MANAGING TOURISM AND HOSPITALITY SERVICES Theory and International Applications To my wife Lin and children Jillian, Benjamin, Joshua, Krystin and Jeremy for their support and encouragement in this project Bruce Prideaux To all the Pearce boys for their ability to amuse and distract Gianna Moscardo And, to Barbara Eric Laws MANAGING TOURISM AND HOSPITALITY SERVICES Theory and International Applications Edited by BRUCE PRIDEAUX GIANNA MOSCARDO ERIC LAWS CABI is a trading name of CAB International CABI Head Office CABI North American Office Nosworthy Way 875 Massachusetts Avenue Wallingford 7th Floor Oxfordshire OX10 8DE Cambridge, MA 02139 UK USA Tel: +44 (0)1491 832111 Tel: +1 617 395 4056 Fax: +44 (0)1491 833508 Fax: +1 617 354 6875 E-mail: cabi@cabi.org E-mail: cabi-nao@cabi.org Website: www.cabi.org ©CAB International 2006. All rights reserved. No part of this publication may be reproduced in any form or by any means, electronically, mechani- cally, by photocopying, recording or otherwise, without the prior permission of the copyright owners. A catalogue record for this book is available from the British Library, London, UK. Library of Congress Cataloging-in-Publication Data Managing tourism and hospitality services: theory and international applica- tion / edited by B. Prideaux, G. Moscardo, E. Laws. p. cm. Includes bibliographical references and index. ISBN-13: 978-1-84593-012-7 (alk. paper) ISBN-10: 1-84593-012-6 (alk.paper) 1. Hospitality industry Management. 2. Tourism Management. I. Prideaux, B. (Bruce) II. Moscardo, Gianna. III. Laws, Eric, 1945- IV. Title. TX911.3.M37M323 2005 647.94'068 dc22 2005016925 ISBN-10: 1 84593 012 6 ISBN-13: 978 1 84593 012 7 Typeset by SPi, Pondicherry, India. Printed and bound in the UK by Biddles Ltd, King’s Lynn. Contents Contributors ix List of Figures xiii List of Tables xv PART I – MANAGING CUSTOMER SATISFACTION 1. Quality and Service Management Perspectives 1 Eric Laws, Bruce Prideaux and Gianna Moscardo 2. Convention Delegates – The Relationship Between Satisfaction with the Convention and with the Host Destination: A Case Study 15 Leo Jago and Marg Deery 3. Issues Pertaining to Service Recovery in the Tourism and Leisure Industries 26 Shane Pegg and J H.K. Suh 4. Is Near Enough Good Enough? Understanding and Managing Customer Satisfaction with Wildlife-based Tourism Experiences 38 Gianna Moscardo 5. Management of Tourism: Conformation to Whose Standards? 54 Noel Scott PART II – COMPETITION AND COLLABORATION 6. Tiscover – Development and Growth 62 Dimitrios Buhalis, Karsten Kärcher and Matthew Brown 7. Co-branding in the Restaurant Industry 73 Maryam Khan 8. Airline Service Quality in an Era of Deregulation 83 Dawna Rhoades, Rosemarie Reynolds and Blaise Waguespack, Jr v PART III – SERVICE DESIGN AND IMPROVEMENT 9. Service System: A Strategic Approach to Innovate and Manage Service Superiority 94 Jay Kandampully and Ria Kandampully 10. Marketing Tourism Online 104 Lorri Krebs and Geoffrey Wall 11. Guidelines for Professional Activity Services in Tourism – A Discussion About the Quality of a Tourist Experience Product 115 Raija Komppula 12. Tourism Development: Hard Core or Soft Touch? 126 Fiona Williams and Marsaili MacLeod 13. Quality Management for Events 145 Donald Getz and Jack Carlsen 14. CAVIAR: Canterbury and Vladimir International Action for Regeneration – A Case Study of Techniques for Integrated Marketing, Service Quality and Destination Management 156 Barbara Le Pelley and William Pettit PART IV – MANAGING STAFF–CUSTOMER RELATIONS 15. Emotional Labour and Coping Strategies 170 Barbara Anderson 16. Service Ethics for Ecotourism Guides 181 Xin Yu and Betty Weiler 17. Effective Management of Hotel Revenue: Lessons from the Swiss Hotel Industry 195 Kate Varini and Dimitrios Diamantis 18. Service Management in a World Heritage Area – Tourists, Cultures and the Environment 209 Malcolm Cooper and Patricia Erfurt 19. The Relationship Between Airline Cabin Service and National Culture: A Cabin Crew Perspective 218 Bruce Prideaux and Seongseop Kim 20. Considerations in Improving Tourism and Hospitality Service Systems 225 Eric Laws PART V – RESEARCHING TOURISM AND HOSPITALITY SERVICE MANAGEMENT 21. The Role of Research in Improving Tourism and Hospitality Services: Measuring Service Quality 237 Simon Hudson, Graham A. Miller and Paul Hudson 22. Service Quality at the Cellar Door: A Lesson in Services Marketing from Western Australia’s Wine-tourism Sector 251 Martin O’Neill and Steve Charters vi Contents Contents vii 23. Using the Critical Incidents Technique to Understand Service Quality in Tourist Accommodation 262 Gianna Moscardo 24. Factors of Satisfaction: A Case Study of Explore Park 274 Muzaffer Uysal 25. The Value of a Benchmarking Approach for Assessing Service Quality Satisfaction in Environmental Tourism 282 Philip L. Pearce 26. The Development and Tracking of a Branding Campaign for Brisbane 300 Noel Scott and Stephen Clark 27. The Rasch Model Applied to Customer Satisfaction in Marbella 314 José L. Santos-Arrebola PART VI – CONCLUSION 28. Researching and Managing Tourism and Hospitality Service: Challenges and Conclusions 327 Gianna Moscardo, Bruce Prideaux and Eric Laws Index 335 This page intentionally left blank ix Anderson, B., International Graduate School of Management, University of South Australia, GPO Box 2471, Adelaide, SA 5001, Australia. Brown, M., Tiscover AG, Travel Information Systems, Maria-Theresien-Strasse 55-57, A-6020 Innsbruck, Austria. Buhalis, D., Centre for eTourism Research (CeTR), School of Management, University of Surry, Guildford GU2 7XH, UK. Carlsen, J., MUI Chair in Tourism & Hospitality Service, Co-director, Curtin Sustainable Tourism Centre, Curtin University of Technology, GPO Box U1987, Perth, WA 6845, USA. Clark, S., Ex Manager, Strategic Planning Tourism, Queensland, Australia. Email: stephen@ goodthinking.com.au. Cooper, M.J., International Cooperation and Research, Ritsumeikan Asia Pacific University, 1-1 Jumonjibaru, Beppu-shi 874-8577, Japan. Deery, M., Centre for Hospitality & Tourism Research, Victoria University, PO Box 14428, Melbourne City, MC 8001, Australia. Diamantis, D., Les Roches Management School, Switzerland. Erfurt, P.J., Ritsumeikan Asia Pacific University, 1-1 Jumonjibaru, Beppu-shi 874-8577, Japan. Getz, D., Haskayne School of Business, University of Calgary, Canada. Hudson, P., JMC Holidays, UK. Hudson, S., Haskayne School of Business, 2500 University Drive NW Calgary, Alberta T2N IN4. Jago, L., CRC for Sustainable Tourism, C/- Centre for Hospitality and Tourism Research, Victoria University, PO Box 14428, Melbourne City MC, Victoria, Australia 8001. Kandampully, J., Professor of Services Management, 265 J Campbell Hall, 1787 Neil Avenue, Ohio State University, Columbus, OH 43210-1295, USA. Kandampully, R., 265 J Campbell Hall, 1787 Neil Avenue, Ohio State University, Columbus, OH 43210-1295, USA. Contributors x Contributors Karcher, K., Tiscover AG, Travel Information Systems, Maria-Theresien-Strasse 55-57, A-6020 Innsbruck, Austria. Khan, M., Room 565, Hospitality Program, Dept of Management, School of Business, Howard University, 2600 6th Street, NW, Washington, DC 20059, USA. Kim, S.S., Department of Hospitality & Tourism Management, Sejong University, Seoul, Korea. Komppula, R., Finnish University Network for Tourism Studies, University of Joensuu, PO Box 111, FIN-80101 Joensuu, Finland Krebs, L., Department of Geography, University of Waterloo, Waterloo, Ontario, Canada N2L 3G1. Laws, E., Adjunct Professor, James Cook University, Cairns, Queensland, Australia. E-mail: e.laws@runbox.com Le Pelley, B., Guernsey Planning Department, UK. E-mail: barbara.lep@ guernsey.net MacLeod, M., Land Economy Research, Scottish Agricultural College, Craibstone Estate, Aberdeen AB21 9YA, UK. Miller, G.A., University of Surrey, UK. Moscardo, G., School of Business, James Cook University, Townsville, QLD 4811, Australia. O’Neill, M., Dept of Hotel and Restaurant Management, College of Human Sciences, 328B Spidle Hall, Auburn University, Auburn, AL 36849, USA. Pegg, S., School of Tourism & Leisure Management, Faculty of Business, Economics & Law, Ipswich Campus, The University of Queensland, 11 Salisbury Road, Ipswich, QLD 4305, Australia. Pearce, P.L., Tourism Program, James Cook University, Townsville, Australia. Pettit, T., Civic and International Manager, Canterbury City Council, UK. E-mail: william. pettit@canterbury.gov.uk. Prideaux, B., James Cook University, PO Box 6811, Cairns, Queensland 4870, Australia. Renolds, R., Embry-Riddle Aeronautical University, College of Business, 600 S. Clyde Morris Blvd, Daytona Beach, FL 32114, USA. Rhoades, D., Embry-Riddle Aeronautical University, College of Business, 600 S. Clyde Morris Blvd, Daytona Beach, FL 32114, USA. Santos-Arrebola, J.L., Catedratico de Universidad, University of Malaga, Spain. Scott, N., School of Tourism and Leisure Management, University of Queensland, Ipswich Campus, 11 Salisbury Road, Ipswich, Queensland 4305, Australia. Suh, J H.K., School of Tourism & Leisure Management, Faculty of Business, Economics & Law, Ipswich Campus, The University of Queensland, 11 Salisbury Road, Ipswich, QLD 4305, Australia. Uysal, M., Virginia Polytechnic Institute and State University, Dept of Hospitality and Tourism Management, 355 Wallace Hall, Blacksburg, VA 24061-0429, USA. [...]... the collection of work in this book is to enhance understanding of quality management in tourism and hospitality This introductory chapter now briefly describes the structure of the book, before providing an initial review of the evolution of tourism and hospitality management research The Structure of this Book Managing Tourism and Hospitality Services is organized in six parts The 28 chapters deal... thinking incorporated here Part VI contains one chapter which concludes Managing Tourism and Hospitality Services In this the editors summarize, map and synthesize the analyses and findings of our 48 contributors, and identify some priorities for future research in this challenging and rapidly evolving industry Service Quality in Tourism and Hospitality Management It has been suggested that service research... Service quality in tourism research: are we walking tall (yet)? Journal of Quality Assurance in Tourism and Hospitality 1(1), 31–56 Laws, E (2004) Improving Tourism and Hospitality Services CAB International, Wallingford, UK Laws, E., Buhalis, D and Craig-Smith, S (1999) A structured bibliography of tourism books Asia Pacific Journal of Tourism Research 3(2), 47–63 Leiper, N (1990) Tourism Systems Massey... tourism and hospitality management practices from many sectors of the industry, and utilizing an interesting selection of research methodologies and conceptual approaches As the editors show in detail in the review and synthesis of the concluding chapter of this book, the work presented here makes a substantial contribution to the better understanding of current tourism and hospitality management and. .. designing and operating the complex socio-technical organizations delivering tourism and hospitality services The six chapters in Part III build on the understanding of customer satisfaction and the functioning of industry relationships by reporting and critically analysing examples of improvements to specific tourism and hospitality services Part IV presents six chapters which focus attention on the experiences... expositions, meetings and ©CAB International 2006 Managing Tourism and Hospitality Services: Theory and International Applications (eds Bruce Prideaux, Gianna Moscardo and Eric Laws) 15 16 Leo Jago and Marg Deery incentive travel as a single industry and seventeenth among all US private sector industries Besides being an important industry in itself, providing significant employment and economic benefits... survey) The importance of tourism to the local economy Tourism business performance Tourism themes and provision Services offered by tourism businesses Unique selling features identified by firms Visitor pursuits (no of visitors) Visitor ratings of the tourism product Organization and intermediary promotional messages Business relations The influence of location on the tourism product and market 6 18 39 44... 2006 Managing Tourism and Hospitality Services: Theory and International Applications (eds Bruce Prideaux, Gianna Moscardo and Eric Laws) 1 2 E Laws, B Prideaux and G Moscardo with competition and collaboration, both of which are strongly characteristic of the industry The resultant tensions provide the dynamic context for managerial strategy while managers deal with the realities of designing and operating... 320 323 331 This page intentionally left blank 1 Quality and Service Management Perspectives Eric Laws, Bruce Prideaux and Gianna Moscardo James Cook University, Australia Introduction Managing Tourism and Hospitality Services is the result of extended discussions between the three editors about their own research interests, and between them and colleagues in many countries about activities they have... Queensland PhD thesis, Department of Tourism and Leisure Management, The University of Queensland, Ipswich, Australia Ramaswamy, R (1996) Design and Management of Service Processes Addison-Wesley, Reading, Massachusetts Riley, R and Love, L (2000) The state of qualitative tourism research Annals of Tourism Research 27(1), 164–187 Robinson, S (1999) Measuring service quality, current thinking and future . MANAGING TOURISM AND HOSPITALITY SERVICES Theory and International Applications To my wife Lin and children Jillian, Benjamin, Joshua, Krystin and Jeremy for their support and encouragement. the Pearce boys for their ability to amuse and distract Gianna Moscardo And, to Barbara Eric Laws MANAGING TOURISM AND HOSPITALITY SERVICES Theory and International Applications Edited by BRUCE. RESEARCHING TOURISM AND HOSPITALITY SERVICE MANAGEMENT 21. The Role of Research in Improving Tourism and Hospitality Services: Measuring Service Quality 237 Simon Hudson, Graham A. Miller and Paul