Subject code:HGE401

Subject Title: Hotels and the Guest Experience

Assessment: Learning Portfolio

2,500 words over 5 tasks (+/-10%)

Task 1 – Being a host (400 words)

Lashley (2000) argues that hospitality is present across different domains, such as the domestic/private, cultural/social and commercial. Hospitableness encompasses all these domains. This task allows you to examine and reflect on the role of hosts in commercial accommodation. You are required to:

• provide a definition based on a minimum of two references within the literature provided in class of hospitableness
• discuss the characteristics of a “good host” and provide a critical analysis of their role in the commercial domain of hospitality.

Task 2 – Hospitality Intelligence (500 words)

Many competencies, skills, attitudes and behaviours are required to design, manage and co-create memorable hotel experiences. Through the completion of a series of online tests (links are provided separately by your lecturer) take this opportunity to reflect on the importance of hospitality intelligence in providing positive guest experiences.

You are required to provide a screenshot of your test results and address the following points:

• Examine your results and identify areas of strength and areas of improvement across the hospitality intelligence competencies examined in class.
• Identify potential avenues to enhance your strengths or work on your weaknesses
• Provide a reflection with examples of how you have used hospitality intelligence in your past and current hospitality experience (either as a guest or as a host and across multiple domains), as well as how you are planning to use these competencies in the future.

Task 3 – The guest experience definitions matrix (400 words)

There is no unified definition of customer or guest experience. Definitions provide varied ideas as to what makes a positive guest experience. This task requires you to explore and critically analyse several customer/guest experience definitions found in academic literature. You are required to:

• identify at least 5 customer/guest experience definitions
• identify similarities and differences across the definitions
• create a matrix that incorporates the above (200 words). A template will be provided in class. For online students a template will be provided in your assessment folder.
• provide a synthesised statement (200 words) that reflects your analysis of the definitions

Task 4 – Case study analysis Part 1 (300 words and visuals).

You will be provided with an industry case study to apply theories and concepts discussed in Tasks 1, 2, and 3, as well as apply theories learned in Topics 5, 6 and 7. The case study provides an opportunity to evaluate the application of key guest experience concepts covered in class in a real-life industry context. In this task, you will be required to:

• Apply the theatrical metaphor proposed by Pine and Gilmore (1999), and Hemmington (2007) to analyse the guest experience narrated in the case study.

Some questions to help guide you in this task may be:

• • Who are the main actors in staging the experience of the guests?
  • What is the stage?
  • Where does the experience take place?
  • What roles do staff play in the experience?

• Create the guest persona of the case study main protagonists (visual).
• Create a mood board representing the servicescape described in detail in the case study (visual).

Task 5 – Case study analysis Part 2 (600 words + visuals)

Through the same case study used in Task Four (4), this task will allow you to apply the key concepts learned in Tasks 1, 2, and 3 to analyse all the controllable (human interaction and physical environment) and uncontrollable factors (trip-related factors and personal characteristics) that determine a hotel guest experience. You will be required to:

• Discuss how the Walls et al. (2011) model of hotel guest experience can be applied to the case study. Particular attention should be given to explain the role of employees in determining the guest experience, using examples from the case study to argue your points (500 words).
• Identify and examine the value co-creation strategies presented in the case study by creating an infographic (visual) that visualises these.

The infographic should have a word count of maximum 100 words, and at least 8 visual elements.

 

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