Syllabus for
Master of Tourism and Travel Management
Academic Year  (2023)

The Master of Tourism and Travel Management programme in CHRIST (Deemed to be University) equips students with the skills of a Business School Graduate relevant to the travel, tourism & hospitality industry. The MTTM program develops professionals who can succeed in the industry which has no regional, gender, language or age barriers. The program aims to develop students with professional and academic inputs to adapt to the requirements of the changing travel, tourism and hospitality industry.

Programme Outcome/Programme Learning Goals/Programme Learning Outcome:

PO2: Develop functional knowledge to serve professional requirements of the tourism industry, with the skill of an acceptable quality.

PO3: Develop professional communication and presentation skills

PO4: Develop functional knowledge to plan, lead, organize and control resources for effective and efficient tourism operations valued by the tourism industry.

PO5: Create professionals with commitment for socio-cultural and environmental sustainability.

Programme Specific Outcome:

PSO2: Functional Knowledge and Application

PSO3: Communication

PSO4: Professional Competency

PSO5: Environmental Consciousness

Programme Educational Objective:

PEO2: To develop professional communication skills

PEO3: To develop a value system for an equitable and sustainable tourism

PEO4: To create human resources with professional skills for tourism, hospitality and aviation industry.

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II) 25%

Continuous Internal Assessments (CIA) -40

Attendance     05%

Total    100%

Develop and implement community outreach and service-learning programs that address community needs of people in our neighbourhood and to develop and implement community-based training programs in tourism at school and degree college level.

Course objectives 

To engage and strengthen existing service learning events, co-curricular activities, and outreach programs in tourism literacy and advocacy Work.

To demonstrate meeting and greeting standards with current institutional partners with residency programs

To adapt in multi-cultural workplaces and to evaluate possible partnerships with existing programs.

Community Program Planning: Orientation on community program – Event process (Identifying the issues, Need based analysis on specific issues, Content designing, etc). liasoning (among learners, with community, support of experts / guests) and follow-ups - Implementation of the planned activity, reporting, reflection. Awareness / advocacy for an issue identified and build capacity to carry out that awareness and advocacy programme

Application of academic knowledge through service-learning activities: Tourism oriented community outreach initiatives- field based or online initiatives

This paper will provide a thorough overview of the tourism industry and summarize and demonstrate a broad understanding of tourism from a national and global perspective.  Historical and contemporary developments of tourism are discussed. The learners will be able to describe how related impacts/ aspects of tourism policies, principles, and philosophies impact the community and destinations.

Course Objectives are

CO 1 To understand the evolution of Tourism and Travel Motivation of travelers.

CO 2 To Estimate the Impacts of Tourism.

CO 3 To review tourism demand and supply and the role of tourism organizations in managing tourism

CO 4 To review the various Models of tourist flows

CO 5 To Discuss the tourism philosophy and phenomenology of Tourist experiences.

Introduction to Tourism: Themes, concepts, and issues – Defining Tourism and Tourism System – The evolution and development of Tourism – The origins of modern Tourism – Tourism Statistics – Objectives, Types and Methods – Current trends in domestic and global Tourism. Basic approaches to the study of Tourism. Basic motivations of tourism – Categories of Tourist motivation – Motivation and decision making in Tourism – The tourist as a Consumer – Tourist roles – types of tourist roles – Tourist Motives – Theoretical and conceptual approaches to tourist Motivation – Factors influencing tourist Motivation – tourist motivation and segmentation

Economic Impacts-Measuring the economic impacts of Tourism- The tourism satellite Account-Social and cultural impacts-The nature of socio-cultural impacts-factors influencing socio-cultural impacts. The demonstration effect-The socio-cultural effects of Tourism-Framework for measuring socio-cultural Impacts-Tourism and local communities-planning and management Issues-Environmental impacts of tourism-The nature and scope of the environmental impacts-of Tourism-Tourism destination development and environmental Impacts- Case studies

Understanding Tourism demand – The elements of Tourism demand – Measuring Tourism demand – projection methodology - problems and challenges in measuring demand – demand to a destination – supply components – matching supply with demand – the sociology of tourism; the social nature of travel – socio-economic effects variable and their effects on travel. The role of new travel patterns – preferences of international tourists – social tourism. Globalization and production and consumption of tourism.

Mariot’s model of tourist flows- Campbell’s model of recreational travel-Multi destination travel pattern model- Defert’s tourist function index- pears and Elliot’s trip index- Urry’s theory of the tourist gaze-Schmoll’s tourism consumer choice model- Crompton’s destination choice model- Jafari’s interdisciplinary model- Boullon’s theory of tourist space-Klenosky and Gitelson’s model

Common Features of Tourist Destinations – Components of Destination Amalgam The determinants of tourism supply-The influence of global transnational companies-The tourism supply chain-The management of tourism supply-planning and managing the tourist Experience-Tourism planning process-key factors which interact to shape the tourist experience-The Role of Public sector in Tourism-Tourism Policy-The public policy- framework for Tourism-Marketing Tourism. International Tourism organizations- Regional international organizations- Functions of Tourism Organizations –Role of international multinational, state and local tourism organizations in form- Tourism policies - National Tourism Policy of India, Karnataka State Tourism Policy.

Philosophical issues in tourism- -theoretical phases and Principles-Epistemology, Ontology and tourism- approaches to the study of tourism- typologies of tourism- Tourism and restoration- tourism and aesthetics-good actions in tourism- against ethical tourism- Problems of tourism industry; Guest host relationship- problems of tourist- local residents- local administrations. The ethics of doom tourism.

Positioning slow tourism- speeding and slowing down - slow travel through time- on the periphery of pleasure- Hedonics- Eudaimonics- and slow travel. Role of relationship in tourist experiences. Sociology of tourism, Psychology of tourism- Receiving experiences; tourist senses and emotions-, Receiving happiness; the notion of well-being, the notion of happiness-well-being and happiness in the context of tourism- the anthropology of tourism- over receiving – unruly behaviour- gluttony and overconsumption in tourism

Cooper, C., Fletcher, J., Fyall, J., Gilbert, D., &Wanhill, S. (2017). Tourism: Principles and practice. Pearson Publications

Swain Sampad Kumar, Mishra Jitendra Mohan,(2012),Oxford University Press

Goeldner, C. R., & Ritchie J.R, B. (2012). Tourism Principles, Practices,Philosophi es. wiley India

Page, S. (2011). Tourism Management. (n.p.): Taylor & Francis.

Jenkins, C. L., Lickorish, L. J. (2007). Introduction to Tourism. (n.p.): Taylor & Francis.

Bhatia, A. (2002). Tourism Development: Principles and Practices. India: Sterling Publishers.

Introduction To Tourism. (2001). India: Atlantic Publishers & Distributors (P) Limited.

The tourism industry survives because of various tourism products and services. Tourism products cannot be easily standardized as they are created for customers of varied interests and demands. As tourism products are mainly the tourists’ experience, they can be stored only in the tourists’ memories. Regenerative tourism and the idea of ‘building back better’ is a concept that has increasingly received attention as a new way to travel. Regenerative tourism offers an important set of solutions to rethink and rebuild the tourism industry. Hence paper attempts to provide a perspective on the various tourism products. It also aims to provide theoretical knowledge on the different concepts of tourism regeneration, its importance for sustainable tourism product development, and its role in regional development.

●        To understand the concept of Tourism Products, their features, and the challenges in marketing tourism products.

●        To study the various Natural tourism resources of the country.

●        To analyze the significance of Socio-cultural resources and their importance in the tourism market.

●        To examine the importance of Geographical Indications of Tourism.

●        To analyze the significance of Regeneration of tourism products and the idea of ‘building back better’.

●        To get knowledge of the various Tourism product development and regeneration solutions to rethink and rebuild the tourism industry.

Tourism Product- Types of tourism products; cultural tourism, adventure tourism, ecotourism, culinary tourism, etc. The characteristics, development, and marketing of each type of product-. Tourism Product Life Cycle - Tourism and Travel vendors – products and the end-users – Tourism Services – features – serving traveler needs –Product planning (producers, products, the market, and needs) - Product development: challenges and solutions - Product analysis and planning: SWOT analysis; features and benefits analysis. Tourism Circuits - Tourism information sources and services

Natural and Man-made resources: Mountains: Mountain Tourist Resource – with particular reference to the Himalayas and other Hill Stations - Islands: Andaman and Nicobar Island, Arabian Sea - Coastal areas - Deserts - Resources and experiences:  History - Tourist places - Festivals - Community - Activities - Transport - Current administration - Marketing techniques - Challenges - development of infrastructure, the role of stakeholders, the importance of market research, and the development of partnerships.  Case studies on consumer experiences - challenges - impacts of over-tourism in the various regions

Performing Arts of India; Classical Dances and Indian Folk Dances, Music; Carnatic & Hindustani Music, Regional Music, Musical Instruments; String, Wind, Percussion, Ghana Musical Instruments, Handicrafts of India; Craft Melas- Marketing of Handicrafts. Indian Painting - Characteristic features - Medieval and Modern Paintings. Museums & Tribal museums and their role - Role of Museums in preserving art Heritage - Role of Museum in Special Interest Tourism. Designing of Religious tourism products, Issues & considerations for designing religious tourism products- characteristics of the religious tourism products and management. The potential of Ethnic or Rural tourism in India (Fairs, Festivals) -  Designing of product-  Issues and considerations.

History - Types of GI indicators - advantages - Steps to protect the GI products - Difference between Geographical Indication (GI), Appellation of Origin (AO), Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) - Geographic Indication Laws and treaties: Who issues the GI tag (Intellectual property rights, WIPO) - Regulations - Issuing Agency - Registration process - Certification - Patents - Trademarks - Copyrights - laws - Agreement.

The concepts of tourism regeneration, Site based vs. area-based regeneration and tourism, 

-its importance for sustainable tourism, - role in regional development. The process of regenerating tourism products - changing market demands, improving competitiveness, and enhancing the visitor experience. The challenges and opportunities associated with product regeneration. The role of tourism policy and planning in promoting tourism regeneration- the development of tourism strategies, policies, and plans, and the importance of stakeholder engagement in the process, Economic Model of Regeneration: Blue Economy, Doughnut Economy

The process of developing and regenerating tourism products, including product research, design, and management. The importance of understanding the needs and expectations of tourists, identifying market gaps, and incorporating sustainable tourism principles. Marketing and communication strategies for tourism regeneration: The process of developing and implementing effective marketing and communication strategies to promote tourism regeneration, including branding, digital marketing, and stakeholder engagement. Case studies of successful tourism regeneration initiatives and the lessons that can be learned from these initiatives.

Basham, A. L. (2000).The Wonder that was India. New Delhi: Rupa and Com publications.

Foster, L. D. (1994).Tourism Management. New York: Amazon publication.

Hussain,A.K.(1999). The National Culture of India. New Delhi: National Beek Trust.

Jagmohan, N. (2004). Tourist Guide and Tour Operations. New Delhi: Kaniska   Publisher.

The Gazette of India.(1998). History and Culture. (Vol.2). New Delhi: publication division,          Ministry of Information and Broadcasting, Government of India.

Walker. (1999). Introduction to Hospitality. New York: Delmar Publishers.

Cook, A R., Yale, J. L., et al, (1999).The Business of Travel.  Prentice Hall Edn

Ojha, M. (2020). Guide To Geographical Indications: Registration of Geographical Indications in India. KAAV Publications.

Caenegem, V. W., & Cleary, J. (2018). The Importance of Place: Geographical Indications as a Tool for Local and Regional Development (Ius Gentium: Comparative Perspectives on Law and Justice, 58) (Softcover reprint of the original 1st ed. 2017 ed.). Springer

Dixit, M., Sheela, C. (2008). Tourism Products. India: New Royal Book Company.

Jacob, R. (2007). Indian Tourism Products. India: Abhijeet Publications.

Ivanovic, M. (2008). Cultural Tourism. South Africa: Juta.

This Paper will survey the history of India from ancient times down to the Modern India and create awareness about rich heritage tourism resources of India. The students will be exposed to different aspects of Indian Heritage Cross-cultural Analysis of Tourismfor the better understanding of India and its Culture with special reference to its heritage and cultural traditions.

course objectives are

To Understand culture and the interdisciplinary approach with the Tourism Industry.

To Analyze Factors influencing culture tourist.

To Analyze the prospects and challenges and prescribe ideal plans to promote tourism policies for cultural cities.

To Estimate the Impacts of Cross-Cultural Issues in Tourism and Hospitality.

To develop a positive attitude towards Cultural heritage and development.

Indian Culture: A Cross-Cultural Perspective– Conceptualizing Cultural Tourism and new mode of cultural production- Sustainability and Heritage Tourism- Understanding the frames of analysis of heritage tourism- Definition and Salient features of Indian Culture- A historical introduction to tourism in India. Introduction to a conceptual partnership between cultural heritage and tourism and the heritage tourism supply ‐type of heritage attractions

Heritage Interpretations for Tourism -Exchange Systems in Heritage Tourism- Intangible Heritage and Its Management-A Leisure Perspective. Tourism and Cultural Integration-Heritage Tourism and Cross-Cultural Management- Issues arise in Cultural Heritage Tourism Industry- Cultural authenticity, Cultural commodification, Cultural sustainability- Principles for Successful and Sustainable Cultural Heritage Tourism.

The Discourse of Critical Analysis- Branding in Tourism and Architectural Frames- Marketing Heritage Tourism- National Heritage Areas- Background, Proposals and Current Issues- The Alliance of National Heritage Areas-Presentation and Management of Heritage Assets- Heritage Tourism and Geo-Tourism. Architectural Heritage of India: glimpses on the prominent architecture style flourished in different period. Different style of architecture in India.  Heritage Assessments and Heritage Values- Heritage Tourism Product Development. Fundamentals of Indian architecture.

Concepts of Cross-Cultural Behavior in Tourism- Cultural Analysis in Tourism- Methods for Cross-Cultural Analysis in Tourism- Cross-Cultural Aspects of Tourism and Hospitality- Interactive Analysis of Cross-Cultural Tourism Behavior and Consumption

Intercultural Competence, Intercultural Sensitivity, and Cultural Intelligence. Historical background - Founding of Bangalore (Kempegowda) and its later growth as Cantonment - Festivals and architectural heritage of Bangalore – Kadlekai Parishe, Karka Festival, St. Mary’s Feast etc. Field visits (Learning through Heritage Walk).

Introduction to folklore, how customs, beliefs and traditions evolved that finds an echo in classic traditions. Classification and Connections: Modernism in the context of Folk Art Relevance of the Art Practice. The concept of Ritual- its nature, characteristics, significance and symbolism. Karaga and Folk dance and music, with reference to ras-leelas. Art with reference to Madhubani/Warli. Coexistence and Collaborations with Mainstream Art Strategies for Future and Sustainability

Cross-Cultural Issues in Tourism and Hospitality- Tourism and hospitality stakeholder’s perspectives. Cross-cultural issues and challenges in cultural cities- Cross-cultural service encounter in Tourism and the host environment- Cultural intelligence and indigenous people- dimensions of authenticity.

Erdogan Koc (2021) Cross-Cultural Aspects of Tourism and Hospitality  A Services Marketing and Management Perspective. Rouledge

Hyung Yu Park. (2014). Heritage Tourism. Routledge Taylor &Fransis Group.

Issar, T.P.  (1988). The city Beautiful – A celebration of the architectural heritage and city – aesthetics of Bangalore. India.  Bangalore Urban Art Commission

Philip FeifanXie (2015).  Industrial Heritage Tourism. Channel View Publications, Toronto

Philip FeifanXie  (2015).  Industrial Heritage Tourism. Channel View Publications, Toronto

Course Description

Accounting for Managers is one of the core papers for the program. Through this course students will get familiarized with the basics of accounting to the advanced level of decision making with respect to various areas of business management. The course covers the basic concepts of accounting, accounting mechanics, final accounts of joint stock companies, analysis and interpretation of financial statements for decision making, preparation of cash flow statement, preparation of cost sheet, inventory management emphasizing Travel and Hospitality Industry.

Course Objectives: 

This course aimed at : 

  To familiarize the students about the accounting principles and process

  To equip students to prepare Final accounts of Joint Stock Company

  To give students an overview of travel and hospitality industry and accounting procedure of the same.

  To enable the students to understand the concept of financial statements and analyzing financial statement for the purpose of decision making.

  To give an overview of costing related to travel and hospitality industry and cost sheet preparation

Meaning, objectives, Accounting Information, users of accounting information, branches of accounting, objectives of each, accounting principles, concepts, conventions, accounting standards, GAAP, IFRS.

Systems of accounting, books of accounts, accounting rules, recording classifying and summarizing the transactions, journal, ledger, subsidiary books (only cash book), Preparation of trial balance

Joint stock company, meaning, types, features, capital structure of Joint stock Company, share of capital, debentures, reserves and surplus, final accounts of joint stock company- Income statement and Balance sheet – Emphasizing Travel and Hospitality Industry – Hotels, Resorts, Airlines and Tour operators

Financial Statements Analysis - Meaning, Objectives of analysis, sources of Information, various tools and techniques of analysis - comparative statements, common size statements, trend percentages, ratio analysis

Introduction to cash flow statement, its purpose and structure (indirect method only); Computing Net cash flows from operating activities (using only the indirect method), financing activities and the investing activities; interpreting the cash flow statement.

Cost, costing, cost Accounting, cost accountancy, classification of cost – function wise – behavior wise, preparation of cost sheet, inventory management and valuation, methods of costing relevant to Travel and Hospitality Industry.

1. Narayanswamy, R. Financial accounting – A management perspective, (4th ed.). PHI.

1. Anthony ,Robert. (2009). Accounting text and cases. New Delhi: Tata McGraw-Hill Publications.
2. Bhattacharya,A.B. (2010). Financial accounting for business managers. (3rd ed.). New Delhi: Prentice Hall of India.
3. Gupta, Ambrish., Financial accounting for management. New Delhi: Pearson Publications.
4. Lal, Jawahar., & Srivastava, Seema., Cost accounting. New Delhi: Tata McGraw Hill Publications.
5. Maheshwari S.N., Advance accounting. New Delhi: Vikash Publishing House.
6. N.Ramchandran., & Kakani. (2010). Financial accounting for management (3rd ed.). Delhi: Tata McGraw-Hill Publications.
7. Prasanna, Chandra.(2010). Managers guide to finance and accounting. New Delhi: Tata McGraw-Hill Publications.
8. Tulsian, P.C. (2010). Financial accounting. New Delhi:  Pearson Publications
9. K.L. Gupta (2020), Accounting for Managerial Decisions: Sahitya Bhavan Publications. 
10. Arora, M. N. (2019), Management Accounting: Himalaya Publishing House

This course examines the applications and impacts of information technology to the information intensive field of tourism. The paper covers both the operational and managerial use of information technology in tourism enterprises.

Course Objectives 

To explain the impact and trends of IT among travel intermediaries

To identify Various IT applications in aviation and surface sector

To list the MIS applications in hospitality and Destination

To evaluation the influence of IT on visitor’s experience

To discuss the trends and issues of IT on tourism sector

Tourism: An information intensive industry: Characteristics of Tourism, Applications of IT in tourism, Typologies of information; The evolution of information technology: Computers, Networking and the internet, ubiquitous technologies, implications for travel and tourism; Strategic thinking and information technology

Travel Distribution systems: the digital travel distribution system, Global Distribution System (GDS): Evolution, functions, information technology infrastructure, connections and interfaces, future of GDS; Online intermediaries: types, information technology innovations, future of online intermediaries; Internet applications in travel: Functionality of travel websites, typology of travel websites; Online information search: online information search behaviour, intelligent assistants and online recommender system; Designing tourism website: Planning, Design, Delivery, Management and Evaluation.

Airline use of IT, Airline reservation system, Decision support system, marketing and customer relationship management, departure systems, inflight technologies; Airports: Passenger processing, Baggage and cargo handling, Air traffic control; Surface Transport: National intelligent transportation system, fleet management system, Vehicle rental companies IT: Reservation system, vehicle inventory control, vehicle sharing; Rail transport and IT; Water Transport and IT; Integrated public transport system.

IT in accommodation sector: Property Management system, Hotel websites and apps, Electronic hotel reservations, customer relationship management, Guest room amenities, Hotel communications, Intelligent hotel rooms, Interface between property management system and other systems; Destination Management System (DMS): Destination and digital tourism ecosystem, DMS dimensions, DMS organization, DMS management; DMS to smart destinations: Destination research, Crisis and Risk Management, Stakeholder management and learning destinations

Mobile technology Ecosystem: Mobile devices, navigation system, digital cameras, wearable devices; Mobile Operating systems and apps; Functions of Mobile devices in Tourism: Informing, Contextualizing, personalizing, socializing, Managing, Translating, purchasing and entertaining; Technology enabled experience: Visitor information, sales and distribution; Staging experience: Technology as an enabler, creator, attractor, enhancer, protector, educator, substitute, facilitator, reminder and destroyer; Managing Visitors: Ancillary purchase, Crowding and queue management, Business intelligence and relationship management, safety and security.

Social media landscape; Social media functions; Social media platforms in travel: social network sites, wikis, blogs, product review, media sharing, virtual worlds, travel podcasts; Strategic application of social media: Use of Social Media for ; Marketing and sales, market intelligence, customer services, reputation management, recruitment and partnerships

Sustainable Tourism and information technology: Environmental ,Socio-cultural and Economic Sustainability and IT; Virtuous cycle of Technological Development. Trends in Tourism information technology: Ubiquitous artificial intelligence, fragmentation of information, Digital elasticity, Storytelling, Empowered smart traveller. Big data and Analytics, Smart machines, Material technologies, Open system and Convergence.

Ian R Clayton ,(2016)  Marketing Hotels & Tourism Online, kindle Edition

Roman Egger and DimitriosBuhalis , (2008) eTourism Case studies: Management & Marketing issues in E-Tourism,  , Butterworth Heinemann

Zhou, Z. (2004). E-commerce and information technology in hospitality and tourism. Thomas Learning Inc

Matthias Fuchs, Ulrike Gretzel, Wolfram Höpken, Zheng Xiang (2022). Handbook of E tourism. Springer.

Alisha Ali and Andre J Frew (2013). ICT for Sustainable Tourism. Routledge.

Dimitrios Buhalis (2003). IT for Strategic Tourism Management. Financial Times Prentice Hall.

Course Description:

Students should be able to comprehend and respond with grammatical accuracy to spoken and written French as well as demonstrate cultural awareness.

Course Objectives

CO1  To Achieve functional proficiency in listening, speaking, reading, and writing skills

CO2:  To Recognize culture-specific perspectives and values embedded in language behavior.

CO3 To  Decode, analyze, and interpret authentic texts of different genres..

CO 4 To Learn Specific vocabulary around holidays, sightseeing, accommodation and methods of travel, Build confidence in dealing with foreign visitors and organizations.

CO5 To  Develop cultural awareness

Lesson 1  Se présenter et parler de son métier

Lesson 2 Présenter son Enterprise

Lesson 3 Engager une conversation téléphonique

Lesson 4 Prendre contact par écrit

Lesson 1   Renseigner à l’aéroport

Lesson 2   Accueillir les passagers

Lesson 3   Informer les voyageurs

Lesson 4   Vendre un billet de Train

Lesson 1 Etablir un  programme

Lesson 2 Animer un village de vacances

Lesson 3 Renseigner sur les manifestations

Lesson 4 Evaluer une animation

Level of Knowledge: Conceptual

1.      Grammar :  Echo A1

2.      Grammar :  Alter Ego A1

1.      End Semester Exam (ESE)                                                  30%

2.      Mid Semester Exam (CIA-II)                                    25%

3.      Continuous Internal Assessments (CIA - I & III)            40%

4.      Attendance                                                                          05%

Total                                                                                      100%

Course Description:

This course explains the recent trend of the tourism sector experiential tourism and how it enriches the experience of the tourists in destination.  This course also enhances the skills of students as they will experience course by developing experiential tourism strategies for the destination they select and work

Course Objectives:

·         To design and develop experiential tourism for destination

·         To identify experiential marketing strategies to promote destination

·         To design case study based on field visit

Conceptualization of tourism experience, typology of tourism experience, Design and Creating Tourism Experience- Experience based service design, contribution of human resources in the context of tourism experience, Tourism Destination: Design of experiences, role of themes and stories in tourism experience.

Traditional versus Experiential marketing in tourism, Marketing approach to the tourist’s experience, Experiential marketing for tourism destinations, Relationship marketing in experiential tourism, Role of ICT in marketing tourism experiences, social media and cocreation of tourism experience.

Pick any Destination and design and develop Experiential attributes that enrich the experience of the tourist. Also craft marketing strategies to promote destination by applying experiential marketing techniques, ICT, cocreation and social media.         

Course Description

This course will help learners to understand the different market segments and marketing mix elements and to develop the skills required for a successful tourism and hospitality manger in a dynamic and technologically advanced global marketing environment.

The course objectives are

CO 1 To Understand the significance of Customer Orientation in Hospitality and Tourism marketing.

CO 2 To Examine Marketing Mix  of Tourism and Hospitality Products.

CO 3  To Assess the pricing practices and approaches in Tourism Business.

CO 4  To Appraise  Integrated Marketing Communications for Tourism  and Hospitality Business.

CO 4 To recognize marketing strategies for tourism and hospitality companies.

Marketing for Hospitality and Tourism – Definition – Core Marketing Concepts – Marketing Philosophies – Selling Vs Marketing, Service Marketing-Differences between Products and Services – Customer Behavior in Services - Buying Decision Process . Technology and Marketing – Specific features of Tourism Marketing – Marketing Environment (Macro) – Economic, Natural, Technological, and Political – Legal and Socio Cultural. Marketing Information Systems and Marketing Research- Market Research and Idea Validation. Demand Forecasting - Classification of Market Size – Demand Forecasting for New Products – Demand Forecasting – Methods of Demand Forecasting – Statistical Methods – Survey Method.

Consumer Markets & Consumer Buying Behavior-Factors affecting Consumer behavior- The buyer decision process- Market Places - Consumer Market – Stages of Consumer Buying Process  - Business Marketing – B2B Marketing – Difference Between Business Market & Consumer Market – Business Buying Decision Process - Segmentation bases – Criteria to effective segmentation – Market Targeting – Market Positioning – Marketing Strategies – Alternative Strategies by Market Focus-Ps of Marketing.  Niche Marketing- Lucrative approaches towards Niche marketing – Niche in the digital space – Niche research – Differentiators and Niche Affiliates.

Product characteristics and classifications in tourism industry. Product Life Cycle – Strategies- Product Mix – salient features of Tourism Products– New Product Development – Product Mix – Product Line & Brand Extensions. Brand decisions- The measurement of brand orientation and performance impact- Leadership in the context of tourism branding and Brand Orientation. Brand Management – Brand Image – Brand Identity – Brand Equity.

Pricing Objectives – Demand – Costs – Competition - Pricing Considerations – Internal and External Factors – Pricing Approaches: Cost based – Break Even Analysis – Value based Pricing – Competition based Pricing – Pricing Strategies – New Product Pricing Strategies – Existing Product Pricing Strategies – Psychological Pricing – Promotional Pricing.

Travel Packaging and Programming-Reason for the Popularity of Packaging and Programming – The travel distribution Mix – Nature and Importance in Travel Trade – Travel Distribution Channels – Push vs Pull Strategy - Marketing of Tourist Destinations. Destination marketing by Tourism Boards-Case Studies.

Promotion in Tourism Industry-objectives-Methods - Advertising-Sales Promotion - Personal selling-Public Relations-Publicity in Tourism. - Direct Marketing  – Characteristics of each Promotion - Direct and  online marketing- Building customer Relationships- Digital Marketing – Social Media (Facebook, Instagram, Pinterest, LinkedIn) – Social Media Advertising – Influencers – Podcasts –Organic Traffic – Ecommerce - Setting up Online Marketing presence- Creating website-Types-Placing Ads and Promotions - Market Places (Amazon, Flipkart, Blinkit, Swiggy, Zomato) - Challenges of Online Marketing – Above the Line ATL – Below the Line BTL

Importance of Advertising in Tourism Industry and Advertising objectives versus marketing objectives. The DAGMAR approaches. Setting Advertising Budgets for tourism business. Setting Media Objectives – Developing media strategies – Media selection procedures. Media buying functions –Interactive Media- social media and Digital marketing.

Morrisson, Alistair. M (2019),Marketing and Managing Destinations ,Routledge

Kamra, K. K. (2006). Managing Tourist Destination – Development, Planning, Marketing, Policies. Kanishka Publishers. New Delhi.

Lovelock, C., Wirtz, J., &Chatterjee, J. (2011).ServiceMarketing.Pearson Education India.

Zeithaml, V.A., Bitner, J.B., Gremler, D.D., &Pandit, A. (2012).ServiceMarketing.Tata McGraw-Hill Education

Evaluation pattern is changed as follows

End Semester Exam (ESE)                                         30%

Mid Semester Exam (CIA-II)                                    25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance                                                                 05%

Total                                                                            100%

Course Description: Destinations come in all shapes and sizes and can be found in a variety of geographical settings such as in urban, rural and coastal environments. The success of a tourist destination depends on the quality of the basic essentials they offer to tourists. This paper Global Destinations has comprehensive coverage of worldwide tourism destinations, physical features, and tourism characteristics. It also examines the basic principles underlying the geography of the tourist demand, supply, and transportation, together with a broad survey of world tourism generating and destination regions their Safety and Security in the age of Global tourism.

Course Objectives:

●        CLO 1 To Explain the various Geographical Principles of travel and tourism.

●        CLO 2 To Illustrate and provide an overview of destination geography in international tourism.

●        CLO 3 To develop in-depth knowledge and understanding of the major international tourist destinations.

●        CLO 4 To Understand the intra-regional tourism trends in major tourism generating areas of the world and socio-cultural geography of world destinations.

●        CLO 5 To develop a broad understanding of Safety and Security in the age of Global tourism.

Introduction to the geography of travel and Tourism–Geography of Demand for tourism-  The elements of Geography- Themes of Geography – Geography of resource for tourism-The Climatic elements and tourism – Impact of weather and climate on tourist destinations – world’s continents - tourism resource audit- Tourism and topical geography- The physical system- Geo morphology and tourism, bio-geography and tourism- the human geography of tourism; resources and barriers-cultural geography and tourism- urban Geography rural geography and tourism- Tourism and Regional Geography.

Geography and Tourism in North America –physical characteristics – Tourism characteristics – major Tourism Destination and Attractions of Canada and United States – Major Tourist Destinations in Mexico and the Caribbean countries. The tourism geography of South America, Division of South American tourism – physical features.  The Andes countries: Columbia, Ecuador, Peru, Bolivia and Chile –South America – Argentina – Paraguay – Uruguay – Brazil and Guyana.

An Introduction to the Tourism Geography of Europe – physical characteristics – Tourism characteristics in Western Europe – Ireland – the United Kingdom – France – Belgium – The Netherlands – Germany – Austria – Switzerland – northwest Europe – Scandinavia – Eastern Europe and CIS – Tourism in Southern Europe – Greece, Italy – Iberian, peninsula (Spain and Portugal). Sweden- European Union Policies for Tourism

Geography and Tourism Africa and the Middle East – Geographical features.  Tourism in the countries bordering the Middle East – Mediterranean and Israel, Egypt, Syria – Turkey – Iran – Iraq.  The North African Coast – Tunisia – Algeria – Morocco, Characteristics of tourism in Sub Sahara Africa – West Africa – East Africa and   Southern part of Africa

Tourism in Asia – Physical features – Tourism in East Asia: Japan – China – Hong Kong – South Korea – South East Asia – Singapore – Indonesia – Malaysia – Thailand – The Philippines – Laos, Vietnam and Cambodia. South Asia and Tourism potential.  The Indian Sub-Continent.  India – India’s tourism regions, Nepal and Bhutan – Srilanka – The Maldives.

Geography and Tourism in Australia – Physical Characteristics of Australia and New Zealand – Patterns of Tourism in Australia – New Zealand’s Tourist Regions. The Pacific Islands

Global Tourism Management- Emerging Trends -New Landscapes of Tourism Growth- Over tourism and resistance -Tourism Management Concepts and possible solutions  

Transfer Pricing in Global Tourism Management- Sustainability in Global Tourism Management- Theory of tourism security and volatility: terrorism- civil unrest issues - -tourism and crime issues- incidents of theft at tourist destinations- street robbery- effects of disaster on tourism places- elements that are treated as Vaxication (ie, post-vaccination travel) and branding destinations for COVID-19 safety - Butterfly effect in tourism.

Boniface, B., Cooper, R., Cooper, C. (2020). Worldwide Destinations: The Geography of Travel and Tourism. United Kingdom: Taylor & Francis.

Nelson. (2017). An Introduction to the Geography of Tourism. (2nd ed.). United States: Rowman & Littlefield Publishers.

Ordonez de Pablos. (2017). Tourism and Opportunities for Economic Development in Asia. (2017). United States: IGI Global.

GB Gowreesunkar, Wambugu Maingi, Roy, & Micera (Eds.). (2021). Tourism Destination Management in a Post-Pandemic Context: Global Issues and Destination Management Solutions. (2021). United Kingdom: Emerald Publishing Limited.

E. Korstanje, & Seraphin (Eds.). (2020). Tourism, Terrorism and Security. (2020). United Kingdom: Emerald Publishing Limited.

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III) 40%

Attendance       05%

Total    100%

Course Description

The course highlights the importance of travel agency and tour operations. It elucidates the modern travel and tourism industry and helps students to gain in depth knowledge about travel agency and tour operations business.

Learning Objectives

To explain the significance of travel consultancy and tour operations

To Identify travel documents that are essential for overseas tours.

To list various elements that required to plan the tour 

To choose factors that are essential in planning and marketing the itinerary.

To discuss accounting and financial management process in travel agency

Travel Agency: Definition, perspective, types of travel agency, functions and activities of travel agents, organization and management; Tour Operators: Definition and types; Tour operation business: Concept, Reasons to start tour operation business, Tour operation: the product, suppliers, and the consumer, benefits of tour operations, functions of tour operation, tour operation and risk, organizational structure, business environment and influence, growth and emergence of large scale tour operators.   

Passport – types of passport; The Visa: types of Visa, Electronic travel authorisation, Advanced Passenger Information System (APIS), Health: General preventive measures; Taxes customs and currencies; Travel insurance: Types, benefits, common travel emergencies, where travellers can buy insurance, why to buy from travel agent, travel insurance terminology, travel insurance coverage and exclusions, the insurance claims.

Tour classification: package tours – Elements of package tour, planning and designing, custom tours, business tours, Independent Package, hosted tour, escorted tour, sightseeing tours -Group, Incentive and convention tour; Capacity planning and negotiations, costing and pricing; Pre-tour preparations: Tour booking and administrations, Travel documents, tour manager briefing, Pre-departure meeting, departure procedure at the airport; Managing the tour: Arrival procedures, handling emergencies, Post- tour activities, overseas tour representatives, tour guiding, need of quality and customer satisfaction

Tour brochures, market segmentation and target market, tourists buying behaviour and role of tour operators, image, branding and positioning, marketing mix, Planning travel itineraries- types of geography-based travel (physical, cultural and destination). Packaging and value-added services. planning and producing a tour – Process in planning an itinerary – Types of journeys and costing of tours- Routing Promotional fairs by airlines. Programming daily activities – transport – transfers – accommodation – meals – sightseeing; Consideration of time zones, local currencies, mode of transport and customer requirements.

Relationship with airlines; Relationship with tourists transport suppliers: private bus line operators, operators of mass transit system; Relationship with accommodation suppliers: Hotel contract types, contract condition of hotels and travel operators, characteristics of successful sales and contract manager

The issue; Customer loyalty and travel agents: ways to increase customer loyalty: Delivering reliable services, maintaining client relationship, client complaints, tips for handling complaints, communication skills, keys to effective listening, communication barriers, communication styles and language use.

Accounting management for Tour operators, Travel operators main source of income, payment methods; Accounting procedures for travel operators: daily, weekly, monthly and annual transactions, financial management in tourism, balance sheet, profit and loss account, break-even point analysis, fixed costs and variable costs.

Sunetra Roday, Archana Biwal, Joshi Vandana (2009). Tourism Operations and Management. Oxford university Press.

Goeldner, C. R., &Ritchi, B. J. R. (2003).Tourism: Principles, Practices and Philosophies. John Wiley &Sons.(Inc).

Evaluation pattern

End Semester Exam (ESE)                                         30%

Mid Semester Exam (CIA-II)                                    25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance                                                                 05%

Total                                                                            100%

This course introduces students to the key concepts and methods of research in tourism and hospitality management. Students will learn how to design, conduct, and analyze research studies in a variety of tourism and hospitality settings. Topics covered will include research methods and design, data collection and analysis, survey research, qualitative research, and experimental research. Students will also learn how to critically evaluate and interpret research studies, and how to effectively communicate research findings to different audiences.

Learning Objectives

CO1: To recall and recognize the fundamental concepts and terminologies used in research methodology for tourism and hospitality management.

CO2: To comprehend and explain the various research methods used in tourism and hospitality management.

CO3: To apply research methodologies and tools to analyze and solve practical research problems in the tourism and hospitality industry.

CO4: To evaluate the validity and reliability of research findings in tourism and hospitality management.

CO5: To design and develop their research proposals in tourism and hospitality management.

Definition of research - Types of research - Research process - Research design - Formulating research questions - Hypotheses development - Literature review - Ethics in research - Quantitative and qualitative research - Developing research proposals

Sampling techniques - Data collection methods - Data analysis techniques - Descriptive statistics - Inferential statistics - Measures of central tendency and dispersion - Regression analysis - Correlation analysis - Survey research methods - Experimental research methods

Qualitative data collection methods - Observation techniques - In-depth interviews - Focus group discussions - Case study research - Ethnographic research - Grounded theory - Content analysis - Textual analysis - Thematic analysis

Definition and rationale for mixed methods research - Triangulation - Sequential explanatory design - Sequential exploratory design - Concurrent triangulation design - Concurrent nested design - Mixed methods sampling techniques - Data analysis techniques - Integrating qualitative and quantitative data - Reporting mixed methods research

Research in accommodation operations - food and beverage operations - tourism operations - event management - service quality - revenue management - tourism human resource management - tourism marketing - sustainability - technology and innovation in tourism and hospitality

Preparing data for analysis - Cleaning and coding data - Data entry and data validation - Data screening and data exploration - Data transformation and data reduction - Choosing appropriate statistical tests - Interpreting statistical outputs - Presenting quantitative data - Presenting qualitative data - Reporting research findings

Plagiarism in research publications: definitions, consequences, and prevention - The role of peer review in ensuring ethical and rigorous research publication practices - Ethical considerations in animal research - Ensuring research reproducibility and replicability: ethical and methodological challenges - Ethical considerations in genome editing research: balancing scientific progress and societal concerns - Diversity and inclusion in research publications: promoting equity and reducing bias in authorship and citation practices

Cooper, D. R., & Schindler, P. S. (2014). Business research methods. McGraw-Hill Education.

Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research. Sage Publications.

Flick, U. (2018). An introduction to qualitative research. Sage Publications.

Gillham, B. (2018). Developing a questionnaire. Continuum International Publishing Group.

Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications.

Leedy, P. D., & Ormrod, J. E. (2014). Practical research: Planning and design. Pearson Education.

Saunders, M. N., Lewis, P., & Thornhill, A. (2019). Research methods for business students. Pearson Education.

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach. John Wiley & Sons.

Evaluation pattern

End Semester Exam (ESE)                                         30%

Mid Semester Exam (CIA-II)                                    25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance                                                                 05%

Total                                                                            100%

Course Description and Course Objectives

Course Description: The objective of this is to create  an in-depth understanding of the concept of entrepreneurship from a general perspective to a more specific one considering new budding entrepreneurs in the tourism industry. It also provides students with a practical view of how enterprises are managed with reference to its resource utilization such as customers and human resource from the perspective of a tourism industry.

Course Objectives:

1.   To explain   a learning system that inspires entrepreneurial motivation among students providing a platform for creativity and innovation. 

2.      To discuss concepts and process that help students to create a venture 

3.      To define models of  innovation, and creative process.

4.      To appraise information about the source of funding, incentives and subsidies available from the government to set up the project.

5. To review a workable business Plan with special focus on tourism.

Basic Definition and Meaning of entrepreneur, Evolution, myths, Approaches to entrepreneurship- conceptual foundation of entrepreneurship-  Functions of an Entrepreneur- Types of Entrepreneur, Intrapreneur, Entrepreneurial Culture; entrepreneurship elements-Stages in entrepreneurial process. Ethical and social responsibility challenges for entrepreneurs. Entrepreneurship and Employment-Features of an entrepreneurial firm. 

Entrepreneurship in Tourism, Conceptual foundation of entrepreneurship in Tourism-Innovation in tourism-models of innovation- Entrepreneurship to entrepreneurism- Institutional and collective entrepreneurship-the psychology of the entrepreneur-the entrepreneurial process- impact of culture and social economy. Entrepreneurial mobility.

Entrepreneurial competency, individual competency, advantages of competency based approach; identification of entrepreneurial competency, developing competency, manifests needs theory, entrepreneurial behaviour, Analysing ECs, Assessing ECs. Marketing and promotion: Tools and tactics for promoting tourism products and services to target market-advertising-public relations-social media. Break even analysis

 Assessment and evaluation of entrepreneurial opportunities, Application of Design thinking in tourism sector- challenges sector challenges of service venture, and factors for new ventures development, pitfalls and failures – entrepreneurial process- case studies (tourism Industry), Ownership patterns in India.

SMTE and Entrepreneurial environment; Profile of a typical SMTE-role of SMTE in tourism sector-Impact of change on the SMTE environments-Interaction between micro, macro and SMTE. The window of opportunity to establish and SMTE- networking and support.

Social entrepreneurship typologies and Tourism-How social entrepreneurs fit into the tourism Discourse-Business model for social entrepreneurship in tourism- Social enterprise evaluation-implications for tourism development- social entrepreneurship and tourism development. Case study. Moving tourism entrepreneurship forward.

Basic Concepts- Meaning, Need, Importance, Sources of Financing- Personal Investment- Venture capital –approaching venture capitalist - Angel Investor- Business Incubators- Government Grants and Subsidies- Bank Loans- Crowd Fund- Meaning, Process, Importance. Techniques for optimizing revenue streams in the tourism industry-pricing strategies-revenue forecasting and yielding management.

Management of an expertise- entrepreneurial immaturity- controlling the business- entrepreneur and human resource management, organizational structure, delegation of authority, entrepreneur decision making, team working, entrepreneurs and quality management- Entrepreneurs and business failures- entrepreneurs and business growth strategy.

Developing a Business Plan –Types of plans-business development routes and directions- development Methods- Conducting Initial Market Research, Developing Goals and Objectives, developing an Organizational and Human Resource Plan, developing a Project Schedule. Developing a Marketing Plan -budgeting-financial plan-performance measurement for tourism enterprises. Operations and productions. Developing a Green Plan, Developing a Financial Plan, Risk Analysis, business model canvas.  Case studies

Weiermair, K., & Pechlaner, H. (Eds.). (2017). Entrepreneurship in Tourism: New Perspectives. Springer.

Weaver, D. B., & Lawton, L. J. (2016). Tourism Management. Wiley.

Page, S. J. (2015). Tourism Management: An Introduction. Routledge.

Getz, D., & Page, S. J. (2016). Event Studies: Theory, Research and Policy for Planned Events. Routledge.

Morrison, A. M., & O'Mahony, B. G. (2018). Entrepreneurship in Tourism and Hospitality: A Global Perspective. Goodfellow Publishers.

Weiermair, K., & Pechlaner, H. (Eds.). (2017). Entrepreneurship in Tourism: New Perspectives. Springer.

Page, S. J. (2015). Tourism Management: An Introduction. Routledge.

Getz, D., & Page, S. J. (2016). Event Studies: Theory, Research and Policy for Planned Events. Routledge.

Evaluation pattern

End Semester Exam (ESE)                                         30%

Mid Semester Exam (CIA-II)                                    25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance                                                                 05%

Total                                                                            100%

Course Description:

Students should be able to comprehend and respond with grammatical accuracy to spoken and written French as well as demonstrate cultural awareness.Course Objectives :

CO1 :To  Attain functional proficiency in listening, speaking, reading, and writing skills

CO2:  To Recognize culture-specific perspectives and values embedded in language behaviour.

 CO 3 To  Analyze,   authentic texts of different genres.

CO 4.To interpret texts of different genres  and develop cultural awareness.

CO 5: To develop   Specific vocabulary around holidays, sightseeing, accommodation and methods of travel, Build confidence in dealing with foreign visitors and organizations. 

Lesson 1 L’nformer a l’office de tourisme

Lesson 2 Traites des demandes écrites

Lesson 3 Promouvoir un site touristique

Lesson 4 Des brochures pour informer

Level of Knowledge: Conceptual

Lesson 1  Indentifier les produits touristiques

Lesson 2 Rediger un circuit

Lesson 3 Mener un entretien de vente

Lesson 4 Annuler une reservation

Level of Knowledge: Conceptual

Lesson 1 S’informer pour bien guider

Lesson 2 Visiter la ville

Lesson 3 Presenter un momument

Lesson 4 Gerer un Groupe

Level of Knowledge: Conceptual                                                                    

1.      Grammar :  Echo A1

2.      Grammar :  Alter Ego A1

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

Professional excellence training focuses on developing the core attributes which the industry is expecting out of young aspirants. The industry expects people to excel across the various aspects of the organization. The training programmes which students undergo help them to cater to the specialized needs of the industry at large.

Objectives;

To Appraise students with global standards in international tourism and hospitality management

To Apply relevant skills, knowledge, and attitudes required in the workplace environment.

To Develop varied means of inquiry to experience and appreciate the values of Tourism Management

Activity -1

Activity

Course Description: This paper aims to equip the students with a wider overview of the general communication skills required at the managerial level in the Travel and Tourism Industry, both at the conceptual and application level.  The course covers resume writing skills, presentation skills, group discussion skills and skills required to conduct effect writing and meeting in the corporate.

Course Objec

To demonstrate social and ethical issues in interpersonal communication

To relate clarity, composition and coherence in writing 

To find out appropriate flow of presentation

To establish and articulate presentation with clear goals and objectives

To assess the professional communication in the workplace

Introduction - Significance and Scope of Communication in the Tourism Industry - Models of Communication Process – Principles of Communication – Techniques of Communication (Verbal and Nonverbal) – Listening Skills – Effective and Ineffective Listening - Forms of Organizational Communication in the Tourism Industry – Communication Networks - Barriers of Communication – Effective Communication and Miscommunication

Cultural Diversity and Communication – Understanding Cultural Differences in the Travel and Tourism Industry– Working and Communicating in Teams - Managing Relationships at Work Strategies to Manage Global Teams – Conversations and Negotiations - Social Etiquettes in Life and at Work, Styles of Dressing and Grooming – Significance of Time – Gender Roles – Across Continents and Countries

Introduction to Conventional Modes of Communication – Mail – Courier – Telegraph – Telex. Introduction to Electronic Communication – Telephone – Cellular Phone – Fax – Email – Tele conferencing – Internet – Use of Computers for Communication in the Travel and Tourism Industry

Media of Mass Communication – Notice Board – Hoarding – Newspaper - Magazines – Film – Television. Recent Technological Developments in Effective Communication in the Tourism industry

Business Writing Principles - Adoption, Word Selection, Sentence Construction - Qualities of Business Correspondence. Introduction to the Art of Writing Important Tourism Business Correspondences – Letters, Memos, Reports, Inquiries and Responses, Persuasive Requests, Sales and Order Letters – Itineraries. Interdepartmental Communication – Memos, Circular Letters, Text Messaging - Notice, Agenda and Minutes of Meetings. Use of MS Office in Business Communication –Travel Report Writing - Organizing and Different Types of Reports - Techniques of Writing Reports - Visual Aspects of Travel Reports - Layout Options and Illustrations

Writing for the Web - Effective E-Mail Writing – Travel Blogs – Podcasts and Vodcasts - Use of Social Media in Travel Communication

Speeches and Presentations – Creating and Delivering a Good Presentation - Making an Effective Presentation – Preparing the text – Using Visual Aids – Dialogue skills – Feedback skills. Telephone Dialogue – Telephone Etiquette –Handling Conversations and Courtesy. Public Speaking and Oral Reporting – Speeches

Understanding Talent required for the Tourism Industry – Planning and Searching for Jobs – The Art of Resume Writing – Cover Letters – Format. Getting Ready for different Types of Interviews – Facing Interviews. Group Discussions – Qualities Required – Body Language - General Do’s and Don’ts - Demonstrations

·         Urmila, R., &Rai, S.M. (2011). Business Communication. Himalaya Publishing House.

·         Varinder, K. (2001). Business Communication, Kalyani Publishers.

·         Sharma, R.C., & Mohan,K. (1996).Business Correspondence and Report Writing - Tata McGraw Hill.

·         Edward, R., &Rebecca, B. H. E. (1997). Business Communication. Prentice hall.

·         Lesikar., & Raymond, V. (1999).  Business Communication. McGraw Hill.

·         Locker, K.O. (2008). Business& Administrative Communication. McGraw Hill.

·         Michel, H.S. (1998). Communication in Business & Professional settings. McGraw Hill.

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

Course Description:The paper gives a basic level understanding of the economic variables influencing economic change. It also provides an in-depth understanding of the operational environment in the field of tourism business. It discusses the impact of globalization on hospitality and tourism sectors. The paper also imparts competencies to the learners to establish and manage tourism business in a competitive and dynamic global business environment.

Definition of demand, Law of demand and its determinants. Definition of supply, Law of supply, Movement along the supply curve and shift in supply curve, Factors affecting supply, Market equilibrium. Application of demand and supply analyses, Concepts of elasticity- degree, determinants & types, practical implication, Relationship of Revenue and elasticity of demand, demand forecasting.

Short run costs and long run cost, Relationship between LAC and SAC, Economies of Scale, Revenue Analysis–TR, AR and MR

Perfect competition features, Price determination and equilibrium in the short run and the long run, Monopoly -features, equilibrium condition, Price discrimination. Monopolistic competition -features, Oligopoly-Kinked Demand curve.

Multiplier and its significance, Multiplier effect as applied to Tourism Sector. Multiplier model-investment or government multiplier, tax multiplier

Nature, objectives and scope of business – dynamics of modern tourism business –– Environment:  meaning and constituents of environment (external and internal factors of environment) – Environmental analysis: process and limitations.

Meaning of Globalization – reasons for going global – process of globalization – Trans-national business integration: foreign market entry strategies, foreign investments, and acquisitions, strategic alliances, franchising, management contracts, joint ventures – benefits and problems of globalization – globalization in tourism and hospitality.

WTO organization – functions, objectives and fundamental principles – General Agreement on Trade in Services (GATS) - modes of service trade – cross border trade – consumption abroad commercial presence – movement of natural persons     

Ahuja, H.L. (2004). Principles of Micro Economics. South Western Publications.

Aswathappa, K. (2011). Essentials of Business Environment. (11^th ed.). Himalaya Publishing        House.

Cherunilam, Francis. (2002). Business Environment. Himalaya Publishing House.

Lekhi, R. K., & Emmanuel, Mathew. (2008). Development and Environmental Economics.           Ludhiana: Kalyani Publishers.

Schiller, B. R. (2000). The micro economy today. (8th ed.). Boston: Irwin/ McGraw-Hill.

Geetika, Ghosh., Piyali. , & Choudhari, P.R (2012). Managerial economics.(2^nd ed.). New Delhi, India:McGraw Hill  Higher Education.

Dominique Salvator.,(2008).Managerial Economics in a Globalised Economy.New York: Mc Graw Hill.

Trivedi M.L.,(2009).―Managerial Economics-Theory and Applications‖. New Delhi: McGraw Hill

Mankiw N.Gregory.,(2007). Principles of Micro economics,fourth edition. New Delhi: Thomson

Chadha, G. K. (2001). WTO and Indian Economy. Deep & Deep Publications.

Cherunilam, F. (2001). Global Economy and Business Environment. Himalaya Publishing            House.

Chopra, O.P. (1984). Managerial Economics. New Delhi: Tata-McGraw Hill.

Davis, J.R., & Chang, Simon. (1986). Principles of Managerial Economics. New Delhi:   Prentice Hall International.

Hailstones, Thomas J., & Rathwell, John C. Managerial Economics. New Delhi: Prentice             Hall International.

Mehta, P.L. (2005). Managerial Economics. New Delhi: Sultan Chand.

Rupa, C. (2002). Globalization and Services. New Delhi: Oxford University Press

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

The objective of this is to create  an in-depth understanding of the concept of entrepreneurship from a general perspective to a more specific one considering new budding entrepreneurs in the tourism industry. It also provides students with a practical view of how enterprises are managed with reference to its resource utilization such as customers and human resource from the perspective of a tourism industry.

Course Objectives:

1.      To demonstrate   a learning system that inspires entrepreneurial motivation among students providing a platform for creativity and innovation. 

2.      To Analyse concepts and process that help students to create a venture 

3.      To Evaluate innovative ideas and creative thoughts embedded in each one and also clues to cope with failure.

4. To estimate knowledge and information about the source of help, incentives and subsidies available from government to set up the project and other sources of funding.

To maximise  the insights gained and developing them into a workable business Plan with special focus on tourism 

Level of Knowledge -Basic 

Definition and Meaning of entrepreneur, Evolution, myths, Approaches to entrepreneurship Functions of an Entrepreneur, Types of Entrepreneur, Intrapreneur, Entrepreneurial Culture; Stages in entrepreneurial process. Ethical and social responsibility challenges for entrepreneurs. Social entrepreneurship, Woman Entrepreneurship.

Level of Knowledge: Conceptual

Creativity & Innovation 8 Hours

Creativity, Process, Techniques, Innovation,techniques of innovation Management,Creative approaches, Systemic and analytical methods of innovation management, Intellectual Property rights .

Entrepreneurial competency, individual competency, advantages of competency based approach; identification of entrepreneurial competency, Developing competency, manifests needs theory, entrepreneurial behavior, Analyzing ECs, Assessing ECs.

Assessment and evaluation of entrepreneurial opportunities, challenges of service venture, and factors for new ventures development, pitfalls and failures – case studies (tourism Industry), Ownership patterns in India, Legal issues related to emerging ventures – Registrations, Licenses, Fees and Permits with regard to tourism industry

Basic Concepts- Meaning, Need, Importance, Sources of Financing- Personal Investment- Venture capital –approaching venture capitalist - Angel Investor- Business Incubators- Government Grants and Subsidies- Bank Loans- Crowd Fund- Meaning, Process, Importance.

Small industry financing developing countries, Overview of financial institutions in India, Central level and state level institutions, DIC , NABARD , SIDBI, , IDBI, SIDCO, Indian Institute of Entrepreneurship, , Single Window, Industrial Policy of Government of India ,Government of India Initiatives under Make In India.

Developing a Business Plan - Conducting Initial Market Research, Developing Goals and Objectives, Developing an Organizational Form and Human Resource Plan, Developing a Project Schedule, Developing an Operations Plan, Developing a Marketing Plan, Developing a Green Plan, Developing a Financial Plan, Risk Analysis , Assessment of Project’s Viability, Case studies

Feasibility report of a new venture

2.     Hisrich, R. D., Peters, M. V., &Shepherd , D. A. (2014). Entrepreneurship. (6th ed.). Tata Mc-Graw Hill.
Labuschagne, H. (2011). Entrepreneurship competency, cognition, behavior and knowledge creation.University of Pretoria

2.  British Colombia Ministry of Tourism, Sport and Arts, (2005).A guide for tourism business entrepreneurs. Retrieved from website: http://www.smallbusinessbc.ca/pdf/Small Business Guide - English.pdf.Lall, M., &Sahai, S. (2006).Entrepreneurship. (1st ed.). Excel Books.Tourism Business Development, Research and Investment Branch, (2009).Tourism business planning guide. Retrieved from Alberta Tourism, Parks and Recreation website:http://www.tpr.alberta.ca/tourism/tourismdevelopment/pdf/ tourismdevguides/2-Business Planning Guide.pdf 

Note: * Refer to Students Handbook for particulars

Course Description

This course will help learners to understand the different market segments and marketing mix elements and to develop the skills required for a successful tourism and hospitality manger in a dynamic and technologically advanced global marketing environment.

The course objectives are

CO 1 To Understand the significance of Customer Orientation in Hospitality and Tourism marketing.

CO 2 To Examine Marketing Mix  of Tourism and Hospitality Products.

CO 3  To Assess the pricing practices and approaches in Tourism Business.

CO 4  To Appraise  Integrated Marketing Communications for Tourism  and Hospitality Business.

CO 4 To recognize marketing strategies for tourism and hospitality companies.

Marketing for Hospitality and Tourism – Definition – Core Marketing Concepts – Marketing Philosophies – Selling Vs Marketing, Differences between Products and Services – Technology and Marketing – Specific features of Tourism Marketing – Marketing Environment (Macro) – Economic, Natural, Technological, and Political – Legal and Socio Cultural. Marketing Information Systems and Marketing Research

Consumer Markets & Consumer Buying Behavior-Factors affecting Consumer behavior- The buyer decision process-Organizational Buying Behavior-The Organizational buying process- Organizational buying Decisions- Segmentation bases – Criteria to effective segmentation – Market Targeting – Market Positioning – Marketing Strategies – Alternative Strategies by Market Focus-Ps of Marketing- Product Mix – salient features of Tourism Products – New Product Development – Product Life Cycle – Strategies – Brand decisions

Pricing Considerations – Internal and External Factors – Pricing Approaches: Cost based – Break Even Analysis – Value based Pricing – Competition based Pricing – Pricing Strategies – New Product Pricing Strategies – Existing Product Pricing Strategies – Psychological Pricing – Promotional Pricing

Promotion in Tourism Industry-objectives-Methods - Advertising-Sales Promotion - Personal selling-Public Relations-Publicity in Tourism. - Direct Marketing  – Characteristics of each Promotion - Direct and  online marketing- Building customer Relationships-Digital Direct Marketing technologies- Online Marketing –Marketing- online Marketing Domains-B2C-B2B-C2C-C2B-Setting up Online Marketing presence- Creating website-Types-Placing Ads and Promotions Online-Forms of Online Advertising-Challenges of Online Marketing-Building customer relationships-Digital Direct Marketing Technologies- Podcasts and Vodcasts-Interactive TV- Social Media in Marketing.

Reason for the Popularity of Packaging and Programming – The distribution Mix – Nature and Importance in Travel Trade – Distribution Channels – Marketing of Tourist Destinations. Destination marketing by Tourism Boards-Case Studies

Morrisson, Alistair. M (2019),Marketing and Managing Destinations ,Routledge

Kamra, K. K. (2006). Managing Tourist Destination – Development, Planning, Marketing, Policies. Kanishka Publishers. New Delhi.

Lovelock, C., Wirtz, J., &Chatterjee, J. (2011).ServiceMarketing.Pearson Education India.

Zeithaml, V.A., Bitner, J.B., Gremler, D.D., &Pandit, A. (2012).ServiceMarketing.Tata McGraw-Hill Education.

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

Course Description: The objective of this paper is to familiarize the students with the background of planning parameters in connection with tourism development. This paper explores the theoretical framework integrated in destination planning.

The course objectives are

1 To Demonstrate the significance of Visitor Orientation in Tourism management

2 To Analyse destination Management Mix  of Tourism Business.

 3To Evaluate the destination management practices and approches in Tourism Planning.

 4To Evaluate Integrated techniques in Tourism Management

     5To Formulate destination marketing strategies for attraction management

Tourism Atractions and need for tourism planning – Preeminence of resources and role of destination development and its components - Conceptual tourist destinations and Evolving Concepts – Criterion’s for the selection of tourism destination development areas - Emerging Destination paradigms- Dynamics of destination development. Destination Audit - Procedures involved and checklist preparation - Relevance of destination planning- Planning at transnational level - Master Plan- Planning process - Elements of tourism plan. Tourism impact analysis and mitigation measures– Reasons for the collapse of tourism destination areas- Role of stakeholders and supremacy of government in destination planning – Challenges and issues addressed- State funding determinants- Organization structure in the context of destination planning. Destination management system – Applications and Techniques.

Deliberations in the planning system- Role of systems approach in tourism planning- Tourism systems – Modified Leiper’s Tourist System and  Whole tourism system (WTS) - Weaknesses in Leiper’s model of WTS- Other models of tourism - A model for interdisciplinary studies of tourism - Using models in learning system. Tourism demand and market supply match – Tourism demand patterns- Forecasting tools and techniques. Approaches in tourism planning: international level – national level – regional level – local level and site level planning. Institutional framework - Role of stakeholders in articulating effective planning- Public and private participation – Government intervention in tourism – Reasons for intervention: Economic, political, social, cultural and environmental.

Tourism policy - Definition, functions and characteristics - Process of tourism policy -Formulation - Structure and composition of Tourism Policy- Approaches to Tourism policy. Strategic planning and management - Strategic objectives and policies (Core and subsidiary strategic objectives) - Strategic and comprehensive planning process and phases involved. Framework for strategic planning in destinations – Strategic tourism policy model and areas that need government intervention and tactical perspective- Project feasibility study - Techniques and exceptional deliberations - Plan implementation- Development and monitoring. Planning analysis and strategic synthesis.Developing tourism plans: goals – components – plan preparation. Indicators in tourism development - WTO framework – Strategic role of knowledge in the New Age of Tourism - Successful Framework Strategies for development - Contemporary emphasis in framework and conditions for development - WTO: Action plans. Integrated planning- Principles, need and approaches for integrated plan.

Role of Destination Management Organizations – Core Functions of Destination Management Organizations, Need and Operational perspectives of Destination Management Organizations - Organizational structure of Destination Management Organization and Destination Stewardship - Future implications of DMOs- Influence of Technology in Destination Management - DMOs Contribution to Destination Branding and Destination Governance, DMO towards Benchmarking a Destination - DMOs Contribution to Crisis Management - Contemplating Role of DMOs for Destination Competitiveness and models - DMOs for Effective Visitor Attraction Management.

Strategic objectives and policies – premeditated approaches in policy formulation- Information communication technology Enabled Destination Management - Destination Image Building with Destination Management Organizations for Global Competency - Benchmarking Paradigms - Destination Management: A Major Parameter in Tourism Policy - Destination Management Organizations and alliances

Babu, S. S., Mishra, S., &Parida, B. B. (2008).Tourism Development Revisited – Concepts, Issues &Paradigms.Sage Publications.

Bhatia, A.K. (2009). Tourism Development: Principles & Practices. Sterling Publishers.

Burkart, A. J., &Medlik, S. (1994). Tourism Past, Present and Future. London: William Heinemann Ltd.

Cooper, C.,Fletcher, J.,Gilbert, D.,&Wanhill, S. (2000). Tourism Principles and Practices. London: Pitman Publishing.

Christie, R. M., &Morrison,A.M .(2006). The Tourism System.5^thEdn. New York: Kendall/ Hunt Publishing Company.

Kamra, K. K. (2001). Managing Tourist Destination: Development, Planning, Marketing and Policies. New Delhi:  Kanishka Publishers.

Mill, R. C., & Morrison, A. M. (2006).The Tourism System. Kendall-Hunt Publishing      Company.

Sharma, J. K. (1998). Tourism Planning and Development. New Delhi:  Kanishka Publishers.

Seth, P. (1997). Successful Tourism Planning and Management.Cross Section Publications.

Sinha, P. C. (1998). Tourism Planning. New Delhi: Anmol Publishers.

Stephen, P. J., Paul, B., Jo, C., et al. (2007). Tourism A Modern Synthesis.Thomson           Publishers.

Swarbrooke, J. (2002). The Development and Management of Visitors Attractions.Butterworth-Heinemann Publications.

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

The paper intends to impart a thorough understanding and in-depth knowledge about the various aspects of sustainable tourism. This helps the students to identify the significance of sustainability in tourism development. This paper offers the students a thorough insight into multiple issues developments related to new sustainable tourism concepts and insight into other advanced tourism concepts. This subject also looks at how to conduct a tourism assessment to examine eco-tourism potential and measure the potential costs and benefits of a sustainable tourism development program.

Course Objectives:

●       To Illustrate sustainable tourism and determine the steps involved in sustainable tourism planning.

●       To outline the concept of Green tourism and the structure of the ecotourism industry and marketing approaches

●       To examine the various environmental impacts of tourism and the International Certification Programs and Ethical considerations in Sustainable Tourism

• To formulate an action plan for Community involvement as contributors to sustainable tourism planning and development.

Ecology–Environment -Concept of Sustainable tourism- Forces which promote Sustainable Tourism– Principles of Sustainable Tourism- Dimensions of Sustainable tourism– The steps involved in Sustainable tourism planning- The various approaches to sustainable tourism - Key sustainability themes in the built environment. Threats and benefits of sustainable tourism. Case Studies based on both private sector and public sector projects. Sustainable tourism trends- South East Asia, Far East. The sustainable trends within major hospitality/tourism-based companies.

Introduction to the concept of Green Tourism-Definition and Key Concepts of Greening of Tourism, Sustainable tourism V/S Green Tourism. Types of Green tourism practices; Airlines and Tour operators. Measuring Sustainable Tourism, Challenges, and Opportunities for Tourism in a Green Economy - Waste Management and Water Quality- Energy and Greenhouse Gas Emissions- Water Consumption, Loss of Biological Diversity, Specific Challenges for Biodiversity. The Case for Investing in the Greening of Tourism, Spending in the Tourism Sector, Benefits in Employment, Environmental Benefits. Carbon footprints- Calculating the carbon footprint- What is your carbon footprint.

Eco-Tourism; Eco tourism related organization- International & National organizations - their role- Management of eco-tourism- marketing and management issues in ecotourism – Not-for-profit organizations and NGOs- Ethics of Ecotourism Operators - Organization characteristics; Formation, reasons for formation, mission, and structure - Funding partnership and stakeholders.; Characteristics of resource protection and development, Ethical orientations. Eco-tourism in public policy and planning- Beauty and Danger of Eco-tourism. National and International Policies on Natural Resource Management-Ecosystem Services & Payments for Ecosystem Services.

EIA-–Legislation, purpose/aim of EIA; Environmental impacts; Screening, scoping; Environmental Statement; Perceptions of Environments and Tourist Characteristics, Environmental Ethics -The need for EIA – Steps of EIA- Method – Usage of EIA in conserving Ecology and Environment – Global Code of Ethics in Tourism – UN Initiatives on Ecology and Environment – National Policy on Ecology and Environment- Environmental Law.  Environmental Policy & Politics. Strategic Environmental Assessment (SEA) vs. Environmental Impact Assessment (EIA).

Certificates and Regulations: the concept of accreditation and certification in a global context- Eco-labels, Blue Flag, Green Globe, PAN parks, Green leaf, Leads certification.

Life Cycle Assessment (LCA): Overview, definitions, life cycle stages; LCA framework; Goal and scope definition, inventory analysis, impact assessment, interpretation; Functional units, system boundaries; LCA tools, challenges; Infrastructure case studies.

Drivers and challenges for low carbon infrastructure - Low carbon infrastructure route map - Infrastructure carbon review - Whole-life infrastructure carbon - examples from different sectors - Carbon management frameworks - PAS 2080 - Detailed overview of key building materials and associated sustainability and carbon credentials/considerations.

The Environmental Impact of Tourism: Factors Creating the Issues of Global Concerns; Rise in Temperature –Air/water/Noise Pollution- Melting of Snow Caps – Rise in Sea Level – Monsoon and its Changes – Cruise lines and environmental concerns, Golf courses, and environmental concerns; Case studies. Benefits of various sustainable tourism projects; Case Studies; Environmental issues in sustainable tourism- Case studies, Sustainable tourism development in islands- Case studies.

Restrictions and Considerations in Sustainable Tourism Planning: Sustainable tourism Planning: best-practices versus worst Practices-Tourism Carrying capacity issues and Limits of Acceptable Change - Tourism Development Impacts and Issues Indicators and Standards: Visitor experience indicators - Environmental indicators-  Tourism development models.

Sustainable Tourism and Community Participation- Collaboration and Community Development- Community Identity and tourism- Community Tourism Entrepreneurship. Methodology for Developing New Tourism Activities without affecting Existing Ecology and Environment. Tools and techniques: for development of spatial plans for rural or nature-based tourism areas.

Measuring sustainable development: indicators, Sustainable Livelihood Approach, remote sensing. Case studies of SD and Sustainable Livelihood Approach, Communication and leadership issues in management for SD, Issues in implementation of SD policies. (Surrey University).

2.      Fischer, A. (2014). Sustainable Tourism. Bern: UTB.

3. McCool, S. F., & Bosak, K. (2016). Reframing Sustainable Tourism (Environmental Challenges and Solutions, 2) (Softcover reprint of the original 1st ed. 2016 ed.). Springer.
4. Sharma, A. (2019). Sustainable Tourism Development: Futuristic Approaches (Advances in Hospitality and Tourism) (1st ed.). Apple Academic Press.
5. Mowforth, M., & Munt, I. (2015). Tourism and Sustainability: Development, globalization and new tourism in the Third World (4th ed.). Routledge.
6. Filimonau, V. (2016). Life Cycle Assessment (LCA) and Life Cycle Analysis in Tourism: A Critical Review of Applications and Implications (Softcover reprint of the original 1st ed. 2016 ed.). Springer.
7. Smith, J. (2017). Transforming Travel: Realising the Potential of Sustainable Tourism (Cabi Concise). CABI.
8. Fennell, D. A. (2013). Ecotourism Programme planning. Wallingford, Oxon, UK: CABI Pub.

2)      Curran, M. A. (2012). Life Cycle Assessment Handbook: A Guide for Environmentally Sustainable Products (1st ed.). Wiley-Scrivener.

3)      Choudhary, V. (2010). International tourism and sustainable development. New Delhi:    Centrum Press.

4)      Hall, C. M. (1998). Sustainable tourism: A geographical approach. New York: Longman             Publications.

5)      Narasaiah, M. L. (2004). Globalization and sustainable tourism development. New Delhi:    Discovery Publishing House.

6)      Pineda, F. D., & Brebbia, C. A. (2012). Sustainable tourism. Southampton: WIT Press.

7)      Miller, G., & Twining-Ward, L. (2010). Monitoring for a sustainable tourism transition: The challenge of developing and using indicators. Wallingford, UK: CABI Pub.

8) Fennell, D. A. (2013). Ecotourismprogramme planning. Wallingford, Oxon, UK: CABI Pub.

The internship is an initiative taken up to provide practical learning experience as a part of the Post Graduate, Master of Tourism and Travel Management (MTTM),  programme at CHRIST (Deemed to be University) 

This is a mandatory summer internship activity. The initiative has been included as an important part of the learning pedagogy of the Postgraduate course as it would provide students with an opportunity to convert their academic learning’s into practical knowledge. It would provide students with Industry experience where they would work under the able-guidance of professionals in addition to theoretical knowledge acquired in classrooms. 

The Objectives are;

To Appraise students with global standards in international tourism and hospitality management 

To Develop managerial capacity for the tourism industry

Introduction about the tourism industry and the industry where one had completed an internship with.

A brief description about the company

If the students were asked to do any research by the company, then one can narrate the research they had undertaken with the review of the kinds of literature

Learning outcomes

Findings and observations

Suggestions and Conclusion               

Live Project is an initiative taken up to provide practical learning experience as a part of the Post Graduate, Master of Tourism and Travel Management (MTTM),  programme at CHRIST (Deemed to be University) 

This is in addition to the mandatory summer internship. The initiative has been included as an important part of the learning pedagogy of the Postgraduate course as it would provide students with an opportunity to convert their academic learning’s into practical knowledge. It would provide students with Industry experience where they would work under the able-guidance of professionals in addition to theoretical knowledge acquired in classrooms. 

The Objectives are;

To Appraise students with global standards in international tourism and hospitality management 

To Develop managerial capacity for tourism industry

Chapter I: Introduction                                                  2-3 Pages

Chapter II: Company Profile                                          2-3 Pages

Chapter 3: Learning experience                                    10-12 Pages

Chapter IV: Findings and observations                        1-2 pages

Chapter VI: Suggestions and Conclusion                    01-02 pages

 Format for the Report

Chapter I: Introduction                                                  1-2 Pages

Chapter II: Company Profile                                          2-3 Pages

Chapter : Learning experience                                    10-12 Pages

Chapter V: Findings and observations                        1-2 pages

Chapter VI: Suggestions and Conclusion                    01-02 pages

References

Annexure

Max 20-30 Pages

The Course will enable the students to integrate Negotiation Skills so as to improve their Negotiation Strategies and Negotiation Techniques to help them evolve into a Successful Negotiators in the Tourism and Hospitality Industry.

Class and team activities involving:

- Problem Analysis

- Preparations before the Negotiation Discussions

- Communication Styles used with the incorporation of the Negotiation Strategies

- Ethics and Reliability during the entire Process

Course Description

The learners will be able to develop a better understanding and appreciation of Customer Relation Management, especially in the Tourism and the Hospitality Industry. They will gain a clear overview on Customer Relationship Management grounded on high-quality customer data and enabled by information technology.

The course objectives are

CO 1 To Understand various forms of value delivery strategy adopted by successful companies

CO 2 To  Examine the benefits that flow from managing customers as a portfolio.

CO 3  To Analyse how the Internet is changing the way that customers receive value from communication and distribution.

CO 4  To Illustrate how CRM practices and technologies are used to enhance the achievement of marketing, sales and service objectives throughout the customer life-cycle stages of customer acquisition, retention and development.

 CO 5 To develop applications of CRM in the field of Tourism and Hospitality Business.

Meaning of CRM and Relationship - Need for relationship with customers in the Tourism Industry - Need for customers to have relationship with tourism and hospitality companies - Customer satisfaction – Loyalty - Business performance; CRM Constituencies – Strategic Goals of CRM in the Tourism Industry; Misunderstandings in CRM.

 Primary stages in the CRM Value Chain - Supporting conditions of the CRM Value Chain; CRM Technology - The CRM Marketplace - CRM Architecture; Applications of the CRM Value Chain in the Tourism Industry.

Meaning of Customer and Portfolio in the Tourism context; Tourism Market Segmentation; Data Mining for the market; Customer portfolio Analysis Tools - Sales forecasting - Activity-Based Costing - Lifetime value; Strategically significant customers in the Tourism Industry - Building a strong customer database.

Meaning of a Network and Principles of Customer Network Management - Activity Links - Resource Ties - Actor Bonds - Network position; Network Management and CRM; Scope of CRM in the Tourism Industry - Supplier Relationship in the Tourism Industry - Trends in customer-supplier relationship in the Tourism Industry – Owner / Investor Relationship in the Tourism Industry - Partner Relationship in the Tourism Industry.

Understanding Value - Sources of Customer Value; Customization - Value from Products, Services, Processes, People, Physical Evidence; Customer Communication and Channels; Customer Experience in the Tourism Industry.

Meaning of New Customers – Prospecting Customer Value Estimates; Key performance indicators of Customer Acquisition Programmes in the Tourism Industry

Meaning of Customer Retention - Economics of Customer Retention in the Tourism Industry - Identifying the right customers to retain – Key performance indicators for Customer Retention Programmes in the Tourism Industry

Role of Research - Strategies for Customer Development and sacking customers in the Tourism Industry.

Conventional Customer Management Structures; Network and Virtual Organizations; Person-to-person contacts - Key Account Management and Team Selling - Significance in the Tourism and Hospitality Industry.

Anderson, Kristin, & Kerr, Carol. (2001). Customer Relationship Management. McGraw Hill

Professional.

Buttle, Francis. (2004). Customer Relationship Management. Oxford: Elsevier Butterworth-

Heinemann.

Dyche, Jill. (2001). The CRM Handbook. Addison-Wesley Publications.

Greenberg, Paul. (2000). CRM. (4th ed.). McGraw-Hill Publications.

Payne, Adrian. (2005). Handbook of CRM. Oxford: Elsevier Butterworth-Heinemann.

Seidel, Wolfgang, &Stauss, Bernd. (2005). Complaint Management: The Heart of CRM. (1^sted.). Cincinnati: Thompson/South-Western.

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

Course Description: An organization consists of different departments and processes. Managers at all level must understand how a company’s departments and processes “fit” together to achieve its goal. It focuses on all the functional areas of business and presents a cohesive strategic management model from a strategic perspective. The course provides an insight on the strategy adopted by the companies in response to environmental change. This course also aims to enable the students to understand various business policies and their strategic applications in the Tourism industry, at a managerial level. The course objectives are

·         CLO 1 To learn the fundamentals of strategic management using the case method.

·         CLO 2 To examine the strategic plans of organizations and understand the stages of formulation, execution and evaluation of the strategic plans.

·         CLO 3 To understand the fundamental principles & interrelationships among business functions in industry such as: R & D, Production, Marketing, Customer Service, finance, human resources and Information Technology

• CLO 4 To understand the interrelationships of business to individuals, other organizations, government and society in the Tourism  industry.  

CLO 5 To be able to prepare a strategic plan for an organization of their choice

Business Policy and Strategic Management:  Definition, evolution, nature, scope. Importance of strategy and strategic management. Strategic Management:  Definition, evolution, nature, scope. Importance of strategy and strategic management. Strategic decision-making, Process of strategic management and levels at which strategy operates

Strategic Intent & Strategy Formulation: Vision, mission and purpose – Business definition, objectives and goals. Stakeholders in business and their roles in strategic management, Corporate Social Responsibility, Ethical and Social Considerations in Strategy Development. Strategic analysis: Analyzing Company’s Resources and Competitive Position - Organizational Capability Profile – Strategic Advantage Profile – Core Competence – Distinctive Competitiveness, Analyzing Company’s External Environment: Environmental appraisal Scenario planning – Preparing an Environmental Threat and Opportunity Profile (ETOP).

Industry Analysis - Porter’s Five Forces Model of competition, Corporate Portfolio Analysis: Business Portfolio Analysis - Synergy and Dynegy. BCG Matrix – GE 9 Cell Model. Concept of Stretch, Leverage and Fit, Life Cycle Analysis: Emerging, Growing, Mature & Declining Industries. Strategic Alternatives

Generic Competitive Strategies: Low cost, Differentiation, Focus.

Grand Strategies: Stability, Growth (Diversification Strategies, Vertical Integration Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances & Collaborative Partnerships) Retrenchment, Outsourcing Strategies, Tailoring strategy to fit specific industry

Resource allocation, Projects and Procedural issues. Organization structure and systems in strategy implementation. Leadership and corporate culture, Values, Ethics and Social responsibility. Operational and derived functional plans to implement strategy - Integration of functional plans

Organizational systems and techniques of strategic evaluation

            David, F: (2017), Strategic Management, 16^th Edition, Pearson Publication

Recommended References

            Das, R: (2017), Crafting the strategy: concept and cases in strategic management. Tata Mc Graw Hill

            David, F: (2017), Strategic Management, 16^th Edition, Pearson Publication

Recommended References

            Das, R: (2017), Crafting the strategy: concept and cases in strategic management. Tata Mc Graw Hill

End Semester Exam (ESE)     30%

Mid Semester Exam (CIA-II)25%

Continuous Internal Assessments (CIA- I & III)       40%

Attendance     05%

Total    100%

The course on Human Resource Management focuses on the fundamentals of HRM. The

subject attempts to unfold various functions of HRM and the relevance and challenges of

modern human resource.

Course Objectives:

To familiarize the students with concepts and processes of managing of Human Resource in Organization
To enable the students apply the concepts and Principles of Human Resource

Management in activities relating to Tourism Industry. To familiarize the students with concepts and provisions of Labour Laws in India

To import the conceptual knowledge of human resource management at domestic and global level.This course helps to appreciate the various functions of HRM and explains how even ordinary people can deliver extraordinary results.

The objective of this course is to impart various HR practices to students that is being practiced by organizations and the way of improving the efficiency of the human assets

Meaning and concept – importance of human resources in tourism industry

– objectives – functions – policies – procedures and programmes of HRM

 – Human Resource Management in Service Sector-HRM and its key challenges in Tourism industry.

Understanding Human Resource Planning (HRP)-

Job Analysis-Job Description and Job Specification-HRP in Tourism Industry-

Collective Bargaining and Negotiation Process.

 Recruitment: meaning – factors affecting recruitment –

 recruitment process – recruitment methods. Selection – meaning – process of selection 

 Induction – Induction process- Managing Diversity in the Workplace.