Course profile

Tourism, Hospitality & Event Service (TOUR7021)

Study period
Sem 2 2024
Location
St Lucia
Attendance mode
In Person

Course overview

Study period
Semester 2, 2024 (22/07/2024 - 18/11/2024)
Study level
Postgraduate Coursework
Location
St Lucia
Attendance mode
In Person
Units
2
Administrative campus
St Lucia
Coordinating unit
Business School

This course provides an introduction to the underlying principles of service management in the tourism, hospitality and event industries. It is focused on the strategies, systems, processes and design aspects of creating and evaluating service delivery, service excellence and service orientation. Topics include understanding the `service-dominant logic' approach to marketing and managing service, setting service strategy, understanding customer needs, building a service-minded workforce, measuring and evaluating service quality, and drivers of service industry customer loyalty.

Welcome to TOUR7021. This course could have any of a number of different course titles, any of which could give further clues about the basis for it. Other titles could be, "Management: A Service Perspective", or "Management Principles for Service Industries", or "Principles for Managing Customer Service", or simply "Service Excellence: A Managerial Approach".

As a postgraduate student, you will appreciate this course, as it will help you address the various management tasks in the hospitality/tourism/events sector from a service perspective.

This is a core course in the Master of Tourism, Hotelﾠand Event Management - and plays a central role in providing students a sound managerial underpinning to the tourism and related sectors. It connects traditional management theory and practice with important distinctions relevant to organisations where service is vital to the offering and to customer value creation. Upon successful completion of this course, students will have a broadened sense of managerial responsibilities required in managing and leading service organisations.

Course requirements

Assumed background

This is a postgraduate course and, as such, there is an assumption that students have a broad ranging knowledge and understanding of the tourism/hospitality industry as well as a reasonable understanding of management and business principles.ﾠ

Incompatible

You can't enrol in this course if you've already completed the following:

HOSP7001

Restrictions

Students in the MTHEM(#24) program are not permitted to enrol in this course.

Course staff

Course coordinator

Lecturer

Facilitator

Timetable

The timetable for this course is available on the UQ Public Timetable.

Additional timetable information

Note:ﾠIt is the student's responsibility to attend classes and consult designated notice boards and websites for correct and up-to-date information regarding the course, including examination times. Relying on fellow students to pass on information may result in incorrect information for which the University will not be held responsible.

Timetables are available on theﾠUQ Public Timetable.

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

Aims and outcomes

This course provides an introduction to the underlying principles of service management in the tourism, hospitality and event industries, aiming to provide insights into the strategies, systems, processes and design aspects of creating
and evaluating service delivery, service excellence and service orientation. After completing this course students will have a broader and deeper understanding of management, marketing and human resource implications for managing service
organisations and for the effective delivery of high quality customer service specific to various segments of the market.

Learning outcomes

After successfully completing this course you should be able to:

LO1.

Evaluate tourism, hospitality and event management from a service management perspective

LO2.

Explore the critical role of managing the employee-customer interface in the delivery of service

LO3.

Recognise, evaluate and recommend key service management systems and processes to improve or solve problems in complex service environments

LO4.

Understand current best practice in relation to measuring business performance for service-related businesses

LO5.

Demonstrate the capacity to critically evaluate self and others.

Course overview
Assessment

Assessment

Assessment summary

Category Assessment task Weight Due date
Presentation Service Experience Oral Pitch
  • In-person
 20% Individual

26/08/2024 12:00 pm

Held during class.
Paper/ Report/ Annotation Service Experience Report 40% Individual

11/10/2024 2:00 pm
Examination Final Exam
  • In-person
 40% Individual

End of Semester Exam Period

2/11/2024 - 16/11/2024

Examination Period

Assessment details

Service Experience Oral Pitch

  • In-person
Mode
Oral
Category
Presentation
Weight
20% Individual
Due date

26/08/2024 12:00 pm

Held during class.

Task description

There are many concepts, ideas and principles which underpin service management. This task requires you to reflect upon your own service experiences on a daily basis, from a customer perspective, and then critically analyse one of these experiences through the lens of a relevant service management principle.


This will be a 3-minute individual presentation delivered live during our class. It should provide sufficient description of a service experience that you have recently experienced. One photo taken by you is required to help explain the service experience to the rest of the students. This will be shared on the screen during your pitch.


Your pitch should cover three vital aspects:

  1. Date, time and place of the service experience.
  2. A brief description of the service experience (so that the audience can understand enough to know if the link to the service concept is appropriate).
  3. A justification of the relevance between the experience and the assigned service management concept. These topics will be allocated in class. (eg. every student will be given a concept on which to base their presentation). 


There is no written component, but you must submit your Photo to Turnitin. 


This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.

Submission guidelines

Submit via Turnitin

Deferral or extension

You may be able to apply for an extension.

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.

Service Experience Report

Mode
Written
Category
Paper/ Report/ Annotation
Weight
40% Individual
Due date

11/10/2024 2:00 pm

Task description

There are many concepts, ideas and principles which underpin service management. This assignment requires you to reflect upon your own service experiences on a daily basis, from a customer perspective, and then critically analyse one of these experiences through the lens of a relevant service management principle. The service management principles that can be used will be discussed in class and include: Service Characteristics, Service Quality and Dual Value Creation.

 

Students will share their individual service experience (from Assignment 1) through a 2000 word Report, including an Executive Summary, Service Experience Overview, Literature Review and Recommendations. This should provide sufficient description of a service experience that you have recently experienced. However, the main emphasis should be on the clear connection between ‘what happened’ and a relevant service principle. Using the principle, you should critically analyse the experience, and depending on the context, offer insights, draw a conclusion and/or offer recommendations. Develop this Report with industry (managers / leaders) being your target audience who should learn/benefit from your insights.

 

The main emphasis is on your ability to apply service management principles in a real life context.


Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task.. Students must clearly reference any use of AI or MT in each instance.

A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.



Submission guidelines

Submitted via Turnitin

Deferral or extension

You may be able to apply for an extension.

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.

Final Exam

  • In-person
Mode
Written
Category
Examination
Weight
40% Individual
Due date

End of Semester Exam Period

2/11/2024 - 16/11/2024

Examination Period

Task description

Task Description:

This is a problem-based assessment whereby students will have to apply service management principles, theories and approaches to address real-world situations and challenges facing all service industries - with a focus on the tourism, hospitality and events sectors. The assessment will assess your understanding of the content from all modules we have covered this semester. 


This is a 2 hour exam paper with 10 minutes reading time. The format of the assessment includes short answer questions. 

More details will be provided in class, as well as preparation advice.

If you have extenuating circumstances which prevent you completing this assessment within the timeframe given, please apply for an extension of assessment via my.UQ (not a deferral) as outlined in 5.3.


Criteria & Marking:

Further information will be provided on Blackboard and in class.


This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.


Exam details

Planning time 10 minutes
Duration 120 minutes
Calculator options

No calculators permitted
Open/closed book Closed Book examination - specified written materials permitted
Materials

Paper copy (unmarked) bilingual dictionary

Exam platform Paper based
Invigilation

Invigilated in person

Submission guidelines

Deferral or extension

You may be able to defer this exam.

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.

Aims and outcomes
Learning resources

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.

Additional learning resources information

Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.

Assessment
Learning activities

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
Clear filters
Learning period Activity type Topic
Week 1
Seminar

TOPIC 1: INTRO/BACKGROUND (IMPORTANT SESSION)

Introduction to course, philosophy of course coordinator and team, expectations of students, review of assessment, clarify timelines, summary of course journey, how it fits into wider program and business foundational courses.
Week 2
Seminar

TOPIC 2: FOUNDATIONS OF SERVICE MANAGEMENT

How management theory has developed and evolved, evolution to service economy, The Engle Curve, foundation definitions and concepts, service dominant logic, value co-creation, differences in management practices and requirements. Assessment Information will be provided.
Week 3
Seminar

TOPIC 3: SATISFACTION, LOYALTY, QUALITY

Differences in quality perceptions in service/product management; connections to satisfaction, definition of quality, satisfaction, and loyalty; different types of loyalty and links to service; how to measure service quality; differences between process and outcome dimensions. Case Study: Gronroos Article.
Week 4
Seminar

TOPIC 4: CUSTOMER ORIENTATION (PART 1)

Customer Orientation. Importance for service organisations to have a customer centred approach. Different types of customers, examples of customer vs. product centered management.

Week 5
Seminar

TOPIC 4: CUSTOMER ORIENTATION (PART 2)

Customer Orientation Part 2 - continued - Customer listening systems, mystery shoppers, employee surveys, focus groups. Case Study: Parasuraman et al Article.
Week 6
Seminar

TOPIC 5: SERVICE ENCOUNTER & CUSTOMER JOURNEY

Defining the employee-customer-organisational interface, the service encounter 'triad', challenges and solutions. Case Study: Shah et al Article.
Week 7
Seminar

TOPIC 6: SUPPLY, DEMAND & PSYCHOLOGY OF WAITING

Challenges of unmatched supply and demand, management strategies,how to manage supply and demand variances, Managing real/perceived waits, psychology of waiting.
Oral Pitch Presentations!
Week 8
Seminar

TOPIC 7: SERVICE VALUES & VISION

Differences in vision, mission, strategy and values for service organizations. Challenges for service organizations. Creating service oriented values.
Exercise on Customer Journey Mapping.
Week 9
Seminar

TOPIC 8: SERVICE PROFIT CHAIN AND CULTURE

Reviewing history and conceptual development of the SPC and all the elements of the chain. Probing internal service quality, organisational psychology for service firms, employee engagement. Report Workshop
Mid Sem break
No student involvement (Breaks, information)

In-Semester Break
Week 10
Seminar

TOPIC 9: SERVICE GUARANTEES

Justification for implementing guarantees in service contexts, nature and characteristics of effective guarantees. Lecture Review
Week 11
No student involvement (Breaks, information)

Public Holiday
Week 12
Seminar

TOPIC 10: SERVICE FAILURE/RECOVERY

Define service failure and recovery. How great service firms use this as competitive advantage; recovery paradox.

Week 13
Seminar

OVERVIEW AND SUMMARY

Final review and reflections for course. Final Assignment Preparation.

Additional learning activity information

Sustainable Development Goal Integration

This course integrates the following Sustainable Development Goal through lectures and assessment.

Goal 8: Decent work and economic growth

Learning resources
Policies and procedures

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:

Learn more about UQ policies on my.UQ and the Policy and Procedure Library.

Learning activities