1005THS People and Places in the Service Industries
E-Portfolio Assignment Guide
• Type: Individual, written
• Presentation Format:
o Written e-Portfolio, with numbered headings and table of contents
o PDF (Save final Microsoft Word document to a PDF before submission)
o 12-point Arial or Times New Roman, double line spacing, with page
numbers inserted bottom centre
• Length: 2,000 words (excluding table of content, reference list and appendices) (±
• Submission Deadline: Final: 31 August 2017 (Thursday); 4 pm via Turnitin
• Learning Objectives Assessed: 1, 2, 3, 4
• Total Weight: 40%. University policies apply for plagiarism and late submissions.
The purpose of this portfolio is familiarise students with a tourism and hospitality Place,
enhance their understanding of concepts and theories from lectures and readings to
analyse the geographical features of the Place. Pacific Fair in Gold Coast.
To complete this assessment, students are required select a Place located in
Australia. This could be a resort, hotel, hostel or other form of tourist accommodation;
a restaurant, café, nightclub or some other forms of food and/or beverage
organisations; a theme park, sport stadium, casino, convention centre, local park,
foreshore reserve, national park, or some other form of built or natural tourist
attraction; retail travel business, transport hub, bicycle rental business or some other
form of transport organisation. Pacific Fair in Gold Coast.
In selecting a Place DO NOT select:
a) Cavil Avenue Mall Precinct at the Gold Coast or Brisbane CBD as these will
be the focus of the field trip.
b) a multi-property business such as a hotel chain
c) Dreamworld as this will be used as a model for study in workshops.
When selecting a Place try to choose one which you have visited; can visit or are
familiar with. Much of your research will be based on internet searching but if you can
or have visited the Place then you will have a better understanding of its geographical
features. The Place can be situated locally within South East Queensland or other
intrastate or interstate. Studying a local Gold Coast or Brisbane business will be easier
and more interesting. Selecting a single business or geographic area with a building
or well-defined boundary will be easier to study. Pacific Fair in Gold Coast.
If you can visit the Place, use this assignment guide to prepare a check list of features
to observe for each section and subsection during your visit and to help you complete
the assignment. If you cannot visit the Place then prepare a check list of features and
use the internet, library and other printed material resources (e.g., tourist brochures,
guidebooks, development plans, etc.) to compile information and complete the
assignment. Pacific Fair in Gold Coast.
Based on your reflective observations and evaluation of the Place, develop a
portfolio using the guide below.
Introduction of _______________________________________ (insert the name of
the Place; i.e., its business/trading name, locality name or similar.)
Excellent introduction providing a very clear purpose, which ensures all areas
relevant to the topic, are clearly outlined.
1. A Spatial Analysis of _______________________________________ (insert the
name of the Place; i.e., its business/trading name, locality name or similar.)
a) Introduce the Place by writing its organisational name and business, and then
write its operating hours and its physical (street) and web (URL) addresses.
Describe the proximity of the Place to its broader geographic location (i.e.,
nearest CBD, major suburbs, town, city, etc.). Use compass points, linear and
temporal distances, and references to scale to describe the proximity. Use
Google Maps or another road map source to help with this. Attach two maps
that show the location of the Place with sufficient scale so the reader can locate
the Place. It may be appropriate to insert a local map within a suburban, city,
regional or national map to illustrate the location of the Place. The map can be
up to a half A4 page in size. Pacific Fair in Gold Coast.
b) Describe the physical landscape characteristics of the area surrounding the
Place within about a 5-10km radius using Google Earth. Refer to the ‘built
environment’ including dominant land uses such as residential, commercial,
mixed residential commercial, industrial, etc.; and/or the ‘natural environment’
including park land, green spaces, farm land, forest land, waterways, marine
areas, etc. Include a Google Earth screen shot with this subsection to provide
evidence of the description. Pacific Fair in Gold Coast.
c) Research the history (including chronological age) of the Place to understand
how the Place have evolved over time and how the Place might develop in the
future. Use Butler’s destination lifecycle to assess the stage of the Place
and provide some justification for the assessment. It might be necessary to do
a Google search for historical or current government planning documents for the
Place or the broader geographic area in which the Place is located and do a
Google Image search for images for historical or futuristic photographic records
of the Place or similar Places. If appropriate and information is available, you
can include up to three photographs to record visual evidence of change in the
Place. Pacific Fair in Gold Coast.
2. An Accessibility Analysis of _______________________________ (insert the
name of the Place; i.e., its business/trading name, locality name or similar.)
a) Describe how the Place is typically externally accessed by three types of
visitors/guests. Identify common source locations such as the nearest
national/state borders, airport, CBD, suburbs, suburban hubs, and major hotels
to describe how visitors/guests get to the Place.
b) Describe how the Place is internally accessed by three types of visitors/guests
in terms of their behavioural patterns. Obtain and use an internal facility/building
or floor plan map to visually display a typical movement pattern of the
visitors/guests (e.g., a single, couple, family, or a group of visitors) during their
visit within or around the Place. Pacific Fair in Gold Coast.
c) Describe a few important local core attractions, CBD services, and essential
services if these are co-located. Use the Getz model of tourism hospitality
Precinct functions as a guide.
3. A Servicescape Analysis of _______________________________________
(insert the name of the Place; i.e., its business/trading name, locality name or
a) Describe the Servicescape features of the Place, referring to relevant ambient,
spatial, and symbolic elements using Bitner’s model as a guide.
b) Describe the ‘sense of Place’ that captures the unique and distinctive character
of the Place. Do not copy and paste web site descriptions, tag lines from
advertising or similar existing material. The description should be 2-3 sentences
long and written in your own words. Include several photographs or pictures
from web sites or your own photography to visually to support your description.
The description should also reference one or more the ‘aspects’ that comprise
a sense of Place.
c) Describe two culturally diverse groups from the ‘typical’ visitor/guest markets
(i.e., week-end or week day, families, seniors, regular users, etc.) using the
Place. Identify potential motives (refer to Maslow and/or Pearce’s models)
and/or personality types (refer to Plog’s model and/or Huffington Post’s
psychographic types) associated with the two culturally diverse groups
identified using the Place. Pacific Fair in Gold Coast.
d) Describe how the Place is branded; record the name, symbol/logo and/or tag
line that identify the Place; write the ‘promise’ to visitor/guests stated or implied
in the brand; say whether the brand is organic or strategic; and if and how the
brand serves to distinguish the Place from other or competitor Places.
4. A Design Evaluation of _______________________________________ (insert
the name of the Place; i.e., its business/trading name, locality name or similar.)
a) Locate ‘ideal’ design principles and/or ‘universal’ design principles for
urban precincts and Places or a similar source of principles, and apply some of
these to evaluate the design of the Place, it’s servicescape and/or its
surrounding area in terms of how well you think they meet the principles.
b) Suggest three strategies for how the Place/area could be better designed to
cater to diverse cultural groups. Pacific Fair in Gold Coast.
c) Justify your reasons for the above recommendations.
Note: For subsection 4a, you don’t have to use all the design principles but should
select those that are most appropriate or relevant to the Place, and may need to
interpret the design principles to fit with the context of your organisation.
Your report will be evaluated for the quality of its written presentation.
Include a word count on the title page and a graphic appropriate to the Place.
Include a correctly formatted table of contents (with section, subsection headings) and
reference list in the report.
Insert all maps, pictures and other graphics in the body of the Portfolio and make sure
they are properly formatted, titled and layout is neat on the page (no large gaps). Do
not embellish the Portfolio e.g., with borders around pages or other similar features.
Save the document as a PDF for submission. Pacific Fair in Gold Coast.
Write the assignment using a report format. As indicated above, there are 4 main
sections of the Portfolio with each comprising several subsections. Use these
headings, sections and subsections as a guide. That means you can vary them to suit
your Portfolio. although you must complete the information in each section and
subsection. Each subsection broadly follows lectures and readings from weeks 1 to 8
and makes reference to using concepts and theories. Pacific Fair in Gold Coast.
For some subsections, you may only need to write one paragraph, for other
subsections you may need to write more than one paragraph. Information for each
subsection will differ due to differences in the nature of Places and the corresponding
availability of information. Allocate approximately 500 words for each section, although
this can vary.
Citation and Referencing:
You should have at least TEN (10) in-text citations. This information could include
(1) academic journal, (2) academic book, (3) industry or trade journal/magazine, (4)
newspaper, (5) general travel or hospitality source, (6) digital or in person/personal
communication, and (7) site visit.
All citations and references must adhere to APA 6 referencing style. For information
about this style, go to L@G and click on the GBS Resource Bank tab on the left, then
click Referencing in GBS (GBS RESOURCES BANK). In preparing your portfolio for
submission, familiarise yourself with the content on the following site:
http://www.griffith.edu.au/academic-integrity/information-for-students. Pacific Fair in Gold Coast.
Assignment E-Cover Page:
Complete an electronic cover page found in your assignment folder. If the cover
page is not completed, your assignment mark will be withheld until completion of the
cover page. There is no mark allocated for the cover page (see Assignment Marking
This assignment must be submitted electronically using TurnItIn submission points
under your course folder Assessment > Individual Portfolio. One is a DRAFT and the
other is a FINAL submission point. Pacific Fair in Gold Coast.
Submit your draft portfolio at the draft submission point. You will receive a report
indicating the proportion of text-matching within your assignment. Portfolios with
similarity percentages of 30% and above or that use portfolio content from previous
submissions may indicate academic misconduct and should be revised before
submission. This draft submission does not count towards your final marks, and will
not be marked.
Please ensure you submit your FINAL portfolio to the FINAL submission point.
NOTE: In the workshops preceding the submission deadline, tutors will provide
exemplars but no slides will be posted. Please make sure you attend these workshops
and ask all the questions you need. Pacific Fair in Gold Coast.
Return of Marked Assessment and Release of Marks.
The portfolios will be marked according to the marking criteria listed in the Assignment
Marking Rubric document. The marked portfolios and feedback will be available via
TurnItIn submission point TWO weeks after the submission of Portfolio. Marks for all
assessment items will be recorded in the Marks Centre and made available to students
through My Marks on Learning@Griffith. Pacific Fair in Gold Coast.
Pacific Fair in Gold Coast
Pacific Fair is one of the leading shopping and dining destinations in Gold Coast. Located in the Broad beach Waters, Pacific Fair was the largest regional shopping center until 2006 when others were opened. The shopping center was opened in 1977 on a swampland, holding 96 specialty stores with two anchor tenants. It has expanded over time to hold more than 300 specialty stores and four anchor tenants. In addition, it is also a major public transport interchange on Gold Coast that is serviced by Surf side Bus lines, G:Link Station, and others. This study will analyze Pacific Fair, Gold Coast, in terms of spatial analysis, accessibility analysis, services cape, and design evaluation……
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