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Around the world, the hospitality industry has been marked by growing at an unprecedented rate . There has increased focus on the hospitality industry as an industry of global dimensions. Today, the hospitality industry is considered as a successful sector especially there are more and more consumers look at the quality not merely quantity. Consumers will not be attracted by merely a large quantity of products offered, but they will pay attention to the quality of the products and service provided. Hence, the hospitality firms put more emphasize in customers’ needs and requirements so that the customer will feel satisfy. Dupre and Lane (1997) have mentioned that the historic ability of hospitality industry to anticipate customer needs has contributed to its successful in global economy.

When asking about the components of hospitality industry, most people will give answer of hotels and restaurants. In fact, hospitality is just like a big umbrella. It is a people-oriented industry and involves employers, employees, and customers. The business of hospitality is created when the needs for certain services emerge for people away from home. People may travel from one country to another one, or travel from one state to another state. They may also travel to a place nearby their house. Those people need a place to eat or sleep. That is hospitality industry which provides these two distinct services that satisfy people needs that are sleep and eat. Thus, under the big umbrella of hospitality, there are two main sectors which included lodging and foodservice (Jones, 2002). Hospitality industry has provided the shelter for people staying away from home and provides food and beverages for people eating away from home or not prepares their own meals.

Lodging sector involves the provision of facilities for overnight or longer time services to guests. In the view of most people, lodging is simply a place for people to sleep. For others, lodging is not just a place to sleep but it also provide entertainment and recreation facilities. In other words, lodging sector not just refer to hotels but it is also include lodging with entertainment facility such as cruise ships and spa resort, lodging affiliated with recreation like camping, and also lodging with health care such as assisted living centers. Each customer has different needs and requests towards their place to stay. Therefore, hospitality industry offer many types of lodging to satisfy varying customer preferences range from budget or economy motel to luxury hotels to extensive resorts.

On the other hand, foodservice sector involves provision of food and beverages for consumption of patrons. Traditionally, the two main categories in foodservice sectors are commercial and noncommercial foodservice establishments. In commercial foodservice establishments, the preparation and service of food is the primary activity. Meanwhile, the preparation and service of food is secondary activity for noncommercial foodservice establishments. According to Dupre and Lane (1997), the commercial foodservice operations can be further categorized as stand-alone restaurants, foodservice within a lodging property, clubs, and catering. Meanwhile, the noncommercial foodservice operations are broken down further to restaurants within other establishment, eatertainment (combine the concept of eating and entertainment), and institutional establishment.

The hospitality industry has its roots lie in social life. It is shaped by society and continues changes based on it. The societies often changes in what they need and what they want. Therefore, hospitality will continue changes with the changes in societies. Nowadays, leaders in hospitality firms go beyond the traditional skills in operation. They need to have the ability to understand and give quick respond to the changing world. They should also able to predict the changes in advance. For instance, people now are become increasingly concerned about the environmental issue. Because of this, more and more hospitality firms are aware about this and have increasingly encouraging environmental-friendly practices. They have adopted some changes in order that they can align themselves as environmentally conscious player.

In Malaysia, the hospitality industry has experienced a positive increase consistent with the growth of global hospitality industry in recent years. In our country, the hospitality industry has become the major pillars of national economy. Zain (as cited in Lean and Chor, 2010) has highlighted that Malaysia which has visited by 16.4 million visitors in year 2005 has been awarded as the second most visited destination in Asia in that year. Tourism arrivals to Malaysia have achieved 23.6 million in year 2009 and have contributed to RM 53.4 billion. The arrivals of tourists have increased 7.2% compared to 2008 (Ministry of Tourism Malaysia, 2009). Despite the slower growth of Malaysia economy due to global economic crisis and concerns regarding H1N1 flu, the tourism industry has rebounded quickly. In 2009, there are approximately 2,373 hotels that contribute to a total room supply of 168,844. Besides, Malaysia hotel occupancy rate in 2009 was at 60.9% (Ministry of Tourism Malaysia, 2009). In addition, hotels in this country have been awarded accolades in world award shows. Pan Pacific Kuala Lumpur International Airport Hotel has voted as the World’s Leading Airport Hotel for second year running in 2009 (World Travel Awards, 2009). Such awards show Malaysia hospitality industry has world-class standard.

This study is conducted to provide information for public to have more understanding and increase awareness of Malaysia hospitality. Moreover, the hospitality firms in our country can obtain information regarding this industry. They can know about the Malaysia hospitality more thoroughly and use the information for planning and management at national and international levels. This is also can be used as referential framework by schools and institutes to educate and train their students.

1.2 Problem Statement

Hospitality industry is the world’s largest and fastest growing industry. It is one of the major contributors to global economic growth. The hospitality related service has become more and more significance in recent years (Tsaur and Lin, 2004; Barros, 2005). Concurrent with the growth of hospitality industry, it has triggered a complementary need for growth in hospitality information. Thus, research has become an important tool for private and public sectors in this industry to gather information on the hospitality.

In addition, the hospitality industry is considered as a competitive global industry (Claver and Pereira, 2006). This industry is unique since it involves people serve people. The performance of this unique operational system can have strong influence on the firms, the employee, and the customers. Therefore, the hospitality firms have to in touch with the markets in terms of recent trends and changes. They need to have thorough understanding of hospitality industry. Through a better understanding of hospitality and understand its uniqueness in our country, the hospitality firms are able to know better about the hospitality and can build competitive strategy.

Although there are many research in hospitality, there is little research has been conducted on Malaysian hospitality. People always heard about French service, English service, American service, Thai Service and other services. Each service has its own characteristic. They have their own way to provide the service. Nevertheless, public is not clear about Malaysia hospitality and its characteristics. Malaysia hospitality does not have a clear edge. This study aims to explore the way that hospitality firms in this country to provide the service in Malaysia way.

1.3 Objectives

To define what Malaysia hospitality concept is and investigates how service is provided in Malaysian way.

To identify the difference of Malaysia hospitality from other service and thus

understand about strengths and uniqueness of Malaysia hospitality.

To propose Malaysia hospitality.

1.4 Research Questions

How Malaysia hospitality firms provide service in its own way?

What are the characteristics of Malaysian hospitality?

What is the attractiveness of Malaysia hospitality?

CHAPTER 2 LITERATURE REVIEW
2.1 Definition of hospitality

The word hospitality is derived from the Latin ‘hospitis’ that is origin for hospital and ‘hospice’ (Barnhart, 1988). The past literatures have shown many meanings of hospitality. Grove (1965) has defined hospitality as a hospitable act or practice with sincere and generous welcome and entertainment of strangers and guests either socially or commercially. Collins Concise English Dictionary Plus has been sum up the definition of hospitality as “kindness in welcoming strangers or guests” (Hanks, 1989, p. 604) which is considered as the main theme of hospitality from the dictionary definitions from the 1930s to 1999s.

Some definition of hospitality is too general to explain it. For instance, hospitality has interpreted by Tideman (1983) as the way that makes the guests feel satisfy and provision of desired quantity and quality of goods and services with acceptable price for the guests. This definition is too general to explain the definition of hospitality since it is actually can used to define almost any economic activity.

Other academic paper has explained definition of hospitality in more holistic ways. For instance, Cassee (1983) interpreted hospitality as “a harmonious mixture of tangible and intangible components – food, beverages, beds, ambience and environment, and behaviour of staff” (p. xiv). This definition has modified by Cassee and Reuland (1983) to “a harmonious mixture of food, beverage, and/or shelter, a physical environment, and the behavior and attitude of people” (p. 144). These definitions avoid the problem of conflating definitions of hospitality with the hospitality industry but continue to exhibit the underlying assumption that hospitality is something that is, principally, commercially ‘created’ for consumption. In the past, hospitality has known as social value in western country. When the time passes, hospitality has been explained in a more detail way. When the time passes, hospitality has been explained in a more detail way. According to Gilje (2004), hospitality is a moral imperative, kindliness, civility, and even a legislated duty.

2.2 Characteristic of hospitality industry

Hospitality is a special operational system which is considered as people industry. It is a service business that the hosts provide service to guests who are apart from home (Brotherton, 1999). One of the characteristics of hospitality industry that is stated by Walker (2008) is the operation time of 24 hours a day and 365 days a year for hospitality businesses. Walker (2008) also pointed out that the personnel in hospitality industry have to work longer time when compared to the other industries due to its long hour’s operation time. The personnel in this industry even need to work during the holiday, while others are enjoy their free time.

In operation of hospitality business, many peaks and valleys happen. In a hotel, there are seasonal fluctuations which are months that have high, low, or moderate volume of business. In addition, weekly fluctuations also can be seen in hotel. There are differences of business volume between weekdays and weekend. Even in a day, there is actually has peak and valley time. Lots of the customers will patronize the restaurant during the meal period (Lane and Dupre, 1997).

The hoteliers as the hospitality providers act as hospitable host and also security officer. It is very hard to play these two roles due to the unlimited time and public access of a hotel. However, these roles are essential to make the uninvited guests feel welcome and those uninvited guests do not create any security problems. In fact, the hospitality firms make great efforts to bring outstanding customers satisfaction. This not only can lead to loyalty of customers but also profit for the firms (Walker, 2008).

In addition, Hepple, Kipps, and Thomson (1990) have mentioned that hospitality consists of both tangible and intangible components. The tangible components are the physical products while intangible components refer to services. Services cannot be touched, seen, tasted, smelled or heard before being purchased (Lockyer, 2007). Christopher, McDonald, and Wills (1980) have mentioned that products in service industry can produce a series of benefits. However, these benefits cannot be stored for future use. When a hotel does not sell out rooms for certain night, the revenue for those unoccupied rooms is lost permanently. Those unoccupied room cannot be stored like other inventory and hence the products provided is considered as perishable (Mullins, 1993).

Walker (2008) has explained another characteristic for hospitality industry which is inseparability. Both the host and guests are indispensable in the transaction in hospitality industry (Brotherton, 1999). There is interaction exist between the hospitality provider and receiver. Lockyer (2007) has recognized that customer-employee contact as part of the product. Customers may dissatisfy with the poor service delivery despite the high quality of food. Customers are also considered as part of product. The behaviour of one group of customers such as make loud noise can influence other group.

2.3 Components of Hospitality Industry

According to Jafari (2003), hospitality comprised of two components which are lodging component and foodservice component.

2.3.1 Lodging Component

Lodging sector involves accommodation service which is the provision of facilities for people who stay away from their home (Jones, 2002). According to Chon and Sparrowe (2000), lodging sector is actually can more represent hospitality industry since it offer overnight and even long-term service to customers. In the past, lodging sector just provide the simplest and basic form of accommodation, which has known as ‘bed and breakfast’. Over the time, lodging is continually to change to appeal the customers. Nowadays, it is not just a place to sleep, but is augmented with washing facilities, comfort facilities, and entertainment facilities (Jones, 2002).

2.3.2 Foodservice Component

Jones (2002) has indicated that foodservice sector is the provision of sustenance for those have their meal away from home. Chon and Sparrowe (2000) has highlighted that on-site and commercial foodservices are two elements of foodservice operations. On-site foodservice operations serve people from specific kind of institution which included schools, hospitals, nursing homes, and military. Meanwhile, commercial foodservice operations are different from on-site foodservice since they are open to all customers and compete in free market (Lane and Denise, 1997).

2.4 Hospitality as a service business

Business in the food service industry is one of the biggest economic contributions towards a country in term of its hospitality system. Service in hospitality could be tangible and intangible where tangible could be the products sell in the market that can be touch, see, and taste, while intangible could be the unseen service such as food service (Barrows & Powers, 2008). It is only can be evaluated by its quality characteristics. In term of business, service may provide and increase the organization’s profit (Friedman, 1970).

The goal of business in hospitality industries specially, is to satisfy clients. Barrows and Powers (2008) proposed that business in food service industry must satisfy customer needs for example, they wants least expensive food with enough variety and high quality so that they will loyal towards the organization. Therefore, the hospitality firms must implemented lots of business skills and techniques to maintain old customers and increase new customers (Kozak and Rimmington, 1998).

Service in hospitality industry needs to meet customer’s satisfaction besides making profit and create customer loyalty (Lane and Dupre, 1997). In addition, good image of the hospitality industry would at least depends on the service business provide by the organizations under the hospitality system (Kozak and Rimmington, 1998). Thus, service must be treat as a function process where it will help the organization to generate profit, insure high quality, and make every moment count (Lane and Dupre, 1997).

2.5 Importance of Service

Generally, service play as a significant role in the customer-oriented industry such as hospitality industry. It was argued that the service quality for the hospitality industry was highly competitive in meeting customer satisfaction (Jeong and Oh, 1998). The importance of customer service in hospitality is highlighted since that customer decision has a significant implication toward the continuous survival of the business in the market based on the degree of customer satisfaction.

Tsang (2011) proposed several factors such as integration, moderation, relationship status, and discipline which impacted on the service performed. It is the responsibilities of the server in performing a quality service and creating a memorable experience for the customer while dining in the food service industry. However, the service quality context might respectively divergent for managerial and employee (Ross, 1995).

Customer service is the fundamental key factor to success in the hospitality industry despite of keeping the competitive edges. Prompt service is important in meeting the demand of the customer thus creating customers’ satisfaction. Whereby, it dedicate for building customer loyalty indirectly and good reputation among the customers. This will then develop good reputation and thus allows spreading of positive word-of-mouth which enables attraction of new patronages. For ensuring the continuous survival in this highly competitive industry, the return of the customers is essential. Instead of that, attentiveness and passionate of the staff and server are also the essence of a good quality service in meeting the customer needs and demands. Mavondo and Nasution (2008) reported that the delivery of customer value should be emphasized in assuring customer expectation and need are met. Undeniably, customer satisfaction tends to be higher whenever the service provided beyond the customers’ expectation.

A good service usually associated with better customer relationship. Establishing good customer relationship is vital particularly to the hospitality industry. Satisfaction toward quality of service received significantly brings in effect on the business performance in which a good service quality will in turns leads to customers’ repetitive patronage (Su, 2004). Designing quality service has gradually evolved becoming an important issue in particular in the hospitality industry.

The service quality should be continuous and consistence. The first time visit of customer in experiencing the service will definitely affect the decision for their patronage in the future. Nice service experience will lead to retain regular customer as well as developing more business. On the other hand, bad service experience cause towards complaints, negative word-of-mouth, lower satisfaction, and reputation loss.

CHAPTER 3 METHODOLOGY
3.1 Research Design

This study aims to explore Malaysia hospitality, in which the service provided in Malaysia own way. It is considered as an exploratory study since there is little research previously done on the Malaysia hospitality (Jennings, 2001). The method used in this research is qualitative method. Jennings (2001) has suggested that qualitative method is applied in exploratory study because of the flexibility of data collection approaches. Furthermore, this type of study is not based on random sampling and representation of a study’s population. Moreover, qualitative method is used to explore the perspectives, experiences, attitudes, and belief of the respondents (Holloway, 1997).

3.2 Subject

The target population in this study is the industry experts in hospitality industry. They included the managers of hotels and restaurants. 15 managers of four or five star hotels and restaurants are selected. As they have rich knowledge and experience in field of hospitality, they can give their perceptions and opinion towards Malaysia hospitality.

3.3 Sampling Site

This study will be carried out around Klang Valley. It is comprised of Kuala Lumpur and towns in Selangor. Hence, Klang Valley can be considered as the main city in Malaysia. It is the place that most of the tourists from other countries and even local residents will visit. Moreover, the hospitality industry in Klang Valley has grown extensively. Thus, Klang Valley is chosen as the sampling site.

3.4 Sampling procedure

The sampling method used in qualitative research must provide information-rich data and serve the purpose of in-depth understanding (Altinay and Paraskevas, 2008). Thus, judgment sampling is used in this study. Judgment sampling is often used in qualitative investigation. The samples are chosen based on their expertise in the research topic who can provide information required (Sekaran and Bougie, 2009).

3.5 Data Collection Method

Interview method is conducted since exploratory research can be studied by interviewing individuals (Sekaran and Bougie, 2009). Interview method provides access to experience and knowledge, and gives an opportunity to explore the issue investigated (Altinay and Paraskevas, 2008). The interview involves data collection through face-to-face interaction. By face-to-face interview, the nonverbal cues from the respondents can be noticed. The respondents’ facial expression and body language are observed for better interpretation of the views (Sekaran and Bougie, 2009).

In addition, the interview technique of unstructured interviews is chosen. In this technique, the interviewer has some broad questions related to the issue studied in the interview guide (Jennings). By unstructured interviews also, rich data and thick descriptions of the world being studied can be collected. Open-ended questions are used in this research. Crowther and Lancaster (2008) have noted that open-ended questions are suitable for interview method as they can provide deeper insights responses and richer information.

3.6 Instrument Development

A list of interview questions needs to be developed. According to Creswell (2003), the data collection of qualitative research should be conducted in the natural setting which always refers to the home or office of the respondents. Hence, interview will be conducted in the office of manager in the hotel or restaurant. Due to this, there is a need for the permission of interview.

Information from the respondents is recorded by handwritten notes and audio taping during the interview (Creswell, 2003). According to Crowther and Lancaster (2008), the electronic device is used to record the interview in order to record the whole interview for future reference.

3.7 Data Analysis

Walsh (2003) has noted that qualitative data analysis involves summarize the data and then identify related themes and patterns. Data reduction is the first step in qualitative data analysis since qualitative data collection collects large number of data. It can be done through coding and categorization (Sekaran and Bougie, 2009). The data collected is categorized and transcript. Moreover, a coding scheme is created to organize concepts (Walsh, 2003).

According to Sekaran and Bougie (2009), the second step is data display. In this step, the reduced data is presented in an organized mode. Maps, charts, matrices, graphs, or diagrams can be used to find out the existence pattern. Conclusion drawing is the last step in data analysis. Qualitative ‘theory’ is generalized by explaining the observed pattern and relationships, or comparing data against other data.

CHAPTER 4 CONCLUSION

As a conclusion, we hope that rich information can be obtained by interview the manager in hospitality firms during data collection time. By interpreting that information, we can have a clear concept about Malaysia hospitality. Hence, Malaysia hospitality can be defined clearly through this study. This study is useful for public and hospitality firms in knowing the details and understands about the service provided in Malaysia. When the hospitality firms understand about the Malaysia hospitality, they can provide service in Malaysia way.

A marketing environment comprises of macro and micro elements. Marketers should consider both internal and external environments to understand the whole of the market in which they want to sell their products or services (Masterson and Pickton, 2004).

Normally, in a time of recession, customers do not spend too much money on overseas holidays (Mintel, 2009), because they see them as a luxuries. One could expect, therefore, customers would prefer take short city breaks or a domestic holiday. Businessman also may choose budget priced accommodation for their business trips.

Moreover, consumer-spending power has diminished, as they have had to ‘draw-in’ their purse strings, although levels of personal disposable income have been maintained to a degree because of historically low interest rates. Mintel(2010) estimates that personal disposable income stagnated between 2004 and 2009. The hotel industry has been notably affected by the recession.

Environment analysis using such models as, PRESTCOM, Porter’s Five Forces, SWOT Analysis and Segmentation can be used to examine the effect of the recession upon the hotel industry and for this reason models will be used in this report.

2.1.1 POLITICAL

Up to 1978, the hotel industry developed rapidly but after that date, the economy increasingly became market-oriented. This improvement created a much better environment for the industry in which to develop (Hornsby, 1990).

According to Kotler (1996), the political environment strongly affects the hospitality industry. The political environment is comprised of laws, government agencies and pressure groups that influence and limit the activities of various organisations and individuals in society.

Furthermore, the EU has proposed plans to sponsor holidays for individuals who do not have enough money to travel. According to Travel Weekly (2010), these plans assist many customers with financial problems to have a holiday. For example, young persons aged from 18 to 25, disabled people and pensioners, etc. The idea to help these people travel was put forward by Antonio Tajani, the EU Commissioner for Enterprise and Industry, who declared that a holiday is a human right.

Therefore, this proposal could actually stimulate consumption and offer individuals more opportunities to have holidays. Perhaps this might be good news for the hotel industry during the recession.

2.1.2 REGULATORY

An environment that is regulated protects companies from each other. While most businesses praise the virtues of competition, they try to counteract it when it affects them. Another way is try to restrict a company’s unfair dealings and illegal transactions. Furthermore, regulation also aims to protect consumers from unfair business practices. If unregulated, firms might provide unsafe, low quality products, poor services, be untruthful in their advertising or deceive through packaging and pricing.

VisitBritain, the body, which aims to promote UK tourism, has launched a ?6.5 million advertising campaign outside the UK to promote the affordability of Britain as a destination. However, it calls for this investment to be matched by the UK government have so far been unsuccessful (Mintel, 2009).

Moreover, hotel and restaurant taxes have become a popular source of revenue for local government. Hotel taxes are supposed to be used to support tourism; however, how this money is spent has been subject to liberal interpretation. Therefore, hotel managers should make sure that these taxes, which are designated to promote tourism, are used properly and effectively.

2.1.3 ECONOMIC FACTORS

One factor that complicates the situation is the weakness of the pound against the Euro and Dollar. Sterling has lost value rapidly over the last year. In July 2008, one pound would still buy $2 but by November 2008, it was worth only $1.48, the lowest level for 6 years. Similarly, at one point the pound was almost equal in value to one Euro. While this is bad news for people buying goods or travelling outside the UK, it also means that UK goods and services become more attractively priced from the point of view of Euro Zone or USA travellers (O’Grady, 2008)

The economical environment is comprised of the following factors:

Wage inflation: During a recession wages might increase. It is depends upon decisions to cut or increase wages that are made by employers. Therefore, hotel managers should pay more attention to income distribution as well as average earnings.

Price inflation: In a recession, if the economy declines then commodity prices will rise. This factor will influence the decisions customers make whether to travel or not.

Gross domestic product per capita (GDP): The most important economic factors are customer’s purchasing powers and spending patterns. GDP can indicate the magnitude of these factors, because total purchasing power depends on current incomes, prices, savings and credit. Hotel managers, therefore, must be aware of major trends in income and changing consumer-spending patterns.

Exchange rates: The UK economy has weakened, the value of the pound against the Euro has decreased and therefore, customers might choose domestic tourism for their holidays.

Even during a recession, customers still holiday but prefer to take short breaks to reward themselves. Mintel’s Annual Survey of Spending Priorities in 2009 showed that holidays remain the leading concern for consumers, despite the recession.

Furthermore, all other leading consumer priorities showed little change compared to pre-recessionary times.

Specifically, hotels in the UK appear relatively cheap since the fall in the value of sterling and hence more attractive to inbound travellers and tourists. At the same time, this means it is less attractive for UK holidaymakers to travel to the Euro Zone or USA and more attractive to stay at home.

2.1.4 SOCIAL FACTORS

The age profile of the UK population is increasing. Furthermore, Mintel’s (2009) exclusive consumer research reveals that older adult usage of budget hotels is slightly below the national average; however, it is somewhat more than for young people.

However, even during the recession, some people remain unaffected and they still stay in luxury hotels, such as, the Ritz or the Hilton. They do not care about the cost because they lead a luxurious lifestyle. Although these people have not changed their pattern of consumption, however, most customers will be affected by the recession and they might prefer to choose budget and not mid-range hotels when they travel.

2.1.5 TECHNOLOGICAL FACTORS

Technology has a significantly affected the hotel industry in many ways, for example, Travelodge launched a free iPhone application that allows users to locate their five nearest Travelodges by GPS. They can see the availability, prices and book rooms. Moreover, customers can reserve their accommodation or check-in by via internet. In addition, they can obtain information via new platforms, such as, Facebook or Twitter. These and other technological advances help companies to become more effective in the marketplace, however, internet penetration levels and demographic breakdowns might make operators use of this distribution channel ever more viable. If firms adopt useful technological advances, they will gain a competitive edge.

2.1.6 COMPETITION FACTORS

Since hotels are a service industry, human resources have become an indispensable element of the market. If the turnover ratio of employees is low, the centripetal of employees will be strong. As a result, the company will have the advantage of competition.

The main substitutes who could replace the customers’ decision in the UK hotel market are those from other countries. Foreign customers may plan to visit the UK from places where they live, such as, France and Spain. However, Country House or Bed & Breakfast hotels and so on which could also threaten substitutes in the UK domestic hotel industry.

Hotels find themselves with different problems compared to their entrants. These problems include a high barrier of exit and entry costs with the investment. Thus, the large capital investment required to build a hotel represents a sunk cost.

Hotels may not meet all their debt payments, taxes and other fixed costs but they can produce enough profit to cover their costs. Even they are perhaps prepared to operate at a loss rather than close their doors completely. However, when there is an oversupply of hotels but the total number of rooms remains the same, the result will be a price war within the industry.

2.1.7 ORGANISATIONAL FACTORS

A Hotel manger should decide how to engage with the process of hostelry management using his/her capability and skills and be able to adjust and develop it to adapt to customer needs and preferences. For example, if a hotel could provide a high quality service or promote a particular customer-desirable activity then client return ratio will be increased. However, the problem that faces the hotel industry is recruiting qualified staff that can satisfy the standard of service required by customers. Most service employees lack the knowledge and skills to provide a service that meets international standards. This may be because employees have not received adequate training in the skills that are required.

For instance, Whitbread has decided to open 1,700 Premier Inn rooms across the UK during 2009 and 2010. Whitbread is planning to increase their market share of the UK hotel industry. It will attempt to achieve this by building up its market position and providing customers with cost-effective packages (Mintel, 2009). It also plans to develop their booking platform, enhance their sales and put into place the next phase of its revenue management system.

2.1.8 MARKET FACTORS

In the market sector, the most important thing is the customer; firms should affirm the clients they want to reach and their market segmentation.

At the end of 2007, the UK hospitality as well as the hotel industry worldwide had been hardly affected by the recession and many commentators predicted that this would last until at least 2010. In the course of a few months, by early 2009, consumers had radically changed their attitudes and consumption. The optimism that had been expressed earlier could not be sustained (Mintel, 2009).

The number of business travellers choosing budget hotels for their commercial trips is increasing. Moreover, the start of this trend corresponds to the beginning of the recession in 2008. Many companies have reduced their budget for commercial travel in response to recessionary conditions; therefore, commercial travellers now use budget hotels rather than mid-market ones.

‘Green holidays’ and the effect of frequent air travel upon the environment are being raised as concerns (Bainbridge, 2009). Customers who want to reduce the effects of their pollution upon the environment choose to holiday within the UK (Bainbridge, 2009). However, these concerns are not entirely beneficial for the UK hospitality industry because overseas tourists share these beliefs, so this could reduce inbound tourism into the UK.

Saving the environment, however, is currently a relatively low priority for most consumers but studies indicate that ‘green issues’ will gradually become more important in the future (Key Note, 2009).

A previous study has claimed that more customers prefer to holiday in the UK because of ‘green’ considerations and as an alternative to flying abroad. Therefore, in 2008, travellers might choose the ferry to holiday as a ‘greener’ alternative (Key Note, 2009).

Budget hotels have made important investments in order to close the gap with mid-market brands. The three top most improved brands in terms of advertising awareness are Premier Inn, Travelodge and Holiday Inn Express.

2.2 SWOT analysis
2.2.1 Strengths

The UK, like many other countries, after rapid economic growth with an open policy has now become one of the world’s most attractive places for travellers. On a positive note, the hotel market in the UK is a strong and sophisticated one that offers a wide range of options, which could meet different types of customer needs. This includes internationally famous brands as well as smaller individual enterprises. Moreover, there is a powerful promotion and support system in place for tourists through organisations, such as, VisitBritain.

Moreover, the range of hotels offering different prices could meet individual consumer needs. Luxury, middle range, budget and even the country house hotel could satisfy every consumer. In addition, the growth of the budget hotel sector opened up a wider range of clients to the hotel market.

In the past ten years, due to the rise in the level of consumers’ disposable incomes, the short – break leisure market has grown. This phenomenon has allowed customers to have more domestic holiday choice and encourage travel within the UK. This trend has proven very positive for the hotel industry.

Another factor that has strengthened the hotel market is the online reservation system. Customers are able to search for information, accommodation and book rooms online. This system is not only convenient for customers it is also efficient.

2.2.2 Weaknesses

Profitability is a major concern for hotels. They worry about losing money during the course of chain operations. In addition, there remains an absence of an efficient system to monitor hotel management, which includes employees and retired employees etc (Gavin, 1997).

The existing weaknesses in the hospitality industry are described below.

Recession has been the influential factor from 2004 to 2009. As noted by Keynote (2010), the number of visits peaked in 2007 but fell during 2008 by one million.

In the face of room oversupply, occupancy rates averaged approximately sixty percent but this figure fell by eight percent during 2007 to 2008 (Keynote, 2010). In an attempt to counter this fall, prices were reduced but this may diminish profitability.

Mid-market hotels are coming under pressure, being squeezed, between budget and luxury hotels. Competition in the mid- and budget hotel market is becoming more intensive and probably there will be a price war.

The performance of the global economy has a direct influence on the cost of hotel equipment. These costs have been rising and consequentially the financial burden has become heavier.

2.2.3 Opportunities

Many tourist and hotel officials now believe that the UK will become the world’s most attractive visitor destination by 2011. This is considered an encouraging sign and a great opportunity for those who want to expand their hotel business in the UK. Any expansion is anticipated to be within the mid- or low-grade hotel sector. The demand for high star rated luxury hotels among the various hotel management groups is not expected to rise (WTO, 1999).

In late 2008, the pound fell against foreign currencies and was very nearly equal to one Euro. This means that UK services, including hotels and tourist attractions have become more attractive to overseas tourists as they get more value from their Euros or dollars.

The development of a global online reservation system will not only make hotels easily reachable but also provide an opportunity to access a wider client base.

According to Keynote (2008), the age profile of the UK population is increasing. Many consumers that belong to this enlarged senior sector of the population have disposable assets, which they use to enjoy their leisure. In addition, the number of retirees is rising, which will have a positive effect upon the hotel market.

In the next decade, due to a number of organized activities, such as, the 2012 London Olympics, more attention will be paid to the UK by the international market and it is anticipated that this will promote a growth in demand from overseas visitors for accommodation.

Few leisure facilities, for example, restaurants and bars can cope with any extra business and, therefore, they are unable to create potential sales from the local area and hotels.

2.2.4 Threats

Since 2004, the long-stay leisure market, that is, stays involving five nights or more has been in decline. Moreover, the number of long-stay hotel rooms booked in 2008 decreased by more than a half compared to 2006, at eleven million (BMRC, 2009).

The threat of terrorist activities could discourage overseas travellers to stay in the UK.

The success of the budget hotel sector is a threat to mid- and upmarket hotel chains. During the recession, customers may choose low price accommodation for their tourism. For example, self-catering and other less expenditure styles of accommodation manifest a big threat at this time.

Some budget airline companies that offer low-priced flights to travellers for short weekend breaks may compete with domestic travel in the UK.

2.3 Porter Five Forces

The structure of the hotel industry strongly affects competition between its members, which in turn directs decisions about the choice of strategies that are used by them. Therefore, Porter’s Five Forces analysis will be used to investigate the industry.

The analysis includes the threat of new entrants, competitive rivalry within the industry, the threat of substitutes and the bargaining powers of buyers and suppliers.

2.3.1 The threat of new entrants

Suitable hotel sites are not easy to find and building costs are very high. Furthermore, investments cannot immediately be recovered, especially during the period of construction. This factor represents a strong barrier to entering this market. The UK has enjoyed some of its highest periods of growth in property prices in recent years. The construction industry has been badly affected by the latest recession.

Developers are hardly able to gain credit to support large scale building schemes; therefore, many hotel projects have stalled (Blitz, 2009).

Aside from new developments, hotel managers who are unable to access further credit are finding things more difficult. Larger operators and branded chains are able to look to the medium and long-term over which a boom for hotels and travel are predicted due to emerging markets but smaller operators have less access to the resources that they will need in order to survive the next couple of years (Blitz, 2009). As a result, the threat of new entrants into hospitality industry is limited.

2.3.2 The competitive rivalry within industry

In economic downturns, competition occurs within upmarket, midmarket and budget hotels. Mid-market hotels usually cater for tourists who do not travel a lot; also, their rooms are priced much higher than in budget hotels. In general, when the economy is in recession, consumer-spending power is less, therefore, they might choose lower priced accommodation. At the same time, budget hotels continue with their strong development plans to offer extra rooms through the expansion of new property. The development of budget hotels has eroded the mid-hotel’s market sector.

However, the upmarket hotels have been little affected. Their customers are less likely to change their consumption patterns. The lifestyles of these customers engender very high consumption. Their expenditure would not change because they are not price sensitive. That is to say, no matter how prices changes, they will continue consuming.

2.3.3 The threat of substitutes

There are some substitutes in this market, such as, camping, caravan clubs and B&B and country houses. Mintel (2009) predicted that these holidays are an attractive option for budget conscious consumers. These substitutes will benefit from an increase in the number of families who because of financial reasons elect to stay in UK in 2009 and 2010. The Camping and Caravan Club market had their best ever year in terms of recruitment during 2008 (Mintel, 2009). Camping holidays are predicted to do rather better over the next few years before the long-term trend towards decline is re-instated. However, growth in this area might not be good news for the hotel industry, as by definition ‘a stay in a hotel’ does not count as such for this type of holiday.

2.3.4 The bargaining power of buyers

The hotel industry is faced by fierce competition. Companies will possibly sign a long-term contract with consumers to retain their customer base. Therefore, customers possess a strong bargaining power.

Behind large hotel groups, there are large amounts of capital to support them to buy land and build new hotels. Consequently, the bargaining power of consumers is quite low with respect to these large hotel groups. Conversely, for small hotels, the bargaining power of consumers is much greater, which means these establishments might find it harder to fulfil customers, expectations.

However, customers will segregate into two sectors, namely, individual and group.

Customers as individuals: This sector will divide into business travellers and individual tourists. Business travellers may have a long-term contract with a hotel, therefore the price for them could be pre-negotiated but for individual tourists, their bargaining powers are almost none.

Customers as a group: Groups usually book rooms through travel agencies, involving a large number of rooms and the travel agent takes the profit. However, the price is still much cheaper than for the individual. That is to say, their bargaining power is more than the independent tourist is.

2.3.5 The bargaining power of suppliers

There are two main bargaining powers in the industry, one is furniture and fittings and the other is food and cigarettes. They are outlined below.

Furniture and Fittings: When hotels purchase furniture; they typically establish criteria that they use. The number of pieces of furniture purchased is usually in bulk rather than separate items. Thus, orders must be relevant to the number of rooms they operate. For this reason, furniture is supplied by specialist contract providers, which are dedicated departments of businesses that already cope with the domestic market as well.

Food and Cigarettes: Many food and cigarette manufacturers have their own specialised sector that supply and deal with the demands of the hotel industry.

However, bargaining power is dependent on the size of the hotel. If a company has very many hotels then its bargaining power with its suppliers is enhanced. Conversely, if the company has few hotels then its bargaining power will be limited.

2.4 STP process—Segmentation, Targeting and Positioning
2.4.1 Segmentation

According to Swarbrooke and Horner (1999), the tourist market is divided into demand characteristics within a number of the different segments, which are described below.

Family market: The definition of family means two parents with one to three children. The preference of many families is to minimise the cost that is required to meet their desire to have a vacation. However, these needs will depend on those of their children.

Hedonistic tourist: According to Kozak and Andreu (2006), the number of hedonistic tourists has increased in recent years. They prefer a place with sun, sand and sea, such as, Ibiza. In fact, they have a desire for physical pleasure and a social life.

The backpacker market: Backpackers generally keep their expenditure to a minimum; they have the time and want adventure as part of their holiday. Moreover, this tourist usually travels independently rather than in a group.

VFR (visiting friends and relatives): People do not stay in commercial accommodation and usually domestic travel is involved (Swarbrooke and Horner, 1999). This form of tourism could also relate to weddings and funerals. In particular, their budget is limited in a similar way to that of a normal holiday.

Excursionists or day-trippers: In general, these travellers do not travel far and it involves domestic transport. They would do not usually stay overnight.

Educational tourists: They usually travel to other countries, for example, for foreign culture, student exchanges or attending language classes.

Religious tourist: This form of tourism can be seen as obligation or duty for those who have faith and belief but recently traditional religious tourism has become, in part, a sightseeing tour, which visits churches and cathedrals (Swarbrooke and Horner, 1999). However, they usually visit the place at a specific time, such as, the Haj.

The snowbird market: The ‘snowbird’ refers to a tourist that travels during the winter, in order to avoid the cold weather. Retired people normally take this type of vacation because they have the time to travel.

Tourists with disabilities: According to Swarbrooke and Horner(1999), there are many kinds and degrees of disability, which include the following:

Mobility problems: These individuals are confined to a wheelchair and may have difficulty in climbing stairs.

Sight problems: These individuals have minor eye impairments and unclear vision.

Hearing difficulties: These individual have injuries to their ears and their hearing is impaired.

It is important that hotels have regard for these conditions and have someone available to assist them.

The short break market: This means tourists use their two-day weekend to have a vacation. According to Mintel (2007), the short break market is continuing to grow despite an overall stagnation in the growth of domestic tourism. It is forecast that the volume of the short break market will increase to 9.5 million and its monetary value will be ?2.5 billion by 2011.

Commercial travellers: They usually travel for business and generally involve domestic travel.

2.4.2 Targeting

In order to relate to the research objectives of this report as described in earlier in this chapter, the researcher will inquire into the budget hotels to investigate their target market.

Budget hotels focus upon three types of domestic tourists during economic downturns: commercial, family and short break. Budget hotel characteristics are relevant to these three types of tourists in terms of limited cost, clean and comfortable accommodation in which to live. In addition, the fact that there many chains are available in this sector means that travellers can be reassured regarding expectations and quality as they are buying into a brand name (Brotherton, 2004).

2.4.3 Positioning

According to Baines, Fill and Page (2008), positioning is important for a business because it differentiates it from other competitors. As Mintel (2010) argues, the first physical attributes of budget hotels for customers is that they have quality standards, consistent service and are located in many places, which are convenient to access. According to (Brotherton, 2004), the second positioning elements for budget hotels as perceived by customers are value for money, cleanliness and have a great brand reputation.

Marketing communication can be used to position brands as a strategy to attract customers (Shimp, 2003). Budget hotels position their brand, products and services via three basic consumer needs, such as, functional, symbolic and experiential (Keller, 1993). These are described below.

Functional needs: Budget hotel marketers adopt new technology and season sales to appeal to consumers’ needs for convenience, value for money, physical comfort, etc. These wants can met consumers’ functional needs and brand satisfaction.

Symbolic needs: Budget hotels appeal to symbolic needs with their desire or self-image to associate with the brand. For example, tidiness, cleanliness and efficiency, etc.

Experiential needs: Budget hotels use quality standards for accommodation to address the experiential needs for consistency and hygiene.

For a marketer, it is important to recognize that brands benefit by fulfilling these needs, even by a combination of any two. This project will investigate consumer attitudes toward the budget hotel market during a time of economic downturn and analysis how the recession affects consumers’ consumption patterns and budget hotel strategy.

Tourism is one of the industries that are significant to the global economy last few decades. Yet, the changing of the travel trend recently leads to the economic growth. The changes are cause by the youth travelling frequency and the travel periods. They tend to travel more frequently and for longer periods, thus these groups of people become an increasingly important segment of the global tourism industry.

Richards and Wilson (2003) indicate that, “Youth and student travel has been an important cornerstone of the international travel market for over 50 years it is only the recent explosive growth of the international students’ population that has thrust this market into the spotlight”. From the World Tourism Organization (WTO) report as cited in Taiyab (2005), international trips taken by young travelers grew from 14.6% in 1980 to 20% in 2001, and reach 25% in 2005. According to the Federation of International Youth Travel Organizations reports as cited in Kim, Jogaratnam and Noh (2006), from the 140 million of international tourist arrivals per year, 20 percent of them are the young tourists.

Youth Travel Market

The WTO defines that the ‘young’ travelers are between 16 to 25 years old who take a trip involving at least one night’s stay. However, Canada expanded the definition to include young adults of between 26 to 30 years old (Taiyab, 2005).

Taiyab (2005) indicates that youth travel markets are being categorized into 2 independent youth travel and youth group travel. There are different characteristics, motivations and product requirement among these 2 groups to fulfill or suit their needs and wants.

Independent youth travel also known as independent youth travelers, free independent youth travelers, foreign independent travelers or backpackers. They usually travel to a place either in a small informal group or alone. Most of them are internet savvy, they will search the information for that particular travel destination via internet, so that the pre-trip planning can be well arranged. The distance of the travel destination normally will be very far away from their home and it takes a longer period because they want to gain experience, increase their knowledge and explore different cultures at different environments. Besides, they tend to be price sensitive for travelling expenses including the food, accommodation and etc.

While for the youth travel group, it is formed by a group of 6 young people or more that are travelling together. This category is divided into 2 groups which are the school-based youth group travel and non-school-based youth group travel. Generally, school-based youth group travel is related to the curriculum or co-curricular activities such as school societies, music performance, sport competition, educational tours, cultural exchange trips and so forth. Those activities are carried out in a group structure and accompanied by teachers or school personnel. In the other hand, non-school-based youth group travel is also in a group structure, it may occurred in smaller groups, but the activities are organized by the societies outside of the school such as sports team, church group, cultural or musical performance troupe, Scouts or Girl Guides, youth club and more. The group will be led by parents or other adults.

Literature Review of Travel Motivation
2.1 Motivation

Gnoth, 1997 (as cited in Yoon and Uysal, 2005) defined that motivation is an internal and external motives. An internal motive is connected with drives, feelings, and instincts while external motive involves mental representations such as knowledge or beliefs. Motivation is the driving force behind all aspects of human behavior (Fodness, 1994, as cited in Petersen, 2009). Motivation is the fundamental for the development of tourism, it could not exist without any interest or the need to travel (Murphy, 1985, as cited in Bonera, n.d.).

2.2 Travel Motivation

Travel motivations defined “as the global integrating network of biological and cultural forces which gives value and direction to travel choices, behavior and experience” (Pearce, Morrison & Rutledge, 1998 as cited by Banerjea, n.d.). According to Crompton & McKay, 1997, as cited in Petersen, 2009, travel motivation can be understood as a dynamic process of internal psychological factors which create an unbalanced equilibrium in the individual, and this is what brings the person to travel. Tourism motivation is a multi-motive dimensional (Zhang and Marcusen, 2007). When choosing a certain destination, people will often have more than one motive to visit the place. For example, a person may choose Pangkor Island with a motive of relaxation in a pleasant safe place combined with visiting a local historical heritage.

The Theory of Travel Motivation
Maslow’s Hierarchy Theory

According to Maslow (1943) as cited in Banerjea (n.d) there are five needs to form a hierarchy based on Maslow’s Hierarchy Theory, progressing from the lower to the higher needs. The lower needs are physiological, safety, belonging and love. Self-esteem and self-actualization would be the higher needs. Maslow stated that if the lower needs are fulfilled, the individual would be motivated by needs and proceeds to the next level of the hierarchy. For example, a person would not travel to the country that is infected by H1N1, he or she will only visit the particular destination whenever it is safe.

Four Motivational Needs

Beard and Ragheb (1983) as cited in Banerjea (n.d) stated four motivational needs as derived from the work of Maslow (1970) which are the intellectual component, the social component, the competency-mastery component, and the stimulus-avoidance component. Intellectual component assesses the extent of individuals involve in leisure activities such as learning, exploring, discovering, thought or imagining. The social component assesses the extent of individuals engage in leisure activities for social reasons such as the need for friendship and interpersonal relationships and the need for the esteem of others. The competence-mastery component assesses the extent of individuals engage in leisure activities in order to achieve, master, challenge and compete. The stimulus-avoidance component of leisure motivation assesses the drive to escape and get away from over-stimulating life situations such as the need for some individuals to avoid social contacts, to seek solitude and calm conditions and others.

Factors that Motivated Young Tourist to Travel
Pull and Push Model

Dann (1977) as cited in Bonera (2008) proposed a two level scheme of factors that motivate young tourists in the travel decision making process: push and pull factors. Young tourists are motivated to travel because of the pull and pushed factors. The idea of the push-pull model is the decomposition of a young tourist’s choice of destination into two forces (Bansal and Eiselt, 2004). The internal or psychological forces “pushed” young tourists to make travel decision while the external forces of the destination attributes “pulled” young tourists to travel to that particular place (Crompton, 1979; Dann, 1977; Uysal & Jurowski, 1994 as cited in Yoon and Uysal, 2005). The pull motivations are more connected to emotional aspects whereas push motivations are related to cognitive aspects (Yoon and Uysal, 2005). ”Push” factors are intangible factors that pushes a tourist away from home, while ”pull” factors are tangible characteristics pulling tourists towards the destination (Andreu, Bigne?, & Cooper, 2000, as cited in Jonsson and Devonish, 2008). Push factors are intrinsic desires of the young tourist such as the desire for escape, rest and relaxation, adventure, health, or prestige while pull factors are related to the attractiveness of a given destination such as beaches, accommodation and recreational facilities, and cultural and historical resources (Uysal and Jurowski 1994 as cited in Chi and Sung, 2008).

Reasons of Young Tourist Travel

Young tourists have their very own reasons to travel, which the reasons can be internally or externally (McGhee, Loker-Murphy, & Uysal, 1996 as cited in Yoon and Uysal, 2005).

The young tourist will go for traveling because of push motivations such as the desire for escape (e.g. getting away from school or job, escape from responsibilities, reduce stress, being away from demands at home, get a chance to be free, being physically or emotionally refreshed, experience a simpler lifestyle and etc), rest and relaxation (e.g. doing nothing at all, getting a change from a busy work, to relax, to enjoy good weather and etc), health and fitness (e.g. get close to nature, engage in sports, view sport events and etc), adventure and social interaction (e.g. being daring and adventuresome, finding thrills, meeting new friends and local people, rediscovering oneself and etc) , family togetherness (e.g. visiting friends and relatives, being together as a family, visiting places where family came from and etc), and excitement(e.g. being physically active, finding excitements and etc).

The pull motivations that affected the young tourists are sun and beaches (e.g. warm and sunny weather, sea and beaches and etc), natural environment (e.g. rivers/lakes/streams, snow or mountains, beautiful scenery and landscapes, quiet rest area and etc), time and cost (e.g. travel time, good value for the cost, easy accessibility, convenient transportation, availability of information about a destination and etc), cultural and historical resources (e.g. educational opportunities, learning something new or increasing knowledge, experiencing a new culture or new life-style or new destination or exotic food and etc).

Conclusion

In a nutshell, young tourists are gaining markets in the tourism industry. Tourism industry is become more important to great benefits to the society and enhances economies of each country. It helps to develop the country with the infrastructure development, inflow of foreign currency, increases job opportunities and others. On top of that, the government will focus on the panning, management and evaluation of tourism industry development. Travel becomes more important and indispensable among young people in their live as it can satisfy young people needs and wants. In addition, individual development can be achieved via certain enchantments of the travel such as improving their knowledge, understand the other countries’ cultural and heritage.

Introduction of Communication

The definition of verb to communication is, “to impart , to transmit, to succeed in conveying Information” In hotel there is a considerable amount of information to be transmit ted to and form staff in various department , as well as to GUEST, CUSTOMER , SUPPLIERS, and OTHERS. There are ,for example , the lines of communication to and from the reception office of a hotel. Communication can exchange of information ,idea, or feeling it involves at least two or more individuals and involves of communication by:

VERBAL = FACE TO FACE.

NON-VERBAL=COMMUNICATION WITHOUT WORDS ex: body language ,eye contact .

WRITTEN=LETTER

REPRESENTATIVE VISUAL=MORE IN DIAGRAM ex: no smoking, wet floor,

REPRESENTATIVE AURAL=MORE ON MUSIC

Information sought and given in a variety of ways :but whatever the form of communication , there are certain points that need to be established . WHAT IS THE MESSAGE ? WHO SHOULD RECEIVE IT ?WHEN SHOULD IT BE SENT?WHAT IS THE MOST SUITALBE WAY OF SEND IT? IS IT INTELLIGIBLE? HAS IT BEEN RECEIVED AND UNDERSTOOD?

ANSWER Q1

Process of communication :

1.TRANSMITTER is a person or group of peopl who send the message to receiver transmitter an idea ad feelings.At the same time transmitter need to use the selected method or media to transmit through oral or written

2. MESSAGE is an idea that has been encode and forminto the message .It simple and easy to understand and it require knowledge and experience and objective of the message

3.RECEIVER is the person who receive the message from process one transmitter and process two message .Interpretation and assigning meaning. Receiver , receive the message according to the value .

Communication fail due to barries

Barriers of communication

When the: 1) The transmitter is not clear lack of experience of knowledge and experience the transmitter dont have credibility and a poor communication skill

2) Receiver not decode the message if the interpretor never interpret the message correctly because he / she not concentrate the speaker it could be sleepy, boring or refuse to talk in manner way.

3)Message not reach to the receiver because not interested and the noise of fizikal noise (talking) , technical noise(radio) and visual noise

A communication is an interaction between a sender and a receiver .In a successful communication , the sender direct a clear message to someone and the receiver gets the message accurately and it sound simple enough. The problem lie the words that we use to spoke with someone .Here are the six elements of a successful communication.

Think meaning of message
Expresses meaning in words, symbols
Transmits message (tells, write / sends)
Receives message (hears or reads)
Translates message symbols
Understand and accepts meaning

An effective communication is a good communication. Communication is thee general term that sums up the sending and receiving of messages The way employees communicate can make or break a company think of the different between courteous and surly employees and the message they convey to guests. We want to business with people who able to communicate the company philosophy to guests and give outstanding service. This information is a formal communication and is given in via meeting, personal correspondence, e-mail, notice board and so on. Supervisors are vitally important as they are the one who explain the mission, goals, and company policy to their associates. We human beings communicate all day every day and spend over 70 percent of our hours sending or receiving messages: an example speaking , listening , writing reading , pushing keys on computers ,watching the television screen .Since we communicate so much ,we ought to be pretty good at it but badly we don’t because there are probably as many opportunities to be misunderstood as there are people with whom we communicate an example different people interpret what we say in different ways and not really what that you meant and sometimes we did the same what they say to us. Until NO ONE HAS YET FOUND a theory or method or set of communication principles guaranteed to be 100-percent effective BUT the expert know a lot about why why people FAIL IN COMMUNICATION and they can explain the ingredients for SUCCESS. Communication play a main role in hospitality industry it because we will be communicating constantly and at the same time we will be both a sender and a receiver of messages, and a both roles will be very important it because we must understand what comes down to you from the top so that we can carry out the INSTRUCTIONS and the POLICIES of the company. We cannot manage effectively ii we cannot communicate effectively.

Conclusion

Communication is the transference of understanding and meaning between two or more people .Supervisors are involved in interpersonal communication, organizational communication, small group communication, and sometime mass communication. Communication is an important because supervisors spend most of their time communicating ,as when directing people at work ,giving instructions, training , interviewing , hiring, firing and so on .The following can be done to remove many obstacles to good communication build a climate of trust and respect : send your messages clearly : use language the receiver can understand : don’t assume anything : take into account receiver’s ability to receive : send your message at the best time : send your message at the best time : send your message to the right person : choose the best mean of sending your message : check for understanding : listen: be objective : avoid slang : and disrespectful terms: and don’t communicate when you are upset . Listening is the second half of the communication process- the most neglected half and sometimes the most important. Bad listening process include going off on tangents, reacting , emotionally and cutting the flow of the message .Five principles of good listening giving the other person your undivided attention , hearing the person out , looking for the real message , keeping your emotion out of it and maintaining your role

Question 2

Motivation is the key to keeping performing continuously at the highest standards. How organization motivate their employees to excel at their jobs.

Introduction of Motivation

The;success;of;any;organization;largely;depends;on;the;motivation;of;its;employees.;Unfortunately,;there;is;no;exact;formula;to;determine;how;to;motivate;any;particular;group;of;people.;The;fact;is;we;are;all;motivated;by;different;things.;Still,;there;are;some;key;concepts;to;keep;in;mind;when;developing;a;plan;to;motivate;employees,;regardless;of;the;organization.

Every small business wants motivated employees. They work more efficiently and produce better results. Using monetary and other rewards to improve motivation is a simple idea, but doing it fairly and effectively can be challenging. The majority of small businesses distribute payments to whoever is the golden child of the week, a principal and senior consultant at Compensation Resources .How can you create a compensation program that motivates employees, results in a more productive staff and is administered fairly and effectively? The secret, it seems, lies in the details. Here are four steps to follow.

Answer q2

Motivation is the willingness to effort an organition goals, conditioned by the efforts ability to satisly some individuals needs. Motivation can influence people at the work place The role of motivation is to achieve effective performance by ability, direction, motivate, and support

Perspective motivation to individuals, group, organization,Individuals is to desire to do well in some work linked to desire by meet someone personal needs.Group is to ensure the employee’s work and the manager should understand the employee need and job design and work place and while an organization is to ensure employee to work by increase productivity by programe and training it because different people different needs.

MOTIVATION THEORIES
MASLOW HIERARCHY OF NEEDS THEORY
HERZBEG’SWO FACTOR THEORY
MC CLELLAND’S MANIFEST
EXPECTANCY THEORY
HAWTHORE EFFECT
EQUITY THEORY
JOB-ENRICHMENT
JOB DESIGN
THE SCANLON PLAN
REINFORCEMENT THEORY

;Establish an action plan.;While the goals that you want to achieve may vary from one project or staffer to another, the process that you follow can be duplicated each time. Andrew Broil, president of Broil Growth Consulting in Cleveland, breaks the process down into five steps: These are the most important details of any Compensation plan. You must always reward top performance and must be as clear as possible to your staff on just what you consider top performance. You also must have a plan and culture that motivates less-than-top performers to strive to compensation plan. You must always reward top performance and must be as clear as possible to your staff on just what you consider top performance. You also must have a plan and culture that motivates less-than-top performers to strive. Motivation at work group an important to ESTABLISH EFFECT AND PRODUCTIVE WORK GROUP. Motivation also helps GROUP INFLUENCE

Conclusion

Motivation is the driving force which allows us take action on our desires or goals. There is always a motivating force behind anything we do and it is the intensity of our motivation which determines how well and how fast we succeed at obtaining what we wish to achieve. There are many opportunities in the world today but these opportunities are totally dependent upon our awareness of our surroundings. Once we recognize an opportunity, our success is determined by our motivation for the desired outcome. Our success is also dependent upon our ability to meet the challenges of life. Many people become cowards and lost their motivation during challenging times. Motivated people, who experience challenging times will create a plan, prepare themselves, and take action. Life is often challenging and many obstacles are thrown at us almost daily. We blame bad luck, are often ready to give up, and become pessimistic of the world. During these situations, we should realize that it is a fact of life that obstacles were, is, and will always be a part of our life within our thoughts so when we endure more obstacles, we are more prepared. When we use our motivation to work through the obstacles in our life, we use a positive personal attribute and we benefit from the experience as do those around us. It is life’s obstacles which build our character, allow us to grow, and give us the strength to move on. Most people will follow the path of least resistance. They want an easy and wealthy life free from life’s obstacles. But take away the obstacles, and we take away growth and strength, because it is the obstacles which make us strong. When we lose our motivation, we lose everything because we fail to grow and move forward. We see examples of this in people who try to escape life by living their comfort zone. Those who lack motivation and continue to live in their comfort zones often act like victims of life. This becomes a hard to break habit and is destructive to their life.It requires motivation to tackle life’s surprises and to work around the obstacles which life throws at us. Those who lack motivation often act selfish and burden those around them when they share their discomfort. This disrupts everyone’s peace and happiness. Highly motivated people never indulge in self-pity. Instead, they shine like a beam of light and guide others by inspiration. Motivation is positive in nature and others are not only attracted to it, they are also inspired by it. They respect us for it. It also allows us to overcome any negative obstacles and is an essential part of our life .Everyone is entitled to peace and quiet, and it takes motivation to work through the evils of the world and rise above them. When people around us become depressing and annoying, we must rise above them. If we join then, we become the cause of our own downfall. Instead, we must maintain our happy state of mind. In meeting life’s challenges, we must face reality and control it. We must not allow reality to control us. We must conquer life’s obstacles or be conquered by them.

Bibliography

Ebrary, International Motivation Steps, 2009, Human Resource Development, 17 September, 5th Edition, South Western, http://library.olympia.edu.my:2051/lib/olympia/docDetail.action?docID=10348707&p00=

Ebrary, Bhimani, Alnoor, 2006, Communication Important in People Management , 2 November , 5th Edition, Oxford University press, http://library.olympia.edu.my:2051/lib/olympia/docDetail.action?docID=10283759

Ebrary, Berry, Eugene Leonard, 2005,People Management , 1st March, 6th Edition, McGraw-Hill Professional Publishing, http://library.olympia.edu.my:2051/lib/olympia/docDetail.action?docID=10156016

INTRODUCTION OF MARKETING:

The philosophy of marketing needs to be owned by everyone from within the organization. Marketing focuses on the satisfaction of customer needs, Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business wants and requirements. Future needs have to be identified and anticipated. The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers.Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.This customer focused philosophy is known as the ‘marketing concept’. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

INTRODUCTION OF Q1;

Lost World of TambunTheme Parks in Malaysia

The latest attraction from Sunway City;Ipoh;in Tambun, the Lost World is a new water theme park in Perak set to provide you a fun-filled adventure for friends and family! Nestled among lush greenery and limestone hills, the Lost World has a host of exciting activities to keep you coming back for more. . From my own research, there is five main elements which make up this world of adventures which is as stated in the structure

Question 1:
Your role:

You are required to select a theme park of your choice. You are required to determine their organizational structure, products, markets, and competitors.

Introduction

As part of your research, you will need to define the structure of the franchise and the product that is being offered to the consumer.

Content

You are required to analyze:

Their market strength

Their zone of natural expansion

Brand positioning and marketability of their brand

Suggest steps to improve their sales and profits

Suggest how they can take their business to a global scale

Summary

Conclude your research by summarizing all the above and provide a final solution on how the theme park may thrive in a completion market place.

All cost for the event and portfolio must be self funding. Olympia College will not be responsible for any cost or any unforeseen circumstances occurred during this event.

Answer Q1

As part of our assignment, I have chose the Lost World of Tambun theme park as my choice for doing my assignment. From my own research, there is five main elements which make up this world of adventures which is as stated in the structure belowaˆ¦

Jungle Wave Bay
CLIFF RACER
Tiger Valley
Water park

Hot Springs & Spa

FIVE ELEMENTS

Water Park

An exquisitely beautiful Waterfall Beach Garden & exhilarating water rides in the theme park for everyone at the water park and where the water beach garden were the biggest wave pool in Malaysia where the waves could swell up to 3 feet high. At there, you could find a absolutely perfect landscaped beach which surrounded by 20 feet twin waterfalls with two rivers flowing into the pool. There is also a musical body wash as a refreshment before to the caption of Sandy Bay.

Explorabay, a kids – only zone which is specially designed for kids while Cliff Racer are intend for a adult and youth. And of course, the longest inflatable tube ride in Malaysia, Tube Raiders which is the family – favourite giant slides while Adventure River is more on relaxing water ride.

Cliff Racer

Sail through the jungle canopy in an old mine cart after a drop from dizzying heights; just like in the old Wild Wild West movies! The park is perfect for those family escapades. Be sure to bring spare clothes for a change after a whole day’s fun on the numerous water slides and water games. The park also plays host to a few tigers and albino tiger cubs and visitors can witness the tiger feeding times between 11.30am to 5pm every day. The park is open everyday except Tuesdays (school/public holidays excluded) from 11am – 6pm. One can have a cocktail at the Rum Jungle Bar between 6pm – 9pm every night. Entrance tickets start at about RM25 per adult and RM 19 per child (children under 90cm gets free entrance). The park also offers special food, entrance and rides packages.;

Lost World Hot Springs & Spa

As the latest supplement for the visitors to enjoy the inimitable feel of the hot spring, the water in the hot spring come from a natural source, and this is a sanctuary for the visitors to relax and enjoy and to experience hygienic and rejuvenating hot water. Besides, there are many other elements which are catered for the visitors presenting the ultimate relaxation experience

Tiger Valley

There are feeding tigers show and their handles at play in the tiger valley. You can learn abit about how the tigers are cared through the valley’s educational program where you will be able to get close and personal with one of these exquisite tigers.

Lost World Petting Zoo

Visitors can take a walk on the wild side and The Petting Zoo allows the public to touch, feel, feed and play with the animals; giving those looking for a more personal encounter, a closer perspective.

Body
Market Strength

So many words packed into one, the Lost World of Tambun, where providing an action – packed with exciting adventures with the most sensational rides and glamour in Ipoh, Malaysia. A 60 million Ringgit theme park which located in this historical town of Ipoh, in the middle of the North – South corridor in Perak; and is set in the inborn landscapes of Ipoh, surrounded by exquisitely breath – taking limestone features.

The Lost World of Tambun has its own market strength just like the other theme park as well. As my research all over these theme parks, The Lost World of Tambun is the best theme parks if compared to all the competitors around within the northern region in Ipoh example like Bukit Merah. They has providing a variety services which provides leisure, relaxation, enjoyment as well as entertainment. Moreover, the price are quite reasonable for the services they are providing.

As another market strength, Lost world of Tambun is the only theme park with natural hot spring and the water come from natural source and the thermal water in the pool are not recycled. Furthermore, they got a formation of the stand alone rock formation – 10 storey building within the theme park. Based on the 4Ps, place, people, promotion and products, Lost World of Tambun had provides all these 4Ps if compared to other competitors as their market strength.

Place

800 parking spaces provided

Good transportation

Natural & pleasant landscape

People

Good services

Caring from staffs

Friendliness from staffs

Promotion

Invite international performance during parties; beach party

Promote online through hot websites; facebook, etcaˆ¦

Promote through travel and tour agencies for packages

Product

Water Park

Amusement Park

Lost World Hot Springs & Spa

Tiger Valley

Lost World Petting Zoo

Zone of Expansion

For your information, Lost World are exposed to the nature. Therefore, it has ample of natural resources around and within the park. As for the future expansion, they should take this advantage to make more for its zone of natural expansion usage from the natural sources. Currently, they are building a hotel of themselves which are rated as 4 – 5 star grades; visitors like foreign visitors do not need to look for other accommodations and can just stay inside the Lost World of Tambun’s Hotel which are surrounded by natural source. Besides, they are also upgrading the hot spring & spa section. As their future expansion, it could build up a monorail system for the overall accessibility within the theme park itself; visitors are able to travel from the theme park back to the hotel after explorer.

Moreover, wide natural resources in their theme park which enable them to have their own cave which creates jungle tracking and cave exploring experience for customers. They should expand more on dry rides in did of only focus in wet rides as there is already a lot of wet rides. This will enable the visitors to have more choices during their explorer and will not feel boring.

Brand positioning and marketability of their brand

A great theme park which have its own nature and gave us a refreshing feeling when you are living in a hectic lifestyle; a way to expose yourself to the nature. Besides, it is a time for every member in a family to spend their time together and have fun in Lost World of Tambun. This is a way for family bonding to happen. Moreover, we can spend our time with our friends during holiday at there for entertainment and leisure. And of course, it is a good place for a couple to have a great day.

What are they famous for? Their natural resources and it located in a historical place in Ipoh with natural thermal water sources. They are also considered as ‘under the umbrella of Sunway Groups’ which lead them to success because Sunway group had prove themselves in Sunway Lagoon.

Steps to improve their sales and profit

In order to improve their sales and profit, they should depend on the economy scale which is reduce their cost in order to get more people. Besides, it’s also depends on how they generate their profit through the existing products. They can also provide more new family packages and teenage packages. Another step to improve their sales and profit is to extend business hour for dry parks and more events should be organize example like beach party. International performances should be invite example like super junior, wonder girls and big bang in order to attract more visitors. And of course, special rates for senior citizen should be apply and toys should be given to kids to show that the management is caring enough even to every single matter.

How they can take their business to a global scale

Extend their business to global scale, they can deal with the travel and tour regencies for packages and brings the tourism to Lost World of Tambun and let them recognize it and bring back this information back to the country. Moreover, they can have a deal with a country ambassador to promote their theme park in their own country and to attract foreign investment example like an big organization and this will lead them to develop another branch in their country by the help in modal from the organization; targeting hot weather country like india. Besides, it should have a deal with large organization to have a big retreat ( international conference ). And of course, the lost world management should also advertise their theme park through hot websites example like facebook.com, youtube.com, twitter.com and etc

Conclusion

In any;business;success, marketing always plays a key part. You have to make a good relationship with your customers. You need to work out how you will reach and win new customers and make sure that they will be happy and remain satisfied of the services you are providing them. You need to always review and keep on improving everything you do to stay ahead of the competition.Although marketing plays an important role, it will not guarantee sales unless by doing it with a laid out plan. A well-researched and logical plan is important to have a better chance of building a long-term profitable relationships. A marketing plan will serve as a reference or your basis to execute a marketing strategy. By laying out plans, it will set out a clear objectives and explains how you will achieve them. You can define your business well if you have a written document that details the necessary actions to achieve your marketing goals. A marketing plan is considered a part of an over all business plan.;

This essay starts out by explaining the characteristics of ecotourism. The essay goes on to compare and contrast the differences between ecotourism and mass tourism. An ecotourist’s different experience from a sociology study point of view will be developed.

The Characteristics of ecotourism would be that it must be consistent with a positive environmental ethic; fostering preferred behavior as well as it must benefit the resource. This definition of ecotourism does not refer to any specific motivation but describes tourism with reference to the movement of people. This broad treatment of tourism allows the flexibility to develop a classification of ecotourism where the travel experience is motivated or modified by a deep ecological sensibility.

The term ecotourism has many meanings. Firstly, According to Weaver (2001) who claimed that ecotourism are take the environment or its feature as first consideration and attraction. It can refer to a genuine attempt at environmentally sustainable tourism. Secondly, they prefer first-hand experience with the natural environment. Therefore, ecotourists incorporate the activities of bird watching, natural photography, hiking and the like. Thirdly, it is present that a management may lead to a direct effort at the conservation aspect of natural environment.

Compared with mess tourism, ecotourism tends to be more sustainable, ecotourism are more than just sightseeing but to experience the nature. Furthermore, ecotourism is used in many different ways that not only refer to an activity which environmentally friendly but also somewhere it needed. Acott et al explained that the term ecotourism does not different between a group of people who want obtain a holiday for “bird watching” (Acott et al, 1998. P.238) chose aircraft to travel and luxury hotel to stay, expecting a westernized holiday experience and the environmental friendly travelers, back-packing, pursuing a minimal impact experience. Ecotourism can refer to a wide range of activities which may have different environmental impacts and attract people with different sets of values and motivations. Ecotourism which can be classified to “deep ecotourism” and “shallow ecotourism” based on a form of mass tourism and environmental tourism. An important aspect of this approach is the recognition that differences exist between the values held by potential ecotourists and the activities at ecotourism sites. People are not necessarily ecotourists just because they visit an ecotourism location. A consideration of the values, attitudes and behavior of people is fundamental when discussing genuine forms of environmental tourism or trying to identify potential ecotourists.

Psychology

It is biocentrism rather than homocentric in philosophy, therefore, for whom an ecotourist will accept natural terms rather than significantly transforming the environment for personal convenience and satisfaction. A typical way to incorporate the attitude areas of ecotourists with an environmental assessment of the tourist activity is from what local peoples’ attitudes. This approach could have policy implications in terms of providing information for potential ecotourists as well as segmentation of ecotourist market. What is more, to stimulate discourse on the development of a genuinely deep form of environmental ecotourism that is consistent with concepts of sustainable development and sustainable living. Doxey(as cited in Fennell)claimed that the impacts of ecotourism in social aspect can be divided into four main stages which consider in the assessment of local philosophies. First is “euphoria”, it refers to ecotourists are welcomed without many control of planning. Second is “apathy”, which means planning is mainly concerned with the marketing of the tourism service. The third one which occurs at the period of the tourism industry has booming and saturation is happened. Ecotourists experienced “annoyance” and plan to make some development. Finally, it becomes to “antagonism”. Therefore, planning intend to provide some improvements and promote the tourism destination.

Society

As a matter of fact, ecotourism tend to be more acceptable and popular in recent society. Ecotourists may concern with all sorts of social aspects in terms of transport, conservation, resource use as well as recreational activities and experience different from mass tourists. When ecotourists encounter the transport, they may concern with pollution from road and air travel. Meanwhile, the transport infrastructure on green field sites, wildlife habitat and the use of energy resources by air and road. In a general context, the local people are more likely to be ecotourists because they encounter and expand greater proportion of ecotourist.

Cultural

Different cultural background may give rise to different experiences and reflections to ecotourists. Ecotourists will pursue a sustainable lifestyle regardless of their location, natural resource base and cultures. For instance, in some developed countries, ecotourist may at the centre of a polluted, congested city but decide to avoid motorised transport and walk, Therefore,the person is displaying the actions of an ecotourist without being in a designated ecotourist location.On the other hand, groups of people might want to visit ecotourist locations, for Example, according to Acott et.al, “the Annapurna circuit” in Nepal (Acott et.al p.240), many people still buy water in plastic bottles despite the efforts of the Annapurna Conservation Area Project (ACAP) to reverse this trend. It is because these kinds of bottles are not biodegradable.What is more, the example of the burgeoning trade in high-altitude tourism. Everest and the Matterhorn are in danger because of the climbers who are reach but without much experiences. Although some of these tourists might have a genuine environmental concern, this does seem more like a form of ego-tourism rather than ecotourism.

Ecotourism is a kind of natural based educational tour. With the wide spread awareness of doing things caring more about the environment, ecotourists like going to visit some natural attractions which will not harm the environment. Besides, they tend to be more likely than regular tourists to make use of locally owned accommodation and services then benefit the local economy. Ecotourism is more nature based than the leisure based mass tourism. But ecotourism and mass tourism have a close relationship between each other. Ecotourism can help make a sustainable principles and practices for mass tourism and help to increase public support. In the same way, mass tourism can provide a large clientele and revenue flow to the ecotourism (2001). From a social viewpoint, more and more people realize the importance of ecotourism. People who have higher education tend to expect basic facilities as long as they can enjoy the amazing nature. The ecotourism operators should take measures to attract more ecotourists in the future.

References Lists:

1. Weaver D.B.(2001). The encyclopedia of ecotourism.New York.CABI Publishing.

Fennell D.A. (2003).Ecotourism: an introduction.(2nd ed.). New York,Routledge.

2. Acott T. G., & Trobe H. L.,& Howard S. H(1998). An Evaluation of Deep Ecotourism and Shallow Ecotourism. Journal of Sustainable Tourism,6(3) 238-253. Retrived November.12th 2010, from the informaworld database.

3. Goeldner, C. R. & Pithie, J. R. B. (2006).Tourism: principles, practices, philosophies (10th ed.). Canada: John Wiley and Sons, INC.

4. Ferrante, J. (2007). Sociology: A global perspective (7th ed.). USA: Thomson Higher Education.

5. Weaver, D. B. (2001). The encyclopedia of ecotourism. New York: CABI Publishing

It’s not easy to leave your country of origin and to settle down in another country where you are a visitor but my experience in staying Malaysia is incredible. Malaysia is one of the most beautiful and fascinating tourism destinations of South East Asia. Malaysia comprises out two parts, Peninsular Malaysia, which is located between Thailand in the north and Singapore in the south, and the two provinces Sabah and Sarawak, located on Borneo. It has a rich history courting back to the 13^th century moreover it was a busy port for Europeans and far trades for many hundred years. It is a multiracial country with has a rich cultural heritage and a population of 23.27 million consisting of 61 percent Malays, 30 percent Chinese, 8 percent Indians and 1 percent of other ethnic groups. In 15th century Malacca was the initial name to Malaysia. In the year of 1957 Malaysia gained its independence from the British. Later in 1963 after the fusion of Singapore Sarawak and Sabah into a central union in which Malacca was called Malaysia. It is surprising to know that the Diversity of races, religions and cultures is an important characteristic of Malaysians. As moving from past to 21^st century Malaysia is a modern city with shopping mall, cinemas, international hotels and star bucks everywhere. Knowing the brief history behind Malaysia after 4 hours sitting on plane I arrived into Kuala Lumpur which is the capital and the largest city in Malaysia. I was greeted by a member of a staff who then latterly took me off to hostel that night. Next morning I was warmly greeted and met the rest of the international students. It was a great day meeting them because I was happy to meet some of my collides who stayed with me in Srilanka. Accommodation costs are comparatively cheaper away from the city so as i moved into an apartment about 5-8 minutes’ walk from campus. At the campus there were rich variety of backgrounds, nationalities and cultures. Accommodating a community of 40% international students, studying at the Malaysia Campus is a great way to meet people from across the globe, learn about their cultures and communicate people about your own. Being in a newly expanded campus most of the facilities were new, Wireless network, library with latest collections of books, nice lecture hall with new computer and projector and also the shuttle service were amazing. The courses and teaching methods were not very different from what i have learnt in my country. When it comes to food Malaysia food is a mix of Indian, Chinese, Burmese and traditional Malay style. As for now I used to have my lunch, dinner in cafeteria. Sometimes when i get sick of the campus food I would just go to the restaurants nearby because there are number of small home style restaurants that offer delicious food at low prices.

Trying out the Malaysians national dish Nasi lemak which is served with steamed rice, coconut milk, curry chicken or beef, fried anchovies and sambal was totally different when comes to the taste of red rice and curry.

As a Sri Lankan student in Malaysia I wasn’t felt out of place because Malaysian culture is so way similar to srilankan traditions. On top of that, there are many places of interests in country such as beaches, islands and rain forest where you could fresh out from stress.

Malaysia’s rain forest is deliberated as the oldest in the world so as the largest flower of the world, Rafflesia, is found in the rainforest of Malaysia. The diverse species of animals and plant life continue to enthuse a great deal.

As a student to Malaysia, I discovered a wide range of customs and practices, some of which is different from what i practiced at my country. With different mix of races, religions and cultures Malaysians celebrate variety of festivals such as Chinese New Year, Hari Raya Puasa, ThaiPusasm, Deepavali and Christmas. Being an international student I did have its ups and downs. Major problem was adjusting with the language as Malay is the official language but English is also often spoken out as it is the second language, but I have largely adapted to it now. The pace of life in Malaysia is gentle, steady and everyone moves with a purpose and goal. Climate in Malaysia is different from my country as it’s generally warm throughout the year. Astonishingly they have only two seasons it’s the dry and the rainy season. Malaysia which is considered to be the most attracted tourist residence consists numerous places to visit such as the Kula Lumpur the largest and busiest city in Malaysia has the tallest twin buildings called Petronas Twin towers and it was established the world’s tallest towers in the period of 1998 to 2004 and the sixth tallest telecommunication tower in the world. Redang Island in Terengganu is one of the finest coral and marine ecosystems in Malaysia. Following with the Cameron highlands a place for coolness, fresh fruits and vegetables. The national park Pahang for ecological wonders. Moreover the Petaling Street, the Centre of Kuala Lumpur’s original Chinatown, maintains much of its traditional atmosphere, particularly at night and the Batu caves which is a limestone hill consists of series caves and caves temple located in north of Kula Lumpur. I explored some of the best cultural and natural sights, venues and places in Malaysia. One of the best places I visited in Malaysia was the Sunway Lagoon Theme Park, because it has five different theme parks at one place. If Disney land is happiest place in earth probably Sunway Lagoon Theme Park the most exciting and amazing place to see. Malaysia has some of the most attractive cave systems in the world. Among the more famous are the Niah, Mulu and Clearwater caves. With a charted length of 100 kilometers, the latter is considered Asia’s longest cave system and grades tenth in the world. The Clearwater River which flows through this cave system is one of the world’s biggest famous underground rivers.

As others countries Malaysia is also endowed with natural resources such as agriculture, forestry and minerals. Rubber was one of the mainstays of Malaysia economy which was lately replaced by the oil palm.

Meanwhile Malaysia comprises three major cultures: Malay, Chinese and Indian, each culture has its own traditional and religious objects of clothing all of which is gender precise and may be altered to local impacts and conditions. The Malay wears the Baju Kurung and the Baju Kebaya. Besides the Chinese women wear the cheongsam, it is a one-piece dress with a high neck, diagonally closed with small clips or toggles. The Indians wear very colorful saris in a rich variety of bright and refined dyes for their usual prayer in the temple and for everyday living. However for the Malay culture, the men usually wear Baju Melayu with a cap, on their head. Traditional clothing for men in Malaysia consists of a silk or cotton skirt and shirt with a scarf like piece of cloth tied around his waist. Meanwhile the Indian men wear Sherwani, which is a coat like clothing fitted close to the body, of knee-length or longer and opening in front with button. They also wear Lungi, Dhoti and Kurta and Pajama.

Wedding style is unique from other countries. The activities that take place during Malay wedding often come from the diverse cultural traditions indigenous, Hindu and Islamic those have together served to shape traditional Malay culture. Each wedding take place in their traditional way.

Moreover the stability and peacefulness of Malaysia is a unique and a peaceful environment to live besides it is a great place if you love hot and humid climate, and if you are food lover.

This research work in progress describes the value of menu planning and other driving powers of the menu and the way that these can influence Hotel’s curriculum design. This research would generate some elements in the ongoing construction of theory about the menu planning consideration and the benefits of its in hotel industry. By using grounded theory methodology, theory is constructed from the empirical data. The outcomes of the research provided an overview of the divers’ value systems and driving powers of the respondents. Recommendations were made to have these value systems, driving powers and other characteristics to be taken into account by hospitality management schools in the curricula content and proximity to the industry. A moderate alert was issued in relation to schools’ size and format as perceived by the respondents. The research is going to be moved into a next phase that involves expanding the interview sample.

Hospitality industry is possibly the most dissimilar but specific industry in the world. Hospitality industry is certainly one of the largest industries. The hospitality Industry gives employment to millions of the people world wide. This industry range from the glamorous five-star hotels to the less stylish, but debatably more specialised, institutional areas such as hospitals, industrial outfits, schools and colleges. Yet of these many different sectors, catering has to be the most challenging. Whatever the size of the catering operation, the variety of opportunities available is endless. “The sky is the limit with catering” (Lebovitz D. 2007).

In the hospitality industry and more specifically upper segment hotel restaurants providing hospitality, the enjoyment of high quality food and beverages is viewed as part of a special culture. In this culture hospitableness is one of the central themes. Philosopher Telfer (1996) refers to ‘hospitableness’ as depending on devotion and a spirit of generosity rather than on skill. Practitioners or former-practitioners in the upper segment, like the researcher, can find reward, satisfaction and opportunities for personal learning and growth in the notion that hospitality and being hospitable carries substantive intrinsic value.

Telfer (1996) quotes three historic reasons for offering hospitality in a cultural perspective. Firstly, hospitality originally involved meeting travelers’ needs before modern means of travel and facilities existed. A biblical sense is referred to here where strangers should be looked after if they are in need. Secondly, giving, receiving and sharing food is a bond of the trust and interdependency set up between host and guest. In some cultures this is a permanent bond between people (e.g. traditional Bedouin will not fight anyone with whom they have eaten salt). Thirdly, giving food and beverages is a gesture of friendliness. Particularly where hosts try to give their guests agreeable food it can be considered as an act of pleasing as well as sustaining them. On the other hand however it would be fair to agree with Johnson et al. (2005) that because restaurants operate in a highly competitive business environment, it is often critical for the restaurateur to develop or try to develop a distinctive dining experience for increasingly discerning customers.

1.1. Catering Industry:
1.1.1. History:

Food is one of the most important things for any living individual. The trend of preparing food for others is really old, earlier cooking for other was for the hospitality only but as time moved on catering became the business industry. The history of catering and fine cooking trades dates back in the 4th millennium BC. Catering Industry started in Asia (China) but the culture of grand eating and drinking was already important during the prosperous years in old Egypt. However, the catering trade only emerged from the commonly practiced hospitality, which was always free, when the first real hostels and inns were built in ancient Greece (Kahan D.J., 1992).

As the world was on progress, the development in ancient Greece continued in the Roman Empire. In the beginning, the accommodations for Roman soldiers were found along the military roads and trading routes, which were ultimately opened to all travellers. In the time period of the Middle Ages in Europe, the initial signs of the rebirth of the catering trade were seen in monasteries which covered mainly the needs of the many Christian pilgrims going to Rome. Procession series served the same purpose in the Orient and started there around 600 AD. During Charlemagne’s time, the catering trade developed and spread throughout the entire Europe because transport and trade required secure accommodation (Kahan D.J., 2992).

The catering trade had been greatly influenced by the church in the later part of the middle Ages. Additionally, the newly established bourgeoisies, the flourishing trade, the natural economy being replaced with money, and the intensification of transport all contributed to the popularity of catering industry.

The catering industry was extensively spanned in Germany from 14th to 15th century and this had drawn the attention of representatives. The first “beer inspection” licenses were paid by the Augsburg Elector in 1530. It was also in the same year that the reorganization channel Policy law was acted out and this reinstated many regional regulations. Once the law was acted out, there were so many different rules took place for hotels and inns. Hotels and catering establishments were concerned about the new rules and this led to the regulation of the service of beverages, size of different type of glasses, and the quality and purity of beer, even the quantity and variety of dishes were brought up in the new regulations. As the time was passing new hotels associations built and these association worked for the development of the catering industry. The term “Seefahrts- und Schifferhauser” was first heard in the seaside towns during the Hanse era. At the same time these association took participation in the growing of new branches of the catering industry. The improvement of transport, technical innovations, population increase, and sudden rise in the trade of travel and tourism gave gastronomy a quick shift which made it a very important factor for national economy (Kahan D.J., 2992).

1.1.2 Catering Industry in brief:

Catering industry is a part of the Hotel Industry, The catering industry includes different places, institutions, hospitals and companies that provide meals eaten away from home. Basically a catering industry includes restaurants, schools and hospital cafeterias, catering operations, and many other formats, including “On-Premises” and “Off-Premises” caterings. Catering is a versatile segment of the food service industry. There is a slot for all types of catering businesses within the segment of catering. Food service industry is really a big industry and it includes different characters so in other terms the food service industry is divided into three general classifications: commercial segment, non-commercial segment, and military segment. Catering management is the combination of different task which are planning, organizing, controlling and executing. Planning of menu, staff, infrastructure, organizing the staff, organizing the different tools controlling the wastage, yield, and executing the outlets, all together influences the preparation and delivery of food, beverage, and related services at a competitive, yet profitable price. These activities work together to meet and exceed the customer’s perception of value for his money (Cousins J., 1999).

When providing menu choices to consumers, whether this is in a school, hospital, or other catering situation, it is important to plan the menus adequately. This planning will ensure not only that the menu is attractive and acceptable to the target consumers, but also that other aspects receive due consideration (Wiley J. & Sons, 2007).

Menu planning can mean many things to many people. Here, we are concerned with ensuring that the planned menu options presented can be shown to be nutritionally adequate and cost-effective. As individual day or meal menus and menu cycles (that is, the set of menus that make up a repeating pattern over a number of weeks) can contain large numbers of optional items, it is not normally possible to analyze combinations of dishes manually. The best that can be done without software tools is to make a few possible selections and work out the total nutrition and cost. This tells you nothing about the adequacy of the menu or menu cycle and would not be sufficient to audit the data (Lilicrap D., 1998).

Menu planning is the key part of the success of any hotel or restaurant. According to the researcher proper menu planning can be really useful to run the food and beverage operation smoothly. Anyone planning an event should offer several choices so that all guests will be pleased with what’s available (Cousins J., 1999).

1.2 Problem statement

The United Kingdom market covers a very big market of the catering industry. It has a very huge number of food and beverage organizations which offers environment of taking food and beverage related services. These organizations are high class five star hotels, three star hotels, specialty restaurants, fast food centres, out door caterers and transport catering. However, more specifically in the food and beverage services, the United Kingdom catering industry expend by sector for the specified selective catering services is not identified and consequently needs to be studied.

A clear understanding of specific selective outsourcing areas of IT related services which form part of the Information Technology Service Management (ITSM) would require one or more of the following:

1.2.1 Improving IT availability and service levels: this service helps improve the availability of IT customers’ environment and thus improve IT service levels.

1.2.2 Managing IT capacity and performance: this service helps anticipate, identify, monitor, and improve performance across IT infrastructures.

1.2.3 Planning and deploying new technologies: this service helps reduce the amount of time and resources required to deploy new systems.

1.2.4 Managing IT environments: this service helps customers manage a heterogeneous, multivendor environment.

The research question more specifically can be stated as follows: What percentage in the South African IT market by sector is spent on the specific above-mentioned selective outsourcing services?

The research also looks at other areas such as: How IT decision makers view outsourcing and the specified selective outsourcing services and more specifically the role that outsourcing plays in their sector and specific organizations.

1.3 Purpose of the research:
1.3.1 Primary Objective:

As the researcher is a hotel management graduate, being a hospitality student researcher completely involved into hospitality industry. Author has worked with different star category hotels and restaurants all over the world, and has been applying all educational, professional knowledge and skills in the workforce making the workforce fun at work. The concept of Fun at work has been followed by different companies but a very fine structure is taken by Jaypee group of hotels and Choice group of Hotels. There are different types of hotels and different themes of restaurants and bars that play a major role with human psychology. But the end product is all about value and satisfaction for the customer.

The central aim for this research is to define the influence that the consideration while menu planning could have on the Catering industry.

1.3.2 Secondry objective: To do a literature research on importance of the menu planning in catering industry.

1.4 Research Methodology:

The research is targeted at Top Food & Beverage management of the 5 star hotels, 4 star hotels and out door catering in United Kingdom , which is obtained form the Brewing, food and beverage industry (BFBI) listed top 100 Organizations. Researcher targeted people are top position Food and Beverage Managers, Assistant Managers and General Managers of different Star categories Hotels. “To survey is to question people and record their responses for analysis, and its strength of questioning as primary data collecting technique and its versatility” says Emory (1991).

1.4.1 Primary research

In order to achieve the objectives stated below, the author conducts the research on both the supply and demand side of the market, which includes IT market players, competitors and customers. The survey was carried out by means of telephonic interviews:

A list of the top 100 Johannesburg Stock Exchange listed companies was obtained from BMI-T, on which the interviews were conducted. For the purpose of this study and the time constraints associated with it, the author only conducted telephonic interviews. The benefits of the telephonic research are discussed in Chapter Three. 85 interviews were conducted within the author’s target market, which are the IT Company’s customers by vertical sector.

One questionnaire was designed, in conjunction with other management team members at the IT company by whom the author is currently employed, in the form of a workshop, and the results of the interviews were used. Chapter three outlines the research methodology used in this research. The survey compiles a view of the South African IT services industry according to the business segmentations identified by the author. This dimension distributes revenues according to vertical market sectors (sectors are based on the IDC vertical breakdown, and are clustered to reflect the targeted industry sectors). The survey was carried out on the top 100 JSE listed companies within the borders of South Africa. The questioning technique concentrated on the following, targeted at 45 customers.

1.5 Limitations and scope:

Basically this research has been based on Secondary data.

The research required many details and information but major constraint is the time factor, which is limiting the study.

Being a student, fund might be a limitation.

All the experience in this industry is out of United Kingdom so personal interviews with those hotels will be difficult to visit.

1.6. Discrimination of the research
Chapter two: Literature Review

This chapter includes the widest knowledge of the menu planning in catering industry. This chapter provides available current literature, data which have been used in this research to support with the qualitative analysis of the collective data. This chapter also gives full information and knowledge in depth at the literature review, in order to have clear view into the importance of the material to the problem statement and applied research methodology to be used.

Chapter three: Research Design and methodology

The research design or methodology is the plan and structure of the investigation to obtain answers to objectives says (Cooper and Shindler 1998:130). This chapter gives the full information about how researcher designs the research and what research method is going to be used by author. In this chapter aims and objective of the research will also be discussed, data gathering methods, data analysis and the end result with conclusion will discussed. The role of the research is to provide a method for obtaining those answers by inquiringly studying the facts, within parameters of the scientific method concludes (Leedy, 1989).

Chapter four: Research finding and analysis:

This chapter will give the result of the research based on gathered quantitative and qualitative data. Basically in this chapter researcher is going to declare the end result of the research. This chapter also includes the presentation and interpretation of the end result in different forms and pie chart explanations.

Chapter five: Conclusion and recommendation

The final chapter is focused on conclusions reached. Suggestions and recommendations are given to businesses interested in using the findings.

What is front office? Front office means that the sales personnel and corporate finance employees in a financial services company. Besides that, front office also means that sales, marketing and service departments that come in direct contact or communication with the customer example like a customers need to book a hotel room, then they must contact with the front office to realize that. Moreover, front office also needs to liaise with the back office such as administrative and housekeeping departments to maintain a two way flow of information. The front office of a hotel generally performs some basic activities such as: processing advance reservations, registering guests name, rooming guests, handling guest luggage, issuing room keys, security arrangements, providing information to the guest, and settling the accounts. In addition, front office service works in the round the clock mode, with daytime, evening and night shifts. Front office service specialists are required to have a good understanding of room booking process and take part in guest settlement. In additional, the front office may also serve as the home for office machinery. Common devices found in the front office include copiers, office computers, multi line phone, postage, and scale machines for mail. Hotels are almost always profit making concerns, and it is the rooms which provide most of the profit. Front office staff who are not sales oriented are not likely to be much use, this explain why we have devoted a section to the various ways in which staff can improve the yield.

Answer of Question 1:

Within a hotel organization they have some staff in front office department which is front office manager, assistant front office manager, front desk representative, night auditor, cashier, reservationist, and telephone operator.

Figure – Staff of Front Office

Front office Manager

The task of front office manager is to do all the duties of the front desk operation, example like, inter-department meeting communications, training the staff, order the staff to do their work, and plan the staff schedule. Front office managers usually interface with the guests, always greeting them when they are enters the establishment, generating sales and answering inquiries. By applying management principles, the front office manager works through the front office staff to communicate feelings of caring, warmth, efficiency and safety to every guest. Therefore, the front office manager should have strong communication skills. Depending on the organization, a front office manager might interface with all guests or only with those considered sensitive or important. The front office manager must has at he or she disposal the basic elements of effective management practice, such like equipment, rooms to be sold, budget, employees or staff, and sales opportunities. The manager must be strain after for coordinating those basic elements to achieve the profit goals set by the organization. In additional, other duties of the front office manager are include of:

Prepares monthly reports to the general manager

Assists the room division manager in formulation and implementation of front office policies and procedures

Reviews and approves all room moves and room rate changes to ensure they were necessary

Maintain the necessary stock of supplies in all front office areas, while controlling costs in these areas

Help the room division manager in forecasting room availability to ensure that the optimal level of occupancy is attained.

Assistant Front Office

The task of assistant front office manager is normally helps on the manager’s work. Besides that, the assistant front office manager, he or she will need to ensure the delivery of consistent quality customer service all the time. The assistant for the front office is a person who responsible for coordinating the front office operation. In additional, the responsibilities of assistant front office manager are to prepare and conduct any front office meetings, after that inform to the front office manager, other front office staff and resolve issues. Other duties of the assistant front office are:

Perform a daily check in and out procedures.

Provide information and direction or guidance to front office staff in order to achieve 100 % occupancy.

Complete monthly payroll and report to the front office manager.

Assist the manager in monitor labor costs to budget figures and assists in the day to day operation in the establishment.

Help the front desk during the busy period.

Train the front desk staff.

Front Desk Representative

The front desk representative can be found in many of the larger lodging establishment. Front office representative is one of the staff in hotels or motels, and are always the first person to greet incoming guests. The responsibilities of the front office representative are for taking incoming requests for rooms and noting special requests for service. When a new guest enter the establishment, the front office representative must be welcome and greeting them, register them, assign rooms and issue room keys or cards to the guests, and providing information to the guest. Moreover, the front office representative may also handle guest mail and luggage, keep an inventory of room reservations, answer telephones and take messages from the guests, deal with customer complaints or refer dissatisfied customers to a manager, and check daily record sheets, guest accounts, receipts and vouches using computerized or manual systems. Therefore, the front office representative must have a strong communication skill to serve the guest.

In small hotel, on the night, front office representative may assume the duties of assistant manager, night cashier, concierges or night auditor. As in large hotel, the duties front office representative may be divided among a few of desk clerks.

Night Auditor

Night auditor is known as the in house auditor. The responsible for the night auditor is for conducting audit and generating reports for management. Night auditor also ensures that all phone calls and guests coming to front office for different matters are properly addressed and taken care of the property. Besides that, night auditor balances the daily financial transactions. He or she must have a good or excellent grasp of accounting principles and the ability to resolve financial discrepancies. Night auditor is basically composed of some important tasks such like settling credit cards for the day with bank to ensure money transfer from the guest account to the hotel account. In addition, night audit may also follow the prescribe designed routines, which include to update the guest folio, perform account closing for the day, prepare and distribute daily bill to the guest, and last is prepare and distribute a range of report example like perpetual inventory of account receivable. Moreover, the person in this position should require experience as a desk clerk and have good communication with the controller.

Cashier

Cashier is the one of the front office department. The responsibilities of the cashier are processing guest checkouts and guest legal tender and also supply change for the guest when the guest enter the establishment. Besides that, the cashier also helps make the front desk workload manageable when it was full house, means that the hotel that has its entire guest rooms occupied and sometimes referred to as 100 percent occupancy. In additional, the cashier of the front office department is focused on handling of cash money. Other than that, front office cashier may also prepare and settle of guests accounts, administer the safe deposit boxes and provide a foreign currency exchange service.

Reservationists

The responsible of reservationists is to take reservation and providing information to the future guest about the facilities or rules of the hotel. The main tasks performed by reservationists are to giving friendly and excellent service to future guest when involved in telephone sales. Besides that, having deal with group bookings such like cancellations, changes, and rooming lists. In additional, the reservationists should answer all reservation phone calls, taking reservations, and dealing with reservations correspondence. Moreover, the person in this position must be checking and ensure that all equipment is still working properly and that the needed amount of supplies is on hand.

Telephone Operator

The telephone operator would not be face to face with guests of the hotel. As a telephone operator, he or she must have a friendly and courteous tone of voice to serve the guest. The responsibilities of telephone operator are to operate the hotel telephone switchboard and answer all calls with promptly and good manners. The main duty of a telephone operator is that of transferring calls from outside the hotel to the appropriate guest room. Besides that, they should be work closely with all departments on telephone related matter. Other than that, the telephone operator must be discreet with information received from callers. In additional, the person in this position must have full knowledge of all facilities and events in the hotel and answer inquiries about it.

Organization Chart of Front Office

Small Hotel

Front Desk Representative

Night Auditor

Front Office Manager

Bell Staff

Concierge

Desk Staff

Night Auditor

Guest Service

Reservation

Front Office ManagerMid Size Hotel

Front Office ManagerLarge Hotel

Assistant Front Office Manager

Elevator Operator

Night Auditor

Guest Service

Telephone operator

Cashier

Reservation Manager

Room key Clerk

Bell Staff

Concierge

Desk Staff

Conclusion

Front offices are the nerve center of a hotel and play a very important role in a hotel. The staff of front office will welcome the guests, greeting them, carry their luggage, rooming them, give them room keys or cards and mail, answer the question about the activities and facilities in the hotel, and check them out. Besides that, the front office may perform other tasks such like take guest details and allocate their room, take message to them, calculate guest’s bills and issue receipts upon payment, place guests possessions in a safe if requested, deal with enquiries and requested from guest and arrange accommodation for guests travelling to other destinations. In a small hotel, the duties may carry out by one people. However, in a large hotel, there may three to five people to carry out the duties. Each attendant is allocated a set of specific duties to perform. Due to front office is the first impression to the guest, so that, the staff of front office must be do their job as well as they can.

Question 2

Front office staffs must have certain skills to attract guests during the first impression. Write about Front Office staff skill in guest relations.

Introduction

Many experienced people who work in hotel agree that social skills are very important for front office job. What is social skill? Social skill is depends to how we get along with others person such like guest, family and friends. Social skill is most always as a skill that allows us to communicate, relate, and socialize with other people. Besides that, social skill means possessing the ability to achieve a specific objective efficiently. There are two types of social skill which are typing skill and cooking skill. Typing skill is the ability to produce acceptable quality text, without taking all day over it or spoiling a dozen sheets of paper in the process. Cooking skill is the ability that produces food that is both edible and appetizing. So that, social skills are communication with living things instead of tying skill, communicating with keyboard or mouse and cooking skills, communicating kitchen ingredients. Besides the two skills, it still has other objective to achieve, but have to employ words, expressions, and gestures. Therefore, social skill is involves combining these elements in such a way as to influence other people’s attitudes and behavior by using those elements. In additional, social skill are same like other kind of skills which can only developed through practice or training. This practice need to take the form of unscripted face to face conversations. Moreover, good social skills include things such as compromising, cooperating, and respecting the personal space of others.

Answer of Question 2

The people who work as a front office employees, they must know and realize some certain skills, in order to attract the guest during the guest enter the establishment and give them a good first impression. The skills should front office staffs learn are in the figure below:

Figure – The skills should front office staff learn

Behaviour

Behaviour means that the way that somebody behaves and their attitudes, especially towards to other person. For instance, a guest enter an establishment, then the reservationists will welcome and greeting them before start dealing with the guest, such like saying ‘Hello, welcome, May I Help you?’ Besides that, the receptionist should speak out the phrase and tone correctly, example like communicate feelings of caring, warmth, efficiency and safety to every guest. In additional, behavior is that the front office staff to go on when they are meeting with the guest for the first time, especially they are don’t know anything about the guest in advance. Moreover the receptionist should be neatly attire, nail must be clean and a suitable hairstyle. Therefore, the receptionist has the good impression and behavior to the guest.

Self-Presentation

Self-presentation means that the dressing and grooming of the receptionist. If the receptionists wearing neatly dressing and grooming, then the guest will know more about the receptionists before having a conversation. Besides that, many hotels needs their staff to wear their uniform neatly, suitable hairstyle and the nail of staff must be clean. For instance, the staff of front office department must be wear their uniform or formal attire neatly; in food and beverage department, the chef should wear apron, hats, pants and their nail should be clean and can’t be so long; in security department, the guard should wear the security guard uniform with neatly and which there is a weapon ad wisely. If the hotel staff give the guest bad impression, then the guest won’t patron the hotel again. Therefore, the staff of the front office must make sure that their attire is clean and neatly. If the receptionist is dirty, then the guest will think that other areas of the hotel are also same dirty.

Position

Position means that the place where the front office staff such like butler is situated. Where the staff stand is very important, not only in relation to equipment such like the desk, but also in relation to the people that the staffs are dealing with the guest. Besides that, the staff of front office has their own area call ‘personal space’. The concept of position can be taken further. Whenever the guest find themselves sitting or standing directly opposite with each other with a desk or table in between, and divided the barrier into two equal ‘territories’. When the receptionist slapped the registration form in front of a guest and then leant forward to see the guest filling it out. These kinds of action or behavior are totally wrong and called rude and this may causes the invasion that causes people feel uncomfortable.

Posture

Posture means that the position how the front office staff stand or sit in relation to the guest. Besides that, when facing some people, normally indicates interest and learning forward shows even greater interest. Other than that, some action such like using our limb to attract the people that we interested or we can use it as barriers to shut out the people we are nervous and scare. When the receptionists leant forward for the desk and watch the guest filling form, certainly, but even then he or she kept arms folded which show that the staff is not very anxious to help the guest.

Gesture

Gesture means that a way of sending signals by moving parts of our bodies especially our hands, arms and heads. Gesture which has the closest related to the posture. Hands are totally important. The open palm is a sign of friendship for the older age person and also an indication of honesty. Means that, many hand-to-face gestures such like touching others nose or mouth will bring out negative feeling or feeling, example like scare, worry, or doubt. For instance, when a guest enter a establishment and asking the receptionist something, and then the receptionist propping one’s head on a hand often indicates boredom. The guest will feeling that the receptionist is not respects he / she, and then the guest would not patron the hotel again.

Expression

Expression means a look on a person face that showing their thoughts and feelings. As a front office staff, they must give the good first impression towards to the guest. Besides that, the range of possible expressions but some we can generally recognize when seeing it. For instance, smiling with the mouth curves moving upwards and the eyes crinkle a little bit at the corner. So that, the guest will feeling worried or nervous which stare to them with a blank and even get greeted by a boredom expression. Therefore, the front office staff should serious when they are serves the guest.

Eye Contact

In front office department, eye contact is a very important thing, because when looking at somebody normally carries not only interest but liking as well. If a person is preventing the gaze of the others who is talking, that means the person might talk or giving dishonest answer. Moreover, there are three types of direction on looking, which include: business gaze, social gaze and intimate gaze. Business gaze means concentrates on the eyes and forehead in order to maintain a serious and rational atmosphere. Social gaze is the movement of the other person’s eyes and mouth which showing a better interest in reactions. Intimate gaze means moves between the other person’s eye and body, and signals rather more than mere social interest. The receptionists must be avoided the intimate gaze. So that, the receptionists must understand the type of gaze and use it correctly.

Speech

Speech is very important in front office department, because it is the clearest way to express the interest of the staff in the guest welfare by using phrases, example like ‘Good Morning’ and ‘Can I help you’. Besides that, call the guest ‘Sir’ or ‘Madam’ or just call their name directly, and the guest will be feeling the staff is respect they. Obviously, if using the guest name will have a good memory, because that shows that the staff recognizes the guest as an individual and just an unnamed guest. The way to know the guest name is take a quick look at the guest’s registration card.

Non verbal Speech Element

Non verbal speech elements means the tone that the staff of the hotel using to talk with the guest. Word can be speak out warmly, quickly, slowly, and efficiency. The staff can bring it all out together, or can insert a pause example like ‘Good Morning…sir’, this cases show that the staff is not sure about the guest deserves. Besides that, the staff can lift their tone a little at the end and turn the phrase into a question such as ‘Good Morning…sir’. So that, the staff who work in front office department should know how to use their tone suitable.

Conclusion

At last, social skills is very important to front office work. Good social skills are critical to successful functioning in life. Besides that, social skills enable us to know what to say, how to behave in diverse situations and how to make the choice correctly. In additional, the staff of front office such like receptionist, can use those skill to calm down some agitate guest. Other than that, people with good social skills are generally more friends compare with the persons who are poor with social skill.

Air Arabia is the first low cost carrier in the Middle East and North Africa region. They are the first international airline of the Emirate of Sharjah and the second officially approved national carrier of the United Arab Emirates. An LCC or low-cost airline is an airline which is able to offer generally low flight fares by eliminating many traditional passenger services. The concept was incepted in the United States before spreading to Europe in the early 90’s. A low cost carrier’s business model is typically based on cost cuts such as a single passenger class, a single type of airplane (commonly the Airbus A 320 or Boeing 737), and the absence of ‘free’ in-flight catering and other additional services.

The company commenced operations in October 2003 and is modeled after leading American and European low-cost airlines. Initially operating with two new Airbus A320 aircraft, Air Arabia’s fleet has increased to 21 Airbus A320 aircraft flying to over 57 destinations with more significant growth planned. Based at Sharjah International Airport, Air Arabia customers enjoy the benefits of access to Sharjah, Dubai and other Emirates, fast check-in processes, low congestion, friendly airport staff, as well as access to other commercial carriers served at the airport. Air Arabia pioneered the LCC model in the Middle East, being the first to introduce it successfully in the region. Air Arabia began with a mission to revolutionize air travel in the region, much in the same way that the introduction of low cost carriers revolutionized travel in the US, Europe and Asia, by offering good value for money, and a safe, reliable operation. Air Arabia, as a business, aims to be known for its low fares, growing business volume and profitability, highest operational standards, a motivated work force and efficient management.

Organizational Structure

The management of Air Arabia follows a functional structure. The departments are divided up according to different functions like sales, finance, etc. This kind of structure is very efficient due to its flexibility. Each department Head is aware of its subordinates and hence reduces the possibility of burden on workers. Their open-door policy allows any employee to discuss issues with their respective department Heads. Recently, the CEO, Adel A. Ali was awarded the Best CEO in the Airline industry.

Objectives of Air Arabia:
Mission of the business

“To revolutionize air travel in the region through an innovative business approach offering superb value for money and a safe, reliable operation To achieve this we will:

Be known for our low fares

Grow our business profitably

Build motivated multi-functional teams

Demonstrate the highest operational standards

Manage our costs ruthlessly”

Business Objectives

Fleet expansion of over 50 aircraft by 2015

Establishing at least 1 more hub to link the whole range destinations from the Arab World to Africa and Europe

Key Business Strategies

Air Arabia has the following 4 business strategies to align growth with its business objectives

Air Arabia is continuing implementing a continued low cost model by doing the following:

A – Offering the lowest fares in the Middle East region on a profitable basis while staying in a profitable structure.

B- Focusing on lowering the costs.

C-Introducing continued operational efficiencies.

D- Offering point to point service, which maximizes the aircraft utilization model.

2- Maintain the leader position and stay profitable:

A-Increase the flying frequency of existing destinations and add more destination routes for the Indian sub-continent, MENA region and the Eastern Mediterranean region.

B- Expand fleet within the next few years.

C- Expand through new hub(s)

D- Launching the low cost “Centro Rotana” hotel in April 2010 – this hotel will complement Air Arabia’s brand as a low cost airline, as it includes low cost standard room and suits.

3- Seeking new strategic acquisition-opportunities by evaluating opportunities in their target regions.

4- Grow complimentary ancillary operations:

In the above-mentioned subsidiary joint ventures, Air Arabia proposes to improve the following:

Expand the operations to have more control on costs.

Enhance profitability.

Improve quality.

Improve reliability of services.

Stakeholders:

Internal:

Shareholders

Pilots

Cabin Crews

Ticketing Staff

Employees

External:

Customers & the community

Government of Sharjah & Department of Civil Aviation

Suppliers: ABELA Caters

Aircraft Manufacturers

Tools and techniques:

Risk identification processes

High Oil Prices

As about a third of the cost of company, oil prices represent the largest and most dangerous threat to an LCC. Air Arabia lacks a formal fuel hedging policy, and must be cautious of the implications of only exercising a private policy

Competitor market share

Nas Air and Al Jazeera pose the most significant competitor threats to Air Arabia, as these are the two comparables that have the most flights to and from the UAE. A leading national airliner, Emirates Airlines, has also announced plans for a low-cost division, which will pose a significant threat in the future.

Overdependance on Sharjah hub

Since the creation of Air Arabia was in part a response to increase air traffic in SIA, flight schedules depend highly on the Sharjah hub, as well as overall reliance on leniency from the airport itself. Also, the centralized flight structure requires a transit stop at SIA if flying between two foreign locations, which is a major complaint of Air Arabia customers. This is also a limitation for travelers from faraway Emirates. Air Arabia can develop an adequate transport system to accommodate this need.

Limited capacity of planes

Air Arabia has a fleet of 21 aircraft of a single type: Airbus A320. Due to this absolute reliance, a delay in aircraft deliveries has large impact on operations (Prospectus, 2007).

Operational delays

Another major customer complaint is the number of flight delays customers’ face.

Lack of formal fuel hedging policy

Air Arabia prefers not to disclose its fuel hedging policy. As discussed in the ‘Threats’ later, this represents a major weakness and unfavorable exposure for Arabia.

Highly leveraged

Any airliner will have a substantial segment of their liabilities in lease obligations, as many if not most planes are under lease contracts. Air Arabia leases 18 out of its fleet of 21, resulting in high exposure to the variable components of these lease contracts. This exposure could have very significant implications in adverse macroeconomic conditions on the profitability and operations of Air Arabia.

risk assessment processes

Integration risk management

In Air Arabia integration of risk management is extremely important. The framework of the risk management integration usually scrutinizes the association between the activities of service delivery departments and support functions.

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incorporates the management of risk process into strategic management planning

supports Internal Audit by increasing the effectiveness of the control environment

Improved decision taking and strategic direction.

Established links between the high level aims/objectives and operational activities.

Alignment of strategic and business objectives.

Improved management understanding of the impact of risk on opportunities and practices.

Revenue is dependent on capacity, market segment, duration, supply and demand. To manage revenue means to manage the source of income, by doing which can maximize the profit. Furthermore, the purpose of revenue management is to provide right products to right customers at right time at right price. The illustration below showed the concept of revenue manager:

In this article there will be four areas of revenue management being discussed: restaurant, function room, hotel room and golf course. After reading this article, you will understand how revenue management can be applied to these areas, and what it will affect.

Restaurant is a perfect candidate for applying Revenue Management because of its five elements: fixed capacity, demand inventory, time-variable demand, appropriate cost structure and segmentable customers. There are two traditional ways to manage revenue in restaurants: duration control and pricing strategy.

Duration control helps to maximize the revenue, it consists uncertainty of meal durations and arrivals. In order to analyze and forecast meal durations, history data should be collected from reservations and POS system. Observing the guests during different meal periods will help to have more accurate information. After analyzing and forecasting meal duration, some strategies can be applied to control it. Those strategies include menu design, service process, staffing, improving communication, external approaches and reduce change over time. In addition, arrivals also needed to be controlled because of inconstant customer behavior. Some arrival-related problems may occur for example no shows, short shows and late shows. These can be prevented or avoided by overbooking, applying maximum hold time, taking deposits and forecasting. Reservation strategies and seating methods can help controlling duration. For example, no reservations available for peak hours can prevent having empty tables; call-ahead seating during busy times can avoid having empty seats.

Pricing strategy could be based on different elements. Common strategies include cost based pricing, competitive pricing and demand based pricing. Cost based pricing is setting the sale price based on cost, for instance sale price equals three times of cost. Competitive pricing is considering the prices of competitors’ products when setting a price. Demand based pricing means when demand goes up, the price goes up as well, for example higher dinner prices for weekends. Rate Fences are always being used when a restaurant apply demand pricing strategy. A rate fence simply means a certain price provides to a certain people. There are many ways to introduce rate fences to a restaurant for instance buy one get one free, happy hour, coupon, higher price for window seats and so on. While setting a price of a product, business ethics should always be considered. A fair price makes customers happy. Here is a way to make sure the price is fair: compare the price with competitors but not fixing it with them or go much higher than their price.

The best way to practice Revenue Management in restaurants is RevPASH, which stands for Revenue per Available Seat-Hour. It gives a clear picture of revenue made by the covers, and combines with the two methods mentioned above. Simply three ways to increase RevPASH: sell more covers, increase average check and increase seat occupancy.

There are five steps to develop Revenue Management in restaurants: establish baseline, understand the causes, develop strategy, implement strategy and monitor results. To establish a baseline means to collect information on arrival patterns, RevPASH patterns, unconstrained demand, meal duration, customer preferences, seat occupancy, table occupancy, and so on. Some tools can help to understand the causes of those data, like fishbone diagram and bottleneck analysis. Strategies that have been mentioned above could be applied to a restaurant according to its specific problems or needs. When implementing the strategies, it is important to communicate with employees, to let everyone understand the strategies in order to enhance the productivity, efficiency and as well as ensuring the outcome. After implementing the strategies, the outcome should be monitored consistently. It helps to determine whether the strategies are useful or not and if there is anything that can be improved, monitoring RevPash performance, dining time, and compare to baseline performance help to measure the results.

Revenue management in room:

In hotels, the goal of Revenue Management is to sell the right room (types of rooms such as standard, luxury or sea-view, etc.) to the right customers (from a particular segment) at the right time (depending on demand) and for the right price (when customer wants room).

The necessary attributes of hotel revenue management include segmented market which hotel bases on to manage the tradeoffs between a higher room rate for business customers, and a lower room rate for leisure customers. Business customers are willing to pay a higher price holding a flexible room which can be book at last minute and leisure customers are willing to give up in exchange for a cheaper room. Fixed capacity means the number of rooms in hotels is impossible to increase or decrease. The appropriate cost structure means the fixed cost is higher than the variable cost. Perishable inventory means rooms can’t be stored, and can lose its value forever for that night if it is unoccupied. Demand fluctuation which accords with seasons and day of the week, which affect the room pricing process, for example, in peak season, the hotel can increase its room rate to maximize revenue, while during valley season, reducing rate is the best way to increase utilization. (Admin, 2010)

Revenue management is introduced in room as RevPar, which stands for revenue per available room. It is a measure of how the how the hotel has been able to fill room during low season and high season with appropriate for rates to maximize the profit. To achieve the most effectivity of RevPar, revenue manager need collect historical data from hotel and consider another hotels to implement it.

There are two factors that need to be controlled carefully, including duration control and demand based pricing. For duration control, revenue manager can reduce arrival uncertainty by credit card guarantee, calling customers the day before to confirm the guest reservation and arrival time; overbook rooms to maximize occupancy in order to fill up the no shows, and if there is no show, the revenue manager will have penalties for guest like charging the first night room rate; call the night before to in-house guests to verify their departure time. Besides, there is a money penalty to the guest if they depart earlier. Otherwise, to minimize the duration uncertainty, revenue manager should forecast demand accurately based on historical data. For the pricing, most hotels have the categories of pricing which determine how much customer are going to be charged and who are willing to pay that price. Price are determined by the following three ways: Competitive pricing which the price is establish based on comparing with competitors; reference pricing which the price is lower than the hotel’s main competing brand; and demand based pricing, which price is set up depending on season, or guest’s demand such as view of room, length of stay.

Those prices which decided who are willing to pay are introduced in revenue management as rate fences. Actually, rate fence is a condition somebody has to meet to get a particular price; on the other hand, it’s also a tool to maximize revenue for hotel, because the hotel takes the ultimate advantage of the rooms’ condition. In general, revenue manager classify rate fences into physical and logical fences correlating the different market segment, and the condition as well, as shown in the table below:

Nowadays, customers consider that hotels set the room rate based on market segment is unfair, such as charging different prices for the same room with different types of customer. “Mindshare” is one of the biggest challenges for revenue manager and mindshare means that customers are more knowledgeable in the way that hotel set the room rate. Therefore, they examine rate fences as logical, transparent, clear communicated and fixed to generate short-term profits, and create long-term customer loyalty.

Revenue management in Golf course:

In the golf industry, it is also suitable for practicing revenue management because the condition of fixed capacity, predictable demand and perishable inventory. The land, equipment and facility are fixed capacity; the investment on land, facility and maintenance are incredibly high. The demand can be segment by different season and time. It could be forecast by using historical data, customer profile and arrival pattern. The tee times are perishable inventory. Once the product is not sold, we cannot recall the losses that made from that period. The main sources of revenue come from club membership fees, golf lessons, golf clubs, cart fees and green fees. To practice revenue management in their business, they would need to have different strategies to increase revenue. For example, Duration and arrival control, Discount allocation, Marshalls, Peer pressuring by posting playing time and Different pricing.

To restrict the arrival, the company can set up arrival policies to minimize the risks of no show, late show and short show. To control duration, they can use Marshalls and Posting Playing time as strategies to pressure or remind the guest how long they have been playing.

The other strategy is having different prices in different times and course. The company can provide Time of the day based pricing according to the Hot and Cold time during a day and provide Membership fees and senior prices to the customer. Discounts can offer to big party, ages and the time of reservation. The discount rate can apply based on reservation time and location.

Disney Golf in Orlando applied revenue management to its golf club. First, they have segmented the market to manage the availability of tee times by the party size, business people, and different group for example, locals, foreign. They provide discount and packages to the groups, members of the club and employees. They even provide discount to beginning level golfer.

When they forecast the high-demand day comes, they will close lower revenue buckets for all or part of that day and selected profitable course or customer to reach the highest profitable customers and use “up-selling” to motivate consumer to spend more money.

The company said it is so important to know 6W, who, what, where, when, why and how. They use a very attractive way to collect the customer data. The customers who give their personal data and opinion will receive discount where appropriate. By using this strategy, they increased the customer loyalty.

Since Disney Golf implemented revenue management in 2001, it is a great success to the company.

Lastly, when company set up a price, it has to be logical, transparent and fix. Consumers have an acceptable price to most products in their minds. Company should always communicate and maintain relationship with the consumer. It is an easy way to know their opinion.

Do not against the law by fixing the price with the competition and price gouging which setting up the price higher than the fair price.

Revenue management in function space:

Firstly, the function space can’t be extended so that the maximum capacity is fixed. However, the function space can be adjusted since hotels apply air wall which can separate a function room to be 2 or more meeting rooms. Secondly, same as rooms, restaurant, and golf course, if the function room doesn’t sell out it means the hotel loses the chance of making revenue- perishable product. Third, there is variable and uncertain demand. Even though customer pays the deposit, they might break the contract. Furthermore, the price sensitive varies from people to people. Lastly, function room pricing structure are setting higher than it should be in case customer demands to cut down the price or a special package. Thus, hotel will not lose money in business.

Hotel will send contract which includes time of duration, price, quantity of customers and related agreements after guests confirm with sales to ensure both parties’ right. There are 2 rights of decisions that hotel hold on hand- price and duration.

Pricing a function space need to consider the rooms sales and F&B sales. Same as rooms and restaurant revenue management, hotel apply rate fence by physical and non-physical reasons. Physical rate fence can work by facilities and equipment, location and ceiling height. For example, price will be set higher in the high technical function room compare with the others. Non-physical rate fences will determine by booking pace, transaction characteristics, frequency of reservation and timing. Hotels mostly offer special meeting package with two different prices in a day and different price between weekday and weekend since price based on demand. Generally, there is higher demand in the evening day part then afternoon section. However, customers might think it is unfair to get higher price because of different day part.

The second element that hotel doing good at control is duration. The duration can be predicted by customer history in Delphi. Hotel normally asks guests refundable deposit and prepayment in order to prevent no-show or cancellation since the duration uncertainty. Furthermore, if guests hold the function room longer then the agreement time, they might have to pay extra fees since hotel need more people to turn down the room.

In order to apply revenue management in function space, hotel need to set up the baseline and understand the drivers of performance which needs to consider customer profile, revenue contribution, seasonal demand history, ConPAST, current market environment, and demand behavior of segments. The next step is to develop strategy like pricing, special package and so on. Following the point mentioned above hotel need to implement the strategy properly and also monitor the outcome.

According to hotel’s forecasting, hotel will keep the function room for the most profitable customers for each function room in high demand period. However, hotel won’t say obviously that you need to pay higher amount of money in order to get this function room. Actually, people feel it is unethical to reject customers if you are waiting for higher contribution customers. Nowadays, hotel sets the minimum charge for each function room. As long as both party make agreement and sign the contract, hotel don’t have rights to sale the reserved function room to other people.

Conclusion

Revenue Management is a perfect tool to maximize profit in any organizations. Restaurant, Golf, Function Space and Hotel rooms, they all have the same condition of fixed capacity, predictable demand and perishable inventory, they all can implement revenue management to maximize profit in their way.

In order to achieve the goal and objective, the strategies have to be logical, circumspect with every single historical data and decision making from your experience.