饭店业发展与创业管理.doc

第一部分：饭店业发展与创业管理第一章 国际饭店业历史与发展（The History of Hospitality Industry）1. The Definition of HospitalityThe word hospitality has ancient roots, dating from the earliest days of Roman civilizationIt is derived from the Latin verb hospitare, meaning “to receive as a guest” Several related words come from the same Latin root, including hospital, hospice，and hostelIn each of these，the principal meaning focuses on a host who receives，welcomes，and caters to the needs of people temporarily away from their homesThe phrase “to receive as a guest” implies a host prepared to meet a guests basic requirementsThe requirements of a guest are，traditionally, food, beverages,and lodging or shelter. Additionally, many hosts provide some form of entertainmentHowever, entertainment has become a large separate industry that includes major undertakings such as theme parks, major musical and sports performances，fairs and festivals, and parades. Because entertainment is primarily associated with travel and tourism and is not a necessary ingredient to satisfy a travelers basic needs，we treat it as part of travel and tourism rather than food，beverage，and lodgingthe basic dements of hospitalityThe origin of hospitality is the cordial and generous reception and entertainment of guests, either socially or commercially.2. The Basic of the IndustryThe traditional view takes us to the heart of the hospitality industryIf the word Hospitality refers to the act of providing food，beverages，and lodging to travelers，then the hospitality industry consists of businesses that do thisThis brings up two important distinctions between the hospitality industry and other service enterprises：1The hospitality industry provides food，beverages，lodging，or some combination of the three that other businesses provide only on the most incidental basis2The hospitality industry provides services primarily to travelers，in a broad sense of the termBy contrast，other service businesses deal primarily with customers who are local residents and who are at home rather than in the process of travelingOur definition also distinguishes the hospitality industry from the products and government sectors of our economyManufacturers and producers of products do not normally sell servicesInstead，they make or produce products that are sold to consumers through regional systems of local wholesalers and retailers，or directly to the consumer via mail or private delivery serviceGovernments are essentially nonprofit organizations and，with some exceptions，are not designed to provide for the essential needs of the traveler. The astute student will be quick to point out a potential problem with the above view of the hospitality industry. Clearly, services provided for travelers are frequently also provided to local residentsRestaurants and hotels are excellent examples of facilities that provide food and lodging to local residents in addition to travelersAdditionally, many businesses provide food to employees who live locally. Those concerned with the question of the residential or nonresidential nature of customers in a hotel dining room，local restaurant，or employee cafeteria will soon recognize the futility of attempting to make useful distinctionsRegardless of where the customers live, the staff of a hotel or restaurant must offer the same menus and provide a level of service to allEven if a business provides food to employees in a cafeteria and does not cater to travelers，the food and service may not differ greatly from a cafeteria organized to cater to travelersIn other words，the essential nature of the foodservice is the same regardless of the clienteleAlthough the hospitality industry evolved as a means of providing food，beverages，and shelter for travelers，these services appealed to local residents as well，and increasing numbers have come to take advantage of themToday, some hospitality enterprises service local residents only and never attend to the needs of travelers，as is the case in an employee cafeteriaFor practical and definitional purposes，then，those providing food，beverages，and shelter，or some combination of these，are considered part of the hospitality industry whether or not their customers are actually travelers.Tourism business providing primary services to travelersThese include hospitality businesses (hotels and restaurants) and related enterprise fields of entertainment，recreation，and transportation，travel agencies and tour operators，as well as segments of national，state，and local governments3. Scope of Hospitality IndustryFrom the above material，it is apparent that there may be any number of businesses in the hospitality industryThe definition is really quite broad；therefore，at this point we discuss some of the varied enterprises that make up each of the two principal segments of the industry: food and beverage，on the one hand，and lodging，on the otherThe hospitality industry comprises those businesses that provide services, primarily accommodations, food and beverages, not only to those traveling for pleasure, but also the business traveler. Now it is a large enterprise，known as the travel and tourism industry or a part of it. Many experts and scholars consider Airlines, bus companies, cruise lines, car rental agencies, amusement parks, tour operators, restaurants, bars and hotels are all part of this industry. The travel and tourism industry is a vast group of business providing necessary or desired products and services to travelers. Travel and tourism has been recognized as the largest civilian industry in the world, employing one out of every ten persons worldwide. （World Travel and Tourism Council Report, 1992）It includes everything arising from the interaction of travelers with the business, governments, and people who make that travel possible. It is the third largest industry. There are 16000 airports and 47000 lodging properties serve tourists in America,（American Hotel & Motel Association, 1996）with travel spending contributing $1.24 billion each day to the U.S. economy. (Lodging Industry Profile, 1996) (1) Food and Beverage SegmentEveryone is aware of the seemingly limitless array of organizations that provide food and beverage service to the publicToday, these include every conceivable type of establishment，from a brightly colored fast food restaurant (many of these establishments prefer to be labeled fast service restaurants rather than fast food restaurants) to a quiet dining room offering elegant，ultra-expensive continental or French cuisineNo matter what type of food travelers and non-travelers alike desire，food service must be available to them at the appropriate hour for breakfast，lunch，dinner，supper，snacks，and so onThe public looks for foodservice everywhere：hotels，motels，factories，dormitories，highways，cruise ships，city streets，trains，offices，airlines，national parks，airports，bus terminals，shopping mallany place outside the home where people can be found shopping，driving，working，playingCommercial restaurants of every description are around us every day：fast-service restaurants selling hamburgers，chicken，pizza，pasta，or hero sandwiches；ethnic restaurants selling Chinese，Mexican，Italian，Latin American，German，Indonesian，Indian，and dozens of other types of meals；specialty restaurants serving seafood，steaks，pasta，chicken，or vegetarian items：some restaurants organized around themes，such as railroad cars，English pubs，railroad stations，medieval pageants，opera，or the circus；and a range of others-expensive，inexpensive，noisy, quiet，elegant，dingy, brightly lit，or dark，and serving great food，decent food，terrible food，and every other kind you can imagine Hotels and restaurants also have long been in the business of selling drinks as accompaniments to food，or because their customers began to expect it，or because they discovered it was profitableThe terms food and beverage became ever more closely linked，and both hotels and restaurants began to use terminology that illustrated the linkage；food and beverage manager and food and beverage department became common terms，and remain soBecause our industry treats food and beverages together as one segment of the industry, we do the same in this text1) Early Food ServicesLike the lodging industry, the food service industry is a very old businessSuch service came out of the early inns and monasteriesIn cities, small restaurants began serving simple dishes such as soups and breadsOne such restaurant，le restaurant divin (the divine restorative) opened in Paris in 1765(Like tourist, restaurant is a French word. )The famous English taverns provided food, drink, and lodging In the United States the early ordinaries，taverns，and inns typically provided food and 1odgingGood examples of these can be found in Colonial Williamsburg, VirginiaPolitics and other concerns of the day were often discussed in such taverns With the development of stagecoaches，taverns began providing food and lodging along the each roads and in small communitiesSome believe that these roadside taverns were really the beginnings of the American hotel industryAs cities grew, so did eating establishmentsSome names of historic restaurants in the 1820s in New York City，were Niblos Garden, the Sans Souci，and DelmonicosFrench service was often used in these early restaurantsIn French service，some kinds of entr6es are prepared by the dining room captain right at the guests table，sometimes using heat from a small burner, then serving from larger dishes onto the guests plateThe kinds and amounts of each food item are chosen individuallyBy contrast, in Russian service the entire plate，with predetermined portions，is served to each guest Menus can be of two typesa la carte and table dhoteThe a la carte menu consists of a complete list of a11 the food items being offered on that dayThe patron then chooses the individual items desiredIn table dhote, a combination of items is chosenEating and drinking places are big business, Although much of this activity is local，eating and drinking are favorite pastimes of travelers，and the food service industry would face difficult times without the tourist market The National Restaurant Association projected that food industry sales for 2005 would total $475.8 billion and equal 4 percent of U.S. gross domestic productThis level is 49 percent over 2004 sales and marks the fourteenth consecutive year of sales growth for the industryThe nations 900,000 restaurants provide employment for 1 2.2 million people，over 9 percent of the U.S. workforce, making the industry the largest private sector employer in the nationAbout 55 percent of all those in food service occupations are women., 133percent are Hispanic，and11 per-cent are African AmericanThe food service industry employs more minority managers than any other retail industryTravelers contribute about $130 billion to food service sales each year, whether for a coffee shop breakfast，a dinner on an airline，a sandwich from a bus station vending machine，or a ten-course dinner on a cruise shipTravelers，including foreign visitors，spend more money on food than anything else except transportation，and travelers account for about one-third of the total sales in the food service industry The food service industry consists of restaurants, travel food service, and vending and contract institutional food serviceLocal restaurants are made up of establishments that include fast-food units, coffee shops, specialty restaurants，family restaurants，cafeterias，and full-service restaurants with carefully orchestrated “atmosphere.” Travel food service consists of food operations in hotels and motels, roadside service to automobile travelers，and all food service on airplanes, trains, and ships. Institutional food service in companies，hospitals，nursing homes, andso on is not considered part of the tourism industry. Over the past two decades, the food and beverage business has grown at a phenomenal rate. This has been especially true for the fast-food segment with the franchising portion in the fast-food segment becoming the dominant growth sectorThis remarkable increase has been gained at the expense of other food service operators and supermarketsFranchisees control approximately three-fourths of the fast-food outlets，whose hamburgers，chickens，steaks，and pizzas dominate the fast-food business Fast-food chains have enjoyed great success in part because they limit their menus，which gives them greater purchasing power, less waste，more portion control，and, of importance to the consumer, lower operating costs. They are leaders in labor productivity in the restaurant industryMost fast-food operations use disposable paper and plastic；the expense for these materials is more than offset by the savings resulting from not providing regular service and from not employing the personnel required to wash the dinner serviceFast-food operations also enjoythe advantages of specialization；they have become specialists in menu items，job simplificationand operating systems. Franchising has been used extensively in both the restaurant field and the lodging field as a means of achieving rapid growthUsing the franchisees capital, the entrepreneur can get much more rapid penetration of the marketplace As noted earlier；franchise units account for approximately three-fourths of the growing fast-food portion of the industryAdvantages of franchising accrue to both sidesThe franchisee gets the start-up help，advice from experienced management，buying power, advertising，and low unit costs from spreading fixed costs over large numbers of unitsThe franchisor has the advantage of a lower capital investment，rapid growth, and royalty incomeThe fast-food franchise operators have a great deal of concentration in their segment of the industryThe seven 1argest account for almost half of the fast-food units and almost half of the salesFranchise firmsare household words：McDonalds，KFC (Kentucky Fried Chicken)，A&W Wendys, Dairy Queen，Burger King，Pizza Hut，Arbys, and Taco Bell Although the fast-food segment is the most rapidly growing segment，the high-quality segment of the restaurant industry must not overlookedMuch of this business is based on customers seeking a special or different experience in dining outLocal entrepreneurs who emphasize special menus, varying atmospheres，and high-quality food and service have most effectively satisfied this demandNew concepts or trends include ethnic restaurants，especially those、with an oriental orMexican flavor；increased demand for health foods，fish，local produce，and regional dishes；and variety in portion sizes (2) Lodging SegmentThe lodging segment of the hospitality industry includes the more familiar kinds of establishments that have long offered shelter to travelersthe hotels and motels we see on city streets，along highways，near beaches，and close to airports，ski slopes，theme parks，lakes，and national parksThose less familiar with the industry may not realize that some lodging facilities called inns，motor hotels，lodges，or motor inns are simply hotels or motels using different namesHowever，some lodging establishments do use distinctive terms and sell lodging concepts unlike those of the traditional hotels and motelsExamples are bed-and-breakfast，resort hotel，resort condominium，conference center, extended stay, time-share，and all-suiteall terms that must be addressed in a discussion of the lodging segmentAdditionally, some lodging establishments are known for the special facilities they offer：ski lodges in Colorado and casino hotels in Las Vegas and Atlantic City are good examples. In many ways，campgrounds and transient trailer parks are lodging establishments, and so are school and college dormitories，summer camps，and health spas. All attend to the lodging needs of those away from home. Outside the United States，the signs for lodging establishments may display unfamiliar wordsExamples include parador，an old Spanish monastery or castle converted to use as a hotel；pension or pensione，a French or Italian home at which guests are provided with room and board；chateau，a French castle or elegant country home used as a hotel；ryokan，a Japanese inn at which traditional customs are observed；and hostel，a lodging facility at which inexpensive accommodations are provided for students and others，typically on a nonprofit basis Lodging signs also bring us some of the worlds best-known names in hospitality: Hilton，Sheraton，Holiday Inn，Marriott，Ramada，Days Inn，Quality Inn，and Hyattto name just a fewA11 these，and many others，help make up the dynamic and growing lodging segment of the industry(3) Meetings and ConventionsThe conventions and meeting business is huge and booms when the economy is growing and retrenches when economic growth slowsMeeting Professionals International (MPI) estimates that meetings and conventions are a$102.3-billion-a-year industry. For a city the financial benefits of hosting a convention are substantial According to the International Association of Convention and Visitor Bureaus (IACVB)2004 Convention Expenditure and Impact Study, the average convention attendee spent $945 in the host cityDelegates spend$266 per day excluding registration fees and transportation to and from the city .They stay an average of 3.5 nightsLodging at 48 percent and food and beverage at 29 percent account for 77 percent of visitor spendingIn addition to the delegatesthe host city also benefits from the organizers spending an average of $96 per delegate for the event and exhibitors who spend an average of $350 each for the eventDelegates attending international，nationaland regional events spend more money than those attending state and local eventsThere will probably be an oversupply of convention meeting facilities in the United States as