Sustainable Practices in the Hospitality Industry

This assignment delves into the crucial topic of sustainability within the hospitality industry. It analyzes various aspects of sustainable operations, including environmental impact mitigation, social responsibility initiatives, and economic viability. The assignment encourages students to explore current challenges and future trends in sustainable tourism practices, drawing upon relevant research and case studies.

Contemporary Issues

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Current driving contemporary issues in hospitality and tourism ...........................................1
2. Evolving consumers expectations in hospitality and tourism industry ..................................2
3. Reasons of changes in customer's expectations .....................................................................3
4. Expectations of consumers in relation to different types of services .....................................5
5. Recommendations...................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality and travel & tourism industry are very broad in size and are continuously
developing with the time. These industries play an important role in country's economy by
growing employment and GDP (Gross Domestic Product). Both these sectors are linked with
each other because the reason is that people travel from one place to another to enjoy their
holidays and special occasions. To stay long at one place, people require the accommodations
facilities (Brotherton, 2012). In this context, hotels and resorts are mostly preferred by the
tourists and local people to enjoy their quality time with friends and family. But in present time,
both these industries are facing new issues and challenges that affect the operations and practices
of both. These are known as contemporary issues which describes the changes in current affairs
and trends. The present report will help in understanding the concept of contemporary issues in
hospitality and tourism. The report will further focus on the evolution of customer's expectations
that act as a challenge for both hospitality industries. Lastly, it will feature several issues and
reasons related to current contemporary issues.
1. Current driving contemporary issues in hospitality and tourism
There are several types of issues present in both hospitality and tourism industries. In this
context, issues are related to safety and security, technology, services, complaints, food quality,
transport services, evolving customer's expectations, economic or environmental changes etc. In
present time, According to Sloan, Legrand and Chen (2013), customers and tourists wants and
expects the high quality of customers services and facilities. The reason is that they become more
aware about the various types of luxuries facilities that are offered all around the world. In order
to attract more number of customers, hoteliers are highly required to increase their standards in
all areas such as food quality, queries handling, customer’s services and technology (Sloan,
Legrand and Chen, 2013). As per Kusluvan, Kusluvan and Buyruk (2010), Further, in present
time; people are becoming more conscious about their health In this context, problems are
arising related to food safety because; most of the customers demands for hygienic and fresh
food. In respect to this, customers are concerned about the freshness, nutrition value, preparation,
handling, storing and serving. In this regard, customers demand high quality of food with
attractive presentation. To handle these types of issues, government develops various policies
which are related to food safety and customer's health (Kusluvan, Kusluvan and Buyruk, 2010).
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Verma, Stock and McCarthy (2012), hoteliers and tour operators have to ensure that customer's
safety and security are maintained in effective manner. In addition, the other issue is related to
technology. It occurs due to the advancement and modification of expertise. With the
advancement in technology, the expectation of customers related to technology also increases
(Verma, Stock and McCarthy, 2012). According to Crick and Spencer (2011), The consumers
expect the high quality of services related to booking, query handling, online reservation and
surveillance camera for security purpose. Further, the issues are also related to economic changes
and environmental issues. In this context, if climate changes or natural disasters happens like
flood and earthquakes then, it develops a major challenge in front of both hospitality and tourism
industry (Crick and Spencer, 2011). As per Bilgihan, Okumus and Joon-Wuk Kwun (2011), the
reason could be current history of natural disaster in country then in this situation traveller will
less prefer to visit and stay at this type of place. In same manner, if transformable disease creates
like swine flu then it gives negative impact on people and they will less prefer to visit hotels,
resorts and travel at new places. The changes in tax rates also creates problem for tour operators
and hoteliers because; tourists have to pay high prices for air tickets, transport facilities and rent
charges (Bilgihan, Okumus and Joon-Wuk Kwun, 2011).
2. Evolving consumers expectations in hospitality and tourism industry
According to Bernsen, Dybkjær and Dybkjær (2012), it is evaluated that major
contemporary challenges and issues are created just because of changes in consumer
expectations and their buying preferences. In present time, with the changes in factors like social
and technological, expectations of customers also increase. In this issue, internet facility plays an
important role because; with the help of this service, customers became aware about luxuries
which are offered in other countries. Customers get the information about any type of facilities
and after that their expectations increases (Bernsen, Dybkjær and Dybkjær, 2012). As per
Nielsen (2010), They start to expect more from hoteliers in respect to various kinds of services
like attractive reservation system with online facility, multi cuisines offering, open kitchen
concept etc. It is analysed that customers develop the high expectations which are related to fast
and quality services. They want the high quality of customer’s services anytime, anywhere and
with fulfilment. With the advancement in technology, customers expect from hoteliers and tour
operators that they provide rooms where they can access internet and use their electronic gadgets
(Nielsen, 2010). Syaifudin, Mukhopadhyay and Yu (2012), It can be said that if delightful
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services and facilities will be offered to customers, then they will visit them again and willingly
spend their money to make their trip and visit memorable. The regular customer’s wants and
expects more in terms of service, architecture and facilities. If they prefer to visit again and again
and same things are offered to them by hoteliers then in this situation they will assume that hotel
is not adopting the current trends and changes (Syaifudin, Mukhopadhyay and Yu, 2012).
Accprding to Nyheim and Connolly (2011), The current changes entail both negative and
positive impacts on operations and practices of this industry. The regular customers will not
appreciate the average services instead of this they will expect and demand the quality services
in excellent manner. Several surveys indicate that if average (regular) type services are offered to
consumers then they may leave or never come back to hotel (Nyheim and Connolly, 2011). For
example; the main motive of Hotel Four Seasons is to enhance the experience of customers. For
this purpose, they adopt and implement various types of creative and innovative ideas. This
results that many people desires to visit the hotel to spend their quality time and experience new
things.
In earlier times, people pay the payment in cash manner but in present time, payment is
made through swiping cards. As per Sloan, Legrand and Chen (2013), This type of technology
also act a barrier in front of many hotels. It is evaluated that in order to provide the luxurious
services to customer, this concept comes with high level of cost which is quite expensive (Sloan,
Legrand and Chen, 2013). According to sai and Chen, (2010), It is analysed that expectations of
customers have changed a lot in last 8-9 years. In this regard with the development and growth of
other things, the needs and expectations of consumers increases in respect to several things like
food, safety, travel and advance technology. In last 10 years, people visit the hotel and after that
they book the rooms but in present days, customers visit the website and select the service and
package according to their budget and preferences. It becomes quite easy to visit at new place, in
this context, people are now that much capable to book the services of any hotel organization by
staying on the other side of world (Tsai and Chen, 2010).
3. Reasons of changes in customer's expectations
There are several types of external factors are present which have altered the expectations
of consumers. In this context factors are such as trend of online shopping, presence of social
media, competitive environment, updated technology and healthy life concept etc. The
description of all these factors have been listed below as:
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 Competitive environment- According to Lück, Maherand Stewart (2010), if the
competitor firm A have enhanced and improved their customer services, then it will
create positive image for company A and negative image of company B I front of public.
The people will expect the same things from company B as well (Lück, Maherand
Stewart, 2010). Verma, Stock and McCarthy (2012), in this context, if the company B
does not increase the quality of their services then company A will able to steal the all
customers at their side. This types of things also push the expectation of customers at
high level. For example, Hotel Four Seasons starts to offer the online booking facility in
fast manner then other competitors also have top work on this by improving the quality of
their services (Verma, Stock and McCarthy, 2012). Presence of social media- As per Kang, Lee and Huh (2010), the social media also plays
a vital role in increasing the expectations of people. By broadcasting the several types of
news and information, they increase the awareness of people. In this context, the social
media puts their spot light on various types of customer services. For example, they
telecast the innovative customers service of Hilton hotel and Thompson tour operator. In
the news they describe the adventures activity of Thompson and innovative environment
of Hilton hotel, so, these types of information will influence the people to visit and
experience the services Kang, Lee and Huh, 2010). According to Cohen and Cohen
(2012), this type of things also act as an influencer which increases the expectations of
people. With the help of this source, consumers have the power to share and express their
experiences and opinions in both positive and negative manner in front of large number
of people (Cohen and Cohen, 2012). Trend of online shopping- According to Connell, (2013), Tradition shopping concept
with physical outlet will only attract small number of customers from the limited radius
by online outlet helps to increase the size of customers and company's sales. In present
time, trend of online shopping is continuously increasing (Connell, 2013). As per
Kusluvan, Kusluvan and Buyruk (2010), the customers are also using this facility in their
several works. With the help of this facility, customers book their air tickets and rooms in
advance manner by simply sitting at home. By using this type of facilities they make
themselves more comfortable (Kusluvan, Kusluvan and Buyruk, 2010).
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 Healthy life concept- Evertson and Weinstein (2013), Many health care professionals
broadcast the videos and information on their blogs and websites about the healthy life,
nutrition value and benefits of food etc. These type of information also increases the
awareness and people start to become more concious about their health (Evertson and
Weinstein, 2013). According to Hannam, Butler and Paris (2014), to stay healthy, they
expect from hotels to provide facilities regarding to gym, yoga, meditation or good
quality of food products. All these types of things increase the expectation of consumers
and in return they expect the luxurious facilities from every hotel (Hannam, Butler and
Paris, 2014). Updated technology- Tsai and Chen (2010), By adopting the new and update technology,
provide effective services to customers. In this context, hotels are basically harnessing the
technology to make themselves differ from other competitors in front of market and
consumers (Tsai and Chen, 2010). As per Parsaeiand Sullivan (2012), This type of
thing increase the expectation level because, when the experience the lavish facilities at
one hotel then they compare the facilities of other hotels which are present in hospitality
industry, in this context, in slow manner their expectation also increases. In present time
many hotels uses the ETEM Model which helps them to focus on customers and their
needs. This model defines the evolving tourist expectations (Parsaeiand Sullivan, 2012). Innovative concepts- Evans (2011), This factor also increases the expectations because,
if ant hotel offers the special facilities in respect to children and sports (Evans, 2011).
Moreover, Then customers expectations increases and thy expect it from all. They desire
the high quality of care services in which their services should be handle in fast manner
(Issues in the Hospitality Industry, 2007).
 Customer's awareness- According to Wellington (2015), Customers are more aware
about the variety of food and its cooking methods. In addition, they also expect the
attractive presentation and good taste of food (Wellington, 2015). As per Kang, Lee and
Huh (2010), the customers are also now aware about the nutrition value like they less
prefer to intake calorie related food, so, all these types of things are also influenced other
people. In same manner they eating preferences changed (Kang, Lee and Huh, 2010).
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4. Expectations of consumers in relation to different types of services
There are various types of things are available which are expected by the consumers but
in opposite side it acts as a challenge in front of hospitality and tourism industry. According to
Hunsickerand et.al., (2011), consumers demands the several types of services and facilities for
every one such parks, play zone and swimming pool etc. There are several types of areas are
present such as customer service, complaints handling, reservation facility, technological things,
safety, security, food, trained staff people etc. in which expects the things from both industry
(Hunsickerand et.al., 2011). Verma, Stock and McCarthy (2012), in respect to travel and tourism
industry, tourist wants the high quality of transport and accommodation facilities. In this regard
they want their visit in more memorable manner. With the changes in time, customers are getting
used to increase their choices, expe4ctations and personalization. In this context, few areas have
been described below in which customers expects from both tourism and hospitality industry
(Verma, Stock and McCarthy, 2012). Customer services
As per Kusluvan, Kusluvan and Buyruk (2011), In this area customers expects the high
quality of services which could be related to housekeeping, laundry or security. In this area,
customers wants the service at exact time so they do not get disturbed. If the effective and quality
of customers services are offered to guest then they will perceive the positive image (Kusluvan,
Kusluvan and Buyruk, 2010). According to Evans (2011), all these things are highly expects by
the consumers such as laundry service and house keeping service at regular basis. In addition,
few customers expects that they get the quality services in nominal and cheap prices (Evans,
2011). Food quality
As per Verma, Stock and McCarthy (2012), In present time people have been become
more concious about their health. It results that people are now more attracted towards the
healthy eating and preferring the organic foods. In this context, customers desires the variety of
food products in their breakfast, lunch and dinner (Verma, Stock and McCarthy, 2012). On the
other side, If the customers is aware about the special food of near about hotel region then they
can ask ad want it. There are several types of things are related to food which could be expects
from customers anytime and anywhere. In addition, customer may wants the organic and
hygienic food or multi cuisines. In hotels, it is analysed that god and attractive presentation of
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dish also influence the customer to taste it at least one time. In relation to food, customers
expects the good quality, taste, presentation and texture (Issues in the Hospitality Industry,
2007). Technology
According to Kang, Lee and Huh (2010), With the advancement and innovations in
technology field, the life of people become more comfortable and easier. In this context, hotel
also uses the technology in several things like offering online booking facility, online selection
of rooms by watching interior or selecting the bed mattress types according to preference (Kang,
Lee and Huh, 2010). More ever, there are several types of things which increase the expectation
of consumers. In addition, with the help of technology, both industry can track the arrival of their
customers and receive them from airports. Further, by hotel and tour operators also uses the
technology in terms of offering internet facility. In present most of the people spend their time on
surfing net and through this they connect with other people. With the help of internet facility,
customer who is visiting the hotel describes the beauty of place to his friends with the help of
messenger and chat apps. These things influence the other people to visit the place and
experience it (Issues in the Hospitality Industry, 2007). Kusluvan, Kusluvan and Buyruk (2010),
The past conducted surveys describes that mostly reservations are made by customers through
the internet and every year its is increasing. These things create the issues in hospitality industry
because it each and every organization have to adopt the modified technology to sustain in
market. It is analysed that consumers are tech-savoy and they most of the time rely on their
electronic devices and gadgets. So, they expect from hotel to provide them mobile application
through which they can get the informations about each and every things which are related to
their hotel (Kusluvan, Kusluvan and Buyruk, 2010). Handling complainants
As per Verma, Stock and McCarthy (2012), After visiting the hotel, if customers are not
satisfied with the services or they are facing any type of issue, in this situation they contact to
mangers and complaint about it such taste of food was of not good or they are not able to access
the internet etc. (Verma, Stock and McCarthy, 2012). On other side, they expect that there
queries and problems should be resolved in fast manner and they get the quick response. In this
context, the guest expects that staff members and waiters have the polite and friendly nature.
They also want that their desires and needs should be meet in quick and effective manner. The
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customers expect that manager of hotel do not take the lot of time in solving the queries. In short
they expect that their waiting time should be lowest and they get the result in fast way (Issues in
the Hospitality Industry, 2007). Facilities
According to Hunsickerand et.al (2011), Most of the customers visit the hotel to spend
their holidays. So, they expect from hotel that they could provide the effective services. The
guest expects that in hotel there should be a beautiful park, swimming pool, game zone for kids,
gym and other sports facilities which could entertain them (Hunsickerand et.al., 2011). As per
Evans (2011), Further, they also expect that if the adventures activities will make their visit more
enjoyable and memorable. They also require the safety and security related facilities in case of
any severe conditions. The medical facilities are also expected from them (Evans, 2011).
5. Recommendations
In order to meet the expectations and needs of customers, both hospitality ad tourism
industry may focus and consider few things which could be helpful for them. With the help of
below recommendation, both industries can overcome on the challenges and issues. The
recommendations are described below which will help to meet the expectations in effective
manner: Food inspection and monitoring: Effective food inspection and monitoring services
should be developed by all the hotels and restaurants so that the quality is controlled and
maintained accordingly. Food inspection on regular basis is important in order to check if
any type of contamination or toxic factor is present or not. It is the duty of hotels to
provide the best quality services to all the incoming guest and customers in there hotel
(Understanding ETEM, 2013). Several packages according to customer's budget: Budget of customer depends upon the
total income and hence they can design or plan a tour packages according to their
budgets. Hotels and tourism industries should develop plans and accommodations of the
customers according to their expenditure so that negative feedbacks are minimized and
customer's expectations are fulfilled. Mobile apps: Different mobile applications and software should be designed which
provides easy access to all types of information in the world. Applications such as e-
ticketing, maps, hotel room availability, rent of the different hotels and services provided
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them should be developed by experts so that guests and customers do not face these types
of difficulties (Verma, Stock and McCarthy, 2012). Data Mining: There should proper management system in hotels and tourism sectors to
record all the data either electronically or in the printed forms. These records can be
referred in future to check different types of information such as names, address and
telephone numbers of various guest arriving at different hotels. Guest-room Innovations: Guest rooms should be innovated in a regular time span so that
the visualization of the hotel and its different rooms is changed. This will stimulate and
attract more number of customers which will directly enhance the reputation and sales of
the hotel (Kusluvan, Kusluvan and Buyruk, 2010). Interactive Reservation Systems: Interactive reservation systems should be established in
all the travel and tourism sector so that individuals can easily book tickets as per their
schedules. It saves time and it also offers different types of discount on various e-
ticketing, flight bookings and rail reservations. It also provides information on different
flights, trains and road transportation system such as fares, seat availability systems and
routes. Reservation systems should also establish in hotels so that customers can reserve
rooms of their choices prior to arrival. Surveillance cameras to record every thing: Cameras should be installed in the hotels in
order to monitor different activities taking place in the hotel. It helps by maintaining
visual records of all the people entering and exiting from the hotel. In case of theft and
loss of property the records from the camera can be seen to identify the person
responsible for these types of activities (In-store experience evolves with customer
expectations, 2015).
 Adventures activities like tracking or paragliding: All the customers tourist who plan an
adventure with their family likes to undertake different activities which includes
paragliding, snow-skating, river-fishing, underwater-diving, icing and mountaineering.
All these facilities and adventurous programs should be organized for all the tourist so
that they can comfortably enjoy their holiday destinations. Many individuals plan
different activities so that they can experience various adventures (Kusluvan, Kusluvan
and Buyruk, 2010).
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CONCLUSION
With the help of present research report it is articulated that hospitality and tourism
industry is continuously growing and developing with the time. The main aim of both industries
is to meet the demand and expectation of customers. To satisfy the expectation, both industries
adopts several types of techniques. With the help of above research it is evaluated that several
types of contemporary issues are present in both industries. This report mainly throws the light
on the evolving customers expectation. The present report describes the several reasons which
increases their expectations.
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