Module Directory

In this module, you will investigate how tourism and 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 behavior and how hospitality firms try to adapt and personalise their offer.

The aims of this module are:

1. To analyse the concept of globalization and the nature of different political economies.


2. To review cross-border trade theory and investment structures.


3. To evaluate international corporate development and market entry strategies.


4. To compare and contrast the differences between regional, international, and multinational corporate cultures and strategies.


5. To analyse hospitality case studies of the methods and policies used in working with diverse local or multinational work forces.


6. To analyse the different dietary requirements of different cultures.


7. To understand cultural sensitivity, facility and product provision.


8. To understand cultural branding, marketing, and encoding and decoding of feedback.


9. To review the hospitality industry’s policies to adapt to cultural differences;


10. To 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 tourism and hospitality industry.


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


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


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

• Analyse the principal concepts and structures of international trade and development and apply these to the tourism and 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.
  
  
  
  


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


• Evaluate the impact of customer culture and origin, diet, and behavioural norms on their tourism and 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.
  
  
  
  


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

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.