Hospitality Management Review Student Journal at Sheffield Hallam University
Hospitality Management Review is the Journal of Undergraduate Research in Hospitality Management at Sheffield Business School at Sheffield Hallam University, its aim is to showcase students' research achievements in undertaking their final year project.
The fluctuating milk farm gate price: a study into where the responsibility lies
Purpose – Considering the dairy farmer’s industrial actions of 2012 there seems a lack of clarity in reasons behind this. Which supply chain member is responsible for the low farmgate price? How do they achieve this price? Are there any other contributing factors? This study aims to answer these research questions by comparing industry insights of the dairy supply chain. Design / methodology / approach – An empirical study is conducted with two dairy farmers, two hospitality individuals and three customers interviewed as well as one dairy processor completing the interview via questionnaire format. A discourse analysis is then applied to the collated data. Findings – The responsibility lies with the retailers in terms of the low farmgate price paid to farmers. Their power and asymmetric lock-in ensures this low price, with an oligopsony market present. The discourse analysis shows industry members have contrasting views on how the industry has been and should be shaped, depending on their position in the chain. Originality / value – This paper studies the current UK milk industry with its most contemporary issue, the industrial actions of 2012. It is important for the supply chain to understand the views of other members in order to gauge how one party’s actions affects another. Keywords – Retailers, Power, Asymmetric lock-in Paper type – Research paper
An Investigation into Tipping: An analysis into the Motivations of why Customers Tip in the UK and USA
1.0 Executive Summary Tipping is a much debated phenomenon with varied research into why it actually occurs. This research project provides an investigation into what the motivations of tipping are and a comparative analysis of the motivations in the UK and USA. The methodology used for the project was a mixed method triangulation approach. A combination of quantitative and qualitative research was used in the form of a focus group and questionnaire. Convenience sampling was adopted for the questionnaire totalling in 52 respondents. The focus group used purposive sampling, where 5 participants were selected. The research identified the key motivation for tipping in the UK, which was quality service given. It also provided analysis into the different motivations to tipping in the UK and USA, discovering that cultural differences are a key influence in the customer's behaviour when tipping. Factors that limited the research were the sample used, it was recommended that if the study was to be conducted again random sampling would be used for the questionnaire in order to provide a higher validity and be more representative. Also for the focus group purposive sampling still needed to be applied but a wider sample should be selected including a varied age range and occupation of the participants. This research project has provided some interesting findings, including identifying new motivation themes that were not found in the literature. From this there are many areas for further research to develop on the research project. Keywords: Tipping Service Charge Motivations
An examination of the strategies that hospitality staff in the USA use to maximise tips
Purpose This paper aims to investigate the variety of strategies used by staff in the USA to maximise their tips through implementing customer service. Design/Methodology/Approach Research information has been collected through the use of questionnaire surveys, containing both closed and open ended questions, completed by a selection of staff in the hospitality industry in the USA. Findings When collating the findings it was apparent that staff implement specific characteristics, personality traits, customer service and service quality strategies. It was also evident that staff needed to gain tips in order to top up their low wages. Research limitations/implications The main limitations on the research were geographical. As the participants in this research project were all based in the USA the surveys needed to be conducted via email rather than face to face. The implications of this were that only a limited number of responses were received upon which to base data (40 respondents out of 100 requests). Originality/Value Other research has previously been carried out into tipping in general, customer service and service quality. However, no specific research appears to have been carried out into maximising tipping and the strategies involved. It was therefore considered to be a valuable area to research and of particular relevance to anyone studying the international hospitality industry. Key Words strategies, tip culture, USA Paper type Research paper
To explore the relationship between Internet Comments and Brand Image
Purpose The growth in the use of the internet and in turn the rise in Social Media has changed the behaviour of consumers across the globe. This growth has allowed consumers to freely post their opinions on numerous travel sites and critique any business within the Hospitality Industry. An area for concern is that no business can control these reviews and thus these reviews may cause damage to the image of the business. Therefore there is a need to establish if there is a relationship between what the business values and what the guests values to meet their needs and wants. It is vital that the Brand understands the guest and that the guest's expectations match the Brand. Design/Methodology/Approach Literature around Brands, Growth of the Internet and Guest Satisfaction was reviewed to identify any key relationships. A Branded Hotel in London was then selected as the Case Study to be able to compare their TripAdvisor commentary in line with their Brand Standards and to be able to see any relationship between the two. Findings Findings illustrated that there were factors that showed there was relationship between the Internet Commentary and the Brand Standards such as the attitude of the staff. However through carrying out the research it became evident that the influences of external factors were also important to the guest satisfaction levels such as the location and value for money. This lead to additional research on these factors being carried out. It was evident that there are some areas that are expected to be available and working to the guest such as the key card and all the lights working, it was only when these were not working that there was a comment made on TripAdvisor. Therefore it was concluded that the Brand Standards are applicable to the tangible elements but not the intangible thus is due to the nature of Hospitality being a service industry. Value The research contributes to a better understanding of the differences in what guests view to be important to meet their satisfaction needs and what the Brand feels are a necessity to meet their needs. The research highlights the importance of maintaining Brand Image and that the growth of the internet is something which needs to be adapted to the functioning of the business as consumers rely more on views from their peers opposed to that of the business. Research Limitations Due to the restrictions of the module the research is only based around three departments of the Hotel and only on the basis of 50 reviews from one travel site. Therefore it only provides an insight into the trends for the years of 2008-2012 and for the month of June and serves as a basis for future research. Key Words Brand Image Brand Standards Internet Commentary Guest Satisfaction TripAdvisor
Groupon Hospitality Deals: A Five Star Iconic London Hotel Case Study
Purpose This Report aims to identify the factors used in designing a Group-Coupon deal within a Five Star Iconic London Hotel, as well as what consumers trends are. Design/Methodology/Approach The way in which the research information was to be collected was through the use of questionnaire surveys to consumers, with a range of area covered to enable a response of which can make the richest data. Findings Females are suggested to purchase more group coupons compared to men. Also there is a sway towards purchasing group-coupons in your local area due to a various number of reasons. Business leaders are using the Voucher schemes to enhance short term revenue. Research limitations/implications The research aims to identify key aspects of a Group-Coupon deal in a five star iconic London hotel, however the key aspects are different for different levels of management and consumer. Practical implications The time limitation concludes only a small number of industry experts can be questioned, as well as a small number of consumers from only one hotel. Originality/Value The Group Coupon buying market is relatively young, having only begun in 2008 in the US, therefore there is very little quantitative data on the topic. Key Words Group-Coupon, Case Study, London, Consumer Paper type Research paper
An Investigation into the Reasons for Tipping by Restaurant Customers
This research paper aims to investigate the views and personal opinions of restaurant customers. The research will try to answer the question 'Why do people tip?' Additionally, the opinions of restaurant staff will also be looked at to see if there is a correlation between the views of the customers and the staff. There are three main objectives for this piece of research. The first is to review current literature on the history and the benefits of tipping. This will be done in the chapter titled literature review which will also look at customer service and tipping within the hospitality industry. The second objective is to compare results of the questionnaires that will be conducted and see if there are any differences in the views of staff and customers. The final objective is to present the findings and provide recommendations to managers of food and beverage outlets for future behaviour. The literature review begins by discussing the basics of tipping including the history. The chapter also looks at the benefits of tipping to the server, the customer and the establishment. The literature review covers various authors' views in regards to why do people tip. Literature review aside, primary research was formed of two questionnaires, one for those who eat in restaurants and one for those who work in restaurants. One hundred participants took part in the research and a number of questions were asked of them. The results of the questionnaires were collated and discussed and then made into charts and graphs where necessary. This paper comes to the conclusion that the two main reasons people tip are because of good food and good service. The views of restaurant staff and customers were very similar and staff understood the reasons why they receive tips at work. The findings were derived from the primary research that was conducted and matched the current literature to a certain extent; this is discussed in the conclusion chapter which was followed by recommendations for both future research and restaurant managers.
Purpose This purpose of this research paper is to explore work related alcohol consumption from a cocktail bartenders perspective and establish if working in this role in the hospitality industry can be connected to excessive alcohol consumption. It was intended that a comparison be drawn, between a bartender working in both an independently owned bar and a chain environment, with this comparison hoping to identify if either of these environments could encourage or deter the consumption of alcohol and if so, establish the potential reasons for this. Methodology A literature review was conducted to uncover previous research in the subject area of the hospitality industry, bartenders and alcohol consumption. Primary research was carried out using four semi-structured interviews, with the interviews selected using a purposive sample aiming to capture bartenders from both a chain and independent environment. Three of the interviewees were bartenders with the fourth being a hospitality substance misuse professional based in London, this fourth interview was conducted with the intent of creating triangulation and gathering useful information appropriate to the research area. 4 Findings The bartender working in a chain environment exhibited a lower level of alcohol consumption than those working in independents, with one interviewee from an independent environment displaying levels of possible alcoholism. This confirmed that working in a chain environment could lower levels of work related alcohol consumption due to discovered levels of social control in the form of company policy. Research limitations Due to time constraints an adequate level of saturation was not reached with this study and the geographical scope was also restrictive, with the Sheffield bartenders not actually working in a city centre, rather on the outskirts and both noting this as a deterrent to alcohol consumption. Value Although potentially limited in scope, this research is of value as it highlights the potential issues connecting alcohol use and the role of a bartender. With the majority of employers dismissing rather than offering support to those discovered to be abusing alcohol, this issue may be largely misunderstood. It is hoped by the researcher that employer attitudes may change over time, with bartending becoming considered a high risk occupation for the reasons mentioned in this research. Keywords: Bartender, Hospitality, Alcohol, Access.
Revenue Management and the Use of E-Commerce to Increase Production through Global Distribution System Channels: A Case Study of Puerto Rico Hotels
The purpose of this paper is to investigate the extent to which optimized GDS distribution practice is being utilized by the hoteliers in Puerto Rico. Performance of 3 hotels was evaluated and return on investment was calculated, followed by semi structured interviews with a sales and marketing directors’ at each property. Also, an interview was carried out with a hospitality expert in e – commerce in order to find out hoteliers’ knowledge, acceptance/resistance towards new, e – marketing concepts available to use within the hotel industry. The results indicate that hotels which participated in GDS media campaigns achieved significantly higher GDS revenues and higher market share, gaining a competitive advantage against its competitive set. However, many financial decision makers within the industry are not necessarily hospitality experts, for example property owners, and because of lack of knowledge and inexperience are resistant towards e - commerce investments such as GDS media campaigns.
How do consumer reviews on TripAdvisor affect consumer decision making when booking an
Purpose – The development of online consumer review websites has allowed electronic word-of-mouth communications to develop. Therefore consumers have access to more information in the internet than ever before. The purpose of this study is to discover how positive and negative reviews and the credibility of the review/ reviewer on TripAdvisor affect consumer decision making when booking an international hotel. Methodology – The triangulation method of research was adopted by using a combination of quantitative and qualitative research in the form of an experiment and questionnaire. Purposive sampling allowed five participants to be chosen for the experiment and a sample of 50 for the questionnaire, thus enabling the most accurate representation of the population to be obtained. Findings and Analysis – The research found that negative reviews have an immediate impact on the consumer, thus affecting them more than positive reviews. Review credibility is assessed through studying the consistency between large amounts of reviews. Consumers are likely to use a combination of consumer-generated and marketer-generated reviews when booking a hotel. The affect that TripAdvisor review have on consumer decision making is very strong, especially the effect of negative reviews. Limitations and Further Research – Factors that limited the research were the types of sampling methods used, the use of simple questions and participant bias. Further areas for research were discussed to overcome these limitations by using probability sampling to ensure the findings are more representative, alteration of question styles and attempting to minimise bias by closer controlling of the experiment variables. Keywords – TripAdvisor, word-of-mouth communication, electronic word-of-mouth communication, positive word-of-mouth, negative word-of-mouth, online reviews.
A Comparison of Independent and Chain Hotels and their Organisational Responses to Complaints and Service Recovery
1.0 Executive Summary This paper aims to examine the effectiveness of organisational responses with regards to service failure, with an investigation to find the opinions and attitudes of front-line hotelier employees who implement these responses within their day to day work. It aims to outline any similarities or differences of opinion found when ruling which responses are deemed most effective for complaint handling, and the importance of the responses, using employee perspectives who have worked in chain and independent hotels. The objectives of the paper are to describe what service recovery is and why it is an issue for customer retention, why front-line employee training is imperative to be able to handle customer complaints and ensure effective service recovery, and to investigate the organisational responses posed through literature. This paper offers a new framework, based on the results found from the research and can be used to carry out further research based on service recovery, organisational responses and justice theory. The literature review begins by discussing what service recovery is and the impact it has on businesses success, with emphasis on hospitality businesses as there is a high degree of interaction between guests and employees. It then further explains the importance and benefits of having customer retention within the service industry, including the ‘service recovery paradox.’ Employee training and retention is also described, as poor training can mean poor customer service, which in turn may increase the guest’s dissatisfaction. The literature has shown that complaint handling is linked with the ‘Justice Theory’ framework which is also discussed. Finally the review examines the organisational responses that this study is based on, and the gap in literature found. This paper comes to the conclusion that the primary research indicated weak similarities and differences of opinion between independent and chain employees with regards to organisational responses. What has been found however is that the front-line training given to employees was a major influence of complaint handling. Within this study, the primary research has shown a distinct lack of training and complaint handling procedures within hotels and details the employee opinions and the consequences of this. The study also details the employee and customer perspectives of the organisational responses, which has been linked with Justice Theory, and a new service recovery model has been proposed in accordance to the results found. 1.1 Key words Service failure Service recovery Complaint handling procedures Employee training Organisational responses
To what extent is Bullying and HarassmentPresent within the Student Placement Workplace?
This paper aims to investigate the extent of bullying and harassment within the year long student placement workplace. It will investigate the protocols of the human resource practices and legislations with regards to bullying and harassment. Human Resource management is a key aspect of understanding bullying and harassment within the workplace, but it is unclear whether the legislations are put into place and abided by in order to ensure the happy and friendly environment to which all staff in any workplace are entitled. It is essential that this research proves whether or not these students were disparaged by other members of staff and if the students who were subject to unpleasantness ultimately left their placement. ‘Everyone should be treated with dignity and respect at work. Bullying and Harassment of any kind are in no-one’s interest and should not be tolerated in the workplace’ (ACAS, 2011) The literature review begins by discussing bullying and harassment and how there is not one clear definition of it, as well as the different forms in which it can occur, as cited in Tehrani (2001). It then goes on to discuss the possibility of bullying and harassment being institutionalized and that these forms of abuse are handed down from one generation of workers to the next. Human Resource Practices and Legislation are both a key focus of the literature, with particular interest being given to ACAS and Employment Legislation as well as what an internship offer university students. The paper gathers information through the implementation of semi-structured interviews which consist of 14 questions, to 17 volunteers. The questions included in the interviews were based upon previous research on the topic as well as current literature available about workplace bullying and harassment. Significant differences emerged between a number of students’ placements, some witnessing bullying and harassment whereas others were unaware of it occurring within their workplace. The paper concluded that bullying and harassment is apparent within students’ placement experiences and some human resource departments were often regarded as ineffective in relation to support networks. Although these conclusions are helpful in determining that bullying and harassment is still present within the student placement workplace, further research is required in order to establish how much information is actually given to students at the start of their placement in connection with bullying and harassment policies. It is thought that although human resource departments have many legislative procedures which must be abided by regarding bullying and harassment, staff cannot be forced to complain, therefore meaning bullies are not made accountable for their actions. Please note that for the purpose of this paper, a student’s placement will also be referred to as an internship.
Bound by Brands?How Corporate Identity Constrains Management Development
This article investigates the effect the restrictions of branding and brand standards has on managers working in the bar industry. The research that was conducted aims to conclude if standardisation is preventing managers from being creative and innovative in their jobs. The findings of the research have assessed their motivation, and the effect this has had on conducting their current job roles and the implications this has on their future career development. The standardisation that branding ensues can create problems for the managers that implement the brand standards in the bars they run. They could be described as the ‘middle man’ in the organisation. Managers lead their teams, as well as being receivers of the brand image and identity. They are important figures in the corporate structure. As they implement the brand at a functional level, their role is vital to the success of the brand, and the company. If these managers struggle with balancing the company’s ideals and systems, then this presents a problem for the entire company and brand delivery. As well as this, and perhaps more importantly the individual manager may feel that their personal needs are being neglected. Denying training and opportunities to increase their skills and knowledge will have a negative effect on motivation and self empowerment, which has repercussions on functional operations as well as future career opportunities. To assess the situation, managers of bars that possess a strong brand identity have been interviewed. Their perceptions of their job roles have been assessed, and real industry examples of restrictiveness of brand implementation have been collated to draw clear conclusions regarding the subject. Brand standards do cause problems at a functional level, and the managers do feel the strain of being constricted in their duties and ability to make changes and adapt the business to perform to what they perceive to be their best. Standardisation of service is a widespread issue in the hospitality industry, literature has been written surrounding the topic, none discuss the role of the manager in depth or concentrate on the practical issues combined with the psychological contract that brands place on their managers. Analysing other authors and academics research was the primary stage of this investigation. The results of the literature review led to the interest in the topic area. This article has reached the conclusion that the branding phenomenon shows no signs of slowing down. Standardisation of service is here to stay; so we must find a way to embrace the restrictions, or to adapt standardisation to allow the managers of branded organisations room to breathe. First, the conditions they work in, and the restraints of branding must be discovered. Brands are regulated by the company by guidelines and brand standards. Investigation of these standards is required so opportunities for innovation and creativity can be determined. It is anticipated that the realities of managing a branded site denies opportunities for managers to be creative an innovative. If this is true, then the empowerment of that individual manager may be affected detrimentally.
An Evaluative Study of the Role of Front Office Standards in the Delivery of Customer Service.
This project aims to critically evaluate the impact of standards on the delivery of customer service from a hotel front office perspective. The project presents a critical review of the literature and uses interviews with front office managers as its data collection method, it then seeks to compare and contrast the findings. The literature is the starting point for the project and is concerned with three key areas: Standards; customer service and customer satisfaction and finally front office. The literature review begins with a look at standards and its role over the past twenty years. This section focuses on how the role of standards has developed and changed, from being at the forefront during the 1990’s, through to today, where the focus is upon the management of the customer experience which ultimately requires the use of standards. Customer service and satisfaction is the next area for consideration:- providing a definition; discussing the role staff play; the impact staff have upon customer service; the role technology and training play in the managing and improving of customer satisfaction and the delivery of customer service. The final section discusses front office, defining the role it plays within a hotel and outlines the pivotal role the department plays in the management of the guest experience. The project uses telephone interviews with front office managers from a sample organisation as its source of data collection. The organisation in question is Q hotels; the project uses a sample size of five front office managers from across the UK. The project then compares the literature review with the results from the research to ascertain whether there is an agreement between the two. Where there is no agreement between principles and practice, a discussion is undertaken as to why this is the case. The conclusion re-addresses the initial aim of the project; it critically evaluates how standards impact upon the ability of front office to deliver excellent customer service. The conclusion offers recommendations for the advancement of delivering excellent customer service; it makes suggestions as to how research can be developed in the future. Key Words Standards Customer service and satisfaction Front office Standard Operating Procedures (SOP’s)
An Investigation into the Extent to Which Guest Knowledge and Familiarity of the Marriott Brand Differs From Their Experiences in A London Hotel.
This paper aims to investigate the extent to which guest knowledge and familiarity of the Marriott brand differs from their perceptions in regards to their experiences, in order to identify whether any service gaps are present. Consideration is made as to whether there are any evident causes of gaps between guest expectations and guest perceptions. The objectives of the paper are to explore the perception values UK guests hold in relation to their knowledge of the Marriott hotel brand and to determine the degree of service quality experienced by UK guests at a central London Marriott hotel. The paper offers recommendations for the chosen Marriott Hotel on how to manage the two methods, as well as recommendations for those who wish to further pursue the paper’s conclusions with regards to the possibilities of how the paper could reap different results. The literature review begins by discussing standardisation and the Marriott brand with reference to a case study by Sandoff (2005). The review discusses Marriott’s service quality concept where Brown and Bond (1995) suggest that it is possible to manage the diagnostic power of the gap between expectations and perceived delivery while demonstrating some empirical stability and reliability. Also included is literature on customer’s expectations of the provision and delivery of service and how success in this area is attainable. Lastly, discussed are ways in which Marriott measure their service qualities. The paper gathers primary research of a quantitative nature utilising a detailed questionnaire, over a period of one week. This strategy was chosen in order to obtain a ‘snap shot’ of descriptive data to provide indicative evidence and exploratory findings (Pope & Mays, 1996). One hundred and fifty questionnaires were issued to all UK national guests that stayed overnight at the London Marriott Hotel over a one week period between 14th and 18th February 2011. The expectations and perceptions sections included 22 statements and questions which covered the five service quality dimensions. The questionnaire was developed using the SERVQUAL model with the inclusion within the research instrument of the Marriott’s ‘Spirit to Serve’ 2010 version of the philosophy. The data collected is presented in a table format using an average score for both the expectations and the perceptions. Following the individual analysis of each dimension, comparisons to other dimensions are made. The paper comes to the conclusion that from the information gathered within the study, it is apparent that UK National guests regarded the chosen London Marriott Hotel as offering a medium level of quality and consistency to both tangible and intangible attributes. There are however inconsistencies within the Marriott brand with regards to what was expected and what the guests were actually delivered which needs to be addressed. Although it is noted that complete standardisation is impossible to achieve in a highly service oriented business, it does reiterate that organisations that have a large portfolio need to be aware of the changing needs and expectations of their guests. To improve the validity and depth to the findings, additional studies could be considered using other locations with larger and more varied samples. It therefore only provides a preliminary insight into the topic and serves as a basis for future research. 1.1 Key Words Guest Perception, Guest Expectation, SERVQUAL, Service Gap, Standardisation
The Visit England Grading Scheme: An investigation into its effectiveness
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
An Investigation of International Students' Tourism Behaviours while Studying in the UK
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.
An exploration of effective ways to maximise public relations in the budget hotel of Shanghai: a case study of Home Inn
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
A Comparative Study of the Direct and Indirect Influence of Females in the Licensed Retail Industry between the UK and Hong Kong
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.
Significance of Work Experience on a Graduate’s Employability
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.
An Investigation of the value of opaque websites to resort hotels.
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.
Evaluate the Effectiveness of Social Media Marketing on Hotels
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
The Impact of the Current Recession on the Corporate Hospitality Industry
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
Hospitality Placements; Do student’s expectations meet reality? How do the selection and application processes affect these expectations?
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.