Objectives and competences
Objectives:
• to show the specifics of hotel activities that influence the design of hotel services and hotel business performance;
• to explain the organizational structure and work processes that take place in hotel functional units according to the different type and quality level of the hotel;
• to explain the content of marketing and ways to monitor the business performance of the hotel;
• to explain the role of hotel staff in the guest's perception of the quality of the hotel's service and the guests' overall experience of the hotel;
• to learn the contents of the most important management functions (planning, organizing, guiding, controlling) at various levels of the hotel management structure and approaches to personnel management.
Competencies that are gained by the students are:
• learn about the peculiarities of hotel activities and the specificity of hotel operations,
• are qualified to manage the organizational unit of the hotel's accommodation unit, the associated functional unit (middle management level) or the hotel as an integral part of the hotel company (hotel director).
Content (Syllabus outline)
• Hotels as an integral part of the tourist offer: definition of tourist accommodations and hotels; from simple rooms to modern hotels.
• Attributes of hotel business: hotel services, hotel types according to different criteria and quality levels, special features of hotel business, ecosystems of modern hotel business, significance of hotel location in the environment (concept), challenges of modern hotel industry.
• Organizational structure and culture: classical vs. modern organizational structures, typical functional units, hotel staff (types, professional qualifications, personal image, quality service delivery), the design and importance of organizational culture.
• Marketing and sales of hotel services: the importance of marketing in hospitality, the difference between marketing and sales, market analysis, hotel market - 7 P: services, prices, sales channels, promotion, hotel management, staffing, processes.
• Hotel performance: the various dimensions of business performance, accounting specificities in the hotel industry and USALI, the types of costs and revenues in the hotel, planning and monitoring of operations, FA documents, various indicators (financial and non-financial) of hotel performance.
• Quality of hotel services and overall guest experience: the importance of quality services, guest satisfaction, guest experience in hotel services, methods and tools for quality assurance, quality service management.
• Strategy and policy of hotel management: specialty of hotel management, managerial levels and responsibilities, motivation and rewarding of staff, vision and mission of the hotel, strategic documents, business planning.
Intended learning outcomes - knowledge and understanding
Student:
• understands the specific features of the hotel industry and the environmental factors in which the hotel operates;
• identifies development trends;
• analyzes the market of tourist accommodation;
• prepares or transforms the design of the hotel, adapted to the tourist destination or the micro-location of the hotel;
• can adapt the key elements of the hotel's web-market;
• is capable to implement management functions and adapt them to his/her managerial position in hotel;
• plans and monitors the performance of the hotel unit / hotel;
• can react in solving complicated situations and complaints from guests. partners;
• communicates with staff, business partners and guests;
• manages the quality of services in the unit that it manages.
Readings
Osnovna literatura / Essential sources:
Vallen J. and Vallen J. (2017). Check-in Check-out. Managing Hotel operations., Tenth Edition. Boston: Pearson.
Ministrstvo za gospodarski razvoj in tehnologijo. 2017. Strategija trajnostne rasti slovenskega turizma 2017-2021. Dostopno na http://www.mgrt.gov.si/fileadmin/mgrt.gov.si/pageuploads/Strategija_turizem_koncno_5.10.2017.pdf
Priporočena dodatna literatura / Recommended additional sources:
Medlik, S. in Ingram, H. (2000). The business of hotels, (4th ed.). Oxford: Butterworth Heinemann.
Mihalič, T. (2002). Poslovanje in ekonomika turističnih podjetij. (moduli 10-13). Ljubljana: Ekonomska fakulteta Univerze v Ljubljani.
Dodatna literatura / Additional readings materials:
Seznam dodatnih študijskih materialov, člankov in gradiv bo razdeljen študentom ob začetku predavanj. / A list of additional study materials (published texts, journals, etc.) will be distributed when the module begins.
