An Analysis of Key Concepts in Hospitality and Gastronomy

This research essay delves into the interconnected concepts of hospitality and gastronomy, defining each and highlighting their integral roles in the experience economy. It explores the tangible and intangible components of hospitality, emphasizing the importance of hospitableness and social influences, such as personalization and employee-customer interactions. The essay examines the impact of culture on hospitality management, including cultural diversity within the workforce and the influence of gender on dining habits. Additionally, it analyzes alternate hospitality paradigms, such as network and private hospitality, and discusses the future scope and practical implications of paradigm shifts within the industry. The study considers the multidisciplinary aspects of anthropology and the evolution of gastronomy as a subcategory of hospitality, intricately linked with various factors, including cultural influences and philosophical underpinnings. The essay underscores the importance of adapting to changing consumer attitudes and market trends to ensure success in the hospitality and gastronomy sectors.

Running head: CONCEPTS IN HOSPITALITY AND GASTRONOMY
Concepts in hospitality and gastronomy
Name of the student:
Name of the university:
Author note:

1CONCEPTS IN HOSPITALITY AND GASTRONOMY
Table of Contents
Introduction:...............................................................................................................................2
Discussion:.................................................................................................................................2
Concepts of hospitality, hospitality management and hospitableness...................................2
Social influences in hospitality..............................................................................................3
Role of culture in hospitality management............................................................................5
Impact of media on hospitality...............................................................................................6
The concept of gastronomy and gastronomy tourism............................................................7
Alternate hospitality paradigms and their scope....................................................................8
Network hospitality............................................................................................................8
Private hospitality...............................................................................................................9
Future scope and practical implications for paradigm shifts in hospitality industry...........10
Conclusion:..............................................................................................................................10
References:...............................................................................................................................12

2CONCEPTS IN HOSPITALITY AND GASTRONOMY
Introduction:
The term, “hospitality” is used to refer to the harmonious relationship that exists
between a host and the guest. Hospitality management, on the other hand, refers to the
application of specific and relevant concepts and practices related to management in areas
pertaining to lodging, food and other fields associated with hospitality (Xu & Gursoy, 2015).
Unlike hospitality, the term, “gastronomy” is not that easy to define; however, to put it
simply, gastronomy can be defined as the enjoyment of beverages and food. Gastronomy, to
say the least, is one of the most integral aspects of experience economy. The world is now an
amalgamation of mass tourism and tastes which are influenced by media (Spence et al.,
2013). As a result, restaurants and hotels are no longer guided by target market segmentation
or marketing strategies – but by the hospitality quotient offered by them. Restaurateurs and
hoteliers today are entrusted with the responsibility of serving world class beverages and food
which would bolster revenue and increase the satisfaction of the guests (Klosse, 2013). As a
matter of fact, gastronomy can be called a sub category of hospitality, and the two areas are
intricately linked, with a number of factors affecting them. For example, while considering
the concepts and theories related to gastronomy and hospitality, one must take into account
culture, its impacts on food and the various factors that affect the food habits of people. Also,
hospitality as a concept is guided by certain philosophies which must be studied (Ryan,
2015). One must also take into consideration the multidisciplinary studies of anthropology,
coupled with alternate hospitality paradigms, to understand the aforementioned concepts. The
following research essay studies in depth the two concepts of gastronomy and hospitality and
the effect of culture, along with the theories and issues related to them. It also analyzes some
alternate hospitality paradigms which have emerged in the twenty first century.
Discussion:
Concepts of hospitality, hospitality management and hospitableness
To simply narrow down the concepts of hospitality to a guest and host relationship
would be unfair; instead, as commonly found in literature related to hospitality, it can be
defined as the various intangible and tangible components like beverages, food, beds,
environment, staff behavior and ambience – all of which together make up the experience of
the guest. Thus, hospitality is essentially a fine blend between the physical environment of

3CONCEPTS IN HOSPITALITY AND GASTRONOMY
the guest and the behavior and attitude of people (Cook, Hsu & Marqa, 2014). Hospitality
management would be characterized by the following factors – it would be conferred upon
the guest by the host when the former is away from his home, it involves a policy of giving
and receiving and is based on interactions and finally, the host is responsible for the security
and physiological and psychological comfort on the guest (Mok, Sparks & Kadampully,
2013). To understand the concept of philosophy in its entirety, one must understand the
theories of hospitableness or the philosophy of hospitableness. Hospitality emerged as a
kind of umbrella term in the 1980s, to denote all restaurants, bars, cafes and commercial
accommodation facilities which provided such services. Thus, while hospitality refers to the
ubiquitous way in which such services are provided, hospitableness refers to the willingness
on part of an individual to be hospitable, irrespective of the compensation or rewards
received. Therefore it can be asserted that hospitableness and hospitality form the underlying
principles of social sciences and commercial hospitality management around the world
(Telfer, 2013). The field of academic study related to gastronomy would have to carry out an
in depth analysis of the domestic, commercial and cultural domains, which are both
independent and at the same time overlapping. The domestic sphere would entail all the
issues which are related to provision of food and beverages and accommodation facilities,
including the obligations of the both the guest and the host. The social factors refer to the
social forces or the belief systems which impact the consumption and production of food and
drinks. The commercial domains take into account the economical impacts of hospitality
(Lashley, 2015).
Social influences in hospitality
It would be important to study the domains of social influence in order to gain
insight into the social contexts were hospitality functions. In service industries like the
hospitality industry which calls for more interactions between the customer and the
employee, the social aspect of the business must be analyzed. Such social influences would
have an extensive impact on customer loyalty and retention (Ariffin, Nameghi & Zakaria,
2013). For example, there is a growing need to personalize hospitality services in hotels and
restaurants so that the needs and requirements of all customers are met. Similarly, a customer
availing services for the first time would have a different set of expectations as compared to
the regular customers who have proved their brand loyalty over time. Social influences would
refer to the personal interactions taking place between the service provider and the customer,
where the former is expected to treat the latter in a warm, personable and understanding

4CONCEPTS IN HOSPITALITY AND GASTRONOMY
manner (Boella & Goss-Turner, 2013). The whole purpose of hospitableness would be to
provide a friendly behavior to the customer and making them feel at home and comfortable.
For example, if a frontline employee at a hotel manages to leave a lasting positive impression
on the customer at the very beginning, it would lay the foundation for a smooth service
relationship (Van Rheede & Dekker, 2016). Similarly, frequent travelers would prefer if hotel
staff remembered them and offered a feeling of comfort to them on grounds of familiarity.
Thus, it would be safe to assume that the social influences in the field of hospitality
management would largely depend on interpersonal skills of the employees. For instance,
employees would be expected to greet the customers with a smile and provide them requisite
services in a warm and pleasant manner and simultaneously ensure that the tasks are
accomplished in a timely and efficient manner (Butcher, 2005). This is all the more poignant
because the feelings of anxiety and discomfort or comfort which surface in a customer would
be directly related to the actions and attitude of the service employees. In servicescape of the
hotels and restaurants, social regard forms the foundation of service delivery which is
characterized by deference, genuine respect and interest in the customer’s well being. This
would make the customer feel important and valued (Sisson & Adams, 2013). Perceived
quality of service is another concept in hospitality management where the customer’s
evaluation about the service provided is taken into account. As a matter of fact, such
customer perceptions would directly affect customer retention. This is because customers
who perceived the hotel or restaurant’s services to be superior or excellent would have
intentions to avail of such services again.
In hospitality management, more emphasis is now being laid on the personal
interactions between the service providers and the customers in the frontline (Bettencourt &
Gwinner, 1996). As it turns out, the interaction in frontline of the service industry would be
the focal point which determines the customer satisfaction level as a whole (Kandampully,
Zhang & Bilgihan, 2015). Essentially, it plays a key role in determining how a customer
perceives an organization; this kind of service encounter actually provides the hotel or the
restaurant to lay down their customer service level in concrete, by allowing them to
personalize the interactions (Riley, 2014). Having efficient employees in the frontline could
prove to be a competitive advantage and also pave the way for mass customization. For
example, such frontline service employees would be required to demonstrate a plethora of
interpersonal skills which are adaptive in nature – the employee would have to alter his or her
behavioral traits and communication strategies based on the customer they are dealing with

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(Wilder, Collier & Barnes, 2014). The success or failure of hospitality management practices
can be explained in the following ways – one, it would be important to analyze the customer
satisfaction levels. More than any other industry, it is imperative for the hospitality industry
to be customer oriented. Similarly, success of such a sector could be assessed based on a
number of operational factors, like the smoothness with which an establishment is run, the
managerial relationships and so on. In some cases, internal factors will also have to be
considered, which are distinct from the financial aspect and that of the customer. For
example, staff morale, staff retention rates and staff feedback would play a crucial role in
determining the success of hospitality management.
Role of culture in hospitality management
It must be remembered that hospitality as an industry is quite diverse all over the
globe; any business today would be affected by the culture of the community it is operating
in. Various changes in culture affect the prevalent market trends, customer expectations and
demands. Culture, according to Hofstede, may be defined as the cumulative power of
beliefs, values, experiences, knowledge, attitudes, religion, roles and hierarchies which have
been acquired by the members of a community over a period of time and passed down from
generation to generation (Minkov, Blagoev & Hofstede, 2013). The reason why culture
affects the hospitality industry is because it varies between different countries and between
different generations. For example, for a hospitality manager, it would be important to have a
sound knowledge of the cultural diversities in an area, so as to be able to customize services
accordingly (Gibson, 2016). Hospitality, as an industry, is largely customer centric; this
means that hospitality managers would be required to deal with different customers belonging
to myriad cultures under the same roof. Similarly, it would be important to study the cultural
diversity within the workforce. In hotels and restaurants, it is expected that people from
different cultural backgrounds would be seeking employment. Thus, a cross cultural business
environment, which promotes an inclusive workplace ambience, would be encouraged (Kao,
Tsaur & Wu, 2016). Likewise, it is expected that social influences like gender too have an
impact on the way service is delivered in the hospitality industry. The boom in the
hospitality and gastronomy industry has largely been due to the changing attitudes of
consumers; people today are more likely to eat out or try out fine dining experiences, as a
result of the growing consumerist attitude in the world today. While there has been extensive
research into the relations between eating out and the hospitality industry, there has been
negligible research into the effects of gender on the culture of eating out (Edwards, 2013).

6CONCEPTS IN HOSPITALITY AND GASTRONOMY
For example, it is commonly believed that gender differences do have an impact on the eating
habits of people; while it is assumed that men, the typically stronger sex, prefer to consume
stronger food and beverages, women are frailer and prefer dainty dishes and drinks. Such a
difference in food tastes can further be found in men and women because of the occupation
with health and weight issues (Harrington, Ottenbacher & Way, 2013). It is estimated that
weight and health concerns are more profound in women than men. While studying the
impacts of gender on food tastes, there are three aspects to be considered – food quantity,
food restrictions and food types. It has commonly been observed that people, irrespective of
men and women, tend to eat much more than they would at home. Out of that, it is estimated
that on an average, a male eats twice as more as compared to his female counterparts.
However, stereotypes must be bashed which claim that women are health conscious and
prefer foods that are nutritious and calorie free. As a matter of fact, women prefer just these
foods when they are eating out. Earlier on, it had been suggested that women are to be treated
as ancillaries, as far as eating out with their male counterparts was concerned – and women
eating out alone was considered to be problematic and consequently frowned upon (Martens,
1997). However, that is not the case anymore. With more and more women gaining financial
an economic independence, more number of women are eating out today or taking the
decision to eat out all by themselves.
Impact of media on hospitality
Like any other industry, the rise and popularity of media has influenced the hospitality
industry as well. One of the major ways in which media has positively affected hospitality is
the continued growth and popularity of tourism. With more and more people connected to the
internet, the tourism industry has seen a drastic growth in the past few years. For example,
upon seeing images and captivating visuals of exotic places on the internet, people might be
triggered to leave on a vacation, which then directly affects the hospitality industry of the
concerned country. Moreover, this has led to a discovery of new and unexplored places,
giving a boost to both hospitality and tourism. In this way, media has also increased
familiarity with remote places where the hospitality industry previously had been more or
less stagnant. Media has also made it possible for people to study about exotic and distant
cultures and regions, thus enhancing tourism as a whole. In addition, social media platforms
have fuelled the need for smarter and more innovative advertising, so as to counter the
increasing competition within the hospitality management industry (Bowie et al., 2016). This
has moved the hospitality companies around the globe to carve out marketing and advertising

7CONCEPTS IN HOSPITALITY AND GASTRONOMY
strategies in a way that gives them an edge over other companies. Such innovative
advertising and marketing is not limited to hotels, but has extended to restaurants, cafes, inns
and other facilities as well.
The concept of gastronomy and gastronomy tourism
Gastronomy may be defined as the art involved in producing, selecting serving and
also enjoying food and beverages. This includes understanding, encountering, finding and
tasting, looking and gaining an insight into the practices involved in preparation of food and
tactile characteristics which are important for nourishment (Klosse, 2013). Theoretically
speaking, gastronomy may be categorized into two separate aspects – practical and
theoretical gastronomy. Practical gastronomy would include a study of the various methods
of preparation, service and production of food items and beverages, from cuisines around the
globe. As the name suggests, practical gastronomy would include the various techniques and
methods involved in converting raw materials into nationally, aesthetically, culturally and
regionally specific edible dishes. People involved in this practice would include chefs and all
the staff members catering to food service. Theoretical gastronomy, on the other hand, would
comprise the framework that provides required support to practical gastronomy. The systems
and approach, based on theory, existing literature, recipes and so on would be a part of
theoretical gastronomy. As part of theoretical gastronomy, professionals would have to plan
the procedures, formulate and prepare menus, events, drinks and dishes (Hegarty, 2014). It is
in theoretical gastronomy that the professionals would get a chance to showcase their
creativity and this, combined with practical efficiency, would maximize overall outputs.
With advancement in technology related to culinary arts and culinary sciences,
gastronomy today is a multidisciplinary area of study comprising ethnography, sociology,
history, anthropology, geography and humanities. The foundation of gastronomy lies in
aesthetics, knowledge and sensory expressions and also in the emotions or excitement and
fun experienced in culinary arts. As a matter of fact, gastronomy is also a study in social
behavior – explaining why people make the choice to eat certain foods and why they choose
to ignore others. Gastronomic tourism can be defined as a valid industry where various
destinations, which may or may not have tourist attractions, can use the local cuisine to lure
in tourists, thus enhancing the economy of the region (Sormaz et al., 2016). There are three
main reasons why gastronomic tourism is on the rise. One, gastronomic tourism may be used
as an instrument by the government of the region to boost rural tourism and also improve
agricultural economy. Two, an area with a well developed approach to gastronomy would be

8CONCEPTS IN HOSPITALITY AND GASTRONOMY
able to organize food trails or food festivals, which would put local regions on the global
gastronomic tourism maps. Three, food has always been and continues to remain one of the
primary factors which determine the tourism value of a location (Long, 2013). For example,
travelers and tourists are likely to decide on a vacation based on the cuisine available there.
As such, gastronomy has been termed as one of the most important tourist motivators.
With regards to gastronomy, the concept of meal experience must also be studied.
When it comes to a meal, it cannot be analyzed in isolation. One must also take into account
the service factor, the place where the food is served, the surrounding ambience and so on –
suffice to say, meal experience, in a hotel or a restaurant, is almost equivalent to a
performance of a theatric nature (Davis et al., 2018). Actually, there are quite a few
sociological factors which support gastronomy. For example, lifestyle analysis is crucial in
understanding the differences in food habits of tourists. The daily lifestyles and habits which
the tourists are accustomed to, would affect their choices and decisions in food while
traveling. For hospitality managers, an analysis of lifestyle groups can be both beneficial and
disadvantageous. For example, while such analysis may provide insight into the behavior and
attitude of the customer, it may also mislead them because different nations have different
lifestyles and no two customers can have the same preferences and choices.
Alternate hospitality paradigms and their scope
In the past few decades, there have been paradigm shifts in the way hotels and
restaurants are operated and managed. For example, the growth and rise of an online
reservation system and proliferation of various lodging alternatives have completely
revolutionized the hospitality industry. Below, a few new paradigms in hospitality and
gastronomy have been discussed, along with future implications.
Network hospitality
In the twenty first century, there has been an emergence of a brand new trend – that of
network hospitality, especially with the rise of platforms like Airbnb. This has paved the way
for a more mobile, versatile and a networked society which has created new paradigms of
sociality (Zervas, Prosperio & Byers, 2017). These can also be termed as online hospitality
exchange programs, which would enable people to meet others on online platforms and
exchange services related to hospitality and accommodation. In today’s world, people are
living in an era of network sociality. This means that people are no longer segregated in the
society on the basis of class or social hierarchies; instead, they are connected through the vast

9CONCEPTS IN HOSPITALITY AND GASTRONOMY
world of the internet. This has been further propelled by the rise of a concept called “sharing
economy”, which may be defined as the way individuals collaborate and make the most of
under utilized inventories through a fee based sharing process (Schor, 2016). Today, society
has become all the more mobile, not just networked. This means that more and more people
today are traveling on a regular basis and meeting newer people, inculcating newer cultures
and imbibing new values. As a result, people around the world are constantly on the move –
generating a greater need for mobile hospitality. Hospitality is no longer restricted to just
hotels and restaurants anymore; it has become an integral aspect of private and public lives.
Thus, a need was felt to connect travelers and hosts and guests from around the world
through the internet (Fang, Ye & Law, 2016). The arrival of the internet and the innovation of
online social media platforms certainly changed the approach towards hospitality in this
century. There are various kinds of online hospitality programs; they could be used to
connect tourists with the locals who would be able to guide the former around the towns, or
they could be used to find affordable recommendation in a new region. The rise of such
online platforms highlights the fact that hospitality, or hospitableness, is indeed emblematic
of daily life. Complying with the trends of modern sociality prevalent today, alternate social
practices of sharing accommodation and food with strangers encountered online has become
a real possibility.
Private hospitality
Private hospitality refers to the practice of inviting tourists and travelers to stay at the
homes of the locals. The main reason why private hospitality has emerged as an alternative to
traditional hotels and inns is because such home stays give the travelers an account on the
lifestyles, traditions and values of the country they are living in. In the age of start ups and
international hospitality companies, home stay is a new mode of accommodation which has
posed a threat to conventional accommodation and lodging facilities. More people are trying
to shift from existing and conventional modes of hospitality, and are opting for unique
experiences which home stays offer. The need of the hour is for the hospitality management
industry to diversify in order to abide by the exponential growth in this industry. Alternate
accommodation which now holds an insignificant share of the market is soon expected to
grow at an annual rate of nearly 11 per cent for the next few years. A few benefits of using
such alternative modes of accommodation would include – short term rentals, possibility for
reinvention, ability to innovate and evolve and provide more wholesome experiences to
travelers. As a matter of fact, home stays have proven to be economically viable, in the case

10CONCEPTS IN HOSPITALITY AND GASTRONOMY
of homeowners and tourists. In the case of tourists, home stays offer good quality, affordable
and unique accommodation facilities, along with the opportunity to experience local culture
first hand (Samsudin & Maliki, 2015). For the locals who might not be able to afford the
capital required to start hotels, home stays provide a lucrative opportunity to try their hand at
micro entrepreneurship. Thus, this would enable local homeowners to increase the tourism of
the area and draw in more tourists by means of a negligible investment. Such opportunities
would not only contribute to the national economy but also nurture local communities.
Moreover, there might be certain areas where it is not possible to build large scale hotels. In
such lesser known regions, home stays would be offering a unique value. However, there are
some challenges associated with this mode of alternate accommodation; in some cases, the
guests might be invading the personal space of the homeowners, which could potentially be a
nuisance.
Future scope and practical implications for paradigm shifts in hospitality
industry
The major fundamental change in the sphere of the hospitality sector would be that of
increasing complexities in the relationships and the interactions between the service providers
and the customers. It is thus imperative for companies to make use of the vast amount of
information and data at their disposal for optimizing customer satisfaction levels. However,
customers and customer expectations have undergone a paradigm shift. Today, there are
different kinds of guests, each with an individual set of demands. This has also altered the
course of professional relationships within the hospitality industry. Customers and employees
both are diverse in terms of educational levels, motivation and cultural backgrounds – all of
which are crucial in hospitality management. Such changes are the major reasons for the
emergence of alternative accommodation facilities which are posing a challenge to existing
models and concepts. The alternative hospitality industry is expected to grow at a startling
rate of 20 per cent for the next few years, and even take over conventional models
completely. For instance, one of the best examples of practical applications of network and
private hospitality would be Airbnb; Airbnb has expanded its operations across the globe,
including Australia and provides accommodation facilities for travelers (Cusumano, 2015).
Conclusion:
To conclude, it can be said that hospitality and gastronomy are closely linked to each
other, with the later forming an important subset of the former. Hospitality refers to the way

11CONCEPTS IN HOSPITALITY AND GASTRONOMY
guests must be treated with kindness and warmth by hosts; however, in the present scenario,
the hospitality industry goes further and takes into account every minute aspect that forms the
servicescape of a hotel or restaurant. It must be remembered that customers today have
expectations which are constantly changing and evolving and thus, it is the responsibility of
the hospitality companies to strive to live up to such expectations. One of the most important
components of the servicescape of the hospitality industry is the quality of service provided,
which largely depends on the nature of interactions between the service provider and the
customers. As has been discussed in the paper already, a customer’s overall impression about
a hotel or a restaurant would depend on the kind of attitude he or she receives from the
employees serving him or her. As a matter of fact, culture and cultural diversities too play an
integral role in determining the service quality of hospitality companies. In the research
essay, concepts of gastronomy and food tourism have also been discussed. While gastronomy
refers to the process of preparing aesthetically pleasing food and drinks, food tourism is a
relatively new concept which studies the behavioral factors affecting the food habits and
choices of people. Owing to several changes in technology and customer expectations, it is
also important for hospitality industries to look at the alternative paradigms in
accommodation and their impacts on construct development, or future scope. Various
alternatives have surfaced, including network hospitality or private hospitality, which have
successfully modified the hospitality industry.

12CONCEPTS IN HOSPITALITY AND GASTRONOMY
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