This program offers a sequence of courses that provides coherent and rigorous content aligned with challenging academic standards and relevant technical knowledge and skills needed to prepare for further education and careers in the Hospitality and Tourism career cluster; provides technical skill proficiency, and includes competency-based applied learning that contributes to the academic knowledge, higher-order reasoning and problem-solving skills, work attitudes, general employability skills, technical skills, and occupation-specific skills, and knowledge of all aspects of the Hospitality and Tourism career cluster.
The content includes but is not limited to customer service, management and supervisory development, management theory, decision making, organization, communications, human relations, leadership training, personnel training, travel counseling, reservationists, ticketing, tour development, security, sales, travel and tourism accounting, marketing, and convention management, applicable local, state, and federal laws and asset management. Additional Information relevant to this Career and Technical Education (CTE) program is provided at the end of this document.
This program is a planned sequence of instruction consisting of 64 credit hours.
After successfully completing this program, the student will be able to perform the following:
Demonstrate employability skills.
Demonstrate a proficiency in applying human relation skills.
Demonstrate a proficiency in applying communications skills.
Demonstrate a proficiency in applying mathematics skills.
Identify basic economic principles.
Identify marketing, sales & business promotion.
Identify organization and function of travel and tourism industry.
Perform general travel and tourism office duties.
Provide customer service information.
Demonstrate a proficiency in accounting and information systems.
Demonstrate human resource planning in Travel and Tourism.
Apply management and administration skills.
Apply and maintain security and safety procedures.
Exhibit technology skills using computer systems, software, and the Internet.
Analyze the laws that affect the travel and tourism industry.
Examine the principles of entrepreneurship.
Examine the principles of convention management and services.
Examine the principles of sports and adventure travel.
2014 – 2015
Florida Department of Education
Student Performance Standards
Program Title: Travel and Tourism Industry Management
CIP Number: 1252090300
Program Length: 64 credit hours
SOC Code: 11-2022
The AS degree requires the inclusion of a minimum of 15 credits of general education coursework according to SACS, and it must be transferable according to Rule 6A-14.030 (2), F.A.C. At the completion of this program, the student will be able to:
Demonstrate employability skills. – The student will be able to:
Conduct a job search and secure information about a job.
Prepare a resume and cover letter, letter of application, follow-up letter, acceptance/rejection letter, and letter of resignation.
Identify documents that may be required when applying for a job.
Complete a job application form correctly.
Demonstrate competence in job interview techniques.
Identify or demonstrate appropriate responses to criticism from employer, supervisor, and customers.
Compare how to make job changes appropriately.
Demonstrate acceptable employee health and grooming habits.
Describe and apply the importance of producing quality work and meeting performance standards.
Compare state and federal labor laws regulating the workplace.
Identify proper personal and business ethics.
Identify current trends that have developed in travel and tourism industry.
Identify sources of information for career planning.
Conduct in-depth career research including requirements for entry and advancement, career ladders, and opportunities related to the travel and tourism field.
List the various jobs within a selected travel and tourism occupation.
Diagram a career ladder for the selected travel and tourism occupation.
Develop an individualized education and career plan related to the travel and tourism industry.
Identify postsecondary programs and educational training available for advancement in the field.
Demonstrate a proficiency in applying human relation skills. – The student will be able to:
Demonstrate such interpersonal skills as punctuality, initiative, courtesy, loyalty, and being a team player.
Demonstrate the ability to work cooperatively with team members and supervisors from different cultural backgrounds.
Demonstrate personality traits important to business.
Maintain appropriate personal appearance and attitude.
Exhibit interest and enthusiasm.
Demonstrate responsible behavior including honesty and integrity.
Demonstrate orderly and systematic behavior.
Demonstrate initiative and self-management.
Explain concepts of self-understanding, self-esteem, and self-image.
Set personal goals and develop a plan of action to achieve those goals.
Identify and practice stress management techniques.
Demonstrate proficiency in applying communication skills. – The student will be able to:
Demonstrate effective communication: verbal, nonverbal, written, and electronic.
Explain nature of staff communication and use of inter-departmental/ company communication.
Explain nature of positive customer/client relations.
Demonstrate ability to speak effectively to customers, co-workers, supervisors, and vendors, using proper grammar and terminology.
Demonstrate effective telephone and e-mail techniques and etiquette in a business situation.
Demonstrate listening strategies that improve understanding and performance on he job.
Compose unified and coherent correspondence, directions, descriptions, explanations, and reports, business letters, memos, and e-mails.
Interpret business policies to customers/clients.
Demonstrate ability to locate, understand, and interpret information found in manuals, graphs, schedules, charts, diagrams, and Internet resources to generate a report.
Train employees to communicate effectively.
Demonstrate proficiency in applying mathematics skills. – The student will be able to:
Compute addition, subtraction, multiplication, division, and percentage problems.
Apply problem-solving techniques to sales related transactions including cash, checks, debit cards, credit cards, and discounts.
Interpret quantitative information from tables, charts, and graphs as related to the workplace.
Demonstrate the ability to make change correctly.
Calculate tax, gratuity, commission, and miscellaneous charges.
Demonstrate ability to collect, organize, and interpret data, and predict outcomes relative to opening and closing procedures for a sales terminal.
Analyze standard industry formulas relative to discount date and due date to determine the amount of payment on an invoice.
Operate 10 key adding machine and calculator.
Use ratios, proportions, and scales to calculate distance on a map.
Calculate and interpret standard operating ratios.
Prepare and interpret financial reports such as the operating statement and the balance sheet.
Identify basic economic principles. – The student will be able to:
Describe concept of economic goods and services.
Demonstrate concept of economic resources.
Demonstrate concept of economics and economic activities.
Demonstrate concept of utility.
Illustrate concept "supply and demand."
Illustrate multiplier effect.
Illustrate concept of price.
Compare types of economic systems.
Compare relationship between government and business.
Explain concept of private enterprise and business ownership.
Explain travel fraud.
Analyze concept of profit.
Explain tax receipts, expenditures, and payroll.
Illustrate concept of risk.
Demonstrate concept of competition.
Define labor competition.
Explain concept of productivity.
Identify components of gross national product (GNP) and gross domestic product (GDP).
Identify marketing, sales, and business promotion. – The student will be able to:
Explain marketing, its role, functions and related activities.
Explain relationship of marketing to business and the economy.
Compare and contrast the types of business ownership.
Explain concept of marketing strategies and importance of market research.
Describe market segmentation.
Identify target markets and develop a marketing plan.
Define the importance of Test Marketing and Follow-up.
Compare and contrast product-oriented marketing and market-oriented strategies.
Illustrate the importance of keeping up with current marketing ideas, new markets, and new technology.
Explain purpose and importance of selling.
Identify sales techniques used by the travel and tourism industry.
Identify an effective sales presentation, including steps of a sale; consumer buying motives; approaches through greeting, merchandise, and service; proper time to approach a customer to open sale; feature-benefit analysis; closing the sale; and suggestion and substitution selling.
Develop newspaper advertisements and press release.
Analyze and prepare multi-media advertisements.
Review and analyze promotional brochures and literature.
Implement public relations programs to promote features of business.
Explain how the implications of social and economic trends might affect the Travel and Tourism market.
Identify major social networks and explain how they can be applied to a marketing strategy.
Explain importance of segmental analysis in developing niches or specialty markets such as adventure travel, sports travel, ecotourism, cruises, up-scale travel or budget travel.
Demonstrate advertising principles to promote the Travel and Tourism business.
Compare the impact of direct mail, print, cooperative, and Internet advertising.
Explain the difference between Public Relations, Goodwill, and Personal Selling.
Research how to select a location for a Travel and Tourism operation.
Explain pricing strategies and competition including fee-based pricing.
Compare the unethical practices of bait-and-switch and its relationship to lowest price and volume.
Design and develop in-agency window displays and promotions.
Develop a guest survey that could be utilized by a travel/tourism business and explain how the business would handle guest feedback.
Explain how to implement focus groups.
Assess the importance of continuous improvement when meeting the needs of guests.
Identify organization and function of travel and tourism industry. – The student will be able to:
Trace evolution and development of the travel and tourism industry.
Describe various organizational structures within travel and tourism industry.
Analyze organizational structure of business operations in the travel and tourism industry.
Analyze functions of travel and tourism industry.
Identify staff according to function.
Describe management functions applied to travel and tourism services.
Identify missions of the primary segments of the travel and tourism industry.
Identify mission of personnel, accounting, sales/marketing, and reservations departments.
Identify mission of corporate, business and functionary levels of the travel and tourism industry.
Use common travel and tourism terminology.
Perform general travel and tourism office duties. – The student will be able to:
Perform duties of office manager in smaller establishment.
Maintain information about products and services.
Represent the general manager in any duty assigned.
Handle all other internal control items as to company policy and procedure.
Maintain high standard of customer service demonstrating prompt attention to customers, building rapport with customers to create an overall positive experience for the customer.
Inform customer of proper travel documents.
Maintain ticket supplies and security.
Maintain all files, records, forms, and documents in an orderly manner.
Maintain inventory of office supplies.
Display proper telephone communication techniques.
Develop a dynamic telephone personality and apply telephone etiquette.
Provide services using various types of telephone systems.
Retrieve customer data using computer terminal.
Provide proper message and mail procedures.
Answer customer questions concerning services and documentation courteously.
Accept, process, and reconcile customer complaints.
Maintain cordial, courteous, cooperative attitude with customers.
Arrange for services for physically or mentally challenged customers.
Maintain a positive mental attitude and self-discipline.
Provide customer service information. – The student will be able to:
Provide customer information assistance.
Explain why customer service is important to the success of a travel/tourism business.
Display cross-cultural and physically or mentally challenged sensitivity.
Identify and give directions to local tourist attractions.
Give mileage distances and routes to cities or attractions.
Give locations of community services.
Give locations of hotels/motels and amenities provided.
Provide information on current community events.
Respond appropriately to incoming correspondence.
Process reservations. – The student will be able to:
Define agency terms and travel vendors, product lines and commissions.
Define channel management and explain its effect on profitability.
Describe the role of the Airline Reporting Corporation and the International Air Transport Network.
Explain the area bank and bond requirements of an accredited agency.
Compare the Professional Associations Computer Reservations Systems and other industry resources.
Identify information required to sell airline space, hotel space, tours, cruise and ground transportation.
Display knowledge of booking procedures and techniques for handling the sale of airspace and auxiliary product lines.
Identify international travel requirements and create travel brochures.
Make reservation with customer and identify documents required for travel.
Explain requirements for obtaining passport and visa.
Compare deposit and guarantee practices.
Conduct proper interaction with computerized reservation system such as SABRE, APOLLO, System One AMADEUS, Worldspan.
Demonstrate proficiency in accounting and information systems. – The student will be able to:
Demonstrate commission on sales of transportation, accommodations, cruises, tours and insurance.
Define overrides, fees, and service charges.
Explain markups on arrangements for groups or fixed-income transactions.
Explain credits on contracts with Customer Reservations Systems for making bookings through the computer.
Identify miscellaneous income from passport photographs; travel guides, luggage, travel accessories, and anything else the organization may provide.
Define gross sales, net income, and profit.
Identify the books and records maintained by a travel agency.
Define and post journal, ledger, cash receipts, accounts receivable, and cash disbursements.
Explain the purpose of a cash receipts journal and an accounts receivable journal.
Explain the purpose of cash disbursements journal.
Identify the information entered in the Airlines Reporting Corporation (ARC) ledger.
Name the types of employee records maintained by a travel agency.
Explain the use and handling of vouchers issued by the agency.
Explain the purpose, nature, and consequences of an ARC audit.
Describe revenue sources, accounting records and bookkeeping procedures.
Obtain authorization on credit card and make credit card sale.
Pay designated invoices and follow paid-out procedures.
Compute posting machine balance on all charges.
Accept checks for payment if authorized.
Verify cash amount in cash register using posting machine.
Perform cashiering duties and handle check out procedures by following policies and procedures.
Understand accounting transactions between organizations and suppliers.
Demonstrate human resource planning in travel and tourism. – The student will be able to:
Describe the role of human resource planning.
Describe the role of recruitment and interviewing.
Identify and select competent employees.
Orient and train new employees.
Recognize the value of life-long learning.
Conduct employee performance evaluations and coaching.
Determine the value of retention and motivation.
Discipline and fire employees effectively using a progressive strategy.
Apply management and administration skills. – The student will be able to:
Explain the purpose, organization, preparation, and interpretation of a financial statement.
Prepare and interpret an operating statement, develop a budget, and analyze cash flow.
Analyze current principles, practices, and scope of the travel and tourism industry.
Identify the opportunities and responsibilities of a career in the travel and tourism industry.
Display professionalism that includes all aspects of demeanor, and courteous competent service to customers.
Set strategic direction and accomplish long-range business goals.
Compare alternative forms of travel and tourism business organizations including proprietorships, partnerships, corporations, and franchises.
Improve their leadership abilities and develop an understanding of high performance team and employee empowerment.
Identify why team building is a high priority to many travel and tourism organizations.
Solve problems in accordance with management policy and mission statement.
Make informed decisions in accordance with management policy and mission statement.
Modify policy and/or mission statement to met new conditions using approved procedures.
Inform management personnel of policy and/or mission statement changes.
Identify management functions.
Identify supervisory functions.
Identify leadership styles.
Identify work improvement concepts.
Describe the supervisor's role as a change agent.
Apply and maintain security and safety procedures. – The student will be able to:
Demonstrate general safety practices.
Demonstrate security practices.
Recognize emergency situations.
Identify nature and scope of security problems.
Maintain security system.
Develop and maintain a program for staff security.
Maintain a computer security system.
Maintain inventory security system.
Establish and apply appropriate procedures during a robbery.
Exhibit technology skills using computer systems, software, and the internet. – The student will be able to:
Explain the basics of purchasing, implementing, maintaining, and affectivity of today’s information systems.
Describe the types of software generally used in the Travel and Tourism Industry such as word-processing; database management, presentation graphics, and cash and office management software.
Explain storage device, downtime, and backup, and identify common data storage devices.
Explain the ticket function of an automation system.
Identify and interpret reports generated by an automation system.
Identify the daily, weekly, monthly, and yearly report functions.
Explain data processing concepts and define important automation terms.
Communicate with a data processing system and ticket function of a typical automated system.
Analyze key reports generated by the automated system including daily and monthly sales reports, automated ARC reports, ticket inventories, aged analyses, and accounting journals.
Enter data in an automated system and use the ticket function to invoice an itinerary with non-ARC segments.
Explain the use of Internet Listserves and Usernets for discussing industry topics.
Compare the uses of the Internet, which include electronic mail (email) which is used to communicate quickly with suppliers, customers, and other agencies.
Identify the impact of the Internet on the Travel and Tourism Industry and list some of the many web sites addresses of organizations that can provide the most up to date information about the Travel and Tourism Industry.
Explain the importance of the Internet as a research tool to quickly answer customer’s questions involving weather, sightseeing options, hotels, car rentals, restaurants, documentation requirements, theatres, and parks.
Explain the importance of the Internet as an advertising medium to help in niche marketing generate a significant amount of sales.
Analyze the laws that affect the travel and tourism industry. – The student will be able to:
Evaluate the historical role of the Air Traffic Conference in the evolution of the modern travel industry.
Explain the impact of federal deregulation of the airlines.
Compare the current effects of deregulation on airlines, travel agencies, and consumers.
Describe the rules and regulations as they apply today.
Explain how the federal government retains authority to protect airline passengers and to police unfair practices.
Define passenger rights and responsibilities.
Define the ticket as a contract.
Contrast the implications and effects of default, overbooking, and bumping, cancellation and delays and liability for baggage.
Compare the International Air Transport Association and Bilateral Agreements and International Rules of the Skies.
Explain the rules of international travel including entry documents such as proof of citizenship, passports, visas, and tourist cards.
Compare custom regulations involving articles free of U.S. Duty Tax, personal exemption, forbidden and restricted items and duty-free ports.
Analyze the relationship between the airlines and travel agencies.
List airline equipment procedure and industry standards.
Examine the principles of entrepreneurship. – The student will be able to:
Describe importance of entrepreneurship to the American economy.
Compare the advantages and disadvantages of business ownership.
Identify the risks involved in ownership of a business.
Identify characteristics, aptitudes, and skills of a successful entrepreneur.
Explain the business skills needed to operate a small business efficiently and effectively.
Assess entrepreneurial aptitudes and skills.
Develop a plan for opening a business.
Compare the advantages and disadvantages of home-based business.
Examine the principles of convention management and services. – The student will be able to:
Compare the scope and segments of the convention market.
Identify potential convention groups.
Identify company/corporate meetings.
Identify factors affecting convention site selection.
Compare convention sales techniques.
Identify the sales process.
Compare customer services.
Identify convention-servicing requirements.
Examine the principles of sports and adventure travel. – The student will be able to:
Identify competitive marketing strategies.
Identify techniques for planning a marketing strategy.
Compare customer/services marketing mix.
Explain promotion/advertising marketing mix.
Identify external and internal selling techniques.
Identify sales promotions and merchandising techniques.
Identify public relations/publicity techniques.
Identify sources and uses of marketing information.
Explain financial aspects of marketing.
Compare professional and managerial considerations.
Laboratory activities are an integral part of this program. These activities include instruction in the use of safety procedures, tools, equipment, materials, and processes related to these occupations. Equipment and supplies should be provided to enhance hands-on experiences for students.
Career and Technical Student Organization (CTSO)
Collegiate DECA, an association of marketing students, is the appropriate career and technical student organization for providing leadership training and reinforcing specific career and technical skills. Career and Technical Student Organizations provide activities for students as an integral part of the instruction offered. The activities of such organizations are defined as part of the curriculum in accordance with Rule 6A-6.065, F.A.C.
Federal and state legislation requires the provision of accommodations for students with disabilities as identified on the secondary student’s Individual Educational Plan (IEP) or 504 plan or postsecondary student’s accommodations’ plan to meet individual needs and ensure equal access. Postsecondary students with disabilities must self-identify, present documentation, request accommodations if needed, and develop a plan with their counselor and/or instructors. Accommodations received in postsecondary education may differ from those received in secondary education. Accommodations change the way the student is instructed. Students with disabilities may need accommodations in such areas as instructional methods and materials, assignments and assessments, time demands and schedules, learning environment, assistive technology and special communication systems. Documentation of the accommodations requested and provided should be maintained in a confidential file.
To be transferable statewide between institutions, this program must have been reviewed, and a “transfer value” assigned the curriculum content by the appropriate Statewide Course Numbering System discipline committee. This does not preclude institutions from developing specific articulation agreements with each other.
For details on articulation agreements which correlate to programs and industry certifications refer to http://www.fldoe.org/workforce/dwdframe/artic_frame.asp .
The AS degree requires the inclusion of a minimum of 15 credits of general education coursework according to SACS, and it must be transferable according to Rule 6A-14.030 (2), F.A.C. The standard length of this program is 64 credit hours according to Rule 6A-14.030, F.A.C.