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HomeSolution Manual Solution Manual For Technology Strategies For The Hospitality Industry, 3rd Edition by Peter D. Nyheim
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Solution Manual For Technology Strategies For The Hospitality Industry, 3rd Edition by Peter D. Nyheim

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Category: Solution Manual Tags: 3rd Edition by Peter D. Nyheim, Solution Manual For Technology Strategies For The Hospitality Industry
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TABLE OF CONTENTS

TO THE INSTRUCTOR                                                                                                      1

SAMPLE SYLLABI                                                                                                            2

TEXT OUTLINE                                                                                                                  8

CHAPTER   1       INTRODUCTION AND COMPETITIVE ADVANTAGE                20

CHAPTER   2       COMPUTING BASICS AND NETWORKS                                      24

CHAPTER   3       E-COMMERCE AND DIGITAL MARKETING IN PRACTICE      28

CHAPTER   4        RESTAURANT MANAGEMENT SYSTEMS                                  33

CHAPTER   5       HOTEL AND RESORT TECHNOLOGY                                          37

CHAPTER   6        TECHNOLOGY IN MEETINGS AND EVENTS                              43

CHAPTER   7       MAXIMIZING REVENUES THROUGH GLOBAL

DISTRIBUTION                                                                                 48

CHAPTER   8        DATABASES                                                                                      54

CHAPTER   9        INFORMATION TO KNOWLEDGE                                                 58

CHAPTER 10       VIRTUAL REALITY AND AUGMENTED REALITY

APPLICATIONS FOR THE TOURISM AND HOSPITALITY        66

INDUSTRY

CHAPTER 11       STRATEGIC HOSPITALITY TECHNOLOGY INVESTMENT      70

 

iii

 

To the Instructor:

This Instructor’s Manual is designed to provide flexibility in your choice of assignments and a wide variety of types of assignments. The material for each chapter includes:

  • A Chapter Overview to summarize the basic issues addressed in the chapter
  • Chapter Objectives for the students
  • Suggestions for class lectures, including more specific measurable student objectives that can be focused on for class discussions
  • Suggested “real world” applications of chapter materials which focus on students finding examples of actual meetings and events to use in applying the chapter material, and or students developing model examples of meetings and events themselves. These include suggestions for group projects and presentations.
  • Suggested video resources from web sources such as YouTube and from films.

These can be used as supplementary materials to reinforce chapter concepts or to provide connections to other media

  • Suggested chapter assignments for the individual student
  • Suggested research assignments for the individual student
  • Suggested answers to end-of-chapter review questions

Additionally, this Manual include suggested 10 and 16-week syllabi for a course using this text. These syllabi utilize suggested assignments and projects that could be taken from any of the chapter materials. As each chapter has an abundance of possible assignments, Instructors have many options to customize the course to their needs and focus. Instructors can also, of course, use these syllabi as models and edit and adjust components and wording of the syllabus to cater to the requirements and policies of their departments or institutions.

Sample Syllabus – Technology Strategies for the Hospitality Industry

(Sixteen Week and Ten Week versions) Course Name / Instructor Name

Office:                   E-mail:                                      Office hours:                               

Phone:                 

Course Objectives

This course is designed to provide students with an introduction and overview of strategies to utilize and incorporate technology in the hospitality industry.

By the end of the course, students should:

  • Understand the competitive advantages of technology in the hospitality industry.
  • Know the basics of computing and networks
  • Know E-commerce and digital marketing in practice
  • Understand strategies for technology in the restaurant, hotel and resort industries
  • Understand strategies for technology in Meetings and events
  • Know ways to maximize revenue through global distribution
  • Understand databases and the concept of information to knowledge
  • Understand the possibilities of virtual reality and augmented reality

Course Requirements

Students will be required to attend each week’s class meetings; read the required readings and handouts; take two exams; complete quizzes and class assignments as directed; contribute to a group project and group paper; and write a final report. Participation and attendance are critical to the success of this class and will be used to help determine the final grade.

Grades

Chapter Quizzes

 

10%

Chapter Assignments 10%
Group Presentation 15%

Group Presentation Paper 10%

Mid-term Exam 15%
Final Exam 15%
Participation 10%
Final Report 15%

Exams

The mid-term exam will cover the chapters we have studied to that point in the semester. It will be a combination of multiple choice, true / false, fill-in-the-blank, and short answers.

The final exam is not cumulative, and will cover the final chapters in our text. It will be in the same format as the midterm exam.

Paper / Report

The paper and report should be typed and double-spaced in a 12-point Times Roman font with 1-inch margins. The format for papers should be MLA style. A sample paper in MLA style can be found in most college handbooks and online. Failure to follow correct format will result in a loss of points for the assignment. Late papers will drop your grade by ten points for each class period missed. Any paper that is not turned in by one week after due date will be given a grade of 0. Any paper that is plagiarized will receive a grade of 0, and I may pursue further disciplinary action. I will have further handouts of details of the two papers.

Group Presentation

You will contribute to a group presentation which will be tied to one of our text chapters. Each student will be expected to contribute equally to this project. I will assign you to a group that will work together to give an oral presentation to the class that details a “realworld” application of the issues discussed in the text. I will have a further handout with more details of this assignment.

Group Paper

The group will also turn in a formal paper detailing the information given in their oral presentation. I will have a further handout with more details of this assignment.

Final Report

You will write a final report for this class in which you are asked to demonstrate a thorough knowledge and understanding of technology strategies for the hospitality industry. This will be a comprehensive report that will ask you to incorporate material and skills from throughout the course. I will have a further handout with more details of this assignment.

Quizzes

We will have a quiz on the material covered in that week’s chapter on the first class period of that week. There may also be quizzes on other materials discussed in class including videos or group presentations.

Chapter Assignments

For some chapters, I will assign an activity for you to complete and submit to me. These assignments may be research-based, or they may ask you to practice some of the techniques we are learning from that chapter, or ask your opinion about some of the issues that we have been discussing in class. Chapter Assignments are formally written and those turned in late will receive partial credit.

Participation and Classroom Conduct

You are expected to come to class well prepared with all assignments complete, and to participate in whole-class discussions.

If you are attentive and regularly make helpful, insightful comments in class, and complete all assigned work on time, you will earn an “A” for your participation grade. If you rarely offer useful insight or comments, if you are disruptive, if you sleep or are otherwise occupied, or if you fail to contribute to the positive functioning of this class, you will earn an F for participation.

If you rarely participate in class discussions but turn in your assignments on time, do well on the quizzes and in collaboration with your group, you will most likely earn a C for participation. Repeated tardiness will also affect your participation grade. Because it is only fair to apply the same requirements to all students, please do not ask for an exemption from the requirements listed above.

Classroom Conduct

You are expected to treat faculty and fellow students with respect. Civility in the classroom and respect for the opinions of others is very important in an academic environment. It is likely that you may not agree with everything that is said or discussed in the classroom. Courteous behavior and responses are expected and lack of this will affect your grade.

A word about cell phones.

When you are in class, you should not take cell phone calls. They should be turned off when you enter the classroom. If you leave class to take a call, it will affect your participation grade. If you are in an emergency situation and need to be accessible by cell phone, set it to vibrate, and inform me privately at the beginning of class. Also: no txt msg n cls!! Rlly!!!

Academic Integrity

Academic integrity is fundamental to the process of learning and evaluating academic performance. Academic dishonesty will not be tolerated. Academic dishonesty includes, but is not limited to, the following: cheating, plagiarism, tampering with academic records and examinations, falsifying identity, and being an accessory to acts of academic dishonesty.

Accommodations for Students with Disabilities

Students who qualify for services will receive the academic modifications for which they are legally entitled. It is the responsibility of the student to register with the Office of Disability Services each semester and follow their procedures for obtaining assistance. Please let me know by the end of the second week of class if you anticipate needing disability accommodation.

Attendance Policy

Students are expected to attend every class and are responsible for all class work. You will be penalized for excessive absences. For each absence after three, your final grade will be lowered two points. I may also notify your dean who may put you on attendance probation. You will be marked absent if you are not present when the roll is taken. If you come to class late, it is your responsibility to see me at the end of class to have the absence changed. Additionally, if you leave early, you may be marked absent for half or all the class period. You are also expected to let me know at the beginning of class if you need to leave early. You should save absences for times that are truly unavoidable.

You are responsible for finding out from a class member whatever occurs in class on a day you are absent. Work due on a day you are absent is still due on the due date. Because it is only fair to apply the same requirements to all students, please do not ask for an exemption from the requirements listed above. If you observe religious holy days that are not noted in the academic calendar, please see me by the end of the second week of class.

Weekly Syllabus (Sixteen Week Schedule).

Students are responsible for the material listed at that week before coming to the first class period of that week. Expect quizzes for all chapters. Syllabus may change, with advance notice to class.

 Week One  Introduction to the course / Introduction to the class
   
 Week Two  Chapter 1 / Chapter 2
   
 Week Three  Chapter 3
   
 Week Four  Chapter 4
   
 Week Five  First Group Presentations / Class Review and Discussion
   
 Week Six  Chapter 5
   
 Week Seven  Chapter 6
   
 Week Eight  Second Group Presentations / Class Review and Discussion
   
 Week Nine  Review / Midterm Exam
   
 Week Ten  Chapter 7
   
 Week Eleven  Chapter 8
   
 Week Twelve  Third Group Presentations / Class Review and Discussion
   
 Week Thirteen  Chapter 9
   
 Week Fourteen  Chapter 10 / Chapter 11
   
 Week Fifteen  Fourth Group Presentations / Class Review and Discussion
   
 Week Sixteen  Final Reports Due / Final Exam Review
   

Final Exam: Time and date TBA during Finals Week in our regular classroom.

Weekly Syllabus (Ten Week Schedule).

Students are responsible for the material listed at that week before coming to the first class period of that week. Expect quizzes for all chapters. Syllabus may change, with advance notice to class.

 Week One  Introduction to the course / Introduction to the class / Chapter 1
   
 Week Two  Chapter 2 / Chapter 3
   
 Week Three  Chapter 4 / First Group Presentation
   
 Week Four  Chapter 5 / Chapter 6
   
 Week Five  Chapter 7 / Second Group Presentation
   
 Week Six  Midterm Review / Midterm Exam
   
 Week Seven  Chapter 8
   
 Week Eight  Chapter 9 / Third Group Presentation
   
 Week Nine  Chapter 10 / Fourth Group Presentation
   
 Week Ten  Chapter 11 / Final Reports Due
   

Final Exam: Time and date TBA during Finals Week in our regular classroom.

Text Outline

CHAPTER ONE – Introduction and Competitive Advantage

Chapter Objective

Learning Objectives

Chapter Introduction

Interview

Overview

Welcome to the World of IT!

Managing Your Career

Strategy

Achieving Competitive Advantage

Resource-Based View of the Firm

Past Examples of Competitive Advantage Derived from IT

Sustainability

Summary

Case Study and Learning Activity

Key Terms

Chapter Questions

 

CHAPTER TWO – Computing Basics and Networks

Chapter Objectives

Learning Objectives

Chapter Introduction

Interview

Overview  System

Hardware

Software

Networks

Security, Performance, and Reliability

Small Networks  Large Networks

The Internet

The World Wide Web

Large Wireless Networks

Forward-Looking Issues in Hospitality

Security

Summary

Case Study and Learning Activity

Key Terms

Chapter Questions

 

CHAPTER THREE – E-Commerce and Digital Marketing in Practice

Chapter Objective

Learning Objectives

Chapter Introduction

Interview

Overview

Advertising

Auctioning

Mobile Commerce

Social Commerce

User-Generated Content

E-Commerce Technologies

Overview of E-Commerce Technologies Servers

E-Commerce Web Apps and Tools

Conversion Rate Optimization

Analytics

UGC (Pixlee, Curalate)

Social Sharing

Browser Notifications (Pushfire, Pushcrew)

Email Subscriptions

Social Buy Buttons

Live Chat

Dynamic Landing Pages

Content Management and E-Commerce

Platforms

Social Media

Subscriptions (Starbucks, Cratejoy)

Loyalty Programs

Inbound Marketing

Affiliate Marketing

Internet of Things (IOT)—Smart Speakers,

Smart Everything

Messaging Apps and Chatbots

Digital Marketing

Introduction to the Topic of Digital Marketing and Its Impact on Hospitality

SEO

SEM

Paid Advertising

Media Buying

Pay-Per-Click—PPC

Cost per Action—CPA

Shopping Ads

Pay per View—PPV

Paid Social Advertising

Native Ads

Mobile Ads

Retargeting

Email Marketing

Reputation Management (Hotel-Focused Reputation Management)

Content Marketing

Video Marketing

Podcasting

Conversion Optimization

Web Analytics

Security

Security of Your Electronic Transactions

Securing Your Web Site

Message Security

Message Integrity

E-Commerce Security Trends

Growth in Cyber Crimes

Ransomware, Malware, and Adware

Exploiting Social Commerce

Zero-Day Exploits Fake Reviews

Summary

Case Study and Learning Activity

Chapter Questions

Key Terms

 

CHAPTER FOUR – Restaurant Management Systems

Chapter Objective

Learning Objectives

Chapter Introduction

Interview

Overview

Restaurant Management System (RMS) Components

Other POS Functionality

Decreased Service Time

Order Accuracy

Security of Cash Transactions and Internal Auditing Functions

Reduced Training Burden

Labor Scheduling and Performance Control Analytics

The Kitchen Management System

Kitchen Management System (KMS)

Inventory and Production Management

Inventory Levels and Consumption

Purchasing

Theft

Benefits of Inventory and Menu Management

Reservations and Table Management

Interfaces

Self-Ordering/Online Ordering

Proprietary versus Nonproprietary RMS

Payment, Security, and Compliance

Summary

Case Study and Learning Activity

Key Terms

Chapter Questions

 

CHAPTER FIVE – Hotel and Resort Technology

Chapter Objective

Two Questions Addressed in the Chapter

Learning Objectives

Chapter Introduction

Interview

Overview

The Guest Lifecycle

The Property Management System

Enable Guests to Make Reservations

Enable Guests to Check-In/Register When They Arrive and Check-Out/Pay When They Leave

Enable Staff to Maintain Guest Facilities

Account for Guests’ Financial Transactions

Track Guests’ Activities for Use in Future

Sales Efforts 75

Track Guests’ Complaints

Interface with Other Systems 76

Central Reservation System (CRS) 76

Point-of-Sale System (Food and Beverage POS) 77

Hotel Retail POS Systems 77

Back-Office Accounting 77

Sales and Catering System 77

Energy Management System 77

In-Room Amenities 77

Security 78

The Call Accounting System 78

Guest Call/Maintenance Tracking System 78 Telephone Service and Guest Messaging 78

Three Key Interfaces 78

Real-Time Interface with the GDS/CRS 78

Integration with Activities Management Systems 79 Built-In Revenue Management Tools 80

Graphical User Interface 80

Advantages and Disadvantages of External

Technologies 81

Summary 83

Case Study and Learning Activity 83

Key Terms 85

Chapter Questions

 

CHAPTER SIX – Technology in Meetings and Events

Chapter Objective 86

Learning Objectives 86

Chapter Introduction 86

Interview 87

Overview 88

Planning Phase 88

Site Selection and RFPs 88

Event Documentation 89

Registration, Housing, and Travel 89

Marketing and Sponsorships 89 Internet Requirements 90

Event Phase 90

Audio 90

Visual 91

Virtual Meetings 91

Presentation Management System 93 Team Communication 93

Attendee Experience 93

Audience Response and Survey Systems 93

Mobile Application Software 94

Wearable Devices 94

Mobile Payments 94

Signage 95

Event Capture 96

Summary 96

Case Study and Learning Activity 96

Key Terms 97

Chapter Questions 97

 

CHAPTER SEVEN – Maximizing Revenues through Global Distribution

Chapter Objective 98

Learning Objectives 98

Chapter Introduction 98

Interview 99

Overview 100

Importance of GDS 103

Developing a Distribution Channel Strategy 106

Finding and Competing for Electronic Shelf Space 106

Cost Implications 107

Understanding Share of Distribution 109

Inadequate GDS Technology Infrastructure 110

How Hotels Find Return on Investment in Third-Party Distribution 110

The Rise in Meta Search Engines 111

Shift in Balance of Power from Supplier to Customer 111

New Models of Distribution and Pricing 111

Accelerated Rates of Change 112

Relinquished Control of the Customer Relationship 112

Trends in Hotel and Resort GDS 112

Disintermediation and Reintermediation 112

Digital Divide 113

Transparency: A Hope for the Future 114

Packaging: The Bundling of Air Tickets,

Lodging, and Car Rentals 114

Leveraging Technology to Reduce

Overhead 114

Smart Device Apps Applications 115 Shopping Bots 115

Summary 115

Case Study and Learning Activity 116

Key Terms 118

Chapter Questions 118

CHAPTER EIGHT – Databases

Chapter Objective 119

Learning Objectives 119

Chapter Introduction 119

Interview 120

Overview 121

Structured Data and Database Basics 121

Database Management Systems (DBMSs) 121

Functions of a DBMS 123

Data Extraction and Information Gathering 123 Distributed DBMSs and Cloud Computing 124

Unstructured Data 125

Database Usage 125

Analysis 125

Customer Relationship Management (CRM) 126 CRM in Use 126

Summary 128

Case Study and Learning Activity 128

Key Terms 129

Chapter Questions 129

 

CHAPTER NINE – Information to Knowledge

Chapter Objective 130

Learning Objectives 130

Chapter Introduction 130

Interview 131

Overview 131

Defining Business Intelligence 133

Information as a Valued Asset 135

Working Smart 136

The Balanced Scorecard 137

The Importance of Infrastructure 138

Summary 139

Case Study and Learning Activity 139

Key Terms 140

Chapter Questions 140

 

CHAPTER TEN – Virtual Reality and Augmented Reality Applications for the Tourism and Hospitality Industry 141 Chapter Objective 141

Learning Objectives 141

Chapter Introduction 141

Interview 142

Overview 143

VR Definition 144

AR 144

Technologies for VR and AR 145

Overview of 3D Scanning Technology 145

Types of 3D Scanning Technologies 145

360-Degree Video for Quick VR/AR Scene Generation 146

VR/AR HMD Technologies 147

Tethered VR Headsets 147

Wireless VR Headsets 148

Wireless AR Headsets 148

VR/AR in Tourism and Hospitality:

Rationales and Applications 149

Effective Policy Planning and Management 149

Effective Entertainment Tool 149

Education Tool 149

Virtual Attractions at Effective Cost 149

Interactive Dining Experience 149

Easy Translation Capabilities 149

Real-Time and Reliable Navigation 150

Booking Rooms 150

Exploring the Property 150

Restaurant Experiences 150

Local Attractions 150

Marketing 150

Hotel Management 150

Emerging Role of Artificial Intelligence 151

VR/AR Adoption in the Tourism and Hospitality Industry 151

Failures of VR/AR Adoption 152 Summary 152

Case Study and Learning Activity 153

Key Terms 153

Chapter Questions 153

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