What is Meant by Creating an Enjoyable Experience for the Guest/ Customer in a Hospitality Setting - Assignment Example

Q-1 Explain with example what is meant by creating an enjoyable experience for the guest/ customer in a hospitality setting? Ans. Experience plays an important role in the hospitality industry especially creating an “enjoyable experience”. When a customer goes for dining in a hospital he is not just affected by the food but a lot many factors like social, cultural, psychological etc which creates an experience or memory for the customer which it cherishes for a long time. An enjoyable experience of the customer while dining in a restaurant depends on the level of satisfaction or dissatisfaction which the individual drive from his experience which will be based on the food, quality of service, ambience and so on. Thus the culmination of different factors like visual auditory, smell, taste and mental framework helps to determine the service experience for a person (Porter, 2006). When a customer while dining in a restaurant is attended with love and affection along with a belief that he has been attended in a royal manner, it creates a memorable mark on his mind and create a platform for an enjoyable experience. It is important to integrate the interest of the customer with the quality of service to provide the customer with an extraordinary service and a self satisfaction through personal interaction, emotional intensity and a communal relationship to ensure a memorable experience for the customer. To ensure an enjoyable experience for the customer dining in a restaurant it is important that an environment is created though a sense of security for the stranger along with generosity, a host-guest relationship and good quality food along with a little surprises like complementary dishes etc to create small memories in the mind of the customer (Peteraf, 2003). It is important that a homely atmosphere is created and any complaint of the customer is dealt with utmost recognition and in a quick manner with small apologies for any dissatisfaction to the customer. Creating an enjoyable experience is of utmost important for both the guest and the host for future transactions. A customer while dining in a restaurant looks towards quality food which is of prime importance and looks towards a royal treatment. Hospitality along with a sense of emotional touch and cozy ambience with liberalizing diet and many choices further add to create an enjoyable experience for the customer (Simpson, 2002). A standard has to be maintained along with setting up higher benchmark every time the customer visits the restaurant and ensuring a memorable and enjoyable experience for the customer with higher satisfaction level. Q-2 What is meant by “sexualised labour” and discuss using relevant examples the extent to which “sexualised labour” is prevalent in the contemporary hospitality industry? Ans. Sexualised labour is a common term used in today’s world. Relationship between a host and guest can be fuzzy at times especially when one involves a male and a female at other end. Sexualised labour involves organisations employing workers’ sex appeal as a selling point for purposes of commercial gain (Treacy & Wiersema, 2005). Organizations to gain commercial gains use the sex appeal of women so that they are able to attract people towards their service or product. Sexualised labour is very prominent in the hospitality setting. Organizations based on the sexual appeal of people look to attract people and also use it as a strategy of retaining young recruit so that better services can be provided. To deal with the issues and to ensure that women have a sex appeal a dress code is prescribed which will thereby help to attract people. Women in the hospitality industry are looked upon in three different dimensions which are offering of food, companionship and lastly and the prominent one as sexual appeal. Women act as a mediator between the guest and the host through sexual relationships. Further for example, in the Arctic region husbands offered their wife to their guest to develop sexual hospitality which is still prominent in those regions. It is to be noted that sexual hospitality is not a prominent factor in the commercial hospitality in today’s world. However there are still a lot of examples and incidents where women use their skin to attract and retain more and more people (Prahalad and Hamel, 2010). Women in the hospitality industry through ancient times and right to the modern world are still implied to be seductresses who could easily attract people based on sexual appeal. Not only women are only considered as sexualised labour in the hospitality setting but are looked upon various other role of providing food to men and companionship to please guest. Thus, we find that due to various factors of which money plays the biggest role, women are still looked upon sexualised labour in the hospitality industry from the traditional world to the modern world. Q-3. Identify consumption trends in contemporary Australian society and discuss 3 market opportunities these trends present to the hospitality industry? Ans. Consumption trends in contemporary Australian society varies from complex enjoyment to fashion and latest trends, from spicy and crunchy food habits to addition to alcohols and use of drugs. Consumption trends vary from social, cultural and psychological aspects depending upon different tastes and preferences of individuals. Travelling and tourism has shown significant growth in the Australian society with increase in consumption of wine level, hotel industry and sharp rise in the number of pubs, cafes and cafeterias. Customers are more inclined towards better hospitality environment for example private clubs and pubs where a cordial relationship is maintained between the host and the guest. There are lots of market opportunities which this trends highlights in the hospitality industry particularly in the Australian society. People are becoming health conscious and growing obesity has affected the demand for different kind of food which provides an avenue and direction to work and improve the quality of service. Hospitality in relation to travel and tourism industry can be looked upon as an emerging opportunity in the Australian society. There are a large number of domestic and international travelers whose needs and demands are satisfied by various travel agents however the same lack hospitality and the same can be grabbed as an opportunity to deliver higher satisfaction with warm greetings and higher hospitality to attract more and more customers and build higher profits and returns. Another market opportunity can be development of better hotels and restaurants which aims to provide guest a homely environment. An ambience and atmosphere where the guest are delivered royal treatment and huge variants of choices to select from in terms of food and drinks (Porter, 2005). Developing a hotel which provides various entertainment facilities such as gym, spa, massage parlor, yoga etc can be looked upon as delivering better hospitality to guest and attract higher profits. There is also immense opportunity in the hospitality industry in relation to developing an agency for event planning and designing. People look for higher hospitality satisfaction in terms of event or programs which are rewarded with extra penny and higher profits and growth. Developing an agency to provide event management where customers are treated as royal guests and delivered a warm and cozy atmosphere where both the hosts and guests are treated at par can be looked upon as an attractive business segment in the future years with super normal profits attracted from the same. Q-4. Drawing on Hofstede’s values of cultural variability, discuss 3 ways in which the expectations of hospitality service, products and procedures might differ between a group of Australian guest and Japanese guest. Provide examples to illustrate the same? Ans. Hofstede’s value of cultural variability is a comprehensive study which looks to differentiate cultural variability in the work place by differentiating between shared values and unique values specific to a nation’s culture. It highlights four different dimensions of cultural values which are power distance, uncertainty index, individualism or collectivism and gender specific. A comparison of hospitality service on basis of Hofstede’s value of cultural variability in terms of a group of Australian guest and Japanese guest varies significantly. For example, smile covey different meaning in terms of hospitality setting in an American environment and a Japanese culture. Smile in American concept is regarded as a positive outlook which highlights something good about the smiler and expresses a person’s effort to get rid of bad feelings and demonstrate pleasing atmosphere and warm greeting on meeting someone (Stalk, Evans and Schulman, 2002). Similarly in context to Japanese culture the same is regarded as a fact that the smiler is someone who wants to hide negative emotions from others to maintain group harmony. On basis of power distance variable of Hofstede’s cultural variability a Japanese guest expects a service provider to take time to greet them in warm and cozy manner. For example when a Japanese visit a restaurant he is much obliged when he is greeted by the management by taking a bow before himself when he enters and takes a farewell from the restaurant whereas an American on the other hand is much obliged by a simple handshake and a greeting of “welcome sir/madam” while entering the restaurant and a “Thank you” while leaving the restaurant. Thus, gestures and body languages differ greatly to deliver different hospitality to different cross cultures. Further on basis of Hosfstede’s value of cultural variability A Japanese guest can be seen to be more pleased when he is attended in a collective group with equal importance being shown by the host on all guests in a collective manner whereas the same varies for an American guest who is more obliged and attracts higher hospitality service when he is attended by the host in an individual manner rather in a collective or group manner (Mason, 2004). Q-5. Describe 3 innovations that would offer greater guest satisfaction in the hospitality industry in 2020? Ans. Hospitality industry is a fast changing setting which changes as per changing tastes and preferences. Innovations play a major role in the growth of any industry of which hospitality industry is no exception to the same. With globalization and technological advancement it is important to bring new innovations in the hospitality industry. There is still immense opportunity in the hospitality industry in line with travel and tourism industry. New innovations in travel industry like free passes for entertainment or setting the temperature of the room, dietary preferences, language choice etc which includes knowing the taste and preferences of the customer will help to attract larger customers and yield higher profits. Another innovation which can be configured in the existing hospitality industry is standardizing operations to provide solutions on a consistent and quicker pace i.e. providing a virtual tour of the experience which the customer shall be provided in their own home before actually purchasing the hospitality offerings (Porter, 2010). This includes a complete foot print of the entire tour which the customer shall experience which includes a foot print of the luxuries that the customer shall be provided, pictures and slide shows of the hotel rooms, food, entertainment and others. Using technological means like internet shall indeed help in facilitating such services at a faster pace. Lastly an innovation which could be used to deliver greater guest satisfaction in the hospitality industry in 2020 can be synchronizing the cross border cultural differences by means of integrating the business across different business units, brands and locations and providing all facilities in a common work place by using means of strategic outsourcing (Collis, Montgomery & Cynthia, 2005). Aim should be focused on not just delivering an experience to the guests but ensure an enjoyable experience which creates a mark of an enjoyable experience in the minds of the guests. This could be achieved by means of removing cultural differences through an understanding of the psychological and cultural nature of the customer before actually delivering the service. Care should be taken from room service to the room design to provide a personalized experience to the guest. Innovations like security to the guest should be taken care off. For example, offering the keys of the hotel room to the guest to ensure higher security and home like environment for the guest. Emphasis should be on creating a unique experience for the guest every time he visits the host. The paper thereby highlights different aspect of the tourism sector and shows the manner in which overall effectiveness and efficiency can be gained by working on different dimensions. This will help to improve the overall aspect of providing services and will act as a point through which better results will be achieved. References Collis, D., Montgomery, J. & Cynthia, A. 2005. Competing on resources: strategy in the 1990s. Harvard Business Review, 73 (4), 119-129 Mason, H. 2004. Scenario-based Planning: Decison Model for the Learning Organization Planning Review 22 (2) 6-11 Porter, M. 2005. Competitive Advantage, The Free Press, NY Prahalad, C.K. and Hamel, G. 2010. The Core Competence of the Corporation. Harvard Business Review, 68 (3), 79-92 Porter, M. 2006. What is strategy? Harvard Business Review, 74 (6), 61-79 Peteraf, M. 2003. The Cornerstones of Competitive Advantage: A Resource-Based View. in Strategic Management Journal 1993, 14, 179-191 Porter, M. 2010. The Competitive Advantage of Nations, The Free Press, NY Stalk, G., Evans, P., and Schulman, L. 2002. Competing on Capabilities: the New Rules of Corporate Strategy. Harvard Business Review. 70 (2), 57-70 Simpson, G. 2002. Key Lessons for Adopting Scenario Planning in Diversified Companies. Planning Review 20 (3/10-17), 47-48 Treacy, M., & Wiersema, F. 2005. The Discipline of Market Leaders, Addison-Wesley Read More

A standard has to be maintained along with setting up higher benchmark every time the customer visits the restaurant and ensuring a memorable and enjoyable experience for the customer with higher satisfaction level. Q-2 What is meant by “sexualised labour” and discuss using relevant examples the extent to which “sexualised labour” is prevalent in the contemporary hospitality industry? Ans. Sexualised labour is a common term used in today’s world. Relationship between a host and guest can be fuzzy at times especially when one involves a male and a female at other end.

Sexualised labour involves organisations employing workers’ sex appeal as a selling point for purposes of commercial gain (Treacy & Wiersema, 2005). Organizations to gain commercial gains use the sex appeal of women so that they are able to attract people towards their service or product. Sexualised labour is very prominent in the hospitality setting. Organizations based on the sexual appeal of people look to attract people and also use it as a strategy of retaining young recruit so that better services can be provided.

To deal with the issues and to ensure that women have a sex appeal a dress code is prescribed which will thereby help to attract people. Women in the hospitality industry are looked upon in three different dimensions which are offering of food, companionship and lastly and the prominent one as sexual appeal. Women act as a mediator between the guest and the host through sexual relationships. Further for example, in the Arctic region husbands offered their wife to their guest to develop sexual hospitality which is still prominent in those regions.

It is to be noted that sexual hospitality is not a prominent factor in the commercial hospitality in today’s world. However there are still a lot of examples and incidents where women use their skin to attract and retain more and more people (Prahalad and Hamel, 2010). Women in the hospitality industry through ancient times and right to the modern world are still implied to be seductresses who could easily attract people based on sexual appeal. Not only women are only considered as sexualised labour in the hospitality setting but are looked upon various other role of providing food to men and companionship to please guest.

Thus, we find that due to various factors of which money plays the biggest role, women are still looked upon sexualised labour in the hospitality industry from the traditional world to the modern world. Q-3. Identify consumption trends in contemporary Australian society and discuss 3 market opportunities these trends present to the hospitality industry? Ans. Consumption trends in contemporary Australian society varies from complex enjoyment to fashion and latest trends, from spicy and crunchy food habits to addition to alcohols and use of drugs.

Consumption trends vary from social, cultural and psychological aspects depending upon different tastes and preferences of individuals. Travelling and tourism has shown significant growth in the Australian society with increase in consumption of wine level, hotel industry and sharp rise in the number of pubs, cafes and cafeterias. Customers are more inclined towards better hospitality environment for example private clubs and pubs where a cordial relationship is maintained between the host and the guest.

There are lots of market opportunities which this trends highlights in the hospitality industry particularly in the Australian society. People are becoming health conscious and growing obesity has affected the demand for different kind of food which provides an avenue and direction to work and improve the quality of service. Hospitality in relation to travel and tourism industry can be looked upon as an emerging opportunity in the Australian society. There are a large number of domestic and international travelers whose needs and demands are satisfied by various travel agents however the same lack hospitality and the same can be grabbed as an opportunity to deliver higher satisfaction with warm greetings and higher hospitality to attract more and more customers and build higher profits and returns.

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