《国际酒店管理双语》课程教学大纲

《国际酒店管理双语》教学大纲

^InternationalHoteIs:DeveIopmentandManagement)

TeachingSy11abas

一、TeachingAimandRequirement

Informstudentsthatatthecompletionofthiscourse,theyshouldbeableto:

•Summarizethefactorsthathavecontributedtoglobalizationandaglobaleconomy,

describetheinternationaltourismandlodgingindustries,andidentifytypesofhotel

products.

•OutlinethefactorsaffectinginternationalhotelexpansionintoEuropean,North

American,MiddleEastern,andAsia-Pacificmarkets.

•Identifyanddescribevariousbarrierstotravelandtourism,anddescribeseveral

internationalorganizationsthatdealwiththesebarriers.

•Discussrecentdevelopmentswithregardtothenatureanduseofequity

investmentsinthehotelindustry,anddescribeissuessurroundingthefinancial

structuringforhoteldevelopment.

•Outlinethebusinesschallengesassociatedwithtransnational,global,and

multinationalorganizations,andidentifythreegrowthstrategiesfor

expansion-mindedhotelchains.

•Describethefivephasesofhoteldevelopment,andlistthefour-stepprocessusedto

determinewheretodevelopaninternationalhotel.

•Definemanagementcontractsandoutlinetypicalmanagementcontractservicesand

feestructures.

•Contrastthepositiveeffectsofculturaldiversityintheworkplacewiththenegative

effects,andidentifyimportantconsiderationsinmanagingdiversity.

•Explainhowhotelmanagersareselectedforexpatriatepositionsandwhatroles

theyareexpectedtoplayinthesepositions.

•Defineinternationalhumanresourcemanagementanddescribeitsthreemain

activities.

•Identifyandgiveexamplesofsevenbroadmanagementfunctionscommonto

internationalhotelmanagers.

•Describetheforcesthathaveledtotheestablishmentofvariousnationaland

internationalhotelclassificationsandstandards,andidentifyfiveimportant

purposesofhotelclassification.

•Discusstheissueshotelsfacewhendevelopinganinternationalmarketingstrategy.

•Explainfactorsanddevelopmentsthatarelikelytoaffectthenatureandpaceof

globalizationinthetravel,tourism,andlodgingindustriesintheyearstocome.

二、PayAttentiontoSuchPointswhenyouareTeaching

•Yourroleasinstructor

•Explaintothestudentswhatyouperceiveyourroletobe.

•Candidlyinformthestudentsthatyoumaynotknowalltheanswerstotheir

questions,butthatyouwillattempttoobtainanswersoratleastprovidethe

studentswithareference.Problemsandsolutionsvaryfrompropertytoproperty,

andthereforeitisimpossibletoprovideexactanswersthatwouldapplytoall

situations.

•Explainyourrcleasinstructorintermsofbeingacoordinatorofinformationanda

facilitatorofclassdiscussions.

三、SyllabusContent

Globalization,Tourism,andtheLodgingSector

SampleLessonPlan

TransparencyMasters:

TransparencyMaster1:CompetenciesforGlobalization,Tourism,and

theLodgingSector

Competency1:Summarizethefactorsthathavecontributedtoglobalizationand

aglobaleconomy,definethetermtransnationalasappliedtoa

hotelcompany,andcitecompetitiveadvantagesoftransnational

hotels.(pp.3-6)

KeyConcepts:

Globalizationfactors:

Shiftsinpoliticalalignments

Dissolutionofborders

Newdemocracies

Movestomarket-basedeconomics

Increasedcommunication

Technologicaladvancementsintelecommunicationsand

transportation

Internationaltravel

Transnational:amultiplantfirm-onehavingheadquartersinone

counlryandhotelsinseveral

Advantages:

Canestablishglobalmarketingandpurchasingnetworks

Cansatisfycustomerdemands—specificallyqualitydemands

TransparencyMasters:

TransparencyMaster2:GlobalizationFactors

Competency2:Describethetourismindustry,includingtourism'seconomicimpact

andgeographicdistribution,anddiscusstraveldemand

determinants.(pp.6-13)

KeyConcepts:

Tourismindustry:

Collectionofdiverseproductsandservicessoldbyhighlyfragmented

industrysectorsthroughacomplexdistributionchain

Lodgingoperations;transportationservices;eatinganddrinking

places;sightseeing,amusement,gaming,andrecreationservices;

someaspectsofretailingandfinancialservices

Growthindustry

Enhancesqualityoflife

Economicimpact:

$7.9trilliontoday,$14.8trillionby2018

Internationaltourismarrivalswillreach1.6billionby2020

Geographicdistribution:

Europereceives54.4percentofworld'sinternationaltravelers;

Asia-Pacificregion,19.8;Americas,16.1(NorthAmerica,10.7),

MiddleEast,4.9,Africa,4.8

HighestgrowthratesinAsia-PacificregionandMiddleEast

Traveldemanddeterminants:

Economic

Leisure,qualityoflife

Demographicchanges

Transportationaccess

Competency4:Identifytypesofhotelproducts,discusstypesofhotelguests,and

summarizesomeofthechallengesfacedbythegloballodging

industry.(pp.17-20)

KeyConcepts:

Typesofhotelproducts:

Brandedhotelcompanies

Airporthotels

Conventionhotels

Extended-stayproperties

Conferencecenters

Budgethotels

Condohotels

Timeshareproperties/doc/6602642.html

Casinohotels

Integratedresorts

Seniorlivingcenters

Alternativeformsoflodging:

Pension一Europeanguesthouseorboardinghouse

Posada-hotelapartments,motels,andstate-operatedinnsin

Portugal

Parador-inSpain,ahistoricbuildingconvertedintoahoteland

operatedbythegovernment

Ryokan—traditionalJapaneselodging

Typesofhotelguests:

Businesstravelers:

Largestusersofhotelsworldwide

Notasprice-sensitiveasothertravelers

Relativelyupscale,stable

Concernedwithconvenience,transportation,comfort

Pleasuretravelers:

Representabout40percentofworldwidehoteldemand

Likelytoshareroomsoravoidhotels

Mostprice-sensitivesegment

Concernedwithvalue,ambience,recreationalfacilities

Globallodgingindustrychallenges:

Adjustingcorporatestyle/phil;)sophytodiffering

circumstanccs/cnvironmcnts

Understandingcultural,political,social,religiousmakeupofhost

countries

Understandingdifferingbusinesspractices

Knowingthefinancial,political,labor,andmarketingclimatesof

hostcountries

Havingacosmopolitanoutlock

TransparencyMasters:

TransparencyMaster5:HotelProducts

TransparencyMaster6:TypesofHotelGuests

TransparencyMaster7:GlobalLodgingIndustryChallenges

TheEmergenceofInternationalHotels

SampleLessonPlan

TransparencyMasters:

TransparencyMaster1:CompetenciesforTheEmergenceofInternaticrial

Hotels

Competency1:ListtheinnovationsintroducedbyAmericanhotelsintheearly

twentiethcentury,tracethedevelopmentofU.S.hotelchainsfrom

1901toWorldWarII,andidentifysomeoftherisksthatdeterred

Americanhotelsfromexpandinginternationally,(pp.25-28)

KeyConcepts:

Americanhotelinnovations:

Runningwater

Privatebaths

Largerguestrooms

Roomservice

Inroomrad沁s

Hotel-to-hotelreservationservices

Telephones

Lightswitchesbythedoor

Indoorplumbing

Sewagedisposalsystems

Centralheating

Airconditioning

Passengerelevators

Electriclighting

Applicationofmoderncommunicationsystems

U.S.hotelchaindevelopment:

E.M.Statler—developedoneofthefirstmodernhotelchains

ConradHiltondevelopedhotelmanagementcontract

KcinmonsWilsonandWallaceJohnson—foundedHolidayInn,

franchisedproperties,creatednationalreservationsnetwork

Expansiondeterrents:

Hardtodiscernbestlocations

Investmentrisk

Difficultyofobtainingfinancing

Riskofnationalization

Riskofpoliticalupheaval

Currencyfluctuations

Restrictionsonrepatriationofprofits

Competitionfromdomestichotels

TransparencyMasters:

TransparencyMaster2:AmericanHotelInnovations

TransparencyMaster3:ExpansionDeterrents

Competency2:Summarizethepost-WorldWarIIdevelopmentsthatledto

internationalhotelexpansion,(pp.28-29)

KeyConcepts:

Returntopeace,desiretotravel

LatinAmerican/Caribbeandevelopment

Assistancetowar-torneconomies

Europeans'interestinAmericanhotel-keeping

Airtransportationaccessibletomiddle-class

TransparencyMasters:

TransparencyMaster4:Post-WorldWarIIDevelopmentsLeading(o

InternationalHotelExpansion

Competency3:Outlinethefactorsaffectinginternationalhotelexpansioninto

European,NorthAmerican,MiddleEastern,andAsia-Pacific

markets.(pp.29-34)

KeyConcepts:

Europe:

Americanhotelsfirsttoenter

Hotelchainexpansionhaltedbecauseof1973energycrisis

Resurgence,1980s

Almost38percentofworld'shotelrooms

NorthAmerica:

Foreignoperatorsattractedin1980s

Comparativelycheaprealestate

Slowdownofhotelexpansioninmid-1990s

Foreigninvestmentspickedupfrom2003topresentdueto

weakeningdollar,riseofprivateequityfunds,investmentsvia

publiccompanies

MiddleEast:

Developersattractedbyoil-richprosperityin1970s

Oilpriceslumpin'80s

PersianGulfWarbroughtlodgingtostandstill

Today,fastest-growingregionintermsoftourismarrivals

Today'shighoilpriceshavespuiTedintraregionaltourism

UAE,Dubaifocusingontourismdevelopment

Todaythereisanall-timehighinforeigndirectinvestmentinthe

hotelsector

AsiaandthePacific:

Muchdevelopmentinpast30years,particularlyinPacificRim

countries

China'shotelindustryexpandingsinceChinaopenedtotheWeslin

1978

India,Vietnam,Thailand,Singaporeseeingmorehoteldevelopment

Competency4:Describetheseparationofhotelownershipfrommanagementand

explainitssignificance,andsummarizethetwo-prongedgrowth

strategiesofhotelchains.(pp.34-35)

KeyConcepts:

Separationofhotelownershipfrommanagement:settinguponecompanyto

operatehotelsandanothertoownrealestate;also,sellingoffrealestate,

retainingmanagementrights

Significance:enabledchainstogrowmorerapidly,acquiresuperior

properties

Hotelchains'two-prongedgrowthstrategy:developingsegmentedhotel

products,andrapidlyexpandinginforeignmarkets

TransparencyMasters:

TransparencyMaster5:HotelChains'Two-ProngedGrowthStrategy

Competency5:IdentifysixinternationalhotelchainsthatbeganintheUnitedStates,

anddescribetheinnovationstheyintroduced,(pp.35-40)

KeyConcepts:

Hilton:modernhotelmanagementcontract

InlerContinental:firsttoopenahole'inBali;expansioninMiddleEast;

leadinginternationalhotelcompanyinEasternEurope:uniquehotel

architecture;restoration/repurposingofolderpropertiesintohotels

Sheraton:industry'sfirstautomatedelectronicreservationssystem;first

chaintocentralizeandcomputerizereservations;firstcompanytoprovide

toll-freetelephonenumberforconsumers;firstcompanytoopenahotelin

Chinaunderitsownname;firstWesternhotelcompanytosignajoint

venturewiththeSovietUniontodevelophotelsinMoscow

HolidayInn:modernfinancialandmanagementtechniques;firstto

capitalizeonthechainconceptviafranchisingandanationalreservations

network

Hyatt:lobbyatrium:uniquein-hoteldiningfacilities;stresstotalguest

experience;firstchain-widechildren'sprogram

ChoiceHotelsInternational:firstwithano-smokingroomsprogram,first

withmidpricedall-suites,firsttopaytravelagentcommissionsinevery

majorforeigncurrency,firsttointroducebrandsegmentation

Competency6:IdentifyfourEuropean,twoIndian,oneAfrican,andfiveAsia-Pacific

hotelchains,anddescribetheirdistinguishingcharacteristics,(pp.

40-51)

KeyConcepts:

European:

ClubMediterranee:vacationvillages

Accor:strongfoodandbeverageoperations;FormuleIconcept

LeMGridien:elegant,medium-sizehotels,Frenchtradition/cuisine

SolMelid:strongincityandresortproperties,delivers

Europcan-stylcscrvicc/ambiancc,Spanishcuisine,hotelsdesigned

bySpanisharchitects/designers

Indian:

TajGroup:oldestchaininIndia,inallmajorIndiancitiesandtourist

towns;spas

Oberoi:deluxehotels,personalizedservice,firstIndianchainto

expandinternationally

Asia-Pacific:

NewOtani:builtoneofthefirstmodern,bighotelsinJapan

Nikko:hotelsWesterninarchitectureanddesign,butwithJapanese

touchesthroughoutandaJapaneseservicephilosophy

MandarinOriental:aims(obethebestluxuryhotelchainin(heworld:

slow,deliberateexpansion

Peninsula:excellentreputation,operatesonlyafewuniquehotelsin

selectlocations

DusitInternational:Thailand'sfirstlodgingchain,alsoitslargest;

deluxehotelsemphasizingservice

Atrican:

SouthernSunHotelCorporation:largestowncr/opcratorofhotelsin

Africa

Competency7:Summarizethedevelopmentofairline-hotelrelationshipsandcite

thechiefadvantagesanddisadvantagesofhotel-airlinealliances,

(pp.51-53)

KeyConcepts:

Airline-hotelrelationships:

Linkedsince1946

Reasonsforrelationship-buildbusiness,housepassengers,crew;

ownership/mergerschangedtopartialownership/working

agreements;multiplelinks;hotelsasprofitcenters

Advantagcs/disadvantagcsofhotel-airlinealliances:

Advantages-commoncustomers,jointmarketing,improvedmarket

share

Disadvantages——gainsoftenoffsetbycosts,jointbenefitsfewerthan

anticipated,lackofhotelmanagers

TransparencyMasters:

TransparencyMaster6:Advantages/DisadvantagesofHotel-Airline

Alliances

Competency8:Describetheeffectsofmergersandacquisitions,consolidation,and

strategicalliancesontheinternationallodgingindustry,(pp.54-56)

KeyConcepts:

Internationallodgingindustryisamongthemostleveragedandcompetitive

intheworld

Privateequityfirmspurchasingpubliccompanies

Mega-chainsprominentasindustryconsolidates

Asiancompaniesaremajorplayers

Mergers:partnershipspurchaseisout

TextExhibits:

Exhibit1:CompaniesintheMostCountries

PoliticalAspectsoftheInternationalTravel,Tourism,andLodging

Industry

SampleLessonPlan

TransparencyMasters:

TransparencyMasterI:CompetenciesforPoliticalAspectsofthe

InternationalTravel,Tourism,andLodgingIndustiy

Competency1:Identifyanddescribevariousbarrierstotravel,includingboththose

affectingtravelersandthoseaffectingbusinessesdealingwith

travelers,andlisttypicalgovernmentalhotelregulations,(pp.61-71)

KeyConcepts:

Barrierstotravel:

Passports,entryandexitvisas

Exchangecontrols,currencyrestrictions,travelallowances

Travelinsurance

Exittaxes

Customsregulations,duties

Equityrequirements

Domesticpolicybias

Transparency

Foreignremittances

Importrestrictions,domesticcontentlaws,tariffs

Domesticpersonnelrequirements

Inefficienttelecommunicationssystems

Typicalgovernmentalhotelregulations:

Pricecontrols

Laborregulations

Roomtaxes

Safety,watertreatment,fire,buildingcodes

Competitiveindex

TextExhibits:

ExhibitI:PotentialGovernment-BasedImpedimentstoTravel

Exhibit2:RealEstateTransparencyWorldwide

Exhibit3:TravelandTourismCompetitiveIndex

TransparencyMasters:

TransparencyMaster2:BarrierstoTravel

TransparencyMaster3:TypicalGovernmentHotelRegulations

Competency2:Identifyanddescribeseveralinternationalorganizationsthatdeal

withbarrierstotravelandtourism,(pp.72-77)

KeyConcepts:

WorldTourismOrganization

OrganizationforEconomicCooperationandDevelopment

GeneralAgreementonTariffsandTrade

GeneralAgreementonTradeinSenices

InlemationalMonetaryFund

InternationalHotel&RestaurantAssociation

WorldTravel&TourismCouncil

TextExhibits:

Exhibit4:WorldTradeinCommercialServicesbyCategory,2006

TransparencyMasters:

TransparencyMaster4:InternationalOrganizations(hatDealwithBarriers

loTravelandTourism

Competency3:Explainwhygovernmentsupportoftourismiscriticaltothesuccess

oftheindustry,outlinethedifferenttypesofsupportgovernments

typicallyoffer,anddescribetheroleandcommontasksofnational

tourismorganizations.(pp.77-81)

KeyConcepts:

Governmentsupport:

Needforinfrastructure

Foreigninvestmentincentives

Effortstoreduceredtape

Tourismpolicy:domcstic/intcrnational;class/inass;

ccntralizcd/dcccntralizcd;intcgratcd/cnclavc

Nationaltourismorganizations:

Carryouttourismpolicies

Jurisdiction,powerofNTOsvary

TransparencyMasters:

TransparencyMaster5:GovernmentSupportforTourism

Competency4:Statetheadvantagesanddisadvantagesofinternationalhotelchain

involvementindevelopingcountriesandidentifytypicalareasof

potentialconflictbetweenchainsandhostgovernments,(pp.81-84)

KeyConcepts:

Developmentcatalyst

Technicalskills

Hiringoflocalsvs.expatriates

Differentconcerns:profitsvs.citizen

welfare

TextExhibits:

Exhibit5:ExperienceofDevelopingCountriesinDealingwithTransnational

TourismCorporations

Exhibit6:StrategiestoMaximizeBenefitsofTNCInvolvement

Competency5:Describeseveralwaysinwhichpoliticalinstabilityreducestravel

andtourism,includinghistoricalexamples,anddescribetheusesof

traveladvisories.(pp.84-92)

KeyConcepts:

Politicalinstability:

Impactoninvestments

Impactontravelers

Spilloverimpactofpoliticalevents

Traveladvisories:

Warningsfortravelers

PATACodeforFairTravelAdvisoryIssuance

Politicalmotivations

TextExhibits:

Exhibit7:ThePATACodeforFairTravelAdvisoryIssuance

Competency6:Identifyseveraltypesofpoliticalriskandapproachestorisk

assessment,aswellasmeasuresthatcanbetakentoreducerisk,

(pp.92-97)

KeyConcepts:

Politicalrisksforhotelinvestors/operators

Transferrisk

Operationalrisk

Assetrisk

Marketrisk

Administrative/statutoryrisk

Ownershiprisk

Politicalriskassessmentservices

Equityinvolvement

Politicalriskinsurance:investment,trade/contract,terrorism

TextExhibits:

Exhibit8:ExamplesofPoliticalRiskEvents

Exhibit9:Po