LESSON 2 Design of Tourism and Hospitality Services

Welcome Tourism students! This is the second lesson for this module. In this lesson,
we need to be reminded that in every course/ subject or learning activity there must
be a definite guide about the importance of this topic in tourism and identify the
different types of tourism every student during the learning activity and are therefore
INTRODUCTION
supposed to attain success. Because of this, all assessment and evaluation activities
should start with the identification and clarification of the student learning outcome
(SLO).

Welcome, students! In today's activity, we will explore the Measuring and controlling
quality in tourism. By understanding their meaning, we can gain a deeper
appreciation for the significance they hold.

Instructions:
1. Explain the importance of service selection
ANCHOR
Through this activity, you will have the opportunity to analyze and interpret the
meaning behind measuring and controlling quality in tourism and hospitality services.
By engaging in discussion and sharing insights, you will gain a deeper understanding.
This activity will also promote critical thinking, collaboration, and a sense of
connection to the institution's identity and values.

GOODS AND SERVICES SELECTION

Service Strategy Options Support Competitive Advantage

A world of options exist in the selection, definition, and design of services again
based on differentiation by offering a distinctly unique and high-quality services; low-
cost strategy, by designing a service that can be produces with a minimum cost; and
rapid response, executing the fastest and shortest time to get a service to market
before customer taste change and to do so with the latest technology innovations.

Service decisions are fundamental to an organization’s strategy and have major

implications throughout the operations functions.

ADD a. While 90% of businesses which are growing rapidly is integral to

or significant to them, only 26% of static companies say the
same;
b. Using design can help to reduce cost by making processes more
efficient and cutting material cost. It can reduce the time to
market for new services;
c. Also, almost 70% of companies which see design as integral
have developed new services in the last three years, compared
with only a third businesses overall;
d. Companies judged to be effective users of design had financial
performances 200% better than average.
GENERATING NEW SERVICE

Because service die; because services must be weeded and replaces; because firms
generate most of their revenue and profit from new services, service selection,
definition, and design take place on a continuing basis. Knowing how to successfully
find and develop new service is a requirement

NEW SERVICE OPPURTUNITIES

One technique to generate new service ideas is brainstorming, technique in which a

diverse group of people share, without critic, ideas on particular topic. The goal is to
generate an open discussion that will yield creative ideas about possible products
and product improvements.

a. Understanding the customer is the premier issue in new-service development. The

operations managers be “tuned in” to the market and particularly these lead users
(companies, organizations or individuals that are well ahead of market trends and
have the needs that go far beyond of average users).

b. Economic change increasing levels affluence (prosperity) in the long run but
economic cycles and price in the short run. In the long run, for instance more and
more people afford better services, but in the short run, recession may weaken the
demand for these.

c. Sociological and demographic change may appear in such factors as decreasing

family six. This trend alters the size preference for homes, apartments and
automobiles.

d. Technological change makes possible

e. Political/legal change brings about new trade agreements, tariffs, and government
contract requirements

f. Other changes may be brought through market practice, professionals standards,

suppliers and distributors.

IMPORTANCE OF NEW SERVICES

Despite constant efforts to introduce viable new services, many new services
do not succeed. Service selection, definition and design occur frequently, perhaps
hundreds of times for each financially successful service. Operations managers and
their organization must be able to accept risk and tolerate failure. They must
accommodate a high volume of new service ideas while
maintaining the activities to which they are already committed.

SERVICE DEVELOPMENT

Service development system

An effective service strategy links service decision with cash flows, market dynamics,
service life cycle, and the organization’s activities. A firm must have the cash flow for
service development, understand the changes constantly taking place in the
marketplace, and have the necessary talents and resources available.

SERVICE DESIGN

Designing services is challenging because they often have unique characteristics.

One reason productivity improvements in services are so low because both the
design and delivery of services products includes customer interaction. When the
customer participates in design process, the service supplier may have a menu of
services from which customer selects options. At this point, the customer may even
participate in design of the service.

However, like goods, a large part of the cost and quality of service id defined as the
design stage. Also as with goods, a number of techniques can both reduce cost and
enhance the product.

a. One technique is to design the products so that customization is delayed as late in

the process as possible

b. to modularize the product so that customization takes the form of changing

modules.

c. Another approach to the design of services is to divide into small parts and identify
those parts that lend themselves to automation or reduced customer interaction.
Example: airlines are moving to ticket-less service

d. Because of high customer interaction in many service industries, a fourth

technique is to focus design on the so-called moment of truth when the relationship
between the provider and the customer is crucial. At the moment, the customer’s
satisfaction with the service is defined. The moment of truth is the moment that
exemplifies, or detracts from the customer’s expectations like cannot reach the
provider via phone because it is always busy, always on hold.

DOCUMENTS FOR SERVICES

The documentation for a service will often take form of explicit job instructions that
 specify what happen at the moment of truth.

Example of service documentation for production (drive-up teller stations)

a. b e especially discreet when talking to the customer through the microphone

b. provide written instructions for customer who must fill out from you provide.

c. mark lines to be completed or attach a note with instructions

d. always sa “please” and “thank you” when speaking through microphone

e. establish eye contact with the customer the distance allows it.

SUSTAINABILITY

Managers may find it helpful to think of the four R’s as they address sustainability.
These are (1) the resources used in the production process; (2) the recycling of
production materials and product/service components; (3) the regulations that apply;
and (4) the firm’s reputation. All four areas provide impetus for managers to perform
as they develop and refine service processes.

RESOURCES. Operations is often the primary user of the firms’ resources. This put
special pressure on using human, financial , and material resources in a sustainable
way.

RECYCLE. As managers seek sustainability, they should realize that there are only
three things can be done with waste: burn it, bury it, or reuse it.

REGULATION. Laws and regulations are affecting transportation, waste and noise
are proliferating and can be as much of a challenge as reducing resource use.

REPUTATION. The marketplace may reward leadership in sustainability.

Imaginative, well-led firms are finding opportunities to build sustainable production
processes that conserve resources, recycle, meet regulatory requirements, and foster
a positive reputation.
Task 1

1. What is delivering quality service?

APPLY
2. What are the importance of New Service

3. What are the sustainability?

Experiential Exercises
Search for a case study about the customer participation in the design and production
AWAY
of services or customer role in service industry. Present your video recorded analysis
to the class.
CLOSURE Congratulations on completing this module.
By engaging in the individual reflection activity, you have explored this process has
allowed you to develop a deeper understanding of the topic.