HTM400 : CHAPTER 1 : INTRODUCTION TO HOSPITALITY INDUSTRY

SPIRIT OF HOSPITALITY - Pineapple LODGING INDUSTRY - Providing overnight or longer-term

• Universal symbol for hospitality services to guests.
• Inhabitants of Brazil placed pineapples outside their • Hotels • Condotels
homes to signify that visitors were welcome • Motels/Budget Hotels • Chalets
• Core concept of hospitality - To satisfy and serve guests • Resorts • Travel Lodges
• Residential Suite • Rest Houses
SCOPE OF HOSPITALITY INDUSTRY
 Hospitality Industry encompasses a wide range of F&B INDUSTRY
businesses, each of which is dedicated to serve people • Street • Institutions (college and hospitals)
AWAY from HOME vendors
 Career opportunities are available in many facets: • Four-star • Variety of cuisines including food
• Tourism management • Sports management restaurants cooked and served in styles from
• HRM • Club management around the world
• Special events • Gaming sectors
management TRAVEL & TOURISM INDUSTRY
• Travel Agencies • Recreation and sports
AN AGE OLD INDUSTRY - Caravanserai: the first overnight • Transportation • Entertainment
lodging structures, provide only shelter • MICE • Trade and culture fair
Lesches: social gathering places in ancient Greece, had a
reputation for good food CHARACTERISTIC OF HOSPITALITY
Hospitality terminology springs from Latin ▪ Largest and fastest growing ▪ Hospitality operations run
• Hospe: host/guest industry on a 24 hour basis all year
• Hospitium: a guest chamber, inn, or quarters round
• Other related words with this root include hospice, ▪ Emphasis on service, and ▪ Characterized by shift work
hostel, hospital, hotel guest satisfaction
▪ Product is intangible and
THE MISSION AND PRODUCT OF HOSPITALITY perishable
MISSION OF HOSPITALITY? WHAT IS HOSPITALITY
INDUSTRY? SERVICE CHARACTERISTIC
• “Receiving Guests in a • It comprises of 1. Intangibility
generous and cordial businesses that serves Service cannot be seen, cannot be tested & cannot be
manner” guests away from home evaluated. Since it is an intangible product, not everyone’s
• Creating a pleasant or – can be defined by its perception of it is the same. Guests must experienced them
sustaining scope, mission, and to “know how they work” unlike tangible products. E.g..
environment” providers Shoes; the customer can try on merchandise for it fit & size
• Satisfying a guest’s 2. Heterogeneity (variety) or Variability
needs Lack of uniformity in the standards. Quality control becomes
• Anticipating a guest’s a major problem for management
desires 3. Inseparability
• Generating a friendly Services are typically produced & consumed at the same time,
and safe atmosphere” with guests/customers participation in the process. Meaning,
the purchaser (customers/guests) needs to come to the
producer (hotel / restaurant / travel agency) in order to
experience that particular service.
4. Perishability
Service cannot be stored for future sales E.g. If the room
guest’s empty for the whole day, meaning it’s lost forever

5 GENERAL ELEMENTS COMPRISE THE SCALE BY WHICH

SERVICE MAY JUDGE
1. Tangibility : physical facilities, equipment and
appearance of personnel. Hospitality sector uses
interior design, crafts, and other observable physical
objects for creating an ambience
2. Reliability : ability to perform the promised service
HOSPITALITY AND TOURISM NETWORK dependably. It covers such things like a table being
• Tourism and hospitality industry strongly affect one available at the time customers was told to be available
another or the bill being free of errors
• Components of this large industry: F&B, lodging, 3. Responsiveness : willingness to help customers &
recreation, theme parks, tourism services, gaming provided prompt service. When employees correct
industry problems immediately or when they show a willingness
• This group industries is called hospitality and tourism to answer questions about the menu, the
network.
HTM400 : CHAPTER 1 : INTRODUCTION TO HOSPITALITY INDUSTRY
establishments is demonstrating its responsiveness to CAREER PATH IN TOUR & TRAVEL MANAGEMNT
the customers • Tour operator • Online distribution
4. Assurance : knowledge & courtesy of employees & their agent
ability to convey trust & confidence. Assurance comes • Tour escort • Airline agent
from things like employees demonstrating their • Meeting and • Transportation
knowledge & competence, being polite & friendly, & convention planner coordinator
offering guarantees of satisfaction • Travel agent
5. Empathy : caring, individualized attention provided
customers. Empathy is shown by how approachable CAREER PATH IN SPECIAL EVENT MANAGEMENT
employees are, talking to customers in language they • Wedding planner
can understand & making an effort to understand the • Décor specialist
needs of the customers. • Entertainment coordinator

PERSPECTIVE OF VALUE CAREER PATH IN CLUB MANAGEMENT

• Concept of value (relative worth)is based upon guest • Golf pro
perception. Most guests want quality service at a fair • General manager
price. • Club manager
• Guests perceive good service on the basis of their own
expectations of the hospitality staff and their overall
experience of the property.
• Value is based on the customers’ expectations in
relation to how much they spend for the service & how
much they would spend for a similar service elsewhere.
• Guest expect better service at a high-priced hotel or
restaurant.
• Good service is often equated with the number of
amenities, the degree of personal attention/interaction,
and/or the speed of service delivery.
• Service, and service quality, are contextually defined by
guest’s expectations as well as the organization’s image.

THE SERVICE ENCOUNTER

• Means the period of time in which a customer directly
interacts with a service.
• The interaction may take place with either personnel or
with physical facilities & other visible elements.
• What do guests expect of hospitality establishment?
Service must be delivered in a courteous, efficient
manner.
• Guest measure the quality of service by comparing the
services received with what they expected to receive,
given the type of establishments offering the service.

PRINCIPLES FOR ACHIEVING GUEST SATISFACTION

(KNUTSON’S PROPOSAL)
1. Recognize your guest – use guest’s name if possible
2. Make a positive first impression - initial greeting &
warm welcome
3. Fulfill your guests’ expectations
4. Reduce the effort required of the customer - guests
want to exert as little effort as possible in purchasing
your service
5. Facilitate customer decision making
6. Focus on the customer’s perception expectations
7. Avoid violating customer’s unspoken time limits
8. Create good memories the customers will want to
recapture
9. Expect your customer to remember bad experiences
10. Put the customer in your debt - Your goal is to have
your guests leave your property feeling as though they
have received so much value for their expenditure that
they owe you another visit