3rd semester (hospitality & tourism syllabus) iii mbaht.pdf · symbiosis and synergy. famous...

CENTER FOR HOSPITALITY AND TOURISM

BABA GHULAM SHAH BADSHAH UNIVERSITY

RAJOURI (J & K) – 185234

Semester-Third

Course Code Course Title Credit Internal

Assessment

Marks

University

Exam Max.

Marks

Core Courses MBAHTM-301 Strategic Management. 4 40 60 100

MBAHTM-302 Summer Training Report &

Presentation.

4 100 100

MBAHTM-303 Tourism Resources of Jammu

& Kashmir.

4 40 60 100

MBAHTM-304 Front Office. 4 40 60 100

Choice Based Complimentary Elective Courses. Students are required to opt. any two of the

following Courses.

MBAHTM-305 Basics of Event Management. 4 40 60 100

MBAHTM-306 Tour Guiding & Escorting

Skills.

4 40 60 100

MBAHTM-307 Geography of Tourism and

Destination Development.

4 40 60 100

MBAHTM-308 Adventure, Wildlife & Cultural

Tourism.

4 40 60 100

MBAHTM-309 Viva Voce. - - - 50

Total 24 240 360 650

3rd Semester (Hospitality & Tourism Syllabus)

Course Title: Strategic Management. Total Marks:100

Course Code: MBAHTM-301 University Examination:60

Duration of Examination: 3 Hours Sessional Assessment:40

Credit Value = 4

COURSE OBJECTIVE

To provide knowledge & understanding of the concepts and process of strategic management

for employment in the hospitality and tourism industry. The course further extends support in

respect of imparting students with the knowledge so as to various strategies applied to the

field while managing the business.

UNIT I

INTRODUCTION TO STRATEGIC HOSPITALITY MANAGEMENT

Strategic Management– Concept, Origin and evolution, Scope and Process; levels at which

strategy operates, Strategic Thinking; Global competitiveness; Strategists and their role in

hospitality and tourism, Key Players in Indian Hospitality and Tourism Industry, strategic and

conventional decision making in hospitality and tourism.

UNIT II

MICRO AND MACRO STRATEGIC ENVIRONMENT

The Environment and External Stakeholders - Assessment of the Broad Environment,

Analysis of External Stakeholders and the Operating Environment, Managing the Operating

Environment; Organizational Resources and Competitive Advantage - Internal Analysis and

Competitive Advantage, Value-adding Activities, Tangible and Intangible Resources,

Financial Resources, Physical Resources, Human-Based Resources, Organization Structure

and Culture, Knowledge-Based Resources, General Organizational Resources.

UNIT III

STRATEGIC DIRECTION & FORMULATING BASIC STRATIGIES

Strategic Direction-Creating a Strategic Direction, Mission Statements, Organizational

Vision, Organizational Values; Strategy Formulation at the Business-Unit Level-Generic

Business Strategies, Competitive Dynamics, Strategic Group Mapping; Corporate-Level

Strategy and Restructuring - Concentration Strategies, Vertical Integration Strategies,

Diversification Strategies, Mergers and Acquisitions, Strategic Restructuring, Portfolio

Management.

UNIT IV

IMPLEMENTING STRATEGIES AND ESTABLISHING CONTROL SYSTEMS

Interrelationship between formulation and implementation of strategies, Inter-organizational

Relationships and the Tourism Cluster; Functional-Level Resource Management;

Organizational Design and Control- types of designs, Organizational Structures design,

Organizational Control, power and politics, role of behavioral implementation in tourism.

UNIT V

STRATEGIES FOR HOSPITALITY ENTREPRENEURSHIP

Strategies for Entrepreneurship and Innovation -Entrepreneurial Start-ups, Innovation and

Corporate Entrepreneurship; Global Strategic Management and the Future- Global Strategies,

International Market Selection, Global Stakeholders, Emerging Trends; Strategic issues in

not-for-profit organization and Small & Medium Size Enterprises.

Note for Paper Setting:

The question paper will be divided into two sections. Section A will be compulsory and will contain

10 very short answer type or objective type questions, two questions from each unit which elicit

answers in not more than 20 words. Each question will carry 1 mark. Section B will contain 10 long

answer type questions, two from each Unit. The candidate will be required to answer 5 questions

one from each Unit. Each question carries 10 marks.

Course outcomes

CO1: To familiarize students with the concepts of Strategic Management.

CO2: To familiarize students with the micro and Macro Strategic Environment.

CO3: To familiarize students with the formulation of strategies.

CO4: To familiarize students with the implementation of strategies.

CO5: To familiarize students with the strategies specific to Entrepreneurship

REFERENCES

1. David, F. R. (2010). Strategic Management (13th ed.). Prentice Hall.

2. Enz, C. A. (2009). Hospitality Strategic Management: Concepts and Cases (2nd ed.).

Wiley.

3. Hill, C. W. L., & Jones, G. R. (2009). Strategic Management: An Integrated Approach

(9thed.). South-Western College, Pub.

4. Okumus, F., Altinay, L., & Chathoth, P. (2010). Strategic Management for Hospitality

and Tourism (1st ed.). Butterworth-Heinemann.

5. Olsen, M., & Zhao, J. (Eds.). (2008). Handbook of Hospitality Strategic Management.

Butterworth-Heinemann.

Course Title: Tourism Resources of Jammu and Kashmir

Total Marks:100


Duration of Examination: 3 Hours Credit Value = 4

Se Sessional Assessment:40

Course Objective: To familiarize students with the scope & nature of tourism products & resources in India. To give below understanding to the Students regarding the various important resources in the state from point of view of Tourism. Unit- I Tourism product: Definition, Nature and Characteristics. Classification of Tourism products, Resource and attraction in Tourism, Typology & Nature of Tourism resources. Nature & Scope of tourist places in J&K. Unit- II culture tradition, customs and handicrafts, Architectural Heritage of India: (Khajuraho, mahabalipuram, Tirupti,) different styles of architecture in India, Music: Classical and folk music, Dances: Classical and Indian folk dances, fairs and festivals of India,. Unit- III Natural Tourism resources in India -Existing use patterns vis-a-vis potential with relation to varied landforms (mountains & deserts), Tourism & nature conservation-Conflicts, Symbiosis and Synergy. Famous Tourist Destination of Jammu & Kashmir. Unit- IV Study of wild life Parks, Sanctuaries & Tiger Reserves in India with case studies of Dachigam National Park, Jim Corbett, Bharatpur Bird Sanctuary, Gir National Park. Study of Hill station attractions & their environs with case studies of Gulmarag, Pahalgam, etc. Unit- V Buddhist Resources in J&K and their characteristics, Islamic resources: nature and characteristics, Hindu resources: traditions and importance, Socio cultural resources - Important Festivals of J&K, Environmental threat to Tourism Resources of J&K, Govt. initiatives for reviving tourism resources, recent policy shifts and concerns.







Course outcomes

CO1: Familiarise students about the conceptual understanding of the nature and scope of

tourism products.

CO2: Create awareness about the various architectural heritage of India which includes an

in-depth understanding about the culture, traditions, customs and handicrafts of India.

CO3: Develop knowledge about the various landforms of India with respect to tourism

development and have a critical understanding about the conservation, synergy and symbiosis

of tourism resources with special references to Jammu and Kashmir.

CO4: Have the explicit knowledge about the various wildlife sanctuaries and national parks

of India with special reference to Jammu and Kashmir.

CO5: Familiarise students about the various religious and socio cultural resources of India

with special reference to J&K and provide knowledge about the various tourism policies.

Suggested Readings

1. Bakshi, S. R. (1998) Kashmir: Tourism, Monuments and Folklore , Sarup & Son 2. Brown Percy, (2014) Indian Architecture (Buddhist and Hindu), Bombay. 3. Deva, B.C,Musical Instruments, National Book Trust 4. Dixit Manoj & Charusheela,(2012) Tourism Products, New Royal Book Company

Course Code: MBAHTM-304 Maximum Marks:100

Course Title: Front Office University Examination:60

Credit Value: 4 Sessional Assessment:40

Examination Duration: 3 Hours

Objective: The course has been conceived to make the students understand the functions and

importance of front office management and their operations and familiarise them with its

operations.

Unit-1: Introduction to the hotel world and tourism industry. Classification of hotels and

numbering of rooms. Front Office organisation, layout, planning, furniture and equipment,

staffing pattern-according to sizes and types, rules of the house for Front Office staff, duties

and attributes of different level of staff, basic terminology used in the front office of a hotel,

coordination and communication between the Front Office and the other departments.

Unit-2: Reservation – Basic definition, modes of room reservation and source of hotel

bookings, system of room reservation, conventional density, different records, diaries, forms,

etc. used for recording room reservation, filling system for reservations-whitney, introduction

to computerised reservation system.

Unit-3: Reception – Receiving, registration and rooming of the guest on arrival. Rooming of

VIP and VVIP guests and group arrivals, contractual terms between hotel and guests, record

registers, forms, etc. required in the reception office, functions and operation of the room rack

and other equipment at the reception counter, dealing with walk-in guests with scanty

baggage, procedure of crew arrival and lay over passengers, change of guest rooms, handling

of guest, staff and hotel mail, maintenance of books, key handling and control, use and

function of the key rack, handling of messages and enquiries for the guest,

Unit-4 : Information about the hotel and city postal regulation: important modes of travel

and allied information like wild life, shopping, monuments, festivals etc, function of the

IWDC, name and addresses of important travel agents and airlines offices, reading of train

and air time schedules, currencies-names and equivalent values, passports, types of visas,

preparation of itinerary.

Unit-5: Cash billings – departure procedure, credit and discounts in hotels, handling of

credit cards, traveller’s cheques, travel agents coupons and airline vouchers, foreign exchange

http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=S.+R.+Bakshi&search-alias=stripbooks

regulations in the hotels regarding payment of hotel bills by foreigners and NRIs and

handling of guest valuables.







Course outcomes

CO1: Understand the development of hotel and basic introduction to the tourism industry.

Introduction to the front office department of hotel.

CO2: Understand modes and sources of reservations, bookings, and computer based

reservation system.

CO3: Analyse interpersonal skills, interacting with the guests, and knowledge of reception

section of hotels.

CO4: Handle different unusual situations and the procedures by hotel employs.

CO5: Handle accounts in front office section, knowledge of basics of accounts and

introduction to different types of transactions that occur between hotels and guests.

Books Recommended:

Andrews, Sudhir (2007). Front Office Management & Operations. Tata McGraw Hill.

Andrews, Sudhir (2013). Hotel Front Office Training Manual. Tata McGraw Hill

Education Private Limited; 3e edition

Andrews: (1980). Hotel front office training manual. Tata Mcgraw Hill. Bombay.

Print.

Bhatnagar, S.K. (2009). Front Office Management. Frank Bros & Co.

Gray and Ligouri (2000). Hotel management and operations. PHI. New Delhi

Zulfikar, Mohammed (1998). Introduction to Tourism & Hotel industry: With special

focus on Front Office Management. Sangam Books Ltd.

Course Title: Basics of Event Management Total Marks:100

Course Code: MBAHTM-305 University Examination:60 Duration of Examination: 3 Hours Sessional Assessment:40

Credit Value =4

Course Objective:

The course aims at imparting in depth knowledge about the specialized field of "Event

Management" specifically management techniques and strategies required for successful

planning, promotion, and conduct of special events.

Unit I

Conceptual foundations of events; Major characteristics; Five C’s of event management

Conceptualization, Costing, Canvassing, Customization, Carrying out; Advantages of

events- to the Organizer, Event Planner, Participants, Economy and Society; Broad

classification of Events.

Unit II

Introduction to MICE: Evolution of MICE industry; Components of MICE; Economic and

social significance of MICE. Introduction to professional meeting planning- definition,

types and roles; associate, corporate & independent meeting planners; TA’s and TO’s as

meeting planners; Convention visitor Bureaus – functions, structure and funding sources.

Unit III

Event venues: concept and types; Conference venues- facilities, check-in and check-out

procedures, requirements; conference room lay-outs; Convention manager; inter-related

venues; project planning and development. Introduction to conference facilities in India.

Role and functions of ICPB and ICCA.

Unit IV

Trade shows and exhibitions/expositions: types of shows, benefits of exhibitions,

participant decision-making process. Contract negotiations– principles; negotiation with

hotels, airlines and ground handlers.

Unit V

Incentive tour- characteristics, its organizing and special requirements. Latest meeting

technologies - Video conferencing and Information Communication Technology (ICT).

Factors including ICT affecting future of Events business. Human resource requirements.







Course outcomes

CO1: Apply systematic approach to design, planning, implementation and evaluation of various types

of events

CO2: Understand various components of MICE and its importance in the tourism industry. It

will further help students to apply principles of marketing to the process of event production.

CO3: Provide Knowledge about the managing of conferences and the viability of an event

during the early stages of planning.

CO4: Provide knowledge about the strategies used to raise funds and generate event revenue.

CO5: Provide knowledge about application of ICT in event planning and how to coordinate

sound human resource management techniques in order to organise and motivate staff.

Books Recommended: 1. Coleman, Lee & Frankle (1991), Powerhouse Conferences. Educational Institute of AH & MA.

2. Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational Institute of AH & MA. CO1: Apply systematic approach to design, planning, implementation

and evaluation of various types of events.

4. Hoyle, L.H., TJA Jones (1995) “Managing Conventions and Group Business”, Educational Institute of AM & MA 3. Montogmery, R.J. 1994, “Meeting, Conventions and Expositions : VNR, New York.

Course Code: MBAHTM-306 Maximum Marks:100

Course Title: Tour Guiding & Escorting Skills University Examination:60

Credit Value: 4 Sessional Assessment:40


Objective: This course has been designed to inculcate among students tour guiding &

escorting skills and prepare them to offer best services to tourists- our honoured guests.

Unit I

The tour Guide- Meaning and classification, qualities of ideal tour guide, Personal Hygiene

role of tour guide, the business of guiding, organizing a guiding business.

Unit II

Guiding techniques- leadership and social skills, presentation and oral communication skills,

Guide’s personality, moments of truth, the seven sins of guide, the service cycle, working

with different age groups, working under difficult circumstances.

Unit III

The role of guide and interpretation: Are guiding and interpretation synonym? Creating

memorable interpretations, interpreting different themes- nature, history, Art and architecture

and incidental interpretations, Responsibilities towards locals and Society.

Unit IV

Conducting tours: Pre tour planning, modes of transportation, types of tours, traveler with

special needs, guidelines for working with disabled people, relationship with fellow guides,

motor / car operators and companies.

Unit-V: A case study of a tour.







Course outcomes

CO1: understand the various concepts related to tours and tour guiding, tour guiding as an

emerging business and role and importance of hygiene in conducting operations as a tour

guide.

CO2: Various techniques used by the tour operators during conduct of the tours and how can

he emerge as a leader in the process.

CO3: Understand the social responsibilities and their importance in various tour operations.

CO4: Understand the various procedures to be carried out for conducting successful tour,

planning and organising of tours.

CO5: Have an in-depth and practical knowledge about the tour escorting and guiding through

exposure to various case studies.

Suggested Readings:

1. Chand, Mohinder - Travel Agency and Tour Operations: An Introductory text, Anmol

Publications

2. Negi, Jagmohan ( 2006) Travel Agency and Tour Operation: Concepts and Principles.

: Kanishka Publishers

3. Negi, Jagmohan (2007 ) Tour Guide & Tour Operations: Planning & Organizing

Kanishka Publishers

Course Code- MBAHTM-307 Maximum Marks: 100

Course Title: Geography of Tourism and Destination Development. University Examination: 60

Credit Value: 4 Sessional Assessment: 40


Course Objective: This course introduces students to geographical locations of tourist places, their

weather climate and distances, convenient routes to reach them and their characteristics.

Unit I:

Geography of Tourism: Definition, scope and contents of Geography of Tourism. Approaches,

Methodology and Techniques. Analyses in Geography of Tourism. Importance of Geography of

Tourism. Natural and climatic regions of the world in brief. How to read a map.

Unit II:

Latitude, Longitude, International Date Line, time zones and calculation of time. Time differences,

GMT variations, concepts of elapsed time, flying time, ground time. Standard time and summer time

(day light saving time). Conceptual Framework of Models in Geography of Tourism and spatial

perspectives in Analysis and Developmental strategy. Types, forms, patterns and linkages in Tourism.

Unit III:

Impact of weather and climate on Tourist destinations. Geographical Determinants: Diversities and

disparities. Typology of area and Linkages flows and orientation.

Unit IV:

Indian Geography: Physical and political features of Indian subcontinent. Climatic conditions

prevailing in India. Tourism attractions in different states and territories of India.

Unit V:

Destination Management: Role and importance of Destination Management , Destination Planning,

and Concepts, Destination Life Cycles, Destination Master Plan, Destination Feasilbility Study,

Carrying Capacity, Sustainability, Environment Impact Analysis, Porters five force model and its

application to destination .







Course outcomes

CO1: To study the scope, approaches and methodology of tourism geography.

CO2: To understand the different physical dimensions of earth and its need in geography of

tourism.

CO3: Discuss the changes in climatic and weather condition of the world and its impact on

tourist destination.

CO4: To study the different physical and political features of Indian subcontinent.

CO5: Imparting knowledge among the students about the role, importance and need of

Destination management.

Books Recommended:

1. Boniface B. and Cooper C. (1987) “Geography of Travel and Tourism”, London,England,

Heinemann Professional Publishing.

2. Burton Rosermary (2005) “the Geography of Travel and Tourism”, (London).

3. Dubey and Negi (1988) “Economic Geography Delhi”.

4. Gopal Singh (1988) “The Geography of India”, Delhi

5. R. M. Desai (1988) “ Strategy of food and agriculture”, Bombay .

Course Title: Adventure, Wildlife and Cultural Tourism

Total Marks:100


Duration of Examination: 3 Hours Sessional Assessment:40 Credit Value = 4

Objective: The objective of this course is to educate the students about adventure, wildlife &

cultural tourism. The course aims at making students aware about the various types of

tourism and practices that are prevailing in the industry.

Unit I Adventure Tourism: Concept of Adventure, Types of adventure tourism; Land

based Adventure (Trekking, Mountaineering, Rock Climbing etc), Water based

adventure (Water surfing, white water rafting, para-sailing etc) and Air based

adventure (Parachute jumping, Gliding, para-gliding etc).

Unit II Ecotourism and Sustainable Tourism: Concept of ecotourism and sustainable

tourism and its Management. The impact of ecotourism (positive and negatives);

some best ecotourism sites of the world. Eco-tel and Eco resorts. Theme Parks.

Rural and Urban Tourism.

Unit – III Natural Resources: Wildlife Sanctuaries, National Parks and Natural Reserves in

India (Jim Corbett Tiger Reserve, Bharatpur Bird Sanctuary, Valley of Flowers,

Kanha, Kaziranga, Sasan Gir, Dachigam, Ranthambhore and Keoladeo Ghana)

Hill Stations: Hill Station attractions and their environs.

Unit – IV Fairs and Festivals: Kumbha, Pushkar, Sonepur, Dadari, Tarnetar, Chhatha,

Pongal/Makar-Sankranti, Baishakhi, Meenakshi Kalyanam, Holi,Gangaur, Onam,

Durga Puja, Ramalila, Diwali, Kartik Purnima (Dev Deepawali, Guru Parb),

Dashahara (Kullu),Rathyatra, Nag Nathaiya (Varanasi), Bhrawafat, Id-ul-Fitr,

Easter, Christmas, Carnival (Goa), Burhawa Mangal (Varanasi), Ganga

Mahotsava, Taj Mahotsava, Khajuraho Mahotsava and Desert Festival.

Unit – V Indian Culture: General Features, Sources, Components and Evolution.

Impressions of Indian culture on world. Indian culture as potential tourism

product. Various forms of dance styles in India.







Course outcomes

CO1: To familiarize students with the concept of adventure tourism and its different types.

CO2: To make students aware about ecotourism and sustainable tourism and critically

discuss its positive impact in sustainable development.

CO3: to study the different wildlife natural resources, wildlife sentries, national park and

reserve of India and J&K.

CO4: To discuss the different culture and religious blend of Indian fairs and festivals.

CO5: to understand and make familiarize students with the different flavours of Indian rich

culture.

Suggested books:

Ashworth, G. J. (2000), The Tourist Historic City. Retrospect and Prospect of Managing

the Heritage City, Pergamon, Oxford

Dixit, M and Sheela, C. Tourism Products (New Royal Book, 2001)

Gupta, SP, Lal, K, Bhattacharya, M. Cultural Tourism in India (DK Print 2002)

New Inskeep, Edward, Tourism Planning: An Integrated and Sustainable Development

Approach (1991) VNR, New York.

Oki Morihiro, Fairs and Festivals, World Friendship Association, Tokyo, 1988.

3rd semester (hospitality & tourism syllabus) iii mbaht.pdf · symbiosis and synergy. famous...

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