中国酒店业提高服务质量的策略-田桂成
[简历]
香港理工大学旅游管理学院院长和教授
现任亚太旅游协会教育委员会主席，世界旅游组织教育协会主席，曾多次出席世界性的会议和研讨会。在他担任旅游周刊，酒店和旅游研究周刊，亚太旅游研究周刊的主编时，发表了200多篇论文出版了7本书。另外，他还在全世界的50多个国家发表了巡回演说和学术演说。田桂成是世界公认的，在酒店和旅游界最具权威的学士和专家之一。在他20年的大学任教期间（其中在美国任教15年，香港5年）荣获了8项研究和教研优秀奖。2003年，他被乔治州大学评为30年后最优秀的毕业生。
他曾被列入世界名人杂志
摘要
当今的酒店业是一个综合性强、极具活力、高度竞争的行业。消费者物质与心理需求的变化，旅游经济的变化，旅游消费模式的变化给世界酒店业带来新的机遇和挑战。旅游和酒店服务供应商之间逐渐建立起形式多样的战略联盟，以及追求不同形式非传统的战略，都是为了扩大自己的市场。这也无不验证了酒店和旅游行业管理基础建设的日益复杂化。
今天的酒店业竞争大大超过以往，原因是世界旅游消费市场的转移。对于中国的旅游和酒店业来说，加入WTO又引发新一层次的竞争。另外，如今的消费者也可以说更有消费经验，要求更高，寻求“高品质体验”、“物超所值”。因此，只有那些能够为挑剔的消费者创造和提供高品质服务的商家才能在这种高竞争环境下屹立不倒。从而在“更高层次服务的赛跑”中，角逐更加激烈。正如一位业内经理人所说，“服务的竞赛没有终点线。随着比赛的进行，终点线也在延伸。跑的不够快的将被远远地落在后面。”
人们普遍认为，中国酒店业的“硬件”比“软件”发展得快。换句话说，当中国酒店业的有形设施迅猛发展时，它的无形设施有些跟不上脚步，有待大力提升。这些无形设施主要指专业的管理知识及服务质量，也就是通常所说的“服务质量设施”。
这篇文章基于对业界现状的研究和案例分析，介绍了中国酒店业的服务质量设施提升的一些策略和措施。
Service Quality Improvement Strategies for China's Hotel Industry
Prof. Kaye Chon
Chair Professor and Head
School of Hotel & Tourism Management
The Hong Kong Polytechnic University
Hung Hom, Kowloon
Hong Kong
Telephone: +852-2766-6382
Email: hmkchon@polyu.edu.hk
Prof Kaye Chon is Chair Professor and Head of the School of Hotel and Tourism Management at the Hong Kong Polytechnic University.
He is currently Chairman of Pacific Asia Travel Association (PATA) Education Committee and Vice Chairman of World Tourism Organization (WTO) Education Council. A frequent speaker in international conferences and seminars, he is the author of more than 200 published papers and author/editor of seven books, while he is currently the Editor-in-Chief of Journal of Travel & Tourism Marketing, Journal of Hospitality & Tourism Research, and Asia Pacific Journal of Tourism Research. He has presented lectures, seminars and speeches in more than 50 countries around the world.
Professor Chon is worldwide recognized as one of the top scholars and experts in the field of hospitality and tourism. During his 20-years of university teaching, 15 years in the United States and 5 years in Hong Kong, he has received eight research and teaching excellence awards. In 2003, he was recognized by his alma mater Georgia State University as the Most Outstanding Alumni in 30 years.
He has been listed in Who's Who In The World.
Abstract
Hospitality business today is highly complex, volatile and competitive. Demographic and psychographic changes in consumers, changing tourism economy, and travelers' tourism consumption patterns create both new challenges and opportunities to the world's hospitality industry. Growing complexity in the management infrastructure of the hospitality and tourism industry is evidenced by the fact that travel and hospitality service providers establish various forms of strategic alliances and pursue non-conventional strategies that are aimed at increasing their fair market shares.
The industry today is much more competitive than in the past, owing to the major shirts in world's tourism market places. For China's hospitality and tourism industry, joining the World Trade Organization heralded the opening of lodging and hospitality market for new level of competition. Moreover, today's consumers are much more experienced in their consumption of hospitality services and therefore far more demanding. Consumers today are seeking for ˇ°quality of experiencesˇ± for ˇ°value for the money.ˇ± As a result, only those businesses which can create and deliver high quality services to ever demanding customers can succeed in this competitive environment. Consequently, the industry is becoming more competitive in the ˇ°race for a higher level of service.ˇ± As one industry executive has put it forcefully, ˇ°The race for service has no finish line. As the race progresses, the finish line moves further away. Those who do not run fast enough will fall behind
It is commonly regarded that, for China's hospitality industry, the ˇ°hardwareˇ± is developing faster than the ˇ°software.ˇ± Put in another way, while the hospitality industry in China is rapidly developing in the aspect of physical infrastructures, there exists a need for a greater improvement in the soft side of business, namely in the areas of management know-how and service quality systems, which is commonly known as ˇ°service quality infrastructure.ˇ±
This paper highlights and suggests some strategies for improvement of service quality infrastructure in hospitality industry in China. Suggestions are made for development of service quality infrastructure based on research and case studies.
ncil (1999).
http/wttc.org/WTTCGATE.NSF
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