Strategic MANAGEMENT FOR HOSPITALITY & TOURISM INDUSTRY

SPEED| Individual Assignment 1
SCHOOL OF PROFESSIONAL EDUCATION AND EXECUTIVE DEVELOPMENT
Bachelor of Arts (Honours) Scheme in Hospitality & Tourism Management (84061)
BHMS4406 Strategic Management for Hospitality & Tourism Industry
Individual Assignment
Assignment Scenario
The paradigm shift of Hong Kong’s market from a service economy to an experience
economy galvanizes the hospitality and tourism (H&T) organizations, for instance,
hotels, event companies, and airlines, etc., to make up strategic capabilities as a basis
of competitive advantage that can be especially difficult for competitors to acquire or
imitate. You are required to indite an analysis to unveil the de rigueur approaches
commonly waged by H&T organizations and apply relevant concepts and theories
gleaned from lectures and tutorials delivered from Week 1 to Week 5 of this semester
to substantiate your argument.
Individual Assignment Report Format
The completed report should be submitted to the Lecturer in an appropriate format.
Contents of the report should include, but not limited to, the following parts:
− Title Page (please refer to Appendix I)
− Introduction
− Main Report Body (e.g. definition of strategic management, etc.)
− Conclusions
− References
− Appendix(es) (if any)
In addition, the following requirements should be observed in compiling the
individual assignment report:
− Word limitation: 1,200 – 1,500 words (counting from the section of Introduction
to the section of Conclusions)
− Paper: A4
− Typeface: 12, Times New Roman
− Others: Single line spacing; 1” margins all round; double-side printing
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SPEED| Individual Assignment 2
For citations and references, the students need to provide appropriate support and
evidence for their thoughts and arguments in the individual assignment report.
References quoted in the report must be properly stated and a reference list with not
less than 10 reference sources should be included in the report.
Written Report Submission
Students are required to submit a Soft copy via MOODLE
(https://moodle.cpce-polyu.edu.hk). Individual assignment report submission date
is indicated in the revised Scheme of Work of this subject. Late submission of
written report will automatically result in “Fail” grade for this group project.
Students are advised to manage their assignment preparation progress smartly and
avoid procrastination.
Assessment Weighting
This assignment occupies 24% of the total assessment weighting for this course.
Marking schemes for the report will be distributed to the students in Week 6 of the
semester. Students should read carefully the contents of the marking scheme.
Marks will be deducted from the report or presentation if the students are failed to
comply with the stipulated requirements.
Plagiarism
You are strongly advised to pay attention to the rules and guidance notes regarding
plagiarism, how sources should be referred to, and bibliography referencing as
stipulated in the Student Handbook.
The School may take disciplinary actions against students when there is evidence of
collusion between individuals. The work of others which is included in the
assignment must be attributed to its source (a full bibliography and a list of references
must be submitted). Failure to observe such requirements may lead to serious
consequences for your study in this subject and your registration at the School.
Please refer to the Section “Penalties for Offences” in the Section Handbook for
details.
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SPEED| Individual Assignment 3
Assignment Writing Guideline
Sample Essay Topic
Please refer to the section Assignment Scenario.
Guidance Notes on the Coursework Assignment
This assessment is marked out of 100 and weighted to 24%. It is a written report of
1,200 words from a given topic. You are required to answer this assignment as a
written essay and writing in the first person must be avoided. You should leave a
margin on the right-hand side of the page of no less than 2.5 cm for the lecturers’
comments. Please stick to the word limit and always provide clear referencing of the
material you use to support your arguments. Guidance notes on report writing are
included in the following section.
Guidance Notes for Essay Writing
A report should consist of the following:
Contents
List of Tables and Diagrams
Introduction
Main body of Report
Conclusions/Recommendations
References/Bibliography
Appendix
Contents
A list of contents with page numbers should be provided, e.g.
Table of Contents
Page
I. List of Tables and Diagrams 7
II. Abstract/Summary 9
III. Introduction 11
3.1 Company Background 17
List of Tables and Diagrams
Separate lists of figures, tables etc., should be included with figure and table numbers
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SPEED| Individual Assignment 4
and page references.
Abstract/Summary
A summary of the report is given straight after the cover. It should cover the whole
report: the reason why the project was undertaken, the background setting, the method
used, the main findings, the conclusions and recommendations. It provides the busy
reader with a quick view of the subject matter and it can be abstracted and printed
separately from the report for reference purposes. The abstract should not exceed
one page of A4, i.e. less than 300 words, double spaced.
Introduction
The Introduction sets the scene. It should provide a background e.g. organizational
structure, external and internal environments, the people involved and possibly
historical background.
The aim of the study should be spelled out as simply and as unconditionally as
possible, preferably in one sentence, so that the report writer himself is disciplined to
stick to the point in his report. The aim should be considered as the overall purpose
of the report.
The Main Body of the Report
This is an account of the study and the facts discovered. It should be divided into
major sections to give it a logical and persuasive structure that will lead the reader to
the point when conclusions can be revealed. It is also necessary in this process to
carry the reader along smoothly and without tiring him: the text should be concise
with essential detail only. Supporting evidence can be related to appendices.
There is no section headed “Body Text”. Each major section has its own heading
and like chapters in a book should begin on a fresh page, e.g.:
II. Motivation
2.1 Motivation within organizations
2.2 Motivational behavior
III. Rewards
3.1 Reward for effort
3.2 Intrinsic rewards
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SPEED| Individual Assignment 5
3.3 Extrinsic rewards
etc.
Conclusions
The conclusion draws on the aims and objectives in the introduction and on evidence,
argument and facts set out in the body of the report. It does not introduce new
material. If the previous parts of the report have been clearly and logically
constructed the conclusions will follow naturally from them: the persuasive purpose
of the report will be achieved.
In presenting conclusions, the language should be simple and direct: if a number of
points are to be made, they are best set out as separate paragraphs. If needed,
reference can be made back to the previous text by page number and paragraph.
It is the job of the conclusion to state, from the investigations, analysis and evaluation,
what has/has not happened, what the situation now is/is not, and what might/might not
happen. If recommendations are called for, they go on from those bases to state
what should/should not be done.
The conclusions should also, include any perceived limitations of study and
suggestions for further research, if appropriate.
Recommendations
Recommendations should be included only if they have been asked for, or if the
author thinks they are appropriate for the report.
− They should follow logically from the material set out in the conclusions.
− They should not introduce new issues or arguments that have not been dealt with
in the main body of the report or in the conclusions.
− They should state what should/should not be done.
− They should be brief and direct.
− They should be set out in separate paragraphs, which may be numbered for ease
of reference.
References/Bibliography
The bibliography section of the report lists all references in alphabetical order of
author’s surnames. The detail given must enable the reader to trace the source
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SPEED| Individual Assignment 6
through a library or an organization. It is necessary to be meticulous, when
preparing the report, in keeping on ongoing record of sources used. Double check
that all references in the text appear in your bibliography.
There are various ways of citing bibliographical references. Hospitality & Tourism
Management students will use the American Psychological Association (see next
page).
Appendices
An appendix written specifically for the report is set out the same way as the rest of
the text, with headings and paragraphs. It has its own main heading and are usually
indicated by Roman numerals, i.e. I, IV.
If the appendix is an original document such as a copy of a questionnaire or a form, or
printed material, the ‘APPENDIX’ is superimposed at the top right and the page
numbers added at the bottom centre.
As with tables and diagrams, appendices should be laid out on a vertical format, so
that the reader can consult them without having to turn the report. Oversized
documents that have to be folded as appendices similarly should fold out in the right
way for reading with vertical text. Many can be ‘reduced’ to A4 size with modern
photocopying equipment.
(Extracts from the Institute of Hospitality’s project presentation guidelines)
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SPEED| Individual Assignment 7
How to Quote and Write References?
It is very common to quote other scholar’s information in writing your report. All
quotations should be appropriately indicated in the passage as well as the References
section of your report. There are various ways of citing references and you are
advised to adopt the American Psychological Association (APA) reference style in
compiling the references. A maximum of 10 marks will be deduced from your
report for any missing and/or improper reference style found. A short list of APA
reference samples is revealed below for your reference.
Books
Cousins, J., Foskett, D., & Gillespie, C. (2002). Food and Beverage Management (2nd
ed.). Great Britain: Prentice Hall.
Book Chapter
Wong, C. K. S., & Chung, K. H. M. (2008). Work values of Chinese food-service
managers. In Jauhari, V. (Eds.), Global Cases on Hospitality Industry (pp. 567-588).
New York: The Haworth Press.
Journal Articles
Chung, K. H. M., & Heung, C. S. V. (2007). Tipping behavior of diners in three
upscale Restaurants in Hong Kong. Asia Pacific Journal of Tourism Research, 12(3),
169-180.
Conferences
Wong, C. K. S., & Chung, K. H. M. (2001, January), Work Values of Hotel’s Chinese
Restaurant Managers in Hong Kong. Paper presented at the conference of the Chinese
University & Cornell University, School of Management Conference, Conference
Abstract, 44-45.
Dissertation
Chung K. H. M. (2003). Factors Affecting Tip Size in Restaurants: A Study of Chinese
Restaurants in Hong Kong. Unpublished doctoral dissertation, The Hong Kong
Polytechnic University, Hong Kong.
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Newspaper
Chung, K. H. M. (2009, July 15) Associate of Social Science (Tourism) programme
promotion. Apple Daily, pp. A12.
Magazine
Chung, K. H. M., & Heung, C. S. V. (February, 2008). Restaurant Service Charge
Misunderstood. Research Horizons, 2(1), 1-2.
Official Publication
Hong Kong Tourism Board. (2009). Summary of the Hong Kong Hotel Industry
Review 2008. Hong Kong Tourism Board: Hong Kong.
Electronic Data – Web Pages
Chung, K. H. M., & Heung, C. S. V. (2008, May 30). PolyU Finds Restaurant Service
Charge Misunderstood in Hong Kong. ASIATravelTips.com. Retrieved February 3,
2010, from http://www.asiatraveltips.com/news08/305-TippinginHongKong.shtml
Hong Kong Tourism Board, (2009). A Statistical Review of Hong Kong Tourism 2008.
Retrieved February 3, 2010, from
http://partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=122845&cat_id=3632&
logs=yes&type=FREE
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SPEED| Individual Assignment 9
Appendix I: Format of Cover Page