Republic of the Philippines

CAVITE STATE UNIVERSITY

Bacoor City Campus
Bacoor City, Cavite

Management Department
Bachelor of Science in Hotel Management
BSHM 90: Entrepreneurship in Tourism and Hospitality
Second Semester, AY 2020 – 2021

Prepared by:

JOHN DARREN H. LUBATON

Instructor

Reviewed by

JANICE A. NEALEGA, MBA MENVYLUZ S. MACALALAD,

MBA,LPT
Chairperson Campus Administrator
 MODULE 5
ENTREPRENEURAL INNOVATIONS IN TOURISM AND
HOSPITALITY

INNOVATION

Invention or idea implemented commercialized.

ENTREPRENEURSHIP

Capability to identify opportunities and create resources for realization of opportunity

INNOVATION, IMPORTANT IF…

● Remain competitive
● Change destination image/profile
● Dealing with seasonality
● Dealing with market challenges
● Customer satisfaction
● New attractions
● New activities
● New or improved services

INNOVATIONS IN TOURISM…

● Incremental rather than radical – small changes

● Imitations / R&D Seldom Source
TYPES OF INNOVATION

1. Product or service innovation

● New or significantly improved services
● Observed by the customer and regarded as new Never seen before
● New to a particular enterprise or destination May become a factor in purchase decisions

2. Process innovation

● Backstage initiatives for efficiency, productivity and flow.

● Often facilitated by technology investments (ICT, self-service)
● In combination with competence building and HRM (human resource management)
NEW TECHNOLOGY, NEW WAYS OF DELIVERING

3. Market innovations

● Strategic activity vs. markets

● Segments
● Messages
● Brand
ex: loyalty programs, integration of tourism products, experiences into other products

INTERNET - AS A DRIVER OF INNOVATION

● Google is the most important first step selection of vacation

● Travelers use a number of information channels before making a decision – the internet
is the most important.
● More than 90% look for information on the internet before deciding on vacation.
● Most people compare 15 sites before making a decision.
● Increasingly common to create your own package on the internet.
● AND – PEOPLE WANT TO BE CONNECTED ON THEIR VACATION!

4. IMITATION

Sample : FROM SKI RESORT TO ALL-YEAR ROUND RESORT

THE SKI RESORT IN SUMMER - BENCHMARKING

● Vision and goals
● Organization
● Investments/financing
● Markets
● Activities
● Social impact
● Communications
● Results
IMPORTANT LESSONS LEARNED
● A vision that everybody understands and support
● Organization for strong leadership
● Same brand all year around
● Coordinated marketing (destination)
● Regional market more important in summer
● Mountain bike as `summer skiing´
● Ski lift owners involved
● Events important attraction factors
● Culture important
● Public investment in activity infrastructure
 MODULE 6
TOURISM AND HOSPITALITY CAREER PATHWAY AND
ENTREPRENEURSHIP
Career opportunities in sectors of tourism and hospitality industry

Tourism and hospitality is a diverse industry which offers long-term career opportunities for
enthusiastic individuals who want to put their education and skills to work in various environments.

People in tourism and hospitality may work indoors or outdoors, standard hours or on a
flexible schedule, seasonal jobs or all-year-round. It’s one of the most exciting and diverse
career paths out there.

What Is Tourism and Hospitality?

The tourism and hospitality industry can be divided into five career areas:
accommodation, food and beverage services, recreation and entertainment, transportation and
travel services.

All of these areas involve providing services to people.

What Kinds of Careers Are Available in the

Tourism and Hospitality Industry?

From operational positions to management and executive-level responsibilities, you'll

find opportunities for solid training, knowledge and skill development along with unlimited career
growth.

The tourism and hospitality industry also offers a unique environment for those who wish
to start their own business.

Operational Positions

These usually involve direct contact with tourists and are often the first step in a lifetime
career.

Sample jobs include:

-Ski Repair Technician

-Bartender -Concierge
-Adventure Tour Guide
-Cook
-Sales Coordinator
Supervisory Positions

These people hire, manage, motivate and schedule operational positions as well as
provide key functional expertise. Sample jobs include:

-Guest Services Supervisor

-Ski Patrol Supervisor
-Event Planner -Restaurant
Shift Supervisor -Team
Leader Accounting
-Maintenance Supervisor

Management Positions

These positions involve budgeting, analysis, planning and change management in order
to help employees and the organization to grow and prosper. There may also be interaction with
other tourism sectors and community involvement. Sample jobs include:

-Director of Sales and Marketing

-Head Chef
-Ski Area Manager
-Rooms Division Manager
-Adventure Company Owner
-Attractions Operations Manager

Executives

Executives are often responsible for several departments or divisions and usually work
at a regional, national or international level. They are responsible for strategic planning and
have significant budget responsibility. Sample jobs include:

-Hotel General Manager

-Regional Manager of Restaurant
Chain -Vice President of Human
Resources -Tour Company President
-Convention Centre Executive Director
-CEO of Destination Marketing Organization

Employability skills necessary for success in tourism and hospitality profession

a. Communication skills.
b. Team work
c. Problem solving
d. Good initiative and enterprising attitude
e. Planning and organizing skills
f. Good self- management
g. Lifelong learning attitude
h. Good technology know-how

What qualities do you need to succeed?

The most important qualities are communication, teamwork and customer service
skills.

Whatever the location, position or technical skills, to make it in travel and tourism you
need to enjoy challenges and have the ability to work well with people.

It is important to appreciate that people around the world have different ways of doing
things.

Working in the travel and tourism industry, you will come to learn a lot about people.

● To find out what it takes to work in this very people-focused industry, we asked many
people in the industry. These are some of the qualities they identified:
● maturity and people skills
● the ability to think on your feet
● good selling skills
● the ability to create a rapport with people of different ages and different cultures
● a sense of humour
● an outgoing personality
● a strong customer service ethic and a desire to help people
● good computer skills
● good organisational skills
● good communication and listening skills
● confidence
● leadership
● an empathic attitude that encourages others to place their trust in you
● health and fitness
● a practical nature and commonsense
● good general knowledge
● problem-solving skills
● enjoyment of the outdoors
● the ability to work in a team
● a good memory for people's names
● strong attention to detail, because a little mistake could mean a major disaster.

Entrepreneurial activities

The tourism and hospitality industries are dominated by small business and the vast
majority of the entrepreneurs are lifestyles rather than rational professionals.

Tourism, hospitality and leisure industries are primarily based on entrepreneurship and
small businesses (Thomas, 1998, 2000,Morrison et al., 1998, Getz, 2004, Buhalis and Main,
1998).
The importance of entrepreneurial activities

Change initiation: the capability of identifying an opportunity for creation or innovation and the
ability to turn it into a reality

Creative resourcing: ingeniously marshalling resources of both financial and managerial nature,
from a complex set of sources, in order to mobilise and realise the opportunity.

Entrepreneurial learning: motivation to acquire the necessary knowledge and expertise through
relevant exploration and reflection, in order to excel.

Innovation and creativity: renewal of products or services by adding value through application of
expertise and imagination.

Knowledge leadership: development of sources of management information to enable first

mover capability, effective strategy formulation and implementation.

Opportunity alertness: continuous focus on emerging trends and opportunities to be captured

and released.

Relationship management: maintenance of effective teams, networks, and flexible management

structures.

Timing of action: acting within a limited window in which an opportunity can be optimised.

Vision and strategic orientation: Formulation of ambitions, and strategies to realise them.

Knowledge, skills and aptitude needed to be successful as an entrepreneur in tourism

and hospitality.

Small Business Owner/Operator

Tourism Small Business Owner/Operators are accountable for planning, decision-making and
management of all aspects of the tourism business. An Owner/Operator must continuously
review and update business plans, check budget figures, monitor accounting and cash control
procedures and ensure the overall operation of the establishment is in line with predictions.

Responsibilities:

• Meet and exceed guests' expectations.

• Offer tourism information and promote local areas.
• Use business management skills.
• Use sales and marketing skills.
• Complete financial management tasks.
• Use administrative skills.
• Respond to enquiries and solve problems.
• Maintain facility, equipment and supplies.

Knowledge, Skills and Abilities:

• A secondary school diploma is required

• A college diploma or degree in business, tourism, marketing or management is useful
• Training in both first aid and small business management is an asset
• Previous experience in tourism is required
• Excellent organizational skills
• Sales and marketing skills are an asset
• Customer service skills
• Good communication skills
• Administrative skills
• Accounting and cash control skills
• Leadership skills
• Human resource management skills