VHCC DACUM Occupational Profile for Hosp-Tourism Mgt_Nov2024

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional

DACUM Panel

Cherry Brewer Assistant Professor University of Virginia’s College at Wise Kim Davis Executive Director Friends of Southwest Virginia Catrina Gregoire General Manager The Sessions Hotel Kalen Hunter Senior Destination Development Manager Virginia Tourism Corporation Travis Milton Culinary Director / Executive Chef Nicewonder Farm & Vineyards / The Virginian

Prepared for:

School of Business & Industry November 21, 2024

Dirk Moore Owner Blue Hills Community Market

Lyndsay Skinner Client Services Manager Bristol Motor Speedway & Dragway

Tonya Triplett Tourism Relations Manager Virginia Tourism Corporation DACUM Facilitator

Gina Phipps, Ed.D. Curriculum & Instructional Designer ginakphipps@gmail.com

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

Entry-Level Hospitality and Tourism Management Professional An entry-level hospitality and tourism management professional operates under the direction of a senior manager and contributes to the efficient operation of an organization including service planning and operation, sales and marketing, events, inventory, and human resources management. The manager also contributes to organization-specific operations, for example lodging & resort and food & beverage services management. The manager promotes a collaborative, team-based approach to ensuring excellence of the guest experience and exudes a passion for sharing the unique offerings of their geographical service area with visitors to the region.

Tasks

Duties

A-1 Greet / Welcome Organization Guests / Customers / Tourists

A-2 Assist with Property / Attraction Tours

A-3 Assist with Event Itineraries & Logistics, i.e. preparation and communication

A PROVIDE

HOSPITALITY AND GUEST SERVICES

B-1 Identify Promotional Business Inventory & Assets, e.g. facility availability (hotel, ballroom), signage, ads

B-2 Develop Sales Materials, e.g. slides decks / presentations, pitches, printed marketing materials

B-3 Meet Sales Revenue Goals

SUPPORT SALES AND MARKETING ACTIVITIES

B

B-8 Identify New Customer Leads

B-9 Manage On-going Customer Relations, e.g. through hand written notes, phone calls, gifting

C-1 Coordinate Event Logistics, e.g. ingress / egress, parking / traffic, staff / volunteers, “day-of” itinerary building, breakdown / debriefing

C-2 Coordinate Event Volunteers

C-3 Manage Event Sales, e.g. ticket scanning, online sales / ticketing platforms, door sales /general admission, ticket pricing, refunds, discounts D-3 Merchandise Organization Inventory, e.g. sorting and placing incoming goods

C COORDINATE

ORGANIZATION EVENTS

D-1 Quantify Inventory Value, i.e. amount / units

D-2 Monitor and Replenish Organization Inventory, i.e. intentional / strategic purchasing based on market trends, PARs

D MANAGE

INVENTORY

E-1 Assist with New Employee Recruitment, e.g. organizational design, job descriptions, applicant screening / interviewing, employment contracts

E-2 Conduct Employee Training, e.g. training workshops, employee handbook /manual, policies and rules

E ASSIST WITH

HUMAN RESOURCES MANAGEMENT

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

Future Trends, Concerns, Opportunities

Growing use of AI in the industry Growing use of social media in the industry Protecting customer privacy Impact of NIL on industry Developing emergency plans/emergency plan messaging

Data security (how to keep secure) Tech trends (apps for hospitality)

Changing demographics for tourism – serving increasing older populations, while retain youth and young families Increasing collaboration of food/beverage establishment and the arts (driven by independence of establishments) Conflict between automated and personal hospitality needs Casino’s impact on the region Challenge of finding entry level employees Growing popularity of Appalachian destinations and culture Opportunities for better student preparation for the hospitality and tourism workforce through internships, externships, and capstone projects (provides real-world experience, hands-on training)

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

Duties of an Entry-Level Hospitality & Tourism Management Professional: Overall

A. Provide Hospitality and Tourism Services B. Conduct Sales & Marketing Activities C. Coordinate Organization Events D. Manage Inventory E. Assist with Human Resources Management Role-Specific F. Assist with Lodging & Resort Services Management G. Assist with Food & Beverage Services Management

Tasks

A-4 Collect Data for Organizational Growth, i.e. research and development, strategic planning, supplier searches

A-5 Handle Minor Customer Service Issues

A-6 Assist with Internal Meeting Management, e.g. meeting organization, document preparation, minutes writing

A-7 Communicate the unique value of the Appalachian Highlands to customers and other stakeholders, e.g. restaurant & destination recommendations, local history, tourist information B-7 Participate in Prospective Customer Engagement, e.g. via cold calls, in person meetings, presentations

B-4 Evaluate Sales Data

B-5 Manage Tradeshow Activity, e.g. finding tradeshows, developing tradeshow materials

B-6 Negotiate Facility Group Rates, e.g. for hotels, convention centers

C-4 Manage Event Marketing, e.g. through social media, television / radio, digital media, print / billboards

C-5 Manage Event Vendor Approval / Registration

C-6 Manage Event Catering Services

C-7 Arrange Event Photography

D-4 Conduct Inventory Market Research, e.g. external markets, competition, new trends and products

D-5 Develop Specialized Inventory, e.g. new wholesalers, local niche products, special ordering

D-6 Manage Inventory Discounting, e.g. based on expiration dates, PARs

D-7 Manage Inventory Consignment, e.g. determine markup

E-3 Assist with Payroll & Benefits Analysis, e.g. payment scales, benefit program, payment system, taxes

E-4 Support Job Performance Evaluation, e.g. criteria for promotion or termination

E-5 Work with Internal & External Partners, e.g. finding temporary employees for food and beverage, coordinating with ICE, DOL

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

General Knowledge and Skills

Behaviors, Traits, Attitudes

Knowledge: Appalachian Highlands region’s geography, history, culture, tourist attractions, and dining options (extensive knowledge preferred) Artificial Intelligence Business/Recipe Math (addition, subtraction, multiplication, division, ratios, yields, and percentages) Cultural Diversity Micro/Macro Economics Social Media Tourism Industry (lodging types/levels of service for each, yield management – how rate structure changes based on inventory) Skills: Collaboration Communication (verbal/speaking, non-verbal/writing) Critical Thinking Cultural Competence Customer Service (5/15 Rules of Hospitality, Hospitality 101 [say guest name, do not disclose personal info, get to know the guest], Body Language, Verbiage) Digital Marketing (reviewing/responding to online reviews, managing online presence through social media platforms and search engine listings) De-escalation Emotional Intelligence Giving/Receiving Feedback Leadership Listening Multi-tasking Negotiation Presentation Problem-Solving (LEARN Customer Service Method: Listen, Empathize, Analyze, Respond, Notify) Public Speaking Sales Situational Awareness

Accountable Adaptable/Flexible Advocacy-Minded Authentic Civic-Minded

Clear Vision/ Future-Oriented Comfort with Change/Ambiguity Consistent Creative Customer/Guest-Focused Detail-Oriented

Discerning Empathetic Encouraging Entertainer Ethical Focused High Standards/Expectations for Self and Others Hometown Pride Intentional Joyful Lifelong Learner (willingness to learn/improve)

Leader Patient Positive Problem-Solver Resourceful

Respectful Storyteller Strong Work Ethic Team Player Tension Easer (eliminates friction)

Tools, Equipment, Supplies and Materials

Property Management Systems (guest data, preferences, reservations) Customer Management Systems

Point of Sale (POS) Systems (e.g., Toast) Accounting Systems (e.g., Peachtree) Ticketing Platforms Check-in Systems Desktop Publishing Programs Photography equipment

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

Tasks

Duties

F-1 Manage Room Inventory, e.g. out of order, vacant, dirty / clean, occupied F-10 Follow FOH Standard Operating Procedures

F-2 Review Guest Arrivals / Departures

F-3 Review Guest Preferences, e.g. ADA, floor preference, single / double bed

F-4 Arrange Guest Billing, e.g. credit card, direct bill, group masters

ASSIST WITH LODGING & RESORT SERVICES MANAGEMENT Encompasses A-E and includes the following:

F

F-11 Establish Housekeeping Standard Operating Procedures

F-12 Use Housekeeping Best Practices, e.g. tricks to making beds and cleaning showers, cleaning in a specified amount of time

F-13 Create Deep Clean Task List

G-1 Contribute to Daily Business Activities, e.g. sales and labor reports, food and beverage preparation, staff care and relations

G-2 Assist with Bulk /Commissary Management, e.g. commissary inventory, recipe math, HACCP plan, CCP graphics, sanitation

ASSIST WITH FOOD & BEVERAGE SERVICES MANAGEMENT Encompasses A-E and includes the following:

G

G-6 Support Bar / Wine Services Management, e.g. wine recommendation, loss prevention, bar menu, staff training, responsible beverage service, staff hiring / schedules

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024

Tasks

F-5 Provide Property Information, e.g. room types, # of rooms available, amenities (pool, event space, bars / restaurants, parking) F-14 Manage Housekeeping Schedule / Staffing, i.e. based on room demand, #s of clean vs refresh needed

F-6 Manage Guest Reviews, i.e. respond online and in person

F-7 Navigate De-escalation Procedures, i.e. deal with difficult customers F-16 Order Housekeeping Supplies

F-8 Coordinate Interdepartmental Communication, e.g. room moves, preferences, questions

F-9 Provide Guest Assistance, e.g. valet / bell duties, luggage, cars, info on attractions, restaurants, grocery stores

F-15 Manage Housekeeping Inventory

G-3 Assist with Dining Room Management, e.g. staff hiring / training / schedules, dining room reservations / service, tip out, closing duty, guest satisfaction / complaints

G-4 Assist with Catering Events Management, e.g. event schedules, event logistics, rental contracts, utensil inventory

G-5 Assist with Room Service / Amenities Management, e.g. guest services / housekeeping, orders, inventory control, amenities reconciliation, staff management

DACUM Occupational Profile for an Entry-Level Hospitality and Tourism Management Professional Prepared for Virginia Highlands Community College November 21, 2024