Proposed Undergraduate Major in Tourism and Hospitality Management

(Bachelor of Science)

Department of Management and Marketing Fort Hays State University September, 2012

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Table of Contents Section One: Basic Program Information .................................................................................... 3 Section Two: Program Proposal Narrative A. B. C. D. E. F. Program Need and Student Characteristics.............................................................. 3 Curriculum of the Proposed Program ...................................................................... 8 Program Faculty....................................................................................................... 10 Academic Support ................................................................................................... 12 Facilities and Equipment ......................................................................................... 13 Program Review, Assessment and Accreditation .................................................... 13

Section Three: Appendices Appendix A: Appendix B: Appendix C: Appendix D: Appendix E: Appendix F: Appendix G: Appendix H: Appendix I: Summary of Proposed Academic Program .............................................................. 14 Curriculum Outline for Proposed Academic Program ............................................. 20 Fiscal Summary for Proposed Academic Program................................................... 21 Affinity Diagram for the Bachelor of Science in Tourism and Hospitality Management (BS-THM) ................................................... 23 Letters of Support: I-70 Association; Travel Industry Association of Kansas (TIAK); and SIAS ................................................................ 24 USA Today (Hotel schools are in with the inn crowd) ............................................. 28 USA Today (U.S. Hotels Expand Their Reach Into China) ...................................... 31 China Daily News (Hospitality Graduates Eye Chinas Market) .............................. 32 Sino-American 1 + 2 + 1 Dual Degree Memorandum of Understanding .................. 33

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Section One: Basic Program Information

(1) (2) (3) Proposing institution: Fort Hays State University Title of proposed program: Tourism and Hospitality Management Degree(s) to be offered: B.S. degree (supplemental to existing B.B.A.) Major: Tourism and Hospitality Management Anticipated date of implementation: Fall Semester 2013 Responsible department(s) or unit(s): Department of Management and Marketing Classification of Instructional Program (CIP) code: CIP # 520901/Program # 401-0511 Tourism and Hospitality Management

(4) (5) (6)

Section Two: Program Proposal Narrative A. Program Need and Student Characteristics
(1) Is the program central to the mission of Fort Hays State University (FHSU)? Yes. The FHSU mission statement states: Fort Hays State University provides accessible quality education to Kansas, the nation, and the world through an innovative community of teacher-scholars and professionals to develop engaged global citizen-leaders. (Official Tagline: Forward thinking. World ready.) The proposed Bachelor of Science (BS) in Tourism and Hospitality Management (THM) aligns with the FHSU mission statement and tagline in several ways. As global business and travel expand, the demand for capable tourism and hospitality professionals is growing proportionately on a worldwide basis. In order to reach learners around the world, the current and new programs will be offered primarily online using the latest educational technologies and in collaboration with international partner universities. Leveraging this forward thinking ability to deliver on a world scale is the attraction of a price point that creates unparalleled affordability for anyone, anywhere. The focus of the program, of course, is on preparing managers within the international tourism industry who will concurrently become engaged global citizen-leaderscapable of making both a life and a living,

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tolerant of diversity and prepared for a future world as yet undefined. This is the hallmark of what we do as a state comprehensive university. (2) What is the purpose/rationale for this program? The proposed BS THM degree is being requested to supplement the existing THM BBA degree. Specifically, the request is being motivated by an international partnership proposal that would annually include 100 entering Chinese sophomore students from SIAS University in Xinzheng, China. In addition, FHSU has received inquiries from potential Chinese, Turkish, and Philippine partners interested in developing a labor force for the hospitality sector of their economies. It has always been the intent of FHSU to grow the THM program at an international level building on existing relationships as well as developing new ones. The proposed THM degree proves to be a better fit in the development and servicing of certain partnerships at both the national and international levels than the BBA. In part, this interest in the BS is based on familiarity and reputation. Most THM degrees are of the BS version and better known than the BBA. Studies continue to show the growth of the China market in terms of the need for hospitality graduates at both the mid-range and senior level (see appendices G and H). A recent survey of hospitality students from five countries, including the United States, revealed that 51 percent of the students chose hospitality as an international career. In addition, 65 percent cited China as a consideration for postgraduate employment. China is experiencing unprecedented growth in the THM industry. FHSU has had international partnerships, particularly China, for well over a decade and this new degree would better serve the needs of our existing partnerships and open the door for new ones. Nationally and regionally, the BS degree would also provide a better fit for articulations with community and technical colleges across the nation. (3) What is the student demand for the program? Student demand for the program has been assessed in several ways. First, FHSU has completed a comparison analysis to similar universities that offer this type of a degree. The schools selected are comparable to FHSU in size and mission. This comparative data was used to calculate the percentages of students that were associated with the THM programs at each of the similar institutions. By applying the percentages generated to the FHSU student population, a projected estimate of the number of students choosing the new major can be obtained. The information is shown in the table below and represents a conservative prediction because FHSUs linkage to markets and programming in China and Turkey will attract numbers well beyond what the institutions in this table are capable of recruiting in the near future. Based on information included in the next section

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estimating the demand for graduates from this type of program, it can easily be projected that the worldwide pool of potential students will grow at a dramatic rate.

Tourism and Hospitality Program Student Data

Number of Name of the University Location of the University Students at University Appalachian State University Black Hills State University Coastal Carolina University Ferris State University Fort Lewis College Morgan State University Morrisville State College Northeastern State University Robert Morris University University of Denver University of Findlay Fort Hays State University Boone, North Carolina Spearfish, South Dakota Conway, South Carolina Big Rapids, Michigan Durango, Colorado Baltimore, Maryland Morrisville, New York Tahlequah, Oklahoma Moon Township, Pennsylvania Denver, Colorado Findlay, Ohio Hays, KS 13000 5000 6700 12547 4000 6438 3300 9000 5000 4300 4800 10000
(domestic)

Number of Students in THM Major 100 70 140 190 72 115 500 85 150 200 100 200
(projected)

Percent in THM Major 1% 1.5% 2% 1.5% 1.8% 1.8% 1.5% .9% 3% 4.7% 2% 2%

A rough average from this data indicates a 2% participation rate with a range from 1% to 4.7% at these schools. Applying this percentage to FHSUs population of 13,500 would indicate projected majors at a minimum of 270 students. This number also reflects the expected enrollment of the SIAS partnership showing some expected attrition.

A second source of student demand for this major could come from an existing partnership with the American Association of State Colleges and Universities (AASCU). Within AASCU, a consortium of domestic universities who have partnered with Chinese universities has issued a special invitation to FHSU to join this partnership to specifically deliver a 1 + 2 + 1 program in Tourism and Hospitality

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Management (see Appendix I). Given FHSUs success in China with 3600 students from two major partners and another 200 Chinese students already on-campus, the likelihood of attracting international students to the new degree is very strong. The 1 + 2 + 1 students must choose to study in Kansas for two years. This is important for two reasons. First, the export of Kansas education will enhance the economic wealth of the state by virtue of the revenue these students will create. Second, several studies conducted by Eduventures for FHSU over the last five years indicate an increasing student demand for hospitality programming and new areas of interest like wellness facilities management and casino operations. With the savvy application of emerging technologies, these new niche areas can be the choice of students who might not have been a part of the prospective student market demand in 2007. (4) What is the demand for graduates of this program? The THM industry is one of the fastest growing industries in the world. In the United States (US), the Bureau of Labor Statistics (BLS) reports that between 2002 and 2011 there was a 10% growth of jobs in this industry. Since March of 2010, the travel industry has created 271,000 new jobs and has created jobs at a pace that has been 26% faster than the rest of the economy. Travel and tourism in the US is a $1.9 trillion industry and is among the nations largest employers with over 14 million direct travel-related jobs. The BLS estimates that this industry will grow to employ over 15 million workers by 2014. Approximately 18% to 20% of this workforce is in managerial, professional, or marketing jobs. The $133 billion US lodging industry grew from 32,000 hotels in 1987 to 49,000 today and the number of hotel brands has increased significantly. Internationally, travel and tourism provides approximately 10% of the total world employment. In many countries, it is the number one industry. The World Tourism Organization estimates that global tourism visitation will grow from 770 million in 2006 to 1.6 billion by 2020. China is the big player in this growth. According to a major report completed in 2006 by the World Travel and Tourism Council (WTTC) entitled The Impact of Travel and Tourism on Jobs and the Economy in China, Hong Kong and Macau, China alone is expected to experience 100 million international tourists by 2020 from less than 15 million currently. Approximately 2.5% or 40 million of the worlds jobs in the industry will be in China (see the articles in Appendices F and G). It will be the second leading tourist destination in the world. Every company is struggling with finding and retaining a proper labor force. Filling key middlemanagement positions is very difficult. In the post-2008 Olympic world, China is aware that it was not properly prepared in terms of facilities and educated staff. This rapid growth and future projection that China has underestimated its need for hospitality graduates indicates a strong demand for educated and qualified managers in this industry. In fact, there is a growing realization that

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colleges and universities need to work with US hospitality management programs to turn out senior corporate executives. Michael Johnson, dean of the Cornell School of Hotel Administration has said his school used to be a hospitality school with a business focus. Now he says, were a business school with a hospitality focus training students for senior corporate management. The FHSU BBA THM will serve this senior corporate management segment of the international marketplace while the BS THM will serve a more general, mid-level management niche. (5) What are the locational and comparative advantages of the program? The THM industry has a major presence along the I-70 corridor between the cities of Kansas City and Denver. The I-70 Association, a trade association of tourism and hospitality management along the I70 corridor, has sponsored a scholarship in support of the major starting in 2008. The Travel Industry Association of Kansas (TIAK) is willing to do the same and has provided a letter of support (See Appendix E). Tourism ranks among the top three industries in all 50 states, including Kansas. Unfortunately, rural tourism and small business entrepreneurship in terms of destination travel have not had champions in western Kansas. Rural tourism would be part of this new program and contribute to the economic development of western Kansas. The current program has worked with the Kansas Sampler Foundation in terms of reaching rural communities. This is not a feature of the KSU program and other THM programs offered by private/for-profit institutions now operating in Kansas and would serve to further differentiate the focus of each program, thereby helping to provide complementarity but not duplication. A listing of existing hospitality and restaurant management programs operating in the state beyond KSU, FHSU and four community colleges (according to Jacqueline Johnson, KBOR Director of Private Postsecondary and Out-of-State Education) includes the following: American Public University System (Associate in Hospitality Management) Art Institute of Pittsburgh (Hotel & Restaurant Management) Ashford University (Service Management with specializations in Restaurant & Hospitality) University of Phoenix (Business Hospitality Management) Columbia Southern University (Business Administration Hospitality & Tourism) DeVry University (Hospitality Management) The state should do everything in its power to compete with these more recent and expensive programs that have invaded Kansas, yet maintain distinctions in programming. This request does that by avoiding dietetics, nutrition and other KSU niches. In addition, the proposed FHSU BS major would fill the expected regional demand required to meet state-mandated requirements (e.g., the Kansas Tourism Initiative). In particular, the FHSU program holds the potential to contribute to the states professional development needs in the travel and tourism industry.

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The competencies that FHSU has developed working with international partners in China will help market and deliver the BS. Likewise, FHSUs experience and competencies in offering distance learning in serving Kansas and beyond will provide a distinctive comparative advantage. FHSU and KSU have the opportunity to help Kansans enroll in more economical Regents course work instead of programming offered by private/for-profit schools. FHSU will serve as a recruiter for these students and collaborate with KSU to educate students about the affordability of state programs. (6) What are the characteristics of the students who will participate in this proposed program? Majors in this program will have an interest in acquiring a skill set focusing on topics in tourism and hospitality management. Many will be international students who can contribute to the FHSU goal of internationalizing the campus and the curriculum as defined in the current FHSU Regents Performance Agreement. The admission guidelines are the same for majors in this program as all other FHSU students. Qualified admissions requirements apply to all those domestic students under 21 years of age. International partner students will be required to complete English language standards and academic standards equal to or exceeding domestic students. FHSU will also work to establish articulation standards for community college coursework both in- and out-of-state to ease the flow of domestic transfer students. A significant number of these students will be adult learners and degree-completers who need to finish an academic program. The existence of the degree should help provide another opportunity for FHSU to attract degree-completers relative to their potential interest in using private/for-profit institutions operating in the state.

B. Curriculum of the Proposed Program

(See affinity diagram in Appendix D)
The Tourism and Hospitality Management major is designed to equip students with the technical and practical skills required to pursue a career in the hospitality industry. Students will develop high quality, in-depth skill sets in the functional areas of business (finance, marketing, management, accounting and economics) with a focus on tourism and hospitality management. The programs coursework includes the universitys 55-hour general education requirement and 12 hours of general education cognates. This broad array of coursework in the liberal arts will enhance the Tourism and Hospitality Management (THM) graduates breadth of learning, responsible citizenship, and crosscultural competence. In addition, courses focusing on international relations, analytical abilities and

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communication skills will prepare the student for the unique needs of the 21st century workplace and enhance employment securability in a global tourism and hospitality industry. The program will include a 12 hour concentration area. This emphasis on workplace development is consistent with the Regents Performance Agreement goal in Foresight 2020.

Graduates will be able to apply basic economic and statistical analysis to a variety of THM issues. They will have competency in rational decision processes and the use of groups in decision making. The program will help students understand what ethical behavior is and how ethical dilemmas complicate the THM workplace. They will explore how high ethical standards can be maintained in an organizational setting. Students will understand the global tourism economy and the forms of international business in global operations and the impact of diverse cultures and global diversity in hospitality management practices. Graduates will be able to present economic and financial problem analysis in a THM context and recommendations effectively using both written and oral communication formats. Students will gain experience in working effectively as a team member and as a team leader. These skill sets will prepare the THM graduates for entry level management positions in the THM industry, an opportunity for their own THM entrepreneurial efforts or to move into graduate work in THM. Bachelor of Science Business & Entrepreneurship Requirements - 21 Hours MGT 101 MGT 301 MGT 611 ACCT 203 BCOM 301 GBUS 204 INT 250 Introduction to Business Management Principles Human Resource Management Principles of Accounting I Business Communication Business Law I Introduction to Web Development Major Core for Tourism and Hospitality Management 21 Hours Core Courses 21 hours THM 620 THM 621 THM 622 THM XXX LDRS 300 THM 625 THM 629 Principles and Practices in Tourism and Hospitality Management Hospitality and Tourism Marketing Service Operations Hospitality Information Systems Introduction to Leadership Concepts International Hospitality: Problems and Planning Tourism and Hospitality Industry Internship

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Choose one of the following three concentrations 12 hours Hospitality Operations Concentration THM 623 Meetings, Conventions, and Events Management THM 624 Hotel and Resort Management THM XXX Food and Beverage Management THM XXX Casino Management Events Management Concentration THM 623 Meetings, Conventions, and Events Management THM XXX Catering and Special Events THM XXX Facilities Management and Space Design THM XXX Hospitality and Convention Sales Wellness Facilities Operations Concentration THM XXX Spa and Club Management HHP 313 Health Promotion and Wellness HHP 371 Leisure Programming HHP 860 Fitness/Wellness Facilities Management Free Electives 11 hours Total Degree Requirements 120 credit hours (includes 55 hours of General Education) The following mandatory courses are required cognates and meet general education requirements: ECFI 205 ECFI 202 MATH 250 Theory and Practice of Personal Finance Principles of Economics: Macro Elements of Statistics

C. Program Faculty
(1) What is the quality of the faculty? The 21-hour business requirements for the Bachelor of Science degree will be taught by the growing College of Business and Entrepreneurship faculty. The current THM full-time faculty is academically qualified and brings industry experience to the classroom as well as academic training which allows for a strong connection for the students in terms of content meeting context. The adjuncts who teach within the program are both professionally and academically qualified as well. The following faculty profile for 2011-2012, which combines both full-time and adjunct faculty for all courses taught over the previous academic year, shows about 91% of the instructors within the College of Business and Entrepreneurship are either academically and/or professionally qualified with approximately two-thirds of that number classified as full-time and/or participating faculty members.

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Faculty Profile: 2011-2012 Field of Instruction Number Academically Qualified 4 8 2 8 1 10 3 2 38 (42%) Number Professionally Qualified 0 2 1 14 1 23 3 0 44 (49%) Number Other Faculty Resources 2 0 3 2 0 1 0 0 8 (9%)

Accounting Economics & Finance Business Education Informatics/MIS General Business/Law Management Marketing Tourism & Hospitality Total

The Tourism and Hospitality Management major will also require additional faculty who will be based in China. The following is the job description highlighting the required skill set needed to fill this position. Full-time International Faculty Position in Tourism and Hospitality Management Overview: In 2000, FHSU and Sias were the first set of universities approved by the Chinese Ministry of Education to offer a dual Western/Chinese degree in China. Currently, the institutions offer three joint bachelor degree options which enroll more than 2,200 students. Faculty in these positions will teach in the FHSU BS THM degree program at Sias. All instruction and other work is conducted in English, so familiarity with the Chinese language is not required. FHSU seeks academically qualified (AQ) or professionally qualified (PQ) faculty to teach in our Bachelor of Science in Tourism and Hospitality Management program at Sias International University in China. We seek faculty members who can teach combinations of the following courses: THM 620: Principles & Practices in THM THM 621: Tourism Marketing THM 622: Service Operations THM 623: Meetings, Conventions, & Events Management THM 624: Hotel & Resort Management THM 625: International Hospitality THM XXX: Hospitality Information Systems THM XXX: Food & Beverage Management THM XXX: Casino Management THM 629: THM Industry Internship

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Requirements: Successful candidates must be U.S. citizens or be eligible for U.S. employment. Additionally, each successful candidate must be able to work legally in China by obtaining a work permit in the Henan Province of China. Each position is an annual assignment as a Visiting Professor, subject to annual review with possibility of continuation. Salaries and benefits are competitive for qualified applicants. Sias-based faculty members report to the FHSU College of Business and Entrepreneurships International Coordinator. A terminal degree in an appropriate academic area is required, and each successful candidate should be either Academically Qualified (AQ) or Professionally Qualified (PQ) as defined by AACSB (http://www.aacsb.edu/). AQ applicants are preferred. AQ faculty members should have earned terminal degrees in Tourism and Hospitality Management or a related field (typically a Ph.D., or ABD for fewer than three years) and should be publishing accordingly. A Masters degree and least five years of significant tourism and hospitality management responsibilities will also be considered. There are some minor allowable exceptions. Priority will be given to candidates with strong teaching and communication skills. Experience with online instructional delivery and course design (Blackboard) is also preferred. Finalists will consent to and successfully complete a criminal background check. (2) How many graduate assistants will serve the program?

At this time, no graduate student will be required for this program. As the program grows, graduate assistants will be needed to assist faculty teaching in the program.

D. Academic Support
Advising Students in the major will be advised by faculty in the department. As the number of students increases, support staff will be needed for assistance. Kelly Center The Kelly Center, on the FHSU campus, is committed to helping Fort Hays State University students, faculty, and staff be successful in their personal development. The center provides personal counseling services for guiding personal growth, academic success programs for enhancing academic skills, and career counseling services to assist students and alumni with career assistance. Disability Student Services (DSS) The Disability Student Services office is dedicated to ensuring equal access to the educational opportunities at Fort Hays State University for persons with disabilities. Library Forsyth Library is the information/research center for the university. The library provides access to a full range of reference, interlibrary loan, circulation/reserve, government documents and special collection services. The online catalog is accessible on and off campus. Current holdings in Forsyth Library and

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departmental student resource centers meet the needs of the proposed program. The only need for library resources will be the purchase of journal and similar publications to support student and faculty research. The Learning Commons The Learning Commons is located in Forsyth Library and includes the reference desk, a technology assistance center, a presentation area, a dimensional mediated instruction area, distributed learning spaces, and smart study rooms. Center for Teaching Excellence and Learning Technologies (CTELT) CTELT assists faculty with the convergence of information technologies into digital formats. Numerous workshops are offered throughout the year to provide faculty/staff with opportunities to develop skills and enhance instruction. Virtual College The Virtual College delivers distance learning coursework through asynchronous and synchronous modes. The Virtual College serves over 4,500 students in any one semester, including students from every state, and over 27 countries. Academic Computing All faculty have tablet/laptop computers and students are required to own a tablet/laptop computer as well. The entire FHSU campus has wireless Internet access. All general use classrooms are fully mediated to allow for utilization of varied teaching/learning technologies. International Student Services The office provides a detailed orientation for all incoming international students. Topics include immigration, maintaining status, services provided, culture shock, medical needs, academics, and programming and events offered by the university.

E. Facilities and Equipment

No additional facilities or equipment are needed domestically. Arrangements will be made with international partners to provide classroom and office facilities.

F. Program Review, Assessment, and Accreditation

Both the program goals and specific course objectives will be evaluated annually. The programs affinity diagram in Appendix D contains expected learning outcomes, assessment approaches and methods for review.

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Section Three: Appendices Appendix A: Summary of Proposed Academic Program

Existing Major Under New Degree Request Fort Hays State University B.S. Tourism and Hospitality Management (THM)
Criteria Program Summary CIP # 520901 Program # 401-0511 Tourism and Hospitality Management Department of Management and Marketing The proposed BS THM degree is being requested to supplement the existing THM BBA degree. The request was initiated by an international partnership proposal that would annually include 100 entering Chinese sophomore students from SIAS University in Xinzheng, China. The University has also recent inquiries from potential Chinese, Turkish, and Philippine partners. It has always been the intent of FHSU to grow the THM program at an international level building on existing relationships as well as developing new ones. The proposed THM degree proves to be a better fit in the development and servicing of certain partnerships at both the national and international levels. Studies continue to show the growth of the China market in terms of the need for hospitality graduates (see appendices G and H). A recent survey of hospitality students from five countries, including the United States, revealed that 51 percent of the students chose hospitality for the opportunity to have an international career. In addition, 65 percent cited China as a consideration for post-graduate employment. China is experiencing unprecedented growth in the THM industry. FHSU has had international partnerships, particularly China, for well over a decade and this new degree would better serve the needs of our existing partnerships and open the door for new ones. Nationally and regionally, the BS degree would also provide a better fit for articulations with community and technical colleges across the nation.

1.

Program Identification CIP Academic Unit Program Description

2. 3.

4. Demand/Need for the Program

The THM industry is one of the fastest growing industries in the world. In the United States (US), the Bureau of Labor Statistics (BLS) reports that between 2002 and 2011 there was a 10% growth of jobs in this industry. Since March of 2010, the travel industry has created 271,000 new jobs and has created jobs at a pace that has been 26% faster than the rest of the economy. Travel and tourism in the US is a $1.9 trillion industry and is among the nations largest employers with over 14 million direct travel-related jobs. The BLS estimates that this industry will grow to employ over 15 million workers by 2014. Approximately 18% to 20% of this workforce is in managerial,

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professional, or marketing jobs. The $133 billion US lodging industry grew from 32,000 hotels in 1987 to 49,000 today and the number of hotel brands has increased significantly. Internationally, travel and tourism provides approximately 10% of the total world employment. In many countries, it is the number one industry. The World Tourism Organization estimates that global tourism visitation will grow from 770 million in 2006 to 1.6 billion by 2020. China is the big player in this growth. According to a major report completed in 2006 by the World Travel and Tourism Council (WTTC) entitled The Impact of Travel and Tourism on Jobs and the Economy in China, Hong Kong and Macau, China alone is expected to experience 100 million international tourists by 2020 from less than 15 million currently. Approximately 2.5% or 40 million of the worlds jobs in the industry will be in China (see the articles in appendices G and H). It will be the second leading tourist destination in the world. Every company is struggling with finding and retaining a proper labor force. Filling key middle-management positions is very difficult. In the post-2008 Olympic world, China is aware that it was not properly prepared in terms of facilities and educated staff. This rapid growth and future projection that China has underestimated its need for hospitality graduates indicates a strong demand for educated and qualified managers in this industry. In fact, there is a growing realization that colleges and universities need to work with US hospitality management programs to turn out senior corporate executives. Michael Johnson, dean of the Cornell School of Hotel Administration has said his school used to be a hospitality school with a business focus. Now he says, were a business school with a hospitality focus training students for senior corporate management. The FHSU BBA THM will serve this senior corporate management segment of the international marketplace while the BS THM will serve a more general, mid-level management niche. This program will meet the needs of both international students as well as domestic students within the state of Kansas. International students desiring an education in THM will have an opportunity to gain an American business degree with this major including practical work experience in an internship. The THM industry has a major presence along the I-70 corridor between the cities of Kansas City and Denver. This major will provide the needed managers in Kansas for this growing industry. The I-70 Association, a trade association of tourism and hospitality management from the I-70 corridor, has sponsored a scholarship in support of the major starting in 2008. The THM industry employees a significant number of minority workers. This creates a special opportunity and need for minority managers in the THM industry. The proposed degree will continue to align with the goal for FHSU to attract Hispanic students from southwest Kansas. Tourism ranks among the top three industries in all 50 states, including Kansas. According to the U.S. Travel Data Center in Washington, D.C., tourism generates over $2 billion every year for

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the state of Kansas. Additionally, the U.S. Travel and Tourism Administration states that tourism greatly surpasses all other industries in generating foreign spending in the U.S; estimations are that this field generates over $50 billion in foreign money annually. Given the recent dramatic increases in the need for hospitality and tourism expertise, there is a strong and growing regional, national, and international demand for students with hospitality and tourism skills and knowledge. This proposed major would fill the expected regional demand required to meet state-mandated requirements (e.g., the Kansas Tourism Initiative), as well as anticipated strong demand from domestic and international markets. Student demand for the program has been assessed in several ways. First, FHSU has completed a comparison analysis to similar universities that offer this type of a degree. The schools selected are comparable to FHSU in size and mission. This comparative data was used to calculate the percentages of students that were associated with the THM programs at each of the similar institutions. By applying the percentages generated to the FHSU student population, a projected estimate of the number of students choosing the new major can be obtained. The information is shown in the proposal and represents a conservative prediction because FHSUs linkage to markets and programming in China and Turkey will attract numbers well beyond what the institutions in the table located in the proposal are capable of recruiting in the near future. Based on information included in the proposal it can easily be projected that the worldwide pool of potential students will grow at a dramatic rate. Relationship with FHSU Performance Agreements INSTITUTIONAL GOAL 3: Internationalize the campus and curriculum The tourism and hospitality major will consistently stress the importance of the global environment to the service industry. 5. Comparative/Locational Advantage

The proposed major would fill the expected regional demand required to meet state-mandated requirements (e.g., the Kansas Tourism Initiative). The major and its courses conform to the standards recommended by the Kansas Tourism Initiative. Kansas Secretary of Revenue and Former Kansas Senator, Nick Jordan, has expressed interest in the earlier FHSU program and its potential to contribute to the states professional development needs in the travel and tourism industry. The competencies that FHSU has developed working with international partners in China will help market and deliver the BS. Likewise, FHSUs experience and competencies in offering distance learning will provide a distinctive comparative advantage.

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6.

Curriculum

Bachelor of Science Business & Entrepreneurship Requirements 21 hours MGT 101 MGT 301 MGT 611 ACCT 203 BCOM 301 GBUS 204 INT 250 Introduction to Business Management Principles Human Resource Management Principles of Accounting I Business Communication Business Law I Introduction to Web Development

Major Core for Tourism and Hospitality Management Core Courses 21 hours THM 620 THM 621 THM 622 THM XXX LDRS 300 THM 625 THM 629 Principles and Practices in THM Hospitality and Tourism Marketing Service Operations Hospitality Information Systems Introduction to Leadership Concepts International Hospitality: Problems and Planning Tourism and Hospitality Industry Internship

Choose one of the following three concentrations 12 hours Hospitality Operations Concentration THM 623 Meetings, Conventions, and Events Management THM 624 Hotel and Resort Management THM XXX Food and Beverage Management THM XXX Casino Management Events Management Concentration THM 623 Meetings, Conventions, and Events Management THM XXX Catering and Special Events THM XXX Facilities Management and Space Design THM XXX Hospitality and Convention Sales Wellness Facilities Operations Concentration THM XXX Spa and Club Management HHP 313 Health Promotion and Wellness HHP 371 Leisure Programming HHP 860 Fitness/Wellness Facilities Management Free Electives 11 hours Total Degree Requirements 120 credit hours The following courses are mandatory and meet general education requirements: ECFI 205 Theory and Practice of Personal Finance ECFI 202 Principles of Economics: Macro MATH 250 Elements of Statistics

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7.

Faculty Profile

The COBE and THM courses will be taught by the existing faculty. All of these faculty members are qualified in each of their teaching disciplines. One new faculty person will be required that will need to have a PH.D. in the field of Tourism/Hospitality Management or a closely related field for the China/SIAS assignment. Majors in this program will have an interest in acquiring a skill set focusing on areas of tourism and hospitality management. Support Services: Each of the following services is more completely described in the full narrative. Advising Students in the major will be advised by faculty in the department. As the number of on-line students increase, support staff will be needed for assistance. Kelly Center The Kelly Center, on the FHSU campus, is committed to helping Fort Hays State University students, faculty, and staff be successful in their personal development. The center provides personal counseling services for guiding personal growth, academic success programs for enhancing academic skills, and career counseling services to assist students and alumni with career assistance. Disability Student Services (DSS) The Disability Student Services office is dedicated to ensuring equal access to the educational opportunities at Fort Hays State University for persons with disabilities. Library Forsyth Library is the information/research center for the university. The library provides access a full range of reference, interlibrary loan, circulation/reserve, government documents and special collection services. The online catalog is accessible on and off campus. Current holdings in Forsyth Library and departmental student resource centers meet the needs of the proposed program. There is no need for additional library resources. The Learning Commons The Learning Commons is located in Forsyth Library and includes the reference desk, a technology assistance center, a presentation area, a dimensional mediated instruction area, distributed learning spaces, and smart study rooms.

8.

Student Profile

9.

Academic Support

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Center for Teaching Excellence and Learning Technologies (CTELT) Assists faculty with the convergence of information technologies into digital formats. Numerous workshops are offered throughout the year to provide faculty/staff with opportunities to develop skills and enhance instruction. Virtual College The Virtual College delivers distance learning coursework through asynchronous and synchronous modes. The Virtual College serves over 4,500 students in any one semester, including students from every state, and over 27 countries. Academic Computing All faculty have tablet/laptop computers and students are required to own a tablet/laptop computer as well. The entire FHSU campus has wireless Internet access. All general use classrooms are fully mediated to allow for utilization of varied teaching/learning technologies. International Student Services The office provides a detailed orientation for all incoming international students. Topics include immigration, maintaining status, services provided, culture shock, medical needs, academics, and programming and events offered by the university. New Staff

The new 100 students in China will require hiring a full-time academically qualified faculty member. See Fiscal Summary for Proposed Academic Programs form (Appendix C).
10. Facilities and Equipment 11. Program Review, Assessment, Accreditation All facilities and equipment needed to deliver this major and the associated courses are in place and no new expenditures are expected. ASSURANCE OF LEARNING (AOL) The COBE is presently undertaking AOL activities as accreditation efforts are determined. Included in the accreditation processes are requirements for assurance of learning. Each program will have student learning outcomes that be measured with both direct and indirect methods. Examples: Pre and post exams for individual classes Portfolio development and analysis Exit surveys of graduating seniors National Standardized field knowledge exams Writing across the curriculum program The assessment data will be used to modify and improve the THM program. Annual reviews are conducted and reported at FHSU. Our assurance of learning assessments is reported in the annual review.

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12. Costs, Financing

As part of the new proposed degree, the College of Business and Entrepreneurship will need to hire one qualified faculty member ($60,000 salary + $20,000 benefits = $80,000 to teach the program in China. Additional faculty may be required to meet program needs depending upon demand. Another critical program resource would be promotional funding for advertising and related marketing materials such as program brochures and web development (estimated at $10,000). Total Costs: $80,000 + $10,000 = $90,000

Appendix B: Curriculum Outline for Proposed Academic Program

CURRICULUM OUTLINE NEW DEGREE PROPOSALS Kansas Board of Regents
I. Identify the new degree: B.S. in Tourism and Hospitality Management (existing major within a new degree) II. Provide courses required for each student in the major: Bachelor of Science Business & Entrepreneurship Requirements - 21 Hours MGT 101 MGT 301 MGT 611 ACCT 203 BCOM 301 GBUS 204 INT 250 Introduction to Business Management Principles Human Resource Management Principles of Accounting I Business Communication Business Law I Introduction to Web Development Major Core for Tourism and Hospitality Management Core Courses 21 hours THM 620 THM 621 THM 622 THM XXX LDRS 300 THM 625 THM 629 Principles and Practices in Tourism and Hospitality Management Hospitality and Tourism Marketing Service Operations Hospitality Information Systems Introduction to Leadership Concepts International Hospitality: Problems and Planning Tourism and Hospitality Industry Internship

Choose one of the following three concentrations 12 hours Hospitality Operations Concentration THM 623 Meetings, Conventions, and Events Management

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THM 624 THM XXX THM XXX

Hotel and Resort Management Food and Beverage Management Casino Management

Events Management Concentration THM 623 Meetings, Conventions, and Events Management THM XXX Catering and Special Events THM XXX Facilities Management and Space Design THM XXX Hospitality and Convention Sales Wellness Facilities Operations Concentration THM XXX Spa and Club Management HHP 313 Health Promotion and Wellness HHP 371 Leisure Programming HHP 860 Fitness/Wellness Facilities Management Free Electives 11 hours Total Degree Requirements 120 credit hours The following mandatory courses are required cognates and meet general education requirements: ECFI 205 ECFI 202 MATH 250 Theory and Practice of Personal Finance Principles of Economics: Macro Elements of Statistics

Appendix C: Fiscal Summary for Proposed Academic Program

IMPLEMENTATION YEAR FY 2013, Fall Semester Institution: Fort Hays State University Part I. Anticipated Enrollment A. Full-time, Part-time Headcount: B. Total SCH taken by all students in program Implementation Year Full-Time 100 4200 Part-Time Proposed Program: New BS Major in Tourism and Hospitality Management Year 2 Full-Time 150 6300 Part-Time Year 3 Full-Time 200 8400 Part-Time

Part II. Program Cost Projection A. In implementation year one, list all identifiable General Use costs to the academic unit(s) and how they will be funded. In subsequent years, please include only the additional amount budgeted. Implementation Year Year 2 Year 3

Base Budget Salaries

$80,000

$4,500 (adjunct /overload)

$9,000 (adjunct/overload) $7,000 (student/grad asst.)

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OOE Total

$10,000 $90,000

$500 $5,000 $16,000

Indicate source and amount of funds if other than internal reallocation: _All internal reallocation________________ _____________________________________________________________________________________________ _____________________________________________________________________________________________ _____________________________________________________________________________________________ Revised: September, 2012 Approved: ________________

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Appendix D: Affinity Diagram for the Bachelor of Science in Tourism and Hospitality Management (BS-THM)
What are the elements/building blocks of the BS-THM degree program that will meet the educational needs of the major? Characteristics of BS-THM Graduates Critical Thinkers Hospitality management requires effective reasoning, analytic, and problem-solving abilities. Learning Outcomes for BS-THM Effective tourism and hospitality management graduates will exhibit the following outcomes: Curriculum for the BS-THM Business Core Courses (21 credit hours) MGT 101 Intro to Business MGT 301 Mgt Principles MGT 611 Human Resource Mgt ACCT 203 Principles of Acct I BCOM 301 Business Comm GBUS 204 Business Law I INT 250 Intro to Web Dev Assessment Methods for the BS-THM Instructor evaluation of assignments, case studies, simulations, research papers, presentations, examination, and other tools used in typical student performance assessment

1. Identify and present Effective Communicators personal perspective and Effective written and consider the views of interpersonal/ presentational others. skills are required for every 2. Incorporate appropriate hospitality management data and describe professional. processes. 3. Understand the influence Effective Leaders of context Hospitality management 4. Assess conclusions, professionals engage in a implications and variety of leadership consequences of decisions activities to create 5. Display professional innovation and value. presentation of self and client Teambuilders 6. Demonstrate adequate Coordination of effort for planning and preparation outstanding hospitality 7. Provide effective visual service requires effective communication teamwork skills. 8. Clearly structure and organize communications World-Class Service to engage audience Providers 9. Incorporate entrepreneurial thinking Meeting customer needs is 10. Model traits of successful an integral component of leaders to influence professional hospitality others management. 11. Appreciate diversity 12. Demonstrate ethical awareness and behavior 13. Develop and follow project goals 14. Align quality and quantity of work with project goals 15. Build interpersonal relationships within and across teams 16. Model world-class service

Survey internship providers to assess satisfaction with student performance and THM Core Courses measure student (21 credit hours) THM 620 Principles & Practices competencies in THM Satisfaction survey of THM 621 Tourism Marketing graduating seniors to revise THM 622 Service Operations curriculum THM XXX Hospitality Information Systems Satisfaction survey of LDRS 300 Intro to Leadership program alumni to assess Concepts satisfaction with major THM 625 International program, placement, and Hospitality alignment to employment THM 629 THM Industry needs Internship Concentration (12 credit hours)

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Appendix E: Letters of Support from I-70 Association and Travel Industry Association of Kansas (TIAK), SIAS
Waiting on letter from I-70 Association

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Appendix E: Letters of Support from I-70 Association and Travel Industry Association of Kansas (TIAK), SIAS

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Appendix E: Letters of Support from I-70 Association and Travel Industry Association of Kansas (TIAK), SIAS

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Appendix E: Letters of Support from I-70 Association and Travel Industry Association of Kansas (TIAK), SIAS

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Appendix F: USA Today Article (January 8, 2008)

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Appendix F: USA Today Article (January 8, 2008) (contd)

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Appendix F: USA Today Article (January 8, 2008) (contd)

Find this article at: http://www.usatoday.com/money/industries/travel/2008-01-07-hotel-schools_n.htm

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Appendix G: USA Today Article (U.S. Hotels Expand Their Reach into China)

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Appendix H: China Daily News (Hospitality Graduates Eye Chinas Market)

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Appendix I: Sino-American 1 + 2 + 1 Dual Degree Memorandum of Understanding Memorandum of Understanding on Education Cooperation in the Field of Tourism between Chinese and American Universities
Chinese and American universities conclude the following agreement to enhance the educational cooperation and exchange in the field of tourism, to promote the academic level of tourism education of Chinese and American universities, to develop the quality of teachers and the level of teaching and management, and to seek mutual benefit and share resources and information. The Memorandum of Understanding (hereinafter called MOU) is formed on the basis of friendly negotiation and agreement between Chinese and American universities. All the terms are as following: I. General Purpose The MOU provides the general principles for both sides to have educational cooperation and exchange in the field of tourism. Both sides will explore opportunities to develop joint programs on tourism education and training on the basis of mutual benefit and common interest. II. Framework 1. The cooperation will be focused on the higher education, exchange of teachers and talents cultivation. 2. Both sides shall follow the specific cooperative scheme mentioned in this MOU, including contents, patterns, duties and responsibilities of both sides, procedures and relating matters. 3. All the activities of cooperation shall be governed by the laws and regulations of USA and PRC. 4. Both sides shall try their best to provide convenience for the entry and exit of staff and equipments of partner institutions, and to arrange staff from partner institutions to visit host university and research institutes for the purpose of consulting data and research materials. III. Negotiation System 1. Both sides shall develop an effective dialogue system through face-to-face talks and regular negotiation to promote the long-term and healthy development of the educational cooperation and exchange. 2. The memorandum of every conference should be in both Chinese and English versions, and be signed by the representatives of both sides. IV. Models and Contents 1. Both sides agree to promote the educational exchange on the basis of mutual benefit and to set up a Union of Schools (Departments) of Tourism from Chinese and American Universities. The Union will organize bilateral conferences and workshops in USA and China and carry out the exchange activities of mutual agreement. 2. Contents and models: (1) Enhance the strength of exchange and cooperation of both sides, further develop the Sino-American 1+2+1 Dual-Degree Program, seek the quality promotion of talents in the field of tourism and internationalization of teaching level, and explore and establish the new system of exchange and cooperation in the field of tourism. (2) Discuss the bachelor and master programs and their teaching schedules. (3) Jointly work out the core courses and curriculums of mutual agreement. (4) Jointly compile, publish, recommend, and use good textbooks. (5) Jointly set up teacher training program. Each side could select teachers to go to partner universities to have short visit or to be visiting fellows. Each side shall provide support to the teachers when they take training or study. (6) Jointly set up visiting-student program. Each side could select students to go to partner universities or enterprises to have short-term internship or visit. (7) Encourage to jointly take teaching programs or apply research programs. (8) Jointly hold international academic conferences with the topic of mutual agreement. V. Duration of Cooperation 1. The MOU shall be valid from the date of signature. The validity shall be five years. 2. The MOU could be revised or extended by the mutual agreement. Either side may terminate this MOU in writing by giving the other side sixty (60) days notice of termination. 3. The MOU is signed in Nanjing City, PR China, on the date of 25 June 2007. The MOU is in English and Chinese and both versions are equally binding.

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Appendix I: Sino-American 1 + 2 + 1 Dual Degree Memorandum of Understanding (contd)

Chinese Universities Department of Tourism and Hotel Management, School of Business of Hubei University School of Business Administration & Tourism Management of Yunnan University Institute of Tourism of Shanghai Normal University College of Tourism of Chongqing Normal University College of Tourism and Environment of Guangdong University of Business Studies Tourism School of Xi'an International Studies University Tourism Institute of Central South University of Forestry and Technology Department of Tourism, College of Geography Science of Nanjing Normal University Department of Tourism Management, College of Social Science of Soochow University Department of Tourism .College of Territorial Resources and Tourism of Anhui Normal University Department of Tourism, School of Business Administration of Lanzhou Commercial College Tourism College of Hainan University Tourism College of Guangzhou University Tourism College of Sichuan University American Universities Northern Arizona University Troy University University of Central Florida Coastal Carolina University Fort Hays State University Black Hills State University