Hospitality Management and Creative Strategies: Experience Report

This reflective report provides an overview of the hospitality industry, focusing on the skills needed to design memorable guest experiences. It covers key trends such as technology and sustainability, and explores creative business processes within hotels. The report delves into the ABC model of attitudes, persuasion principles, and the use of traditional and contemporary media in hospitality. The author reflects on personal experiences and applies the discussed concepts to develop a better understanding of hospitality management and customer service, including topics like service models, facilitating elements, and integrating marketing communication tools. The report concludes with insights on how to create happiness for guests through innovative and creative strategies.

Running head: HOSPITALITY
Hospitality

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Table of Contents
Table of Contents.............................................................................................................................2
Overview..........................................................................................................................................3
Skills that are used to design the memorable hospitality experience..............................................3
Key trends in the tourism and hospitality industry..........................................................................4
Creativity in business process..........................................................................................................4
ABC model of attitudes...................................................................................................................5
6 Persuasion Principles....................................................................................................................5
Traditional and contemporary media...............................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Overview
This reflective report presents an understanding of creative skills that are used to design the
memorable hospitality experience and develops the personal level of creativity in future
hospitality experience.
Skills that are used to design the memorable hospitality experience
This week was beneficial for me to gain my experience regarding hospitality. During this week, I
learnt different components such as Pineapple Tradition, and leaning customer services that
would be used by me during working in hospitality sector. I also increased my knowledge about
the role play by managers in the hospitality sector. This would lead to allocating the task. When I
was working in a hotel, I have pointed out that doorman took the heavy suitcase for their guest
that leads to creating a distinct image in the mind of the guest. I have also observed that a real
hospital receptionist acknowledged the guest that leads to retain the existing guests and attract
the potential guests towards their hotel. I will apply this strategy in making a career in the hotel
as this would lead to getting potential success. It is also noticed that when a guest feels
distinguish within the hotel and get ease services then they develop the favourable image and tell
to 10 customers about the hotel (Teng, Wu & Liu, 2015).
In my previous organisation, I gained experienced that staff members should sincerely interact
with their guest. It would lead to creating a distinct picture among customers. Throughout this
week, I learnt that hospitality is originated from the bottom of the heart of employees as they
make feel appreciated to guest and satisfy them towards the hotel services. It is also addressed
that hotel creates happiness and also sell happiness as it would lead the guest to get a positive
experience from the hotel (Barber, 2014). I would implement this knowledge to become a good
manager in the hotel as this knowledge would aid to satisfy the guest in the hospitality sector.

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Key trends in the tourism and hospitality industry
Throughout this week, I learnt the key trends in the tourism and hospitality industry. These
trends are catering to millennial, tech explosion, the influx of international visitors, gained focus
on health and well-being, sustainability rules, need for seamless technology, new roles for
employees, destination promotion, real-time damage control, and unique perks. I increased my
understanding regarding hotel service via the flower of the service model. In this way, it is
evaluated that core and supplementary services are defined as the flower of service and can
support to enhance the service levels as well as help to satisfy the clients (Leonidou, Leonidou,
Fotiadis, & Aykol, 2015). I will apply this new knowledge into the future for satisfying the
guests and helps to become a good manager of a hotel in long-term.
During this course, I developed my experience associated with facilitating elements. These
elements are community, sport and cultural development, advanced education, international
trade, advanced education, environment, transportation and infrastructure, and jobs, tourism and
skills training (Han & Yoon, 2015). It would help to attract the guests. I have also researched on
products of hotels used in the year of 2018. Hence, this would enable me to expand the business
into the market.
Creativity in business process
Throughout this week, I have generated my knowledge about my creativity skills by conducting
the survey. This would be beneficial for me to use creativity in business process in hotel and aids
to develop my professional career in the hospitality sector. I have learnt the differences amid
logical thinking and creative thinking as it would aid to make logical development in operation. I
built my experience about ‘Green’ hotel as a group that indicates the environmentally-friendly
tourism that cherishes the hotels not destroys. I have also increased my understanding that

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manager should follow the rule to make a rational decision. It is also assessed that abandon rules
should aid to generate creative outcomes. During this week, I have learnt that a manager should
develop the objective before implementing the plan as it would lead to creating more revenues. It
is stated that managers should rely on logic as it would help to make a feasible decision at the
workplace (Martínez, 2015). In addition, I have learnt that a manager should take more effective
judgement and subjective decision to avoid the conflicts at the workplace. This would also lead
to developing my personal as well as professional career in hospitality sectors.
ABC model of attitudes
Throughout this week, I have generated my knowledge regarding the ABC model of attitudes. In
this way, I have learnt that A is used for effect, B is used for behaviour and C is used for
cognition. This model is implemented to satisfy the guest in the hospitality sector as this model
focuses on affection and cognitive behaviour of employees (Tanford & Malek, 2015). It also
directly impact on the guest satisfaction. I have also increased my understanding that attitudes
are formed among employees by organising the training. I also built my knowledge with respect
to Fischbein’s Multi-Attribute Model to measure the attitudes. In this way, I have learnt that this
model contains the three elements of attitudes. These attitudes are salient beliefs, object-attribute
linkages, and evaluation to determine the measurable score who represents the attitude of
consumers (Mohd Suki & Mohd Suki, 2015). I have developed my knowledge from an interview
that is conducted by me on Millennials’ Attitudes regarding New Green Hotel Product. This
interview is beneficial for understanding the Millennial's attitudes towards green products.
6 Persuasion Principles
During this week, I have developed my understanding regarding 6 Persuasion Principles. These
principles are reciprocity, scarcity, consistency, liking, and consensus. This would lead the guest

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to visit at the hotel (Pereira-Moliner, et. al., 2015). I have also generated my knowledge
regarding three purposes of guest communication such as for inform, entertain, and persuade. It
is evaluated that the manager should have great knowledge regarding the target market. This
would provide satisfaction to guest at a higher extent in the hospitality sector (Groening, Sarkis
& Zhu, 2018). This week has developed my innovative and creative skills that would aid to
improve the hospitality experience in long-term.
Traditional and contemporary media
In this week, I gained my understanding towards traditional media that could be imperative for
the accomplishment of the organizational task. In this, I observed that the push method enables
the organization to promote their goods and services by considering creation sources like
television, radio, billboards, and direct mail. It is evaluated that the traditional method could be
imperative for covering a huge amount of consumers in the least time and cost (Yadav, Kumar
Dokania, & Swaroop Pathak, 2016). In week 6, I also improved my understanding of the Pull
method that could lead to the organization for generating the audience awareness and make
favourable outcome.
There are creation sources that are considered in the digital marketing named email marketing,
social media, and search engine marketing. These methods will assist the firm to get a positive
outcome in the context of the current matter (Zhu & Sarkis, 2016). I gained my understanding
towards the one way communication as it facilitates to conduct a straight communication
between the sender and receivers. Basically, this method is used to inform about a particular
issue. In this week, I learned that digital media could be an interactive method as it enables the
individuals as well as the organization to converse with each other and share their information
among huge numbers of consumers in the least time. From this week, I increased my

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understanding towards integrating marketing communication tool that could assist the firm to
directly communicate with the desire people and also helps to make a favourable decision. These
tools are advertising, direct marketing, internet marketing, sales promotion, personal selling, and
public relation (Groening, Sarkis, & Zhu, 2018). I also improved my understanding in the
context Integrating Marketing Mix that is imperative in spreading the awareness towards the
goods and services and make a favourable decision in the context of the current issue.
I also improved my existing knowledge towards the Integrating Promotional Mix that could
facilitate to consider different sources named product, price, place, promotion, advertising,
personal selling, public relation, personal selling sales promotion, and digital marketing, and
direct marketing. These methods will be imperative for the organization due to increasing the
possibilities of getting higher competitive benefits (Pertusa-Ortega, 2015). I learned that online
and social media are logically connected with each other because without online sources there is
not possible for the organization or individual to imply the social media.
Apart from this, it is also evaluated that website is the best way to attract the consumers and
retain them for long-term because this way could enable the firm to offers the depth information
towards their goods and service on the same place and make the diverse image in the
marketplace (Tanford & Malek, 2015).
I also gained my understanding of the AIDA model that could offer the best opportunity to the
firm to attract the consumer and take the attention of consumers. This model could also facilitate
the organization to basically determine for things clearly like attention, interest, desire, and
action that could be an imperative part of any products and services (Han & Yoon, 2015).

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Conclusion
From the above discussion, it can be concluded that this reflective report has built my
understanding regarding creativity and communication strategies within the green hotel. It also
enhanced my experience about the IMC strategies in the hotel. I have also built my knowledge
regarding the ABC model of attitudes. This would lead to developing my personal and
professional experience in hospitality experience.

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References
Barber, N. A. (2014). Profiling the potential “green” hotel guest: Who are they and what do they
want?. Journal of Hospitality & Tourism Research, 38(3), 361-387.
Chan, E. S. W. (2014). Green marketing: Hotel customers’ perspective. Journal of travel &
tourism marketing, 31(8), 915-936.
Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A
compendium of applied theories and further research directions. Journal of Cleaner
Production, 172, 1848-1866.
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioural
intention: Impact of key constructs on the decision in green consumerism. International
Journal of Hospitality Management, 45, 22-33.
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Aykol, B. (2015). Dynamic capabilities
driving an eco-based advantage and performance in global hotel chains: The moderating
effect of international strategy. Tourism Management, 50, 268-280.
Martínez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing
perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-
917.
Mohd Suki, N., & Mohd Suki, N. (2015). Consumers’ environmental behaviour towards staying
at a green hotel: Moderation of green hotel knowledge. Management of Environmental
Quality: An International Journal, 26(1), 103-117.
Pereira-Moliner, J., Font, X., Tarí, J. J., Molina-Azorin, J. F., Lopez-Gamero, M. D., & Pertusa-
Ortega, E. M. (2015). The Holy Grail: Environmental management, competitive

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advantage and business performance in the Spanish hotel industry. International Journal
of Contemporary Hospitality Management, 27(5), 714-738.
Tanford, S., & Malek, K. (2015). Segmentation of reward program members to increase
customer loyalty: The role of attitudes towards green hotel practices. Journal of
Hospitality Marketing & Management, 24(3), 314-343.
Teng, Y. M., Wu, K. S., & Liu, H. H. (2015). Integrating altruism and the theory of planned
behaviour to predict patronage intention of a green hotel. Journal of Hospitality &
Tourism Research, 39(3), 299-315.
Yadav, R., Kumar Dokania, A., & Swaroop Pathak, G. (2016). The influence of green marketing
functions in building the corporate image: Evidence from the hospitality industry in a
developing nation. International Journal of Contemporary Hospitality Management,
28(10), 2178-2196.
Zhu, Q., & Sarkis, J. (2016). Green marketing and consumerism as social change in China:
Analyzing the literature. International Journal of Production Economics, 181, 289-302.