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HGE401 Assessment Brief Page1of5Task SummaryThis assessment task requires you to write a 2,500-word report based on the provided case study on ahotel guest experience. As the case study changes each term your hotel type, category and location willchange accordingly. This assessment tasks requires you to provide:
A critical analysis of the concept of guest experience in the academic literatureAn application of these theories in the hotel context through the analysis of the guest experiencecreated at the case study hotel.The creation of visual elements (infographics, mood boards etc.) that summarise the analysis ofthe case study.
Please refer to the “Context” section for further explanations and to the “Task Instructions” section fordetails on how to complete this task.
ASSESSMENT 1 BRIEF
Subject Code and Title
HGE401: Hotel and the Guest Experience
The Subject Learning Outcomes demonstrated by successfulcompletion of the task below include:a) Understand the development of the tourism and hospitalityindustry, and the concept of hospitableness;b) Critically evaluate howchangingconsumerbehavioral trends areimpacting customer experience;c) Explore the correlation between culture, customerexperience and businessexperience;d) Analyse the impact of poor customer experiencese) Assess a range of strategies that hotels can take to improve theircustomers’ experience.
Due by 11:55pm ACDT/ACST/AEST/AEDT Sunday (week 7)
HGE401 Assessment Brief Page2of5ContextHospitality is nearly as old as humanity. From providing a basic hospitable environment and simpleamenities to guests, hotels are now aiming at staging memorable experiences. Due to the continuous shiftin guest expectations, hotels are constantly evolving. The hotel industry has moved from meeting theneed for a clean room and quality service, to now staging personalized, unique and authentic experiencesthat engage the guests in a personal way. Experiences are now used by hotel providers as a keycompetitive differentiator. For this reason staging, co-creating and managing guest experiences is abusiness imperative for hoteliers (Gilmore & Pine, 2002).This assessment allows future hospitality professionals to explore the guest experience from theperspective of both guests and hosts. Firstly, it encourages you to reflect on the complex andmultidimensional concept of guest experience. Secondly, it allows you to analyse the guest journeyholistically and the various operational levels embedded in each experience touch point. Lastly, the casestudy allows you to critically reflect on the crucial role hotel operators have in staging, managing and cocreating quality experiences with their guests, and the challenges entrenched in this process. The purposeof this assessment is to also allow you to improve your academic writing skill set and become morefamiliar with visual communication tools, important skills in a business environment.Please refer to the case study provided to you at the beginning of term for additional insights into yourassessment context.Task InstructionsThis assessment task requires you to write a 2,500-words case study analysis report on the guest experienceat a hotel selected by your lecturer. The written part of your report should follow the structure of a casestudy and should be written in third person.In your case study report you will provide a critical analysis of the main guest experience concepts andtheories, their application in the case study and a reflection on the strategies used by the case hotel to stagemanage and co-create positive experiences. To do so you must frame your analysis around research fromacademic literature and industry publications. You should read widely and incorporate this reading into yourdiscussion. As a place to start you should include in your report the readings provided throughout the unit,however additional research is expected for this assessment. You can also find useful readings and resourcesat the end of this assessment brief to utilise in your reflection.You are expected to refer, in text, to a minimum of ten (10) academic sources, plus others as required inorder to show competency in the assessment. Up to three of these can be academic textbooks, with aminimum of seven (7) academic journal articles. Blogs and other unverifiable sources will not count asacademic references but can still be used to support your writing.HGE401_Assessment_1_Brief_Assesment Page 3 of 8To help you better understand how to integrate research in the case analysis please follow thebelow report structure.Suggested Report Structure:
TUA Individual Assessment CoversheetExecutive Summary (approx. 250 words)
PurposeOutline of the analytical process (how did you analyse the case study)Main findings summarised
Table of ContentsIntroduction (approx. 250 words)
Background information on the topic and case studyPurpose
➢ Thesis statement
Overview of report
Main Body1. The concept of guest experience and its application (approx. 750 words)In this section you are required to provide an analysis of the concept of guestexperience and its application in the case study. Your analysis should focus onbreaking down the experience the guests had at the hotel, identifying all theelements that contribute to determining their experience. This section shouldcontain the following elements and answer the following questionso How is guest experience defined in the academic literature? Criticallyevaluate 3 selected definitions and, utilising the case study as a reference,provide examples of their application in a hotel context.Tip 1: Avoid copying and pasting definitions from academic articles and text books. Instead, selectand interpret in your own words the key theories and their applications in the hotel context.o Staging and managing the guest experience is like working in theatre (Pine &Gilmore, 1998). Utilising the case study as a reference point, reflect on thetheatrical metaphor Pine and Gilmore (1998) and Hemmington (2007)provide to define the hospitality experience. Who is the audience? Who arethe front stage actors? Who are the backstage technicians? What are thesupporting activities? What constitutes the theatrical stage? How do thesecombined elements create a total guest experience as described in the casestudy?o Applying Walls et al. (2011) model of luxury hotel experience, identify andanalyse all the elements that, in the case study, have contributed to createthe guest experience? For this section you are required to use a variety ofvisuals (e.g. customer persona; moodboards etc.) that support your analysisof the case study.Tip 2: When asked to illustrate a particular theoretical model, don’t limit your analysis to that modelonly. Demonstrate your understanding and your analysis and synthesis skills by integrating othersources that support that model. Your topic 2, 3, 4 and 5 have an array of resources you can use tostrengthen your analysis.2. Managing the hotel experience (approx. 750 words)In this section you will present your evaluation of the role that the staff has inmanaging the guest experience. To help you frame your case study report thissection should address the following points:HGE401_Assessment_1_Brief_Assesment Page 4 of 8o Reflect on the role that staff (both front stage and back stage) have in creatingpositive guest experience. Provide examples from the case study to support youranalysis.o What competencies do staff require to deliver memorable experiences to theirguests? How can they acquire them? Utilise the Hospitality intelligence frameworkproposed by Bharwani and Juanhari (2013) to frame your evaluation. Useexamples from the case study to support.o Based on the case study, evaluate what are the most impactful challenges the staffat the case study hotel experience on a daily basis in staging and managing theirguests’ experiences. How do they overcome them?3. Reflection and discussion (approx. 500 words)o Provide a final and summarised reflection on the case study in relation to how thecontemporary hotel scape has evolved as a result of changed consumers’ needsand how guest experiences need to be staged and managed by professional,motivated and competent staff.o Create and present one (1) visual representation of the case study total guestexperience and its management in the form of a service blueprint. Serviceblueprints are customer-focused tools mapping guests’ touchpoints throughouttheir experience. They also highlight the service process at each touchpoint,breaking it down into physical evidences, on/off-stage staff and activities andsupporting processes fundamental to drive customer-focused service delivery(Bitner, Ostrom & Morgan 2008). Instructions on how to compile a serviceblueprint will be provided in class. Conclusion (approx. 250 words)o Key learnings
How this report achieved the original aim
Reference ListAppendix or Appendices
ReferencingAll referencing must be in accordance with the Academic Writing Guide: APA 7th Edition onSharePoint.It is essential that you use appropriate APA style for citing and referencing research. Please see moreinformation on referencing here in the Academic Writing Guide found via the Academic Skillswebsite.Submission Instructions1. Typed and formatted following the Assessment Structure Style Guide and uploaded toBlackBoard on time on the due date. Recommendations are OPTIONAL.HGE401_Assessment_1_Brief_Assesment Page 5 of 82. The total word count, excluding executive summary and references, must be within 10% (+or -) of the assessment word count. Penalties will apply when word count restrictions are notmet.3. To be submitted in electronic form as a word-processed file to BlackBoard.4. All referencing must be in accordance with the Academic Writing Guide: APA 7th Edition.5. A TUA cover sheet to be attached to your paper (Group assessment cover sheet)Academic IntegrityAll students are responsible for ensuring that all work submitted is their own and is appropriatelyreferenced and academically written according the Academic Writing Guide. Students also need tohave read and be aware of Torrens University Australia Academic Integrity Policy and Procedure andsubsequent penalties for academic misconduct. These are viewable online.Students also must keep a copy of all submitted material and any assessment drafts.Suggested readingsAggett, M. (2007). What has influenced growth in the UK’s boutique hotel sector?. InternationalJournal of Contemporary Hospitality Management, 19(2), 169-177.Ariffin, A. A. M., Maghzi, A., Soon, J. L. M., & Alam, S. S. (2018). Exploring the influence of hospitalityon guest satisfaction in luxury hotel services. e-Review of Tourism Research, 15(1).Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique forservice innovation. California management review, 50(3), 66-94.Brunner-Sperdin, A., & Peters, M. (2009). What influences guests’ emotions? The case of high-qualityhotels. International Journal of tourism research, 11(2), 107-228Carù, A., & Cova, B. (2003). Revisiting consumption experience: a more humble but complete view ofthe concept. Marketing theory, 3(2), 267-286.Gilmore, J. H., & Pine, B. J. (2002). Differentiating hospitality operations via experiences: Why sellingservices is not enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), 87-96.Harkison, T. (2018). The use of co-creation within the luxury accommodation experience–myth orreality?. International Journal of Hospitality Management, 71, 11-18.Harkison, T., Hemmington, N., & Hyde, K. F. (2018). Creating the luxury accommodation experience:case studies from New Zealand. International Journal of Contemporary HospitalityManagement, 30(3), 1724-1740.Hemmington, N. (2007). From service to experience: Understanding and defining the hospitalitybusiness. The Service Industries Journal, 27(6), 747-755.Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality: Aliterature synthesis, new understanding and research agenda. International Journal ofContemporary Hospitality Management, 30(1), 21-56.Mcintosh, A. J., & Siggs, A. (2005). An exploration of the experiential nature of boutiqueaccommodation. Journal of travel research, 44(1), 74-81.Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard businessreview, 85(2), 116.Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76,97-105.Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). Understanding the consumer experience: Anexploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2),166-197.HGE401_Assessment_1_Brief_Assesment Page 6 of 8Assessment Rubric
Knowledge and understanding(technical and theoreticalknowledge)20%
Limited understanding ofrequired concepts andknowledgeKey components of theassignment are notaddressed.
Knowledge or understanding ofthe field or discipline.Resemblesarecallorsummary ofkey ideas.Often confuses assertion ofpersonal opinion withinformation substantiated byevidence from theresearch/course materials.
Thorough knowledge orunderstanding of the fieldor discipline/s. Supportspersonal opinion andinformation substantiatedby evidence from theresearch/course materials.Demonstrates a capacity toexplain and apply relevantconcepts.
Highly developed understanding ofthe field or discipline/s.Discriminates between assertion ofpersonal opinion and informationsubstantiated by robust evidencefrom the research/course materialsand extended reading.Well demonstrated capacity toexplain and apply relevantconcepts.
A sophisticated understanding ofthe field or discipline/s.Systematically and criticallydiscriminates between assertion ofpersonal opinion and informationsubstantiated by robust evidencefrom the research/coursematerials and extended reading.Mastery of concepts andapplication to newsituations/furtherlearning.
Content, Audience andPurpose (broad andspecific content)
Demonstrates no awareness ofcontext and/or purpose of theassignment.
Demonstrates limitedawareness of context and/orpurpose of the assignment
Demonstrates consistentawareness of contextand/or purpose of theassignment.
Demonstratesanadvancedandintegrated understanding ofcontext and/or purpose of theassignment.
Consistently demonstrates asystematic and criticalunderstanding of context andpurpose of the assignment.
Analysis and applicationwith synthesis of newknowledge20%
Limited synthesis andanalysis.Limited application/recommendations basedupon analysis.
Demonstrated analysis andsynthesis of new knowledgewith application.Showstheabilitytointerpretrelevant information andliterature.
Well-developed analysis andsynthesis with application ofrecommendations linked toanalysis/synthesis.
Thoroughly developed andcreative analysis and synthesiswith application of pretestedmodels and / or independentlydeveloped models and justifiedrecommendations linked toanalysis/synthesis.
Highly sophisticated and creativeanalysis, synthesis of new withexisting knowledge.Strong application by way ofpretested models and / orindependently developedmodels. Recommendations are
HGE401_Assessment_1_Brief_Assesment Page 7 of 8
Written: Difficult tounderstand foraudience, nological/clear structure,poor flow of ideas,argument lackssupporting evidence.Audience cannot followthe line of reasoning.Did not meet the wordcount requirementsVisual: Graphics do notrelate to the topic.Several requiredelements were missing.The infographic isdistractingly messy orvery poorly designed. Itis not attractive
Written: Information,arguments and evidence arepresented in away that is notalways clear and logical.Line of reasoning is oftendifficult to follow.Visual: Some graphics relate tothe topicAll but 1 of the requiredelements are included on theinfographic.The infographic is acceptablyattractive though it may be abit messy
Written: Information,arguments and evidenceare well presented,mostly clear flow of ideasand arguments.Line of reasoning is easy tofollow.Visual: Some graphics relateto the topic.All but 1 of the requiredelements are included on theinfographic.The infographic is acceptablyattractive though it may be abit messy.
Written: Information, argumentsand evidence are very wellpresented; the presentation islogical, clear and well supported byevidence.Visual: All graphics are related tothe topic and most make it easier tounderstandThe infographic includes all requiredelements as well as additionalinformation.The infographic is attractive in termsof design, layout and neatness.
Written: Expertly presented; thepresentation is logical,persuasive, and well supportedbyevidence, demonstrating a clearflow of ideas and arguments.Engages and sustains audience’sinterest in the topic, demonstrateshigh levels of cultural sensitivityEffective use of diversepresentation aids, includinggraphics and multi-media.Visual: All graphics arerelated to the topic and arewell developed and make iteasier to understandThe infographic includes allrequired elements as well asadditional information andare well presented.The infographic isexceptionally attractive interms of design, layout, andneatness.
Quality of researchCorrect citation of keyresources and evidence20%
Demonstratesinconsistent use ofgood quality, credibleand relevant resourcesto support and developideas.
Demonstrates use of credibleand relevant resources tosupport and develop ideas, butthese are not always explicitorwell developed.
Demonstrates use of highquality, credible and relevantresources to support anddevelop ideas.
Demonstrates use of good quality,credible and relevant resources tosupport and developarguments andstatements.Shows clear evidences of researchskills beyond the given material.
Demonstrates useof high-quality,credible and relevant resources tosupport and develop arguments andposition statements. Shows clearevidences of research skills beyondthe given material.
HGE401_Assessment_1_Brief_Assesment Page 8 of 8
The following Subject Learning Outcomes are addressed in this assessment
Understand the development of the tourism and hospitality industry, and the concept of hospitableness
Critically evaluate howchanging consumerbehavioral trends are impacting customer experience
Explore the correlation between culture, customer experience and business experience
Analyse the impact of poor customer experiences
Assess a range of strategies that hotels can take to improve their customers’ experience
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