Solution Manual for Introduction to Hospitality, 7th Edition

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OnlineSolutLon Manualto accompanyIntroduction to Hospitality, 7eIntroduction to HospitalityManagement, 5eJohn R. Walker

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Table of ContentsPART I: THE HOSPITALITY INDUSTRY AND TOURISM1.Welcome to the Hospitality Industry12.Tourism13PART II: LODGING3.The Hotel Business284.Rooms Division Operations435.Food and Beverage Operations54PART III: RESTAURANTS, MANAGER SERVICES AND BEVERAGES6.Restaurant Business707.Restaurant Operations828.Managed Services989.Beverages110PART IV: RECREATION, THEME PARKS, CLUBS AND GAMINGENTERTAINMENT10.Recreation, Theme Parks and Clubs12911.Gaming Entertainment147PART V: ASSEMBLIES AND EVENT MANAGEMENT12.Meetings, Conventions, Expositions16113.Special Events178PART VI: MANAGERIAL AREAS OF THE HOSPITALITY INDUSTRY14.Leadership and Management19015.Planning19816.Organizing20917.Communicating and Decision-Making21818.Control231

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Chapter OneIntroducing HospitalityI. Chapter ObjectivesAfter reading and studying this chapter, you should be able to:1.Discuss the history of hospitality through the ages2.Describe the characteristics of the hospitality industry.3.Explain corporate philosophy and Total Quality Management4.Discuss the many facets of service and why it has become such an important partof the hospitality industry.5.Suggest ways to improve service.6.Discuss current trends in the hospitality industryII. Key Teaching Elements/Chapter Outline/Lecture SuggestionsPageObject.PreludeA short introduction to the hospitality industry41Hospitality Through the AgesThe word hospitality comes from hospice, an old French term meaning“to providecare/shelter for travelers.”Hospice de Beaune in Burgundy, France was established as a refuge forthe poor in 1443 and still exists today. The sale of wine from its estatesevery November determines the prices for the next year’s Burgundywines.41Ancient TimesThe Sumerians (what is now Iraq) were the first to record elements ofhospitality as they provided locals and travelers taverns where theyserved beer, food, and provided a place to stay.Between 4,000 and 2,000 B.C.E., early civilizationsin Europe, China,Egypt, and India all had some elements of hospitality offerings, such astaverns and inns along the roadside.41Greece and RomeThe Code of Hammurabi (circa 1700 B.C.E) made mention of tavernowners responsibilities. Increasedtravel made some form of overnightaccommodations necessary and taverns and inns sprang up everywhere.By the time Marco Polo traveled to the Far East, there were 10,000 innswith the best in China.51

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Medieval TimesCharlemagne establishedrest houses for pilgrims in the eighth centuryand innkeepers in Florence, Italy formed a successful guild in 1282 thathad 86 members by 1290.A stagecoach journey from London to Bath took three days withseveral stopovers at inns or taverns called ‘posthouses.’In the late sixteenth century, a type of tavern for commoners called an‘ordinary’ were serving food for a fixed price. The food was ‘ordinary’and there was no choice in the meal plan.51Coffee HousesCoffee and tea became popular inthe 16thcentury and coffeehousesbecame a way of life.With water being dangerous, these flavored drinks became popularvery quickly.61The New WorldThe “ordinary’ as taverns were called in the early days of the Americancolonies, weregathering places for residents, hold meetings, andconduct business. The tavern was an important part of the new world.George Washington used the Frauncis Tavern as his Revolutionary Warheadquarters and it still operates today.Even future presidents owned and operated taverns as the new colonieswere being established.The French Revolution71The French revolution changed the course of culinary history as it wasnobility that employed most of the country’s chefs. With theelimination (literally) of the noble class, French chefs began theimmigration to other countries and especially to the Americas.Thomas Jefferson installed a French chef in the WhiteHouse, whichinfluenced interest in French cooking in the new colonies.Many of the immigrant chefs found New Orleans and changed theculinary direction of the region with their style of cooking.71The Nineteenth CenturyIn 1856, Antoine Carême published La Cuisine Classiquedetailingnumerous dishes and sauces. This led to the re-invention of therestaurant and its classic fare. By 1848, a hierarchy of eating placesexisted in New York City. There was a restaurant,level of service andprice for everyone.81The TwentiethCenturySeveral restaurant chains began in the 1900’s, including the classicWhite Castle with its sparse décor yet popular menu. In 1959 the FourSeasons opened as the first elegant American restaurant that was not91

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French in style.Following WorldWar II, America took to the road and expandedrapidly with hotels, motels, fast food, and coffee shops. With theexpansion of air transportation, hotels and restaurants sprang up to meetthe needs of the expanding nation.In the 1980’s, hospitality, travel, and tourism continued to increasedramatically. The baby boomers began to exert influence through theirbuying power. Distant exotic destinations and resorts became moreaccessible.The Twenty-FirstCenturyThe hospitality industry continues to mature with increased marketsegmentation and consolidation. More people are traveling, especiallyfrom and to China, Brazil, and India.The recession slowed the industry, but as we emerge from itoccupancies are up along with revenue per available room. Nowcompanies are driving the margins to squeeze out a reasonable profit.101Welcome to You, the Future Hospitality IndustryLeaders!The hospitality industry is one of the most fascinating, fun, andstimulating to work in, plus you get paid quite well and have excellentadvancement opportunities.The hospitality industry is one where it does not take long beforeadvancement opportunities come along. A degree plus experienceenables almost anyone with theservice spiritto enjoy success.One of the reasons that Marriott International is so successful is givenby Jim Collins writing in the forward of Bill Marriott’s bookThe Spiritto Serve: Marriott’s Way. He writes that Marriott has timeless corevalues and enduring purpose…including the belief that people arenumber one…”take care of Marriott people and they will take care ofthe guests.” People with aservice spiritare happy to do somethingextra to make the guest’s experience memorable. As one humanresource director says, “Creating memorable experiences for others andbeing an Ambassador of the world, adding warmth and caring.”101, 2TheNational RestaurantAssociation (NRA)forecasts a need forthousands of supervisors and managers in the hospitality and tourismindustry.131, 2

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The Pineapple TraditionThe pineapple is a symbol of welcome, friendship, and hospitality.Imported from the West Indies, pineapples were often served to royalfamilies and the elite.141, 2The Interrelated Nature of Hospitality and TourismThe hospitality and tourism industry is the largest and fastest growingindustry in the world. An exciting aspect is that the industry comprisesso many different professions.141,2,6Common dynamics in this diverse industry include the delivery ofservices and products and the customer-guest impressions of them.141, 2Whether in direct contact with a guest (front of the house) or workingbehind the scenes (back of the house), themost challenging aspect ofworking in the industry is creating powerful impressions that have theability to affect the human experience.141, 2People who provide services to travelers have the responsibility ofrepresenting their communities, creatingmemorable experiences, andmeeting the needs and wants of people away from home.151, 2Restaurants fill the biological need to eat as well as the need tosocialize and to be entertained.161, 2In managed services, foodservices are provided toinstitutional clients,meeting the needs of the guests as well as the client itself.Studies show that as many as 57 percent of consumers now use theInternet to book their travel, a percentage that vastly changes thelandscape of the hospitality industry. In fact, technology could be thethin line between a successful business and bankruptcy for manyorganizations.Restaurants use more than 30 different technology applications toprovide faster, more cost efficient and productive business operationsfor guests and staff.Many studies already showed that high-speed Internet is one of themost important in-room amenities that enable guest satisfaction in ahotel.171, 2Characteristics of the Hospitality IndustryOpen 365 days a year, twenty-four hours a day, the hospitality industrytends to work longer hours than most other industries.Those in seniorpositions can expect to work 10-12 hours a day regardless of the time192

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or day.Due to the industry running twenty-four hours a day, it relies heavily onshift work. Essentially there are four shifts including 11 p.m. to 7:30a.m., known as the graveyard shift.192Hospitality industries are in the business of providing guestsatisfactionat a price. The difficulty here isthat the product isintangible; that is,the consumption and production occur at the same time making theminseparable. This helps explain why the product is also perishable; thatis, a room or meal not soldtonight cannot be saved and sold tomorrow.192The other unique characteristic of this industry is theperishabilityofour product.For example, we have 1,400 guest rooms in inventory thatare available to sell, but we only sell 1,200 rooms. What happens withthe 200 unsold guest rooms? Nothing! We have permanently lost therevenue from these rooms.One other unique characteristic of the hospitality industry to consider isthevariabilityinherent within those that produce and consume. Forinstance, on the production side of the equation, each employee hasdifferent levels of skill, knowledge, ability, and passion for what theydo and therefore we often see variability in the quality of work. And thesame holds true for the guest!In the hospitality industry, we are in business to make areturn oninvestmentfor owners and/or shareholders and society. People investmoney for us to runa business, and they expect a fair return on theirinvestment.192CareersThere are hundreds of career options for you to consider, and it’s fine ifyou are not yet sure which one is for you. The text will explore careersin lodging, foodservice,recreation, and special events to name a few.202Hospitality Industry PhilosophyWe have seen a change in current corporate philosophy. It used to bethat corporate philosophy focused on the manager’s ability to plan,organize, implement, and measure performance. Today there is a morestringent shift toward managers’ counseling associates, giving themresources, and helping them to develop and think for themselves. Thisshift has proven effective in that it promotesempowerment,and strongties toTotal Quality Management(TQM). Major changes includeincreased corporate ethics, morals, fairness, and equality.232, 3

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Service Philosophy Is a Way of Life“Spirit to serve” comes from deep-rooted values. Service should be acommitment to continuous improvement and overcoming adversity.Our culture influences the way we treat associates, guests, and thecommunity, and that affects the success of everyone.Sustainable Hospitality242, 3The concept of sustainability involves “development that meets theneeds of the present without compromising the ability of futuregenerations to meet their own needs.”Sustainabilityis the ability to achieve ongoing economic prosperitywhile protecting the natural resources of the planet and maintaining anideal quality of life forits people and future generations.242,3,6Success in ServiceTo achieve success, exceptional service is required.The satisfaction ofexternal customers ultimately measures a company’s success since theyare the people who are willing to pay for its services. To ensuresuccess, one must also ensure guest loyalty.252, 4Given that approximately 70 percent of theU.S. and Canadianeconomies and an increasing percentage of other countries’ are engagedinservice industries, it is critical to offer guests exceptional service.252, 4This is theage of service, and the hospitality industry is gettingrevamped because guest expectations have increased and the realizationis that “we buy loyalty with service.”A guest is anyone who receives or benefits from the output ofsomeone’s work.252, 4For success in service, it is necessary to focus on the guest,understandthe role of the guest-contact employee, weave a service culture,promote high-touch instead of high-tech, and thrive on change.Guest loyalty is the key.252,3,4Moments of TruthEvery hospitality organization encounters hundreds of moments oftruth (guest encounters) every day. Service commitment is a totalorganizational approach that makes quality of service as perceived bythe customer.283, 4, 5

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The Focus on ServiceGiving great service is a very difficult task; few businesses give enoughpriority to training associates in how to provide service. TheEducational Foundation of theNational Restaurant Association(NRA)developed programs to enhance hospitality students’professionaldevelopment. One of their courses is Foodservice Leadership.Guest service is a central focus of hospitality. It is what hospitality isall about—what we do. Our job, first and foremost, is to enhance thelives of those people (guests, passengers, etc.) to whom we arededicated to serve. Our job is to make the lives of others better in asmall way or big way; it makes no difference.Quality guest service requires that we understand our guest’s needs.The guest needs to feel welcome, comfortable, and they need to feelimportant.Service and Total Quality Management293, 4, 5In the area of service, TQM is a participatory process that empowers alllevels of employees to work in groups to establish guest serviceexpectationsand determine the best way to meet or exceed thoseexpectations. TQM works best when managers are also good leaders.The difference between TQM and quality control (QC) is that QCfocuses on error detection, while TQM focuses on error prevention.292,3, 4The Disney Approach to Guest ServiceThe Disney mission statement is “We create happiness.”Disney’s commitment to service means they understand their productand the meaning of the brand, they look at the business from the guests’perspective, and they consider it their responsibility to create anexceptional experience for each guest.New managers are provided technical training, guests are asked to takesurveys, and encouraging cast members to be innovative in their dailyapproach are all models used by Disney to provide guest services aboveand beyond what is expected.341,3, 4,5Career PathsThe career path of most individuals is not necessarily in a straight line.The path is often a combination of paths such as food and beverage,rooms division, marketing, human resources, or finance andaccounting. Progression from department to department earns you theexperience necessary for the next step.382, 6

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Career GoalsIf you are not sure of which career path to pursue, that’s OK. Now isthe time to explore the industry to gain the information you need todecide which career path to follow. A great way to do this is throughinternships and work experience.392, 6Is the Hospitality Industry for You?We also know that it is an exciting and dynamic industry with growthpotential, especially when the economy is strong. In the hospitalityindustry we are often working when others are at leisure.Ensuring that guests receive outstanding service is a goal of hospitalitycorporations.The personal characteristics, qualities, skills, and abilities you’ll needare honesty, hard work, being a team player, being prepared to worklong hours spread over various shifts, the ability to cope with stress,good decision-making skills, good communication skills, beingdedicated to exceptional service, and having a passion and desire toexceed guest expectations.Recruiters look forservice-orientedpeople, who “walk their talk,”meaning they do what they say they’re going to do. Good workexperience, involvement in on-campus and professional organizations,a positive attitude, a good grade point average—all show a commitmentto an individual’s studies.392Self-Assessment and Personal PhilosophyThe purpose of completing a self-assessment is to measure our currentstrengths and weaknesses and to determine what we need to improve onif we are going to reach our goals. Self-assessment helps establishwhere we are now and shows us the links to where we want to go, ourgoals.Yourphilosophyis your beliefs and the way you treat others and yourwork. It will determine who you are and what you stand for.404, 5Now is the Time to Get InvolvedFor your own enjoyment and personal growth and development, it isvery important to get involved with on-campus and professionalhospitality and tourism organizations and participate in the organizationof events. Recruiters notice the difference between students who havebecome involved with various organizations and students who havenot, and they take that into consideration when assessing candidates forpositions with companies.404, 5

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Professional OrganizationsBecoming a student member in hospitality related organizations showyour commitment to your career and become a basis for recruiters tosee your professional attitude.414, 5, 6Trendsin Hospitality and TourismMajor trends in the hospitality industry include Globalization,Health,Safety and Security, Diversityand changing Demographics, Service,Technology,Sustainability and Green Travel,Legal issues,Travel witha Purpose, and Social Mediaand Mobile.412, 6III. Teaching Techniques/Classroom ExercisesNote: The content of these exercises is such that they may also be used as essayquestions.Exercise One:Have students describe the Hospitality Industry. Their descriptions should includeindustry characteristics and scope, including travel, lodging, foodservice, and recreation.Exercise Two:Have students research and discuss the corporate philosophy of a company oftheir choice, preferably one in the hospitality industry. Be sure to include things such ascorporate culture, missions, goals, objectives, and strategies.Exercise Three:Over the past several years, there have been numerous mergers and acquisitionsthroughout the hospitality industry. An appreciation of “who owns what” and thecompany growth pattern can help readers understand how integrated the industry is.Check Your Knowledge, p. 201)Question:Identify and explain two differences between the hospitality businessand other business sectors.Answer:Hospitality businesses are open 365 days a year and 24 hours a day. Thehospitality industry depends heavily on shift work. (p. 19)Other characteristics are the constant strive for outstanding guest service, theintangibility, and the perishability of the product.2)Question: List and describe the four shifts in the hospitality industry.Answer:Morning Shift: 7 a.m.–3 p.m. This is the early shift and may begin anhour or so earlier or later but typically runs 8 hours.Mid Shift: 10 a.m.–7:00 p.m. Great for experience and is typically covered bythose who need minimum supervision such as supervisors. This shift requires

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coordination with morning shift and evening shift.Evening Shift: 3 p.m.–11:30 p.m. Particularly common with hotels and food andbeverage employees.Graveyard Shift: 11 p.m.–7:30 a.m. Commonly known as the night audit, thisshift often involves several accounting functions that are best done during slowerbusiness times and operations. (page 19)3)Question:Identify some of the highlighted characteristics of the hospitalityindustry.Answer:The hospitality business produces guest satisfaction, an intangible, andits product is perishable. (page 19)Check Your Knowledge, p. 241)Question:Describe Marriott’s “Spirit to Serve”Answer:It is the “Marriott Way” serving the associates, the customer, and thecommunity. These are the cornerstone for all Marriott associates who strive tofulfill the values that originate from deep inside the people themselves; they areauthentic, bone-deep, and passionately held. These values drive Marriot culture.(page 24)2)Question:Define the term corporate philosophy and how it is currentlyunderstood, especially in the hospitality industry.Answer:Corporate philosophy embraces the values of the organization, includingethics, morals, fairness, and equality.(page 23)3)Question:What is sustainability, and how does it relate to the hospitalityindustry?Answer:Sustainabilityis the ability to achieve ongoing economic prosperitywhileprotecting the natural resources of the planet and maintaining an idealquality of life for its people and future generations. (page 24)Check Your Knowledge, p. 281)Question:Explain why service in the hospitality industry is so important. Give anexample from your own experience as a guest, if possible.Answer:It is critical to offer guests exceptional service.This is theage of service,and the hospitality industry is getting revamped because guest expectations haveincreased and the realization is that “we buy loyalty with service.”Student answers will vary.2)Question:List the five things required for success in service.Answer:Focus on the guest, understand the role of the guest-contact employee,weave a service culture into education and training systems, emphasize high-

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touch as well as high-tech, and thrive on change–constantly improve the guestexperience.3)Question:What is a moment of truth?Answer:A “moment of truth” involves face-to-face or physical encounters withservice. A moment of truth occurs between the customer and the service provider.Check Your Knowledge, p. 331)Question:What is the Malcolm Baldrige National Quality Award?Answer:The Malcolm Baldrige National Quality Award is the highest level ofnational recognition for quality that a U.S. company can receive. The awardpromotes an understanding of quality excellence, greater awareness of quality ona critical competitive element, and the sharing of quality information andstrategies. The Ritz-Carlton Hotel Company has won this award on two occasions–both in 1993 and 1999 for groundbreaking levels of service.2)Question:Explain Total Quality Management.Answer:TQM is a participatory process that empowers all levels of employees towork in groups to establish guest service expectations and determine the best wayto meet or exceed these expectations.3)Question:List several ways a leader can empower employees.Answer:Empowerment is a feeling of partnership in which employees feelresponsible for their jobs and have a stake in the organization’s success.Managerscan empower employees by doing the following: take risks, delegate, foster alearning environment, share information and encourage self-expression, involveemployees in defining their own vision, and be thorough and patient withemployees.IV. Answers to Chapter 1 Review Questions1)The satisfaction of customers ultimately measures a company’s success, since they are thepeople who are willing to pay for its service. A key objective of service is to create guestloyalty–keep them happy during their stay and they will keep coming back.2)A mission statement is a short statement of central purposes, strategies, and values ofa company.It should answer the question, “What business are we in?” Somemission statements are very simple: “To WOW the guests.”Moment of Truth is a term coined by Jan Carlson of Scandinavian Airline System.They are guest encounters and an approach that makes the quality of service, asperceived by the customer, the number one driving force for the operation of thebusiness. Every hospitality organization has thousands of moments of truth every day.This challenges employees to maintain their quality service. Service commitment is atotal organizational approach that makes the quality of service, as perceived by the

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customer, the number one driving force for the operation of the business.3)The Disney service model:It begins with aSmile.MakeEye contact and use body language.Respect and welcome all guests.Value the magic.Initiate guest contact.Create service solutions.End with a “thank you.”4)The Ritz-Carlton Hotel won the Malcolm Baldrige National Quality Award for itsprinciples of quality service commitment to guests. The Gold Standards of these corevalues include three steps of service:A warm and sincere greeting.Anticipation and compliance with guests’ needs.A fond farewell, using guests’ names if and when possible.5)Pages 41 to 44 lists several of the more prominent trends facing the industry today.Answers will vary.V. Mini-Case Discussion Question AnswersBeing Promoted From Within1. Students will have various answers. The likely cause is the previous relationshipwith their new supervisor. Familiarity might allow the staff to believe that they areimmune to supervision with their ‘friend’ in charge.2. Tom should assess the current challenges with the staff and meet with them todiscuss (or require) their cooperation in compliance. It’s time that Tom takes charge.3. Perhaps tell Tom that he could maintain a ‘friendly’ relationship with his co-workers, but as a supervisor he could no longer be ‘friends.’

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Chapter TwoThe Hotel BusinessI.Chapter ObjectivesAfter reading and studying this chapter, the student should be able to do the following:1.Describe hotel ownership and development via hotel franchising andmanagement contracts.2.Explain the diamond rating classification of hotels.2.Classify hotels by rating system type, location, and price.3.Discuss the concept and growth of vacation ownership4.Discuss sustainable/green lodging.5.Identify trends influencing the hotel business.II. Key Teaching Elements/Chapter Outline/Lecture SuggestionsHotel Development and OwnershipPageObject.The lodging industry is a more than $155 billion industry thatincludes approximately 53,000 properties with almostfive millionguestrooms.Franchising and management contracts are the two maindriving forces in the development and operation of the hotel business.541FranchisingFranchising in the hospitality industry is a concept that allows acompany to expand morequickly by using other people’s money,rather than acquiring its own financing.561Under a franchise agreement, the company orfranchisorgrantscertain rights–for example, the right to use the company trademark,operating procedures, reservation systems, marketing know-how,purchasing discounts, etc.–for a fee. In return, thefranchiseeagreesto operate the restaurant, hotel, etc., within guidelines set by thefranchisor.561Holiday Inn, Ritz-Carlton, and Howard Johnson’s all grew in the1950s and 1960s through franchising.One of the key factors that ledto the success of Holiday Inn was that they were the first company toenter the mid-price range and that they were located near importantfreeway intersections and in the suburbs. Budget hotel properties(Motel 6, Days Inn) grew during this time period.561Franchising was the primary growth and development strategy ofhotels and motels during the 1960s through the 1980s. Challenges tothe franchise arrangement include the maintenance of quality571, 2

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