Module Code and Title:                HOS201 Hospitality Management

Programme:                                      Bachelor of Business Administration

Credit Value:                                     12

Module Tutors:                                 Shreejana Pradhan, Enchu Lhamo,Dip Raj Pradhan,Kezang Wangchuk,Carl Wonder,Priyanka Sharma,Jeroen Uittenbogaard

Module Coordinator:                        Jeroen Uittenbogaard

General Objective: The module will introduce students to the nature and scope of one of the world’s largest industries. This module covers the hospitality industry, external influences on the hospitality industry, factors influencing the industry’s growth and quality aspects in global hospitality. The module aims to provide students with the basic knowledge and skills involved in managing the tourism industry, and handle concepts like destination planning, hotel and restaurant management, and event management.

Learning Outcomes – On completion of the module, students should be able to:

1. Explain the concept of the hospitality industry
2. Discuss the growth of the hospitality industry in Bhutan
3. Explain the key roles of the tourism industry in the economic development of Bhutan
4. Evaluate and assess the impact of tourism development in the socio-economic, cultural and environmental contexts
5. Identify trade groups, which can provide help governmental agencies in formulating policies supporting industry
6. Appraise the existing policy framework of the government to promote tourism within the country in order to identify ways to support government in formulating pro industry policies, through trade groups
7. Analyse ways to manage process of continuous innovation to the problems and issues faced by the tourism industry in Bhutan
8. Explain the fundamental considerations necessary to manage a hotel
9. Discuss various factors leading to the planning of a successful events related to hospitality and tourism management

Teaching and Learning Approach:

Assessment 

In groups of 4 students, each group will work on a 3-part project comprising: 

Analysis of a successful Hotel of Bhutan (15% = 10% group + 5% Individual); Analysis of a successful Tourism company of Bhutan (10%+5%); Analysis of a successful event managed in Bhutan (10%+5%). The results will be documented in 1000-word reports for each component and 10 min presentations on each, with 5 min Q&A. Each component and presentation worth 15%, will be assessed on following marking criteria.

2%       report: content relevancy and appropriateness by gathering data and information from various sources

3%       report: quality and depth of analysis  

5%       presentation of the project to the class (group mark based on organization, cohesiveness, quality of the presentation materials)

5%       individual contribution to the group work and ability to handle Q&A during the presentation.

Students will be given two short situational individual quizzes (5% each) of 20-30 min duration each, comprising 2% on multiple choice factual questions and 3% on application, open ended questions.

Based on student making productive contributions to class discussions, role playing exercises and responding to comments by other students.

Students will take a written exam of 2-hour duration covering topics up to the mid-point of the semester.

The module will have a semester-end exam for 2 hours covering the entire syllabus. The question will be divided into two parts – Part A (carrying 40% of the exam weightage) will be mostly of short answer including objective questions. Part-B (carrying almost 60% of the exam weightage) will be mostly of essay type or an extended response to the given question. This part of the question requires students to apply, analyse, and evaluate or construct knowledge and skills. Cases will also be used to test the levels of knowledge.

Pre-requisites: None

Subject Matter:

1. Concept of Hospitality and Tourism management
   1. Hospitality and tourism - meaning, importance and basic components
   2. Hospitality marketing and market analysis
   3. Tourism products Innovation and tourism planning
      1. Tourism Product(s) in Bhutan: Cultural, Trekking, Religious, Bird Watching, Rafting, Cycling and Home Stay, Mountain Echoes
   4. Creating USP/MSP in hospitality 
   5. Interaction of Government policies and trade groups

1. Challenges in Hospitality Industry
   1. Service quality
   2. Sustainability and profitability
   3. Sanitation and environmental issues in the hospitality industry
   4. Legal challenges in hospitality and tourism
   5. Tourism and the Bhutanese Economy
      1. Job creation
      2. Balance of Trade
      3. Forex earning
      4. Problems in tourism and impacts on the culture

1. Society and Tourism
   1. Controlled vs uncontrolled tourism - Case discussion (Bhutan and Nepal)
   2. Ecotourism in Bhutan: Sustainable Ecotourism
   3. Types of tourist: domestic and international and others
   4. Domestic tourism in Bhutan
      1. Religious-visit (Neys, lhakhangs)
      2. Nature (Phobjikha-Cranes)
      3. Seasonal (Winters in Gelephu, Samtse, Samdrupjongkhar)
      4. Medicinal (hot springs)

1. Hotel Management 
   1. Hotel management
   2. Financial management and accounting in hotel industry
   3. Hospitality food safety
   4. Introduction to food production and service

1. Event Management 
   1. Product and concept development 
   2. Sponsoring and fund raising 
   3. Professional competencies 
   4. The consultant role 
   5. Event management and supply chain management

1. Growth and Development
   1. Trend analysis: demographic factors and arrivals
   2. Destination loyalty
   3. The way forward: improving existing facilities and marketing through programme documentation

Reading Lists:

1. Essential Readings
   1. Chaudhary, M. (2010). Tourism marketing. Oxford.
   2. Kotler, P.T., Bowen, J.T., Makens, J., & Baloglu, S. (2016). Marketing for hospitality and tourism (7th ed.). Pearson.
   3. Hotel & Restaurant Association of Bhutan website for latest in-country information. http://www.hrab.org.bt/
   4. Husin, M.A., & Ibrahim, M.D. (2013). The role of accounting services and impact on small medium enterprises (smes) performance in manufacturing sector from east coast region of Malaysia: A conceptual paper. http://www.sciencedirect.com/science/article/pii/S1877042814019636
2. Additional Readings
   1. Horwath, E.B., & Toth, L. (1948). Hotel accounting. Ronal Press Company.
   2. Hoyle, L. (2002). Event marketing: How to successfully promote events, festivals, conventions, and expositions (1st ed.). Wiley.
   3. Smith, M.K. (2009). Issues in cultural tourism (2nd ed.). Routledge.
   4. Kilkenny, S. (2011). The complete guide to successful event planning with companion (2nd ed.). Atlantic Publishing Group Inc.
   5. Coltman, M.M., & Jagels, M.G. (2001). Hospitality management accounting (7th ed.). Wiley.
   6. Morrison, A.M. (2009). Hospitality and travel marketing (4th ed.). Delmar Cengage Learning.
   7. Stipanuk, D.M. (2015). Hospitality facilities management and design (4th ed.). Educational Institute.
   8. Weaver, D. (2015). Small can be beautiful, but big can be beautiful too—And Complementary: Towards mass/alternative tourism synergy. Tourism Recreation Research, 36(2), 186-189. 
   9. Suntikul, W., & Dorji, D. (2015). Local perspectives on the impact of tourism on religious festivals in Bhutan. Asia Pacific Journal of Tourism Research, 21(7), 741-762. 
   10. Gurung, D.B., & Seeland, K. (2008). Ecotourism in Bhutan: Extending its benefits to rural communities. Annals of Tourism Research, 35(2), 489-508.
   11. Nyaupane, G.P. (2010). Power, regionalism and tourism policy in Bhutan. Annals of Tourism Research, 37(4), 969-988.
   12. Brunet, S., Bauer, J., Lacy, T.D., & Tshering, K. (2009). Tourism development in Bhutan: Tensions between tradition and modernity. Journal of Sustainable Tourism, 9(3), 243-263.

Date: July, 2017