Sexualized Labour in the Contemporary Hospitality Industry - Assignment Example

Name : xxxxxxxxxxx Institution : xxxxxxxxxxx Course : xxxxxxxxxxx Title : Tutor : xxxxxxxxxxx @2013 Q1. The meaning of ‘creating an enjoyable experience’ for the guest/customer in a hospitality setting Creation of an enjoyable experience refers to ensuring that customers have a holistic and satisfactory enjoyment of hospitality services that they pay for (Class Notes). An enjoyable experience incorporates the emotions and memories that are derived through taste, smell, sound, vision and perception. Provision of an enjoyable experience goes beyond the delivery of service. Service is something which is provided by every hotel for instance. It involves physically delivering the non tangible aspect of what is being sold. Provision of an experience is on the other hand different as it is mostly about creating a connection. It relates to the way people feel afterwards. It includes the relationships, bonds and positive feelings that will arise from the interaction between the customers and the establishment (Lovelock & Lovelock 2013). One of the senses that will need to be appealed in a hotel is scent. According to O'Fallon & Rutherford (2011), the human senses of place and sense of smell are closely related. This is the reason why some people will for instance appreciate the burning of a scented candle in their rooms. Having a scented candle can have a special feeling of helping someone to relax and feel like they are at home. Providing customers with such will therefore help. Using fabric softener in washing bed sheets will also help to achieve the same result. The basic idea is to create a pleasant experience while in the facility. Sounds are also a significant component of the experience. In case for instance a customer likes music while at home, they may appreciate finding something closely related to what they like listening to at the facility. Inquiring on whether the music being played appeals to the customer will help to ensure their comfort, considering that they are not likely to say it on their own. Good music helps to relax or work better, and this is the reason why many hotels place iPod docks or other such features in their rooms. Product perception is a major part of the experience. Many people would like to feel that they are in a place which is classy and offers high quality service and utilities. Although most people can for instance accept and use any bath products that they will be provided with for instance, some will be repulsed by any impression of cheapness. This is why a number will even carry their hair products or lotions. The business will have to be keen on this. Lastly, sight is what determines enjoyability. Neatness and a pleasant appearance will generate positive feelings and longing to remain or experience the place for a second time. Apart from the architecture and the natural aspect of a location, additional features would include for instance having flowers in rooms. Fresh flowers will create an element of brightening the place and making it colourful. Investing in the hotel’s interior design will also assist. Arrangement of tables and development of themed restaurants and bars will further make the customer experience enjoyable (Medlik 2012). Q2. The meaning of ‘Sexualized labour’ in the contemporary hospitality industry Sexualized labour refers to the trend in which sex appeal of attendants is built into the provision of hospitality services. This is a characteristic that has existed for centuries, even to ancient times. Male guests in many situations expected sex as part of their treatment. This was institutionalized in some societies to the extent that a person could offer a guest the attendance and even at times sexual favours of his wife, daughter or servant (Class Notes). In the contemporary hospitality industry, the trend has continued, with women particularly being almost commoditized in relation to their work. Advertising of tourist destinations and facilities places a great emphasis on the aspect of beautiful women. It is not uncommon for instance for a country to place the women on one level with the environment, for instance in the phrase ‘savour the experience of our wonderful beaches, pleasant weather and beautiful women’. Part of the enjoyment of an environment in a male-driven society is usually entertainment by beautiful women (Donnan & Magowan 2010). Although it is not entirely restricted to women, there is consideration of a person’s looks as a qualification for taking a given job within the hospitality industry. Women are however the most affected, considering that they are in most societies viewed as the definitions of attractiveness and beauty. In the hotel industry for instance, a lot of value is placed on having sexually attractive women among the workers. Businesses have to apply the values that exist in order to be able to operate competitively. Receptionists and customer care attendants are often women and it appears like an unwritten rule that they look beautiful hence a reflection of the establishment’s appeal (Class Notes). There is the use of attractive waitresses, seemingly to please the men. There is also the tendency to insist on such employees being young, as youth is often related with sex appeal. The absence of women or their unattractiveness is often a weak point when the guests report on their experience. Dressing modes in the industry in most instances call for the women working to dress in sexually suggestive clothing, for instance revealing, tight and provocative items. The trend is so pronounced that call-girls are in many instances allowed in tourist entertainment premises due to the value that they add to the male patrons’ experience. It is also common practice in most societies to have women in entertainment spots even if not for sexual purposes, but to create the feeling of freedom and permissiveness, which men apparently consider useful in improving their experiences while visiting places. The use of geishas, strippers, sexually provocative showgirls and escort services is a considerable component of the hospitality industry as it stands today, even in the wake of claims of women being dehumanized. Sex tourism is also a reality in the industry, with some areas covertly being sold as attractive destinations for those seeking adventures of the sort (Donnan & Magowan 2010). Q3. Consumption trends in contemporary Australian Society and the market opportunities that these trends present to the hospitality industry There is expansion of the tourism industry into the Asian emerging economies, as more guests arrive from especially China. This offers a good opportunity for investment in infrastructure, for instance hotel accommodation. The fact that there is an assured flow of tourists implies that returns will be realized on the investments and there is need to implement major national objectives relating to fiscal and economic management, promotion of enterprise, job creation and reduction of bureaucratic processes for businesses (James 2006). There is the demand for health and wellness facilities for instance gyms, spas and medicinal springs. This offers a great opportunity for the hospitality sector as it will enable the capturing of more visitors and therefore greater profitability. More recreational golf courses and exercise equipment will add up to the experience. In addition, the country has been active in seeking new food packaging, separation and processing innovations and technologies, ensuring that it is among the leaders in the global food industry. Guests, especially those from the most common tourist age brackets are generally sensitive to the types of food and service being provided. Avoidance of processed and fatty foods is increasingly popular. There is therefore an opportunity in promotion of green products and healthy living as an attraction for guests (Queensland Government 2013). Further, consumer trends in Australia are towards the demand for quality, value and diversity in both the products and services that they receive. There are some foods that are governed by religious beliefs, which also coincide with scientific heath recommendations. For instance, foods that are considered Halal in Islam, Kosher in Judaism and organic products are gaining popularity. The agricultural sector in Australia has been highly responsive to the need for healthy food. Consumers demand foods which are less processed, more convenient, healthier, fresher and perishable so as to reduce storage time (James 2006). The adoption of internet technologies has facilitated a lot of change in the operations of players within the hospitality industry. This creates an opportunity for businesses within the industry to diversify into yet another growing service product, this being travel agencies. There is an increase in outbound travel from Australia, and this has been marked by a lot of growth in recent years. Australians can no longer be described as being fearful of travelling outside. As a result, there has been a shift towards Australians using travel agents to book their flights. Even the sale of package holidays which was initially only done by store based agents has started booming online (James 2006). According to Kozak & Andreu (2012), there is an increase in young Australians’ interest in travel and tourism. The resulting growth in domestic tourism is one of the factors behind the industry’s growth. Most Australians demand holidays which provide significant difference in experience from day to day life, especially in meeting new people, being in different built environments and temporarily living a new kind of life. The trend offers a lot of opportunity for profits on the part of the hospitality industry. Accommodation facilities can for instance develop packages that are lower priced, targeting Australians and especially tailor them towards the needs of young people. Q4. Drawing from Hofstede’s values of cultural variability, the ways in which the expectations of hospitality services, products and procedures might differ between a group of Australian guests and Japanese guests. In terms of power distance, the Japanese do not have so much equality. Their relations are however moderately hierarchical. Tourists will expect those offering the service to be patient with them, as they are ultimately the ones paying. There is a tendency of slow decision-making, which will affect the delivery of service due to consultation in case there is a group. The customers will therefore expect prior planning and consultation in any activity or change that will take place during their stay. For the Australians, power distance is not a major feature, as hierarchy is usually created for the sake of convenience. Service will therefore be expected to be personalized to ensure individual satisfaction (Reisinger 2009). For individualism, the Japanese are generally collectivistic. Individual opinion is subordinate to group opinion. A group of Japanese tourists will therefore need to be handled more or less as a group, with the hospitality service provider avoiding generalization from a single guest. Services offered and their settings should aim at the ideal Japanese expectation rather than an individual one, as everyone will identify with and accept it. This is unlike Australians among whom there a high degree of individualism. Relations are loosely held and there is a lot of liberty in the ideas of each individual. Services offered by a hotel are therefore expected to be be tailored to individuals, unlike in the Japanese case (Varvouzou & Zasepa 2009). For masculinity and femininity, the Japanese are a highly masculine group but the typical masculine competitiveness and assertiveness is not present due to the collectivism that they exercise. In service provision, this has the implication that in case of a group, the male should have their collective demands heard, as they will set the pace for others to follow. Consultation with the family head will be more preferable to a woman, and products directed at the male needs even though this may appear unfair. On the other hand, Australians are slightly above average in masculinity, implying that it is also a masculine setting. Competition is high and in terms of service expectation therefore, there should be a similar focus on the male members as a way of dealing with conflict and satisfaction issues (Reisinger 2009). The Japanese have very high uncertainty avoidance. Their service expectation will be that everything is predicted early and planning done appropriately. In a hotel for instance, possible disruption of hot water supply should be eliminated and any likely changes communicated in advance. Australians on their part have less uncertainty avoidance. There is planning but less. Service expectation will be to get a good but flexible experience. Lastly, there is a close association between Japanese life and Confucianism hence a long-term orientation and expectation of service to keep off any offensive or potentially offensive aspect, unless asked for. Arrangements, foods and entertainment will need to be in line with normal practice. The Australian orientation towards the long term is in contrast very low. Their expectation will be to get effective services for that specific time. They are subject to change hence more possibility of complaints, and management should be ready to adjust (Varvouzou & Zasepa 2009). Q5. Three innovations that would offer greater guest satisfaction in the hospitality industry in 2020 Guests usually seek an experience which is highly person-to-person. Although there is always a tangible transaction with the establishment, the interaction between the guest and server matters. a personalized service is important and achievable when the guest feels that their needs have truly been fulfilled. Secondly, there is the need to have hospitable staff. These are the human component of the environment and are able to ensure that the guest attains his or her need for personal meaning, power and status. Third is the physical setting of the hotel. Apart from the human contact which is highly sought, the environment in which everything happens needs to be pleasant to the five senses (Class Notes). One of the innovations that will create more customer satisfaction is a re-engineering of hospitality services. Business owners should evaluate their facilities afresh from a third person point of view. There is the need to consider what an outsider, namely the customer would want, considering their cultural and other features. One should evaluate whether the amenities and services are up to date with trends and if the hotel’s design for instance appeals to its target audience. Rooms should possess up to date technologies and their layouts made appropriate. Checking in should be made highly inviting (O'Fallon, M and Rutherford 2011). Technology should be utilized to the maximum in promoting business. The hotel’s features should be played up in the process. The hotel’s strengths should be emphasized and marketed well to potential customers, for instance its geographical location and natural features. Its uniqueness should be re-emphasized and outdated features eliminated. Focus needs to be on visible aspects as these are what determine the comfort of the place. New amenities should be added in case there is any shortage. Most importantly, it will pay to examine the demands and trends in the industry’s markets. Sustainability, new technology application, health and wellness and utilization of social gatherings and networks to promote the business will also greatly assist in adapting to the changing business climate (Barrows & Powers 2009). The innovations will help in enhancing the guests’ experiences while at the facility, mainly through the creation of a distinctive, memorable and enjoyable experience. Technology will assist in accelerating the development of individually-targeted experiences through the availing of information. One way of ensuring success in operations is the creation of an organizational culture where pride, dignity and satisfaction are emphasized. Employees should be offered career paths that will ensure they are well developed and highly invigorated. Training should be promoted, and this should aim at building extensive knowledge about the services being offered, in addition to focusing on the needs of customers (Class Notes). Maximizing the focus on guests will enhance the chances of success for businesses. Customers are in future expected to become even more demanding. They will expect greater perfection and want more satisfaction from their experience. Customization of facilities to their taste will be expected to be something done even without their input, and everything, starting from shower temperatures to the choice of newspaper will be satisfactory. Hospitality service providers will therefore need to provide personalized experiences, hence in line with the values, desires, preferences and motivations that they hold. Businesses will have to be in touch with these (Cooper & Hall 2012). Bibliography Barrows, C and Powers, T, 2009, Introduction to the Hospitality Industry, John Wiley & Sons: Hoboken Cooper, C and Hall, M, 2012, Contemporary Tourism, Greenwood Publishing: Westport Donnan, H and Magowan, F , 2010, The Anthropology of Sex, Berg: New York Kozak, M and Andreu, L, 2012, Progress in Tourism Marketing, Routledge: New York James, S, 2006, Travel & Tourism: Australia, Greenwood Publishing: Westport Lovelock, B and Lovelock, K, 2013, The Ethics of Tourism: Critical and Applied Perspectives, Routledge: London Medlik, S, 2012, Tourism and Hospitality in the 21st Century, Routledge: New York O'Fallon, M and Rutherford, D, 2011, Hotel Management and Operations, Wiley: Hoboken Queensland Government (2013), Demand for Healthy Foods and Biodegradable Packaging, Retrieved on 14 November 2013 from Reisinger, Yvette (2009), International Tourism: Cultures and Behavior, Butterworth-Heinemann: London Varvouzou, Irini and Zasepa, Magdalena (2013), National Cultural Dimensions According to Geert Hofstede and their meaning in Japanese and German Corporate Management. 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