TOPIC 1:

INTRODUCTION TO
H O T E L

HOSPITALITY INDUSTRY
P E N G U R U S A N

D T A 1 0 1 4 3 F U N D A M E N T A L S O F H O S P I T A L I T Y
I N D U S T R Y
D I P L O M A
H O S P I T A L I T Y

symbol of
hospitality -
welcome,
friendship,
hospitality

WHAT IS
O F

HOSPITALITY?
F U N D A M E N T A L S
F U N D A M E N T A L S O F H O S P I T A L I T Y

WHAT IS HOSPITALITY?
H O S P I T A L I T Y

DEFINITION OF HOSPITALITY INDUSTRY

Hospitality can be defined as the provision of a range of services and

O F

facilities that meet the needs of people while away from home, such as
F U N D A M E N T A L S

accommodation, food, beverages and entertainment

 WHAT IS THE HOSPITALITY INDUSTRY?
H O S P I T A L I T Y

-The hospitality industry is a group of business composed of establishments

related to lodging and food service management.

-These business include hotels, motels, inns, and bed-and-breakfasts (B&Bs), or

small unique inns that offer a full breakfast with a night’s stay, as well as casinos,
restaurants, catering companies, hospitals, school and many other facilities.
O F
F U N D A M E N T A L S

-Hospitality business are open 365 days a year and 24 hours a day and are likely to
require shift work
 IMPORTANCE OF
H O S P I T A L I T Y

HOSPITALITY INDUSTRY

It generates Income

It generates employment

Developing Infrastructure
O F

It promotes peace & stability

F U N D A M E N T A L S

Increases government revenue

It improves the quality of life of locals

It provides recreational facilities

F U N D A M E N T A L S O F H O S P I T A L I T Y

INDUSTRY
OF HOSPITALITY
CHARACTERISTICS
 Variability Perishable

CHARACTERISTICS OF
TOURISM AND
HOSPITALITY INDUSTRY

Inseparability Intangibility
CHARACTERISTICS OF TOURISM & HOSPITALITY INDUSTRY

01 Perishable
- services cannot be saved, stored, resold or returned
- the probability of a product ceasing to exist or
becoming unusable within a limited amount of time
- services cannot be produced and stored today for
consumption in the future
Perishable.. Example (1)
Perishable.. Example (2)
CHARACTERISTICS OF TOURISM & HOSPITALITY INDUSTRY

02 Intangibility
- A state of being abstract, as are thing that cannot be touched.
- Hospitality goods & services relate to memories and experiences.
- They are impossible for people to sample or touch prior to
arrival.
- Brochures, web pages, maps, graphics, and menus may provide a
basic idea before a guest make a purchase, but the actual
experience is intangible in nature.
Intangibility.. Example
CHARACTERISTICS OF TOURISM & HOSPITALITY INDUSTRY

03 Inseparability
- Production and consumption occur
simultaneously (in the same time) and in the
same place.
- The consumers and producers of these
products are in frequent contact, the nature of
the these interactions has a major impact on
customer satisfaction levels.
-Services cannot be separated from their
providers.
Inseparability.. Example
CHARACTERISTICS OF TOURISM & HOSPITALITY INDUSTRY

04 Changeability / Variability
- The service provider and guest both play important
roles in the success of the service encounter. Thus, service
transaction differ from other types of sales transactions.
- They are subject to changeability, a condition of being
subject to change or alternation.
- Service training for front-line personnel is essential to
eliminate changeability in the guest service.
- Quality of services depends on who provides them, when
and where.
Changeability / Variability .. Example
H O S P I T A L I T Y

a. Product-service b. Two-way
Mix Communication

CHARACTERISTICS
O F

OF HOSPITALITY
F U N D A M E N T A L S

c. Relationship d. Diversity in
Building Culture
INDUSTRY

e. Labor Intensive
 A business that involves both tangible
goods and intangible services where the
quality of the service can be considered
more important than the physical
H O S P I T A L I T Y

product.
Successfully expanding a product mix can
help a hotel adjust to changing guest
demand/preferences while reducing
a. Product-service product risk and reliance on a single
product or product line
Mix

Examples: hotel accommodation (rooms &

lodging)
O F
F U N D A M E N T A L S

Hospitality offers interaction between guests and staffs

(service provider). A guest will be treated personally, &
entertain by the staffs.

Communication thru publicity well as its media placement

b. Two-way choice, give customers mental clues to the organization’s
Communication
stature.
 Building long term relationships with customers can benefit
H O S P I T A L I T Y

the organizations for generating stable revenues regardless

of the instability of seasons and at the same time,
developing brand reputations through positive word-of-
mouth of the repeated customers.
In order to develop brand loyalty, different methods are
c. Relationship currently applied by the lodging and foodservice sectors,
Building such as membership programs that give privileges and
incentives to frequent customers.
O F

Staffs who work in a hospitality organization always have

F U N D A M E N T A L S

interactions with customers from different regions or to

work and corporate with other colleagues who may have
different backgrounds cultures.
Due to their differences in religious beliefs and values, some
conflicts and misunderstandings can easily occur.
Therefore, staff should be open-minded and come up with
d. Diversity in
solutions together in resolving problems in their duties.
Culture
For example: From the customers' perspective, some of them
abstain from meat due to their religious beliefs or habit.
Therefore, restaurants should provide vegetarian food as an
option in order to satisfy their needs.
 Since the hospitality industry is service-
H O S P I T A L I T Y

oriented in its' nature, it requires a huge

supply of labor to create a memorable
experience for the customers.
This characteristic is especially true for
those enterprises which target high-ended
customers.
But after the pandemic, the rise of robots
will reshape the hospitality industry
O F

e. Labor Intensive
F U N D A M E N T A L S
 A. PRODUCT-SERVICE MIX
H O S P I T A L I T Y

Service- Product mix can be described as a business which

involves both tangible goods and intangible services where the
quality of the service can be considered more important than
the physical product.

For example- lodging or training.

O F
F U N D A M E N T A L S
 B. TWO-WAY COMMUNICATION
H O S P I T A L I T Y

Two-way communication is interpersonal communication in which

two parties are involved, namely, the sender and the receiver
O F
F U N D A M E N T A L S
 C. RELATIONSHIP BUILDING
H O S P I T A L I T Y

Building authentic and genuine

relationships with employees is as critical
as the customer experience itself.
Research shows that when employees
O F

have solid relationships with their

F U N D A M E N T A L S

employers, they are happier and higher

performing.
 D. DIVERSITY IN CULTURE
H O S P I T A L I T Y

The hospitality industry is unique in that it naturally operates in a

space of multiculturalism with diverse clientele.

Recognizing and fostering diversity in this field means valuing and

celebrating the differences among both workers and customers and
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how these factors might impact their experience.

F U N D A M E N T A L S
 E. LABOR INTENSIVE
H O S P I T A L I T Y

Labor intensive refers to a process or industry that requires a large

amount of labor to produce its goods or services.

Labor costs encompass all of the costs necessary to secure the human
capital necessary to complete work.
O F
F U N D A M E N T A L S
H O S P I T A L I T Y

INTERACTION
BETWEEN
HOSPITALITY AND
TOURISM
O F

INDUSTRY
F U N D A M E N T A L S
 TOURISM
H O S P I T A L I T Y

Those activities take people away from their usual place of residence for pleasure
other than for work.
Tourism occurs as a result of the different types of businesses that provide a range of
products and services to visitors.

TOURIST
O F

A person who travels for pleasure and for reasons other than employment or
F U N D A M E N T A L S

business usually away form usual place more than 24 hours.

INBOUND - Visitor to Malaysia whose main place of

the residence is not Malaysian
OUTBOUND - Tourist whose main place of residence
is in Malaysia traveling outside Malaysia
DOMESTIC - Malaysian traveling within Malaysia
 RELATIONSHIP BETWEEN TOURISM AND
HOSPITALITY INDUSTRY
H O S P I T A L I T Y
O F
F U N D A M E N T A L S

However, the relationship between tourism and hospitality does not end there.
The two are intrinsically linked and need to work together to help sustain each other
Thank you!
Feel free to ask if you
have any questions.