Unit 12 Hospitality Provision In Travel & Tourism Sector
Unit Booklet
Qualification | Pearson BTEC HND in Travel and Tourism management |
Unit 12 | Hospitality Provision in Travel & Tourism Sector |
QCF level | 4 |
Unit code | K/601/1751 |
Block start date | 11 September 2017 |
Issue date | 11 September 2017 |
Assignment submission date | 19 November 2017 |
Lectures and formative assessment | 10 Weeks |
Summative assessment and Feedback | 2 Weeks |
Guided learning hours | 60 |
Module leader |
Table of Contents
Weddo Web Business Directory
INTRODUCTION..
This unit introduces learners to the diversity of the hospitality industry and enables them to investigate the hospitality industry in a travel and tourism context. Learners will consider the impact of integration on the hospitality industry and the possible future implications of this in a broader context.
Learners are provided with the opportunity to select an area of interest to design and develop in an outline format, bringing together theory and practice in the creative design of a hospitality business reflecting current trends and the needs of selected customer groups.
Aim of the unit
The aim of this unit is to enable learners to gain understanding of the role of the hospitality industry, the impact of integration, and gain skills to plan hospitality businesses.
Learning Outcomes and assessment criteria:
- Understand the role of the hospitality industry within the travel and tourism sector
- Understand the impact of integration within the hospitality industry
- Be able to plan the development of hospitality businesses.
Unit content:
- Understand the role of the hospitality industry within the travel and tourism sector
- Composition of the hospitality industry: hotels (1 star to 5 star, budget hotels, bed and breakfast); restaurants (fast food, cafes, coffee shops, mainstream, fine dining); pubs and bars (managed houses, tenanted or leased pubs, free houses); nightclubs; contract foodservice providers (catering outsourced to a contract food service provider); hospitality services (catering managed in-house); membership clubs; events.
- Travel and tourism sector: travel services; tourism services; conferences and events; visitor attractions; accommodation services; passenger transport.
- Interrelationships between hospitality and travel and tourism: the role of hospitality in underpinning many types of travel and tourism e.g. business travel, aviation, conferences and exhibitions, visitor attractions, theme parks.
- Understand the impact of integration within the hospitality industry
- Integration: history and development of horizontal and vertical integration, integration via major organisations (ownership)
- Impacts: fewer major organisations, reduction of independent businesses, economies of scale, control of subsectors, increase in market share, standardisation, improved quality
- Implications:importance of branding and pricing policies, independent establishments joining associations to compete with the larger organisations, control and manipulation of the market, increased globalisation of the industry.
- Be able to plan the development of hospitality businesses.
- Development: concept, market research, target market, location, scale, funding, products and services e.g. menu, licensing.
- Design:ambiance, culture, brand, interior, exterior, functional areas, customer flows; link to target market, customers with individual needs.
- Operation: staffing by functional areas, specialist qualifications, staffing issues related to seasonality, compliance with legislation, promotional activities, pricing.
Scheme of work
Accrediting Body: Pearson BTEC
Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT
Unit 12: Hospitality Provision in Travel & Tourism Sector
Wk. | Lecture Schedule | Outcome of session By the end of the session learners are expected to be able to: | Activity/seminar and formative assessment | Resources |
1 | Introduction to the module Assessment modes Class discussion and assignment guidelines | Understand the module content Understand the assessment mode and LO | Role play and individual induction, helping to know each other. Group work | Unit specification handouts. Power point Magazines, travel |
2 | 1.1 Explanation of interrelationships between hospitality and wider travel industry | Describe the main hospitality services Define the hospitality concept in global business environment Describe the structure of international hospitality industry Identify the main primary hospitality providers Explain the hotel classification Give examples of food & beverage outlets Identify hospitality within travel and tourism sector Explain the hospitality in conferences, events, in passenger transport services | Class discussion Case studies Questions & Answers | Power point slides Hand-outs
|
3
| 2.1 Analysis of the implications of integration to the hospitality industry.
| Understand the nature if integration Explain vertical and horizontal integration Understand the principles of ownership | Class discussion Case studies Questions & Answers | Power point slides Power point slides
Hand-outs |
4 | 2.2 A Discussion of how integration has affected the hospitality business. Integration in Hospitality industry Vertical and Horizontal integration Ownership Impacts of integration within the Hospitality industry | Understand the nature if integration Explain vertical and horizontal integration Understand the principles of ownership Be able to explain the rationale behind the fewer major organisations, the resultant reduction of independent businesses, economies of scale, control of subsectors, increase in market share, standardisation and improved quality | Understand the nature if integration Explain vertical and horizontal integration Understand the principles of ownership | |
5 | Assignment draft of Task 1 | Recap and Formative feedback on LO1 | ||
6 | Assignment draft of Task 2 | Class discussion Questions & Answers | Power point slides Hand-outs | |
7
| 3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market | Be able to explain the rationale behind the fewer major organisations, the resultant reduction of independent businesses, economies of scale, control of subsectors, increase in market share, standardisation and improved quality | Class discussion Case studies Group Seminar Questions & Answers | Power point slides
Hand-outs |
8
| 3.2 Develop a plan for a hospitality business including the operational requirements of the business’ organisational structure in relation to human resource allocation Revision and workshop on business plan | Structure of a Plan to include the operational requirements of the business.
| Questions & Answers Questions & Answers | Assignment brief Handouts Power Point |
9
| Review of business plan Assignment Support Review of all AC 1.1 -2.1 -2.2- 3.1 3.2 | Formative Feedback Questions and Answers | Class discussion Questions & Answers | Handouts Power Point |
10
| Assignment submission week |
Recommended text and links:
Barrows, C. W. (2011). Introduction to Hospitality Industry. New York: Wiley & Sons.
Barrows, C.W., Powers, T. & Reynolds, D. (2012). Introduction to Management in theHospitality Industry. Hoboken, NJ: Wiley.
Brotherton, B. & Wood, R.C. (2008). The SAGE handbook of Hospitality Management. Los Angeles: Sage Publishing.
Chon, K. & Yu, L (1999). The International Hospitality Business: Management and Operations. London: Routledge.
Cook, R., Hsu, C. &Marqua, J. (2013). Tourism: The Business of Hospitality and Travel. London: Prentice Hall.
Enz, C. (2010). Hospitality Strategic Management: Concepts and Cases. Hoboken, NJ: Wiley.
Enz, C. (2010). The Cornell School of Hotel Administration: Handbook of Applied Hospitality Strategy. London: Sage Publishing.
Kotler, P., Bowen, J.T. &Makens, J.C. (2010). Marketing for hospitality and tourism. London: Pearson.
Walker, J. (2012). Introduction to Hospitality. London: Prentice Hall.
Journals
International Journal of Hospitality Management
International Journal of Contemporary Hospitality Management
International Journal of Hospitality and Tourism Management
International Journal of Hospitality & Event Management
Journal of Quality Assurance in Tourism & Hospitality
Cornel Hospitality Quarterly
Videos
Relevant videos can be found on the World Wide Web in many different web pages. Browse the web for videos related to hotel management, hospitality planning, hospitality revenue management, American Hotel & Lodging Association (AHLA), etc.
Websites
American Hotel & Lodging Educational Institute – https://www.ahlei.org
World Travel & Tourism Council – http://www.wttc.org/
American Hospitality Academy – http://www.americanhospitalityacademy.com/
International Hotel & Restaurant Association – www.ih-ra.com/
Hospitality net (online magazine) – www.hospitalitynet.org
Teaching and Learning Activities
The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities and discussion about the significant role of research in a global and local business environment.
Teaching Ethos
The college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.
Methods of Delivery:
LECTURES:
These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.
SEMINARS:
These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.
CASE STUDIES:
An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Assessment:
The module will be assessed meeting all the LO as specified by the awarding body, Pearson BTEC.
Please read the instructions carefully while addressing the tasks specified.
Contribution: 100% of the module
Details enclosed in the assignment brief
ASSIGNMENT BRIEF
Unit Number and title | Unit 12 Hospitality Provision in Travel & Tourism Sector |
Qualification | BTEC HND Travel and Tourism Management |
Start Date | 11/09/2017 |
Issue date | 11/09/2017 |
Deadline/ Hand-in | 19/11/2017 (23:59) |
Assessor |
Task 1
You work as JuniorConsultant with PKF hotelexperts, focusing on hotel, tourism & leisure consulting. You have been asked to by your line manager to write an article to be published in the forthcoming issue of a leading hospitality magazine explaining the role of hospitality industry within the travel and tourism sector. Your article should address the following:
LO1 Understand the role of the hospitality industry within the travel and tourism sector
1.1 Discuss the interrelationships between hospitality and wider travel and tourism businesses
Your article should be in word processed and professionally structured with headings, paragraphs and subheadings as appropriate(approx. 1000 words).
Task 2
Your second task as a Junior Consultant is to analyse the implications of integration to the hospitality industry and discuss how integration has affected a hospitality business.
Your line manager has given you a note on some of the recent mergers and acquisitions in the hotel industry, Restaurants & Bars which will help you in preparing the report.The note makes draws your attention to the takeover of Starwood Hotels & Resorts by Marriot International, valued at 12,2 billion US$, is the largest transaction of its kind in the hotel industry since 2007 when private equity firm Blackstone acquired Hilton for 26 Billion US$.In 2015, France’s AccorHotels bought the Toronto-based parent company of the luxury Fairmont, Raffles and Swissotel brands for $2.7 billion; Intercontinental Hotels Group acquired Kimpton Hotels and Restaurants for $430 million; Marriott acquired Delta Hotels & Resorts for $135 million; and a Wyndham Worldwide subsidiary acquired Dolce Hotels & Resorts for $57 million.Greene King £773.6m takeover of Spirit, Heineken £403 million take over Punch Tavernscleared by Competition and Market Authority (CMA).
You are expected to read recent mergers and integrations taking place in the hospitality industry from business sections of quality press and hospitality industry reports to ensure currency of your report.
You are required to produce a written management report on the impact of integration within thehospitality industry. Firstly, you need to analyse the implications of integration to the hospitality industry you should include a range of examples from thehospitality industry (2.1). Secondly, you should discuss how integration has affected a hospitality business such as Marriot International, Accor Hotels, Intercontinental Hotels Group, Greene King, Marston’s Plc, Heineken and Whitbread (2.2). You need to choose a specific business within the hospitality industry.
You should address the following:
LO2 Understand the impact of integration within the hospitality industry
2.1 analyse the implications of integration to the hospitality industry
2.2 discuss how integration has affected a hospitality business
Task 3
Your final task as a Junior Consultant is to plan the development of hospitality businesses. Your line manager has given you the opportunity to select an area of interest to designand develop a plan for the development of small/mediumhospitality businessessuch as restaurants (fast food, cafes, coffee shops, mainstream, fine dining), pubs and bars, hotels, nightclubs, contract food service providers (catering outsourced to a contract food service provider), hospitality services (catering managed in-house), and eventsreflecting current trends and the needs of selected customer groups.Your business plan should be approx. 1500 words to address 3.1 and 3.2 as follows:
3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market.
3.2 Develop a plan for a hospitality business which includes the operational requirements of the business’ organisational structure in relation to human resource allocation.You should include an organisational chart.
Additional information towards addressing 3.1 and 3.2
Stages of your hospitality project should be as follows:
Stage 1 – Development:
- Concept (what is the general idea, objectives, vision of your business – outline initial concept of your business)
- Market research – importance, stages, areas and topics to be research, tools and methods you would like to use,
- Target market (evaluate segment using all basic segmentation criteria + any additional you may think of)
- Location – be specific, justify your decision,
- Scale (size, market),
- Funding (investors, loans, own budget – be realistic)
- Products and services – provide as many details as possible
- Licensing (quality, signs, grading, categorisation, membership etc)
Stage 2 – Design:
- Ambiance
- Culture
- Brand
- Interior
- Exterior
- Functional areas,
- Customer flows
- Link to target market
- Customers with individual needs
- Sustainability
Stage 3 – Operation:
- Staffing by functional areas,
- Specialist qualifications,
- Staffing issues related to seasonality
- Cultural diversity and ways to deal with conflicts
- Recruitment policies and procedures
- Compliance with legislation,
- Promotional activities (offer promotional mix and justify),
- Pricing (pricing strategies, justify)
Assignment Guidelines:
- Use a standard report structure where requested, Word-process the report and use a Normal script of a proper font size 12.Produce evidence as specified for each task.
- Complete the cover page.
- It should be uploaded on ULearn platform before the deadline. Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.
- Collusion and Plagiarism must be avoided.
- Start each answer on a new page and pages should be numbered. Highlight each question clearly.
- Your research should be referenced using the Harvard referencing system.
- In order to pass you need to address all the LO
- In order to get a merit you need to first pass and then address the characteristics of M1, M2,M3
- In order to get a Distinction you need to first pass, address all the merit characteristics and then address the characteristics of D1, D2 and D3.
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)
Commonly used command words
Analyse | These tasks require you to explore the different aspects of an issue, considering the relative significance of each. You would normally need to explore causal relationships, examining how an action will lead to a particular reaction. This type of task would not normally require you to make judgements, but rather to drill down into an issue, exploring relationships in depth. |
Assess | This requires you to weigh up the positive and negative aspects of something. Alternatively it might require you to explore the important and unimportant aspects of an argument. You should build these strands into a balanced argument before reaching a final balanced conclusion. |
Critically analyse
| This is when you have to explore the strengths and weaknesses of the ideas of a theorist or claims made by a professional body before reaching a final, balanced conclusion. You would normally begin by presenting the initial idea and arguments in favour of it, before introducing contradictory arguments. When you present the arguments, you should present their relative merits (e.g. their strengths and weaknesses) before summarising your arguments and reaching a final conclusion. |
Develop | Grow or progress a plan, ideas, skills and understanding |
Discuss | Consider different aspects of a theme or topic, how they interrelate, and the extent to which they are important. |
Evaluate | This type of question will require you to give an opinion on an issue, which you should support with relevant evidence. You should ensure that your response provides a balanced view of the issue, exploring points for and against your argument. This should lead to an overall conclusion where you summarise your main arguments and explain how you have come to your final decision. |
Justify | This requires you to provide arguments in support of a particular interpretation of or perspective on something. This should be based on the use of theoretical justifications applied to normal business practice. |
Learning Outcome | Assessment Criteria | In this assessment you will have the opportunity to present evidence that shows you are able to: | Task Number |
LO1 Understand the role of the hospitality industry within the travel and tourism sector | 1.1 | Discuss the interrelationships between hospitality and wider travel and tourism businesses | 1 |
LO2 Understand the impact of integration within the hospitality industry | 2.1 | Analyse the implications of integration to the hospitality industry | 2 |
2.2 | Discuss how integration has affected a hospitality business | 2 | |
LO3 Be able to plan the development of hospitality businesses | 3.1 | Develop a rationale for a selected project clearly justifying decisions linked to target market | 3 |
3.2 | Develop a plan for a hospitality business including the operational requirements of the business’ organisational structure in relation to human resource allocation | 3 |
Guidance in addition to the Pass criteria’s, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades. Assessment Grid indicating their pass, merit and distinction:
Outcomes/criteria: | Indicative characteristics | Possible evidence Contextualisation In this assessment you will have the opportunity to present evidence that shows you are able to: |
Merit Description: | ||
M1. Identify and apply strategies to find appropriate solutions. | . Relevant theories and techniques have been applied. . An effective approach to study and research has been used. . Effective judgments have been made. | To achieve M1, you will apply relevant theories to analyse the implications of integration to the hospitality industry (2.1) and discuss how integration has affected a hospitality business(2.2) or an effective approach to study with good research skills being used in creating written management report on the impact of integration within the hospitality industry. Effective judgments have been made in developing a plan for a hospitality business (3.2) |
M2. Select/design and apply appropriate methods/ techniques. | .A range of sources of information used. | To achieve M2, you will use of range of sources of information used and correctly referenced for example to explore the relationship between hospitality and travel and tourism businesses (1.1), impact of integration (2.1, 2.2), justifying decisions linked to target market (3.1) |
M3. Present and communicate appropriate findings. | . Appropriate structure and approach has been used. . A range of methods of presentation has been used. . Logical and coherent arguments made. | To achieve M3, the work you present should be appropriately structured and technical language should accurately be used across the assignment as specified for example in Task 3.2 business plan including organisational structure.Logical and coherent arguments made across the assignment. A range of methods of presentation has been used in assignment for example written article, management report and business plan is professionally written. |
Distinction Description: | ||
D1. Use critical reflection to evaluate own work and justify valid conclusion. | . Synthesis has been used to generate and justify valid conclusions | To achieve D1, you will demonstrate an ability to generate and justify valid conclusions for example in (1.1, 2.1, 2.2,31, and 3.2) regarding the relationships between travel, tourism and hospitality and the role of integration within hospitality business. |
D2. Take responsibility for managing and organizing activities. | Autonomy/independence demonstrated | To achieve D2, you will demonstrate a level of autonomy/independence in developing a planfor a hospitality business (3.2). |
D3. Demonstrate convergent, lateral and creative thinking | Ideas generate and decisions taken | To achieve D3, you should generate ideas for your project rationale (3.1) take decisions about operational requirements of the business organisational structure in relation to human resource allocation (3.2) and appropriate conclusion/recommendations made. |
Evidence checklist | Summary of evidence required by student | Evidence presented |
Task 1 | Written article | |
Task 2 | Written management report | |
Task 3 | Business plan |
Achievement Summary
The Following Sections to be completed by the assessor:
Qualification | HND Travel and Tourism Management | Assessor name | ||||||
Unit Number and title | 12 Hospitality Provision in Travel & Tourism Sector | Student name | ||||||
Criteria Reference | To achieve the criteria the evidence must show that the student is able to: | Achieved? (tick) | ||||||
1.1 | Discuss the interrelationships between hospitality and wider travel and tourism businesses | |||||||
2.1 | Analyse the implications of integration to the hospitality industry | |||||||
2.2 | Discuss how integration has affected a hospitality business | |||||||
3.1 | Develop a rationale for a selected project clearly justifying decisions linked to target market | |||||||
3.2 | Develop a plan for a hospitality business including the operational requirements of the business’ organisational structure in relation to human resource allocation | |||||||
Higher Grade achievements (where applicable) | ||||||||
Grade descriptor
| Achieved? (tick) | Grade descriptor | Achieved? (tick) | |||||
M1: Identify and apply strategies to find appropriate solutions | D1: Use critical reflection to evaluate own work and justify valid conclusions | |||||||
M2: Select/design and apply appropriate methods/techniques
| D2: Take responsibility for managing and organising activities | |||||||
M3: Present and communicate appropriate findings
| D3: Demonstrate convergent/lateral/creative thinking |