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K6010941 Travel and Tourism Management

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K6010941 Travel and Tourism Management
INTRODUCTION
 
This unit is designed for learners to become confident in the use of research techniques and methods. It addresses the elements that make up formal research, including the proposal, a variety of methodologies, action planning, carrying out the research itself and presenting the findings. To complete the unit satisfactorily, learners must also understand the theory that underpins formal research.

The research itself is dependent on the learner, the context of their area of learning, their focus of interest and the anticipated outcomes. The unit draws together a range of other areas of content within the programme of study to form a holistic piece of work that makes a positive contribution to the learner’s area of interest. Learners should seek approval from their tutors before starting the study.
 
Aim:
 
To develop learners’ skills of independent enquiry and critical analysis by undertaking a sustained research investigation of direct relevance to student’s higher education programme and professional development.
 
Learning Outcomes and assessment criteria:
 
On successful completion of this unit a learner will:
1. Understand how to formulate a research specification
2. Be able to implement the research project within agreed procedures and to specification
3. Be able to evaluate the research outcomes
4. Be able to present the research outcomes.
 
 
Unit content:
 
1. To be able to understand how to formulate a research specification
 
Research formulation: aims and objectives; rationale for selection; methodology for data collection and analysis; literature review; critique of references from primary sources eg questionnaires, interviews; secondary sources, eg books, journals, internet; scope and limitations; implications eg resources

Hypothesis: definition; suitability; skills and knowledge to be gained; aims and objectives; terms of reference; duration; ethical issues

Action plan: rationale for research question or hypothesis; milestones; task dates; review dates; monitoring/reviewing process; strategy

Research design: type of research eg qualitative, quantitative, systematic, original; methodology; resources; statistical analyses; validity; reliability; control of variables
 
 
2. To be able to implement the research project within agreed procedures and to specification
 
Implement: according to research design and method; test research hypotheses; considering test validity; reliability

Data collection: selection of appropriate tools for data collection; types eg qualitative, quantitative; systematic recording; methodological problems eg bias, variables and control of variables, validity and reliability
 
Data analysis and interpretation: qualitative and quantitative data analysis – interpreting transcripts; coding techniques; specialist software; statistical tables; comparison of variable; trends; forecasting.
 
 
3. To be able to evaluate the research outcomes
 
Evaluation of outcomes: overview of the success or failure of the research project (planning, aims and objectives, evidence and findings, validity, reliability, benefits, difficulties, conclusion(s)

Future consideration: significance of research investigation; application of research results; implications; limitations of the investigation; improvements; recommendations for the future, areas for future research
 
 
4. To be able to present the research outcomes
 
Format: professional delivery format appropriate to the audience; appropriate media
 

Teaching and Learning Activities: 

 
The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities and discussion about the significant role of research in a global and local business environment.

Teaching Ethos: The College’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.
 
Methods of Delivery:
LECTURES:
These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively. 

SEMINARS:
These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.

CASE STUDIES: An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.

Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below: 
 
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)  
 
TASK 1 to TASK 4: 
There has been an increase in the number of passengers carried by low-cost or budget airlines such as easyJet and Ryanair. Emergent and development of low-cost airlines have been one of the major factors in the rapid development of international tourism. easyJet and Ryanair have given the chance of international travelling to those low-income people who otherwise could not travel abroad. Although more passengers are travelling abroad because of budget airlines, the industry may be facing customer dissatisfaction. 

 In this assignment, you need to conduct an academic research regarding easyJet or Ryanair ‘Customer Satisfaction’. It is very likely that majority of students in this college used easyJet’s or Ryanair flight or tour services at least once. Then, you can ask these students’ opinions about the factors influence their satisfaction or dissatisfaction about easyJet or Ryanair. Your ‘Research Project’ should contain all elements of a proper academic research (Research Formulation, Research Process & Literature Review, Research Project Proposal, Data Collection, Research Evaluation Techniques, Data Analysis, and Presentation of outcomes.). So not only would you need to use some academic books and journals to write your Literature Review and Research Methodology sections of your ‘Research Project’, you should design and distribute a ‘Questionnaire’ among students of UKCBC to identify influential factors in their satisfaction regarding easyJet or Ryanair. Then you need to analyse the collected data and discuss your findings.

You can also choose your own research topic based on your areas of interest and this has to be approved by your tutor before proceeding with the research proposal.
 
 
Task 1 (approx. 1500 words) (LO1, AC1.1, 1.2, 1.3, 1.4, 1.5)
You need to collect data about easyJet or Ryanair and consider what you have learnt in the ‘Research Project’ course to write a ‘Research Project Proposal’ for easyJet or Ryanair. In this task you should:

LO 1. Understanding on how to formulate a research specification.
⦁ Formulate and record possible research project outline specifications. You should include possible aims and objectives, literature review and resource implications.
 
⦁ Identify the factors that contribute to the process of research project selection. You have to include a range of factors.
 
⦁ Undertake a critical review of key references about ‘customer satisfaction’ and ‘influential factors on customer satisfaction’. You should critically review primary sources such as questionnaires and interviews; secondary sources such as books, journals, and the internet; and support your argument by citing from valid academic sources.
 
⦁ Produce a research project specification.  Write a brief entitled ‘Research Project Proposal: An investigation into student satisfaction with easyJet or Ryanair’. You need to write approximately 3 lines for each section of this Research Project Proposal (the length of this proposal should be approximately two pages). 
 
⦁ Provide an appropriate plan and procedures for the agreed research specification. Your plan can be presented in tabular or graphic form (Gantt chart) to show what the main activities/ stages of your research are, how long each activity would take to complete, and review dates.
 
Task 2 (LO2, AC2.1, 2.2, 2.3) (approx. 1000 words)
The second task focus is on ‘Research Implementation’. Research Planning (Task 1) should be followed by the intention to implement the research project within agreed procedures as they are planned in the Research Proposal. You need to provide a written report addressing 2.1, 2.2 and 2.3 as follows:

LO 2.  Be able to implement the research project within agreed procedures and to specification  

2.1. Match resources efficiently to the research question or hypothesis. You should explain (A) what are the resources required to carry out your research? (B) What is the relationship between ‘research resources’ and the ‘research question or hypothesis’?

2.2. Undertake the proposed research investigation in accordance with the agreed specification (1.4) and procedures (1.5).  In this question, you need to design and distribute a ‘Questionnaire’ among at least 25 UKCBC students to identify influential factors in their satisfaction about easyJet or Ryanair (put your questionnaire at the end of your assignment as an appendix)

2.3. Record and collate required data. Record the collected data from participants in the form of a table that shows responses briefly. Collate the gathered primary data by comparing the given answers by tourism students with those of business students. You can use a statistical or frequency table.

Task 3 (LO3, AC3.1, 3.2, 3.3) (approx. 1500 words) 
 
After conducting research and collecting data (from Task 2) you need to evaluate the research outcomes. You should write a report addressing 3.1, 3.2 and 3.3: 

LO 3. Be able to evaluate the research outcomes
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or summative) is more appropriate for your research? Why?

3.2. Interpret and analyse the results in terms of the original research specification (1.4) by using ‘Frequency’ and/or ‘Percentage’ calculations. 

3.3. Make recommendations and justify areas for further consideration customer satisfaction in easyJet or Ryanair. You can determine at least three new topics/areas for further research (such as customer relationship at easyJet or Ryanair, compensations for delayed flights, providing full package tour services) that should be considered to improve the performance of easyJet or Ryanair.
 
Task 4 (LO4, AC4.1)
 
The last task requires you to present the research outcomes in a format and media that can be understood by your audience. You should: 

LO 4. Be able to present the research outcomes.

4.1. Use an agreed format and appropriate media to present the outcomes of the research to an audience at easyJet or Ryanair. You are required to create a poster to present the outcomes of your research. Your poster should be professionally presented by using suitable structure, graphs and tables or diagrams. 
 
 Assignment Guidelines:
⦁ Use a standard report structure where requested, Word-process the report and use a Normal script of a proper font size 12.
 
⦁ Produce evidence as specified for each task.  
 
⦁ Complete the title page  
 
⦁ It should be uploaded on Ulearn platform before the deadline. Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.
 
⦁ Collusion and Plagiarism must be avoided. 
 
⦁ Start each answer on a new page and pages should be numbered. Highlight each question clearly.
 
⦁ Your research should be referenced using the Harvard referencing system. 
 
⦁ In order to pass you need to address all the LO
 
⦁ In order to get a merit you need to first pass and then address the characteristics of M1, M2, M3  
 
⦁ In order to get a Distinction you need to first pass, address all the merit characteristics and then address the characteristics of D1, D2 and D3.                                                                                                                                                                                                                                                                                                                                                 Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below: 
 
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)  
 
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