Hospitality and Tourism
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Course Introduction

 

Core Standards of the Course

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

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

1. Differentiate between the hospitality and tourism industries.
   
   • Hospitality industry: focuses on the relationship between guest and host
   • Tourism industry: people traveling to a location for business or pleasure
2. Identify the 4 segments of the Hospitality and Tourism Industry: Lodging, Transportation, Food and Beverage, Recreation and Entertainment.
   
   • Define each of the 4 segments and provide examples of each type of business
   • Lodging: sleeping accommodations for one or more nights
   • Examples - hotels, motels, campgrounds, resorts, rental properties
   • Transportation: moving people from one place to another
   • Examples - buses, taxis, trams, subways, planes, car rentals, ferries
   • Food and Beverage: preparing of meals, snacks, and beverages
   • Examples - fast food, bars, lounges, food trucks, catering
   • Recreation and Entertainment:
   • Examples - zoos, museums, theaters, gyms, sport venues

Standard 2
Students will understand the importance of customer service in hospitality and tourism.

1. Define Hospitality: the friendly and generous reception and entertainment of guests and visitors often referred to as exceptional customer service.
   
2. Define customer service: the assistance and advice provided by a company to those people who buy or use its products or services.
   
3. Know and Implement the 3 main objectives of hospitality and tourism into practical applications (implementation can occur through DECA or FBLA role plays and written projects).
   
   • 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 3
Students will understand the impact of hospitality and tourism on the economy.

1. Define the following terms that highlight the
   
   • Ecotourism: responsible travel to natural areas which conserves the environment and improves the welfare of local people.
   • Multiculturalism: appreciating ethnic diversity within a society and encouraging people to learn from the contributions of those diverse ethnic backgrounds.
2. Discuss the social, cultural, economic, and environmental impacts of hospitality and tourism.
   
   • Emphasize the impact of social customs and traditions, appeal of the destination, benefit and detriment to the local community
   • Explain the ripple effect on an economy from tourism.
3. Discuss the importance of a strong infrastructure.
   
   • Can the communities sustain an influx of tourists or the absence of tourism?
   • Discuss the impact of technology on the hospitality and tourism industry.

Standard 4
Students will understand basic marketing principles.

1. Define and apply destination marketing, target market, segmentation, and the marketing mix to the hospitality and tourism segments.
   

Performance Skills

1. Research and share cultural differences of countries and compare them to the United States in a visual presentation.
   
2. Research and evaluate a case study to solve an ecotourism problem in the hospitality and tourism industry
   
   • Example: Starbuck discontinues straws. Reuse of Linen, Eating Locally, Green initiatives in destinations or entertainment venues

STRAND 2
Lodging - Students will develop an understanding of the lodging industry

Standard 1
Students will understand the various aspects of the lodging industry.

1. Classify hotels according to their types.
   
   • Guest (Business and leisure)
   • Price (budget/economy, mid-price, upscale/luxury)
   • Location (airport, freeway, downtown, conference center)
   • Style (suite, extended stay, bed and breakfast, spa, timeshare, retreat
   • Vacation Rentals (Airbnb, VRBO)
2. List and discuss the various hotel amenities, a desirable or useful feature, that influences the consumers' decision.
   
   • Pool, Gym, Breakfast, Wi-Fi, and Parking

Standard 2
Define and discuss yield management: setting different prices for goods and services in an effort to maximize revenue when a limited capacity is a factor

1. Discuss the concept of supply and demand and how it relates to yield management
   
2. Identify the different types of room rates (rack, AARP/AAA, government/state)
   
3. Identify variables that affect room rates.
   
   • Dates/days
   • Occupancy rates
   • Room types
   • Room location (View from)

Standard 3
Students will be able to identify basic hotel operations.

1. Explain front-of-the-house (front desk, auditor, bellhop, concierge) and back-of-the-house (reservations, management, housekeeping, human resources, marketing).
   

Standard 4
Define staycation: a vacation spent at home or nearby

Performance Skills (choose one)

1. Explore and create an infographic for 3 different types of hotel accommodations at a local attraction for a potential staycation. Your infographic should include the following
   
   • Hotel types, Hotel rates, Amenities offered, and your selection for a specific date.
2. Perform a mock interview for a specific career in the lodging industry with a focus on communicating your understanding of the industry.
   

STRAND 3
Transportation - Students will develop an understanding of the different types of transportation used in international and domestic tourism.

Standard 1
Students will understand the importance of aviation to the hospitality and tourism industry.

1. Discuss how the hub and spoke system works.
   
2. Describe airline boarding procedures and security methods.
   
3. Discuss the current trends and current events in the aviation industry.
   
4. Identify the career opportunities and necessary training required to work in the airline industry.
   
   • Flight attendant schools
   • Pilot programs
   • Ground crew
   • Reservation and Gate agents
   • TSA and Security
   • Air Traffic Control
   • Sky Cap

Standard 2
Students will develop an understanding of the difference between domestic and international travel.

1. Passports an official document issued by a government, certifying the holder's identity and citizenship and entitling them to travel under its protection to and from foreign countries.
   
2. Visas an endorsement on a passport indicating that the holder is allowed to enter, leave, or stay for a specified period of time in a country.
   
3. Understand the concept of the 24-hour clock, time zones, and the International date line.
   
4. Be able to convert money using current exchange rates is a rate at which one currency will be exchanged for another currency.
   

Standard 3
Students will understand the importance of ground transportation List the various types of ground transportation that exist.

1. Explain rental car policies and procedures.
   
2. The importance of public transportation and rail and subway systems
   
   • Explore major cities use of rail systems and the importance to local economies
3. Discuss shuttle service and charter bus tours.
   
4. Rideshares and taxi services opportunities for careers or supplemental income.
   
5. Identify the career opportunities and necessary training required to work in the ground transportation industry.
   

Standard 4
Students will demonstrate knowledge of the cruise industry

1. Define embarkation, debarkation, and port-of-call.
   
   • Embarkation is the process of loading a passenger ship or an airplane with passengers
   • Debarkation the process of unloading a ship or airplane of passengers
   • Port-of-call a place where a ship stops on a voyage
2. Explore different cruising areas around the world.
   
3. Research activities available both on and off the ship.
   
   • Explain shore excursions.
4. Discuss ship layouts and cabin rates, gratuity and amenities.
   
5. Cabin location.
   
6. Cabin view
   
7. Cabin size
   
8. Identify the career opportunities and necessary training required to work in the cruise industry.
   
9. Presales and booking
   
10. Entertainment and Activity Director
    
11. Food and beverage
    
12. Hotel division
    
13. Marine division
    
14. Medical & Morgue
    

Performance Skills

1. Compare and contrast ground transportation and rail service in the United States with that of other countries. Create a presentation that describes the differences between another country and our own.
   
2. Plan a national or international vacation itinerary that includes at least two examples of transportation and links to their chosen options. Other segments of hospitality and tourism should be included.
   

STRAND 4
Food and Beverage - Students will develop an understanding of the different aspects of the restaurant industry.

Standard 1
Students will understand the key terms and functions of a restaurant business.

1. Define a restaurant a place where meals are prepared and served to paying customers:
   
2. Understand the difference between an eating market, biological needs are met, and dining markets, social needs are met.
   
3. Describe the three types of restaurants:
   
   • Quick-service, fast food, offering fast, basic services, convenience, and a consistent quality at a low price (Taco Bell, Pizza Hut)
   • Full-service, a customer sits at a table, gives an order, and is served (IHOP, Olive Garden)
   • Casual dining, speed of service and efficiency is more important than a gourmet experience (Chipotle, Cafe Rio)

Standard 2
Students will understand the types of restaurant, including non-traditional food and beverage sectors

1. Food trucks, buffets, pop-up restaurants, to-go foodservice, catering as the provision of food and drink at a social event or other gathering, typically as a professional service, bars and taverns, ghost kitchen as a delivery-only restaurant, single-items as a concession restaurant.
   

Standard 3
Students will understand the considerations of opening and operating restaurants

1. Competition, decor, pricing, food, beverages, location, target market, and menu
   
2. Explore trends in consumer behavior and the elements that influence them
   
   • Reviews
   • Ease of ordering
   • Word-of-Mouth
   • Location
   • Payment Methods
3. Employee recruitment, training and retention
   

Standard 4
Students will identify different jobs, careers, and opportunities in the restaurants.

1. Front of the house - bartenders, servers, hosts, bussers
   
2. Back of the house - chefs, line cooks, prep cooks, owner
   

STRAND 5
Recreation and Entertainment - Students will explore the difference between indoor and outdoor recreation and entertainment

Standard 1
Students will identify and describe outdoor recreation businesses

1. Examples to include: (skiing and snowboarding, rock climbing, river running)
   
2. Identify and describe indoor recreation businesses (movie theaters, roller skating, axe throwing, indoor climbing gyms, laser tag)
   
3. Discuss seasonality in Utah and consumer motivation for travel in Utah.
   
   • Extrinsic and Intrinsic
   • VFR: Visiting Family and Relatives
   • Conference sites: Business/Leisure travel
   • Scenery and Recreation

Standard 2
Students will examine different special events offered throughout the state. (i.e. ski resorts, desert activities, Sundance, Shakespeare Festival, Tuacahn and the economic impact of past and future Winter Olympics.)

Standard 3
Students will identify and locate the "Mighty 5" National Parks in Utah and the recreation opportunities within the parks and surrounding area.

1. Discuss the impact of economic growth that the national parks provide for smaller communities
   
   • Jobs
   • Housing
   • Restaurants
   • Recreation opportunities
   • Community development and infrastructure
2. Explore the career opportunities that are provided in both indoor and outdoor entertainment and recreation. Agencies to include the BLM Bureau of Land Management, Forest Service, Park Service, State Parks, State Forest and private agencies. Examples to include
   
   • National Park Rangers
   • State Park
   • Tour Guides
   • River Guides
   • Fishing & Hunting Guides
   • Survivalist Guides

Performance Objective

1. Report on guest speaker or field trip experience from a local expert or after visiting a business in the recreation area.
   
2. Create media or digital advertisements highlighting one of Utah's products or Utah's state and National parks as a tourist destination.
   

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http://www.uen.org - in partnership with Utah State Board of Education (USBE) and Utah System of Higher Education (USHE).  Send questions or comments to USBE Specialist - Lola  Shipp and see the CTE/Hospitality, Events & Tourism website. For general questions about Utah's Core Standards contact the Director - THALEA  LONGHURST.

These materials have been produced by and for the teachers of the State of Utah. Copies of these materials may be freely reproduced for teacher and classroom use. When distributing these materials, credit should be given to Utah State Board of Education. These materials may not be published, in whole or part, or in any other format, without the written permission of the Utah State Board of Education, 250 East 500 South, PO Box 144200, Salt Lake City, Utah 84114-4200.