the hotel industry development in last fifteen years.docx
- 文档编号:23883645
- 上传时间:2023-05-21
- 格式:DOCX
- 页数:7
- 大小:21.03KB
the hotel industry development in last fifteen years.docx
《the hotel industry development in last fifteen years.docx》由会员分享,可在线阅读,更多相关《the hotel industry development in last fifteen years.docx(7页珍藏版)》请在冰豆网上搜索。
thehotelindustrydevelopmentinlastfifteenyears
DirectEntryProgram
ResearchPreparationandPractice
ResearchAssignment
StudentName:
LISIYUAN
StudentID:
S2919395
Class:
DEP3A
ScoreRequired:
6.5
LanguageInstructor:
Rhonda
Prescribedwordlength:
2000
Actualwordlength:
1974
Datedue:
05/12/2014
Datesubmitted:
05/12/2014
ReferencingStyle:
APAHarvard
AssignmentTopic:
Howhasthehotelindustryinthelasttentofifteenyears?
Analysethefactorswhichhaveledtothechangesandhowthesehavedeterminedcurrentthehotelmanagementpractice.
Thehotelindustryhasexperiencedatremendouschangefrom2000to2014.Withthedevelopmentoftheeconomicglobalizationandthecustomer’ssatisfaction,increasingnumberofguestsprefertobookfive-starhotelsratherthanthebudgetmotelsaroundtheworld,whichisanenormousopportunitytoextendthescaleoftheluxuryhotelthroughouttheworld.Furthermore,thehotelexpansionhasbeenaffectedbyexternalandinternalfactorssuchastheeconomy,technologies,socialcultures,themodelofleadership,whichhaveresultedinhotelmanagershadtoconstantlychangetheirmethodsofmanagementtocopewithdiversesituations.Inaddition,franchisingisakeyroleintheexpansionofthehotelindustries.Theformoffranchisingdoesnotfollowthetraditionaloperationsofinvestmentandbooststhedevelopmentofhotelindustryduringthepastfifteenyears.However,franchisingstillhasissuesaboutfranchisees’controlandtheallocatedprofitsthatneedtobehandledbyfranchisorsandfranchiseestogether.Moreover,thehotelmanagers’leadershipsignificantlyinfluencescurrenthotelmanagementpracticesintermofthehotelservicesandthestafftraining.Keepingahighstandardserviceforcustomersandimprovingthereputationofhotelarethehotelmanagers’goals.Thisessaywillstatethattherehavebeentremendouschangesinhotelindustryinlastfifteenyears;someexternalelementsthatareeconomy,societyandtechnologyhavebeeninfluencingthedevelopmentofthehotelindustry.Particularintheareaofthestructureofinvestmentandtheprocessofmanagementhaveeffectedsignificantlyonthereformationofthehotelindustry.
HotelsarethevitalpartoftourismindustryinAustralia.InAustralia,thedataofthehotelindustriesrevenueshasfluctuatedfrom2000to2013.GilliesandQuinn(2014)statethatbetween2000and2007,thetendencyofcommercialrevenuesincreasesbyalmost$2.3billionsin2007.Between2007and2010.However,thehotelrevenuesdecreasedsignificantlytonearly$1.3billionsduetotheworldeconomiccrisisin2007.Withtherecoveryoftheworldeconomy,thehotelrevenuesascendedtonearly$2.1billionsonceagainin2013.Duringthepasttenyears,thehotelindustryhashadtocopewithdifferentexternalsituations,suchaseconomydeclinearoundtheworld,increasingmembersoftechnologicalandsocialculturalchanges.ReidandBojanic(2010)statethattheconsumerspurchasingabilityisrelativetotheeconomyofthecity,andnation.Theproportionofdomesticpaymentincreasesresultofthestimulationofthegrowingamountofconsumer’sdiscretionaryincome.Furthermore,thehotelindustrycangainmorethan50percentprofitsfromthepaymentoffoodandentertainment.(ReidandBojanic,2010).Hence,thelevelofcustomer’sconsumptionisacriticalexternalcomponentinthehotelbusiness.Additionally,withthepromotionofscienceandtheeconomy,technologyhasbecomeanothermainexternalfactorthataffectstheexpansionofthehotelindustries.Technologycannotonlyacceleratetheprocessofthehotelreformation,butalsopresentsahugeopportunitytoimprovehotelstaff’sefficiencyandcustomersatisfactionintheprocessofthehotelservice.(Walker,2013).AccordingtoReidandBojanic(2010),theonlinecommentsystemsthatcontainthehotelservicesandtheelectronicpaymentsbringmoreconvenienceinthehoteldevelopment.Incontrast,inlastfifteenyearsago,technologyisnottooadvancedinorderthatthehotelmanagerscannotgetanoverallfeedbackorcommentfromcustomersthroughinternettorefinetheirstandardofthehotelservices.Meanwhile,thesocio-culturalaspectoftouristshasbeeninfluencingthepotentiallyprogressofhotels.Socio-culturalaspectsincludetheagestructureandtheculturalgeneration,whichleadstohotelmanagersareabletoexploitvarioustypesofgoodthroughhotelmarketingstrategytoselltocustomerswhohavedifferentsocio-culturalbackground.(ReidandBojanic,2010).Nevertheless,hotelleadersstillhavetopreventalargenumberofthenegativeelementsthatoffendthediverseculturalbackgroundsastheircomprehensiveperspectivesbeenlacking(Hassanien,Dale&Clarke,2010).
However,externalfactorsalonecannotleadhotelindustrytodeveloprapidly.Franchisingisalsoanewformofinvestmentisneweraofhotelexpansion.LashleyandMorrison(2000)statethatthemeaningoffranchisingis“thegrantingofrightsbyacompanyforathirdpartytooperatetheirbusinesssystemusingacommonbrandandformforpromoting,managingandadministeringthebusiness.”(p.xiv).Franchisinghasbecomeaprevalentformofinvestmentintheexpansionofthehospitalitysince1998.LashleyandMorrison(2000)pointoutthatthefranchisinghasbecomeanimportantformofmulti-sitechainsinthehotelindustriesfrom1998,andfranchiseesconstantlyconductthistacticthatutilizesthesesuperioritiesoffranchisingtoexpandthescaleoftheirhotelbusinesses.Furthermore,theformoffranchisingiscompletelydifferentfromothertypesofcommercialinvestment.LashleyandMorrison(2000)arguethatthetraditionalchainedformiswherefranchisorsgranttheirbrandandproductsthatcanonlybereplicatedorsoldtofranchiseestogaintheextraprofitsinthehoteloperation.Incontrast,thespecialfunctionoffranchisingisthatfranchisorsoffertheirsuccessfulmeasuresofmanagementformula,suppliesandsuggestionstosupportfranchiseesinmanagingtheirbusinesses,whichcanreducetherisksofinvestmentandacceleratetheexpansionofthechainedhotelindustries.(Lashley&Morrison,2000)Thus,theformoffranchisinghasbeenwidelyduplicatedbyfivestarhotelowners,whichresultsinfive-starhotelsrapidlyextendingthroughtheworldwithinafewdecades.Forexample,MarriottCorporationbegantopaymoreattentiontodevelopingtheirchainedhotelsthroughthemethodoffranchisingin1980s,andtheMarriottfirmnowhasover192,000employees,over5,000restaurants,andachieveover$10billioninsalesaroundtheworldin2013.(Walker,2013).Decreasingtherisksofinvestmentisoneofsuperiorfeaturesintheformoffranchising.NiandAlon(2012)pointthatagoodopportunitythatreducestherisksofthehotelinvestmentisprovidedbyfranchisors.Inaddition,aluxuryhotelhastorequireagreatdealofmoneytoestablishanexcellentatmosphereoflobbyorguestrooms,particularlymanagersmustofferawidevarietyofsuperiorenvironmentsandservicestoengagethecustomersatisfaction(Ni&Alon,2012).Hence,anotherfeatureoffranchisingisthatitreducesthecostofconstruction.AccordingtoNiandAlon(2012),thehotelfranchisorscansharethecostofexpansionthatincludesstart-upfeesandinitialfeeswithfranchiseesthroughfranchisingstructure.Moreover,thehotelfranchiseesareallowedtousethefranchisors’brandnames,thehotelreputationandthemanagementmodeltogainmoremanagerialexperiencestoexpendthescaleofeconomyoftheirnewhotels.However,theformofthefranchisinghasstillsomeproblemsthatneedtobesolvedbyfranchisorsandfranchiseestogether.Franchiseeshavetocopewithaproblemthatistheunequaldistributionofthehotelsourcesandpower.AccordingtoLashleyandMorrison(2000),therelationshipbetweenfranchisorsandfranchiseesareunstableduetothedistributionofthehotelcontrol.Whentheformoffranchisingisbeingextendedrapidly,franchiseeswanttopaymoreattentiontointerveninginthehotelcontrolandprofits.Furthermore,somefranchiseesdoubtthatthepricesofproductsaremodifiedbyfranchisors,whichleadtolotsofconflictsbetweenthem.Therefore,ifthehotelfranchisorsandfranchiseesbothwanttocontinuallymaintainagoodfranchisingrelationship,anexplicitcontractmustbeclarifiedbybothfranchisorsandfranchiseesresponsibility.LashleyandMorrison(2000)arguethatthefranchisingcontractrequiresanexplicitadministrativestructureoragreementbetweenfranchisorsandfranchisees.
Thereisanexamplethatdisplayshowtoexpandthehotelscalesthroughfranchising.Holidayinnisafamousfive-starchainedhotelcorporation.Inmemoriam:
HolidayInn(2003)pointsoutthefounder,KemmonsWilson,whoutilizestheformoffranchisingtoexpandthescaleoftheholidayinnthroughouttheworldforthefirsttimeinthehotelindustries.ThepresidentofholidayinnStevenportersaidthatKemmonsWilsonistheexclusivereasonthattheholidayinnbrandstillexistsnow.Inaddition,WilsonalsosetuptheInternationalAssociationofHolidayInn(IAHI)thatcontainsfranchiseesandrepresentativesoftheholidayinntocopewiththechainedhotelissuestomaintainthehigheststandardofserviceinHolidayInnmanagement.Inmemoriam:
HolidayInn(2003)claimthatnowadays,IAHIincludesthehotelownersandmanagersofalltheHolidayInnfranchisingbrandinordertokeepexpandingthroughthefranchisingforminfivecontinents.HolidayInnhadleasesorfranchiseesinmorethan3,300hoteland515,000guestroomsinalmost100countries.(Inmemoriam:
HolidayInn,2003).
Thehotelleadershipplaysakeyroleinthedevel
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- the hotel industry development in last fifteen years
链接地址:https://www.bdocx.com/doc/23883645.html