Hospitality and Tourism Management Research

The provided assignment details are from a research paper that explores various aspects of hospitality and tourism management. The paper includes case studies, surveys, and analyses of key performance indicators in the OSH (Occupational Safety and Health) management system. It also discusses trends in hospitality management research and evaluates tourist shoppers' evaluation of retail service. Additionally, the paper examines work environment and atmosphere in tourism and hospitality organizations, and explores the influence of sustainable hospitality supply chain management on customers' attitudes and behaviors.

HOSPITALITY OPERATIONS MANAGEMENT
STUDENT’S NAME:
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Executive Summary
The present report has analysed the hospitality management of the Rosewood London regarding
their operation management. Moreover, it has provided various features of their hospitality
management. Rosewood is one of the famous and luxurious hotels situated in London in the
United Kingdom. The present report paper provides an analysis of the product and service of the
hospitality management. It also provides the factors that have influenced the demand pattern in
the hospitality business. Moreover, it provides a comparison of the customer's profile and their
requirements that affect the hospitality industry. The instant report provides the factors the
affects the average spending power of the customers. However, the report provides the key
stages that influence the development of the products and service of the hospitality industry. It
also evaluates the opportunity that helps in the growth of the organization
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Table of Contents
Introduction......................................................................................................................................4
Task- 1.............................................................................................................................................4
AC1.1: Nature of hospitality product and service areas.............................................................4
AC1.2: Different influences affecting patterns of demand..........................................................5
AC1.3: Customer profiles and their differing expectations and requirements............................5
AC1.4: Factors affecting average spending power (ASP)...........................................................6
AC2.1: Key stages in product and service development.............................................................7
AC2.2: Features which contribute towards the customers’ perception of products and services7
AC2.3: Opportunities and constraints affecting product and service development.....................8
AC2.4: Different merchandising opportunities for hospitality products and services.................8
Task 2...............................................................................................................................................9
AC3.1 Evaluate different methods of pricing taking into account additional pricing
considerations...............................................................................................................................9
Question 1.................................................................................................................................9
AC3.2: Assess the factors which affect revenue generation and profitability in hospitality
operations...................................................................................................................................10
Question 2...............................................................................................................................10
Task 3.............................................................................................................................................11
AC4.1: A range of performance measures and appraisal techniques to individual aspects.......11
AC4.2: Usefulness and limitations of the various quantitative and qualitative appraisal
techniques and their application.................................................................................................12
AC4.3: Approaches to business analysis, evaluation, and planning appropriate.......................12
Conclusion.....................................................................................................................................13
Reference List................................................................................................................................14
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Introduction
Hospitality Management means the process of administration for hospitality management. It
plays an important role to administer the hotel, resort. The present report will critically analyze
the hospitality management of the Rosewood London regarding their operation management.
Moreover, it will provide various features of their hospitality management. Rosewood is one of
the famous and luxurious hotels situated in London in the United Kingdom. The hotel
accommodates the facility of luxurious equipment for their customers. It is investment money
about $13 million for reconstructing the historical pieces of equipment in the hotel. The role of
the operation management in the hotels plays an important role. It provides demands, resources
and the current metrics of the hotel. It also identifies the key persons that can be used for the
improvement of their operations management in the hotel.
Task- 1
AC1.1: Nature of hospitality product and service areas
In a hotel business, the main products can be foods and beverages and the main service of the
hotel business is accommodation. All the products do not possess longer lifetime. Therefore, the
current analysis has been done basing on the different criteria that can be followed in Rosewood
London.
● Perishable - According to Banerjee and Chua (2016) the food and beverages that are
served in the hotel are very easily perishable. The products of the hotel do not possess a
long-term durability.
● Tangible and Intangible elements - Bowtell (2015) opined that both tangible and
intangible elements are present in the hotel. Tangible elements can be the interior and
exterior design of the hotel. On the contrary, intangible elements can be service area and
its factor such as customer’s feedback, empathy, secrecy assurance as well.
● Service Area: The services provided for the customers by Rosewood London are room
division for the customers, food, and beverages services, Banquet Room service along
with Conference Facilities, Laundry Service and Business Centre with Internet Access
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AC1.2: Different influences affecting patterns of demand
In the hotel industry, the pattern of the demand is not the same throughout the year. Moreover, it
is even different for all seven days. The factors that might create influence on Rosewood London
are as follows
Seasonality: The customers of Rosewood are generally family person and couple
(Rosewoodhotels, 2018). Therefore, the customers generally accumulated in the hotel are in the
time of vacation. Hence the demand increases during the time vacation.
Week: As stated by Hsiao et al. (2014) the customers belong to the group family prefers to
choose the weekends as part of a vacation. Therefore, the demand increases at the weekends than
the weekdays.
Healthy Living: According to Heikkilä et al. (2016), the customers who are highly concerned
with their health, and therefore favour to stay in the standard hotel with a proper sanitation
system
Cultural: The culture of the customers is significant for the hotel business. García-Lillo et al.
(2018) suggested that a customer belonging to a cultural mostly favour to stay in the standard
hotel.
Regional and Ethnic influences: The regional and ethnic factors play an important role in the
hotel industry. It has been seen that the people from the upper class of society prefer to stay in
five-star hotels such as Rosewood London.
Economic factors: Connell et al. (2015) opined that the economic factors of the customers
precisely influence the hotel industry. Therefore, Rosewood London will be affected by the
economic factors of the customers as it is the minimum range of premium customers.
AC1.3: Customer profiles and their differing expectations and requirements
The customer's profiles are very much depending on their exception and requirement in the hotel
industry. The following are a few factors for which Rosewood London shall be prepared.
Types of hospitality business: The Hotel industry generally focused on the three type of business
such as food and beverages, accommodation and travel and tourism. In the case of Rosewood,
the hotel mainly focuses on the accommodation along with providing historical experience for
their customers. The hotel shall improvise the menu to add the more English food for their
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customers. Therefore, the people who like to pursue historical knowledge slightly prefer to
accommodate in the hotel.
Pricing Consideration: Major customers of the hotel are generally family and couples. These
types of customers are more concerned about service than the price. Therefore the cost of the
hotel is slightly higher than another hotel.
Food services: Rosewood has to keep high-quality food, as the customers come to their hotel are
generally families. Hence the price of the food is a little higher than any other hotel in the United
Kingdom.
Expectation and requirement: In every hotel, there are different types of people come with
different types of the experiment. Therefore the following hotel shall prepare them expectation to
fulfil the different requirement of the customers.
AC1.4: Factors affecting average spending power (ASP)
The hospitality industry deals with the different types of customers with different types of
pricing level. It provides a focus on the average spending power (ASP). According to Jauhari and
Bharwani (2017), the average spending power reveals the overall expected impulses from any
customers. The different factors that affect average spending power are as follows
● Size of income: The overall income of the customers that checked in is related to the ASP
of the customer. Hence, the higher income level upgraded the ASP of the client check in
the hotel.
● Status: Lovelock and Patterson (2015) claimed that the status of the customers plays an
important factor for the hospitality business. A person belonging to higher class society
prefers to stay in the luxurious hotel such as Rosewood.
● Social and Cultural Influence: It has been often seen that the cultural and social events
influence the business of the hotel business. People mostly spend their money on the
main occasion than other events.
● Economic situation: Above all the factors, the economic situation influence mostly. The
customer’s account with the lower economic condition will be forced to stay in the low-
cost hotel.
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AC2.1: Key stages in product and service development
As stated by Mohsin and Lengler (2015), the key stages in the development of products and
service in the hotel industry are as follows:
● Idea generation and evaluation: An innovative idea needed to develop and evaluate. This
will provide a new aspect for the hotel. The innovative idea will help the organisation to
attract its customers to the company. Moreover, it will help to pursue the new market for
the company.
● Research of the market: A brief analysis of the market shall be done to fetch the
knowledge about the market demand of the new idea. It will help to provide knowledge
about the needs of the customers. Moreover, it will provide a pathway for the
organisation to satisfy its customers need.
● Marketing Strategy: In the hotel industry, the marketing strategy plays an important role.
Rosewood shall provide marketing strategy of the cost differentiation. It will help to
attract customers from every corner. The strategy of marketing will fetch customers from
the different economic background
● Promotion Strategy: An important factor of the hotel industry is the promotional strategy.
Rosewood shall provide an exceptional strategy that will create a brand image of their
hotel. The following organisation can use the help of social and digital media to procure
an effective strategy for the organization regarding promotion.
AC2.2: Features which contribute towards the customers’ perception of products and
services
According to Neuhofer et al. (2015), the factors that create a contribution to the perception of
customers regarding products and services are as follows
● The brand image of the hotel provides a positive perception to the customers. Therefore,
Rosewood needs to create a strong brand image. It will help the organisation to fetch
customers and get a hold of the new market in the world.
● The menu of the foods and beverages shall be nutritious and healthy. It will help to
pursue more customers. However, the menu shall be delicious with reasonable price.
Therefore, it will attract the customer concerned with their health
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● A special arrangement shall be introduced by the hotel to attract the differently able
person. It will help those people to move freely in the premises of the hotel
● The hotel shall persist more resource for serving the people and this will help to attract
the customers more to the hotel
● Rosewood shall provide a unique style of service to attract its customers. It may
introduce English traditional style to attract more customers.
● Moreover, the hotel shall be spacious for each and every customer. It will provide
positive perception for the hotel
AC2.3: Opportunities and constraints affecting product and service development
The opportunity of the hotel will help to generate the high sale revenue and the constraints will
decrease the amount of revenue generation. The following point will provide the opportunity and
constraints affecting products and service development of Rosewood
● Rosewood has a high growth rate in the hotel industry of UK as it tries to fetch
innovative ideas. Podgórski (2015) suggested that it also provides profits for the hotel
● In order to motivate their employees, it has implemented a new strategy for reward and
compensation. It will help the hotel to perform wisely in the competitive market
● The increase in the labour cost provide problems for Rosewood
● Moreover, the customers from the corporate world have been increasing. Hence the
traditional environment of the hotel cannot fetch the attraction of the corporate
customers.
AC2.4: Different merchandising opportunities for hospitality products and services.
According to Ryan (2015), the process of globalisation leads to the people to visit every corner
of the world that increases the business of hospitality in the whole world. There are different
merchandising opportunities that influence the product and the service. Aspects are as follow
● Every traveller expects a high quality of the service in respect of their purchase.
Therefore, the industry has an opportunity to create premium charges for their products
● The hospitality business gains the advantage of creating premium merchandising if the
customer's economic condition is preferable.
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Task 2
AC3.1 Evaluate different methods of pricing taking into account additional pricing
considerations
Question 1
a)Which of these pricing and additional pricing considerations are applicable in your
organisation, and how are they applied?
According to Sharma et al. (2018), the pricing strategy of the hospitality business plays a
significant role to forecast the current status of the organisation. In the case of Rosewood
London, three major pricing has been discussed below
● Cost-oriented pricing: The cost-oriented pricing strategy has been used to forecast the
value production cost. It will help to add the profit in the simplest way with the
production cost. Market-oriented pricing: The market-oriented pricing will provide a
clear view of the competitor market for the business. It will help to hold the position of
the hotel.
● Service charge: This strategy of pricing will help the hotel to maintain the essential
equipment for the organisation. It must be remembered that an attractive look will attract
customers more to the hotel. Moreover, it will help to provide standard accommodation
for every customer.
b) If any of the methods above is not applicable, you must explain the reason why not
Rosewood London does not use the following pricing strategy as it may tamper the reputation of
the organisation.
● Cover charge: If any hotel uses the cover charges, then it might lose the amount of the
customers. Moreover, the transparency the hotel will be lost. Therefore, Rosewood
restricts to use this strategy.
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● Minimum charge: This type of pricing strategy will enhance the pathway for the hotel to
lose its potentiality in the course of their business. Moreover, it can provide a huge
amount of debt in the market for the organisation. Hence, Rosewood strictly prohibited
this type of pricing strategy.
AC3.2: Assess the factors which affect revenue generation and profitability in hospitality
operations.
Question 2
How does each of these factors affect revenue generation and profitability in your
organisation?
As stated by Tsai et al. (2015), there are different factors that affect the revenue generation and
profit of the organisation. The following factors directly influence the revenue generation of
Rosewood.
● Labour Intensity: In the hospitality industry, the use of the labour is innumerable.
Therefore the industry is often called labour intensive. The potential labour will pursue
more revenue for the organisation.
● Shelf Life: The durability of the commodity plays an important role in accustoming more
revenue for the company. However, the satisfaction of the customers must be
remembered. Moreover, it will make sustainability in the market.
● The elasticity of Demand: The elasticity of demands influence the revenue generation. It
means with the change in the demand, the pricing strategy also changes for the
organisation.
● Standardisation: Rosewood shall create a high standard level to fetch the higher amount
of revenue generation. It will help the hotel to gain the support of the loyal customers.
● Portion Control: The portion control in the menu of the hotel will enable to cut the cost
used for making the food and waste it. Therefore, it will help to save more amount of
money for the organisation.
● Price and Procurement: The procurement and price of the organisation provide an
essential part of the revenue generation. The process of procurement states the current
status of the organisation and also provides a pathway for the betterment of the
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organisation. However, the pricing strategy will help to attract customers from every
corner of the world.
Task 3
AC4.1: A range of performance measures and appraisal techniques to individual aspects
The following are the different types of appraisal techniques that improve the performance
measure in the aspects of individuals
● Quality Management: Manhas and Tukamushaba (2015) opined that the quality
management in the hospitality industry analyses the way to determine any further
improvement regarding the products or services. Moreover, it will help to produce quality
products and service for the customers.
● Customer Service: According to Melián-González and Bulchand-Gidumal (2016), the
customer service will help the organisation to accomplish the importance in the markets.
Moreover, it will help to attract customers. In this regard, a constant analyse of the
feedback shall be performed. It will help the organisation to know about the market
demand and needs of the customers.
● Developing Qualitative and Quantitative data: In order to develop measures for the
performance, the qualitative data shall be collected such as service quality, customer
reliability and customer satisfaction. Moreover, the quantitative data shall be collected as
well by focusing on the feedback of customer, pricing strategy, number of royal
members. This will help to pursue appropriate appraisal.
● Data analysis and evaluation: After collecting the data, it shall be analysed to evaluate the
current performance of the organisation.
● External comparison: The service quality and pricing strategy of the organisation shall be
evaluated to provide an appropriate external comparison. It will help to conduct a proper
appraisal
● Sales performance: The evaluation of the sale performance will forecast the amount of
revenue generated for the business. It will focus on the net and gross profit of Rosewood.
It will help the organisation to pursue effective techniques for appraisal
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AC4.2: Usefulness and limitations of the various quantitative and qualitative appraisal
techniques and their application
In most of the case, the sample data has been based to create appraisal techniques. According to
Mardani et al. (2015), it has been clearly visible that the sample data does not much with the true
performance measure. The qualitative appraisal methods encompass the quality of the service
and products, the behaviour of the employees and the quality of the employees. However, these
methods cannot provide an appraisal technique for the wider range of employees.
According to Xu and Gursoy (2015), the quantitative appraisal technique the external factors
have been forecast. Therefore, it does not focus on the internal issue that can provide a barrier for
the appraisal. Therefore, both quantitative and qualitative appraisal techniques procure some
problem regarding the application on the performance measure.
AC4.3: Approaches to business analysis, evaluation, and planning appropriate
The different approaches in the hospitality business do not the solve the problem regarding the
approaches that can be used for the operational management of the hospitality management as it
is related with a wide range of variables such as service, products catering, accommodation and
the demand of the market. For example, in earlier days the hotel generally forecast their focus on
the lodging and food facilities. With the growth the technology, the industry has to add value-
added service such as sight scene visiting and local tour.
According to Zaveri et al. (2016), the hospitality industry has to provide focus on the three
categories such as in-house guest, non-residents and organised group. The in-house guest will
help to increase the sale growth of the hotel. However, there are three types of demand sources in
the hospitality business such as institutional, transit, recreational. This will provide good market
demand for the company. Moreover, the use of Driftwood hospitality management will help to
grow the business of the Rosewood London. In addition, it will help to create monitoring for the
operational management in the hotel. Hence it helps to increase the level of performance.
However, it will help to create an optimized operation with flexible methods. It will also provide
a centralised corporate system for the hotel. Therefore, it will help to provide a strong position
for the hotel in the competitive market.
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Conclusion
It can be concluded from the above analysis that the sustainability of the tourism industry
depends on the hotel industry and hospitality management. The present research paper provides
an analysis of the product and service of the hospitality management. It also provides the factors
that have influenced the demand pattern in the hospitality business. Moreover, it provides a
comparison of the customer's profile and their requirements that affect the hospitality industry.
The instant study provides the factors the affects the average spending power of the customers.
However, the research paper provides the key stages that influence the development of the
products and service of the hospitality industry. It also evaluates the opportunity that helps in the
growth of the organization. However, Rosewood creates an effective strategy for the organisation
to create huge employment in the market. This will help the organisation to create sustainability
in the market. The study also provides the appraisal technique of Rosewood.
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