Stakeholders in Hospitality Industry and Tourism

2019/2020

Учебный год

ENG

Обучение ведется на английском языке

11

Кредиты

Кто читает:

Кафедра общего и стратегического менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 1, 2 модуль

Преподаватели

Ельников Павел Владимирович

Митин Иван Игоревич

Пантелеева Елена Константиновна

Course Syllabus

Abstract

The course consists of the two parts: Stakeholders in Tourism (part 1) and Stakeholders Hospitality (part 2). The first part provides the knowledge of main concepts and theories of the stakeholders in the tourism industry. This includes overview on the main stakeholders of the tourism industry; it gives understanding of changing roles of the stakeholders, influence of technologies to the process of creating travel product to distribution and marketing. Besides that the course is focused on the destination and provides approaches to destination management and destination marketing; tourist supply, destination resources and attractions; destination images as formed through place perception and imagination; tourist motivation and the negotiated and contested residents’ and tourists’ place images and identities; and competitive destination principles. A reading group on destination marketing research with some international case studies is also a part of the curriculum. A series of success-stories of international destination management projects will also be presented and discussed within the second part of the course. This will add practice-oriented hands-on experience to the theoretical background and academic skills provided within this part of the course. The second part of the course is designed to provide students with knowledge of the key stakeholders in the hospitality industry, their interrelationship and main interests. The curriculum is primarily focused on the legal framework and practicalities of the Russian hospitality market, but also includes certain elements of comparison with international experience. Also, this part covers few basic aspects of customer-centric approach. First, it discovers the phenomena of customer-centricity and considers how this approach is realized by hotel industry players. Second, the course addresses the issues how to gain customer understanding and use this information and knowledge in a development of customer-centric strategy. Third, during the course there are discussions about how hotels might create a customer-centric culture and motivate their employees to be truly customer-oriented. Skills and knowledge acquired during the course will broaden students' understanding of the market "street realities" and help them find their way within the hotel and tourism industry. The curriculum is practice oriented and contemplates participation of a speaker with practical knowledge. The course provides for both lectures as well as discussion sessions in the form of seminars.

Learning Objectives

• The content of this course should enhance students’ understanding of the dynamic nature of the tourism and hotel industry including main theories and concepts of destination marketing and management, basic principles of hotel and tourism management, project manadement and research design on stakeholders in tourism and hospitablity.

Expected Learning Outcomes

• Students know and operate the main approaches, theories and concepts related to the tourism industry stakeholders
• Students are able to develop research, problem-solving and decision-making skills in managment and marketing in tourism and hospitability industries
• Students understand the notion of destination and the process of destination construction through the notions and examples of tourist identities, motivation and experience, and place perception, images and attractions
• Students are aware of main issues and stakeholders, models of market development, forms of cooperation and project lifecycles in hotel industry.
• Students understand rules of value creation, identify the main factors influencing customer-firm interactions, realize the main changes in customer behavior, are able to analyze the interactions between a hotel and their customers and realize the roles in customer-centric organizations and the outcomes customer-centric approach in hotel industry

Course Contents

• Stakeholders in tourism industry
  Theme 1. Notion of stakeholders in the tourism industry. Overview and role of each stakeholder in travel global eco-system. How did it change last 50 years and will it change soon? Theme 2. Customer as a main stakeholder, product as a king? Evolution of roles supplier-distribution – customer – product. Added value for customer of each stakeholders in tourism. Personalization as a new travel religion. Theme 3. Travel suppliers. Land services suppliers, carries, railways and other transport suppliers. Entertaining suppliers – excursions, events. Sharing technology and how it affect conservative suppliers. Travel technologies providers – software as true stakeholders. Theme 4. Travel distribution companies. Global chains, local players, best international cases. Other new types of stakeholders in Tourism. E-commerce in travel industry. Market share and influence of e-commerce. Theme 5. The relationship between the stakeholders. Local power of small companies vs international expansion of huge travel corporations. How landscape of stakeholders might change in 10-30 years or Google knows better?
• Theories of destination
  Theme 1. Defining destination Tourism destination: the main concepts, definitions of the notions of destination, destination management & destination marketing. Theme 2. Destination resources Tourist supply and the classification of destination resources. The notion of tourist attraction and the connections of attractions and destinations. Theme 3. Destination images Destination as a place socially constructed by stakeholders. Space and place in cultural geography. Space perception and imagination. Regional geography as a theoretical framework of symbolic construction of destination narratives. Theme 4. Destination demand Tourist motivation: theories and approaches. Residents’ and tourists’ place images & identities. Destination development as stakeholders’ identities’ negotiations process. Theme 5. Destination research Readings in destination research: theoretical frameworks, case-studies, research methods and project techniques.
• Destination marketing
  Theme 1. Defining destination marketing Current issues in tourism marketing. Elements of tourism marketing: destination, transportation, hotel, airlines, tour operators. Marketing methods in tourism. Destination marketing: the main concepts and goals. Theme 2. Destination marketing brand strategies Destination brand strategy: key concepts and steps of development. Destination brand message and factors of destination competitivity. Case-studies of destination brands strategies: countries, regions, cities, towns, locations. DMOs (Destination Marketing Organizations), CVB (Convention and Visitors Bureaus), tourism boards and other destination marketing and management representatives. Theme 3. Marketing communications in tourism Marketing communication channels: PR and media relations, advertising campaigns and media planning, sales promotion, direct marketing. Joint promotional campaigns, co-branding, cross-marketing. Digital marketing: special projects with OTP (online travel portals), SMM (social media marketing), influencers and KOL (key opinion leaders). Theme 4. Content marketing and modern trends in destination marketing Content marketing and storytelling for the destination awareness. Emotions as a main tool to create remarkable destination brand. Real-time-marketing, mobile marketing, word-of-mouth marketing and viral methods of promotion destination, product placement. Envited guest: Chief editor National Geographic Traveller Russia Ivan Vasin Theme 5. Event marketing in destination developement Role of event marketing in the destination development. B2B and B2C events. Festivals as one of the main engine of destination development. Destination festivals case-studies.
• Stakeholders in hotel industry
  Theme 1. Stakeholders in hotel industry. Stakeholders approach in the hotel industry: owners/investors, international hotel operators, white label management companies, consultants, lawyers, architects, construction companies, local authorities, etc. Theme 2. Basic interrelationships between hotel and tourism industry stakeholders. Basic interrelationships between hotel and tourism industry stakeholders: theory and practical examples. Theme 3. Models of hotel market development and trends. Key models of hotel market development, current levels of market penetration and anticipated future of branded hotels. Asset-light strategy of the key hotel chains. Trends in development of major international operators. Theme 4. Main forms of cooperation between hotel chains and hotel owners. Managing under own brand, lease, management, franchise, manchise. Management and franchise: key differences. Rise of white label management companies. Theme 5. Typical lifecycle of a branded hotel project - from idea to opening. Acquisition of a land plot, best use analysis, feasibility study, development, operators search and engagement of international hotel operator, negotiation of hotel management agreements, design, construction, opening and operation of a branded hotel project. Roles of key stakeholders at various stages. Theme 6. Hotel management agreements. Specifics of hotel management agreements as the main form of cooperation between hotel chains and hotel owners: stakeholders approach. Key conditions of hotel management agreements and current tendencies of their change.
• Main trends of customer-centricity in hotel industry
  Theme 1. Customer centricity as a path to growth in a hotel industry. Overview of the travel and tourism industry. Hotel industry trends. Hotels classification (supply side). Sources of growth in the hotel industry. Customers as a main source of revenues for hotels. Changing role of customers in value creation. Main trends in customer-hotel interactions. ‘Macdonaldization’ of hotel services, experience economy and customer experience as a new battlefield in the hotel business. What is customer centricity? Key definitions: market orientation, customer orientation, customer centricity. Basic principles of customer-centricity. From product-centric to customer-centric business. Main components of customer-centric business. How to build a customer-centric company? Three V’s model: valued customer, valued proposition, valued network. Customer-centric marketing strategy. Customer-centric maturity model. Theme 2. Customer-centric strategy. Understanding customer. Global trends in consumer behavior. What hotels should know about their customers? Factors influencing customer behavior in a hotel industry. Customer expectations and factors influencing them. Marketing research in hotel industry. How to gather customer insights. STP. STP process. Hotel market segmentation (demand side): end users and travel intermediaries. Demographic, geographic, behavioral, psychographic segmentation, benefit and need segmentation, combined methods of segmentation. Current user characteristics. Identifying target customers. Hotel positioning. Theme 3. Customer-centric culture and internal marketing (IM) Organizational and service culture. Internal marketing concept. Internal marketing mix. Employee experience. How employees can ensure customer satisfaction. Employee engagement. Operational setting for IM. Link between internal marketing and business performance. IM best practice in hotel industry.
• Strategic and operational aspects of customer-centricity implementations in hotel business
  Theme 1. Guest service. Quality Control. Guest Service and Quality management: connections, standards, personalization. Modern guest types and consumer features. Guest behavior. Definition of Quality. Implementation of quality management system. Total Quality Management Integrated Quality Management. Golden Services standards . Examples of using checklists Theme 2. Managing hotel reputation. Integrated marketing communications: “Trust You” Service Practical cases from Sidorin lab. Definition of NPS, the impact of this indicator on revenue. Definition of Serviceskape Theme 3. Sales “system” in hotel business. Customer experience mapping. Hotel sales and marketing: actions, systems and trends. Client hospitality market segmentation: channels and segments mix. Actual segmentation mix. Модель GAP теория разрывов GAP model and the break-up theory. CRM Implementation (the case of the Introduction of the TNG) Loyalty program, brand promises Theme 4. HR Management in hotel business and its main issues. Personnel management through the prism of «Generations theories». Managing targets inside the Hotel . Digital in the HR. 5 steps of the successful implementation of the non-financial motivation of the personnel. 5 functions of an effective manager . Career building inside the hotel business Theme 5 Sales management through KPI (key performance indicators). Key performance indicators (KPI) for projects and for management team. Cascading KPI from General manager to sales manager. Practice tools to reach KPI. Pros and cons of KPI theory

Assessment Elements

• case project
• debates
• homework
• quiz
• project
• Exam - Part 1
• Exam - Part 2

Interim Assessment

• Interim assessment (1 module)
  0.2 * case project + 0.2 * debates + 0.4 * Exam - Part 1 + 0.2 * homework
• Interim assessment (2 module)
  0.4 * Exam - Part 2 + 0.4 * project + 0.2 * quiz

Bibliography

Recommended Core Bibliography

• B. Joseph Pine II, & James H. Gilmore. (2019). The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money. [N.p.]: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2002062
• Cross, R. G., & Dixit, A. (2005). Customer-centric pricing: The surprising secret for profitability. Business Horizons, (6), 483. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.bushor.v48y2005i6p483.491
• Fader, P. (2012). Customer Centricity : Focus on the Right Customers for Strategic Advantage (Vol. 2nd ed). Philadeplphia: Wharton School Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=592677
• Jay Galbraith Designing the Customer-Centric Organization: A Guide to Strategy, Structure, and Process, Jossey-Bass © 2005 (доступ через электронную библиотеку НИУ ВШЭ https://library.books24x7.com/toc.aspx?bookid=12256, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса
• Kozak, N., & Kozak, M. (2016). Destination Marketing : An International Perspective. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1086671
• Philip Kotler, John T. Bowen, & James Makens. (2013). Marketing for Hospitality and Tourism: Pearson New International Edition : UEL. Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1418160
• The Routledge Handbook of Tourism Research / ed. by Cathy H. C. Hsu and William C. Gartner. Routledge, 2012. https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1016061
• Thomas, R. (1994). Tourism and the Hotel and Catering Industries in the EC (Book). Service Industries Journal, 14(4), 595–596. https://doi.org/10.1080/02642069400000063
• Vanhove N. The Economics of Tourism Destinations. Elsevier, 2011. – URL: https://proxylibrary.hse.ru:2054/book/9780080969961/the-economics-of-tourism-destinations.

Recommended Additional Bibliography

• Andreu, L., Gnoth, J., & Kozak, M. (2009). Advances in Tourism Destination Marketing : Managing Networks. London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=289680
• Costa, C. (2013). Trends in European Tourism Planning and Organisation. Bristol: Channel View Publications. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=644938
• Gursoy, D., & Chi, C. G. (2018). The Routledge Handbook of Destination Marketing. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1776952
• Kozak, M. (2013). Aspects of Tourist Behavior. [N.p.]: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=632093
• Norman, A. (2013). Journeys and Destinations : Studies in Travel, Identity, and Meaning. Newcastle upon Tyne: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=632059
• Pike, S. (2016). Destination Marketing : Essentials (Vol. Second edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1124419
• Pizam, A., & Oh, H. (2008). Handbook of Hospitality Marketing Management. Oxford: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=298193
• Pizam, A., & Wang, Y. (2011). Destination Marketing and Management : Theories and Applications. Cambridge: CAB International. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=390671
• Singgih SANTOSO. (2019). Examining Relationships between Destination Image, Tourist Motivation, Satisfaction, and Visit Intention in Yogyakarta. Expert Journal of Business and Management, (1), 82. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.01d6bed07eda402693dd58119cca1ac6
• Stakeholder perceptions of tourism assets and sustainable tourism development in Da Nang, Vietnam. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.30C6A230
• Towards effective place brand management: branding European cities and regions. (2010). Elgar. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.pure.rug.nl.publications.1c01ae55.8eca.476f.a1bd.c2b54e172ee3
• V. KUMAR, & RAJAN, B. (2009). Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value. Management Accounting Quarterly, 10(3), 1–18. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=43373279