飯店管理概述

Unit8

HotelManagement

飯店管理

Learningobjects:學(xué)習(xí)目標(biāo)Studytheimportantroleofthehotelwhichprovidesservicesfortouristsinthedestinationaswellasinthetransitregionwithinthetourismsystem(Leiper’smodel)在旅游系統(tǒng)（Leiper’smodel）中的框架中，學(xué)習(xí)飯店在旅游目的地和中轉(zhuǎn)地為游客提供各種服務(wù)所發(fā)揮的重要作用Understandthestarclassificationofahotelandtheservicefacilitiesitprovides了解飯店星級分類以及飯店提供的服務(wù)設(shè)施Describethefunctionsofthe“fronthouse”and“backhouse”ofahotel陳述飯店“前房”和“后房”的作用Learningobjects:學(xué)習(xí)目標(biāo)Appreciatetheguestcycleanditsworkingproceduresofeachstageinthecycle理解什么是顧客活動周期以及顧客活動周期中每一階段的工作程序Explainthereasonswhythefrontofficeiscalledthe“hub”,“thenervecentre”orthe“brain”ofthehotel解釋為什么前廳被稱為飯店的“中心”，“中樞神經(jīng)”或“大腦”的原因Describethemeasuresthatcanbetakentosecurethepropertiesofahotelandpreventthefraud陳述飯店采取什么措施確保飯店的財(cái)產(chǎn)安全，防范欺詐Understandthewayswhichareusedtoexpandahotelchainandthebenefitsthatthefranchisingoffers了解擴(kuò)大飯店連銷經(jīng)營的方法以及特許經(jīng)營的益處Abilitygoals:能力目標(biāo)Casestudy:案例分析：蓋特威飯店的經(jīng)營管理ReadingBox:閱讀分析：HotelChains飯店連鎖1.什么是住宿業(yè)？住宿業(yè)（lodgingindustry）通常被認(rèn)為是旅游業(yè)的三大支柱之一。（旅行社、旅游交通、住宿業(yè)）。住宿業(yè)中的企業(yè)類型很多，住宿業(yè)所使用的稱謂也不盡相同，例如賓館、飯店、酒店、旅館、旅社、招待所、度假村、度假營地等等。這些企業(yè)都是為不同類型的旅游者提供食宿接待服務(wù)而使自己得以生存和發(fā)展的。在這些眾多的企業(yè)中，由于他們的設(shè)施條件和提供服務(wù)項(xiàng)目、范圍和檔次存在著巨大的區(qū)別，人們往往將他們劃分為不同的類別。

不同形式的飯店conventionhotelairporthotelresorthotelapartmenthotelmotelcommercialhotelheritagehotelyouthhotelCategoriesofhotelsCampingGroundInsHotelChainsTimeShares飯店是接待業(yè)（Hospitality）的一個(gè)重要組成部分，是以大廈或其它建筑設(shè)施為憑借,為旅游者的旅行提供食住、行、購、娛或其它服務(wù)的企業(yè)。

2.什么是飯店？飯店構(gòu)成條件由建筑物及裝備完好的設(shè)施組成的接待場所

它必須提供住宿、餐飲及其他服務(wù)是商業(yè)性的服務(wù)企業(yè)以營利為目的，所以其使用者一定要支付一定的費(fèi)用服務(wù)的對象是公眾3.飯店構(gòu)成的條件4.飯店的地位和作用旅游業(yè)的重要支柱創(chuàng)造旅游收入的重要部門為社會創(chuàng)造直接和間接就業(yè)機(jī)會對外交往，社會交際活動中心帶動其他行業(yè)的發(fā)展，為所在地區(qū)帶來巨大的經(jīng)濟(jì)效益AdministrationFrontofficeHousekeepingFood&BeverageSecurityEngineering

5.飯店的組成部分保安部行政部門前廳（中心）工程部餐飲部客房部酒店組織的構(gòu)成6.飯店發(fā)展趨勢6.1Multifunctionofservice服務(wù)功能的多樣化旅游飯店基本功能食宿增加功能購物通訊娛樂會議6.2Modernizationoffacilitiesandcateringforpopulace設(shè)備的現(xiàn)代化與大眾化并存旅游飯店高星級飯店往往最先使用一些最先進(jìn)的技術(shù)設(shè)備現(xiàn)代化十分重視將實(shí)用性與享受性結(jié)合，滿足大眾的需要大眾化6.3Globalizationoflodgingindustry飯店業(yè)的集團(tuán)化經(jīng)營下表所示的調(diào)查結(jié)果中，我們可以看到飯店業(yè)集中化在中心國家中普遍存在。歐美部分國家飯店業(yè)集中化狀況表國別被調(diào)查的飯店公司數(shù)平均擁有客房數(shù)飯店客房集中率％美國194419830.0英國59499523.5荷蘭1473120.4法國14668818.1比利時(shí)1460314.1葡萄牙756613.0愛爾蘭550512.2盧森堡428911.6德國11304310.0西班牙148323.2丹麥24162.3意大利1114591.7希臘53821.0資料來源：KleinwortBenson(1991)7.顧客活動周期Guestcycle顧客尚未到來階段Pre-arrivalstage顧客抵店階段Check-instage住宿階段Occupationstage顧客離店階段Check-outstage7.1Contactorpre-arrivalstageThefirstisthecontactorpre-arrivalstageduringwhichtheguestswillmakeachoiceamongmanyhotels.Whichhoteltheychoosetostayisdependentonavarietyoffactorsincludingpreviousexperienceswiththehotel,advertisements,recommendation,etc.Iftheguestscalltoinquiremoreinformationaboutthehotel,theattitude,efficiencyandknowledgeofthefrontofficestaffmayalsohaveastronginfluenceontheirdecision.

7.2Check-inorarrivalstageThesecondstageiscalledcheckinorarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned.Itisthefrontofficestaffwhoreceivestheguestswhentheyarriveatthehotel.So,theyarealsoresponsibleformakinganexplanationoftheguest-hotelrelationshipandtheexpectationfromtheguest.

7.3OccupancystageThethirdstageistheoccupancystageatwhichthefrontofficewill,onbehalfofthehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay.Thefrontofficehastheobligationtoprovidesatisfactoryservicefortheguestssothattheywillchoosetostayatthehotelagainandagain.7.4Check-outstageThelaststageoftheguestcycleisdepartureorcheckoutstage.Atthisstage,thehotelwillsettletheaccountswiththeguestsandstopprovidingservices.Atthesametime,theroomwillbecleanedoutandputinorderforserviceagainandthehousekeepingdepartmentwillreceivesomeadvicetoenhancethequalityoftheirservicefurther.討論：

Whyisthefrontofficeisoneofthemostimportantdepartmentsinthehotel?為什么說前廳是飯店最重要的部門之一？前廳是飯店的窗口集中體現(xiàn)了飯店的整體形象和服務(wù)水平前廳直接影響客人的心理活動和客人對飯店的滿意程度前廳的銷售業(yè)績直接影響飯店的收入和效益前廳是信息傳遞的樞紐和業(yè)務(wù)協(xié)調(diào)中心Itisthemostvisibleareaanditisinthisdepartmentthatthepublicmakestheirfirstcontactwiththehotelandgetsthefirstimpressionofit.Whethertheimpressionisfavorableornotdependsontheattitudeandefficiencyofthefrontofficestaff.Therefore,theworkofthedepartmentplaysavitalroleinthedevelopmentofthehotel.8.Worksinthefrontoffice8.1WelcomingarrivingguestsWhentheguestsarriveatthehotel,thereceptionistshouldgivethemawarmwelcomeandmakethemfeelathome.Otherwise,theywouldthinkthattheywereneglectedandwouldcausemanyproblemsonpurposeduringtheirstay.8.2CompletingthehotelregisterThereceptionistmustmakesurethatallguestsgothroughthelegalformalityofregistration.Theinformationfilledinwillbeinspectedbythepoliceattimes.Meanwhile,thehotelcanalsocollectsomeusefulmarketinginformationinthisway.8.3RecordingreservationsThesellingofroomstendstomakethehighestprofitwithinthehotel,andtherefore,iscrucialtohotelprofitabilityandeffectivedevelopment.8.4Compilingguest’sbillsDuringtheirstay,theguestsmaymakevariousexpensesatdifferentdepartmentsofthehotel.Alloftheseexpendituresshouldberecordedandaddedontoonebillaccuratelylesttheguestsbeoverchargedorundercharged.Whentheguestscheckout,thebillshouldbepreparedandpresentedtothematonce.8.5ProvidinginformationThereceptiondeskprovidesservicedirectlyfortheguests.Itistheplacethattheguestsmaysolvetheirproblemsandgetinformationaboutthehotel,thesurroundingareasandactivities.8.6DealingwithcomplaintsAnothertaskofthereceptiondeskistodealwiththecomplaintsfromtheguests.Ifanyguesthasacomplainttomake,hewillgoandaskforasolutionfromit.Inalargehotel,thereceptiondeskundertakesjustasmallportionoftheworkofafrontofficewhileinasmallhotelitshouldersallthedutiesofit.飯店如何制定市場營銷策略——以蓋特威飯店為例案例研究主要內(nèi)容定義解析案例分析對比分析主要內(nèi)容定義解析案例分析對比分析1.相關(guān)定義

1.1飯店

以大廈或其它建筑設(shè)施為憑借,為旅游者的旅行提供食住、行、購、娛或其它服務(wù)的企業(yè)。

1.2飯店管理

飯店管理是指飯店管理者在了解市場的前提下，通過執(zhí)行計(jì)劃、組織、指揮、控制、協(xié)調(diào)等職能，使飯店形成最大接待能力，保證實(shí)現(xiàn)經(jīng)濟(jì)效益和社會效益的過程。

1.3市場營銷

市場營銷（Marketing），是指個(gè)人或集體通過交易其創(chuàng)造的產(chǎn)品或價(jià)值，以獲得所需之物，實(shí)現(xiàn)雙贏或多贏的過程。它包含兩種含義，一種是動詞理解，指企業(yè)的具體活動或行為，這時(shí)稱之為市場營銷或市場經(jīng)營；另一種是名詞理解，指研究企業(yè)的市場營銷活動或行為的學(xué)科，稱之為市場營銷學(xué)、營銷學(xué)或市場學(xué)等。2.案例分析

——機(jī)場飯店蓋特威

蓋特威飯店市場環(huán)境飯店簡介客源市場經(jīng)營狀況預(yù)算分析營銷計(jì)劃2.1飯店簡介

蓋特威飯店是位于英國蓋特威飛機(jī)場以南4公里處的一家三星級飯店。飯店每半小時(shí)就有班車往來于機(jī)場，飯店有226間客房，包括10個(gè)商務(wù)間，五個(gè)女子房間，44個(gè)無煙客房，1個(gè)帶溫泉的客房。2.2市場環(huán)境蓋特威飯店的四個(gè)主要競爭對手蓋特威飯店TheCopThornePentaPostHouseHilton2.3客源市場1989年蓋特威飯店的各類客源住房情況主要囊括了以下客源

臨時(shí)流動性客人、商務(wù)客人、會議客人、旅游團(tuán)隊(duì)、有較多折扣的客人等……10%6%4%2%45%13%80%表11989年蓋特威飯店各類客源住房情況2.4經(jīng)營狀況

表2蓋特威飯店1989年?duì)I業(yè)收入構(gòu)成表

單位百萬英鎊項(xiàng)目營業(yè)收入營業(yè)收入比率客房

2.460食品0.820飲料0.512電話、傳真0.13娛樂0.041其他0．1642.5預(yù)算分析項(xiàng)目1989年實(shí)際1990年預(yù)算說明全年客房出租間數(shù)66,034662411989年客房出租率為80%，由于將改變客房構(gòu)成，預(yù)計(jì)1990年客房出租率將小幅增長。平均房價(jià)

￡41.04￡51.12由于新增設(shè)施，希望吸引更多的商務(wù)和會議客人，從而平均房價(jià)提高。全年?duì)I業(yè)收入（萬英鎊）400569增加近170萬英鎊工資（萬英鎊）128.94150.08反映出每年提高的工資和工資水平。另有一些相關(guān)的員工費(fèi)用，如員工住房。營業(yè)費(fèi)用（萬英鎊）100.57126.94由于棉制品和水電費(fèi)用的上漲，營業(yè)費(fèi)用增加。利潤（萬英鎊）118.96222.812.6面對競爭如此激烈的市場環(huán)境

蓋特威的應(yīng)對辦法2.6.1部門工作計(jì)劃前廳部：顯著增加商務(wù)、會議客人和流動性人口用房；增加周末的商務(wù)客房的銷售；開發(fā)婚慶市場。餐廳部：充分利用裝修的設(shè)施，增加人均消費(fèi)特別是非住店客人的消費(fèi)。會議部：有效地銷售客房和會議設(shè)施；把新設(shè)施銷售給會議代理人和本地商務(wù)客人。2.6.2營銷措施在營業(yè)旺季盡可能為會議、商務(wù)客人多留客房，特別是臨時(shí)住店客人。會議客人由集團(tuán)公司來整體促銷，制作特殊的會議宣傳冊，同時(shí)邀請本地會議市場上的有關(guān)公司以提高回頭客生意商務(wù)市場可以通過品牌形象和便捷的預(yù)定來吸引客人，但臨時(shí)流動性住客市場很難施加影響，應(yīng)預(yù)測一些重要的外部影響因素（如：地區(qū)性會議、國際會議等）

3.案例比較

以成都家園國際酒店為例3.1酒店簡介

成都家園國際酒店是一家集商務(wù)休閑于一體的五星級花園式酒店，也是中國最大的擁有別墅群的酒店之一，地處航空港開發(fā)區(qū)及高新開發(fā)區(qū)，距機(jī)場6公里。酒店占地400余畝，大面積的綠化使您身在都市卻能領(lǐng)略大自然的生態(tài)美,酒店主樓擁有品位高雅的客房與套間，以及由中外名師精心設(shè)計(jì)的風(fēng)格迥異的37棟別墅。酒店主樓設(shè)有行政樓層、不吸煙樓層和殘疾人房，客房包括高級間、豪華間、豪華套房等。3.2家園國際的市場營銷

家園國際酒店的市場營銷七大黃金規(guī)則

第一：戰(zhàn)略規(guī)則營銷是一個(gè)戰(zhàn)略經(jīng)營概念第二：社區(qū)規(guī)則營銷是每一個(gè)員工的事業(yè)第三：競爭規(guī)則營銷戰(zhàn)爭是一場價(jià)值戰(zhàn)爭第四：留住顧客規(guī)則關(guān)注顧客的忠誠，而不僅僅是關(guān)注顧客的滿意

第五：品牌規(guī)則避免陷入無差別的陷阱第六：市場細(xì)分規(guī)則創(chuàng)造性地發(fā)現(xiàn)市場機(jī)第七：新媒體規(guī)則個(gè)人化及與顧客同在51了解客戶需求和欲望售前準(zhǔn)備建立和諧營銷活動的必要條件激發(fā)興趣營銷活動成功的一半解答疑問促進(jìn)營銷活動催化劑引發(fā)購買欲實(shí)現(xiàn)營銷目標(biāo)的關(guān)鍵完成交易趁熱打鐵,付諸行動3.3飯店?duì)I銷過程與營銷技巧純白圣潔的四季廳宮廷婚禮title楓丹白露宮的水晶婚禮title白金漢宮皇家婚禮title高爾夫果林的草地婚禮title露天泳池畔水上婚禮title家園酒店五大主題婚禮啟示準(zhǔn)確分析市場，找準(zhǔn)市場定位，確定主題。注重市場營銷，對不同的市場主體實(shí)行不同的營銷策略。HotelChains閱讀與分析即學(xué)即用：可引用一案例進(jìn)行分析連鎖酒店是指品牌酒店發(fā)展到一定的規(guī)模后，在全國各大城市所開的分店。有一整套完善的預(yù)定系統(tǒng)和一定的酒店訂閱源，衛(wèi)生服務(wù)指標(biāo)合格，比星級賓館有一定的價(jià)格優(yōu)勢。

HotelChainsisabrandhotelwhichsetsit’sbranchofficeinmajorcitiesafterdevelopingtoacertainscale.Ithasasetofperfectreservationsystem,hotelsubscriptionsource,healthserviceindexes.Ithascertainpriceadvantageoverthestar-ratedhotels.1.DefinitionCharacteristics:PerfectreservationsystemHotelsubscriptionsourceHealthservicesindexqualifiedPriceadvantageenablethechaintowininthecompetition.theobservanceofthestandardssetbytheheadofficetoequipandoperatethehotel.AdvantagesofthehotelchainsHotelchainscanprovidemoreconvenienceforcustomerstomakereservationsquicklywhileitiseasierforthemtocontrolbookings.Theestablishmentofthehotelchainincreasesthesalesintheconferencemarket.飯店連鎖方式directinvestment

直接投資contractmanagement

合同管理jointventure(聯(lián)合經(jīng)營)

franchising（特許經(jīng)營）2.Fourmethodsofhotelchains

twoapproaches：Oneistobuildandrunanewhotel.

Theotheristobuyanoldoneandbringitsfacilitiesandmanagementup-to-date.2.1directinvestmentInthisway,managementcontractswillbesignedbetweentheheadofficeandtheactualownerofthehotelsothatthechainwillhavetherighttorunthehotelaccordingtoitsownparticularways.2.2contractmanagement

Thechainwillpaypartofthecapitalnecessaryforthebuildingofanewhotelorthepurchaseofanoldone.Theotherpartofthecapitalwillbesuppliedbylocalinvestors.2.3jointventure

2.4Franchise

Franchiseisaleasingarrangementmadebyacompanywhichgivesorsellsaspecialrighttoapersonorabusinesswhocanthensellitsservicesorgoods.

特許經(jīng)營權(quán)是一種租賃關(guān)系，它是指某公司授予個(gè)人或公司某種權(quán)利，使其有權(quán)出售其產(chǎn)品或服務(wù)。aleasingarrangement（租賃安排）

Hoteloperator（飯店經(jīng)營者）parentcorporation(母公司)PaythefeesOffertherightplans,manualsofprocedures,advertisingmaterials,nameofthehotel計(jì)劃、操作手冊、廣告材料，店招等Ofthefourwaysmentionedabove,franchisingisthemostpopularonetosetuphotelchainsatpresent.Thefranchiseoperatorinvestsinaproductwhichfitsacertainstandardandwhichispossibletobringabigprofit.Thenifhehasanydifficultyormeetanyproblemintheprocessofoperation,hemayaskforhelpfromthecorporationthatgrantstherighttohimtooperatethebusiness.servicesmethodstechnicalassistancemarketing特許經(jīng)營提供的服務(wù)

Intermsof

methods,operatingmanualswithdetailedinformationabouteachstepoftheoperationshouldbeprovidedsothatthenewfranchiseemayhaveanideaofhowtomanagethebusiness.Moreover,trainingcoursesforthestaffbeforeopeningshouldnotbeignored.

Technicalassistanceisoftenofferedtohelpthenewfranchiseetobuildanewhotelortobuyanoldone.

Marketing

isthemostimportantandindispensableterminanyfranchiseagreement.Thefranchiseemusttakeadvantageofthesuccessfulmarketingtechniquesofthefranchisor,whichhavebeenprovedandtestedbythemarket,torunhishotel.123Casestudy

7DaysInnIntroductionStrategyChallengesForward

1.IntroductionThelargestownerofmembershipinChina’shotelindustryPioneeroftechnologyinnovationmodeinChina’shotelindustryMoreeconomicalandhigherqualityThefirstChinesehotelchainsintheNYSE（NewYorkStockExchange）

Morethan16millionmembers/blog/static/167008235201068105414843//IndustryReport/2009-6-15/0961566410.shtmlMarketShareDistributionofBudgetHotelBrandsin2007MarketShareDistributionofBudgetHotelBrandsin2009MarketShareDistributionofBudgetHotelBrandsin

2010Systemintegrity體系完整Conceptinnovation理念創(chuàng)新

2.StrategyLeadingtechnology技術(shù)領(lǐng)先ConceptinnovationConceptinnovationLeadingtechnology

centralreservationsystem(CRS）

Networkreal-timebooking/confirm/paymentsystemSMS(shortmessageservice)real-timebookingWAPinstantreservation/confirmsystemSystemintegrity

ShopqualitycontrolsystemExploitationassessmentpropulsionsystem

FinancialflowmanagementsystemHumanresourcemanagementsystemEngineeringandprocurementsystem3.ChallengesForward3.1Thetendencyofbranding3.2Strengthenchainoperation3.3Improvestandardizationrequirements

4.DevelopmentofhotelchainsinChina

Thefiercecompetitionexistsbetweentheforeignbrandsandthenationalbrands.Economicalhotelsattractaninfluxofcapitals,andmostofthehotelschainsarelowstar-ratedchains.Hotelchainshaveagreatdemandofmarket,but

mostofthemclusterinthebigcities.Hotelindustrygrowsrapidly,andalotofhotelschainshavebeenestablished.5.FutureanddevelopmentroadBrandconstructionisundertheway.Chainoperationwillbethemajorform.

Thethemeofbrandingwillbedifferentiated.Managementtechnologyisinprogress.Thischapterhasdescribedthestarclassificationofahotelandtheservicefacilitiesitprovides.Itdescribesthefunctionsofthe“fronthouse”and“backhouse”ofahotel,theguestcycleanditsworkingproceduresofeachstageinthecycle.Thefrontofficeisthe“hub”,“thenervecentre”orthe“brain”ofthehotel.Forthesafetyofahotel,measurescanbetakentosecurethepropertiesofahotelandpreventthefraud.Comparedwiththosehotelsoperatedbyindividualowners,hotelchainshavemanyadvantages.Franchisingisthemostpopularonetosetuphotelchains,andhasbeenwidelyusedtoexpanditsbusinessinthehospitalityindustry.Therearethreekindsofservicesafranchisorprovides:methods,technicalassistance,andmarketing.ChapterReviewPartIText第一部分課文HotelManagementExercise1.Fillintheblankswithproperwordstocompletethefollowingstatements.differentiate;techniques;checkin;previous;thefrontoffice;onbehalfof;deposit;obligation;registration;complaints(1)Nowadays,themodernsocietyischaracterizedbyrapidchanges,andsoarehotels.Weshould,therefore,changeorupgradethe_________ofmanagementofmodernhotelssoastoadapttothechangingsociety.(2)Accordingtothestarclassification,hotelscanbeclassifiedintofivecategoriesandstarsareusedasasignto____________them.(3)Whichhoteltheychoosetostayisdependentonavarietyoffactorsincluding_______experienceswiththehotel,advertisements,recommendation,etc.(4)Thesecondstageiscalled_______orarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned.

techniques

differentiate

previouscheckin

(5)Thethirdstageistheoccupancystageatwhichthefrontofficewill,__________thehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay.(6)Calledthe“hub”,“thenervecentre”orthe“brain”,_____________andreceptiondepartmentsareobviouslyoneofthemostimportantsectionsofthemodernhotelindustry.(7)Thereceptionistmustmakesurethatallguestsgothroughthelegalformalityof__________.(8)Anothertaskofthereceptiondeskistodealwiththe___________fromtheguests.(9)Incasesomeguests,particularlythechanceguest,shouldleavethehotelwithoutpaying,the_______canpartlycovertheloss.(10)Thefrontofficehasthe__________toprovidesatisfactoryservicefortheguestssothattheywillchoosetostayatthehotelagainandagain.onbehalfof

thefrontoffice

registration

complaints

deposit

obligation2.Questionsfordiscussion

(參見國家雙語示范課程《旅游學(xué)概論》網(wǎng)站：“網(wǎng)絡(luò)課堂)

Howcanaguestdeterminethequalityandserviceahoteloffers?

Hotelscanbeclassifiedintodifferentcategoriesandstarsareusedasasigntodifferentiatethem.Thenumberofstarsindicatesthequalityoftheaccommodationandservicethehotelcanprovideandthosewithfivestarsareinthehighestgrade.(2)Whatarethemajordepartmentsinmosthotels?Andwhichpartbelongstothe‘backofthehouse’?Thereareusuallysixmajordepartmentsconstitutingtheorganizationalstructuresofmosthotels,suchasadministration,frontoffice,housekeeping,foodandbeverage,engineeringandsecurity.The“backofthehouse”whichincludesthekitchen,storageareas,administration,engineering,andsecurityisoftenignoredbytheguest.(3)Whatarethefacilitiesthatahotelusuallyprovides?Differenthotelsprovidedifferentpackageoffacilities.Apartfromthebasiconesasaccommodation,foodanddrink,ahotelshouldalsooffermanyotherauxiliaryfacilities,whichmainlyincludeatelephone,aradioandTVintheroom,aplacewhereaguestcantelexorfaxurgentmessages,laundryservice,aplaceinwhichnewspapersandmagazinescanbebought.Besides,manyhotelsalsoprovidehairdressingservice,agiftshopwheretheguestcanbuypresentsandsouvenirs.Theywillalsohelpguestsreserveticketsforthetheatreormaketravelarrangements.Suchsportsfacilitiesastenniscourtorswimmingpoolcanalsobefoundinmanyhotels.Andconferencefacilitiesareavailabletoointhehotels.Asidefromtheguests,non-residentscanmakeuseofallorsomeoftheseauxiliaryfacilitiesandenjoythemselvesintherestaurantsandbars.(4)Howmanystagesarethereinaguestcycle?Andwhatarethey?Therearefourstagesinaguestcycle.1)Thefirstisthecontactorpre-arrivalstageduringwhichtheguestswillmakeachoiceamongmanyhotels;2)Thesecondstageiscalledcheckinorarrivalstagewhichinvolvessuchstepsasarrivingatthehotel,fillinginregistrationinformationandhavingtheirroomsassigned;3)Thethirdstageistheoccupancystageatwhichthefrontofficewill,onbehalfofthehotel,keepincontactwiththeguestsandhelpthemhandleanyproblemtheymaymeetduringtheirstay;4)Thelaststageoftheguestcycleisdepartureorcheckoutstage.Atthisstage,thehotelwillsettletheaccountswiththeguestsandstopprovidingservices.Atthesametime,theroomwillbecleanedoutandputinorderforserviceagainandthehousekeepingdepartmentwillreceivesomeadvicetoenhancethequalityoftheirservicefurther.(5)Whatfactorswouldpossiblydeterminethechoiceoftheguests?Whichhoteltheychoosetostayisdependentonavarietyoffactorsincludingpreviousexperienceswiththehotel,advertisements,recommendation,etc.Theattitude,efficiencyandknowledgeofthefrontofficestaffmayalsohaveastronginfluenceontheirdecision.旅游知識測試正誤判斷：請?jiān)谡_的選題上劃√，錯(cuò)誤的選題上劃×。1.飯店集團(tuán)是指以經(jīng)營飯店為主的聯(lián)合經(jīng)營的經(jīng)濟(jì)實(shí)體，在本國或世界各地以直接或間接形式控制多個(gè)飯店，是以相同的店名和店標(biāo)、統(tǒng)一的經(jīng)營程序、同樣的服務(wù)標(biāo)準(zhǔn)、管理風(fēng)格和水準(zhǔn)進(jìn)行聯(lián)合經(jīng)營的企業(yè)集團(tuán)。飯店企業(yè)的集中化程度越高，則意味著競爭者數(shù)目越大。2.飯店業(yè)務(wù)始終是以為賓客服務(wù)為中心，是隨著賓客在飯店的活動而進(jìn)行的，客人在飯店住宿期間進(jìn)行的交易活動是飯店業(yè)務(wù)流程的決定性因素，這一流程一般由四個(gè)階段構(gòu)成，稱之為“顧客活動周期”。3.飯店設(shè)施設(shè)備質(zhì)量的好壞在很大程度上影響到旅游服務(wù)產(chǎn)品的質(zhì)量，但這并不是說提供服務(wù)所憑借的設(shè)施設(shè)備等物質(zhì)條件需要如何高級豪華，而主要是說提供服務(wù)所憑借的設(shè)施設(shè)備等物質(zhì)條件必須保持良好的使用狀態(tài)。4.連鎖飯店集團(tuán)成員主要有從房地產(chǎn)開發(fā)商或者從其他飯店業(yè)主手中租來經(jīng)營的飯店；飯店連鎖公司代管經(jīng)營的飯店；飯店連鎖公司特許經(jīng)營的飯店；飯店連鎖公司自己擁有產(chǎn)權(quán)，并且自己經(jīng)營的飯店。5.在飯店競爭中，飯店連鎖集團(tuán)比獨(dú)立經(jīng)營的單體飯店有著較大的優(yōu)勢，表現(xiàn)在數(shù)量優(yōu)勢，技術(shù)經(jīng)濟(jì)優(yōu)勢，市場營銷優(yōu)勢，物資采購優(yōu)勢，管理方面的優(yōu)勢，風(fēng)險(xiǎn)擴(kuò)散優(yōu)勢，但是資本優(yōu)勢不明顯。

PartIVReadingBox第四部分閱讀與分析HotelChainsTopicdiscussion

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1.Whatarethewayswhicharehelpfulfortheexpansionofhotelchains?Andwhichoneismostpopularatpresent?

Thefollowingarethewayswhicharehelpfulfortheexpansionofhotelchains:Directinvestment.Theheadofficehastwoapproachestoinvestdirectly.Oneistobuildandrunanewhotel.Theotheristobuyanoldoneandbringitsfacilitiesandmanagementup-to-date.Contractmanagement.Inthisway,managementcontractswillbesignedbetweentheheadofficeandtheactualownerofthehotelsothatthechainwillhavetherighttorunthehotelaccordingtoitsownparticularways.Theconditionisthatthechainwillgetacertainamountofmoneyoracertainpercentageoftheprofitseveryyear.Jointventure.Thechainwillpaypartofthecapitalnecessaryforthebuildingofanewhotelorthepurchaseofanoldone.Theotherpartofthecapitalwillbesuppliedbylocalinvestors.Franchising.Infact,itisaleasingarrangement.Accordingtotheleasingarrangement,ifthehoteloperatorpaystheparentcorporationafee,hewillbegrantedtherighttouseitsplans,manualsofprocedures,advertisingmaterials,andtorunhisbusinessinthenameoftheparentcorporation.Ofthefourwaysmentionedabove,franchisingisthemostpopularoneatpresent.2.Whataretheservicesafranchisorcanprovide?

Therearethreekindsofservicesafranchisorcanprovide:methods,technicalassistance,andmarketing.Intermsofmethods,operatingmanuals

withdetailedinformationabouteachstepoftheoperationshouldbeprovidedsothatthenewfranchiseemayhaveanideaofhowtomanagethebusiness.Moreover,trainingcoursesforthestaffbeforeopeningshouldnotbeignoredbecausetheyarecrucial.Andadviceandassistanceconcerningallaspectsofoperationarenecessaryfortheobservanceoftheestablishedstandards.Anothertypeofserviceistechnicalassistancewhichisoftenofferedtohelpthenewfranchiseetobuildanewhotelortobuyanoldone.Thelasttypeofserviceismarketingwhichisthemostimportantandindispensableterminanyfranchiseagreement.Thefranchiseemusttakeadvantageofthesuccessfulmarketingtechniquesofthefranchisor,whichhavebeenprovedandtestedbythemarket,torunhishotel.3.Whatmarketingadvantagesdoesahotelchainhavetocompetewithotherhotels?

Thestandardcourseofhotelmarketingforthehotelchaininvolvesthreemainelements:advertising,salesandreservations.Ononehand,thehotelchainoftenutilizesthemassmediasuchasnewspapers,magazines,radio,andparticularlytelevisiontomakejointadvertisements.Ontheotherhand,italsosetsupasalesnetworktospreaditsproduct.Forexample,regionalsalesofficesofthechainareestablishedinalmostallimportantareasthroughoutthecountry.Theysellboththeregionalpropertiesandmemberpropertiesofthechain.Andalargeportionofthepropertiesissoldtothegroupandconventionmarketwhileasmallpartissoldtothecorporateandtravel-agentareas.Hotelchainscanprovidemoreconvenienceforcustomerstomakereservationsquicklywhileitiseasierforthemtocontro