Reference no: EM132358868

Service Management for Tourism and Hospitality Assignment -

General instructions and information for Assignment 1 & 2 -

The first two assessments are based on the same topic area.

To complete these, you will be required to create your own hospitality/tourism/events service organisation, large or small, that you may like to manage (or own) someday. You will need to think about the key aspects of service delivery and as such, focus on the operational management concept rather than simply presenting a business proposal or plan. Most of this can be done in class!

Your service delivery plan will be broken down into two parts and it is strongly advised that before you commence Assignment 1 (Part A), you read the requirements for Assignment 2 (Part B) to identify some of the key concepts that you will need to apply to your organisation at a later stage.

One of the major differences between a manager with a university degree and a manager without a university degree is the use of evidence based decision making. We want to see you use this type of decision making with the service organisation you create. As a university graduate you should be able to draw on relevant literature and think constructively and critically about the information you obtain.

Assignment 1 (Part A) and Assessment2 (Part B):

• There is no need for you to approach any organisation to obtain information. Your analysis must be based entirely on secondary information sourced from observation, academic or applied literature and other web-based sources.
• Your reports must be word-processed and at least 1.5 spacing, and give yourself plenty of space: use paragraphs!
• You might find the Factiva database, hosted through the SCU Library website a useful tool for sourcing relevant newspaper/trade journal articles. Consult with Library staff if you are not familiar with this database.

Organisation is an organic cafe in Sydney.

Assessment 1 (Part A): Your organisation and its Strategic Service Vision (Stages 1 & 2) - Length: up to 1750 words.

Many organisations face choices regarding the types of services they wish to offer and to whom, and the operational procedures they employ. Frameworks are sometimes used to assist in these decisions. Using Heskett's 'strategic service vision' framework as a template, specifically stages one and two, provide:

• an overview of your organisation - you might also like to create a logo for your organisation!
• its 'target market segments' and
• its 'service concept'.

In addition to the above, the following questions should be addressed:

Q1. Outline the core and peripheral services that make up the bundle of services you will offer to the customers of your organisation.

Q2. Provide a description of the proposed servicescape.

NOTE: although this is relevant to Part B, it will provide substance to your overview.

Q3. The service sector is now a key generator of economic prosperity in many countries. However, changes in the context in which businesses operate are having an impact on their ability to provide this economic wealth. Using newspaper articles (print or online) written in the past 12 months:

• Identify three current issues that would impact on your specific organisation, and strategies that your organisation might implement to minimise these factors.
• Ensure you reference these correctly.

Q4. Using a range of sources of information, including non-academic and academic articles as supporting evidence:

• Identify and evaluate four factors that you think will impact on your business in the future.

Guidelines to your Strategic Service Vision report - Part A -

This assessment is designed as an experiential learning exercise by having you apply theoretical concepts to a potential real-world situation in a critical manner. You should adopt the mindset of a real business owner/investor for the organisation you have elected to base your report on. NOTE: do not submit general service concepts that might be applied across lots of organisations: this assessment is specifically about the organisation you have created.

Your strategic service vision report must be presented using academic report format. It should conform to the following format, and should also include a professionally laid out table of contents prior to the executive summary. The word count for each section is a guide to help you, but you may be longer or shorter in some sections depending upon your organisation.

Executive summary [250 words]

Section one - Introduction [100 words]

Section two - Organisation overview [400 words]

Section three - Target market segments [400 words]

Section four - Current and future implications [400 words]

Section five - Service concept [100 words]

Section six - Conclusion [100 words]

Reference list

Assessment 2 Part B: Your organisation and its Strategic Service Vision (Stages 3 & 4) Length: up to 2250 words.

Continuing on from your first assessment, Assessment 2 (Part B) will once again be structured around Heskett's 'strategic service vision' framework although your focus will be specifically on stages three and four. Your role will be to develop an 'operating strategy' and discuss those relevant features of the 'service delivery system' for your created organisation.

In addition to the above, the following questions/tasks should be addressed:

Q1. Productivity and quality are both key facets of the service process. Using the academic literature, explain how your organisation will balance the quality of its service whilst maximising its productivity.

Q2. Construct a simple blueprint for one service process in your organisation.

Q3. Select any two methods for managing capacity and explain how these could be used to better match supply and demand for a service offered by your organisation.

Q4. Explain how your employees can affect the quality of service received by your external customer. What measurements could you use to gauge and manage the satisfaction of your employees?

Q5. Choose any service quality model as described in Chapter 12, and analyse and apply the model to your own organisation.

Guidelines to your Strategic Service Vision report - Part B -

Once again, this assessment is designed as an experiential learning exercise by having you apply theoretical concepts to a potential real-world situation (through your created organisation) in a critical manner.

The report should conform to the following format, and should also include a professionally laid out table of contents prior to the executive summary:

Executive summary [250 words]

Section one - Introduction [150 words]

Section two - Operating strategy [500 words]

Section three - Service blueprint [300 words]

Section four - The service delivery system [300 words]

Section five - Service employee management [300 words]

Section six - Quality management measures [300 words]

Section seven - Conclusion [100 words]

Reference list

Note - Focus on Assessment 1 material (as given guidelines for 1 and 2 both).

Attachment:- Tourism and Hospitality Assignment Files.rar