This module aims to provide students with a comprehensive framework for understanding the internal and external factors which affect tourism and hospitality businesses.
The Macroeconomic Environment
Political, Economic, Social, Demographic, Technological, Ecological and Legal environments in developed and emerging markets within the tourism and hospitality sector.
The Micro Environment
Customers, Suppliers, Competitors, Employees, Unions and Distributors / Intermediaries. The use of analytical tools such as Michael Porter’s Competitive Forces: Existing Competition, Threat of New Competition, Bargaining Power of Buyers and Bargaining Power of Suppliers and Lobbying Groups within the tourism and hospitality sector.
Process of Environmental Analysis
Environmental Knowledge. Market Intelligence. SWOT Analysis. Trend Extrapolation. Scenario Building. Risk Assessment.
Group lecturers, inquiry-based and applied learning, and individual tutorial support
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 70 |
| Other Assessment(s) | 30 |