HGE401 Assessment Prelab Assignment Professional Capability Gap Analysis The VictorianGovernment ICT ITECH1103- Big Data and Ana…

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HGE401 Assessment Brief Page1of5
Task Summary
This assessment task requires you to write a 2,500-word report based on the provided case study on a
hotel guest experience. As the case study changes each term your hotel type, category and location will
change accordingly. This assessment tasks requires you to provide:
 A critical analysis of the concept of guest experience in the academic literature
 An application of these theories in the hotel context through the analysis of the guest experience
created at the case study hotel.
 The creation of visual elements (infographics, mood boards etc.) that summarise the analysis of
the case study.
Please refer to the “Context” section for further explanations and to the “Task Instructions” section for
details on how to complete this task.
ASSESSMENT 1 BRIEF
Subject Code and Title
HGE401: Hotel and the Guest Experience
Assessment
Case study
Individual/Group
Individual
Length
2,500 words
Learning Outcomes
The Subject Learning Outcomes demonstrated by successful
completion of the task below include:
a) Understand the development of the tourism and hospitality
industry, and the concept of hospitableness;
b) Critically evaluate howchangingconsumerbehavioral trends are
impacting customer experience;
c) Explore the correlation between culture, customer
experience and businessexperience;
d) Analyse the impact of poor customer experiences
e) Assess a range of strategies that hotels can take to improve their
customers’ experience.
Submission
Due by 11:55pm ACDT/ACST/AEST/AEDT Sunday (week 7)
Weighting
60%
Total Marks
100 marks
HGE401 Assessment Brief Page2of5
Context
Hospitality is nearly as old as humanity. From providing a basic hospitable environment and simple
amenities to guests, hotels are now aiming at staging memorable experiences. Due to the continuous shift
in guest expectations, hotels are constantly evolving. The hotel industry has moved from meeting the
need for a clean room and quality service, to now staging personalized, unique and authentic experiences
that engage the guests in a personal way. Experiences are now used by hotel providers as a key
competitive differentiator. For this reason staging, co-creating and managing guest experiences is a
business imperative for hoteliers (Gilmore & Pine, 2002).
This assessment allows future hospitality professionals to explore the guest experience from the
perspective of both guests and hosts. Firstly, it encourages you to reflect on the complex and
multidimensional concept of guest experience. Secondly, it allows you to analyse the guest journey
holistically and the various operational levels embedded in each experience touch point. Lastly, the case
study 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 purpose
of this assessment is to also allow you to improve your academic writing skill set and become more
familiar 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 your
assessment context.
Task Instructions
This assessment task requires you to write a 2,500-words case study analysis report on the guest experience
at a hotel selected by your lecturer. The written part of your report should follow the structure of a case
study and should be written in third person.
In your case study report you will provide a critical analysis of the main guest experience concepts and
theories, their application in the case study and a reflection on the strategies used by the case hotel to stage
manage and co-create positive experiences. To do so you must frame your analysis around research from
academic literature and industry publications. You should read widely and incorporate this reading into your
discussion. 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 resources
at 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 in
order to show competency in the assessment. Up to three of these can be academic textbooks, with a
minimum of seven (7) academic journal articles. Blogs and other unverifiable sources will not count as
academic references but can still be used to support your writing.
HGE401_Assessment_1_Brief_Assesment Page 3 of 8
To help you better understand how to integrate research in the case analysis please follow the
below report structure.
Suggested Report Structure:
 TUA Individual Assessment Coversheet
 Executive Summary (approx. 250 words)



Purpose
Outline of the analytical process (how did you analyse the case study)
Main findings summarised

Table of Contents

Introduction (approx. 200 words)


Background information on the topic and case study
Purpose
➢ Thesis statement

Overview of report
 Main Body
1. The concept of guest experience and its application (approx. 900 words)
In this section you are required to provide an analysis of the concept of guest
experience and its application in the case study. Your analysis should focus on
breaking down the experience the guests had at the hotel, identifying all the
elements that contribute to determining their experience. This section should
contain the following elements and answer the following questions
o How is guest experience defined in the academic literature? Critically
evaluate 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, select
and interpret in your own words the key theories and their applications in the hotel context.
o Applying Walls et al. (2011) model of luxury hotel experience, identify and
analyse all the elements that, in the case study, have contributed to create
the guest experience? For this section you are required to use at least two (2)
visuals (e.g. customer persona; mood boards etc.) that support your analysis
of the case study.
Tip 2: When asked to illustrate a particular theoretical model, don’t limit your analysis to that model
only. Demonstrate your understanding and your analysis and synthesis skills by integrating other
sources that support that model. Your topic 2, 3, 4 and 5 have an array of resources you can use to
strengthen your analysis.
2. Managing the hotel experience (approx. 900 words)
In this section you will present your evaluation of the role that the staff has in
managing the guest experience. To help you frame your case study report this
section should address the following points:
o Reflect on the role that staff (both front stage and back stage) have in creating
positive guest experience. Provide examples from the case study to support your
analysis.
o What competencies do staff require to deliver memorable experiences to their
guests? How can they acquire them? Utilise the Hospitality intelligence framework
proposed by Bharwani and Juanhari (2013) to frame your evaluation. Use
examples from the case study to support.
HGE401_Assessment_1_Brief_Assesment Page 4 of 8
o Based on the case study, evaluate what are the most impactful challenges the staff
at the case study hotel experience on a daily basis in staging and managing their
guests’ experiences. How do they overcome them?
 Reflection and conclusion (approx. 500 words)
o Create and present one (1) visual representation of the case study total guest
experience and its management in the form of a service blueprint. Service
blueprints are customer-focused tools mapping guests’ touchpoints throughout
their experience. They also highlight the service process at each touchpoint,
breaking it down into physical evidences, on/off-stage staff and activities and
supporting processes fundamental to drive customer-focused service delivery
(Bitner, Ostrom & Morgan 2008). Instructions on how to compile a service
blueprint will be provided in class.
o Provide a final and summarised reflection on the case study in relation to how the
contemporary hotel scape has evolved as a result of changed consumers’ needs
and how guest experiences need to be staged and managed by professional,
motivated and competent staff. Provide key learnings and explain how the report
has achieved its original aim
 Reference List
 Appendix or Appendices
Referencing
All referencing must be in accordance with the Academic Writing Guide: APA 7th Edition on
SharePoint.
It is essential that you use appropriate APA style for citing and referencing research. Please see more
information on referencing here in the Academic Writing Guide found via the Academic Skills
website.
Submission Instructions
1. Typed and formatted following the Assessment Structure Style Guide and uploaded to
BlackBoard on time on the due date. Recommendations are OPTIONAL.
2. 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 not
met.
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 Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately
referenced and academically written according the Academic Writing Guide. Students also need to
HGE401_Assessment_1_Brief_Assesment Page 5 of 8
have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and
subsequent penalties for academic misconduct. These are viewable online.
Students also must keep a copy of all submitted material and any assessment drafts.
Suggested readings
Aggett, M. (2007). What has influenced growth in the UK’s boutique hotel sector?. International
Journal 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 hospitality
on 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 for
service innovation. California management review, 50(3), 66-94.
Brunner-Sperdin, A., & Peters, M. (2009). What influences guests’ emotions? The case of high-quality
hotels. International Journal of tourism research, 11(2), 107-228
Carù, A., & Cova, B. (2003). Revisiting consumption experience: a more humble but complete view of
the concept. Marketing theory, 3(2), 267-286.
Gilmore, J. H., & Pine, B. J. (2002). Differentiating hospitality operations via experiences: Why selling
services 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 or
reality?. 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 Hospitality
Management, 30(3), 1724-1740.
Hemmington, N. (2007). From service to experience: Understanding and defining the hospitality
business. The Service Industries Journal, 27(6), 747-755.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality: A
literature synthesis, new understanding and research agenda. International Journal of
Contemporary Hospitality Management, 30(1), 21-56.
Mcintosh, A. J., & Siggs, A. (2005). An exploration of the experiential nature of boutique
accommodation. Journal of travel research, 44(1), 74-81.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business
review, 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: An
exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2),
166-197.
HGE401_Assessment_1_Brief_Assesment Page 6 of 8
Assessment Rubric
Assessment Criteria
Fail
(Unacceptabl
e) 0-49%
Pass
(Functiona
l) 50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75 -84%
High
Distinction
(Exceptional)
85-100%
Knowledge and
understanding (technical and
theoretical knowledge)
20%
Limited understanding
of required concepts and
knowledge
Key components of the
assignment are not
addressed.
Knowledge or understanding
of the field or discipline.
Resemblesarecallorsummary
of key ideas.
Often confuses assertion of
personal opinion with
information substantiated by
evidence from the
research/course materials.
Thorough knowledge or
understanding of the field or
discipline/s. Supports
personal opinion and
information substantiated
by evidence from the
research/course materials.
Demonstrates a capacity to
explain and apply relevant
concepts.
Highly developed understanding of
the field or discipline/s.
Discriminates between assertion of
personal opinion and information
substantiated by robust evidence
from the research/course materials
and extended reading.
Well demonstrated capacity to
explain and apply relevant
concepts.
A sophisticated understanding of
the field or discipline/s.
Systematically and critically
discriminates between assertion
of personal opinion and
information substantiated by
robust evidence from the
research/course materials and
extended reading.
Mastery of concepts and
application to new
situations/further
learning.
Content, Audience and
Purpose (broad and
specific content)
Demonstrates no awareness
of context and/or purpose of
the assignment.
Demonstrates limited
awareness of context and/or
purpose of the assignment
Demonstrates consistent
awareness of context
and/or purpose of the
assignment.
Demonstratesanadvancedand
integrated understanding of
context and/or purpose of the
assignment.
Consistently demonstrates a
systematic and critical
understanding of context and
purpose of the assignment.
20%
Analysis and application
with synthesis of new
knowledge
20%
Limited synthesis and
analysis.
Limited application/
recommendations based
upon analysis.
Demonstrated analysis and
synthesis of new knowledge
with application.
Showstheabilitytointerpret
relevant information and
literature.
Well-developed analysis and
synthesis with application of
recommendations linked to
analysis/synthesis.
Thoroughly developed and
creative analysis and synthesis
with application of pretested
models and / or independently
developed models and justified
recommendations linked to
analysis/synthesis.
Highly sophisticated and creative
analysis, synthesis of new with
existing knowledge.
Strong application by way of
pretested models and / or
independently developed
models. Recommendations
HGE401_Assessment_1_Brief_Assesment Page 7 of 8
are
Effective Communication
20%
Written: Difficult to
understand for
audience, no
logical/clear
structure, poor flow
of ideas, argument
lacks supporting
evidence.
Audience cannot
follow the line of
reasoning.
Did not meet the
word count
requirements
Visual: Graphics do
not relate to the
topic.
Several required
elements were
missing.
The infographic is
distractingly messy or
very poorly designed.
It is not attractive
Written: Information,
arguments and evidence are
presented in away that is
not always clear and logical.
Line of reasoning is often
difficult to follow.
Visual: Some graphics relate
to the topic
All but 1 of the required
elements are included on the
infographic.
The infographic is acceptably
attractive though it may be a
bit messy
Written: Information,
arguments and evidence
are well presented,
mostly clear flow of ideas
and arguments.
Line of reasoning is easy to
follow.
Visual: Graphics relate to the
topic.
All required elements are
included on the infographic.
The infographic is acceptably
attractive.
Written: Information, arguments
and evidence are very well
presented; the presentation is
logical, clear and well supported by
evidence.
Visual: All graphics are related to
the topic and most make it easier to
understand
The infographic includes all required
elements as well as additional
information.
The infographic is attractive in terms
of design, layout and neatness.
Written: Expertly presented;
the presentation is logical,
persuasive, and well supported
by evidence, demonstrating a
clear flow of ideas and
arguments.
Engages and sustains audience’s
interest in the topic,
demonstrates high levels of
cultural sensitivity
Effective use of diverse
presentation aids, including
graphics and multi-media.
Visual: All graphics are
related to the topic and are
well developed and make it
easier to understand
The infographic includes all
required elements as well
as additional information
and are well presented.
The infographic is
exceptionally attractive in
terms of design, layout, and
neatness.
HGE401_Assessment_1_Brief_Assesment Page 8 of 8
Quality of research
Correct citation of key
resources and evidence
20%
Demonstrates
inconsistent use of
good quality, credible
and relevant
resources to support
and develop ideas.
Demonstrates use of credible
and relevant resources to
support and develop ideas,
butthese are not always
explicit orwell developed.
Demonstrates use of high
quality, credible and relevant
resources to support and
develop ideas.
Demonstrates use of good quality,
credible and relevant resources to
support and developarguments and
statements.
Shows clear evidences of research
skills beyond the given material.
Demonstrates useof high-quality,
credible and relevant resources to
support and develop arguments
and position statements. Shows
clear evidences of research skills
beyond the given material.
The following Subject Learning Outcomes are addressed in this assessment
SLO a)
Understand the development of the tourism and hospitality industry, and the concept of hospitableness
SLO b)
Critically evaluate howchanging consumerbehavioral trends are impacting customer experience
SLO c)
Explore the correlation between culture, customer experience and business experience
SLO d)
Analyse the impact of poor customer experiences
SLO e)
Assess a range of strategies that hotels can take to improve their customers’ experience

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