Introduction to Hospitality, Fourth Edition John Walker ©2006 Pearson Education, Inc. Pearson Prentice Hall Upper Saddle River, NJ Chapter 1 The Spirit of Hospitality
After Reading and Studying This Chapter, You Should Be Able to: Describe the characteristics of the hospitality industry and its interrelation with Tourism Discuss why service has become such an important facet of the hospitality industry Suggest ways to improve service The Disney Service Modeel Explain corporate philosophy and Total Quality Management
The Pineapple Tradition Symbol of welcome, friendship and hospitality Recognized internationally Foundation for concept of “SERVICE”
Hospitality and Tourism Largest and fastest growing industries Common dynamics Delivery of services and products Customer and guest impressions are critical
Scope of Hospitality and Tourism Industry Travel Air Cruise Rail Coach Auto Ecotourism Lodging Hotels Motels Meetings, Conventions and Expositions Restaurants Managed services Recreation Attractions Gaming Parks Recreation
Scope of the Hospitality-Tourism Industry
Characteristics of the Hospitality Industry Product is intangible and perishable No such thing as business hours Hospitality operations run on a 24 hour basis all year round Characterized by shift work
Reasons Behind Inconsistency in Service Education system does not teach service Little priority on training in service Over-reliance on Technology Lack of motivation
“7 Deadly Sins of Service” 1. Apathy 2. Brush-off 3. Coldness 4. Condescension 5. Robotics 6. Rule book 7. Runaround
For Success in Service: Focus on the guest Understand the role of the guest-contact employee Weave a service culture into education and training systems Thrive on change
Moments of Truth Examples in a restaurant Guest calls for reservation Guest tries to find restaurant Guest parking Guest welcome Guest is told table is not ready Guest goes to lounge for a cocktail
Corporate Philosophy Philosophy… Shift towards greater employee empowerment Strong links to TQM Service philosophy is a way of life
Corporate Culture Culture… Overall style and feel of the company Mission Statement Central purposes, strategies and values
Corporate Culture Goal Broad statement geared towards accomplishment Objective Quantification of goals Strategy/Tactics Actions needed to reach goals
The Disney Service Model “We Create Happiness” Product and Brand Understanding Guests’ Perspective Personal Responsibility It Begins with a SMILE Eye Contact, Respect, Value the Magic, Initiate guest contact, Creative Solutions, Thanks Cast Members Empowered and rewarded
Trends Globalization Safety and security Diversity Service Technology Legal issues Changing demographics Price-value Sanitation
Economic Principles Demand DEMAND CURVE: a graph showing how much of a given product people will be willing to buy at different prices Quantity Demanded Price
Economic Principles Demand price quantity "Law" of Demand: As the price of a good goes up, the quantity demanded of that good goes down demand curves slope downward Quantity Demanded Price
Economic Principles Demand Changes in Demand: Movement along the demand curve Shift in Demand: The whole curve moves up or down Quantity Demanded Price