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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
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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
