tourism, hospitality and leisure in the 21st century
TRANSCRIPT
Tourism, Hospitality and Leisure
in the 21st century
The Waves of Change
1st Wave - Agrarian
3rd Wave - Information
2nd Wave - Industrial
1st Wave - Agrarian
• Isolated societies, conditioned by environmental & political values
• Images & face to face communication
• Values and cultures developing independently
2nd Wave - Industrial
• Introduction of MASS societies – production, education, communication
• Routine experiences of labour
• Images challenged & influenced by wider communications
3rd Wave - Information
• Knowledge is the key
• Communication and images are instantaneous
• Language is becoming common
• Wealth is derived from knowledge
The Effects of the Waves
• Organizations and institutions of the Industrial wave may become obsolete
• Institutions based on the Industrial wave are unable to cope with Information wave societies
• De - massification of mass societies
• Diversification of structures of societies
• New customized forms of production on demand
• Electronic commerce
• ‘Prosumer’ economics - the producer / consumer relationship
After the Three Waves
Predictability is a goal, and discontinuity and unpredictability
should be avoided
Flexible to adapt to change but stable enough not to dissolve into
chaos
Complexity and Chaos
Fuzziness
The 4th Wave - Theatre
•Where companies use services as the stage, and goods as props to engage an individual.
•Goods are tangible, and services intangible, but experiences are memorable.
•The experience lacks tangibility, but people greatly value it for its inherently personal qualities
PESTLE Influences
Political
EconomicSociologicalTechnological
Legislative
Environmental
The Changing Organisation
Consumer
Contracted non-core
Flexible
Labour force
Core
Middle Management
Top
Operational
OLD NEW
Dealing with Complexity and Chaos
The Conventional model has
Routine ActivitiesDefined Boundaries
Simple SystemsSingle-loop Learning
The Adaptive Model has
Non-routine ActivitiesUndefined Boundaries
Complex SystemsDouble /Triple loop learning
Dealing with Fuzziness
At or seeking equilibrium
Fluid, complex, non-linear, open systems Static stable, linear, mechanistic
Occasionally orderly but at edge of chaos
Focus on price/quantity in production Focus on patterns/diverse and added values
Reductionist–individual units of analysis Holistic – synergistic
Rational choice based on bounded options System choice unbounded parameters
Decreasing returns Increasing returns
Forecasting by extrapolation on past trends Creative evolution - alternative trajectories
Single loop learning Double and triple loop learning
Economics as the underlying science Social-ecology as the underlying science
Conventional Alternative
Dealing with Theatre
The Fourth Economic wave – Experience –looks at the Hospitality Organisation from a Theatrical perspective. This
means exploring ways of providing the customer with an Experience. Although some people see experiences as just a
subclass of services, they are distinct, in that they are intangible and highly personal
Changing the Nature of the Organisation
• Customers will become increasingly sophisticated
• Customers will increase in confidence
• Point of decision closer to the point of consumption
• Brand loyalty will change with “exit” behaviour forcing change
• Brands reduce in importance with a concept move to ‘ethos’
• Service needs at the point of consumption
• Service provider will become the facilitator
• New service communication channels
• Boundaries between sectors will disappear
• Flexible use of facilities and space segmented by time
• Re-engineering of the organisation