Chapter 1:

Overview of
the Hospitality
Industry
Scope of Hospitality Industry
Service Mission and
Hospitality Product
Pursuing Opportunities in
Hospitality Career
Hospitality Industry from
Islamic Perspectives
What is Hospitality Industry?
Hospitality
Receiving guest in a generous and cordial
manner.
Creating pleasant or sustaining
environment.
Satisfying a guests needs.
Anticipating a guest desires.
Generating a friendly and safe
atmosphere.
Hospitality Industry
Comprising businesses that
serve guests away from
home.
Hospitality and Tourism
Network
HOSPITALITY
Serve guest who are
away from home.
TOURISM
Travel for recreation or the
promotion and
arrangement of such travel.
Interrelated and strongly affect one
another.
Basic Components of
Hospitality and Tourism
Network
Food and Beverage services
Lodging services and ski resorts
Recreation services
Campgrounds and theme parks
Travel related (tourism services)
Gaming industry
Product that provides personnel services
Service: Mission
& Product
Nature of product
Issues Arising from Product
Delivery
Principles for Achieving
Guest Satisfaction
Nature of product
(Characteristics of service):
Intangibility cannot been touch, seen, taste,
heard, felt or smell.
Inseparability cant be separated from
service provider.
Variability quality is depends on who
provide them and where, when or how.
Perishability cant be stored for later sales or
use.
Heterogeneity every service performance is
unique to each customer

Hospitality Business
Main purpose of business is
to create memorable
experiences for each
guest
Issue Arising from Product
Delivery
Perception value
Service encounter
Perception Value
No scale from good to poor.
Depending on guest perception and
perceived value.
Guest compare service with other service
provider.
Each guest have personal opinion and
satisfaction level.
Service Encounter
Period of time which guest interact
directly with service.
Eg. check in & check out procedures
Amenities provided.
Eg. guest dissatisfied with the shampoo
and amenities in the room.
5 General Elements in Judging
the Service
Price value
Reliability
Responsiveness
Assurance
Empathy

Principles for Achieving Guest
Satisfaction
Recognizing guest
Make a positive first impression
Fulfil guest expectations
Reduce effort of guest
Facilitate guest decision making
Focus on guest perception
Avoid violating the guest unspoken time limits
Create memory
Expect guest to remember bad experience
Put the guest in your debt ensure guest leave with
good memorable experience
Pursuing
Opportunities in
Hospitality
Opportunities Abound
Identifying Required Skills
and Abilities
Meeting the Requirements
Opportunities Abound
Hospitality career opportunities
- Labour intensive
- High touch
Eg.:
Tour and travel management
HR management
Special event management
Sport management
Club management
Gaming
Identifying Required Skills and
Abilities
Components are the skills necessary for
success in the workplace.
Eg. Chef need competencies and
accountability (kebolehan dan
kecekapan).
Meeting the Requirements
Formal education grad from hospitality
school.
Informal education through work
experience.
Hotel, restaurant, tourism association
hotel or company offers certificate
program.
Eg. MK Land, Marriot, Hilton, Berjaya
Group, Shangri La, Tourism Malaysia