Research Labs
- Session 1: Foundations of DMOs/CVBs
- Session 2: Form 990: Search & Analysis
- Session 3: From AI to APA
Session 1: Foundations of DMOs/CVBs
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HM 490 Research Challenge Activity 1In this Research Challenge Activity, you will: meet your hospitality management strategy research librarian; get a sneak preview of our first of four HM 490 research labs; and practice analyzing three promotion and marketing videos released by DMO/CVBs in US cities.
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Slides - HM 490 reseach lab session 1: Info Assets for Strategic HM (via Google Slides)Introduces research (primary and secondary), data analysis (quantitative and qualitative), and source types on the information timeline (primary, secondary, and tertiary) in the HM context.
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Berks HM 490 DMO Worksheet (MSWord Doc)A guided worksheet exploring the foundations of DMOs/CVBs in the hospitality management and tourism literature. Download and upload into your group Teams environment.
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Berks HM 490 DMO Worksheet (Google Doc)A guided worksheet exploring the foundations of DMOs/CVBs in the hospitality management and tourism literature. You will be prompted to make a copy to collaborate with your teammates via Google Drive.
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Berks HM 490 DMO Worksheet (fillable PDF)A guided worksheet exploring the foundations of DMOs/CVBs in the hospitality management and tourism literature.
Session 2: Form 990: Search & Analysis
Conduct a close reading and guided analysis of a Form 990 filing.
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HM 490 Research Challenge Activity 2In this Research Challenge Activity, you will: learn about IRS Form 990 and its usefulness for strategic analysis; practice using 990 Finders; read and respond to "Telling the not-for-profit story through Form 990" (Butler & Butler, 2016).
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Slides - HM 490 research lab session 2: Form 990: Telling the Nonprofit Story (Google Slides)Results from Research Challenge Activity 2 on 990 finders, and tips on analyzing qualitative information in the Form 990 narrative sections based on Butler & Butler.
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PHLCVB Form 990Philadelphia Convention and Visitors Bureau Form 990 submitted for fiscal year 2016.
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HM 490 Case Analysis ResourcesJump to Form 990 finders for your strategic case analysis organizations. Reach out to Sarah for help with identifying your DMO/CVB's EIN!
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HM 490 Activity - Form 990: Telling the Nonprofit Story (MSWord doc)A guided analysis of the qualitative sections of Form 990. Download and upload into your group Teams environment.
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HM 490 Activity - Form 990: Telling the Nonprofit Story (Google Doc)A guided analysis of the qualitative sections of Form 990. You will be prompted to make a copy to collaborate with your teammates via Google Drive.
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HM 490 Activity - Form 990: Telling the Nonprofit Story (fillable PDF)A guided analysis of the qualitative sections of Form 990.
Session 3: From AI to APA
Explore how AI is used by DMO/CVBs and review how to cite information sources in APA style.
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HM 490 Research Challenge Activity 3: APA CitationsThis research challenge activity will introduce APA-style citations for personal interviews and the Form 990.
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Slides - Research Session 3: From AI to APAThe current state of generative AI in destination marketing, and tips for your final strategic analysis report.
Prompt Engineering: Think, Pair, Ask AI, Share
Research question: How will artificial intelligence impact destination marketing?
- Think. On your own, draft some prompts for generative AI (like ChatGPT).
- Pair. With a partner, discuss your draft prompts. Develop 1-2 to use.
- Ask AI. Input your prompt(s) into Ask Skift and at least one other generative AI platform(s) below.
- Share. Let's discuss as a whole group:
- What worked well?
- What did you need to tweak?
- How did the industry-specific genAI perform compared to the general purpose one?
- Did you get the information you were looking for?
- Does it seem accurate? How do you know?
Inspired by "Think-Pair-Share with ChatGPT" proposed by Sarah Dillard.
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Ask Skift"The AI chatbot for the travel industry"
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AI PlaygroundCompare output from free versions of ChatGPT, Google Gemini, Meta AI, Cohere, and Mistral.
Hidden Layer Simulation
Open the Hidden Layer Simulation to explore the deep learning work of nodes in a large language model neural network.
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Text-only version of Hidden Layer SimulationThis text-only version of the Hidden Layer Simulation can be used with screen readers.
Destination Marketing Match-Up: Humans vs. AI
- Write a Tweet-length (~50 words or less) destination marketing post for your DMO/CVB.
- Then, use one of the genAI platforms listed above to generate a social media post for the same destination.
- Flip a coin for your ‘human’ post and add it to the Heads or Tails column in the Google Doc based on the coin toss. Add your AI post to the other column.
- We will vote as a class to see if we can determine which posts were written by people and which were written by AI!
Citing Generative AI
Use the APA Quick Guide to draft an APA-style citation for your generative AI destination marketing post.
Add your APA citation to the References section in the Google Doc.
Synthesizing and Presenting Evidence
Guidance from the APA manual, Mixed Methods Research (2015, Oxford), and US government intelligence agencies on synthesizing qualitative and quantitative evidence, making inferences, presenting case study conclusions, and citing sources in APA style.
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Video - "Writing is telepathy" (Mediaspace)Provides guidance from the APA manual on using evidence, organization, analytical insight, and a solution-orientation to clearly communicate case study results. Includes structure analysis techniques for making inferences and generating strategic recommendations, including analytical memos, divergent-convergent thinking, signposts or indicators of change, and 'what-if' analysis.
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Slides - "Writing is telepathy"Learn how to create the best reading experience for your audience by attending to evidence analysis and writing guidelines with techniques from the APA, a mixed method research handbook, and the US intelligence community.
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HM Activity - Structured Analysis Techniques (MSWord doc)Download and upload into your group Teams environment. This guided worksheet outlines four structured analysis techniques: analytical memo, divergent-convergent brainstorming, indicators or signposts of change, and 'what if?' analysis.
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HM Activity - Structured Analysis Techniques (Google Doc)Make a copy in Google Drive. This guided worksheet outlines for structured analysis techniques: analytical memo, divergent-convergent brainstorming, indicators or signposts of change, and 'what if' analysis.
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HM Activity - Structured Analysis Techniques (fillable PDF)Printable and fillable PDF. This guided worksheet outlines four structured analysis techniques: analytical memo, divergent-convergent brainstorming, indicators or signposts of change, and 'what if' analysis.
Additional Tips & Resources
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Evaluating Information - Rubric and Guiding QuestionsApply this Evaluating Information Rubric by answering the guiding questions to evaluate source credibility, including currency, authority, validity / accuracy, intended audience, and perspective / bias.
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Evaluating Information - Video Tutorial SeriesLearn how to evaluate source credibility by considering author qualifications, content quality, currency of information, sources and references, and publisher quality in this series of brief videos.
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Deconstructing a Scholarly Article worksheetThis worksheet provides you a general framework for deconstructing a peer reviewed article from a scholarly journal.
NOTE: The example given is for an in-class activity - but you can apply this framework to readings you encounter for HM 490W!
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SAGE Business Cases This link opens in a new windowTip! Search for 'hospitality' or HM specialty (hotel, restaurant, tourism, etc.).
Presents case studies on a broad range of enterprises in the business domain.
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Cornell Hospitality QuarterlyBrowse latest articles or current issue, or keyword search to identify current trends in HM. A peer reviewed journal publishing scholarship on HM.
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International Journal of Hospitality ManagementBrowse latest articles or issues, or keyword search to identify current trends in HM. A peer reviewed journal publishing scholarship on HM.
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International Journal of Contemporary Hospitality ManagementBrowse current issues or search within this publication. Use Get It! Penn State to request full-text articles for free via interlibrary loan (ILL).
