BX3193 Hospitality Operations Management

BX3193

Hospitality Operations Management

1 Subject details

1.1 Student participation requirements

The JCU Learning, Teaching and Assessment Procedures (2.1.2d) indicates a typical student workload for a three (3) credit point subject requires a 130-hour workload of study related activities, including attendance, assessment, and self-directed study over the duration of the subject with equivalency across all attendance modes.

Note that attendance at specified classes will be a mandatory requirement for satisfactory completion of some subjects (Learning, Teaching and Assessment Procedures, 3.1.8e) and that additional hours may be required per week for those students in need of English language, numeracy, or other learning support.

Key subject activities

Online > Online Tutorials - Online Collaborate Sessions (10 hours)

Refer to JCU Timetable or your eStudent personal timetable

Online > Online activity - Recordings, online activities and self-directed learning (30 hours)

Refer to JCU Timetable or your eStudent personal timetable

Consultation

By Appointment

For information regarding class registration, visit the Class Registration Schedule.

Learning and teaching activities may be recorded for this subject.  Personal Information in the form of images and audio may be collected by JCU during the recording.  This Personal Information may appear as part of the recording which is accessible to students and staff in this subject on LearnJCU.

1.3 Subject description

Tourism and hospitality operations are an important component of the supply sector of tourism systems. These operations can be seen as falling into two categories: (1) those directly linked to tourist experiences such as tours and attractions including such components as theme parks, local area short tours, museums, historic sites, and leisure activity centres, and (2) those that support tourism and hospitality experiences such as accommodation, restaurants, tour booking services, transport, and shopping. This subject will identify and analyse the generic management principles and systems that apply to all these types of tourism operation including control systems, knowledge management, leadership, human resources, partnerships and strategic alliances, sustainability, and service quality. Students will then have an opportunity to examine in more detail operational issues associated with a particular type of tourism and hospitality operation within a sustainable tropical tourism context.

1.4 Subject learning outcomes and course learning outcomes

On successful completion of this subject, you will be able to:

· SLO 1: analyse the process and challenges associated with the development of hospitality management plans and strategies.

· SLO 2: appraise the multidimensional nature of hospitality competitiveness.

· SLO 3: critically examine the role and importance of hospitality management and marketing organisations in the sustainable development of competitive destinations.

These outcomes will contribute to your overall achievement of course learning outcomes.

The JCU Bachelor of Tourism, Hospitality and Events (THE degree) graduate will:

· CLO1: Demonstrate broad and coherent body of knowledge drawn from multiple disciplines necessary for understanding tourism hospitality and events systems.

· CLO2: Work collaboratively and creatively to promote innovation and apply critical thinking and problem-solving strategies in disruptive business domestic and global contexts.

· CLO3: Demonstrate resilience, initiative, independence, judgement, and reflective practice with a commitment to lifelong learning and professional development.

· CLO4: Critically evaluate, interpret and communicate information, data and resources in academic and digital contexts.

· CLO5: Model ethical, sustainable and socially responsible standards in decision making and professional practice.

· CLO6: Apply knowledge and skills to identify, design and deliver customer-informed sustainable tourism, hospitality and events services and experiences.

· CLO7: Demonstrate an understanding of research informed practice in tourism, hospitality and events integrating industry intelligence and insights from multiple disciplines.

· CLO8: Apply critical thinking skills to resource, analyse and synthesise information and develop solutions for tourism, hospitality and events.

· CLO9: Apply technical and digital skills, including literacy and numeracy necessary for professional practice in business.

1.5 Student feedback on subject and teaching

Students are at the heart of JCU and as part of our commitment to improving the quality of our subjects and teaching, we regularly seek feedback on the JCU student experience.

YourJCU Surveys are available to all students through LearnJCU. You will receive an email invitation when the survey opens.

In response to previous student feedback, observations by the teaching team across all campuses where BX3193 is taught and other data, the following enhancements to this subject have been made:

• Changes to assessments and weightings, including removal of final exam.

• Content update to reflect COVID-related materials.

1.6 Subject resources and special requirements

· All subject readings and resources, including journal articles, book chapters, websites, videos, print and eTextbooks, are available to view online from your Readings list and weekly folders via your LearnJCU subject site.

Confirmation of Student Authorship

In order to confirm student authorship of assessments, an oral defence will be implemented in this subject. Therefore, students will be randomly selected to provide an oral defence of their submitted work. Academic misconduct proceedings will commence for students who fail the oral defence.

2 Assessment details

2.1 Key dates

Key dates

Census date and Last date to withdraw without financial penalty

Last date to withdraw without academic penalty

Assessment item 1: Written - Project report (50%)

1A: Proposal (20%)

1B: Report (30%)

Assessment item 2: Multi method - Multi method (group or individual) SUSTAINABILITY CAMPAIGN (50%)

Part 1: Poster & Report (40%)

Part 2: Peer Evaluation (10%)

Date

See Study Period and Census Dates

See Study Period and Census Dates

Due in Week 3 – Sunday, 26 Nov 2023, 11.59PM

Due in Week 6 – Sunday, 17 Dec 2023, 11.59PM

**Concept for the poster should be submitted by Week 4

Due in Week 10 – Sunday, 14 Jan 2024, 11.59PM

2.2 Requirements for successful completion of this subject

To pass this subject, you must:

· Achieve an overall percentage of 50% or more.

· Demonstrate a reasonable attempt on all assessment items. Students who have completed less than 100% of the assessment will be subject to review by the College Assessment Committee which could result in an ‘X’ grade (Fail).

· Students who have completed less than 80% of assessment requirements will receive an ‘X’ grade (Fail)

· Demonstrate regular attendance and engagement with the content of this subject in accordance with student participation requirements as outlined above, including but not limited to any mandatory face to face attendance or online session participatory attendance.

Results for this subject will be graded as described in the Student Results Policy.

Supplementary examinations/supplementary assessments are available for this subject, in accordance with the Learning, Teaching and Assessment Procedure (3.2.9) and the Student Results Policy (2.1)

LTA 3.2.9 (f)
A supplementary assessment (non-examination) may be granted for the following reasons:

· When the subject does not have a final examination and the student achieved an accumulative subject score within 5% below the passing score required for the subject; or

· if a student passes the final examination, and the student achieved an accumulative subject score within 5% below the passing score required for the subject; or

· when a student passes the final examination and achieves the passing accumulative score for the subject, but has not passed all ‘must pass’ assessment items in the subject; or

· when the subject has a pass/fail result system, and the student has not passed one ‘must pass’ assessment item in the subject; or

· as a result of an application for Special Consideration; or

· as an outcome of a review or appeal, a special examination request, or an academic misconduct investigation; or

· in accordance with the supplementary examination progression requirements stipulated in the Subject Outline.

2.2.1 How do I track my progress in this subject?

The teaching team headed by the Subject Coordinator wishes you to do well in this subject and therefore you are encouraged to attend sessions and actively participate in activities. Regular class attendance (face-to-face and/or online) is one of the keyways to track your progress in this subject. During sessions, you are asked to participate in various activities which aim to help you think about and build your assessment(s), and feedback is often provided.

Your Lecturer/Tutor provides written feedback on your work. You are encouraged to read them and should you need a more detailed commentary, please do not hesitate to contact them.

2.3 AccessAbility Services and Support

Reasonable adjustments may be made to assist you to manage additional circumstances impacting on your studies provided these do not change the academic integrity of a degree. Reasonable adjustments do not alter the need to be able to demonstrate the inherent requirements of the course.

If you believe you will experience challenges completing your degree or course because of a disability, health condition or other reason, you should discuss your concerns with AccessAbility Services.

Your course inherent requirements can be found here.

2.4 Assessment items

ASSESSMENT ITEM 1:  Project report

ASSESSMENT ITEM 1: DESCRIPTION

The aim of this assessment is to enable you to appreciate the rich and dynamic nature of hospitality competitiveness through an analysis of the processes and challenges in developing plans and strategies in hospitality. This assessment also aims to provide an understanding of the significant roles of management and marketing in the sustainable development of competitive tourism businesses and destinations.

Instructions:

From Session 2 to Session 5, we focus on three key subject topics: Human Resource Management in hospitality, Travel agency management, and Visitor attraction management. You are required to select one of the three topics (human resources, travel agency, or visitor attraction management), and then review the prescribed journal articles found in the Assessments tab. Note that you are not supposed to summarise the journal articles; you should synthesise ideas in the references. You are also encouraged to use other references for your paper.

The key tasks involved in this proposal are to:

1. Identify and discuss the key issues/challenges facing the area of hospitality that you have chosen in terms of operations management (about 500-700 words).

2. Provide broad recommendations/strategies on how to address the issues/challenges (about 200 words).

3. Identify two businesses related chosen operations management that can be related with the issues/challenges you identified, and that may benefit from the broad recommendations/strategies you provided. Briefly describe each business (location, size, market, etc) and state why you have chosen them for this assignment (about 100 words in total).

Format of the Proposal:

· Individual Task Cover Sheet with student’s signature and date.

· First page (Title page) of the Assessment need to include:

- Student name and ID

- Subject Code

- Topic chosen.

- The 3 journal articles titles in full

- Word Count (excluding First Page, References and Appendix (if any))

· Table of Contents

· Page number on every page

· Font: Calibri or Times New Roman – 12 font size – 1.5-line space

· There should be Six sections in the Proposal: (sub-sections/headings can be added)

1) Introduction; (100 - words)

2) Synthesis of the journal articles: Key issues/challenges of each article? Compare and contrast similarities and differences; (500-700 words)

3) Recommendations/strategies; (200 words)

4) Proposed businesses (2 organisations / companies in the hospitality business); (100 words)

5) Conclusion; (100 words) and,

6) References, minimum 8 relevant references from reliable research and sources (not included in word count).  APA referencing style (7^th edition) must be used.

*Appendixes (optional and if applicable, not included in word count).

The approximate number of words is 1000-1200 (excluding references and Appendix (if any)).

This assignment is due in Week 3. A submission link in the Assessment folder (Assessment 1 > 1A) is the only place where you should submit your work in PDF. SafeAssign will be activated for this assessment.

The marked assessment and feedback will be available on Learn JCU within 14 days after the due date, because key ideas in this paper are needed to proceed to Assessment 1B.

Late submission: 5% deduction on total marks per day (including part day).

ASSESSMENT ITEM 1: CRITERIA SHEET (OR RUBRIC)

See Section 5

ASSESSMENT ITEM 1B: REPORT

ASSESSMENT ITEM 1B: DESCRIPTION

The aim of this assessment is to enable you to appreciate the rich and dynamic nature of hospitality competitiveness through an analysis of the processes and challenges in developing plans and strategies in hospitality. This assessment also aims to provide an understanding of the significant roles of management and marketing in the sustainable development of competitive tourism businesses and destinations.

Instructions:

For Assessment 1A (Proposal), you were tasked to review and synthesise a set of journal articles to identify key issues/challenges facing the area of operations management you have chosen. You were also expected to provide broad recommendations/strategies on how to address the issues you identified, and to suggest two businesses that can be linked to your chosen topic. For Assessment 1B, your tasks are to:

1. Choose one of the two businesses you proposed in Assessment 1A. Discuss the following points:

a. The nature of the business

b. the issues/challenges faced by the business – what has happened and why (you may include historical text/data, information from websites and/or news articles to support the narrative)

2. Provide specific recommendations/strategies based on the broad recommendations you have provided in Assessment 1A. Here, the recommendations should be specific to the business and its issues/challenges. Remember to link your recommendations to related literature.

Format of the Report:

· Individual Task Cover Sheet with student’s signature and date.

· First Page (Title page) to include:

- Student’s name and ID

- Subject Code

- The Topic you have chosen which has to be the same as in 1A:

o Human Resource Management / Travel Agency Management / Attractions Management

- Name of the Business Organisation for this Assessment 1B

- Location (address) and Company’s official website URL.

- Word Count (excluding First Page, References and Appendix (if any))

· Table of Contents

· Page number on every page

· Font: Calibri or Times New Roman – 12 font size – 1.5-line space

There should be Five sections in the Report: (sub-sections/headings can be added)

1) Introduction (include the reason/s of choosing this business organisation /company and a brief overview the key issues/challenges from the Proposal that are linked or related to this company), = 200 words

2) Discussion of your chosen business organisation /company and its issues/challenges (include description of the business and other background information relevant to the issues/challenges), = 500 words

3) Recommendations/strategies (must be business /company specific) = 300-400 words

4) Conclusion =150-200 words

5) References, minimum 8 relevant references from reliable research and sources (not included in word count).  APA referencing style (7^th edition) must be used.

*Appendixes (optional and if applicable, not included in word count).

The approximate number of words is 1000-1200 (excluding references and Appendix (if any)).

This assignment is due in Week 6. A submission link in the Assessment folder (Assessment 1 > 1B) is the only place where you should submit your work in PDF.  SafeAssign will be activated for this assessment. The marked assessment with feedback will be available on Learn JCU within 14 days after the due date.

Late submission: 5% deduction on total marks per day (including part day).

ASSESSMENT ITEM 1B: CRITERIA SHEET/RUBRIC

See rubrics in Section 5.

ASSESSMENT ITEM 2:  Sustainability campaign

ASSESSMENT ITEM 2: DESCRIPTION

The aim of this assessment is to provide an understanding of the significant roles of management and marketing in the sustainable development of competitive tourism businesses and destinations.

Instructions:

Working in groups of 2-3, students are required to study different businesses’ sustainability. They can choose a sector in tourism and hospitality (e.g., hotels, resorts, airlines, travel agencies, etc) that they can focus on. The task includes designing a digital campaign poster for a specific business; the poster should aim to shape sustainable tourist/customer/client behaviour (e.g., motivate them to be more mindful and less wasteful, to reduce energy consumption, etc). One way of thinking about this task is to consider tourists/customers/clients’ ‘unsustainable’ practices (e.g., contributions to waste, not recycling, etc).
The group’s concept for the e-Poster should be discussed with the Lecturer between Week 1 and Week 5. After deciding on the sector and studying the broad principles of sustainability that are applicable to the sector, student may consider the following guidelines:

I. E-POSTER (One that should ‘speak for itself’) – 20%

a. Choose a business (it can be a local, independently owned business or a chain)

b. See if the business follows certain sustainability principles (check their website if they have existing CRS)

c. Decide on a sustainability initiative for the business (focus on ONE (1) initiative only)

d. Illustrate what sort of actions you encourage customers to do to achieve the sustainability initiative.

e. You can use any poster design software for your poster (MS PowerPoint, MS Publisher and Adobe Illustrator are the most accessible applications that you can use).

f. You are required to submit the poster in two formats: PDF (A4) and JPG

II. REPORT (One that explains the poster) – 15%
This report should be approximately 2000 words (2-3 pages). It is expected to contain:

a. A description of the business organisation – location, size, market source, past and existing CSR or ESG or sustainability campaigns, if any (make sure you indicate if there’s none) = about 250 words

b. An explanation why your sustainable initiative is important for the business (use relevant concepts and literature in justifying your initiative) = about 250 words

c. An explanation why your poster design is appropriate (use relevant concepts and literature in justifying your design) = 600-700 words

d. A discussion of how your campaign poster will be delivered/ communicated to customers (identify steps on how this can be implemented and communicated, how employees are involved in the campaign, etc) = 600-700 words

e. Conclusion = 100 words

f. References – minimum 12 relevant references from reliable research and sources.

APA referencing style (7^th edition) must be used.

*Appendixes (optional and if applicable, not included in word count).

Format of the Report:

Group Task Cover Sheet with students’ signatures and date.

o  First page (Title page) to include:

- Team number, Names of Team members, Team-member photo (professional)

- Subject Code and Assessment Title

- Campaign Title

- Name of the Business Organisation, Location (address) and Company’s official website URL.

- Word Count (excluding First Page, References and Appendix (if any))

Table of Contents

Page number on every page

Font: Calibri or Times New Roman – 12 font size – 1.5-line space

Your team will design the number of sections with appropriate headings & sub-headings in this Report.

III. PEER EVALUATION (One that reports how each member contributed to the project) – 15%
It is important that each member of the group contribute to the assignment. Group members are expected to evaluate other members’ contribution in various aspects of the assignment:

a. Poster conceptualisation – includes brainstorming, gathering references and reviewing related literature, discussions about poster design (provide as much evidence)

b. Report preparation and writing – identify sections of the report that was contributed by individual members.

c. Attendance and promptness in group meetings (evidence required, e.g., attendance/time sheet)

d. Other considerations (please specify)

This is a group work so only one student (leader) may submit through the submission link titled “E-Poster & Report” in the Assessment 2 Folder on LearnJCU. Your submission should include both e-poster AND report.

The peer evaluation, however, needs to be completed through another link. This needs to be done individually.

The group will get an incomplete mark unless the e-poster and report are submitted, AND all group members have completed the peer evaluation component.

Assessment results and feedback will be given within 14 days after submission.

ASSESSMENT ITEM 3: CRITERIA (OR RUBRIC)

See Section 5 for poster rubric and report rubric; peer evaluation criteria will be uploaded in the Assessment folder.

3 Submission and return of assessment.

3.1 Submission of assessment

Information regarding submission, format and other instructions are provided in the assessment details.

3.2 Late submissions

The Learning, Teaching and Assessment Procedure (3.1.8d) outlines a uniform formula of penalties imposed for submission of an assessment item after the due date. This formula is 5% of the total possible marks for the assessment item per day including part-days, weekends, and public holidays. If submitted after 20 days, the assessment item thus would be awarded 0 marks (i.e., 5% x 20 = 100% of total marks in penalties). For assessment items weighted 0% and submitted after 10 days a DNS (Did Not Submit) grade is awarded.

3.3 Special Consideration (including deferrals and extensions)

You are encouraged to access equity measures if you are affected by extenuating circumstances while undertaking the subject. JCU’s Learning, Teaching and Assessment Procedure 3.1 requires that you must make yourself available for assessments and examinations at the scheduled times and extensions or deferrals for an assessment item due to previously scheduled commitments such as weddings or holidays, will not be granted.

All Special Consideration requests can be applied for through the Special Consideration application form. The form is linked to the Special Consideration Procedure and also available on the Student Forms webpage.

3.4 Academic Integrity

As outlined in the Coursework Academic Integrity Policy and Procedure, you are required to complete the Coursework Academic Integrity Modules available in your LearnJCU site. Penalties for non-completion may be applied.

All non-examination items of assessment are required to be submitted with the Assessment Declaration available through LearnJCU. The Assessment Declaration contains statements relating to academic integrity under the Coursework Academic Integrity Policy and Procedures. All instances of academic misconduct are treated very seriously by the University and students may be severely penalised for committing any form of academic misconduct.

For more information regarding academic integrity, see https://www.jcu.edu.au/students/learningcentre/academic-integrity

3.5 Return of assessment

The requirements for an assessment’s return date, time and manner will be determined by the Subject Coordinator in line with the JCU Learning, Teaching and Assessment Procedures.

Feedback will be given, as per clause 3.5 of the Learning, Teaching and Assessment Procedures. You will be informed of your grade for every component of assessment as per clause 3.5.1 and 3.5.2 of the Learning, Teaching and Assessment Procedures.  You can also request written or verbal feedback from the marker (see Learning, Teaching and Assessment Procedures 3.5).

3.6 Review of assessment

Assessment items and final grades will be reviewed through moderation processes (Learning, Teaching and Assessment Procedures, 3.6). It is important to be aware that assessment results “must always undergo final ratification for each study period. No single grade or mark represents a result in a subject” (Learning, Teaching and Assessment Procedures, 3.7.4.).

Please see the Current Students webpage for links to all student resources and support services to optimise your academic and personal success.

Please see the Learn Student Guide webpage for general advice on plagiarism, referencing and examinations. Here, you can also access individual and group assessment task cover sheets.

Students can seek a review of individual assessment pieces through the process identified in clause 3.8 of the Learning, Teaching and Assessment Procedures.

Students can seek a review of the final subject result through the process contained in the Review and Appeal of a Final Subject Result Procedure.

Confirmation of Student Authorship

In order to confirm student authorship of assessments, an oral defence will be implemented in this subject. Therefore, students will be randomly selected to provide an oral defence of their submitted work. Academic misconduct proceedings will commence for students who fail the oral defence.

Alterative to invigilated examinations.

Face to face invigilated examinations will only be offered in accredited programs. A student may be unable to sit their invigilated examination in the following circumstances:

o where the student is in self-isolation; or

o location/ area where invigilation is not feasible; or

o no venue/ invigilation in the vicinity could be found.; or

o international student living offshore.

Students who meet those circumstances are approved to sit an online examination.  This online examination will be treated as a Special Assessment under the Special Consideration Procedure.

Due to accreditation requirements student authorship of assessment responses must be assured. Therefore, students will be randomly selected to provide an oral defence via Zoom. All students who undertake an alternative exam in lieu of the face-to-face invigilated exam will provide an oral defence for at least one exam in a study period. Please note this process is only required for subjects with invigilated face to face examinations on campus.

It is the student’s responsibility to be available for a video zoom call. Failure to do so will result in their grade being withheld. Academic misconduct proceedings will commence for students who fail the oral defence of their exam paper.