How to Use WordPress Geo Location Targeting 2 Plugins + Some Tips

Interested in using WordPress geo location data to personalize your website based on a users physical location?Geo location or geo targeting is very commonplace. It can be used for advertising, or to get highly-targeted content in front of the right audience. In other words, it enables you to target your websites experience, which can lead to more conversions.In this article, were going to dig deeper into how geo targeting works and how you can use it to your benefit on a website. Then well talk about WordPress geo location plugins and some best practices. Lets get to work! your IP address or information about nearby wireless networks.The point is, there are a ton of ways by which you can geo locate users, and you can use the data to great effect. For example, you can:Display ads to users in a specific cityShow highly-targeted posts to visitors depending on where they liveDisplay information about nearby events by pulling location dataOverall, the main advantage that geo location inf ormation gives you is its ability to show highly targeted content to users of interest. This means they get content thats more likely to engage them, and you might improve conversion rates along the way – a win-win!Two helpful WordPress geo location pluginsThere are a lot of ways to implement geo location on your website. However, since were talking about WordPress, the easiest approach is to use plugins to get the job done. Lets talk about two of our favorites and how they work.1. GEO my WordPress GEO my WordPress Author(s): Eyal FitoussiCurrent Version: 3.3Last Updated: May 31, 2019geo-my-wp.3.3.zip 90%Ratings 161,118Downloads WP 4.3+Requires The GEO my WordPress  plugin combines several functionalities related to locations. For one, it lets you add location tags to your content, whether its pages, posts, or custom post types. It can also identify your users locations and use this information to help them find the content they need.For example – imagine you re working on a real estate website and you want to add location tags to the properties youre showcasing. With GEO my WordPress you can do so, and create search forms to help users find properties based on their own location:This is just one application, though and since the plugin supports custom post types, you can add location tags to almost any type of content you can imagine.Key Features:Add location data to your pages, posts, and custom post types.Integrate WordPress with Google Maps or OpenStreetMap.Find the location of your users (with their consent!).Create location-based search forms.Overall, GEO my WordPress is an excellent pick if you want to publish content thats targeted for specific locations. It even works with WooCommerce, which opens up a lot of possibilities for your online store. If you want to read more about how to use the plugin, check out its documentation.2. GeoIP Detection GeoIP Detection Author(s): Yellow Tree (Benjamin Pick)Current Version: 2.12.0Last Updated: September 11, 2019geoip-detect.zip 98%Ratings 153,405Downloads WP 4.0+Requires GeoIP Detection works similarly to our previous pick in that it enables you to find your visitors location and target content specifically towards them. However, this particular plugin is much more targeted towards developers.What the plugin does is add a handful of functions and shortcodes you can use throughout your website to pull visitors IP addresses and show or hide content depending on the exact data.If you dont mind digging into your websites files and fiddling with code, this plugin can give you a lot of flexibility as to how you want to implement geo targeting. For example, you could configure your online store to automatically choose a currency based on your visitors location, and more.Key Features:Adds five unique geo location functions to WordPress.You can display or hide any type of content depending on a users location.However, its worth noting that if youre not somewhat exper ienced with PHP, using this plugin may induce a headache or two. Even so, you can easily  check out the functions the plugin adds to WordPress and what they do.When to use geo location (and how to do it effectively)Geo location can be incredibly useful, but its also not the kind of functionality every website needs. For example, if youre running a blog, there arent a lot of situations where pulling your visitors location makes sense (unless its for marketing purposes).In general, people can be kind of skittish about sharing location data online. Its an incredibly common practice nowadays, but it still pays to be respectful about the way you use geo location.Weve already explored some examples of websites where implementing geo location makes sense, such as:Online storesReal estate websitesLocal business listingsIn those cases, you can improve your websites functionality by refining the results you show based on location. A great starting point is to use an analytics tool to get a comprehensive breakdown of where your sites audience is located.Armed with this data, you can figure out local search trends for the specific geographic regions where you want to improve conversions. This is important because creating highly targeted content for a broad audience is time intensive. What you need to do is think about where your efforts can have the largest impact, and focus there!ConclusionThe idea of geo targeting can be intimidating. However, this technology presents you with a lot of benefits. The more targeted your content is, the better your chances of engaging your audience and getting them to convert.As for how to implement geo location in WordPress, the easiest way is to use plugins, and here are two top options:GEO my WordPress:  With this plugin, you can add location tags to your content using the editor.GeoIP Detection:  If youd rather get your hands dirty, this plugin adds several geo location functions to WordPress. Free guide5 Essential Tips to Speed Up Your WordPress SiteReduce your loading time by even 50-80% just by following simple tips.

The Effects of War on the Environment

The Effects of War on the Environment The natural environment has been a strategic element of war since the first rock was thrown by the first cave dweller. The armies of ancient Rome and Assyria, to ensure the total capitulation of their enemies, reportedly sowed salt into the cropland of their foes, making the soil useless for farming- an early use of military herbicide, and one of the most devastating environmental effects of war. But history also provides lessons in eco-sensitive warfare. The Bible, in Deuteronomy 20:19, stays the hand of the warrior to minimize wars impact on nature and men alike: When you besiege a city a long time, to make war against it in order to capture it, you shall not destroy its trees by swinging an axe against them; for you may eat from them, and you shall not cut them down. For is the tree of the field a man, that it should be besieged by you? War and the Environment: Weve Been Lucky so Far War is waged differently today, of course, and has widespread environmental impacts that last far longer. The technology has changed, and the potential effects of the technology are very different, says Carl Bruch, co-director of international programs at the Environmental Law Institute in Washington, D.C. Bruch, who is also the co-author of The Environmental Consequences of War: Legal, Economic, and Scientific Perspectives, notes that modern chemical, biological, and nuclear warfare has the potential to wreak unprecedented environmental havoc that, fortunately, we havent seen- yet. This is a great threat, Bruch says. But in some cases, precision weapons and other technological advances can shield the environment by targeting key facilities, leaving other areas relatively unscathed. You could make the argument that these weapons have the ability to minimize collateral damage, says Geoffrey Dabelko, director of the Environmental Change and Security Program at the Woodrow Wilson Center for Scholars in Washington, D.C. Its Local: the Impact of War Today Warfare today also occurs infrequently between independent nations; more often, armed conflict breaks out between rival factions within a nation. These localized civil wars, according to Bruch, are usually beyond the reach of international treaties and bodies of law. Internal conflict is viewed as a matter of sovereignty- an internal matter, he says. As a result, environmental damage, like human rights violations, occurs unchecked by outside organizations. Though skirmishes, armed conflicts, and open warfare vary tremendously by region and by weapons used, the effects of war on the environment usually involve the following broad categories. Habitat Destruction and Refugees Perhaps the most famous example of habitat devastation occurred during the Vietnam War  when U.S. forces sprayed herbicides like Agent Orange on the forests and mangrove swamps that provided cover to guerrilla soldiers. An estimated 20 million gallons of herbicide were used, decimating about 4.5 million acres in the countryside. Some regions are not expected to recover for several decades. Additionally, when warfare causes the mass movement of people, the resulting impacts on the environment can be catastrophic. Widespread deforestation, unchecked hunting, soil erosion, and contamination of land and water by human waste occur when thousands of humans are forced to settle in a new area. During the Rwandan conflict in 1994, much of that countrys Akagera National Park was opened to refugees; as a result, local populations of animals like the roan antelope and the eland became extinct. Invasive Species Military ships, cargo airplanes, and trucks often carry more than soldiers and munitions; non-native plants and animals can also ride along, invading new areas and wiping out native species in the process. Laysan Island in the Pacific Ocean was once home to a number of rare plants and animals, but troop movements during and after World War II introduced rats that nearly wiped out the Laysan finch and the Laysan rail, as well as bringing in sandbur, an invasive plant that crowds out the native bunchgrass that local birds depend on for habitat. Infrastructure Collapse Among the first and most vulnerable targets of attack in a military campaign are the enemys roads, bridges, utilities, and other infrastructure. While these dont form part of the natural environment, the destruction of wastewater treatment plants, for example, severely degrades regional water quality. During the 1990s fighting in Croatia, chemical manufacturing plants were bombed; because treatment facilities for chemical spills werent functioning, toxins flowed downstream unchecked until the conflict ended. Increased Production Even in regions not directly affected by warfare, increased production in manufacturing, agriculture and other industries that support a war effort can wreak havoc on the natural environment. During World War I, former wilderness areas of the United States came under cultivation for wheat, cotton, and other crops, while vast stands of timber were clear-cut to meet wartime demand for wood products. Timber in Liberia, oil in Sudan, and diamonds in Sierra Leone are all exploited by military factions. These provide a revenue stream that is used to buy weapons, says Bruch. Scorched Earth Practices, Hunting, and Poaching The destruction of your own homeland is a time-honored, albeit tragic, wartime custom. The term scorched earth originally applied to the burning of crops and buildings that might feed and shelter the enemy, but its now applied to any environmentally destructive strategy. To thwart invading Japanese troops during the Second Sino-Japanese War (1937-1945), Chinese authorities dynamited a dike on the Yellow River, drowning thousands of Japanese soldiers- and thousands of Chinese peasants- while also flooding millions of square miles of land. Similarly, if an army crawls on its stomach, as is often says, then feeding an army often requires hunting local animals, especially larger mammals that often have lower rates of reproduction. In the ongoing war in Sudan, poachers seeking meat for soldiers and civilians have had a tragic effect on bush animal populations in Garamba National Park, just across the border in the Democratic Republic of Congo. At one point, the number of elephants shrunk from 22,000 to 5,000, and there were only 15 white rhinos left alive. Biological, Chemical, and Nuclear Weapons The production, testing, transport and use of these advanced weapons is perhaps the single most destructive effects of war on the environment. Though their use has been strictly limited since the bombing of Japan by the U.S. military at the end of World War II, military analysts have grave concerns about the proliferation of nuclear material and chemical and biological weaponry. Weve been very fortunate that we have not seen the devastation that we might see, says Bruch. Researchers point to the use of depleted uranium (DU) as one particularly dangerous military trend. DU is a byproduct of the uranium-enrichment process. Almost twice as dense as lead, its valued in weapons for its ability to penetrate tank armor and other defenses. An estimated 320 tons of DU were used in the Gulf War in 1991; in addition to soil contamination, experts are concerned that soldiers and civilians may have been exposed to dangerous levels of the compound. How Environmental Problems Lead to War While the effects of war on the environment may be obvious, whats less clear are the ways that environmental damage itself leads to conflict. Factions in resource-poor countries like those in Africa, the Mideast, and Southeast Asia have historically used military force for material gain; they have few other options. Bruch explains that once armed conflict begins, soldiers and populations under siege must find immediate sources of food, water, and shelter, so theyre forced to adapt their thinking to short-term solutions, not long-term sustainability. This short-term desperation leads to a vicious cycle of conflict, followed by people who meet their immediate needs in unsustainable ways, bringing deprivation and disillusionment, which then leads to more conflict. One of the chief challenges is to break that cycle, Bruch says. Can Warfare Protect Nature? It seems counterintuitive, but some have argued that military conflicts often end up preserving the natural environment. Its one of the findings thats utterly contrary to expectations, says Jurgen Brauer, Ph.D., professor of economics at Augusta State University in Augusta, Ga. The most preserved area in all of Korea is the demilitarized zone because you have the exclusion of human activity, he says. Other researchers have noted that despite the massive amounts of herbicide use during the Vietnam War, more forests have been lost in that country since the war ended than during it, due to peacetime commerce and Vietnams quest for prosperity. The coal-black skies caused by the Kuwaiti oil fires in 1991 provided dramatic visual evidence of war-related environmental damage. However, these oil fires burned in one month roughly the amount of oil burned by the United States in a single day. Peace can be damaging, too, says Dabelko. You have some of these ironic twists. But experts are quick to emphasize that this is not an argument in favor of armed conflict. War is not good for the environment, adds Brauer, who is also an author of War and Nature: The Environmental Consequences of War in a Globalized World. And Bruch notes that warfare only delays the environmental damage of peaceful human activity and commerce. It may provide a respite, but the long-term effects of war arent that different from what happens under commercial development, he says. Winning the Peace As military planning evolves, it becomes apparent that the environment now plays a greater role in successful combat, especially after an armed conflict ends. At the end of the day, if youre trying to occupy an area, you have a strong incentive not to ruin it, Dabelko says. The aforementioned biblical quote from Deuteronomy about preserving trees is, perhaps, good advice for the ages. And some warriors are learning that theres more to be gained from preserving the environment than in destroying it. In war-torn Mozambique, former military combatants have been hired to work together as park rangers protecting the wildlife and natural habitats that they once sought to destroy. That built bridges between the military and the park service. It has worked, Bruch says. Natural resources can be very important in providing jobs and opportunities in post-conflict societies.

LAN Essay Example | Topics and Well Written Essays - 2000 words

LAN - Essay Example The justification of the selected computing devices and the network equipment is required. The second step includes the network design. The design will clearly identify, floor connections, office connections, servers, workstations, printers, scanners and cable types. The third step is to implement a Wide Area Network (WAN) to connect other locations or Internet connectivity. 2 Network Pre requisites 2.1 First Floor The first floor includes Administration, Staff Office and the technical staff. The staff office will access the file server which is the ‘Students notes distribution server’ for uploading notes. Students are facilitated at the same time for downloading the notes. The lecturers will connect their laptops with the wireless access points installed equipped with the new 802.11n technology. Since the requirement of high bandwidth multimedia transmission is increasing, improving the (QoS) (Quality of service) is essential. A comprehensive illustration of Quality of services is available on network dictionary as â€Å"Quality of Service (QoS) refers to the ability of a network to provide higher priority services, including dedicated bandwidth, controlled jitter and latency (required by some real-time and interactive traffic), and improved loss characteristics, to selected network traffic over various WAN, LAN and MAN technologies.†.Keeping this in mind a new technology 8.2.11n is introduced by the IEEE (Kuo 2008). For keeping the network robust and efficient 802.11n protocol provides comprehensive support for voice and video services (Cai, Ling et al. 2009). These wireless access points are connected with a Cisco switch. For providing security, Virtual local area network (VLAN) is the best match for this scenario. The VLAN will split all domains for better administration, management and security. VLAN uses encryption techniques for transmitting data over the network. Access policy list is configured in the router for defining the rou tes. The router processes the data packets based on parameters. Internet protocol and subnet is the composition of the router to handle the routes on the destination. The policy for lecturers is to access to the file server, printers and email server. In this way, data transmission from the educational domain is secured. No one can determine the wireless network because only lecturer Internet protocol pool is allowed to communicate. If anyone tries to access the wireless network from outside, he or she is prompted to enter the Wired Equivalent Privacy key (WEP). A good illustration of WEP is available in the network dictionary which says † Wired Equivalent Privacy (WEP) is a security protocol, specified in the IEEE Wireless Fidelity (Wi-Fi) standard, 802.11b, that is designed to provide a wireless local area network (WLAN) with a level of security and privacy comparable to what is usually expected of a wired LAN.† WEP provides security by an encryption algorithm. No one in the school can access the wireless network or the lecturers system. An additional Cisco switch installation has been proposed. Although one access point within a range of approximately 200 feet is enough for connecting 253 laptops. The staff can access the printer on the network. The printer is shared on the network and is visible at â€Å"My network places† in case of Microsoft operating systems. The requirement for the administrative staff is to access the email server,

Evaluation of CRM Contribution Dissertation Example | Topics and Well Written Essays - 20250 words

Evaluation of CRM Contribution - Dissertation Example Like for every other industry, CRM can prove to be an effective strategy for UK banks which will not only help them build and survive in tough competition and harsh economic scenarios but will also help them grow and enjoy customer life time value only if implemented carefully and properly. Evaluation of CRM contribution in order to gain customer retention in the UK banking industry – A case study of Barclays Bank Richmond branch 1 INTRODUCTION Approaching customers and selling company’s offerings is not a new concept; what is new is the change in focus. Previously, companies tend to focus on selling their products and services to the customers irrespective of the fact that whether the solutions offered are required or not and honestly there was no need either because there were quite a few alternatives available which makes the sales of any product easier. However, with the change in time where markets became tight and competition became tough there comes the need to r emodel selling techniques. Now the modern marketing concept, as stated by Jobber & Fahy (2009, p. 3), suggests â€Å"achievement of corporate goals through meeting and exceeding customer needs better than the competition†. Another necessity which aroused with time is the need to retain existing customers than to attract new ones. Research shows that attracting new customers is more expensive than retaining old ones (Jobber & Fahy 2009) and this changed the focus even further. Among several strategies adopted by companies, Customer Relationship Management (CRM) has become a focal point. According to Nili & Keramati (2011, p. 527) CRM â€Å"is a business philosophy that provides the organization a vision to deal with customers better†. It helps enhance customer’s experience by offering them real business benefits which not only enhance customer loyalty but also promise increased revenues and profitability for the businesses (Russ 2006). CRM has become an important strategy for all industries and financial markets are no exception. According to Russ (2006) â€Å"Retail banks are facing greater challenges than ever before in executing their customer management strategies. Intensifying competition, proliferating customer contact channels, escalating attacks on customer information, rising customer expectations and capitalizing on new market opportunities are at the top of every bank executive’s agenda.† Given the importance of Customer Relationship Management in financial markets, this research aims to critically evaluate the contribution of CRM towards customer retention in the UK Banking industry. Barclays Bank Richmond branch has been selected as a case to fulfill the purpose of this study. 1.1 Background and Context Customer satisfaction is the main aim of every business as the businessmen know that it is easy to do business with a satisfied customer because it requires fewer resources and less time. The success of a business relies mainly on one factor â€Å"customer retention† and to retain customers it is very important to make sure they are satisfied. Customer retention can increase profits and productivity and forms long term relationships which are beneficial to both parties. Customer Relationship Management is found to be one of the key factors in retaining customers which further ensures company maintains a strong and loyal customer base. With the help of CRM, the customer service personnel can create, allocate and manage any request for service made by the

What is churn? An overview

What is churn? An overview Churn is the phenomenon where a customer switches from one service to a competitors service (Tsai Chen, 2009:2). There are two main types of churn, namely voluntary churn and involuntary churn. Voluntary churn is when the customer initiated the service termination. Involuntary churn means the company suspended the customers service and this is usually because of non-payment or service abuse. Companies, in various industries, have recently started to realise that their client set is their most valuable asset. Retaining the existing clients is the best marketing strategy. Numerous studies have confirmed this by showing that it is more profitable to keep your existing clients satisfied than to constantly attract new clients (Van Den Poel Larivià ¨re, 2004:197; Coussement Van Den Poel, 2008:313). According to Van Den Poel and Larivià ¨re (2004:197) successful customer retention has more than just financial benefits: Successful customer retention programs free the organisation to focus on existing customers needs and the building of relationships. It lowers the need to find new customers with uncertain levels of risk. Long term customers tend to buy more and provide positive advertising through word-of-mouth. The company has better knowledge of long term customers and they are less expensive with lower uncertainty and risk. Customers with longer tenures are less likely to be influenced by competitive marketing strategies. Sales may decrease if customers churn, due to lost opportunities. These customers also need to be replaced, which can cost five to six times more than simply retaining the customer. 1.1.Growth in Fixed-line Markets According to Agrawal (2009) the high growth phase in the telecommunications market is over. In the future, wealth in the industry will be split between the companies. Revenues (of telecommunication companies) are declining around the world. Figure 2 shows Telkoms fixed-line customer base and customer growth rate for the previous seven years. The number of lines is used as an estimate for the number of fixed-line customers. Figure 2-Telkoms fixed-line annual customer base (Idea adopted from Ahn, Han Lee (2006:554)) With the lower customer growth worldwide, it is becoming vital to prevent customers from churning. 1.2.Preventing Customer Churn The two basic approaches to churn management are divided into untargeted and targeted approaches. Untargeted approaches rely on superior products and mass advertising to decrease churn (Neslin, Gupta, Kamakura, Lu Mason, 2004:3). Targeted approaches rely on identifying customers who are likely to churn and then customising a service plan or incentive to prevent it from happening. Targeted approaches can be further divided into proactive and reactive approaches. With a proactive approach the company identifies customers who are likely to churn at a future date. These customers are then targeted with incentives or special programs to attempt to retain them. In a reactive targeted approach the company waits until the customer cancels the account and then offers the customer an incentive (Neslin et al., 2004:4). A proactive targeted approach has the advantage of lower incentive costs (because the customer is not â€Å"bribed† at the last minute to stay with the company). It also prevents a culture where customers threaten to churn in order to negotiate a better deal with the company (Neslin et al., 2004:4). The proactive, targeted approach is dependent on a predictive statistical technique to predict churners with a high accuracy. Otherwise the companys funds may be wasted on unnecessary programs that incorrectly identified customers. 1.3.Main Churn Predictors According to Chu, Tsai and Ho (2007:704) the main contributors to churn in the telecommunications industry are; price, coverage, quality and customer service. Their contributions to churn can be seen from Figure 3. Figure 3 indicates that the primary reason for churn is price related (47% of the sample). The customer churns because a cheaper service or product is available, through no fault of the company. This means that a perfect retention strategy, based on customer satisfaction, can only prevent 53% of the churners (Chu et al., 2007:704). 1.4.Churn Management Framework Datta, Masand, Mani and Li (2001:486) proposed a five stage framework for customer churn management (Figure 4). The first stage is to identify suitable data for the modelling process. The quality of this data is extremely important. Poor data quality can cause large losses in money, time and opportunities (Olson, 2003:1). It is also important to determine if all the available historical data, or only the most recent data, is going to be used. The second stage consists of the data semantics problem. It has a direct link with the first stage. In order to complete the first stage successfully, a complete understanding of the data and the variables information are required. Data quality issues are linked to data semantics because it often influences data interpretation directly. It frequently leads to data misinterpretation (Dasu Johnson, 2003:100). Stage three handles feature selection. Cios, Pedrycz, Swiniarski and Kurgan (2007:207) define feature selection as â€Å"a process of finding a subset of features, from the original set of features forming patterns in a given data set†. It is important to select a sufficient number of diverse features for the modelling phase. Section 5.5.3 discusses some of the most important features found in the literature. Stage four is the predictive model development stage. There are many alternative methods available. Figure 5 shows the number of times a statistical technique was mentioned in the papers the author read. These methods are discussed in detail in Section 6. The final stage is the model validation process. The goal of this stage is to ensure that the model delivers accurate predictions. 5.5.1Stage one Identify data Usually a churn indicator flag must be derived in order to define churners. Currently, there exists no standard accepted definition for churn (Attaa, 2009). One of the popular definitions state that a customer is considered churned if the customer had no active products for three consecutive months (Attaa, 2009; Virgin Media, 2009; Orascom Telecom, 2008). Once a target variable is derived, the set of best features (variables) can be determined. 5.5.2Stage two Data semantics Data semantics is the process of understanding the context of the data. Certain variables are difficult to interpret and must be carefully studied. It is also important to use consistent data definitions in the database. Datta, et al. (2001) claims that this phase is extremely important. 5.5.3Stage three Feature selection Feature selection is another important stage. The variables selected here are used in the modelling stage. It consists of two phases. Firstly, an initial feature subset is determined. Secondly, the subset is evaluated based on a certain criterion. Ahn et al. (2006:554) describe four main types of determinants in churn. These determinants should be included in the initial feature subset. Customer dissatisfaction is the first determinant of churn mentioned. It is driven by network and call quality. Service failures have also been identified as â€Å"triggers† that accelerate churn. Customers who are unhappy can have an extended negative influence on a company. They can spread negative word-of-month and also appeal to third-party consumer affair bodies (Ahn et al., 2006:555). Cost of switching is the second main determinant. Customers maintain their relationships with a company based on one of two reasons: they â€Å"have to† stay (constraint) or they â€Å"want to† stay (loyalty). Companies can use loyalty programs or membership cards to encourage their customers to â€Å"want to† stay (Ahn et al., 2006:556). Service usage is the third main determinant. A customers service usage can broadly be described with minutes of use, frequency of use and total number of distinct numbers used. Service usage is one of the most popular predictors in churn models. It is still unclear if the correlation between churn and service usage is positive or negative (Ahn et al., 2006:556). The final main determinant is customer status. According to Ahn et al. (2006:556), customers seldom churn suddenly from a service provider. Customers are usually suspended for a while due to payment issues, or they decide not to use the service for a while, before they churn. Wei and Chiu (2002:105) use length of service and payment method as further possible predictors of churn. Customers with a longer service history are less likely to churn. Customers who authorise direct payment from their bank accounts are also expected to be less likely to churn. Qi, Zhang, Shu, Li and Ge (2004?:2) derived different growth rates and number of abnormal fluctuation variables to model churn. Customers with growing usage are less likely to churn and customers with a high abnormal fluctuation are more likely to churn. 5.5.4Stage four Model development It is clear from Figure 5 that decision tree models are the most frequently used models. The second most popular technique is logistic regression, followed closely by neural networks and survival analysis. The technique that featured in the least number of papers is discriminant analysis. Discriminant analysis is a multivariate technique that classifies observations into existing categories. A mathematical function is derived from a set of continuous variables that best discriminates among the set of categories (Meilgaard, Civille Carr, 1999:323). According to Cohen and Cohen (2002:485) discriminant analysis makes stronger modelling assumptions than logistic regression. These include that the predictor variables must be multivariate normally distributed and the within-group covariance matrix must be homogeneous. These assumptions are rarely met in practice. According to Harrell (2001:217) even if these assumptions are met, the results obtained from logistic regression are still as accurate as those obtained from discrimination analysis. Discriminant analysis will, therefore, not be considered. A neural network is a parallel data processing structure that possesses the ability to learn. The concept is roughly based on the human brain (Hadden, Tiwari, Roy Ruta, 2006:2). Most neural networks are based on the perceptron architecture where a weighted linear combination of inputs is sent through a nonlinear function. According to de Waal and du Toit (2006:1) neural networks have been known to offer accurate predictions with difficult interpretations. Understanding the drivers of churn is one of the main goals of churn modelling and, unfortunately, traditional neural networks provide limited understanding of the model. Yang and Chiu (2007:319) confirm this by stating that neural networks use an internal weight scheme that doesnt provide any insight into why the solution is valid. It is often called a black-box methodology and neural networks are, therefore, also not considered in this study. The statistical methodologies used in this study are decision trees, logistic regression and survival analysis. Decision tree modelling is discussed in Section 6.1, logistic regression in Sections 6.2 and 6.3 and survival analysis is discussed in Section 6.4. 5.5.5Stage five Validation of results Each modelling technique has its own, specific validation method. To compare the models, accuracy will be used. However, a high accuracy on the training and validation data sets does not automatically result in accurate predictions on the population dataset. It is important to take the impact of oversampling into account. Section 5.6 discusses oversampling and the adjustments that need to be made. 1.5.Adjustments for Target Level Imbalances From Telkoms data it is clear that churn is a rare event of great interest and great value (Gupta, Hanssens, Hardie, Kahn, Kumar, Lin Sriram, 2006:152). If the event is rare, using a sample with the same proportion of events and non-events as the population is not ideal. Assume a decision tree is developed from such a sample and the event rate (x%) is very low. A prediction model could obtain a high accuracy (1-x%) by simply assigning all the cases to the majority level (e.g. predict all customers are non-churners) (Wei Chiu, 2002:106). A sample with more balanced levels of the target is required. Basic sampling methods to decrease the level of class imbalances include under-sampling and over-sampling. Under-sampling eliminates some of the majority-class cases by randomly selecting a lower percentage of them for the sample. Over-sampling duplicates minority-class cases by including a randomly selected case more than once (Burez Van Den Poel, 2009:4630). Under-sampling has the drawback that potentially useful information is unused. Over-sampling has the drawback that it might lead to over-fitting because cases are duplicated. Studies have shown that over-sampling is ineffective at improving the recognition of the minority class (Drummond Holte, 2003:8). According to Chen, Liaw Breiman, (2004:2) under-sampling has an edge over over-sampling. However, if the probability of an event (target variable equals one) in the population differs from the probability of an event in the sample, it is necessary to make adjustments for the prior probabilities. Otherwise the probability of the event will be overestimated. This will lead to score graphs and statistics that are inaccurate or misleading (Georges, 2007:456). Therefore, decision-based statistics based on accuracy (or misclassification) misrepresent the model performance on the population. A model developed on this sample will identify more churners than there actually are (high false alarm rate). Without an adjustment for prior probabilities, the estimates for the event will be overestimated. According to Potts (2001:72) the accuracy can be adjusted with equation 1. It takes prior probabilities into account. With: : the population proportion of non-churners : the population proportion of churners : the sample proportion of non-churners : the sample proportion of churners : the number of true negatives (number of correctly predicted non- churners) : the number of true positives (number of correctly predicted churners) : the number of instances in the sample However, accuracy as a model efficiency measure trained on an under-sampled dataset is dependent on the threshold. This threshold is influenced by the class imbalance between the sample and the population (Burez Van Den Poel, 2009:4626).

How to Write a Synthesis Essay :: Synthesis Essay

The main purpose of a synthesis essay is to make insightful connections. Those connections can show the relationship(s) between parts of a work or even between two or more works. It is your job to explain why those relationships are important. In order to write a successful synthesis essay, you must gather research on your chosen topic, discover meaningful connections throughout your research, and develop a unique and interesting argument or perspective. A synthesis is not a summary. A synthesis is an opportunity to create new knowledge out of already existing knowledge, i.e., other sources. You combine, â€Å"synthesize,† the information in your sources to develop an argument or a unique perspective on a topic. Your thesis statement becomes a one-sentence claim that presents your perspective and identifies the new knowledge that you will create. Before writing your synthesis 1. Narrow a broad or general topic to a specific topic: In a short essay, completely covering a large topic is impossible, so picking a specific, focused topic is important. For example, the broad topic of global warming would need to be narrowed down to something more specific, like the effects of automobile exhaust on an ecosystem. 2. Develop a working thesis statement: A working thesis statement should include a rough idea of your topic and the important point you want to make about that topic. Writing this statement at the top of a rough draft or outline and looking at it often can help you remain focused throughout the essay. However, the thesis statement that you begin with is not set in stone. If you find that your essay shifts topic slightly, you can change your thesis in later drafts so that it matches your new focus. 3. Decide how you will use your sources: After completing your research and gathering sources, you may have a large or overwhelming amount of information. However, the purpose of a synthesis essay is to use only the most important parts of your research, the information that will best support your claim. At this point, you must decide which sources, and/or which parts of those sources, you will use. 4. Organize your research: Now, decide the order in which you will present your evidence, the various arguments you will employ, and how you will convince your readers. Writing your synthesis In the following synthesis essay the author found various sources on the same topic and used certain parts of those sources to support the thesis statement. How to Write a Synthesis Essay :: Synthesis Essay The main purpose of a synthesis essay is to make insightful connections. Those connections can show the relationship(s) between parts of a work or even between two or more works. It is your job to explain why those relationships are important. In order to write a successful synthesis essay, you must gather research on your chosen topic, discover meaningful connections throughout your research, and develop a unique and interesting argument or perspective. A synthesis is not a summary. A synthesis is an opportunity to create new knowledge out of already existing knowledge, i.e., other sources. You combine, â€Å"synthesize,† the information in your sources to develop an argument or a unique perspective on a topic. Your thesis statement becomes a one-sentence claim that presents your perspective and identifies the new knowledge that you will create. Before writing your synthesis 1. Narrow a broad or general topic to a specific topic: In a short essay, completely covering a large topic is impossible, so picking a specific, focused topic is important. For example, the broad topic of global warming would need to be narrowed down to something more specific, like the effects of automobile exhaust on an ecosystem. 2. Develop a working thesis statement: A working thesis statement should include a rough idea of your topic and the important point you want to make about that topic. Writing this statement at the top of a rough draft or outline and looking at it often can help you remain focused throughout the essay. However, the thesis statement that you begin with is not set in stone. If you find that your essay shifts topic slightly, you can change your thesis in later drafts so that it matches your new focus. 3. Decide how you will use your sources: After completing your research and gathering sources, you may have a large or overwhelming amount of information. However, the purpose of a synthesis essay is to use only the most important parts of your research, the information that will best support your claim. At this point, you must decide which sources, and/or which parts of those sources, you will use. 4. Organize your research: Now, decide the order in which you will present your evidence, the various arguments you will employ, and how you will convince your readers. Writing your synthesis In the following synthesis essay the author found various sources on the same topic and used certain parts of those sources to support the thesis statement.

Purpose of Evaluating Customer Service Policies

Manual on Module II Introduction to Hospitality By Authors Mr Murray Mackenzie School of Hotel & Tourism Management The Hong Kong Polytechnic University and Dr Benny Chan Hong Kong Community College The Hong Kong Polytechnic University Consultant Mr Tony Tse School of Hotel & Tourism Management The Hong Kong Polytechnic University Introduction to Hospitality Copyright  © The Government of the Hong Kong Special Administrative Region All rights reserved.The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to the legal responsibility. Schools need not apply for permission to copy this manual in whole or in part for non-profit making educational or research purposes. All other uses should gain prior permission in writing from the Government of the Hong Kong Special Administrative Region. Requests should be directed to the: Education Bureau 3/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai, Hong Kong i Introduction to Hospitality Acknowledgements We would like to express our gratitude to the following organizations for giving us the permission to reprint some of the pictures and /or providing us with information for completing the curriculum support package: The Association of National Tourist Office Representatives in Hong Kong, ANTOR (HK) Centre for Food Safety, Food and Environmental Hygiene Department ii Introduction to Hospitality IntroductionA set of curriculum support package of tourism and hospitality learning and teaching materials is being developed by the Personal, Social and Humanities Education Section of Curriculum Development Institute, Education Bureau for the implementation of the senior secondary Tourism and Hospitality Studies curriculum in schools. The curriculum support package is comprised of eight manuals, and they are developed to broaden students’ knowledge of the eight different units of the Tourism and Hospitality Studies curriculum.The content of this manual – Introduction to Hospitality, should enhance students’ understanding of the dynamic nature of the tourism and hospitality industry. In addition, the manual includes activities to deepen students’ understanding and help them to apply theories and concepts. Furthermore, students should be able to develop enquiry, problem-solving and decision-making skills through these activities. All comments and suggestions related to this curriculum support package may be sent to: Chief Curriculum Development Officer (PSHE) Personal, Social and Humanities Education Curriculum Development InstituteEducation Bureau 13/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai Hong Kong April 2009 iii Introduction to Hospitality Table of Contents 1 Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 1. 1 Introduction to Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 1. 1 1. 1. 2 The Tangible and Intangible Nature of the Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. 1. 3 2 The Nature of the Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1Relationship between the Hospitality Industry and Tourism †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Accommodation Sector†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 2. 1 Introduction to th e Accommodation Sector†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 2. 1. 1 2. 2 Classification of Accommodation Establishment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Introduction to the Hotel Operations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 2. 2. 1 Hotel Ownership †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 2. 2. 2 The Functions and Departments of a Hotel †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 2. 2. 3 Introduction to the Rooms Divisi on †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 2. 2. 4 Front Office Operations †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 2. 2. 4. 1 Guest Cycle †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 2. 2. 4. 2 Front Office Department †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 2. . 4. 3 Types of Hotel Guest †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 36 2. 2. 4. 4 The Accommodation Product †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 37 2. 2. 5 Housekeeping Operations †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 41 2. 2. 5. 1 2. 2. 5. 2 In-room Guest Supplies and Amenities †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 49 2. 2. 5. 3 Room Status Codes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 50 2. 2. 5. 4Types of Guest Requests †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 52 2. 2. 5. 5 3 Housekeeping Department †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 41 Security Procedures †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 55 Food and Beverage Sector †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 57 3. 1 Introduction to the Food and Beverage Sector†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 57 3. 1. 1 Food and Beverage Operations (Hotel)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 3. 1. 2 Classification of Food Service Establishments †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 78 iv Introduction to Hospitality 3. 1. 3 3. 2 3. 2. 1 Types of Food and Beverage Services †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 82 Food and Beverage Service Principles †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 86 Basic Knowledge of Menus, Food and Beverage Services and Kitchen Operations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦. 86 3. 2. 2Ambience of an Establishment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 98 3. 2. 3 Menu Planning and Design †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 110 3. 3 4 Food Safety and Personal Hygiene†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 117 The Role of Technology in the Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 240 4. 1 The Development of Technology in the Hospitality Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 240 4. 1. 1 The Importance of Employing Up-to-date Information Technology †¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 40 4. 1. 2 The Ways Technological Changes Improve the Operational Efficiency of the Hospitality Industry for Customers, Tourists and Staff †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 242 4. 1. 3 The Property Management System (PMS) in Hotels†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 243 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 246 v Introduction to Hospitality 1 Hospitality Industry 1. 1 Introduction to Hospitality Industry 1. 1. 1 The Nature of the Hospitality Industry What is the meaning of HOSPITALITY? There have been different definitions of Hospitality.Broadly speaking, Hospitality is the act of kindness in welcoming and looking after the basic needs of guests or strangers, mainly in relation to food, drink an d accommodation. A contemporary explanation of Hospitality refers to the relationship process between a guest and a host. When we talk about the â€Å"Hospitality Industry†, we are referring to the companies or organisations which provide food and/or drink and/or accommodation to people who are away from home. However, this definition of the â€Å"Hospitality Industry† only satisfies most situations. Can you think of any circumstances where the phrase â€Å"away from home† would not be accurate?Resort hotel 1 Introduction to Hospitality ACTIVITY 1 In groups, consider the hospitality industry in Hong Kong. Discuss the different sectors in the hospitality industry. (Hint: A sector of hospitality industry can be profit-making or non-profit-making. ) You may also give the names of some companies in the hospitality industry. One example has been given in the table below. Work on the table to see which group in your class comes up with the most appropriate examples. H ospitality industry in Hong Kong Sector Products/services provided Example Name of company/ organisation Food and BeverageFood and drink Fast food McDonald’s ACTIVITY 2 Look at the table that your group has just completed and compare the answers with other groups. Have you been to any of the above companies or organisations? What services did you receive from them? Were you satisfied with the way you were treated by the company or its staff? Did they understand what services you wanted? Did they provide what you wanted quickly and accurately? Was the staff member friendly or rude? Based on the discussion above, suggest five qualities or traits that a successful staff member in the hospitality industry should possess.Do you or your group members possess any of these qualities or traits? 2 Introduction to Hospitality 1. 1. 2 The Tangible and Intangible Nature of the Hospitality Industry In Activity 1, we learned about different types of products and services provided by the hos pitality industry. The physical products of hospitality, e. g. food and drink in a restaurant or the actual hotel room, are products that are sold at a price to the guests or customers (e. g. the price a guest paid for renting a hotel room, or the price a customer paid for buying a meal in a restaurant). These are often regarded as the TANGIBLE aspects of hospitality.However, our experience of the hospitality industry does not only rely on the tangibles. Think about your experience of being a customer in a restaurant or a guest in a hotel. What else, apart from the food in restaurants and the facilities in hotel rooms, do you think can make your hospitality experience more enjoyable and satisfied? A successful hospitality business does not only count on its products and services, but also how they are delivered. The qualities of staff and the way they deliver the service are often more important than the tangible products in making a hospitality experience satisfactory or unsatisfac tory.We call these the INTANGIBLE aspects of hospitality. Can you think of any INTANGIBLE aspects of the hospitality industry? 1. 1. 3 Relationship between the Hospitality Industry and Tourism As we have seen, the hospitality industry includes hotels and restaurants, as well as many other types of organisations or institutions that offer food, drink, shelter and other related services. These products and services are offered not only to people away from home, but also to local guests. A manager in the hospitality industry, therefore, must keep in mind the following three objectives: 1. Making the guests feel welcome personally . Making things work for the guests 3. Making sure that the operation will continue to provide service and meet its budget Apart from local guests, can you think of any other guests who may need services and products provided by the hospitality industry? 3 Introduction to Hospitality ACTIVITY 3 Now work in pairs and follow the instructions below: Tourist A â⠂¬â€œ You are an 18-year-old student from Beijing. You visit Hong Kong for the first time with your cousin who is also from Beijing this summer. As you are a student, you travel on a budget and are planning to come to Hong Kong round trip by train.You plan to stay in Hong Kong for 5 days/4 nights. Tourist B – You are a businessman from Sweden. Your company is a car manufacturer. You come to Hong Kong for an international automobile exhibition. You will fly to Hong Kong and stay for two nights before you fly to Singapore for another business meeting. You will stay in Singapore for two nights before going home. In two minutes, write down as many as possible of the products and services you would require from the different sectors of the tourism industry for your trip. Compare your answers with those of your partner.Do you have different or similar answers? How many of the points you jotted down are similar to those of your partner? Fill in the following table: A young student ( Tourist A) A business traveller (Tourist B) In Activity 3 we learned there are different kinds of tourists. Regardless of what type of tourist they are, they all need shelter and food and drink – the basic hospitality services – at ALL points of the tourism cycle, not just at the destination. This is why hospitality can be referred to as one of the principal dimensions in tourism, along with transportation, specialist shops and leisure activities.Unlike tourism, hospitality, however, serves both tourist and non-tourist needs. To enhance your understanding of the relationship between the hospitality and tourism industry, complete Activity 4. 4 Introduction to Hospitality ACTIVITY 4 The following diagram shows the relationship between the hospitality and tourism industry. Can you think of more services with examples to add to the diagram? Hospitality Industry Tourism Industry Hospitality Institutional/ Welfare Catering e. g. Hospital Catering Commercial Accommodation Ser vices e. g. Hotels, Guest HousesTransportation services e. g. Car Rental, Airlines In Activity 4 we learned the hospitality industry is a part of a wider group of economic activities called tourism. In addition, not all hospitality businesses are profit-making business. In this Unit, we have learned that there are two main business sectors in the hospitality industry: ? Accommodation – To provide accommodation (and usually food and drink) to people who for whatever reason are away from home ? Food and beverage – To provide food and beverage to local, commuting, transient customers and touristsThese two sectors will be covered in more detail in Units 2 and 3 respectively. 5 Introduction to Hospitality 2 Accommodation Sector 2. 1 Introduction to the Accommodation Sector 2. 1. 1 Classification of Accommodation Establishment Guestroom There is no generic rule for classifying accommodation establishments globally. One method is to divide accommodation into two main groups: ? ? Non-commercial Commercial Accommodation Non-commercial Commercial Hotels Private e. g. Private Home Non-profit e. g. Shelter Institutional e. g. University Figure 1: Accommodation structure 6 Introduction to HospitalityThe Hotel Proprietors Ordinance Chapter 158 provides a clear definition of a hotel: Hotel means an establishment held out by the proprietor as offering sleeping accommodation to any person presenting himself who appears able and willing to pay a reasonable sum for the services and facilities provided and who is in a fit state to be received. As Hotel is the predominant type of commercial accommodation in Hong Kong, we, therefore, will discuss in depth about how hotels can be classified. Hotels can be classified by: ? Location: e. g. city centre hotels, suburban hotels, airport hotels and highway hotels/motels ? Function: e. g. ommercial hotels and convention hotels ? Market segment: e. g. resorts, health spas, timeshares/vacation ownership and casino hotels ? Dist inctiveness of property: e. g. all-suite hotels, boutique hotels, extended-stay hotels, historic conversions and bed and breakfast inns ? Price and staff/room ratio ? Size: e. g. under 150 rooms, 151-300 rooms, 301-600 rooms, more than 600 rooms ? Rating (grading) : e. g. one-star to five-star or one-diamond to five-diamond In 2008, the Mobil Travel Guide used its own rating system to give awards to some hotels in Hong Kong, Macau and Beijing. Below is an excerpt from the following web link: ttp://stars. mobilinternationalratings. com/stars â€Å"Mobil Travel Guide, now in its 51st year as one of the oldest and most respected inspection and ratings system in the world, is pleased to announce its 2009 Four- and Five-Star Winners. Representing a landmark in the company's history, 2009 is the first year that international cities have been rated and received Star Awards, and the winners from Beijing, Hong Kong, and Macau are included. In November, Hong Kong and Macau were awarded with the most Mobil Five-Star rated hotels and spas for a given city in the history of the company. † 7 Introduction to HospitalityACTIVITY 5 With the aid of the above web link, list the five-star hotels and spas in Hong Kong as awarded by the Mobil Travel Guide in November 2008. ACTIVITY 6 The Hong Kong Tourism Board (HKTB) has developed its own hotel classification system. Look up the information from the PartnerNet website (http://partnernet. hktb. com/pnweb/jsp/comm/index. jsp) and answer the following questions: a) How does HKTB define the hotels in Hong Kong? b) Does HKTB make public the listing of hotels by category? The following chart shows various types of accommodation used by travellers and their respective characteristics:Name(s) City centre hotels Characteristics These hotels are located within the heart of a city. The type may vary greatly from business, suites, residential, economy, mid-scale to luxury. Local example: ____________________ Suburban hotels Suburban ho tels tend to be smaller properties which usually provide full-service, and locate in suburban area. Local example: ____________________ These hotels are designed especially to accommodate air travellers. They offer a mix of facilities and amenities. The majority offer guests transportation to and from the airport.Local example: ____________________ Airport hotels They are designed for overnight stays for car travellers, often with very Highway hotels/Motels basic facilities. The rooms usually have direct access to an open parking lot. They are often smaller than most hotels. They are located on the outskirts of towns and cities. Local example: ____________________ Convention hotels These hotels can have 2000 rooms or more. In addition to accommodation, they provide extensive meeting and function space for holding conventions. There are banquet areas within and around the hotel complex.Most of them provide an in-house laundry, a business centre, airport shuttle service, and 24-hour r oom service. They are often in close proximity to convention centres and other convention hotels. Local example: ____________________ 8 Introduction to Hospitality Commercial They are located in downtown areas. They tend to be smaller than convention hotels. Meeting and function space are smaller, and there hotels are fewer banquet areas. Local example: ____________________ Resort hotels These hotels are located in picturesque, sometimes remote settings. Guests travel long distance to resorts. Usually, they tend to stay longer.Resorts typically provide a comprehensive array of recreational amenities, as well as a variety of food & beverage outlets ranging from informal to fine-dining restaurants. Local example: ____________________ Spa hotels They are located in resort-type settings or as part of city spa hotels. They provide accommodations, spa treatments, programs and cuisine. Programs offered vary widely. They may include relaxation/stress management, fitness, weight management, grief/life change and pilates/yoga. Spas have professional staff that often include dieticians, therapists, masseurs, exercise physiologists, and in some cases, physicians.Local example: ____________________ Timeshares/ This is a type of shared ownership where a buyer purchases the right to use the property for a portion of each year. In many cases, when the Vacation timeshare is purchased, the buyer receives a deed. This indicates that ownership the buyer can use the property each year at the time specified for the number of years based on the deed and the purchase can be handed down to the buyer’s heirs. Local example: ____________________ Casino hotels They have gambling operations which are the major revenue centres. They also provide live entertainment.A wide variety of luxury amenities, hotel services including fine and casual dining and shopping centres are typically available on site. Local example: ____________________ All-suite hotels The guest rooms in these hotels are larger than normal hotel rooms, with separate areas for working, sleeping and relaxing. A living area or parlour is typically separated from the bedroom, and some properties offer a kitchen set-up in the rooms. The amenities and services can vary widely. They can be found in various locations such as urban, suburban, or residential. Local example: ____________________ 9 Introduction to Hospitality Boutique otels Boutique hotels differentiate themselves from traditional hotels and motels by providing personalized accommodation and services/facilities. They are sometimes known as â€Å"design hotels† or â€Å"lifestyle hotels†. The price varies greatly. They are very different in their â€Å"look and feel† from traditional lodging properties. They are more intimate, and, perhaps, more luxurious, and stand out as an individual. The amenities vary greatly depending on what the hotel’s environment and theme chosen. For example, a boutique hotel may not of fer Wi-Fi Internet, air conditioning, or cable/pay TV if it is focus on comfort and solitude.Local example: ____________________ Extendedstay hotels/ Serviced Apartments These properties cater to guests who stay for an extended period. They usually offer full kitchen facilities, shopping services, business services and limited housekeeping services. Local example: ____________________ Historic conversion hotels These properties have historic significance. They have been converted into lodging establishments with retention of their historic character. Local example: ____________________ They are usually family-owned. They are private homes whose owner Bed and ives on or near the premises and rents out rooms to overnight guests. breakfast inns (B) The paid accommodation typically includes breakfast. A popular term is â€Å"B (i. e. bed and breakfast provided). The host often provides guests with assistance regarding directions, and information regarding the local area including sight seeing suggestions. It is usually located in rural areas and villages. Local example: ____________________ Guest houses Guest houses are similar to bed and breakfast inns. They range from low-budget rooms to luxury apartments. They tend to be like small hotels in bigger cities.Though the facilities are limited, most rooms are air-conditioned with en-suite shower and toilet. Local example: ____________________ Hostels They are very cheap accommodation. The sleeping arrangements are usually in dormitory style and there may also be self-catering facilities on site. Local example: ____________________ They are bedrooms on a ship or train for passengers. Local example: ____________________ Villas/Chalet They are self-catering accommodation in a private bungalow, usually rented to prestigious or renowned guests. In many cases, it refers to a s (usually small cottage with an overhanging roof in a seaside resort, e. . beach found in houses. skiing and Local example: ____________________ bea ch resorts) Cabins 10 Introduction to Hospitality ACTIVITY 7 Based on the characteristics of various types of accommodation listed above, browse the website and fill in a local example. In Activity 7 we learned that a hotel may fall under more than one classification. For example, The Landmark Mandarin Oriental, Hong Kong is a luxury city centre and spa hotel. In addition, different types of hotel will offer different kinds of products and services for their guests and will be run differently to meet their guests’ needs.A luxury hotel may provide more personalised services and facilities that may not appear in a limited-service hotel. Examples include high-speed broadband Internet access, LCD televisions, DVD/CD home entertainment sound systems, 24-hour butler service and in-room dining, and 24-hour concierge and business services. 11 Introduction to Hospitality 2. 2 Introduction to the Hotel Operations Hotel swimming pool Hotel fitness centre 2. 2. 1 Hotel Ownership Another way to classify hotels is by their ownership, which can be: ? Private An independent hotel owned by a person/partnership/private company e. . Shamrock Hotel ? Local group Several hotels owned by a local company e. g. Harbour Grand Hong Kong, The Kowloon Hotel, Harbour Plaza Hong Kong, Harbour Plaza Metropolis, Harbour Plaza North Point and Harbour Plaza Resort City are all owned by Harbour Plaza Hotels & Resorts ? International group A hotel which is part of an international chain of hotels e. g. JW Marriott Hotel Hong Kong is part of the Marriott International, Inc. 12 Introduction to Hospitality Hotel management Hotels can be operated in one of the following ways: ? Independently owned and operatedThese can be independent hotels, with no affiliation, that are being managed by the owners of the properties. ? Management contract Management contracts are hotel management companies which operate properties owned by other entities. In some cases, the hotel owners may arrange to run the ir properties through a management contract with a company that specialises in managing hotels. The reason for this is that the owner may not: – Have the necessary expertise – Desire to become involved in the operation of the hotel Benefits for the hotel management company: – Little or no up-front financing or equity involved Manage the property for the contract period such as five, ten or twenty years – Receive a management fee during the contract period ? Franchising Some investors prefer to use the franchising concept in running the hotel. Franchising in the hospitality industry is a concept that: – Allows interested investors to use a company’s (the franchisor) name and business format – Is made up of properties where the franchisees agree to run the hotel in accordance with the strict guidelines set by the franchisor – Allows a company to expand more rapidly by using others’ capital Benefits for the franchisee: Obta in from the franchisor the expertise in doing business such as site selection, planning, pre-opening training, operations manuals, information management, central reservation system, field support, quality control, purchasing, advertising, marketing, new products and concepts – The franchisee has complete control and responsibility over the daily operation of the property In return, the franchisor receives a joining fee and an ongoing fee from the franchisee. 13 Introduction to Hospitality ? Referrals Referral associations, e. g. Leading Hotels of the World (LHW), offer to hotels similar benefits as franchising, but at a lower cost.Some hotels choose to become a referral property. This means that the property is being operated as an independent hotel in association with a certain chain. These hotels refer guests to one another’s properties and share a centralised reservation system, a common logo, image, or advertising slogan. Hotels pay an initial fee to join a referr al association and further fees are based on services required. As the property has already been physically developed, the owner may want assistance only with marketing, advertising, management, or reservation referral.In addition, guests may find more variation among the referral properties as size and appearance standards are less stringent than those in a franchise agreement. However, every hotel is assessed and checked regularly to ensure that it maintains the highest standards. ACTIVITY 8 State two drawbacks for a franchisee joining a franchise company. ACTIVITY 9 Browse the website and find out two international hotel chains that provide management contract and franchising services to the hotel owners. 14 Introduction to Hospitality 2. 2. 2 The Functions and Departments of a HotelThe day-to-day operations of a hotel are the key factors determining the success or failure of its service. It is necessary to understand the structure of hotels in order to get an overview of how the organisation fits together. General Manager Resident Manager Rooms Division Engineering Security Human Resources Food & Beverage Sales & Marketing Accounts Figure 2: Major departments of a five-star hotel Regardless of the size of a hotel, the organisational structure will be basically the same. It is usually divided into several distinct departments, each responsible for a particular area of work.The larger the hotel is and the more facilities it offered, the more specialised the departments become. For example, the front office and housekeeping department are under the control of the director of rooms. The duties of key executives 1. General Manager The main responsibilities of the general manager (GM) include: ? Providing leadership to the management team ? Coordinating the work of all departments ? Participating in the formulation of hotel policies and strategies ? Leading the hotel staff in meeting the financial, environmental and community responsibilities Assuming full respo nsibilities for the overall performance of the hotel 2. Resident Manager The main responsibilities of the resident manager include: ? Holding a major responsibility in developing and executing plans developed by the owner(s), the general manager and other members of the management team ? Checking on operations, providing feedback and offering assistance when needed ? Completing, reviewing and summarizing statistical reports and sharing them with the general manager ? Assuming responsibilities for the daily operations and management of the hotel 5 Introduction to Hospitality Functions of major hotel departments 1. Engineering The engineering department is responsible for maintaining the physical plant of the hotel such as electricity, plumbing, air conditioning, heating and elevator systems; and for overseeing all mechanical and technical conditions of the hotel. 2. Security Security is an important concern in every hotel. The security department is responsible for implementing proce dures which aim at protecting the safety and security of hotel guests, visitors, hotel employees and the hotel itself.Examples include monitoring surveillance equipments, patrolling the hotel premises and maintaining security alarm systems. 3. Human Resources The human resources (personnel and training) department is responsible for hiring, orientation, training, wages and benefit administration, labour relations, employee relations, and staff development. 4. Food and Beverage The food and beverage (F) department provides food and beverage services to the hotel guests and visitors through a variety of outlets and facilities/services.Examples include lounge, bar, coffee shop, restaurants, banquet service, room service (also called in-room dining) and cake shop. 5. Sales and Marketing The main functions of the sales and marketing department involve generating new businesses for the hotel, coordinating advertising, as well as sales promotions and public relations activities aiming at e nhancing the hotel’s image. 6. Accounts The accounts department is headed by the financial controller who, as a key member of the management team, can guide the hotel to an increasing profitability through better control and asset management.In addition, this department is responsible for monitoring all of the financial activities of a hotel. Examples include overseeing accounts receivable, accounts payable, payroll, and cost control systems of the hotel; keeping records of assets, liabilities and financial transaction of the hotel; preparing the monthly profit-and-loss statement, coordinating with purchasing department and information technology department, and handling guests’ inquiries about billing. The functions of Rooms Division will be covered in detail in Unit 2. 2. 3. ACTIVITY 10Browse the website and find a five-star hotel in Hong Kong/Macau that has a video in English and Chinese promoting its services and facilities to the guests. 16 Introduction to Hospita lity 2. 2. 3 Introduction to the Rooms Division Rooms Division Front Office Department Housekeeping Department Figure 3: Organisation of the rooms division The main source of income for most hotels comes from the rooms division and the food and beverage department. In general, the rooms division comprises two major departments, the front office and housekeeping, which are involved in the sales or services of rooms to guests.The director of rooms is responsible to the general manager for the effective leadership and smooth operation of all departments that make up the rooms division. Front desk counter 2. 2. 4 Front Office Operations The front office is the nerve centre or hub of a hotel. It is the department that makes the first and last impression on the guests, and the place that guests approach for information and service throughout their stays. 17 Introduction to Hospitality Front desk clerk The three main functions of the front office are as follows: 1. Selling rooms 2.Maintain ing balanced guest accounts 3. Providing services and information to guests 2. 2. 4. 1Guest Cycle The operation of the front office department is mainly determined by the type and number of guest transactions which take place during the four different phases of the guest cycle as shown in Figure 4 and listed below: ? Pre-arrival The stage where the guest makes room reservation. ? Arrival The point when the guest arrives at the hotel. ? Occupancy The period during which the guest stays in the hotel. ? Departure The point when the guest checks out and leaves the hotel. 8 Introduction to Hospitality Figure 4: The guest cycle Complete Activity 11 to enhance your understanding of the various types of transactions and services which may occur between the guest and the hotel during different phases of the guest cycle. 19 Introduction to Hospitality ACTIVITY 11 Determine at which stage(s) of the guest cycle the following guest transaction or service could occur. a) Fill in the Answer column below with the correct alphabet (A-D) which denotes the four different stages of the guest cycle. A – Pre-arrival B – Arrival C – OccupancyD – Departure The first one has been done as an example for you. No. Guest Transaction or Service Answer(s) 1. Reservation A 2. Mail and information 3. Transportation 4. Telephone call and message 5. Check-in and registration 6. Flight confirmation 7. Room assignment 8. Safe deposit 9. Issuing of key 10. Baggage handling 11. Maintaining guest account 12. Bill settlement 13. Issuing of breakfast coupon 14. Currency exchange 15. Wake-up call 16. Check-out 17. Booking of theatre ticket 20 Introduction to Hospitality b) When you complete studying this section – 2. 2. Front Office Operations, try this activity again by filling in your answers using the guest cycle provided below. In Activity 11, we have learned that different types of guest transactions and services could occur in the four different phases of the gu est cycle which are being handled mainly by the front office department. The following will explain how different sections of the front office department are being organised to handle these guest transactions. 21 Introduction to Hospitality 2. 2. 4. 2 Front Office Department Front Office Manager Assistant Front OfficeManager Assistant Manager Telephone Services Manager Reservations Manager Front Desk Manager Guest Relations Telephone Supervisor Reservations Supervisor Front Desk Supervisor Telephone Operator Reservations Clerk Front Desk Clerk Chief Concierge Baggage Supervisor Baggage Porter Executive Floor Manager Senior Airport Representative Executive Floor/Business Centre Airport Representative Door Attendant Parking Parking Attendant/Driver Attendant Figure 5 Front office organisation chart of a large hotel Figure 5 shows an organizational chart for a front office.This illustrates the structure and lines of communication which operate within the front office. The front office department is headed by the front office manager (FOM) whose main duty is to enhance guest services by constantly developing services to meet guests’ needs. The FOM performs the following duties: ? Monitoring reservation status ? Looking over market mix and preparing occupancy forecasts ? Determining rate structures and supervising implementation of rate policies ? Reviewing previous night’s occupancy and average room rate ? Reviewing arrivals and departures for the day and the next day ?Making staffing adjustments needed for arrivals and departures ? Reviewing the VIP list, checking VIP rooms, meeting VIPs and entertaining them 22 Introduction to Hospitality (1) Telephone The telephone department is headed by the telephone services manager. The telephone supervisor and telephone operator process all incoming and outgoing calls through the hotel switchboard. Staff in this department generally possesses good language and communication skills. The members need to: ? Prov ide general information regarding the hotel or local attractions to guests over the telephone Place international calls, morning calls and wake-up calls as required by guests ? Administer the paging system of the hotel, which provides a communication service between certain hotel staff and management staff who are not always in their offices ? Administer the in-room movie system of the hotel ? Stay familiar with the names of Very Important Persons (VIPs) in the hotel ? Protect guest privacy by not disclosing room number, guest information and reporting suspicious person ? Communicate weather emergency to management, engineering, security and guests ?Perform the role of communications centre in the event of emergency In order to provide better service, some hotels have introduced the â€Å"one-stop service† with all guest requests being carried out through the telephone department. For example, if a guest called in and wanted to place a booking with the coffee shop, the line w ould be transferred by the telephone operator to the coffee shop in the past. With the â€Å"one stop service†, the telephone operator will take the booking for the guest. This can speed up the booking process and leave the guest a better impression. 2) Reservations The reservations manager takes charge of this section and makes decisions on whether room reservations/bookings should be accepted when the hotel is fully booked. That is, to stop taking room reservations or to allow overbooking of rooms. The reservations supervisor will monitor closely all the room reservations taken and report to the reservations manager when abnormal situations happen. For example, there is a larger number of room cancellations than usual. The reservations clerk will: ? Handle reservation request and prepare reservation confirmation slips ?Request guests to confirm or guarantee their room reservations ? Keep records of the details of each reservation and the number of room reservation taken for each night ? Provide the front desk with details of room reservation due to arrive the next day ? Prepare VIP lists ? Update guest history records Reservations may originate from different sources: ? Direct reservation via telephone, fax, letter, e-mail or Internet ? Reservation network systems such as Leading Hotels of the World (LHW) ? Travel agents ? Tour operators ? Meeting planners ? Walk-in 23 Introduction to HospitalityWhen a reservation request is accepted, the details of the room reservation such as guest name(s), staying period, room type and rate, method of payment, guest contact information and special requests will be recorded on a reservation form, as shown in figure 6, and in the computer. It is common practice for hotels to overbook during peak season in order to ensure full occupancy as some guests are likely not to show up. Overbooking refers to a situation when the hotel takes more reservations than the number of its rooms to accommodate. Therefore, reservations clerk will request guests to guarantee their booking during peak season.For guaranteed reservation, hotel will hold the room for the guest overnight or during the guaranteed period as the guest has prepaid for the room and no refund will be given if the guest does not show up. By contrast, a non-guaranteed reservation means that the hotel will hold the room until a stated cancellation time, normally up to 6 p. m. on the arrival date and then release the room for sale if the guest does not arrive. 24 Introduction to Hospitality RESERVATION FORM ________ ____________________ Title ___________________ Surname First Name __________________ Second Name Arrival Date: Departure Date: Flight/Time:Flight/Time: No. of Persons: No. of Rooms/Room Type: Room Rate: _____________________________________ Corporate Discount Travel Agent Airline Discount Discount Courtesy Package Discount Transportation Required: Airport to Hotel Hotel to Airport Round Trip Billing Instruction: Guest A/C Room on Comp any All Expenses on Company Other: __________________ Guaranteed By: Company letter/fax/e-mail Fax Deposit Credit Card No. : ________________________________ Expiry Date: ____________ Company Name: Telephone/Fax no. : Reserved by: E-mail Address: Confirmation: Yes/No Remarks: Approved by: Taken by: Date: Figure 6:Reservation form 25 Introduction to Hospitality (3) Concierge The concierge comprises of a large group of uniformed staff, including: ? Chief Concierge ? Airport Representative ? Driver ? Parking Attendant ? Door Attendant ? Baggage Porter ? Baggage Supervisor The chief concierge is the overall in charge of this section. He/she normally works at a desk in the main foyer. The following guest services are provided by the concierge: ? Providing information/advice on hotel products/services, entertainment, attractions, sightseeing tours and local restaurants ? Confirming airline passages and purchasing airline tickets Reserving tables at restaurants and tickets to shows ? Arran ging the hire of hotel limousine and other transportation service such as a private jet ? Handling guest requests and inquiries, e. g. shopping request and an inquiry concerning the direction to a local bank Airport Representative Duties include: ? Greeting hotel guests at the airport ? Arranging hotel transportation for guests from the airport to the hotel ? Answering inquiries from guests about the different means of transportation available from the airport to the hotel such as airport express train, airport shuttle and bus ?Taking hotel room bookings ? Assisting departing guests at the airport ? Liaising with airlines for special arrangements such as wheelchair for guests and the handling of guest baggage lost by the airlines Driver Duties include: ? Taking guests to and from the airport ? Acting as personal driver for guest upon request such as taking guest to his office or for sightseeing tour Parking Attendant Duties include: ? Parking cars for guests patronising the hotel ? Assisting the door attendant in ensuring that traffic at the main entrance is smooth 26 Introduction to Hospitality Door Attendant Duties include: Greeting all new arrivals ? Providing door service to guests ? Summoning baggage porter to assist arriving guests ? Calling taxis and providing the hotel address card for guests ? Paying taxi fare on behalf of the hotel guests who do not have local currencies ? Directing traffic and parking of vehicles at the main entrance In general, the door attendant works outside the hotel’s entrance. Hotel entrance Baggage Porter (Bell Attendant) Duties include: ? Handling guest baggage in and out of the hotel ? Escorting check-in guests from the front desk to their rooms and introducing facilities in the room Running errands for the executive office and hotel guests such as going to the post office buying stamps/sending parcels, doing grocery shopping and obtaining visa to China for guests ? Delivering to guest room newspapers, mail, fax, mes sage and parcel, etc ? Handling storage of guest baggage/belongings for late check-out, next arrival or outsiders to pick up Baggage Supervisor (Bell Captain) Duties include: ? Answering telephone calls from guests regarding luggage pick up from room ? Assigning baggage porter to handle the guest baggage ?Receiving guest article, such as a tailor-made shirt from outsider, and assigning a baggage porter to deliver it to the guest room ? Handling guest requests for postal services such as collecting the postage fee of sending a parcel from the guest 27 Introduction to Hospitality (4) Front Desk (Reception) The front desk is headed by the front desk manager whose main duty is to ensure that the hotel achieves the highest possible level of room occupancy and the maximum revenue. Front Desk Supervisor (Reception Supervisor) Duties include: ? Overseeing the smooth running of the front desk ? Compiling duty roster Greeting important guests (VIPs) ? Assigning rooms to guests ? Dealing with group arrivals ? Handling guest requests such as room change and complaints not being able to be handled by subordinates Front Desk Clerk (Receptionist) Duties include: ? Greeting the guest ? Providing information and promoting hotel facilities and services to guests ? Checking in the guest ? Maintaining guest account ? Checking out the guest ? Administering the safe deposit system of the hotel ? Providing foreign currency exchange service to guest Registration (Check-in) The purposes of registration include the following: Recording the arrival of guest ? Confirming the personal details of guest ? Satisfying legal requirements Stages of registration ? Preparing for guest arrival such as check for arrivals with special requests ? Greeting the guest ? Determining the room rate and assigning room ? Assisting guest to complete the registration form ? Checking guest’s method of payment ? Handing over mail, message, article received before guest arrival and breakfast coupon (if app licable) to guest ? Issuing room key to guest ? Escorting guest to the room and introducing room facilities as required by individual hotelFigure 7 shows the sample of a completed registration form. During the process of registration, the front desk clerk will request to see the guest’s identity card or passport to check if the guest is an alien, for verification purpose. When all formalities are completed, the front desk clerk will issue the room key to the guest. The baggage porter will then take the guest’s baggage and escort the guest to the guest room. 28 Introduction to Hospitality Guests who arrive at the hotel without having made a reservation are known as walk-ins. It is common practice for hotel staff to obtain from the guest a ubstantial deposit or credit card imprint before checking the guest into the hotel. ACTIVITY 12 Mr Christie, a walk-in guest, will stay in your hotel for one night only and will be fully responsible for all charges incurred. As a front desk clerk, how would you explain to the guest that you have to collect one night room rate (HK$2,000. 00) + 10% service charge + prevailing government room tax (e. g. 3%) + an extra HK$ 1,000. 00 for hotel signing privileges from him as the deposit for check-in? 29 Introduction to Hospitality Registration Form Guest Name: Welcome to Parkside HotelMr. Brent David Ritchie Number : 8200 River Road Date of Birth: 11 Oct 77 Nationality: Canadian Passport No. : Address: Room 1718 JP089556 Richmond BC Canada V6X 3P8 Tel/Fax No. : E-mail Address: [email  protected] com Destination: Engineer Arrival Date: 12 Sep 07 Flight/Time: Occupation: Next CX839/20:55 Company Name: Canada Departure 14 Sep 07 Date: CX838/16:35 Flight/Time: Room Type: Deluxe Suite No. of Nights: 2 Room Rate: $2300 (HKD) No. of Guests: 1/0 Room rate is subject to 10% (Adult/Child) Service Charge & 3% Government Tax Payment Method: VISA MASTER CUP AMEX CASH JCBDINERS OTHERS: ____________________ Guest Signature: Brent D . Ritchie I understand that the guest signature on the registration form is authorized for use of the credit card on the file for payment of my account for this and future stays. I agree that my liability for this bill is not waived, and agree to be held personally liable in the event that the indicated person, company, or other third party billed fails to pay part or all of these charges. Express Check Out Service: I hereby authorize Parkside Hotel to charge my credit card for all expenses pertaining to my stay. *Express