Innovation in Tourism and Hospitaility

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THE UNIVERSITY OF NORTHAMPTON Faculty of Business and Law MODULE NAME: Module Code LEI3003 Innovation in Tourism & Hospitality Management Level 6 Credit Value 20 Module Leader Nick Naumov Assignment Brief Assignment title: Assignment 1: The role and use of innovation within the travel and tourism industry Deadline: Feedback and Grades due: Resit Date Please read this assessment brief in its entirety before attempting your assignment. 1 The Assignment Task The purpose of this assignment is to critically examine the concept of innovation and creativity in the contemporary tourism and hospitality industries. Students are expected to demonstrate an awareness of relevant theories that define, evaluate, and analyse the importance of innovation and creativity and an ability to apply those theories to relevant industry examples and business case studies. Students are required to analyse the emergence of innovative products, the development of experiential approaches to product development and demonstrate an awareness of key trends and innovations within tourism and hospitality by using selected relevant study materials from a wide range of both academic and journalistic publications. This assessment is to be presented in a report format of approximately 1600 words in length. The report should include ideas, arguments and viewpoints supported by relevant literature and the presentation should be written in such a way as to enable understandings and engagement by academic, specialist and non-specialist audiences. All quotations should be appropriately referenced within the report using Harvard with a reference section at the end. The proper presentation of quotations and references within the text and the final references section is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information. This assignment carries a weighting of 40% for the module. Learning Outcomes The learning outcomes that are being assessed in this assignment are: a) Use relevant theories to critically examine the concept of innovation and creativity in the contemporary tourism and hospitality industries c) Identify and select relevant literature from a wide range of resources including current research and academic publications d) Demonstrate ideas in a range of written, verbal, visual or other digital formats appropriate for the purpose, topic and context. e) Present information, ideas and viewpoints in such a way as to enable understanding and engagement by academic, specialist and non-specialist audiences Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assignment. Please see the grading rubric at the end of this assignment brief for further details of the criteria against which you will be assessed. Word Limits The word limit for this assignment is 1600 words. 2 In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements. In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met. Assignment Support The assignment support for this module is organised as follows: 1. Assessment review workshop – a specific session to review the assessment requirements, deadlines for submission and submission procedures. Delivered at the beginning of each term. 2. Assignment support – workshop time will be allocated to provide face to face assessment guidance and support on one-to-one basis. 3. Informal (formative) feedback – Formative feedback will be provided up to 2 weeks prior to the submission date. Students should email their assessment to the module leader at least 2 weeks prior to the hand in date and written feedback will be provided. Generic Grading Criteria You will find the generic grading criteria for achievement at University Grading Criteria. Also explained here are the meanings of the various G grades at the bottom of the grading scale. Assessment Submission To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission. Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database. When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission. If your assignment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission. N.B Work emailed directly to your tutor will not normally be marked. The only exception to this is when you are instructed to do so because TURNITIN is down. 3 Late submission of work For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply: ● Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade. ● More than one week from original deadline – maximum grade achievable LG (L indicating late). At the second opportunity deadline (resits) work submitted late will be awarded a LG grade. There is no opportunity to submit work late for a bare pass. Extensions The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated. For full details please refer to the Extensions Policy. The module leader can, where appropriate, authorise a short extension of up to two weeks from the original submission date for first sits only. There are NO extensions for resits. The TWO weeks means 14 calendar days including weekends and any University closed days. Mitigating Circumstances For guidance on Mitigating circumstances please go to Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application. Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date. Plagiarism and Academic Integrity Unless this is a group assignment, the work you produce must be your own with work taken from any other source properly referenced and attributed. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage. If you are in any doubt about what constitutes plagiarism or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy. For help with understanding academic integrity go to UNPAC and follow the Top Tips for Good Academic Practice on the student hub. Please note that the University of Northampton puts all written assignments through detection software which detects if work has been plagiarised (copied) from other students (past or present and whether at UON or any other university), books, journals or internet sources. Copied materials WILL be detected. The penalties for copying work 4 from another source without proper referencing are severe and can include failing the assignment, failing the module and expulsion from the university. Feedback and Grades These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments. For work submitted to TURNITIN, please also click through for within text comments (or add information on accessing more detailed feedback if not a TURNITIN submission). 5 Assignment 1: The role and use of innovation within the travel and tourism industry Learning Outcomes addressed through this assignment No submission / no evidence Work submitted is of no academic value / nothing submitted Fail Pass Commended Merit Distinction Evidence included or provided but missing in some very important aspects. Of satisfactory quality, demonstratin g evidence of achieving the requirements of the learning outcomes Of sound quality, demonstrative which is sufficient and appropriate to the task or activity Of high quality, demonstratin g evidence which is rigorous and convincing, appropriate to the task or activity Of very high quality, demonstrating evidence which is strong, robust and consistent, appropriate to the task or activity a) Use relevant theories to critically examine the concept of innovation and creativity in the contemporary tourism and hospitality industries Your answer did not demonstrate a sufficient level of familiarity and engagement with relevant theories that examine the concept of innovation and creativity in the contemporar y tourism and hospitality industries Your answer Your answer Your answer demonstrated an demonstrated a demonstrated a Your answer excellent level reasonable level good level of demonstrated of familiarity and of familiarity and familiarity and a satisfactory engagement with engagement with engagement evidence of relevant theories relevant theories with relevant familiarity and that examine the that examine the theories that engagement concept of concept examine the with relevant innovation and innovation and concept theories that creativity in the creativity in the innovation and examine the contemporary contemporary creativity in the concept hospitality tourism and contemporary innovation and industry. hospitality tourism and creativity in industries. hospitality the Well done! industries. contemporary tourism and However, to hospitality Maintain this achieve a very industries. level of research good grade in for your future future Well done! assignments and assignments you However, to you have the must achieve a good potential to demonstrate an grade in future achieve a very awareness of However, to assignments good overall much greater reach a you must result variety distinction demonstrate innovation and level, you need an awareness creativity to further of a much theories and be demonstrate an greater variety more critical of ability to of theories and their application critically examine both to tourism and compare and concepts in hospitality contrast the more depth theories you have identified. c) Identify and select relevant literature from a wide range of resources including current research and academic publications Your answer did not demonstrate a sufficient variety of current research and academic publications Your answer demonstrat ed sufficient awareness of relevant subjectspecific research and 6 Your answer demonstrated a reasonable level of familiarity with relevant literature from a range of research and academic Your answer demonstrate d a good level of familiarity with relevant literature from a wide range of research and Your answer demonstrated an excellent level of familiarity and engagement with relevant literature from a wide range of research academic literature However, to achieve a good grade in future assignment you must demonstrat e a greater awareness of up to date and relevant research and academic publications d)Demonstrate ideas in a range of written, verbal, visual or other digital formats appropriate for the purpose, topic and context. e) Present information, ideas and viewpoints in such a way as to 7 publications However, to achieve a very good grade in future assignments you must demonstrate a familiarity and engagement with up to date research and academic publications and be able to critically analyse their main arguments and standpoints academic publications Well done! and academic publications as well as an ability to critically examine and analyse their main arguments and standpoints. 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LEI3003 – Innovation in Tourism & Hospitality Management Lecture 8 Tourism & Poverty Alleviation Introduction • Normally the impact of tourism measured as it’s contribution towards GNP and employment generation. • But there are nothing to determining the scale of the impact on the poor in the LDCs, developing countries, rural and marginalised areas. • As the impacts are very little to consider Tourism & Poverty • Now tourism development must demonstrate its potential to bring economic growth to poor and marginalised individuals and communities rather than measuring and demonstrating specific impact on poverty. • Poverty alleviation through sustainable tourism development, a slogan shouted by UN Economic and Social Commission for Asia and Pacific with UNWTO focusing on the people living in extreme poverty. Tourism & Poverty “ Tourism can be used as a way of addressing poverty, not as a panacea but as a useful tool of development and poverty alleviation especially in developing countries ” (Christie, 2002; Jamieson, Goodwin, Edmunds, 2004) • Tourism’s potential for being pro-poor lies in four main areas: – Tourism is a diverse industry - increases the scope for wide participation – The customer comes to the product - provides considerable opportunities for linkages – Tourism is highly dependent upon natural capital - assets of the poor – Tourism can be more labour intensive - higher proportion of tourism benefits. (Ashley, Roe and Goodwin, 2001) Tourism & Poverty Key Concepts • Who is most affected by Rural Poverty? – Those who live in remote areas, have higher child/adult ratios, work in insecure and lowincome jobs and belong to ethnic minorities. – Most rural poor are smallholder farmers and fishermen who live in low-fertility regions and are dependent on uncertain rainfall. Their survival depends on subsistence crops, and sometimes on livestock and fishing. (IFAD, 2001) • Approach to link tourism with poverty alleviation Developmental Approaches – Pro Poor Tourism: lead by Overseas Development Institute in late 1990s – “tourism that results in increased net benefits for the poor” – (Ashley, Roe, & Goodwin, 2001) – Sustainable Tourism for Eliminating Poverty (STEP): lead by UNWTO, supported by UNESCAP in 2002 – “…will help to promote socially, economically and ecologically sustainable tourism, aimed at alleviating poverty and bringing jobs to the people…” – (UNWTO, 2002) Pro-poor Tourism • 1999, Pro-poor tourism was put on the agenda for tourism development. • Focus at the international and regional level targeting LDCs, developing countries, rural and marginal areas • It is not a new kind of tourism product but an approach to tourism which focuses on reducing the number of people living in extreme poverty. • A different way of doing business, not just generosity. (Ashley, Nyathi, & Haysom, 2005) Pro-poor Tourism/2 1 2 3 Tourism could be pro poor And it could be made more pro poor PPT is an approach that can be applied to any tourism. It is not a ‘niche` Advantages of PPT • How businesses can create linkages. The business cases for corporate action. • Working at destination level: joint action to boost market access of the poor. • Joined-up thinking: supply side, demand side, market functioning, global linkages The Facts • As many as 75% of the world’s poor live in rural areas (IFAD, 2001:15) • Top tourism destinations, particularly in developing countries, include national parks, wilderness areas, mountains, lakes, and cultural sites, most of which are generally rural. • Lack of income and assets to attain basic necessities such as food, shelter, clothing and acceptable levels of health and education. Challenges • Pro-poor tourism remains predominantly at the micro level – current interventions cannot deliver impacts at a significant scale – tourism for poverty alleviation should be expanded and applicable in mainstream (mass) tourism. • The biggest challenge is to ‘mainstream’ PPT so that it is a business approach across the industry, rather than a niche market. Affects • Direct income from employment, Small and informal sector, non-labour income and noneconomic livelihood effects • Indirect income from supply chains, from tourism staff spending their wages and other induced effects • Dynamic effects on the local and national economy • (i.e. human resource development, improved infrastructure ‘spill over’, and tax) Benefits of VCA 1.Increased access to the tourism value chain to more poor people, thus creating new entrants 1.Increased income of existing poor participants in tourism 1.Increased non-financial benefits to poor households MANAGING INNOVATIVE TECHNOLOGY IN THE HOTEL INDUSTRY INTRODUCTION ▪ to operate sustainably in today’s dynamic, structured and complex environment is becoming a difficult target for all tourism professionals ▪ measures of innovativeness within different tourism industries, hotels are identified as being the most innovative industry. ▪ the excellence and competitiveness of activities within the tourism sector can be successfully maintained only through constant investment in knowledge and innovation (Huybers and Bennett, 2000 ) INTRODUCTION (2) The OECD’s Oslo Manual (2005) defines four innovation types: ▪ Product Innovation ▪ Process Innovation ▪ Organizational Innovation ▪ Marketing Innovation INTRODUCTION (3) ▪ mobile phones have become an integral part of travelers’ baggage ▪ the number of smartphone users surpasses 2 billion in 2016 (eMarketer, 2014) ▪ the possibilities of mobile phones in the hotel industry are endless. ▪ the number of NFC-enabled phones has grown to 275+ models worldwide which leads us to number of 1 billion+ NFC phones in the market in 2015 (NFC Forum, 2015) worldwide DEFINITION of NFC TECHNOLOGY ▪ Near Field Communication (NFC) is a shortrange high frequency wireless technology; ▪ NFC technology enables simple and safe twoway interactions between electronic devices; ▪ NFC is an extension of RFID (radio frequency) technology; ▪ NFC device can operate in three different modes: card emulation mode, read/writer mode and peer-to-peer mode. DEFINITION of NFC TECHNOLOGY (2) ▪ Card emulation mode ▪ Read/write mode ▪ Peer-to-peer mode ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija NFC Check In - Check Out ▪ NFC check-in allows guests to skip the front desk upon the arrival at the hotel ▪ Guest’s don’t need to install any apps or commit to any system to engage with NFC ▪ Check-out is also possible through the mobile key application NFC Mobile payment ▪ enable smartphones and other mobile devices to become mobile wallets ▪ can improve (your) customer experience ▪ provide a variety of coupons and discount services NFC Loyalty – smart poster – mobile coupon ▪ loyalty, smart poster and marketing coupon fall into the realm of marketing innovation ▪ guest can receive more information by simply waving the mobile device close to a smart poster ▪ smart poster can be used to invite guests to tap in order to download a mobile coupon for discount or special offer NFC Location Based Services ▪ displaying friends nearby ▪ broadcasting advertisement of stores nearby through SMS/MMS ▪ discovering the nearest post office depending on geographical position NFC Public transportation ▪ NFC technology can reduce the stress of travellers by terminating ticket queues ▪ ensure a more pleasurable experience for travelers ▪ public transporters can enhance control of passengers and develop a marketing model for gaining competitive advantages Legacy ▪ one or two-star hotels are lagging behind in introducing ICT compared with higher-star hotels which have higher innovation rates (Orfila-Sintes et al., 2005) ▪ managers and owners of four- and five-star hotels regard customer orientation as more important for the financial success of a hotel than do managers of one- to three-star hotels (Grissemann et al. 2013) Purchasing and managing inventories Technology in other areas Manu Management Controlling labour and other costs Food and beverage cost percentages Human resources Financial reporting Purchasing and Inventory Control Purchasing • Product management • Track products through each inventory cycle • Automatically reorders when the item falls below par stock • Ingredients for the cost of recipes are calculated for total cost and selling prices Inventory control • Systems quickly record inventory • Easily allowing new stock to be added Kitchen Display System • Manage and control kitchen efficiency – Provide highly visible real time efficiency – Installed in more upscale restaurants then fast food and casual dinning – Mounted in kitchen or food preparation area • Visible to the entire kitchen staff • Display food orders for preparation • Monitor timing of orders • Provide feedback about table status Personal Digital Assistant (PDA) • Used to entre inventory amounts into the system Laser bar code scanning Food Costing • Speeds up inventory taking process to make it more accurate • Generation of various reports and investigated ChefTec & ChefTec Plus software • Integrated programme capable of recipe/menu costing, inventory control and nutritional analysis Menu management • MenuLink – Evaluates managers’ produce purchasing – Compares actual to expected food usage – Tests proposed recipes and pricing changes • Menu Management function: determines what offers work best, so coupon building may be directed towards those items. • Automated Raw Material Transfer: when one store needed to borrow material from another store, a transfer is generated. Interfaces back- and front-of-the-house • Working hours • Human resources information Labour Management Includes • Application monitoring, recruitment, personal information, I-9 status, tax status, availability, vacation information, benefit information, and scheduling. Examples: Window based labour schedule and TimePro Front- and back-of-the-house systems • May interface by transferring data to and from the central server. Real time information Financial Reporting Makes it easier to monitor • Service time • POS food costs • Labour costs • Guest counts E-Learning tools for training POS System Other software's Micros OPERA and FIDELIO system Database Management JTECH Restaurant Management system Discussion
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The role and use of innovation within the travel and tourism industry
The travel and tourism industry is one of the fastest-growing sectors in the world. Recent
studies have estimated that travelers spends more than 7.5 trillion US dollars on international
trips and accommodations. As the industry continues to grow, it's important to consider how
innovation has become increasingly integrated into creating more exciting and personalized
experiences for travelers. With the ever-increasing speed of technological advancement and
consumer trends, adjusting to these changes can be a challenge for many businesses within
tourism. But with smart use of data, emerging technologies, and creative marketing strategies,
travel companies are pushing forward with new approaches to customer engagement that can
transform their customer experiences—and business outcomes (Pencarelli, 2020). The paper will
therefore discuss how innovation has impacted the travel and tourism industry, from virtual
reality tours to AI-powered customer service tools. Innovation is defined as the process of
introducing new ideas, methods or products.
Within the travel and tourism industry, innovation takes many forms – from developing
new tourist destinations to designing more efficient ways of travelling. The tourism industry is
highly competitive, so organizations must constantly look for ways to improve their products and
services. Innovation can help them to stand out from the competition and attract more customers.
It can also help them to save money and improve efficiency. There are many different types of
innovation within the travel and tourism industry. For example, organizations may develop new
technology to make booking holidays easier or create more sustainable tourism experiences.
They may also come up with new ideas for marketing their business or improving customer
service. Innovation is essential for the growth of the travel and tourism industry. It helps
organizations to stay ahead of the competition and meet the ever-changing needs of customers.

Importance of innovation in the travel and tourism industry
The travel and tourism industry is one of the largest and most important industries in the
world. Innovation is crucial to the success of this industry, as it allows businesses to stand out
from the competition and offer unique products or services that appeal to customers. Innovation
can help businesses to tap into new markets, reach new customer segments, and improve their
bottom line. It can also help businesses to differentiate themselves from their competitors and
build a stronger brand. Innovation is not just about developing new products or services; it is also
about improving existing ones. For example, a travel company may innovate by introducing a
new loyalty program that offers rewards for repeat customers, or by enhancing its online booking
system to make it more user-friendly. No matter what form it takes, innovation is essential for
businesses in the travel and tourism industry to succeed. Those who fail to innovate risk being
left behind by their more agile and adaptable competitors.
The tourism industry is constantly evolving and searching for new ways to attract
customers. Innovation can be used in many different ways within the travel and tourism industry,
from developing new products and services to improving the customer experience. One way that
innovation can be used within the travel and tourism industry is by developing new products and
services that appeal to customers. This could involve anything from creating a new tour or
offering a unique experience that cannot be found elsewhere. By offering something new,
businesses can stand out from the competition and attract attention. Innovation can also be used
to improve the customer experience. This could involve using technology to make booking and
planning easier, or coming up with new ideas to make the actual experience of travelling more
enjoyable. For example, some hotels are now using virtual reality to give guests a preview of
their stay before they even arrive. By being innovative, businesses within the travel and tourism

industry can stay ahead of the competition and ensure that they are providing customers with
what they want.
Relevant Theories
There are a number of theories that define, evaluate, and analyze the importance of
innovation and creativity within businesses. These theories can be applied to the travel and
tourism industry in order to better understand how creativity and innovation can be used to
improve businesses within this sector. One such theory is the Theory of Constraints, which was
developed by Eliyahu Goldratt (Mabin & Balderstone, 2020). This theory states that every
system has one or more constraint that limits its performance. In order to improve the
performance of a system, it is necessary to identify and remove these constraints. The Theory of
Constraints can be applied to businesses in the travel and tourism industry by identifying any
factors that are limiting the performance of the business and working to remove them.
Another relevant theory is the Resource-Based View of the Firm, which was developed
by W. Chan Kim and Renee Mauborgne. This theory states that a firm’s resources and
capabilities are the key determinants of its competitive advantage (Hajar, Ibrahim & Darun,
2019). This means that if a business in the travel and tourism industry wants to be successful, it
needs to identify its unique resources and capabilities a...


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