Hospitality Management Research Review

This assignment requires a thorough review and analysis of recent research articles in the field of hospitality management. The focus is on identifying key trends and developments across various areas such as customer satisfaction, the impact of information and communication technologies, strategic management, human resources, and sustainable tourism. Students need to synthesize the findings from multiple sources and provide a comprehensive summary of the current state of research in this dynamic industry.

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Abstract:
The following report is based on the analysis, discussions and critical evaluation of the issues
and complexities faced by Hospitality business along with tourism. The report based of critical
analyses of event management measures taken in the business of hospitality. The analysis and
evaluation is based on the size, nature and structure of event management industry. Complexities
in event management business along with the risk management in the operational plan are also
discussed in this further section. The main aim of these critical analyses is to enhance the
knowledge and importance of hospitality and tourism by presenting the integration of plan
through the support of theories and other implementations.
Issues faced in Hospitality Industry and Tourism

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Contents
Abstract:...........................................................................................................................................1
Introduction......................................................................................................................................3
Importance of Event Management in Hospitality and Tourism......................................................3
Issues Involved in Managing Events for Hospitality and Tourism.................................................4
1.1 Size, Nature and Structure of the Even Management Industry.................................................4
Event Typologies.........................................................................................................................4
Organizational/business...............................................................................................................4
Cultural........................................................................................................................................5
Leisure, Sporting Events and Personal........................................................................................5
Business tourism..........................................................................................................................6
Conference sector........................................................................................................................7
International and domestic case studies.......................................................................................7
Explicit and Implicit Service.......................................................................................................8
1.2 Complexities of Event Management.........................................................................................9
Environmental scanning..............................................................................................................9
Distinctive features of service operations..................................................................................10
Risk............................................................................................................................................10
Legal and Regulatory issues......................................................................................................11
Ethical and Social Issues...........................................................................................................12
Reputation..................................................................................................................................12
References......................................................................................................................................14

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Introduction
As described by Testa and Sipe (2012), the competition is increasing fast around the
world among the business companies in the industry whereas; hospitality industry seems under
the influence of complex situations and competition. The owners of the business are trying
maintaining the pace of their quality services and on the other hand, many competitors are
entering the market with more unique ideas for their products and services. Most of the
organizations in hospitality industry are authorized for liquor license as the consumption of
liquor is prohibited in many regions of the world but due to the international customers’
management of the organization ad hotels consider these measures for their services. The trend
of tourism is gaining interest of many hotels and restaurants where businesses are trying win the
competitive advantage through retaining the tourists (customers). The operations, culture and
management of the whole business becoming critical and crucial for the business owners due to
increasing competition.
Importance of Event Management in Hospitality and Tourism
In the viewpoint of Harrington and Ottenbacher (2011), it has been identified that event
management is helping many hospitality businesses to overcome their business issues. Most of
the hospitality business is gaining competitive edge in the industry due to the implementation of
the event management programs and plans. However, the increasing tourism is gaining the
interest of marketers to entertain their customers and tourists by using organizing events and
entertainment packages for the clients and tourists. Event management helps the business to
sustain the operations, culture and services in order to keep the tourists and other customers
sustained and retained. The event management department and hotel management works for the

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entertainment and amusement of the clients on the Christmas and New Year. The special events
are organized by the help even management team of the hotel in order to be more effective.
Issues Involved in Managing Events for Hospitality and Tourism
1.1 Size, Nature and Structure of the Even Management Industry
Event Typologies
In the view point of Harrington and Ottenbacher (2011), it has been found that there are
three major categories of typology of events in event management which are; conferences,
seminars, and meeting. These types of events are planned, occurred and organized for the social
cause whereas; many hotels are booked for these conferences and meetings similarly; Buhalis
and Crotts (2013) stated that hotels cannot optimize the revenue through these events on regular
basis they occur yearly. Organizing events for the entertainment of the clients and visitors at the
hotels can help the business to maximize the revenue. These events are designed on the
Christmas, New Year, Weddings, Anniversaries and universal days like Mother’s Day,
children’s day whereas; Chang, Gong and Shum (2011), described that hotels can maximize
revenues by organizing events like field trips and adventurous trips on the island and forests to
retain their tourist. Functions related to culture and art helps the business to gain the attention of
the tourists around the world.
Organizational/business
As described by Mok, Sparks and Kadampully (2013), it has been found that many business of
hospitality industry are facing issues due to the nature of their business and service operations.
Organizations in hospitality industry are facing many in order to maintain their position with
sustainability in the industry. Event management is incorporated by many organizations
operating in hospitality industry whereas; Jing (2010) stated that organizational operations in

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hospitality industry are facing many issues due to the poor execution and market research about
the customer preference and background. The nature of the business is bound to offer the static
services however, it has been found that event management approaches and measures can help
the organizations to bring sustainable services and customers for the business.
In the views of Deroos (2010), of it has been found that another issue faced by the
organizations in the hospitality industry is related to political and economic situation of the
country or industry they are operating in. The unstable political condition also influences the
operations, nature and services of the business where company loses many tourist customers
around the world. Dominici and Guzzo (2010) stated that event management business in
hospitality industry requires promotions in order to gain the interest and attention of the tourists
around the world. Most of the times organization fails to consider the promotional strategies
which impacts on their business and organizational image.
Cultural
As per the analysis of Wang, Chen and Chen (2012), cultural is one of the crucial factors
of the business of hotels in hospitality industry. The culture of the organization should be flexible
enough to adapt and adopt the new strategies and operations. The business organizations in
hospitality industry are facing issues due to the cultural diversity; the customers and tourists are
from different culture and the nature of the business opposes from their preference may cause
problem for the business to retain the customers. Culture of the organizations in hospitality
industry should be designed and structured according to the market need and research under the
consideration of event management implementations.
Leisure, Sporting Events and Personal

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In the view point of Viada-Stenger (2010), leisure hospitality management is importance
factor which is most of the times seems inconsiderable. Leisure seems to be the most
comfortable service that is given by the hotels to their customers. In hospitality industry there is
a need of consideration for leisure, hospitality management helps the managers and staff to
administer the leisure in their service and by creating luxurious environment whereas; Jing
(2010) stated that customer requires luxurious services along with personal and social care.
Many hotels are offering the luxurious service along with the consideration of leisure and
comfort. The environment of the rooms, lobbies and other areas are also designed under the
consideration of comfort and leisure for the customer.
In the viewpoint of Mok, Sparks and Kadampully (2013), it has been found that event
management and hospitality management goes hand in hand. The main aim of hospitality
management is to provide comfort and luxurious service to the customer whereas event
management helps the business to retain the customer and tourists by engaging them in activities
like gaming and sports. Tournaments are organized to entertain customers by considering the
importance of their physical and personal health whereas; Buhalis and Crotts (2013) stated that
event management and hospitality management are the most important measures for the business
of hotels in the industry where they can gain sustainability over their competitors. The personal
care programs are design to provide the best quality services to the customer. Many hotels are
famous their holiday packages and programs they follow for the special customers around the
world this is only possible if hotels management consider the implementation of hospitality
management and event management.
Business tourism

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As per the analysis of Deroos (2010), it has been found that business of tourism is
spreading fast in the industry whereas many business companies are offering the tour guides
along with the stage packages in the hotels. The whole program of the package is designed under
the consideration of the need of the customers (tourists) similarly Buhalisand Crotts (2013)
described that the trend of tourism is spreading fast and gaining interest of many business
organization to design their services for the entertainment of the tourists around the world. Most
of the hotels are providing a customized service by knowing the cultural background of the
customers. Tourism is increasing in the countries having huge and famous history and on the
other hand, most of the cities are commercialized to that extent where they attract the tourists for
holidays. Cities like Vegas, Goa, Dubai and Paris are famous for their commercialism and night
life which attracts the families and tourists to visit. The business of tourism is gaining profit due
to the high life style followed in the cities by attracting the tourists around the world.
Conference sector
In the view point of Deroos (2010) the conference sector seems to be gaining a low
interest in hospitality management and event management. Such events are costly to organize
and occur on yearly basis whereas; it has been found that management of the hotels are famous
in organizing such events like conferences, meetings and seminar are given a special contract
every year to organize such events. Event management plays an important role in conference
sector where it helps the hotel’s management to concentrate of small crucial details and cover
them to please the sector.
International and domestic case studies
In the view point of Wang, Chen and Chen (2012), it has been found that most of the
tourist and families prefer to stay at the hotels due to their exquisite and unique services. As

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many hotels are now becoming international hotels to target the global customers by establishing
their branches in different cities of the world whereas; in the views of Testa and Sipe (2012), it
has been found that many hotels like Hotel Royal Café in London is famous for their royal
services. They have designed their services by using the royal theme and culture of the London.
The Hotel is domestic hotel and has no other branches in any other region of the countries. Hotel
Royal Café helped the city of London to gain the attention of tourists and shows the world a real
values and culture of the London. Customers are attracted towards the interior and exterior of the
hotel along with the luxurious and loyal service of the management.
As described by Kusluvan (2010), it has been found that international hotel chains are
established for the customers around the world. Hilton Hotel has many branches in the world and
providing the benchmark services to every customer at the hotel. The hotel has it branches in
Dubai, USA and KSA where many tourists in the seasons of the year visit to spend their
holidays. Law, Qi and Buhalis (2010) stated that going international or global in the hospitality
industry is difficult task but such decisions can only be taken and can be succeed with the
support of hotel management and event management measures.
Explicit and Implicit Service
In the views of Moutinho (2011), it has been found that explicit and implicit services in
the hospitality business are designed to incorporate the need of the customers. The explicit
services are direct and tangible services which are measured by the quality of food and water
whereas; Chon and Yu(2012) stated that implicit services are the intangible services of the hotel
which are promised to the customers and can be measured by the luxury, leisure and comfort
provided to the customers. According to Testaand Sipe (2012), it has been found that explicit and
implicit services of the business helps should be designed under the consideration of customer

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preference by knowing their background. As stated by Moutinho (2011), it has been found that
many consumers like explicit benefits of the service. The explicit and implicit services require
the quality in services which attracts the customers and keep them retained. Hotel management
and event management helps the hotels to design the services in order to gain the customers
attention and loyalty by using explicit and implicit benefits.
1.2 Complexities of Event Management
Environmental scanning
In the views of Logar (2010), it has been found that business often fails due to the lack of
market research and environmental scans. The main aim of the business is to understand the
nature and aspects of the environment they are operating in. The trend of tourism is spreading
fast and the segment of the tourists is expanded has introduced the need of macro and micro
environmental scams for the hospitality business. As per the analysis of Kusluvan et al. (2010),
environmental scan helps the business organizations to understand the competition in the market.
However, many businesses in hospitality industry face issues due the lacking of macro
environmental scan and research.
As stated by Casadesus, Marimon and Alonso(2010), it has been found that event
management and hotel management implementations require management to keep researching
for the environment they are operating in. The understanding of competition and market new
market threats are hard to eliminate without the environmental scam whereas; Chon and
Yu(2012) stated that environmental scan helps the hospitality business to understand the need of
consumers and culture by which they design their operations and implementations of the
services. Hospitality industry is becoming competitive and many business companies facing

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issues due to the lack of market research and static operation whereas; environmental scan helps
to understand the strength, weakness, opportunity and threats for the business.
Distinctive features of service operations
In the views of Logar (2010), it has been found that to design the services according to
the need of the consumer is the most crucial and time consuming process in the business of
hospitality services. The services are intangible and tangible including the environment, luxuries
and facilities provided to the customers. Most of the business organization are failing to reach
their customers satisfaction level due to they failed to provide the quality services. The data base
management system of the organizations helps them to track and record the customer profile by
keeping their record of preferences in order to mark their consumption pattern.
As described by Casadesus, Marimon and Alonso (2010, it has been found that in most
cases organization operating in hospitality industry fails to reach the optimum level of success
due to the lack of human resource implementation. The training and development programs
designed by the human resource management of the hospitality business helps their workers to
perform according to the need of customer. The total quality management, knowledge
management and operational management can help the business operations to define key
performance indicator (KPI) which should be followed by the staff member in order to maintain
the service quality.
Risk
As stated by Chon sand Yu (2012) risk management measures are often neglected by the
organizations operating in hospitality business whereas; risk factors increase and business
operations and image are jeopardized. The business companies in hospitality industry are facing
problems due to weak system and lack of innovation which can help them to estimate the risk

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factor. The ongoing procedures are difficult to record and assess the performance of the staff
members which indicate the maximization of risk where system and performance failure occur.
In the views of Casadesus, Marimon and Alonso (2010), it has been evaluated that in
most cases hospitality management faces the risk due to the lack of performance evaluation and
self-regulatory programs in the organizations which enables the staff to ownership whereas; it
has been found that risk management implementation is important which involves the policies
and system of business that are supposed to be equipped and organized in a way to monitor the
risk and weaknesses of the business before they harm the business. The market entries in the
industry are also bringing the new risk for the existing businesses in the industry. The risk
management helps the managers to be more effective and efficient.
Legal and Regulatory issues
As per the analysis Ip, Leung and Law(2011), it has been found that legal issues are faced
by the business companies in hospitality industry when business organizations are not registered
for the particular business practices. Most of the organizations in hospitality industry are
authorized for liquor license as the consumption of liquor is prohibited in many regions of the
world but due to the international customers’ management of the organization ad hotels consider
these measures for their services. As described by Chen, Cheung and Law (2012), it has been
found that legal regulations also involve the hiring procedure of the staff member by the
management. Most of the organization in hospitality business often hires the staffs that are illegal
immigrants or have no working permits by the government. These are the clear and important
consideration which is followed by the management of the hotels to save the image of the
business and run legal and fair practices. Logar(2010) stated that most of the hotels are banned
from their services due to the controversies of events where smuggled goods and drugs are being

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traded. Such operations prohibited and management of the hotels and organizations need to
restrain the public from such activities to save the social image of the business and remain
sustain in the industry with good will.
Ethical and Social Issues
In the views of Logar (2010), it has been found that the scope of event management in
hospitality industry is gaining interest of the management of the business in order to design and
implement the plan with social justice and ethical considerations. Now many business
organizations are facing issues to attract the consumers and tourists on the other hand most
effective. In most cases the issues faced by the operations and services performance of the staff
because managers of the hotels do not consider the rights of the staff member. The unethical acts
like zero time contacts are the unethical contracts that violate the rights of the staff and affect the
image of the business.
As per the analysis of Brent Ritchie (2011), it has been found that in past history due to
racism many customers and tourists in the hotels were being mistreated by the management of
the hotels and staff members which in future causes the failure of the business. On the other
hand, now it is important to treat every visitor or customers with equality and quality service to
maintain the fair business image in the market. Business organizations are now also working for
the corporate social responsibilities in order to bring positive change the society. Hospitality
management and event management implementation can help the business company to work for
noble cause by organizing events like fund raising and development programs.
Reputation
In the views of Wang, Chen and Chen (2012), it has been found that reputation of the business in
hospitality industry depends on the care, quality and facilities of the services provided by the

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management of the business. Most of the organization failed gain and maintain their reputation
in the market due to the lack customer relationship management system. It has been evaluated
that business reputation in hospitality industry can only be maintained by the help of careful
consideration customer and employee retention programs and services. The illegal acts followed
by the business organizations often lead them towards the failure and downfall where in most
cases organizations become famous but not in good manner.
According to Deroos (2010), it has been found that reputation of the hotel depends on its
fair business practices and operations. The clear consideration of the legal and ethical issues and
maintaining the policies for the issues helps the organization to win the competitive advantage.
The business in hospitality industry is a social figure that becomes famous for their practices by
the help of event management and social programs. It is important for the hotel management to
create and establish a reputation for the business which helps them to welcome the customers
around the world. It has even evaluated that positive image in the market helps to gain the trust
of the customers and loyalty.

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References
Brent Ritchie, J.R., Wing Sun Tung, V. and JB Ritchie, R., (2011). Tourism experience
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of Contemporary Hospitality Management, 23(4), pp.419-438.
Buhalis, D. and Crotts, J., (2013). Global alliances in tourism and hospitality management.
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Casadesus, M., Marimon, F. and Alonso, M., (2010). The future of standardized quality
management in tourism: evidence from the Spanish tourist sector. The Service Industries
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CG Davidson, M., McPhail, R. and Barry, S., (2011). Hospitality HRM: past, present and the
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Chang, S., Gong, Y. and Shum, C., (2011). Promoting innovation in hospitality companies
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Deroos, J.A., (2010). Hotel management contracts—Past and present. Cornell Hospitality
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Dominici, G. and Guzzo, R., (2010). Customer satisfaction in the hotel industry: A case study
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