Tourism Management


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This introductory course provides student with the scope and complexity of the hospitality industry by exploring the relationships of lodging, tourism, food and beverage, culinary arts and other sub industries. It introduces key hospitality management definitions and the opportunity available to achieve a successful hospitality career. It encompasses the study of organisation, functions, operations and management of the hospitality industry, safety, security and environmental practices.

This subject will prepare students with fundamental knowledge of the tourism industry. These include the knowledge in tourism components and organisations, motivation, tourism supply and demand, 29 planning and development of a destination, tourism research and marketing tourism destination. Students will be exposed to the economic significance of tourism and the impact in the economic, social and environment. Students will also be exposed to the future trends and development in tourism for the purpose of planning and forecasting in the industry.

This course introduces the functions of management such as planning, organising, leading and controlling and other management principles and concepts. The subject will expose students to managerial approaches that are pertinent in a business enterprise. Business challenges and several management issues are also covered in order for a student to acquire better understanding of managerial duties, skills, roles and decisions.

This course introduces the principles and practice of marketing. It includes the basic concept and philosophies in marketing, market segmentation, targeting and positioning as well as marketing mix (4P’s). In addition, areas on consumers’ buying behaviour, marketing environment and marketing role in strategic planning and society are also emphasised.

The emphasis of this course is to nurture entrepreneurship culture among students so that they can appreciate the value of entrepreneurship in their daily life. Students will be introduced to the fundamental of entrepreneurship: its concept and theoretical framework of entrepreneurship, and the individual entrepreneurial development. Students will also be exposed to creative and innovative development that will enhance them in identifying business opportunities. Emphasis will also be made on methods of starting a business.

This course is designed to provide knowledge on the management of travel and tour agency. Travel and tour agency serves as an important intermediary in tourism industry. Hence, students will be given theoretical foundation and principles of managing a travel and tour agency effectively. They will also engage in activities that can enhance their operation skills particularly in tour package development and tour guiding competencies.

This course is designed for students to learn on the basic operation of commercial airline industry particularly in the area of reservation and ticketing. It consists of specific procedural knowledge and hands-on skills particularly in the usage of ABACUS system to handle flight reservation and issuing ticket as commonly applied in the airline industry.

The course would focus on the basic understanding of the Malaysian legal system as well as other basic legal principles which are mainly governing the hospitality and travel industry with particular emphasis to aspects of laws relevant to culinary, food management, restaurant and tourism industry. The laws covered within this course are namely the commercial law such as law of contract, law of agency, tort of negligence and other parliamentary statutory provisions relevant to hospitality and tourism industry.

This course will cover the key areas of economics within a hospitality framework. Case studies and/or selected reading excerpt will be utilised in explaining relevant economic principles and defining key terminologies. The topics will be covered with a minimum amount of mathematics. The content of the course will equip students with the relevant economic knowledge that will enable them to analyse and manage the development in the hospitality industry and related activities in tourism, leisure and recreation.

This course will equip the students with knowledge and understanding of the new emerging tourism sector – Health and Wellness. The course focuses on health and wellness product development, managing resources, cater to the needs of tourists’ health and well-being. Students learn how global changes especially demographic shift experienced by the world population, influences the development of health and wellness tourism offerings. Problem-solving cases will be used to familiarize students with current issues related to health and wellness tourism businesses, which enable them to meet changing circumstances of health and wellness tourism sector.

This course is designed to provide students with an understanding of the history, concept and development of park and recreation. Next, the operation management of the park such as resource management responsibilities, visitor use management, financing and human resources will be explored. Students will also be exposed to the problems and solutions of managing parks and finally, discuss about the future of parks and recreation.

This course provides a theoretical and practical overview of issues and insights in relation to heritage tourism. Specifically, this course focuses on the cross-disciplinary study of culture and heritage in tourism, at the local, national and international levels of destination and society. Two areas of emphasis in this course are: (1) Theoretical insights into heritage related to place and space, community, politics and power, ethnicity, identity and belonging, plus the stakeholders in the local-global tourism industry, (2) Practical insights and tools from an applied perspective, for the planning and management of heritage sites and other heritage resources. The notion of 'heritage' includes natural, cultural and social aspects of heritage. Attention will be paid to both the developing and developed world context.

The course covers key areas of financial aspects of evaluating future hospitality projects. Students must deal with several tools in analysing and evaluating the worthiness of mutually exclusive projects. The contents include financial decisions and risk return relationship, financial feasibility, evaluation of hospitality properties, financial structure, and asset management.

This course is offered as an introductory course in philosophy, the focus of which is to prepare students for reading philosophical texts as well as forward thinking and writing philosophically in the context of tourism. It is hoped that by carefully reading the texts selected for the course, students will learn how to philosophically investigate some of the issues that are of central importance to human thinking, phycology of travel and tourist behaviour. As an introduction to the study of philosophy, this course has two over-arching goals: 1) increasing the students’ knowledge of central philosophical arguments and 2) developing students’ abilities to read, write, and debate these arguments critically. With these main goals in mind, we will begin with a brief introduction to logic and the progress towards an understanding of the import of various philosophical ideas with a constant eye as to how and why these ideas matter in our lived worlds.

This course introduces the concepts and theories on information technology, technology adoption, diffusion of innovation, usability, social media and social network and how they influence tourism/hospitality industry. In addition, this course exposes students to issues related to the use of technology for knowledge management, benchmarking, inter-organisational data sharing, and collaboration among organisations in the tourism industries. Specifically, this course provides an insight into the tourism industry through the application of new emerging technologies. It covers both the strategies and concepts of e-commerce and the technological infrastructure requirements that are applicable in the tourism industry. By the end of this course students will be able to understand the factors that influence technology adoption/use in tourism. Students will learn to apply the newly acquired theoretical knowledge to practical problems through case studies. They will also have acquired the necessary knowledge and skills to develop technology management strategies that can help tourism organisations use emerging technologies more effectively.

This course examines the advance economic principles on the tourism industry and explores the impacts of tourism on local and national economics. Applications of economic analysis to tourism include estimation and prediction of demand and supply, forecasting tourism market trends, estimating and forecasting tourism value and demand, economic impacts of tourism and the use of economic analysis in tourism management, marketing, financial, and policy decisions.

This course is designed to provide students with a valid and practical means of planning destination to meet the collective needs of tourists, host communities, government, and other stakeholders. The preparation of development plans and identification of potential products/resources is vital to the dynamic nature of tourism and the factors that influence its development. Thus, it will develop analytical thinking in order to evaluate tourism destination according to current and future needs.

Pervasiveness that occurs in the travel industry demands a more comprehensive study of leisure behaviour in all its complexity. The continued growth of the tourism industry depends on a closer and more attentive scrutiny of group travel needs as well as how it influences leisure and travel patterns of individuals. This subject will therefore identify the elements influencing tourist behaviour, understanding and managing tourist behaviour and the process involved in making decisions among the tourist.

This course is designed to help students understand the importance of human resources in achieving organisational goals in the hospitality industry. This course also provides an overview of human resource management, with particular emphasis in human resource planning and strategy, personnel selection, equal employment opportunity, training, performance appraisal, compensation, and contemporary issues.

This course introduces current literature and theories of strategic management in hospitality firms and business scenario as a whole. Students will be actively involved in the exploration of current ideas, issues, problems and techniques associated with top management and overall organisation. This task includes planning a company's mission statement, objectives, vision and policies and figuring out the most effective way to implement them. Analysis of the environments, opportunities and strategies peculiar to managing the strategy function in the hospitality industry will be covered.

This course is designed to expose students to management research in order to better understand the complexity of today’s hospitality business environment. Managers need good information to reduce risk in their management decision making. At the same time, research can assist management to ask the right strategic questions. Hence, knowledge and understanding of our social and business environment have become the basis of today’s managerial decision-making. This introductory course provides a holistic and integrated approach to hospitality management research processes. This course covers a wide range of approaches to management research and their philosophical bases to be readily applicable to managerial problem solving.

This course introduces the students to the travel and tourism industry focusing on marketing and promoting the tourism products and services. Students are exposed to the tourism marketing mix and promotional mix element of the tourism products and services and applied these to the tourism organisation.

This course introduces the concepts of Islam and tourism to further enhance greater understanding of tourism businesses from the Islamic perspectives. The students will be given the basic knowledge of the Islamic civilization, Islamic world, Islamic travel, Islamic law and tourism, and how to design and develop travel businesses targeted to the Global Islamic market.

This course is designed to expose students to the issues of development of tourism industry and the socio-cultural and economic impact and challenges encountered as tourism development increases. Studies will include planning, development and control besides translating basic principles into practical part in sustaining the tourism industry and achieving a balance between development and long term conservation of physical, ecological and socio-culture.