Hospitality's Impact on Service

This assignment delves into the profound impact of hospitality principles on service provision across diverse industries. It encourages students to analyze how key concepts like 'hospitableness' and 'service encounters' shape customer experiences. The analysis involves examining real-world case studies and exploring relevant theoretical frameworks from renowned scholars in the field, including Herzberg and Lashley.

Running Head: Law 1
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Introduction:
Tittle of hospitality is usually considered as device which deals with the public relations
(Lashley, 2015). In other words, this term encourages the study related to the hosts, guests, and
hospitableness. It states the relationship between guest and host under which host receives the
guest with goodwill and it also includes the reception and entertainment of guest, visitors, and
strangers. There are number of expert’s which states that hospitality is the services granted by
great soul that actually cares for whole universe through the ties of humanity. Exploring the
concept of hospitality in the context of social science can be considered as the basic agenda of
the hospitality. Therefore, study related to hospitality covers all the aspects of relationship
between hosts and guests, domestic and commercials facts, and cultural settings. On the basis of
these aspects it can be said that hospitality very important for human life and culture (Blain &
Lashley, 2014).
This essay discusses the changes happen in hospitality industry with time, and what type of
changes can be occurred in future. These changes are analyzed with the help of some arguments
such as how this industry becomes inhospitable with time, whether industry has both hospitable
and inhospitable elements and changes occurred in this industry as per the market conditions, etc.
Structure of this essay contains the background which includes brief history of domestic/private
hospitality, role of this industry in commercial sector, and context of hospitableness in lieu of
stated arguments. After discussing about the context and meaning of hospitality, this paper states
how hospitable today the hospitality industry is and impact of technology on hospitality. Lastly,
essay is concluded with brief conclusion which states the important facts of essay in brief.

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Background:
The broader enquiry of term hospitality demands academic research which includes the analysis
of historical activities in context of cultural, domestic, and commercial domains (Lashley &
morrionson 2000). Each domain represents the different aspect of hospitality and details of these
aspacts are stated below:
Brief history of hospitality in domestic and private context:
The domestic domain helps in the consideration of some issues related to the definition of
hospitality, hosting and ‘hospitableness’. Hospitality is defined as supplying food, drinks, and
accommodation to those peoples who are not the members of the household. There are number
of articles which exclusively consider the commercial market in which exchange is occurred
between the person who receives the hospitality and person who supplies the hospitality. Setting
related to domestic domain is determine as revealing setting because the concerned parties
related to the transaction are performing their roles in such manner that goes beyond the
relationships of service interaction in narrow market.
The provision which is related to the food, drinks, and accommodation clearly reflects the
friendship and this friendship are usually maintained in domestic domain. Hospitality in
domestic context creates symbolic ties between the people who are engaged in hospitality and
this result in strong bond between the peoples who are sharing hospitality. In societies of pre-
industrial times, treating the strangers kindly will be considered as highly values in number of
societies, as stated by Heal (1990) motive behind this treatment was not solely altruistic.
Receiving strangers in the house also help the person in monitoring the behavior of such
stranger. As stated by Visser (1991), relationship between the host and the guest goes far if the
act of the friendship is involved. Both guest and host are originated from the common Indo-

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European word which actually means stranger and enemy, but in actual link related to single
term is not referred so much in case of individual people as it includes the guest and the host and
also the relationship between them. It is considered as the relationship which is actually based
on mutual obligations such guest can become host on any other event. However, there are
number of individuals who have the experience of both consuming and supplying the food, drink
and accommodation in domestic context, and some individuals enter into commercial context
without having such experience in domestic context.
Hospitality in Commercial context:
The commercial context of hospitality takes place in most western societies where hospitality is
not considered important in value system. Wider concept of hospitality establishes robust
understanding of importance of hospitality activities for the purpose of providing better
knowledge of commercial application of hospitality. It is not possible to reject the benefits
occurred from commercial hospitality which result in various opportunities related to travel,
intercourse with others, etc., commercial provision related to activities of hospitality is mainly
inspired by the need of profit earned by service interaction. Hospitality activities in commercial
domain, results in number of tensions and also the contradictions which can be reduced after
understanding the hospitality activities in cultural and domestic domains. After considering the
research done by Heal (1984), Nouwen (1998), Telfer (2000) and O’Gorman (2007), it is easy to
understand the hospitality in association with human activity, and it is also possible to find
number of motives because of which hosts offering hospitalities to the guests. These motives
provide strong reasons to the host for providing hospitability in more kind and better way. In
other words, when host provides the hospitality for the purpose of making benefit then in such
situations hospitality is only offered merely for the joy and pleasure of hosting. Increasing trend

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of hospitality provides various business opportunities and these opportunities increased after the
liberalization. When economy was opened for foreign investors, then at that time there was
increment in the inflow of foreign business travellers which lead to increase in demand of five
star hotels. This demand stabilizes during the period of 1991-1995 because of the friendly
business environment.
However, nothing stays forever, and concept of hospitality in hospitable industry is also changed
in early 2001 when recession hits the world and there is crash in the demand of hotel room.
Things changed with time and hospitality industry becomes inhospitable. Telfer (2000) stated
that offering food, drink and accommodation for getting the benefit is Ulterior Motives
Hospitality. In this kind of hospitality, it is considered that guest is able to provide some gain to
the host, and host offered the hospitality for the purpose of gaining the benefit. His can be
understood with the help of example, dinner arranged for boss and client for the purpose of
creating positive impression as it includes the hope that dinner ultimately benefits the host.
There is very popular phrase of Nicholo Machiavelli, “Keep your friends close, but your enemies
closer”. It means providing the hospitality to the stranger is influenced by fear but it also
includes the close monitoring of stranger in household. In other words, it includes the obligation
to provide hospitality to all the persons no matter whom that person is, but it also state the main
aim to monitor the enemy (Wagner, 1870). For this purpose, it is necessary to treat the
consumers in same manner as they were guest of your own home, which means experience of
hosting in domestic domain is important aspect (Ashness & Lashley, 1995).
After considering the facts related to commercial domain, it is clear that with the changing time
concept of hospitality is also changed. In other words, now hospitality is done for getting

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benefits only such as for building brand image, influence the consumers, etc. very few societies
are left in which hospitality is still considered important in the value system.
Hospitableness and its impact in lieu of above stated argument:
Activities related to the hospitality can be considered as important principle of human life, and
on other side hospitableness is defined as willingness of person to be hospitable without making
any expectation from the guest. In other words, hospitality can be considered as recompense, or
reciprocity. Study related to hospitality from the perspective of social science stated that
requirement related to the hospitable has been considered as the theme related to moral system of
human beings at global level.
A study related to religions stated that hospitality is the important feature of the human morality.
The study related to hospitality needs to explore the hospitality in cultural, domestic, and
commercial domain. It is possible to understand the commercial domain in context of hospitality
in better way with the help of other domains (Lugosi, Lynch, Morrison, 2009).
Generally, worker who is providing services will engage in emotional level, and become host
while servicing their consumers and such worker provides services to consumers as personal
guest. Therefore, provision related to the commercial hospitality involves the transactions which
are financial in nature and it is offered to only those guests who are ready to pay for it. If guest
fail to make payments then host can withdraw the services. Therefore, it is said that commercial
hospitality reflects the contradiction and it cannot deliver true hospitableness (Ward & Martins,
2000; Ritzer, 2004). However, in this regard Telfer (2000) stated that this situation reminds us of
simple view that people who are hospitable are already employed in bars, hotels and restaurants
and offer hospitableness in lieu of commercial transactions. Also it is stated that hospitable

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people set up the hospitality business in guesthouses, pubs, etc., because this allowed them to
earn and be hospitable at same time.
Discussion:
How hospitable is today’s hospitality industry:
One of the major and important issues related to the hospitality provision in commercial domain
is related to the authenticity of the hospitality provided by the host. Various questions are raised
such as whether commercial hospitality services are like other services or whether commercial
hospitality can ever be a genuine hospitality? For this purpose, Slattery (2002) states that
restaurants, bar, and cafes are completely economic in nature and it also involves activities
related to management.
Study related to hospitality in context of social science has very limited utility, which states that
relationship between guest and host is only an economic transaction. Ritzer (2007) provides
support to this fact by stating that powerful drivers are present which drives the organizations
indulged in commercial hospitality to become inhospitable. Comment made by Ritzer on
McDonaldizing stated that those corporate drivers which increase the efficiency, calculability,
and predictability of the organization actually act as barrier in the delivery of hospitableness.
This kind of process not only reduces the performance efficiency of organization in context of
hospitableness but also generate feelings of neglect in consumers as individual. Both
standardizing and systemizing processes are considered as those factors which are fundamental
in nature and helps in managing the hospitality in bars, restaurants, and hotels and as result it
removes the hospitality from the transaction.

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Telfer’s (2000) stated that commercial transactions even promote the hospitality because it
provides strong motive of providing hospitality, but it actually prevents the genuine hospitality.
One more researcher stated that eating out in restaurants cannot be considered as authentic
hospitality because this transaction is not genuine but more economic in nature. In contrast of the
views stated by Warde and Martens (2000) and Ritzer (2007), Telfer (2000), it is suggested that
commercial hospitality is less than authentic version of hospitality in home. It is suggested that
those individuals who have values and experience related to hospitability must work in
commercial hospitality sector. Such individuals have capacity to work in their own hospitality
business and they can choose the roles which suits them in hospitality. Lashley, Morrison and
Randle, (2003) stated that meals which are memorable defines the emotional dimensions of the
meal play important role as compared to the quality of meal in context of memorable meals.
Research stated that respondents even provided the write account of their most memorable
meals. These texts were subjected to semiotic analysis and also create multidimensional image of
the meal which included nature of the occasion in which meal is served, fellow diners made by
the company with whom they dined, atmospheres, food eaten, other characteristics, etc. the
occasion related to any significant event in which social context of meal reinforced the emotional
significance of the event. Significance is created and added by the hospitality settings. Meal
related to any occasion and holiday general signifies the togetherness of family and friends and it
also signifies special bond between them which automatically raise the importance of meal.
The actual issue behind this is that many operators of hospitality and tourism give importance to
the tangible aspect of consumer affairs, such as the quality related to the food, conform of the
room and facilities, drink quality, etc ., but they fail to consider the performance of their
employees which creates emotional experience among the guests and result in long term

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satisfaction and loyalty of consumers. As stated by Herzberg’s (1966), concept related to
motivation theory states the metaphor which is useful in nature and also state the physical
aspects of the resort such as décor, physical facilities, meals, drinks, etc,.
If these standards do not consider the expectations then consumers are not satisfied with the
services, and exceeding the satisfaction of consumers in these tangible aspects does not produce
satisfaction (Balmer & Baum, 1993). Satisfaction of the consumer will be created by the quality
of the emotions which are generated from the experiences such as performance of the staff,
quality related to hospitableness, fellow dinners, performance conducted by the line
management. These factors can be considered key sources which not only produce consumer
satisfaction by creating emotional connection with the guests. Long term royalty of the
customers are depends on the emotions generated by above stated elements. Highly satisfied
hospitality and visitors in context of tourism are more likely to return and it also increases the
satisfaction of consumers.
Hospitality trends in future and impact of technology on hospitality:
Hospitality industry is growing in rapid way and following are some future trends of hospitality
industry:
 Now decisions related to hospitality are taken by the millennial, and this trend is very
good because common trait shared by millennial is that they share value experience
related to material goods.
 Future shows that there is huge increase in the business which automatically increase the
demand of hospitality, and this increase in demand results in increasing the priority of
money and brand value.

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 Hospitality industry mainly focuses on their brand value, and in future consumers mainly
consider the organization which has good brand value.
Some technology trends are also there which impact the hospitality industry, and some of these
impacts are stated below:
 Marketing from social media and overlapping care of customers- in future
professionals of market are trained to follow the money, and this actually means engaging
the consumers in those sections where they are naturally congregate. At present stage,
internet is the place where consumers are naturally congregate. One of the fastest
growing tools for marketers of internet is social media.
 Management systems related to hospitality is intelligently integrated- many
businesses related to hospitality industries such as hotels, car rental agencies, etc., are
used some kind of customer relationship management system for years. However, system
used by these businesses becomes more sophisticated but it results in the improved levels
of integration.
 Increase the access ability with technical devices- now people can easily access
anything through their technical devices such as phones and this easy access makes the
things more challenging in the future.
Conclusion:
After considering the above statements, it is clear that lot of things had been changed in
hospitality with time some changes are good and others are not. This term encourages the study
related to hosts, guests, and hospitableness. It states the relationship between guest and host

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under which host receives the guest with goodwill which also includes the reception and
entertainment of guest, visitors, and strangers. Many experts define hospitality as the medium of
the great soul that cares for complete universe through the ties of humanity.
The biggest change occurred in this industry is it becomes inhospitable with time and more
become economic in nature. When host provides the hospitality for the purpose of making
benefit then in such situations hospitality is only offered merely for the joy and pleasure of
hosting. Increasing trend of hospitality provides various business opportunities and these
opportunities increased after the liberalization. Therefore, it is clear that now hospitality is done
for getting benefits only such as for building brand image, influence the consumers, etc. very few
societies are left in which hospitality is still considered important in the value system.
References:

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.
Ashness, D., & Lashley, C., (1995) ‘Empowering Service Workers at Harvester Restaurants’,
Personnel Review Vol. 24, No 8, pages 501-519.
Balmer, S., and Baum, T., (1993) Applying Herzberg’s Hygiene Factors to the Changing
Accommodation Environment, International Journal of Contemporary Hospitality Management,
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Besthospitalitydegrees. How does technology affect the hospitality industry?. Available at:
http://www.besthospitalitydegrees.com/faq/how-does-technology-affect-the-hospitality-
industry/. Accessed on 24th October 2017.
Blain, M., & Lashley, C., (2014) Hospitableness: the new service metaphor? Developing an
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O’Gorman, K. D. (2007a) The hospitality phenomenon: philosophical enlightenment?
International Journal of Culture, Tourism and Hospitality Research, 1, 189 – 202.

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Ritzer, G. (2004) The McDonaldization of Society: Revised New Century Edition, London,
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Ritzer, G. (2007) Inhospitable Hospitality? in Lashley, C., Morrison, A. & Lynch, P. (Eds.)
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