Consumer Preferences for Eating Out Experiences

This assignment focuses on understanding consumer preferences for their ideal eating out experiences, specifically in relation to restaurant style. The primary source is a case study published in the Journal of Retail & Leisure Property (2010). Additionally, insights are drawn from Baraban and Durocher's 'Successful Restaurant Design' (2010) to provide context on practical implementation.

Hospitality provision in travel and tourism
sector
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Table of Contents
Hospitality provision in travel and tourism sector...........................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Discussion about the interrelationship between hospitality and travel and tourism
businesses...............................................................................................................................3
TASK 2............................................................................................................................................4
2.1Explaination about the impact of integration on the hospitality industry.........................4
2.2.Discussion of how integration affects hospitality business..............................................5
TASK 3............................................................................................................................................6
3.1 Rational for project...........................................................................................................6
3.2 Plan for operational and human resource allocation........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
In the present time, travel and tourism sector is continuously enhancing and growing due to
its high demand in the market. Every one connects with this industry so it can be said that it is
very necessary sector for every one life. With assistance of this sector, national income is also
continuously increasing. The major objective of this assignment is to analyse the relationship
between the hospitality and travel and tourism sector. These both sector are directly and
indirectly connected with each other. This report explains the impact of the horizontal and
vertical integration with the industries of the hospitality and its effects of these implications.
TASK 1
1.1 Discussion about the interrelationship between hospitality and travel and tourism businesses
Hospitality and travel tourism sector have direct and indirect relationship with each other.
Both sector is largely depends upon each other because in the absence of travel and tourism
sector, it is impossible to growth the hospitality sector. While any of them changes in the
services prices, features, distribution, policies and practices then it can largely upon other sector.
Hospitality industry provides the facilities of accommodation, entertainment, food and beverage,
restaurant, bar etc to their traveller who came from the other places (Vorhies and Morgan 2005).
Thus, it can be said that hospitality and travel and tourism sector are interconnect with each
other. In this present time, there are may organisation which offers travel and tourism as well as
hospitality services to its customers. In this manner, PKF hotel experts is focusing on the hotel,
travel and tourism consulting. Cited venture have great beneficial by delivering both hospitality
as well as travel and tourism services to its customer. There are huge role and significance of
hospitality industry within the travel and tourism sector-
 In the hospitality sector includes various kinds of services such as accommodation,
entertainment, food, restaurant, cafe, catering etc. While any traveller reach to its
destination then they search the best and suitable accommodation where they can
stay. It is great responsibility of hotel staff to understand there requirement of
tourism and deliver services of accommodation, food, catering and entertainment
according to their requirement (Vargo and Lusch, 2004).
 While people search the best destination of tourism for spending their holiday then
they also search the best and suitable accommodation and restaurant services. Thus,
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it can be said that travel and tourism cannot complete without hospitality sector.
These both have huge inter connection and dependability (Tapper and Font, 2004).
TASK 2
2.1Explaination about the impact of integration on the hospitality industry
Integration is one of the most significant aspect in the hospitality industry under which
various companies can earn more efficiency and effectiveness in its business. It is a kind of
process under which different parts are joined in order to make a different thing. While various
parts are joined together then they can become more efficient and excellent (Tsiotsou and Ratten,
2010). With assistance of the integration, two of more than tow companies can develop the huge
and more strong firm and gain more profitability and market share in the competitive business
environment. In the context of hospitality industry, integration helps to the company in
enhancing their operation and profitability. In this manner, major two kind of integration such as
horizontal and vertical integration. These integration in the hospitality industry are as follows-
Horizontal integration-In this kind of integration, two completely different entities come
together under the same management in order to serve customer and gain effective profitability
and growth. Hospitality sector has earned huge profitability and growth in the present time and it
have various business which included in the travel and tourism industry. It is very important for
both hospitality and travel and tourism to maintain the good mix of horizontal integration. As
per the given case scenario, takeover of Starwood Hotels & Resorts by Marriot International,
valued at 12,2 billion US$, is the largest transaction of its kind in the hotel industry since 2007
when private equity firm Blackstone acquired Hilton for 26 Billion US$ is the best example of
the horizontal integration under which Marriott hotel integrate Starwood hotel and resort.
Vertical integration- In this kind of integration, two or more phases of the production are
combined together (Theobald, 2005). With assistance of this vertical integration, production cost
of both organisation can decrease and also assist in enhancing profitability and market share. As
per the given case scenario, Greene King £773.6m takeover of Spirit, Heineken £403 million
take over Punch Tavernscleared by Competition and Market Authority (CMA) is the best
example of the vertical integration under which both Green King and Punch Tavernscleared can
able to overcome their production and operation cost by this vertical integration.
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Thus, from this discussion it can be said that both vertical and horizontal integration in the
hospitality and travel and tourism sector can assist in enhancing the profitability, growth, market
share. It assist in overcome the production and operation cost within the business. It can be also
said that both sector is largely depends upon each other because customer have required both
facilities and services while they spend their time and holiday at destination of tourism.
2.2.Discussion of how integration affects hospitality business
The two organization core competency are combined by the integration in order to attract
more number of customers and it also helps the organization to gain competitive advantage. The
resources are utilized fully and the competitive prices are set (CG Davidson, McPhail and Barry,,
2011). The impact of interrogation on Mariott international will be as follows-:
Cost integration – The high volume of money is being spend on the business due to horizontal
and vertical integration on their business. In order to provide better quality of service it expands
investment of technologies .The packages price are set mutually by the organization and this also
included prices of holiday packages. For an instance the high investment is there due to purchase
magic life that is purchased by this hotel. The hospitality business is affected due to cost
integration.
Technology- The hospitality industries is also affected due to technology integration. As per the
change in the market it support organization to adopt new technology .In order to spend up the
operations at this group the latest technical tools are been used. With end users it provide easy
way to communicate. Between the organization the better coordination and interaction is there
due to use of these advance technology. At different locations the integrated technologies are
situated. The activities can be coordinated by using technical tools and the decisions-making
speed will also be improved due to this use of tools. The ideas will be more innovative and the
efficiency of this group will be improved rapidly by using such technical tools at this group.
Lack of knowledge- This group is integrated horizontally and vertically. In new market segment
this group has entered after integration (Chathoth and Olsen, 2010). The new market strategies
have been developed after it has entered in new market segment all these changes took lace .In
order to handle new customers this group was facing complication. The target customer need to
be founded by them who were interested in their packages. In order to make communication
better and efficient the management team provided training and with customer this training is
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given on order to influence them to purchase the packages. There would be unsuccessful
integration due to lack of knowledge (Chen, Chen and Okumus, 2013).
Globalization- With different organization this group interpenetrates. The knowledge of
globalization factors such as culture, rules and integration is not proper. Due to this operational
complexities is been faced by them. In order to develop global policies it may also faced
difficulties .To make a facility for accommodation it is big challenge for people who are from
distinct culture and country (The Importance of Integrating Hospitality into Other Markets,
2017). All the expectation of these kind of pole need to be fulfilled such as food ,
accommodation etc.
Quality – The quality of services is also faced due to integration. There is both positive and
negative effect due to this. On the human resources the quality is mainly dependent .The key
concept to enhance the quality are mutual relationship and coordination in work.
It has been analyzed that workers area not able understand the new strategies this have
examined in vertical integrity. Among employees that are working this may lead to operational
complexities and dissatisfaction. For an instance the human resource may not accept the culture
and working way of other organization . Due to this the communication will not be peoepr
and the result that is produced may also be unbalanced. The standards of quality will be lowered
from this .
TASK 3
3.1 Rational for project
With this industry it is planing to enter in the food and beverages business as it is an
opportunity for growth and benefits. The increase in income and economical potential is
motivating people to invest in more on food and beverages. A standard food and beverages
restaurant will be planed out by this group. This restaurant that will set up will fulfill all the
requirements of customers and in food product different and unique tastes will be given to
customers. Today customers are looking more for food quality and cost is not an issues for them.
The only need of them is that food should be of excellent quality. On the upper-middle people
are the primary focus of this group who are ready to spend their money towards the luxury life
style's order to acquire benefits and market values this group will consider the upper-middle class
.
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The London is been taken by this group fr the new restaurant as vi stores from different
counties come to visit London to spend some quality time with their family and to have leisure.
The taste will be enriches by the food products provided by this group and more fun in food and
beverages will be there as the quality of food products will be excellent. Using advertisements on
TV the management team of this restaurant is promoting the business and by using social media
sites such as Facebook,twitter and blogs also the management is portioning the new restaurant
for the customers. The simple marketing strategy is been used by this restaurant in order to reach
out to more number of customers and it is also making use of sponsorship program and on food
products it is also offering discounts (Campos-Soria, Marchante-Mera and Ropero-García,
2011). This would help the restaurant to grab and attract more number of customers and they
also be aware about the services that is been given by this hotel.
In order to develop reputation in the market and position in industry of food the
marketing strategy of this group will pay an essential tole in it. All kinds of approaches is been
used by this group in order to achieve higher potion .And due to this there will be more inflow
of customer and the level of their satisfaction will also be high. More values and befits in
comparison from rival restaurants is also planed by this group. This will draw attention of
customers towards this restaurant and also the decisions of customers will also be influences
form this. The transformation of customers from one time customers to regular customer or loyal
customer will be there due to excellent and attractive services that are being provided by this
restaurant. In its customized and featured food and beverages services the organization will try
to leave the footprints of impression (Espino-Rodríguez and Taylor, 2012.).
The needs of all types of customer will be considered by this hotel and in Asia ,Chinese
and continental food it will try to give vast varieties. In order to design and facilities the modern
approach will be used by this restaurant and also in additional services also it will make use of
modern approaches. This will also grab more number of customer towards this hotel. In food and
beverage industry this restaurant is also considering opportunities. In order to start with new
restaurant in London stable economic conditions and high demand in the product are at core.
3.2 Plan for operational and human resource allocation
The most valuable resources for the growth and development that is been considered by
this restaurant is human resources (Baraban and Durocher, 2010). In order to mange the business
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and quality in food the organization needs the human resources A robust strategy will be mane
by organization for this .And it will also hire skilled and experience persons for this strategy
and the candidates that are been hired by the company will be required to allocate them work
properly and the good quality food products is served by them .the good quality food should be
served to customer with minimum response time.
Stage 1:Development
A well-planned approach will be followed by the management team of this restaurant in
order to hire and allocate human resources. The major focus of this organization is satisfaction
among customers and growth of organization. In order to enter in food and beverages restaurant
these are the major focus of this restaurant. The skilled and experiences candidate will be hired
by this restaurant in order to give unique and excellent taste in food. The customers will served
more factor from responsible staff. In London and international market the organization is
thinking to expand a a large chain of food restaurants. Without the help for skilled and talented
candidates these objectives are not easy to achieve (Alonso and O’Neill, 2010.).
Stage 2: design
The out;look of an organization will define in design. In order to attract more number of
customers the impressive design of interior and exterior side of restaurants is useful.
Ambiance- The highly decorated and luxury ambiance looks should be planned by these hotels
as per the current requirements of customer. This will divert the decisions of customers for
accommodation. As per the latest trends the management need to apply simple decorative and
multi colour lights.
Sustainability – In order to sustain and well position in market this restaurant will introduce new
and existing offers for customer .
Stage -3 operations
In order to apply the development and design part of planing operation phase of the restaurant
will be applied. The result of restaurant will be affected the operation of this restaurant. More
productivity will be achieved if the operations are better.
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CONCLUSION
From this report it has been concluded that there is direct relationship between hospitality
and travel and tourism sector. The Hospitality and travel tourism sector have direct and indirect
relationship with each other. Both sector is largely depends upon each other because in the
absence of travel and tourism sector, it is impossible to growth the hospitality sector. With
assistance of the integration, both hospitality and travel and tourism sector can enhance its
profitability and growth in the market. It has been also concluded that , major two kind of
integration such as horizontal and vertical integration.
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REFERENCES
Books and journals
Alonso, A.D. and O’Neill, M.A., 2010. Consumers’ ideal eating out experience as it refers to
restaurant style: A case study. Journal of Retail & Leisure Property, 9(4), pp.263-276.
Baraban, R.S. and Durocher, J.F., 2010. Successful restaurant design. John Wiley & Sons.
Campos-Soria, J.A., Marchante-Mera, A. and Ropero-García, M.A., 2011. Patterns of
occupational segregation by gender in the hospitality industry.International Journal of
Hospitality Management, 30(1), pp.91-102.
CG Davidson, M., McPhail, R. and Barry, S., 2011. Hospitality HRM: past, present and the
future. International Journal of Contemporary Hospitality Management, 23(4), pp.498-
516.
Chathoth, P.K. and Olsen, M.D., 2010. The effect of environment risk, corporate strategy, and
capital structure on firm performance: an empirical investigation of restaurant firms.
International Journal of Hospitality Management, 26(3), pp.502-516.
Chen, H.J., Chen, P.J. and Okumus, F., 2013. The relationship between travel constraints and
destination image: A case study of Brunei. Tourism Management, 35, pp.198-208.
Espino-Rodríguez, T.F. and Taylor, J.S., 2012. The perceived influence of centralising
operations in chain hotels. Tourism and Hospitality Research,6(4), pp.251-266.
Tapper, R. and Font, X., 2004. Tourism supply chains. Report of a Desk Research Project for the
Travel Foundation. Tourism supply chains. Report of a Desk Research Project for the
Travel Foundation.
Theobald, W.F. ed., 2005. Global tourism. Routledge.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing. Marketing
Intelligence & Planning, 28(4), pp.533-544.
Vargo, S.L. and Lusch, R.F., 2004. Evolving to a new dominant logic for marketing. Journal of
marketing, 68(1), pp.1-17.
Vorhies, D.W. and Morgan, N.A., 2005. Benchmarking marketing capabilities for sustainable
competitive advantage. Journal of marketing, 69(1), pp.80-94.
Online
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The Importance of Integrating Hospitality into Other Markets. 2017. [Online] Available through:
<http://hotelexecutive.com/business_review/2327/the-importance-of-integrating-hospitality-into-
other-markets>.
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