This chapter first introduces the main content, basic characteristics, position, function, organizational structure, present situation and development trend of recreation service; Then, the choice of leisure and entertainment projects, market positioning, service process design and product promotion are analyzed and expounded. Finally, the basic principles, service procedures and standards and service quality management of recreational projects are discussed and analyzed. In this chapter, we mainly talk about the following contents:
1. Main contents and basic features of entertainment services
2. Principles and basis of hotel entertainment service selection.
3. Market positioning of hotel entertainment services
4. Service process design of hotel entertainment projects.
5. The basic principles of hotel entertainment service and management
6. Hotel entertainment project service quality management
First, the main content and basic characteristics of entertainment services
"Recreation" is a new concept of tourism with modern consciousness, which literally means health and entertainment, and refers to a series of activities to meet people's health and entertainment needs. It includes recreational activities, leisure activities, recreational activities, literary activities, audio-visual activities, beauty and health care activities. , involving a wide range of knowledge and fields, lightning rod maintenance, such as sports, bodybuilding, health, psychology, aesthetics, fashion and so on.
Leisure activities are scientific and rational use of people's disposable time. They are activities that people use their leisure time to engage in activities that are different or unrelated to their jobs in a planned way, so as to restore their physical strength, gain fun and knowledge, and improve their creativity.
Modern leisure is the result of the high development of human health, material civilization and spiritual civilization, and it is also an inevitable requirement to improve people's spiritual and cultural level. At present, modern entertainment activities are increasingly becoming an indispensable part of people's daily life.
(A) the main content of entertainment services
The main contents of entertainment services can be roughly divided into three categories, namely sports, entertainment and health care. Specific projects depend on the scale and level of the hotel, and there are dozens of entertainment projects in high-end hotels.
1. Sports. Leisure sports refers to sports activities with fitness function that people can adjust their mood and promote their physical and mental health by means of certain fitness equipment, facilities and venues, so as to achieve the purpose of leisure and making friends.
Entertainment and sports mainly include fitness equipment, swimming, ball games and outdoor sports. Facilities include swimming pool, gym, billiards room, bowling room, table tennis room, tennis court, squash room and golf course.
2. entertainment. Recreational activities refer to activities in which guests get happiness, increase knowledge and benefit mental, psychological and physical health in a relaxed atmosphere under certain environment or facilities.
Entertainment projects mainly include a wide range, including singing and dancing, games, audio-visual reading, performances and so on. Specific facilities include: nightclub, ballroom, karaoke room, chess room, electronic game room, darts room, multifunctional coffee shop, large playground, laser movie hall, etc.
3. Health care, water tower maintenance. Health care refers to the relaxed and happy passive leisure way enjoyed by guests in certain environment and facilities, which is not only beneficial to health, but also can relax the spirit and cultivate sentiment.
At present, health care projects mainly include bathing sauna, health massage, physical therapy, beauty salon and so on. Facilities include sauna, sunbathing, massage room, beauty salon, etc.
(B) the basic characteristics of entertainment services
Entertainment service has many characteristics of hotel service, such as enthusiasm, patience and thoughtfulness, but entertainment service also has its particularity, which is different from other departments.
1. Principles and flexibility of entertainment services. In the process of entertainment service, we often encounter some special service cases. Service personnel can't accommodate illegal acts, but they can't stop them abruptly, which requires waiters to adhere to principles and have certain flexibility in their service work. Such as the excessive demands of drunken guests in karaoke bars and dance halls.
2. Professionalism of entertainment services. Most of the projects of the Recreation Department are professional and high-tech, which requires post personnel to be familiar with the performance, structure and characteristics of relevant facilities and equipment. Only in this way can we provide special consultation, safety protection, sparring and playing with guests.
3. Collaboration of entertainment services. Entertainment services have strong internal cooperation in the process of operation and management. For example, dance halls, karaoke bars and multi-functional cafes all need the cooperation of bands, actors, artists and fashion teams to achieve good results.
4. Randomness of entertainment service objects. The reception number and sales level of the recreation department service are quite random, which often changes with the interests, hobbies, ages and physical conditions of the guests. Therefore, the entertainment department should treat different participants in different projects differently according to their characteristics. For example, fitness programs are popular with young people, most beautiful women are young women, and video games are popular with young people.
Second, the hotel leisure service selection principles and basis
For the entertainment industry with strong times and trends, the success of its operation depends largely on the project decision of investors. Therefore, we should grasp some basic principles when choosing recreational projects, and make decisions on the basis of full investigation and analysis.
(A) the principle of hotel recreation choice
1. The principle of combining social benefits with economic benefits. The choice of leisure and entertainment projects should first follow the principle of stressing social benefits, and insist on choosing projects that are beneficial to people's physical and mental health, meet the requirements of socialist spiritual civilization and are encouraged by national and local laws, regulations and policies, and at least allow them to be opened. In terms of economic benefits, when determining entertainment projects, it is beneficial to make all kinds of projects and services form an organic whole and give full play to the advantages of the hotel.
2. The principle of meeting the needs of entertainment consumers. Market demand is the prerequisite for the survival of entertainment projects. Therefore, when choosing leisure projects, we should deeply study the needs of leisure consumers. At the same time, when choosing hotel entertainment projects, we must never ignore the entertainment needs of local people (mainly to stabilize tourists), and should take into account the needs of local people as much as possible to make the tourism market broader and more stable.
3. The principle of highlighting characteristics. Characteristics are unique, which is the fundamental reason why entertainment projects attract tourists. Emphasizing characteristics can be combined with national and local characteristics to form a brand-new and unique way of recreation. It can also highlight the characteristics of recreational projects in terms of scale and grade, and it can also highlight individuality in service methods and improve service quality to attract guests.
4. The principle of advancement. Entertainment industry is one of the industries that comprehensively embodies the latest technology, ideas and lifestyles. On the one hand, the principle of advancement means that the selected entertainment items should be the latest in the world; On the other hand, although the selected items themselves are not the latest, the facilities and equipment used are the most advanced. In addition, the establishment, management and service of entertainment projects conform to industry norms and international practices.
5. The principle of reasonable collocation. The hotel should determine the project with the greatest potential as the main project, which is the landmark management project of the hotel; The supporting project is the supplement and perfection of the main project. It is necessary to consider the integrity of the service function for the guests and the consistency with the main project.
(B) the basis of hotel recreation choice
While adhering to the principle of hotel recreation project selection, we should consider some factors that have an impact on project selection. such as
1. Market demand. The establishment of entertainment projects must meet the needs of the market. When determining the market demand, we should carefully analyze the market demand of each service item. If we want to analyze the consumption level of tourists, pay attention to the difference between working class and business class, and the difference between business guests and pure tourists, we should set up corresponding entertainment facilities according to the different needs of different guests.
2. Hotel scale. All kinds of amusement projects and amusement equipment should be suitable for the existing venues, and their settings should comply with the provisions of the State Bureau of Technical Supervision. Hotels with different stars should have supporting facilities for entertainment projects.
3. Financial ability. The setting of amusement projects should be based on the amount of funds of investors, and investors and designers should know fairly well and do what they can. If the selected project is inconsistent with the investor's ability to mobilize funds, it will not be able to achieve the expected goal.
4. Social environment. Social environment includes economic environment, humanistic environment and political environment.
The setting of the project should be compatible with the local economic development level and people's ability to pay; The establishment of leisure and entertainment projects should not only understand the local national character, customs and traditional concepts, but also fully foresee the future changes of these cultural factors, so as to ensure that the selected projects become the most valuable projects; The entertainment industry is an extremely sensitive industry. On the one hand, it needs stable local politics and a good public security environment; On the other hand, a good and relaxed policy environment is needed.
5. Fashion trends. Leisure fashion is popular from more developed areas to less developed areas. Therefore, the study of leisure fashion is only aimed at the local area at that time, and it cannot guarantee that the enterprise will occupy a favorable position in the market after its completion. We must choose those advanced leisure projects that can represent the development direction of modern leisure consumption as investment targets.
Third, the market positioning of hotel entertainment services
The market positioning of hotel leisure and entertainment services refers to the establishment and development of differentiated competitive advantages of leisure and entertainment projects according to the competitive situation, demand characteristics and their own resource conditions and characteristics of the target market, so that the projects or services provided by this project can form a unique image superior to other competitors in the eyes of consumers. The main contents are as follows:
(A) the characteristics of the project should meet the needs of consumers
At present, leisure and entertainment projects are developing in two directions, which are quite different. One is to have some crazy and ecstatic fun in a very noisy, exciting and novel environment, so that people can completely immerse themselves in it and forget anything else. Another way is to do something exquisite and elegant in an elegant and quiet environment, which can make people feel spiritual comfort and pleasure. However, in many entertainment places in reality, people find that there are few places where people can think calmly and talk heartily.
In recent years, a large number of tea rooms with tea reading and listening to classical music have appeared in every corner of the city, which are very popular.
(b) Product features should be significantly different from competitors.
Leisure and entertainment products should create characteristics that are obviously different from competitors in terms of project equipment or services, and can gain a leading position and establish characteristics in increasing business projects, improving product quality, diversifying business methods and highlighting price advantages.
(3) The characteristics of entertainment projects should be difficult for competitors to imitate in a short time.
The so-called characteristics that are easy to imitate cannot be called characteristics. Leisure and entertainment projects should be difficult for competitors to imitate in a short time, so as to establish the invincible position of hotels in the leisure and entertainment performance market.
(d) The established characteristics should have direct economic value as far as possible.
Minor changes in service procedures should not increase costs. For example, when the bowling alley in the whole amusement market is still using manual scoring method, a certain amusement project is put into transformation, and the first thing is computer scoring. This feature will make many consumers willing to pay more, thus making the project more profitable.
(e) The positioning features should be credible.
Some comprehensive entertainment projects flaunt that their entertainment services can meet all the entertainment needs in publicity, which is suspected of being untrue and makes people feel untrustworthy.
(six) to establish characteristics should be targeted.
Project features or product features should be able to consolidate the current position of the project in the market, or attack the weaknesses of competitors, or fill market vacancies.
Fourth, the hotel leisure project service process design
(A) service process design principles
1. Understand the needs of the guests through market research, and design the content and methods of entertainment services according to the needs of the guests.
2. The entertainment service process must be as convenient as possible for the guests, minimize the formalities and complexity before and after the entertainment activities, and avoid asking the guests to go through too many formalities.
3. In the process of entertainment service, we should design a high standard of etiquette and thoughtful and meticulous service, so that guests can have a comfortable feeling and enjoy as much as possible.
4. The process of entertainment service is synchronized with the consumption process of the guests, and attention should be paid to the design of the communication program between the service personnel and the guests. Because the guests in entertainment places are not only passive consumers of entertainment services, but active participants.
(two) to determine the service content of entertainment projects
Entertainment services include main services and auxiliary services.
The main service content is the basic content of the service process and the basic commitment of amusement facilities to consumers.
Auxiliary services of services, that is, according to the specific conditions of enterprises and markets, provide additional services other than the main services. These services can make the main service more perfect, and often play a promotional role by giving guests an extra discount.
(three) determine the way to provide entertainment services.
The significance of service mode is that the same service content, provided in different ways, will produce completely different effects. Service mode design is an important part of service process and operating program design.
The design of service mode mainly includes the following factors: the provision time of various services; Places to provide various services; Tools, appliances or props used in providing various services; The attitude that service personnel should adopt when providing various services; The language that service personnel should use when providing various services; Actions that service personnel should take when providing various services.
Five, the basic principles of hotel entertainment service and management
1. Adhere to the principle of combining planned management with flexible management. Scientific plan management is a necessary condition to ensure the smooth progress of recreation management, but in the process of plan implementation, some unpredictable situations will be encountered, and managers must adjust plans in time, change business strategies and re-establish target markets.
2. Adhere to the people-oriented management principle. Adhering to the people-oriented management principle means that according to the needs of entertainment management, the staff in all work links and positions of the department are constantly adjusted reasonably, and an incentive mechanism is introduced to encourage employees to give full play to their subjective initiative and work better.
3. Adhere to the principle of combining responsibility with rights. The organic combination of responsibility, right and benefit is the basis of scientific management of recreation department, and only in this way can employees be motivated to complete their work well.
4. Adhere to the principle of economic accounting. The hotel recreation department is usually set up as a separate business department, which is a relatively independent economic organization. We should fully consider the economic benefits and realize independent economic accounting.
5. Adhere to the principle of management modernization. Adhering to the principle of management modernization is to realize: modernization of management thought; Modernization of management methods; Modernization of management means, such as the application of electronic computers in all aspects of management; Managers are knowledgeable and professional.
Six, hotel recreation project service quality management
The content of recreational service quality management consists of two parts: Jiangsu Sanligang High-rise Building Anticorrosion Co., Ltd., one is to standardize the incalculable service quality and institutionalize the service process by formulating service regulations and quality standards, so as to stabilize the basic service quality within the expectations of guests, ensure that guests will not feel dissatisfied, and achieve minimum quality control; The second is to encourage service personnel to master different guests' expectations, especially the potential expectations, for each kind of leisure and entertainment products on the basis of studying guests' empathy, provide personalized and extraordinary services that vary from person to person, improve guests' satisfaction and create loyal guests.
1. Establish service quality standards. The content of service quality standards for amusement projects includes health requirements, safety requirements, service attitude requirements and service efficiency requirements.
2. Conduct service quality control training. Cultivating employees with good service awareness and skilled service skills, mastering the specific service processes and service quality standards of each service post, and defining the quality requirements are the fundamental measures to ensure the service quality of enterprises.
3. Standardize service work according to service rules and service quality standards. Managers should inspect and supervise the work of waiters according to the service specifications and service quality standards, so as to control the service quality in the service process, and reward and punish the service personnel according to the inspection results.
4. Evaluate the service quality and continuously improve the service work. In order to objectively evaluate the service quality, we can obtain the evaluation of the service quality from various channels, such as guest complaints, guest expressions, guest comments and guest opinion forms. On this basis, we can analyze the causes of the problems, find out the main influencing factors, and formulate solutions and measures to solve the problems.
5. Educate employees to provide excellent service. Creating "loyal guests" is the goal pursued by all entertainment operators. In order to achieve this goal, the operators of amusement projects must make great efforts to study the expectations of guests for each amusement product, consciously understand different types of guests and their various characteristics in their daily work, constantly accumulate different expectations of various guests, and strive to improve the service art, so that they can analyze the actual expectations and potential expectations of guests by observing their words and deeds, and show them on the basis of ensuring to meet the actual expectations of guests. This is the function of "extraordinary" service and the secret of quality service.
Seven, the establishment of entertainment service organizations
(1) organizational structure
The type, scale and composition of recreation department in different hotels are different. Nevertheless, the principle of setting up a recreation department organization is basically the same, that is, the organizational form must meet the business needs. At present, there are two main forms to establish a representative entertainment department.
1. Two-level establishment method. The so-called secondary establishment means that the recreation department is directly under the general manager level, and it is set in parallel with other major business departments such as front office, guest room, catering and marketing, and becomes a secondary department. This model is generally suitable for large and medium-sized high-end hotels that integrate eating, living, shopping and entertainment, and entertainment income plays an important role in the total hotel income. Because this model was adopted earlier and more widely in western developed countries, some people call it "European-American model". (See the picture on page 175 in the textbook for details. )
2. Three-level establishment method. In hotels with few entertainment projects and entertainment income is not the main source of income, the establishment of entertainment project management institutions usually adopts three-level establishment, that is, the recreation department is located under a second-level department and becomes a third-level department, which mainly undertakes the task of providing comprehensive services for in-house guests. Because this method was used earlier in hotels in Asia, mainly in Japan and Taiwan Province Province of China, some people call it the "Asian model". As the department most closely related to recreational services is the Food and Beverage Department, hotels often set the Recreation Department under the Food and Beverage Department when setting up management institutions (see the picture on page 176 for details).
With the continuous development of tourism and the constant renewal of tourism concepts, leisure projects, as a means of competition, have attracted more and more attention from hotels. Recreation department is not only gradually independent from its affiliated departments, but also becomes a professional management department, an important department in parallel with rooms, restaurants and other departments, and operates in the local market, becoming a representative place for local spiritual consumption.
At present, the management of hotel recreation projects is not limited to the hotel itself, and there are diversified management modes, which are mainly divided into independent management and outsourcing management. "Outsourcing" refers to the purchase of services from third parties, rather than the completion of these tasks by hotel employees. Outsourcing is a popular method abroad, that is, hotels focus on their competitive core business and contract other businesses to professional enterprises. This will not only allow you to concentrate on what you are most sure of, but also reduce costs; At the same time, part of the business will be outsourced to professional enterprises to make them more reliable, professional, forward-looking and systematic. Business outsourcing has become the development trend of the hotel industry and an indispensable choice in the hotel development strategy. Some ancillary or non-main businesses of modern hotels, such as beauty salons in entertainment projects, are outsourced to outside enterprises. Of course, outsourcing should choose professional and well-known enterprises or institutions.
Learning Suggestions: In the learning process of this chapter, students can learn according to the hotel recreation products and teaching materials they know, exchange their feelings about the recreational projects they have experienced personally, visit hotels with better management of recreational products, understand the selection, design and operation of recreational projects, analyze the problems and deficiencies existing in the operation, put forward their own thinking countermeasures, and try to carry out exploratory design of innovative development of recreational products.
Chapter II XI Hotel Safety and Crisis Management
Hotel safety management is the premise and basic guarantee of other hotel work, and it is the basis for the smooth operation of the hotel. Hotel safety management should be based on prevention, tight inside and loose outside, and always make unremitting efforts.
This chapter first discusses the concept and scope of hotel safety management, the characteristics and principles of hotel safety management, the importance of safety management to the hotel industry, the tasks and institutional settings of hotel safety management, etc. Then it focuses on the main contents of hotel safety management: hotel main safety management, hotel fire safety management, hotel public security management and hotel occupational safety management. Finally, the concept, importance, content, measures and procedures of hotel crisis management are analyzed and expounded. In this chapter, we mainly talk about the following contents:
1. Concept, scope and content of hotel safety management
2. Characteristics and principles of hotel safety management
3. The relationship between the security department and other departments
4. Hotel safety accident handling
5. The basic content of hotel crisis management
6. Measures and procedures for hotel crisis management
First, the concept, scope and content of hotel safety management
(A) the concept of hotel safety management
Hotel is a comprehensive service enterprise that provides accommodation, catering, entertainment, shopping and other services for guests, and it is the living base for guests' travel, business, meetings and other activities. Because it is a public place, people come in and out frequently, the composition of guests is complex, and the potential unsafe factors are relatively high. It can be said that hotel safety is the guarantee of all the work of the hotel, and it is also the basis for the hotel to carry out various business activities.
Hotel safety means that all people and property within the control of the hotel are not in danger, and there are no other factors leading to danger. Hotel safety includes three meanings: the personal and property of the hotel, its guests and employees are inviolable within the control of the hotel; The safe state of the hotel is that there is no state danger and there is no possibility of danger. Hotel safety reflects all aspects of hotel safety factors as a whole, not just one aspect of hotel safety.
Hotel safety management mainly refers to the system and measures to actively protect and prevent the service objects (guests), service subjects (enterprises and employees), communities and the environment in the hotel service management, so as to prevent their dangers and accidents.
(B) the scope of hotel safety management
Hotel safety management covers a wide range, including all personnel and all property under the control of the hotel.
1. Ensure the safety of guests. Safeguarding the safety of guests includes protecting the personal safety and property safety of guests, ensuring that the legitimate rights and interests of guests are not infringed, and making guests feel safe psychologically.
2. Ensure the safety of employees. Safeguarding employees' safety mainly includes three aspects: safeguarding employees' personal safety, safeguarding employees' legitimate rights and interests, and safeguarding employees' minds from pollution.
3. Ensure the safety of the hotel. To ensure the safety of the hotel and plug the oil storage tank is first manifested in a series of work to maintain the image of the hotel from being damaged. If some guests drink too much, make too much noise, or are disheveled and misbehave in public places, it will affect the style of the hotel and damage its image. The second is to protect the hotel's property from losses, such as cooperating with the finance department and the front office manager to pay off debts, preventing and tracking down evasion, and preventing and cracking down on internal and external theft.
(3) Hotel safety management
1. Main contents of hotel safety management
(1) Hotel Safety Management Committee was established. The hotel safety management committee is composed of managers elected by various departments, whose responsibility is to formulate, improve and implement the hotel safety plan.
(2) Make the hotel safety work plan. Hotel safety work plan should include clear policies and well-designed procedures, processes and activities, aiming at preventing crimes, reducing losses and reducing the possibility of criminal activities in hotels.
(3) Carry out safety work study and training. Managers should not only be responsible for checking and finding unsafe hidden dangers and correcting them in time, but also be responsible for the study and training supervision of safety work.
(4) Install and manage the hotel's security system equipment. Hotel security hardware equipment includes information processing systems, such as room reservation center, point-of-sale checkout, word processing and the use of independent computers. Telecommunication system; Such as program-controlled telephone, telephone automatic bookkeeping and video conference facilities; Fire prevention system, such as manual alarm and smoke sensor. Key system, closed-circuit television monitoring system, etc.
(5) Formulate safety standards and work specifications. The hotel shall, according to the relevant safety requirements and the actual situation of the hotel, formulate the safety standards for places and service posts in various regions.
(6) Check and record regularly. Regular inspection and recording of hotel safety work is an indispensable part of safety management. These records enable managers to know the current situation of safety work in time, especially the types, causes and consequences of unsafe incidents, so as to take better preventive measures in the future.
2. Hotel security management. Public security management is the key content of hotel safety management, which mainly involves all kinds of disputes, theft, personal injury and even death in the hotel. Why did the novel contest become an entertainment event? For illegal and criminal acts, if the circumstances are not serious enough to be classified as criminal cases, they should be classified as public security cases, mainly including cases of disturbing public order, cases of assault and injury, cases of theft, fraud, looting of property, cases of destroying public and private property, and cases of disturbing public security.
3. Hotel fire management. The functions of modern hotels are becoming more and more perfect, integrating rooms, apartments, restaurants, shopping, nightclubs and conference centers. At the same time, they have high requirements for buildings and ancillary facilities, and pursue comfort and luxury to meet the needs of guests, which increases the potential danger of fire. Hotel fires have the characteristics of high incidence, rapid fire spread, difficult fire extinguishing, difficult evacuation and heavy losses. Doing a good job in hotel fire management is an important guarantee for the safety of hotels and guests.
4. Hotel occupational safety management. Hotel occupational safety management refers to activities such as planning, organizing, coordinating and controlling in order to ensure the safety of employees' work in the process of professional work. During the professional work of hotel employees, due to subjective irregular operation or objective unsafe working environment, it will bring danger to employees' lives and property and hotel property. Therefore, the hotel occupational safety management industry is an important part of hotel safety management.