Analysis of Research Papers in Hospitality Management

The assignment is based on a collection of research papers in the field of hospitality management. The papers cover various topics, including sustainable development, stakeholder relations, and waste management. The analysis includes bibliometric methods to review the intellectual structure of research in hospitality management. It also provides insights into career planning strategies and skills for hospitality management students, as well as strategic management research in the industry. Additionally, it explores knowledge management through information technology and sustainable service operations management in the US hospitality industry.

Hospitality Operations
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse the nature of hospitality product and service areas............................................1
1.2 Evaluate the different influences affecting patterns of demand within hospitality
operations...............................................................................................................................2
1.3 Compare customer profiles and their differing expectations and requirements in respect of
hospitality provision...............................................................................................................2
1.4 Analyse factors affecting average spending power (ASP) in hospitality businesses.......3
2.1 Evaluate the key stages in product and service development applied within a hospitality
operation.................................................................................................................................4
2.2 Analyse the features which contribute towards the customers’ perception of products and
services...................................................................................................................................5
2.3 Assess the opportunities and constraints affecting product and/or service development
within a hospitality environment............................................................................................5
2.4 Evaluate different merchandising opportunities for hospitality products and services....6
TASK 2............................................................................................................................................6
3.1 Evaluate different methods of pricing taking into account additional pricing considerations
................................................................................................................................................6
3.2 Assess the factors which affect revenue generation and profitability in hospitality
operations...............................................................................................................................7
TASK 3............................................................................................................................................7
4.1 Apply a range of performance measures and appraisal techniques to individual aspects of
hospitality operations, the product and the whole operation..................................................7
4.2 Determine the usefulness and limitations of the various quantitative and qualitative
appraisal techniques and their application to hospitality operations......................................8
4.3 Apply approaches to business analysis, evaluation and planning appropriate to hospitality
operations, making proposals for action.................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality Operations Management refers to the work done in distinct areas of hotel
industry including administration of front desk, food and beverage, human resource planning and
housekeeping operations. It may vary from various aspects whether this is business size, which
strategies are utilized or how processes are respected (Denizci Guille and Mohammed, 2015). In
the present assignment, chosen organisation is Rosewood London which is a 5-star luxury hotel
located in London, England, United Kingdom. This report covers nature of different product and
service areas in hospitality and factors that affect demand patterns. It also includes elements
affecting average spending power, key stages in product and service development and different
merchandising opportunities for hospitality goods and services. Moreover, different methods of
pricing, factors that affect profitability and revenue generation, different performance
measurement techniques and approaches to business analysis, evaluation and planning are
discussed in this project.
TASK 1
1.1 Analyse the nature of hospitality product and service areas
In hospitality business, products like food and beverages which are very much perishable.
Based on distinct criteria, nature of hospitality products and service areas of Hotel Rosewood
London are defined below:
Perishable products: It is the type of food which has limited shelf life. In hotel,
perishable product includes food and beverages that are very much perishable (García-Lillo,
Úbeda-García and Marco-Lajara, 2016).
Tangible and Intangible: In hotel business, service quality has two aspects. In Rosewood
London, tangible service includes hotel's interior and exterior design, equipment and its ambient
condition which all are very much visible to guests. Whereas, intangible service elements include
customer responsiveness, empathy, reliability and assurance which all are not visible to guests.
Inseparable elements: Service inseparability means that the production or execution of
services that can't be separated from its producer. It includes the point where service is provided
and consumed. Services fall in this category includes room service, accommodation etc. Service
inseparability means guests are part of product. The service provider as well as customer, both
should be present for transaction to occur in hospitality service.
1

Service areas: The main service areas of Hotel Rosewood London includes room
division for guests, conference halls for discussions or meetings, food and beverage service and
banqueting system to assists clients to arrange big feast such as lunch or dinner.
1.2 Evaluate the different influences affecting patterns of demand within hospitality operations
In Hotel business, the demands are not same all the time or all over the year. There are
various factors that influence demand of customers in hospitality operations of Hotel Rosewood
London. Some major influential variables are defined below:
Seasonality: It is one of the factor that highly impacts on demand patterns of customers
within hospitality operations (Hertzman, Moreo and Wiener, 2015). Majorly, people come to
visit country at the time of vacations, so at that time, demand of hotel is high. If the customers
are climbers, hikers or ramblers, then they come in warm season so, the demand of hotel
Rosewood London in that season increase.
Time of week: Most of customer groups are couple and families, who mainly choose
weekends to visit hotel. In such case, Hotel Rosewood London have may have high demand on
weekends.
Healthy living: People who are much concern regarding their health and always prefer to
lead healthy lifestyle, they always select such hotel where they get clean and hygienic
environment and standard sanitation level. This factor also influence demand of customers for
Hotel Rosewood London.
Economic factors: If any kind of regional or national crisis occurs in the economy of
respective country or any fall takes place in income of customers, then it will negatively impact
on demand of guests for hotel Rosewood London.
Cultural: All the customers who visit hotel are not from the same culture, so if any kind
of cultural differences found by guests in hotel, they will not like to visit it again (Harrington
and et. al., 2014).
1.3 Compare customer profiles and their differing expectations and requirements in respect of
hospitality provision
Based on different expectations of guests and their respective needs, the customer
profiles in respect to hospitality provision can vary. The customer profile of Hotel Rosewood
London based on expectations differences are defined below:
2

Types of hospitality business: Mainly three kinds of hotel business are there including
travel & tourism, accommodation and food & beverage. Hotel Rosewood London deals in
accommodation.
Pricing considerations: As the major type of hotel's guest includes family and couples
who are more concerned about services instead of price, so it leads hotel to charge relatively high
prices for its services (Köseoglu, Sehitoglu and Craft, 2015).
Meal experiences: The meal standard of Hotel Rosewood London's customers is high.
People visit more for having dinner with their families, so they ensure to provide a complete
meal to their customers.
Spending power: At the time of preparing customer profile in respect to their
expectations, spending power of guests is taken into consideration by Hotel Rosewood London.
They set prices and offer products and services as per the spending power of guests.
Expectation requirements: As different types of customers are come in Hotel Rosewood
London, there expectations are also different. So, hotel ensure to provide services to guests likely
to their expectations.
1.4 Analyse factors affecting average spending power (ASP) in hospitality businesses
In hospitality business context, wide range of services are offered to customers with
different price level. Average spending power reveals about overall expected impulse or whims
of customers. Different factors that impacts on spending power of customers are defined below:
Size of income: The entire customer's income level is highly related to their average
spending power. If the income level of people is high, their average spending power is also more.
Status: It is an another factor on the basis of which customer's average spending power is
improved. For instance: If any individual belongs to high class family then in mere cases, they
can not minimize cost rather let them make high cost with improved services. It results in
increasing average spending power of customers (Law, Buhalis and Cobanoglu, 2014) .
Social/cultural influences: Average spending power of customers is also influenced by
social and cultural factors. For instance: At the time of festivals or occasions, people are more
eager to spend money as compared to another days.
Economic situation: Any change in economic condition will lessen down the spending
power of customers.
3

2.1 Evaluate the key stages in product and service development applied within a hospitality
operation
In order to develop new product and service, various stages are involved that needs to be
undergo by manager of Hotel Rosewood London. For instance: Hotel wants to launch a new
product like luxury room with some complimentary services. For this, different stages need to be
followed by manager which are defined below:
 Idea generation: This is the initial stage of product development at which numerous
ideas are generated by manager (Okumus, 2013). These ideas can comes form anywhere
like from customers, market analysis etc.
 Idea screening: At this stage, all the generated ideas are screened and good ideas are
accepted and bad ideas are eliminated. From all the screened ideas, one best idea is
select.
 Concept development and testing: In this stage, the screened idea is converted into
concept for the purpose of testing. A concept is a blueprint version or detailed strategy of
idea. Concept testing is done by bought it into target market.
 Business analysis: The results of concept testing helps manager of Hotel Rosewood
London to come up with final concept which is to be further developed into product.
After finalizing the concept, manager formulates it branding, marketing and other
strategies. They check feasibility and viability of concept.
 Product development: Under this stage, concept is turned into product. A prototype of
product is developed and all the pre decided strategies are applied by manager of Hotel
Rosewood London in this phase.
 Test marketing: For test marketing of developed prototype, a target group of customers
is selected by manager of Hotel Rosewood London and provide them room with
complimentary services. After that, customer's feedbacks are taken to made changes, if
required. This process helps manager in validating the entire concept (Perez and del
Bosque, 2014).
 Commercialisation and launch: This is the final stage at which everything is ready, the
product, marketing strategies, marketing mix etc. Manager of Hotel Rosewood London
apply strategies and take decisions. At last, new product will be introduced in market.
4

(Source: New Product Development Process, 2017)
2.2 Analyse the features which contribute towards the customers’ perception of products and
services
In order to attract more number of customers, Hotel Rosewood London requires to create
strong position in market in terms of service quality, brand image etc. This will help hotel in
making good perception of customers towards its goods and services. The features that
contributes in improving guest's perception are defined below:
 Brand image: Good brand image of Hotel Rosewood London helps in attracting more
number of customers and changing their perception towards its products and services
(Pirani and Arafat, 2014).
 Nutrition and dietary requirement: Dietary, nutritious as well as delicious food menu
of Hotel Rosewood London is also one of the feature that can attract more customers.
 Disabled access: By making special arrangements for disabled person can help Hotel
Rosewood London in gaining high popularity in market.
5
Illustration 1: New Product Development Process

 Availability of resources: If Hotel Rosewood London have available enough resources
that are access to customers, then they are more willing to visit hotel.
 Style of service: Style of providing services may highly influence perception and
preference of customers. If Hotel Rosewood London provide separate services for male,
female, couples and families, then they hold good perception about hotel.
 Standardisation: A standard level of food menu and services provided by Hotel
Rosewood London can helps in changing perception of customers.
 Space utilisation: For holding positive perception of customers, it is very essential for
hotel to let them use enough space.
2.3 Assess the opportunities and constraints affecting product and/or service development within
a hospitality environment
Opportunities are those which helps in business growth by increasing sales and profits
while, constraints restricts operations of business that leads it towards decreasing revenues and
profits (Raj and Griffin, 2015). In hospitality environment, the opportunities and constraints that
affects product and service development are defined below:
Opportunities:
Hotel Rosewood London have good opportunities that can help firm in gaining high
competitive advantage in market. By making special arrangement for disable person, providing
nutritious, dietary as well as delicious food to customers and offering standard services to guests,
hotel have high opportunities for growth and maintaining good image in market.
Constraints:
Limited accommodation facility may be one of the major constraint for Hotel Rosewood
London as its competitors provides various other services for attracting large group of customers.
Another constraint for hotel is style of services. It is very necessary for hotel to offer services in
innovative way or style for attracting more customers (Ransley and Ingram, 2012).
2.4 Evaluate different merchandising opportunities for hospitality products and services
Merchandising refers to the activity of promoting sale of product in such a manner that
stimulates interest and lure people to make a purchase. Today, individuals travel more for
recreation and business purposes which increase hospitality business globally. However, it gets
many merchandising opportunities over other businesses which are defined below:
6

 Today, people expect high quality services for which they are willing to pay any amount
of money. It provides an opportunity to Hotel Rosewood London for creating more value
to customers by charging premium prices.
 If the country's economy is improve, then it provides good merchandising advantage to
Hotel Rosewood London.
TASK 2
3.1 Evaluate different methods of pricing taking into account additional pricing considerations
In hotel businesses, distinct types of pricing strategies can be used like market
orientation, cost plus, competition based pricing, etc. But in context of Hotel Rosewood London,
two main types of pricing strategies are used which are discussed below:
Cost oriented pricing: In this, prices are determined by Hotel Rosewood London on the
basis of production cost. The final selling price is determined by adding some percentage of
profit in it.
Marketing oriented pricing: For understanding the prices of competitor's product, market
research is conducted by hotel on the basis of which, prices are set (Wang, 2012).
Apart from above mentioned two pricing strategies, Hotel Rosewood London can also
follow some other pricing strategy. They can impose services charges on customers after having
meal. Cover charge includes the implied fee when entering in hotel. Apart from this, when guests
having their meal or food, a minimum charge is applied on them.
From the above mentioned strategies, marketing oriented pricing is the appropriate
strategy for Hotel Rosewood London as it helps firm in gaining high competitive advantage in
market over its competitors.
3.2 Assess the factors which affect revenue generation and profitability in hospitality operations
There are various factors that effects on profitability and revenue generation in hospitality
operations of Hotel Rosewood London. These includes Labour Intensity, Elasticity of Demand,
and Standardisation. All these factors needs to be considered by manager in order to gain high
profits and revenues in market (Wang and et. al., 2013). All these factors highly impacts on
revenue generation.
7

Labour Intensity: If availability of labor is less at the time of peak season, then firm is
not able to provide its services effectively to customers which directly impacts on profits of
hotel.
Elasticity of Demand: It is one of the important factor that impacts on revenues of hotel
as if supply is high but demand is less, then hotel needs to decrease their prices which directly
impacts on its revenues.
Standardization: It is also one of the crucial factor that affects firm's revenues. Hotel
Rosewood London needs to ensure that standard services are provided to clients. If there is any
change in service quality, then it impacts on its revenues.
TASK 3
4.1 Apply a range of performance measures and appraisal techniques to individual aspects of
hospitality operations, the product and the whole operation
Performance measures: These are the quantifiable indicators that are utilized to evaluate
how well a business or organisation is attaining its desired objectives.
Appraisal techniques: It includes the methods used by an organisation for appraising its
employees based on their performance.
In operations of Hotel Rosewood London, performance is measure and appraised on the
basis of different techniques which are defined below:
Quality Management: In this, overall service quality is analysed by manager of Hotel
Rosewood London and also needs to identify various ways to improve it.
Speed of Delivery/ Customer Service: In hospitality, it is very important for manager of
Hotel Rosewood London to emphasize on measuring delivery speed of orders or how fast guests
orders are attain.
Developing Qualitative and Quantitative data: In order to measure entire operational
performance, manager of Hotel Rosewood London needs to gather qualitative and quantitative
data for conducting and attaining the appraisal (Xu and Gursoy, 2015).
Data analysis and evaluation: In this, all the collected data is evaluated by manager of
Hotel Rosewood London and compare it with standard performance. This will help manager in
evaluating existing performance of hotel.
8

External comparison: All the above mentioned stages are assists in doing internal
comparison of business. But, in addition to this, external comparison is also needed to be done
by manager. For making external comparison, a peer hotel is taken to be set as benchmark and
service quality, prices etc. are compared with Hotel Rosewood London.
Sales performance/gross profit/ net profit: It is an another method for measuring sales
performance of business. In this, overall increase in business sales revenue is measured that leads
Hotel Rosewood London towards increase in its gross and net profit.
4.2 Determine the usefulness and limitations of the various quantitative and qualitative appraisal
techniques and their application to hospitality operations
Qualitative assessment technique is emphasizing on how people make experience or
meaning of their environment. Yet, applications of techniques themselves can yield rich findings
for result based assessments (Zhang, Joglekar and Verma, 2012).
Quantitative assessment techniques offer myriad of data gathering tools that are
leveraged constantly to evaluate deliverables in OCM disciplines and project life cycle.
In most cases, qualitative and quantitative assessment techniques are run on the basis of
sample data that sometimes can't be taken as true measurement of performance. For instance:
attitude of employees, product and service quality, employee’s quality etc. are considered as
qualitative appraisal methods. The factors that can be assessed through interviews or
questionnaires or meetings that can be applied for large population are quantitative assessment.
In qualitative approach, the main criticize is that the outcomes coming from investigation may
not be implied for large population. For instance: the products of Hotel Rosewood London seem
to be delicious and nutritious to average customers. But, it doesn't mean that it will be same for
all other guests.
4.3 Apply approaches to business analysis, evaluation and planning appropriate to hospitality
operations, making proposals for action
Business analysis: It refers to the practice of allowing change within organization by
identifying needs and suggesting solutions that deliver some value to stakeholders.
Business evaluation: It is the process that can be utilized to evaluate fair value of
business for distinct reasons. It includes assessment of all business aspects (Denizci Guille and
Mohammed, 2015).
9

Business planning: It refers to the planning for creating business goals and visions and
developing strategies for attaining them.
During implementing various approaches to hotel business, it may not be easy to consider
approach for hospitality operations like facilities or services to be offered, accommodating
marketing and demand generating source. For instance: earlier, guests are treated by lodging
facilities in hotel. Yet, later the facilities were increased through adding some value added
services. Three categories that may generate profits in hospitality includes house guests,
organized groups and nonresidents. Three distinct demand sources in hotel business includes
transit, institutional and recreational. All these helps hotel Rosewood London in developing good
impression and market demand (García-Lillo, Úbeda-García and Marco-Lajara, 2016).
CONCLUSION
As per the above mentioned report, it has been concluded that hospitality business
operations can be identified as distinct activities performed in different areas of hotel including
front desk, food and beverage, housekeeping etc. There are various factors like seasonality,
healthy living etc. that affects demands of hospitality products and services. Spending power of
customers is very essential aspect that needs to be consider by manager of hotel while setting
prices of products and services.
REFERENCES
Books and Journals
Denizci Guillet, B. and Mohammed, I., 2015. Revenue management research in hospitality and
tourism: A critical review of current literature and suggestions for future research.
International Journal of Contemporary Hospitality Management. 27(4). pp.526-560.
García-Lillo, F., Úbeda-García, M. and Marco-Lajara, B., 2016. The intellectual structure of
research in hospitality management: A literature review using bibliometric methods of
the journal International Journal of Hospitality Management. International Journal of
Hospitality Management. 52. pp.121-130.
Hertzman, J. L., Moreo, A. P. and Wiener, P. J., 2015. Career planning strategies and skills of
hospitality management students. Journal of Human Resources in Hospitality &
Tourism. 14(4). pp.423-443.
10

J. Harrington, R., K. and et. al., 2014. Strategic management research in hospitality and tourism:
past, present and future. International Journal of Contemporary Hospitality
Management. 26(5). pp.778-808.
Köseoglu, M. A., Sehitoglu, Y. and Craft, J., 2015. Academic foundations of hospitality
management research with an emerging country focus: A citation and co-citation
analysis. International Journal of Hospitality Management. 45. pp.130-144.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp.727-750.
Okumus, F., 2013. Facilitating knowledge management through information technology in
hospitality organizations. Journal of Hospitality and Tourism Technology. 4(1). pp.64-
80.
Perez, A. and del Bosque, I. R., 2014. Sustainable development and stakeholder relations
management: Exploring sustainability reporting in the hospitality industry from a SD-
SRM approach. International Journal of Hospitality Management. 42. pp.174-187.
Pirani, S. I. and Arafat, H. A., 2014. Solid waste management in the hospitality industry: A
review. Journal of environmental management. 146. pp.320-336.
Raj, R. and Griffin, K. A. Eds., 2015. Religious tourism and pilgrimage management: An
international perspective. Cabi.
Ransley, J. and Ingram, H., 2012.Developing hospitality properties and facilities. Routledge.
Wang, X. L., 2012. Relationship or revenue: Potential management conflicts between customer
relationship management and hotel revenue management. International Journal of
Hospitality Management. 31(3). pp.864-874.
Wang, Y. F. and et. al., 2013. Developing green management standards for restaurants: An
application of green supply chain management. International Journal of Hospitality
Management. 34. pp.263-273.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management. 24(3). pp.229-259.
Zhang, J. J., Joglekar, N. and Verma, R., 2012. Pushing the frontier of sustainable service
operations management: Evidence from US hospitality industry. Journal of Service
Management. 23(3). pp.377-399.
11