1109HSL Lecture 1-Student

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Department of Tourism, Leisure, Hotel & Sport Management Semester 1, 2012

Welcome to 1109HSL

International Tourism and Hotel Systems

Sandie Kensbock (Convenor/Lecturer)David Ponton (Tutor)

Lesley Thompson (Tutor)

Sandie Kensbock

[email protected] of Tourism, Leisure, Hotel & Sport

ManagementGriffith Business SchoolBuilding N72. Room 0.37Telephone: 3735 6710

Consult: Tuesday 12 noon to 2 pm


Etiquette

• Mobile phones to be switched OFF• Recording of lectures and tutorials is NOT permitted• Harassment, bullying and discrimination of any form will

NOT be tolerated and may result in disciplinary action• English is the ONLY language to be spoken in the

classroom• Classes (lectures/tutes) start on the hour and finish 10 to

the hour• Arrive early and be ready to start at the designated time• In class behaviour, phones, computers, food & drink,

emergencies, late arrivals, absences, lost property


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Course Overview 1109HSL International Tourism & Hotel Management SystemsImportant Course Information

• Course Profile• Lectures• Assessment• Tutorial Activities

• Course Introduction – Lecture 1• Tourism as a system• Hospitality and Tourism


Course Profile - Important Document

• Course content • Learning resources• Lectures• Assessment• Communication


Course aims/learning outcomes and graduate skills

1. Introduction to the systems of international tourism and hotel services

2. Achieved by examining components of and dependencies between transportation, accommodation, food and beverage, and attractions services

3. Within a context of globalisation, and need for sustainability

4. Implications of systems for developing and delivering travel and hospitality experiences


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Resources

• Book of readings available from the Bookshop

• Lecture slides available one week prior to lectures

• Recommended learning resources• Websites – Passport GMID (Euromonitor), Tourism Offices

Worldwide Directory, Smart Traveller, Lonely Plant, Domestic Marketing Organisations (DMOs), Industry sector and trade associations such as ‘United Voice’ (the hospitality workers union), and the Australian Hotels Association.

• Industry Publications – Hospitality, Hotels: The Magazine of the Worldwide Hotel Industry, Leisure Management, International Cruise and Ferry Review, International Railway Journal

• http://www.lraworldwide.com/pdf/Article_Hotels_InTheGreen_Storck_Mar2011.pdf• http://www.railjournal.com/ http://www.cruiseandferry.net/


Resources

Books – Biederman, P. (2008). Travel and Tourism: An Industry Primer.

Brotherton, B. (2003). The International Hospitality Industry: Structure,Characteristics and Issues.Conrady, R & Buck, M. (2007). Trends and Issues in Global Tourism.Jaszay, C. (2006). Ethical Decision Making in the Hospitality Industry.Lockwood, A & Medlick, S. (2001). Tourism and Hospitality in the 21st Century.Lashley, C & Morrison, A. (2000). In Search of Hospitality.Medlick, S., & Ingram, H. (2000). The Business of Hotels.Vellas, F & Becheral, L. (1995). International Tourism.


Academic Journals (contain mostly theoretical and statistical research articles)• Annals of Tourism Research, • Asia Pacific Journal of Tourism Research, • Cornell Hotel and Restaurant Administration Quarterly, • International Journal of Hospitality and Tourism Administration, • International Journal of Tourism Research, • Journal of Foodservice Business Research, • Journal of Hospitality and Leisure Management, • Journal of Hospitality and Tourism Research, • Journal of Restaurant and Foodservice Marketing, • Journal of Travel Medicine, • Journal of Travel Research, • Journal of Tourism Studies, • Journal of Vacation Marketing, • Scandinavian Journal of Hospitality and Tourism, • Tourism Management.

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Communication

• Learning@Griffith – notices related to lectures or tutorials, lecture notes (aids only)

• Staff Consultation – Set times posted on the course website – drop in or appointment. 0.30 (N72)

• Email – You must use course code in the subject box (1109HSL)• You must use correct grammar – NO txt abbreviations!• Ensure you use your registered Griffith name • Keep your inbox uncluttered and empty the TRASH bin

regularly• GBS Resource Bank – APA (American Psychological

Association) Referencing• Library


Overview of Lecture Learning Activities• Week 1: Introduction to International Tourism & Hotel Systems• Week 2: International Tourism and Hotels as a Global Market System• Week 3: Supply-side Determinants of IT&H markets• Week 4: Demand-side Determinants of IT&H markets• Week 5: Governance Systems in IT&H• Week 6: International Transport & Tour Systems• Week 7: International Hotel & Accommodation Management

: International Hotel & Accommodation Guest Cycle• Week 9: International Food & Beverage Systems• Week 10: International Attractions Systems• Week 11: Impacts of IT&H Services• Week 12: Future Developments in IT&H• Week 13: Course Review and Revision


Tutorial Learning Activities

• Tutorial introductions & expectations• Destination & Organisation system analysis

requirements• Accessing Passport GMID, United Voice (LHMWU) &

Factiva resources• Class discussions, debates & reading questions• Presentations of IT&H impacts & futures


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Assessment

• 10% Tutorial preparation/participation

• 30% 2,000 word Destination Analysis: wk 8 23/4 -3pm

• 25% 1,000 word Organisational Analysis: wk 11 14/5 -3pm

• 35% 90 minute Final Exam in exam week 15 or 16


Assessment Related Policies and Guidelines

• Academic Misconduct – Cheating, Fabricating, Misrepresenting, Plagiarising

• Special Consideration, Extensions, Deferred Assessments – Medical Certificate

• Feedback – to students and from students (SEC)• Health & Safety• Classroom conduct• Learning Objectives


Course Introduction – Lecture 1

1. Introduce the course and field of study

2. Consider the idea of tourism and hotel services as ‘systems’ of connected and dependent organisations, departments and individuals

3. Define key concepts• Hospitality• Tourism• Tourist• Tourism as a system


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International Tourism and Hotel Systems studies

1. Tourism and hotel services for international rather

than domestic visitors

2. Emphasises leisure travel and hospitality services

3. Considers cross cultural differences among countries

4. Combines industry/trade knowledge with business

management and social science concepts

5. Serves as an introduction for subsequent courses


Readings

O’Connor, D. (2005). Towards a new interpretation of hospitality. International Journal of Contemporary Hospitality Management, 17(3), 267-271

(You are advised to read each reading before attending each lecture and before the final exam)


Tourism and hotel services as ‘systems’ or networks• Tourism and hotel services as ‘systems’ or networks of

interconnected and interdependent organisations and individuals

What is a system?• A system is a group of interrelated, interdependent and

interacting elements that together form a single structure.

• This definition implies that:• each element can influence and be influenced by other

elements in the system• Changes to one element in the system can influence

changes in other elements

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The reasons for using a systems approach for study of tourism To emphasize the interdependency in tourism;

the tourism system is like a spider’s web – touch one part are felt throughout the system.

For a student beginning to study tourism, it is important to get “the bigger picture” right away.The open system nature of tourism. Tourism system is dynamic and constantly changing. New concepts are always arriving in tourism, such as ecotourism, space tourism.The complexity and variety in all aspect of tourism.

For example, there are thousands of specialized tours and packages available for travelers today.


A system is an interrelated set of components, with identifiable boundary, working together for some purpose

A system has nine characteristics:1. Components Subsystems2. Interrelated components3. A boundary4. A purpose5. An environment6. Interfaces7. Input 8. Output9. Constraints

A System

System characteristics• A component

• An irreducible part or aggregation of parts that make up a system, also called a subsystem

• Interrelated components• Dependence of one subsystem on one or more

subsystems

• Boundary• The line that marks the inside and outside of a

system and that sets off the system form its environment


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• Purpose• The overall goal or function of a system

• Environment• Everything external to a system that interacts

with the system

• Interface• Point of contact where a system meets its

environment or where subsystems meet each other.


System characteristics

System characteristics• Constraint

• A limit to what a system can accomplish

• Input• Whatever a system takes from its environment in

order to fulfill its purpose

• Output• Whatever a system returns from its environment

in order to fulfill its purpose


Systems Approach to Tourism

Leiper (2004) places tourism in a framework that minimally requires five interdependent core elements:

1. At least one tourist

2. At least one tourist generating region (TGR)

3. At least one transit route (TR)4. At least one tourist destination (TDR)

5. A travel and tourism industry that facilitates movement within the system


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Tourism as a SystemTourism Generating Region (TGR)•Tourism promotions•Travel agents•Banks•Government Offices•Travel good suppliers

Transit Route (TR)•Transport services•Hospitality services

Tourism Destination Region (TDR)•Accommodation•Transport•Attractions•Host communityIn this system, organisations located in the

traveller’s place of residence, along their transit route and at

their destination, act to deliver a tourist experience

Tourism as a System


Adapted from Leiper (2004)

Thoughts about Leiper’s Model• Leiper’s model also indicates that the ITH system

operates as a part of a larger system consisting environments that influence the elements of the system• Political and Legal environments• Economic environments• Socio-cultural environments• Technological environments

• It is a simple model as we know that tourists may have:• Stop-overs on their way to a destination• May travel to other destinations within the destination


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Tourism system with multiple transit and destination regions


Adapted from Leiper (2004)

Systems ViewAllows perception of the interrelationships between elements and subsystems

• How one element can be affected• How an element may affect other elements• Recognition that the system does not operate in

isolation. Open system where new elements or sub systems may be added

• e.g. Space tourism, ecotourismRecognises the complexity of the system

• New packages, tours, transportation, destinations and specialisations to meet needs of travellers and tourists.


Benefiting from systems thinking

• Identify where the boundaries lie and all of the relevant inputs

• Visualising a set of things and their relationship as system allows you to specify the physical situation.

• Subsystems• Breaking the system into subsystems, we can

analyze each subsystem separately and discover if one or more subsystem is at capacity.

• Its enables us to determine problems with demand


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I T & H as a SystemA system is a set of interrelated groups coordinated to form

a unified whole and accomplish a set of goals. It can refer to macro and micro views

A macro level view refers to a broader system (a country, state, region) and how it relates to other external systems (e.g., legal, political, economic & social systems

A micro level view refers to a smaller system (a business, a department) and how it relates to internal systems (e.g., several departments, functions or processes)

A mixed level view combines features of both macro and micro systems (e.g. a business’s competitive environment, its market, its results, its linkages with other institutions and with the consumer and how individual internal departments relate to external systems

I T & H as a System

1. What type of view is an industry sector system (macro, micro, mixed)?

2. What type of view is a hotel system? (macro, micro, mixed)?

3. What type of view is a restaurant system (macro, micro, mixed)?

4. What type of view is a complaint system (macro, micro, mixed)?


Problems with IT&H being a System1. Difficulties exist in determining who and what is or is not

part of ‘the industry’2. Suppliers can simultaneously operate in different

sectors/industries (e.g., coach drivers)3. Suppliers (e.g., airlines) can simultaneously operate in

global and national settings4. Suppliers can simultaneously service both international

and domestic visitor markets5. Supply is based on networking, exchange and reciprocity

among producers who have to satisfy different stakeholder’s needs (e.g., visitors, guests, staff, shareholders) – they don’t always agree or co-operate


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Sectors Comprising the Tourism System• Transport

• Accommodation

• Food and beverage

• Tour operators, wholesalers and travel agents

• Attraction operators

• Meetings, incentives, conventions, exhibitions & events

(MICE)

• Retailers and duty free shops

• Promotion and coordination bodies

The Concept of Tourism

…relationships arising from the interaction among a system of tourists, business suppliers, government and host communities in the process of attracting and hosting tourists.

(Adapted from McIntosh, Goeldner & Richie, 1995), Principles and Practices of Tourism)


An Experiential Definition of Tourism (Adapted from Lundberg, The Business of Tourism)

“…the business of transporting, accommodating, feeding, caring and entertaining; however the tourist may want much more than transport, a bed, food, a room service and a sunny beach.”

“They may also want to be edified, tantalised, excited and relaxed: both body and ego may need a massage. They may also want to be edified, tantalised, excited and relaxed: both body and ego may need a massage”

Q: Which part of this slide represents the experience and why?


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The Concept of Travel

A change in a person’s place of being; can involve six dimensions:

1. Physical travel: a journey2. Psychological state: a change in one’s mind3. Time period: mostly in discretionary time4. Location: sited away from normal home5. Activity: involving different ways of acting6. Multi-phase activity: pre-trip anticipation, travel to, on-site,

travel back, and post trip memory phase7. Travel derives from the French word Travail which, when

translated into English means hard work.Note that these dimensions can also be applied to some

hospitality experiences(Adapted from Clawson and Knetsch, The Economics of Outdoor Recreation; Medlick, Tourism: Past

Present and Future)Department of Tourism, Leisure, Hotel & Sport Management Semester 1, 2012

A Statistical Definition of a TouristA person who travels away from their usual place of residence for a period of at least one overnight stay but not longer than 12 months and at a location at least 40 kilometers from their usual place of residence. (Source: Tourism Research Australia)

(People who) “travel to and stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited”

(Source: World Tourism Organisation, 1994)Department of Tourism, Leisure, Hotel & Sport Management Semester 1, 2012

The problems with the statistical definition:

• a. It excludes long stay back-packer travellers

• b. It could include people committing crimes

• c. It doesn’t include day tourists who may travel less the 40 km


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Systems of Tourists/Visitors/GuestsInternational tourists

• Inbound tourists: non-residents travelling to/in destination country

• Outbound tourists: residents travelling to another country away from their own country of origin


Systems of Tourists/Visitors/GuestsDomestic tourists: residents of a given country travelling within that country and who generally stay overnight

• Intrastate (travel within a state)

• Interstate (travel to another state)

Day Trippers, Same Day Travellers, Excursionists

• Residents who travel locally or close to home within 24 hours (i.e. have no overnight stay)


TRAVELLERS

Tourists (visitors included in visitor statistics)

Non tourists (not included in visitor statistics)

Overnight visitors Day-trippers

Domestic residents

International non-residents

Domestic residents

International non- residents

Leisure travellers

Business travellers

Other travellers

Leisure travellers

Other travellers

Business travellers

Commuters Migrants Nomads Refugees Military & consular

Daily routine visitors

A SYSTEM OF TRAVELLERS


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Systems of Tourists/Visitors/Guests

• First time Visitors - Visitors who come to a destination for the first time

• Repeat Visitors - Visitors who return two or more times to a destination

• Pax - The total number of passengers or hotel guests• Regulars - Guests who return two or more times• Walk ins (ups) - Guests who walk in off the street, often

by chance)• Covers - Number of seats available in a restaurant/cafe


Department name (edit in View > Header and Footer...)

RevPAR is revenue per available room.•RevPAR is calculated by dividing Rooms Revenue by the Rooms Available

•Rooms Revenue is the revenue generated by the sale of rooms

•Rooms Available is the number of rooms available for sale in the time period

•An often used short cut to estimate RevPAR is to multiply Occupancy % by the Average Daily Rate (ADR)•So, RevPAR (estimated) = Occ% * ADR

RevPAR

Sectors Comprising the Tourism Industry System

1. Transport operators2. Accommodation providers3. Food and beverage services4. Tour operators, wholesalers and travel agents5. Attraction operators6. Meetings, incentives, conventions, exhibitions and

events (MICE)7. Retail and duty free shops8. Government, promotion and industry organisations


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The Concept of HospitalityHospitality is a central concept that unites tourism and hotels.

Being ‘hospitable’ is arguably the essence of the product that people buy when they purchase travel and hotel experiences

The etymology of ‘hospitality’ is in the Latin hospes, formed from hostis meaning ‘stranger’, and evolving into ‘hospitalitas’, which means the entertainment of guests (Santich, 2007).

Since the 1980s, the term ‘hospitality’ has been applied as a label to encompass commercial operations and also as a specialised field of academic research (Morrison, 2002; Lashley, Lynch & Morrison,2007).


Ideas about Hospitality

1. "hospitality" means "host" or "hospice”2. To host means to be kindly, friendly, welcoming, to give

generous treatment to guests and strangers. The virtue which induces us to feed and lodge certain persons who are not in need of food and lodging (Ambrose Bierce)

3. Guests bring honour and status to hosts4. To be hospitable is to be noble5. Relationships between hosts and guests are naturally

grounded in social life6. Guests bring honour and status to hosts7. Hospitality is making your guests feel at home, even

though you wished they were! (anon)8. Hospitableness provides currency (both social and

financial)

Type of Economies

Agricultural(commodities)

Industrial(goods)

Service(services)

Experience(experiences)

Nature of products

Organic(renewable)

Tangible(material)

Intangible(felt)

Memorable(sensed)

Source of products

Extracted from the earth

Manufactured in factories

Delivered Staged and engineered

Attributes of products

Natural (fibre, grain, timber)

Standard & synthetic

Customised package of benefits

Personal sensations & feelings

Titles of providers and users

Traders and markets

Sellers and consumers

Providers, clients, segments

Hosts and guests

(Adapted from Pine and Gilmore, Welcome to the Experience Economy)

Defining Hospitality as an ‘Experience’

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The term ‘hotel’ derives from Roman categories of

commercial establishments including hospita, stabula,

tabernae, and popinae; hospita (hotels) offer rooms for

rent, and often food and beverages to overnight guests

(Kevin O’Gorman, 2007).

Hotels

A Hotel as a System

In this system, different internal and external units combine to deliver a hotel experience

Customer

Concierge

Reservations

Cashiering

ReceptionSecurity

Finance

Engineering

Kitchen

Food & Beverage

Housekeeping

Marketing Management

Medical & Dental

Airlines Local transport

Retail Bookings OfficeRestaurants

Travel Agents

(Front of House)(Back of House)

A Restaurant as a System

External environment (e.g., local government health department)

Inputs

Labour (wait staff)

Materials (food)

Facilities (tables)

Operations (wages)

Information (customer research)

Operations

(transformational subsystems)

Procurement

Production

Distribution

Sanitation

Outputs

Quantity and quality of meals

Customer satisfaction

Employee satisfaction

Ideas/innovation

Profit

External environment (e.g., local food and beverage media)


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A Customer Complaint SystemWhat happens to a tourist or guest experience, when one or more parts of a system fails?1. Receive/log complaint (from customer, staff or other

source)2. Clarify complaint with internal informants3. Determine level of response required4. Respond to complainant within 24hours5. Clarify issue6. Offer explanation/apology as required7. Provide service recovery inducement8. Follow-up with complainant if required, review

daily/weekly/monthly/annual complaint log for service modification

Lecture Summary

EtiquetteCourse ProfileLecturesAssessmentTutorial Activities

Tourism as a systemHospitality and Tourism

Preparation for week 2

• Read: • Biederman, P. (2008). Dimensions of travel and

tourism. Travel and Tourism: An Industry Primer.New Jersey, USA: Pearson.

• Prepare answers from Biederman (2008) reading for tutorial


1109HSL Lecture 1-Student

Documents

Transcript of 1109HSL Lecture 1-Student