BHM 3010 Unit 1 Columbia Southern Study Guide 1. Describe how leaders use the concepts of total quality management (TQM) and empowerment to involve their e

BHM 3010 Unit 1 Columbia Southern Study Guide 1. Describe how leaders use the concepts of total quality management (TQM) and empowerment to involve their employees in the improvement of guest service.

Your response should be at least 200 words in length.

2. Describe how the hotel market has been affected by changes in consumer expectations.

Your response should be at least 200 words in length.


Walker, J. R. (2013). Introduction to hospitality management (4th ed.). Upper Saddle River, NJ: Pearson. UNIT I STUDY GUIDE
Introducing Hospitality
Course Learning Outcomes for Unit I
Upon completion of this unit, students should be able to:
2. Discuss the relationship between the history of career opportunities in the hospitality industry and
career opportunities in the current marketplace as a result of industry growth.
6. Elaborate on the history of components of the accommodations market to include lodging, room
pricing, and the available revenue channels for these units.
6.1 Identify differing types of hotels, the classification method used, and the amenities offered.
6.2 Relate modifications in the hotel market to changes in consumer expectations.
7. Recommend factors effecting consumer behavior and positive/poor service quality.
7.1 Discuss the activities required for successful guest service.
7.2 Explain how leaders use TQM and empowerment to involve employees in improving guest
Reading Assignment
Chapter 1: Introducing Hospitality
Chapter 2: The Hotel Business
Unit Lesson
The hospitality industry is a fast moving and opportunity-laden industry comprised of several business types,
such as food service, travel/tourism, accommodations, and recreation, where the focus is on customer
satisfaction. There is a rich history behind the concept of hospitality, beginning with the start of civilization and
the custom of breaking bread. The term hospitality comes from the French word hospice, which means to
“provide care/shelter for travelers” (Walker, 2013, p. 4).
There are some interesting comparisons to today’s mega-hospitality corporations. Coffee houses began to
appear in Europe in the 17th century, with Venice, Italy, having dozens—including the famous Café Florian—
still in business today. Imagine this to be the great, great, great, great grandparent of Starbucks! The industry
of hospitality has continued to grow and prosper over the centuries, marked by significant strides in the 20th
century with influences from the baby-boomer generation (those born after WWII in the 1950s–1960s). As this
very large group has aged, there has been an advent of new and improved hospitality services with focus on
the total customer experience: quality service.
Service can be defined as the act of providing goods and/or services (Walker, 2013). The ultimate challenge
in the hospitality industry is to provide and maintain a high level of service to all customers every day, carrying
forward the pineapple tradition. The pineapple is the symbol of hospitality, welcome, and friendship and is
recognized and displayed internationally as a representation of friendliness, warmth, cheer, graciousness,
and conviviality (Walker, 2013).
As a future prospect for one of the hospitality sectors, what is your perception when you think about a career
in one of these varied professions? In the food services side of the industry, the mandates of friendliness,
quality service, and just adding a smile to any customer interaction are important. Can you think of a family
business that was built on quality and trust that comes from being known as dependable and caring? Most
of you can probably recall a business similar to this in the town you came from. Think of these local
BHM 3010, Introduction to Hospitality
operations as you continue your career aspirations in the hospitality field. ThisUNIT
will do
nothing but
enhance your need to be successful.
Hospitality is a busy and demanding field that is constantly striving for outstanding customer (guest)
satisfaction. Another feature within the hospitality industry is the concept of perishability of goods. When a
hotel room goes unsold, it becomes a product never to be seen again, so it is said to have basically perished.
This concept is addressed in yield management—a productivity tool utilized in differing aspects of the industry
(Walker, 2013). Compare this concept to the ads seen on television for companies such as Orbitz, Expedia,
and These companies make it a business to sell these un-booked rooms at a discount to
consumers in order to help hospitality companies maintain or increase their return on investment (ROI).
Obviously, there is a strong market for this service due to the amount of ads we see. The major drawback,
however, is the short, last-minute timeline required to get the best deal.
The operations and philosophy of the hospitality industry are changing the focus on managers from managing
to counseling. Employees want to admire their leaders. In order for this to happen, there must be an
alignment of teams to get things done the optimum way. In order to effectively do your job as a leader, the
focus must be on inspiring innovation to increase productivity. Leadership expects its managers to get more
done with fewer resources, which requires the empowerment of staff members. Empowering employees to
think for themselves is a participative management style that helps to increase employee productivity and
guest satisfaction. Major players in the hospitality industry provide positive examples of employee
empowerment. Disney and Marriott utilize an empowerment tool known as the “whatever it takes” philosophy
(Walker, 2013). Basically, in the probability that something will go wrong, employees can make decisions to
resolve these issues at that moment—thus the “whatever it takes” mantra. This practice has had great
success in providing and improving quality service levels, while creating a stronger employee/organization
Concepts trending and permeating the corporate management structure also include sustainability and total
quality management (TQM). Sustainability is the new standard within the hospitality industry, encompassing
the reduce-reuse-recycle philosophies and is tied closely to the green features of environmentalism. Total
quality management requires a customer-focused organization. All employees are involved in a continual
improvement program that involves the integration of TQM principles into the organizational culture (Walker,
2013). Both of these trends require dedication and buy-in from all employees, inclusive of leadership, in order
to be portrayed successfully in the public eye. An increase in international travelers as well as the exploding
social media markets will require a strong focus on resource management and expanding markets.
The growth and development of the hotel industry has an interesting and colorful past. Included in this history
are names such as Hilton, Marriott, Statler, and Kemmons, who are some of the most recognized hoteliers
globally. The name of the hotel can be a draw to patrons; however, repeat business is derived by the services
and quality. The pampering of guests must include a comfortable atmosphere embracing a relaxing feel of
home. Proper design of the hotel facilities requires creativity in design, a higher quality in services, and overall
planning at a higher level, making this easier to accomplish. All of the areas of the hotel should reflect the
highest quality, including the food served, room cleanliness, and amenities provided. Leadership and
management have a mandate to verify that the standards of everything exceed guest expectations.
An investor wanting to enter into the hotel business has numerous choices, ranging from ways of financing,
management methods, and the type of accommodations and services to be offered. The social networking
and Internet culture of today can be a major player in the success of a newly established hotel. Guests can
utilize online reviews and pricing and act as their own travel agent. Hotels must consider the idea that quality
costs are part of hidden costs in operations. Unless the hotel accounting system has taken on the daunting
task of identifying the costs related to quality, the trend is for these intangible costs to increase. The results of
poor service quality create a chain reaction that can begin with higher costs and lower guest-satisfaction
levels, which can then lead to lost sales, lower revenues, and pressures to reduce costs. Hotel managers
must derive a measurement of those quality costs and monitor them rigorously as one method to prevent this
crisis chain reaction.
Considering the global growth of the hotel industry, along with travel and tourism, the variety of career
opportunities in and related to the industry is astounding. Globalization of the hotel industry has increased due
to advances in technology, communication, and transportation. Additionally, there are forces that define the
BHM 3010, Introduction to Hospitality
business path for hotels, including ecological, cultural, economic, and political-global
UNIT x environments.
in hospitality lodging has the opportunity for growth, both nationally and globally.
The hotel industry offers a great work environment, including better than average pay, benefits, and fantastic
career-advancement possibilities. Thousands of workers and professionals are required by the industry to
keep hotels operating. Brands including Hilton, Hyatt, and Marriott International operate globally and must
offer strong benefits to attract and maintain adequate resources. The hospitality industry encompasses a
close-knit culture, offering networking opportunities to learn new career skills and experiences. As jobs are
made available within a property, hotel employees often have the opportunity to apply before jobs are made
As a potential member of the hospitality industry, you have the opportunity to delve into varying aspects of the
industry. Any career having personal contact with customers can basically be considered a part of the
hospitality market. Service is the requisite, and quality service is the goal.
Walker, J. R. (2013). Introduction to hospitality management (4th ed.). Upper Saddle River, NJ: Prentice
Suggested Reading
Click here to view the Chapter 1 PowerPoint presentation or here to view a PDF of the presentation.
Click here to view the Chapter 2 PowerPoint presentation or here to view a PDF of the presentation.
The following ebook can be found in the CSU Online Library in the ebrary database:
Dev, C. S. (2012). Hospitality branding. Ithaca, NY: Cornell University Press.
Learning Activities (Nongraded)
Please read the case study shown on page 85 of your textbook, and answer the questions below it.
Nongraded Learning Activities are provided to aid students in their course of study. You do not have to submit
them. If you have questions, contact your instructor for further guidance and information.
BHM 3010, Introduction to Hospitality

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