Analysis of Hospitality and Tourism Management Research

This assignment requires analyzing a collection of academic articles and books related to hospitality and tourism management, focusing on key concepts, methodologies, and trends. It involves identifying relevant studies, evaluating their contributions, and synthesizing findings to provide an overall understanding of the field.

International Hospitality management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART A...........................................................................................................................................2
TASK B...........................................................................................................................................4
TASK 3............................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality is referred to as a business which aims to fulfil requirements of housing and
entertaining guests (Assaf and Cvelbar, 2011). It also defines state of relationship which is
shared among hosts and guests. Therefore hospitality management is a separate discipline which
aims to apply management concepts and theories upon operations which are carried out in
hospitality domain so that needs of guests are fulfilled in right manner. The reason being, that
there are numerous sectors which are related and are require to be managed in their own distinct
manner so that better services are offered to clients. This report focuses on hospitality operations
which are carried out by Mariott Hotel West India Quay. The understanding of hospitality sector
will be developed with the help of this hotel. The analysis of external environment is conducted
through tools such as SWOT, PESTLE so that strategies for future of this business could be
developed.
MAIN BODY
Background of International hotel Industry and tourism
The trends of hospitality can be traced back to the medieval times. During that time
traveller were provided with accommodation through guests houses and it emerged to be a
common trade measure. The popularity of hotel can be seen mostly in 19th and 20th century. The
hotel industry was exposed to numerous economic, technological and social alternations which
led to its upliftment. The developments of trains and auto-mobiles have contributed to success of
hotel during that period. People who experienced sudden rise in the disposable income through
economic boom popularised trend of travelling to places for leisure (Brotherton, 2012). The
present state of hospitality encompasses broad range of operations and activities which
aggregately contribute in providing guest with a memorable experience. The opening up of
economies through globalization processes has benefited this industry in the most significant
manner. After which, people have started identifying and discovering culture of other nations.
The major domains which are considered are lodging, transportation, cruise lines and theme
parks. The international hospitality industry will be a multi-trillion dollar industry and all of
which relying on the disposable income which is spent by travellers. The major players in this
field currently are Hyatt, Hilton, Marriott and Starwood.
Background of the hotel
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The hotel which is emphasized in this report is Marriott Hotel West India Quay. It is a
premium hotel operation in the market of London, United Kingdom. Marriott is known to be one
of the most recognised hospitality brands in the world. Marriott International is known to own
around 6,000 properties around the globe and marking its presence in over 122 countries. This
chain of hospitality sector was formed some 90 years ago by J. Willard and Alice Marriott.
Marriott international right from its inception have formed a culture to put customer before
everything else. This particular premium hotel is known to render best in class services to
visitors through its operations in a posh locality in London. The services which are offered to
guests include Mini-bar, TV and mesmerising sights of dockyards of London. The addition
facilities of this hotel include fitness and business centre and meeting event space. This hotel
always looks for opportunity to serve in an unforgettable manner.
PART A
SWOT Analysis
SWOT Analysis is referred to as study which assures examination of business so that
major strengths and weaknesses could be identified (Brown, Arendt and Bosselman, 2014).
Along with it, major threats of business are identified along with chances of growth. It is a
commonly employed tool by organisation so to formulate plans for the future of business. The
competition which is existent for business could be easily countered when an organisation is
familiar with strengths and challenges. Below is a detailed analysis for Marriott Hotel West India
Quay.
Strengths: these are referred to the areas of business which are performing well. The
muscle which is possessed by business can be further deployed to achieve unprecedented results.
Firstly the prowess lies in the name Marriott itself. This business is known to be one of the
renowned names when it comes to hospitality domain. The presence in one of most sought after
locality in London makes it further easier for this business to lure into customers. This
organisation is taking adequate assistance from digital platforms which are another area which
benefits this business. The people working in this organisation are dynamic, trained and creative
which helps in fulfilling major requirements of consumers. The change which this institution is
exposed too is countered well with the help of capable workforce. Lastly strong balance sheet of
this organisation could not be ignored. The record sales have proved it to be one of strong
institutions when it comes to hospitality.
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Weaknesses: These are mentioned to as disadvantages which are to be managed by a
business. There are numerous aspects relating to business which does not perform up to the mark
and exposes an organisation to a major threat (Buhalis and Crotts, 2013). The prices which have
been charged by Marriott West India are comparatively higher therefore goes beyond
affordability of masses. There is no doubt that the services are premium but it is essential to
consider disposable incomes of masses so that major benefit could be availed. If such could be
worked upon, this organisation will experience a major rise in target consumers. Another major
drawback for this hospitality organisation is that there have failed when it comes to diversifying
their offerings to lure different customer.
Opportunities: These are mentioned to as circumstances which led to expansion or
development of a business in a particular period. A business is provided with a series of
favourable circumstances which led to advancement for an organisation (Davidson, McPhail and
Barry, 2011). it has been stated that this business marks its presence in over 79 nations but there
are still markets in which they can further strengthen their position to avail financial benefits.
The feature of Marriott rewards which has recently been introduced should be popularised so that
more and more people avail this benefit. The rates which are charged from regular member
should be regularised so that they are served in the best manner. The major benefit which could
be availed is Wi-Fi and mobile check-in. The reliance on business customer for this organisation
is very high. However, there is a scope in targeting casual traveller with services and
promotional plan of this hotel. The sustainable policies and practices should be brought into
limelight so that people perceive a positive image of this organisation.
Threats: Threats are the negative effect which can arise in relation to the business. The
events in this approach can cause irreplaceable losses to a business organisation if not paid
attention (Chang, Gong and Shum, 2011). The first primary threat is intensity of competition in
the market. The presence of numerous hospitality organisations makes it difficult for a business
to carry out its operations in a peaceful manner. Rival businesses always inflict threat upon this
organisation. The operations for this business are being carried out in approximately 79 nations
which expose executive management to distinct policies and culture. This feature however
sometimes causes disruption in carrying out operations in desired manner and pose a major threat
to subsidiary in that region. Therefore it is extremely important to alter practices and culture in
accordance to that region so that a positive change upon aggregate culture can be experienced.
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TASK B
The United Nations World Tourism organisation abbreviated as UNWTO is an agency
which is responsible for promoting of responsible and sustainable tourism around the world. This
specialised agency is known to collect data on which helps in predicting what the future of
tourism will be in coming years. According to the data collected by agency in the year it was
obvious that there is a significant increase in destinations which are open for tourism. There is an
increase of expenditure which has been carried out in this sector as it is believed to be a key
driver of social and economic aspects in the country. The expansion and diversification in this
domain have turned out to be economically beneficial to countries (Chon and Yu, 2012). The
number of tourist arrivals last recorded stands at 1133 million and receipts accounted 1245
exclusively in the United States.
Background to developed markets
The developed markets are the one which have been working not on the infrastructure but
on approaches which enhance customer satisfaction of guests. The are numerous efforts which
are carried out in the developed market so that exclusive user experience is offered to visitors.
The efforts in developed economies are now aimed to be more profitable than before. The efforts
of such economies are on catching attention of consumers through innovative and creative means
so that sales turnover could be enhanced. The examples on the developed economies are United
States, UK, Spain, France, Italy etc.
Background to emerging markets
This agency has predicted that international tourists will grow to approximately 1.8
billion in 2030. This statement solely is enough to determine that hospitality industry is in no
mood to slow down in near future. The reason for which tourism has been mentioned time and
again is that hospitality business is directly related to the amount of people who visit the country.
Therefore to opt for a new emerging market there can be no better region than Europe. The
reason for the same is that Europe is leading that chart with estimated 582 million people who
constitutes as staggering 51%. There has been record growth of 3% in the last financial year. But
when considering an emerging market Asia-pacific region could not be ignored, it has been
identified that future trend are way more favourable in that region when compared to Europe.
The destination which has been chosen for expansion for Marriott international will be
Cambodia. It is nation present in the south-east region of the Asian continent. The integration of
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ancient and modern architecture makes it one of the most tempting destinations for peace
seekers. The major attractions of this region are central market, palaces, historical and
archaeological exhibits. The PEST analysis of chosen destination for expansion is as follows:
Political-legal factor: this is foremost important segment of this analytical tool. This
aspect takes into consideration political environment of the country along with legislation which
has been formulated by them. The reason being this factor is taken into consideration is that it
influences tourism and ultimately hospitality industry in that nation. It has been seen that this
nation have always been victim of political unrest and it has been identified that such alternation
tend to affect economic which could be achieved by economy of a nation (Political risks
threaten economic gains in Cambodia, 2017). The government has been accused numerous times
for ignoring human rights provided by United Nations. Such factor tends to spread fear amongst
traveller and restrains them from visiting the country. However the government of the country is
trying to make necessary changes into political environment so that better trade and investment
opportunities could be availed. The party ruling nations have been victim of numerous crime
practices which are carried out in the country. While venturing into this nation with a purpose of
making financial gains will be risky due to political threat to operations. The contradictory side
to this aspect is that there is little evidence which support the fact that political instability is
interrupting economic growth availed last year by this nation. The legislation relating to tourism
is Cambodia is another factor which is leading to fall in economic circumstances in this sector.
The major reason which supports this statement is that there is no clear description of roles and
responsibilities of people and agencies which led to situation of confusion among the people.
Recently it has been identified that tourism department has submitted a draft with the
government emphasizing upon promoting a sustainable tourism in the country.
Economic factors: The economic situation operates on free forces of market which
means there is no barrier on entry and exit of firms (Harkison, Poulston and Ginny Kim, 2011.).
The GDP of the country stood at 18.5 billion in year 2015. These economies possess a heavy
reliance on its tourism sector and have experienced approximately 7% of the growth last year.
The growth of economy makes it one of the ideal emerging destinations for Marriott
international to invest.
The world bank have stated that economic growth of the country stayed strong
irrespective of politico-legal hindrances encountered by the hospitality segment. The UNWTO
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recorded a growth of approximately 7% in the year 2015. There is an significant decline in the
status of poverty in the region by 18.6% which justifies that situation of boom in that region
exclusively. The major two sectors which have uplifted stature are garments and tourism. But it
has been identified that crops have lately contributed well to the economy of a nation. The
inflows of FDI have been on a rise which makes it one of ideal destination to expand operations
of an organisation. They have now joined the “Olympians for growth” which means that they are
amongst fastest economies to expand their operations. The growth which is being experienced by
them is lively which have led to increase of financial circumstances.
Social factors: Social factors takes into consideration lifestyle, family or wealth of people
living in the country. The social factors have possess the capability of changing overtime. It can
be mentioned to as one of the major impact on globalisation as there is an existence and
tolerance for other cultures as well (Harrington and Ottenbacher, 2011). The rise in the people
travelling will definitely carry an impact upon the food and lifestyle habits. They are exposed to
new foods and means of living which are being adopted by them. The social communities which
are residing in the country carry an direct influence on tourism in the country. It is essential for
the both sectors to carry a positive impact so that sustainable means of tourism could be
promoted. The minimal contrast amongst the two is beneficial for operations of a business.
A indigenous communities feels threatened when exposed to culture of other
communities and are afraid of the threatened which are experienced by them on grounds of
family and structure. However the Cambodian culture is rich and can be traced back to centuries.
It is believed to be fusion of Buddhism and Hinduism which leads to development of a unique
culture. The traveller will be greeted by well-mannered Cambodian which will definitely help in
building of an irreplaceable customer experience.
Technological factors: It is referred to an one of the most influential factors in tourism
sector. The transfer of information have been redefined with the development of technology. The
consumers are now more aware of what they want and manner in which they wish to experience
the same (Lub and et. al., 2012). As far as it can understood, technology have been able to
enhance state of tourism all around the world. With the development of applications and web
portals organisations are aiming to serve their customer in the improved manner. The another
key factor which have redefined tourism is social media. People are now more aware about
destination and culture around the globe and have tend to fulfil their dream of visiting this
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destination. Therefore it can be said that technological revolution created a positive impact on
the state of tourism around the world.
TASK 3
Porter's generic strategies: For the purpose of strategic growth of Marriott Hotel West
India Quay, the organisation is focusing over the adoption as well as execution of porter's genetic
strategies. This is helpful in managing long term share maintenance in market, expansion of
organisation and seek the evolution within the competitive market (Mok, Sparks and
Kadampully, 2013). There are three interlinked main concept that are used to develop major
process of operating and competitors outmanoeuvre. There are major three basic generic
strategies for achieving the determined performance by the hotel i.e. differentiation, focus and
cost leadership strategy.
 Cost leadership: Through manipulating the cost of production and delivering the costs of
products, organisation meet the competitive edge easily. This can be attained through two
ways: first to raise market share and charging less cost, second ton reduce the price and
raise the benefits (Teng, 2011). The hotel will be managing certain level of profitability
while the competitors are facing various losses. The organisation is using certain methods
through which they can enhance the efficiencies of their services and meet exclusive
accessibility. Differentiation Strategy: This method focus over improved uniqueness of product for
engaging more buyers. In order to appeal the value of consumer's sense, this might
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Illustration 1: Porter's generic strategies, 2017

involve the general utility and durability of service. Marriott Hotel West Quay is
successfully using this techniques through accessing scientific research trough using
creative team and managing the quality along with the innovation.
 Focus Strategy: Despite of laying efforts to the specific market niche, this strategy aims
over the mass number of people appealing them for making purchase decision. The
respected hotel will be opting this strategy for increasing the loyalty level among
consumer.
Through investigating these techniques or strategies, company can look over the whole
market from the new or unique perspective. This help in dominating the market and appealing a
certain segment of market in effective manner.
Ansoffs Matrix Mix
In regard of Hotel growth strategies, Marriott Hotel West India Quay will seek to adopt
and execute various strategies for gaining market entry, enhance the opportunities of
development maintaining long term share in the marketplace. Here are four different types of
strategies for developed linked with the techniques of Ansoff Mix which has briefed as below: Market Penetration: Organisation is sponsoring global programs such as international
football clubs for gaining more loyalty and develop marketing in company (Testa and
Sipe, 2012). Also in order to penetrate the market, company is concentrating over middle
class consumer delivering them more offers, discounts and campaigning etc. New Product Development: To provide more luxury service, company has been using
helicopter for transporting VIP or special guests to hotel from airport. Company has
claimed to develop service in the available segments of market. Diversification: The hotel is diversifying their business for growth through improving
new products for new trade. Marriott Coffee Chain introducing a new coffee chain shops
under their name.
 Market Development: Marriott Hotel West India Quay is seeking for the growth and
expansion opportunities within the new market segments. Enterprise is expanding their
business at global platform such as South Asia, S. Africa etc.
There are various factors which are need to undertaken by an organisation for
development. Through the help of Ansoff Matrix Mix, company can conveniently focus over
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expansion on their business and meet their determined target in better manner (Yoo, Lee and Bai,
2011).
Nykiel’s fourteen Strategy
These strategy defines approaches for expansion which can be employed by an organisation
dealing in the hospitality sector (Tsang and Hsu, 2011). The major strategy which are to used by
Marriott internation while expanding to the market of Cambodia are as follows:
Specialisation: the efforts of this organisation should be aimed to expand its specialised
services in chosen emerging market. Marriott Internation is known to deliver premium
hospitality services around the globe and same is to be expanded into market of Cambodia. The
reason for the same is that existing service user will be persuaded to be visit and avail services of
newly launched hotel.
Horizontal expansion: This approach states that this hospitality organisation should
venture into new service lines in the market so that a broad segment of the market is covered
(Wang, Chen and Chen, 2012). The expansion plan of the Marriott of venturing into Cambodia
will help in attaining additional revenue.
Geographical expansion: it is one much needed strategy which is to be employed by
business. The reason being Marriott posses ideal financial resources and brand name which
makes it comparatively easy for them to venture into emerging nation. The loyal pool of
consumers assure that sales of business never experience a decline.
CONCLUSION
It can be concluded from the above report that hospitality sector is one of booming sector
presently. The reason for the same is that technology and globalisation have carried a positive
impact upon the tourism sector which have ultimately uplifted state of hospitality domain around
the world. The Cambodia is chosen to be nation for expansion of Marriott West India Quay. The
reason being it is being registered in Olympians of growth and business is able to avail this
opportunity for making financial gains. This business with this strategy can make long and short
term profits. These initiatives by business are further supported with favourableness of internal
and external environment of business identified through SWOT, PESTLE, Ansoff and Porter's
generic strategies.
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REFERENCES
Books and Journals
Assaf, A. and Cvelbar, K. L., 2011. Privatization, market competition, international
attractiveness, management tenure and hotel performance: Evidence from Slovenia.
International Journal of Hospitality Management. 30(2). pp.391-397.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Brown, E. A., Arendt, S.W. and Bosselman, R. H., 2014. Hospitality management graduates’
perceptions of career factor importance and career factor experience. International
Journal of Hospitality Management. 37. pp.58-67.
Buhalis, D. and Crotts, J., 2013. Global alliances in tourism and hospitality management.
Routledge.
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.
Chang, S., Gong, Y. and Shum, C., 2011. Promoting innovation in hospitality companies
through human resource management practices. International Journal of Hospitality
Management. 30(4). pp.812-818.
Chon, K. S. and Yu, L., 2012. The international hospitality business: Management and
operations. Routledge.
Harkison, T., Poulston, J. and Ginny Kim, J. H., 2011. Hospitality graduates and managers: the
big divide. International Journal of Contemporary Hospitality Management. 23(3).
pp.377-392.
J. Harrington, R. and C. Ottenbacher, M., 2011. Strategic management: An analysis of its
representation and focus in recent hospitality research. International Journal of
Contemporary Hospitality Management. 23(4). pp.439-462.
Lub, X. and et. al., 2012. Different or alike? Exploring the psychological contract and
commitment of different generations of hospitality workers. International Journal of
Contemporary Hospitality Management. 24(4). pp.553-573.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
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Teng, C. C., 2011. Commercial hospitality in restaurants and tourist accommodation:
Perspectives from international consumer experience in Scotland. International Journal
of Hospitality Management. 30(4). pp.866-874.
Testa, M. R. and Sipe, L., 2012. Service-leadership competencies for hospitality and tourism
management. International journal of hospitality management. 31(3). pp.648-658.
Tsang, N. K. and Hsu, C. H., 2011. Thirty years of research on tourism and hospitality
management in China: A review and analysis of journal publications. International
Journal of Hospitality Management. 30(4). pp.886-896.
Wang, C. H., Chen, K. Y. and Chen, S. C., 2012. Total quality management, market orientation
and hotel performance: The moderating effects of external environmental factors.
International Journal of Hospitality Management. 31(1). pp.119-129.
Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics,
methods, and trends. International Journal of Contemporary Hospitality Management.
23(4). pp.517-532.
Online
Political risks threaten economic gains in Cambodia. 2017. [Online]. Available through:
<http://www.atimes.com/article/cambodia-political-risks-threaten-economic-gains/>.
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