Reference no: EM132225966

Assessment Task No 1 (Individual essay case study analysis)

Task Requirements:

With reference to the concepts and theory learnt, students are required to draw a service blueprint of the service process that they have consumed recently and write a report on service experience improvement based on their analysis of service process. The blue print and report will be based on student experience and research:

Service Blueprint Requirements: ‘Consider a hospitality and tourism service that you have consumed recently. Draw a service blueprint that describes the services process involved at each step. Identify fail points, process time, activity time etc.in service delivery and document it in your analysis.

Report Requirements: Write a report analyzing each step of the service process and making a series of recommendations for service experience improvement. The recommendation must be based on theory and concepts taught during the first 4 weeks of the semester and should not exceed more than 500 words.

Suggestions on how to answer this question (this list is not exhaustive)

• The answer must be based on theory and concepts taught during the first 5 weeks of the semester.
• Students should use relevant material from the weekly lectures as well as other resources such as academic journal articles and text to support their ideas.
• Students will be required to explore different service-quality theories and concepts.
• Students must ensure that all information sources are appropriately referenced using APA referencing conventions.

1. Examine challenges and complexities of the service operational management and deliverables
2. Analyse the role of service delivery and the customer dimension for business sustainability
3. Understand the importance for a firm to be knowledgeable about its customers' expectations
4. Evaluate various techniques of collecting and using customer information and feedback.
5. Evaluate the requirements for professional tourism and hospitality business relevant to service culture

Assessment Task No 2 (Group report and presentation)

This assessment consists of two parts - a presentation and a report. Students will receive feedback following the presentation, which they are encouraged to use to improve their report. Students are required to form small groups of two or three members.

Group Presentation

Task Requirements:

Each group is required to prepare a visual presentation using key concepts and theories drawn from topics 1-9. The task is to examine a case of a relationship in the hospitality and tourism industry where managers and employees work side by side. An example of a situation of this type may be the front desk work station in a hotel, housekeeping functions, or restaurant activity (e.g. where the Chef and the Maître D' must co-ordinate their individual activities towards the customer to ensure service is delivered as expected).

As a group you need to do the following:

Critically evaluate a chosen relationship and creatively apply concepts regarding operational service excellence to enhance the overall quality of the service, to benefit the business and to improve customer satisfaction. It is important to remain mindful of the product or services' target market to ensure that the business continues to meet market demand. (Use Hospitality and Tourism related examples; including the Airline, Hotel, Food & Beverage or other businesses as an example).

Group Report

Task Requirements: Using feedback from the presentation Each group is required to prepare a Written Report

Criteria used to grade this task:

Both the Presentation and Report

1. Shows knowledge of relevant management theory

2. Evidence of critical thinking in preparing

3. Clearly takes into account the intended audience

4. Draw on relevant learning from weekly lectures and readings

5. The arguments presented are incisive and include a concise, relevant treatment of the issues. The ideas put forward are consistent with the question and critically analyses the topic

The Report

6. Succinctly and clearly written

7. The topic is discussed using theoretical frameworks of management, and these are supported by the use of at least 2 primary sources(e.g. refereed journal articles) and at least 3 high quality professional, company or media sources that are directly relevant to the topic chosen. Students must not use non-academic sources such as Wikipedia in preparing the report

8. Makes limited use of textbook (or other textbooks), relying on primary sources to support their argument.

9. Sources are referenced consistently and comprehensively using there commended referencing system as prescribed in the course description/outline

10. Correct Business Report format is applied

11. Presentation makes use of relevant and meaningful visual aids

12. Use of language appropriate to an academic report

13. All group members participate within the group presentation

14. Presentation is professional (e.g. spelling and grammar checked, judicious use of headings, etc).

15. The presentation is presented with the intended audience in mind

Task 3 - Sustainable Operations and Destinations

The following two (2) questions are compulsory and must be answered in context to the case. While the Case Scenario ‘Uluru-Kata Tjuta National Park' focusses on many of the topics/concepts covered in this subject, it has an emphasis on the following core themes:

• Responsible Marketing and Branding of a Destination
• Development and Management of Sustainable Destinations

The Case Scenario ‘Uluru-Kata Tjuta National Park' has been posted on the LMS. It identifies three key challenges for a sustainable destination such as:
• Responsible consumption,
• Sustainable host communities
• Collaborative partnerships.
Using examples from the case study ‘Uluru-Kata Tjuta National Park' answer the following:

Question 1:
The Anangu (traditional owners) and Parks Australia share decision making for the management of Uluru-Kata Tjuta National Park. Using examples from the Case Study identify and discuss the key issues and challenges in managing the National Park's:
• Operations
• Resources
• Brand image

Question 2:
Using key principles of sustainable development and examples from the case study identify and discuss how the National Park can successfully manage the relationships between profit, people and the planet.

Attachment:- Case Scenario and Subject Guide.rar