IH 302 HOSPITALITY GLOBALISATION

Strategic Hospitality Management Programme

Undergraduate Modular Scheme

Williams College, London in collaboration with the University of Gloucestershire 1

IH 302 HOSPITALITY GLOBALISATION Table of Contents

1. Module Descriptor

p. 3

2. Introduction

p. 3

3. Learning and Teaching Methods

p. 5

4. Assessment methods

p. 5

5. Suggested Reading

p. 5

6. Scheme of work

p. 9

7. Assessment details

p. 11

8. Assessment requirements

p. 12

9. Assessment regulations

p. 14

10. Student guidelines and special instructions 11. Assessment criteria

p. 15 p. 17

1. MODULE DESCRIPTOR
Code and Title IH 302 Hospitality Globalisation Department Department of Leisure Tourism and Hospitality This module builds on previous study and examines how hospitality organisations strategically manage their business in a global environment. It will evaluate corporate advantage to be gained through effective management of geographical dispersion, efficiencies of scale and the use of international e-business. Students will synthesise the applications of differing organisational systems for international hospitality business organisations through business practice such as international financing and marketing, joint ventures and strategic alliances. It will encourage creative strategic planning for capital expansion, and market positioning for international hospitality businesses including hotels, resorts, branded restaurant chains, casino and leisure organisations, against the framework of regulatory regimes and market structures within which such organizations operate.

Brief Description

Level and Credit Value Status Prerequisites Restrictions

Level III, 15 CAT points Core for TM major and joint N/A None Strategic planning issues of governance, financial, marketing and HRM policies in relation to ethnocentric, polycentric, regiocentric and geocentric organisations. Implications of corporate structural approaches to internationalisation whether this be based on multi-domestic, international, global or transnational models i Knowledge and Understanding On completion of this module, students should be able to:a).Critically assess appropriateness of strategic options adopted by hospitality companies operating globally. b). Evaluate the implications of particular strategic directions for hospitality companies operations in an international environment c). Synthesise, from a range of information sources, innovative approaches and solutions to international corporate management and operational problems. d). Evaluate the relationships and responsibilities of global hospitality organisations in relation to ethical business practice, 3

Content Summary

Learning Outcomes

corporate citizenship and sustainability. ii Skills Students will be given the opportunity to develop their key skills in the following areas during the course of this module: Area 1: Application of numerical techniques Area 2: Communication and literacy Area 3: Problem solving Area 4: Independent learning and working Area 5: Working with others Area 6: ICT Staff/student contact 20% Student private study 60% Assignment Research and production 20% 100% Coursework: Standard: 4000 words or equivalent The Learning Centre Catalogue contains full details of the current reading list for this module.

Teaching and Learning Assessment Indicative Resources

2. INTRODUCTION International Hospitality Management will cover many aspects of the hospitality industries. The focus will be on contemporary issues surrounding international hospitality management topics to be included are globalization, strategic hospitality management, strategic planning in the hospitality industries, international marketing and branding, global trend analysis, the impact of IT, Multicultural Strategy, Global Finance, Economic and global issues and examines how hospitality organisations strategically manage their business on a global environment. Student will also 1. Develop an understanding of issues surrounding cross-cultural management for hospitality industries 2. Analyse the influence of changing patterns of competition, supply and demand on strategies for the international hospitality industry 3. Understand the nature of strategic alliances in the international hospitality industry 1. Understand the importance of information technology in management systems in the international hospitality sector 2. Understand the influence of globalisation on the international hospitality industry

3. LEARNING & TEACHING METHODS

Emphasis is placed on teaching and learning by regular tutorial sessions with a named supervisor allocated to each student. Lectures will be given which emphasise practical support and guidance on an on-going basis throughout the study period. Lectures Self-directed study Assignment Research and production 20% 60% 20%

4. ASSESSMENT METHODS:
100% Coursework: Standard: 4000 words or equivalent

5. SUGGESTED READING
Athiyanman, A. Go, F. (2003) Strategic Choices in the international hospitality industry. In Botherton, B. (eds) The international Hospitality Industry: Structure, Characteristics and Issues. Butterworth-Heinemann. Oxford. Brown, J.B. Harris, P. (1997) Organizational culture and control in a strategic planning context: implication for the international hospitality industry. In. Teare (eds.) Global Directions: new strategies for hospitality and tourism. Cassel. London Buhalis, D. (2003)Tourism : information technology for strategic tourism management. Harlow. Prentice Hall. Hodgetts, R M, Luthans, F& Doh, J. P (2006) International Management: culture, strategy and behaviour. John Wiley and Sons Jones, P. (1999). Operational issues and trends in the hospitality industry. International Journal of Hospitality Management, Volume 18, Issue 4Pages 427-442 Knowles, T., Diamantis, D. and El Mourhabi, J. (2004) The Globalization of Tourism and Hospitality: A Strategic Perspective. London: Thomson. Chapter 8. Globalisation in tourism and hospitality: strategic implications Chapter 9. Globalisation in tourism and hospitality: costs and benefits

Morrison, J (2006) The international business environment: global and local marketplaces in a changing world. (2nd. Ed.) Palgrave Macmillan.

Mountinho, L. (2000). Strategic Planning. in Moutinho, L. (eds). Strategic Planning in Tourism. CABI. Oxon pp 259-283 OConner, P. Piccoli, G. (2003) The Impact of information technology. In Botherton eds. The international hospitality industry. Butterworth Hienmann, Oxford. Olsen, M (2008) Strategic Management in the hospitality industry. Prentice Hall. Philips, P.A. (1997) A review of strategic planning and performance challenges. In. Teare (eds.) Global Directions: new strategies for hospitality and tourism. Cassel. London. Phillips, P.A. (2000). The Marketing Planning Index: A Tool for Measuring Strategic Marketing Effectiveness in the Hospitality Sector. in Moutinho, L. (eds). Strategic Planning in Tourism. CABI. Oxon pp 283- 293 Reisinger, Y. Turner, L. (1997). Cross-cultural differences in tourism: Indonesian tourists in Australia. Tourism Management, Vol. 18, No. 3, pp. 139-147, 1997 Reisinger, Y. Turner, L. (1998). Cultural Differences between MandarinSpeaking Tourists and Australian Hosts and Their Impact on Cross-Cultural Tourist-Host Interaction. Journal of Business Research 42, 175187 Riley, M. (2003). Operational Dilemmas. In Botherton, B. (eds) The International Hospitality Industry. Butterworth-Hienmann. Oxford Stonehouse G. Cambell D. Hamill J. Purdie T (2004) Global and Transnational Business. (2nd. Ed.) John Wiley and Sons. Chichester.

Wild, J.J (2008) International Business: the challenges of globalization. Prentice Hall.

Whitla, P. Walters, G.P. Davies, H. (In Press). Global strategies in the international hotel industry International Journal of Hospitality Management

Webster, K. (2000) Environmental Management in the Hospitality Industry. London. Cassell.

Journals Annals of Tourism Research Cornell Hotel & Restaurant Administration Quarterly Caterer & Hotelkeeper Catering & Licensing Review Hospitality Hospitality Research Journal Hotel and Motel Management Journal of Hospitality and Tourism Research International Journal of Contemporary Hospitality Management International Journal of Hospitality Management Lodging Hospitality The Hospitality Review The Service Industries Journal Tourism Management Global Business Review Journal of Asia-Pacific Business. International Journal of Asian Management. Business Strategy Review International Journal of Asian Management. Journal of Product Innovation Management. Journal of Business Strategy Journal of International Entrepreneurship International Journal of Innovation Management (IJIM) Business Strategy and the Environment Journal of International Business Studies Strategic Management Journal Tourism Industry Intelligence: Strategic information for decision-makers.

Additional Resources http://www.deloitte.com/dtt/section_node/0,1042,sid%253D9078,00.html (Deloitte website for Tourism, Hospitality & Leisure) http://www.expedia.co.uk/ www.hotelbenchmark.com (Deloitte & Touche Update on International Hospitality Gateways) http://www.globalhotelnetwork.com (Market Intelligence for the World of Global Hospitality) http://www.hospitlaity-industry.com (Hospitality Industry) http://www.hotelresource.com (Hospitality Resource for Hospitality Professionals) http://www.hospitlaityresourcecenter.com (Hospitality Resource Centre) http://www.hospitalitynet.org/index.html (Hospitality Net) http://www.hospitalityguild.com/Links/associations.htm (International Guild of Hotel & Restaurant Managers) http://www.hotel-online.com/Trends/ http://www.ih-ra.com (International Hotel & Restaurant Association)

6. SCHEME OF WORK
Week Date Topic Contents to be discussed Case studies examples to support the delivery of the lecture. Understanding the drivers, concept and challenges of globalisation and its significance in the international & catering services. Understand the importance of brand image in the international hospitality sector Different perspectives of international business strategy Strategic operations Management The influence of changing patterns of competition, supply and demand on strategiesthrough international hotels and restaurant chains. Challenges such as sustainability, EMS, Green Hospitality etc... Integrations of global and transnational companies on an international market. Factors behind and problems with mergers and acquisitions. A changing world new concept, trends and ehospitality Strategic alliances and best practices Global market place / ways of expansion

Week 1

20/06/11

Introduction

Week 2

27/06/11

Evaluation of competitive positioning Strategic options

Week 3

04/07/11

Week 4

11/07/11

Reflection on strategic planning within the hospitality

Week 5

18/07/11

International environment Mergers and acquisitions

Week 6

25/07/11

Week 7 Week 8

01/08/11 08/08/11

Technology and innovation Dimensions of the international business environment L/O 2

geographical areas. The nature of strategic alliances in the international hospitality industry Week 9

15/08/11

Global financial issues

Week 10

22/08/11

Multicultural strategy

Week 11

29/08/11

Economic and legal issues / Strategic Implementation

Business risks Capital flows / investment/ Resources / Cross border mergers, shifting pattern in global finance. Spread of capitalism globally Deregulation Cross-cultural management Cultural challenges in terms of cultural change, diversity and society. Glocalisation Macro-economic and international legal environment National economic policies Implementation of strategy in relation to all facets of management adjusting to the local environment cultures for the international hospitality industry.

Week 12

05/09/11

Assignment Submission

10

7. ASSESSMENT DETAILS
1. Module code 2. Module title 3. Module tutor 4. Tutor with responsibility for this Assessment 5. Assessment 6. Weighting 7. Size limit for assessment. You will be penalised according to Scheme regulations if you exceed the limit. 8. Deadline of submission Your attention is drawn to the penalties for late submission. 9. Arrangements for submission IH 302 Hospitality Globalisation Lee As above Individual case study 100% of module assessment 4000 words Week 12 Your work must be submitted with a completed Module Assignment form. You are advised to keep your own copy of the assessment. In submitting your work for assessment you are making a statement that it is your own work, it has not been submitted for any other assessment, and it does not infringe the copyright of others. You are expected to employ the referencing methods recommended for your assessment. Any information taken from internet sources, as well as books, journals and lectures must be suitable acknowledged and referenced No fieldwork is associated with this module

11. Assessment Regulations * All assessments are subject to the University Regulations for Assessment, and to the regulations of the Undergraduate Modular Scheme. These include regulations relating to Errors of Attribution, Poor Academic Practice, and Breach of the University Regulations for Assessment. In exercising their judgement, Examiners may penalise any work where the standard of English, numeracy or presentation adversely affects the quality of the work, or where the work submitted exceeds the published size or time limits. Field work

11

8. ASSESSMENT REQUIREMENTS
Case study report 100%

As part of the assessment for this module, you are required to conduct an in-depth case study project based on international strategic management in hospitality. You should consider secondary or primary research in this report. The work should be in a report format and provide case study material for the assessment of a new international hotel development in a country other than the United Kingdom or the country of your origin. Your report should address the following 3 areas of research, the first two sections are largely research driven and the final section is largely evaluative in nature. The three areas in the report should cover the detailed information below:

Section 1. International environment research in the target country (20%)

General information about the country: Population, racial mix and general demographics. Economic integration: strategic alliances and acquisitions in hospitality industry, reasons for foreign trade, and where possible by activity including hospitality sector. Political issues: government policy regarding FDI and JVs such as; lowinterest loans & tax breaks, business registration & licensing, any controls on foreign investment and political risk etc. Market access: barriers to trade, import tariffs, preferred trading partners, stability of the region etc. Cultural issues: cross cultural conflicts in international business, cultural awareness in cross border Joint Ventures & Franchising. Labour markets, particularly in hospitality industry (Maximum 1000 words)

Section 2. International hospitality research in the target country (25%)

A brief introduction to your chosen hotel organisation including its history and business activities A profile of the organisations target segments (including market size, demographic characteristics, price sensitivity, needs and expectations) A review of the organisations product and service strategy against the profile/s of its target segment/s (including organisational image, product 12

portfolio, facility design, pricing, the nature of the staff-customer interaction, promotional activities and distribution) (Maximum 1000 words).

Section 3. Evaluation (55%)

Using information gathered you should discuss some of concerns and strategic implications for your case study hotel that desires to expand outside of its own country. Critically analyse your case study organisations environment to identify key opportunities and threats. Evaluate any market opportunities for strategic hospitality alliances apparent in the target country (e.g. alliances with regional partners as a key strategy to provide entry into new and relatively unfamiliar markets). Make recommendations for the market sector that can be entered in the target country (e.g. foreign food outlet/ coffee shop / ethic restaurant/international resorts). Critically discuss some considerations for international hospitality business in the target country that apply to the global marketplace Synthesize appropriate future international business strategies for the targeted country (Maximum 2000 words).

13

9. ASSESSMENT REGULATIONS*
The coursework must be handed in by the stated deadline. Any work which is handed in after the deadline with no mitigating circumstances will, in accordance with university regulations, be awarded zero. Plagiarism is absolutely forbidden. It consists in the unacknowledged copying of passages from other people's work, even if paraphrased by altering occasional words or phrases. This applies to work of any kind, including books, articles, encyclopaedias, student essays, newspapers or any other source, whether in written, printed, electronic or any other form. It also applies to all Internet sources. Presenting other peoples work as your own is dishonest and could mean that you have obtained your class of degree by corrupt means. Quite apart from this, however, plagiarism can mislead your tutors as to your real qualities and abilities, which will undermine the value of the advice they give to you and hinder your own intellectual development. It obscures the extent to which you have understood what you have read, since it is perfectly possible to reproduce any text without fully comprehending it. To ensure that you cannot be accused of plagiarism, place all quotes from other works within quotation marks and reference them.

14

10.

STUDENT GUIDELINES AND SPECIAL INSTRUCTIONS

General Presentation & Word Length The final report should be 4000 words long, +/- 10%. i. The assignment should be in report format style. ii. Pages before the Table of Contents (Title Page and Abstract etc) The title page should comprise the title of your research, your name, your programme, The University of Gloucestershire, and the year. A brief abstract (synopsis of the project) of about 250 words should follow the acknowledgements. The abstract should briefly state the context of your assessmen; what you tried to achieve and why; and summarise the main findings and outline their significance. All headings in the Table of Contents should correspond exactly in wording, arrangement, punctuation and capitalisation with headings as they appear in the body of the text. Referencing It is vital that in writing your project you reference all material from all sources, be it derived from written, electronic or verbal communication. You will find it helpful to keep a record of all references, in full detail, as you go along. It is time-consuming to try to track back and find references months after youve seen the original source. The referencing system to be used for your major project is the Harvard Referencing System. The Harvard System where you refer to the authors name and date of publication in parenthesis within the text and then place them within alphabetical order at the end of the project as a bibliography. This method has the advantage of being simple and straightforward.

15

Assessment Structure The assessment MUST contain the following a title page,an abstract and a bibliography in addition to the text of the study itself. Title Page Abstract Table of Contents Introduction Literature Review (You should discuss relevant literature in your assignment to underpin your analysis and evaluation and use the correct Harvard convention of referencing, with a minimum of fifteen academic references) Conclusions and Recommendations Reference and Bibliography Appendices only if relevant and necessary The Title page, table of contents, Abstract, reference page, appendices and chart are not included in the word count.

16

17

11.
MarkRange 85%+ 76-84%

Assessment Criteria (Written Assessment)

Knowledge & Understanding 25% Analysis 30% As for 76-84% but presented in such a way that it cannot be faulted Excellent subject knowledge and Evidence of ability to make a sustained argument understanding of key issues and debates. on the basis of evidence in original terms. Evidence of a command of the accepted Evidence of an ability to synthesise information in a critical positions and of going beyond way that shows a full grasp of the material. accepted positions when evidence allows Strong evidence of appropriate critical evaluation of for it. a wide range of evidence. Evidence of a wide knowledge of relevant theory applied in a critical and thoughtful way. Evidence of full and precise knowledge of the possibilities and limitations of the methodology and models being employed. Good subject knowledge and understanding of key issues and debates. Evidence of a full understanding of the possibilities and limitations of the methodologies and models employed. Evidence of critical understanding of relevant theoretical material. Sound subject knowledge. Understanding, but not evidently critical, of key issues and debates. Evidence of an understanding of the methodologies or theoretical models used and how they are relevant to the topics in the assessment task. Evidence of some knowledge of appropriate theory, but lacking depth. Limited understanding of key issues and debates. Limited understanding of relevant methodologies or models. Strong evidence of ability to make a sustained argument on the basis of appropriate evidence. Strong evidence of ability to critically evaluate evidence and synthesise appropriate generalisations from it. Evidence of an emphasis on reaching appropriate criteria and being able to weigh these to make a judgement. Evidence of ability to make a sustained argument on the basis of appropriate evidence. Evidence of ability to critically evaluate evidence and synthesise appropriate generalisations from it. Evidence of an appropriate level of critical analysis and judgement about material including an appropriate justification of the criteria. Evidence of ability to make an argument on the basis of evidence appropriate to the theoretical issues being discussed. Evidence of the ability to collate information, weigh up evidence and construct general conclusion about the information. Evidence of a satisfactory level of analysis and judgement based on evidence, including statements about the criteria used. Some evidence of analysis but criteria used not clear. Evidence of preparedness to state a position but with limited use of argument and appropriate evidence. Evidence of the ability to construct a coherent response including development of relevant arguments, but no more than basic interpretation and evaluation. Reading and Research 25% Evidence of the ability to range widely and eclectically for information. Very effective deployment of reading in supporting arguments. Critical appropriate use of evidence from other areas of the discipline and from other disciplines. Evidence of appropriate selection of material from an appropriate range of sources. Reading used critically and deployed effectively in supporting arguments Strong evidence of independent research. Appropriate reading with effective use of a wide range of relevant sources. Effective deployment of reading in supporting arguments. Evidence of independent research. Evidence of selection of appropriate material from an appropriate range of sources, with coherent structure and clear argument. Satisfactory deployment of evidence to support argument. Some evidence of independent research. Evidence of selection of mainly relevant material from a range of sources, but evidence not deployed accurately. Materials used come from inappropriate sources but are treated as if they were from more usual sources. Narrow selection of material. Limited evidence of research. Writing Style 20% Lively and articulate writing that shows evidence of knowledge, enthusiasm for the material and strong control of the arguments being deployed. Use of English that makes the meaning clear to the marker and shows control of the arguments being deployed.

Case study report 4000 (words ) 100% of the assessment for this module.

7075%

6069%

Clear and correct usage with very few imprecise statements. Strong evidence of familiarity with the appropriate technical terminology.

5059%

Correct English usage with few imprecise statements. Evidence of familiarity with appropriate technical terminology.

4049%

Correct English usage, but with some lack of precision. Limited familiarity with appropriate technical terminology. Use of English in such a way that the marker cannot understand some of the points made, thus limiting the mark by the material that can be understood.

18