HFT1000 Introduction to Hospitality and Tourism Management Study Guide Test Chapters 1 2 4 5 Notes Chapter 1 Welcome to Hospitality Pgs 1 12 Introduction to Hospitality Globally Hospitality is one of the fastest growing industries in the world Dynamic Hospitality is fast paced exciting and every day is different Hospitality enterprises are part of the service industry The product of hospitality is intangible EX Employee Guest interaction in a hotel restaurant Differs from traditional manufacturing industries that produce goods Manufacturing product is tangible you can hold it EX Pair of Jeans The Moment of Truth The Moment of Truth Describes numerous experiences that happen simultaneously in hospitality organizations Refers to anytime the guest comes in contact with anything or anyone who represents that organization It can t be taken back or done over again The service experience has been created for better or for worse o The moment of truth is the deciding points in regards to a customer on whether or not he she wants to come back to our service o A customer could experience 100 moments of truth in one night or the time it takes to enjoy a meal make them good ones Hospitality the BIG Picture Businesses in hospitality industry generally are service organizations that offer Food Beverages Lodging Entertainment Etc o Taking good care of the guest is the single most critical element for success The Economy Our Economy is made up of 3 parts 1 Agriculture 2 Manufacturing 3 Service The Economy shifter away from agriculture once enough food was cultivated and went to manufacturing Now that outsourcing has developed cheaper labor the United States service economy is dominant The shift from dominance of agriculture and manufacturing to service has required people to acquire different skills In today s economy the service industries dominate No tangible product Products are mostly service The quality of that service experience products rests in the mind of the guest The skills needed are more interpersonal and intellectual than in the past o Some people have had a very difficult transition Hospitality Industry Segments Largest Segments Lodging Food Service Smaller Segments Recreation Entertainment Travel Etc Lodging Many different types of Lodging include Inns Resorts Economy Motels Bed and Breakfast Mega Hotel Exclusive converted castle 5 employees to one guest Other variations of these motels hotels o All have one Common Bond They all have sleeping rooms Lodging Vs Food Many of these lodging places have different amenities dependent upon where and what they are fitness center golf spa pool etc The Same concept is with food For example Bed N Breakfast only serves breakfast some have multiple restaurants some with fully equipped kitchens and some have no foodservice except for vending machines It all depends on the lodging place you stay Why Because The profitability of a sold guest room is usually higher than selling a meal Goal Sell Rooms Marketing Challenge Bring people to the property to buy rooms o Once there the guest determines what he she believes and likes o The guest not management determines perceived quality and value Be consistent Guest rooms are a perishable product If not sold one night then that potential revenue is lost forever Managements Challenge Knowing how to sell that room based on customers expectation and their perception of value Guest Rooms Food Service The growth in the food service industry is growing at a dramatic rate Used to be the women who stayed home to clean and cook but not anymore Growth resulting from lifestyle changes among society More families eating out instead of at home Changing demographic profile of families To meet economic needs More adults working longer hours Inadequate time to prepare meals Also growing due to meeting consumers specific needs Hunger Getting together with friends Special occasions Impressing somebody special It doesn t matter the place understanding the guests needs and providing the kind of food and good service they want is important Ambiance or Servicescape Made of up the Sound Level D cor Lighting Furniture Symphony of dining sounds o The diner s conversation and laughter o The clanking of dishes silverware Restaurants Incredibly varied in menu options atmosphere pricing time needed for meal etc Types of Restaurants Fine Dining Fast Food Fast Casual Private Clubs Casual Catering special events Non Commercial Schools Military Prisons Branding This trend of branding brings the operation o Appeal o Name Recognition o Standards of operation for that brand Fast Food or Quick Service Largest segment of the food service industry Convenient Eat in car at work or at home Quick and Easy Branding The process of taking a known brand EX McDonalds and opening that facility in a business hospital or school Brands keep adding to their Menus But the public still prefers burgers pizza chicken etc Catering Special Events and Private Clubs Places including Concerts tournaments huge mega events like the Olympics all have temporary dining for their foodservice You also work in stadiums arenas concession stands sporting events all allow an event to have food brought to them and the people involved At times it is very difficult to operate due to the complexity of the operation involved Private Clubs satisfy the needs of a small group of individuals and is expected to know the regular customers names etc Catering is interesting with private clubs Summary The Hospitality industry is about managing The moments of truth occurring throughout the business operation Ideally if the moments of truth are positive they become happy memories for the guests Guests tell friends and family about happy memories which in turn creates the desire in others to experience the same they eventually become future guests of that business See Review Questions Pg 11 and 12 in Book Notes Chapter 2 Hospitality History Pgs 14 19 The Ancient and Medieval World Hospitality began in the early days of human civilization through the catalyst of Concentration of people into towns Development of road systems and transoceanic travel Growth of interregional trade The adoption of exchangeable currency o EX Marco Polo in western civilization in Europe Noodles from china gunpowder etc Roman Empire built an extensive network of roads throughout the Mediterranean region Required Inns for travelers meals and lodging The Silk Road is a trade route that connected merchants and traders
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