Further information and enquiries should be addressed to:

The Dean,

School of Housing, Building and Planning

Universiti Sains Malaysia

11800 Pulau Pinang

Telephone :04-6533888 Ext. 4108/3177/3174

Fax :04-6564067

e-mail: dean_hbp@usm.my

    Homepage : http://www.hbp.usm.my

Tourism Planning and Development

This module introduces basic planning principles and tourism development and emphasises on theories and fundamentals in tourism system, its history and development globally and in Malaysia, in particular.  The potential of tourism sector and the prospects of tourism graduates in career development will also be covered, in addition to consumer behaviour, tourism image and impact, current trends and future direction of tourism development. Discussion also focuses on positioning of tourism product, tourism development process, basic principles of tourism, tourism development strategies at national, regional, state and local levels.  Students will also be exposed to project planning that covers primary components of development such as planning process and evaluation, project monitoring and management, cost-benefit analysis, law, physical, organisational, social, economic and traffic impact studies.

 Tourism Policy and Organisation

 This course focuses its discussion on tourism policy, law, strategy and master plan as well as organisational planning and development, tourism management at federal, state and local levels.  The roles, functions and relationship of public and private sector in tourism are discussed in greater depths, and power conflict between these two sectors is also covered.  Special attention will also be given to monitoring trends and control mechanisms that have been implemented by the government in tourism sector particularly towards tourist’s safety and security, infrastructure maintenance, quality of services and consumer satisfaction. 

 The Design of Tourism and Recreational Projects

Attention is given on process and analysis of physical design and workforce’s expertise based on local design concept.  Discussion is centred on concept, principle, site-analysis and operational design of tourism and recreational projects including event development.  It is essential for design evaluation and analysis to be sustainable in order to attract tourist interest by taking into consideration several factors such as land area, population density, etc.  Project design of several tourism projects such as recreation in forested areas, jetty, homestay villages will be highlighted as examples.  Students are expected to produce innovative ideas and design of tourism product through critical evaluation and discussion.

 Sustainable Tourism Development

Tourism development generates economic benefits, business and employment opportunities to people as well as increases national revenue through taxation and foreign exchange.  A good understanding of the principles, issues and approaches to tourism development based on sustainable concept is required in order to safeguard the interest of tourism sector in future such as ecotourism, heritage tourism and culture tourism, although tourism is often associated with negative side effects – environmental, social, economic and political.  The impacts of tourism at global, national and regional levels will be covered with special emphasis on analysis technique, impact measurement, and carrying capacity as an effective indicator to control tourism impacts.

 Research Methods and Techniques

Students will be exposed to scientific research elements and processes that cover data collection and analysis methods and research report preparation.  Research elements include concept, hypothesis and theory.  Measurement level: nominal, ordinal, alternative and ratio.  Data collection: data sources; primary and secondary.  Library research.  Data collection methods: census and survey.  Sampling: design and procedure.  Field work: planning, interview and difficulty.  Data analysis: descriptive statistical technique.  Inferential statistical technique: parametric and non-parametric.  Computer usage: SAS, SPSS and other software.  This course not only allows students to design and undertake research projects in tourism, but also expands their critical view towards research methods.

Infrastructure and Tourism Services

This course focuses on planning and design methods and implementation of physical infrastructure that contributes to development of tourism facilities at micro and macro levels.  Effective government involvement and quality of infrastructure maintenance are given special attention. The management of infrastructure offers tourism services that include training and market-oriented jobs. Transportation, drainage system, public facility, utility, recreation, landscape, architecture and environment are among important infrastructure.  Discussion is also centred on development of tourism facility and services particularly accommodation, resort, park and other tourism products.       

The Business and Economy of Tourism

Aspects of tourism management are considered such as marketing, influence and delivery techniques, promotion and finance.  An evaluation of the main components of the economy is essential to identify sources of finance, expenditure and contribution of tourism sector to the national revenue.  Approaches to marketing are important in order to effectively market tourism products. 

Tourism Workshop

This tourism workshop is studio-based and discusses national contemporary issues in tourism.  Visiting scholars and panel from public and private sector will be invited to give talks.  Based on themes and case studies, students are required to analyse relevant issues and present them in seminars.  These seminars will be attended and evaluated by practitioners from public and private sector.       

Research Projects in Tourism

Students are expected to initiate this course by putting forward tourism/recreation related topics, which will be referred to suitable lecturers.  Each student needs to suggest a suitable research topic, methodology, scope and feasibility of study to an advisory panel.  The panel will give its feedbacks, and an advising lecturer will administer student’s research progress.  A committee of lecturers will evaluate the final report at the end of the course.

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