PROGRAMME OBJECTIVES

The programme aims to introduce an expanding field of customer experience management in the travel and tourism industry. Customer experience has become a critical differentiator in today’s competitive market environment, tourism and travel service companies can strengthen their brand preference and improve customer loyalty and satisfaction through valued and memorable customer interactions. This programme imparts an in-depth knowledge and understanding of guest relationship management, cross-cultural management, and people management in a variety of tourism and travel service business operations to students.   

INTENDED LEARNING OUTCOMES

On completion of the programme, students should be able to

1. critically evaluate the business environment and stakeholders (including marketers and service providers) in the tourism and travel service industry to meet their needs 
2. conduct verbal formal presentations and write business correspondence in English on tourism, hospitality and event industries 
3.  describe and explain how to strategically foster closer, better, more effective and more beneficial partnerships with customers in the context of tourism and travel service industry 
4. create and deliver personalized and consistent customer experiences across online and offline channels and interactions
5. plan, implement, coordinate and manage tourism and travel service operations in relation to marketing communication, stakeholder management, guest relationship management in multi-cultural environment

Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). The Advanced Diploma programme offers ten modules over three terms per year which could normally be completed in 22 months (i.e. 5 terms) if students undertake 2 modules per term. Altogether, students need to study 10 modules focusing on tourism and travel management, in order to be awarded the Advanced Diploma in Tourism and Travel Experience Management.

1. Introduction to Tourism and Hospitality*
2. Hospitality, Tourism and Events in the Digital Age
3. English for Business Communication Skills for Hospitality, Tourism and Events*
4. Marketing for the Hospitality Tourism and Event Industry
5. Guest Relationship Management
6. People Management
7. Cross-Cultural Management*
8. Cruise Line Management*
9. Airline and Airport Experience Management
10. Management of the M.I.C.E Industry

*Modules recognized under the CPD Schemes for Tourist Guides and Tour Escorts, specified by Travel Industry Authority (TIA). For details, please refer to the section: Professional Recognition.

Programme contains 120 credits, 10 modules. Each module contains 12 credits.

Assessment 

The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:

• Essay/ Assignment/Report Writing
• Oral Presentation
• Group Project and Presentation 
• Online Exercise 
• Test
• Examination 

Medium of Instruction: English

Awards

On satisfactory completion of the 10 modules, students will be awarded the Advanced Diploma in Tourism and Travel Experience Management within the HKU system through HKU SPACE. Students may apply to exit the programme with a Diploma in Tourism and Travel Experience Management  upon satisfactory completion of 5 modules (i.e. Module 1, 4, 5, 8,  and 10) with 60 credits in total.

Teacher Profile

Mr Alan CHAN

• Tourism, Hospitality and Event Management Trainer/
• Incentive Travel Planner/
• Event Manager/ Travel-writer and Radio Programme Co-host

Specialties

• Event management
• International tourism marketing
• Travel incentives

Selected Experiences

• Opened up new visitor sources from major new markets including Russia and India for the Hong Kong Tourism Board (HKTB) to maintain  a diverse visitor portfolio
• Enhanced HKTB market penetration in the short-haul region by leveraging event marketing as a means to boost visitor arrivals
• Led the Sales Department of Amway Hong Kong, world’s leading direct selling company with direct involvement in organizing incentive travel and special events in Hong Kong and overseas
• Staged the first large-scale incentive travel seminar to Bangkok, Thailand for Amway independent business owners from Mainland China in 1996
• Bridging national tourist offices and travel trade partners through The Association of National Tourist Office Representatives in Hong Kong (ANTOR)

Mr Wyn Li

• Former Country General Managers of Airlines, and Managers of Hotels​
• ​Qantas Airways, Continental Airlines, United Airlines, Hyatt International

Specialties

• Managing field operations of multinational Asian, Australian, European and American travel organizations.
• Marketing airlines, hotels and tourism products and services in various international markets.
• Lecturing and educational engagement for universities in Hong Kong, United Kingdom and Australia.

Selected Experiences

• Airline management, sales, marketing and operation experiences with Qantas, Continental, United, Singapore and KLM in several international locations.
• Business aviation (private jet) management with Metrojet - a sister company of the Peninsula Hotel.
• Global loyalty marketing exposure with Singapore Airlines corporate head office.
• National tourism office marketing involvement with the Australia Tourism Commission.
• Front Office operations and marketing management background in Hyatt Regency Hong Kong, Hyatt Regency Macau and Grand Hyatt Hong Kong.
• ​Food and beverage knowledge with institutional kitchen and cafeteria.

• 18 months (Minimum)
  34 months (Maximum)
  22 months (Normal)

Classes will be generally held as following tentative schedule:

• Weekday evening : 6:45 - 9:45pm or 7:00 - 10:00pm
• Weekend daytime : 10:00am -1:00pm  or 2:00 - 5:00pm

Venue

• Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre  Programme team reserves the right to change the above venue/ classroom if necessary.

HKU SPACE is one of the activity organisers of the “TIA Accredited CPD Activity for Tourist Guides and Tour Escorts”, recognized by Travel Industry Authority (TIA).

TIA Accredited CPD Activity for Tourist Guides and Tour Escorts  are as follows,

1. Introduction to Tourism and Hospitality (Reference no.: TGC071HKUS)*
2. Cruise Line Management (Reference no.: TGC073HKUS)*
3. Cross-Cultural Management (Reference no.: TGC075HKUS)*
4. English for Business Communication Skills for Hospitality, Tourism and Events (Reference no.: TGC050HKUS)*

*This activity is recognized under the CPD Schemes for Tourist Guides and Tour Escorts.  In other words, the activity hours may be reckoned under both Schemes for the relevant CPD periods.

香港大學專業進修學院為旅遊業監管局（旅監局）認可「導遊及領隊持續專業進修計劃認可活動」之舉辦機構。

旅監局已通過導遊及領隊持續專業進修計劃，其中包含6小時的「自選進修活動」，讓持牌導遊及領隊可因應個人工作需要及興趣參加與職能相關的進修活動。 同時持有導遊及領隊牌照的人士（雙牌人士），旅監局同意雙牌人士完成獲旅監局認可的「導遊及領隊自選進修活動」後，已完成的活動時數可同時計入兩個進修計劃各自的進修時段內（進修時段為相關牌照的有效期）。 

旅監局導遊及領隊持續專業進修計劃認可活動如下:

1. Introduction to Tourism and Hospitality (活動編號: TGC071HKUS)*
2. Cruise Line Management (活動編號: TGC073HKUS)*
3. Cross-Cultural Management (活動編號: TGC075HKUS)*
4. English for Business Communication Skills for Hospitality, Tourism and Events (活動編號: TGC050HKUS)*

*此活動已被認可為旅監局指明的「導遊持續專業進修計劃」及「領隊持續專業進修計劃」下的C項活動；換言之，活動時數可同時被計入該兩個計劃的有關進修時段內。

HK$150 non-refundable

• *HK$4,900 per module (2 modules per semester: *HK$9,800, Total programme fee : *HK$49,000)
  (*The tuition fee is reviewed annually and is subject to change without prior notice.)
  
  

Applicants shall:

• have gained in the HKALE Grade E in 1 AL subject and in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or 
• have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
• hold a Certificate in Private Jet Hospitality Service Management awarded within the HKU system through HKU SPACE, or equivalent; Or
• be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered.  They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview.

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.

Applicants with other qualifications will be considered on individual merit.

• The CEF Institution Code of HKU SPACE is 100

Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $20,000 per eligible Hong Kong resident, on successful completion of a course on the reimbursable course list. All students who enrolled in a CEF Reimbursable Course on or after 1 February 2008 be required to attend at least 70% of the Course, and achieve at least 50% passing mark in the overall assessment of the Course.

Applicants do not need to submit any document before class commencement. They must submit the completed CEF Application Form [SFO302(2019)] together with the required institutional certification and supporting documents to the Office of the Continuing Education Fund (OCEF) within one year upon successful completion of a CEF Course and before reaching the age of 71. Late applications will not be accepted by the Government.

The CEF Application Form [SFO302(2019)] can be obtained from any HKU SPACE Learning Centres, District Offices, the OCEF, or downloaded from www.wfsfaa.gov.hk/cef/. 

The properly filled in Application Form must first be certified by HKU SPACE after course completion by following the procedure stated below.

For more details, please visit website: www.sfaa.gov.hk/cef or contact at 3142-2277. You may also obtain the CEF brochure in any of the HKU SPACE enrollment counters.

	Continuing Education Fund Reimbursable Course (selected modules only) Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.
	Advanced Diploma in Tourism and Travel Experience Management This course is recognised under the Qualifications Framework (QF Level [4])

Application Form Download Application Form

Specific application form for this programme can be obtained from any HKU SPACE Enrolment Centres, or you may download the form from this website. A complete application including the following materials should reach us on/before the application closing date:

• a completed Application Form;
• a completed Enrolment Form;
• certified true copies of relevant supporting documents (e.g. working experience / academic qualification proof);
• a non-refundable application fee of HK$150 and
• a tuition fee of HK$9,800 for the first term (2 modules). (Please pay by cheque or credit card upon application, the amount will only be debited upon successful entry to the course)

All fees are subject to change without prior notice

* All fees paid are NOT refundable, unless a course is over-subscribed or cancelled.  These fees may be subject to revisions even after a student has submitted an application, or after you have been admitted as a student on this programme. Fees for the following terms will be advised nearer the time when you enroll on those modules.