Tourism and Hospitality Studies Questionnaire

Continual Renewal from Strength to Strength
New Academic Structure Medium-term Review and Beyond
Extended Consultation
Tourism and Hospitality Studies
Purpose of the Questionnaire
The November 2014 to January 2015 School Survey for the New Academic Structure (NAS) Medium-term Review
and Beyond has been completed. In light of the responses and comments collected through the questionnaire survey
and feedback collected from other stakeholders, we would like to consult schools on further details related to some
of the recommendations proposed in the November 2014 survey. The feedback collected from this Extended
Consultation questionnaire survey, in conjunction with the feedback collected from the November 2014 survey and
from other stakeholders and sources, will inform the professional discussion in the relevant committees of the
Curriculum Development Council (CDC) and Hong Kong Examinations and Assessment Authority (HKEAA), for
further deliberation at the Joint CDC–HKEAA Public Examinations Board (CDC–PEB) meeting on the last batch of
recommendations to be announced in July 2015 or before.
This questionnaire aims to solicit the views of subject panel heads and teachers on further details related to some of
the recommendations proposed in the November 2014 survey. Subject panel heads and teachers are advised to
exchange their views before responding to the questions. The items are by no means exhaustive, and views on
those that are not included can be collected through other channels, e.g. written submissions, briefings, forums and
interviews. Subject panel heads and teachers are also welcome to express their views under ‘Other comments’ in this
questionnaire.
A briefing session for schools will be held on 31 March 2015 to explain the proposed recommendations and to collect
feedback. Please refer to the Training Calendar System for details.
Guiding Principles
Following the completion of the Short-term Review in April 2013 and announcement of 1st batch of recommendations
of the Medium-term Review in April 2014, the NAS Medium-term Review continues to adopt a student-centred
approach and the guiding principles below:
1. Gear all curricula towards achieving the overall learning goals for secondary education;
2. Keep abreast of the latest changes in the disciplines of knowledge, economic, social and technological contexts,
etc. with regular international benchmarking and recognition;
3. Strike a balance between breadth and depth in knowledge, skills, positive values and attitudes in school curricula
appropriate to secondary education and interface with further studies;
4. Cater for student diversity and build on strengths (e.g. personal effort, subject interest, teaching method, and
curriculum content are recognised by students as most important factors for success in senior secondary
education);
5. Consider factors and concerns regarding implementation (e.g. workload of teachers and students, support to
teachers);
6. Align assessment with curriculum aims, learning objectives, curriculum design and expected learning outcomes;
7. Engage different stakeholders and consider the feedback collected from different sources to inform deliberations
in relevant CDC and HKEAA committees.
While the short-term review placed emphasis on practical concerns regarding implementation and catering for student
diversity, the Medium-term Review also emphasises the need to address the latest changes in the disciplines of
knowledge, economic, social and technological contexts, etc. with regular international benchmarking and recognition,
with a view to forming a good foundation in moving towards the continual renewal of curriculum and assessment
under “Learning to Learn 2.0”.
Return of Questionnaires
For each subject, schools are expected to return ONE questionnaire only. The panel head should consolidate all
views on this questionnaire and return it to the Principal/coordinator, who will collect all relevant Subject Level
Questionnaires and return by hand using the self-addressed envelope enclosed, to the Council and Secondary
Section, Curriculum Development Institute (Room 1302, 13/F, Wu Chung House, 213 Queen’s Road East, Wanchai,
Hong Kong) on or before 24 April 2015. For general enquiries, please contact Ms Zita YIM at 2892 5810. For
enquiries on the recommendations for the medium-term and beyond, please contact Mr Ronald MELBYE at 2892
5732. All information provided will be kept strictly confidential and will only be used for the purpose of the NAS
Review. No information on individual schools/teachers will be revealed.
Tourism and Hospitality Studies
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School Name: ____________________________________________________________
School Number:
Name of Contact Person: ______________________________ (Tel) _________________
Tourism and Hospitality Studies
Background
In light of the feedback collected from the November 2014 survey, we would like to seek further opinions from schools with regard
to incorporating the essence (core topics) of the Elective Part into the Compulsory Part. An annex with clearly defined key points of
the core topics (not provided in the Nov 2014 survey) is attached in this questionnaire for teachers’ reference.
Annex 1 summarises the core topics of the three components in the Elective Part that are proposed to be incorporated.
Please blacken the appropriate circle.
space provided when necessary.
1.
Background Information:
State your comments and provide information in the
Please indicate the provision of this subject in your school:
○ This subject is offered in the 2014/15 school year and/or was offered in previous school year(s)
○ This subject has not been offered
Recommendations for the Medium-term and Beyond
Curriculum
If SBA is not implemented, corresponding changes to the Elective Part of the fine-tuned curriculum are proposed as
follows:
 Incorporate the essence (core topics) of the three components of the Elective Part into the Compulsory Part.
Annex 1 summarised the essence of the three components in the Elective Part that are proposed to be incorporated.
 In general, the essence of MICE comprises of MICE business and planning; the essence of Theme Parks and
Attractions comprises characteristics of theme parks and attractions; and Hospitality Marketing comprises of
services marketing, market segmentation and marketing mix.
 The total suggested lesson time for the essence (core topics) of the Elective Part is 30 hours.
Please read Annex 1 carefully before answering the following questions.
2.
(a)
Do you agree to incorporate ALL THREE components of the Elective Part (MICE, Theme Parks and Attractions
AND Hospitality Marketing) into the Compulsory Part?
○ Yes
○ No
Other comments:
(b) If not, which ONE of the combinations would you like to include into the Compulsory Part?
○ MICE AND Theme Parks and Attractions
○ MICE AND Hospitality Marketing
○ Hospitality Marketing AND Theme Parks and Attractions
Other comments:
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3.
Suggestions for the future development of the curriculum of this subject:
4.
Suggestions for the future development of the public assessment of this subject:
– The End –
Thank you very much!
Tourism and Hospitality Studies
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ANNEX 1
Meetings, Incentives, Conventions and Exhibitions (MICE)
Key Points #
Explanatory Notes
References from the Manual: MICE
The MICE business:
- MICE represents
a sector of
tourism

Understand the types of business MICE
represent
 The MICE Business: p.3

Understand the meaning of each sector of
MICE
 Sector Overview: p.11 – p.18

Explain why meetings, incentives,
conventions and exhibitions are an
important part of the tourism and hospitality
industry
 Industry Benefit: p.19 – 21

Describe how the different sectors of the
tourism industry are involved in hosting
MICE, e.g. accommodation, transportation,
attractions, and supporting infrastructures
 Industry sector involved: p.23 - 35

Introduce the planning process of planning,
organising and implementing a MICE event
 MICE Planning: p.49 - 61
MICE planning:
- The components
of event planning
Key Points # available at
http://www.edb.gov.hk/attachment/en/curriculum-development/kla/pshe/nss-curriculum/tourism-and-hospitality-studies/ANNEX_1.pdf
Tourism and Hospitality Studies
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ANNEX 1
Theme Park and Attractions
Key Points#
Explanatory Notes
References from the Manual: Theme
Parks and Attractions
Characteristics of
theme parks and
attractions:
- The fundamental
concepts of
theme parks
- Factors
contributing to
the success of
theme parks

Define the term “theme park”
 Amusement and theme parks –
definition: p. 26

Introduce the different types of theme
park
 Types of theme park: p. 27 – 29

Identify the features of a theme park
 The visitor attraction market: Most
Important Features p. 41

Success factors of theme parks:
 The visitor attraction product: p. 30 – 31
-
Overall attractiveness and guest
experiences including: Location, main
theme, environment, activities, and
services.
 Factors influencing decisions to visit a
theme part: p. 41
-
Adapt to market changes
 Influencing factors I: p. 72 – 75
 Influencing factors II: p. 76 - 77
Key Points # available at
http://www.edb.gov.hk/attachment/en/curriculum-development/kla/pshe/nss-curriculum/tourism-and-hospitality-studies/ANNEX_1.pdf
Tourism and Hospitality Studies
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ANNEX 1
Hospitality Marketing
Key Points#
Explanatory Notes
References from the Manual: Hospitality
Marketing
Services Marketing:
- The fundamental
differences
between
marketing
products and
marketing
services

Differentiate “general or product marketing”
versus “services or hospitality marketing”
 Product Marketing vs. Services
Marketing : p.5 - 9

Introduce the different types of
segmentation variable including
geographic, demographics,
psychographics and behavioral
 Market Segmentation: p. 30 - 33

Describe the importance of marketing mix for
the hospitality industry in the following
aspects: product, partnership, people,
packaging, programming, place, promotion
and pricing
 The Marketing Mix in Hospitality
Industry: p. 41– 49; p. 55-69
Market
Segmentation:
- The different
ways for
hospitality
marketers to
segment the
market
Marketing Mix:
- 8 Ps in Marketing
Mix
Key Points # available at
http://www.edb.gov.hk/attachment/en/curriculum-development/kla/pshe/nss-curriculum/tourism-and-hospitality-studies/ANNEX_1.pdf
Tourism and Hospitality Studies
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