Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course provides an understanding of Tourism, Hospitality and Events as separate fields of study and the interrelationship between them all. It looks at the role of THE in society, its involvement with industry and government and its impact on the environment.
Tourism,ᅠhospitality and events are often viewed as almost separate industries/activities and university degree programs. However, this course is designed to integrate, extend and apply your discipline knowledge and enhance your understanding of these industries and the inter-relationships that exist between them. You will alsoᅠdemonstrate how they fit into the wider industrial and social landscapes.ᅠ
Given the increasing trend towards globalisation, both socially and economically, the course will take a global perspective of these industries and activities to exemplify how they are related to, and influence the nature of, one another.
As a result of this course, students should recognise that although they may be focusing their studies on one particular industry/sector they need to take into account all the others in order to fully understand their chosen area of expertise. This course will also enhance student employability by developing students' skills in synthesising and critically analysing knowledge.
Course requirements
Incompatible
You can't enrol in this course if you've already completed the following:
TALM1201 or HOSP1005
Course staff
Course coordinator
Lecturer
Tutor
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff doᅠnotᅠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you emailᅠbusiness.mytimetable@uq.edu.auᅠfrom your UQ student email account with the following details:
- Full name,
- Student ID, and
- the Course Code
Aims and outcomes
Thisᅠcourse aimsᅠfor students to develop theirᅠknowledgeᅠand understanding of the industries/activities of tourism, hospitality and events. In particular students should have a clear understanding of the sectors of these industries/activities and the inter-relationships that exist between them.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
clearly define tourism, hospitality and event management
LO2.
comprehend and report on the inter-related nature of tourism, hospitality and events
LO3.
understand and explain the concepts, evolution and impacts of tourism, hospitality and events globally
LO4.
synthesise and communicate information on a particular topic from the body of knowledge on tourism, hospitality, and events
LO5.
demonstrate academic literacy and ethical scholarship, and appreciate how this applies to future studies.
Assessment
Assessment summary
Category | Assessment task | Weight | Due date |
---|---|---|---|
Paper/ Report/ Annotation | Assessment 1a: Tourism Plan Analysis | 20% 500 words |
29/08/2024 1:00 pm |
Paper/ Report/ Annotation | Assessment 1b: Tourism Plan Improvement | 40% 1,200 words |
3/10/2024 1:00 pm |
Presentation | Assessment 2: Destination Pitch | 40% 8 minutes |
4/11/2024 1:00 pm |
Assessment details
Assessment 1a: Tourism Plan Analysis
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 20% 500 words
- Due date
29/08/2024 1:00 pm
- Learning outcomes
- L01, L04, L05
Task description
One of the more crucial responsibilities in tourism, hospitality and events is making these attractive to those who are meant to enjoy them. In this assessment, you will assume the role of a destination manager of a regional destination; in this role, you work for a destination management organisation (DMO). As such, you are required to build and analyse a Tourism Plan for a target market segment.
For this assessment, you will make use of an AI generator (such as ChatGPT, Microsoft Bing, perplexity.ai or Google Bard) and general research. Your target segment and regional destination will be allocated in Tutorial Week 3.
This assessment comprises two parts:
1. Tourism Plan. Using an AI generator, use the following prompt to build a Tourism Plan for your target market segment. Your plan must include a hospitality special experience (e.g., fine dining at a unique hospitality establishment) and/or an event. You are encouraged to refine and modify this prompt to generate a plan that is useful for your analysis.
Prompt: Create a 3-day tourism itinerary for [target segment] in [regional destination].
2. Feasibility analysis. Research your regional destination and explain whether the generated Tourism Plan is feasible – that is, can this plan be carried out? This should be supported by information from the regional destination’s official website, as well as broader research using resources such as maps, flight information, reputable organisations’ websites, etc.
Some of the questions you may need to consider in conducting a feasibility analysis: Do the suggested elements exist? Are the travel distances reasonable within the timeframe suggested? Does it provide sufficient specifics (e.g., names of attractions/restaurants) to be viable? If you used this plan, what other information would you need to make it a reality that is currently missing?
All references for this assessment should be in APA 7th referencing style, a guide for which is available in UQ Library (https://guides.library.uq.edu.au/referencing/apa7). At the end of your plan, you must cite the AI generator that you have utilised to generate the plan using APA 7th (https://guides.library.uq.edu.au/c.php?g=920809&p=6972574).
A report template is available for general reference. All submissions should include a cover page, comprising your name, student ID number, the final prompt used for your assessment, the AI generator used, and your submission word count. Your word count is made up of Section 2 (feasibility analysis) of your submission; the plan itself will not be included in your word count, nor will it be considered in your Turnitin Similarity score. Turnitin Similarity scores should be kept below 20% (excluding results from the AI-generated plan).
(Note: This task has been designed to be challenging, authentic and complex. Whilst students are encouraged to use AI technologies in Assessment 1a, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference AI use may constitute student misconduct under the Student Code of Conduct. To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.)
Submission guidelines
The assessment will be submitted via Turnitin on Blackboard.
Deferral or extension
You may be able to apply for an extension.
The teaching team cannot grant extensions. For extension availability and requests, refer to the link above.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Assessment 1b: Tourism Plan Improvement
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40% 1,200 words
- Due date
3/10/2024 1:00 pm
- Learning outcomes
- L01, L04, L05
Task description
Following on from your analysis of the Tourism Plan in Assessment 1a, you will be required to further analyse and improve on that plan for your target market segment. For this assessment, you will make use of academic research and your analysis skills.
This assessment comprises three parts:
1. Suitability analysis: Research your target segment using peer-reviewed academic research journal articles. Using these research journal articles as support, discuss whether the Tourism Plan would be suitable for your target segment. You should provide a summary of what the academic research says is attractive to your target segment, then compare it to the Tourism Plan.
[600 words]
2. Suggested improvements: Based on your analysis in the Suitability Analysis, suggest improvements to the Tourism Plan so that it will be more attractive to your target segment. You should provide between three to five suggestions for improvement, including detailed justification for these suggestions based on the research done in the Suitability Analysis above.
[600 words]
3. Improved plan: These improvements should be incorporated into the original Tourism Plan, resulting in an Improved Plan that strengthens its attractiveness to the target segment. Highlight the suggested improvements to make them easily distinguishable from the original Tourism Plan (e.g., use bold or italic font to show your changes).
All references for this assessment should be in APA 7th referencing style, a guide for which is available in UQ Library (https://guides.library.uq.edu.au/referencing/apa7). At the end of your plan, you must cite the AI generator that you have utilised to generate the plan using APA 7th (https://guides.library.uq.edu.au/c.php?g=920809&p=6972574).
A report template is available for general reference. All submissions should include a cover page, comprising your name, student ID number and your submission word count. Your word count is made up of Section 1 & 2 of your submission; the plan itself will not be included in your word count, nor will it be considered in your Turnitin Similarity score. Turnitin Similarity scores should be kept below 20% (excluding results from the AI-generated plan).
(This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.)
Submission guidelines
The assessment will be submitted via Turnitin on Blackboard.
Deferral or extension
You may be able to apply for an extension.
The teaching team cannot grant extensions. For extension availability and requests, refer to the link above.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Assessment 2: Destination Pitch
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation
- Weight
- 40% 8 minutes
- Due date
4/11/2024 1:00 pm
- Learning outcomes
- L02, L03, L04, L05
Task description
This assessment builds on your work in Assessment 1b (Tourism Plan Improvement), using the same target segment, regional destination, and your Improved Plan.
As the destination manager, your job is to engage with key stakeholders to attract support, investment, and visitors to your region. In the current worldwide tourism boom, your Destination Management Organisation (DMO) recognises an opportunity to drive economic growth, lead destination development, and welcome visitors to your region. You also realise that competition among regional destinations for visitors is high and you have limited organisational resources to develop your tourism product and market reach.
Therefore, your DMO needs to convince key tourism government stakeholders (such as Tourism Australia, Tourism & Events Queensland, Tourism VIC/NSW/NT, the relevant State Government, etc.) of the opportunities your region offers to your target segment. These government stakeholders need to see benefit in (a) directing resources to your region; and (b) aiding you in promoting your region’s destination advantages to potential visitors.
Your task is to create a video pitch based on the same target segment, regional destination, and Improved Plan from Assessment 1b. This video should clearly identify:
1. Your understanding of destination competitiveness and the regional destination’s unique proposition(s), making use of the Destination Mix to highlight 3-6 unique propositions;
2. Your understanding of the target segment and its interests as it relates to your regional destination; and
3. The particular experience/s you offer to your target segment through your Improved Plan.
You should include a closing statement to your audience (the tourism government stakeholder), specifying the resource(s) you are requesting from them to boost your reach into this target segment. You should also be very clear what the call to action is, and how this action will complement your regional destination’s readiness to welcome visitors.
This assignment requires you to create an 8-minute video presentation recording as you would present it to the audience. You can use Microsoft Powerpoint, Canva or other presentation design aids to help you create a convincing and cohesive presentation.
A sample template is available for general reference. Your submission must be in the form of a video that can be uploaded to Blackboard (commonly in the .mp4 format), showing your presentation and you delivering the presentation throughout. You may use Zoom for this recording (instructions: https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-assessment/blackboard-assignments/recording-video-assignments-zoom). You may also use other recording methods, as long as they show your presentation and you delivering the presentation, and can be uploaded as a video.
You will need to submit your video recording via the submission link on Blackboard. Submission instructions for videos can be found here (https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-assessment/blackboard-assignments/submit-video-assignment-echovideo-original).
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct. To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
You will need to submit your video recording via the submission link on Blackboard.
Deferral or extension
You may be able to apply for an extension.
The teaching team cannot grant extensions. For extension availability and requests, refer to the link above.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
Grade | Cut off Percent | Description |
---|---|---|
1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Own copy required
You'll need to have your own copy of the following reading resources. We've indicated below if you need a personal copy of the reading materials or your own item.
Item | Description |
---|---|
Book |
Tourism management
by Weaver; David; Lawton; Laura - 2014 Edition: Fifth edition Publisher: Wiley ISBN: 9781118644812; 9780730318453 |
Book |
Introduction to Hospitality
by Walker; John R. - 2020 Edition: 8, Global Publisher: Pearson Education, Limited ISBN: 9781292330297; 9781292330235 |
Book |
Festival & special event management
by Allen; Johnny - 2011 Edition: 5th ed Publisher: Wiley ISBN: 9781742164618; 9780730353904 |
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
Learning period | Activity type | Topic |
---|---|---|
Week 1 |
Lecture |
Introduction to TH&E Industry This week kicks off our lecture series for TOUR1000. We will introduce the foundational definitions and concepts around tourism, hospitality and event industries, as well as their interconnectedness. Learning outcomes: L01, L02, L03 |
Tutorial |
Introduction to TOUR1000 <Tutorials start in Week 1 for this course> We will develop anchoring knowledge and experiences that will be referred to through the semester as you progress in this course. Learning outcomes: L01, L02 |
|
Week 2 |
Lecture |
Tourism & the destination Tourist, destination, origin and transit - these are terms you've probably encountered in your travels. What do these mean in the academic context and how do they relate to each other? In this week's lecture, we'll explore these concepts in greater detail. Learning outcomes: L01, L02, L03 |
Tutorial |
Economic impacts of TH&E and Assessments In this week's tutorial, we'll go through the assessments you'll need to complete for this course. We'll also undertake an exercise to contemplate the sizeable economic impacts of TH&E on economies. Learning outcomes: L03, L04, L05 |
|
Week 3 |
Lecture |
The destination In this week, our lecture will focus primarily on destinations and what is done to manage them. What is the destination mix and how does it impact how attractive a destination is to potential visitors? Who are the stakeholders involved in destination management and why does destination management matter? Learning outcomes: L01, L02, L03 |
Tutorial |
Target segments & getting started In this week, the destination and target segment allocations for your assessments in this course will take place in tutorial, alongside a genAI demonstration. This tutorial will be crucial to your successful completion of all the assessments for this course. Learning outcomes: L03, L04, L05 |
|
Week 4 |
Lecture |
The tourist Tourism cannot exist without tourists. This week, we'll cover tourists, their actions and their motivations. Understanding motivations, in particular, will aid your understanding of target segments and form a fundamental part of your assessments. Learning outcomes: L01, L02 |
Tutorial |
No tutorials in Week 4 - Ekka Public Holiday There will be no tutorials in Week 4 for this course in Sem 2, 2024. |
|
Week 5 |
Lecture |
What is hospitality? We experience hospitality in its different forms in our everyday lives. How do we make people feel welcome, and how has the industry that creates this welcome transformed into its various forms that we know of today? In this lecture, we will explore the fundamental concepts of hospitality. Learning outcomes: L01, L02, L03 |
Tutorial |
How to search for information This week's tutorial focus on leading all students on the journey to find the right information. Learning outcomes: L04, L05 |
|
Week 6 |
Lecture |
Hospitality and the inhospitable The hospitality product has evolved in recent times. This lecture explores what we now consider hospitality and how the inhospitable can be found in subtle ways to make environments un/desirable to different groups of people. Learning outcomes: L01, L02, L03 |
Tutorial |
The changing face of hospitality The progress of technology marches on and changes many aspect of our lives; hospitality is no exception. In this tutorial, we will explore how new technologies have impacted the way we perceive and experience hospitality, and how these cumulatively affect what we find acceptable. Learning outcomes: L02, L03 |
|
Week 7 |
Lecture |
Events Have you attended concerts and music festivals? Taken part in a fun run or a serious marathon? Have you attended meetings and exhibitions? These are all different types of events, which we will explore in this week's lecture. We'll look at different ways of categorising events and what this means for event studies. Learning outcomes: L01, L02 |
Tutorial |
Targeting markets Using what we learnt about tourists in lecture earlier in the semester, we'll do a deeper dive into target segments and what they want from TH&E experiences. Learning outcomes: L03, L04, L05 |
|
Week 8 |
Lecture |
Dimensions of events Events impact many different parts of our lives. In this lecture, we'll take a step back and look at how events impact society and the environment. Learning outcomes: L01, L02 |
Tutorial |
Event components How do events attract attendees and keep them interested? This week's tutorial will use the concept of event components to understand the component mixes that attract different segments of attendees with different motivations. We will also focus on organising ideas in your upcoming assessment. Learning outcomes: L02, L03, L04 |
|
Week 9 |
Lecture |
Experiences in TH&E TH&E products are no longer just about the physical component of what is offered; a large part of memorability in TH&E is in how these occasions are enjoyed and what they leave with the visitor or attendee. As we move into the experience economy, let's explore the role experiences play in TH&E. Learning outcomes: L01, L02 |
Tutorial |
Inclusivity audit As we move towards an understanding of how the world is designed around needs, TH&E has a key role to play in ensuring that places, spaces and events are made accessible to people of a broad range of abilities. In this tutorial, we will undertake a real-world assignment in determining a destination's inclusivity and improving it. Learning outcomes: L02, L04, L05 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Lecture |
Innovations in TH&E As times change and expectations are modified, TH&E must innovate to keep with the times. At the same time, innovations can drastically change people's expectations of what is delivered in TH&E. In this lecture, we'll explore the formats that have innovated in TH&E as well as the distribution systems that have changed over time. Learning outcomes: L01, L03 |
Tutorial |
Pitching workshop In this workshop, you will learn the skills that will help you develop content that will convince your pitch audience to provide you with what you need to develop your destination. Learning outcomes: L04, L05 |
|
Week 11 |
Lecture |
Transport Transport is a crucial component of TH&E. In this lecture, we will explore the multiple modes and means of transport that impact TH&E and the kinds of policy decisions that affect the movement and distribution of visitors. Learning outcomes: L01, L03 |
Tutorial |
Pitching Activities Following on from last week's pitching workshop, this tutorial will put your pitching skills to use, and help you develop more related pitching skills to enhance your ability to convince your audience. Learning outcomes: L03, L04, L05 |
|
Week 12 |
Lecture |
Risk & Crisis in TH&E While the COVID-19 pandemic remains fresh in our minds, it is hardly the only crisis that TH&E industries have to be prepared for. In this lecture, we will take a critical look at the risks involved in TH&E and the crises that could impact the industries. Learning outcomes: L01, L03 |
Tutorial |
Being innovative iin TH&E Innovation requires thinking outside the box, so in this tutorial, you will practise how changing form and function can be crucial to being innovative in the TH&E industries. Learning outcomes: L02, L03, L04 |
|
Week 13 |
Lecture |
Ethics & the Role of Government Government policies and grants can impact the way TH&E industries behave and make choices. In this lecture, we will explore ethics and how it applies to TH&E industries, while understanding how incentives and barriers can be set up by the government to impact these industries. Learning outcomes: L01, L02, L03 |
Tutorial |
Refining your pitch In your final tutorial session for the semester, you will have consultations that are specific to refining your pitch for the final assessment. Learning outcomes: L03, L04, L05 |
Additional learning activity information
Sustainable Development Goals
This course integrates the following Sustainable Development Goals through lectures and assessment.
Goal 3: Good health and well-being
Goal 8: Decent work and economic growth
Goal 9: Industries, innovation and infrastructure
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.