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SMH810S - STRATEGIC MANAGEMENT IN HOSPITALITY AND TOURISM - 1ST OPP - JUNE 2025 |
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n Am I BI A u n IVE Rs ITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION: BACHELOR OF HOSPITALITY AND TOURISM HONOURS
QUALIFICATION CODE: 08BHTM
LEVEL: 8
COURSE CODE: SMH810S
COURSE NAME: STRATEGICMANAGEMENT IN
HOSPITALITYAND TOURISM
SESSION: JUNE 2025
DURATION: 2 HOURS
PAPER:THEORY(PAPER1)
MARKS: 100
EXAMINER(S)
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
Dr. Ebson Ngondo
MODERATOR: Dr. Paschalia Muhoho-Mini
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF _2_ PAGES (Including this front page)
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Question 1 (20 Marks)
1.1 What is strategy and how does it differ from goals?
(5 Marks)
1.2 Examine the three (3) distinct levels of strategy in hospitality and tourism industry
management. Provide examples.
(15 Marks)
Question 2 (20 Marks)
Porter (1980) identified three generic strategies that organisations could use to achieve
competitive advantage. Namely, cost leadership, differentiation, and focus. Poon (1993)
concludes that "Porter's generic strategies have little value in today's tourism industry.
Discus the adapted strategies proposed by Poon (1993) to reflect the consumer view of
things. Provide examples.
(20 Marks)
Question 3 (20 Marks)
Discuss five (5) major reasons for strategy failure in the Namibia hospitality and tourism
business environment. Provide examples.
(20 Marks)
Question 4 (20 Marks)
Namibia is a growing tourism destination, attracting travellers with its vast landscapes,
wildlife, and adventure tourism experiences. However, the industry is influenced by
multiple external factors, including government policies, economic fluctuations, cultural
trends, and environmental sustainability concerns.
Conduct a detailed PESTELanalysis of the Namibian tourism and hospitality industry.
Identify which factor has the most significant impact and justify your answer.
(20 Marks)
Question 5 (20 Marks)
5.1 Define the VRIO framework and explain its significance in strategic management
within the Namibian hospitality and tourism industry.
(10 Marks)
5.2 Identify a Namibian tourism destination or hotel that lacks a sustainable competitive
advantage. Using the VRIO framework, recommend strategies to improve its
competitiveness.
(10 Marks)
TOTALMARKS:100
!!!!!!!!!!!!!GOODLUCK!!!!!!!!!!