Solution Manual for Introduction to Hospitality, 7th Edition
Solution Manual for Introduction to Hospitality, 7th Edition simplifies difficult concepts with detailed summaries and structured insights.
Olivia Smith
Contributor
4.9
60
4 months ago
Preview (16 of 243)
Sign in to access the full document!
Online SolutLon Manual
to accompany
Introduction to Hospitality, 7e
Introduction to Hospitality
Management, 5e
John R. Walker
to accompany
Introduction to Hospitality, 7e
Introduction to Hospitality
Management, 5e
John R. Walker
Table of Contents
PART I: THE HOSPITALITY INDUSTRY AND TOURISM
1. Welcome to the Hospitality Industry 1
2. Tourism 13
PART II: LODGING
3. The Hotel Business 28
4. Rooms Division Operations 43
5. Food and Beverage Operations 54
PART III: RESTAURANTS, MANAGER SERVICES AND BEVERAGES
6. Restaurant Business 70
7. Restaurant Operations 82
8. Managed Services 98
9. Beverages 110
PART IV: RECREATION, THEME PARKS, CLUBS AND GAMING
ENTERTAINMENT
10. Recreation, Theme Parks and Clubs 129
11. Gaming Entertainment 147
PART V: ASSEMBLIES AND EVENT MANAGEMENT
12. Meetings, Conventions, Expositions 161
13. Special Events 178
PART VI: MANAGERIAL AREAS OF THE HOSPITALITY INDUSTRY
14. Leadership and Management 190
15. Planning 198
16. Organizing 209
17. Communicating and Decision-Making 218
18. Control 231
PART I: THE HOSPITALITY INDUSTRY AND TOURISM
1. Welcome to the Hospitality Industry 1
2. Tourism 13
PART II: LODGING
3. The Hotel Business 28
4. Rooms Division Operations 43
5. Food and Beverage Operations 54
PART III: RESTAURANTS, MANAGER SERVICES AND BEVERAGES
6. Restaurant Business 70
7. Restaurant Operations 82
8. Managed Services 98
9. Beverages 110
PART IV: RECREATION, THEME PARKS, CLUBS AND GAMING
ENTERTAINMENT
10. Recreation, Theme Parks and Clubs 129
11. Gaming Entertainment 147
PART V: ASSEMBLIES AND EVENT MANAGEMENT
12. Meetings, Conventions, Expositions 161
13. Special Events 178
PART VI: MANAGERIAL AREAS OF THE HOSPITALITY INDUSTRY
14. Leadership and Management 190
15. Planning 198
16. Organizing 209
17. Communicating and Decision-Making 218
18. Control 231
Table of Contents
PART I: THE HOSPITALITY INDUSTRY AND TOURISM
1. Welcome to the Hospitality Industry 1
2. Tourism 13
PART II: LODGING
3. The Hotel Business 28
4. Rooms Division Operations 43
5. Food and Beverage Operations 54
PART III: RESTAURANTS, MANAGER SERVICES AND BEVERAGES
6. Restaurant Business 70
7. Restaurant Operations 82
8. Managed Services 98
9. Beverages 110
PART IV: RECREATION, THEME PARKS, CLUBS AND GAMING
ENTERTAINMENT
10. Recreation, Theme Parks and Clubs 129
11. Gaming Entertainment 147
PART V: ASSEMBLIES AND EVENT MANAGEMENT
12. Meetings, Conventions, Expositions 161
13. Special Events 178
PART VI: MANAGERIAL AREAS OF THE HOSPITALITY INDUSTRY
14. Leadership and Management 190
15. Planning 198
16. Organizing 209
17. Communicating and Decision-Making 218
18. Control 231
PART I: THE HOSPITALITY INDUSTRY AND TOURISM
1. Welcome to the Hospitality Industry 1
2. Tourism 13
PART II: LODGING
3. The Hotel Business 28
4. Rooms Division Operations 43
5. Food and Beverage Operations 54
PART III: RESTAURANTS, MANAGER SERVICES AND BEVERAGES
6. Restaurant Business 70
7. Restaurant Operations 82
8. Managed Services 98
9. Beverages 110
PART IV: RECREATION, THEME PARKS, CLUBS AND GAMING
ENTERTAINMENT
10. Recreation, Theme Parks and Clubs 129
11. Gaming Entertainment 147
PART V: ASSEMBLIES AND EVENT MANAGEMENT
12. Meetings, Conventions, Expositions 161
13. Special Events 178
PART VI: MANAGERIAL AREAS OF THE HOSPITALITY INDUSTRY
14. Leadership and Management 190
15. Planning 198
16. Organizing 209
17. Communicating and Decision-Making 218
18. Control 231
Chapter One
Introducing Hospitality
I. Chapter Objectives
After reading and studying this chapter, you should be able to:
1. Discuss the history of hospitality through the ages
2. Describe the characteristics of the hospitality industry.
3. Explain corporate philosophy and Total Quality Management
4. Discuss the many facets of service and why it has become such an important part
of the hospitality industry.
5. Suggest ways to improve service.
6. Discuss current trends in the hospitality industry
II. Key Teaching Elements/Chapter Outline/Lecture Suggestions
Page Object.
Prelude
A short introduction to the hospitality industry 4 1
Hospitality Through the Ages
The word hospitality comes from hospice, an old French term meaning
“to provide care/shelter for travelers.”
Hospice de Beaune in Burgundy, France was established as a refuge for
the poor in 1443 and still exists today. The sale of wine from its estates
every November determines the prices for the next year’s Burgundy
wines.
4 1
Ancient Times
The Sumerians (what is now Iraq) were the first to record elements of
hospitality as they provided locals and travelers taverns where they
served beer, food, and provided a place to stay.
Between 4,000 and 2,000 B.C.E., early civilizations in Europe, China,
Egypt, and India all had some elements of hospitality offerings, such as
taverns and inns along the roadside.
4 1
Greece and Rome
The Code of Hammurabi (circa 1700 B.C.E) made mention of tavern
owners responsibilities. Increased travel made some form of overnight
accommodations necessary and taverns and inns sprang up everywhere.
By the time Marco Polo traveled to the Far East, there were 10,000 inns
with the best in China.
5 1
Introducing Hospitality
I. Chapter Objectives
After reading and studying this chapter, you should be able to:
1. Discuss the history of hospitality through the ages
2. Describe the characteristics of the hospitality industry.
3. Explain corporate philosophy and Total Quality Management
4. Discuss the many facets of service and why it has become such an important part
of the hospitality industry.
5. Suggest ways to improve service.
6. Discuss current trends in the hospitality industry
II. Key Teaching Elements/Chapter Outline/Lecture Suggestions
Page Object.
Prelude
A short introduction to the hospitality industry 4 1
Hospitality Through the Ages
The word hospitality comes from hospice, an old French term meaning
“to provide care/shelter for travelers.”
Hospice de Beaune in Burgundy, France was established as a refuge for
the poor in 1443 and still exists today. The sale of wine from its estates
every November determines the prices for the next year’s Burgundy
wines.
4 1
Ancient Times
The Sumerians (what is now Iraq) were the first to record elements of
hospitality as they provided locals and travelers taverns where they
served beer, food, and provided a place to stay.
Between 4,000 and 2,000 B.C.E., early civilizations in Europe, China,
Egypt, and India all had some elements of hospitality offerings, such as
taverns and inns along the roadside.
4 1
Greece and Rome
The Code of Hammurabi (circa 1700 B.C.E) made mention of tavern
owners responsibilities. Increased travel made some form of overnight
accommodations necessary and taverns and inns sprang up everywhere.
By the time Marco Polo traveled to the Far East, there were 10,000 inns
with the best in China.
5 1
Medieval Times
Charlemagne established rest houses for pilgrims in the eighth century
and innkeepers in Florence, Italy formed a successful guild in 1282 that
had 86 members by 1290.
A stagecoach journey from London to Bath took three days with
several stopovers at inns or taverns called ‘post houses.’
In the late sixteenth century, a type of tavern for commoners called an
‘ordinary’ were serving food for a fixed price. The food was ‘ordinary’
and there was no choice in the meal plan.
5 1
Coffee Houses
Coffee and tea became popular in the 16th century and coffeehouses
became a way of life.
With water being dangerous, these flavored drinks became popular
very quickly.
6 1
The New World
The “ordinary’ as taverns were called in the early days of the American
colonies, were gathering places for residents, hold meetings, and
conduct business. The tavern was an important part of the new world.
George Washington used the Frauncis Tavern as his Revolutionary War
headquarters and it still operates today.
Even future presidents owned and operated taverns as the new colonies
were being established.
The French Revolution
7 1
The French revolution changed the course of culinary history as it was
nobility that employed most of the country’s chefs. With the
elimination (literally) of the noble class, French chefs began the
immigration to other countries and especially to the Americas.
Thomas Jefferson installed a French chef in the White House, which
influenced interest in French cooking in the new colonies.
Many of the immigrant chefs found New Orleans and changed the
culinary direction of the region with their style of cooking.
7 1
The Nineteenth Century
In 1856, Antoine Carême published La Cuisine Classique detailing
numerous dishes and sauces. This led to the re-invention of the
restaurant and its classic fare. By 1848, a hierarchy of eating places
existed in New York City. There was a restaurant, level of service and
price for everyone.
8 1
The Twentieth Century
Several restaurant chains began in the 1900’s, including the classic
White Castle with its sparse décor yet popular menu. In 1959 the Four
Seasons opened as the first elegant American restaurant that was not
9 1
Charlemagne established rest houses for pilgrims in the eighth century
and innkeepers in Florence, Italy formed a successful guild in 1282 that
had 86 members by 1290.
A stagecoach journey from London to Bath took three days with
several stopovers at inns or taverns called ‘post houses.’
In the late sixteenth century, a type of tavern for commoners called an
‘ordinary’ were serving food for a fixed price. The food was ‘ordinary’
and there was no choice in the meal plan.
5 1
Coffee Houses
Coffee and tea became popular in the 16th century and coffeehouses
became a way of life.
With water being dangerous, these flavored drinks became popular
very quickly.
6 1
The New World
The “ordinary’ as taverns were called in the early days of the American
colonies, were gathering places for residents, hold meetings, and
conduct business. The tavern was an important part of the new world.
George Washington used the Frauncis Tavern as his Revolutionary War
headquarters and it still operates today.
Even future presidents owned and operated taverns as the new colonies
were being established.
The French Revolution
7 1
The French revolution changed the course of culinary history as it was
nobility that employed most of the country’s chefs. With the
elimination (literally) of the noble class, French chefs began the
immigration to other countries and especially to the Americas.
Thomas Jefferson installed a French chef in the White House, which
influenced interest in French cooking in the new colonies.
Many of the immigrant chefs found New Orleans and changed the
culinary direction of the region with their style of cooking.
7 1
The Nineteenth Century
In 1856, Antoine Carême published La Cuisine Classique detailing
numerous dishes and sauces. This led to the re-invention of the
restaurant and its classic fare. By 1848, a hierarchy of eating places
existed in New York City. There was a restaurant, level of service and
price for everyone.
8 1
The Twentieth Century
Several restaurant chains began in the 1900’s, including the classic
White Castle with its sparse décor yet popular menu. In 1959 the Four
Seasons opened as the first elegant American restaurant that was not
9 1
French in style.
Following World War II, America took to the road and expanded
rapidly with hotels, motels, fast food, and coffee shops. With the
expansion of air transportation, hotels and restaurants sprang up to meet
the needs of the expanding nation.
In the 1980’s, hospitality, travel, and tourism continued to increase
dramatically. The baby boomers began to exert influence through their
buying power. Distant exotic destinations and resorts became more
accessible.
The Twenty-First Century
The hospitality industry continues to mature with increased market
segmentation and consolidation. More people are traveling, especially
from and to China, Brazil, and India.
The recession slowed the industry, but as we emerge from it
occupancies are up along with revenue per available room. Now
companies are driving the margins to squeeze out a reasonable profit.
10 1
Welcome to You, the Future Hospitality Industry Leaders!
The hospitality industry is one of the most fascinating, fun, and
stimulating to work in, plus you get paid quite well and have excellent
advancement opportunities.
The hospitality industry is one where it does not take long before
advancement opportunities come along. A degree plus experience
enables almost anyone with the service spirit to enjoy success.
One of the reasons that Marriott International is so successful is given
by Jim Collins writing in the forward of Bill Marriott’s book The Spirit
to Serve: Marriott’s Way. He writes that Marriott has timeless core
values and enduring purpose…including the belief that people are
number one…”take care of Marriott people and they will take care of
the guests.” People with a service spirit are happy to do something
extra to make the guest’s experience memorable. As one human
resource director says, “Creating memorable experiences for others and
being an Ambassador of the world, adding warmth and caring.”
10 1, 2
The National Restaurant Association (NRA) forecasts a need for
thousands of supervisors and managers in the hospitality and tourism
industry.
13 1, 2
Following World War II, America took to the road and expanded
rapidly with hotels, motels, fast food, and coffee shops. With the
expansion of air transportation, hotels and restaurants sprang up to meet
the needs of the expanding nation.
In the 1980’s, hospitality, travel, and tourism continued to increase
dramatically. The baby boomers began to exert influence through their
buying power. Distant exotic destinations and resorts became more
accessible.
The Twenty-First Century
The hospitality industry continues to mature with increased market
segmentation and consolidation. More people are traveling, especially
from and to China, Brazil, and India.
The recession slowed the industry, but as we emerge from it
occupancies are up along with revenue per available room. Now
companies are driving the margins to squeeze out a reasonable profit.
10 1
Welcome to You, the Future Hospitality Industry Leaders!
The hospitality industry is one of the most fascinating, fun, and
stimulating to work in, plus you get paid quite well and have excellent
advancement opportunities.
The hospitality industry is one where it does not take long before
advancement opportunities come along. A degree plus experience
enables almost anyone with the service spirit to enjoy success.
One of the reasons that Marriott International is so successful is given
by Jim Collins writing in the forward of Bill Marriott’s book The Spirit
to Serve: Marriott’s Way. He writes that Marriott has timeless core
values and enduring purpose…including the belief that people are
number one…”take care of Marriott people and they will take care of
the guests.” People with a service spirit are happy to do something
extra to make the guest’s experience memorable. As one human
resource director says, “Creating memorable experiences for others and
being an Ambassador of the world, adding warmth and caring.”
10 1, 2
The National Restaurant Association (NRA) forecasts a need for
thousands of supervisors and managers in the hospitality and tourism
industry.
13 1, 2
Loading page 6...
The Pineapple Tradition
The pineapple is a symbol of welcome, friendship, and hospitality.
Imported from the West Indies, pineapples were often served to royal
families and the elite.
14 1, 2
The Interrelated Nature of Hospitality and Tourism
The hospitality and tourism industry is the largest and fastest growing
industry in the world. An exciting aspect is that the industry comprises
so many different professions.
14 1,2,6
Common dynamics in this diverse industry include the delivery of
services and products and the customer-guest impressions of them.
14 1, 2
Whether in direct contact with a guest (front of the house) or working
behind the scenes (back of the house), the most challenging aspect of
working in the industry is creating powerful impressions that have the
ability to affect the human experience.
14 1, 2
People who provide services to travelers have the responsibility of
representing their communities, creating memorable experiences, and
meeting the needs and wants of people away from home.
15 1, 2
Restaurants fill the biological need to eat as well as the need to
socialize and to be entertained.
16 1, 2
In managed services, foodservices are provided to institutional clients,
meeting the needs of the guests as well as the client itself.
Studies show that as many as 57 percent of consumers now use the
Internet to book their travel, a percentage that vastly changes the
landscape of the hospitality industry. In fact, technology could be the
thin line between a successful business and bankruptcy for many
organizations.
Restaurants use more than 30 different technology applications to
provide faster, more cost efficient and productive business operations
for guests and staff.
Many studies already showed that high-speed Internet is one of the
most important in-room amenities that enable guest satisfaction in a
hotel.
17 1, 2
Characteristics of the Hospitality Industry
Open 365 days a year, twenty-four hours a day, the hospitality industry
tends to work longer hours than most other industries. Those in senior
positions can expect to work 10-12 hours a day regardless of the time
19 2
The pineapple is a symbol of welcome, friendship, and hospitality.
Imported from the West Indies, pineapples were often served to royal
families and the elite.
14 1, 2
The Interrelated Nature of Hospitality and Tourism
The hospitality and tourism industry is the largest and fastest growing
industry in the world. An exciting aspect is that the industry comprises
so many different professions.
14 1,2,6
Common dynamics in this diverse industry include the delivery of
services and products and the customer-guest impressions of them.
14 1, 2
Whether in direct contact with a guest (front of the house) or working
behind the scenes (back of the house), the most challenging aspect of
working in the industry is creating powerful impressions that have the
ability to affect the human experience.
14 1, 2
People who provide services to travelers have the responsibility of
representing their communities, creating memorable experiences, and
meeting the needs and wants of people away from home.
15 1, 2
Restaurants fill the biological need to eat as well as the need to
socialize and to be entertained.
16 1, 2
In managed services, foodservices are provided to institutional clients,
meeting the needs of the guests as well as the client itself.
Studies show that as many as 57 percent of consumers now use the
Internet to book their travel, a percentage that vastly changes the
landscape of the hospitality industry. In fact, technology could be the
thin line between a successful business and bankruptcy for many
organizations.
Restaurants use more than 30 different technology applications to
provide faster, more cost efficient and productive business operations
for guests and staff.
Many studies already showed that high-speed Internet is one of the
most important in-room amenities that enable guest satisfaction in a
hotel.
17 1, 2
Characteristics of the Hospitality Industry
Open 365 days a year, twenty-four hours a day, the hospitality industry
tends to work longer hours than most other industries. Those in senior
positions can expect to work 10-12 hours a day regardless of the time
19 2
Loading page 7...
or day.
Due to the industry running twenty-four hours a day, it relies heavily on
shift work. Essentially there are four shifts including 11 p.m. to 7:30
a.m., known as the graveyard shift.
19 2
Hospitality industries are in the business of providing guest satisfaction
at a price. The difficulty here is that the product is intangible; that is,
the consumption and production occur at the same time making them
inseparable. This helps explain why the product is also perishable; that
is, a room or meal not sold tonight cannot be saved and sold tomorrow.
19 2
The other unique characteristic of this industry is the perishability of
our product. For example, we have 1,400 guest rooms in inventory that
are available to sell, but we only sell 1,200 rooms. What happens with
the 200 unsold guest rooms? Nothing! We have permanently lost the
revenue from these rooms.
One other unique characteristic of the hospitality industry to consider is
the variability inherent within those that produce and consume. For
instance, on the production side of the equation, each employee has
different levels of skill, knowledge, ability, and passion for what they
do and therefore we often see variability in the quality of work. And the
same holds true for the guest!
In the hospitality industry, we are in business to make a return on
investment for owners and/or shareholders and society. People invest
money for us to run a business, and they expect a fair return on their
investment.
19 2
Careers
There are hundreds of career options for you to consider, and it’s fine if
you are not yet sure which one is for you. The text will explore careers
in lodging, foodservice, recreation, and special events to name a few.
20 2
Hospitality Industry Philosophy
We have seen a change in current corporate philosophy. It used to be
that corporate philosophy focused on the manager’s ability to plan,
organize, implement, and measure performance. Today there is a more
stringent shift toward managers’ counseling associates, giving them
resources, and helping them to develop and think for themselves. This
shift has proven effective in that it promotes empowerment, and strong
ties to Total Quality Management (TQM). Major changes include
increased corporate ethics, morals, fairness, and equality.
23 2, 3
Due to the industry running twenty-four hours a day, it relies heavily on
shift work. Essentially there are four shifts including 11 p.m. to 7:30
a.m., known as the graveyard shift.
19 2
Hospitality industries are in the business of providing guest satisfaction
at a price. The difficulty here is that the product is intangible; that is,
the consumption and production occur at the same time making them
inseparable. This helps explain why the product is also perishable; that
is, a room or meal not sold tonight cannot be saved and sold tomorrow.
19 2
The other unique characteristic of this industry is the perishability of
our product. For example, we have 1,400 guest rooms in inventory that
are available to sell, but we only sell 1,200 rooms. What happens with
the 200 unsold guest rooms? Nothing! We have permanently lost the
revenue from these rooms.
One other unique characteristic of the hospitality industry to consider is
the variability inherent within those that produce and consume. For
instance, on the production side of the equation, each employee has
different levels of skill, knowledge, ability, and passion for what they
do and therefore we often see variability in the quality of work. And the
same holds true for the guest!
In the hospitality industry, we are in business to make a return on
investment for owners and/or shareholders and society. People invest
money for us to run a business, and they expect a fair return on their
investment.
19 2
Careers
There are hundreds of career options for you to consider, and it’s fine if
you are not yet sure which one is for you. The text will explore careers
in lodging, foodservice, recreation, and special events to name a few.
20 2
Hospitality Industry Philosophy
We have seen a change in current corporate philosophy. It used to be
that corporate philosophy focused on the manager’s ability to plan,
organize, implement, and measure performance. Today there is a more
stringent shift toward managers’ counseling associates, giving them
resources, and helping them to develop and think for themselves. This
shift has proven effective in that it promotes empowerment, and strong
ties to Total Quality Management (TQM). Major changes include
increased corporate ethics, morals, fairness, and equality.
23 2, 3
Loading page 8...
Service Philosophy Is a Way of Life
“Spirit to serve” comes from deep-rooted values. Service should be a
commitment to continuous improvement and overcoming adversity.
Our culture influences the way we treat associates, guests, and the
community, and that affects the success of everyone.
Sustainable Hospitality
24 2, 3
The concept of sustainability involves “development that meets the
needs of the present without compromising the ability of future
generations to meet their own needs.”
Sustainability is the ability to achieve ongoing economic prosperity
while protecting the natural resources of the planet and maintaining an
ideal quality of life for its people and future generations.
24 2,3,6
Success in Service
To achieve success, exceptional service is required. The satisfaction of
external customers ultimately measures a company’s success since they
are the people who are willing to pay for its services. To ensure
success, one must also ensure guest loyalty.
25 2, 4
Given that approximately 70 percent of the U.S. and Canadian
economies and an increasing percentage of other countries’ are engaged
in service industries, it is critical to offer guests exceptional service.
25 2, 4
This is the age of service, and the hospitality industry is getting
revamped because guest expectations have increased and the realization
is that “we buy loyalty with service.”
A guest is anyone who receives or benefits from the output of
someone’s work.
25 2, 4
For success in service, it is necessary to focus on the guest, understand
the role of the guest-contact employee, weave a service culture,
promote high-touch instead of high-tech, and thrive on change.
Guest loyalty is the key.
25 2,3,4
Moments of Truth
Every hospitality organization encounters hundreds of moments of
truth (guest encounters) every day. Service commitment is a total
organizational approach that makes quality of service as perceived by
the customer.
28 3, 4, 5
“Spirit to serve” comes from deep-rooted values. Service should be a
commitment to continuous improvement and overcoming adversity.
Our culture influences the way we treat associates, guests, and the
community, and that affects the success of everyone.
Sustainable Hospitality
24 2, 3
The concept of sustainability involves “development that meets the
needs of the present without compromising the ability of future
generations to meet their own needs.”
Sustainability is the ability to achieve ongoing economic prosperity
while protecting the natural resources of the planet and maintaining an
ideal quality of life for its people and future generations.
24 2,3,6
Success in Service
To achieve success, exceptional service is required. The satisfaction of
external customers ultimately measures a company’s success since they
are the people who are willing to pay for its services. To ensure
success, one must also ensure guest loyalty.
25 2, 4
Given that approximately 70 percent of the U.S. and Canadian
economies and an increasing percentage of other countries’ are engaged
in service industries, it is critical to offer guests exceptional service.
25 2, 4
This is the age of service, and the hospitality industry is getting
revamped because guest expectations have increased and the realization
is that “we buy loyalty with service.”
A guest is anyone who receives or benefits from the output of
someone’s work.
25 2, 4
For success in service, it is necessary to focus on the guest, understand
the role of the guest-contact employee, weave a service culture,
promote high-touch instead of high-tech, and thrive on change.
Guest loyalty is the key.
25 2,3,4
Moments of Truth
Every hospitality organization encounters hundreds of moments of
truth (guest encounters) every day. Service commitment is a total
organizational approach that makes quality of service as perceived by
the customer.
28 3, 4, 5
Loading page 9...
The Focus on Service
Giving great service is a very difficult task; few businesses give enough
priority to training associates in how to provide service. The
Educational Foundation of the National Restaurant Association (NRA)
developed programs to enhance hospitality students’ professional
development. One of their courses is Foodservice Leadership.
Guest service is a central focus of hospitality. It is what hospitality is
all about—what we do. Our job, first and foremost, is to enhance the
lives of those people (guests, passengers, etc.) to whom we are
dedicated to serve. Our job is to make the lives of others better in a
small way or big way; it makes no difference.
Quality guest service requires that we understand our guest’s needs.
The guest needs to feel welcome, comfortable, and they need to feel
important.
Service and Total Quality Management
29 3, 4, 5
In the area of service, TQM is a participatory process that empowers all
levels of employees to work in groups to establish guest service
expectations and determine the best way to meet or exceed those
expectations. TQM works best when managers are also good leaders.
The difference between TQM and quality control (QC) is that QC
focuses on error detection, while TQM focuses on error prevention.
29 2, 3, 4
The Disney Approach to Guest Service
The Disney mission statement is “We create happiness.”
Disney’s commitment to service means they understand their product
and the meaning of the brand, they look at the business from the guests’
perspective, and they consider it their responsibility to create an
exceptional experience for each guest.
New managers are provided technical training, guests are asked to take
surveys, and encouraging cast members to be innovative in their daily
approach are all models used by Disney to provide guest services above
and beyond what is expected.
34 1, 3, 4,
5
Career Paths
The career path of most individuals is not necessarily in a straight line.
The path is often a combination of paths such as food and beverage,
rooms division, marketing, human resources, or finance and
accounting. Progression from department to department earns you the
experience necessary for the next step.
38 2, 6
Giving great service is a very difficult task; few businesses give enough
priority to training associates in how to provide service. The
Educational Foundation of the National Restaurant Association (NRA)
developed programs to enhance hospitality students’ professional
development. One of their courses is Foodservice Leadership.
Guest service is a central focus of hospitality. It is what hospitality is
all about—what we do. Our job, first and foremost, is to enhance the
lives of those people (guests, passengers, etc.) to whom we are
dedicated to serve. Our job is to make the lives of others better in a
small way or big way; it makes no difference.
Quality guest service requires that we understand our guest’s needs.
The guest needs to feel welcome, comfortable, and they need to feel
important.
Service and Total Quality Management
29 3, 4, 5
In the area of service, TQM is a participatory process that empowers all
levels of employees to work in groups to establish guest service
expectations and determine the best way to meet or exceed those
expectations. TQM works best when managers are also good leaders.
The difference between TQM and quality control (QC) is that QC
focuses on error detection, while TQM focuses on error prevention.
29 2, 3, 4
The Disney Approach to Guest Service
The Disney mission statement is “We create happiness.”
Disney’s commitment to service means they understand their product
and the meaning of the brand, they look at the business from the guests’
perspective, and they consider it their responsibility to create an
exceptional experience for each guest.
New managers are provided technical training, guests are asked to take
surveys, and encouraging cast members to be innovative in their daily
approach are all models used by Disney to provide guest services above
and beyond what is expected.
34 1, 3, 4,
5
Career Paths
The career path of most individuals is not necessarily in a straight line.
The path is often a combination of paths such as food and beverage,
rooms division, marketing, human resources, or finance and
accounting. Progression from department to department earns you the
experience necessary for the next step.
38 2, 6
Loading page 10...
Career Goals
If you are not sure of which career path to pursue, that’s OK. Now is
the time to explore the industry to gain the information you need to
decide which career path to follow. A great way to do this is through
internships and work experience.
39 2, 6
Is the Hospitality Industry for You?
We also know that it is an exciting and dynamic industry with growth
potential, especially when the economy is strong. In the hospitality
industry we are often working when others are at leisure.
Ensuring that guests receive outstanding service is a goal of hospitality
corporations.
The personal characteristics, qualities, skills, and abilities you’ll need
are honesty, hard work, being a team player, being prepared to work
long hours spread over various shifts, the ability to cope with stress,
good decision-making skills, good communication skills, being
dedicated to exceptional service, and having a passion and desire to
exceed guest expectations.
Recruiters look for service-oriented people, who “walk their talk,”
meaning they do what they say they’re going to do. Good work
experience, involvement in on-campus and professional organizations,
a positive attitude, a good grade point average—all show a commitment
to an individual’s studies.
39 2
Self-Assessment and Personal Philosophy
The purpose of completing a self-assessment is to measure our current
strengths and weaknesses and to determine what we need to improve on
if we are going to reach our goals. Self-assessment helps establish
where we are now and shows us the links to where we want to go, our
goals.
Your philosophy is your beliefs and the way you treat others and your
work. It will determine who you are and what you stand for.
40 4, 5
Now is the Time to Get Involved
For your own enjoyment and personal growth and development, it is
very important to get involved with on-campus and professional
hospitality and tourism organizations and participate in the organization
of events. Recruiters notice the difference between students who have
become involved with various organizations and students who have
not, and they take that into consideration when assessing candidates for
positions with companies.
40 4, 5
If you are not sure of which career path to pursue, that’s OK. Now is
the time to explore the industry to gain the information you need to
decide which career path to follow. A great way to do this is through
internships and work experience.
39 2, 6
Is the Hospitality Industry for You?
We also know that it is an exciting and dynamic industry with growth
potential, especially when the economy is strong. In the hospitality
industry we are often working when others are at leisure.
Ensuring that guests receive outstanding service is a goal of hospitality
corporations.
The personal characteristics, qualities, skills, and abilities you’ll need
are honesty, hard work, being a team player, being prepared to work
long hours spread over various shifts, the ability to cope with stress,
good decision-making skills, good communication skills, being
dedicated to exceptional service, and having a passion and desire to
exceed guest expectations.
Recruiters look for service-oriented people, who “walk their talk,”
meaning they do what they say they’re going to do. Good work
experience, involvement in on-campus and professional organizations,
a positive attitude, a good grade point average—all show a commitment
to an individual’s studies.
39 2
Self-Assessment and Personal Philosophy
The purpose of completing a self-assessment is to measure our current
strengths and weaknesses and to determine what we need to improve on
if we are going to reach our goals. Self-assessment helps establish
where we are now and shows us the links to where we want to go, our
goals.
Your philosophy is your beliefs and the way you treat others and your
work. It will determine who you are and what you stand for.
40 4, 5
Now is the Time to Get Involved
For your own enjoyment and personal growth and development, it is
very important to get involved with on-campus and professional
hospitality and tourism organizations and participate in the organization
of events. Recruiters notice the difference between students who have
become involved with various organizations and students who have
not, and they take that into consideration when assessing candidates for
positions with companies.
40 4, 5
Loading page 11...
Professional Organizations
Becoming a student member in hospitality related organizations show
your commitment to your career and become a basis for recruiters to
see your professional attitude.
41 4, 5, 6
Trends in Hospitality and Tourism
Major trends in the hospitality industry include Globalization, Health,
Safety and Security, Diversity and changing Demographics, Service,
Technology, Sustainability and Green Travel, Legal issues, Travel with
a Purpose, and Social Media and Mobile.
41 2, 6
III. Teaching Techniques/Classroom Exercises
Note: The content of these exercises is such that they may also be used as essay
questions.
Exercise One:
Have students describe the Hospitality Industry. Their descriptions should include
industry characteristics and scope, including travel, lodging, foodservice, and recreation.
Exercise Two:
Have students research and discuss the corporate philosophy of a company of
their choice, preferably one in the hospitality industry. Be sure to include things such as
corporate culture, missions, goals, objectives, and strategies.
Exercise Three:
Over the past several years, there have been numerous mergers and acquisitions
throughout the hospitality industry. An appreciation of “who owns what” and the
company growth pattern can help readers understand how integrated the industry is.
Check Your Knowledge, p. 20
1) Question: Identify and explain two differences between the hospitality business
and other business sectors.
Answer: Hospitality businesses are open 365 days a year and 24 hours a day. The
hospitality industry depends heavily on shift work. (p. 19)
Other characteristics are the constant strive for outstanding guest service, the
intangibility, and the perishability of the product.
2) Question: List and describe the four shifts in the hospitality industry.
Answer: Morning Shift: 7 a.m. – 3 p.m. This is the early shift and may begin an
hour or so earlier or later but typically runs 8 hours.
Mid Shift: 10 a.m. – 7:00 p.m. Great for experience and is typically covered by
those who need minimum supervision such as supervisors. This shift requires
Becoming a student member in hospitality related organizations show
your commitment to your career and become a basis for recruiters to
see your professional attitude.
41 4, 5, 6
Trends in Hospitality and Tourism
Major trends in the hospitality industry include Globalization, Health,
Safety and Security, Diversity and changing Demographics, Service,
Technology, Sustainability and Green Travel, Legal issues, Travel with
a Purpose, and Social Media and Mobile.
41 2, 6
III. Teaching Techniques/Classroom Exercises
Note: The content of these exercises is such that they may also be used as essay
questions.
Exercise One:
Have students describe the Hospitality Industry. Their descriptions should include
industry characteristics and scope, including travel, lodging, foodservice, and recreation.
Exercise Two:
Have students research and discuss the corporate philosophy of a company of
their choice, preferably one in the hospitality industry. Be sure to include things such as
corporate culture, missions, goals, objectives, and strategies.
Exercise Three:
Over the past several years, there have been numerous mergers and acquisitions
throughout the hospitality industry. An appreciation of “who owns what” and the
company growth pattern can help readers understand how integrated the industry is.
Check Your Knowledge, p. 20
1) Question: Identify and explain two differences between the hospitality business
and other business sectors.
Answer: Hospitality businesses are open 365 days a year and 24 hours a day. The
hospitality industry depends heavily on shift work. (p. 19)
Other characteristics are the constant strive for outstanding guest service, the
intangibility, and the perishability of the product.
2) Question: List and describe the four shifts in the hospitality industry.
Answer: Morning Shift: 7 a.m. – 3 p.m. This is the early shift and may begin an
hour or so earlier or later but typically runs 8 hours.
Mid Shift: 10 a.m. – 7:00 p.m. Great for experience and is typically covered by
those who need minimum supervision such as supervisors. This shift requires
Loading page 12...
coordination with morning shift and evening shift.
Evening Shift: 3 p.m. – 11:30 p.m. Particularly common with hotels and food and
beverage employees.
Graveyard Shift: 11 p.m. – 7:30 a.m. Commonly known as the night audit, this
shift often involves several accounting functions that are best done during slower
business times and operations. (page 19)
3) Question: Identify some of the highlighted characteristics of the hospitality
industry.
Answer: The hospitality business produces guest satisfaction, an intangible, and
its product is perishable. (page 19)
Check Your Knowledge, p. 24
1) Question: Describe Marriott’s “Spirit to Serve”
Answer: It is the “Marriott Way” serving the associates, the customer, and the
community. These are the cornerstone for all Marriott associates who strive to
fulfill the values that originate from deep inside the people themselves; they are
authentic, bone-deep, and passionately held. These values drive Marriot culture.
(page 24)
2) Question: Define the term corporate philosophy and how it is currently
understood, especially in the hospitality industry.
Answer: Corporate philosophy embraces the values of the organization, including
ethics, morals, fairness, and equality. (page 23)
3) Question: What is sustainability, and how does it relate to the hospitality
industry?
Answer: Sustainability is the ability to achieve ongoing economic prosperity
while protecting the natural resources of the planet and maintaining an ideal
quality of life for its people and future generations. (page 24)
Check Your Knowledge, p. 28
1) Question: Explain why service in the hospitality industry is so important. Give an
example from your own experience as a guest, if possible.
Answer: It is critical to offer guests exceptional service. This is the age of service,
and the hospitality industry is getting revamped because guest expectations have
increased and the realization is that “we buy loyalty with service.”
Student answers will vary.
2) Question: List the five things required for success in service.
Answer: Focus on the guest, understand the role of the guest-contact employee,
weave a service culture into education and training systems, emphasize high-
Evening Shift: 3 p.m. – 11:30 p.m. Particularly common with hotels and food and
beverage employees.
Graveyard Shift: 11 p.m. – 7:30 a.m. Commonly known as the night audit, this
shift often involves several accounting functions that are best done during slower
business times and operations. (page 19)
3) Question: Identify some of the highlighted characteristics of the hospitality
industry.
Answer: The hospitality business produces guest satisfaction, an intangible, and
its product is perishable. (page 19)
Check Your Knowledge, p. 24
1) Question: Describe Marriott’s “Spirit to Serve”
Answer: It is the “Marriott Way” serving the associates, the customer, and the
community. These are the cornerstone for all Marriott associates who strive to
fulfill the values that originate from deep inside the people themselves; they are
authentic, bone-deep, and passionately held. These values drive Marriot culture.
(page 24)
2) Question: Define the term corporate philosophy and how it is currently
understood, especially in the hospitality industry.
Answer: Corporate philosophy embraces the values of the organization, including
ethics, morals, fairness, and equality. (page 23)
3) Question: What is sustainability, and how does it relate to the hospitality
industry?
Answer: Sustainability is the ability to achieve ongoing economic prosperity
while protecting the natural resources of the planet and maintaining an ideal
quality of life for its people and future generations. (page 24)
Check Your Knowledge, p. 28
1) Question: Explain why service in the hospitality industry is so important. Give an
example from your own experience as a guest, if possible.
Answer: It is critical to offer guests exceptional service. This is the age of service,
and the hospitality industry is getting revamped because guest expectations have
increased and the realization is that “we buy loyalty with service.”
Student answers will vary.
2) Question: List the five things required for success in service.
Answer: Focus on the guest, understand the role of the guest-contact employee,
weave a service culture into education and training systems, emphasize high-
Loading page 13...
touch as well as high-tech, and thrive on change – constantly improve the guest
experience.
3) Question: What is a moment of truth?
Answer: A “moment of truth” involves face-to-face or physical encounters with
service. A moment of truth occurs between the customer and the service provider.
Check Your Knowledge, p. 33
1) Question: What is the Malcolm Baldrige National Quality Award?
Answer: The Malcolm Baldrige National Quality Award is the highest level of
national recognition for quality that a U.S. company can receive. The award
promotes an understanding of quality excellence, greater awareness of quality on
a critical competitive element, and the sharing of quality information and
strategies. The Ritz-Carlton Hotel Company has won this award on two occasions
– both in 1993 and 1999 for groundbreaking levels of service.
2) Question: Explain Total Quality Management.
Answer: TQM is a participatory process that empowers all levels of employees to
work in groups to establish guest service expectations and determine the best way
to meet or exceed these expectations.
3) Question: List several ways a leader can empower employees.
Answer: Empowerment is a feeling of partnership in which employees feel
responsible for their jobs and have a stake in the organization’s success. Managers
can empower employees by doing the following: take risks, delegate, foster a
learning environment, share information and encourage self-expression, involve
employees in defining their own vision, and be thorough and patient with
employees.
IV. Answers to Chapter 1 Review Questions
1) The satisfaction of customers ultimately measures a company’s success, since they are the
people who are willing to pay for its service. A key objective of service is to create guest
loyalty – keep them happy during their stay and they will keep coming back.
2) A mission statement is a short statement of central purposes, strategies, and values of
a company. It should answer the question, “What business are we in?” Some
mission statements are very simple: “To WOW the guests.”
Moment of Truth is a term coined by Jan Carlson of Scandinavian Airline System.
They are guest encounters and an approach that makes the quality of service, as
perceived by the customer, the number one driving force for the operation of the
business. Every hospitality organization has thousands of moments of truth every day.
This challenges employees to maintain their quality service. Service commitment is a
total organizational approach that makes the quality of service, as perceived by the
experience.
3) Question: What is a moment of truth?
Answer: A “moment of truth” involves face-to-face or physical encounters with
service. A moment of truth occurs between the customer and the service provider.
Check Your Knowledge, p. 33
1) Question: What is the Malcolm Baldrige National Quality Award?
Answer: The Malcolm Baldrige National Quality Award is the highest level of
national recognition for quality that a U.S. company can receive. The award
promotes an understanding of quality excellence, greater awareness of quality on
a critical competitive element, and the sharing of quality information and
strategies. The Ritz-Carlton Hotel Company has won this award on two occasions
– both in 1993 and 1999 for groundbreaking levels of service.
2) Question: Explain Total Quality Management.
Answer: TQM is a participatory process that empowers all levels of employees to
work in groups to establish guest service expectations and determine the best way
to meet or exceed these expectations.
3) Question: List several ways a leader can empower employees.
Answer: Empowerment is a feeling of partnership in which employees feel
responsible for their jobs and have a stake in the organization’s success. Managers
can empower employees by doing the following: take risks, delegate, foster a
learning environment, share information and encourage self-expression, involve
employees in defining their own vision, and be thorough and patient with
employees.
IV. Answers to Chapter 1 Review Questions
1) The satisfaction of customers ultimately measures a company’s success, since they are the
people who are willing to pay for its service. A key objective of service is to create guest
loyalty – keep them happy during their stay and they will keep coming back.
2) A mission statement is a short statement of central purposes, strategies, and values of
a company. It should answer the question, “What business are we in?” Some
mission statements are very simple: “To WOW the guests.”
Moment of Truth is a term coined by Jan Carlson of Scandinavian Airline System.
They are guest encounters and an approach that makes the quality of service, as
perceived by the customer, the number one driving force for the operation of the
business. Every hospitality organization has thousands of moments of truth every day.
This challenges employees to maintain their quality service. Service commitment is a
total organizational approach that makes the quality of service, as perceived by the
Loading page 14...
customer, the number one driving force for the operation of the business.
3) The Disney service model:
It begins with a Smile.
Make Eye contact and use body language.
Respect and welcome all guests.
Value the magic.
Initiate guest contact.
Create service solutions.
End with a “thank you.”
4) The Ritz-Carlton Hotel won the Malcolm Baldrige National Quality Award for its
principles of quality service commitment to guests. The Gold Standards of these core
values include three steps of service:
A warm and sincere greeting.
Anticipation and compliance with guests’ needs.
A fond farewell, using guests’ names if and when possible.
5) Pages 41 to 44 lists several of the more prominent trends facing the industry today.
Answers will vary.
V. Mini-Case Discussion Question Answers
Being Promoted From Within
1. Students will have various answers. The likely cause is the previous relationship
with their new supervisor. Familiarity might allow the staff to believe that they are
immune to supervision with their ‘friend’ in charge.
2. Tom should assess the current challenges with the staff and meet with them to
discuss (or require) their cooperation in compliance. It’s time that Tom takes charge.
3. Perhaps tell Tom that he could maintain a ‘friendly’ relationship with his co-
workers, but as a supervisor he could no longer be ‘friends.’
3) The Disney service model:
It begins with a Smile.
Make Eye contact and use body language.
Respect and welcome all guests.
Value the magic.
Initiate guest contact.
Create service solutions.
End with a “thank you.”
4) The Ritz-Carlton Hotel won the Malcolm Baldrige National Quality Award for its
principles of quality service commitment to guests. The Gold Standards of these core
values include three steps of service:
A warm and sincere greeting.
Anticipation and compliance with guests’ needs.
A fond farewell, using guests’ names if and when possible.
5) Pages 41 to 44 lists several of the more prominent trends facing the industry today.
Answers will vary.
V. Mini-Case Discussion Question Answers
Being Promoted From Within
1. Students will have various answers. The likely cause is the previous relationship
with their new supervisor. Familiarity might allow the staff to believe that they are
immune to supervision with their ‘friend’ in charge.
2. Tom should assess the current challenges with the staff and meet with them to
discuss (or require) their cooperation in compliance. It’s time that Tom takes charge.
3. Perhaps tell Tom that he could maintain a ‘friendly’ relationship with his co-
workers, but as a supervisor he could no longer be ‘friends.’
Loading page 15...
Chapter Two
The Hotel Business
I. Chapter Objectives
After reading and studying this chapter, the student should be able to do the following:
1. Describe hotel ownership and development via hotel franchising and
management contracts.
2. Explain the diamond rating classification of hotels.
2. Classify hotels by rating system type, location, and price.
3. Discuss the concept and growth of vacation ownership
4. Discuss sustainable/green lodging.
5. Identify trends influencing the hotel business.
II. Key Teaching Elements/Chapter Outline/Lecture Suggestions
Hotel Development and Ownership Page Object.
The lodging industry is a more than $155 billion industry that
includes approximately 53,000 properties with almost five million
guestrooms. Franchising and management contracts are the two main
driving forces in the development and operation of the hotel business.
54 1
Franchising
Franchising in the hospitality industry is a concept that allows a
company to expand more quickly by using other people’s money,
rather than acquiring its own financing.
56 1
Under a franchise agreement, the company or franchisor grants
certain rights – for example, the right to use the company trademark,
operating procedures, reservation systems, marketing know-how,
purchasing discounts, etc. – for a fee. In return, the franchisee agrees
to operate the restaurant, hotel, etc., within guidelines set by the
franchisor.
56 1
Holiday Inn, Ritz-Carlton, and Howard Johnson’s all grew in the
1950s and 1960s through franchising. One of the key factors that led
to the success of Holiday Inn was that they were the first company to
enter the mid-price range and that they were located near important
freeway intersections and in the suburbs. Budget hotel properties
(Motel 6, Days Inn) grew during this time period.
56 1
Franchising was the primary growth and development strategy of
hotels and motels during the 1960s through the 1980s. Challenges to
the franchise arrangement include the maintenance of quality
57 1, 2
The Hotel Business
I. Chapter Objectives
After reading and studying this chapter, the student should be able to do the following:
1. Describe hotel ownership and development via hotel franchising and
management contracts.
2. Explain the diamond rating classification of hotels.
2. Classify hotels by rating system type, location, and price.
3. Discuss the concept and growth of vacation ownership
4. Discuss sustainable/green lodging.
5. Identify trends influencing the hotel business.
II. Key Teaching Elements/Chapter Outline/Lecture Suggestions
Hotel Development and Ownership Page Object.
The lodging industry is a more than $155 billion industry that
includes approximately 53,000 properties with almost five million
guestrooms. Franchising and management contracts are the two main
driving forces in the development and operation of the hotel business.
54 1
Franchising
Franchising in the hospitality industry is a concept that allows a
company to expand more quickly by using other people’s money,
rather than acquiring its own financing.
56 1
Under a franchise agreement, the company or franchisor grants
certain rights – for example, the right to use the company trademark,
operating procedures, reservation systems, marketing know-how,
purchasing discounts, etc. – for a fee. In return, the franchisee agrees
to operate the restaurant, hotel, etc., within guidelines set by the
franchisor.
56 1
Holiday Inn, Ritz-Carlton, and Howard Johnson’s all grew in the
1950s and 1960s through franchising. One of the key factors that led
to the success of Holiday Inn was that they were the first company to
enter the mid-price range and that they were located near important
freeway intersections and in the suburbs. Budget hotel properties
(Motel 6, Days Inn) grew during this time period.
56 1
Franchising was the primary growth and development strategy of
hotels and motels during the 1960s through the 1980s. Challenges to
the franchise arrangement include the maintenance of quality
57 1, 2
Loading page 16...
13 more pages available. Scroll down to load them.
Preview Mode
Sign in to access the full document!
100%
Study Now!
XY-Copilot AI
Unlimited Access
Secure Payment
Instant Access
24/7 Support
Document Chat
Document Details
Subject
Healthcare