This module will provide students with an introduction to the management of lodging operations. The module explores theoretical principles and operational tactics for management of front office and reservations. In addition. Students will be introduced to various ownership structures and affiliation. Through the use of business scenarios students will explore principal operating problems facing in the lodging industry. By the end of the semester, students will be familiar with key operating metrics associated with lodging operations.<\/p>\n
1.\tReview the characteristics and classifications of the hotel industry
\n2.\tIdentify the functions, procedures, tasks, and duties of all hotel departments.
\n3.\tDescribe the guest cycle and its relationship to hotel organization
\n4.\tAnalyse the managerial challenges in operating hotels in the different lodging segments
\n5.\tReview and apply key operating metrics associated with lodging operations.
\n6.\tEvaluate ownership structures
\n7.\tAnalyse and evaluate methods used for providing safety and security for the guests.<\/p>\n
assignment (individual)<\/p>\n
20th April 2023
\n(week 12)<\/p>\n
The assessment for this module is based on written assignment (individual) that weights 100%. Students will be required to individually research a named chain- branded hotel group, apply conceptual frameworks and analyse their findings in a business report format. This assignment will consider service delivery and service failure recovery, drawing on online user-generated content (e.g., TripAdvisor reviews), and students will provide recommendations based on their evaluation.<\/p>\n
Written assignment
\nI\tIndividual
\n:\t100%
\n1,2,3,4,5,6,7<\/p>\n
Individually, you are required to research a named chain-branded hotel group (e.g., Accor, Hilton, Worldwide IHG Hotels & Resorts), apply conceptual frameworks and analyse your findings. Your work is to be presented in a business report format that complies with the Brookes general coursework presentation guidelines (detailed below). The word limit is 3000 words and includes everything from the start of the introduction to the end of the recommendations in section 3.<\/p>\n
1.\tOverview of the chain-branded hotel group you have chosen
\n2.\tThe evaluation of social media feedback to identify areas of service excellence and service failure at hotels affiliated to the same chain-branded hotel group
\n3.\tPractical implications for service improvement<\/p>\n
The word limit is 3000 words (+\/-10%) and includes everything from the start of the introduction to the end of the recommendations. The referencing format is Harvard style and you should include a reference list.<\/p>\n
Your assignment must be presented in the following format:
\n\u2022\tMargins must be set to 2.54cm on A4 paper
\n\u2022\tIt must be word-processed in 12 point Arial font and double-spaced
\n\u2022\tIt must be black text on a white or ivory background
\n\u2022\tAll pages must be numbered
\n\u2022\tIt should include your student ID number and not your name Suggested structure for your assignment
\nCover page \u2013 Assignment title, module title and code, student ID number, module leader, word count
\nTable of contents \u2013 Tabulated list of headings and sub-headings with accurate page numbering
\nIntroduction \u2013 The purpose and structure of the project. Also a summary of how you collected your data and acknowledgement of any limitations of that process.
\n[indicative word count: 900 words]
\nYou are required to use appropriate text books, journal articles and market intelligence databases to identify the following details,
\n\u25cf\tExamine the history and development of the selected chain-branded hotel group.
\n\u25cf\tExplain the key hotel brands operating under the selected chain-branded hotel group and their markets (e.g., luxury, budget).
\n\u25cf\tBriefly talk about service excellence and service failure recovery in the hotel industry and identify the group\u2019s approach to service excellence and service failure recovery.<\/p>\n
[indicative word count: 1300 words]
\nIdentify three hotels affiliated to the chain-branded hotel group you have chosen. These hotels can be from the same category\/service level (e.g., budget hotels) if the group operates a single brand (e.g., Travelodge) or from different categories\/service levels (e.g., luxury, mid-range, budget) if the group operates multiple brands (e.g., IHG). Chosen hotels can be located in different destinations (e.g., Oxford, London) but should be operating in the same country (e.g., UK, France). Research social media feedback platforms for your chosen hotels (e.g. TripAdvisor), and apply Braun<\/p>\n
and Clarke\u2019s (2006) thematic analysis to:
\nIdentify and categorise a series of feedback occurrences for your chosen hotels. You will need to decide upon an appropriate date range \t\t\t\t\t\t\t\t\t and how you are going to categorise \/ organise the data. You will need to consider the qualitative comments, not simply the star rating guests have awarded. Some of the feedback will highlight areas of service excellence and others will highlight service failure.
\n\u25cf\tAnalyse the data collected using simple statistical approaches such as frequency tables and mean values and using these identify which areas the hotel excels in and which it has improvements to work on.
\n\u25cf\tBy creating frequency tables\/diagrams of the areas for improvement, you will be able to make recommendations for improving the guest experience.<\/p>\n
[indicative word
\ncount: 800 words]
\nYou are required to draw on your findings in Section 2 to suggest improvements for areas of concern. Pay attention to the following issues:
\n\u25cf\tWhile you may address all the areas of concern identified in Section 2, you can choose to focus on the top three issues identified. In other words, you have to provide recommendations to improve at least three areas of concern.
\n\u25cf\tBe both realistic and creative. Imagine that the hotel manager in question will read and use your report to improve their hotel\u2019s services.<\/p>\n
Make sure you follow the label instructions for your file exactly as shown above.<\/p>\n
criteria<\/p>\n
Assessment Criteria\tRefer 0-29%\tMarginal Refer 30-39%\tThreshold Pass
\n40-49%\tGood<\/p>\n
Very Good<\/p>\n
Excellent<\/p>\n
Outstanding<\/p>\n
Knowledge\tRelevant concepts\tRelevant concepts\tRelevant\tRelevant\tRelevant\tRelevant\tRelevant
\nand\tare poorly\tare insufficiently\tconcepts are\tconcepts are\tconcepts are\tconcepts are\tconcepts are
\nUnderstanding\tintroduced\tintroduced\tintroduced.\tintroduced.\tintroduced\texplained
\nclearly.\tvery well
\nexplained<\/p>\n
d\tsubstantiated
\nApplication of\tConcepts\/theories\tConcepts\/theories\tRelevant\tRelevant\tRelevant\tRelevant\tRelevant
\nTheory\tare not discussed\tare either\tconcepts are\tconcepts are\tconcepts are\tconcepts are\tconcepts are<\/p>\n
40%<\/p>\n
Currency and Quality of Resources
\n10%<\/p>\n
No evidence of independent research and a very limited range academic and information sources used.<\/p>\n
insufficiently discussed or are presented inaccurately<\/p>\n
Little evidence of independent research and a limited range academic and information sources used.<\/p>\n
introduced, but limited attempt at application<\/p>\n
Little evidence of independent research and a limited range of academic and information sources used. Several<\/p>\n
introduced and some attempt at application<\/p>\n
Some evidence of independent research and a fair range of academic and information sources used. Some inappropriate<\/p>\n
introduced and applied<\/p>\n
Good evidence of independent research and a good range of academic and information sources used.<\/p>\n
explained clearly and
\naccurately applied Strong evidence of independent research and
\nan excellent range of academic and information sources<\/p>\n
well explained and
\naccurately applied
\nVery Strong evidence of independent research and an excellent range of academic and information sources used.<\/p>\n
inappropriate sources.\tsources.\t\tused.
\nPresentation\tWork does not\tWork does not fully\tWork does not\tWork partly\tWork mostly\tWork fully\tWork fully
\nand\tadhere to the\taddress the\taddress the\taddresses the\taddresses the\taddresses\taddresses the
\nReferences 10%\tassignment brief. Structure is cvery poor. Poor clarity, tone of writing is
\nnot appropriate.\tassignment brief. Structure is poor. Poor clarity, tone of writing is not
\nappropriate.\tassignment brief satisfactorily, lacks an
\nappropriate,\tassignment brief, with a partly appropriate
\nand logical\tassignment brief, with an
\nappropriate and logical\tthe
\nassignment brief, with an
\nappropriate\tassignment brief, with an
\noutstanding and logical
\nReferencing is inaccurate and incomplete\tReferencing is largely inaccurate and\/or incomplete\tlogical
\nstructure.
\nClarity is acceptable, uses a formal, professional tone only partly.
\nReferencing is mostly inaccurate and\/or incomplete\tstructure.
\nFair clarity, somewhat uses a formal, professional tone.
\nReferencing is partially
\ninaccurate and\/or incomplete\tstructure including
\nIntroduction & Conclusion.
\nGood clarity, mostly uses a formal, professional tone.
\nReferencing is accurate and complete\tand logical
\nstructure including
\nIntroduction & Conclusion.
\nExcellent clarity, uses a formal, professional tone.
\nReferencing\tstructure including
\nIntroduction & Conclusion.
\nOutstanding clarity, uses a formal, professional tone.
\nReferencing is accurate and complete
\nis accurate
\nand
\ncomplete<\/p>\n","protected":false},"excerpt":{"rendered":"
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