Macro Chapter Vii
Macro Chapter Vii
Macro Chapter Vii
changes have occurred that suggest a bright future for the tourism and
hospitality industry. These are:
Legal;
Human resources;
Operations; and
Consumer affairs;
-are changing demographics, changing vacation patterns, market
segmentation, frequent guests programs, maturation in segments of the
fast food industry, and consolidation.
Changing Demographics
The population of developed countries is aging. The median is now
33 years and is projected to increase in the coming years. This is an
issue that is significant to the tourism and hospitality industry. An older
population has preferences that differ from those of young population.
Thus, service providers will find it necessary to adjust their service
product to the changing preferences of the market
Changing Vacation Patterns
Citizens of industrialized countries are changing their vacation patterns. The traditional
once-a-year vacation of two weeks is declining in popularity. For a growing number of
people, vacations are becoming shorter and more frequent. At, present, more people usually
plan mini-vacations, adding two of their annual vacation days to a three-day holiday
weekend. In this way, they manage to get away for a mini-vacation of five days while using
only two actual vacation days
Market Segmentation
Since 190, the principal term in tourism marketing has been marketing segmentation.
Until the late 1970s, lodging establishments attempted to appeal to broad general markets.
Their aim was to appeal to abroad group of potential visitors. In recent years, the success of
the limited service properties has led to the development of other properties intended to
appeal to selected market segments.
Frequent Guest Programs
Because of the proliferation of properties and the increasing competition
among them, some lodging operators have begun to develop programs to
gain repeat business. Modeled on the frequent-flyer programs which were
successfully used by many airline companies, these plans give credits to
regular guests. They can be redeemed in the form of reduced rates, upgrades,
free accommodations, free meals or any variety of amenities.
Liquor liability
In the past, there was a growing public concern over the
increasing number of alcohol-related automobile accidents. At
present, alcohol and the use of drugs is a factor in more than half
of all automobile accidents. This led the public to pressure state
legislatures to act. Legislators have responded by lowering the
levels of blood alcohol in which an individual is considered
intoxicated and by increasing penalties on offenders.
Ethics in the Tourism and Hospitality Industry
Sexual Harassment
May be defined as unwelcome sexual advances, requests for sexual
favors, and other verbal or physical conduct of sexual nature that take
place under any of the following conditions:
institute a strict policy banning all forms of sexual harassment in the workplace.
develop appropriate training programs for managers and employees so that
all will understand and become sensitive to the nature of sexual harassment;
and
establish procedures for handling all complaints promptly, fairly, and in a
sensitive manner.
Employee Turnover
Employee Empowerment
In some tourism and hospitality establishments, managers have developed
rules and procedures that employees are directed to follow. These include
directives such as inflexible rules for checkout time, rules prohibiting free refills on
coffee, strict limits on the number of hand towels per guest, or directives
prohibiting substitutions on special dinner menus. These may affect the overall
impression of a guest regarding particular food service or lodging enterprise.
For some guest, these rules may be enough to make them decide never to return.
The operations issues include automation, smoking/
nonsmoking areas, sanitation and public health, and recycling solid
waste.
Automation
-is the process of using electronic and mechanical equipment
and machinery to complete some or all of the tasks associated
with a given enterprise. The two primary reasons for automating
an enterprise are:
Smoking/Nonsmoking Areas
As more and more customers of tourism and hospitality entities demand
smoke-free areas for dining and smoke-free sleeping accommodations, the
industry will continue to exert efforts to meet these demands. This is specifically
true in places in which legislation orders that appropriate facilities be made
available. Hence, restaurants apportion sections of their dining facilities to
accommodate the requests of nonsmokers. Some even install or improve
ventilation equipment.
Sanitation and Public Health
A very important issue in food service is sanitation. Everybody agrees that
all steps should be taken to prevent illnesses that are caused by the manner in
which food is handled or to the food itself.
Proper food handling has always been an issue in the industry. Managers
must always be sure that food is bought from responsible vendors. Food must be
kept at suitable temperatures to prevent the growth of bacteria. It should be
placed under proper conditions to prevent infestation by insects or rodents.
National and local governments apply strict sanitary standards to food and
beverage operations. Some conduct regular inspections and apply sanctions on
those found violating the regulations. The sanctions range from imposing fines,
publishing lists of violators in newspapers, and closing the establishments of
consistent violators.
Recycling Solid Waste
In previous years, there has been a gradual closing of the landfills that
were used for disposing solid wastes and a growing awareness of the harmful
effects of either burning solid waste or dumping it into the sea. This has
resulted in major waste disposal problems in some places.
In some cities, the cost of removing solid wastes is increasing to the extent
that government and citizens are unable to pay. In many of these areas,
separating recyclable plastic, glass, and other items from pother solid wastes
greatly decreases the quantities that require disposal.
The trend toward recycling is likely to increase. Many in the tourism and
hospitality industry who have not been previously affected by this issue will
eventually find it necessary to adopt a recycling program.
The consumer affairs issues are fire, safety, truth in
menus, and diet/nutrition/health.
Fire Safety
Fire safety has always been an important issue in the tourism
and hospitality industry. In earlier centuries, taverns, inns, and
hotels which were usually constructed of food were regularly
destroyed by fire. Many were burned to the ground and a large
number of people were killed or crippled.
Truth in Menus
For food service operators, preparing truthful menus is an
ethical practice that should never be violated. However, a small
minority have produced menus that are not accurate indicators of
the food served in their establishments. Some serve US choice beef
when their menus states US Prime beef. Others serve portions with
fewer ounces than the number listed in the menu. Still, others have
not used the actual ingredients suggested by their menus and have
substituted one product for another such as turkey for chicken,
margarine for butter, generic products for name brands, and
domestic products for imported ones.
Diet/Nutrition/Health
The following tourism and hospitality items are but a few examples of the
wave of the future:
1. Increased speed and shopping use of the internet in developed countries;