Critique: Brotherton B.(1999) Towards a Definitive view of the nature of Hospitality and Hospitality Management,

International Journal of Contemporary Hospitality Management.

MA Hospitality Management

Assessment 1

Submitted by:-

Aditya Joshi

Introduction:

Surprisingly “Hospitality” and “Hospitality Management” have no universal

definitions even if a lot of researchers have been researching over the period of time

now. Olsen says, ‘Hospitality researchers those who have been researching the

hospitality management and hospitality are turning towards different sources and

trying to imitate and put forward a copied theory which would never be serious and

credible’.(Brotherton B. and Wood R.,2008)

One could see varied definitions of both the terms in various books one refers to,

each of which would have a different aspect to look at what exactly is “Hospitality”

and “Hospitality Management”. “They have figured in debates in the academic

literature for at least 20 years or more without any evidence of closure or general

agreement” (Brotherton B. and Wood R.,2008). If the researchers themselves are in

a dilemma of defining the terms how could one expect a maturity of the terms, infact

the terms would rather be in an embryo stage of research.(Taylor S. and Edgar D.,

1996).

It is of a paramount importance to have clear limits of hospitality and tourism. Both

these terms go hand-in-hand but have a very different meaning (Keiser J., 1998).

Guests coming to just have a lunch at the restaurant are never termed as Tourists.

This is why hospitality should have some boundaries laden in order to have a clear

distinction from Tourism.

Many researchers could be found researching on the depths and innovations in

hospitality and hospitality management but without the universal definition for the

terms is it even possible to start with research is indeed arguable. “Need for

Hospitality and hospitality management definitions could be felt to reflect the various

activities of hospitality” (Lashley C. and Morrison A., 2000). With Hospitality being

known as a research subject for over 100 years the body of the subject is not defined

clearly. (Brotherton B. and Wood R., 2008)

HEFCE’S report describes hospitality management as ‘a small but a distinctive part of

higher education provision which serves a large, rapidly growing and increasingly

diverse industry’ (Lashley C. and Morrison A.,2000).This shows the uniqueness of the

vast field of hospitality and the unique characteristics it holds. This answers the need

for having a clear globally accepted definition.

Hospitality

Indeed one should start a research with what the dictionary is saying about the

concept which is termed as reference tools.[Starting research :Nov.2009(online)].The

Oxford dictionary defines Hospitality as ‘the friendly and generous reception and

entertainment of guests or strangers’. This definition though is a very loose definition

and should only be used for referencing purpose as said before.

Hospitality as we know has three basic cores namely accommodation, food and

beverages. Huyton J. et al. (2000) defines hospitality as ”Collection of businesses

providing accommodation and/or food and beverages to people who are away from

home”. This seems to be a very generalised definition lacking specificity. This

definition fails to explain the ambience and the mutual exchange involved in the

hospitality which influences the quality of hospitality.

In order to differentiate hospitableness and hospitality Lashley C. and Morrison

A.(2000) have drawn up three domains of the hospitality industry i.e. ‘social’,

‘private’ and ‘commercial’ which tend to reflect all the subdivisions of hospitality

than what Burgess(1982) had drawn up to show the relationship between hospitality

and hospitableness.

One could argue over the characteristics concluded by Hepple et al.(1990) (King,

1995) Is it necessary for the guest to be away from home? Argument for this could be

the catering/hospitality services offered at homes.

Feel at Home issue is indeed a debatable issue and one could argue it literally means

‘Feel at ideal home’ having the same warmth and feel of security along with food

beverages and accommodation as they would receive at an ideal home.

Wagen L.(2003) rightly says Hospitality is ‘the people’s industry’ and one cannot

define hospitality without considering the people/guests involved. The supply and

production concentrated definitions therefore seem to be irrelevant when it comes

to hospitality on the whole.

The changes in the nature and practice of hospitality according to the religious,

political, social and economic influences which are stated as taboos could be argued

as those are in not the rules/laws of hospitality but are laden by the political, social

and economic influences so could be called political rules, social rules, and economic

rules, also, people from hospitality in order to have a competitive advantage are

always looking towards innovating new products and services which make their own

rules. Thus generalising the common factors of hospitality across the world a

definition could be generated.

Hospitableness could be explained as a general term by showing an attitude of

generosity in our day to day life. This obviously does not need to have a provision of

food, beverage or accommodation. Lashley et al.(2005) said, ‘through a more

comprehensive understanding of the provision of Hospitality and acts of

hospitableness, commercial organisations are better able to recognise the emotional

experiences involved and ensures that management practice focuses on their

production. This recognises that hospitality is concerned with more than service

encounter.’(Lashley C. et al., 2007).

The definition given by Brotherton B. is quite a relevant definition and is considered

by many researchers (Lashley C. et al., 2007).The definition given indeed takes into

account the depth of each word used to define the meaning of what hospitality is?

This definition cannot be accepted to be universal as every researcher has his own

perception of looking at it and as known by one and all a definition can be universal

only if everyone agrees upon it.(Brotherton B and Wood R., 2008).

Accommodation used by Brotherton in his definition indeed holds the key to defining

hospitality as accommodation is an integral part of hospitality. ‘Many of the Lodging

properties also provide food, beverages, cleaning services and a range of other

services’(Dittmer P. , 2002)

Example portrayed of a retail store could indeed be argued as it would rather be

known as hospitableness or hospitable behavior.

When conceptualizing hospitality dimensions, five different dimensions could be

identified namely honourable tradition, fundamental to human existence, stratified,

diversified and central to human endeavour(O’gorman K., 2007). The definition given

by Brotherton B. does not identify some of the features of these dimensions’.

Morrison, A., O’Gorman, K. (2006) defined hospitality as ‘the cordial reception,

welcome and entertainment of guests or strangers of diverse social backgrounds and

cultures charitably, socially or commercially with kind and generous liberality, into

one’s home space to dine and/or lodge temporarily. Dependent on circumstance and

context the degree to which the hospitality offering is conditional or unconditional

may vary’.(Lashley et al., 2007)

This is relatively a new definition and holds the missing features of the dimensions of

hospitality seen in Brotherton’s definition.

Hospitality Management

“The acceptance of the term ‘Hospitality management’ in the hospitality practitioner

communities has led to a dangerous insularity and severely limited the

epistemological and methodological development of Hospitality Management

research.” (Brotherton B. Wood R., 2008)

This statement itself speaks out the urge of a specific definition for Hospitality

Management. Indeed Hospitality and Hospitality management are cyclic in nature as

Researching Hospitality leads the researchers to Hospitality management and vice

versa. (Brotherton B. and Wood R.,2008) As Hospitality Management Education is

maturing and is merging with the academy the necessity for research is being felt

more and more for its survival.

The model on the Hospitality, Management and Professionalism indeed recognises

the sector-mix (qualitatively), but could be found missing the supply and the

purchase (raw materials) side of hospitality as managing would involve managing the

supply of raw materials too.

Conclusion and further questions:

Hospitality indeed has unique characteristics. Even if the hospitality has its origin

centuries back it is indeed surprising to have no known and definite definition which

is accepted by all.

One could fine a varied range of hospitality definitions each having different

meanings resulting in varied issues with each of the definition.

Bob Brotherton in his definition of ‘Hospitality’ lacks some of the relatively important

features of the dimensions of hospitality mentioned above.

Conclusion could also be made as the definition may change according to the

situation and the context the word hospitality is put in. Therefore researchers should

indeed look at the nature and scope of hospitality management and agree upon

specific and commonly found characteristics on hospitality and rightly agree upon

the definitions concluded thereafter.

Hospitality management on the other hand lacks relevant definition in absence of the parameters of the hospitality industry. The elements of hospitality diagram also lacks the supply and purchase of raw material which are quite imperative in Hospitality management

List of References:

Brotherton B. and Wood R.(2008) The Sage Handbook of Hospitality Management, pp. 2,4,39. London: Sage Publications Ltd.

Dittmer P. (2002) Dimensions of Lodging, Dimensions of the Hospitality Industry, ed.3, pp.205, New York: John Wiley and Sons

Huyton J.et al.(2000), Principles of Hotel Front Office Operations, ed.2, pp.2, Continuum.

Keiser J.(1998) Hospitality and Tourism: a Rhetorical Analysis and Conceptual Framework for Identifying Industry Meanings, Journal of Hospitality & Tourism Research, Vol. 22, No. 2, pp.115, Sage Publications.

Lashley C. (2000) Towards a Theoretical Understanding, Lashley C. and Morrison A. (eds.). In Search of Hospitality, pp.3,4, Reed Educational and Professional Publishing Ltd.

Lashley C. et al. (ed.). (2007) Hospitality: An Introduction, Hospitality: A Social Lens, pp.2, 6, UK: Advances in Tourism Research.

Morrison, A., O’Gorman, K. (2006) Hospitality studies and hospitality management: A symbiotic relationship International Journal of Hospitality Management, Volume 27, Issue 2, June 2008,

O’Gorman K.(2007) Dimensions of Hospitality: Exploring Ancient and Classical Origins, Lashley C et al. (eds.).Hospitality: A Social Lens, pp.28, UK: Advances in Tourism Research.

Taylor S. and Edgar D. (1996) Hospitality research: the emperor's new clothes?, International Journal of Hospitality Management, Vol. 15 No. 3, pp.215, Great Britain: Elsevier Science Ltd.

University of Tasmania education. ‘Starting Research’ [online]. Available at:

URL: http://utas.libguides.com/content.php?pid=25516&sid=183974 [Accessed 2 November 2009].

Wagen L.(2003) Introduction to the Industry, Professional Hospitality: Core Competencies, ed.2, pp.4, Malaysia: Pearson Education Australia