BHM 3020, Introduction to Tourism Course Syllabus Course Description An exploration of hospitality and tourism from a business context. Focus is on the forces and trends shaping the tourism industry, including the role of travel agents, important transportation modes, use of technology and communication systems, accommodation types, destinations and attractions management, food and beverage operations, and the diversity of this international industry. Course Textbook Cook, R. A., Hsu, C. H., & Marqua, J. J. (2014). Tourism: The business of hospitality and travel (5th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Analyze the major factors, such as participants, forces, and trends that shape the tourism industry. 2. Explain the distribution systems used in the tourism industry. 3. Describe the major components of the various tourism sectors. 4. Analyze the tourism supply components of a particular destination. 5. Investigate the market segmentation strategies used by tourism destination organizations. 6. Explain the positive and negative aspects of a career in tourism. 7. Evaluate the role of technology in a tourism organization. 8. Describe the integration of tourism components. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 2. Unit Lessons: Each unit contains a Unit Lesson, which discusses unit material. 3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. Suggested Readings are listed in each unit study guide to aid students in their course of study. The readings themselves may or may not be provided in the course, but students are encouraged to read the resources listed if the opportunity arises as they have valuable information that expands upon the lesson material. Students will not be tested on their knowledge of the Suggested Readings. 4. Learning Activities (Non-Graded): These non-graded Learning Activities are provided in Units II, III, VI, and VII to aid students in their course of study. 5. Discussion Boards: Discussion Boards are part of all CSU term courses. More information and specifications can be found in the Student Resources link listed in the Course Menu bar. 6. Unit Assessments: This course contains seven Unit Assessments, one to be completed at the end of Units I-VII. Assessments are composed of multiple-choice questions and written response questions. 7. Unit Assignments: Students are required to submit for grading Unit Assignments in Units I, II, and IV-VIII. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with the Unit I, II, and IV-VIII Assignments. Specific information about accessing these rubrics is provided below. BHM 3020, Introduction to Tourism 1
8. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 9. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the mycsu Student Portal, and click on CSU Online Library. You can also access the CSU Online Library from the My Library button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. E-mail (library@columbiasouthern.edu) and telephone (1.877.268.8046) assistance is available Monday Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services. Unit Assignments Unit I Article Review In Chapter 1, you read about the history of hospitality and travel. Now, take a look at what is expected in the future. Using the CSU Online Library, answer the questions below. The CSU Online Library has a database entitled Regional Business News. Another database that offers a more global perspective is Academic OneFile. You may want to contact a librarian or the Student Success Center for guidance on how to search using the databases. 1. Access the CSU Online Library through your mycsu Student Portal. 2. Search the two databases mentioned above using tourism as your search term. 3. In Academic OneFile you will want to click on magazines to get a more focused search on news. 4. Answer the following questions: a. Identify three items or trends that you think are similar or different than what is written about the historical view of tourism located in your textbook. b. Analyze these facts, and provide a summary addressing the similarities and differences between what has happened in the past. i. Has history repeated itself? ii. Are there things happening in today s world that are similar to our historical view? Your review must be a minimum two pages in length, not counting a cover page and a reference page. Use proper APA formatting for all sources, including the textbook. The CSU Online Library s databases are a good source for reliable articles. Unit II Essay Why do we travel? This assignment requires you to select a family member, friend, or self-identified travel companion. Once you have identified who you would like to travel with, answer the following questions: Describe your companion based upon market segmentation: geography, demographics, psychographics, and productrelated variables (see pages 43-49). Using Figure 2-1, the travel decision-making process on page 36 of your textbook, take some time with your self-identified travel group, and walk through the decision-making process. How did the process work? What were the challenges and benefits of the process? Identify the travel motivations addressed (pages 38-43). BHM 3020, Introduction to Tourism 2
What were the results of your decision? Your response should be a minimum of two pages in length, double-spaced. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. Unit IV Case Study Locate and read the case starting on page 253 in your textbook entitled Flying the Competitive Skies: U.S. Airline Industry, and respond to the following questions: How do economic issues, politics, and social factors affect the airline industry? What is the financial position of the companies in the airline industry including the impact on airline suppliers (lessors), manufacturers, and unions? Describe the importance of the airline industry to the travel industry and economic development. What is the power of the buyer and supplier in the airline industry? Your response should be a minimum of two pages in length. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. Unit V Scholarly Activity Identify a major city outside the state where you are currently living. Your task is to investigate the city for lodging options. Use the following characteristics during your search: The tourists are a family with a young child. The desired location is downtown near shopping and attractions The dates are September 14 th -18 th, and select a year at least one year in the future. You are to identify three types of hotels in the city: 1. luxury, full service property 2. midscale, either extended stay, all suite, or full service 3. limited service, budget Using the following systems, investigate the options for the family. You will want to refer to your reading for specifics about each mode of reservations. Internet distribution system chain CRS property CRS 800 number call Facebook Twitter Seven Apps and other mobile technologies available Summarize the usability, information received, and options available for the family. Evaluate and analyze the sites and systems. Finally, identify the best option for the family and the reason for your choice. Your response should be a minimum of two pages in length, double-spaced. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. BHM 3020, Introduction to Tourism 3
Unit VI Web Assignment Part I This is a two-part assignment. Part I is due with Unit VI and Part II is due with Unit VII. Choose one of the state destination marketing organizations (DMOs) below. These states have the easiest access to such things as marketing plans and tourism research and statistics. Montana: Montana Office of Tourism Intranet Oregon: Travel Industry Nevada: Industry Partners Kentucky: Industry Partners Michigan: Michigan Tourism Strategic Plan Wisconsin: Industry Partners South Carolina: Industry Resources Iowa: Industry Partners West Virginia: Industry Info Each state website has a link included that is geared toward the traveler. These links may be at the very top or very bottom of the page indicated. For the first part of the assignment, analyze the attractions of the state. You will need to review the chapter in the textbook on attractions. Using the content, draw conclusions about the focus of the DMO s efforts. For example, every state has a travel guide and other items to facilitate travel to the particular state geared toward the individual traveler. The trade, meeting planners, tour operators, and incentives also have targeted brochures. 1. Identify the brand for the state. 2. Next, highlight how the destination is focusing on this brand. For instance, for North Carolina, it is Deeper Connections. 3. Finally, investigate the individual traveler, industry, and trade to find how the state addresses this brand. How does the DMO market to the individual and trade? Your response should be a minimum of two pages in length, double-spaced. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. Please note, the Unit VII Web Assignment is Part II of this assignment. Unit VII Web Assignment Part II In Part I of this assignment, you investigated and analyzed the attractions and focus of a specific destination. In Part II, you will investigate the DMO and the efforts of the organization. Look at who the organization is targeting, and analyze what aspects of the destination are geared toward the target market(s). Most sites will have visitation research data; however, you will have to use your information from Part I and the information in the document to draw conclusions. In other words, there are not explicit responses in any of these documents. You will demonstrate your abilities based upon looking at the market and then, from their viewpoint, look at what the destination state has to offer. Most of the sources will be located on websites. You may also want to use marketing such as ads and social media to investigate. The resources are limitless in our current world. You may want to check online travel agencies (OTAs) such as Expedia, Orbitz, etc. and also tour operators who provide tours in the state you have chosen. The tour operators will provide what they think is important for a broader audience. In your submission, include the content you submitted for Part I in Unit VI and add Part II to this document. You should have a complete submission with the following contents: Introduction Body with Part I BHM 3020, Introduction to Tourism 4
Part II Conclusion Your response should be a minimum of four pages in length, double-spaced. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. Unit VIII Case Study Read through the case study, Any City Can be a Tourist Destination, on pages 364-370 of your textbook. As you read, analyze the case, and then provide a response to the following questions: 1. What did leaders in Wichita Falls need to do to lay the foundation for tourism growth? 2. What were the key components of the Pride in the Falls campaign that supported the image and growth of tourism? 3. How would you evaluate the success or failure of the Pride in the Falls campaign? 4. What future actions would you recommend to city planners to continue tourism growth? All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and be cited per APA guidelines. Unit VIII Assignment Identify a career area in tourism you would like to explore. For example, meetings, resorts, conventions, theme parks, gaming, and so on. Using the CSU Online Library, explore your selected career area and opportunities. Identify four sources with at least one from a trade publication and one from an academic journal. Two databases that have potential for resources are Regional Business News and Business Source Complete, however, do not let this limit you. Prepare a report of your findings addressing the following: 1. Describe your career area. 2. Summarize the articles you have found and the authors perspective of the career area and potential. 3. Prepare a conclusion of your findings. Is this a viable career choice for you? Why or why not? Your response should be a minimum of two pages in length, not counting cover and reference pages. Use APA style when writing your review. Cite any direct quotes or paraphrases from the articles, and include all references used in a references page. APA Guidelines The application of the APA writing style shall be practical, functional, and appropriate to each academic level, with the primary purpose being the documentation (citation) of sources. CSU requires that students use APA style for certain papers and projects. Students should always carefully read and follow assignment directions and review the associated grading rubric when available. Students can find CSU s Citation Guide by clicking here. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities. BHM 3020, Introduction to Tourism 5
Rubric categories include: (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Discussion Board rubric can be found within Unit I s Discussion Board submission instructions. The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting Tools and then My Grades. Again, it is vitally important for you to become familiar with these rubrics because their application to your Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades. Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to email your professor. Responses to your post will be addressed or emailed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards (8 @ 2%) = 16% Unit Assessments (7 @ 6%) = 42% Case Studies (2 @ 5%) = 10% Web Assignments (2 @ 7.5%) = 15% Unit I Article Review = 4% Unit II Essay = 4% Unit V Scholarly Activity = 5% Unit VIII Assignment = 4% Total = 100% BHM 3020, Introduction to Tourism 6
Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. BHM 3020, Introduction to Tourism 7
BHM 3020, Introduction to Tourism Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I The Tourism Industry Unit Study Guide Chapter 1: Introducing the World s Largest Industry, Tourism Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Article Review by Unit II The Tourist Unit Study Guide Learning Activities (Non-Graded): See Study Guide Chapter 2: Marketing to the Traveling Public Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Essay by Unit III Distribution Systems in the Tourism Industry Unit Study Guide Learning Activities (Non-Graded): See Study Guide Chapter 4: Bringing Travelers and Tourism Service Suppliers Together Chapter 5: Capturing Technology s Competitive Advantages, pp. 114-117 Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by BHM 3020, Introduction to Tourism 8
BHM 3020, Introduction to Tourism Course Schedule Unit IV Transportation Unit Study Guide Chapter 6: Transportation Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Case Study by Unit V Lodging and Food Service Unit Study Guide Chapter 7: Accommodations Chapter 8: Food and Beverage Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Scholarly Activity by Unit VI Attractions Unit Study Guide Learning Activities (Non-Graded): See Study Guide Chapter 9: Attractions and Entertainment Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Web Assignment by BHM 3020, Introduction to Tourism 9
BHM 3020, Introduction to Tourism Course Schedule Unit VII Destinations Unit Study Guide Learning Activities (Non-Graded): See Study Guide Chapter 10: Destinations Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Assessment by Web Assignment by Unit VIII Impacts of Tourism Unit Study Guide Reading Assignment: See Study Guide Suggested Reading: See Study Guide Discussion Board Response: Submit your response to the Discussion Board question by Saturday, Discussion Board Comment: Comment on another student s Discussion Board response by Case Study by Assignment by BHM 3020, Introduction to Tourism 10