Caribbean Tourism Human Resources Think-Tank · Caribbean Tourism Human Resources Think-Tank ......

www.bournemouth.ac.uk

From Service to Experience; From Service to Experience; understanding the role of people in the understanding the role of people in the

tourism businesstourism business

Caribbean Tourism Human Caribbean Tourism Human Resources ThinkResources Think--TankTank

55--6 June 20086 June 2008

Professor Nigel Hemmington

www.bournemouth.ac.uk 2


ThemesThemes

•• Hospitable ExperiencesHospitable Experiences((HemmingtonHemmington 2007)2007)

•• Psychology of Flow Psychology of Flow ((CsikszentmihalyiCsikszentmihalyi 1990)1990)

•• CoCo--Creation Creation ((PrahaladPrahalad & & RamaswamyRamaswamy 2004)2004)


References

• Aramberri, J. (2001), The host should get lost: Paradigms in the Tourism Theory, Annals of Tourism Research, Vol.28 No.3, pp738-761.

• Braitwaite, R.W. (2004), Five Meals in the Forties: Perspectives on hospitality under extreme circumstances, Tourism Review International, Vo.7, pp61-66.

• Brotherton, B. (1999), Towards a definitive view of the nature of hospitality and hospitality management, International Journal of Hospitality Management, Vol.11 No.4, pp163-173.

• Brotherton, B. and Wood, R. (2000), Hospitality and hospitality management, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann.

• Brotherton, B. (2002), Finding the hospitality industry (A Response to Paul Slattery), Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.1 No.2, http://www.hlst.heacademy.ac.uk/johlste/vol1no2/comments/0032.html

• Brotherton, B. (2003), Finding the hospitality industry (A Final Response to Slattery?), Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.2 No.2, http://www.hlst.heacademy.ac.uk/johlste/vol2no2/comments/0056.html

• Campbell-Smith, G. (1967), Marketing the Meal Experience, University of Surrey, Guildford.• Choi, T.Y. and Chu, R. (2000), Levels of satisfaction among Asian and Western Travellers, International Journal of

Quality & Reliability Management, Vol.17 No.2, pp116-132.• Crang, P. (1994), It’s showtime: on the workplace geographies of display in a restaurant in southeast England,

Environment and Planning D: Society and Space, vol.12, pp675-704.• Darke, J. & Gurney, C. (2000), Putting up ? Gender, hospitality and performance, in Lashley & Morrison, In Search

of Hospitality, Butterworth Heinemann.• Derrida, J (2000), Of Hospitality/ Anne Dufourmantelle invites Jacques Derrida to respond, Stanford University

Press, Stanford.• Erdly, M. and Kesterson-Townes, L. (2002), Experience Rules, IBM Business Consulting Services’ Vision for the

hospitality and leisure industry, circa 2010, IBM Business Consulting Services.• Gill, M., Moon, C., Seaman, P. and Turbin, V. (2002), Security management and crime in hotels, International

Journal of Contemporary Hospitality Management, Vol.14 No.2, pp58-64.• Gillespie, C.H. (1994), Gastrophy and Nouvelle Cuisine: Entrepreneurial Fashion and Fiction, British Food Journal,

Vol.96 No.10, pp19-23.


References (cont.)

• Goffman, E. (1959), The Presentation of Self in Everyday Life, New York; Doubleday.• Hansen, K.V., Jensen, O. and Gustafsson, I., (2004) Payment – an undervalued part of the meal experience?,

Food Service Technology, Vol.4 No.2, pp85-91.• Harris, W.T. (1996), Captive Audiences and the Price of Popcorn, Pennsylvania Economic Review, Vol. 5, No. 2,

1996. • Harris, R., Harris, K & Baron, S (2003), Theatrical service experiences, International Journal of Service Industry

Management, Vol.14 No.2, pp184-199.• Heal, F. (1990), Hospitality in early modern England, Oxford University Press, Oxford.• Hemmington, N (2004), Concepts of Hospitality – from service to experience, Proceedings I- CHRIE

Conference, Philadelphia, July 2004.• Hepple,J., Kipps, M. and Thomson, J. (1990), The concept of hospitality and an evaluation of its applicability to the

experience of hospital patients, International Journal of Hospitality Management, Vol.9 No. 4, pp305-317.• Jayawardena, C. (2000), International Hotel Manager, International Journal of Contemporary Hospitality

Management, Vol.12 No.1, pp67-69.• Jensen, R. (1999), The Dream Society, McGraw-Hill.• Jones, D. M. (2004), Waiting outside the Atlas Café: A study in Community, Journal of Mundane Behaviour, Vol.5

No.1, http://www.mundanebehaviour.org/issues/v5n1/jones.htm• Jones, P. (1996), Introduction to Hospitality Operations, Cassell, London.• Jones, P. (2004a), Finding the Hospitality Industry? Or finding Hospitality Schools of Thought? Journal of

Hospitality, Leisure, Sport & Tourism Education, Vol.3 No.1,• http://www.hlst.heacademy.ac.uk/johlste/vol3no1/comments/0069.html• Jones, P. (2004b), Finding the Hospitality Industry: A Response to Brotherton and Slattery, Journal of Hospitality,

Leisure, Sport & Tourism Education, Vol.3 No.1, http://www.hlst.heacademy.ac.uk/johlste/vol3no1/comments/0069.html

• King, C.A. (1995), What is hospitality? International Journal of Hospitality Management, Vol.14 No. 3&4, pp219-234.

• Kivela, J., Inbakaran, R. and Reece, J. (2000), Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions, International Journal of Contemporary Hospitality Management, Vol.12 No.1, pp13-30.


References (cont.)

• Knutson, B., Stevens, P., Wullaert, C., Patton, M., and Yokoyama, F. (1989), The Service Scoreboard: A Service Quality Measurement Tool for the Hospitality Industry, Hospitality Education and Research Journal, Vol.14 No.2, pp413-420.

• Lashley, C. (2000), Towards a theoretical understanding, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann, pp1-17.

• Lashley, C. & Morrison, A. (2000), In Search of Hospitality; Theoretical perspectives and debates, Butterworth-Heinemann, Oxford.

• Lashley, C. & Morrison, A. (2004), My most memorable meal ever! Hospitality as an emotional experience, in, Sloan, Culinary Taste, Butterworth Heinemann, pp165-184.

• Laurier, E., Whyte, A. & Buckner, K. (2001), An ethnography of a neighbourhood café: informality, table arrangement and background noise, Journal of Mundane Behaviour, Vol.2 No.2, http://www.mundanebehaviour.org/issues/v2n2/laurier.htm

• Lynch, P. (2005a), Sociological impressionism in a hospitality context, Annals of Tourism Research, Vol.32 No.3, pp527-548.

• Lynch, P. & MacWhannell, D. (2000), Home and commercialized hospitality, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann, pp100-117.

• Moir, J. (2005), Are you ready to order?, Telegraph Weekend, December 31, p20.• Morrison,A. & O’Mahoney, G.B. (2002), Hospitality: A Liberal Introduction, Journal of Hospitality and Tourism

Management, Vol. 9 No.2, pp189-197.• Nailon, P. (1982), Theory in hospitality management, International Journal of Hospitality Management, Vol.1 No.3,

pp135-142.• Nijs, D. (2003), Imagineering: Engineering for imagination in the emotion economy, in Creating a Fascinating

World, Breda University, Holland.• O’Connor, D. (2005), Towards a new interpretation of hospitality, International Journal of Contemporary Hospitality

Management, Vol.17 No.3, pp267-271.• Patton, M., Stevens, P. and Knutson, B. (1994), Internationalizing LODGESERV as a Measurement Tool: A Pilot

Study, Journal of Hospitality and Leisure Marketing, Vol.2 No.2, pp39-56.• Pine, B.J. and Gilmore, J.H. (1998), Welcome to the experience economy, Harvard Business Review, July-August,

pp97-105.


References (cont.)

• Pine, B.J. and Gilmore, J.H. (1999), The Experience Economy, HBS Press.• Pine, B.J. and Gilmore, J.H. (2000), Satisfaction, sacrifice, surprise: three small steps create one giant leap into

the experience economy, Strategy and Leadership, Vol.28 No.1, pp18-23• Poon, Wai-Ching and Low, K.L. (2005), Are travelers satisfied with Malaysian hotels ?, International Journal of

Contemporary Hospitality Management, Vol.17 No.3, pp217-227.• Pritchard, M. (1981), Guests and Hosts, Oxford University Press, Oxford.• Rutherford, D.J. and McConnell, J.P. (1991), De Facto Security Standards: Operators at Risk, The Cornell HRA

Quarterly, February, pp106-117.• Shortt, G. and Ruys, H. (1994), Hotel Security: The needs of the Mature Age Market, International Journal of

Contemporary Hospitality Management, Vol.6 No.5, pp14-19.• Slattery, P. (2002), Finding the hospitality industry, Journal of Hospitality, Leisure, Sport & Tourism Education,

Vol.1 No.1, http://www.hlst.heacademy.ac.uk/johlste/vol1no1/academic/0007.html• Slattery, P. (2003), Finding the hospitality industry (Slattery’s reply to Brotherton), Journal of Hospitality, Leisure,

Sport & Tourism Education, Vol.2 No.1, http://www.hlst.heacademy.ac.uk/johlste/vol2no1/comments/0040.html• Stevens, P., Knutson, B., and Patton, M. (1995), DINESERV: A Tool for Measuring Service Quality in

Restaurants, Cornell Hotel and Restaurant Administration Quarterly, Vol.36 No.2, pp56-60.• Stringer, P.F. (1981), Hosts and Guests; The bed and breakfast phenomenon, Annals of Tourism Research, vol.8

no.3, pp357-376.• Sweeney, M. & Lynch, P. (2005), An Investigation into the Host’s Relationship with the Commercial Home,

Proceedings of the 2005 CHME Research Conference, 11-13 May 2005, Bournemouth, Bournemouth University, pp365-383.

• Telfer, E. (2000), The philosophy of hospitableness, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann.

• Visser (1991), The Rituals of Dinner, HarperCollins.• Winsted, K.F. (2000), Service behaviours that lead to satisfied customers, European Journal of Marketing, Viol.34

No.3/4, pp399-417.• Wood, R. (1995), The Sociology of the Meal, Edinburgh University Press.• Wood, R. (1992), Working in hotels and catering, Routledge.


The most profitable substances in the WorldThe most profitable substances in the World(Smith 2002, Harris 1996 (Smith 2002, Harris 1996 11))

• Chewing gum 21%• Heroin 500%• Kalashnikov AK47 1,000%• Coffee 1,600%• Flowers 7,000%• Popcorn 10,000%

1 Harris, W.T. (1996), Captive Audiences and the Price of Popcorn,Pennsylvania Economic Review, Vol. 5, No. 2, 1996.


“Pas d’hospitalité”Jacques Derrida January 17 1996

“Question d’ étranger”Jacques Derrida January 10 1996


Understanding and defining hospitality

• focus on industrial activity

• focus on food, drink and accommodation

• focus on service

• service industry ?

HospitalityHospitalityHemmington 2007Hemmington 2007


“A contemporaneous human exchange, which is voluntarily entered into, and designed to enhance the mutual well being of the parties concerned through the provision of accommodation, and/or food, and/or drink”

Brotherton 1999

Definitions of Hospitality


We are the music makers, And we are the dreamers of dreams

Arthur O’Shaugnessy 1844-81


“Customers do not buy service delivery, they buy experiencesexperiences;

they do not buy service quality, they buy memoriesmemories;

they do not buy food and drink, they buy meal experiencesmeal experiences;

they do not buy events or functions, they buy occasionsoccasions”

Hemmington 2007


Today’s consumers are looking for experiences; experiences that are

personal, memorable and add value to their lives


Defining HospitalityDefining Hospitality

“friendly and generous reception of guests or strangers”Oxford English Dictionary 2002

“entertaining strangers and guests kindly and without reward: showing kindness: generous: bountiful”

Chambers English Dictionary 2001

“Generosity in this circumstance is proof of greatness”Visser 1991


“hospitality requires the guest to feel that the host is being hospitable through feelings of generosity, a desire

to please and a genuine regard for the guest as an individual”

Lashley 2000

“it is concerned with more than food, drink and shelter ….Traditionally the most important responsibility of all was

the guest’s safety - hospitality was a kind of sanctuary”Telfer 2000

Defining HospitalityDefining Hospitality


But is Hospitality something more ?

• Hospitality in the private & social domains (Lashley 2000)

• Hospitality as behaviour - hospitableness (Telfer 2000)

• Host-guest relationship (Pritchard 1981, Stringer 1981, Darke & Gurney 2000, Lynch 2005, Sweeney & Lynch 2005)

• Hospitality as performance (Darke & Gurney 2000, Crang 1994, Gillespie 1994)

• Hospitality as experience (Hemmington 2003)


“A Moveable Feast”


Hospitable Tourism Hospitable Tourism ExperiencesExperiences


Creating Hospitable Tourism ExperiencesCreating Hospitable Tourism Experiences

Services Hospitable Tourism

Customers GuestsManager HostStaff Cast/Hosts

Manufacturing Theatre

Service Delivery Staging

Customer Service Performance

Management Control Leadership Inspiration

Parsimony Generosity


Services Hospitable Tourism

Delivered on demand Lots of little surprises

Facts/information Stories/dreams

Benefits Emotions/sensations

Customer led Host led

Intangible Memorable

Security of goods and Security of strangersprocesses

Creating Hospitable Tourism ExperiencesCreating Hospitable Tourism Experiences


FlowFlow ExperiencesExperiencesCsikszentmihalyiCsikszentmihalyi 19901990

• Happiness• “process of total involvement in life”• “optimal experience”• “the best moments of our lives”• “the state in which people are so involved in an activity that

nothing else seems to matter: the experience itself is so enjoyable that people will do it even at great cost for the sheer sake of doing it”

• Involves stretch/difficult/worthwhile• Autotelic experiences – intrinsic pleasures


Where is it achieved ?Where is it achieved ?

• Art• Sport• Games• Hobbies• Exercise• Reading• Comedy/laughter• Work ?


Key Components of FlowKey Components of FlowCsikszentmihalyiCsikszentmihalyi 19901990

1. Challenge & Skills2. Concentration and absorption3. Clear goals & rules4. Immediate feedback5. Deep involvement - escape6. Sense of control7. Loss of self-consciousness – “go with the flow”8. Transformation of time – “time flies”


CoCo--CreationCreationPrahaladPrahalad & & RamaswamyRamaswamy (2004),(2004), SuvantolaSuvantola (2002)(2002)

• Friends• Staff – cast• Management – hosts• Segmentation• Experience Spaces (Zeldin 2008)

http://www.oxfordmuse.com/projects/projects.htm#8


A New Conceptual Model ?A New Conceptual Model ?

Hospitable Tourism Experiences

Flow ExperiencesChallenge Deep involvementConcentration ControlClear Goals Loss self-consciousnessFeedback Transformation time

HospitalityHost GuestGenerosity SecurityLots of little surprises Host ledTheatre Performance

Co-creationFriends PerformersCast HostsAntagonists Segmentation Social Intercourse Experience Spaces


We are the music makersand we are the dreamers of dreamsYet we are the movers and shakersOf the world forever, it seems

O’Shaugnessy 1844-1881


A new approach to HR in TourismA new approach to HR in Tourism

• Staff as cast, as performers• Create challenging aspirational jobs • Create “Flow” working experiences• Recruit outgoing, enthusiastic people (emotional labour)• Leadership is critical – inspiration NOT control• Avoid scripts, use screen play and scenarios• Empower – lots of little surprises• Promote industry as challenging, creative and inspired

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