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3210HSL Contemporary Issues in Tourism and Hotel Management by lonyoo


									                                                                                      COURSE OUTLINE

Academic Organisation:                 Dept Tourism, Leisure, Hotel and Sport Management
Faculty:                               Griffith Business School
Credit point value:                    10
Student Contribution Band:             Band 3A
Course level:                          Undergraduate
Campus/Location/Learning Mode:         Gold Coast / On Campus / In Person
Convenor/s:                            Mr Russell Cox (Gold Coast)
Enrolment Restrictions:                Restricted: Approval from Head of School
This document was last updated:        11 June 2009


This course seeks to leverage the knowledge students have obtained in previous courses to enable
effective consideration of the contemporary issues that emerging professionals will face in the Tourism and
Hotel Management industries. In particular, the course will develop students' abilities to comprehend
theoretical constructs upon which effective business management is based, but more importantly to
understand such theory in a practical environment.

This course is normally offered Semester 2 at Gold Coast - DAY offering only.

NOTE: This course is for final year students ONLY
Incompatible: 3210HSL (3010THM) Industry Seminar Series


While it is agreed that the fundamentals of business management remain constant overtime, it is important
to acknowledge that changes in a competitive market place require emphasis also be given to the
contemporary issues of the day. Such awareness provides for successful business outcomes. It is from
this perspective that this course is based. As a final year course (core for students undertaking the
Bachelor of Business - Hotel Management), Contemporary Issues In Tourism and Hotel Management
seeks to leverage students’ knowledge acquired as a result of undertaking the degree thus far, to consider
how the industry is currently operating and more specifically, what issues are being addressed in today’s
competitive market place by managers in the industry. Through an integrated approach to learning,
supplementing an academically based framework with an industry based case study program, students will
be exposed to issues that face emerging professionals in the Tourism and Hotel Management Industry. In
doing so, the course will explore the relationships between these issues in the context of the organisational
environment. This examination will provide students with the opportunity to demonstrate their level of
comprehension as to the implications of such issues and the subsequent strategies required for effective
business practice in the Tourism and Hotel Management Industry.


As a result of active participation in this course and the subsequent completion of the prescribed
assessment, students should be able to:

     1. Describe the environment that the tourism and hotel management industry currently operates in.
     2. Apply theoretical knowledge in seeking solutions for practical problems.
     3. Explain the operational imperatives and constraints that direct managers in the tourism and hotel
         management industry and synthesise a range of interrelated issues to enable appropriate
         management action.
Careful consideration has been given to ensure the above stated Learning Outcomes are linked to the
Griffith Graduate Skills that are taught and practiced as a result of students participating in this course.


This course is delivered via lectures and tutorials which are supported by on-line material that students are
expected to access via the course website at Learning@griffith, on a weekly basis. The weekly 2-hour
lecture program has been developed in two sections. Firstly, the lectures are developed to provide
students with an academic frame of reference upon which to consider the contemporary issues within the
industry. Secondly, the lecture content will be supplemented by an industry based examples to enable ‘real
life’ reflection and consideration. A 10-week, 1-hour tutorial program will complement the lectures, where
students will discuss issues that have arisen from the lecture content as well as complete assigned tutorial

Contact Summary

Students will be required to attend all lectures and tutorials to enable successful completion of the course.
Lectures are scheduled for Thursday @ 9 am for a 2-hour period. Furthermore, students will be required to
enrol in a 1-hour tutorial to enable appropriate reflection and discussion of lecture content as well as to
facilitate the mandatory completion of their assessment items. The course is developed based on the
assumption that student learning will involve a combination of reading, active participation and
presentation in the tutorials, and the successful completion of assigned work and independent study.

Active participation and presentation is essential for students to optimise their level of comprehension
with respect to the various issues addressed throughout the semester. As such, it is expected that

students keep up to date with the designated readings and complete any tutorial tasks PRIOR to the
tutorial each week. While some readings may be specified in this course outline, other readings and the
tutorial tasks may be posted to the course web site on a weekly basis.

Furthermore, as this course is web supplemented, students can use the Learning @ Griffith web site to
access their lecture notes and other support material. Students will be required to access Learning @
Griffith, in particular the Contemporary Issues in Tourism and Hotel Management 3210HSL section, at
least once per week, to enable effective communication between themselves and the convenor outside of
face-to-face contact hours.


The course content and its schedule of topics is summarised in the weekly teaching schedule below.

   Topic    Date           Lecture Content                         Tutorial Content             Readings
     1.     Thursday       Introduction to the course              No tutorials this            Course Outline
            30 July        Review of Assessment and Course                                      Refer to Learning@Griffith for
                           Expectations                                                         readings

                           Understanding Organisations as a
     2.     Thursday       “Customer – the centre of the           TUTORIAL ACTIVITY            Refer to Learning@Griffith for
                           hospitality universe” – Adoption of a                                readings
            6 August       customer-centred business model            “Thinking globally,
                                                                        acting locally”
                                   (Customer behaviour)
                                                                   Customisation versus

     3.     Thursday       “Standing out from the crowd’ - Hotel   TUTORIAL ACTIVITY            Refer to Learning@Griffith for
                           Brand management in a competitive                                    readings
            13 August      market place                            Evaluating hotel brand

     4.     Thursday       “Managing human capital in an           TUTORIAL ACTIVITY            Refer to Learning@Griffith for
                           employee market” – The challenges                                    readings
           20 August       for HRM                                       Responsive
                                                                     management to a
                                      (Labour market)                scarce resource –
                                                                     Flight Centre Case

     5.     Thursday       Management competencies – a                 G.C Show Day             Refer to Learning@Griffith for
                           prerequisite for professional success                                readings
            27 August                                                 EXAM REVISION
                                      (Future leaders)

     6.     Thursday       Mid Semester Exam                          No tutorials this         Not applicable
            3 September
     7.     Thursday       “Delivering the promise” - Internal     TUTORIAL ACTIVITY            Refer to Learning@Griffith for
                           brand management- consumer                                           readings
           10 September    insight shaping employee behaviour         Evaluating the
                                                                    communication of a
                                      (Service quality)               service culture

     8.     Thursday       Technology and Innovation               TUTORIAL ACTIVITY            Refer to Learning@Griffith for
                           Development for the 21st Century                                     readings
            17 September                                                 “Technology -
                                        (Innovation)                 facilitator or driver of
                                                                   competitive advantage
                                                                   in the tourism industry”

   Topic         Date            Lecture Content                             Tutorial Content           Readings
       9.        Thursday        “Being aware of the world in which          TUTORIAL ACTIVITY          Refer to Learning@Griffith for
                                 we live” the key to sustainable                                        readings
                 24 September    tourism development                           “Tourism benefits
                                              (Sustainability)                 economically and
                                                                              socially, or does it?”

                                                          MID SEMESTER BREAK
       10.       Thursday       “Preparing for the unexpected”               CONTEMPORARY               Refer to Learning@Griffith for
                                                                                 ISSUES                 readings
                 8 October             (Crisis and Risk Management)          ASSESSMENT DUE
                                                                               No tutorials this
       11.       Thursday       “Rules to live by” – Legislation in the      TUTORIAL ACTIVITY          Refer to Learning@Griffith for
                                hospitality industry                                                    readings
                 15 October                                                    Impacts of OH&S in
                                          (Hospitality legislation)          the Hospitality Industry

       12.       Thursday        “Blurring of the borders”–                  TUTORIAL ACTIVITY          Refer to Learning@Griffith for
                                 Globalisation and the Tourism and                                      readings
                 22 October      Hotel Management industry                        Impacts of
                                                                              Globalisation on the
                                              (Globalisation)                  Tourism industry
       13.       Thursday        Student reflection and course                 EXAM REVISION            Not applicable
                 29 October


Summary of Assessment
 Item Assessment Task                    Length                  Weighting       Total        Relevant            Due Day and
                                                                                 Marks        Learning            Time

  1.         Tutorial presentation &     ongoing                 15%             15           2                   Weeks 2 - 12
  2.         Mid Semester Exam           1.5 hours               25%             25           1,2,3               Week 6 (in lecture),
                                                                                                                  Thursday 3
             Amber Risk                                                          marks                            September

  3.         Contemporary Issues         1000 words              25%             25           2, 3                Week 10, Thursday
             Essay                                                                                                8 October @ 9 am in
                                                                                 marks                            lecture
  4.         Final Exam                  2 hours                 35%             35           1,2,3
*The Amber Risk Assessment Strategy identifies students who do not submit the assessment item or who
perform poorly. These students will be contacted by the Griffith Business School and referred to relevant
support services.

NOTE The Contemporary Issues Essay should be submitted by the due date and time stipulated
above in the allocated box outside the department office located in Business Building 1 G01_3.47.

Assessment Details
This is a final year ‘capstone’ style course and students will be expected to demonstrate high levels of
industry understanding and an ability to link theoretical concepts with industry practice. The assessment
has been developed to allow students the opportunity to demonstrate their advanced levels of industry
understanding, critical evaluation, and high levels of written and verbal communication.

   1. Tutorial Presentation and Involvement (15%) SCHEDULED: Weeks 2 – 12 in scheduled

    The tutorial presentation and involvement, worth 15%, will allow students to present their ideas and
    experiences and in doing so, develop their problem solving and critical evaluation skills along with
    involving the rest of the class in full discussion. Full tutorial attendance will be necessary to receive
    the full marks. Preparation of the tutorials will entail reading of designated articles, completing
    designated activities in advance of the tutorial where stipulated and conducting some preliminary
    thinking with respect to other weekly tutorial activities.

   2. Mid Semester Exam (25%)             SCHEDULED: Week 6, Thursday, 3 September @ 9 am
    The mid semester exam will be scheduled during the normal lecture time period, in the same venue
    where the lecture is held. Students will be required to answer five (5) short answer questions in
    relation to content covered in both the lecture and tutorials from weeks one (1) through to six (5)
    inclusive. Successful completion of the short answer questions will require students to integrate
    theoretical concepts with practical evidence. In doing so, students will be required to draw on the
    content provided in the lectures and in the prescribed readings thereby reinforcing the development of
    Griffith Graduate Skills related to effective written communication, information literacy and critical
    evaluation. Furthermore, student participation in the mid semester exam will demonstrate their level of
    competence with respect to Learning Outcomes 1, 2, & 3.

   3. Contemporary Issues Essay (25%)             DUE: Week 10 Thursday 8 October @ 9 am

   The purpose of the essay is to enable students to select a contemporary industry issue and explore it
   in-depth to enable a comprehensive understanding of its impact on industry practices. Through the
   exploration of literature, and building upon the content provided in the lecture, students will be required
   to demonstrate a solid understanding of the chosen issue, demonstrating, through the use of applied
   examples, their ability to not only comprehend the impact of the relevant issue but identify
   considerations for current industry practices. As a result of completing this assessment, students will
   demonstrate Griffith Graduate Skills pertaining to effective written communication, information literacy,
   problem solving and critical thinking. Furthermore, students will also have demonstrated their level of
   competence with respect to Learning Outcomes 2 & 3. Students will be required to select one topic
   from the three options available below.

   NOTE: Each option is accompanied by two journal articles which have been provided as a
   suggested starting point for student research. They are not the only references that should be
   sourced to write the essay nor do they have to be included in the essay. They are provided to
   assist students in starting to formulate their research focus.

   Option 1     Discuss how the adoption of a sustainable approach to tourism management in the
                tourism and hotel industry is considered today to be a necessary strategic intent for all
                operators. In your answer, explain the benefits, illustrated by examples, for tourism
                operators to adopt a Corporate Social Responsibility (CSR) philosophy.

                Suggested Articles:
                Henderson, J. (2007). Corporate social responsibility and tourism: Hotel companies in
                Phuket, Thailand, after the Indian Ocean tsunami, International Journal of Hospitality
                Management, 26, 228 – 239

               Holcomb, J.L, Upchurch, R.S and Okumus, F. (2007) Corporate social responsibility: what
               are the top hotel companies reporting? International Journal of Contemporary Hospitality
               Management, 19 (6), 461 – 475.

   Option 2    Discuss the impact of globalisation on the international hotel industry. In your answer,
               explain the key influences driving the global market perspective adopted by many hotels
               and what barriers are presented to organisations that operate across borders. In
               concluding your discussion, provide suggestions on how to address these potential

               Suggested Articles:
               Velo, V. and Mittaz, C. (2006) Breaking into emerging markets – skills needed to face this
               challenge and ways to develop them in hospitality management students, International
               Journal of Contemporary Hospitality Management, 18 (6), 496 – 508.

               Whitla, P., Walters, P.G.P. and Davies, H. (2007). Global strategies in the international
               hotel industry, International Journal of Hospitality Management, 26, 777 - 792

   Option 3    Discuss the challenges of innovation activities on business performance i.e. the
               competitive performance of businesses. In your answer, identify and explain practices,
               which can be, or currently are being, adopted by the industry to address this challenge.

               Suggested Articles:
               Albors, J., Hervas, J.L. and Marquez, P. ( 2008). Application of the KISA concept to
               innovation dynamics and its impact on firms’ performance. Management Research News,
               31(6), 404-417.

               Alegre, J., Lapiedra, R., and Chiva, R. (2006). A measurement scale for product
               innovation performance. European Journal of Innovation Management, 9(4), 333-346.

If students have a desire to research another contemporary issue in the tourism and hotel
management industry, the option to pursue this topic maybe available subject to convenor
    The contemporary issues essay is worth 25% of the students overall grade. Students will be assessed
    on the following criteria:

           •   Adequacy, relevance and clarity of information provided (7.5% of 25%)
           •   Application of theory (5% of 25%)
           •   Critical Analysis of the contemporary issue (5% of 25%)
           •   Logical structure of the essay (introduction, body and conclusion) (2.5% of 25%)
           •   Quality of references and readings, including correct referencing format (2.5% of 25%)
           •   Presentation (including grammar, typographical errors) (2.5% of 25%)

   A criteria sheet will be made available at the beginning of the semester on Learning@Griffith so
   students are aware of exactly how the essay will be assessed.

   Suggested Journals for research:    Journal of Travel Research
                                       Tourism Management

                                          Journal of Hospitality and Tourism Research
                                          International Journal of Hospitality Management
                                          Journal of Hospitality and Tourism Management
                                          Cornell Hotel and Restaurant Administration Quarterly
                                          International Journal of Contemporary Hospitality Management

    4. Final Exam (35%)           SCHEDULED: Exam block
    The final exam will be scheduled during the normal scheduled exam block, in the same venue where
    the lecture is held. Students will be required to answer three (3) short essay questions in relation to
    content covered in both the lecture and tutorials from weeks seven (7) through to thirteen (13)
    inclusive. Successful completion of the short essay questions will require students to integrate
    theoretical concepts with practical evidence. In doing so, students will be required to draw on the
    content provided in the lectures and in the prescribed readings thereby reinforcing the development of
    Griffith Graduate Skills related to effective written communication, information literacy and critical
    evaluation. Furthermore, student participation in the mid semester exam will demonstrate their level of
    competence with respect to Learning Outcomes 1, 2, & 3.

Return of Assessment Items
Assessment items marked during the semester (i.e. essay) will be returned in person by the tutor during
the scheduled tutorial time. The mid semester exam results will be made available on the course website,
listed by student number. All during semester marks, including the tutorial participation mark, will be made
available via Learning@Griffith during the study week prior to the final exam block. Students should review
these marks to ensure they reflect what they have received during the semester. Any variances should be
reported to the course convenor as soon as possible to ensure student’s final grades are not adversely

Notification of Availability of Feedback on Assessment
Feedback and/or marks for assessment items will normally be made available within 15 working days of
the due date for submission of the assignment.


The Griffith Graduate Statement states the characteristics that the University seeks to engender in its
graduates through its degree programs. From the perspective of this course, Contemporary Issues seeks
to develop the following graduate skills in accordance with the Griffith Graduate Statement.

      Graduate Skills

      Effective communication (written)
      Effective communication (oral)
      Effective communication (interpersonal)
      Information literacy
      Problem solving
      Critical evaluation
      Work autonomously
      Work in teams
      Creativity and innovation

      Ethical behaviour in social / professional / work environments
      Responsible, effective citizenship

Professional Skills
All students graduating from the Department of Tourism, Leisure, Hotel and Sport Management (TLHS)
will, in addition to a thorough grounding in business based course, have a acquired a high level of
knowledge from specialist courses from the service industry sectors (Tourism, Leisure, Hotel and Sport)
they have studied.
They will understand the context of Tourism, Leisure Hotel or Sport (their relevant sector):
        •   The relationships and networks or corporate, non-government and governmental organisations
        •   The distinctive systems of management, operations, marketing and finance
        •   The various stakeholders perspectives
        •   The development of human capital
        •   The customer perceptions of quality
        •   The need for sustainability
        •   The cultural and social responsibilities
        •   The need for analytical decision-making using evidence based research
        •   The requirement for strategic thinking


Course Convenor

  Convenor Details                Gold Coast

  Campus Convenor                 Russell Cox
  Teaching Team                   Professor Michael Davidson
  Office Location                 G06_3.12
  Phone                           (07) 55528774
  Fax                             (07) 55528507
  Consultation times              To be arranged

NOTE: Tutor consultation times and contact details will be provided in the first tutorial. It is important that
students take note of these details to ensure they are able to contact their tutor during semester in a timely
manner should the need arise.


Announcements about this course will be made at the commencement of the lecture sessions and may
also be summarised, where appropriate on the course website (announcements). Convenor consultation
times are included in this outline as well as posted outside staff offices including any alterations to the
scheduled time.


There are no prescribed textbooks or readings to be purchased for this course. Required readings will be
made available via the course web site. Specific readings are recommended, as this course seeks to build
on the theoretical constructs dealt with during the whole degree program.


Students should refer to the course website (Learning@Griffith) for further information about this course

Scope of Course Evaluation
Students will conduct a Course and teaching evaluation survey in semester weeks 12 and 13. All students
enrolled in this course will have an opportunity to provide feedback about the course and its delivery during
the evaluation process. The course convenor will organise evaluation surveys that can be completed
anonymously and on-line, with details being provided through the course website (announcements).
Surveys will include both multiple choice and short answer questions and should take around 10 minutes
to complete.

Course Administration
   1. All assignments submitted for marking must be word processed or typed. Students must be able
       to produce a copy of all work submitted, if so requested, and are expected to retain copies of
       assessment items submitted until a final grade for the course has been awarded.
   2. Assignments received by fax, e-mail, or any other form other than hard copy will not be accepted.
       Refer to section Late Submission of Assignments.
   3. Citation and referencing should conform to the APA (American Psychological Association) format
       both in the body of your paper and its attached reference section.
   4. To be eligible to pass this course, students are required to complete all forms of assessment and
       must demonstrate a reasonable degree of competence in the required course objectives as
       examined in each form of assessment.

Late Submission of Assignments
Requests for an extension of time for submission of an assessment item must be lodged before the due
date for the assessment item. Requests received on or after the due date will only be considered in
exceptional circumstances. Extension requests must be made in writing to the Course Convenor, and be
accompanied by appropriate supporting documentation. Where an extension has not been granted, an
assessment item submitted after the due date will be penalised as follows: the mark awarded to the item
will be reduced by 10% of the maximum possible mark for each day that the assessment item is late. Each
weekend (from Friday to Sunday) will count as one day.

SafeAssign is an online text-matching service available through the course Learning@Griffith site.
SafeAssign enables students to submit electronic versions of their assignments via the internet, and
generate a text-matching report. This service is designed to aid in educating students about plagiarism and
the importance of proper attribution of any borrowed content. It is recommended that all students utilise
this service prior to submitting assignments. A student user guide is available at the following site:-


Students must conduct their studies at the University honestly, ethically and in accordance with accepted
standards of academic conduct. Any form of academic conduct that is contrary to these standards is
academic misconduct and is unacceptable.

Some students engage deliberately in academic misconduct, with intent to deceive. This conscious, pre-
mediated form of cheating is one of the worst forms of fraudulent academic behaviour, for which the
University has zero tolerance and for which penalties, including exclusion from the University, will be

However the University recognises many students commit academic misconduct without intent to deceive.
These students may be required to undertake additional educational activities to remediate their behaviour.
Specifically it is academic misconduct for a student to:
   • Cheat in examinations and tests by communicating, or attempting to communicate, with a fellow
        individual who is neither an invigilator or member of staff; by copying, or attempting to copy from a
        fellow candidate; attempting to introduce or consult during the examination, any unauthorised
        printed or written material, or electronic calculating or information storage device; or mobile
        phones or other communication device, or impersonates another.

    •    Fabricate results by claiming to have carried out tests, experiments or observations that have not
         taken place or by presenting results not supported by the evidence with the object of obtaining an
         unfair advantage.

    •    Misrepresent themselves by presenting an untrue statement or not disclosing where there is a
         duty to disclose in order to create a false appearance or identity.

    •    Plagiarise by representing the work of another as their own original work, without appropriate
         acknowledgement of the author or the source. This category of cheating includes the following:
    1.   collusion, where a piece of work prepared by a group is represented as if it were the student's
    2.   acquiring or commissioning a piece of work, which is not his/her own and representing it as if it
         were, by
                  purchasing a paper from a commercial service, including internet sites, whether pre-written
                  or specially prepared for the student concerned
                  submitting a paper written by another person, either by a fellow student or a person who is
                  not a member of the University;
    3.   duplication of the same or almost identical work for more than one assessment item;
    4.   copying ideas, concepts, research data, images, sounds or text;
    5.   paraphrasing a paper from a source text, whether in manuscript, printed or electronic form, without
         appropriate acknowledgement;
    6.   cutting or pasting statements from multiple sources or piecing together work of others and
         representing them as original work;
    7.   submitting, as one own work, all or part of another student's work, even with the student's
         knowledge or consent.

    A student who willingly assists another student to plagiarise (for example by willingly giving them their
    own work to copy from) is also breaching academic integrity, and may be subject to disciplinary action.

Visit the following web sites for further details:
Institutional Framework for Promoting Academic Integrity among Students
Academic integrity for students

The University uses plagiarism detection software. Students should be aware that your Course Convenor
may use this software to check submitted assignments. If this is the case your Course Convenor will
provide more detailed information about how the detection software will be used for individual assessment

Griffith University is committed to providing a safe work and study environment, however all students, staff
and visitors have an obligation to ensure the safety of themselves and those whose safety may be affected
by their actions. Staff in control of learning activities will ensure as far as reasonably practical, that those
activities are safe and that all safety obligations are being met. Students are required to comply with all
safety instructions and are requested to report safety concerns to the University.

General health and safety information can be obtained from

Information about Laboratory safety can be obtained from

All University policy documents are accessible to students via the University’s Policy Library website at: Links to key policy documents are included below for easy reference:
      Academic Calendar
      Academic Standing, Progression and Exclusion Policy
      Assessment Policy
      Examinations Timetabling Policy and Procedures
      Guideline on Student E-Mail
      Health and Safety Policy
      Institutional Framework for Promoting Academic Integrity Among Students
      Policy on Student Grievances and Appeals
      Student Administration Policy
      Student Charter

The University provides many facilities and support services to assist students in their studies. Links to
information about University support resources available to students are included below for easy
Learning Centres - the University provides access to common use computing facilities for educational
purposes. For details visit
Learning@Griffith - there is a dedicated website for this course via the Learning@Griffith student portal.
Student Services facilitate student access to and success at their academic studies. Student Services
includes: Careers and Employment Service; Chaplaincy; Counselling Service; Health Service; Student
Equity Services (incorporating the Disabilities Service); and the Welfare Office.
Learning Services within the Division of Information Services provides learning support in three skill areas:
computing skills; library skills; and academic skills. The study skills resources on the website include self-
help tasks focusing on critical thinking, exam skills, note taking, preparing presentations, referencing,
writing, proof reading, and time management.


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