TRANSCRIPTS
of this type include research into people’s diet, their nutrition, ergonomics – or how they sit and stand, equipment performance, and so on. There have been research journals in hospitality that report on this type of research but more and more hospitality-related studies of this type are published in specialist journals such as the British Food Journal. Hospitality researchers don’t tend to read these, but practitioners in hospitality do.
The second principal school of thought is the hospitality management school. It’s a very popular one and it’s based on what we call quantitative studies, in other words, things that can be measured: how often, how much, how long, how many and things like that. And they’re often related to studies of hospitality marketing, or consumer behaviour. It’s based largely in North America; the Journal of Hospitality and Tourism Management is a good example of this approach.
Unit 3, Lesson 4, Exercise C 1.20 Part 6
The third school of thought is hospitality studies, which uses qualitative, as well as quantitative, methods to look into what people feel about hospitality. Qualitative methods are those that allow people to find out not so much how often, or how much, but why, and what for, and what’s the effect of it, and how do people feel about it, which, of course, is extremely important too in this industry. This school is based largely in the UK, and reflected in the International Journal of Hotel Management and a journal like Tourism and Hospitality Research.
The fourth school is the one that looks into hospitality experiences. This is a new and growing school of thought. It focuses on the relationships and interaction between people and the experiences they have when they enjoy hospitality. It emerged in the UK and, as I said, you can find out about it in Lashley and Morrison’s book In Search of Hospitality.
Unit 3, Lesson 4, Exercise D 1.21 Part 7
The final approach is called hospitality systems theory and there are Canadian, UK and Australian academics who have contributed to this. Like the hospitality studies school, it uses a normative approach, but it also builds on a basic philosophy. What is that philosophy? According to this approach, everything that happens in hospitality is
linked. Remember that in an earlier lecture we talked about TDRs and TGRs? Systems theory looks at things like that, but also at what happens in between – transport, the environment, people, technology, finance, everything. We see systems theory reflected in the work of Professor Neil Leiper in Australia.
So, there we are. These are the five most important approaches to hospitality research – the hospitality science school, the hospitality management school, hospitality studies, the hospitality experiences model and the hospitality systems theory. Next time, when we get together, we’ll look at tourism and hospitality, and how they merged together. We’ll also have a look at the systems thinking of Neil Leiper.
Unit 5, Lesson 2, Exercise B 1.22 Part 1
Good morning, everyone. This morning we’re going to start on the topic of tourism marketing. I’m sure you’ve covered some general marketing in other lectures, so some of this will be familiar to you.
In this first talk I’m just going to give you an overview of a few key concepts, and then other aspects will be dealt with in the next few lectures. Also, in your seminars and assignments you’ll be able to cover all the important points in more detail. So ... er ... let’s see – yes – to start with, we need to consider firstly what marketing is. In other words, why do businesses engage in marketing? And secondly, why is marketing so important for tourism? After that, I’ll talk about market research, because businesses – well, any business, not just businesses in the tourism and hospitality sector – need good information on which to base their marketing strategy. Part of this involves analysing markets. So then I’ll discuss some basic characteristics of markets, and I’ll finish by mentioning some different types of markets.
Unit 5, Lesson 2, Exercise D 1.23
Part 2 Well, what is marketing? We might define it as ‘the process of identifying and targeting particular groups of people with the aim of selling them a product or a service’.
Actually, marketing is arguably the most important aspect of management. You can manage your staff and your production processes well, but if nobody buys your products your
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