II SEMESTER MBATTM : 201: TOURISM PRODUCTS MANAGEMENT

Unit: I

Definition of Tourism Products: Characteristics of Tourism Products Different models of product levels and layers (Kotler & Smith). Issues in Product Designing Product Life Cycle Product Development. Nature based Tourism Products: Countryside Climate Natural beauty, Lakes, rivers, waterfalls, beaches and hot springs - Forests and wildlife Culture and Tradition based Tourism Products: Historical Sites and culture Monuments Museums Health Traditional Fairs & Festivals Regional Cuisine varieties Arts and crafts Folk and Tribal lore as tourism Products Cultural Events Fairs and Festivals.

Unit: II

Unit: III

Unit: IV

World Heritage sites as Tourism Products and Management: Criteria for selection Nomination Process World Heritage Sites and Monuments in India, Natural areas and Monuments.

REFERENCE BOOKS: 1. 2. 3. 4. 5. 6. 7. 8. David Weaver, Tourism Management (Wiley) Cooper (et al), Tourism Principles and Practice (Prentice Hall) Manoj Dixit, Charu Sheela, Tourism Products (New Royal Book Co.,) Rabindra Seth, Tourism in India 2 vols, (Kalyani) K.K. Kamra, Mohinder Chand, Baisics of Tourism (Kanishka) R.S.Bist, National Parks of India (Publication Division) S.P. Gupts, Cultural Tourism in India David Weaver, Eco- Tourism (Wiley)

MBATTM : 202: HUMAN RESOURCE MANAGEMENT FOR TOURISM

Unit: I

HRM: Meaning, Importance, Functions, Challenges and opportunities. Need for HRM in tourism Industry, Concepts and process of Human Resources Planning Objective of

human resource planning, Concept of Human resource planning, Need for human resource planning in tourism, Approaches to HR planning Social demand approach, rate of return Approach, Man power recruitment Approach. Unit: II Recruitment: Meaning, Sources, methods, Selection - selection methods Placement, induction and performance appraisal meaning and relevance in tourism industry, Training and development meaning and its requirements Job Evaluation: Concept, scope and limitation, Job Analysis and job description definition, uses of job analysis and job description, job description, job specifications and job analysis Compensation and Incentives Welfare measures. Human Resource Development (HRD): An Overview What is HRD,Why HRD, HRD process and outcome, An overview of HRD practices: Trends, HRD in Service Industry : Importance and role of HRD in Service Sector HRD in Tourism Sector.

Unit: III

Unit: IV

REFERENCE BOOKS: 1.1.Aswathappa, Human Resource Managemenet, TMH, 2006 1.2.Desimone, Human Resource Development, Thomson, 2007. 1.3.Lufthans, Fred, Organizational Behavior, Mc Graw Hill, New Delhi, 9th Edition, 2001 1.4.Robbins, P.Stephen, Organizational Behavior, New Delhi, 10th, Pearson, Edu, 2005 1.5.Greenberg and Baron: Behavior in Organizations, Pearson, New Delhi, 2005

MBATTM : 203: TOURISM MARKETING

Unit: I Marketing: Core concepts in marketing; Needs, Wants, Demands, Products markets. Marketing management philosophies-Production, Product, Selling, Marketing and societal perspectives. Economic importance of marketing. - Measuring and forecasting tourism demand; Forecasting methods, Managing capacity and demand. Market segmentation and positioning (STP).

Unit: II

Marketing Strategies: Developing marketing environment, Consumer buying behaviour, Competitive differentiation and competitive marketing strategies. New product development. product life cycle, Customer satisfaction and related strategies in internal and' external marketing; Interactive and relationship marketing.

Unit: III

Planning marketing programmes : Product and product strategies; Product line, Product mix Branding and packaging. Pricing considerations. Approaches and strategies. Distribution channels and strategies.

Unit: IV

Tourism Marketing : Service characteristics of tourism. Unique features of tourist demand and tourism product, Tourism marketing mix. Marketing of Tourism. Services : Marketing of Airlines, Hotel, Resort, Travel Agencies and other tourism related services-Challenges and strategies.

REFERENCE BOOKS: 1. Kotler, Philip : Marketing Management & Hospitality and Tourism Marketing 2. Sinha, P.C : Tourism marketing 3. Vearne, Morrisson Alison: Hospitality marketing 4. Kotler, Philip and Armstrong Philip, Principle of Marketing, 1999, Prentice-Hall India, 1999 5. Assael H., Consumer Behavior and Marketing Action (2nd edn. 1985) kent, Boston.

MBATTM : 204 : IT FOR TOURISM & HOSPITALITY

Unit: I

E business and E commerceIntroduction and understanding the concepts - Usage and Application to Tourism and Hospitality SectorOnline shopping experience with E transactions and RisksProduct Promotions-Concepts & Emergence of E Procurement in Inventory and Purchasing. Hardware Type of Computers in usage with Configurations and Profiles Types of Networking with pros and cons Types of Printers/Storage Devices/Multi Media Latest gadgets in vogue PDA / Mobiles / Portable Audios / Internet Tablets / Televisions / Cameras /GPRS. Software Types and Vendors in Software: Operating Systems Office Tools DBMS ERP - eCRM Customized Software. Concept of Software Requirement Specification (SRS) Internet Concepts Emergence of Internet Email with usage and spam Chatting and Video Conference - Modes of Browsing Internet and knowing the concept Usage of Search Engines Understanding the concepts: Web 2.0 Travel 2.0 Blogs Communities Wikis Company/Corporate Websites Designing structure of Website. Global Distribution System (GDS) Origin and Concept Advantages and Adaption in Modern Transactions Features: Tickets Hotels Car Rentals Identifying 5 Major Service Providers with Unique Features Latest trends of GDS. Property Management Systems (PMS) Concepts and Selecting of PMS Identify 5 International / Domestic Vendors of PMS PMS applications of each module: Front Desk Back office House Keeping Food and Beverage POS Maintenance Security HRM Sales and Marketing Latest Trends of PMS modules and features.

Unit: II

Unit: III

Unit: IV

RREFERENCE BOOKS: 1. 2. 3. 4. 5. 6. 7. S Jaiswal: Fundamentals of Information Technology (Galgotia) Davis Olson: Management Information System (McGraw Hill) PT Joseph: eCommerce A Managerial Perspective (Prentice Hall India) Murthy: eCommerce (Himalaya) Andrew S Tanenbaum: Computer Networks (4th Edition 2003 Pearson) Manuals of Galileo/Amadeus for GDS James Bardi: Front Office Management (4th Edition 2007 Wiley)

MBATTM: 205: RESEARCH METHODOLOGY FOR TOURISM

Unit:I

Introduction: Meaning, objectives, motivations in research, research ideas, theory in research, Types of researches, approach, significance, methods Vs Methodology, research process, criteria for good research, second, vs primary data. Selecting the research problem, formulation of hypothesis, research design. Data: Types, Methods of collection, sample design, sampling techniques - measurement and scaling, techniques, parametric and non parametric tests, testing of hypothesis, multivariate analysis, statistical and standard analysis - standard analysis, data analysis and interpretation.

Unit: II

Unit: III

Qualitative and Quantitative Tourism Methods: Observations, types, interviews, content analysis, focus groups- narrative enquiry historical analysis - construction of questionnaire / schedule, case study method, surveys projective techniques -experiment, statistics in research. Interpretation and Report Writing: Meaning, Technologies, significance of report writing different steps in report writing layout of the research report, types of reports, oral presentation and procedures In report writing, the role of computer in research.

Unit: IV

REFERENCE BOOKS: 1. M.N. Borse, Hand Book of Research Methodologies, Shree Niwas Publications, Jaipur, 2005 1. 2. 3. 1. Bill Faulkner, Progressing Tourism Research, Viva, Hyderabad, 2006 B.W. Ritchie, P. Burns, C. Palmer, Tourism Research Methods, CABI, 2005 Romila Chawla, Research Methods for Travel and Tourism Industry, Sonali Publishers, New Delhi, 2004.
Rajendra Nangdekar, Marketing Research, Tata Mc Grew-Hill, New Delhi, 2006.

MBATTM 206: TOURISM ECONOMICS

Unit: I

Theory of Consumer Behavior: The economic character of tourism Equi-Marginal Utility Change and Shift in Demand Effect of other factors Promotion and information Cultural influences. Market and non-market analysis: Difference between market and industry- Market demand- Market in practice Derived demand and joint product Externalities pecuniary and non-pecuniary- Public goods and bad- Demand for leisure Need Analysis, Leisure Motivational Scale and Flow- Existence value Travel cost method and contingent valuation willingness to pay. Nature and Objectives of the tourism firm: Profit and sales maximization - Fixed and variable costs -Direct and indirect costs- Average, marginal and total revenue and costBreak-even point- Methods of Pricing- Marginal cost pricing -Cost-plus pricing-Run-of-therate pricing - Market skimming pricing - Peak load pricing- Price discrimination. Needs: Auxiliary and Ancillary services- Factor supplies- Effects Forward, backward and total linkages- Satellite industries- Tourism Multiplier- Employment- charters- Road: State transport, rent-a-car- Inter-state toll and duties- ATM, radio taxies, cash passport and credit cards- Government policies and effective tourism development Foreign exchange potential.

Unit: II

Unit: III

Unit: IV

REFERENCE BOOKS: 1. Bull, A. (1995) The Economics of Travel and Tourism, Longman: UK 2. Cooke, A. (1994) Economics Of Leisure And Sport, ITBP: UK 3. Cullen, P. (1997) Economics for Hospitality Management, ITBP: UK 4. Evans, M.J., Moutinho, L. and Van Raaij, W.F. (1996) Applied Consumer Behaviour, Addison Wesley Longman: UK 5. Gee, C.Y., Makens, J.C. and Choy, D.J.L. (1997) The Travel Industry, Delhi, 1997.

MBATTM 207: EFFECTIVE COMMUNICATION II

Unit: I Kinds of Business Letters: Essentials of an effective Business Letter Planning the Letter: Business messages Basic Pattern of Business Messages Introduction to Messages & the writing process.

Unit: II

Report Writing: Basics of Report Writing, Kinds of Reports Report Structure, Business & Technical Reports: Business enquiries and replies - Placing and fulfilling orders - Complaints and adjustments Collection letters - Circular letters - Sales letters - Goodwill letters.

Unit: III

Application for employment: References-Testimonials -Letters of appointment Confirmation - Promotion -Retrenchment and resignation - Import and export correspondence. Intra-organizational business communication - Memorandum Notices - Circulars - Orders - Staff suggestions and complaints - Correspondence with regional and branch offices - Agenda and minutes. External communication: Press release and notices - Press conference Agenda Minutes; Exhibitions - Launches - Magazines Brochures Advertising - Direct mailing advertising - Classified advertising - Speeches - Committees and conferences - Interviews Suggestion schemes - Listening and communication for Public relations.

Unit: IV

REFERENCE BOOKS: 1. Urmila Rai & SM Rai : Business Communication Himalaya Publishers, 2005 2. Leiskar & Flatley : Basic Business Communication Tata McGraw Hill , 2003 3. Bovee et al : Business communication Today , Pearson Education, 2003 4. Sushil Bahl; Business Communication Today, Response Books, 1996 5. Krishna Mohan & Meera Banerji Developing Communication Skills, Macmillan India Limited 1996. 6. Matthukutty M Monippally Business Communication Strategies, Tata Mc Graw Hill,2003