Quality Service Management in Tourism

1 and Hospitality Industry ( THCC 216)1 Page

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LEARNING MODULE
BLENDED FLEXIBLE LEARNING
Quality Service Management in Tourism and Hospitality ( THCC 216 )

AN OVERVIEW

INTRODUCTION

Around the world, patrons rely on the hospitality and tourism industry in
many aspects of their life. That is why it is often described as 'the pleasure
industry' or 'the welcome industry’. From restaurants and hotels to shops and
amusement parks, we experience diff erent forms of hospitality and tourism
aspects daily. With origins dati ng back thousands of years, hospitality and
tourism are important concepts on which countless businesses operate. To
fully understand the concept of hospitality and tourism, you must fi rst
familiarize yourself with the basics of tourism and hospitality management.
Find out more in the upcoming lessons!

LEARNING OUTCOMES
At the end of this module, you should be able to:

1. To differentiate tourism from hospitality.

2. To identify different Tourism products, services, and concepts.
3. To distinguish the different categories of the hospitality industry.
4. To recognize the role of tourism and hospitality in creating a meaningful
customer experience.
5. To relate the different tourism and hospitality products, services, and concepts
in the real world.

LEARNING RESOURCES

3G E-learning., (2019). Quality Service Management in Tourism and Hospitality, 3

G E-learning LLC, USA

LEARNING INPUTS

LESSON 1 MEANING AND IMPORTANCE OF TOURISM

WHAT IS TOURISM?

Tourism is a collection of activities, services and industries that delivers a travel

experience, including transportation, accommodations, eating and drinking
establishments, retail shops, entertainment businesses, activity facilities and other
hospitality services provided for individuals or groups traveling away from home. The
World Tourism Organization (WTO) claims that tourism is currently the world’s largest
industry with annual revenues of over $3 trillion dollars.

“Turisme” meaning is to tour or travel. While the suffix “ism” and “ist” refers to the
movement around circle by the people. Tourism has become a popular global leisure
activity. It involves an overnight stay away from the normal place of residence which
“travel” and “stay” in the place outside the usual environment. It consists
transportation, accommodation and entertainment.
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IMPORTANCE OF TOURISM

 Economic progress – the industry aids and supports the foreign exchange reserve
which benefits our country in generating foreign currency.
 Source if Income – it is a continual source of income for the public and private
income. The public income is generated through the taxes on which the
government charges to tourist. While the private income is the profit earned by
a seller by selling local artifacts or services to tourists.
 Development of Infrastructure – it aids and encourages infrastructure
development by making way for dams, roads, connectivity, airport
improvements, and any other activity that helps a tourist in visiting a place in
more convenient way.
 Societal Progress – it encourages societal progress as tourists learn to show
respect, tolerance and love for each other when they visit new places.
 Cultural Heritage – it helps explain beauty, art, history and culture of each
country or place.

ADVANTAGES AND DISADVANTAGES OF TOURISM

LESSON 2

ADVANTAGES OF TOURISM DISADVANTAGES OF TOURISM

 Employment  Huge expenditure

 Growth of Service Sector  Time – consuming
 Foreign exchange earning  Stress and health problems
 Recreation  Environmental Hazards
 Economic growth  Overcrowding
 Meet new people  Damage to wildlife
 Cultural Exchange  Pollution (disposal issues)
 Health and wellness  Socio – cultural effect

LESSON 3 FIVE A’S OF TOURISM

FIVE A’S OF TOURISM

The following five ' A' factors represent the essential requirements for successful
tourism:

 Attractions

A tourist attraction is a place of interest that tourists visit, typically for its inherent
or exhibited cultural value, historical significance, natural or built beauty, or amusement
opportunities. Some examples include historical places, monuments, zoos, museums
and art galleries, botanical gardens, buildings and structures (e.g., castles, libraries,
former prisons, skyscrapers, bridges), national parks and forests, theme parks and
carnivals, ethnic enclave communities, historic trains and cultural events. Many tourist
attractions are also landmarks. Tourist attractions are also created to capitalize on
unexplained phenomena such as a supposed UFO crash site near Roswell, New Mexico
and the alleged Loch Ness monster sightings in Scotland. Ghost sightings also make
tourist attractions. Ethnic communities may become tourist attractions, such as San
Francisco’s Chinatown, Paris’s Latin Quarter and New Orleans’s French Quarter.

 Access
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 Transport is needed to physically move tourists from where they live to where they
are visiting. Globally, air transport dominates the movement of international visitors. In
Australia roads and private motor vehicles serve as significant forms of access. Sealed
roads offer greater opportunities for vehicle access. A healthy ground touring sector,
either day or extended coach tours, is also required to serve the needs of tourists who
prefer not to transport themselves.

 Accommodation

All destinations need accommodation nearby otherwise tourists will have nowhere
to sleep. This seems basic enough, but investors will only invest in accommodation
infrastructure if there is sufficient economic return. Many areas of Australia are blessed
with excellent attractions and are readily accessible but (for a whole range of reasons)
lack tourist accommodation. In recent years the market has seen a proliferation of
accommodation types from basic camping and backpacking facilities to mega-resorts.
Successful accommodation development, more than ever before, depends on building
the right type of facility to suit the needs of a profitable segment of the market.

 Amenities

Amenities are the services that are required to meet the needs of tourists while
they are away from home. They include public toilets, signage, retail shopping,
restaurants and cafes, visitor centres, telecommunications and emergency services.
Because many of the amenities are government services delivered by local, state and
national agencies, a high degree of co-operation is needed, particularly where tourist
services may be seen to be competing with the needs of residents.

 Awareness

Having the best attractions, access, accommodation, and amenities in the world is
totally useless if the awareness factor is missing. Awareness in this sense has 3
meanings. First is that local population must have a positive attitude in tourism.
Secondly, those in front line of tourism must have strong, positive attitude toward
tourists. The last is market awareness. The destination or more importantly, the
destination’s image must be strong, positive one and firmly implanted in tourist’s mind.

Lesson 4 INTRODUCTION AND SECTORS IN HOSPITALITY INDUSTRY

HOSPITALITY INDUSTRY
The hospitality industry can probably be termed as one of pioneering commercial
undertakings of this world. It is part of the larger business initiative- the tourism
industry. This industry supplies a gamut of services ranging from travel arrangements,
accommodation facilities, food & beverages to leisure activities; i.e. all requirements of
the modern day traveller, who could be travelling for business, pleasure, vacation,
adventure, religious purpose or medical treatment. The term “Hospitality” means the
cheerful welcoming of people, who may be known or may be strangers. It is the
relationship between a guest and host. The hospitality industry is a service industry. The
hospitality business is based on the culture of serving guests with warmth and care so
that they feel comfortable and secure.
DIFFERENT SECTORS IN THE HOSPITALITY INDUSTRY

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 Hospitality industry is concerned with the provision of accommodation and catering
( food and beverage) services for guests.

1. Accommodation

This sector of the hospitality industry features a gamut from luxurious hotels to
lavish resorts and campgrounds. Accommodation is an absolutely broad sector of the
hospitality industry, ranging from bed & breakfast enterprises and hotels to other
facilities that offer lodging services.

Again, customer service is indispensable in providing accommodation services. And

that isn’t all – efficiency, integrate comfort, and world-class amenities are also its
foundation. An extravagant resort, for instance, should offer its customers privacy and
exclusive services to cut it in the niche. Of the three things which people need, when
they travel, the most important one is accommodation. Other two are food and
transportation.

Discussed below are three main types of hotel and accommodation services:

 Lodging: When people travel from one place to the other, they need a place to
sleep. A shelter which will keep them safe from the atrocities of nature. This results
in people booking lodges and rooms for their stay.
 Suites: Apart from general lodges to stay, hotel sector offers luxury suites for the
stay as well. Generally, suites are suitable for formal sorts of staying and are much
expensive compared to regular room services.
 Resorts: The third type of accommodation which is popular among travellers are
resorts. These bring you close to nature and give you a necessary break from your
normal routines.

2. Food and Beverage

  Food and beverage services sector contributes a great deal to the profits in
hospitality industry. With the increase in importance of business meetings, a range of
personal and social events, a large number of customers visit catering establishments
frequently. The food and beverage professionals tirelessly work to intensify customers’
experience through their service.

Food and Beverage Services can be broadly defined as the process of preparing,
presenting and serving of food and beverages to the customers.
F&B Services can be of the following two types −
 On Premise − Food is delivered where it is prepared. The customer visits the
premise to avail the food service. The premises are kept well-equipped and well-
finished to attract customers to avail F&B service. For example, restaurants, pubs,
etc.
 Off Premise or Outdoor Catering − This kind of service includes partial cooking,
preparation, and service at customer’s premises. It is provided away from the F&B
Services provider’s base on the occasion of major events which call for a large
number of customers.

Types of F&B Services Operations

There are two broad types of F&B Services operations −

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 Commercial − In this case, F&B Services is the primary business. The most known
commercial catering establishments are — hotels, all kinds of restaurants, lounges,
cafeterias, pubs, clubs, and bars.
 Non-Commercial − Non-commercial operations are secondary businesses in
alliance with the main business. These F&B services mainly cater to their consumers
with limited choice of food and beverages. These establishments often run under
contracts. For example, food and beverage services provided at hospitals, hostels,
and prisons.

The food and beverage industry is a crucial sector of the hospitality industry, and
has many different types of businesses. From a greasy cafe to a luxurious Michelin star
restaurant, or a relaxed coffee shop to high-end cocktail bar and everything in between,
there are so many different types of establishments, that they have their own niches.

 Quick-service Establishments – These are commercial foodservice restaurants

that compete for customers who look to garner quick snacks, drinks, and meals.
Typically, they have fewer employees. In fact, self-service is the norm here. Think of
McDonald’s, KFC, Subway, Pizza Hut etc.
 Catering Businesses – This category provides food and beverage catering
services for any special occasion – from weddings to birthday parties and everything
in between.
 Full-Service Restaurants: These are your typical restaurants or eateries which
feature course meals, drinks, and a plethora of other food services. These
establishments usually seat you at a table and use waiters to take food orders. From
fine dining to casual dining to themed restaurants; there is a range of these full-
service restaurants.

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