a hotel) or tourism company (e.g. a travel agent). Each student will prepare a report on Global Customer Care and Communication Skills in ONE assigned country in not less than 2,500 words. Students will have to be familiar with the country s cultural values and behaviours together with the application of public relations techniques n the preparation of the report. Group Project Communication Strategies for a Case Scenario (40%) Each group of students represents a team of consultants commissioned by one of the hospitality or tourism organizations in Hong Kong to develop a communication strategic plan and associated actions to handle a crisis. The crisis could be sudden and potentially destructive rumors directed at the organization, a bomb threats, a natural disaster, the hijacking of one of the organization s tours, serious guest complaints, negative comments on an internet-based public forum, a serious government health warning regarding one of the organization s restaurants, etc. Based on information from primary and secondary sources, as well as knowledge and skills acquired from lectures, textbooks and journals articles, your team is required to produce a detailed report (not less than 4,000 words) for the organization. Your team has to deliver a presentation (maximum 25 minutes) to the Chief Executive Officer and the Executive Committee Members of the organization, followed by 30-minute question and answer session. Every team member has to participate in the presentation. A hard copy of the PowerPoint slides should be submitted to the subject lecturer prior to the presentation. Student Study Effort Required Class contact: Lecture 28 Hrs. 4
Seminar 14 Hrs. Other student study effort: Reading, preparation and writing of assignments Meetings for group project, literature review, data collection, writing and rehearsal for group project presentation 40 Hrs. 60 Hrs. Reading List Total student study effort Catenaccio, P. (2008). Press releases as a hybrid genre: Addressing the informative/promotional conundrum. Pragmatics, 18(1): 9-31. 142 Hrs. Chaney, L.H. and Martin, J. S. (2000). Intercultural Business Communications (2 nd ed.) Upper Saddle river, New Jersey: Prentice Hall. Cheng, W. and Kong, C.C.K. Kong (Eds.) (2009). Professional Communication: Collaboration between Academics and Practitioners. Hong Kong: Hong Kong University Press. Dainton, M. and Zelley, E. D. (2005). Applying Communication Theory for Professional Life. A Practical Introduction. Thousand Oaks, Calif.: SAGE. Dean, Foster (2000). The Global Etiquette Guide to Asia: Everything You Need to Know for Business and Travel Success. (Kindle edition). Wiley. FitzGerald, Helen (1998). Cross-Cultural Communication. Hospitality Press. Griffin, E. (2009). A First Look at Communication Theory (7th ed.). Boston: McGraw-Hill. Gudykunst, W. B. and Mody, B. (Eds) (2002). International and Intercultural Communication. (2 nd Ed.) Thousand Oaks, California: Sage. Hall, E.T. (1990). Cultural Diversity: at the Heart of Bull (video-recording). Yarmouth, ME: Intercultural Press, Inc. Hall, E.T. (1990). Understanding Cultural Differences. Yarmouth Me: International Press. Hargie, O. and Tourish, D. (2000). Handbook of Communication Audits for Organisations. London: Routledge. Hofstede, G. (1980). Culture s Consequences: International Differences in Workrelated Values. Beverly Hill, California: Sage. Hofstede, G. (2001). Culture s Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations. Thousand Oaks, California: Sage. Reilly, Robert T. (1990). Effective Communication in the Travel Industry. (Travel Management Library), Wadsworth Pub. Co. Trenholm, S. (2010). Thinking through Communication: An Introduction to the Study of Human Communication (6th ed.). Boston: Allyn & Bacon. 5
Van der Wagen, Lynn (1997). Communication in the Tourism and Hospitality. Hospitality Press. 6