People and Places in the Service Industries

Introduction:
The purpose of this portfolio is to familiarise students with a tourism and hospitality Place and enhance student appreciation an understanding of the importance of First Peoples culture and contexts in the geographic location (country / land) in which the Place operates. Students will engage concepts and theories from lectures and readings to analyse the history and the geographical features of the Place.
Task Description
To complete this assessment, students are required to select a Place located in Australia. The Place can be a resort, hotel, hostel or other form of tourist accommodation; a restaurant, café, nightclub or some other forms of food and/or beverage organisations; a theme park, sport stadium, casino, convention centre, local park, foreshore reserve, national park, or some other form of built or natural tourist attraction; retail travel business, transport hub, bicycle rental business or some other form of transport organisation.
In selecting a Place DO NOT select:
a) Cavil Avenue Mall Precinct at the Gold Coast or Brisbane CBD as these will be the focus of the field trip; b) a multi-property business such as a hotel chain (e.g. Marriott). c) Dreamworld as this is used as case study in Workshops
When selecting a Place try to choose one that you have visited; can visit or are familiar with. Much of your research will be based on internet searching but if you can or have visited the Place then you will have a better understanding of its geographical features. The Place can be situated locally within South East Queensland or other intrastate or interstate. Studying a local Gold Coast or Brisbane business will be easier and more interesting. Selecting a single business or geographic area with a building or well-defined boundary will be easier to study.
If you can visit the Place, use this assignment guide to prepare a checklist of features to observe for each section and subsection during your visit and to help you complete the assignment. If you cannot visit the Place then prepare a checklist of features and use the internet, library and other printed material resources (e.g., tourist brochures, guidebooks, development plans, etc.) to compile information and complete the assignment.
Based on your reflective observations and evaluation of the Place, develop a portfolio using the guide below.
Portfolio Format: Introduction of _______________________________________ (insert the name of the Place; i.e., its business/trading name, locality name or similar.)
Introduce the Place by writing its organisational name and business, and then write its operating hours and its physical (street) and web (URL) addresses. Provide a clear purpose of the portfolio.
1. A Spatial Analysis of _________________________________ (insert the name of the Place; i.e., its business/trading name, locality name or similar.) a) Describe the proximity of the Place to its broader geographic location (i.e., nearest CBD, major suburbs, town, city, etc.). Use compass points, linear and temporal distance, and references to scale to describe the proximity. Use Google Maps or another road map source to help with this. Attach three maps that show the location of the Place with sufficient scale so the reader can locate the Place. It may be appropriate to insert a local map within a suburban, city, regional or national map to illustrate the location of the Place. The map can be up to a half A4 page in size.
b) Describe the physical landscape characteristics of the area surrounding the Place. Refer to the ‘built environment’ including dominant land uses such as residential, commercial, mixed residential commercial, industrial, etc.; and/or the ‘natural environment’ including park land, green spaces, farm land, forest land, waterways, marine areas, etc. Include a Google Earth screen shot about a 510 km radius to provide evidence of the description.
c) Research the history of the broader geographic location (“country” / “land”) in relation to the First Peoples cultures and traditions. Name the First Peoples mob and/or language group of the region and/or Traditional Owners of the land on which the Place is situated. You will need to go to government websites and do a local library search to uncover the history of the First Peoples in the location in which the Place is situated.

d) Research the history (including chronological age) of the Place to understand how the Place have evolved over time and how the Place might develop in the future. Apply Butler’s destination lifecycle to assess the stage of the Place and provide some justification for the assessment. It might be necessary to do a Google search for historical or current government planning documents for the Place or the broader geographic area in which the Place is located and do a Google Image search for images for historical or futuristic photographic records of the Place or similar Places. If appropriate and information is available, you can include up to three photographs to record visual evidence of change in the Place.

2. An Accessibility Analysis of _______________________________ (insert the name of the Place; i.e., its business/trading name, locality name or similar.)
a) Describe a few important local core attractions, CBD services, and essential services if these are co-located. Use the Getz model of tourism hospitality Precinct functions as a guide. b) Describe how the Place is typically externally accessed by three types of visitors/guests. Identify common source locations such as the nearest national/state borders, airport, CBD, suburbs, suburban hubs, and major hotels to describe how visitors/guests get to the Place. Insert route maps to demonstrate how the three visitor markets externally access the place.
c) Describe how the Place is internally accessed by three types of visitors/guests in terms of their behavioural patterns. Obtain and use an internal facility/building or floor plan map to visually display a typical movement pattern of the visitors/guests during their visit within or around the Place.

3. A Servicescape Analysis of _______________________________________ (insert the name of the Place; i.e., its business/trading name, locality name or similar.)
a) Describe the servicescape features of the Place, referring to relevant ambient, spatial, and symbolic elements using Bitner’s model as a guide. Describe the ‘sense of Place’ that captures the unique and distinctive character of the Place.

b) Describe how the Place is branded; record the name, symbol/logo and/or tag line that identify the Place; write the ‘promise’ to visitor/guests stated or implied in the brand; say whether the brand is organic or strategic; and if and how the brand serves to distinguish the Place from other or competitor Places. Do not copy and paste web site descriptions, tag lines from advertising or similar existing material. The description should be 2-3 sentences long and written in your own words. Include several photographs or pictures from web sites or your own photography to visually to support your description. The description should also reference one or more the ‘aspects’ that comprise a sense of Place.
c) Describe two culturally diverse groups from the ‘typical’ visitor/guest markets using the Place. Identify potential motives (refer to Maslow and/or Pearce’s models) and/or personality types (refer to Plog’s model and/or Huffington Post’s psychographic types) associated with the two culturally diverse groups identified using the Place.

d) Identify three strategies that may help promote services in a way that builds communication with the Traditional Owners in the community. You may consider complexity of elements important to the Traditional Owners and the members of the Aboriginal community in relation to the history, values, politics, communication styles, economy, or beliefs and practices.
4. A Design Evaluation of _______________________________________ (insert the name of the Place; i.e., its business/trading name, locality name or similar.) a) Locate ‘ideal’ design principles and/or ‘universal’ design principles for urban precincts and Places or a similar source of principles, and apply some of these to evaluate the design of the Place, its servicescape and/or its surrounding area in terms of how well you think they meet the principles. State which principle is being applied in this evaluation.

b) Recommend three community engagement protocols, which the Place/area could be equipped to successfully embrace cultural diversity, acknowledging respect to First Peoples’ history/artefacts. You may consider complexity of elements important to the Traditional Owners and the members of the Aboriginal community in relation to the history, values, politics, communication styles, economy, or beliefs and practices.

c) Justify your reasons for the above recommendations. Note: For subsection 4a, you do not have to use all the design principles but should select those that are most appropriate or relevant to the Place, and may need to interpret the design principles to fit with the context of the selected Place.

Get a 10 % discount on an order above $ 50
Use the following coupon code :
TOPCLASS