HGE401 Group Project

HGE401 Group Project Brief Page 1 of 7Context:This assessment task requires you to explore the concept of guest experience in a hospitality servicesetting, integrating both the perspectives of customers and operators. It aims to enable you torecognise the importance of co-creating positive experiences for an ever-changing customer market,in order to engage and meet the needs of both consumers and providers. The task also aims atdeveloping your capacity to identify strategies and opportunities for improvement, and subsequentlypropose practical recommendations for the enhancement hospitality firms experiences.This assessment task gives you the opportunity to work with a group of your peers and investigate atopic that is important to the hotel sector. The purpose of this assessment is threefold. First, as a groupproject it is designed to be a practicum for learning leadership skills including group decision making,conflict resolution, interpersonal communication, and critical analysis. Second, communication (oral,written and visual), is an important skill in any profession and this is an opportunity for you to workwith a variety of communication skills. Finally, the assessment provides you an opportunity toinvestigate what service firms in hospitality are doing to provide distinctive customer service. GROUP ASSESSMENT BRIEFSubject Code and NameHGE401: Hotels and the Guest ExperienceAssessmentGroup Project (Written Business Repot)Individual/GroupGroupLength5000 + InfographicsLearning OutcomesThis assessment addresses the following subject learningoutcomes:a) Understand the concept and development ofprofessionalism within the broader tourism, hospitality andevents industry;c) Explore the correlation between culture, customerexperience and business experience;d) Analyse the impact of poor customer experiences;e) Assess a range of strategies that hotels can take toimprove their customers experience.f) Develop innovative and creative approaches to engageand meet the needs of the ever-changing customer marketSubmissionBy 11:59pm AEST/AEDT Sunday (week 10)Weighting40%Total Marks100 marks HGE401 Group Project Brief Page 2 of 7Instructions:This assessment task requires you, as a group (of 5), to write a 5,000-word report based on the casestudy A day in the life of experience stagers: The case study of Saffire Freycinet (Case study providedseparately). The case describes the hotel experience of Charles and Karen through the eyes of the staffoperating the luxury lodge.As a group you are to write a business report, complemented with two (2) infographics, that provides:1. An analysis of the elements of the Saffire Freycinet experience Charles and Karen had.2. An evaluation of the importance of co-creation in creating a memorable experience and therole the staff have in managing this experience.3. A critical reflection on the strategies utilised by the luxury lodge to manage the quality of theirguest experience and the impacts that quality experiences have to the hospitality businesssuccess.Written report structure guidelines:The written part of your group project should follow the structure of a business report and should bewritten in third person.In your report you will have to provide the analysis of the case study, the evaluation of Charles andKarens service experience and a reflection of the strategies used by the luxury lodge to co-create andmanage positive experiences. To do so you must frame your analysis around research from academicliterature and industry publications. You should read widely and incorporate this reading into yourdiscussion. As a place to start you should include in your report the readings provided throughout theunit, however additional research is expected for this assessment.To help you better understand how to integrate research and your case analysis please follow thebelow report structure:Structure Guideline: Group Assignment Cover SheetExecutive Summary* (approx. 500 words) Report aim Main problem Method of research used and sources used for the report (e.g. academic articles, blogs,online magazines) Key findings and recommendations summarised Table of ContentsIntroduction (approx. 500 words structural elements only) Background information on the topic Aim of report/Thesis statement Structure of report1. Evaluation of the Saffire Freycinet Experience (approx. 1500 words)HGE401 Group Project Brief Page 3 of 7 In this section you are required to analyse the Saffire Freycinet experience of Charles andKaren. Your analysis should focus on breaking down the experience Charles and Karen hadat Saffire Freycinet, identifying all the elements that contribute to determine theirexperience. This section should contain the following elements and answer the followingquestions:i. One (1) Infographic visualising Charles and Karens Saffire Freycinet totalexperience (a customer journey map or a service blueprint are some of the besttools you can use to do this).ii. Utilising the case study as a reference point, reflect of the theatrical metaphorHemmington (2007) provides to define the hospitality experience. Who is theaudience? Who are the front stage actors? Who are the backstage technicians?What are the supporting activities? What constitutes the theatrical stage? Howdo these combined elements create the Saffire Freycinet experience?iii. Applying Walls et al. (2011) model of luxury hotel experience, identify and analyseall the elements that, in the case study, have contributed to create Charlessexperience at Saffire Freycinet Lodge? How do these elements make Charlesexperience a luxury experience?2. Co-creating and managing the Saffire Freycinet experience (approx. 1500 words) In this section you will present your evaluation of the role that co-creation, andparticularly the staff, has in co-creating and managing Charles and Karens experience. Tohelp you frame your report this section should address the following points:i. Reflect on the role that co-creation has in creating positive guest experience.Provide examples from the case study to support your analysis.ii. What is the fundamental role that staff has in delivering memorable experiences?What competencies do they require? How can they acquire them? Utilise theHospitality intelligence framework proposed by Bharwani and Juanhari (2013) toframe your evaluation. Use examples from the case study to support.iii. Based on the case study, evaluate what are the most impactful challenges thestaff at Saffire Freycinet Lodge experience on a daily basis in co-creating, stagingand managing their guests experiences. How do they overcome them?3. Managing the quality of Saffire Freycinet experience (approx. 1000 words) In this section, you are to identify strategies used by Saffire Freycinet to manage thequality of each guest experience. Tactics and strategies proposed to manage and enhancethe quality of Saffire Freycinet experience should be, in fact, explained under the lens ofthe theories and models studied in class on total customer experience management andexperience quality (see Alnawas & Hemsley-Brown, 2019). This section should contain thefollowing elements: i.One (1) infographic that presents the identified strategies and how they work tomanage and enhance the quality of the Saffire Freycinet experience.Reflect on Charles and Karens Saffire Freycinet experiences over the years, anddiscuss how their emotional and psychological needs have been identified andii. HGE401 Group Project Brief Page 4 of 7fulfilled by the experience stagers. How does this contribute to their evaluationof the quality of their experiences? iii.Critically reflect on the strategies used by the lodge staff to manage the quality ofthe experience. Are there other strategies that can be utilised in this context? Canthese strategies be utilised in other hotel contexts?What are the impacts to the business of creating quality experiences rather thaniv. unsatisfactory experiences? Use examples from the case study to support yourreflection. Conclusion (approx. 500 words Structural element only)Recommendations (OPTIONAL)Reference List*Appendix or Appendices* Please note that a discretional + or 10% marks could be awarded or deducted for individualperformance based on peer evaluation.Suggested readings:Aggett, M. (2007). What has influenced growth in the UKs boutique hotel sector?. InternationalJournal of Contemporary Hospitality Management, 19(2), 169-177.Ariffin, A. A. M., Maghzi, A., Soon, J. L. M., & Alam, S. S. (2018). Exploring the influence of hospitalityon guest satisfaction in luxury hotel services. e-Review of Tourism Research, 15(1).Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique forservice innovation. California management review, 50(3), 66-94.Car, A., & Cova, B. (2003). Revisiting consumption experience: a more humble but complete view ofthe concept. Marketing theory, 3(2), 267-286.Gilmore, J. H., & Pine, B. J. (2002). Differentiating hospitality operations via experiences: Why sellingservices is not enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), 87-96.Harkison, T. (2018). The use of co-creation within the luxury accommodation experiencemyth orreality?. International Journal of Hospitality Management, 71, 11-18.Harkison, T., Hemmington, N., & Hyde, K. F. (2018). Creating the luxury accommodation experience:case studies from New Zealand. International Journal of Contemporary HospitalityManagement, 30(3), 1724-1740.Hemmington, N. (2007). From service to experience: Understanding and defining the hospitalitybusiness. The Service Industries Journal, 27(6), 747-755.Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality: Aliterature synthesis, new understanding and research agenda. International Journal ofContemporary Hospitality Management, 30(1), 21-56.Mcintosh, A. J., & Siggs, A. (2005). An exploration of the experiential nature of boutiqueaccommodation. Journal of travel research, 44(1), 74-81.Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard businessreview, 85(2), 116.Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76,97-105.Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). Understanding the consumer experience: Anexploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2),166-197.HGE401 Group Project Brief Page 5 of 7Submission Instructions:1. Typed and formatted following the Assessment Structure Style Guide and uploaded toBlackBoard on time on the due date. Recommendations are OPTIONAL.2. The total word count, excluding executive summary and references, must be within 10% (+or -) of the assessment word count. Penalties will apply when word count restrictions are notmet.3. To be submitted in electronic form as a word-processed file to BlackBoard4. You are expected to refer, in text, to a minimum of twelve (12) academic sources, plusothers as required in order to show competency in the assessment. Up to four of these canbe academic textbooks, with a minimum of eight academic journal articles. Blogs and otherunverifiable sources will not count as references5. All referencing must be in accordance with the Academic Writing Guide: APA 6th Edition onSharePoint.6. A TUA cover sheet to be attached to your paper (Group assessment cover sheet)7. See marking rubric below, you do not need to attach this rubric to your submissions.NOTE: For the group assessment, only one copy of the report is to be submitted to Turnitin with allgroup members name of the cover sheet, and a BMIHMS Peer Evaluation form MUST BE completedand submitted to the lecturer by the assessment due date.HGE401 Group Project Brief Page 6 of 7 Assessment CriteriaFail(Unacceptable)0-49%Pass(Functional)50-64%Credit(Proficient)65-74%Distinction(Advanced)75 -84%High Distinction(Exceptional)85-100%Knowledge andunderstanding (technicaland theoreticalknowledge)20%Limited understanding ofrequired concepts andknowledgeKey components of theassignment are notaddressed.Knowledge or understandingof the field or discipline.Resembles a recall or summaryof key ideas.Often confuses assertion ofpersonal opinion withinformation substantiated byevidence from theresearch/course materials.Thorough knowledge orunderstanding of the fieldor discipline/s. Supportspersonal opinion andinformation substantiatedby evidence from theresearch/course materials.Demonstrates a capacity toexplain and apply relevantconcepts.Highly developed understandingof the field or discipline/s.Discriminates between assertionof personal opinion andinformation substantiated byrobust evidence from theresearch/course materials andextended reading.Well demonstrated capacity toexplain and apply relevantconcepts.A sophisticated understanding ofthe field or discipline/s.Systematically and criticallydiscriminates between assertionof personal opinion andinformation substantiated byrobust evidence from theresearch/course materials andextended reading.Mastery of concepts andapplication to newsituations/furtherlearning.Content, Audience andPurpose (broad andspecific content)20%Demonstrates no awarenessof context and/or purpose ofthe assignment.Demonstrates limitedawareness of context and/orpurpose of the assignmentDemonstrates consistentawareness of contextand/or purpose of theassignment.Demonstrates an advanced andintegrated understanding ofcontext and/or purpose of theassignment.Consistently demonstrates asystematic and criticalunderstanding of context andpurpose of the assignment.Analysis and applicationwith synthesis of newknowledge20%Limited synthesis andanalysis.Limited application/recommendations basedupon analysis.Demonstrated analysis andsynthesis of new knowledgewith application.Shows the ability to interpretrelevant information andliterature.Well-developed analysisand synthesis withapplication ofrecommendations linked toanalysis/synthesis.Thoroughly developed andcreative analysis and synthesiswith application of pretestedmodels and / or independentlydeveloped models and justifiedrecommendations linked toanalysis/synthesis.Highly sophisticated and creativeanalysis, synthesis of new withexisting knowledge.Strong application by way ofpretested models and / orindependently developedmodels. Recommendations areclearly justified based on theanalysis/synthesis. Applyingknowledge to newsituations/other cases. HGE401 Group Project Brief Page 7 of 7 Effective Communication10%Difficult to understand foraudience, no logical/clearstructure, poor flow of ideas,argument lacks supportingevidence.Audience cannot follow theline of reasoning.Did not meet the word countrequirementsInformation, arguments andevidence are presented in away that is not always clearand logical.Line of reasoning is oftendifficult to follow.Information, argumentsand evidence are wellpresented, mostly clearflow of ideas andarguments.Line of reasoning is easy tofollow.Information, arguments andevidence are very well presented;the presentation is logical, clearand well supported by evidence.Demonstrates cultural sensitivity.Expertly presented; thepresentation is logical,persuasive, and well supportedby evidence, demonstrating aclear flow of ideas andarguments.Engages and sustains audiencesinterest in the topic,demonstrates high levels ofcultural sensitivityEffective use of diversepresentation aids, includinggraphics and multi-media.Quality of researchCorrect citation of keyresources and evidence20%Demonstrates inconsistentuse of good quality, credibleand relevant resources tosupport and develop ideas.Demonstrates use of credibleand relevant resources tosupport and develop ideas, butthese are not always explicit orwell developed.Demonstrates use of highquality, credible andrelevant resources tosupport and develop ideas.Demonstrates use of goodquality, credible and relevantresources to support and developarguments and statements.Shows evidence of wide scopewithin the organisation forsourcing evidenceDemonstrates use of high-quality,credible and relevant resourcesto support and developarguments and positionstatements. Shows evidence ofwide scope within and withoutthe organisation for sourcingevidenceQuality of infographics10%Graphics do not relate to thetopic.Several required elementswere missing.The infographic isdistractingly messy or verypoorly designed. It is notattractiveSome graphics relate to thetopicAll but 1 of the requiredelements are included on theinfographic.The infographic is acceptablyattractive though it may be abit messyAll graphics relate to thetopicAll required elements areincluded on the infographicThe infographic isreasonably attractive interms of design, layout andneatnessAll graphics are related to thetopic and most make it easier tounderstandThe infographic includes allrequired elements as well asadditional information.The infographic is attractive interms of design, layout andneatness.All graphics are related to thetopic and are well developed andmake it easier to understandThe infographic includes allrequired elements as well asadditional information and arewell presented.The infographic is exceptionallyattractive in terms of design,layout, and neatness.

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