Marketing assignment on: Hospitality sector

1. Explain what is meant by the post modern view that the provision of hospitality is essentially about providing an experience? Give two examples to illustrate your answer.Ans1. Hospitality sector refers to an industry or a sector which would represent a reception, a warm welcome, ultimate entertainment, deal with the strangers from varied background treat them well & please their stay as well. The hospitality sector refers to a type of industry which would help in order to provide an over whelming experience to its guest or visitors.

The two examples from the hospitality sector which could be described under this question would be Tourism industry & Hotel Industry. The hospitality sector would comprise of the following commercial units which would be catering to provide accommodation, food, drink, deal with people from varied backgrounds, etc. Both the units mentioned above i.e. Tourism & Hotel industry would provide one of the best services to its customers (King, 1995). The organizations would provide their guests with food & beverages at a subsidized rate. The customers served under this industry could be local visitors, tourists, people from abroad, etc. In case of the travel industry, the following would be the services offered to its customers such as cafeterias, trains, cruise, air line catering, etc. whereas in case of hotel industry the following would be the services included food, beverages, accommodation, spa, gym, etc (King, 1995). The figure below illustrates these organizations:

1. Explain, using examples, why hospitality is considered to be reciprocal in nature.

Ans2.  Hospitality sector refers to an industry or a sector which would represent a reception, a warm welcome, ultimate entertainment, deal with the strangers from varied background treat them well & please their stay as well. The hospitality sector refers to a type of industry which would help in order to provide an over whelming experience to its guest or visitors. Hospitality sector refers to the act of being friendly to the guests, visitors visiting the hotel (King, 1995).

It has been noticed that, hospitality has been referred to as reciprocal in nature. Hospitality sector refers to a sector which is inter dependant to the guests or the visitors who come to visit the hotel. It has also been regarded that, hospitality sector has been known for the type of services it has been offered to its guests (King, 1995). The reciprocal nature of hospitality could be seen with the help of the act that something would be given back in return of the services provided to its visitors. The host would in return accept some favors from the other party i.e. the guest. The reciprocation in case of hospitality sector could be seen with respect to spiritual gain.

In case of hospitality sector, the host would gain personal honor as well as protect the ‘defenseless’ against any harm. Hospitality sector would provide its travelers with private accommodations, without any reimbursement against the finance. Generosity refers to one of the key element in the hospitality sector, where the visitor would be greeted with an everlasting smile, warm welcome, appropriate food or beverage, safe environment, etc (King, 1995).

1. Discuss whether women’s role in providing hospitality in contemporary hospitality settings can have an ambiguous nature due to its historical links with sex & prostitution in some societies.

Ans3. In case of hospitality sector, the hosts as well as the guests could have a fuzzy relationship if the visitor would be a male. The lusty males would offer sexual favors to the receptionists.

Though there is no direct relationship between hospitality & sexual relations but this has been one of the major reasons as to why the females were not permitted to enter this profession. It has been observed that, women enter into such type of relation so as to make some extra penny. The women at the reception area would attract the visitors & hence prostitution came into picture. Availability of the rooms in the hotel has led to a rise in prostitution (King, 1995).

1. In topic 4, it is argued that the “commodification of hospitality creates a natural tension between hosts/servers and guests in terms of consumption”. What are the arguments for and against this statement? (6 marks)

Ans4. “Hospitality sector refers to a mixture of food, accommodation, beverage, shelter, physical environment, attitude of the people”. These aspects of hospitality sector have made the entire industry different as compared to the retail outlets. Commodification of hospitality creates a natural tension between hosts/servers and guests in terms of consumption. The arguments for and against this statement could be explained as follows.

The hospitality sector, would employee various measures in order to maximise the profit as well as employee different types of procedures & limit the overall consumption of food, beverages, accommodations, etc. Once the guest would pay & exit from the buffet, the guest would not be allowed to enter the buffet again. The guest has to pay again for entering into the buffet & treat himself (Jayawardena, 2000). There are specific timings to check in as well as check out from the hotel. Specified number of people could be accommodated in a particular room, the guests would not be allowed to engage in loud behaviour. One of the main reasons which lead to tension for the hotel officials would be when the guests would be on break they would like to be themselves & indulge in an irruptive behaviour (Jayawardena, 2000).  Renting out a particular space in the hotel for a specified period of time would also create tension in the minds of the hotel people. The visitors try to take up as much advantage of the rented space as much as possible.Explain what is meant by the statement that ‘consumption of food is related to identity’?  Give two examples to illustrate your answer. (4 marks)

Ans5. The statement “consumption of food is related to identity” means that the food the visitor or the guest orders definitely depicts the identity it has or belongs to. For example, a group of teenagers visit a private pub or a night bar or a club. This shows that, the teenagers are energetic & love to go to places which would energize them. One the other hand, there are open or public places such as cafes, hotels, restaurants, etc which could be visited by any one at any time (Jayawardena, 2000). The managers or the young blood prefer to eat or dine at a place & order something new such as Italian. The food definitely relate to their identity.

1. What did Jack Carlzon mean when he coined the phrase ‘moments of truth’? (3 marks)Ans6. According to Jack Carlzon, “moments of truth refers to any time when a customer is in direct interaction with the people or the systems which would help in order to deliver one of the best services to its visitors. Carlzon also stated that, in SAS at a given point of time each year 10 million guests would be in contact with approximately 15 seconds in each time. If such moments of truth were not handled properly, then the organization would have to experience a loss.

1. Describe the different types of per formative labor introduced in topic 7 and provide an example of each. (5 marks)

Ans7. There are different types of per formative labor discussed in the reading. They are explained with the help of an example as under:

Þ     Recognition Labor: The recognition labor refers to the type of labor which would deliver the most superior type of services to its visitors. This refers to the category of labor that would provide one of the most pleasing experiences to its guests (King, 1995). This refers to the type of per formative labor which would help in order to provide personal care, customization as well as personalize the experience of the visitor (Harris, & Barron, 2003). An example to discuss this type of per formative labor would be – “the type service provided at one of the most luxurious hotels. The recognition labor not only smiles at the visitor but also expresses the interest towards their personality, anticipating as well as legitimizing to the individual need of the visitor” (Jayawardena, 2000).Þ     Emotional Labor: This type of per formative labor would provide customer oriented service. Such type of workers is not only responsible to have technical or mental skills, but should also project some image as well as display the various feelings in order to make the visitor good (Jayawardena, 2000). The apt example for emotional labor would be – The Receptionist at the front desk. The receptionist is expected to be cheerful even if she is not in a good mood. She is expected to portray her happiness with the help of her body language, smiling always, etc (Dittmer, 2002).

Þ     Aesthetic Labor: This type of pre formative labor would seek the behavior of the employees. Such type of labor would be quite expressive in nature in a predetermined style. The best example for an aesthetic labor would be the labor who serves at the service counter. They would help in order to select, recruit, train as well as transform their skills, knowledge & competencies (Harris, & Barron, 2003).

Þ     Physical Labor: Physical labor refers to the type of pre formative labor who serves the organization by displaying their uniforms. The best example representing this type of labor would be in case of big restaurant. In order to decorate the restaurant, physical worker would contribute towards the success of the restaurant. The workers would play one of the crucial roles in order to contribute to the mood, uniform, language, availability, skill, appearance, etc (Harris, & Barron, 2003).Discuss using an example whether Hofstede’s values of cultural variability is useful in explaining how the etiquette of eating in one culture may be different or similar from another (e.g. how Chinese food is served at a restaurant in comparison to a Western meal) (5 marks)

Ans8.Hofstede’s values of cultural variability have been quite a useful tool in order to explain etiquette of eating in one’s culture may be different or similar from another. This study of cultural variability is not free from limitations (Dittmer, 2002). There are many criticisms regarding the same. The major criticism which has been developed with the help of a research conducted by Hofstede itself, that there might be Western culture biasness.

The survey conducted stated that, the Chinese Cultural Connection has re affirmed that, the various elements of the Hofstede’s study are quite acceptable all across the nations or globe. The various dimensions of Hofstede applied to the corporate states that, the national culture is temporary & the membership of the nation is permanent in nature. This states that the national values of the employees are a difficult task to change (Dittmer, 2002). But, as the organizational culture is comprised of the various practices as compared to the values, they would lend themselves to change in a most simpler manner.

1. Reading 9.2 argues that various underlying structures (eg. uniforms) within the hotel setting can lead to sexualisation of labour and consequently to sexual harassment of employees.  Describe three ways in which service labour may be sexualised in a hotel setting.  (5 marks)

Ans9. There are various underlying structures within a hotel which would lead to sexualization amongst the labor & hence, harassment of the employees working in one hotel the three ways in which the service labor may be sexualized would be as under:

Þ     Commercialization of femininity: Most of the times it has been noticed that, the receptionist at a five star hotel is ought to be a female. Female receptionists have been come under such a gender group which would attract the guest visiting the hotel. Majorly, the physical attractiveness attracts the male visitors as well as lure their fantasies. In order to get rid of the same, the receptionists have to act unnoticeable towards the lusty male visitors (Nickson, 1998). As the job of the receptionist is to make the visitors feel comfortable hence, they cannot out break the silence as well.

Þ     Display: The receptionist at the front desk has been regarded as display all day long. They have been referred to as a brand image of the hotel. The female receptionist feels that, they are being exposed, vulnerable during the stressed out situations (Nickson, 1998).Þ     Danger: The last structure through which the service labor may be sexualized would be to be targeted easily. The receptionist has to handle large amount of cash & hence they feel a bit unsecure as they might be targeted at gun point as well as risk their lives.

1. This question is based on your ability to think imaginatively and in a creative way.  Describe using your imagination what you think will be the innovations that offer greater customer satisfaction in the year 2020, in any one or all of these areas: accommodation, food and beverage service, entertainment and security. (6 marks)

Ans10.  Some of the innovations which should be practiced in case of accommodation could be as under:

Þ     Have home to home comfort

Þ     Feel special

Þ     To be safe & secure

Þ     Politeness of staff

Þ     Greet with a smile

Þ     Self check in

Þ     Good value for money

Þ     To experience un familiar

Þ     Good layout

Þ     Variety of choices in the menu

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