TEXAS TECH UNIVERSITY WINE TOURISM FALL 2015 COURSE SYLLABUS Department of Hospitality and Retail Management Box 41240 Texas Tech University Lubbock, Texas Tel: +1 806 742 3068 http://www.depts.ttu.edu/hs/hrm/
TEXAS TECH UNIVERSITY WINE TOURISM FALL 2015 COURSE SYLLABUS Class Meeting Day/Time: Location: Course Dates: Instructor: Office: Phone: E- Mail: Office Hours: Technical Support: Live Lync Discussions Times TBA On- line asynchronous via Blackboard October 11, 2015 November 23, 2015 (7 weeks) Dr. Natalia Velikova TTU Campus in Lubbock College of Human Sciences 604 806.834.3589 natalia.velikova@ttu.edu Mon & Wed 2:00 3:00 PM (available via Lync and in person) Other times: by appointment IT Help Central 806.742. HELP It is necessary for all students enrolled in this class to download Lync software. Availability of Lync on your computer gives you an opportunity to communicate with the instructor, teaching assistants, and your classmates in real time via chat, free call or free video call. Students must have Lync installed on their computers to participate in scheduled live discussions. Instructions to securely download Lync from the Texas Tech website: - Log on to www.eraider.ttu.edu with your eraider credentials - Click on Software Download in the left- hand side menu - Choose platform suitable for your computer (Mac or Windows) - Select Lync 2011 (for Mac) or Lync 2013 (for Windows) - Follow instructions to download the program. Once downloaded, you should be able to find the instructor and the teaching assistants by last names within the TTU system and be able to contact them when available. BLACKBOARD Blackboard is an electronic learning resource that is accessed via the Internet and designed to provide learners with information requirements relating to the courses in which they are enrolled. This includes up to date announcements from the instructor, course information, internal assessment, assignments, deadlines and the like. For this resource to function to its full potential, it is important that learners log on regularly and become familiar with the organization and functions of the program. Learners can check their progress through the Grade Center on Blackboard. Blackboard can be accessed via an Internet web browser at: http://www.depts.ttu.edu/lms/ 2
COURSE DESCRIPTION This course examines the relationship between the wine and tourism industries, particularly as it relates to the growing demand for wine tourism experiences. The course provides an overview of wine tourism development; economic impact of wine tourism on local communities; wine merchandising and promotional opportunities, marketing and hospitality businesses associated with wine tourism; wine tourist behavior. The course in designed for wine industry entrepreneurs, winemakers, cellar workers, and prospective winery employees. COURSE OBJECTIVES The course is designed to provide leaners with a comprehension of: the scope of wine tourism the benefits of wine tourism to the wine industry and to the host communities the structure and the entrepreneurship nature of the wine industry the principles of marketing wine tourism, sales, and winery management various wine tourist segments, their characteristics, attitudes, and behavior promotional aspects of wine tourism the role of wine tourism in the economic development of a region significance of wine for food and local cultures and the ethical considerations that are core to the industry COURSE LEARNING OUTCOMES Upon completion of the course, learners will be able to: 1. Understand the context in which the business of wine tourism is developed [Comprehension] 2. Identify the role of wine as a source of livelihood in agriculture and regional tourism [Comprehension] 3. Develop insights into wine tourist behavior and marketing strategies of wine tourism [Analysis] 4. Relate the benefits of wine tourism to regional economies [Application] 5. Know the historical development of wine culture and its interaction with the host community. [Knowledge] 6. Analyze the links between wine tourism, local cultures and local legislation [Synthesis] 7. Recognize the principles of a sustainable approach to planning and development of wine tourism [Knowledge] 8. Analyze the strengths, weaknesses, challenges, opportunities, and implications of regional wine tourism [Evaluation] 9. Develop team building, critical thinking, and communication skills in assessing wine tourism opportunities and challenges [Synthesis] 3
10. Assess customer service and other aspects of winery operation [Analysis; Experience] 11. Comprehend the social, multicultural, and environmental dimensions of the wine industry [Comprehension] 12. Comprehend the entrepreneurship nature of the wine industry and analyze various business aspects of selected wineries [Comprehension; Analysis] ASSESSMENT OF COURSE LEARNING OUTCOMES Common methods of evaluation in this course include examinations, projects, presentations, and participation in live discussion sessions COURSE CONTENT The history and the development of wine tourism around the world Wine tourism and regional development Wine tourism attractions and events Wine tourism market segments, wine tourists characteristics and behavior Demand and supply for wine tourism products and services Legal issues, government regulation Festival destination development and marketing Economic impact of wine tourism on local economies Allied hospitality businesses and wine tourism Managing for wine tourism Wine promotion, public relations and advertising The role of media on wine consumption The role of competing wine tourism destinations The contribution of socio- economic factors to the development of wine tourism The influence of culture on the development of tourism strategies Cost, benefits, and sustainability in planning and development of wine tourism COURSE STRUCTURE This course will be administered via distance and will consist mostly of asynchronous online learning. Pre- recorded lectures will be posted on Blackboard weekly. Lectures will be available online for the duration of the course. Each lecture will be accompanied by corresponding assigned readings also posted on Blackboard. Live synchronous sessions will be held at predetermined dates for discussion, application, and problem- based learning. Students must listen to the lecture, complete assigned readings, and participate in the discussion session on the assigned date. Dates of live discussions will be determined once class has begun. 4
COURSE READING MATERIALS Recommended Textbook Getz, D. (2000) Explore Wine Tourism: Management, Development, & Destinations Cognizant Communication Corporation, New York (NY). ISBN: 1-882345- 33-9 Students are advised to sign up to the Wine Business Daily News https://secure.winebusiness.com/subscriptions/dailynews.cfm?ref=dn A free sign- up with a valid email address will result in learners getting daily emails with the latest news in the global wine industry. Students are expected to read the news systematically and participate in class discussions. Additional reading materials may be posted electronically COURSE POLICIES ASSIGNMENTS POLICY: All completed assignments should be uploaded and posted on Blackboard by the deadline. Due dates are not negotiable and late assignments will be accepted only due to excused reasons, which may include the following: illness, death in the immediate family, religious observances, approved Texas Tech activities (e.g., field trip), legal business (e.g., being called a witness for a trial). All excused reasons require written proof. EXAM POLICY: Exams will cover lecture material, assigned readings, and discussions or any other additional readings posted on Blackboard. Exams may contain multiple- choice, true/false, short answer type questions, and/or essay questions. Academic dishonesty on exams will not be tolerated and will result in disciplinary action. Make- up exams will be given only to students with excused absences. If it is necessary for a student to miss an exam, it is the student s responsibility to inform the instructor about missing the exam prior to the exam time. Students will not be allowed to take a make- up exam unless the instructor granted their requests prior to the exam. EMAIL POLICY: Students are encouraged to send their questions, comments, concerns, or requests to schedule time for a visit via email. E- mail communication from a student to the instructor/ teaching assistant will be acted upon, in most cases, within 24 hours (Mon- Fri). Emails sent on the weekends will not be answered until Monday. Students are responsible for checking their e- mails regularly. The instructor will frequently send e- mails to class on all class- related matters. It is the student s responsibility to stay informed. 5
ACADEMIC INTEGRITY (OP 34:12) It is the aim of the faculty of Texas Tech University to foster a spirit of complete honesty and high standard of integrity. The attempt of students to present as their own any work not honestly performed is regarded by the faculty and administration as a most serious offense and renders the offenders liable to serious consequences, possibly suspension. Scholastic dishonesty includes, but it not limited to, cheating, plagiarism, collusion, falsifying academic records, misrepresenting facts, and any act designed to give unfair academic advantage to the student (such as, but not limited to, submission of essentially the same written assignment for two courses without the prior permission of the instructor) or the attempt to commit such an act. The Texas Tech policies on academic integrity, including cheating and plagiarism, will be strictly upheld in this class. For detailed information regarding these policies, see http://www.depts.ttu.edu/studentjudicialprograms/academicinteg.php For further information regarding student policies at Texas Tech, see http://www.depts.ttu.edu/dos/docs/2010_2011_handbook_and_code.pdf STUDENTS WITH DISABILITIES (OP 34.22) Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor s office hours. Please note: instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional information, please contact Student Disability Services in West Hall or call 806-742- 2405. For detailed information regarding Texas Tech s Student Disability Services, see http://www.depts.ttu.edu/students/sds/ ASSIGNMENTS AND EXAMS: Assignments/ Exams % Course Learning Outcomes Exam Live Discussions 25% 25% 1,2,3,4,5,6,7,8,11,12 1,2,3,4,5,6,7,8,9,10,11,12 Mystery Shopping Form Mystery Shopping Reflection Papers Wine Tourism Presentations 5% 20% 25% 1,2,3,4,5,6,7,8,10,11,12 1,2,3,4,5,6,7,8,10,11,12 1,2,3,4,5,6,7,8,9,11,12 Total 100% COURSE GRADING: A = 90% - 100% B = 80% - 89% C = 70% 79% D = 60% - 69% F = less than 59% 6
TENTATIVE COURSE SCHEDULE Week DATE TOPICS 1 Oct 11 2 Oct 18 3 Oct 25 Introduction to wine tourism Global wine tourism Development & marketing of wine tourism Social media for wine tourism The winery as tourist attraction Gratuity purchasing at wineries 4 Nov 2 Who is the wine tourist? 5 Nov 9 Wine festivals and wine events 6 Nov 16 Branding and the value of strory 7 Nov 23 Terroir & place Getz, Ch. 1 READINGS / ASSIGNMENTS Getz, Ch. 6 Live Discussion Getz, Ch. 4 Live Discussion Live Discussion Wine Tourism Presentations DUE Mystery Shopping Project DUE EXAM 7