Specialieji klavišai

Tourism and Hotel Management study course

Study Subjects Delivered in English (Autumn semester)

The course is designed for undergraduate students who come on exchange programmes to the Faculty of Business.

ECTS credits Assessment system  Annotation  Course content
5 50% –  Midterm;

50% –  Exam/project

To provide knowledge and form the ability to understand the management process, identify and define problems, formulate and select the most appropriate management solutions in a specific situation and anticipate the possibilities of their implementation, taking into account the conditions formed by the situation. While studying this subject, the concept of management, management, and the development of management science are discussed. The organization is analyzed as an object of management science, its life assumptions, structure, goal system, external and internal environment, the variability of these environments. The main management functions, stages and methods of the strategic analysis process, the process of strategy plan preparation are discussed and analyzed. Organizational management structures, their relationship with business strategy are analyzed; types of organizational management structures. The need for control, functions and principles of its performance, stages of the control process, types of control are discussed. The human resource management system, motivation, leadership styles and their impact on performance are analyzed. The concept of total quality management is discussed. Historical development of management science. The concept of modern management. Assumptions of the organization’s existence and its system of goals;
The significance of decisions in the management process. Decision making process, methods;
Planning. Importance and goals of planning. Organization plan system. Planning process;
Strategy plan preparation process. Strategic analysis;
Assessment of the competitive situation. Boston Consulting Group (BCG) matrix, ADL matrix, General Electric matrix;
Organizational structure, its relationship with strategy. Organization of an individual workplace. Position in the organization;
The essence and importance of control in management. Monitoring and performance evaluation. Control functions and principles of its performance;
Types of control. Control system in the organization;
Employee management models of service companies;
Employee management system. Employee motivation;
Staffing planning. Search and selection of employees, training and qualification improvement;
Leadership style and its influence on performance;
Groups and conflicts, conflict management;
The concept of total quality management.
ECTS credits Assessment system  Annotation  Course content
6 50% –  Mid-semester tests;

50% – Case analysis (project)


The aim of the module is to prepare for professional communication with the representatives of the respective countries / cultures. The importance of communicative competence for tourism is analyzed. Models of classification of cultures, their types, differences in the concept of time, specificity of leadership and organizational order in different cultures, understanding of body language / expressions are analyzed.


The concept and significance of business communication in business strategy. Forms of communication in social structures;
Components of the communication process. Forms of communication. The importance of professional image and its components;
Business etiquette and its functions. Behavioral dependence on role and situation. Formal / protocol communication. Correct behavior and human dignity, courtesy, tolerance;
Types of communication in the organization, prerequisites for success, possible problems and disruptions;
Analysis of the globalization process in today’s business. The importance of understanding the peculiarities of national countries / cultures;
Models of cross-cultural behavior in business. The phenomenon of cultural shock. Values and culture;
Culture classification models (according to G. Hofstede). Types of cultures (according to R.D. Lewis);
Concepts of time in different cultures;
Leadership and organizational order in different cultures;
Cultural diversity and intercultural communication: what is it and how important is it in tourism management? Stereotypes. Ethnocentrism and cultural relativism. Culture, ethnicity and identity: what is it and why is it important in tourism management?
ECTS credits Assessment system  Annotation  Course content
6 50% –  Mid-semester tests;

50% – Case analysis (project)


the aim of a module is to provide the knowledge and develop the capacity to understand, describe and explain the activities of the providers of travel organization services; evaluate the influencing factors; formulate and select the most appropriate solutions in a given situation ensuring rational processes of the travel agent activities management. In the module there are analyzed general principles and concepts of the tourism organizations management,  evaluating the impact of constantly changing environment. There are discussed the procedures of the foundation of a travel organizer company, staff functions and the scenarios of work organization; there are also analyzed the complex elements of tourism services marketing, market segmentation and peculiarities of positioning, methods of market knowledge and analysis that allow to anticipate favourable conditions and potential threats as well as assess the strengths and weaknesses of a travel operator activities . The module gives the possibility of identifying the problems of the travel operator’s management and marketing and adapt the most appropriate solutions. Introduction. Providers of travel organization services. Legal documents regulating travel organization services;
Activities and peculiarities of travel organizers in Lithuania and abroad.
Functions and responsibilities of travel organizers.
Foundation of travel organization company;
Travel organization process and its planning;
Concept of tourism services product, classification, characteristics, life cycle, a set of services;
Management of customer expectations and their transcendence. Tolerance area and its formation;
Preparation of the set of travel route and tourism services.
Products of fitness, health, active, niche tourism and other travel types;
Tourism pricing. Influence of service peculiarities to their pricing;
Strategical and tactical decisions of the tourism services pricing;
Distribution methods of tourism services, location (place setting);
Pricing of tourism services set;
Peculiarities of travel organizers‘ catalogues and other advertising, informational publications.
Use of informational technologies in the  travel organizers’ activities;
Process of travel organization services;
Tools of communication between travel services providers and consumers and promotion of services. Advantages and disadvantages of service support measures;
Preparation for tourism fairs and work during the fairs;
Physical evidence of tourism. Service symbols and their management.
ECTS credits Assessment system  Annotation  Course content
3 50% –  Mid-semester tests;

50% – Case analysis (project)


To acquire knowledge and develop abilities enabling to understand, be able to define, and explain the concepts, categories, and principles of tourism services marketing, to evaluate the implemented marketing strategy of a company, to prepare the plan of marketing activities and tools of a tourism enterprise. The concept of services marketing. The similarities and differences between product and services marketing. Factors preconditioning the necessity of services marketing;
Services marketing mix;
The market of tourism services and its research. The target market of tourism services. Positioning in the market, searching for a niche in the target market;
The concept, classification, characteristics, lifecycle, and development of a tourism services product, development of package of tourist services;
The concept of quality of service. Functional and technical quality of service. Expected and experienced service quality. The characteristics for assessment of service quality;
Written test from 1-4 topics;
Managing and surpassing clients’ expectations. Tolerance area and its formation;
The pricing of tourism services. The influence of services’ characteristics on pricing;
Strategic and tactical solutions of tourism service pricing;
Distribution methods of tourism services, new distribution methods, positioning;
Communication tools between tourism services providers and consumers and service promotion. Advantages and disadvantages of service promotion tools;
Physical evidence of tourism services. The symbols of services and their management;
Process of providing tourism services. Classification of service provision operation systems;
The concept of internal marketing of enterprises providing services, its application experience;
Relationship marketing in the services company. 
ECTS credits Assessment system  Annotation  Course content
3 50% –  Mid-semester tests;

50% – Case analysis (project)


The aim of the subject is to know the priorities of social responsibility and sustainable development. The concept, principles, goals and application of sustainable development at various levels;
The concept of social responsibility;
Business environmental impacts and their management;
Climate change: mitigation measures and adaptation;
Waste management: principles, system, education;
Priority areas for sustainable development in Lithuania;
Corporate social responsibility.
ECTS credits Assessment system  Annotation  Course content
3 50% –  Mid-semester tests;

50% – Case analysis (project)


Concept of excursion. Historical development of excursion. Classification of excursions. Aims, topic, object, logical ties of excursion. Major principles of guiding excursion. Requirements for a guide. Choosing excursion objects, analysis thereof, route planning. Collecting material for excursion, text writing. Excursion guiding options. Communication with excursionists. Professional presentation of the state cultural history, Lithuanian history resources and the country’s current situation. Training excursion. Organising and guiding an excursion around Kaunas old town. Introduction. Concept of excursion. Historical development of excursion. Excursion aims, topic. Classification of excursions;
Excursion structure. Excursion object, logical ties. Selecting excursion objects and route planning;
Requirements for a guide. Training excursion;
Collecting material for excursion. Historical analysis of an excursion object. Writing excursion text. Architectural analysis of an excursion object;
Excursion guiding options. Non-standard situations during excursions and ways to deal with them;
Organisational aspects of excursion. Project: organising an excursion around Kaunas old town.
ECTS credits Assessment system  Annotation  Course content
6 50% –  Mid-semester tests;

50% – Case analysis (project)


The aim of the subject is to provide knowledge and skills in order to understand the activities of hotel departments that ensure the service and other activities at a hotel, functions and responsibility, analyse and evaluate the hotel activities and work with FIDELIO programme. During the subject studies the following topics are covered: usage of information technologies in an accommodation company, dealing with complaints and crisis management, discussing the functions and responsibility of security department. Evaluation criteria of hotel activities are discussed and the hotel activity is analysed and evaluated. The students learn to work with hotel management programme FIDELIO.


Legal regulation of hotel establishment and operation;
Hotel organizational structure, functions and responsibilities of departments;
Functions and responsibilities of the hotel director;
The concept of sales and marketing department;
Revenue management;
Functions and organization of the reception department;
The concept of ordering. Order acceptance process;
Functions and organization of the room care service.
ECTS credits Assessment system  Annotation  Course content
3 50% –  Mid-semester tests;

50% – Case analysis (project)


In the module there are analyzed the hospitality services marketing. There are analyzed the elements of hospitality services marketing, peculiarities of market segmentation and positioning; methods of market recognition and analysis that allow to anticipate favourable circumstances and possible threats as well as assess the strengths and weaknesses of the hotel activities. The module gives the possibility to identify the problems of marketing and apply the most appropriate solutions. Service features and marketing complex;
Hospitality market segmentation. Trends. Guest experience;
Hospitality services. Service quality;
Pricing of hospitality services;
Distribution of hospitality services;
Hospitality service communication;
Hospitality company internal marketing, customer relationship marketing;
The image of a hospitality company.
ECTS credits Semester  

Assessment form


3 Autumn Written quiz Jolanta Valiaugienė

For more information, please, contact:

Modestas Riauka, International Coordinator

Faculty of Business, Kaunas UAS

Pramonės pr. 20, LT 50468, Kaunas, Lithuania

E-mail: modestas.riauka@go.kauko.lt ; Phone:  + 370 37 75 11 46


Kaunas University of Applied Sciences
Pramones pr. 20, LT-50468 Kaunas, Lithuania

  • +370 37 75 11 44
  • +370 123 12345
  • +370 123 12345
  • +370 123 12345
  • +370 123 12345