Hospitality Management Review Student Journal at Sheffield Hallam University

Significance of Work Experience on a Graduate’s Employability

2018-11-01T10:42:51+00:00

Purpose

The purpose of this research is to evaluate how significant work experience is for a conference and events graduate’s employability with particular reference to the conference and events department of hotels. It will also highlight what skills Conference and Banqueting managers’ view as being most important, and whether the type of experience affects the skill graduates' learn.

Design

Four Conference and Banqueting managers’ from hotel chains in the UK were interviewed at their hotel. The interview consisted of questions to gain background knowledge of the interviewee to gain an understanding of their experience and qualifications. There are also questions to cover different types and lengths of work experience compared with degrees, and the affect they have on employability skills. Basic and sector specific skills were rated to gain insight into what skills managers’ view as being most important.

Findings

The interviews found that work experience through a placement year is viewed as more beneficial from a manager's point of view for a graduate’s employability in conference and events. Work experience is also perceived as being more important than a qualification, as the skills learnt are viewed as being more valuable than those learnt on a degree. Work experience is very significant for a graduates’ employability, relevance in hospitality is most desirable to employers.

The findings showed that the most important skill in both basic and specific sets is communication. The results suggest that the majority of important skills are learnt through work experience which therefore confirms work experience is very beneficial to a student however, some skills are learnt through a degree therefore it is still important in a graduate's employability.

Value

The value of this study is mainly to present up-to-date opinions and data of Conference and Banqueting managers' as to how significant they view work experience for a conference and events graduate's employability. This research adds value and more detail to previous studies within the hospitality industry, and also introduces specific research about the conference and events sector.

This research is also valuable to the author and others as it assists in how they can present themselves to employers. The research also underpins the relevance of work experience in relation to the type of skills it helps to develop.

Keywords: Work experience, employability, skills, conference and events graduates, hospitality.

Hospitality Placements; Do student’s expectations meet reality? How do the selection and application processes affect these expectations?

2018-11-01T10:36:47+00:00

Purpose

The purpose of this research project is to examine whether or not student’s expectations of hospitality work placements are met in reality. The aspect of the application and selection processes and the affect these have on student expectations will be discussed. The research will aim to discover whether there is a relationship between the application and selection processes taken and the extent to which students felt their expectations were met. The wider issues surrounding work placements will be identified and then related back to the affect they have on the issue of student expectations. The purpose of this project is to also identify any recommendations or changes that could be made to future placement processes to more successfully match student’s expectations of the placement to the experience in reality.

Design

The method that will be used to gain the required data will be quantitative research in the form of an online questionnaire. The questionnaire will also include an aspect of qualitative research to allow the respondents more freedom in their response, this will allow for the collection of important primary data. The sample frame of 50 students will aim to be surveyed with a high response rate predicted due to the easy and quick attributes of the questionnaire. The questions will be designed to gain the required information needed to meet the objectives of the research study. The data will be analysed in the form of charts, tables and graphs where appropriate.

Findings

The data gained uncovered some interesting findings in relation to this area of research. The application and selection processes were found to be significant to the student’s expectations but no pattern was found regarding the specific nature of the application processes taken and the affect they have on a student’s expectations. The results show that the students are very much affected in different ways regarding these processes. Each individual has ideas and aspirations that they aim to achieve from their placement experiences and the strength the selection and application processes varies considerably from student to student. Other significant results were also uncovered surrounding various aspects of work placements including; the relationship between the university and the employer on expectations and students future career aspirations following the placement experience.

Value

The importance of work placements within the hospitality industry have been identified, both in regards to a student’s career aspirations and personal and professional development. Therefore it can be seen that securing the most suited placement to the student is vital in achieving the greatest potential of the experience. Matching the expectations of the student to the placement that is most likely to meet them in reality will prove valuable in achieving career goals and personal fulfilment. This research study will aim to help and develop ideas and answers surrounding the aspect of the application and selection processes on the affect on student expectations. It will also aim to highlight any other significant issues and recommendations surrounding meeting student expectations of the overall placement experience.

An Investigation of the value of opaque websites to resort hotels.

2018-11-01T10:42:43+00:00

Purpose

The purpose of this paper is to investigate the value of internet opaque websites to resort properties. The demographics of guests that utilise such websites are considered as well as the revenue such methods of booking contribute to a resort property. It is also considered whether demographics of guests are changing or whether it is simply an increasing consumer trend to shop online. These factors are investigated within the context of the recent economic recession.

Methodology

Secondary quantitative financial data was collected from a resort based on Hilton Head Island, South Carolina, USA, based on business activity from 2006-2009. This data was supplemented by qualitative data based around interviews with three members of the guest service department.

Findings

The study has produced a number of interesting key findings in terms of the quantitative and qualitative data. It was found that the most active years for opaque methods of booking were immediately prior to the recession in 2007 and 2008. Non-opaque methods of booking via the internet increased post recession, in 2009, in line with a decrease in average daily rate (ADR). Post recession, opaque methods of booking decreased despite a continued decrease in ADR. The data shows a decrease in the total number of rooms sold during the recession in 2008, and a return to post recession levels in 2009. ADR post recession however was higher, and therefore despite a similar number of rooms being sold in 2007 and 2009, total revenue in 2009 was higher. Interviews with the resort staff identified a general feeling that guests booking via opaque methods generally spent less whilst at the resort and did not contribute to revenue in the same way guests booking via direct methods do. There was a general feeling that these methods of booking were used simply to increase occupancy at times when the resort would otherwise be quiet.

Research Limitations

There are limitations to this paper in that the findings are only applicable to the resort studied. Further research would have to be conducted to identify if the findings can be generalised to resorts on a global scale. This research has also been conducted during a time of recession, and whilst key for this research, identified spending patterns may not be applicable during times of a healthy economy.

Value

This paper holds value both academically and in practical terms. Academically it supports theories suggested by Alred, Smith and Swinyard (2006) and Alder (1992) in that there is an increasing spend to shop online. At the same time the findings question those of Palakhurthi and Parks (2000), who suggested consumers that shop online are wealthier and bigger spenders. Practically the paper is able to make recommendations to the resort industry in terms of staff training and marketing methods. Crucially this paper makes a final assessment as to what extent the use of internet opaque and internet non-opaque websites are of value to the resort market.

The Visit England Grading Scheme: An investigation into its effectiveness

2018-11-01T13:19:42+00:00

This paper aims to investigate the effectiveness of the Visit England grading scheme, with considerations as to whether it is becoming outdated in the hotel selection process due to increasing use of CIT. The objectives of the paper are to investigate the scheme; its classifications and the history behind it, to examine alternative methods of hotel selection and come to a conclusion of whether the scheme can work alongside these methods as a complimentary process or whether the scheme will become outdated in favour of the alternative online methods. The paper offers recommendations for Visit England, for guests and for hoteliers on how to manage the two methods.

The literature review begins by discussing the underlying issue of customer satisfaction and measurement; considering Heskett et al’s (2008) service-profit chain, the importance and benefits of benchmarking, (Rimmington and Kozak (1998), and Smith et al (1993)) before focusing on its role within the hospitality industry. It goes on to discuss the history and classifications of Visit England and the findings from studies into which aspects need to be included within a hotel grading scheme. Also included is literature on alternative methods of selection, involving an article by Sylt (2009) which argues that the scheme has become eroded by technology.

The paper gathers information using a questionnaire, distributed using a stratified sample of 120 people. Two semi structured interviews were then carried out to further investigate areas of interest. From this research there is a clear indication of online methods being the favoured hotel selection process across the age groups, with only 21 people answering that they are aware of the Visit England grading scheme, and only 12 people answering that they would be put off by a hotel not having a Visit England classification. Findings show that hotel selection is often carried out by the use of a search engine which then directs people to the hotel’s own website, as well as the younger participant visiting trip advisor.

The paper comes to the conclusion that the two methods can complement each other, however important recommendations are made to Visit England to publicise the scheme and make it more widely known. The paper also gives recommendations for the hotels that are part of the Visit England scheme, advising that the rating can be used as a marketing tool, however online alternatives cannot be ignored. Hotels that are not part of the Visit England grading scheme need to have alternative successful online methods in place to fully market their hotel.

Key Words

Hotel Grading Schemes

Visit England

Guest satisfaction in hotels

Online hotel reviews

Hotel Benchmarking

The Impact of the Current Recession on the Corporate Hospitality Industry

2018-11-01T10:41:56+00:00

Summary

Purpose

The purpose of this research is to understand how the corporate hospitality industry is defined and the main impacts the current recession has had on the buying and supplying of corporate hospitality. From the information gathered through the research recommendations can be made for buyers and suppliers to ensure the sector recovers quickly from the recession.

Methodology

A literature review was carried out to determine previous research in this subject area and the effects on the corporate hospitality industry from previous recessions, therefore giving the opportunity to create comparisons with current research results. The primary research was carried out using five face-to-face interviews, with structured and semi-structured questions. The interviews were selected using a purposive sample, using hospitality industry professionals all working within roles and venues that have a corporate hospitality offering. Therefore all interviewees have tacit industry knowledge and personal experiences of the changes happening throughout the recession. These interviews have been used to gather incisive information and examples of the changes that have happened within the corporate hospitality industry.

Findings

It is clear from the research that there has been a negative impact on the corporate hospitality sector during the recession. It has also shown that there are three key impacts within the sector. These are the increase in use of deconstructed hospitality packages, the increase of media scrutiny on those still buying into hospitality and the increase in return on investment evaluation.

Research Limitations

All those interviewed were based in venues in London; therefore the impact of the recession could be different throughout the country. There is also a limited sample used within this study due to project constraints that could also lead to problems if the results were generalised to the whole industry, as they may not be fully representative.

Social and Practical Implications

This research can have implications on how hospitality is bought and sold in the future. It has implications on how corporate event organisers’ carry out their jobs in the future and the skills they will need to develop in order to meet clients wants and needs in a changing market. A significant factor in the future could be that businesses will make new commitments to charity and socially beneficial corporate events to gain positive media attention through corporate social responsibility and also to avoid investigation for bribery under possible new anti-corruption laws.

Value

Although this research does have some location limitations and cannot be used for rigorous statistical tests, the results can be indicative for the industry. There is limited research available on this specific part of the industry and therefore it can be used to provide recommendations for the future of the industry.

Key Words

Recession, Corporate Hospitality, Return on Investment, Media Scrutiny, Deconstructed Packages, Social Value

Evaluate the Effectiveness of Social Media Marketing on Hotels

2018-11-01T10:42:30+00:00

Purpose; The internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control; if unhappy about a service the hotel’s reputation can be damaged as negative information posted online is instant and public; sharing their opinion with hundreds of thousands of potential customers. However, savvy marketers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best. Marketers need to implement dedication, time and resources in social media marketing to be successful and stay ahead of their competitors; most hotels lack the resources required to effectively implement social marketing strategies.

Methodology; This paper integrates triangulation to ensure all views of social media marketing are portrayed; three hotel marketing managers were questioned, consumers on PollDaddy answered polls and the role of the practitioner research was undertaken to analyse Cedar Court’s Facebook campaign. Secondary research was used to develop recommendations for the effective use of social media marketing.

Findings; This paper presents the results of an exploratory study on the different perspectives of social media marketing. It was found that some hotels have more developed social media marketing strategies than others but all are willing to learn and develop. Consumers had mixed opinions on social media marketing which lead to calls for recommendations to be derived from secondary research for the effective use of social media marketing.

Research Limitations; More time was needed to research and analyse the Facebook campaign and a payable account was needed on PollDaddy to increase the exposure of the polls.

Value; Social media marketing is a fairly new trend; it will be a key factor in the future of marketing; Large hotels like Hilton and Four Seasons Hotels & Resorts have fully integrated social media into their marketing strategy, but for most hotels the difficulty is not only where to begin, but who to use and what to do; this paper will significantly impact how hotels market on social media sites.

Keywords; Social Media, Marketing, Hotels, Effective, Participation, Interaction

A Comparative Study of the Direct and Indirect Influence of Females in the Licensed Retail Industry between the UK and Hong Kong

2018-11-01T10:42:59+00:00

Purpose

Women have become more prevalent in the customer base of the licensed retail industry throughout recent years, with women being part of media scrutiny due to their alcohol consumption habits. In addition to this, the TV show ‘ladette to lady’ has shown the changing mannerisms to the female population today compared to that of the past. Due to the changing roles of women in society, their drinking habits and influences on the licensed retail industry have also developed. This paper examines the needs and wants of females, as well as the indirect effects of their presence in the industry in regards to the male clientele, and male job roles within the industry.

Methodology/Approach

Questionnaires were conducted by e-mail to Hong Kong respondents, in the UK the same survey was conducted by both paper and e-mail format. There were a limited number of participants due to contacts in Hong Kong, the majority of which were of Western origin. In the UK, most respondents were students at Sheffield Hallam University; however, there were respondents from across the UK. In addition to this, the majority of the sample was aged between 18 and 25 due to their high proportion of the market in the licensed retail industry.

Findings

In Hong Kong, there is a clear divide between the needs and wants of men and women. Although the sample size is very small so cannot be generalised, it is a possible assumption that the sample is fairly reflective of the Western population of Hong Kong. In the UK, the gender divide is gradually closing, with men and women’s responses being very similar, with few clear differences; one of these being the female’s desire for security. In addition there were mixed responses for ‘flirting’ as a positive aspect of a barperson’s job, as well as persuasions of venue choice due to attractive promotions staff. Across the board, bar service was preferred, either in a quick service or friendly manner, it was much preferred over table service. The number of people choosing to drink out of the home was also much higher than media speculation would lead us to believe, showing that the licensed retail sector is still a huge part of the drinks market.

Value

This paper is of value to the licensed retail industry particularly that of the UK, due to the nature of the questions and responses included in the study. With the majority of those visiting licensed premises being in the age range of those questioned, the answers are particularly applicable to the modern day need for certain criteria to be met in order to gain their custom. Therefore providing importance to the industry in order to gain popularity, profitability and market share.

An exploration of effective ways to maximise public relations in the budget hotel of Shanghai: a case study of Home Inn

2018-11-01T10:43:11+00:00

This research is focusing on public relations in Chinese budget hotel area, although the value of public relations is significant for budget hotel, seldom mangers do concern themselves with this strategy during their operation because of their limited budget s. The aim of the research is to investigate the management of public relations in order to improve the competitive advantage in budget hotels. As public relations is such a low-cost and affordable promotional tool for organizations of all sizes firms, budget hotel companies has the benefit to develop their competitive advantage with the purpose of maximize the profits through a well-organized public relations.

The purpose of this project is to find out a proper approach in terms of public relations to investigate and improve the competitive advantage in budget hotels industry. Objectives are: first, define budget hotels in China, second to conduct a literature review of public relations and finally to research the implementation of public relations strategy in one Chinese budget hotel. Value is to make recommendations to improve the implementation of public relations strategies in Chinese budget hotels.

The literature search, it is clear to see that public relation is significant for hotel industry while it will be quiet different for budget hotel to control. Most authors are focusing on analysis the high-end business hotel rather than two or three star hotels. However, it is essential for budget hotels to build their own public relations approaches, in order to develop the competitive advantage. An effective way to investigate the public relations methods in budget hotel background will be examined in this dissertation.

The approach of this project is a case study of Home Inn Budget Hotel Company in Shanghai, which has got 10 national-level honour prizes such as “The annual Gold prize of hotel industry in China in 2007”, “China’s most influential hotel brands in 2005” and “China Top 20 Hotel Group in 2002”.

To examine properly, interviews will be chosen as the main method to investigate this case study in depth. There will be three interviews with different experts and professors related to public relations of budget hotel industry and all the responses are going to be recorded for further analysis.

Questions are focusing on:

 “Why public relations are important towards budget hotels?”

 “How do budget hotels evaluate public relations as its limited budget?”

 “How to implement effective public relations due to budget hotels?”

Through the research results, it is interesting to find that although public relations is a low cost and important competitive strategy, most of the budget hotel managers would not treat it as a significant market tool. In order to gain a good competitive advantage, budget hotel companies should not only apply their own public relations with media, government, publishing and the public, but also making good use of their own advantages as a budget hotel such as good use of internet tool. It is essential and critical for budget hotels to advance the market strategy by public relations application.

This study concerns budget hotels in Shanghai which is beginning by literature of budget hotels and public relations. Through the literature review, budget hotel is the label which has been given to the new growth of accommodation units that have been developed for short-stay travellers on low budgets. As little work in China that been done on the effectiveness of public relations in budget hotels In China, there is going to investigate one budget hotel in China which reaches its success by a well-planned public relations. Main findings of this research showing that public relations is significant due to budget hotels and those companies do need to improve their competitive advantage through efficient public relations process.

Key words:

Public relations, budget hotel industry, Home Inns, low cost strategy, marketing promotion, economic program

An Investigation of International Students' Tourism Behaviours while Studying in the UK

2018-11-01T10:43:19+00:00

The swift growth of the number of international students in the UK, and provision of higher education for international students has become a fundamental source of income for British institutions. International students tend to explore western culture as their primary objective by visiting diverse destinations as well as by communicating with the local community. Since most of them have ample financial resources, this result in generating a great source of wealth creation not only for the host country – the UK – but it also brings significant contribution to other European countries. This project investigates international students' tourism behaviours whilst located in the UK by identifying current historic demography of the international students in the UK. It reports the initial results gained from an empirical questionnaire. The research was carried out among 81 international university students from 18 nationalities located in 11 different cities of the UK. Results indicated that international students came to the UK for a higher education qualification and the opportunity to develop their English. In order to understand western culture better they chose to travel around the UK and Europe before going back to the home countries. International students often organised trips on their own by researching travel information and booking transportation and accommodation on the internet. They tended to stay with friends and relatives or lodge at budget hotels during travel. The most frequently mentioned attractions and activities were visiting major cities, culture and heritage sites, museums as well as shopping. Most of the international students thought strict visa legislations restricted them to travel in other nearby countries.