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Principles of Swiss HospitalityExcellenceMG 710Course Work 4Individual ReportName: Pei ZhouStudent ID: 734137Class: HRS1Lecturer: Ms. Andrea LeuenbergerSubmission Date: 29/05/2016Contents1.D e v e l o p i n g I n t e r n a t i o n a l B u s i n e s s L e a d e r s h i p S k i l l (3)2.M a n a g i n g C u l t u r a lD i v e r s i t y (7)3.H o s p i t a l i t y D i g i t a l M a r k e t i n g (9)4.C u r r e n t T r e n d s i n H o t e l,R e s o r t& S p a (11)5.S P A O P E R A T I O N S&R E T A I L M A N A G E M E N T (13)6. Spa Operations & Retail Management 'Customer Experience' (15)7.S p a&W e l l n e s s M a n a g e m e n t (17)8.S P A F i n a n c i a l Management (19)9.H R S H o t e l R e s o r t&S p a B u s i n e s s P r o j e c t (21)10.P r i n c i p l e s o f S w i s s H o s p i t a l i t yE x c e l l e n c e (23)11.H R S h o t e l R e s o r t O p e r a t i o n sM a n a g e m e n t (24)1.Developing International Business Leadership SkillsModule introductionWith the hospitality industry development in the current global world, the demands of leaders are increasing. The leaders who are more effective and stronger can do some difficult works that other people can not complete well.It is a big challenge for leaders who are in international hospitality industry to seek original ideals to solve the complex problems. When the leaders face the big problem, they need have enough patient and more confidence to know how to lead the staffs and look for appropriate measures under the changing environment. The aim of module is to develop the effective leadership skills, rigorous self-awareness, and good talent of self-management. It also fosters the skills for business leadership to solve the different complex problems in different situations.●What scholars say:The chief of staff of the untied states army, Douglas MacArthur said, true leader has the confidence to stand alone, the courage to make tough decisions, and the compassion to listen to the needs of others. He does not set out to be a leader, but becomes one by the equality of his actions and the integrity of his intent. This means we should be confidence to make the decisions when they face the problems. And as a leader we should be a good listener to accept the other people’s advices.●My plan:As this scholar said, if we want to be a leader in some area, we must be confidence and patient enough. Similarly, from this module, I learn how to identify the leadership and evaluate when I should apply these leadership skills to hospitality industry. During doing these courses work, I also learn how to be a good leader and cooperate with other students. Actually, what impressed me most was CW3.In this course work, we do a simulation to climb the mountain.I am a leader, and I weigh the situation. I argue that I should use the democratic leadership to listen to my team members ‘advice. But at last we failed this task. Therefore, it is clear that I should use the powerful leadership to give their my professional advice and assigning each task ahead of our task.I plan to use appropriate leadership skills in my work. Then I will focus on the team work and cooperate well.Reference:1.AZquotes. Retrieved 01, 2016, from /quote/5207122.Goleman, D. (2000), ‘Leadership That Gets Results’, Harvard Business Review, March-April, 2000.3.Goleman, D. (2011), ‘Leadership: The Power of Emotional Intelligence, Selected Writings’, More Than Sound, Northampton, MA.4.Megginson, D, and Whitaker, V. (2007), ‘Continuing Professional Development’, CIPD, London2.Managing Cultural Diversity●Module introductionWith the development of economic globalization and a global corporation, it appears a new situation called multiculture. Different countries have different culture. This module introduces the different culture to students. From this module, I learn how to adapt to the different culture and different rules in different countries. And it encourages me to understand and analyze the theories to apply to my work in hospitality industry. In this module, a word called culture shock affects me a lot. I know how to apply to my life and my future work.●What scholars say:A French humanist photographer namedHenri Cartier-Bresson said,Culture shock is often felt sharply at the borders between countries, but sometimes itdoesn't hit fully until you've been in a place for a long time. In a short, it means we will have a different mental and psychological experience. But with the time going, we will accept the different culture and live well under the strange environment.●My plan:From this picture, it introduces a student goes to Australia to pursuit his study. He experiences different stages. This situation shows the culture shock. When we work in a new culture,it will lead to confusion, Anxiety, Frustration and feel isolated. After this stage, we will adjustment. At the last, we will accept new culture. Indeed, I plan to find a work in USA hospitality industry. I think I will face the culture shock. However, I learn this word in this lesson. I know this is the normal situation. I will respect and accept the different culture by learning and finding fun from these strange cultures to overcome these obstacles.●Reference:1.Schneider, S.C. & Barsoux, J. (2003) Managing Across Cultures London: Prentice Hall2.Trompenaars, F. & Hampden- Turner C. (2012) Riding the waves of culture, understanding diversity in global business (3rd ed) London: Nicholas Brealey3.Warner, M. & Joynt, P (eds) (2002) Managing Across Cultures: Issues and Perspectives (2nd ed) London: Thomson Learning4.cultureshock,Retrieved01,2016,fromhttps:///wiki/Culture_shok5. Reynolds, S. & Valentine, D. (2004) Guide to Cross-Cultural Communication (2nd ed) New Jersey: Prentice Hall6.Schneider, S.C. & Barsoux, J. (2003) Managing Across Cultures London: Prentice Hall7.Trompenaars, F. & Hampden- Turner C. (2012) Riding the waves of culture, understanding diversity in global business (3rd ed) London: Nicholas Brealey 3. Hospitality Digital MarketingModule introduce:This module tells us how to promote the hospitality industry in order to open the inbound marketing. This module provides professional knowledge of promotion, public relations and service for the hospitality business. According to this new approach called inbound marketing, it is a essential way to openmarketing ofhotel, restaurant, spa and resort successfully. In this lesson, I also know how to set the benefits and features of the products,definite the target market and buyer persona.●What scholars sayAn American marketing specialist named Guy Kawasaki said, Twitter, Facebook, Google are the trifecta of inbound marketing for authors (and bloggers).From this quote, it tells us that operating the inbound marketing can use social media like Twitter, Facebook, Google and blog.●My plan:As what this module introduces, we can use social media to open the inbound marketing to achieve our goals. In my future work, I will give some advices to my managers to open inbound marketing by these approaches. From this lesson,I also know how to find and target market and buyer persona. I will according to different types of our promote activities to choose the suitable target market in the hotel.●Reference:1.Breakenridge, D. (2008) PR2.0: New Media, New Tools, New Audiences. USA, Pearson Education, Inc.2.Chaffey, D. and Smith, PR. (2008) eMarketing eXcellence, planning and optimising your digital marketing. 3rd edition, Great Britain, Elsevier.3.Strauss, J. and Frost, R. (2009) E-Marketing, 5th edition, USA, Pearson Education Ltd. Treadaway, C., and Smith, M. (2010) Facebook Marketing, an hour a day. USA, John Wiley &4.Sons, Inc.Zarrella, D. (2010) The Social Media Marketing Book. USA. O’Reilly Media Inc.5.AZqoutes, Retrieved 01, 2016,from /quote/604050 4. Current Trends in Hotel, Resort & SpaModule introductionThis module introduces about trends in present times. And it teaches us how to apply trends to spa, hotel and resort. The aim of this module id to show ushow to critically analyze current trends in the hospitality industry. What impresses me most is that health and wellness will be the trends in 2016. Therefore, we can apply this trend into the hospitality.Then we find our target market easily.●What scholars say:A lawyer said, if I had my way I'd make health catching instead of disease. From this quote, we can know chasing the healthy and wellness is a trend. Everyone wants to keep fit in this modern llife.●My plan:In my opinion, I learn a lot from this lesson. I know that the current trends mean what they are and the influence in a business. In my future work, I will do some innovation to attract customers, in order to improve the level of competitiveness. I also will change my attitude on the trends of healthy and wellness. I will understand this concept well and apply to hospitality industry. Then I will according to the market segment to find our target market.●Reference:1.otherton, B. (2008), Researching Hospitality and Tourism, Sage Publishing Bryman, A. (2004), The Disneyization of Society, Sage: London.2.Dicken, P. (2003), Global shift: Reshaping the economic map in the 21st century (4th eds.), Wiley: London.3.Egger, R. and Buhalis, D. (2008), Ecotourism Case Studies, Butterworth: Amsterdam.4.Hoffman, K.G. and Bateson, J. (2006), Services Marketing: Concepts, Strategies and Cases, Thomson: US.5.Jeanette, J.P., (2000) Managing with a global mindset, Prentice Hall: London.Novelli, M. (2005), Niche Tourism: Contemporary Issues, Trends and Cases, Elvesier: Amsterdam.6. AZqoutes, Retrieved 01, 2016,from /quote/604050.5. SPA OPERATIONS & RETAIL MANAGEMENTModule introduction:T h e n e w y o u !The purpose of this module is to push students to know the process of operating a spa in the school. We can have a experience of opening and analyzing the operations.We also have a task to promote the retails named swissclinical.We need make decisions to design each step to promote our products. In CW4, we set a table in the student restaurant to promote. I learn a lot about this promotion.●What scholars say:Lee Iacocca who is an American industrialist said, in the end, all business operations can be reduced to three words: people, product, and profits. From this sentence, we can know that this lesson tells us how make money by practicing the operation of spa. We should know the purpose of the operation is to teach us how to open a hotel or spa well.●My plan:From this lesson, I also learn the financial management skills,customer service, spa human resources strategies and leadership skills. In my future work, I will use my experience of the spa operation. This lesson influences me a lot. I will make a specific plan before my promotion in the spa or a hotel. Then I design a good package of our products by using finical management.●Reference:1.AZqoutes.Retrieved01,2016,from/quote/140298?re f=operations2.Smith M., Puczko L., (2009) Health and Wellness Tourism, Elsevier. Schmidgall R.; Korpi J.; (2011) Financial Management for Spas, AH&LA and International Spa Association Foundation.3.Redman B., Johnson E., (2005) Retail Management for Spas, AH&LA and International Spa Association Foundation.6. Spa Operations & Retail Management 'Customer Experience'Module introductionThe purpose of this module is to make students understand what is the customer experience and how to create a good customer experience. The most important is that I know that how to attract the customers. It also includesthe understanding and designing the development of experience in the current hospitality industry. In the CW3,it is about the physical evidence.●What scholars say:Tony Hsieh who is an American internet entrepreneur and venture capitalist said, I'd rather spend money on things that improve the customer experience than on marketing. This sentence means improving the customer experience is our first choose in tour business.●My plan:From this module, I know what is the physical evidence. And from this picture, we can know the employees’ uniforms also is the important factor of physical evidence. So in my future work ,I will focus on the physical evidence to attract our customers.●Reference:1.onyHsiehQuotes.Retrieved01,2016,from/author/20 113-Tony_Hsieh2.Cohen, M. and Bodeker, G. ed. (2008) Understanding the Global Spa Industry. Oxford: Butterworth-Heinemann.3.Greenleaf, R.K. (2008) The Servant as a Leader. Westfield: The Greenleaf Center for Servant Leadership.4.Hanan, M. (2011) Consultative Selling: The Hanan Formula for High-Margin Sales at High Level. 8TH ed. New York: AMACOM5.J.ohnson, E.M. and Redman, B.M. (2008) Spa: a comprehensive introduction. Lansing: American Hotel & Lodging Educational Institute.6.Johnson, G. Sholes, K. and Whittington, R. (2008) Exploring Corporate Strategy. 8th ed. Harlow: Harlow: Pearson/Prentice Hall.7. Spa & Wellness ManagementModule introduction:The aim of this module is to make students learn how to design the wellness industry and skills of operation. And developing our abilities of operation is important. From this module, it teaches us how to design the concept of spa and what is the spa sustainability.●What scholars say:Stefon Harris who is an American jazz vibraphonist said, I'm a spa person. Massages keep me relaxed, so I always try to make time for them when I tour. From this sentence,we can know spa an relax the people.So we should use this knowledge about spa management. We have a big target market.●My plan:From this CW3,we design the the vison of our spa. We know how design the spa and operate a spa. In my future work, I know how to make decisions about spa. And I argue that I should focus on the spa integral design.●Reference:1.AZquotes. Retrieved 01, 2016, from /quote/10787422.Cohen M., Bodeker G., (2008) Understanding the Global Spa Industry, Elsevier. D’Angelo J., (2010) Spa Business Strategies, Milady.3Mc Carthy J., (2013), Psychology of Spas & Wellbeing. Paperback4.Rebbin Bailiy J., Harcup J., Harrington J., (2005) The Spa Book, Thomson.5.Smith M., Puczko L., (2009) Health and Wellness Tourism, Elsevier.6.Tezak E., (2012) Successful Salon + Spa Management, Milady.7.Areesorn N., (2004) Spas of Thailand, Blue Mango Publishing Co.8.Burson Smith S., (2007) Spa Secrets, Author House.9.Cohen M., Bodeker G., (2008) Understanding the Global Spa Industry,10.Elsevier. D’Angelo J., (2010) Spa Business Strategies, Milady.10.Johnson E., Redman B.,(2008) Spa A Comprehensive Introduction. International Spa Association Foundation.8. SPA Financial ManagementModule introduction:This module introduces how to calculate the total revenue, total cost and net income. The aim of this module is to make students analyze and evaluate thecost and revenue of spa or a hotel. And we also know how to use these these skills to make the decisions to operate a spa and hotel well.●What scholars say:Henry Mintzberg who is what we call a financial crisis is really at its core a crisis of management, and not just a crisis of management, but a crisis of management culture. ...In other words, what you had is a detachment of people who know the business from people who are running the business.●My plan:In the future, I want to use P&L report to calculate the net income. Then I can know where I can change our plan to get more profit, when we operate a spa or a hotel. And I also can know how to reduce the cost and increase the revenue.●Reference:1.Gabor F.(2010) Revenue Management, AH&L2.Fernie J., Fernie S., Moore C., (2003) Principles of Retailing, Elseviershley C., (2000) Hospitality Retail Management, Elsevier4.Levy M., Weitz B., (2009) Retailing Management, McGraw-Hill/Irwin5.Redman B., Johnson E., (2005) Retail Management for Spas, AH&LA and International Spa Association Foundation.6.Schmidgall R.; Korpi J.; (2011) Financial Management for Spas, AH&LA and International Spa Association Foundation.7.AZquotes. Retrieved 01, 2016, from /quote/604050 9.HRS Hotel Resort & Spa Business Project●Module introduction:This module teaches students how to deign the business project in hospitality industry. It also tells us how to find the location by PESTEL analysis. And telling us how to do a survey to make sure the target market. In CW4,it teaches us about financial management in a hotel.●What scholars say:William Edwards Deming who was an American engineer, statistician, professor, author, lecturer, and management consultant said, if you can'tdescribe what you are doing as a process, you don't know what you're doing. From this sentence, I argue that doing a business project, we must know what we are doing.●My plan:In my future work, I will focus on what we plan and analyze.These measures can help in choosing some good ideas with the highest possibility of success.●Reference:1.W.EdwardsDeming.Retrieved01,2016,fromhttps:///wiki/W._ Edwards_Deming2. AZqoutes. Retrieved 01, 2016, from /quote/758573.Johnson D., Gustafsson A., (2000), Improving Customer Satisfaction, Loyalty and Profit, Jossey-Bass4.Tesone D. (2010), Principles of Management for the Hospitality Industry, Butterworth-Heinemann5. Powers T. & Barrows C.(2006), Management in the Hospitality Industry, 8th Edition, John Wiley & Sons, Inc6.Bratton J. & Gold J., (2003), Human Resource Management, Theory and Practice, 3rd Edition, Palgrave MacMillan7.Shock P., Bowen J. & Stefanelli J. (2004), Restaurant Marketing for Owners and Managers, John Wiley & Sons, Inc.8.Stipanuk D. (2006), Hospitality Facilities Management and Design, 3rd Edition, AH&LA9.Ingold A., McMahon-Beattie U. & Yeoman I. (2000), Yield Management, Strategies for the Service Industries, 2nd Edition, Continuum10.Principles of Swiss Hospitality ExcellenceModule introduction:This module describes that the professional development of the leadership inthe hotel. It also can teach the students how to think critically and analyze their strength. What impressed me the most is that we can know how to apply our strength to the hospitality industry.●What scholars say:Dolly Rebecca Parton who is an American singer-songwriter, actress, author, businesswoman said, I've always believed in my talent. And I've always had more guts than talent. From this sentence,I know that we should take full advantage of our talent .●My plan:From this picture and what scholars said, I think I will apply my talent to the hotel. In CW3 ,I do a test .And getting a conclusion is that my talent is analysis. So I will make full advantage of my talent in the suitable hotel. Then I also apply what I learn from this lessen to hospitality.●Reference:1.AZqoutes. Retrieved 01, 2016, from /citation-generator/2.Garcea, N., Isherwood, S. and Linley, A. (2011), ‘Do Strengths Measure Up?’, Strategic HR Review, Vol. 10 No 2, pp. 5-11.3.Covey, S. (2003), ‘The 7 Habits of Highly Effective People’, Fireside, New York, NY.4.Hansen, M. & Miller Jr, A.F. (2002), The Productive Use of Strengths: A Shared Responsibility, Industrial and Commercial Training, Vol. 34 No 3, pp. 95-100.11.HRS hotel Resort Operations Management.Module introduction:This module describes how we operate a hotel. We paly as a manager in different departments. In each lessen, we should according to the trends in our hotel to make decisions in each part. Our final goalis to make our GOP achieve to 30% and ROE reach to 10%. From this module, we lean how to take measures to change our plan in each department, in order to achieve the final goal.●What scholars say:Lee Iacocca who is an American industrialist said, in the end, all business operations can be reduced to three words: people, product, and profits. From this sentence, we can know that this lesson tells us how make money by practicing the operation of spa. We should know the purpose of the operation is to teach us how to open a hotel or spa well.●My plan:From this module, Iknow how to apply my professional knowledge to my work. In this module, I know how to operate the hotel in the future. I should analyze the data from each month report, then make a final goal. Next, I should make some decisions by analyzing the data.●Reference:1.Clements, James P, Gido, Jack (2009), Effective project management, London: Cengage Learning.2.Goetsch, David L, Davis, Stanley B (2010), Quality management for organizational excellence: Introduction to total quality, Upper Saddle River NJ: Prentice Hall.3.Hoyle, David (2007), Quality: Management essentials, Oxford Burlington MA: Butterworth-Heinemann.4.Katsioloudes, Marios I (2002), Global strategic planning: cultural perspectives for profit and non-profit organizations, Woburn MA, Oxford: Butterworth-Heinemann.5.AZqoutes.Retrieved01,2016,from/quote/140298?ref=oper ations。