Technology Strategies for the Hospitality Industry, 3rd Edition Class Notes

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Online Instructor’s Manual
to accompany
Technology Strategies for the
Hospitality Industry
Third Edition
Peter D. Nyheim
Duy Tan University

iii
TABLE OF CONTENTS
TO THE INSTRUCTOR 1
SAMPLE SYLLABI 2
TEXT OUTLINE 8
CHAPTER 1 INTRODUCTION AND COMPETITIVE ADVANTAGE 20
CHAPTER 2 COMPUTING BASICS AND NETWORKS 24
CHAPTER 3 E-COMMERCE AND DIGITAL MARKETING IN PRACTICE 28
CHAPTER 4 RESTAURANT MANAGEMENT SYSTEMS 33
CHAPTER 5 HOTEL AND RESORT TECHNOLOGY 37
CHAPTER 6 TECHNOLOGY IN MEETINGS AND EVENTS 43
CHAPTER 7 MAXIMIZING REVENUES THROUGH GLOBAL
DISTRIBUTION 48
CHAPTER 8 DATABASES 54
CHAPTER 9 INFORMATION TO KNOWLEDGE 58
CHAPTER 10 VIRTUAL REALITY AND AUGMENTED REALITY
APPLICATIONS FOR THE TOURISM AND HOSPITALITY 66
INDUSTRY
CHAPTER 11 STRATEGIC HOSPITALITY TECHNOLOGY INVESTMENT 70

1
To the Instructor:
This Instructor’s Manual is designed to provide flexibility in your choice of assignments
and a wide variety of types of assignments. The material for each chapter includes:
• A Chapter Overview to summarize the basic issues addressed in the chapter
• Chapter Objectives for the students
• Suggestions for class lectures, including more specific measurable student
objectives that can be focused on for class discussions
• Suggested “real world” applications of chapter materials which focus on students
finding examples of actual meetings and events to use in applying the chapter
material, and or students developing model examples of meetings and events
themselves. These include suggestions for group projects and presentations.
• Suggested video resources from web sources such as YouTube and from films.
These can be used as supplementary materials to reinforce chapter concepts or to
provide connections to other media
• Suggested chapter assignments for the individual student
• Suggested research assignments for the individual student
• Suggested answers to end-of-chapter review questions
Additionally, this Manual include suggested 10 and 16-week syllabi for a course using
this text. These syllabi utilize suggested assignments and projects that could be taken
from any of the chapter materials. As each chapter has an abundance of possible
assignments, Instructors have many options to customize the course to their needs and
focus. Instructors can also, of course, use these syllabi as models and edit and adjust
components and wording of the syllabus to cater to the requirements and policies of their
departments or institutions.

3
Course Objectives
This course is designed to provide students with an introduction and overview of
strategies to utilize and incorporate technology in the hospitality industry.
By the end of the course, students should:
• Understand the competitive advantages of technology in the hospitality industry.
• Know the basics of computing and networks
• Know E-commerce and digital marketing in practice
• Understand strategies for technology in the restaurant, hotel and resort industries
• Understand strategies for technology in Meetings and events
• Know ways to maximize revenue through global distribution
• Understand databases and the concept of information to knowledge
• Understand the possibilities of virtual reality and augmented reality
Course Requirements
Students will be required to attend each week’s class meetings; read the required readings
and handouts; take two exams; complete quizzes and class assignments as directed;
contribute to a group project and group paper; and write a final report. Participation and
attendance are critical to the success of this class and will be used to help determine the
final grade.
Grades
Chapter Quizzes 10%
Chapter Assignments 10%
Group Presentation 15%
Group Presentation Paper 10%
Mid-term Exam 15%
Final Exam 15%
Participation 10%
Final Report 15%
Exams
The mid-term exam will cover the chapters we have studied to that point in the semester.
It will be a combination of multiple choice, true / false, fill-in-the-blank, and short
answers.
The final exam is not cumulative, and will cover the final chapters in our text. It will be
in the same format as the midterm exam.

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4
Paper / Report
The paper and report should be typed and double-spaced in a 12-point Times Roman font
with 1-inch margins. The format for papers should be MLA style. A sample paper in
MLA style can be found in most college handbooks and online. Failure to follow correct
format will result in a loss of points for the assignment. Late papers will drop your
grade by ten points for each class period missed. Any paper that is not turned in by
one week after due date will be given a grade of 0. Any paper that is plagiarized will
receive a grade of 0, and I may pursue further disciplinary action. I will have further
handouts of details of the two papers.
Group Presentation
You will contribute to a group presentation which will be tied to one of our text chapters.
Each student will be expected to contribute equally to this project. I will assign you to a
group that will work together to give an oral presentation to the class that details a “real-
world” application of the issues discussed in the text. I will have a further handout with
more details of this assignment.
Group Paper
The group will also turn in a formal paper detailing the information given in their oral
presentation. I will have a further handout with more details of this assignment.
Final Report
You will write a final report for this class in which you are asked to demonstrate a
thorough knowledge and understanding of technology strategies for the hospitality
industry. This will be a comprehensive report that will ask you to incorporate material
and skills from throughout the course. I will have a further handout with more details of
this assignment.
Quizzes
We will have a quiz on the material covered in that week’s chapter on the first class
period of that week. There may also be quizzes on other materials discussed in class
including videos or group presentations.
Chapter Assignments
For some chapters, I will assign an activity for you to complete and submit to me. These
assignments may be research-based, or they may ask you to practice some of the
techniques we are learning from that chapter, or ask your opinion about some of the
issues that we have been discussing in class. Chapter Assignments are formally written
and those turned in late will receive partial credit.

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5
Participation and Classroom Conduct
You are expected to come to class well prepared with all assignments complete, and to
participate in whole-class discussions.
If you are attentive and regularly make helpful, insightful comments in class, and
complete all assigned work on time, you will earn an “A” for your participation grade. If
you rarely offer useful insight or comments, if you are disruptive, if you sleep or are
otherwise occupied, or if you fail to contribute to the positive functioning of this class,
you will earn an F for participation.
If you rarely participate in class discussions but turn in your assignments on time, do well
on the quizzes and in collaboration with your group, you will most likely earn a C for
participation. Repeated tardiness will also affect your participation grade. Because it is
only fair to apply the same requirements to all students, please do not ask for an
exemption from the requirements listed above.
Classroom Conduct
You are expected to treat faculty and fellow students with respect. Civility in the
classroom and respect for the opinions of others is very important in an academic
environment. It is likely that you may not agree with everything that is said or discussed
in the classroom. Courteous behavior and responses are expected and lack of this will
affect your grade.
A word about cell phones.
When you are in class, you should not take cell phone calls. They should be turned off
when you enter the classroom. If you leave class to take a call, it will affect your
participation grade. If you are in an emergency situation and need to be accessible by cell
phone, set it to vibrate, and inform me privately at the beginning of class. Also: no txt
msg n cls!! Rlly!!!
Academic Integrity
Academic integrity is fundamental to the process of learning and evaluating academic
performance. Academic dishonesty will not be tolerated. Academic dishonesty includes,
but is not limited to, the following: cheating, plagiarism, tampering with academic
records and examinations, falsifying identity, and being an accessory to acts of academic
dishonesty.
Accommodations for Students with Disabilities
Students who qualify for services will receive the academic modifications for which they
are legally entitled. It is the responsibility of the student to register with the Office of
Disability Services each semester and follow their procedures for obtaining assistance.
Please let me know by the end of the second week of class if you anticipate needing
disability accommodation.

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6
Attendance Policy
Students are expected to attend every class and are responsible for all class work. You
will be penalized for excessive absences. For each absence after three, your final
grade will be lowered two points. I may also notify your dean who may put you on
attendance probation. You will be marked absent if you are not present when the roll is
taken. If you come to class late, it is your responsibility to see me at the end of class to
have the absence changed. Additionally, if you leave early, you may be marked absent
for half or all the class period. You are also expected to let me know at the beginning of
class if you need to leave early. You should save absences for times that are truly
unavoidable.
You are responsible for finding out from a class member whatever occurs in class on a
day you are absent. Work due on a day you are absent is still due on the due date.
Because it is only fair to apply the same requirements to all students, please do not
ask for an exemption from the requirements listed above. If you observe religious
holy days that are not noted in the academic calendar, please see me by the end of the
second week of class.
Weekly Syllabus (Sixteen Week Schedule).
Students are responsible for the material listed at that week before coming to the first
class period of that week. Expect quizzes for all chapters. Syllabus may change, with
advance notice to class.
Week One Introduction to the course / Introduction to the class
Week Two Chapter 1 / Chapter 2
Week Three Chapter 3
Week Four Chapter 4
Week Five First Group Presentations / Class Review and Discussion
Week Six Chapter 5
Week Seven Chapter 6
Week Eight Second Group Presentations / Class Review and Discussion
Week Nine Review / Midterm Exam
Week Ten Chapter 7

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7
Week Eleven Chapter 8
Week Twelve Third Group Presentations / Class Review and Discussion
Week Thirteen Chapter 9
Week Fourteen Chapter 10 / Chapter 11
Week Fifteen Fourth Group Presentations / Class Review and Discussion
Week Sixteen Final Reports Due / Final Exam Review
Final Exam: Time and date TBA during Finals Week in our
regular classroom.
Weekly Syllabus (Ten Week Schedule).
Students are responsible for the material listed at that week before coming to the first
class period of that week. Expect quizzes for all chapters. Syllabus may change, with
advance notice to class.
Week One Introduction to the course / Introduction to the class / Chapter 1
Week Two Chapter 2 / Chapter 3
Week Three Chapter 4 / First Group Presentation
Week Four Chapter 5 / Chapter 6
Week Five Chapter 7 / Second Group Presentation
Week Six Midterm Review / Midterm Exam
Week Seven Chapter 8
Week Eight Chapter 9 / Third Group Presentation
Week Nine Chapter 10 / Fourth Group Presentation
Week Ten Chapter 11 / Final Reports Due

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8
Final Exam: Time and date TBA during Finals Week in our
regular classroom.
Text Outline
CHAPTER ONE – Introduction and Competitive Advantage
Chapter Objective
Learning Objectives
Chapter Introduction
Interview
Overview
Welcome to the World of IT!
Managing Your Career
Strategy
Achieving Competitive Advantage
Resource-Based View of the Firm
Past Examples of Competitive Advantage Derived from IT
Sustainability
Summary
Case Study and Learning Activity
Key Terms
Chapter Questions
CHAPTER TWO – Computing Basics and Networks
Chapter Objectives
Learning Objectives
Chapter Introduction
Interview
Overview
System
Hardware
Software

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9
Networks
Security, Performance, and Reliability
Small Networks
Large Networks
The Internet
The World Wide Web
Large Wireless Networks
Forward-Looking Issues in Hospitality
Security
Summary
Case Study and Learning Activity
Key Terms
Chapter Questions
CHAPTER THREE – E-Commerce and Digital Marketing in Practice
Chapter Objective
Learning Objectives
Chapter Introduction
Interview
Overview
Advertising
Auctioning
Mobile Commerce
Social Commerce
User-Generated Content
E-Commerce Technologies
Overview of E-Commerce Technologies
Servers
E-Commerce Web Apps and Tools
Conversion Rate Optimization
Analytics

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10
UGC (Pixlee, Curalate)
Social Sharing
Browser Notifications (Pushfire, Pushcrew)
Email Subscriptions
Social Buy Buttons
Live Chat
Dynamic Landing Pages
Content Management and E-Commerce
Platforms
Social Media
Subscriptions (Starbucks, Cratejoy)
Loyalty Programs
Inbound Marketing
Affiliate Marketing
Internet of Things (IOT)—Smart Speakers,
Smart Everything
Messaging Apps and Chatbots
Digital Marketing
Introduction to the Topic of Digital Marketing and Its Impact on Hospitality
SEO
SEM
Paid Advertising
Media Buying
Pay-Per-Click—PPC
Cost per Action—CPA
Shopping Ads
Pay per View—PPV
Paid Social Advertising
Native Ads
Mobile Ads
Retargeting
Email Marketing

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11
Reputation Management (Hotel-Focused Reputation Management)
Content Marketing
Video Marketing
Podcasting
Conversion Optimization
Web Analytics
Security
Security of Your Electronic Transactions
Securing Your Web Site
Message Security
Message Integrity
E-Commerce Security Trends
Growth in Cyber Crimes
Ransomware, Malware, and Adware
Exploiting Social Commerce
Zero-Day Exploits
Fake Reviews
Summary
Case Study and Learning Activity
Chapter Questions
Key Terms
CHAPTER FOUR – Restaurant Management Systems
Chapter Objective
Learning Objectives
Chapter Introduction
Interview
Overview
Restaurant Management System (RMS) Components
Other POS Functionality

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12
Decreased Service Time
Order Accuracy
Security of Cash Transactions and Internal Auditing Functions
Reduced Training Burden
Labor Scheduling and Performance Control Analytics
The Kitchen Management System
Kitchen Management System (KMS)
Inventory and Production Management
Inventory Levels and Consumption
Purchasing
Theft
Benefits of Inventory and Menu Management
Reservations and Table Management
Interfaces
Self-Ordering/Online Ordering
Proprietary versus Nonproprietary RMS
Payment, Security, and Compliance
Summary
Case Study and Learning Activity
Key Terms
Chapter Questions
CHAPTER FIVE – Hotel and Resort Technology
Chapter Objective
Two Questions Addressed in the Chapter
Learning Objectives
Chapter Introduction
Interview
Overview
The Guest Lifecycle

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