Hospitality Management: Literature Review and Case Study of Marriot Group

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Hospitality Management
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Table of Contents
Introduction............................................................................................................. 3
Literature review.................................................................................................... 4
Literature review of customer relationship management...............................4
Literature review on Hospitality Management..................................................8
Case study.............................................................................................................. 11
Case study of Marriot Group............................................................................... 11
Recommendations................................................................................................ 15
Conclusion.............................................................................................................. 16
Bibliography........................................................................................................... 17

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Introduction
Tourism is the activity of traveling for leisure purposes and hospitality is the friendly
treatment of guest and travelers, and it is a critical function of the tourism industry. The concept
of international tourism and hospitality management has facilitated the growth of the hospitality
and tourism industry across the globe. The growth of hotels in the world is very rapid with the
establishment of a new luxurious hotel every week in a different part of the globe (Fleşeriu,
Cosma and Bota, 2014, pp.50). Globalization has also brought unprecedented change in this
industry by creating both opportunities and challenges. Much of the acceleration in this service
industry is characterized by the advent of technology and improved transport and communication
infrastructure. Globalization has also facilitated the deregulation of the tourism and hospitality
industry and the elimination of barriers around the world (Schuckert, Liu and Law, 2015,
pp.610). In the contemporary business environment, hotels have the opportunity to expand to the
global market around the world with few restrictions. Around, 40 years ago, the notion of hotels
expanding into global enterprises was considered lubricious, however, the rapid expansion of
hospitality industry players has proven how globalization can integrate the world markets. The
tourism industry is the leading export service industry and one of the largest employers in the
world. The industry currently employs over 250 million people and produces over 10 percent of
the world Gross Domestic Product (GDP) (Leung, Law, Van Hoof and Buhalis, 2013, pp.15).
Tourism is a major facilitator of globalization and international business. The hotel industry in
the international market has also undergone enormous shifts in terms of service delivery. The
modern hotels provide more than just meals and accommodations. The hotels are now providing
services to the clients based on their needs, thus the name hospitality. The hotels are classified
based on their facilities, infrastructures, and the services that they provide. The hotels are
classified based on their room charges, range of facilities, for example, five star or four stars,

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their location, brand luxury, and ownership and management. Many of the existing hotel brands
are incorporating technological innovation to stay ahead of the competition. For example, the
rise of smartphone use has enabled consumers to book room reservations remotely through
websites and travel agents. The consumer is the greatest asset in the service industry (Ye, Li and
Law, 2013, pp.62). Contemporary human resource managers and hotel leadership are
increasingly integrating aspects of the customer relationship to create a good rapport with them.
Additionally, the hospitality industry has seen an increase in service efficiency to attract more
customers. These report will focus on the current trends in the hospitality and tourism industry,
by analyzing the concept of customer relationship management. The report will also analyze how
Marriot International Group has incorporated international hospitality management concepts
such as customer relationship management and other hospitality related services. After
examining the trends in the industry, the report will offer an appropriate recommendation that
will increase service delivery in international hospitality management.
Literature review
Literature review of customer relationship
management
Customer Relationship Management (CRM) is one of the most dynamic topics in today
business environment. The concept is not entirely new, but the current shifts in technology and
information systems have made business organizations to consider its importance (Rahimi and
Kozak, 2017, pp.46). CRM is channeled from relationship marketing and its main objective is to
improve the long term profitability of a business enterprise by shifting from product-centric
operations to customer –centric.