GUEST RELATIONS MANAGEMENT

TOİ157

Course Code: TOİ157
Semester: -
Theory+Practice: 3 + 0
ECTS: 4

Course Type

Elective Course

Course Level

Associate Degree

Year of Study

Semester

ECTS

Name of Lecturer(s)

Learning Outcomes

At the end of this course, the students;

Explains the basic concepts of guest relations management, guest typologies, and its organizational/departmental structure in accommodation enterprises.
Professionally applies effective face-to-face and digital communication techniques with international guests from diverse cultural backgrounds using professional English.
Analyzes guest complaints and expectations with empathy; manages service recovery processes and makes fast, solution-oriented decisions during crises.
Proficiently uses Customer Relationship Management (CRM) software and hotel automation systems to increase guest satisfaction and loyalty, and to develop data-driven strategies.
Designs VIP guest hosting protocols, services for guests with special needs, and personalized proactive service standards within the framework of international tourism ethics.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

None

Course Description

This course analyzes the scientific foundations of personalized guest experience design and Customer Relationship Management (CRM) strategies. Expectation management, service recovery, loyalty programs, and the concept of brand equity are examined. Through the established course learning outcomes, students are expected to produce rapid and analytical solutions by exhibiting stress management skills during crisis and complaint situations, and to utilize independent initiative at crucial moments to enhance the guest experience.

Course Contents

WEEK	TOPICS
1^st Week	Introduction to Guest Relations Management and Basic Concepts
2^nd Week	Guest Typologies, Consumer Behavior, and Expectation Analysis
3^rd Week	Effective Communication Skills and Body Language in the Service Sector
4^th Week	Cross-Cultural Communication: Dynamics of Hosting International Guests
5^th Week	Front Office and Guest Relations Coordination: First Impression and Welcoming
6^th Week	Guest Complaints: Causes, Moments of Truth
7^th Week	Service Recovery Strategies and Empathy Management
8^th Week	Midterm Exam
9^th Week	Crisis Management, Conflict Resolution, and Stress Control in Guest Relations
10^th Week	CRM in Hospitality and Data Privacy (GDPR)
11^th Week	Guest Loyalty Programs and Repeat Guest Management
12^th Week	Technology in Guest Relations: AI, Chatbots, and Digital Services
13^th Week	VIP Services, Protocol Rules, and Personalized (Proactive) Service
14^th Week	Accessible Tourism: Service Design for Guests with Special Needs

Recommended or Required Reading

1. Odabaşı, Y. (2020). Müşteri ilişkileri yönetimi (9. Baskı). MediaCat Kitapları.
2. Yılmaz, Y., & Çimen, H. (2022). Konaklama işletmelerinde misafir ilişkileri yönetimi. Detay Yayıncılık.
3. Çelik, S., & Gökçe, F. (2023). Otel işletmelerinde yapay zeka destekli müşteri ilişkileri uygulamalarının misafir sadakatine etkisi. Turizm Akademik Dergisi, 10(1), 112-128.
4. Bardi, J. A. (2018). Hotel front office management (5th ed.). Wiley.
5. Hayes, D. K., Ninemeier, J. D., & Miller, A. A. (2021). Foundations of lodging management (3rd ed.). Pearson.
6. Guchait, P., & Hua, N. (2022). Service recovery performance in the hospitality industry: A comprehensive review and future directions. International Journal of Hospitality Management, 103, 103197. https://doi.org/10.1016/j.ijhm.2022.103197
7. Global Sustainable Tourism Council (GSTC). (2024). Inclusive and accessible tourism guidelines. https://www.gstcouncil.org/

Planned Learning Activities and Teaching Methods

Project
Presentation
Lecture
Questions/Answers

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	40
Assignment	1	10
Total(%)		50
Contribution of In-term Studies to Overall Grade(%)		50
Contribution of Final Examination to Overall Grade(%)		50
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	1	1
Preparation for Quiz
Individual or group work	14	3	42
Preparation for Final exam	1	17	17
Course hours	14	3	42
Preparation for Midterm exam	1	17	17
Laboratory (including preparation)
Final exam	1	1	1
Homework
Total Work Load			120
Total Work Load / 30 (h)			4
ECTS Credit of the Course			4

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4	LO5
K1	X
K2		X			X
K3				X
K4
K5				X	X
K6			X
K7			X		X
K8		X
K9
K10				X
K11		X	X		X
K12	X	X	X	X	X

	LO1	LO2	LO3	LO4	LO5
K1	X
K2		X			X
K3				X
K4
K5				X	X
K6			X
K7			X		X
K8		X
K9
K10				X
K11		X	X		X
K12	X	X	X	X	X

	LO1	LO2	LO3	LO4	LO5
K1	X
K2		X			X
K3				X
K4
K5				X	X
K6			X
K7			X		X
K8		X
K9
K10				X
K11		X	X		X
K12	X	X	X	X	X

	LO1	LO2	LO3	LO4	LO5
K1	X
K2		X			X
K3				X
K4
K5				X	X
K6			X
K7			X		X
K8		X
K9
K10				X
K11		X	X		X
K12	X	X	X	X	X