Module Directory

In this module you will investigate how hospitality businesses operate globally in terms of the markets they work within as well as domestic legislation and the impact of culture on employees. You will also study the intricacies of global customer culture and its impact on expectations and behaviour and how hospitality firms try to adapt and personalise their offer.

The aims of this module are to enable students to:

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  Analyse the principal concepts and structures of international trade and development and apply these to the hospitality industry Review of continental differences in legislation.
  - Analysis of the concept of globalization and the nature of different political economies;
  - Review cross border trade theory and investment structures;
  - Evaluate international corporate development and market entry strategies.

  
  


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  Critically evaluate the impact that different international cultures have on the management of domestic work forces and international hospitality operations.
  - Compare and contrast the differences between regional, international and multinational corporate cultures and strategies;
  - Analyse hospitality case studies of the methods and policies used to in working with diverse local or multinational work forces.

  
  


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  Evaluate the impact of customer culture and origin, diet and behavioural norms on their hospitality requirements and expectations.
  - Analysis of the different dietary requirements of different cultures;
  - Cultural sensitivity, facility and product provision;
  - Cultural branding, marketing and encoding and decoding of feedback.

  
  


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  Critically examine the ability of the hospitality industry to adapt to different cultures and its ability to personalise its offer.
  - Review the hospitality industry’s policies to adapt to cultural differences;
  - Research the theory of personalisation and its application to cultural differences.

  
  

By the end of this module, students will be expected to be able to:

1. Analyse the principal concepts and structures of international trade and development and apply these to the hospitality industry.


2. Critically evaluate the impact that different international cultures have on the management of domestic workforces and international hospitality operations.


3. Evaluate the impact of customer culture and origin, diet and behavioural norms on their hospitality requirements and expectations.


4. Critically examine the ability of the hospitality industry to adapt to different cultures and its ability to personalise its offer.

Learning and teaching will take the shape of classroom-based lectures and seminars where Wivenhoe House will be used to contextualize theory and illustrate practice. Self-managed learning will supplement seminars where you will be provided with guidance on required reading and online learning resources.