Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page1 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. HGE401 Hotels and the Guest Experience Upon completion of this subject, students should be able to demonstrate, in the appropriate context, the ability to: a) Understand the concept and development of professionalism within the broader tourism, hospitality and events industry; b) Critically evaluate how changing consumer behavioural trends are impacting customer service; c) Explore the correlation between culture, customer experience and business experience; d) Analyse the impact of poor customer experiences; e) Assess a range of strategies that hotels can take to improve their customers’ experience; f) Assess which type of engagement meets the needs of the digital, social and mobile customer. Student Assessment Students must attempt all assessments to qualify to pass the subject Assessment Type When Assessed Weighting Learning Outcomes Individual Report on the literature (3,000 words) Week 6 50% a, c, d, e Group Project (Groups of 3) to enhance guest experience (6,000 words) Week 10 50% a, b, c, d, e, f Assessment 1 – Report on Service Experience (Individual) Your task for this assessment is to write an evaluative report of information found in the literature relating to “employee involvement in service and the guest experience in a hotel context”. Specifically, you will synthesise research from the scientific literature and industry publications and draw conclusions based on your research. In writing this assessment, you are required to follow the Assessment Structure Style Guide of a Business Report. Your textbook Hudson & Hudson (2017) is the best place to start and for this assessment you first should review chapters 1- 4. Together with the readings prescribed for topics 1-4. It is our expectation that this scholarly piece of writing will at a minimum, include: · A definition of service and guest experience; · A historical overview of guest experience and how it has evolved; · The importance of employees and empowerment in service; · What might be the consequences for a hotel when they do not focus on service and employees who deliver this service? · Concluding with your thoughts (based on research findings) on the importance of delivering positive guest experiences in a hotel context. Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page2 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. Assessment 2 – Report Technology to enhance Guest Experience (Group) We live in a world, where technology has become an integral part of daily life. In the hotel business, this is a crucial way hotels can differentiate themselves. Hotel businesses have to stay abreast of the latest trends that meets the needs of the digital, social and mobile customer; to allow themselves to personalise the experience for guests, and improve service through the guest’s journey. Your task in this assessment is to investigate what international hotel companies are doing to stay ahead of the pack as it relates to technology, with focus on the guest experience. Discuss the various stages of the guest journey from pre arrival to departure, and the various technological touch points and how this impacts the guest service experience; then make recommendations on how hotels can deliver distinctive customer experience utilizing the latest technologies. In writing this assessment, you are required to follow the Assessment Structure Style Guide of a Business Report. The group project gives you an opportunity to work with a group of your peers and investigate a topic that is of significant importance to the hotel sector. The purpose of this assignment is threefold. First, as a group project it is designed to be a practicum for learning leadership skills including group decision making, conflict resolution, interpersonal communication, and critical analysis. Second, writing is an important skill in any profession and this is an opportunity for you to hone your writing skills. Finally, this assignment also provides you an opportunity to investigate what hotels are doing right now. Assessment submission Guidelines: 1. Typed and formatted following the Assessment Structure Style Guide and uploaded to Turn-it-in on time of the due date. 2. To be submitted in electronic form as a word-processed file to http://www.turnitin.com 3. Students must refer, in text, to academic and professional articles, plus others as required, in order to show competency in the assessment. A reasonable number for a Master’s program would be 12-15 (with at least 6 being academic journals). 4. All referencing must be in accordance with APA 6th Edition Referencing and Academic Writing Guide on SharePoint. 5. A TUA assessment cover sheet to be attached with your paper. 6. See marking rubric on page three (3-6) of this document and remember you do not need to attach this rubric to your submissions. NOTE: For the group assessment, only one copy of the report is to be submitted to Turn-it-in with all group members name of the cover sheet AND A BMIHMS Peer Evaluation form must be completed and submitted to the lecturer in your workshop in Week 10. Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page3 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. Assessment Criteria for Individual Report Criteria: The outcome shows: Fail = Unsatisfactory performancePass = Just Satisfactory performance Credit= Good quality showing more than satisfactory performance Distinction= Superior quality demonstrating independent thinking High Distinction= Outstanding quality showing creativity and originality Use of literature/evidence of reading 20% Either no evidence of literature being consulted or not appropriate to the assignment set. Literature is presented uncritically, in a purely descriptive way and indicates limitations of understanding. Clear evidence and application of readings relevant to the subject; uses indicative texts identified. Able to critically appraise the literature and theory gained from a variety of sources, developing own ideas in the process. Has developed and justified using own ideas based on a wide range of sources which have been thoroughly analysed, applied and discussed. Knowledge of theory 20% Inaccurate or inappropriate choice of theory. Selection of theory is appropriate but some aspects have been missed or misconstrued. Most key theories are included in the work in an appropriate straightforward manner. Insightful and appropriate selection of theory in key areas. Assignment demonstrates integration and innovation in the selection and handling of theory. Analysis 20% Fails to analyse information. Can analyse a limited range of information with guidance using classification / principles. Can analyse with guidance using given classification / principles. Can analyse a range of information with minimum guidance, can apply major theories and compare alternative methods/techniques for obtaining data. Can analyse new and/or abstract data and situations without guidance using a wide range of techniques appropriate to the topic. Conclusions 20% Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Limited evidence of findings and conclusions supported by theory/literature. Evidence of findings and conclusions grounded in theory/literature. Good development shown in summary of arguments based in theory/literature. Analytical and clear conclusions well grounded in theory and literature showing development of new concepts. Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page4 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. Criteria: The outcome shows: Fail = Unsatisfactory performancePass = Just Satisfactory performance Credit= Good quality showing more than satisfactory performance Distinction= Superior quality demonstrating independent thinking High Distinction= Outstanding quality showing creativity and originality Presentation and Referencing 20% • Unsatisfactory level of presentation quality. • Incompetent level of understanding of relevant software. • No evidence of any significant idea for presentation. • Incorrect citing. • No and/or very poor reference list. • Presentation quality to a minimal level. • Very little evidence of an idea for the presentation. • Somewhat reasonable understanding of the relevant software. • Incorrect citing. • Poor reference list. • Presentation quality to a competent level. • Reasonable evidence of an idea for presentation. • Reasonable understanding of the relevant software. • Appropriate citing and reference list. • Very effective presentation quality. • Good level of understanding of the relevant software. • Good citing and reference list. • Variety of sources • Superior understanding of the relevant software. • Extremely creative presentation ideas well resolved and implemented. • Excellent citing and reference list. • Wide variety of quality sources. Mark range out of 100 0- 49.5 50 - 64 65 -74 75-84 85+ Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page5 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. Assessment Criteria for Group Project Criteria: The outcome shows: Fail = Unsatisfactory performancePass = Just Satisfactory performance Credit= Good quality showing more than satisfactory performance Distinction= Superior quality demonstrating independent thinking High Distinction= Outstanding quality showing creativity and originality Problem Solving Formulation and scope of problem 10% The problem is not formulated clearly. Does not present reasonable review of solutions. The problem formulation exists but is unclear in some respects and does not appear to be well thought out. Offers solutions but they are not clear and rational overall. The problem formulation is clear, but the scope is not well defined. There is a clear, defensible rationale to the problem is offered. Problem formulation is clear. Clear, defensible rationale for the ordering of the alternatives to the problem. Problem formulation is clear and well thought out. The problem scope is well defined. Clear and comprehensive summary of the reasoning that led to the solutions offered. Thinking and Analysis 20% Fails to analyse information. Lacks critical thought /analysis / reference to theory. Can analyse a limited range of information with guidance using classification / principles. Some evidence of critical thought/critical analysis and rationale for work. Can analyse with guidance using given classification / principles. Demonstrates application of theory through critical analysis of the topic area. Can analyse a range of information with minimum guidance, can apply major theories and compare alternative methods/techniques for obtaining data. Clear application of theory through critical analysis/critical thought of the topic area. Can analyse new and/or abstract data and situations without guidance using a wide range of techniques appropriate to the topic. Consistently demonstrates application of critical analysis well integrated in the text. Content Knowledge and range of topic and theory 30% Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. Inappropriate choice of theory. Evidence of limited knowledge of topic and some use of appropriate terminology. Selection of theory is Inaccurate appropriate but some aspects have been missed or misconstrued. Has given a factual and/or conceptual knowledge base and appropriate terminology. Most key theories are included in the work in an appropriate straightforward manner. Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frame-works. Insightful and appropriate selection of theory in key areas. Comprehensive/detailed knowledge of topic with areas of specialisation is depth and awareness of provisional nature of knowledge. Assignment demonstrates integration and innovation in the selection and handling of theory. Created: Rajka Presbury & Sophie Seeger Policy Owner:Dean Modifed: Term 3, 2018 Version:4 Review Date: Term 4, 2018 Page6 of 6 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document. Criteria: The outcome shows: Fail = Unsatisfactory performancePass = Just Satisfactory performance Credit= Good quality showing more than satisfactory performance Distinction= Superior quality demonstrating independent thinking High Distinction= Outstanding quality showing creativity and originality References Source Listing Source Selection Number of Sources 20% • Sources are random and do not relate to the topic • Number of sources chosen is clearly insufficient to support the argument Fewer than 10% of citations are formatted correctly. • Fewer than 10% of the sources listed are referred to in the text, or no list of references • Few sources included with little connection to the topic • Number of is less than adequate to fully support the argument Fewer than 75% of citations are formatted correctly. • Fewer than 75% of the sources listed are referred to in the text. • Similar sources and source types included, clearly related to the topic • Number of sources chosen is adequate but could be expanded. More than 75% of citations are formatted correctly. Some information may be missing, or APA style may not be used consistently. • More than 75% of the listed sources are referred to in the text. • Includes all and only those sources referred to in the text. • Includes a variety of sources, clearly related to the topic. • Number of sources chosen provides abundant evidence to support the argument. More than 90% of citations formatted correctly using APA style. Very comprehensive. Exceptional list of references. Writing structure and style 20% • Inappropriate vocabulary and/or grammar • >7 grammatical and/or spelling errors • Some inappropriate vocabulary and/or grammar • 3-6 grammatical and/or spelling errors • Minor use of inappropriate vocabulary and grammatical structures • 1-2 grammatical and/or spelling errors • Appropriate vocabulary and grammatical structures used • No grammatical and/or spelling errors • Mature writing style using appropriate vocabulary and grammatical structures • No grammatical and/or spelling errors Mark range out of 100 0- 49.5 50 - 64 65 -74 75-84 85+