1005HSL People and Places in the Service Industries
Portfolio Assignment Guide
The purpose of the portfolio is to become familiar with a tourism and hospitality place and to apply concepts and theories from lectures and readings to analyse the geographical features of the place. The place could be a resort, hotel, hostel or other form of tourist accommodation; a restaurant, café, nightclub or some other form of food and/or beverage organisation; a theme park, sport stadium, casino, convention centre, local park, foreshore reserve, national park, or some other form of built or natural attraction; a retail travel business, transport hub, bicycle rental business or some other form of transport organisation.
Do not select the Cavil Avenue Mall precinct at the Gold Coast or Brisbane CBD as these will be the focus of the field trip. Do not select a multi-property business such as a hotel chain. Do not select Dreamworld as this will be used as a model for study in workshops. Selecting a single business or geographic area with a building or well defined boundary will be easier to study.
When selecting a place try to choose one which 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, interstate or international regions. Studying a local Gold Coast or Brisbane business will be easier and more interesting.
Write the assignment using a report format. There are 4 main sections of the report with each comprising several sub-sections. Use the following headings, sections and sub-sections as a guide. That is, you can vary them to suit your report – although you must complete the information in each section and sub-section. Each sub-section broadly follows lectures and readings from weeks 1 to 9 and makes reference to using concepts and theories.
If you can visit the place, use this assignment guide to prepare a check list of features to observe for each section and sub-section during your visit and to help you complete the assignment. If you cannot visit the place then prepare a check list 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. You should have at least six different sources of information including: (1) a site visit either digital or in person/personal communication, (2) academic book, (3) academic journal, (4) industry or trade journal/magazine, (5) newspaper, and (6) general travel or hospitality source.
The assignment will be marked out of 50 and represents 50% of the total assessment for the course. For some sub-sections you may only need to write one paragraph, for other sub-sections you may need to write more than one paragraph. Because information for each sub-section will differ due to differences in the nature of places and the corresponding availability of information, an overall grade out of 10 will be provided to each section. Allocate approximately 500 words for each section – although this can vary. Do not exceed the total word limit of 2000 words for the body of the report (excluding the reference list and appendices).
- A Spatial Analysis of _______________________________________ (insert the name of the place; i.e., its business/trading name, locality name or similar.) (10 marks)
- Introduce the Place by writing its organisational name and business, and then write its operating hours and its physical (street) and web (URL) address. 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 distances, and references to scale to describe the proximity. Use Google Maps or another road map source to help with this. Attach two 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.
- Describe the physical landscape characteristics of the area surrounding the Place within about a 5-10kl radius using Google Earth. 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 with this sub-section to provide evidence of the description.
- If the place is part of an immediate and known (labelled) precinct, then name the precinct, or create an appropriate precinct name and describe the precinct by listing other actual similar places (i.e., by business or organisational names) to justify it as a precinct. Or if the place is not part of an immediate precinct then describe the place as part of a local, regional or nationally known tourism destination that has a known destination name. Then describe a few important local core attractions, CBD services, and essential services if these are co-located. Use the tourism hospitality precinct functions as a guide and you may need to search on-line telephone and business directories or Google Earth/Maps for actual names of places.
- Research the history (including chronological age) of the place or of similar places to understand how the place or similar places have evolved over time and how the place or similar places might develop in the future. Use 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 or Google images for historical or futuristic photographic records of the place or similar places. If appropriate and information is available, you can include up to 3 photographs to record visual evidence of change in the place.
- An Accessibility Analysis of _______________________________(insert the name of the place; i.e., its business/trading name, locality name or similar.) (10 marks)
- Describe how the place is typically externally accessed by two types of visitors/guests/employees (e.g., a single, couple, family, a group of visitors, staff). Identify common source locations such as the nearest national/state borders, airport, CBD, suburbs, suburban hubs, and major hotels to describe how visitors/guests/employees get to the place. Be specific so that a person reading the report could travel to the place based on your description. This may mean describing general route numbers and or names of roads, airport names, bus or railway line names, walking paths, pedestrian malls and other relevant modes of access. Use Google Maps, the Rome2Rio or other travel app to assist with your description. You should make some reference to Scale in this sub-section in terms of distances/times travelled.
- Describe how the place is internally accessed by a typical type of visitor/guest 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 visitor/guest (e.g., a single, couple, family or a group of visitors) during their visit within or around the place.
- Describe how the Place is or can be accessed by visitors/guests with different mobilities; paying attention to accessible parking, seating, toilet and other facilities designated for individuals with mobility limitations. Consider sensory and communicative mobilities if they apply to the type of Place.
- A Servicescape Analysis of _______________________________________ (insert the name of the place; i.e., its business/trading name, locality name or similar.) (10 marks)
- 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. 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.
- Describe a ‘typical’ visitor/guest market (i.e., week-end or week day, families, seniors, tour groups, regular users, etc.) using the place and their gender, age, occupational status/income level, and or nationality/ethnic status. Identify their likely 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).
- 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.
- A Design Evaluation of_______________________________________ (insert the name of the place; i.e., its business/trading name, locality name or similar.) (10 marks)
- 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, it’s servicescape and/or its surrounding area in terms of how well you think they meet the principles and then suggest three strategies for how the place/area could be better designed and justify it.
Note that for sub-section 4 you don’t 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 your organisation.
- Presentation (10 marks)
Your report will be evaluated for the quality of its written presentation. Format the report as a Word Document. Use font size of 12, Times New Roman, double-spaced and with page numbers inserted bottom centre. Insert all maps, pictures and other graphics in the body of the report and make sure they are properly formatted, titled and well layout on the page (no large gaps). Do not embellish the report e.g., with borders around pages or other similar features
Attach an electronic cover page to the front of the assignment and include a correctly formatted table of contents (with section, subsection headings) and reference list in the report. Include a word count on the cover page and a graphic appropriate to the Place.
Any material obtained from another source must be referenced correctly using APA 6 referencing style. For information about this style, go to L@G and click on the GBS Resource Bank tab on the left, then click Referencing in GBS. (GBS RESOURCES BANK) In preparing your portfolio for submission, familiarise yourself with the content on the following site (http://www.griffith.edu.au/academic-integrity/information-for-students)
The portfolio is due for on-line submission at 11pm on Sunday 8th of May 2016.
All portfolios will be submitted online via a draft and final Portfolio Submission Point in the Assessment tab in L@G. Reports with similarity percentages of 30% or that use report content from previous submissions may indicate academic misconduct and should be revised before submission.