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Portfolio Assignment Guide

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o Written e-Portfolio, with numbered headings and table of contents

o Microsoft Word document

o 12-point Arial or Times New Roman, double line spacing, with page

numbers inserted bottom centre


• Length: 2,000 words (excluding the reference list and appendices) (± 10%)


• Submission Deadline: Final: 7


October, 2016; 10 am 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.

Task Description:

This is an individual assessment. To complete this assessment, students are

required to first complete a field visit to a Place of own selection. The Place could be

a resort, hotel, hostel or other form of tourist accommodation; a restaurant, café,

nightclub or some other form of food and/or beverage organisation; a theme park,

sport stadium, casino, convention centre, local park, foreshore reserve, national

park, or some other form of built or natural attraction; a retail travel business,

transport hub, bicycle rental business or some other form of transport organisation.

Based on your reflective observations of the Place, develop a portfolio using the

guide below.


Portfolio Format:

  1. A Spatial Analysis of _______________________________________ (insert

the name of the Place; i.e., its business/trading name, locality name or similar.)

(10 marks)

  1. a) Introduce the Place by writing its organisational name and business, and then

write its operating hours and its physical (street) and web (URL) address.

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.

  1. b) Describe the physical landscape characteristics of the area surrounding the

Place within about a 5-10kl 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 sub-section to provide

evidence of the description.

  1. c) If the Place is part of an immediate and known (labelled) precinct, then name

the precinct, or create an appropriate precinct name and describe the

precinct by listing other actual similar Places (i.e., by business or

organisational names) to justify it as a precinct. Or if the Place is not part of an

immediate precinct then describe the Place as part of a local, regional or

nationally known tourism destination that has a known destination name. Then

describe a few important local core attractions, CBD services, and essential

services if these are co-located. Use the tourism hospitality precinct functions

as a guide and you may need to search on-line telephone and business

directories or Google Earth/Maps for actual names of Places.

  1. d) Research the history (including chronological age) of the Place or of similar

Places to understand how the Place or similar Places have evolved over time

and how the Place or similar Places 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 or Google images

for historical or futuristic photographic records of the Place or similar Places.

If appropriate and information is available, you can include up to 3

photographs to record visual evidence of change in the Place.

  1. An Accessibility Analysis of _______________________________ (insert the

name of the Place; i.e., its business/trading name, locality name or similar.) (10



  1. a) Describe how the Place is typically externally accessed by two types of

visitors/guests/employees (e.g., a single, couple, family, a group of visitors,

staff).  Identify common source locations such as the nearest national/state

borders, airport, CBD, suburbs, suburban hubs, and major hotels to describe

how visitors/guests/employees get to the Place. Be specific so that a person

reading the portfolio could travel to the Place based on your description. This

may mean describing general route numbers and or names of roads, airport

names, bus or railway line names, walking paths, pedestrian malls and other

relevant modes of access. Use Google Maps, the Rome2Rio or other travel

app to assist with your description. You should make some reference to Scale

in this sub-section in terms of distances/times travelled.



  1. b) Describe how the Place is internally accessed by a typical type of

visitor/guest 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 visitor/guest (e.g., a single, couple, family or a group of visitors) during

their visit within or around the Place.

  1. c) Describe how the Place is or can be accessed by visitors/guests with

different mobilities; paying attention to accessible parking, seating, toilet and

other facilities designated for individuals with mobility limitations. Consider

sensory and communicative mobilities if they apply to the type of Place.


  1. A Servicescape Analysis of _______________________________________

(insert the name of the Place; i.e., its business/trading name, locality name or

similar.) (10 marks)

  1. a) Describe the Servicescape features of the Place, referring to relevant

ambient, spatial, and symbolic elements using Bitner’s model as a guide.

  1. 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.

  1. c) Describe a ‘typical’ visitor/guest market (i.e., week-end or week day,

families, seniors, tour groups, regular users, etc.) using the Place and their

gender, age, occupational status/income level, and or nationality/ethnic

status.  Identify their likely 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).

  1. 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


  1. A Design Evaluation of _______________________________________ (insert

the name of the Place; i.e., its business/trading name, locality name or similar.)

(10 marks)

(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 and

then suggest three strategies for how the Place/area could be better designed

and justify it.



Note that for sub-section 4 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.


Additional Information:

As indicated above, there are 4 main sections of the Portfolio with each comprising

several sub-sections.  Use these headings, sections and sub-sections as a guide.

That is, you can vary them to suit your Portfolio – although you must complete the

information in each section and sub-section. Each sub-section broadly follows

lectures and readings from weeks 1 to 9 and makes reference to using concepts and


For some sub-sections you may only need to write one paragraph, for other subsections
























nature of Places and the

corresponding availability of information, an overall grade out of 10 will be provided

to each section.  Allocate approximately 500 words for each section – although this

can vary.

If you can visit the Place, use this assignment guide to prepare a check list of

features to observe for each section and sub-section 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. You should have at least six different sources of

information including: (1) a site visit either digital or in person/personal

communication, (2) academic book, (3) academic journal, (4) industry or trade

journal/magazine, (5) newspaper, and (6) general travel or hospitality source.

In selecting a Place DO NOT select:

  1. a) Cavil Avenue Mall precinct at the Gold Coast or Brisbane CBD as these

will be the focus of the field trip.

  1. b) a multi-property business such as a hotel chain
  2. c) Dreamworld as this will be used as a model for study in workshops.

Selecting a single business or geographic area with a building or well defined

boundary will be easier to study.

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, interstate or international regions. Studying a local

Gold Coast or Brisbane business will be easier and more interesting.





Assignment Presentation:

Insert all maps, pictures and other graphics in the body of the Portfolio and make

sure they are properly formatted, titled and well layout on the page (no large gaps).

Do not embellish the Portfolio e.g., with borders around pages or other similar


Attach an electronic cover page to the front of the assignment and include a

correctly formatted table of contents (with section, subsection headings) and

reference list in the Portfolio. Include a word count on the cover page and a graphic

appropriate to the Place.


Assignment Submission:

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.

Submit your draft assessment at the draft submission point. You will receive a

Portfolio indicating the proportion of text-matching within your assignment. Portfolios

with similarity percentages of 30% 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 assessment to the FINAL submission


TurnItIn is an online text-matching service available through the course

Learning@Griffith site. It enables students to submit electronic versions of their

assignments via the internet, and generate a text-matching Portfolio. This service is

designed to aid in educating students about plagiarism and the importance or proper

attribution of any borrowed content. It is recommended that all students utilise this

service prior to submitting a hard copy of their assignments.  A student user guide to

TurnItIn is available at the following site:




Citation and Referencing:

Any material obtained from another source must be referenced correctly using 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-forstudents)