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.
However, to
reach a
distinction
level, you
need to
further
demonstrate
Well done!
a familiarity
and
Maintain this
engagement
level of
with a wide
research for
range of
your future
multidisciplin
assignments
ary research
and you have
and
the potential
academic
to achieve a
resources
very good
and an
overall result
ability to
critically
compare and
contrast
their main
arguments
and
standpoints
Your answer
Your answer
Your answer
Your answer
Your answer
did not
demonstrated
demonstrated a demonstrated a demonstrated an
demonstrate
a sufficient
sound ability to good ability to excellent ability
ideas in a
ability to
express ideas in express ideas in to express ideas
range of
express ideas
a range of
a range of
in a range of
written, verbal, in a range of
formats
formats
formats
visual or other
formats
appropriate for
appropriate for
appropriate for
digital formats appropriate for
the purpose,
the purpose,
the purpose,
appropriate for
the purpose,
topic and context
topic and
topic and context
the purpose,
topic and
context
topic and
context
However, to
Well done!
context
achieve a very
Well done!
However, to
good grade in
Maintain this
achieve a good
future
However, to
level of research
grade in future assignments you
achieve a
for your future
assignments
must
distinction
assignments and
you must
demonstrate a
grade you must
you have the
demonstrate
better ability to
demonstrate a
potential to
an ability to
express your
better ability to
achieve a very
present your
arguments and
express your
food overall
ideas more
standpoints and
ideas and
result
explicitly and
support them by
present your
make a good
using different
arguments in
use of some
formats (e.g.
the context of
visual aids
figures, graphs,
innovation and
tables)
creativity
Your answer
did not
present
information,
ideas and
viewpoints in
Your answer
demonstrated
a sufficient
ability to
present
information,
Your answer
demonstrated a
sound ability to
present
information,
ideas and
Your answer
demonstrated a
good ability to
present
information,
ideas and
Your answer
demonstrated an
excellent ability
to present
information,
ideas and
enable
understanding and
engagement by
academic, specialist
and non-specialist
audiences
Academic /
Professional
quality
8
such a way as
to enable
understanding
and
engagement by
academic,
specialist and
non-specialist
audiences
Unsatisfactory
command of
academic /
professional
conventions
appropriate to
the discipline.
Poor
command of
academic /
professional
conventions
appropriate
to the
discipline.
ideas and
viewpoints in
viewpoints in
such a way as to
such a way as
enable
to enable
understandings
understanding and engagement
and
by academic,
engagement
specialist and
by academic,
non-specialist
specialist and
audiences
non-specialist
audiences
However, to
However, to
achieve a very
achieve a good
good grade in
grade in future
future
assignments
assignments you
you must
must
demonstrate a demonstrate an
better ability
ability to concise
to present
and synthesize
your ideas by
information and
using more
present it to both
subjectspecialist and
specific words
non-specialist
and
audiences
terminology
Satisfactory
command of
academic /
professional
conventions
appropriate
to the
discipline.
Sound
command of
academic /
professional
conventions
sufficient and
appropriate to
the discipline.
viewpoints in
such a way as
to enable
understandings
and
engagement by
academic,
specialist and
non-specialist
audiences
However, to
achieve a
distinction
grade you must
demonstrate an
ability to
present ideas
and viewpoints
in a concise and
critical manner
and express
your ideas in
such a way as
to enable
understandings
by both
specialist and
non-specialist
audiences
Rigorous
command of
academic /
professional
conventions
appropriate
to the
discipline.
viewpoints in
such a way as to
enable
understandings
and engagement
by academic,
specialist and
non-specialist
audiences
Well done!
Maintain this
level of research
for your future
assignments and
you have the
potential to
achieve a very
food overall
result
Authoritative
command of
academic /
professional
conventions
appropriate to
the discipline.
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
Purchase answer to see full
attachment