Analysis Of Hotel Case Study Essay Research — страница 7

  • Просмотров 884
  • Скачиваний 9
  • Размер файла 27
    Кб

regarding operations is the fact that results from in-house surveys are being considered more frequently to improve operations. Most menu improvements come from direct customer research, and result in economic benefits to food service providers. Operators must continue to pay close attention to the preferences of their repeat customers in order to increase loyalty or improve the quality of the service provided. e. Administration: Administrative topics occupied about 16% of the specific environment space of Hotel Online. The major trends identified in the analysis of this category are the increase in the number of strategic alliances and joint ventures among companies, a continuing involvement of hospitality and travel firms in legal cases and a more open discussion of internal

management practices as a good public relations tool. The popularity of strategic alliances and joint ventures among travel and tourism companies is easy to identify. One study found that the main driving factors behind such alliances are the increasing globalization of the industry, heavy competition and the low profitability of some operations. These alliances vary in purpose, but they are usually intended to improve marketing potential through cooperation, or to maximize management capacity by joining forces with more knowledgeable operators. Recent examples are the management alliances of Sheraton with Felcor and Equity Inns with Interstate hotels. A curious marketing alliance discovered through this research project is the joint marketing efforts of Las Vegas, Phoenix and

San Diego to sell packaged tours including visits to the three cities in the same trip. This alliance signals the incursion of local tourism organizations into the world of corporate cooperation. Hospitality managers at any level should be aware of the potential benefits of strategic alliances to be able to take advantage of them if the circumstances recommend it, and also monitor the moves of competitors to recognize situation in which a particular operation might be threatened. Another long-lasting trend the hospitality industry has experienced over the last years is its continuous involvement in legal and regulatory cases. The outlook for 1997 so far does not promise any changes. Although must cases involve routine legal matters such as obtaining construction permits and

gaming licenses, others involve civil suits and legal proceedings that can have a profound effect on any company. A majority of these cases involve suits and complaints placed by customers, while the rest involve legal fights between companies on the grounds of unfair competition or unfulfilled contracts. The majority of administration related postings depicted management practices, conflicts and changes experienced by some companies. Although no trend can be identified in these articles, hospitality operators may learn form the mistakes and successes of other companies. In addition, the reporting of new administrative strategies may give companies an opportunity to create favorable publicity in the marketplace. An example is an announcement by McDonald’s describing new

strategies that will push decision-making down to the customer level. Since this company has been under examination lately, spreading the word about the new strategy may result in a more positive attitude towards the company. f. Human Resources: This functional area of management was a bit neglected in the Hotel Online news service. The major trends identified were a continuing involvement of travel and hospitality firms in labor related litigation and other labor conflicts, a strong competition among firms for top-management talent and the implementation of innovative employee support programs. Labor conflict issues include suits placed by employees against companies practicing biased or unfair hiring policies and strikes undertaken by airline employees. This does not seem to be

a new trend in the industry; rather, it is a constant reality that operators have to face. Fortunately, the reduced number of cases noticed by the general media indicates that most companies are making a good job of managing their employee relations. The vast majority of HR related postings were hiring and promotion announcements by different hospitality companies. An important consideration in this area is the fact that employee exchange occurs almost always within the hospitality industry, which highlights the magnitude of competition among different companies for the skills and capabilities of top-level managers. Finally, a trend sustained primarily by large hospitality corporations is the implementation of superior employee support programs in the industry. Companies are not