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Exploring the Hospitality Industry FOURTH EDITION

Chapter 1 Hospitality Spirit

Learning Objectives (1 of 2)

• At the completion of this chapter you should be able to:  Describe the interrelated nature of hospitality

and tourism.  Describe the characteristics of the hospitality

industry.  Summarize the Stephen Hall Code of Ethics for

the hospitality and tourism industry.

Learning Objectives (2 of 2)

• At the completion of this chapter you should be able to:  Explain why service is so important to success

in the hospitality industries and how to perfect it.  Determine and prepare yourself for a career

path in the hospitality and tourism industry.

The "Pineapple" Tradition • The pineapple is a

symbol of:  Welcome  Friendship  Hospitality

Credit: Geoff Dann/Dorling Kindersley

FIGURE 1–1 Probable Career Path in Hospitality

Hospitality and Tourism • The largest and fastest growing industry in the

world • The umbrella of travel and tourism covers many

professions to meet the wants and needs of people away from home.

FIGURE 1–2 Scope of the Hospitality and Tourism Industries.

Characteristics of the Industry (1 of 3)

• Long hours  Evenings  Weekends  Holidays

• Open 365 days a year • A variety of shifts

Characteristics of the Industry (2 of 3)

• Intangible  Service cannot be touched or taken home.

• Perishable  If the product isn't sold, revenue is lost.

• Inseparable  Production and consumption occur

simultaneously.

Characteristics of the Industry (3 of 3)

• Career options within the scope of the industry include:  Restaurants  Hotels  Casinos  Cruise ships  National parks  …and many more

FIGURE 1–4 Lodging Management Career Ladder.

Ethics (1 of 4)

• Ethical questions to ask when faced with a difficult situation:  Is this legal?  Is this balanced?  How will I feel about myself after making this

decision?

Ethics (2 of 4)

• Moral principles and values used to answer questions about what is right and wrong

• Integral part of the industry • A part of individual value system

 Every individual is different.

Ethics (3 of 4)

• In many cases, situational ethics are applied instead of using moral absolutes.

• Decisions are made in each situation regarding whether it is right to steal, lie, drink and drive, etc.

Ethics (4 of 4)

• Stephen Hall developed a code of ethics for the hospitality and tourism industry.

• His eleven-point code pinpoints the essence of ethics and morality as it relates to how we treat our guests and our employees.

• It simply says that we will be fair and equitable at all times.

Focus on Service • Great service results in happy guests. • Happy guests provide repeat business. • Great service provides excellent experiences for

all guests. • Guests share their service experiences with

others, by word of mouth, whether good or bad.

Seven Deadly Sins of Service • At America's Service, by Karl Albrecht, identifies

these seven sins of service: 1. Apathy 2. Brush-off 3. Coldness 4. Condescension 5. Robotics 6. Rule book 7. Runaround

Keys to Service Success (1 of 3)

• Focus on the guest • Understand the importance of guest service • Build a service culture • Emphasis on "high touch" vs. "high tech" • Thrive on change

Keys to Service Success (2 of 3)

• "We buy loyalty with service"  It's more expensive to attract new guests than it

is to retain current guests.  Build guest loyalty with great guest service.

What Is a Moment of Truth? • Whenever a guest interacts with an employee • These moments can make or break the guest

experience. • Every service organization experiences thousands

of these per day.

Moments of Truth in Action • These are examples of moments of truth:

 Guests calling for a reservation  Guests welcomed to the establishment  Guest informed room or table not ready  Guest orders a meal  Server brings out the order  Server delivers the meal  Guest pays and leaves

Keys to Service Success (3 of 3)

• Effective leaders use all the tools at their command to effect positive change.

• Empowered employees feel more responsible for their jobs and the organization’s success.

Service and Total Quality Management (TQM) (1 of 3)

• Total quality management is a continuous process.

• Total quality management works best when managers are good leaders.  Leaders empower employees who welcome

change.

Service and Total Quality Management (TQM) (2 of 3)

• Benefits of a successful TQM program:  Cost reductions  Increased satisfaction for both guests and staff  Increased profits

Service and Total Quality Management (TQM) (3 of 3)

• TQM must have support at all levels in the organization.

• Empowerment enables the staff to feel responsible for their own success and that of the organization.

Empowerment • Empowerment encourages the employee to:

 Speak out about problems and concerns.  Take responsibility for their actions.  Consider themselves professionals.  Have the authority to make decisions when

serving guests.

Disney Service Model • The Disney mission statement is: “We Create

Happiness.” • Everything that occurs within the Disney

environment is focused on achieving the mission statement.

Disney's Approach • A fundamental element is the tradition and

standards of guest service. • Provide clear expectations and standards. • Communicate these expectations through

demonstration, information, and examples. • Hold cast members accountable for their

feedback.

Disney's Service Model • The Disney Service Model itself is based on these

elements:  It begins with a smile.  Make eye contact and use body language.  Respect and welcome all guests.  Value the magic.  Initiate guest contact.  Creative service solutions.  End with a “thank you.”

Career in Hospitality (1 of 5)

• Progressing in a hospitality career is not always a straight line.

• It may include working in a variety of departments and capacities.

• It is also important to set career goals to help you make decisions on your career path.

Career in Hospitality (2 of 5)

• The most important element of success is a service attitude.

• Personal characteristics critical for success:  Honesty, hard work, team player, being

prepared to work long hours, cope with stress, good communication skills, and a strong desire to exceed guest expectations

Career in Hospitality (3 of 5)

• Recruiters look for service-oriented people. • Recruiters also look for leadership characteristics.

Career in Hospitality (4 of 5)

• It is important to conduct a self-assessment. • Use this as an opportunity to measure your

personal and professional strengths and weaknesses.

Career in Hospitality (5 of 5)

• It is important that you start now with your development of leadership skills by getting involved in on-campus activities.

• Involvement in professional organizations and associations will demonstrate your commitment to a leadership role.

Trends in Hospitality • These are just a few of the trends that can be

noted in the hospitality industry:  Sustainability  Globalization  Safety and Security  Diversity  Technology  Legal Issues

Exploring the Hospitality Industry
Learning Objectives (1 of 2)
Learning Objectives (2 of 2)
The "Pineapple" Tradition
FIGURE 1–1 Probable Career Path in Hospitality
Hospitality and Tourism
FIGURE 1–2 Scope of the Hospitality and Tourism Industries.
Characteristics of the Industry (1 of 3)
Characteristics of the Industry (2 of 3)
Characteristics of the Industry (3 of 3)
FIGURE 1–4 Lodging Management Career Ladder.
Ethics (1 of 4)
Ethics (2 of 4)
Ethics (3 of 4)
Ethics (4 of 4)
Focus on Service
Seven Deadly Sins of Service
Keys to Service Success (1 of 3)
Keys to Service Success (2 of 3)
What Is a Moment of Truth?
Moments of Truth in Action
Keys to Service Success (3 of 3)
Service and Total Quality Management (TQM) (1 of 3)
Service and Total Quality Management (TQM) (2 of 3)
Service and Total Quality Management (TQM) (3 of 3)
Empowerment
Disney Service Model
Disney's Approach
Disney's Service Model
Career in Hospitality (1 of 5)
Career in Hospitality (2 of 5)
Career in Hospitality (3 of 5)
Career in Hospitality (4 of 5)
Career in Hospitality (5 of 5)
Trends in Hospitality
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