Transcript What Distinguishes a Good Brand? (Paul Pressler)

IMPROVING
COMPETITIVENESS
THROUGH ENHANCEMENT
OF SERVICE QUALITY
Professor Kaye Chon, Ph.D.
Chair and Head
School of Hotel & Tourism Management
The Hong Kong Polytechnic University
Looking Into the Future
• Increase of tourism demand, particularly in
intra-regional tourism
• Increase of low cost airlines and
affordability of air travel
• Concern for travel safety and health
• The “China Factor”
• Need for increasing competitiveness of
“Asian” brand of tourism product
World Tourism, 2020
World’s Top Destinations, 2020
World Tourism Organization
Country
Tourist
Arrivals
Market
Share
% Growth Rate
p.a. 1995-2020
1. China
130m
8.3%
7.8%
2. France
106.1m
6.8%
2.3%
3. United States
102.4m
6.6%
3.5%
4. Spain
73.9m
4.7%
2.6%
5. Hong Kong
56.6m
3.6%
7.1%
6. UK
53.8m
3.4%
3.4%
7. Italy
52.5m
3.4%
2.1%
8. Mexico
48.9m
3.1%
3.6%
9. Russian Fed.
48m
3.1%
8.5%
10. Czech Rep.
44m
2.7%
4%
1
So What?
•
•
•
•
•
Strategizing tourism planning and policies
Responding swiftly to changes in marketplace
Adopting a balanced approach to development
Stronger need for regional cooperation
Need for systematic approach to develop our
“Asian vision” with strong “Asian” brand
• “Asian Network of Tourism Policy” within
AESEANTA+3 or similar framework
Competitiveness of
Tourism Industry





Product level
Distribution level
Price level
Price-value level
Quality level
Development of Service
Quality in Tourism
• Opportunity to develop “Asian” brand in tourism
product
• “Quality” – a driving force for tourism industry
today and tomorrow.
• Quality engineering:
– Value creation and integration of cultural elements
– Capitalizing on HRD and engineering of quality
– Institutionalizing service quality
Service Quality Infrastructure
Development
Method 1:
Integrating cultural elements into
hospitality quality.
What is Hospitality?
• Hospitality is the behavior that is defined by
amenities and features that add material
comfort, convenience, or smoothness to
social interactions (Chon and Sparrowe
2001).
• “Be joyful in hope. Be faithful in afflictions and
pray in faith. Share with God’s people who
are in need. Practice hospitality.” (Romans
12:13)
Hospitality As a Cultural
Domain: Degree and Type of
Hospitality
 Reluctant----Contractual----Religious----Cultural 
DEVELOPMENT OF SERVICE CULTURE
Business
Educational
Institutions
Home
Society
Service Quality Infrastructure
Development
Method 2:
Engineering of hospitality
quality - management
approaches.
Customers
Senior
mgmt
Individual contributors team
Middle mgmt
First-line mgmt
Control
First-line management
Individual Contributors
Customers
Middle mgmt
Support
Senior
mgmt
School of Hotel and Tourism Management Organisation Chart
Students / Industry
BA Programs
Coordinator
MSc Full-time
Coordinator
MSc Part-time
Coordinator
MSc China
Outpost
Coordinator
Graduate Programs
Director
Full-time HD
Coordinator
Research
Students
Part-time HD
Coordinator
 Executive Development
Programs
 Resource Centre
 Sustainable Tourism
Unit
Undergraduate
Programs Director
 Millennium Training
Restaurant
Associate Head s
of School
Academic
Advisor
Head of
School
Advisory
Committee
General
Office
Administrative
Officer
School Research
Committee
Using Service Management
Fundamentals
1. When the product is service dominated,
attempt to tangiblize intangibles.
2. When the product is goods dominated,
attempt to intangiblize tangibles.
Cleanliness = intangible
Sterilized toilet = tangible
Service Quality Infrastructure
Development
Method 3:
Institutionalizing of
hospitality quality.
Summary and Conclusion
World’s tourism industry will see more
competition – more choices of destinations and
attractions coupled with more marketing.
Increasing competitiveness is of highest priority in
tourism policy formulation.
Entrepreneurship and value engineering process
can help develop industry’s competitiveness.
An “Asian Network for Tourism Policy” can help
enhance Asia’s tourism industry competitiveness.
THANK YOU!
[email protected]