Frank Exam
How can an organization develop effective employee-to-customer communication?
"Disney's performance tips require cast members to seek out guest contact, to listen and answer questions and offer assistance.
What the primary focus of early resort development in the U.S
"The sole purpose of a resort, in the classic sense, is to afford its users a place for escape or restoration from the world of work and daily care."
Why is process a challenge for organizations?
- Requires simultaneous organization of work & enhancement of energy and creativity - Managing combustion points This is taking too long; or too crowded, etc. è Customer / guest flow 2. No one knows the answer. è Employee-tocustomer communication 3. Different needs - my situation is different. è service attention; customers with special needs 4. I have a dilemma. è poor process design
Identify and describe the two types of training Disney provides to employees
- The first tier: focuses on common concepts and behaviors Traditions - Goal: "Put Disney into People" • Orientation program • Offers relevant & practical knowledge • Existing cast members àtraining facilitators - The second tier is location‑specific Teach Behaviors of Quality Service - how to achieve quality standards - particularly focused on the elements of the standards that can be applied universally throughout the organization à safety and courtesy
45. What are the advantages of using the Integration Matrix?
- design a fresh, integrated approach to the guest experience. - a diagnostic tool - Fine-tune service delivery: • creating service moments - benchmarking • analyze a competitor's service (or an partner's)
Define and discuss the significance of Japanese Onsen.
...Hot Spring ò Originated during the Heinan period (794 to 1185) ò Villas built by Japanese Emperors for their family and courtiers.
Describe resort development during the Edo period in Japan. What is a ryokan?
...ryokan is a type of traditional Japanese inn that originated in the Edo period (1603-1868), when such inns served travelers along Japan's highways.
Describe the 'target market' for the first Japanese beach resorts. Describe the amenities provided at the beach resorts
...ò Shoguns and damiyos built houses that were used to entertain guests, offer tea ceremonies and relaxation. ò Common resort destination was the "onsen" or hot springs for all people from different classes.
Briefly describe early resort development in continental Europe. (Belgium, England, Switzerland)
1 The first noteworthy resort area was developed in Belgium in 1326 in a town now called Spa. 2. ENGLAND Spas also became popular because of the medical benefits that were attributed to them; these included waters that were rich in certain minerals and could cure ailment 3. SWISSThe Swiss resort industry was developed in the 1800s to provide private resort facilities for more prosperous people.
Describe the precepts for a Pre-Meiji Resort Villa.
1. A resort villa should be a place removed from one's place of daily living, equipped to carry on one's work to pursue cultural or intellectual activities, and suitable as a family retreat or for entertaining important guests. 2. A resort is a place for toji treatment, health restoration, and recreation built around a hot spring. 3. A villa in a one-off location should serve an important secondary function as a place of refuge and a safe haven. 4. A resort villa should serve as a place for private study and mediation or as a gathering place for guests of like minds in intellectual pursuits.
. List 'Mickey's Ten Commandments'.
1. Know your audience 2. Wear your guest's shoes 3. Organize the flow of people and ideas 4. Create a visual magnet (aka "wienie") 5. Communicate with visual literacy 6. Avoid overload - 7. Tell one story at a time 8. Avoid contradictions, maintain identity 9. Treatment and treats 10. Maintain it!
Identify Disney's service standards, in order of priority.
1. Safety, 2. Courtesy, 3. Show and 4. Efficiency (in order of priority)
What are the major process problems / challenges faced by organizations? (i.e., common combustion issues)
1. This is taking too long; or too crowded, etc. è Customer / guest flow 2. No one knows the answer. è Employee-tocustomer communication 3. Different needs - my situation is different. è service attention; customers with special needs 4. I have a dilemma. è poor process design 76 1. Customer/Guest Flow 5. Describe three approaches that should be used to address waiting line issues. i. operation of services à increasing access ii. flow of guests iii. experience of being in the waiting line
Describe Walt Disney's fundamentals for success.
1. You build the best product you can. 2. You give people effective training to support the delivery of exceptional service. 3. You learn from your experiences. 4. And you celebrate success. 5. You never stop growing. You never stop believing
Identify and describe the stages of the resort life cycle
1. exploration-Small numbers of tourists 2. involvement-Local residents become more involved in tourism 3. development-High numbers of tourists; may exceed the local population during peak periods. 4.consolidation-Tourism growth slows but the numbers of tourists exceeds the local population. 5. stagnation-Visitor numbers have reached their peak. 6. rejuvination or decline complete change in tourism attractions.
Describe three types of guests that do not fit a standard profile.
1. international visitors - Brochures & guides; education; international tour groups 2. small children 3. guests with disabilities
What is the Quality Service Cycle? Describe its (four) components.
1.Guestology- "The art and science of knowing and understanding customers" - Walt Disney both demographic and pyshographic info, needs wants emotions steereotyles 2.service standards-what the expectations, set of systems to achieve your goals and service the customer and exceed their expectations 3.delivery systems-employees, setting, proccesses everything that you utilize to deliver services and products, cast is the most important both frontline and backstage 4.integration-imerse guests in a setting to reinforce your expereince for them Bringing together the elements of quality service (cast, setting and process) to create a holistic experience
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3. Optimize guest flow throughout the service experience. Create the perfect service flow by optimizing the operation of products and services, allowing guests to self-manage their experience, and effectively managing unavoidable waits.
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4. Equip your cast to communicate with guests. Fielding questions immediately is an important component of customer satisfaction. provide your cast with the right information in the right manner at the right time.
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5. Create processes for guests who need service attention. Treat all guests like VIIPs— very important, very individual people. Identify guests who need service attention, such as children, international customers, and people with disabilities, then implement processes designed to ensure they get a positive service experience and communicate those processes throughout the organization.
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6. Debug service processes continuously. "plus" your service processes at every opportunity. Fix design flaws and oversights, adapt new technologies and techniques, and solve your customers' problems before they ask for help.
Describe how any organization can build a performance culture.
A performance culture is a set of location-specific behaviors, mannerisms, terms and values that direct and enhance a cast member's role in a particular show. create a single coherent culture • Speaks directly to the day‑to‑day responsibilities of employees
Describe the purpose of the service standards.
A service theme acts as a promise to your customers and a purpose for your employees. • The next logical question is: How will you fulfill that promise and purpose?
2. Briefly the unique features of the following types of resorts: All-inclusive, Mixed-use,Themed/fantasy (storyline), Floating (cruise ships)
All inclusive-Total vacation packages that includes transportation to and from the resort . Mixed Use-Hotels serve as the center piece of a customer friendly leisure work environment Themed Can take many forms; limited only by human imagination. • Can be based on different shows, stories, ideas, etc. STORY TIME FLOATING
Describe the two key ingredients in creating effective service attention processes.
Appropriate resources Communicate the resources available to cast - forguests with disabilities • Availability of resources must be communicated to guests and cast • Communicate available resources directly to guests: guidebooks and one-to-one assistance at Guest Service locations.
Describe the aspect(s) of a service that can be delivered by setting.
Architectural design Landscaping Lighting Color Signage Directional design on carpet Texture of surfaces Focal points & directional signs Internal / external detail Music / ambient noise Smell Touch / tactile experiences Taste physical and psyiological
What is Practical Magic
Attempt to meet and exceed guest expectations which leads to superior organizational performance. It gives a sense of a magical environment, expectations are blown out of the water and the experience in indescribable When you undertake a resort it's all about a memorable meaningful experience, this is practical magic, business in providing service. In order to accomplish you need quality service and an guest centric thing Both on +off stage -
Describe the Quality Service Cues for Service
Become an expert Guestologist • Create a guest profile • Use the guestology compass to manage customer information • Articulate a unique service theme • Define your critical service standards • Recognize the primary service delivery system
Types of Resorts 1. Identify - and provide examples of - the different ways to categorize resorts, that we discussed in this course.
Categorize by lodgeing 1. Traditional hotels 4. Convention hotels 5. Motels and motor hotels 6. Condominium hotels 7. Residential hotels and service apartments 9. All-suite hotels By Season Year-round resort • Summer resort • Winter resort By Activities • Spa resort • Golf resort • Ski resort • Guest ranch/resort • Diving resort • Fishing resort By Size MEga resort Boutique resort - Characterized By Location Urban resort • Beach or seaside resort • Lake resort • Mountain resort • Island resort • Desert resort
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Collect and analyze combustion statements. Combustion statements indicate service issues that need to be solved. Listen to and study your guests to identify and optimize those issues before combustion points become explosion points.
3. Identify the areas or characteristics where resorts typically differ from hotels. Identify the areas or characteristics where resorts are typically similar to hotels.
Common elements of lodging operation and management • Basic products include beds & usually meals • Labor-intensive • Have buildings and grounds that require constant maintenance and upkeep. • Hospitality and service factor extremely important • Common laws of inn-keeping apply wrt safety and security Diff 1. Different target markets 2. Seasonality 3. Different needs (purpose of stay) 4. Space allocation 5. Facilities design 6. Amenities: recreational & other amenities 7. Service expectations 8. Human resource issues
What is service process 'debugging'? How do opportunities for 'debugging' arise?
Debugging: continually improving products and services to guests
Describe the Quality Service Cues for Setting
Define your setting Tell your story through the setting - walk through theservice experience your organization wearing the customers' shoes. Observe and critique the setting and align its messages with the service story you want to tell. Guide the customer experience with setting -
Describe the delivery systems that all organizations share
Delivery systems Setting- wherever your customers meet you (aka servicescape), environemnet Cast- are your employees Processes-. Guest-Flow or How long is that line?, Cast-to-Guest Communication, or How to be sure the cast can solve guest problems. Special Needs / Service Attention or How to handle guests who cannot utilize the service process.
38. Describe three approaches that should be used to address waiting line issues
Expand hours: Give guests access earlier or later than usual • Extend access on a selective basis; e.g., opening some services prior to others or opening key areas earlier • Provide special access to your best guests.
(Which is the most important element?)
Guestology, it may be difficult to identify it at first but it is what you base every thing else around in the compass
In terms of resort development, what is Atlantic City, NJ known for?
First boardwalk • First amusement pier - extending over the Atlantic • First observational roundabout (aka Ferris Wheel) gambling, entrepenuers
Identify and describe significant recent developments in the resort sector. Describe the resort innovation for each.
Four Season Resorts •Homestead: added skiing in 1959, while •Resorts in Colorado: developed golf and tennis packages, and summer music festivals. GROUP BUSINESS built convention centers, to attract group business Attendees don't have to leave the premises • There is a variety of recreational activities that provide a break from meetings. Casinos Mega Resorts (aka Family Resorts) Have upscale amenities on-site: spa, fitness center, shopping, recreational activities, fun nightlife, casino, theme park, multiple accommodations. Small Boutique Resort Hotel GETAWAY for celebs
44. Distinguish between a headliner and a landmark
Headliners: delivery systems that are particularly well aligned with certain standards Land mark Landmarks: secondary systems
What is the major advantage of working with repetitive processes that deliver a standardized service product?
It's never finished; you're always developing it, improving it ("plussing"). It's 'alive'; it can change, it can grow, it will get better, as you find out what the public likes. - "I can't do that with a picture; it's finished and unchangeable before I find out whether the public likes it or not." (Walt Disney) 74
What are the four elements that Guestology focuses on? (NESW)
Needs, wants, emotions, stereotypes
How did the focus of the earliest Chinese resorts differ from other areas in the world?
Not for public use - resorts were built by emperors for their families and associates. ò These resorts were used as spiritual and recuperative retreats and venues. The resort was used for relaxation and for 'political affairs' thereby becoming "China's second political center.
What is the major difference between a production process and a tourism service process?
Production- guest isnt there only producing something once and then mass selling Tourism- guest is there and over and over produiction, design a defect free process is hard
What does it take to exceed guest expectations?
Quality service: 1. meet and exceed expectations-what do they want needs/wants 2. pay attention to detail ; put yourself in their shoes (analyzing that experience from the guest's perspective,)
Describe the scenarios (between complete rejuvenation and total decline) associated with the final stage of the resort life cycle model.
REJUVENATION Requires a complete change in tourism attractions. • Previously untapped tourism resources may be found. According to the Butler model, tourism areas leaving stage 5 will either decline or rejuvenate - either way, the tourism area has evolved into the sixth stage of its development. Decline: Unable to compete with newer tourism attractions • Vacationers are replaced by weekend or day-trippers. • Tourism facilities replaced by non-tourism activities. • Hotels may become retirement homes or apartments for local residents. • Ultimately, the area may become a tourism slum or drop out of the tourism market completely.
. Describe the purposes of the service theme.
Serves three critical needs: - it clearly defines the organization's purpose (mission) - it communicates a message internally; and - it creates an image of an organization. defines the purpose of the organization: - it declares a mission
How can an organization identify key "combustion points"?
Study your guests: What do they complain about? Where do they get stuck during the service experience? What are the common problems they face when moving within your organization?
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Take a process orientation to service delivery. Roughly three-quarters of service is delivered via processes. Processes are the policies, tasks, and procedures used to deliver service.
Thai beach resorts: Hua Hin - history and origins; the role of the railway in its development.
Thai Beach Resorts ò Hua Hin, the oldest beach resort in Thailand ò Became a summer palace for King Rama VII's reign. (1893 - 1941) ò The construction of the railway station in Hua Hin made it possible for the place to be accessible. ò After World War 1, the destination was transformed into a resort town and became a favorite destination of Thai high society
Describe the significance of the Tremont House in U.S. resort development.
The Tremont House introduced luxury standards that influenced resort design and operations. Its amenities included: • bellboys to handle guest luggage • private rooms with locks • elegant marble and carved walnut furniture • a pitcher and bowl and free cake of soap in each guestroom • gaslight instead of candles • French cuisine and silver table service that included forks • an ''annunciator'' - the forerunner of the room telephone
What was the 'Gilded Age'? What (two) areas of the country were major competitors in the resort market during this period? What did these areas offer?
The gilded age was were very powerful individuals and presidents, economic growth was booming people had money to spend Wingwood House, 1925 "Summer Cottage" Costal areas were attractions Atlantic City First U.S. Easter parade, • First boardwalk • First amusement pier - extending over the Atlantic • First observational roundabout (aka Ferris Wheel)
Where and when were the earliest resorts developed?
The origin of resorts can be traced back to the second century B.C. to the public baths of Rome. ò The first baths were small, modest and separated the genders. Eventually, the baths became larger, more elaborate and were opened to both men and women..
Distinguish between the two types of training, in terms of purpose and content, and delivery
TiER 1 Resort's culture. 2. Perpetuate the language and symbols, heritage and traditions, quality standards, values, and traits and behaviors of WDW. 3. Create a sense of excitement 4. Core safety regulations. Tier 2 A performance culture is a set of location-specific behaviors, mannerisms, terms and values that direct and enhance a cast member's role in a particular show. Make a memorable first impression 2. Communicate the heart and soul of the organization first 3. Speak a service language; wear a service wardrobe 4. Establish a set of performance tips 5. Build a performance culture
4. Identify and describe resort trends for the 21st century.
Well managed resorts à profitable • Shifting demographics will shape (and favor) tourism in the next 20-40 years. - Emphasis will be placed on multi-purpose properties
. Discuss the importance of first impressions for employees. Describe how Disney creates a strong first impression for (potential) employees.
You have to walk through the entire disney building to get an application it deteres people who actually dont want to work there
How can setting guide the guest experience?
consider the directional aspects of setting. Make sure the physical layout of your organization (or web site, phone system, etc.), interior design, and signage keep customers on the track to Quality Service.
Discuss the role of transportation in resort development
it helped facilitate resort sector as more people were able to get around more. Rail roads and cars Interstate highway system (1950s) Winter resorts didn't become popular until the automobile Mid-1950s à development of jet travel • for North Americans, it opened areas of Europe and the Pacific that were previously inaccessible. • But, air travel was still costly, and relatively few could afford it.
Identify and describe the four points of the Quality Service Compass.
n e s w and then guestology standards are placed in between
On Stage vs off stage
on stage: customer is present during interaction and experience off stage: operational support that the customer does not have access to.
. Distinguish performance tips and performance culture.
performance tips are Guidelines for Guest Service Make Eye Contact and Smile! 2. Greet and Welcome Each and Every Guest 3. Seek Out Guest Contact 4. Provide Immediate Service Recovery 5. Display Appropriate Body language at All Times 6. Preserve the "Magical" Guest experience 7. Thank Each and Every Guest Performance culture create a single coherent culture • Speaks directly to the day‑to‑day responsibilities of employees MIssions, vision, values are displayed
What is meant by "everything speaks"?
psychological aspects
What does the phrase "bumping the lamp" mean?
roger rabbit video- even with implementing cartoon characters he has a shadow that resembles every movement ITS ATTENTION TO DETAIL: Exceeding guests' expectations and paying attention to detail are inextricably interwoven tasks.
Discuss the common, primary focus of early resorts throughout the world.
self-contained commercial establishment that endeavors to provide most of a vacationer's
What is setting? What does it include?
setting delivers: Physical Aspects of the service Psychological Aspects of the service. ex. Architectural design Landscaping Lighting Color
In terms of resort development, what is Long Beach, CA best known for?
very popular, drew people form west became famous for over development urban sprawl ended up failing revamped now thouh
9. What is a 'wienie'?
wienie is a visual magnet used to orient and attract customers
Identify and describe the amenities available at Roman resorts.
ò Most baths were free but few had small entrance fees. ò Baths were much like resorts of today because of all the amenities offered at their location As the Roman Empire expanded most baths were built or located on sites with mineral hot springs. ò Greeks associated these hot springs with the gods and built sacred wells and altars on this site.
What type of attributes (segmentation bases) does Guestology focus on?
• Demographic information - Factual knowledge about guests • Psychographic information - Understanding mental states
46. Describe the ways the Integration Matrix can be used.
• In terms of analyzing and evaluating service ideas or concepts, three features play a particularly significant role. Describe these features and explain which element of the service delivery system is most closely aligned with the feature. high touch: give the guest the option to interact with other and employees connect with other people, (cast, process) high show: visual and impactful presenting for guest (setting)
5. Identify and describe leisure trends for the 21st century.
• Lodging, recreation and entertainment concepts are merging. • Long weekends à replace long vacations • Multi-generational family gatherings more popular. • More multi-use resort destinations. • Resort waterparks: getting bigger, greater number
