Hospitality Operations Management PDF
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Added on 2020-11-23
Hospitality Operations Management PDF
Added on 2020-11-23
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HOSPITALITYOPERATIONSMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Analysing nature of hospitality product and service areas...............................................31.2 Evaluating different influences affecting patterns of demand within hospitality operations................................................................................................................................................41.3 Compare customer profiles and their differing expectations and requirements in respect ofhospitality provision...............................................................................................................41.4 Analyse factors affecting average spending power (ASP) in hospitality businesses.......52.1 Evaluate key stages in product and service development ..............................................52.2 Analyse features which contribute towards customers’ perception of products and services................................................................................................................................................72.3 Assess opportunities and constraints affecting product and/or service development......72.4 Evaluate different merchandising opportunities for hospitality products and services....8TASK 2............................................................................................................................................83.1 Evaluate different pricing methods under hospitality operations management...............83.2 Assess factors which affect revenue generation and profitability in hospitality operations. ................................................................................................................................................9TASK 3..........................................................................................................................................104.1 Performance measures and appraisal techniques to improve hospitality operationsmanagement..........................................................................................................................104.2 Usefulness and Drawbacks of the various quantitative and qualitative appraisaltechniques and their application to hospitality operations...................................................104.3 Apply approaches to business analysis, evaluation and planning appropriate to hospitalityoperations.............................................................................................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12Stages of the New Product Development (NPD) Process. 2018. [Online]. Availablethrough:<http://textilelearner.blogspot.com/2013/11/stages-of-new-product-development-npd.html>.............................................................................................................................13
INTRODUCTIONHospitality industry is a broad category of service industry which is responsible forproviding food and accommodation services in places such as hotels, amusement parks,conference centres and resorts (B. DiPietro, Cao and Partlow, 2013). The main focus of suchindustry is to provide better services to its customers with proper satisfaction and providingspecific experiences. In this report, the chosen hospitality industry is Marriott Hotel. It is anAmerican multinational hospitality company which has a franchising of large number of hotelsand lodging facilities. It is largest hotel chain in the world headquartered in MarylandWashington. Main purpose of report is to analyse the nature of hospitality services and thefactors which affect pattern of demand within its operations. It also covers the average spendingpower of customer in this industry. Further it discuses opportunities and constraints affectingindustry's environment and the factors affecting revenue generations in hospitality operations.TASK 11.1 Analysing nature of hospitality product and service areasNature of the Hospitality product and services are as follows-Tangibility-Tangible goods are those which can be seen, felt or touched by customerson the other hand intangible services cannot be touched it can be only felt. Tangible product inhotels such as food and beverages can be seen and touched by customers but the reputation ofMarriott and the friendly services, reliability given to customers can be only felt .Heterogeneity- Services which results in variations from place to place or from customerto customer is termed to be heterogeneous factor. Services in Marriott such as roomservice,housekeeping services differ caused by the location, time and season.Inseparability- Goods can last for a long period of time but services are produced andconsumed at the same time (Boella and Goss-Turner, 2013). Service exist during the periodperson is engaged and immersed during its experience. When a customer books a banquet orroom in Marriott they can only enjoys services till he is present there neither, take advantagewhen at home.
Perishability- Services and experiences cannot be stored for future use. If a service isavailable and not sold that time it disappears forever. Once tourist books room at Marriott anddoesn't visit they cannot avail service on next day it becomes perishable in nature.1.2 Evaluating different influences affecting patterns of demand within hospitality operationsDemand for hospitality operations is affected by following factors-Seasonality- Seasons are characterized as low, peak associated with various expectationsand demands. Peak season is during December when it attracts a large number of tourist thanother seasons. This increases high tourist demands (Brotherton, 2012). Marriott hotel has greatadvantage of earning profits during this season by providing high quality of services.Time/day of week- On Saturdays and Sunday hotels are fully occupied as peoplegenerally enjoys weekends. In this case Marriott hotel may enjoy heavy demand during this time.Economic factors- There are some national or regional issues associated with eachtourist or their spending power . In such case demand from the customers falls.Healthy living- Many tourist are concerned about their health and choose a standardhotel like Marriott where they can get a facilities at a standard level such as food and beverages,sanitation, customer services. This factor leads to increase demand for tourist.1.3 Compare customer profiles and their differing expectations and requirements in respect ofhospitality provision.Customer preferences and expectations are varied according to their requirements,thisway customer profile for hospitality can vary. Customer profile for hotel Marriott is discussedbelow-Spending power- Families, couples, and businessman are source of income for hotels.They need services of high standard rather focus on cost of service (Cohen and Olsen, 2013).They are willing to spend high prices for services. Marriott hotel can take the advantage byproviding luxurious services.Types of Hospitality business- Hospitality business is mainly concerned in providingfood and beverages and accommodation to its customers. Hotel Marriott is mainly based onaccommodation facilities of high standard where customers come to meet the purpose.Meal experience- Menu and accommodation required by the customers is very different.Customers ranging from vegetarian to non-vegetarian, demand changes in menu list. Marriotthotel makes significant changes in menu list to cater the needs.
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