BABA GHULAM SHAH BADSHAH UNIVERSITY RAJOURI (J & K) … II MBA HT.pdf · PATA, UFTAA, ASTA, ITDC & JKTDC; Tourism planning process, levels of tourism planning, Importance of Tourism

CENTER FOR HOSPITALITY AND TOURISM

BABA GHULAM SHAH BADSHAH UNIVERSITY

RAJOURI (J & K) – 185234

Semester-Second

Course Code Course Title Credit Internal

Assessment

Marks

University

Exam Max.

Marks

Choice Based Open Elective Courses. Students are required to opt any one of the following Courses.

Math-201 Mathematical Tools for Real World

Problems.

4 40 60 100

IT-202 Soft Skills in Information Technology. 4 40 60 100

Comp-203 Computer Applications & Operations. 4 40 60 100

Bio- 204 Fundamentals of Biotechnology. 4 40 60 100

Bot - 205 Mysteries of Green Plants. 4 40 60 100

Bot- 206 Botany in Rural Development. 4 40 60 100

Zol-207 Nutrition, Health & H

ygiene.

4 40 60 100

Arab-208 Fundamentals of Arabic Language. 4 40 60 100

Eng-209 Applied English. 4 40 60 100

Edu-210 Higher Education. 4 40 60 100

Eco-211 Principles of Banking. 4 40 60 100

HT-212/

Basics of Tourism and Travel Agencies.

4

40

60

100

HT-213 Tourism Resources of Jammu & Kashmir. 4

40

60

100

Mgt-214 Business Communication and Soft

Skills.

4 40 60 100

Edu-215 Instructional Technology. 4 40 60 100

Core Courses

MBAHTM-220 Basics of Tourism. 4 40 60 100

MBAHTM-221 Marketing for Hospitality and Tourism. 4 40 60 100

MBAHTM-222 Financial Management and

Accounting.

4 40 60 100

MBAHTM-223 Human Resource Management. 4 40 60 100

MBAHTM-224 Research Methodology and Paper

Presentation Skills

4 40 60 100

Total 24 240 360 650

Note: The students after the examination of 2nd semester shall go for project training in different

Hospitality & Tourism Unit for a period of six weeks. After completing the Project Training, students

shall be evaluated on the basis of their project reports, presentations and viva-voce under Course

code MBAHTM-302.Total marks will be 100 out of which 50 marks would be Project Report and 50

marks for presentation and Viva-voce in the ratio of 50: 50.

2nd Semester ( Hospitality & Tourism

Syllabus)

Course Code: MBAHTM-220 Maximum Marks:100

Course Title: Basics of Tourism. University Examination:60

Credit Value: 4 Sessional Assessment:40

Examination Duration: 3 Hours

Objective: The aim of the paper is to make students familiar with the basics of tourism and

the various aspects that are related to the Tourism. This course further aims imparting

knowledge to the students with various aspects related to the industry.

UNIT I: Concept of Tourism: Definitions, Approaches to the study of Tourism; concept of

Tourist, Traveller, Visitor; Typology of Tourist, Excursionist & transit visitor. Tourism in

terms of destination visited: International tourism and domestic tourism, Mode of travel

arrangement – Inclusive travel and Independent travel. Tourism Industry & its components

(Tourist destinations & attractions)

UNIT II: Motivation of Travel: Physical motivations: travel for sports and adventure, rest

and relaxation, health and medical reasons etc. Cultural motivations: pilgrimage tourism,

cultural curiosity etc. Interpersonal Motivation: meeting new people, VFR, etc, Status and

Prestige motivation: business motivation.

UNIT III: Barriers to the growth of tourism- Factors existing at the destination: terrorism, &

political and social environment, Factors barring a potential tourist from travelling: time,

cost, and social barriers.

Domestic tourism- Definition and Significance of Domestic tourism, Difference between the

domestic tourist and International tourist. Positive and Negative impacts of tourism-

Economic Impacts, Socio-culture Impacts, Environmental impacts

UNIT IV: Carrying capacity- Types of carrying capacity: Physical, biological, Social

carrying capacity, Importance of carrying Capacity, Effect of host population on the carrying

capacity.

Sustainable and Eco-tourism- Definition of Eco tourism, Benefits and Importance of Eco

tourism, Agenda 21, Definition and bodies promoting Sustainable tourism, Principles of

Sustainable tourism, Difference between Mass and Green Tourism.

UNIT V: Tourism organizations: Role & function of Tourism organizations: WTO, ICAO,

PATA, UFTAA, ASTA, ITDC & JKTDC; Tourism planning process, levels of tourism

planning, Importance of Tourism planning.

Note for Paper Setting:

The question paper will be divided into two sections. Section A will be compulsory and will contain

10 very short answer type questions, two questions from each unit which elicit answers in not more

than 20 words and/or multiple choice and/or fill in the blanks, each carrying 1 mark. Section B will

contain 10 long answer type questions, two from each Unit. The candidate will be required to

answer 5 questions one from each Unit. Each question carries 10 marks.

COURSE OUTCOMES

CO1: Understand the basic concepts of tourism, basic definitions and the basic

terminologies.

CO2: Analyse the people’s motivation for travel.

CO3: Access various factors that affect development of tourism. Also it helps in knowing the

various positive and negative impacts of tourism.

CO4: Understand the future of tourism development, concept of sustainability, eco-tourism

and destination protection helps in new destination development concepts.

CO5: Access the role of world organisation in development of tourism globally.

References:

Karma. K. Krishan & Mohinder Chand (2004). Basics of Tourism: Theory, operations

& Practice. Kanishka Publishers.

Bhatia A.K. (2002) Tourism Development Principles and Practices, Sterling Publisher

Private Ltd.

Negi Jagmohan(2005) International Tourism & Travel Concept & Principles, S.

Chand & Co. Pvt Ltd.

Kumar, Sampad Swain & Jitendra Mohan Mishra () Tourism principles and practices.

Oxford University Press.

Rozerl and Slinn (). Tourism Management & Facilities.

Holloway J.C: Marketing for Tourism.

Course Title: Marketing for Hospitality and Tourism Total Marks: 100

Course Code: MBAHTM-221 Internal Marks: 40

Duration: 03 Hours External Examination: 60

Credit Value: 4

Objective: The objective of this course is to make students familiar with the processes and

tools of marketing in Hospitality and Tourism sector.

Unit I: Understanding of Marketing: Concept and definition of marketing, significance of

marketing in tourism industry , Basic concept of need and want; demand, product, service,

market and sales, Significance of service and characteristics of service marketing,

differentiation of product marketing and service marketing, Analysis of Marketing

environment, components of marketing environment.

Unit II: Market Research: Understanding of marketing research, Concept of primary data,

secondary data, qualitative and quantitative data and marketing information system (MIS)

and its function , Consumer and consumer behaviour, Factors influencing the buying

behaviour of consumers, Market segmentation and bases for segmenting consumers markets,

targeting and positioning and market strategies.

Unit III: Marketing strategies–I: Concept of Marketing Mix and its 7p’s framework in

tourism- product, Place, Price, Promotion, people, Process, Physical evidence, Product

related strategies- New Product development, Product life cycle; Branding; Product mix

Strategies; Tourism Packaging, Place related strategies –Distribution in Tourism, middlemen

and their function, Pricing strategies- Concept of price and factors affecting pricing; Pricing

strategies.

Unit IV: Marketing strategies–II: Promotion strategies–Promotion mix; Integrated

marketing communication; Devising the promotional plan Strategies- Role of employees in

tourism service delivery, Internal Marketing Customer Satisfaction and Customer

Relationship Marketing Process strategies- modes of delivery of tourism services; Balancing

supply and demand; Online delivery of tourism services.

Unit V: Destination Marketing: Necessary attributes for an ideal tourist destination, Destination

life cycle, Marketing strategy for promotion and development of a tourist destination, Constraints in

creating ideal destination, Managing Tourist Destination, Planning for the development of a tourist

destination

Impacts of unplanned tourism development on a tourist destination, Preparation of brochure

of a native tourist destination. Note for Paper Setting:






COURSE OUTCOMES

CO1: To familiarize students with marketing Environment.

CO2: To familiarize students with the techniques of marketing Research.

CO3: To familiarize students with basic marketing strategies.

CO4: To familiarize students with basic marketing strategies specific to Tourism and

Hospitality.

CO5: To familiarize students with basics of Destination marketing Strategies.

Suggested Readings:

1. Bisht, S.S. (2010): Tourism Marketing, Market Practices in Tourism Industry,

Sarup Book Publishers Pvt. Ltd.

2. New Delhi- 02 Holloway, J.C., Plant, P.V. (1988): Marketing for Tourism, Pitman

Publishing, London.

3. Kotler, P, Bowen, J & Makens, J (1996): Marketing for Hospitality and Tourism,

Prentice Hall, Upper Saddle.

4. River, USA, NJ- 07458 Maclean, H. (1984): Marketing Management (Tourism in

your Business), Canadian Hotel and Restaurant Ltd.

5. Woodruffe, H. (1997): Service Marketing, Macmillan India Ltd, Ansari Road,

Darayaganj, New Delhi.

Course Code: MBAHTM-222 Maximum Marks: 100

Course Title: Financial Management and Accounting University Examination: 60

Credit Value: 4 Sessional Assessment: 40


Objective: This course aims at helping students to understand the conceptual framework of

financial management and its application under the various environment constraints.

Unit-I: Introduction to Financial Management: Meaning of Finance, Finance Function and

scope of financial management. Role of financial manager in tourism Sector, objective of

financial management. Time value of money: Discounting and compounding technique.

Unit – II: Working capital Management: Working capital Management- importance of

working capital management, concept and types of working capital, Determinants of

Working capital, working capital financing. Inventory management: meaning and tools of

inventory management.

Unit –III: Sources of Funds and cost: Concept of raising funds: sources of funds, managing

the overall cost of capital, levels of a firm borrowing, cost of a debt, capital structure, Cost

management in Hospitality industry Classification of cost, importance of control.

Unit –IV: Capital Budgeting: Capital budgeting - Meaning and importance of capital

budgeting, tools of capital budgeting: payback period, Accounting Method, Net Present

Value, Internal rate of return, Profitability Index Method.

Unit – V: Introduction to Accounting: Accounting – concept, importance and scope,

accounting principles and conventions, journal, ledger, trial balance, preparation of final

accounts (without adjustments). Budgetary control: Meaning need and types of budget.

Note for paper setting:

The question paper will be divided into two sections. Section A will be compulsory and

contain 10 very short answer type questions, two questions from each unit which elicit

answer is not more than 20 words and/or multiple choice and /or fill in the blanks, each

carrying 1 mark. Section B will contain 10 long type questions, two from each unit. Each

question carries 10 marks

Course outcomes

CO1: the objective of this unit is to give students an Introduction to Financial Management, it meaning, scope and importance.

CO2: the objective of this unit is to give students an insight about working capital

management, its role and importance.

CO3: the objective of this unit is to give students an insight about sources of capital and the

various costs associated with raising the capital.

CO4: the objective of this unit is to give students an insight about capital budgeting, its

techniques and usage. CO5: the objective of this unit is to give students an insight about the accounting techniques and

principle

Books Recommended:

Khan, M.Y (2008). Financial Management,Tata Mc Graw Hill, Delhi

Gupta, S.K (2011). Financial Management, Kalyani Publishers, New Delhi

Chandra, P. (2010) Financial Management, Tata Mc Graw Hill, New Delhi.

. Sharma, R. K and Gupta. S.K (2010) Management Accounting Kalyani Publishers,


Course Title: Human Resource Management University Examination:60



Objective: The objective of this course is to make students aware about the various concepts

of managing human resources in the organizations.

UNIT I: Human Resource Function: Human Resource Philosophy – Changing

environments of HRM – Strategic human resource management – Using HRM to attain

competitive advantage – Trends in HRM – Organisation of HR departments – Line and staff

functions – Role of HR Managers.

UNIT II: Recruitment & Placement: Job analysis : Methods - IT and computerised skill

inventory - Writing job specification - HR and the responsive organisation. Recruitment and

selection process : Employment planning and forecasting - Building employee commitment :

Promotion from within - Sources, Developing and Using application forms - IT and recruiting

on the internet. Employee Testing & selection : Selection process, basic testing concepts,

types of test, work samples & simulation, selection techniques, interview, common

interviewing mistakes, Designing & conducting the effective interview, small business

applications, computer aided interview

UNIT III: Training & Development: Orientation & Training: Orienting the employees, the

training process, need analysis, Training techniques, special purpose training, Training via

the internet. Developing Managers: Management Development - The responsive managers -

On-the-job and off-the-job Development techniques using HR to build a responsive

organisation. Management Developments and CD-Roms - Key factor for success.

Performance appraisal: Methods - Problem and solutions - MBO approach - The appraisal

interviews - Performance appraisal in practice. Managing careers: Career planning and

development - Managing promotions and transfers.

UNIT IV: Compensation & Managing Quality: Establishing Pay plans : Basics of

compensation - factors determining pay rate - Current trends in compensation - Job

evaluation - pricing managerial and professional jobs - Computerised job evaluation. Pay for

performance and Financial incentives : Money and motivation - incentives for operations

employees and executives - Organisation wide incentive plans - Practices in Indian

organisations. Benefits and services : Statutory benefits - non-statutory (voluntary) benefits -

Insurance benefits - retirement benefits and other welfare measures to build employee

commitment.

UNIT V: Labour relations and employee security: Industrial relation and collective

bargaining : Trade unions - Collective bargaining - future of trade unionism. Discipline administration

- grievances handling - managing dismissals and separation. Labour Welfare : Importance &

Implications of labour legislations - Employee health - Auditing HR functions, Future of HRM

function


The question paper will be divided into two sections. Section A will be compulsory and will

contain 10 very short answer type questions, two questions from each unit which elicit

answers in not more than 20 words and/or multiple choice and/or fill in the blanks, each

carrying 1 mark. Section B will contain 10 long answer type questions, two from each Unit.

The candidate will be required to answer 5 questions one from each Unit. Each question

carries 10 marks.

Course outcomes

CO1: Understand the role of Hr practices in the global scenario and to have a strong

theoretical understanding of it evolution.

CO2: Contribute to the development, implementation and evaluation of employee’s

recruitment, selection and retention plans and policies.

CO3: understand the organisational, societal and individual costs and benefits of training and

development. Develop analysis and apply advanced strategies and specifications for the

delivery of training programmes.

CO4: understand the significance of employee benefits to both employers and employees.

Understand the administrative complexities of providing a full array of benefits to employees

and the ways and means of delivering these benefits.

CO5: Asses the manner in which good employee relations can contribute to business goals

and how employee assistance programs can help resolve personal problems that usually

interfere with job performance.

References

1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hall of India P.Ltd., Pearson.

2. David A. DeCenzo & Stephen P.Robbins, Personnel/Human Resource Management, Third edition, PHI/Pearson.

3. VSP Rao, Human Resource Management: Text and cases, First edition, Excel Books, New Delhi - 2000.

4. Dr. R.Venkatapathy & Assissi Menacheri, Industrial Relations & Labour Welfare, Adithya Publications, CBE, 2001.

5. Robert L.Gibson and Marianne H.Mitchell, Introduction to Counseling and Guidance, VI edition, PHI, 2005.


Course Title: Research Methodology and Paper

Presentation Skills.

University Examination:60



Objective: To equip the student with basic understanding of methodology used to solve

business problems and its application in the real business world.

Unit I: Introduction: Meaning, objectives and significance of research, types of research,

research process. Social science Research: Meaning, scope and objectivity of social science

Research, Ethics in social science research. Tourism research: Major Areas for research in

hospitality travel and Tourism, Challenges and status of Hospitality and Tourism research in

India.

Unit II: Research Design: Meaning, need and important features, & steps. Types of research

design, selection and formulation of research problem, identifying objectives, establishing

operational definitions and identifying variables. Hypothesis: Nature & its role in hospitality

and tourism management, characteristics and types of hypothesis.

Unit III: Measurement and scaling techniques: Measurement in research, measurement

scales, tests of sound measurement, techniques of developing measurement tools, scaling,

meaning, classification, and its techniques. Validity and reliability of research instruments.

Unit IV: Sampling design: Census and sample survey, sampling Techniques, sample design

and choice of sampling techniques, sample size, , sampling & non-sampling errors., Data

collection: Sources of data required, methods of colleting primary data, observation,

interviews method, the questionnaire, mail survey, projective techniques simulation Vs.

experimentation.

Unit V: Data processing: Introduction, editing of data, classification and coding of data,

transcription, tabulation, graphical presentation of data. Statistical interpretations:

hypothesis testing Chi-square test, analysis of variance (ANOVA) Report writing and

presentation: constituent and formats and presentation of reports. Computer Applications in

Research SPSS, Minitab etc.







Course outcomes

CO1: to develop & understanding of the basic framework of research process..

CO2: to develop & understanding of various research design and techniques.

CO3: to identify various sources of information for literature review and data collection.

CO4: to develop and understanding of the ethical dimensions of conducting of applied

research.

CO5: Appreciate the components of scholarly writing and evaluate its quality by using

various statistical softwares like SPSS

Books Recommended:

Wilkinson & Bhandarkar(1999), Methodology and techniques of Social Research,

edition 9, Himalaya Publishing House, ISBN 8174937110, 9788174 937117

C. R. Kothari, (2003) Research Methodology, Wishwa Prakashan, New Delhi

Chawla and Sondhi (2011), Research Methodology: Concepts and Cases, Vikas

Publications

Ranjit Kumar (2009), Research Methodology, 2nd

edition, Pearson Education.

Open Choice Elective

Centre for Hospitality & Tourism


Course Code: HT-212 Maximum Marks:100

Course Title: Basics of Tourism and Travel Agencies. University Examination:60



Objective: The aim of the paper is to make students familiar with the basics of tourism

UNIT I: Concept of Tourism: Definitions, Approaches to the study of Tourism; concept of

Tourist, Traveller, Visitor; Typology of Tourist, Excursionist & transit visitor. Tourism in

terms of destination visited: International tourism and domestic tourism, Mode of travel

arrangement – Inclusive travel and Independent travel. Tourism Industry & its components

(Tourist destinations & attractions)

UNIT II: Motivation of Travel: Physical motivations: travel for sports and adventure, rest

and relaxation, health and medical reasons etc. Cultural motivations: pilgrimage tourism,

cultural curiosity etc. Interpersonal Motivation: meeting new people, VFR, etc, Status and

Prestige motivation: business motivation.

UNIT III: Barriers to the growth of tourism- Factors existing at the destination: terrorism, &

political and social environment, Factors barring a potential tourist from travelling: time,

cost, and social barriers.

Domestic tourism- Definition and Significance of Domestic tourism, Difference between the

domestic tourist and International tourist. Positive and Negative impacts of tourism-

Economic Impacts, Socio-culture Impacts, Environmental impacts

UNIT IV: Carrying capacity- Types of carrying capacity: Physical, biological, Social

carrying capacity, Importance of carrying Capacity, Effect of host population on the carrying

capacity.

Sustainable and Eco-tourism- Definition of Eco tourism, Benefits and Importance of Eco

tourism, Agenda 21, Definition and bodies promoting Sustainable tourism, Principles of

Sustainable tourism, Difference between Mass and Green Tourism.

UNIT V: Tourism organizations: Role & function of Tourism organizations: WTO, ICAO,

PATA, UFTAA, ASTA, ITDC & JKTDC; Tourism planning process, levels of tourism

planning, Importance of Tourism planning.







Course outcomes

CO1: To familiarize students with the concepts of Strategic Management.

CO2: To make them understand the different motivational factors for travel and to familiar

with different forms of tourism.

CO3: To determine the effect of barriers to tourism growth at domestic and international

level.

CO4: To make them understand the concept and importance of carrying capacity and

sustainable eco-tourism development.

CO5: To study the role and functions of international tourism organisation.

References:

Karma. K. Krishan & Mohinder Chand (2004). Basics of Tourism: Theory, operations

& Practice. Kanishka Publishers.

Bhatia A.K. (2002) Tourism Development Principles and Practices, Sterling Publisher

Private Ltd.

Negi Jagmohan(2005) International Tourism & Travel Concept & Principles, S.

Chand & Co. Pvt Ltd.

Kumar, Sampad Swain & Jitendra Mohan Mishra () Tourism principles and practices.

Oxford University Press.

Rozerl and Slinn (). Tourism Management & Facilities.

Holloway J.C: Marketing for Tourism.


Course Title: Tourism Resources of J&K

Total Marks:100

Course Code: HT-213 University Examination:60 Duration of Examination: 3 Hours Se Sessional Assessment:40

Credit Value = 4

Course Objective: To familiarize students with the scope & nature of tourism products & resoources

in India.

Unit- I Tourism product: Definition, Nature and Characteristics. Classification of Tourism products,

Resource and attraction in Tourism, Typology & Nature of Tourism resources. Nature & Scope of

tourist places in J&K.

Unit- II J&K culture tradition, customs and handicrafts, Architectural Heritage of J&K, different styles of

architecture in J&K, Music: Classical and folk music, Dances: Classical and Indian folk dances, fairs

and festivals.

Unit- III Natural Tourism resources in J&K -Existing use patterns vis-a-vis potential with relation to varied

landforms (mountains & deserts), Tourism & nature conservation-Conflicts, Symbiosis and Synergy.

Unit- IV Study of wild life Parks, Sanctuaries & Tiger Reserves in India with case studies of Dachigam

National Park, Jim Corbett, Bharatpur Bird Sanctuary, Gir National Park. Study of Hill station

attractions & their environs with case studies of Gulmarag, Pahalgam,etc.

Unit- V Buddhist Resources in J&K and their characteristics, Islamic resources: nature and characteristics,

Hindu resources: traditions and importance, Socio cultural resources - Important Festivals of J&K,

Environmental threat to Tourism Resources of J&K, Govt. initiatives for reviving tourism resources,

recent policy shifts and concerns.



10 very short answer type or objective type questions, two questions from each unit which elicit

answers in not more than 20 words. Each question will carry 1 mark. Section B will contain 10 long

answer type questions, two from each Unit. The candidate will be required to answer 5 questions

one from each Unit. Each question carries 10 marks.

Course outcomes

CO1: Familiarise students about the conceptual understanding of the nature and scope of

tourism products.

CO2: Create awareness about the various architectural heritage of India which includes an

in-depth understanding about the culture, traditions, customs and handicrafts of India.

CO3: Develop knowledge about the various landforms of India with respect to tourism

development and have a critical understanding about the conservation, synergy and symbiosis

of tourism resources with special references to Jammu and Kashmir.

CO4: Have the explicit knowledge about the various wildlife sanctuaries and national parks

of India with special reference to Jammu and Kashmir.

CO5: Familiarise students about the various religious and socio cultural resources of India

with special reference to J&K and provide knowledge about the various tourism policies.

Suggested Readings

1. Bakshi, S. R. (1998) Kashmir: Tourism, Monuments and Folklore , Sarup & Son 2. Brown Percy, (2014) Indian Architecture (Buddhist and Hindu), Bombay. 3. Deva, B.C,Musical Instruments, National Book Trust 4. Dixit Manoj & Charusheela,(2012) Tourism Products, New Royal Book Company

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