DIVINE WORD COLLEGE OF LEGAZPI

School of Hospitality Management

North Campus, Washington Drive, Legazpi City

SYLLABUS IN MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY

First Semester, Academic Year 2018-2019

SCHOOL : School of Hospitality Management PROGRAM : BSHM

COURSE CODE : Macro Perspective of Tourism and Hospitality CREDIT UNITS : 3

CLASS DAYS AND CLASS TIME: ROOM :

INSTRUCTOR : Gwendon O. Reyes

EMAIL ADDRESS : gwendonreyes@dwc-legazpi.edu

CONSULTATION SCHEDULE :

COURSE DESCRIPTION : This course is designed to give a clear and whole overview of Tourism and Hospitality as an ecosystem and goes beyond the
usual closed concepts of tourism. It introduces the concepts and terms that are common throughout the different sectors. It also intends to develop, update, and maintain local
knowledge as well as tourism industry knowledge. It shows the structure and scope of tourism as well as the impact of tourism as an industry in relation to the world economy.
It also illustrates the effects of the convergence of tourism with the other local industries and let the students appreciate its multiplier effect in various fronts. It discusses the
major factors the influence the history and future of tourism in the world and in the Philippines. It also introduces sustainable goals of tourism and discusses, among others.
How to develop protective environments for children in tourism destinations; to observe and perform risk mitigation activities; etc. the students will also learn to appreciate
the key global organizations and roles they play in influencing and monitoring tourism trends.
.

.
COURSE PRE-REQUISITE/S :
INTENDED LEARNING OUTCOMES (ILO): Program Outcome, Student outcome and Performance Indicators

Expected Divinian Graduate INTENDED PROGRAM OUTCOME INTENDED STUDENT OUTCOMES PERFORMANCE INDICATORS
Attributes (EDGA)/ At the end of the Program, the students At the end of this lecture course, the
Required Domains of should be able to: students should be able to:
Competencies
Communication skills IPO 1: Demonstrate knowledge and ISO 1: Understand the local and global Quiz
comprehension of Hospitality and Tourism issues and the dynamics of tourism- Graded Recitation
industry. related sectors vis-à-vis global tourism Major Examination
industry.

Critical Thinking Skills
People Skills/Teamwork Skills
IPO 2: Effectively demonstrate critical thinking
skills through in depth analysis and creation of
innovative ideas which could be adapted for
sustainable tourism and hospitality destination,
product, or service.
IPO 3: Integrating knowledge about of various
issues, concerns, trends and opportunities on
national and global tourism.
ISO 2: To acquaint students with various Quiz
issues, concerns, trends and opportunities Graded Recitation
existing within the hospitality industry. Major Examination
ISO 3: To appreciate the moral, social, Quiz
cultural and ethical dimensions of the Graded Recitation
issues, concerns, trends and opportunities. Major Examination

ISO 4: To prepare the students for the

succeeding courses by introducing them
to various facets of the tourism and
hospitality industry.
LEARNING PLAN

Intended Learning Topic/s Teaching/Learning Strategies Resources Needed Assessment/Evaluation Time

Outcomes Frame
At the end of the lesson, the
students will be able to
1. Hospitality and Tourism in Lecture/discussion forum White Board & Marker Quiz 3
Fully understand Hospitality Perspective Case study Laptop Recitation
and Tourism Management Debate series LCD Projector
for the Twenty-First Century
Identify and understand 2. World Economic Forum’s Lecture/discussion forum White Board & Marker Quiz 3
different sectors and Travel and Tourism Case study Laptop Recitation
organizations that share a Competitiveness Report: A Debate series LCD Projector
common goal for the industry. Look into the factors and
Also, student would be able to policies that enable the
point out certain trends and sustainable development of
issues regarding the said the Tourism and Hospitality
industry. Industry
3. Hospitality Trends and
Issues
 Industry Outlook
 Emerging Markets
Fully appreciate the 4. Comprehend the importance Lecture/discussion forum White Board & Marker Quiz 3
importance of travel, tourism, of transportation in Tourism Case study Laptop Recitation
and hospitality and its 5. The Evolution of the Savvy Debate series LCD Projector
relevance to the 21st century Traveler
which are directly inclined to  Evolving Customer
the needs and demands of the Needs, Wants, and
customers. Demands
Identify and understand 6. Hospitality and Related Lecture/discussion forum White Board & Marker Quiz 3
sectors and distribution Services Case study Laptop Recitation
channels of the industry and 7. Concept and Design Trends Debate series LCD Projector
sustainable trends that are  Unique Hotels and
relevant in today’s market. Restaurants
 Facilities Design
Innovations
 PRELIMINARY
EXAMINATION
Identify and understand the 8. Organizations in the Lecture/discussion forum White Board & Marker Quiz 3
growing concepts and trends Distribution Process Case study Laptop Recitation
that sustain and maintain 9. Growing and Emerging Debate series LCD Projector
customer relationship within Concepts in Customer
the industry. Also, the use and Service
effect of social media in the  Customer
hospitality and tourism Relationship
industry. Management
 Customer Service and
the Mobile
Revolution
 The Role of Social
Media in Customer
Service
Make use of previous 10. Attractions, Entertainment, Lecture/discussion forum White Board & Marker Quiz 3
discussion to make and Recreation and other Tourist Case study Laptop Recitation
concept their own brand Draws Debate series LCD Projector
towards creativity and 11. Brand Building and Beyond
innovation which is/are cause  Using Social Media
related to sustainability and Strategically
customer.  Cause-Related
Marketing
MIDTERM
EXAMINATION
Differentiate a tourism and 12. Communicating Value Lecture/discussion forum White Board & Marker Quiz 3
hospitality product over other 13. Brand Building and Beyond Case study Laptop Recitation
products of the industry.  Using Social Media Debate series LCD Projector
Strategically
 Cause-Related
Marketing

Appreciate and understand 14. Global Code of Ethics for Lecture/discussion forum White Board & Marker Quiz 3
responsible travel and Responsible Tourism Case study Laptop Recitation
consumption for the Debate series LCD Projector
Hospitality and Tourism
Industry.
Understand the importance of 15. Tourism and the Lecture/discussion forum White Board & Marker Quiz 3
having a loyal customer in the Environment Case study Laptop Recitation
tourism and hospitality 16. Customer Loyalty and Debate series LCD Projector
industry. Retention
 Loyalty Trends for
the 21st Century
 Beyond Loyalty
Programs: How To
Build Customer
Loyalty Without
Points
PREFINAL
EXAMINATION
Define and identify 17. Fundamental nature of Lecture/discussion forum White Board & Marker Quiz 3
importance of Green hotels sustainable development and Case study Laptop Recitation
and their cause towards safe sustainable tourism Debate series LCD Projector
and responsible tourism. 18. Sustainability in the
Hospitality Industry
 Green Hotels
 Corporate Social
Responsibility
Sort and identify best 19. Major challenges facing Lecture/discussion forum White Board & Marker Quiz 3
practices and policies against achievement of sustainable Case study Laptop Recitation
major challenges in the said tourism in the following Debate series LCD Projector
industry. areas: transportation,
hospitality and related
services, organizations in the
distribution process,
attractions, entertainment,
recreation and other tourist
draws.
20. Best Practices in the
Hospitality Industry (i.e.
Operations, Marketing,
Environmental Awareness,
etc.)
Course Integration –
FINAL EXAMINATION
Plan Presentation and 21. Sustainable Development Plan Group Presentation Laptop Presentation 8 hours
Defense  Course Integration: Concept LCD Projector\Screen
Mapping of the Trends and Hall
Issues in the Hospitality Utility Personnel
Industry Judges
Faculty and Staff

FINAL COURSE OUTPUT:

As evidence of attaining the above intended learning outcomes, the student is required to do and submit the following during the indicated dates of the terms:

INTENDED LEARNING OUTCOME REQUIRED OUTPUT DUE DATE

Students should be able to completely submit a comprehensive marketing plan with Sustainable Development Plan Finals
event presentation.
RUBRIC FOR ASSESSMENT:

Attach here the rubric that students will use to self-check their required output prior to submission. The same rubric will also be used to grade the student’s work. Integrate
within and reflect through the rubric criteria.

CASE STUDY ASSESSMENT RUBRIC

Instructions: Read the case study (given by the lecturer) and answer the questions worth 20 points each in essay format. You will be graded for each question based on the following:

CRITERIA
Answers to the Answers to the Answers to the
questions are well- questions are somewhat questions are not clear, a
focused and clearly clear. seemingly random
Content & Analysis discussed. Ordinary understanding collection of
Exceptional perception of the topic’s information.
and understanding of the significance. Superficial
topic. Little insight or critical understanding of the
Demonstrates critical thinking about the topic.
thinking and insight subject matter. Lack of insight or
about the subject matter. critical thinking about
the subject matter.
10 8 6
Two or more marketing Two or more marketing No theory identified at
Theories theories identified and theories identified but all and no description of
descriptions of how no description or theoretical observation
Identification & theories are observed explanation of how or implementation
Application and implemented are theories are observed provided.
thoroughly explained. and implemented.
6 4 2
Details are placed in a Some details are not in a Many details are not in a
logical order and the logical or expected logical or expected
way they are presented order, and this distracts order. There is little
effectively keeps the the reader. sense that the writing is
Organization interest of the reader. Many spelling, organized.
Spelling, punctuation, punctuation, and Many spelling,
and grammar are all grammar errors; word punctuation, and
correct; word choice choice shows need for grammar errors; word
shows professional professional growth. choice shows need for
growth. professional growth;
difficult to read; lack of
proofreading.
4 3 2
TOTAL 20 15 10
Group Members: __________________________________
__________________________________
__________________________________
__________________________________
__________________________________

SUSTAINABLE DEVELOPMENT ASSESSMENT RUBRIC

Objective: Synthesize principles and concepts of marketing management to develop a marketing plan.

PART I. The Marketing Plan

CRITERIA Level 3: Exceeds Level 2: Meets Level 1: Does Not Meet

Expectations
Product concept is very unique.
Positioning statement is
Critical & Creative cohesive and clearly states the
Thinking Skills product’s or plan’s competitive
advantage.
10
Complete – All parts of a
standard sustainable
development plan have been
Content completed and the analysis of
data supports the plan and is
more than sufficiently covered
in breadth and depth.
20
Application of Uses concepts in the plan with
Theories and Concepts a high degree of effectiveness.
(i.e., SWOT analysis,
research, etc.)
20
TOTAL 50
Expectations
Product/Planned concept is not
new, but with some unique
qualities.
Positioning statement is somehow
coherent but does not clearly
describe the product’s
competitive advantage.
7 5
Complete – All parts of a standard
marketing plan have been
completed and the analysis of
data supports the plan and is
sufficiently covered in breadth
and depth.
15
Uses concepts in the Sustainable
Development plan with
moderate effectiveness.
15
37
Expectations
Product concept is not unique at
all, very common in the market
and or industry.
Positioning statement is
incoherent and does not state
what the product’s competitive
advantage is.
Incomplete – All parts of a
standard marketing plan have
not been completed and the
analysis of data does not support
the plan and is insufficiently
covered in breadth and depth.
10
Uses concepts in the
Sustainable Development
plan with limited effectiveness.
10
25
PART II. Presentation and Communication

CRITERIA Level 3: Exceeds Level 2: Meets Level 1: Does Not Meet

Expectations Expectations Expectations
Visual Support Uses visual support materials Uses visual support materials with Uses visual support materials
(i.e. product prototype, with a high degree of considerable effectiveness. with limited effectiveness.
packaging, effectiveness.
presentation
software/powerpoint,
commercial, etc.)
10 7 5
Organization and Oral Communicates information and Communicates information and Communicates information and
Skills (i.e. flow of ideas with a strong sense of ideas with a clear sense of ideas with a limited sense of
report, audience. audience. audience.
professionalism,
enthusiasm, pace,
voice, etc.)
20 15 10
Knowledge and All members of the group are A few members of the group are Members of the group are not
Defense knowledgeable about the knowledgeable about the knowledgeable about the
marketing plan. marketing plan. marketing plan.
Strong ability to defend and Moderate ability to defend and Lack ability to defend and
answer questions from the answer questions from the panel answer questions from the panel
panel and audience. and audience. and audience.
20 15 10
TOTAL 50 37 25

OTHER COURSE REQUIREMENTS/ASSESSMENTS:

 Active participation on the different activities

 Attendance
 Educational Tour
 Major Exams
 Sustainable Development Plan – Event Presentation
 Projects
 Quizzes
 Recitation
Teaching Methods/Strategies
 Lecture/discussion forum
 Case study
 Debate series
 Group Research – Marketing Plan with Presentation

Course Policies and Other Requirements

A detailed description of the professor’s expectations; policies on assignments; instructions for completing projects, papers, journals, lab work, tests, make-up
exams; attendance/tardiness etc.

GRADING SYSTEM:
The student will be graded according to the following:
Please refer to the student’s handbook, pages 14-17.
Term Examinations 33%
Class Standing 67%
100%
PRELIMINARY GRADE = 67% class standing + 33% transmuted prelim exam
MIDTERM GRADE = 67% class standing + 33% transmuted midterm exam
PRE-FINAL GRADE = 67% class standing + 33% transmuted pre-finals exam
TENTATIVE FINAL GRADE = 67% class standing + 33% transmuted final exam
FINAL GRADE = (Prelim Grade + Midterm Grade + Pre-final Grade + Tentative Final Grade) / 4
LEARNING RESOURCES/REFERENCES:

Books

1. Barrows, Clayton W. Introduction to the hospitality industry. 7th ed. New Jersey: John Wiley & Sons, Inc., c2009. ACC. NO. 129922

2. Biederman, Paul S. Travel and tourism: an industry primer. Upper Saddle River, N.J.: Pearson/Prentice Hall, c2008. ACC. NO. 118377

3. Cetron, Marvin J. Hospitality 2010: the future of hospitality and travel. Upper Saddle River, N.J.: Pearson/Prentice Hall, c2006. TX 911 C38

4. Clarke, Alan. International hospitality management: concepts and cases. Burlington, Mass.: Elsevier; c2007. ACC. NO. 122491

5. Eberts, Marjorie. Careers in travel, tourism & hospitality. 2nd ed. New York, N.Y.: McGraw-Hill, c2006. G 155.5 E24

6. Goeldner, Charles R. Tourism: principles, practices, philosophies. 11th ed. Hoboken, N.J.: Wiley, c2009. ACC. NO. 126444

7. Hayes, David K. Human resources management in the hospitality industry. Hoboken, N.J.: Wiley, c2009. TX 911.3 P4 H39

8. Hospitality: a social lens. 1st ed. Oxford : Elsevier, 2007. TX 911.3 P77 H67

9. Metti, M. C. Hospitality and food management. New Delhi: Anmol Publlications, c2008. ACC. NO. 130218

10. Morritt, Ronald M. Segmentation strategies for hospitality managers: target marketing for competitive advantage. New York, N.Y.: Haworth Press, c2007. TX 911.3

M3 M68

11. Ninemeier, Jack D. Discovering hospitality and tourism: the world's greatest industry. 2nd ed. Upper Saddle River, N.J.: Pearson/Prentice Hall, c2008. ACC. NO.

118694

12. O'Shannessy, Vivienne. The road to hospitality: skills for the new professional. 3rd ed. Frenchs Forest: Pearson Education Australia, c2008. ACC. NO. 128382

13. Silva, Karen E. Hospitality & tourism. New York, N.Y.: McGraw-Hill/Glencoe, c2006. TX 911.3 M27 S56

14. The Study of tourism: anthropological and sociological beginnings. 1st ed. Oxford: Elsevier, 2007. G 155 A1 S78

15. Vibal, Victor R. Principles of tourism. Pasig City: Anvil Publishing, Inc., c2010. ACC. NO. 135787
Ebooks

1. Michelli, Joseph A., 1960-. The new gold standard: 5 leadership principles for creating a legendary customer experience courtesy of the Ritz-Carlton Hotel Company.
New York: McGraw-Hill, c2008.

2. Sherman, Rachel, 1970-. Class acts: service and inequality in luxury hotels. Berkeley: University of California Press, c2006.

3. Responsible tourism: critical issues for conservation and development. London ; Sterling, VA: EARTHSCAN, 2008.

4. Current themes and developments in hospitality management education. Bradford, England: Emerald Group Publishing, c2007.

5. Sherman, Rachel, 1970-. Class acts: service and inequality in luxury hotels. Berkeley: University of California Press, c2006.

6. Destination recommendation systems: behavioural foundations and applications. Wallingford, UK; Cambridge, MA: CABI Pub., c2006.

Journals

1. Asian journal of tourism and hospitality research. [S.l. : s.n.]

2. Asian journal of tourism and hospitality research. [S.l. : s.n.]

3. Hotels: the magazine of the worldwide hotel industry. [Newton, MA: Cahners Pub., c1989-.

4. International journal of hospitality & tourism administration. Binghamton, NY: The Haworth Hospitality Press, 2000-.

5. Journal of hospitality & tourism education. Richmond, Virginia: International Council on Hotel, Restaurant and Institutional Education, c2006-

6. Journal of quality assurance in hospitality & tourism: JQAHT. Binghamton, N.Y. : Haworth Hospitality Press, [2000-.

7. Journal of teaching in travel & tourism. Binghamton, NY: Haworth Hospitality Press, c2001-.

8. Progress in tourism, recreation, and hospitality management. Vol. 1-. London: Belhaven Press, 1989-.
Prepared by:

GWENDON O. REYES

Faculty