Caters for learner diversity – Trainers should be aware that participants have different characteristics and strengths and try to nurture these rather than impose a standard set of expectations. Active Learning The goal of nurturing independent learning in participants does not imply that they always have to work in isolation or solely in a classroom. On the contrary, the construction of knowledge in tourism and hospitality studies can often best be carried out in collaboration with others in the field. Sharing experiences, insights and views on issues of common concern, and working together to collect information through conducting investigative studies in the field (active learning) can contribute a lot to their eventual success. Active learning has an important part to play in fostering a sense of community in the class. First, to operate successfully, a learning community requires an ethos of acceptance and a sense of trust among participants, and between them and their trainers. Trainers can help to foster acceptance and trust through encouragement and personal example, and by allowing participants to take risks as they explore and articulate their views, however immature these may appear to be. Participants also come to realise that their classmates (and their trainers) are partners in learning and solving. Trainers can also encourage cooperative learning by designing appropriate group learning tasks, which include, for example, collecting background information, conducting surveys, or producing media presentations on certain issues and themes. Participants need to be reminded that, while they should work towards successful completion of the field tasks, developing positive peer relationships in the process is an important objective of all group work. Competency Based Training (CBT) Principle of Competency Training Competency based training is aimed at developing the knowledge, skills and attitudes of participants, through a variety of training tools. Training Strategies The aims of this curriculum are to enable participants to: Undertake a variety of subject courses that are relevant to industry in the current environment Learn current industry skills, information and trends relevant to industry Learn through a range of practical and theoretical approaches Be able to identify, explore and solve issues in a productive manner Be able to become confident, equipped and flexible managers of the future Be ‘job and a valuable employee in the industry upon graduation of any qualification level. To ensure participants are able to gain the knowledge and skills required to meet competency in each unit of competency in the qualification, a range of training delivery modes are used. Types of Training
Following-up on responses – to ensure questionnaires (to the best extent possible) are completed and returned, and are completed fully and honesty. Slide Slide No Trainer Notes Trainer explains to trainees analysing questionnaires involves: Classifying responses into relevant categories – so information can be collated, quantified and manipulated Evaluating responses – to identify: New information – of importance and relevance to the venue and the industry Confirmation of existing knowledge – held or used by the venue Trends – likely to impact the business Topics for future research or questionnaires Action the venue should take in response to the data – to modify existing practice, policies, packages, protocols, products or services. Slide No Trainer Notes Trainer provides information to trainees regarding the formal research technique of conducting internal testing explaining this involves conducting testing within the venue to: Determine quality of products and services offered at the venue – quality may be determined with reference to individual product or service factors such as: Safety Size Consistency Time taken – to serve customers; check guests in & out, to take a booking Identify differentials between products and services – that may be used to distinguish between similar offerings of the same type. For example, testing may identify how the ‘standard’ product differs from the ‘de luxe’ package.
It may be quantitative data, qualitative data or both – as necessary, or as required to answer the market research questions needing to be answered Is newly generated data – as a result of the market research activities undertaken Addresses gaps in the secondary data – to ensure necessary and sufficient data on which to make operational decisions is generated Completes the market data – in terms of the information needed about customers and specific objectives of individual market research activities. No Trainer Notes Trainer identifies to trainees the topics used as the focus for market research will usually reflect: Problems the is encountering – lower profits, reduced patronage or increased complaints Directions the venue intends to take in the marketplace – such as introduction of new products and services, targeting different target markets, re-positioning itself in the marketplace. Slide Slide No Trainer Notes Trainer extends the previous slide to trainees indicating areas for research often relate to ‘the 5 P’s’ – each of which will be discussed on the following five slides: Product – including services Place – relating to where products are available from and the times they are available Price – for products and services including applicable discounts and other price adjustments Promotion – how the venue advertises its products and services People – looking at the who make the products, provide the services and interact with customers. Slide
Slide No Trainer Notes Trainer informs trainees demographic characteristics may define a target niche market: Knowing the demographic characteristics of your target and niche markets helps you determine what they want and how to service them Customer characteristics of individual markets must be related to the products and services offered to them to satisfy them It is possible not all the demographic characteristics will apply to all markets at all venues. Certainly every separate market will have a different set of these characteristics. The intention is to use the relevant demographics characteristics for each market to guide thinking about what customers in that market group are likely to need or prefer Remember all customers are always ‘individuals’. Even though they may belong to a certain target or niche market they can still have needs, wants and preferences unique to them as individual persons. The demographic characteristics are only indicators and can never fully address their exact requirements. Slide Slide No Trainer Trainer presents to trainees several demographic characteristics reminding them the mix of these factors will change between market groups: Age – this is usually: A range of years – such as ‘18 – 35 years of age’ A minimum/maximum indicator – such as ‘above 21 years of age’, or ‘below 65 years’ A descriptor – such as ‘baby’, ‘child’, ‘adult’ without any specific age nominated Trainer advises trainees knowing the age of customers provides insight into: The standards and of service they expect Forms of address to use Suitable and unsuitable products and services. Slide No Trainer Notes
Group – classified by type, interest, size and originating source Agent – such as an agency making sales (of rooms, tickets, tours) on behalf of the venue Wholesalers – such as tour operators, airlines Retail operators – such as other venue operators Government purchasers – who traditionally attract a special rate but receive a basic service Domestic or international customers. Trainer instructs trainees knowing the buying unit provides insight into: Prices to be charged Packages to be promoted Preferential booking – for rooms and dining Restrictions applying to products or services that can be charged to accounts. Slide Slide No Trainer Notes Trainer advises trainees the earning capacity of customers is another demographic characteristic. Knowing the amount of money people in the target market earn enables calculation of their disposable income and this has implications for: Prices charged – wealthy customers may be prepared to pay more, poor customers will mean the venue has to orient itself to lower prices and providing a more value-for-money experience Inclusions in packages – wealthy customers may mean more inclusions with a higher price, poorer customers may mean the inclusions selected are more aligned with activities, clothing and equipment, experience they are likely to have Quality of products and services offered – expensive fixtures and fittings, food, service, facilities and ambience cannot be provided if the venue is selling at a low price and hoping to make a profit. Five-star standards at a 3-star price is unsustainable. Slide Slide No Trainer Notes Trainer introduces ethnicity as another demographic characteristic. Knowing the ethnicity of people provides an insight into:
Create enormous additional media coverage – which is valuable media advertising Give credibility to a product, service or venue – providing the celebrity is chosen with care and has a reputation in the eyes of customers. A celebrity may imply quality, dependability, status, acceptance or recognition of the venue and its products, services and facilities. Slide No Trainer Notes Trainer informs trainees ‘Specials’ are another internal and very common internal promotional activity. The term ‘Specials’ is open to wide interpretation and indicating anything ‘out of the ordinary’ can be regarded as a ‘Special’. Trainer states in practice a ‘Special’ may be: A reduction on one or more products or services for a given period. Accommodation venues commonly offer seasonal specials for quiet times, and venues traditionally quiet at weekends will offer ‘weekend specials’ or ‘weekend get-aways’ A product or service not normally available – being made available for a limited time A bonus being included when a purchase is made – such as ‘Buy one, get one free’, or ‘Spend a certain amount of money and receive a free item’. Slide Slide No Trainer Notes Trainer identifies to trainees ‘packages’ are another common industry promotion option. They are offers made feature the bundling of items, selling the package at a price less than the sum of the total price for their individual elements indicating package deals may include: Accommodation – in a specified room type Food – such as ‘dinner in the dining room’ or ‘Continental breakfast’ Drinks – for example ‘Champagne on arrival’ or ‘complimentary wine with dinner’ Trips and tours – such as entry tickets to local events, zoos, shows Transfers – transport to and from airports and travel terminals A range of other benefits which may include: Free room (or upgrade