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CTE/Business and Marketing Education Curriculum
Hospitality and Tourism
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Core Standards of the Course

Standard 1
Students will develop an understanding of the importance of hospitality and tourism marketing.

Objective 1
Students will understand key terms within the hospitality and tourism industry.

  1. Define: hospitality industry, tourism industry, service, sustainability, perishability, intangibility and changeability.
  2. Define service as a product.
  3. Define: Egocentrism, Ethnocentrism, Ecotourism, and Multiculturism.
  4. Discuss the importance of a strong infrastructure.
  5. Identify the 4 segments of the Hospitality and Tourism Industry: Lodging, Food Service, Transportation, and Entertainment.
  6. Understand the concept of the 24-hour clock, time zones, and the International Date Line.

Objective 2
The students will understand the impact of hospitality and tourism on the economy.

  1. Discuss the social, cultural, economic, and environmental impacts of travel.
  2. Explain the product life cycle.
  3. Explain the ripple effect on an economy from tourism.
  4. Define inflation and staycation.
  5. Be able to convert money from an exchange rate.
  6. Discuss the impact of technology on the hospitality and tourism industry.

Objective 3
Understand basic marketing principles

  1. Define: Marketing, target market, segmentation, and the marketing mix

Objective 4
Understand the importance of customer service in hospitality and tourism.

  1. Define customer service and its vital role in the industry.
  2. Know and Implement the 3 main objectives of the hospitality and tourism into practical applications (implementation can occur through DECA role plays).
    • Make the guest feel welcomed
    • Make sure the product and services work for the guest.
    • Make sure the operation continues to provide service and make a profit.

Standard 2
The students will develop an understanding of the lodging industry and destination marketing.

Objective 1
The students will understand market segmentation for the lodging industry.

  1. Classify hotels according to their types.
  2. Discuss yield management
  3. Identify variables that affect room rates.

Objective 2
The students will understand the concept of destination marketing.

  1. Define: destination, destination marketing, resort, time shares, and commission.
  2. Discuss the concept of seasonality
  3. Discuss the concept of supply and demand.
  4. Explain elasticity of demand and its effect on the economy and tourism.
  5. Explain loyalty programs.
  6. Explain how the 4 p's effect lodging.

Objective 3
The students will be able to identify basic hotel operations.

  1. Explain front-of-the-house, back-of-the-house, concierge, rooms and Food and Beverage (F&B) divisions.

Standard 3
The student will develop an understanding of the different types of transportation used in international and domestic travel.

Objective 1a
The students will understand the importance of aviation to the hospitality/tourism industry.

  1. Discuss the aviation industry.
  2. Discuss how the hub and spoke system works.
  3. Describe airline boarding procedures and security methods.
  4. Identify the career opportunities and necessary training required to work in the airline industry.

Objective 1b
The students will understand how the 4 P's affect the airline industry.

  1. Identify major aircraft in use.
  2. Discuss Frequent Flyer Programs.
  3. Understand the difference between airline classifications.
  4. Know major airport city codes.
  5. Understand how airline fees and in-flight services affect customer's purchase behaviors.

Objective 2a
The students will develop an understanding of the various types of ground transportation that exist and the role they play in the hospitality and tourism industry.

  1. List the various types of ground transportation that exist.
  2. Identify major car-rental companies.
  3. Explain rental car policies and procedures.
  4. Compare and contrast ground transportation and rail service in the United States with that of other countries.
  5. Identify the career opportunities and necessary training required to work in the ground transportation industry.

Objective 2b
The students will understand how the 4 P's affect ground travel.

  1. Discuss shuttle service & car rental options.
  2. Charter bus tours.

Objective 3a
The students will demonstrate knowledge of the cruise industry.

  1. Define: embarkation, debarkation, and port-of-call.
  2. Identify principal cruise lines.
  3. Explore different cruising areas around the world.
  4. Research activities available both on and off the ship.
  5. Identify the career opportunities and necessary training required to work in the cruise industry.

Objective 3b
The students will understand how the 4 P's affect the cruise industry.

  1. Explain shore excursions.
  2. Discuss ship layouts and cabin options.
  3. Theme cruise.
  4. Pricing of Cruises.

Objective 4
Develop an understanding of the difference between domestic and international travel.

  1. Identify the difference between domestic and international travel
  2. Detail the documentation needed for travel abroad.
  3. Identify travelers' health concerns
  4. Discuss U.S. Customs and duty-free items.

Standard 4
Students will develop an understanding of the different aspects of the restaurant industry.

Objective 1
Understand the key terms and functions of a restaurant business.

  1. Define restaurant.
  2. Describe Quick-Service and Full-Service, and casual dining.
  3. Understand basic restaurant terminology including, eating and dining markets.

Objective 2
Identify different jobs, careers, and opportunities in the restaurants.


Standard 5
Students will explore the hospitality and tourism industry in Utah.

Objective 1
Identify National Parks in Utah.

Objective 2
Discuss seasonality in Utah and Consumer Motivation for travel in Utah.

Objective 3
Examine different special events offered throughout the state. (i.e. Ski Resorts, Desert Activities, Sundance, Shakespeare Festival, and the economic impact of the 2002 Winter Olympics and the lasting effects.)


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