Programme Code: 84037 - Professional and Continuing ...

Bachelor of Arts (Honours) in

Travel Industry Management

旅遊服務業管理學(榮譽)文學士

Programme Code: 84037

Definitive Programme Document

for 2017/18 Cohort

Mapping of Old and New Subject Codes 84037 (2017-Cohort)

Mapping of Old and New Subject Codes

Discipline Specific Requirement (DSR) Subjects of Bachelor of Arts (Honours) in Travel

Industry Management (84037) (2017-Chhort)

No. Old Code

(before

Academic

Year

2019/20)

New Code

(as from

Academic

Year

2019/20)

Subject Title

1 SPD2299 N/A Principles of Tourism

2 SPD3158 BHMS3158 Financial Management for Non-finance Specialists

3 SPD3194 N/A Tourism Policy and Planning

4 SPD3198 BHMS3198 Research Methods

5 SPD3201 LCS3201 Business Communication in Chinese

6 SPD3225 N/A Written English for Professionals

7 SPD3226 N/A Spoken English for Professionals

8 SPD4105 N/A Tourism Development in China

9 SPD4258 N/A Human Resource Management for Travel and Tourism Industry

10 SPD4260 N/A Quality Service Management for Travel and Tourism Industry

11 SPD4263 N/A Contemporary Issues in Travel and Tourism Industry

12 SPD4265 N/A Consumer Behaviour for Travel and Tourism Industry

13 SPD4301 N/A International Hotel Business and Management

14 SPD4374 N/A Legal and Ethical Aspects in Travel and Tourism Industry

15 SPD4375 N/A Marketing Management for Travel and Tourism Industry

16 SPD4376 N/A Strategic Management for Travel and Tourism Industry

17 SPD4377 BHMS4377 Cruise Line Operations and Management

18 SPD4380 BHMS4380 Theme Park and Attractions Management

19 SPD4381 BHMS4381 Destination Management

20 SPD4382 N/A Visitor Management

21 SPD4383 BHMS4383 Event Management

22 SPD4384 BHMS4384 Convention and Meeting Management

23 SPD4385 BHMS4385 Exhibition Management

24 SPD4387 BHMS4387 Travel Agency Management

25 SPD4388 N/A Urban Tourism

26 SPD4390 BHMS4390 Air Transportation Management

27 SPD4470 BHMS4470 Sports Tourism and Management

28 SPD4485 N/A Integrated Study (Tourism Management)

This Definitive Programme Document is issued in August 2017. It is subject to review and

changes which the School can decide to make from time to time. Students will be informed

of the changes as and when appropriate.

Table of Contents Page

SECTION ONE: GENERAL INFORMATION

1. PROGRAMME HOST .............................................................................................................. 1

2. PROGRAMME OPERATION AND MANAGEMENT ..................................................................... 1

3. CONTACT INFORMATION ....................................................................................................... 1

4. AWARD TITLE ....................................................................................................................... 2

5. MODE, STUDY LOAD AND DURATION OF STUDY .................................................................. 2

6. ATTENDANCE ....................................................................................................................... 2

7. PROGRAMME AIMS, OBJECTIVES AND OUTCOMES ............................................................... 3

8. ENTRANCE REQUIREMENTS ................................................................................................. 5

9. CREDIT TRANSFER AND EXEMPTION .................................................................................... 5

9.1 Credit Transfer ...................................................................................................... 5

9.2 Exemption ............................................................................................................. 6

10. CURRICULUM DESIGN .......................................................................................................... 6

10.1 Outcome-based Curriculum .................................................................................. 6

10.2 Programme Structure ............................................................................................ 7

10.3 Recommended Progression Pattern .................................................................... 10

10.4 Curriculum Mapping .......................................................................................... 11

11. MEDIUM OF INSTRUCTION .................................................................................................. 12

12. TEACHING AND LEARNING METHODS ................................................................................ 12

13. ASSESSMENT AND EXAMINATIONS ..................................................................................... 12

13.1 Principles of Assessment .................................................................................... 12

13.2 Assessment Methods .......................................................................................... 13

13.3 Grading ............................................................................................................... 14

13.4 Grade Point Average ........................................................................................... 15

13.5 Role of Subject Assessment Review Panel ......................................................... 16

13.6 Role of Board of Examiners ............................................................................... 17

13.7 Academic Probation............................................................................................ 17

13.8 Progression and De-registration.......................................................................... 17

13.9 Late Assessment .................................................................................................. 18

13.10 Retaking of Subjects ........................................................................................... 18

13.11 Eligibility for Award ........................................................................................... 19

13.12 Guidelines for Award Classification ................................................................... 20

13.13 Appeals against Assessment Results .................................................................. 21

13.14 Academic Dishonesty and Disciplinary Actions ................................................. 21

13.15 Exceptional Circumstances ................................................................................. 22

13.16 Other Regulations ............................................................................................... 22

14. TAKING ADDITIONAL SUBJECTS AFTER GRADUATION ......................................................... 23

Page

SECTION TWO: SUBJECT DESCRIPTION FORMS OF

DISCIPLINE SPECIFIC REQUIREMENTS SUBJECTS

Foundation Subject

SPD2299 Principles of Tourism 24

Compulsory Subjects

SPD3158 Financial Management for Non-finance Specialists 27

SPD3194 Tourism Policy and Planning 31

SPD3198 Research Methods 34

SPD3201 Business Communication in Chinese 38

SPD3225 Written English for Professionals 41

SPD3226 Spoken English for Professionals 45

SPD4258 Human Resource Management for Travel and Tourism Industry 49

SPD4260 Quality Service Management for Travel and Tourism Industry 53

SPD4263 Contemporary Issues in Travel and Tourism Industry 59

SPD4374 Legal and Ethical Aspects in Travel and Tourism Industry 65

SPD4375 Marketing Management for Travel and Tourism Industry 69

SPD4376 Strategic Management for Travel and Tourism Industry 73

SPD4485 Integrated Study (Tourism Management) 78

Elective Subjects

SPD4105 Tourism Development in China 81

SPD4265 Consumer Behaviour for Travel and Tourism Industry 85

SPD4301 International Hotel Business and Management 89

SPD4377 Cruise Line Operations and Management 93

SPD4380 Theme Park and Attractions Management 97

SPD4381 Destination Management 101

SPD4382 Visitor Management 106

SPD4383 Event Management 110

SPD4384 Convention and Meeting Management 113

SPD4385 Exhibition Management 118

SPD4387 Travel Agency Management 123

SPD4388 Urban Tourism 128

SPD4390 Air Transportation Management 133

SPD4470 Sports Tourism and Management 137

SECTION ONE:

GENERAL INFORMATION

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1. PROGRAMME HOST

The Bachelor of Arts (Honours) in Travel Industry Management is hosted by the

School of Professional Education and Executive Development (SPEED, which

assumes the overall academic responsibility in the realm of quality assurance in both

teaching and learning.

2. PROGRAMME OPERATION AND MANAGEMENT

The School Programme Committee (SPC) oversees the operation of all PolyU-SPEED

award programmes. The SPC meets at least twice a year.

A Programme Executive Group (PEG) has been formed to manage the day-to-day

operation of BATIM. The PEG which operates informally, is chaired by the

Programme Leader and includes staff with key responsibilities in the programme.

Student representatives will be invited to meet with the PEG in each semester to

provide feedback.

Students will be invited to nominate their representatives to join the Student/Staff

Consultative Groups (SSCG) in SPEED. SSCG is a formal channel through which

student views are obtained. It meets at least once per semester and reports or makes

recommendations, as appropriate, to the SPC.

Students are encouraged to provide feedback on subject level via the Student

Feedback Questionnaire (SFQ) exercise, which will be considered by the related

parties for continuous improvement of teaching and learning.

3. CONTACT INFORMATION

Programme Leader:

Ms Elaine Chan

(Tel: 3746 0710; Email: [email protected])

Deputy Programme Leader:

Dr Manson Chung


Administrative Staff:

Ms Phoebe Tam, Programme Officer


Ms Pauline Leung, Administrative Assistant

(Tel: 3746 0046)

General Enquiry Line : 3400 2828

Fax Number : 2363 0540

Website : http://www.speed-polyu.edu.hk

Email Address : [email protected]

mailto:[email protected]

mailto:[email protected]

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4. AWARD TITLE

Bachelor of Arts (Honours) in Travel Industry Management

Students may apply to exit the programme for the ordinary degree of “Bachelor of

Arts in Travel Industry Management” upon fulfilling the requirements as specified in

Section 13.11.2 of this document.

5. MODE, STUDY LOAD AND DURATION OF STUDY

The programme is offered in full-time mode of study.

Students’ normal study load is 15 to 18 credits in each semester.

Students from unrelated disciplines need to take an additional 3-credit foundation

subject in the first semester of study.

Prior approval from the School is required if students wish to deviate from the

recommended study load. The maximum study load to be taken by a student in a

semester is 21 credits1, unless exceptional approval is given by the Director of SPEED.

For such cases, students are reminded that the study load approved should not be

taken as grounds for academic appeal.

Students on academic probation will be required to take a reduced study load. To help

improve the academic performance of the students on academic probation, the School

will decide the maximum number of credits to be taken by these students on an

individual basis.

The normal duration of the programme is 2 years. The maximum period of

registration is twice the normal duration, i.e. 4 years.

6. ATTENDANCE

It is important that students attend classes and study related activities regularly and

punctually. Participation forms a critical part in the learning process, contributing to

the desired learning outcomes. Absence will affect study progress and students should

not be absent without good reason.

Some subjects under this programme are Continuing Education Fund (CEF)

reimbursable subjects. For CEF reimbursement claims, students are required to fulfil

the attendance requirement as stipulated by the Office of CEF.

1 Not applicable to students on academic probation.

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7. PROGRAMME AIMS, OBJECTIVES AND OUTCOMES

The Bachelor of Arts (Honours) in Travel Industry Management is a top-up degree

programme aiming to provide quality education to graduates of relevant Higher

Diploma and Associate Degree programmes, as well as those industry practitioners

who have extensive working experience and who aspire to better themselves by

completing a higher academic qualification in the travel and tourism industry. The

over-arching aim of the programme is to equip graduates with the professional

knowledge, skills and attitudes they need to make an effective contribution to the

travel and tourism industry of Hong Kong and of China.

The specific objectives of this programme are to:

Provide students with a solid foundation of knowledge and skills, on which they

could continuously and professionally develop themselves in the travel and

tourism industry;

Train students to identify and assess the changes and related implications of

regional and global business environments for corporate operations and

management in the travel and tourism industry;

Assist students to acquire professional knowledge, skills and positive attitude to

make a prompt contribution to the organisation in which they are employed; and

Build the competencies and skills required for lifelong learning.

Programme Intended Learning Outcomes

Learning outcomes are the intellectual abilities, knowledge, skills and attitudes to be

learnt and performed by students at the end of the programme.

Upon graduating from the programme, students are normally expected to:

(a) Exhibit a solid foundation of professionally specific skills and knowledge which

facilitates their professional development after graduation;

(b) Apply their management skills and knowledge to think critically, independently,

strategically and creatively the issues of a problem when carrying out their

operational and managerial functions;

(c) Demonstrate an understanding of globalization and cultural diversity, and assess

the implications for business organisations operating in the travel and tourism

industry;

(d) Demonstrate an understanding of the elements of entrepreneurship in the travel

and tourism industry context;

(e) Perform their tasks effectively, ethically, responsibly and dutifully in both their

individual and team capacities within a travel and tourism organisation operating

in a constantly changing business environment;

(f) Recognise the need for self-appraisal and reflective thinking in the areas of career

development, leadership and teamwork;

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(g) Develop an aspiration for lifelong learning in the context of professional and

personal development; and

(h) Communicate in written English and Chinese, and verbally in both English and

Putonghua at a professionally level for carrying out their duties and general

business purposes competently.

To achieve these, opportunities will be made available for students to build on or

broaden their knowledge base acquired at the Associate Degree/ Higher Diploma

level, whilst developing their communication and interpersonal skills. The fourteen

compulsory subjects would serve to build the foundation. A choice of three

discipline-specific electives from a pool of subjects with great variety will further

enhance a student’s specific skills and knowledge on which they can continue their

professional development after graduation.

Graduates will also be groomed to be adaptable to environmental change, all-round,

holistic, articulate, and respectful to others’ norms and cultures. This is achieved

through the compilation of localised and up-to-date teaching materials relevant to

teaching in the formal curriculum, and a rich informal curriculum comprising guest

lectures, student activities, company visits, complementary studies, language

enhancement schemes, etc.

Correlation between Programme Intended Learning Outcomes and Institutional Learning

Outcomes:

The following table shows the correlation between the programme intended learning

outcomes and PolyU’s institutional learning outcomes at undergraduate degree level:

Programme

Intended

Learning

Outcomes

Institutional Learning Outcomes for Undergraduate Degree

Competent

professional

Critical

thinker

Effective

communicator

Innovative

problem

solver

Lifelong

learner

Ethical

leader

a b c d e f g

h

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8. ENTRANCE REQUIREMENTS

The minimum requirements for admission to the programme are:

(a) Holders of an Associate Degree or a Higher Diploma or equivalent qualification

in related disciplines awarded by recognised universities and institutions.

Those from unrelated disciplines may also be considered. Students admitted

from this category will be required to take an additional 3-credit foundation

subject.

(b) Those who do not possess the above-mentioned qualifications but have reached

the age of 25 before 1 September, in the year in which they seek admission, may

apply as mature applicants. Mature applicants should possess relevant working

experience in supervisory or managerial positions and have completed prior post-

secondary studies in related fields. They will also be required to pass an

admission test and demonstrate to the Admission Interview Panel their ability to

complete the programme.

Applicants who apply for admission with non-local qualifications are required to

attain the following English language requirement:

IELTS 6.0 or TOEFL 550 (paper based)/ 213 (computer based)/ 80 (Internet

based)

The above requirement may be exempted for applicants who have completed sub-

degree programmes or equivalent with English as the medium of instruction.

9. CREDIT TRANSFER AND EXEMPTION

9.1 Credit Transfer

Students will be given credits for recognised previous study and the credits will be

counted towards meeting the requirements of the award. Normally, not more than

50% of the required number of credits for the academic award may be transferable

from approved institutions outside The Hong Kong Polytechnic University (PolyU).

For transfer of credits from programmes within PolyU, normally not more than 67%

of the required credits for the award can be transferred. In cases where both types of

credits are transferred, not more than 50% of the required number of credits for the

award may be transferred. Grades may or may not be given for the transferred credits.

The programme is an articulation degree programme. Students normally will not be

given credit transfer for any required Cluster-Area Requirements (CAR) and Service-

Learning subjects under General University Requirements (GUR), and they must

complete at least 60 credits2

to be eligible for the award. Students who have

completed comparable subjects at sub-degree studies may apply for exemption.

2 The minimum requirement of 60 credits does not include the Language and Communication

Requirements (LCR) subjects under GUR which are applicable to individual students.

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Should exemption be granted, students will be required to take other electives

(including free electives) to make up the total of 60 credits2 required.

The granting of credit transfer is a matter of academic judgement. In assessing the

transferability of subjects previously taken, the syllabus of that subject should be

carefully scrutinised to ascertain that it is comparable to the curriculum of the

programme. Other relevant information may also be required to ascertain the

academic standing of the institution offering the previous study. Decision on granting

credit transfer lies with the School.

For credit transfer of retaken subjects, the grade attained in the last attempt should be

taken in the case of credit transfer with grade being carried over. Students applying

for credit transfer for a subject taken in other institutions are required to declare that

the subject grade used for claiming credit transfer was attained in the last attempt of

the subject in their previous studies. If a student fails in the last attempt of a retaken

subject, no credit transfer should be granted, despite the fact that the student may have

attained a pass grade for the subject in the earlier attempts.

Students should not be granted credit transfer for a subject which they have attempted

and failed in their current study.

The validity period of subject credits earned is 8 years starting from the year in which

the subject is completed (e.g. if the qualification/credit was earned in 2016/17, the

validity period should count from 2017 for 8 years). Credits earned from previous

study should remain valid at the time when the student applies for transfer of credits.

9.2 Exemption

Students may be granted exemption from taking certain subjects if they have

successfully completed similar subjects at a comparable level in other programmes.

The credits associated with the exempted subjects will not be counted for satisfying

the credit requirements of the programme. In such case, students will be advised to

take other subjects to satisfy the credit requirements.

Subject to the approval of the School, exemption from compulsory language subjects

may be possible for special cases, e.g. students who have not taken Chinese since

secondary school may be exempted from compulsory Chinese subjects.

10. CURRICULUM DESIGN

10.1 Outcome-based Curriculum

University education goes beyond merely mastering accumulation of factual

knowledge. It is vital to develop students’ ability to solve problems and think

critically. These focuses are translated from the initial programme objectives to the

teaching approaches and evaluation of student performance.

The underpinning curriculum design principle for this programme is outcome-based

learning. An outcome-based curriculum provides a rigorous and robust delineation of

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professional competence. It also highlights the generic abilities that are considered

important for the graduates of this programme.

Explicitly specified outcomes give a clear direction as to how teaching and assessment

should be planned, aligned, and carried out. Ultimately this enhances coherence and

integration among subjects within the programme.

In addition, students are encouraged to take more responsibility for their own learning

in an outcome-based curriculum. When learning outcomes are stated clearly, students

are able to plan their own learning more effectively.

10.2 Programme Structure

10.2.1 The programme of study consists of at least 60 credits. Students are also required to

complete a non-credit-bearing Work-Integrated Education component.

(a) General University Requirements (GUR) (Minimum 9 credits)

Nature Details Credits

Language and

Communication

Requirements (LCR)

6 credits in English &

3 credits in Chinese

(Students who have met the equivalent standard

of the undergraduate degree LCR are not

required to take these credits. Individual students

who are required to take LCR subjects will be

advised of the details before programme

commencement.)

9

Cluster-Area

Requirements

(CAR)

One subject with Chinese Reading & Writing

Requirements and China Studies

Requirement embedded

One subject with English Reading & Writing

Requirements embedded

3

3

Service-Learning

(SL) / Free Elective

Prior to the full implementation of SL, students

may take a 3-credit free elective in lieu of SL.

3

The latest information of GUR subjects is available on the Student Portal

(www.speed-polyu.edu.hk/mySPEED).

8

(b) Discipline Specific Requirements (DSR) (51 to 54 credits)

Subject Level

Foundation Subject+ (1 subject, 3 credits)

SPD2299 Principles of Tourism 2

Compulsory Subjects (13 subjects, 3 credits each)

SPD3158 Financial Management for Non-finance Specialists 3

SPD3194 Tourism Policy and Planning 3

SPD3198 Research Methods 3

SPD3201 Business Communication in Chinese^ 3

SPD3225 Written English for Professionals* 3

SPD3226 Spoken English for Professionals* 3

SPD4258 Human Resource Management for Travel and Tourism

Industry 4

SPD4260 Quality Service Management for Travel and Tourism

Industry 4

SPD4263 Contemporary Issues in Travel and Tourism Industry 4

SPD4374 Legal and Ethical Aspects in Travel and Tourism Industry 4

SPD4375 Marketing Management for Travel and Tourism Industry 4

SPD4376 Strategic Management for Travel and Tourism Industry 4

SPD4485 Integrated Study (Tourism Management) 4

Elective Subjects# (any 4 subjects, 3 credits each)

SPD4105 Tourism Development in China 4

SPD4265 Consumer Behaviour for Travel and Tourism Industry 4

SPD4301 International Hotel Business and Management 4

SPD4377 Cruise Line Operations and Management 4

SPD4380 Theme Park and Attractions Management 4

SPD4381 Destination Management 4

SPD4382 Visitor Management 4

SPD4383 Event Management 4

SPD4384 Convention and Meeting Management 4

SPD4385 Exhibition Management 4

SPD4387 Travel Agency Management 4

SPD4388 Urban Tourism 4

SPD4390 Air Transportation Management 4

SPD4470 Sports Tourism and Management 4

+ Students from related disciplines are not required to take the foundation subject.

* Discipline-Specific Language Requirement (DSLR) (English) subject

^ Discipline-Specific Language Requirement (DSLR) (Chinese)subject

# Offering of any elective subjects is subject to sufficient enrolment.

9

(c) Work-Integrated Education (WIE)

WIE is a work-based learning experience which takes place in an organisational

context relevant to a student’s future profession, or career, or the development of

generic skills that will be valuable in the student’s future career development. Going

beyond studying within campus, it allows students to learn from the outside world, yet

at the same time contribute to the industry and/or community.

All students of this programme are required to complete 300 hours of WIE in

approved tourism and related organisations during their study period.

By completing the WIE component, students will be able to:

Identify problems and propose creative problem solving solutions in a professional

stance.

Assimilate and apply knowledge and skills in practice in the chosen sectors of the

hospitality and tourism industry.

Execute effective interpersonal and intrapersonal communication skills through

interaction with related stakeholders.

Recognize the need for self-development and continual learning in both

independent and cooperation contexts.

Students who have at least 3 years full-time relevant work experience in the travel and

tourism industry may apply for recognition of prior work experience for WIE. It is the

responsibility of students to provide all the necessary documentation and evidence to

substantiate their applications. Approval is not automatic. Approval will only be

granted to applicants who can prove that their prior work experience have satisfied the

WIE intended learning outcomes. Students will be provided with the WIE guidelines

and be advised of the procedures for recognition of prior work experience at

programme commencement.

10.2.2 Exit Award

Students who have fulfilled the following requirements may apply to exit the

programme with an ordinary degree award of “Bachelor of Arts in Travel Industry

Management”:

(a) GUR (minimum 9 credits);

(b) DSR

all compulsory subjects except SPD4376 “Strategic Management for Travel

and Tourism Industry” and SPD4485 “Integrated Study (Tourism

Management)” (33 credits);

any one elective subject (3 credits);

a foundation subject (3 credits) (applicable to students from unrelated

disciplines only);

(c) WIE (non-credit-bearing);

(d) Having a GPA of 2.0 or above.

For details, please refer to Section 13.11.2.

10

10.3 Recommended Progression Pattern

Students are recommended to undertake 5 to 6 subjects in each semester without

intermission in order to fulfill the study requirements within the 2-year normal

duration of study. They are also required to complete 300 hours of Work-Integrated

Education within their study period.

Year &

Semester

Subject Code and Title Subject

Nature*

Year 1

Sem 1

SPD2299 Principles of Tourism# F

SPD3158 Financial Management for Non-finance Specialists C

SPD3194 Tourism Policy and Planning C

SPD3226 Spoken English for Professionals C

SPD4375 Marketing Management for Travel and Tourism Industry C

GUR Subject GUR

Year 1

Sem 2

SPD3201 Business Communication in Chinese C

SPD3225 Written English for Professionals C

SPD4258 Human Resource Management for Travel and Tourism Industry C

SPD4374 Legal and Ethical Aspects in Travel and Tourism Industry C

GUR Subject GUR

Year 2

Sem 1

SPD3198 Research Methods C

SPD4260 Quality Service Management for Travel and Tourism Industry C

SPD4263 Contemporary Issues in Travel and Tourism Industry C

Elective Subject E

GUR Subject GUR

Year 2

Sem 2

SPD4376 Strategic Management for Travel and Tourism Industry C

SPD4485 Integrated Study (Tourism Management) C

Elective Subject E

Elective Subject E

Elective Subject E

* F = Foundation; C = Compulsory; E = Elective; GUR = General University Requirements # For students from unrelated disciplines only.

Remarks:

1) The subject offering schedule is subject to change at the discretion of the School.

2) Offering of any elective subjects is subject to sufficient enrolment.

3) For elective subjects, priority in enrolment will be granted for students in that particular year of

study.

4) Students who are required to take LCR subject(s) will be informed of the study schedule

separately. These students are advised to consult the Programme Leader on their progression

patterns should they have any concerns on their study load taking into consideration the LCR

subject(s) they are required to take.

11

10.4 Curriculum Mapping

Below is a mapping of subjects of Bachelor of Arts (Honours) in Travel Industry

Management with reference to the programme intended learning outcomes. The

mapping focuses on how each of the programme intended learning outcomes is

introduced, reinforced and assessed.

Subject Code Programme Intended Learning Outcomes

(a) (b) (c) (d) (e) (f) (g) (h)*

Fo

un

da

tio

n

Su

bje

ct

SPD2299 I,R,A R

Com

pu

lsory S

ub

ject

s

SPD3158 R,A I R,A R,A R R

SPD3194 I,R,A R,A R R,A R R R

SPD3198 I,R,A I R,A R R R

SPD3201 I,R,A

SPD3225 I,R,A

SPD3226 I,R,A

SPD4258 R,A R,A R,A R,A R R R

SPD4260 R,A R,A I R R,A R R R

SPD4263 R,A R,A R,A R,A R,A R R R


SPD4375 R,A R,A R R,A R R R

SPD4376 R,A R,A R,A R,A R,A R R R

SPD4485 A R,A R,A R,A R,A R R,A R

Ele

ctiv

e S

ub

ject

s


SPD4265 R,A R,A R,A R R R


SPD4377 I,R,A I,R,A I,R,A R,A R R R








SPD4388 I I,R I,R,A R R,A R R R

SPD4390 R,A R,A I,R,A R,A R R R


* Relevant to the language used for delivering the particular subject

I (Introduced) That the learning leading to the particular outcome is introduced in that subject.

R (Reinforced) That the learning leading to the particular outcome is reinforced in that subject.

A (Assessed) That the learning leading to the particular outcome is assessed in that subject.

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11. MEDIUM OF INSTRUCTION

The medium of instruction is English (except for those subjects with Chinese

requirements).

Except for subjects adopting Chinese as the medium of instruction, Chinese could

only be used in small group discussions/ tutorials if and when necessary. In the

presence of non-Chinese-speaking students, English should be used all the time.

12. TEACHING AND LEARNING METHODS

The teaching/ learning philosophy underlying this programme is based on a holistic,

diversified and flexible approach, teaching students how to learn instead of what to

memorise, and equipping them with the requisite skills required of a “lifelong” learner.

On the whole, various teaching and learning strategies are adopted, which are geared

to the needs and characteristics of the students.

The teaching and learning activities are organised coherently according to the

programme learning outcomes, subject nature, the particular subject topics, level of

difficulty, and the integration among other components and subjects of the programme.

A variety of teaching and learning methods will be used.

The main form of teaching is through the use of interactive lectures supplemented

with tutorial exercises (such as case studies, projects and presentations) and various

kinds of audio-visual aids. Students also have the chance to gain exposure to

experiential learning, self-directed learning, case-based learning and problem-based

learning.

Web-based teaching is another characteristic of the subjects of this programme. It is

used to complement face-to-face teaching, not only for encouraging students’ active

participation, but also to encourage them to make use of websites for information

collection.

To facilitate learning, the subject lecturers not only play the role of introducing new

concepts, imparting knowledge but also act as facilitators to encourage students to

share their ideas and experience through class discussion, case study, oral presentation

and group activities.

13. ASSESSMENT AND EXAMINATIONS

13.1 Principles of Assessment

Assessment of learning and assessment for learning are both important for assuring the

quality of student learning. Assessment of learning is to evaluate whether students have

achieved the intended learning outcomes of the subjects that they have taken and have

attained the overall learning outcomes of the programme at the end of their study at a

standard appropriate to the award. Appropriate methods of assessment that align with

the intended learning outcomes are designed for this purpose. The assessment methods

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will also enable the teacher to differentiate students’ different levels of performance

within the subject. Assessment for learning is to engage students in productive learning

activities through purposefully designed assessment tasks.

Assessment will also serve as feedback to students. The assessment criteria and

standards should be made explicit to students before the start of the assessment to

facilitate student learning, and feedback provided should link to the criteria and

standards. Timely feedback will be provided to students so that they are aware of their

progress and attainment for the purpose of improvement.

13.2 Assessment Methods

Students’ performance in a subject is assessed by continuous assessment and/ or

examinations as deemed appropriate. Where both methods are used, the weighting of

each in the overall subject grade has been clearly stated in Section Two of this

document.

To pass a subject, a student must obtain a pass grade in both continuous assessment

AND examination, if any. Continuous assessment may include tests, assignments,

projects, presentations and other forms of classroom participation depending on the

subject area. Assignments which involve group work will nevertheless include some

individual components therein. The contribution made by each student in continuous

assessment involving group effort shall be determined and assessed separately, and this

can result in different grades being awarded to students in the same group.

At the beginning of each semester, the subject lecturer will inform students of the

details of the methods of assessments to be used within the assessment framework as

specified in this document.

14

13.3 Grading

Assessment grades shall be awarded on a criterion-referenced basis. A student’s

overall performance in a subject shall be graded as follows:

Subject

Grade

Grade

Point

Short

Description

Elaboration on subject grading description

A+ 4.5 Exceptionally

Outstanding

The student’s work is exceptionally outstanding. It

exceeds the intended subject learning outcomes in

all regards.

A 4 Outstanding The student’s work is outstanding. It exceeds the

intended subject learning outcomes in nearly all

regards.

B+ 3.5 Very Good The student’s work is very good. It exceeds the

intended subject learning outcomes in most

regards.

B 3 Good The student’s work is good. It exceeds the

intended subject learning outcomes in some

regards.

C+ 2.5 Wholly

Satisfactory

The student’s work is wholly satisfactory. It fully

meets the intended subject learning outcomes.

C 2 Satisfactory The student’s work is satisfactory. It largely meets

the intended subject learning outcomes.

D+ 1.5 Barely

Satisfactory

The student’s work is barely satisfactory. It

marginally meets the intended subject learning

outcomes.

D 1 Barely

Adequate

The student’s work is barely adequate. It meets the

intended subject learning outcomes only in some

regards.

F 0 Inadequate The student’s work is inadequate. It fails to meet

many of the intended subject learning outcomes.

‘F’ is a subject failure grade, whilst all others (‘D’ to ‘A+’) are subject pass grades.

No credit will be earned if a subject is failed.

15

13.4 Grade Point Average

There are different types of Grade Point Average (GPA) as described below. All of

them are capped at 4.0.

13.4.1 GPA (cumulative GPA)

Cumulative GPA is computed as follows:

GPA =

n

n

ValueCredit Subject

ValueCredit Subject Point x GradeSubject

where n = Number of all subjects (inclusive of failed subjects) taken by the student

up to and including the latest semester/ term. For subjects which have

been retaken, only the grade point obtained in the final attempt will be

included in the GPA calculation.

In addition, the following subjects will be excluded from the GPA calculation:

(i) Exempted subjects

(ii) Ungraded subjects

(iii) Incomplete subjects

(iv) Subjects for which credit transfer has been approved, but without any grade

assigned3

(v) Subjects from which a student has been allowed to withdraw (i.e. those with the

code ‘W’)

A student who is absent from an examination will be given a fail grade; the

respective subject will be included in the GPA calculation and will be counted as

“zero” grade point. GPA is thus the unweighted cumulative average calculated for a

student, for all relevant subjects taken from the start of the programme to a particular

point of time. GPA is an indicator of overall performance.

13.4.2 Semester GPA

Calculation of Semester GPA is similar to the rules for GPA as described above,

except that only subjects taken in that semester, including retaken subjects, will be

included. This Semester GPA will be used to determine students’ eligibility to

progress to the next semester alongside with the cumulative GPA. However, the

Semester GPA calculated for the Summer Term will not be used for this purpose,

unless the Summer Term study is mandatory for all students of the programme

concerned and constitutes part of the graduation requirements.

3 Subjects taken in PolyU or elsewhere and with grades assigned, and for which credit transfer has

been approved, will be included in the GPA calculation.

16

13.4.3 Weighted GPA

Along with the cumulative GPA, a Weighted GPA will also be calculated, to give an

indication to the Board of Examiners on the award classification which a student will

likely get if he/ she makes steady progress on his/ her academic studies.

Weighted GPA will be computed as follows:

n

n

i

i

W ValueCredit Subject

W ValueCredit Subject Point GradeSubject

GPA Weighted

where Wi = Weighting to be assigned according to the level of the subject

n = Number of all subjects counted in GPA calculation as set out in 13.4.1

above, except those subjects outside the programme curriculum. GUR

subjects will be included.

For calculating the Weighted GPA (and Award GPA) to determine the award

classification of students who satisfy the graduation requirements, a standard

weighting will be applied to all subjects of the same level, with a weighting of 2 for

Level 1 & 2 subjects and a weighting of 3 for Level 3 & 4 subjects. This is also

applicable to the classification of ordinary degree exit award.

13.4.4 Award GPA

When a student has satisfied the requirements for award, an Award GPA will be

calculated to determine his/ her award classification.

If the student has not taken more subjects than required, the Award GPA will be the

same as the Weighted GPA.

Any subjects passed after the graduation requirement has been met or subjects taken

on top of the prescribed credit requirements for award shall not be taken into account

in the Award GPA. However, if a student attempts more elective subjects (or

optional subjects) than those required for graduation in or before the semester in

which he/ she becomes eligible for award, the elective subjects (or optional subjects)

with a higher grade/ contribution shall be included in the Award GPA (i.e. the

excessive subjects attempted with a lower grade/ contribution, including failed

subjects, will be excluded).

13.5 Role of Subject Assessment Review Panel

Subject Assessment Review Panel (SARP) is responsible for monitoring the

academic standard and quality of subjects and ratifying subject results. SARP will

review the distribution of grades within a subject and finalise the grades at the end of

each semester before submission to the Board of Examiners (BoE). The BoE will

not attempt to change the grades. SARP is also responsible for deciding the granting

of late assessment to students and the form of late assessment.

17

SARP shall include the Director of SPEED or his/ her delegate, the relevant subject

examiners and, where appropriate, the Programme Leader.

13.6 Role of Board of Examiners

The Board of Examiners (BoE) shall meet at the end of each semester to review

students’ progress and is responsible to the College Board of the College of

Professional and Continuing Education (CPCE) for making decision on:

(a) the classification of awards to be granted to each student on completion of the

programme;

(b) de-registration cases; and

(c) cases with extenuating circumstances.

The BoE membership should be composed of staff members associated with the

programme and some senior members. The Chairman will normally be the Director

of SPEED.

13.7 Academic Probation

If the cumulative GPA of a student is below 2.0, he/ she will be put on academic

probation in the following semester. Once a student is able to pull his/ her

cumulative GPA up to 2.0 or above at the end of the semester, the status of

‘academic probation’ will be lifted. The status of ‘academic probation’ will be

reflected in the assessment result notification but not in the transcript of studies.

A student on academic probation will be required to take a reduced study load. To

help improve the academic performance of the student, the School will decide the

maximum number of credits to be taken by him/ her in the probation semester.

13.8 Progression and De-registration

A student will have ‘progressing’ status unless he/ she falls within the following

categories, any one of which shall be regarded as grounds for de-registration from

the programme:

(a) the student has exceeded the maximum period of registration for the programme

as specified in this document; or

(b) the student’s cumulative GPA is lower than 2.0 for two consecutive semesters

and his/ her semester GPA in the second semester is also lower than 2.0; or

(c) the student’s cumulative GPA is lower than 2.0 for three consecutive semesters.

When a student falls within the categories as stipulated above, the BoE shall de-

register the student from the programme without exception.

Notwithstanding the above, the BoE has the discretion to de-register a student with

extremely poor academic performance before the time frame specified in categories

(b) and (c) above, if it is deemed that there is not much of a chance for the student to

attain a GPA of 2.0 at the end of the programme.

18

13.9 Late Assessment

A student who has been absent from an examination or other assessment because of

illness, injury or other unforeseeable reasons may apply to sit a late assessment.

Permission is subject to the approval of SARP as late assessment is not an automatic

entitlement. Should a late assessment be granted, the actual grade attained will be

awarded.

Late assessment for subjects normally shall take place before the commencement of

the following academic year (except for Summer Term, which may take place within

3 weeks after the finalisation of Summer Term results). Depending on the decision of

SARP, late assessment may be arranged during the examination period of the

following semester/ term.

Except with special approval, students who have not yet completed the late

assessment for a subject which is the pre-requisite of another subject will not be

allowed to take the follow-on subject.

13.10 Retaking of Subjects

No re-assessment will be granted for students in all circumstances. Students who

have failed a subject are required to retake the subject if it is compulsory for the

programme. If the failed subject is an elective, students may choose to retake the

subject or take another elective within the programme as replacement. Retaking of

failed subjects or taking replacement subjects should be completed within the

maximum period of registration.

Students may retake any subjects (except GUR subjects which have been passed) for

the purpose of improving their grade without having to seek approval, but they must

retake a compulsory subject which they have failed, i.e. obtained an F grade.

Retaking of subjects is with the condition that the maximum study load of 21 credits

per semester is not exceeded. Students wishing to retake passed subjects will be

accorded a lower priority than those who are required to retake (due to failure in a

compulsory subject) and can only do so if places are available.

The number of retakes of a subject is not restricted. Only the grade obtained in the

final attempt of retaking (even if the retake grade is lower than the original grade for

originally passed subject) will be included in the calculation of the GPA, Weighted

GPA and Award GPA. If students have passed a subject but failed after retake, credits

accumulated for passing the subject in a previous attempt will remain valid for

satisfying the credit requirement for award. (The grades obtained in previous attempts

will only be reflected in the transcript of studies.)

In cases where a student takes another subject to replace a failed elective subject, the

fail grade will be taken into account in the calculation of the GPA, despite the passing

of the replacement subject.

19

13.11 Eligibility for Award

13.11.1 Honours Degree Award

Students will be eligible for the PolyU-SPEED award of “Bachelor of Arts (Houours)

in Travel Industry Management” if they satisfy the conditions listed below:

(a) Successful completion of at least 60 credits including GUR and DSR as

specified under Section 10.2.1 (a) & (b); and

(b) Completion of WIE as specified under Section 10.2.1 (c); and

(c) Having a GPA of 2.0 or above.

Students are required to graduate as soon as they satisfy the respective conditions for

the award.

13.11.2 Ordinary Degree Award

Students who have fulfilled the following requirements may apply to exit the

programme with an ordinary degree award of “Bachelor of Arts in Travel Industry

Management”:

(a) Successful completion of at least 45 credits including GUR and DSR as

specified under Section 10.2.2 (a) & (b); and

(b) Completion of WIE as specified under Section 10.2.2 (c); and

(c) Having a GPA of 2.0 or above.

Application for exit award should be submitted in writing to the School before the

start of the examination period of the semester concerned. The School reserves the

right not to consider late application in the respective semester.

To be eligible for the granting of the exit award, students will be required to quit the

programme of study. Re-admission of students who have obtained the exit award to

the same programme of study is not automatic and will be considered only under

exceptional circumstances.

20

13.12 Guidelines for Award Classification

13.12.1 Honours Degree Award Classification

This section is applicable to students who have fulfilled the requirements for

Honours Degree.

In using these guidelines for award classification, the BoE shall exercise its

judgement in coming to its conclusions as to the award for each student, and where

appropriate, may use other relevant information. The following are guidelines for

the BoE’s reference in determining award classifications:

Classification Guidelines

1st Class

Honours

The student’s performance/ attainment is outstanding, and

identifies him/ her as exceptionally able in the field covered by

the programme.

2nd Class

Honours

(Division 1)

The student has reached a standard of performance/ attainment

which is more than satisfactory but less than outstanding.

2nd Class

Honours

(Division 2)

The student has reached a standard of performance/ attainment

judged to be satisfactory, and clearly higher than the ‘essential

minimum’ required for graduation.

3rd Class

Honours

The student has attained the ‘essential minimum’ required for

graduation at a standard ranging from just adequate to just

satisfactory.

Under exceptional circumstances, a student who has completed an Honours degree

programme, but has not attained Honours standard, may be awarded a Pass-without-

Honours degree. A Pass-without-Honours degree award will be recommended, when

the student has demonstrated a level of final attainment which is below the ‘essential

minimum’ required for graduation with Honours from the programme in question,

but when he/ she has nonetheless covered the prescribed work of the programme in

an adequate fashion, while failing to show sufficient evidence of the intellectual

calibre expected of Honours degree graduates. A Pass-without-Honours is an

unclassified award, but the award parchment will not include this specification.

21

13.12.2 Ordinary Degree Award Classification

This section is applicable to students who have fulfilled the exit award requirements

and are allowed to exit the programme of study for Ordinary Degree.

In using these guidelines for award classification, the BoE shall exercise its

judgement in coming to its conclusions as to the award for each student, and where

appropriate, may use other relevant information. The following are guidelines for

the BoE’s reference in determining award classifications:

Classification Guidelines

Distinction The student’s performance/ attainment is outstanding, and

identifies him/ her as exceptionally able in the field covered

by the programme.

Credit The student has reached a standard of performance/ attainment

which is more than satisfactory but less than outstanding.

Pass The student has reached a standard of performance/ attainment

ranging from just adequate to satisfactory.

13.13 Appeals against Assessment Results

A student may appeal against the assessment results within 7 working days upon the

announcement of the results. Any appeal should be directed to the Director of

SPEED in writing.

Appeal against subject results may lead to a change in the subject grade, which may

go upward or downward.

13.14 Academic Dishonesty and Disciplinary Actions

13.14.1 For students who have been awarded a failure grade as a result of disciplinary action,

a remark “#” will be recorded against the concerned subject failure grade denoting

“Disqualification of result due to academic dishonesty”. The remark will appear on

the assessment result notification and transcript of studies until the students leave the

School.

The remark will normally cover the following misconduct cases:

cheating in assessment work, tests or examinations

aiding academic dishonesty

plagiarism

violating rules governing the conduct of examinations that are related to possible

cheating

Students who have been recorded with the remark will also be subject to the penalty

of the lowering of award classification by one level upon graduation. The minimum

of downgraded overall result will be kept at a pass. I

22

13.14.2 Students who have committed disciplinary offences (covering both academic and

non-academic related matters) will be put on “disciplinary probation” normally for

one year and this will be shown on assessment result notification, transcript of

studies and testimonial during the probation period, until their leaving the School.

For special cases which warrant heavier penalty, the CPCE Student Discipline

Committee may specify a longer probation period.

Students who have been put on disciplinary probation will be deprived of certain

privileges.

13.14.3 Other penalties may also be imposed on students who have committed academic

dishonesty and/or disciplinary offences. Details are specified on the SPEED Student

Handbook.

13.15 Exceptional Circumstances

Absence from an assessment component

If a student is unable to complete all the assessment components of a subject due to

illness or other circumstances beyond his/ her control, and considered by the SARP

as legitimate, the SARP will determine whether the student will have to complete the

assessment and, if so, by what means.

Aegrotat award

If a student is unable to complete the requirements of the programme in question for

the award due to very serious illness or other very special circumstances which are

beyond his/ her control, and considered by the BoE as legitimate, CPCE will

determine whether the student will be granted an aegrotat award. Aegrotat award

will be granted under very exceptional circumstances.

A student who has been offered an aegrotat award shall have the right to opt either to

accept such an award, or request to be assessed on another occasion to be stipulated

by the BoE; the student’s exercise of this option shall be irrevocable.

The acceptance of an aegrotat award by a student shall disqualify him/ her from any

subsequent assessment for the same award.

An aegrotat award shall normally not be classified, and the award parchment shall

not state that it is an aegrotat award. However, the BoE may determine whether the

award should be classified provided that they have adequate information on the

students’ academic performance.

Other particular circumstances

A student’s particular circumstances may influence the procedures for assessment but

not the standard of performance expected in assessment.

13.16 Other Regulations

Students of the Bachelor of Arts (Honours) in Travel Industry Management are

23

bound by all other regulations of PolyU/ PolyU SPEED.

14. TAKING ADDITIONAL SUBJECTS AFTER GRADUATION

Students will be allowed to take additional subjects for broadening purpose in the

semester after they fulfil the graduation requirements. However, students will still

be subject to the maximum study load of 21 credits per semester and the availability

of places in the subjects concerned, and their enrolment will be as subject-based

students only.

After a student fulfils the graduation requirements in a semester, he/ she may

continue to enrol as a subject-based student in the following semester only. In the

case when the Summer Term is mandatory for all students of a programme, students

who have fulfilled the graduation requirements in Semester 2 will be allowed to take

additional subjects in Semester 1 of the following academic year, and not necessarily

during the Summer Term. These students will be subject-based students only and

cannot use the results of the additional subjects to improve their GPA or Award GPA.

SECTION TWO:

SUBJECT DESCRIPTION FORMS OF

DISCIPLINE SPECIFIC REQUIREMENTS

SUBJECTS

Information on GUR subjects is available on the Student Portal (www.speed-

polyu.edu.hk/mySPEED).

24

Subject Code SPD2299

Subject Title Principles of Tourism

Credit Value 3

Level 2

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Objectives This subject provides students with fundamental knowledge about

the principles of tourism, including tourism typology, tourism

products, the demand and impacts of tourism, tourism research,

destination marketing, and different tourism organizations.

Intended Learning

Outcomes

Upon successful completion of this subject, students will be able

to:

a. understand the nature, structure and products of the travel and

tourism industry;

b. appreciate the characteristics and interrelationships between the

component parts of the tourism system;

c. understand the tourism typologies in relation to the supply and

demand of tourism;

d. explain the demand for tourism;

e. explain the various impacts of tourism;

f. realize the importance of tourism research and destination

marketing;

g. describe the roles of various tourism organizations.

Subject Synopsis/

Indicative Syllabus

Introduction and perspectives

History of tourism; Definition of travel and tourism; Forms and

levels of tourism

The tourism products, suppliers, & travel intermediaries

Tourist destinations; Visitor attractions and entertainment;

Accommodations; Food and beverage; Transportation services;

Meetings and conventions

The demand for tourism

Tourist’s needs and wants; Factors influencing changes in tourism

demand; Segmentation on tourism market

The impacts of tourism

Economic impacts; Socio-cultural impacts; Environmental impacts

Tourism research and marketing

Inbound and outbound tourism data; Tourism demand forecasting;

25

Destination marketing and research

Tourism Organizations

WTO; WTTC; IATA; ICAO; OECD; PATA; HKTB; TIC and

HKTC

Teaching/Learning

Methodology

Lectures will be used to present the fundamental knowledge and

principles. Tutorials will comprise of group discussion and other

class exercises.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific

assessment

methods/tasks

%

weighting

Intended subject learning

outcomes to be assessed

a b c d e f g

Continuous

Assessment#

60

1. Class

Participation 10

2. Mid-term Test 30

3. Group Project

and/or Individual

Assignment

20

Examination 40

Total 100%

# Continuous assessment items and/or weighting may be adjusted by the

subject lecturer subject to the approval of the School Programme

Committee.

To pass this subject, students are required to obtain Grade D or

above in both the Continuous Assessment and Examination

components.

Class participation: students are expected to be actively involved in

class activities, including questions and answers, exercises, etc.

Mid-term test: this assesses students’ individual ability in

understanding and explaining the core concepts learnt in the

subject.

Group project/individual assignment: this enables students to

demonstrate their learning and understanding of key concepts of the

tourism industry by conducting an in-depth and focused study.

Group project can also foster teamwork and collegiality among

students.

Examination is intended to test students’ basic knowledge in

tourism.

26

Student Study

Effort Expected Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.

Other student study effort:

Self-study 66 Hrs.

Total student study effort 105 Hrs.

Reading List and

References

Recommended Books / References

Goeldner, C. R., & Ritchie, J. R. B. (2012). Tourism: Principles,

practices, philosophies (12th

edition). Hoboken, NJ: John Wiley &

Sons

Cook, R. A., Yale, L. J., & Marqua, J. J. (2012). Tourism: The

business of travel (4th

ed.). Upper Saddle River, NJ: Pearson

Prentice Hall

Beech, J., & Chadwick, S. (2006). The business of tourism

management. Essex, England: Prentice Hall

The Reading List and References are indicative. Relevant reading

materials will be suggested and assigned from time-to-time when

they are deemed appropriate.

27


Subject Title Financial Management for Non-finance Specialists

Credit Value 3

Level 3

Medium of

Instruction

English

Pre-requisite/

Co-requisite/

Exclusion

Nil

Prior Knowledge Introduction to accounting

(This is not a pre-requisite subject requirement and is only for students’

reference of the scope of basic knowledge required for this subject.)

Objectives

This subject aims to equip students with a base of core knowledge

and skills in financial management for a non-finance specialist in his

functional capacity.

It focuses on the practical knowledge and skills for assessing the

significance and implications of financial decisions made by a non-

finance supervisor/manager in the context of an ever-changing

business environment. This subject also provides a base of

foundation knowledge for helping students to advance their study in

the strategic role of finance function in corporate management.

Intended Learning

Outcomes

Upon completion of the subject, students will be able to:

a. describe the features, importance and relevance of financial

management functions.

b. apply financial techniques and tools to make long-term

investment and financing decisions.

c. apply financial knowledge and skills to analyse the implications

of short-term financial resources for carrying out the business

operations of a firm.

d. explain the limitations and uses of various techniques and tools.

e. identify and assess the essential factors for financial planning

and forecasting.

28

Subject Synopsis/

Indicative Syllabus

Overview of Financial Management

Features and function of financial management; Legal forms of

company organization; Financial objectives of a company; Financial

resources and matters.

Financial Concepts and Techniques

Cash flows and accounting profits; Financial markets; Rates and

returns; Term Structure; Yield to maturity; Time value of money;

Capital budgeting techniques; Costs of capital; Financial ratios.

Financial Decisions

Assets and investment decisions; Capital constraint; Project

valuation; Risk and return; Borrowing decisions; Financing mix and

financial risk; Leasing.

Working-capital Management

Cash budget; Credit Management; Inventory management; Short-

term finance and planning; Operating and cash cycles.

Financial Planning and Forecasting

Earnings prospect and forecasting

Teaching/Learning

Methodology

The teaching approach of this subject is to help students recognize

the scope and functions of financial management from the

perspective of a non-finance manager in the context of carrying out

his specialist duties. Students are expected to play an active role in

group discussions for developing a framework and applying their

knowledge and skills for a firm’s business operation.

Class meetings are conducted in a combination of lectures,

seminars, group discussions and case studies.

Concepts, significance of various types of information, techniques,

and special issues related to financial management are discussed in

lectures.

Seminars and group discussion are used to promote interaction

between students for encouraging intellectual thinking, application

of analytical skills and generating critical feedback in case studies

and analysing problems under specific situations.

29

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject

learning outcomes to

be assessed

a b c d e

Continuous Assessment# 60

1. Group Project 25

2. Mid-term Test 30

3. Participation 5

Examination 40

Total 100 %

# Continuous assessment items and/or weighting may be adjusted by the


Committee.

The Mid-term Test and Final Examination assess whether students

are able to apply the finance concepts, theories and technical skills,

describe the importance and understand the limitations.

The Group Project requires students to analyse the opportunities and

threats of the domestic and global business environment, and

perform financial planning and forecasting.

The In-class Participation requires students to present their solutions

effectively and efficiently in English.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self study 84 Hrs.


30

Reading List and

References

Recommended Book

Atrill P., & McLaney, E. (2015). Accounting and Finance for non-

specialists, Financial Times Management, 9th edition.

References

Brealey R., Myers, S., & Marcus, A. (2015). Fundamentals of

Corporate Finance. (8th

ed.), McGraw-Hill.

Brigham, E.F. and Houston J.F. (2014). Essentials of Financial

Management, 3nd

Edition. Cengage Learning.

Peter A. (2014). Financial Management for Decision Makers, 7th

Edition. Prentice-Hall.

Ross S., Westerfield, R.W., & Jordon, B.D. (2015). Fundamentals of

Corporate Finance, 11th edition. McGraw-Hill.

Ho, S.M., Scott, R.H., & Wong, K.A. (2005). The Hong Kong

Financial System: A New Age. Oxford University Press.

Hong Kong Exchange and Clearing Limited (www.hkex.com.hk)




http://www.hkex.com.hk/

31


Subject Title Tourism Policy and Planning

Credit Value 3

Level 3

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Objectives

This subject equips students with professional knowledge and

common practices about tourism planning and policy making

process. It identifies and explains the tourism planning and policies

in different perspectives and levels. Students will be able to identify

some planning issues or problems of a destination or attraction. It

also allows students to formulate feasible solutions and make

sensible and justified recommendations to a tourism organisation.

Intended Learning

Outcomes

Upon successful completion of this subject, students will be able to:

a. identify the role, characteristics and need for tourism policy and

tourism planning;

b. explain the tourism policy making process;

c. identify the issues in tourism policy and planning;

d. explain the tourism planning process and design principles.

Subject Synopsis/

Indicative Syllabus

Introduction

Tourism defined, Tourism policy defined, Tourism planning defined,

The interrelationship

Tourism as a System

The tourism system, Demand-supply match, Demand and market

feasibility, Components of supply, attractions, services,

transportation, information, promotion and external factors

Tourism Policy

Types of tourism policy evaluation stages, Importance of tourism

policy issues (tourism, regulation and public policy, safety/security,

etc.), Government involvement, Ideology

Planning Concepts and Practice

Basic tourism planning concept, Planning process, Approaches to

tourism planning in different levels/scales, Attractions, regional and

destination planning

32

Teaching/Learning

Methodology

Interactive lectures are used to introduce relevant theories and

concepts. Seminars will comprise of group discussion and other

student-centred activities which aim to promote interaction between

students for encouraging intellectual thinking, application of

analytical skills and generating critical feedback in analysing cases

and problems under specific situations. Students are expected to

play an active role in group discussion for developing a framework

for applying their knowledge and skills on the subject. Audio and

visual aids such as VCDs & DVDs will be used to expand students’

understanding on relevant topics. Guest lecture and field trip will be

arranged to give students opportunity to gain knowledge and

exposure from industry experts on current practices.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d

Continuous

Assessment*

60

1.Group Project/ Case

Study

30

2. Individual

Assignment/Mid-term

Test

20

3. Class Participation 10

Examination 40

Total 100 %

* Continuous assessment items and/or weighting may be adjusted by the subject lecturer subject to the approval of the School Programme Committee.

Group Project is used to help students apply their understanding of

key concepts and professional skills on tourism planning and policy

into practice. The oral presentation and written report will improve

students’ reflective thinking and effective communication skills.

Case Study can also test the students’ ability of applying conceptual

knowledge into real-world situations.

Constructive participation and In-Class Discussions are intended to

enable students to effectively communicate their ideas and

demonstrate their understanding of tourism planning and policy in a

cross-cultural context.

Individual Assignment/Mid-term Test and Examination are used to

test students’ ability in understanding and applying the principles

and concepts of tourism planning and policy to the appropriate

context.

33

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Books / References Edgell, D. L., Allen M. D., Smith, G., and Swanson, J. R. 2008, Tourism Policy and Planning: Yesterday, Today and Tomorrow. Oxford: Butterworth-Heinemann. Gunn, C. A. 2002, Tourism Planning: Basics, Concepts, Cases. New York: Routledge. Hall, C. M. 2008, Tourism Planning: Policies, Processes and Relationships. Harlow, England: Pearson/Prentice Hall. Honey, M. 1999, Ecotourism and Sustainable Development: Who Owns Paradise? Washington DC: Island Press. Inskeep, E. 1991, Tourism Planning: An Integrated and Sustainable Approach, NY: Van Nostrand. Xu, B. J., Zhang, H. Q., and Wu, J. J. 2010, China’s policies on foreign-invested travel agencies upon its entry to the WTO, International Journal of Contemporary Hospitality Management, 22(3), 360-381. Zhang, H. Q., Chong, K., and Ap, J. 1999, An analysis of tourism policy development in modern China, Tourism Management, 20(4), 471-485. Other Reference Sources Journals: International Journal of Tourism Policy Annals of Tourism Journal of Sustainable Tourism Annals of Leisure Research Asia Pacific Journal of tourism research Journal of Hospitality and Tourism Research Journal of Park & Recreation Administration Journal of Travel Research Leisure Studies Journals Tourism Management The Reading List and References are indicative. Relevant reading materials will be suggested and assigned from time-to-time when they are deemed appropriate.

34


Subject Title Research Methods

Credit Value 3

Level 3

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Objectives

This subject provides students with the basic research

methodologies, concepts and models that can prepare them to

undertake an undergraduate project and pave the way for their

future individual research and decision making in the hospitality

and tourism fields. To be specific, students will be able to identify

the management problems from the real industry practices and

apply their research skills to solve the problem(s). Students will be

able to evaluate and critique journal publications on the basis of

their knowledge on research methods.

Intended Learning

Outcomes


a. identify different approaches to research and its purposes in the

hospitality and tourism industry.

b. understand research designs, sampling techniques, scaling

measurements and question design in the research process.

c. compare and contrast various techniques used in processing and

analysing data.

d. critically evaluate the strengths and weaknesses of various types

of hospitality and tourism research.

e. conduct appropriate statistical analysis using statistical software,

such as SPSS.

f. apply appropriate statistical and research methods in conducting

research in hospitality and tourism topics and issues.

g. design and develop a research proposal to address the

hospitality and tourism related problem.

Subject Synopsis/

Indicative Syllabus

Introduction to Hospitality and Tourism Research

Classification of research; Role of research in strategic planning

and management in the hospitality and tourism industry

Identification of Research Problem

Definition of research problem, Research purposes and objectives;

Research questions; Research titles, Research background and

introduction

35

Research Methods and Design

Literature review and library search; Qualitative and quantitative

research methods; Basic experimental design; Type of errors in

survey research; Sampling methods; Scaling measurements;

Questionnaire and form design; Reliability and Validity; Research

ethics

Introduction to Data Analyses

Data organisation and computation; Content analysis; Descriptive

analysis; Hypothesis testing; Significance testing; P-value;

ANOVA; Correlation; Regression Analysis

Proposal and Report Preparation

Research proposal; Question preparation, checking and validation

Teaching/Learning

Methodology

Lectures will be given to introduce relevant theories and concepts

for designing research. Seminars, group discussion and presentation

will be conducted to stimulate active learning such that students can

have ample opportunities to work on problems set, interact with

team members for designing project and discussing statistical and

research issues. SPSS workshops will also be conducted to

familiarise students with the process of data computation and

analysis.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e f g

Continuous

Assessment*

100


2. Mid-Term Test 20

3. Group Article

Critique

20

4. Quizzes/Test on

Data Analyses

25

5. Research Proposal 25

Total 100 %

* Continuous assessment items and/or weighting may be adjusted by the


Committee.

Constructive participation and In-Class Discussions are intended to


demonstrate their understanding of research methods.

Mid-term Test, comprising of multiple-choice questions, short

questions and/or essay(s), is used to test students’ understanding

about the concepts and approaches in research methods.

The Article Critique aims at evaluating students’ ability on the

36

preliminary assessment of research methods and data analysis

indicated in the research articles.

Quizzes/Test on data analysis help students practice skills on data

computation and analysis.

Research Proposal is devised to help students apply and integrate

their understanding of key concepts and research skills into the

development and drafting of the research proposal.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 84 Hrs.


Reading List and

References

Recommended Book

Babbie, E. (2007). The Practice of Social Research. Thomson.

References

Churchill, G. A. (2010). Basic Marketing Research. Mason, OH:

South Western Cengage Learning.

Field, A. (2009). Discovering Statistics Using SPSS. London:

SAGE Publications.

Gravetter, F. J., & Forzano, L. A. B. (2008). Research Methods for

the Behavioral Sciences. Belmont, CA: Thomson/Wadsworth.

Hennink, M., Hutter, I.; & Bailey, A. (2011). Qualitative Research

Methods. London: Sage Publications.

Jennings, G. (2010). Tourism Research. Wiley Australia Tourism

Series.

Pearce, D. G., & Butler, R. W. (2010). Tourism Research: A 20-20

Vision. Oxford: Goodfellow Publishers.

Richards, L. (2009). Handling Qualitative Data. (2nd

ed.), London:

Sage Publications.

Ritchie, B. W., Burns, P., & Palmer, C. (2005). Tourism Research

Methods: Integrating Theory with Practice. Wallingford, UK:

CABI Pub.

37

Sirakaya-Turk, E., Uysal, M., Hammitt, W., & Vaske, J. J. (2011).

Research Methods for Leisure, Recreation and Tourism.

Wallingford: CABI.




38

科目編號 SPD3201

科目名稱商務中文傳意

Business Communication in Chinese

學分 3

學術水平 3

教授語言普通話

先修科目/

須同時修讀科目/

互拒科目

無

基礎知識

無

教學目標本課程旨在通過多種形式的講解和訓練，改善學生的普通話語

音面貌，加強商務漢語口頭和書面的遣詞造句能力以及提高商

務背景下表達的準確性與得體性。

科目學習成效完成此課程，學生能：

a. 瞭解並掌握商務場景中的基本用語；

b. 改善普通話發音，辨別並理解港式中文與標準漢語在用

詞、句式等表達上的差異；

c. 理解並運用商務漢語常用口頭表達方式及溝通技巧；

d. 理解並運用商務漢語常用書面表達方式及溝通技巧；

e. 理解內地和香港在文化、溝通方面的差異，以基本交際技

能從事中國相關的商務活動。

科目概要/

教學內容

單元一：商業演講技巧

商貿演講技巧及基本用語。針對各種社會現象，獨立思考分

析，表達自己看法及觀點。中國文化，以及內地和香港文化差

異。

單元二：商業討論技巧

商貿討論技巧及基本用語。包括承認、同意和反對；拒絕；勸

說和叮囑；抱怨和安慰；批評指責和道歉；轉達和指示；要求

和辯駁；承若和讓步。.

單元三：粵普差異

港式中文與標準漢語在詞語方面，句法方面，語用方面以及篇

章方面的差異。

單元四: 商務寫作

商務漢語常用書面表達方式及溝通技巧。包括各種應用文寫作

格式以及語言應用：例如公函，投訴信以及答覆投訴信等。

39

教學方式

本課程以普通話講授，並採取小班教學，每組 20-25 人；突出

港式中文和標準漢語在語音、詞彙、語法方面差異的辨別和理

解；輔以商貿漢語口頭和書面常用表達句式和溝通技巧的講

解、訓練和考核，提高學生商務背景下的表達溝通能力。

教學模式結合講師講解、學生個人發言、小組討論、主題彙

報、商務寫作等不同方式，配合 VCD/ DVD 等媒體工具靈活

教學。

課程強調師生、學生之間的互動，學生通過對港式中文和標準

漢語差異的辨別和理解，提高表達的準確性和得體性；同時通

過對不同話題的討論，瞭解中港社會在文化及商務方面等差

異，提高對商業社會各種問題的理解、表達及深層思考能力，

加強商務環境中的溝通技巧和水準。

契合學習成效的

評核方法

評核方法/作業比例

(%)

所評核的科目學習成效

a b c d e

持續評核# 60

1. 商貿演講 20

2. 小組報告 30

3. 課堂表現 10

期末考試 40

書面測驗

（包括商務寫作，港

式中文與標準漢語在

詞彙、句式表達等差

異）

40

合共 100 %

# 若獲學院課程委員會批準，科目講師可調整持續評核的方法及/或比重。

預期學習所需所數

上課：

課堂 39 小時

其他學習：

自學 84 小時

合共學習所需時數 123 小時

參考書目教材

香港理工大學中國語文教學中心編寫 (2010), 商貿普通話 (下冊)，, 中華書局: 香港.

石定栩. 邵敬敏.朱志瑜（2014）. 港式中文與標準漢語的比較第

二版. 香港教育圖書公司: 香港.

40

香港城市大學語文學部編著（2001）. 中文傳意. 香港城市大學

出版社：香港.

參考書目

陳瑞端等 (2008). 香港地區普通話教學與測試詞表. 商務印書館

(香港)有限公司: 香港.

中國社科院語言研究所詞典編輯室 (2016). 現代漢語詞典第七

版. 商務印書館有限公司: 北京

中國社會科學院語言研究所 (2011). 新華字典. 商務印書館: 北

京.

國家語言文字工作委員會普通話培訓測試中心編製 (2004). 普通話水準測試實施綱要. 商務印書館(香港)有限公司: 香港

石定栩 (2006). 港式中文兩面睇. 星島出版有限公司：香港.

李錦昌 (2012). 商業溝通與應用文大全. 商務印書館(香港)有限

公司: 香港.

于成鯤、陳瑞端、秦扶一、金振邦主編 (2011) 當代應用文寫作規範叢書 . 復旦大學出版社：上海.

參考書目僅作參考。課程導師或會選用其他合適的課本及參考書。

http://www.cp1897.com.hk/books_authors.php?authors_code=A053629&keywords=%E4%B8%AD%E5%9C%8B%E7%A4%BE%E6%9C%83%E7%A7%91%E5%AD%B8%E9%99%A2%E8%AA%9E%E8%A8%80%E7%A0%94%E7%A9%B6%E6%89%80

41


Subject Title Written English for Professionals

Credit Value 3

Level 3

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Intermediate level English language skills



Objectives

This subject is designed to build students’ competencies in

professional written English. It is designed to enable students to

write in a crisp, efficient, professional style that gets the required

results by focusing on the reader’s needs and minimising any

chances of misunderstanding.

Secondary objectives are to expand students’ range of language and

to improve accuracy, tone and cohesion.

Modern Professional Style will be analysed, practised and mastered

to gain the benefits of precision of expression, enhanced

relationships and accountability.

Intended Learning

Outcomes

On successfully completing this subject, students will be able to:

a. Analyse their readers’ needs and select information accordingly.

b. Write concisely and without ambiguity of message.

c. Create a positive impression through improved accuracy and

tone.

d. Accomplish demanding writing tasks within desired timeframes.

The above will include attention to and feedback on a range of

students’ written English skills:

range of language

grammatical accuracy

organisation and coherence

tone/ appropriacy

42

Subject Synopsis/

Indicative Syllabus

Part 1: Modern Professional Style for Email Effective vs. ineffective written communication Being able to apply key principles and techniques of Plain English; Developing an awareness of the needs of the reader; Critically comparing the features of effective and ineffective written texts. Creating a reader-friendly document Making key information stand out; frontloading key information; using vertical lists and using parallel structure. Modern Professional Style Using key principles and techniques such as conciseness and an appropriate register (neutral style vs. informal style). Developing an appropriate tone Creating a sincere; professional image through vocabulary selection; grammatical voice; and positive tone. Genre specific patterns Recognising and applying appropriate patterns for a variety of purposes, particularly:

Dealing with enquiries Discussing and agreeing terms Expressing dissatisfaction Responding to customer problems

Linguistic range and accuracy Being better able to select appropriate vocabulary and control grammatical accuracy; Being able to identify and correct common errors in written texts. Part 2: Modern Professional Style for Reports Applying the appropriate techniques from Part 1 to short reports and proposals; Being able to effectively select and organise relevant information in order to write a well organised reader friendly report or proposal.

Teaching/Learning

Methodology

This is a task-based course, typically involving a four-step teaching

and learning approach.

Step 1: Students are exposed to authentic and semi-authentic

models of the professional written English.

Step 2: Students analyse texts, and - with guidance - discover key

language features.

Step 3: Students practise key language features in a range of

controlled and freer practice activities.

Step 4: The teacher provides feedback on students’ language use,

highlighting successful communication and areas

requiring more attention/practice. This may involve a

remedial focus on grammatical accuracy, tone, conciseness

etc.

43

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/ tasks

%

weighting



a b c d

Continuous Assessment* 50

1. Communicating with

colleagues or customers 20

2. Short report or proposal 30

Examination (BULATS

Writing Test) 50

Total 100%



Committee.

Programme Intended Learning Outcome (PILO)

All three assessment tasks directly address PILO by assessing

students’ ability to communicate in written English in a business

context. The tasks also indirectly address in terms of content. For

example, the assessed tasks may require students to synthesise

business information from different functional units of an enterprise,

discuss how best to deal with an ethical dilemma facing an

enterprise and/or use their global outlook to decide the best way to

deal with a business-related communication task.

Subject Intended Learning Outcomes (SILOs)

Each of the three assessment tasks allow the SILOs to be assessed.

The assessed tasks are, however, different from each other in that

they elicit from students a range of relevant text types, e.g.

responding to an enquiry, expression dissatisfaction, asking a

colleague for clarification, writing a short marketing report etc. Each

task is designed to elicit a representative sample of language, from

which students’ range, accuracy, organisation/coherence and

tone/appropriacy can be assessed. Task completion will also be

assessed: written communication often has a specific objective and

whether or not a text achieves its objective needs to be considered in

awarding grades for communicative ability.

These 5 criteria are measured on a 5-point scale, and arranged in a

set of descriptors.

Criteria and descriptors vary slightly between the formative tasks

and the BULATS Writing Test, but the core underlying language

skills are very similar.

44

Student Study

Effort Expected

Class contact 39 Hrs.

Self-study 84 Hrs.

Total student study effort: 123 Hrs.

Reading List and

References

Recommended Books/ References

Ashley, A. (2000). A handbook of commercial correspondence.

Oxford: Oxford University Press.

Brock, S.L. (2003). Better business writing: techniques for

improving correspondence. (4th

ed.), Menlo Park, CA: Crisp

Learning.

Duckworth, M. (2005). Oxford business English dictionary for

learners of English. Oxford: Oxford University Press.

Emmerson, P. (2002). Business grammar builder. Oxford:

Macmillan.

Bilbow, Grahame T. (2004). Business writing for Hong Kong. (3rd

ed.), Hong Kong: Longman.

Holt, R., D. Grigor & N. Sampson. (2004). Email: International

business correspondence for all occasions. Hong Kong: Macmillan.

McCarthy, M. et al. (2009). Grammar for business. Cambridge:

University Press.

Mascull, Bill. (2010). Business vocabulary in use. Advanced.

Cambridge: Cambridge University Press.

Mascull, Bill. (2010). Business vocabulary in use. Intermediate.


Pile, L. (2004). E-mailing. Addlestone, UK: DELTA Publishing.




45


Subject Title Spoken English for Professionals

Credit Value 3

Level 3

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Intermediate level English language skills



Objectives

This subject is designed to build a broad awareness of and develop

the spoken English communication skills that are increasingly

needed to achieve successful outcomes in a range of fairly

demanding work-related situations.

This is a task-based subject, in which students encounter a range of

simulated professional situations focussed on problem solving and

presentations. The contexts are designed to provide opportunities to

introduce, analyse and practise a range of functional language (e.g.

the language of negotiating options, promising action, clarifying

meaning etc.), with particular attention to tone and register. A

secondary objective is to expand students’ professional vocabulary.

Intended Learning

Outcomes

On successfully completing this subject, students will have the

language skills to be able to do the following in a professional and

appropriate manner:

a. establish a professional relationship in an appropriate manner;

b. contribute to and, if necessary, manage a problem-solving

meeting in a professional and appropriate manner;

c. present themselves, their ideas and the products and services of a

company or organisation;

d. negotiate in a professional and appropriate manner.

The above will include attention to and feedback on a range of

students’ spoken English skills:

range of language

grammatical accuracy

pronunciation/stress/intonation

discourse management

interactive communication skills

46

Subject Synopsis/

Indicative Syllabus

Communicating in Groups

Functional language for:

contributing to meetings (e.g. asking for and giving opinions,

dealing with interruptions, clarifying etc.)

managing meetings (e.g. setting objectives, asking for

clarification, keeping to the point, summarising etc.)

problem-solving (e.g. stating options, balancing arguments,

changing your approach etc.)

decision making (e.g. making a suggestion, expressing doubt,

stating future action etc.)

Presenting Persuasively

Functional language and communication techniques for:

Laying solid foundations: the start; the finish; signposting.

Powerful techniques: e.g. repetition; rhetorical questions; the

rule of three.

Being positive and dramatic: power words & convincing language;

storytelling and anecdotes.

Handling questions: paraphrasing questions; answering

strategies.

Teaching/Learning

Methodology

This is a task-based course, typically involving a four-step teaching

and learning approach.

Step 1: Students are exposed to authentic and semi-authentic

models of the target language in realistic professional

contexts.

Step 2: Students analyse audio/video recordings and transcripts,

and with guidance-discover key language features.

Step 3: Students practise key language features in a range of

controlled and freer practice activities.

Step 4: The teacher provides feedback on students’ language use,

highlighting successful communication and areas

requiring more attention/practice. This may involve a

remedial focus on grammatical accuracy, pronunciation

etc.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

method/ tasks

%

weighting



a b c d

Continuous

Assessment*

50

1. Three- way problem-

solving discussion

25

2. Individual presentation 25

Examination

(BULATS Speaking Test)

50

Total 100%


47

Programme Intended Learning Outcome (PILO)

All three assessment tasks directly address PILO by assessing

students’ ability to communicate more effectively and efficiently in

professional spoken English in a business context.

Subject Intended Learning Outcomes (SILOs)

The three assessment tasks allow each of the 4 SILOs to be assessed

at least twice. Each task is designed to elicit a representative sample

of language, from which students’ range, accuracy, discourse

management, pronunciation/stress/intonation and interactive

abilities can be assessed.

These 5 criteria are measured on a 5-point scale, and arranged in a

set of descriptors.

Criteria and descriptors vary slightly from one assessed task to

another depending on the exact skill-set to be assessed, but the core

underlying language skills are very similar.

Student Study

Effort Expected

Class contact 39 Hrs.

Self-study 84 Hrs.


Reading List and

References

As this is a language skills subject, it does not require extensive

academic reading, but rather extensive exposure, analysis and

practice. Students may find the following sources useful:


Allison, J. & P. Emmerson. (2007). The business intermediate

student’s book with DVD ROM. Oxford: Macmillan.

Centre for Professional and Business English. (2002), Business

English kit for HK executives: common errors, business writing &

social English. Hong Kong Economic Times.

Duckworth, M. (2005). Oxford business English dictionary for

learners of English. Oxford: Oxford University Press.

Emmerson, P. (2002). Business grammar builder. Macmillan:

Oxford, UK.

Mascull, Bill. (2002). Business vocabulary in use, intermediate.


Mascull, Bill. (2004). Business vocabulary in use, Advanced.


McCarthy, M. et al. (2009) Grammar for business. Cambridge:

Cambridge University Press.

48

Murphy, R. (2012). English grammar in use with answers: A self-

study reference & practice book for intermediate students of

English. (4th ed.) Cambridge: Cambridge University Press.

Online Resources

General

BBC Learning English:

www.bbc.co.uk/worldservice/learningenglish/general/

Presentations

Presentation Magazine: www.presentationmagazine.com/

PolyU ELC:

http://elc.polyu.edu.hk/cill/presentations/ordering_question.htm

Podcasts

Business English Pod: www.businessenglishpod.com

English Pod: www.englishpod.com




http://www.bbc.co.uk/worldservice/learningenglish/general/

http://www.presentationhelper.co.uk/

http://elc.polyu.edu.hk/cill/presentations/ordering_question.htm

http://www.businessenglishpod.com/

http://www.englishpod.com/

49


Subject Title Human Resource Management for Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to Hospitality and Tourism Industry or Equivalent



Objectives

This subject equips students with a foundation of knowledge and

skills in human resource management with reference to the travel

and tourism industry, enabling them to apply the key concepts

related to human resource management with reflective thinking.

Students will gain an understanding of how effective human

resource management will contribute to the success of a travel and

tourism business, and learn about the human resource management

practice in a global context.

Intended Learning

Outcomes

Upon successful completion of the subject, students will be able to:

a. identify the key concepts of the core HRM function and

recognise the strategic role of human resource management;

b. diagnose the current approaches in making human resource

management-related decisions and the challenges in managing

human resources;

c. critically analyse the changes in the workforce and the external

business environment locally, regionally and globally, along with

their impacts on the current and future human resource

management practice;

d. evaluate relevant ethical and legal issues that will impact on

human resource management.

50

Subject Synopsis/

Indicative Syllabus

Overview of Human Resource Management

Human resource management and its core functions; the evolving

role of human resource management

Human Resource Planning

Environmental analysis; Human resource planning process; Job

analysis; Human resource forecasting

The Staffing Process

Recruitment process; Sources of candidates; Employee selection

Systems Approach to Training and Development

Training needs analysis; Principles of learning; Types of training

methods; Evaluation; Employee development

Performance Management

Performance management process; Performance management

system; Performance appraisal

Compensation and Benefits

Concept of compensation and benefits; Compensation and benefits

package; Competency-based pay system

Employee Health and Safety

Occupational health and safety issues; Employee health and safety

programmes; Current trends

Employee Relations

The importance of fostering employee and management partnering

relationship; Handling employee grievances; Disciplinary issues

and progressive disciplinary actions; Legal implications

Legal and Ethical Issues

Employment contract; Termination of employment; Related

Ordinances and Code of Practice; Related ethical issues

Operating in a Global Environment

Changes in the business landscape; HR challenges

Current HR Issues in Travel and Tourism Industry

Labour turnover; Managing a diverse workforce; Quality service

and its implications on HRM

51

Teaching/Learning

Methodology

Interactive lectures will be used to cover the principles and

practices of human resource management. Seminars will be

comprised of group discussion and other student-centred activities

(including role play, mini presentation, peer learning, etc.) which

aim to promote interaction among students. Students are expected

to engage in reflective thinking and adopt a practical and problem-

solving approach, and readily apply their knowledge and skills on

the tasks and activities that they have been assigned to.

Guest lecture by seasoned HR practitioner may also be arranged to

enable the students to learn from their valuable insights on current

HR practices in the industry.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject

learning

outcomes to be

assessed

a b c d


1.Participation 10

2.Mid-Term Test 20

3. Group Report and

Presentation

30

Examination 40

Total 100%



Committee.

Participation is intended to enable students to apply their

understanding of HRM concepts and knowledge, and to think

critically and creatively regarding the related issues raised in class.

Students will also be encouraged to develop their communication

skills in oral English when they present their opinions in class

activities.

Group Report and Presentation will provide the students with an

opportunity to apply the key concepts related to human resource

management, and reflect on the challenges faced by organisations in

the travel and tourism industry. They are also aimed at developing

students’ ability to work in group, to perform their tasks efficiently

and effectively, in order to meet the individual and group’s

requirement. In addition, it can help them improve their oral and

written communication skills, so that they are able to present their

ideas and research findings effectively and competently.

Mid-Term Test and Examination are intended to test students’

knowledge so that they can demonstrate an understanding of the

current human resource management practice with reference to the

travel and tourism industry.

52

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Book

Mondy, R. W. and Martochhio J. J. (2016). Human Resource

Management (14th

ed.). Pearson Education.

References

Armstrong, M. (2014). Armstrong’s handbook of human resource

management practice. (13th ed.). London, U.K.: Kogan Page.

Briscoe, D.R., Schuler, R.S., & Tarique, I. (2012). International

human resource management: Policy and practice for

multinational enterprises (4th ed.). New York, N.Y.: Routledge.

Dessler, G. (2015). Human resource management (14th ed.).

Boston, MA: Pearson Higher Education.

Dessler, G. & Tan, C.H. (2010). Human resource management: An

Asian perspective (2nd ed.). Singapore: Prentice Hall.

Ivancevich, J. & Konopaske, R. (2012). Human resource

management (12th ed.). Irwin, NY: McGraw-Hill Higher

Education.

Noe, R.A. (2013). Employee training and development (6th ed.).

New York, N.Y.: McGraw Hill.

Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M. (2013).

Human resource management: Gaining a competitive advantage

(8th ed.). Irwin, N.Y.: McGraw-Hill Higher Education




53


Subject Title Quality Service Management for Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge A general understanding of the service nature and business

operations of travel and tourism industry.



Objectives

This subject explores the scope and importance of quality service in

the travel and tourism industry. Students will learn to apprehend

the causal relationship between service encounter, customer

satisfaction and business success. They further examine key service

theories stating core elements to be considered when setting up

effective service delivery and recovery systems. Students will also

explore the variety of local and international quality management

systems and awards which travel and tourism operators can adopt

as a mean to improve their service quality. Students learn to

analyse current service related issues critically and to assess their

implications on the management of travel and tourism operations.

Intended Learning

Outcomes


a. explain the causal relationship between service encounter,

customer satisfaction and business success in the travel and

tourism industry context;

b. evaluate the applicability of prominent quality and service

theories in making operations and management decisions;

c. analyse the key criteria for and principles in shaping customer

satisfaction;

d. outline essential elements in designing quality service delivery

system and service recovery process;

e. appraise different commonly recognised quality management

systems and awards;

f. analyse future trends and issues in leisure and tourism markets

that have implications for planning and management of service

quality.

54

Subject Synopsis/

Indicative Syllabus

Understanding Service Quality in Leisure and Tourism

Definition of service and quality; Differences between service

quality and product quality; Characteristics of leisure and tourism

product/experience; Causal relationship between service encounter,

customer satisfaction and business success

Conceptualization and Measurement of Service Quality

Quality management theories; Service quality theories

Understanding and Measuring Customer Satisfaction

Criteria for customer satisfaction; Principles for shaping customer

perception; Data collection instruments for customer satisfaction;

Challenges in data collection and analysis

Planning, Achieving and Delivery Quality

Service design; Barriers to quality; Quality management tools and

techniques; Essentiality of changes in organisational culture;

Human resources – the most valuable asset

Addressing Service Failure

Costs and causes for service failure; Service recovery strategies and

techniques

Local and International Quality Management Systems / Awards

Introduction to various non-accredited and accredited systems and

awards

Future Trends and Issues in Service Quality Management

Where are we and where do we go from here; Benchmarking;

Supplier development

Teaching/Learning

Methodology

The theoretical aspects of the subject will be introduced through

interactive lecture. Tutorials will comprise of group discussion and

other student-centred activities (i.e. case studies, mini presentation,

peer learning etc.) which aim to promote interaction between




participate actively in group discussion for developing a framework

for applying their knowledge and skills on the subject.

Audio and visual aids such as DVDs and footages from the Internet

will be used to expand students’ understanding on relevant topics.

Guest lecture will also be arranged to give students opportunity to

learn from elite industry experts and their valuable experience on

current quality service practices in the industry.

55

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d e f


1. Class Participation and

Tutorial Exercises 10

2. Case Study/ Individual

Assignment/ Mid-term Test 15

3. Group Project 35

Examination 40

Total 100%


Active participation in class discussions and tutorial exercises are

intended to appraise students’ understanding of key concepts

learned in the subject and communication skills in sharing their

viewpoints and ideas verbally in a group and/or stimulated business

setting constructively and effectively.

Group Project is used to evaluate students’ application of key

concepts learned to systematically analyse service quality issues in

different contexts. The oral presentation and written report will

improve students’ reflective thinking and effective communication

skills. Students are also required to identify the ethical issues

arising from various service quality activities.

Case Study/ Individual Assignment/ Mid-term Test and

Examination are adopted to assess students’ competence in

applying the key concepts learned to real business scenarios,

analysing the possible challenges encountered by management in

establishing and maintaining the prescribed quality service

standards critically and objectively, and to offer feasible solutions to

these challenges.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

References

Aikens, C.H. (2011). Quality Inspired Management: The Key to

Sustainability. Boston: Prentice Hall.

56

Antony, J. & Preece, D. (Ed.) (2002). Understanding, Managing

and Implementing Quality: Framework, Techniques & Cases.

London & New York: Routledge.

Basu, R. (2004). Implementing Quality: a Practical Guide to Tools

and Techniques: Enabling the Power of Operational Excellence.

Thomson.

Beckford, J. (2002). Quality. London; New York: Routledge.

Cardone, L.P. (2004). Clued in: How to Keep Customers Coming

Back Again and Again. Financial Times: Prentice Hall.

Drake-Knight, N.S. (2009). Growing Great Contact Center

Communicators: Creating the Service Quality Pyramid of

Excellence, Consistency, and Sustainability. London: Henry

Steward Talk.

Galbraith, J.R. (2005). Designing the Customer-Centric

Organisation. Jossey-Bass: Wiley.

Kandampully, J. (2007). Service Management: the New Paradigm

in Hospitality. New Jersey: Pearson Prentice Hall.

Klubeck, M., Langthome, M., and Padgett, D. (2010). Why

Organisations Struggles So Hard to Improve So Little: Overcoming

Organisational Immaturity. Santa Barbara, California: Praeger.

Law, E. (2004). Improving Tourism and Hospitality Services.

London, UK; Cambridge, MA: CABI Publications.

Looy, B.V., Gemmel, P. and Dierdonck, R.V. (Ed.). (2003). Service

Management: An Integrated Approach. Financial Times: Prentice

Hall.

Milakovich, M.E. (2006). Improving Service Quality in the Global

Economy: Achieving High Performance in Public and Private

Sector, Boca Raton, FL : Auerbach Publications.

Prideaux, B.; Moscardo, G. and Law, E. (Ed.). (2006). Managing

Tourism and Hospitality Services: Theory and International

Applications. Wallingford, UK; Cambridge, MA: CABI

Publications.

Porter, L.J. & Tanner, S.J. (2004). Assessing Business Excellence.

(2nd

ed.), Elsevier Butterworth-Heinemann.

Robert, C. F.; Sturman, M.C. & Heaton, C. P. (2012). Managing

Quality Service in Hospitality: How Organisations Achieve

57

Excellence in the Guest Experience. Clifton Park, N.Y.: Delmar,

Cengage Learning.

Sarkar, D. (2006). 5S for Service Organisations and Offices: a Lean

Look at Improvements. Milwaukee, Wis.: ASQ Quality Press.

Schmidt, W. Adler, G. and Weering, E.V. (2003). Winning at

Service: Lessons from Service Leaders. John Wiley & Sons (UK)

Ltd.

Schneider, B. & White, S. (2004). Service Quality: Research

Perspective. Thousand Oaks, CA: Sage Publications.

Summers, D.C.S. (2005). Quality Management: Creating and

Sustaining Organisational Effectiveness. New Jersey: Pearson

Prentice Hall.

Teboul, J. (2006). Service is Front Stage: Positioning Services for

Value Advantage. Hampshire England; New York: Palgrave

Macmillan.

Urban, G. (2005). Don’t Just Relate – Advocate. Wharton School

Publising.

William, C & Buswell, J (2003). Service Quality in Leisure and

Tourism, CABI Publishing.

Wöber, K.W. (2002). Benchmarking in Tourism and Hospitality

Industries, CABI Publishing.

Zemke, R. & Bell, C.R. (2000). Knock Your Socks Off: Service

Recovery, AMACOM: American Management Association.

Other Useful Reference Sources and Websites

Journals

Annals of Tourism

Asia Pacific Journal of Tourism Research

Cornell Hospitality Quarterly

International Journal of Contemporary Hospitality Management

International Journal of Hospitality Management

International Journal of Service Industry Management

Journal of Hospitality and Tourism Research

Journal of Leisure Research

Journal of Travel Research

Journal of Travel and Tourism Marketing

Journal of Tourism Studies

Managing Service Quality

58

Trade & other Publications

Asia Travel Trade

Hotelier

Travel Asia

TTG Asia

QTSA News

Newspaper & Magazines

Trade Associations

Quality Tourism Services Association <http://www.qtsa.com>

Hong Kong Tourism Board <http://www.discoverhongkong.com>

Hong Kong Retail Management Association

<http://www.hkrma.org>

Hong Kong Trade Development Council <http://www.tdc.com>




http://www.qtsa.com/

http://www.discoverhongkong.com/

http://www.hkrma.org/

http://www.tdc.com/

59


Subject Title Contemporary Issues in Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge A general apprehension on the business nature and operations of




Objectives

This subject provides students with exposure to various current

issues and developments in the macro business environment which

have impacted the travel and tourism industry both directly and

indirectly. Students learn how to identify an issue, assess its

relevancy and analyse the impacts on the future operations and

management of tourism organisations from a local, regional and

global prospective. They are challenged to quest for new knowledge

independently and continuously to address these issues with feasible

solutions. And students also learn to apprehend their ethical and

social responsibilities management should uphold when dealing

with these current issues. This enables students to develop a

strategic and holistic view on opportunities and threats in a business

context which they can apply in their future workplace.

Intended

Learning

Outcomes


a. identify and discuss current issues which are of importance to

management of business organisations locally, regionally and

globally;

b. conduct in-depth investigation on specific current issues

independently;

c. assess the relevancy of these issues on future operation and

management of the travel and tourism industry;

d. analyse and evaluate critically the impacts of these identified

issues on future operation and management of tourism

organisations;

e. develop a strategic and holistic view on business opportunities

and threats in light of these identified issues;

f. formulate management strategies to deal with these anticipated

impacts;;

g. apprehend the ethical and social responsibilities management

should uphold when dealing with these current issues.

60

Subject Synopsis/

Indicative Syllabus

Super-trends Shaping the Future

Identification of key current issues and developments in the macro

environment which have impacted on business organisations both

directly and indirectly; Evaluation of the relevancy and impacts of

these issues on the future operations and management of the travel

and tourism industry from a local, regional and global prospective;

Assessment of new trends in the making

Changes in Demand and Supply of Tourism Products and

Services

Latest switches in tourism consumption patterns, consumer choices

and buying behaviour; Developments of new types of tourism

products and services

Issues and Challenge of Sustainable Tourism Development

Guiding principles of sustainable tourism development;

International eco-tourism codes and standards; Application of these

codes and standards; Current industry practices

Prepare for the Unexpected

Updated approaches in addressing unforeseeable events;

Considerations for and drawbacks of these approaches

Travel and Tourism Development in the Asia-Pacific Region

Development and supply of new tourism attractions and facilities;

New legislation related to the travel and tourism industry; Expansion

and impacts of emerging inbound and outbound markets

Teaching/ Learning

Methodology

Relevant concepts and theories relating to the identified current

issues will be introduced to students through interactive lectures.

Case-studies, group discussion and other student-centred activities

will be used in tutorials to enhance students’ understanding and

appreciation of the applicability of theories and concepts in tackling

the identified current business issues and problems encountered by

travel and tourism managers. Students are expected to participate

actively in group discussion for developing a framework for

applying their knowledge and skills on the subject.

Audio and visual aids such as relevant DVDs and footages will be

used to expand students’ understanding on relevant issues whenever

appropriate. Whenever appropriate and feasible guest lecture will be

arranged to give students opportunity to learn from elite industry

personnel and their valuable experience as how they anticipate

dealing with these specific current issues when planning for future

operations and management of travel and tourism industry.

61

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting


outcomes to be assessed a b c d e f g

Continuous

Assessment* 100

Part A: 60


2. Peer Group Critique 15

3. Group Project 35

Part B:

Individual Reflective

Assignment

40

Total 100%



Committee.

Active participation in class discussions and tutorial exercises are

intended to appraise students’ understanding of key concepts learned

in the subject and communication skills in sharing their viewpoints

and ideas verbally in a group and/or stimulated business setting

constructively and effectively.

Peer Group Critique is used to assess students’ ability in critically

analysing the work of others on specific contemporary issue. They

are required to provide constructive feedback to their peers

objectively.

Group Project is used to evaluate students’ competence in

identifying contemporary issues and their relevancy to the travel and

tourism industry independently. Their systematic and critical

analysis of the issues in local, regional and global contexts is also

evaluated. Students are also required to apprehend the ethical issues

arising from various business activities in addressing these identified

contemporary issues. The oral presentation and written report will


skills both in written and verbal format.

Individual Reflective Assignment is adopted to assess students’

individual competence in applying the key concepts learned to real

business scenarios, analysing the possible challenges encountered by

management critically and objectively, and to offer feasible solutions

to these challenges.

62

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 84 Hrs.


Reading List and

References

Due to the diversified nature of the subject, references are drawn from a wide selection of textbooks, journal articles and AV materials etc. to provide students with a comprehensive coverage on specific topics. Recommended Books / References Ball, S. (2007). Contemporary Hospitality and Tourism Management Issues in China and India: Today’s Dragons and Tigers. Oxford: Butterworth-Heinemann. Becken, S. (ed.) (2010). Tourism and The Environment. Cheltenham (England): Edward Elgar Publishing Ltd. Benson, A.M. (ed.) (2011). Volunteer Tourism: Theoretical Frameworks and Practical Applications. Abingdon, Oxon; New York, NY: Routledge. Buckley, R. (2009). Ecotourism; Principles and Practices. Oxfordshire; Cambridge, MA: CABI. Buckley, R. (2010). Conservation Tourism (electronic resource). Wallingford. Oxfordshire, UK; Cambridge, MA: CABI. Chhabra, D. (2010). Sustainable Marketing of Cultural and Heritage Tourism. Milton Park, Abingdon, Oxon; New York: Routledge. Conrady, R. and Buck, M. (ed.) (2010). Trends and Issues in Global Tourism. Berlin: Springer. Cooper, C. and Hall, C.M. (2008). Contemporary Tourism: an International Approach. Oxford: Butterworth-Heinemann. Croce, E. (2010). Food and Wine Tourism: Integrating Food, Travel and Territory. Wallingford: CABI. Fennell, D.A. and Malloy, D.C. (2007). Codes of Ethics in tourism. Clevedon; Buffalo; Toronto: Channel View Publications. Girard, L. F. and Nijkamp, P. (ed.) (2009). Cultural Tourism and Sustainable Local Development. Farnham, England; Burlington, VT: Ashgate. Gössling, S. (2011). Carbon Management in Tourism: Mitigating the Impacts on Climate Changes. Abingdon, Oxon; New York:

63

Routledge. Hanley, K. (2010). Constructing Cultural Tourism: John Ruskin and the Tourist Gaze. Bristol, UK; Tonawanda, NY: Channel View Publications. Henderson, J.C. (2007). Tourism Crisis: Causes, Consequences & Management. Butterworth Heinemann. Higham, J.E.S. (2009). Sport and Tourism: Globalization, Mobility and Identity. Oxford; Burlington, MA: Butterworth-Heinemann/Elsevier. Holmes, K. (2009). Managing Volunteers in Tourism: Attractions, Destinations and Events. Oxford (England): Butterworth-Heinemann. Jones, A and Philips, M. (ed.) (2011). Disappearing Destinations: Climate Change and Future Challenges for Coastal Tourism. Wallingford. Oxfordshire: CABI. Krause, A. and Weir, E. (ed.) (2010). Ecotourism: Management, Development and Impact. New York: Nova Science Publishers. Laws, E.; Prideaux, B. and Chon, K. (ed.) (2007). Crisis Management in Tourism. Wallingford, UK; Cambridge, MA: CABI Publications. Leslie, D. (ed.) (2009). Tourism Enterprises and Sustainable Development: International Perspectives on Responses to the Sustainability Agenda. New York: Routledge. Lyons, K.D. and Wearing, S. (ed.) (2008). Journeys of Discovery in Volunteer Tourism; International Case Study Perspectives, Wallingford, UK; Cambridge, MA: CABI. Maitland, R. and Ritchie, B.W. (ed.) (2009). City Tourism: National Capital Perspectives. Wallingford. Oxfordshire, UK; Cambridge, MA: CABI. Mazanec J.A. and Wöber K.W. (ed.) (2010). Analysing International City Tourism. New York: Springer Wien. Page, S.J. (2007). Tourism Management: Managing for Change. Amsterdam: Butterworth Heinemann. Schott, C. (ed.) (2010). Tourism and the Implications of Climate Change: Issues and Actions. Bingley, U.K.: Emerald. Sharpley, R. (2009). Tourism Development and The Environment: Beyond Sustainability? London; Sterling, VA: Earthscan. Veal, A.J. (2010). Leisure, Sport and Tourism, Politics, Policy and Planning. Wallingford. Oxfordshire, UK; Cambridge, MA: CABI.

64

Wearing, S. (2009). Ecotourism; Impacts, Potentials and Possibilities. Oxford: Butterworth-Heinemann. World Tourism Organisation (WTO) (2010). Joining Forces: Collaborative Processes for Sustainable and Competitive Tourism. Madrid: World Tourism Organisation. Other Reference Sources Journals: Annals of Tourism Asia Pacific Journal of Tourism Research Current Issues in Tourism International Journal of Contemporary Hospitality Management International Journal of Hospitality Management Journal of Hospitality and Tourism Research Journal of Leisure Research Journal of Travel Research Journal of Travel and Tourism Marketing Journal of Tourism Studies Sustainable Tourism The Reading List and References are indicative. Relevant reading materials will be suggested and assigned from time-to-time when they are deemed appropriate.

65


Subject Title Legal and Ethical Aspects in Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite/

Exclusion

Nil




Objectives

This subject provides students with a core base of knowledge of

legal and ethical concepts in travel and tourism industry. Students

will learn about legal and ethical concepts which relate to domestic

and international operations of travel and tourism industry in

different contexts. Students will learn about the implications of

these legal and ethical concepts in managing their business

legitimately and ethically.

Intended Learning

Outcomes


a. explain the Hong Kong SAR legal system and its relations to

travel and tourism industry;

b. identify the essential elements of a contract and the implications

in travel and tourism operations;

c. evaluate the legal obligations, rights, and liabilities in which an

operator of the travel and tourism industry can be administered

and managed legally and ethically;

d. comprehend the moral fundamentals of major laws, regulations

and international agreements guiding the ethical conducts of

travel and tourism industry;

e. explain the legal and judicial systems along with the main laws

regulating the travel and tourism industry in China.

Subject Synopsis/

Indicative Syllabus

Hong Kong Legal System and the Travel and Tourism Industry

Historical development; Sources of law; Branches of law; Civil and

Criminal laws; Legal framework under which the travel and tourism

industry operates

Law of Contract and its Application in the Travel and Tourism

Industry

Essential elements of a valid contract; Discharge of contracts;

Breach of contracts; Remedies; Misrepresentations; Applications in

the travel and tourism industry

66

Illustration of Basic Legal Obligations of a Travel and Tourism

Operator

Inns, innkeepers and their duties; Liabilities and rights of

innkeepers; Rights, duties, and liabilities of airline operators,

suppliers, and passengers; Rights, duties, and liabilities of the travel

agency and tour operator

Basic Legal Obligations of an Operator in Various Business

Areas

Tort of negligence; Criminal responsibility; Sales of goods;

Provision of services; Product liabilities; Consumer right; Food

safety; Health and safety; Environment, Insurance policy;

Employment contract

Ethical Issues and Applications in Travel and Tourism Industry

Code of ethics; Tips and commission; Pricing policy; Ethical

decision-making; Conditions of employment; Employee theft; False

advertising; Sanitation violations; Vendor honesty

The Regulatory Environment in China

The legal and judicial system in China; Environmental protection

regulations; Taxation; Key laws which regulating travel agency and

hotel operations in China

Teaching/Learning

Methodology

Interactive lectures will be used to cover the conceptual and

theoretical aspects of the subject. Seminars will comprise of group

discussion and other student-centred activities (i.e. mini

presentation and peer learning etc.) which aim to promote

interaction between students for encouraging intellectual thinking,

application of analytical skills and generating critical feedback in

analysing cases and problems under specific situations. Students

are expected to participate actively in group discussion for

developing a framework for applying their knowledge and skills on

the subject.

Audio and visual aids such as VCDs & DVDs will be used to

expand students’ understanding on relevant topics.


learn from legal experts particularly on legal issues which affecting

the operations and management of the travel and tourism industry.

67

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific Assessment

Methods / Tasks

%

weighting

Intended subject

learning Outcomes to be

assessed

a b c d e

Continuous

Assessment*

60

1. Legal Case Seminar 20

2. Individual

Assignment/Mid-term

Test

25

3. Participation and In

Class Work

15

Examination 40

Total 100%



Committee.

To pass this subject, students are required to obtain Grade D or

above in both the Continuous Assessment and Examination

components.

Legal Case Seminar is to help students apply the legal and ethical

concepts to a travel and tourism operation domestically or

internationally. Students will select the current cases in travel and

tourism fields and explore their legal and ethical knowledge related

to the cases. The group will provide the applications and

managerial recommendations to the travel and tourism operations in

the legitimate and ethical conduct.

Constructive Participation and In-Class Discussions are intended to

enable students to effectively communicate their ideas on the

related issues of travel and tourism operations.


test students’ ability in understanding and applying the key concepts

learnt from the subject in different contexts. Examination will

facilitate the implications to the global organisations in travel and

tourism industry.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


68

Reading List and

References


Barth, S., & Hayes, D.K. (2009). Hospitality Law: Managing Legal

Issues in the Hospitality Industry. New Jersey: John Wiley & Sons.

Carver, A. (2004). Hong Kong Business Law. (6th

ed.), Hong Kong:

Pearson Education Asia Ltd.

China Knowledge Press (2004). China Tourism Industry: Market

Analysis & Outlook. China Knowledge Press Pte Ltd.

Morris K. L., Cournoyer, N. G., & Marshall A. G. (2008). Hotel,

Restaurant, and Travel Law: A Preventative Approach. New York:

Thomson Demar Learning.

Srivastava, D.K. (2007). Business Law in Hong Kong. (2nd

ed.),

Hong Kong: Sweet & Maxwell.

Stott, V. (2010). An Introduction to Hong Kong Business Law. (4th

ed.), China: Prentice Hall.

Thiroux, J.P., & Krasemann, K.W. (2011). Ethics: Theory and

Practice. (11th

ed.), Prentice Hall.

Other Reference Sources

Bilingual Law Information System: http://www.legislation.gov.hk

Community Legal Information Centre: http://kclic.org/en/


Gazette, HKSAR: http://www.gld.gov.hk

Hong Kong Legal Information Institute: http://hklii.org/index.shtml

International Journal of Contemporary and Hospitality Management


Journal of Business Ethics

Journal of Hospitality & Tourism Research

Judiciary, HKSAR: http://www.judiciary.gov.hk

Legal Aid Department, HKSAR: http://www.lad.gov.hk/

The Duty Lawyer Service: http://www.dutylawyer.org.hk/




http://www.legislation.gov.hk/

http://www.gld.gov.hk/

http://www.dutylawyer.org.hk/

69


Subject Title Marketing Management for Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Marketing Fundamentals and Introduction to Hospitality and

Tourism Industry or Equivalent



Objectives

This subject builds on students’ prior knowledge and skills on

marketing management and equipping them with analytical skills

and reflective thinking in assessing a range of marketing

management functions for effective business decisions in travel and

tourism industry. It also provides students with a base of

knowledge on the recent environmental changes which affects the

marketing approaches for a travel and tourism organisation.

Students will be able to identify marketing issues in different

business contexts in travel and tourism industry.

Intended Learning

Outcomes


a. identify and explain the key concepts in marketing management

and their importance to effective management of a travel and

tourism organisation;

b. evaluate the main marketing issues in developing effective

marketing strategies in travel and tourism industry;

c. apply marketing concepts and theories to assessing marketing

problems in a rapidly changing and competitive travel and

tourism industry;

d. identify recent developments in the external business

environment which affect the approaches in marketing

management for travel and tourism industry.

Subject Synopsis/

Indicative Syllabus

Overview of Marketing Management

Marketing management concepts; Marketing services and the

travel and tourism experience

Consumer Types and Behaviour

70

Individual customers, organisational customers; Consumer

decision making process; Business travellers; Pleasure travellers;

Package travellers; Mature travellers; International travellers;

Free independent travellers; Corporate travel and meetings market;

Incentive market; Group tour and package market

Situational Analysis

Understanding competition; Marketing intelligence and research

Developing Marketing Strategies

Differentiation; Segmentation, targeting and positioning strategies;

Product and branding strategies; Pricing strategies and decisions;

Channels of distribution; Integrated marketing communications:

advertising, sales promotion, public relations, personal selling,

direct marketing and interactive marketing

Issues and Trends in Marketing Management

Customer relationship management; Partnership marketing;

Special marketing topics: cruise marketing, B&B marketing etc.;

Ethical issues in marketing; Corporate social responsibility

Teaching/Learning

Methodology

The teaching approach of this subject is to help students recognise

the scope and function of marketing management in travel and

tourism industry. Students are expected to play an active role in

group discussion for developing a framework for applying their

knowledge and skills to assessing the significance and implications

of marketing decisions for the success of a business operation in


Online tutorial on academic integrity will facilitate students’ self-

learning at their own pace through a link within this subject at

moodle.cpce-polyu.edu.hk.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1.Mid-term test 20

2. Group Project and

Presentation

25

3. Contribution and

Participations

10

4. Peer Critique 5

Examination 40

Total 100%


71


key concepts learned in this course to systematically analyse

marketing issues in different contexts. The group assignment

comprising written report and oral presentation will improve



enable students to demonstrate their understanding of skills and

knowledge in marketing management with reflective thinking.

Peer Critique allows students to criticize others’ group project in

order to enhance their critical and reflective thinking skills.

Mid-term Test and Examination are used to test students’ ability in

understanding and applying the key concepts learnt from the subject

and to demonstrate their understanding of global and cultural issues

which affect the marketing decisions of travel and tourism related

organisations.

Online Tutorial on Academic Integrity

To help students understand the importance of academic honesty

and learn ways to ensure that their work and behaviour at SPEED

are acceptable in this regard, the Online tutorial on Academic

Integrity is included in this subject. Students will need to complete

the Tutorial by Week 5. The Online Tutorial is part of the subject

completion requirement. Students who fail to complete the Online

Tutorial will fail this subject.

For students who have completed the Online Tutorial in another

subject, they can be exempted from this requirement. Proof of

completion (i.e. e-Certificate) is required.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Online tutorial on academic integrity 1 Hr.

Self-study 66 Hrs.


Reading List and

References

Recommended Books

Kotler, P., Bowen, J.T., & Makens, J.C. (2010). Marketing for

Hospitality and Tourism. (5th


Shoemaker, S., Lewis, R.C. & Yesawich, P.C. (2007). Marketing

72

Leadership in Hospitality and Tourism: Strategies and Tactics for

Competitive Advantage. (4th

ed.), Upper Saddle River, N.J.:

Pearson/Prentice Hall.

References

Carvens, D.W. & Piercy, N.F. (2009). Strategic Marketing. (9th

ed.).

New York: McGraw-Hill/Irwin.

Kaser, K. & Freeman, J. (2002). Hospitality Marketing, South-

Western Educational & Professional Publication. Ohio: Thomson

Learning.

Lovelock, C. & Wright, L. (2002). Principles of Service Marketing

and Management. (2nd

ed.), Upper Saddle River, N.J.: Prentice

Hall.

Morrison, A.M. (2010). Hospitality and Travel Marketing. (4th

ed.),

Clifton Park, N. Y.: Delmar Cengage Learning.

Reid, R.D. & Bojanic, D.C. (2010). Hospitality Marketing

Management. (5th

ed.), Hoboken, N.J.: John Wiley & Sons.




73


Subject Title Strategic Management for Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Financial Management for Non-finance Specialists, Marketing

Management for Travel and Tourism Industry, Human Resources

Management for Travel and Tourism Industry, Legal and Ethical

Aspects in Travel and Tourism Industry, Quality Service

Management for Travel and Tourism Industry



Objectives The travel and tourism industry faces new and complex changes

during the 21st century. The dynamic competitive environment

requires a broad understanding of business knowledge and an ability

to integrate seemingly disparate business concepts, such as finance,

accounting, marketing, and human resource, into a coherent

framework. The aim of this subject is to make students aware of

strategic planning and its impacts on the travel and tourism industry.

Students will be able to develop a comprehensive understanding of

the business environment and apply strategic management theories,

concepts and models into planning and management in the global

travel and tourism industry. Students will gain knowledge in the

relationship between policy and practice and they will be able to

evaluate policies and business responses to issues and trends.

Students will learn how to use the necessary tools, procedures and

competencies to analyse, define, plan and manage in an international

context.

Intended Learning

Outcomes


a. discuss and explain theories, principles and models in strategic

management and apply those in designing appropriate

corporate, business and functional strategies for travel and

tourism companies;

b. analyse critically internal and external factors in the travel and

tourism business environment in the process of strategy

formulation, implementation and control;

74

c. apply integrated approaches in developing appropriate travel

and tourism strategies in order to gain competitive advantage;

d. critically assess and apply the basic concepts, tools, and

techniques which are fundamental to the strategic management

process and exercise independent thinking in the application

process to formulate viable solutions for the travel and tourism

industry.

Subject Synopsis/

Indicative Syllabus

The Strategic Management Process

Situation analysis; Strategy direction; Strategy formulation; Strategy

implementation

The Environment and External Stakeholders

Socio-cultural context; Economic context; Political context;

Technological context; Porter’s five forces, Economic power and

industry characteristics

Organisational Resources and Competitive Advantage

Financial resources and financial analysis; Physical resources and

value-adding activities; Human-based resources, Structure and

culture; Knowledge-based resources

Strategic Direction

Mission statements and business definition; Organisational vision;

Organisational values

Strategy Formulation

Corporate-level strategy: Concentration strategies; Vertical

integration strategies; Diversification strategies; Mergers and

acquisitions

Business-level strategy: Cost leadership and differentiation; Best

value; Focus; Competitive dynamics and tracking competitor

movement

Strategy Implementation

Inter-organisational relationship and management of functional

resources: Selection of stakeholders for partnerships; Effective

stakeholder management; Functional-level resource management

Organisational design and control: Functional structures;

Geographic and customer-based structures; Project matrix

structures; Multidivisional structures; Strategic-business-unit

structures; Corporate-level matrix structures; Strategic vs. financial

controls; Feedback-control systems; Crisis prevention and

management

Strategies for Entrepreneurship and Innovation

Opportunity recognition; Creation of a business plan; Securing start-

up capital; Franchising; Fostering innovation in established firms;

75

The internet and e-commerce

Global Strategic Management

Stakeholder management in foreign environments; Management of

foreign subsidiaries; International alliances and business-format

franchising; Global product/market approach; International

expansion tactics

Teaching/Learning

Methodology

Relevant strategic management theories and concepts in the travel

and tourism industry will be introduced through interactive lectures.

Seminars will comprise of group discussion and other student-

centred activities which aim to promote interaction between students

for encouraging intellectual thinking, application of analytical skills

and generating critical feedback in case studies and analysing

problems under specific situations. Students are expected to play an

active role in group discussion for developing a framework for

applying their knowledge and skills to assess how strategic

management play an important role in the successful operation of a

business organisation as well as its continuous profitability and

growth.

Audio and visual aids such as VCDs, DVDs, and video clips from

the internet will be used to expand students’ understanding of

relevant topics.

Guest lecture(s) will be arranged to give students opportunity to gain

knowledge and exposure from industry experts on the importance of

strategic management and its application in sustaining business

successes in the travel and tourism industry.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1.Group Project 30

2. Individual

Assignment/Mid-term Test

20

3. Participation and In Class

Work

10

Examination 40

Total 100 %



Committee.


key concepts learned in this subject to systematically analyse

strategic marketing issues in different contexts. The oral

presentation and written report will improve students’ reflective

76

thinking and effective communication skills.

Individual Assignment/Mid-term Test is used to evaluate whether

students can apply the theories and concepts to the real life or

business issues.

Constructive Participation and In class discussions are intended to

enable students to effectively communicate their ideas.

Final Examination is used to test students’ ability in understanding

and applying the key concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 84 Hrs.


Reading List and

References

Recommended Books

Enz, C. A. (2010). Hospitality Strategic Management: concepts and

cases. (2nd

ed.), Hoboken, NJ: John Wiley and Sons.

Evans, N, Campbell, D, and Stonehouse, G. (2003). Strategic

management for travel and tourism. UK: Elsevier, Butterworth

Heinemann.

References

David, F. (2011). Strategic management: Concepts and cases. (13th

ed.). New York, NY: Prentice Hall.

Dess, G. G., Lumpkin, G. T., and Eisner, A. B. (2010). Strategic

management: Text and cases. (5th

ed.). New York: McGraw-Hill

Irwin.

Harrison, J. S., and Enz, C. (2005). Hospitality strategic

management. Hoboken, NJ: John Wiley and Sons.

Hill, C., and Jones, G. (2010). Strategic management: An integrated

approach. (9th

ed.), South-Western College Pub.

Okumus, F., Altinay, L., and Chathoth, P. (2010). Strategic

management for hospitality and tourism. UK: Elsevier, Butterworth

Heinemann.

Olsen, M., West, J., and Tse, E. (2007). Strategic Management in the

77

hospitality industry. New York: Prentice Hall.

Pearce, J. A., and Robinson, R. B. (2011). Strategic Management:

Formulation, implementation and control of competitive strategy.

(12th

ed.). New York: McGraw Hill.

Pitts, R., and Lei, D. (2006). Strategic management: Building and

sustaining competitive advantage. (4th

ed.), Cincinnati, OH: South-

Western College Publishing.




78


Subject Title Integrated Study (Tourism Management)

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Financial Management for Non-finance Specialists, Marketing

Management for Travel and Tourism Industry, Human Resource

Management for Travel and Tourism Industry, Quality Service

Management for Travel and Tourism Industry, Tourism Policy and

Planning, Destination Management, Contemporary Issues in Travel

and Tourism Industry, Research Methods



Objectives This subject is designed to develop a student’s intellectual and

problem-solving skills from the tourism issue and /or case study.

Each student will be able to demonstrate his/her ability to integrate

knowledge and skills from a range of subjects and past learning

experience to address a specified problem in the tourism context.

Students will have the opportunity to demonstrate creative and

innovative skills in the investigation of related problem or issue in

the travel and tourism industry.

Intended Learning

Outcomes

Upon completing this subject, students will be able to:

a. identify an issue/ problem faced by an organisation in the travel

and tourism sector;

b. apply relevant concepts and theories to study and critically

analyse the issues;

c. assess research or analytical skills to address the specified

problem;

d. present the analysis and recommendations in a rigorous, logical

and coherent way.

Subject Synopsis/

Indicative Syllabus

Students may choose to adopt different approaches for this Integrated

Study. Some suggestions are as follows:

1) Literature Review Approach: students are required to introduce

some problem/issue in the travel and tourism industry, critically

evaluate the importance of the issue, provide some related

literature to the problem/issue; and give some recommendations

for problem solving or future improvement;

79

OR

2) Feasibility study Approach: students are required to develop a

full-feasibility study in a particular travel and tourism

organisation.

Other approaches are possible, subject to the PEG approval.

Teaching/Learning

Methodology

A detailed project guideline will be provided to help the students.

Each student will then be assigned to a supervisor who will provide

guidance throughout this project. Specific consultation hours will be

arranged to facilitate students in this project. Students are required

to develop and define a topic in consultation with the supervisor,

submit a proposal and a progress report, and at the end submit a final

report.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d

Continuous

Assessment* 100

Proposal 15

Progress Report

(including discussion

and consultation

with supervisor)

15

Final Report 70

Total 100%



Committee.

The project will be assessed on the basis of proposal, progress report

(including discussion and consultation with supervisor), and final

report.

Assessment of proposal and progress report will focus on the

formative aspect of student performance, and is appropriate for

intended outcomes 1 and 2. The final report accounts for 70% of

assessment, and assessment is based on all four intended outcomes.

80

Student Study

Effort Expected Lecturer-student contact:

Workshops 6 Hrs.

Consultation/supervision 2.5 Hrs.


Self-study 120 Hrs.

Total student study effort 128.5 Hrs.

Reading List and

References

Anderson, J., & Poole, M.E. (2002). Assignment and Thesis Writing,

4th ed. Milton: John Wiley & Sons.

Altinay, L., & Paraskevas, A. (2008). Planning Research in

Hospitality and Tourism. Butterworth-Heinemann, Elsevier.

Finn, M., Elliot-White, M. and Walton, M. (2000). Tourism and

Leisure Research Methods – Data Collection, analysis and

interpretation. Pearson Education, UK.

Kumar, R. (2005). Research Methodology: A Step-by-Step Guide for

Beginners: Second Edition. SAGE Publication.

Veal, A.J. (2006). Research Methods for Leisure and Tourism,

Pearson Education Ltd. (3rd

ed.), London.

Zikmund, W. (2003). Business Research Methods: 7th Edition.

South-Western of Thomson Learning.

Useful Link:

Guide on sources and citation from Dartmouth College, USA.

(http://www.dartmouth.edu/~sources/)




http://www.dartmouth.edu/~sources/

81


Subject Title Tourism Development in China

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil




Objectives

This subject provides students with a base of knowledge and skills

in travel and tourism development in China. Students will learn

about the evolution of the China’s travel and tourism industry from

before the Second World War to the present day. In particular,

students will also learn about relevant government policies and

their implementations in China to enable them to formulate sound

managerial decisions with reflective thinking for business

organisations operating in the travel and tourism industry. It will

demonstrate an understanding of globalization and cultural diversity

in relation to the tourism development.

Intended Learning

Outcomes


a. explain the historical and present development, economic and

social significance of the travel and tourism industry in China;

b. identify and explain the characteristics of the key markets and

players in China’s travel and tourism industry;

c. explain and discuss the role of government, policy formulation

and implementation relating to travel and tourism development

in China;

d. analyse the influences of current trends and issues on future

development of the industry.

Subject Synopsis/

Indicative Syllabus

Economic Growth, Development and Tourism in China

Geography; Population and culture; Politics and economics;

Tourism development

Historical Review of Tourism in China

Tourism in China before 1949; Tourism in China after 1949

Inbound Tourism in China

82

Chronology of international tourism development in China; Major

international tourism markets in China; Characteristics of the

foreign tourist inbound market; Major destinations of international

tourists; Popular urban tourist destinations in China

Domestic Tourism in China

Historical development; Social, economic, and political factors

affecting domestics tourism; Characteristics; Development potential

Outbound Tourism in China

Historical development; Social, economic, and political factors

affecting outbound travel tourism; Approved destinations for China

outbound travellers; Current performance

The Evolution of National Tourism Policies and Government’s

Role

Tourism serves as part of foreign affairs (1949-1966); Tourism

serves as a diplomatic tool (1966-1978); Changes in government’s

since 1978

Tourism Policy Implementation in China

Concept of policy implementation; Two patterns of tourism policy

implementation in China; Opportunities and difficulties in tourism

policy

China’s Travel Services

Historical development of travel services in China; Characteristics;

Challenges and opportunities

Trends and Issues in China’s Travel and Tourism Industry

Employee motivation; Compensation and incentive management;

Spatial distribution of tourism; Regional economic disparity;

Development of ecotourism

Teaching/Learning

Methodology

Interactive lectures will be used to introduce relevant theories and

concepts. Seminars will comprise of group discussion, peer

learning and other student-centred activities which aim to promote




are expected to play an active role in group discussion for

developing a framework for applying their knowledge and skills in

assessing factors affecting the historical, present and future

development of the China’s travel and tourism industry.



Guest lecture will be arranged to give students opportunity to gain

first-hand knowledge from experts in the trade on issues

83

encountered by present and future management of the China’s


Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1.Group Project 30

2. Individual


20

3. Contribution and

Participations

10

Examination 40

Total 100%



Committee.

Group Project is used to evaluate students’ ability to apply

concepts, to construct knowledge and skills in analysing factors

affecting the management of travel and tourism industry in China

and to formulate strategies to deal with these identified issues. The

group assignment comprising written report and oral presentation

will improve students’ reflective thinking and effective

communication skills.


enable students to demonstrate their understanding of knowledge in

China Tourism development with reflective thinking.



learnt from the subject and to demonstrate their understanding of

global and cultural issues which affect the managerial decisions of

travel and tourism related organisations.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


84

Reading List and

References


Arlt, W. (2006). China’s Outbound Tourism. Routledge.

Lew, A., Yu, L., Ap, J, & Zhang, G. (eds.) (2003). Tourism in China.

Binghamton, NY: Howarth Hospitality.

Ryan, C., & Gu, H. (2009). Tourism in China: Destination, Cultures

and Communities. NY: Routledge.

Sun, Guag (孫鋼). (2003). China Tourism: Ascending and Thinking

in the Alternation of Centuries (中國旅遊業 : 世紀之交的登攀與思考). Beijing: Zhongguo lü you chu ban she (北京 : 中國旅遊出版社).

Zhang, H. Q., Pine, R., & Lam, T. (2005). Tourism and hotel

development in China: From political to Economic Success.

Binghamton, NY: The Haworth Hospitality Press.


Journals & other Publications:

Annals of Tourism Research

Tourism Management



China Tourism Research (中国旅游硏究)

China Tourism News (中國旅遊報)

China Tourism Magazine (中國旅遊雜誌)

Internet Resources:

www.cnta.gov.cn

www.chinata.com.cn

www.ctnews.com.cn

www.ctha.org.cn

www.cats.org.cn

www.cotsa.com

www.soochina.cn

www.tourism-research.com




http://www.cnta.gov.cn/

http://www.chinata.com.cn/

http://www.tourism-research.com/

85


Subject Title Consumer Behaviour for Travel and Tourism Industry

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Marketing Management for Travel and Tourism Industry



Objectives

This subject provides students with a base of knowledge and skills

in understanding consumer behaviours in business context.

Students will learn about theories and concepts being developed to

explain consumer behaviours and the way they make their

purchasing decision. Students will apply these theories and

concepts in formulating management plans and making business

decisions as a professional practitioner of the travel and tourism

industry.

Intended Learning

Outcomes


a. explain core social and psychological theories and concepts to

generate a better understanding of consumer behaviour in travel

and tourism context;

b. discuss and examine the consumer decision making process;

c. explore the personal and cultural influences on consumer’s

decision making process

d. analyse factors that influence consumer’s decision making

process;

e. analyse the applications of consumer behaviour concepts and

theories in creating business success in travel and tourism

industry.

86

Subject Synopsis/

Indicative Syllabus

Consumers as Individuals

Motivation and values; Self concepts and personality; Concepts of

perception; Learning theories and memory; Attitude formation and

change

Consumer Behaviour and Marketing Research

Concepts of satisfaction and dissatisfaction; Models of service

quality; Consumer complaining behaviour; Management of

customer satisfaction; Basic theory and design of survey and

questionnaire

Consumers as Decision Makers

Individual decision making; The theory of planned behaviour;

Word-of-mouth influence; Group influence and opinion leadership

Consumers and Cultural Influences

Cultural, cross-cultural; Sub-cultural and social class influences;

The diffusion of innovation. Purchase in families; The family life

cycle; Social aspects of new product acceptance

Consumer Behaviour and Business Successes

Applications of consumer behaviour theories; Limitations of

consumer behaviour theories; Challenges for management

Teaching/Learning

Methodology

Relevant consumer behaviour theories and concepts will be

introduced through interactive lectures. Seminars will comprise of

group discussion and other student-centred activities which aim to

promote interaction between students for encouraging intellectual

thinking, application of analytical skills and generating critical

feedback in case study and analysing problems under specific

situations. Students are expected to play an active role in group

discussion for developing a framework for applying their

knowledge and skills to assessing the significance of understanding

how consumers behave for the success operation of a business

organisation as well as its continuous profitability and growth.



Guest lecture will be arranged to give students opportunity to gain

knowledge and exposure from industry experts on the importance

of understanding customer behaviour and its application in

sustaining business successes in the travel and tourism industry.

87

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject

learning outcomes to be

assessed

a b c d e

Continuous

Assessment* 60

1.Group Project 30

2. Individual

Assignment/Mid-term

Test

20


Class Work 10

Examination 40

Total 100%



Committee.

Group Project is to examine the understanding of customer

behaviour in particular travel and tourism organisation. Students

will apply all theories and concepts analysing target customers and

provide managerial recommendations for business sustainability.

Individual Assignment/Mid-term Test is used to help students apply

their understanding of key concepts learned in this course to

systematically analyse marketing issues in different contexts. The

oral presentation and written report will improve students’

reflective thinking and effective communication skills.



Final Examination is used to test students’ ability in understanding

and applying the key concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


88

Reading List and

References


Beller, K., Weiss, S., and Palter L. (2005). The Consistent

Consumer: Predicting Future Behaviour Through Lasting Value.

Chicago, IL: Dearborn Trade Publishing.

Blackwell, R.D., Miniard, P.W., and Engel, J.F. (2006). Consumer

Behavior. (10th

ed.), Australia: Thomson/South-Western.

March, R. (2005). Tourism Behaviour: Traveller’ Decisions and

Actions. Wallingford; Cambridge, Mass: CABI Publishing.

Marshal, C. (2006). Why Customer Do What They Do: Who They

Are, Why They Buy, and How You Can Anticipate Their Every

Move. New York, N.Y.: McGraw-Hill.

Peter, J. P., and Olson, J. C. (2008, Consumer Behavior and

Marketing Strategy. (8th

ed.), Boston: McGraw Hill.

Schiffman, L. G., and Kanuk, L. L. (2010). Consumer Behaviour

Global Edition. (10th

ed.), New Jersey: Prentice Hall.

Strauss, J., El-Ahsary, A., and Frost, R. (2006). E-marketing, Upper

Saddle River. NJ: Pearson/Prentice Hall.

Swarbrooke, J. and Horner S. (2007). Consumer Behaviour in

Tourism. (2nd

ed.), Oxford: Butter-Heinemann.

Trentmann, F. (2006). The Making of the Consumer: Knowledge,

Power and Identity in the Modern World. Oxford; New York: Berg.




89


Subject Title International Hotel Business and Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite/

Exclusion

Nil

Prior Knowledge Fundamental knowledge in Marketing



Objectives


international hotel business and to enable students to apply key

concepts with critical and reflective thinking, so as to assess a range

of marketing, management, and operation strategies for developing

and managing an international hotel business. It focuses on the

comprehension and application of knowledge and skills required for

making strategic managerial decisions for hotel business from a

global perspective. It offers a systematic approach for assisting

students in enhancing their understanding of the significance and

implications of cultural diversity in formulating and implementing

strategic globalization plans for transnational hotel chains.

Intended Learning

Outcomes


a. explain the nature of hotel industry as a global service industry;

b. identify various motivations and ways for expanding the hotel

business;

c. evaluate the impacts of organisational and environmental

forces on the development of international hotel chains;

d. analyse different marketing and operation strategies for

managing international hotel corporations;

e. criticize the current issues affecting the business context of

international hotel corporations.

90

Subject Synopsis/

Indicative Syllabus

The Growth of International Hotel Business

Hotel as an international business; Service export in the hotel

industry; Globalization and international hotel management

Developing International Hotel Business and Management

History and development; Motivation for global expansion; Types of

foreign market entry; Major international hotel chains

The Impacts of International Hotel Management

Political impacts; Economic impacts; Social and cultural issues;

Impact analysis; Situational analysis; Key issues influencing the

hotel industry

International Hotel Sales and Marketing

Global Distribution Channels (GDS); Role of intermediaries;

Cultural diversity issue in developing a promotion plan;

Globalization

The Internal and External Issues in International Hotel

Management

Financial management; Human resources management; Information

and technologies; Corporate social responsibility (CSR); Sustainable

development; Integrating sustainable practices in the corporate

strategies

Teaching/Learning

Methodology

The teaching and learning approach of this subject is to help

students in understanding the development and management of

international hotel business. Students are expected to play an active

role in group discussion for developing a framework for analysing

the significance and implications of various strategic and

operational decisions for the success of international hotel chains,

brands, and units.

Class meetings are conducted in a combination of lecture, seminar,

group discussion and case study. Audio and visual aids such as

VCDs and DVDs will be used to expand students’ understanding on

relevant topics.


among students for encouraging intellectual thinking, application of

analytical skills and generating critical feedback in case study and

analysing problems under specific situations.

Industry practitioners will be invited as guest speakers to share their

expertise and valuable work experience on the subject with students.

91

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e


1.Group Project 30

2. Individual Assignment/

Mid-term Test 20


Class Work 10

Examination 40

Total 100%



Committee.


key concepts learned in this course to systematically analyse

strategic hotel management issues in global contexts and to develop

an effective strategic plan for international hotel development. The

oral presentation and written report will improve students’ reflective

thinking and effective communication skills. It will also enhance

students’ capabilities to perform their tasks effectively and

responsibly.



Individual Assignment/Mid-Term Test and Examination are

designed to assess students’ ability in understanding and applying

the key concepts learned from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


92

Reading List and

References

Recommended Book

Chuck, G. (2008). International Hotel Management. Educational

Institute of the American Hotel & Lodging Association.

References

Botherton, B. (2004). The International Hospitality Industry:

Structure, Characteristics, and Issues. Elsevier Butterworth-

Heinemann.

Clarke, A. and Chen, W. (2007). International Hospitality

Management: concepts and cases. Oxford: Butterworth-Heinemann.

Constantinos, V. and Roy W. (2008). Accommodation Management:

Perspectives for the International Hotel Industry. London:

International Thomson Business.

Lockyer, T. (2007). The International Hotel Industry: Sustainable

Management. New York: Haworth Hospitality & Tourism Press.

Rutherford, D. and O’Fallon, M. (2002). Hotel Management and

Operations. New York: John Wiley & Sons.

Other References Sources

Journals:




Journal of Contemporary Hospitality Management

Trade and other Publications:

Hotels

Hotel Asia Pacific

Hotel and Motel Management

Lodging Hospitality

Lodging

Green Hotelier

Asian Hotel & Catering Times

Website:

Smith Travel Research: www.strglobal.com

Hotel News: www.hotelnewsnow.com

Hotel Online: www.hotel-online.com

American Hotel and Lodging Association: www.ahla.com




http://www.ahla.com/

93


Subject Title Cruise Line Operations and Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Fundamental knowledge in Tourist Transport Systems



Objectives

This subject provides students with a core base of knowledge on

cruise operations and management which enable students to apply

key concepts with reflective thinking, so as to solve issues in the

ever-evolving cruise industry environment. The aim of this subject

is to focus on relevant managerial skills and knowledge by having

students exposed to professional practices in the cruise industry.

This subject offers student opportunities to develop analytical skills

for cruise operation planning and management.

Intended Learning

Outcomes


a. identify and explain the historical evolution of cruise tourism;

b. apply appropriate concepts or models to assess the cruise

industry with its ever changing micro- and the macro-

environments;

c. examine the working conditions and associated operational

issues within the cruise industry;

d. identify and appraise the impacts of current issues affecting the

future development or trends in cruise industry.

Subject Synopsis/

Indicative Syllabus

Overview of the Cruise Industry with Its Historical Evolution

Who’s who in cruising; Contemporary cruising; Pre-, post-, and off-

ship cruise experience; Cruise market; Cruise-ship builders and

liners

Analysing Cruise Operation Planning and Management

Contemporary cruise operations; Cruise geography; planning the

itinerary; Tourist motivation, customer services; Overcoming

objections; Selling up or selling across; Selling and marketing

cruises and products; Home-port versus port-of-call

94

Evaluating the Working Conditions in the Cruise Industry

Organisation and structure; Living and working on board modern

cruise ships; Land-side versus sea-side operations; Flag of

convenience; roles and responsibilities on a cruise ship

Evaluating the Future Trends and Development

Maritime issues and legislation; Health, safety, security and

environmental issues; Asia-Pacific cruise region developments ;The

future of tourist cruises; Cruise sales and marketing

Teaching/Learning

Methodology

The teaching approach of this subject is to give students a firm

understanding of various aspects in the cruise industry from

operational level to the management level.

Class meetings are conducted in a mixture of lecture, seminar

discussion, group presentation, and case study. Seminars will

comprise of group discussion and other student-centred activities

which aim to promote interaction between students for encouraging

intellectual thinking, application of analytical skills and generating

critical feedback in analysing cases and problems under specific


discussion for applying their skills to assess the implications of

various key factors for developing a framework for applying their

knowledge and skills on the subject.



Field trips and guest lecture will be arranged to give students

opportunity to gain first-hand knowledge from prominent industry

experts on current operational practices and challenges faced by the

cruise industry.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1. Individual Assignment/ Mid-

term Test

20

2. Group Project 30


Work

10

Examination 40

Total 100%



Committee.

95

Interactive participation and useful contributions within subgroup

discussions in classes are intended to enable students to effectively

communicate their ideas and work in teams.

Group project is used to help students apply their understanding of

key concepts learned in this course to systematically analyse cruise

industry issues in different contexts and cruise region. The oral

presentation and written report will improve students’ reflective

thinking and effective communication skills.

Individual learning journal related to field trip is intended to

synthesise and reflect upon taught knowledge with personal

observations of professional practices. Individual Assignment/Mid-

Term Test and Examination are used to test students’ ability in

understanding and applying the key concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References


Coggins A. O. (2004). What Makes a Passenger Ship a Legend: The

Future of The Concept of Legend in the Passenger Shipping

Industry. Thesis, Virginia Polytechnic Institute and State University.

Cruise Industry Source Book (2010). Cruise Line International

Association.

Cruise Passenger Statistics (2010). Hong Kong Tourism Board.

Dickinson, R. H. & Vladimir, A.N. (2007). Selling the Sea: An

Inside Look at the Cruise Industry, 2nd

edition. New York: John

Wiley & Sons Inc.

Dowling, R. K. (2006). Cruise Ship Tourism. Wallingford.

Oxfordshire, UK; Cambridge, MA , CABI International.

Gibson, P. (2006). Cruise Operations Management. Burlington,

Mass: Butterworth-Heinemann.

Gibson, P. (2012). Cruise Operations Management: Hospitality

Perspectives. UK, Routledge.

Mancini, M. (2004). Cruising: A Guide to the Cruise Line Industry.

96

Albany, NY: Delmar-Thompson Learning.

Mancini, M. (2011). The CLIA Guide to the Cruise Industry, 1st

edition. US, Cengage Learning.

Ocean Shipping Consultants Ltd. (2005). Cruise Shipping to 2020:

A Realistic Appraisal of Prospects. England: Chertsey.

Peisley, T. (2008). 2020 Vision: New Focus for the Global Cruise

Industry. Seatrade Communications Ltd.

Ward, D. (2011). Complete Guide to Cruising and Cruise ships,

20th

edition. UK: Berlitz Publishing.

West J., & Burgess A. C. (2008). The Essential Little Cruise Book:

Expert Advice for Planning and Enjoying a Perfect Vacation at Sea,

4th

edition. Guilford, Conn. Publishing.

World Tourism Organisation (2010). Cruise Tourism: Current

Situation and Trends. Madrid: Spain.




http://www.amazon.com/Essential-Little-Cruise-Book-4th/dp/0762748869/ref=sr_1_16?s=books&ie=UTF8&qid=1326445983&sr=1-16

http://www.amazon.com/Essential-Little-Cruise-Book-4th/dp/0762748869/ref=sr_1_16?s=books&ie=UTF8&qid=1326445983&sr=1-16

97


Subject Title Theme Park and Attractions Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite/

Co-requisite/

Exclusion

Nil

Prior Knowledge Introduction to Theme Park and Attractions



Objectives

This subject provides students with professional knowledge and

skills in the development, theming and management of theme parks

and attractions. In particular, it examines the key managerial issues

related to the human resource management, marketing

management, financial management, operations management and

service management of theme parks and attractions. It also enables

students to critically evaluate and solve the issues and problems

when operating a theme park or attraction. It also enables students

to identify and evaluate contemporary issues of global, national or

local significance which impacts upon the industry.

Intended Learning

Outcomes


a. identify the characteristics and different types of attractions;

b. explain the steps and activities included in the development and

construction of a new attraction;

c. explain how a theme park or attraction is operated from a

customer’s perspective and understand what services are

required to enhance the customer experience;

d. examine the key managerial issues which affect the operation of

a theme park and attraction;

e. identify and explain the key issues and challenges currently

facing the theme park and attractions industry.

Subject Synopsis/

Indicative Syllabus

Theme Parks and Attractions: A Global Perspective

Key characteristics and different types of theme parks and

attractions; Differences between theme park and attractions; Role

of visitor attractions in tourism; The visitor attraction product &

market

98

Planning and Development of Theme Parks and Attractions

Design; Theming; Feasibility study; Planning and development

process

Marketing Theme Parks and Attractions

Fundamental marketing of theme park and attraction; Niche

marketing; Public relations; Branding

Theme Park and Attractions Management

Human resource management; Financial management; Project

management; Service management

Operations of Theme Parks and Attractions

Operations management; Safety and risk management; Crisis

management; Facilities management

Trends and Issues

Future trends and challenges in theme park and attraction industry

Teaching/Learning

Methodology

Theories and concepts relating to the management and operation of

theme parks and attractions will be introduced through interactive

lectures. Seminars will comprise of group discussion and other








understanding on relevant topics.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e

Continuous

Assessment*

60

1.Group Project and

Presentation

25

2. Mid-term Test 20

3. Peer Critique 5

4. Contribution and

Participations

10

Examination 40

Total 100%



Committee.

99


key theme park and attractions management concepts and principles

learned in this course to operate and manage a theme park and

attraction effectively. The oral presentation and written report will


skills.



knowledge in theme park and attractions management as well as to

critically evaluate the contemporary issues influencing theme park

and attractions management.

Peer Critique allows students to criticise others’ group project in

order to enhance their critical and reflective thinking skills.

Mid-term Test and Examination are used to test students’

understanding and applications of the key concepts learnt from the

subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References


Capodagli, B. & Jackson, L. (2001). The Disney Way Fieldbook:

How to Implement Walt Disney's Vision of "Dream, Believe, Dare,

Do" in Your Own Company. NY: McGraw Hill.

Capodagli, B. & Jackson, L. (2007). The Disney Way, Revised

Edition: Harnessing the Management Secrets of Disney in Your

Company. NY: McGraw Hill.

Hench, J. (2003). Designing Disney: Imagineering and the Art of

Show. NY: Disney Enterprises Inc.

International Association of Amusement Parks & Attractions

(http://www.iaapa.org)

Price, H. (2003). Walt’s Revolution! By the Numbers. Orlando:

Ripley Entertainment Inc.

Swarbrooke, J. (2002). The Development and Management of

Visitor Attractions, 2nd

edition. Oxford: Butterworth Heinemann.

http://www.iaapa.org/

100

The Disney Institute (2001). Be our Guest: Perfecting the Art of

Customer Service. NY: Disney Enterprises Inc.

Themed Entertainment Association (2007). Project Development

Guidelines, 3rd

edition. Burbank: TEA

Themed Entertainment Association (http://www.themeit.com)




http://www.themeit.com/

101


Subject Title Destination Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to the Travel Industry and Travel and Tourism Industry

Management or Equivalent



Objectives

This subject provides students with vital knowledge and skills in

managing tourism destinations to compete more successfully for

visitors in today’s global marketplace. It enables students to apply

key concepts with critical and reflective thinking, so as to assess

competitiveness of prospective tourism destinations and to develop

strategic management plans for tourism destinations. This subject

offers insights into steps and strategies employed by DMOs and

tourism marketing consultancy firms worldwide, focusing on

destinations viewpoint.

Students will learn to apply marketing and management theories to

selling destinations and explore approaches to selling destinations

in a variety of different contexts. Students will also be exposed to a

global perspective of developing, managing, and sustaining tourism

destinations.

Intended Learning

Outcomes


a. explain the concepts and basics of tourism destination

management;

b. facilitate the assessment of the tourism potential of a

destination and prepare tourism development plan as well as

marketing techniques;

c. identify and explain ways of effective destination

management;

d. examine the tourism organisations in destinations and their

roles - Destination Management Companies (DMC) and

National/regional Tourism Organisations;

e. discuss typical developments and problems in tourism

destinations and provide problem solutions.

102

Subject Synopsis/

Indicative Syllabus

The Concept of Destination Management

Defining ‘Destination’; Types and characteristics of destinations;

Destination management systems; Destination selection process;

The value of tourism in destinations

Destination Competitiveness, Development, and Planning

Assessment of tourism potential; Socio-cultural, economic,

technological, and environmental competitiveness; The nature of

comparative and competitive advantages in tourism; Destination

competitiveness model- effects of global (macro) and competitive

(micro) environments in determining competitiveness; Key

elements of destination planning process and analysis

Destination Image and Branding

Tangible and intangible attributes of destination; Development and

measurement of destination image; Destination image formation

process; Branding and destination image; Branding and national

identity; Strategic development and management of tourism

products in destinations

Destination Promotion and Marketing

Tourism stakeholders; Strategic marketing for destinations which

differs from marketing for retail products; Destination marketing

mix; Formulating and packaging destination products; Destination

distribution channels; Pricing

National/Regional Organisations and Policies

Concept of Destination Management Companies (DMC); The

organisational structure of DMCs; Typical duties and

responsibilities of DMCs; Various destination management models

on an international and regional perspective; Public and private

policies in tourism destination planning and management; UNWTO

guidelines

Sustainability of Tourism Destinations

Sustainable development and planning approaches; Ecological,

economic, socio-cultural, and political sustainability; Ecotourism;

Destination crisis management

Teaching/Learning

Methodology

The teaching approach of this subject is to help students understand

theories, concepts and scope of tourism destination management.

Students are expected to play an active role in group discussion for

developing a framework for applying their knowledge and skills to

assessing competitiveness of tourism destinations and to effectively

managing tourism destinations.



VCDs & DVDs will be used to expand students’ understanding on

relevant topics.

103

Theories and concepts relating to tourism destination planning and

management will be introduced through interactive lectures.


centred activities which aim to promote interaction between



and problems under specific situations.


expertise and valuable work experience on the subject with

students.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e


1.Group Project 25


Discussion Leading/ Case

Studies

15

3. Mid-term Test 10


Class Work

10

Examination 40

Total 100%



Committee.


key concepts learned in this course to systematically assess the

competitiveness of tourism destinations and to propose strategic

management plan for sustaining competitive advantages of the

destinations. The oral presentation and written report will improve

students’ reflective thinking, effective communication skills. It will

also enhance students’ capabilities to perform their tasks effectively

and responsibly.

Other continuous assessment including individual assignment,

discussion leading, and case studies are to enable students to

constructively assess the strategic issues in global hotel

management and develop and justify their ideas. They also enhance

students’ capabilities to deliver their ideas effectively in both

written and spoken language.

Mid-Term Test and Examination are designed to assess students’

ability in understanding and applying the key concepts learned from

the subject.

104



Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Book

Crouch, G. (2003). The Competitive Destination: A Sustainable

Tourism Perspective. CABI Publishing.

References

Bennett, M. M. and Seaton, A. V. (1996). Marketing Tourism

Products: Concepts, Issues, Cases. International Thomson Business

Press.

Dowling, R. K., Signh, S., and Timothy, D. J. (Eds.) (2003).

Tourism in Destination Communities. CABI Publishing.

Gunn, G. (2002). Tourism Planning: Basic, Concepts and Cases.

Cognizant Publications.

Heath, E. and Wall, G. (1992). Marketing Tourism Destinations: A

Strategic Planning Approach. John Wiley.

Kolb, B. M. (2006). Tourism Marketing For Cities and Towns:

Using Branding and Events to Attract Tourists. Oxford: Elsevier.

Morgan, N., Pritchard, A. and Pride, R. (2004) Destination

Branding: Creating the Unique Destination Proposition. (2nd

ed.).

Oxford: Butterworth-Heinemann.

Pizam, A. and Wang, Y. (Eds.) 2011, Destination Marketing and

Management, CABI Publishing.


Journals:


Tourism Management


105

Tourism Geographies: An International Journal of Tourism Space,

Place, and Environment





106


Subject Title Visitor Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to Travel and Tourism Industry or Equivalent



Objectives


visitor management and enabling students to apply key concepts

with reflective thinking to improve satisfactory experiences to

visitors in different contexts. Students will develop their

professional practices and implications in the areas of visitor

management effectively and ethically.

Intended Learning

Outcomes


a. explain concepts and theories in the area of visitor management

in parks, heritage sites, and recreation areas;

b. demonstrate the concepts of ecotourism and sustainable

development in the particular destinations;

c. assess stakeholders’ challenges on visitor management in parks,

heritage sites, and recreation areas;

d. evaluate the impacts and problems on visitor management in

parks, heritage sites, and recreation areas.

Subject Synopsis/

Indicative Syllabus

Theories in the area of Managing Parks, Heritage Sites, and

Recreation Areas

The visitor planning and management process; The mindfulness

and mindlessness model; Decision making process; Crowd

management; Environmental sound management; Risk

management; Managing cultural diversities; Visitor characteristics

and behaviours

Ecotourism and Sustainable Development in Parks, Heritage

Sites, and Recreation Areas

Carrying capacity and related planning issues; Forestry and public

environmental management; Entrepreneurial risk management; Size

and zoning plan; Utilization of competitive resources; Promoting

parks, heritage sites, and recreation areas; Promoting a site

107

The Challenges of Visitor Management from Stakeholders’

Perspectives

Stakeholder involvement in planning and management; Policy goals

and management objectives in particular destinations; Community

engagement; Law and regulation issues in parks, heritage sites, and

recreation areas

Impacts and Problems on Visitor Management

General tourism impacts; Common impacts related to visitor use;

Diverse cultural visitors; Ecosystems and protected areas; Healthy

social and natural environment; Communities and culture

Teaching/Learning

Methodology

Interactive lectures will be used to cover the conceptual and

theoretical aspects of the subject. Seminars will comprise of group

discussion and other student-centered activities (i.e. mini

presentation and peer learning etc.) which aim to promote




are expected to participate actively in group discussion for

developing a framework for applying their knowledge and skills on

the subject.




learn from travel and tourism experts particularly on visitor

management issues which affecting the operations and management

of the travel and tourism industry.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1. Feasibility Project 20


Mid-term Test

20


Work

20

Examination 40

Total 100 %


Feasibility Project is used to help students apply their understanding

of key concepts in this course to systematically analyse concepts

108

and theories in the area of visitor management, especially at Parks,

Heritage Sites, and Recreation Areas. The oral presentation and

written report will improve students’ reflective thinking, team

building and leadership skills, and communication skills.


enable students to effectively communicate their ideas both in

written and verbally.



of visitor management.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References


Kelly, I., & Nankervis, T. (2001). Visitor Destinations. Australia:

John Wiley & Sons.

Krause, A., & Weir, E. (2010). Ecotourism: Management,

Development, and Impact. New York: Nova Science Publishers.

Hill, J., & Gale, T. (2009). Ecotourism and Environmental

Sustainability: Principles and Practice. England: Ashgate.

Leask, A., & Fyall, A. (2006). Managing World Heritage Sites.

Oxford: Butterworth-Heinemann.

McCool, S.F., & Moisey, R.N. (2001). Tourism, Recreation and

Sustainability: Linking Cultural and the Environment. United

Kingdom: CABI Publishing.

Moscardo, G. (2008). Building Community Capacity for Tourism

Development. United Kingdom: CABI Publishing.

Pederson, A. (2002). Managing Tourism at World Heritage Sites: A

Practical Manual for World Heritage Site Managers. Paris:

UNESCO World Heritage Centre.

Shackely, M. L. (2000). Visitor Management: Case Studies from

World Heritage Sites. Oxford: Butterworth-Heinemann.

109


Journals:



International Journal of Contemporary Hospitality Management

Journal of Ecotourism





110


Subject Title Event Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to Event Management / Event Operations



Objectives

This subject provides students with a set of knowledge and skills in

organising and managing events and festivals. Students will learn

about the increasing significance of hosting special events and

festivals for the development of local economy and its impact on

the hospitality and tourism industry in particular. Students will also

learn concepts and strategies which enable them to plan special

events; coordinate and execute festival and events effectively as a

professional of the trade.

Intended Learning

Outcomes


a. identify and explain the different types of special event, key

stakeholders, importance of festival and events to local

economy with reference to the hospitality and tourism industry;

b. analyse the impacts brought by festivals and events to the tourist

destination;

c. critically evaluate the different aspects of administrating and

managing events and their core functions;

d. apply various planning concepts and strategies to manage an

event;

e. discuss and analyse current issues and trends which affect the

operations and management of festivals and events in the future.

Subject Synopsis/

Indicative Syllabus

Event Context

Definitions of special events; Types of special events; Stakeholders

in events; Relationship with the hospitality and tourism industry

Event Impacts

Economic impacts; Tourism impacts; Socio-cultural impacts;

Political impacts; Environmental impacts

111

Event Tourism Planning for Destinations

Event tourism strategic planning process; Event tourism goals;

Event tourism strategy and its evaluation

Event Management

Event conceptualisation; Human resources management for events;

Marketing and public relations for events; Promotion and

sponsorship of events; Financial and risk management; Event

programming; Evaluation and impact assessment

Trends and Issues

Societal trends and their impact on events; Event franchising;

Growth of event research; Increasing government involvement in

events; Trends in event tourism

Teaching/Learning

Methodology

Theories and concepts relating to planning and executing special

events successfully will be introduced through interactive lectures.


centred activities which aim to promote interaction between







understanding on relevant topics.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


assessed

a b c d e

Continuous

Assessment*

60

1.Group Project and

Presentation

30

2. Mid-term Test 10

3. Event Visit Report 10

4. Contribution and

Participations

10

Examination 40

Total 100%



Committee.


key event management concepts and principles learned in this

course to systematically organise an event. It further comprises of

written report and oral presentation which enable students to

112

communicate effectively.



knowledge of the event management.

Event Visit Report allows students to critically assess the various

operational aspects of a real event.

Mid-term Test and Examination are used to test students’

understanding and applications of the event planning and

management concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Books

Allen J., O’Toole W., Harris R., & McDonnell I. (2011). Festival

and Special Event Management, 5th

edition. John Wiley & Sons

Australia.

McCartney G. (2010). Event Management: An Asian Perspective.

McGraw Hill (Asia).

References

Bowdin, McDonnell, Allen & O’Toole (2006). Events Management,

2nd

edition. Oxford (England): Butterworth- Heinemann.

Shone, A. & Parry, B. (2004). Successful Event Management: A

Practical Handbook, 2nd

edition. London: Thomson Learning.




113


Subject Title Convention and Meeting Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to the Meeting, Incentive, Convention and Exhibition

(MICE) Industry or Equivalent



Objectives

This subject provides students with a core base of knowledge and

skills in managing convention and meeting events and enabling

students to apply key concepts with critical and reflective thinking,

so as to formulate an effective plan for organising such events. It

focuses on the application of knowledge and skills required to

analyse various environmental and organisational factors for

convention and meeting planning. Students will also apprehend

current trends and impacts which they should be aware of as a

meeting and convention organiser.

Intended Learning

Outcomes


a. explain the socio-economic importance of the convention and

meeting industry to local and regional economies, and key

players in organising conventions and meetings;

b. identify and explain the key stages in the production of

convention and meeting events;

c. analyse the main factors to be considered when executing a

convention and meeting plan;

d. identify and analyse impacts of current trends in the convention

and meeting industry which affect the future operation and

management of the industry;

e. apply knowledge and skills to formulate an effective plan for

organising conventions and meetings.

114

Subject Synopsis/

Indicative Syllabus

Historical Development and Key Players

Definitions and perspectives; Historical evolution; Identification of

key players and their roles– professional convention planners,

delegates and attendees convention services managers, convention

and visitors bureau (CVB), and destination management

companies; Impact on local and regional economies

Key Stages in Convention and Meeting Production

Pre-conference planning; Setting objectives and master timetable;

Personnel selection; Finance administration; Budgets and

accountability; Recordkeeping and accounting; Contracts and

insurance; Post-conference evaluation

Site Selection and Venue Management

Destination options for convention and meeting; Types of

convention and meeting facilities; Facility requirement; Factors

affecting site-selection

Facility Design

Consideration for floor plans and facility features; Designing traffic

flow patterns; Meeting room set-ups

Program Development

Strategies to embrace the adult learner; Educational program design

and development

Legal and Ethical Consideration

Element of a contract; Important key contract clauses; Types of

contracts – facility, service and management contracts; Negotiation

Service Contractors

Roles and functions; Types, Selection criteria

Sales, Marketing and Public Relations

Conference promotion; Marketing and publicity plan; Budget;

Branding; Pre-registration; Printed materials and program books

Current Trends and Development

Development of new convention and meeting destinations in the

Asia Pacific region; Supply of purposely-built venues; Online

venue: Webinar; Emerging China market

Teaching/Learning

Methodology


students in understanding the planning and management of

meetings and conventions. Students are expected to play an active

role in group discussion for developing a framework for producing

a successful convention/meeting which includes analysis of

environmental (macro and micro) and organisational factors and

strategic planning based on the analysis.


115



relevant topics.







students.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e

Continuous

Assessment* 60

1.Group Project 25

2. Individual

Assignment/ Case

Studies

15

3. Mid-term Test 10


Class Work 10

Examination 40

Total 100%



Committee.


key concepts learned in this course to systematically analyse issues

related to organising conventions and meetings and to develop an

effective plan for producing such events as if they are Professional

Convention Organisers. The oral presentation and written report

will enhance students’ understanding of the entrepreneurship of

event organiser, improve students’ reflective thinking, effective

communication skills.

Other continuous assessment including individual assignment and

case studies are to enable students to constructively assess the

strategic issues in global hotel management and develop and justify

their ideas. They also enhance students’ capabilities to deliver their

ideas effectively in both written and spoken language.



116

the subject.



Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Book

PCMA Education Foundation. (2002). Professional Meeting

Management: Comprehensive Strategies for Meetings,

Conventions, and Events. (5th

ed.), PCMA Education Foundation.

References

Astroff, M. T. and Abbey J. R. (2010). Convention Sales and

Services. (8th ed.), Waterbury Press.

Fenich, G. G. (2007). Meetings, Expositions, Events & Conventions.

(2nd ed.), Prentice Hall.

Lawson, F. (2000). Congress, Convention and Exhibition Facilities:

Planning, Design and Management. London, Architectural Press.

Maitland, I. (1996). How to Organise a Conference. Ashgate

Publishing Company.

Mccabe, V., Poole, B. and Weeks, P (2002). The Business and

Management of Conventions. John Wiley & Son.

Rogers, T. (2003). Conferences and Conventions: A Global

Industry. Butterworth Heinemann.

Weber, K. and Chon, K. (2002). Convention Tourism: International

Research and Industry Perspectives. The Haworth Hospitality

Press.


Journals:



117

Journal of Convention and Event Tourism

International Journal of Event and Festival Management


Event Management


Convene

Meetings and Conventions

Website:

www.pcma.org

www.destinationmarketing.org

www.meetings-conventions.com




http://www.meetings-conventions.com/

118


Subject Title Exhibition Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to the Meeting, Incentive, Convention and Exhibition

(MICE) Industry or Equivalent



Objectives

This subject provides students with a core base of knowledge and

skills in managing exhibition and tradeshow events and enabling

students to apply key concepts with critical and reflective thinking,

so as to formulate an effective plan for organising such events. It

focuses on the application of knowledge and skills required to

analyse various environmental and organisational factors for

exhibition and tradeshow planning. Students will also apprehend

current trends and impacts which they should be aware of as a

practitioner of the MICE industry.

Intended Learning

Outcomes


a. explain the socio-economic importance of the exhibition and

tradeshow industry to local and regional economies, and key

players in the exhibition and tradeshow sector;

b. comprehend the distinct motivations and expectations of

associations and corporations when organising and attending

exhibitions and/ or tradeshows;

c. identify and explain the key stages in the production of

exhibitions and tradeshows;

d. analyse the main factors to be considered when executing an

exhibition or tradeshow plan;

e. apply knowledge and skills to formulate an effective plan for

organising exhibitions and tradeshows.

119

Subject Synopsis/

Indicative Syllabus

Exhibition and Tradeshow Industry Outlook

Historical role of exhibitions; Jobs available in the exhibition and

tradeshow industry; Defining Exhibitions; Identification of key

players and their roles – Exhibition and tradeshow managers,

exhibitors, delegates and attendees, corporations and associations;

Impact on local and regional economies

Show Planning and Management Process

Project management; Setting objectives and master timetable;

Personnel selection; Sales production; Show production; Budgeting

and financial planning; Contracts and insurance; Specifications and

work orders; On-site management of exhibition and tradeshow;

Event evaluation for exhibition and tradeshow

Venue Selection and Management

Types of exhibition facilities; Facility requirement; Site section for

exhibition and tradeshow; Factors going into assessing a site for a

future event; Calculation of facilities rental charges

Contractors

Official service contactors-Roles and functions, types, and selection

criteria; Registration and data management; housing management;

Air and ground transpiration; Audio-Visual services; Exhibition

shipping

Legal Consideration

Negotiation and Contracting processes; Important components of

contracts; Additional common contract clauses; Unique provisions

in hotel and facility contracts; Checklist for exhibitor contracts

Floor Plan Design

Consideration for floor plans and facility features; Designing traffic

flow patterns; Various booth types and booth design requirements

Business Issues

Exhibitions in the marketing mix; Competitive analysis; Marketing

to exhibitors; Marketing to attendees; Partnership marketing; Event

sponsorship

Current Trends and Development

Impacts of economic downturn on exhibition industry; Green

exhibition; Development of new MICE destinations in the Asia

Pacific region, especially the emerging China market;

Technological development in exhibition and show management

120

Teaching/Learning

Methodology


students in understanding the planning and management of

meetings and conventions. Students are expected to play an active

role in group discussion for developing a framework for producing

a successful convention/meeting which includes analysis of

environmental (macro and micro) and organisational factors and

strategic planning based on the analysis.




relevant topics.







students.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d e

Continuous

Assessment*

60

1.Group Project 25

2. Individual

Assignment/ Case

Studies

15

3. Mid-term Test 10


Class Work

10

Examination 40

Total 100%



Committee.


key concepts learned in this course to systematically analyse issues

related to organising exhibitions and tradeshows and to develop an

effective plan for producing such events as if they are Professional

Exhibition Organisers. The oral presentation and written report will

enhance students’ understanding of the entrepreneurship of

exhibition and tradeshow organiser and improve students’ reflective

thinking, effective communication skills, and skills for working as a

team ethically and responsibly.

121

Other continuous assessment including individual assignment and

case studies are to enable students to constructively assess the

strategic issues in global hotel management and develop and justify

their ideas. They also enhance students’ capabilities to deliver their

ideas effectively in both written and spoken language.



the subject.



Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Book

Kent, P. (2006). The Art of the Show: An Introduction to the Study

of Exposition Management. (3rd

ed.), International Association for

Exposition Management.

References

Arnold, M. K. (2002). Build a Better Tradeshow Image:

Establishing Brand by Designing a Dynamic Exhibit Experience.

Tiffany Harbor productions.

Kirchgeorg, M. Dornscheidt, W. M., Geise, W., and Stoeck, N.

(Eds.) (2005). Tradeshow Management. Gabler.

Lawson, F. (2000). Congress, Convention and Exhibition Facilities:

Planning, Design and Management. London, Architectural Press.

Lipeles, B. A. (2006). Professional Exhibit Manager’s Handbook:

Secrets from an Industry Insider for Running Your Tradeshow

Display for Less!. Aardvark Global Publishing Company, LLC.

Mccabe, V., Poole, B. and Weeks, P., (2002). The Business and

Management of Conventions. John Wiley & Son.

Miller, S. (2000). How to get the most out of Trade Shows. (3rd

ed.),

NTC/Comtemporary Publishing Group.

122

Mostaedi, A. (2006). Exhibition design. Carles Broto.

Robbe, D. (1999). Expositions and Trade Shows. John Wiley &

Son, Inc.

Ruth, S. (2005). Trade show and event marketing: plan, promote-

profit. Thomson Texere.

Siskind, B. (2005). Powerful Exhibit Marketing: The Complete

Guide to Successful Tradeshows, Conferences, and Consumer

Shows. John Wiley & Son.


Journals:



Journal of Convention and Event Tourism

International Journal of Event and Festival Management


Event Management


EXHIBITOR Magazine

Convene

Website:

International Association of Exhibitions and Events: www.iaee.com

Center for Exhibition Industry Research (Ceir): http://www.ceir.org

Exhibitor Online: http://www.exhibitoronline.com/




http://www.exhibitoronline.com/

123


Subject Title Travel Agency Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Objectives

This subject equips students with professional knowledge in travel

agency management. Students will be able to learn the wholesaling

and retailing roles of travel agencies and the way in developing and

promoting tourist products. It also equips students with practical

knowledge regarding the management concepts and skills which

can be applied in the travel agency sector.

Intended Learning

Outcomes


a. elaborate the development and design process of the tourist

products of travel agencies;

b. analyse the key elements to be considered in managing a travel

agency;

c. explain the trends and issues which impact on the future of

travel agency management;

d. develop knowledge, basic skills and competence to work in an

inbound or outbound travel agency

Subject Synopsis/

Indicative Syllabus

An Overview of Travel Agency Management

Meaning and definition of travel agency and tour operator; The

roles and contribution of travel agency in the growth and

development of tourism; Types of travel agency; Inbound tours

versus outbound tours; Tour guide versus tour manager; Travel

motivation and travel agency selection

Travel Agency Products and Other Service Providers

Package tour; Business travel; Airline ticketing; Hotel booking;

Service Provides: hotels, restaurants transportation providers and

attractions/sightseeing services etc.

Corporate Travel

Suppliers, Corporate clients, Possible intermediaries, Purchasing

process, Corporate hospitality, Business and pleasure interface

Costing and Pricing a Tour

124

The importance of profit; Establishing a budget; Cost categories;

Setting a breakeven point; Costing and pricing process

Tour Development and Management

Pre-tour planning and preparation; The germ of a tour idea; Initial

research; Familiarization trip; The initial client itinerary; Vendor

contacts

Travel Agency Marketing

Developing a travel agency annual marketing plan, Application of

various marketing channels, Marketing inbound, outbound tours,

and tailor-designed local / overseas tours, Tour brochure, Market

segmentation, targeting and positioning of travel agency

Itinerary Development

The starting point, Core items of a tour (including optional itinerary

items, schedule planning, one- and multi-day local scheduling,

itinerary mix planning, scripted versus non-scripted presentations,

the importance of free time)

Pre- and Post-tour Management

Document considerations, Monetary considerations, Luggage

consideration, Client handling, Tour manager, Post-tour reports,

Client’s tour evaluation report, Post-tour accounting and account

balancing, Post-tour marketing

Quality Management in Travel Agency

Quality service management, Quality tour guiding service, Tourist

complaint handling

Human Resource Management in Travel Agency

Recruiting, Training, Motivation of staff in travel agency, Business

culture

Trends in Travel Agency Management

Conglomerate, Branding, IT and e-commerce, Impacts on travel

agency management after China’s accession to WTO, Corporate

travel

Teaching/Learning

Methodology

Interactive lectures are used to introduce relevant theories and

concepts. Seminars will comprise of group discussion and other








understanding on relevant topics. Guest lecture and field trip will be

arranged to give students opportunity to gain knowledge and

125

exposure from industry experts on current practices of travel

agencies.

Assessment Methods

in Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d


1.Group Project 30

2. Individual


20


Examination 40

Total 100%



Committee.


key concepts and professional skills into practice in developing

tours. The oral presentation and written report will improve




demonstrate their understanding of cultural differences in operating

a tour.


test students’ ability in understanding and applying the key travel

agency management concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


126

Reading List and

References


Chand, M. (2007). Travel Agency Management: An Introductory

Text. Second edition. New Delhi: Anmol Publications PVT.LTD.

Davidson, R. & Cope, B. (2003). Business Travel: Conferences,

incentive travel, exhibitions, corporate hospitality and corporate

travel. Prentice Hall: London.

Downes, J. (1996). Travel Agency Law. Harlow: Longman.

Fitzgerald, H. (2002). Cross-Cultural communication for the

Tourism and Hospitality Industry. NSW: Hospitality Press.

Gorham, G., and Rice, S. (2006). Travel Perspectives: A Guide to

Becoming a Travel Professional. Delmar Thomson Learning.

HARTCO (1998). An Evaluation of the Need to Upgrade the

Service Professionalism of Hong Kong’s Tour Co-ordinators. Hong

Kong Association of Registered Tour Co-ordinators.

Horner, P. (1996). Travel Agency Practice. Harlow: Longman.

Pearce, P., Morrison, A. and Rutledge, J. (1998). Tourism: Bridges

Across Continents. McGraw-Hill.

Poynter, James M. (1998). Learning about Corporate Travel

Management. 2nd

edition, Educational Systems.

Mancini, M. (2001). Conducting tours. Albany, N. Y.:

Delmar/Thomson Learning.

Renshaw, M.B. (1997). The Travel Agent. Sunderland: Business

Education Publisher Limited.

Schaeffer, Mary S. (2007). Travel and Entertainment: Best

Practices. New Jersey: John Wiley & Sons.

Stenberg, W.A. (2001). Travel Agency Operations. Toronto:

Prentice Hall.

Syratt, G. and Archer, J. (2003). Manual of Travel Agency Practice.

Oxford: Elsevier/Butterworth-Heinemann.

Other Useful Reference Sources and Websites

Journals & other Publications:


Tourism Management


127


The Voice of TIC

Internet Resources:

1. www.DiscoverHongKong.com Hong Kong Tourism Board

2. www.tourism.gov.hk Tourism Commission

3. www.tichk.org Travel Industry Council of Hong Kong

4. www.tia.org Travel Industry Associations of America




128


Subject Title Urban Tourism

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge Introduction to Hospitality and Tourism Industry and Management

Fundamentals or Equivalent



Objectives

This subject provides students with a clear understanding of the

burgeoning phenomenon of urban tourism which occurs in multi-

functional and multi-product urban destinations. The significant

role and impacts of tourist visits and activities in the regeneration

and development of these tourist destinations will be discussed and

analysed. In addition, planning, management and marketing issues

in the process of developing urban tourist destinations will also be

covered with the use of appropriate case studies from around the

world.

Intended Learning

Outcomes

Upon completion of the subject, students will be able to:

a. explain the existence and continuing growth of urban tourism

and discuss the relevant tourist activities which take place in

urban and city destinations;

b. appreciate and discuss contemporary issues pertaining to tourist

activities, urban re-design and regeneration for travel and

tourism;

c. critically assess the impact of social, cultural and economic

factors in influencing the changes in urban conurbations and

international cities;

d. examine and critique the planning, management and marketing

issues related to the development of urban tourist destinations;

e. interpret and use data related to urban planning, marketing and

management and communicate major issues in urban tourism

development to stakeholders in the travel and tourism industry.

129

Subject Synopsis/

Indicative Syllabus

Concepts and forms of Urban Tourism: An Integrative

Framework for Urban Tourism

Generic characteristics of cities related to tourism. Cities as

tourist destinations: Influence of Postmodernism

Social, cultural and economic role of tourism as a catalyst for

change in urban areas and international cities

Nature of demand of urban tourists for the multi-product, multi-

services and multi-functional aspects of city destinations

Typology of urban tourists and its implications

Impact of urban tourism on economic growth and development

and supply issues

Strategic planning for urban landscapes, urban tourist activities

and visits

Managing urban tourism: Policy and implementation issues

Place marketing and re-imaging of urban tourist destinations

The future of urban tourism

Teaching/Learning

Methodology

1) Interactive Lectures will be given with class discussions and

illustrations of real world case examples.

2) Tutorials will be held to guide students’ further readings and to

provoke active class participation in discussion and debate to

ensure thorough understanding of concepts, principles and

models.

3) Group case study project will be given to students to conduct

an analysis of a selected tourist city. Team members will have to

make a presentation on the urban tourism issues of the city as

they relate to planning and managing urban tourist destinations.

A question and answer session will be held after the

presentation in order to authenticate the students’ understanding

and critical thinking ability.

4) Field trip/s will be organised to give students first-hand

experience to observe and carefully consider, on-site, the set-up

of the facilities, overall planning and management of urban

attractions and provide critique for improvement. It will involve

familiarization with an urban tourist attraction or place which

will be related to class lectures and assignments.

130

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


assessed

a b c d e


1. Group Project (Case

Study) 30

2. Presentation of group

project 10


Mid-term Test 20

Examination 40

Total 100



Committee.

A Written Group Project (Case Study) on the selected tourist city

presented will have to be completed by assigned teams with

appropriate analysis and recommendations for future strategic

directions for its tourism development. Original and creative

presentation as well as analysis of relevant planning, management,

marketing and impact issues will be awarded high marks (30%).

A Group Presentation of identified urban problems and issues for a

selected tourist city will be required. Marks will be awarded for

clarity and good logic in the exposition and discussion of issues as

well as creative presentation style (10%).

An Individual Assignment or a Mid-term Test (20%) and Final

examination (40%) will be given to assess the students’

understanding of the urban tourism concepts, models, principles,

relationships, etc. taught as well as their analytical and application

skills. Originality and creative answers or solutions suggested will be

recognised and will be awarded high marks.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study; Reading and assignment preparation 84 Hrs.


131

Reading List and

References

Recommended Book

S. Page and M. Hall 2003, Managing Urban Tourism, London:

Prentice Hall.

References

Edwards, D., Griffin, T., Hayllar, B., Dickson, T., & Schweinsberg, S.

(2010). Understanding Tourist Experiences’ and Behaviour in Cities:

An Australian Case Study. Sustainable Tourism Cooperative Research

Centre (STCRC), Gold Coast Campus. Griffith University, Australia.

Gammack, J., & Hemelryk D.S. (2006). Collaborative Methods in

Researching City Branding. Studies from Hong Kong, Shanghai and

Sydney, Tourism, Culture and Communication. 6(3), 171-180.

Henderson, J.C. (2002). Heritage Attractions and Tourism

Development in Asia: A Comparative Study of Hong Kong and

Singapore, International Journal of Tourism Research. 4(5), 337-344

Hiemstra, S. J., & Wong, K. F. (2002). Factors Affecting Demand for

Tourism in Hong Kong. Journal of Travel and Tourism Marketing,

Special Issue on Tourism Forecasting and Marketing. 13 (1-2).

Higham, J.E.S. (2005). Sport Tourism Destinations: Issues,

Opportunities and Analysis. Butterworth-Heinemann.

Jim, C.Y. (2000). Environmental Changes Associated with Mass

Urban Tourism and Nature Tourism Development in Hong Kong, The

Environmentalist. 20, 233-247.

Judd D.R., & Fainstein, S.S. (eds.) (1999). The Tourist City. New

Haven, CT: Yale University Press. ISBN: 0300074050

Law, C. (2002). Urban Tourism: The Visitor Economy and the Growth

of Large Cities. (2nd

ed.), London: Continuum. ISBN: 0826449263.

Legoherel, P., &Wong, K.F. (2006). Market Segmentation in the

Tourism Industry and Consumers’ Spending: What About Direct

Expenditures? Journal of Travel and Tourism Marketing. 20(2), 15-

30.

Lu, T.L.D. (2009). Heritage Conservation in Post-Colonial Hong

Kong. International Journal of Heritage Studies. 15(2/3). 258-272.

McKercher, B. (2008). Segment Transformation in Urban Tourism,

Tourism Management. 29(6), 1215-1225.

McKercher, B., Yo, P.S.Y., & Du Cros, H. (2004). Attributes of

Popular Cultural Attractions in Hong Kong. Annals of Tourism

Research. 31(2), 393-407

132

Middleton, V., Fyall, A., Morgan, M., & Ranchhod, A. (2009).

Marketing in Travel and Tourism. (4th

ed.), Oxford: Butterworth-

Heinemann.

Murphy, P. E. (1997). Quality Management in Urban Tourism.

Chichester: John Wiley and Sons. ISBN: 0471970999

Orbasli, A. (2000). Tourists in Historic Towns: Urban Conservation

and Heritage Management. London: E & F N Spon. ISBN:

0419259309

Page, S. (1995). Urban Tourism. London: Routledge. ISBN:

0415112184

Qu, H., & Zhang, H.Q. (1997). Hong Kong: A Major Urban Tourism

Destination in South-East Asia. Journal of Vacation Marketing. 3(4),

363-372

Ritchie, J.R., Brent and Crouch G.I. (2005). The Competitive

Destination: A Sustainable Tourism Perspective. Wallingford, Oxon,

UK: CABI Publishing. ISBN: 9781845930103.

van den Berg, L., J. van der Borg, & J. van der Meer. (1995). Urban

Tourism: Performance and Strategies in Eight European Cities.

Avebury, UK: Aldershot.

Wong, K.F., & Lam, C.Y., (2001). Predicting Hotel Chain Decision

and Segmenting Hotel Consumers: A Comparative Assessment of a

Recent Consumer-Based Approach, Journal of Travel and Tourism

Marketing. 11(1), 17-33.

Wong, P.Y., Bauer, T., & Wong, K.F. (2008). A Critical Comparison of

Tourism Policies of Hong Kong and Singapore – an Avenue to Mutual

Learning, International Journal of Tourism Research. 10(3), 193-206.

Zhang, H., Wong, K.F., Or, Y.S. (2001). An Analysis of Historical

Tourism Development and its Implications to the Tourism Industry in

Hong Kong, Pacific Tourism Review. 5(1/2), 13-19.

Additional readings such as journal articles, trade publications,

occasional papers, case studies will be recommended as appropriate

for each topic.


materials will be suggested and assigned from time-to-time when they

are deemed appropriate.

133


Subject Title Air Transportation Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite /

Co-requisite /

Exclusion

Nil

Prior Knowledge# Fundamental knowledge in Tourist Transport Systems

# This is not a pre-requisite subject requirement and is only for students’

reference of the scope of basic knowledge required for this subject.

Objectives

This subject provides students with a core base of knowledge on

airline industry; which enabling students to apply key concepts with

reflective thinking, so as to solve issues in the ever-changing tourism

industry environment. It focuses on relevant managerial skills and

knowledge by having students exposed to professional practices.

Intended Learning

Outcomes


a. provide historical developments in the international aviation

industry;

b. identify and evaluate the different management aspects in airline

business / or air transportation business;

c. evaluate the interrelated activities of the components integral to

the civil and general aviation;

d. describe the current aviation laws and regulations that govern the

operations of air transportation industry;

e. appraise the impacts of current airline and airport

internationalization affecting the future development and trends in

the aviation industry

Subject Synopsis/

Indicative

Syllabus

Overview of the Aviation Market

The airline industry; Historical perspective; Civil aviation versus

general aviation; Full service carriers versus low cost carriers;

Economic characteristics of the airlines

Regulators and Association

International institutional and regulatory environment; The role of

government policy and international aviation; Bilateral Agreements;

Open sky policy; Regulation versus deregulation

134

Managing Airline Operations and Issues

Airline management and organisation; The aircraft and airline

product; Airline pricing, demand and output determination; Principles

of airline scheduling; Fleet planning and management; Airline

networks; Air cargo

Towards Global Airlines and Airport

Merging and acquisitions; Globalization and international airline

alliances; Asia Pacific developments; Low-cost airports; Aviation

security and security

Airport System

Airline-airport relationship; Airport system; The changing nature of

airports; Airport slot allotment

Teaching/Learnin

g Methodology

The teaching approach of this subject is to give students a firm

understanding of various aspects in the airline industry from

operational level to the management level.

Class meetings are conducted in a mixture of lecture, seminar

discussion, group presentation, and case study. Seminars will

comprise of group discussion and other student-centred activities

which aim to promote interaction between students for encouraging

intellectual thinking, application of analytical skills and generating

critical feedback in analysing cases and problems under specific


discussion for applying their skills to assess the implications of

various key factors for developing a framework for applying their

knowledge and skills on the subject.

Audio and visual aids such as VCDs & DVDs will be used to expand

students’ understanding on relevant topics.

Field trips and guest lecture will be arranged to give students

opportunity to gain first-hand knowledge from prominent industry

experts on current operational practices and challenges faced by the

airline industry.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting

Intended subject


be assessed

a b c d e



Mid-term Test

20

2. Group Project 30


Work

10

Examination 40

Total 100 %


135


Committee.

Interactive participation and useful contributions within subgroup

discussions in classes are intended to enable students to effectively

communicate their ideas and work in teams.

Group project is used to help students apply their understanding of

key concepts learned in this course to systematically analyse airline

industry and its issues in different contexts. The oral presentation

and written report will improve students’ reflective thinking and

effective communication skills. Students are also required to identify

the ethical issues arising from various teamwork activities.

Field trip(s) is/are intended to synthesize and reflected upon taught

knowledge with personal observations of professional practices.


test students’ ability in understanding and applying the key air

transportation management concepts learnt from the subject.

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 66 Hrs.


Reading List and

References

Recommended Book

Wensveen, J. G. (2011). Air Transportation: A Management

Perspective. (7th

ed.), Ashgate Publishing.

References

Bazaargan, M. (2010). Airline Operations and Scheduling. (2nd

ed.),

Ashgate Publishing Ltd.

Belobaba, P., Odoni, A., & Barnhart, C. (2009). The Global Airline

Industry. John Wiley & Sons, Ltd.

Clark, P. (2007). Buying the Big Jets: Fleet Planning for Airlines.

(2nd ed.), Ashgate Publishing.

Doganis, R. (2006). The Airline Business. (2nd ed.), Routledge.

Graham, A. (2008). Managing Airports: An International

136

Perspective. (3rd

ed.), Butterworth-Heinenmann.

Graham, A., Papatheodorou, A., & Forsyth, P. (Eds.) (2008). Aviation

and Tourism: Implications for Leisure Travel. Ashgate Publishing.

Hanlon, G. (2007). Global Airlines. (3rd

ed.), UK: Butterworth-

Heinemann.

Holloway, J. C. (2009). The Business of Tourism. (8th

ed.), New York:

Financial Times/Prentice Hall.

Kwong, K. (1998). Tourism and the Hong Kong Economy. City

University of Hong Kong Press.

Mercado, F. (Eds.) (2011). Airline Industry Mergers: Background and

Issues. New York: Nova Science Publishers.

Oum, T. H., Yu, C. Y. (2000). Shaping Air Transport in Asia Pacific.

Ashgate Publishing.

Page, S. J. (2009). Transport and Tourism: Global Perspectives. (3rd





137


Subject Title Sports Tourism and Management

Credit Value 3

Level 4

Medium of

Instruction

English

Pre-requisite/

Co-requisite/

Exclusion

Nil

Prior Knowledge

Introduction to Travel and Tourism Industry



Objectives The aim of this subject is to explore the contemporary sports tourism

development and relevant sports management theories and practices.

The motivations, behaviour, and interests of stakeholders in sports

tourism and sports industry in general will be examined based upon

the establishment of the linkages between sport and tourism.

Besides, various management skills and knowledge of the sports

organisation will be analysed. Students will be able to equip both

theoretical and practical knowledge in the sports tourism and sports

management.

Intended Learning

Outcomes

On successfully completing this subject, students will be able to:

a. demonstrate an understanding of the contemporary development

and impacts of sports tourism;

b. examine the sports (tourism) products and stakeholders involved

in sports industry;

c. demonstrate an understanding of theories associated with sports

marketing and strategic management and how these theories are

applied in sport enterprises;

d. evaluate major challenges and future outlooks confronting sports

tourism and management.

Subject Synopsis/

Indicative

Syllabus

Contemporary Sports Tourism

Development of the sport-tourism link; Contemporary concepts,

issues and research; Sports tourism destinations; Sports tourism

markets

138

Sports Tourism Experiences and Stakeholders

Sports tourism participants and participation model; Sport tourist

behaviour; Sports tourism experiences; Sports tourism products;

Provision strategies; Facility and risk management; Case studies

Management in Practice in Sports Organisation

The complexity of sports management; Strategic planning for the

production of

sports business; Sports marketing and marketing mix applications;

Sports stakeholders; Strategy and environmental analysis

Amateur and Professional Sport Industry

School and intercollegiate athletics; Olympics; Sporting events;

Professional sport leagues and franchise ownership; Ownership rules;

Career opportunities; Sports agency firms

Teaching/Learnin

g Methodology

Lectures focus on the development and planning of resort and spa

operations and management. Tutorials are used to facilitate students,

both individually and in group, to deepen their understanding of the

concepts and application of theories to case scenarios, through

forming and presenting their opinions in class.

Assessment

Methods in

Alignment with

Intended Learning

Outcomes

Specific assessment

methods/tasks

%

weighting



a b c d

Continuous

Assessment* 60

1. Class participation 10

2. Mid-term test 20

3. Group project 30

Examination 40

Total 100 %

* Continuous assessment items and/or weighting may be adjusted by

the subject lecturer subject to the approval of the School

Programme Committee.

Class participation aims at helping students to verbally discuss and

apply the theories learned from class in real practice and case studies.

Group project is developed for students to acquire technical and

managerial skills necessary for a career in sports tourism and/or

sports industry. Meanwhile, included in the group project assessment

will be the communication skills in English. The mid-term test and

final examination will capture all the related programme outcomes.

139

Student Study

Effort Expected

Class contact:

Lecture 26 Hrs.

Tutorial 13 Hrs.


Self-study 84 Hrs.


Reading List and

References

References

Appenzeller, H. (2003). Managing Sport and Risk Management

Strategies. 2nd edition. Carolina Academic Press.

Beech, J. & Chadwick, S. (2004). The Business of Sport

Management. Prentice Hall.

Boyle, R. & Haynes, R. (2000). Power Play – Sport, the Media and

Popular Culture. Pearson Education.

Higham, J. (2005). Sport Tourism Destinations. Burlington:

Butterworth-Heinemann.

Higham, J., & Hinch, T. (2009). Sport and Tourism: Globalization,

Mobility and Identity. Burlington: Butterworth-Heinemann.

Hinch, T., & Higham, J. (2004). Sport Tourism Development.

Kaser, K., & Oelkers, D.B. (2008). Sports and Entertainment

Marketing. Thomson South Western.

Masteralexis, L. P., Barr, C. A., & Hums, M. (2012). Principles and

Practice of Sport Management, Fourth edition. Jones & Bartlett

Learning.

Masterman, G. (2009). Strategic Sports Event Management. Elsevier:

Butterworth-Heinemann.

Parks, J. B., Quarterman, J. & Thibault, L. (2007). Contemporary

Sport Management. Human Kinetics.

Shank, M.D. (2009). Sports Marketing – A Strategic Perspective,

Fourth edition. Prentice Hall.

Shone, A., & Bryn, P. (2004), Successful Event Management: A

Practical Handbook. Continuum, London.

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