MSc International Hospitality & Tourism Management(Innovations in Hospitality level 7)
HERE IS A SAMPLE RELATED TO “Innovations in Hospitality level 7”
In primary terms, the hotel industry trend focuses on customer behaviour and choice by introducing advanced technology and the business theories that hold the power position by structuring some factors (Lizano, 2020). The hotel industry tries to change its business function based on market trends and customer behaviour. Based on research next five to ten years hotel industry more changed its values of hospitality and business operations. The position paper is described benefits of Pop-up hotels and restaurant logical perspective on the relationship, required materials, and analytical approach from other countries and cultures.
Pop-up restaurants and hotels have become more popular among people worldwide, especially in the United Kingdom. The holidays also play an essential role that makes this type of hotel and restaurant more intense. The temporary restaurants are usually found in vacant public places. The extension of these restaurants is in various private spaces like living rooms and kitchens (Lugosi et al. 2018). Equivalently, the pop-up restaurants are especially continuing their business functions in the evening.
The creativity of these temporary restaurants is more impressive by using innovative interior designs, tasty food items, themes, lighting and entertainment. This is the most remarkable way that is an effective marketing strategy for organizing various events. It is essential that the exploration of these temporary restaurants is directly connected with the internet’s investigation and social media.
Similarly, Facebook pages, websites, email, Twitter and blogs are the primary method in these pop-up restaurants. Lugosi et al. (2018) reported that Pop-up restaurants are now very successful businesses worldwide, especially in the UK, using digital platforms to access the customers in a broader context. The young generation is more tech-savvy, and they like to follow the restaurant and hotels update that influence the purchase preference of these customers. Conversely, technology plays a significant role in which businesses can communicate with the customers to know their needs and demand.
Their marketing strategy and communication help to utilize the sophisticated digital methods and emails that provide ‘book now’ calls to motivate people to get an immediate response to their queries (Clemente, 2020). On the other hand, Łątka (2019) demonstrated that blogs are posted various topics on a social media platform that helps to promote the RSS featuring recipes, different information about ingredients and discussions with customers about the menu.
In this context, the hotels also communicate with the customers by whom they can analyze the customer’s needs and preferences about the hotel facilities. Similarly, Twitter and Facebook are robust harness driving platforms to communicate with friends and followers using emails. Viral marketing can allow pop-up restaurants and hotels to provide various leads about the events to the customers. Professional business owners need to take some notes to look at the marketing efforts based on market demand and customers’ needs (Łątka, 2019).
However, Kaljakina (2018) stated that the pop-up hotels and restaurants also control their customers by posting attractive content, discounts and photographs by which customers imagine their hotel or restaurant facilities and popularity in the international market. International business is structured based on different cultural values and norms, which attract more customers to take their products and services. The global popularity also motivates people to engage with the business up-gradation and also like to take their service (Kaljakina, 2018).
Secondly, pop-up restaurants and hotels play a massive construction in the hospitality industry. The restaurants and hotels in the international market have some rules and regulations. Meyer, (2019) proposed that respect the guest’s dignity and value their suggestions by providing a bath, drinks, food and gifts at the checking time in the hotels. On the other hand, the pop-up hotels and restaurants in the international market also guest courteously with the facilities and service.
Presently, hospitality focuses on various domains that help increase customer satisfaction and not switch their buying option to another brand, especially those that provide similar services and products (Meyer, 2019). Pop-up restaurants and hotels fall under this umbrella, and business functions contribute a substantial economic growth in the hospitality market. In this context, the business also innovate facilities and marketing options by which it can sustain itself in the international competition. The company prioritizes service to the customer, especially foreigners, and they focus on customer experience effectively.
On the other hand, the international pop-up restaurants and hotels earn more profit because of foreign direct investment. Another method helps better understand hospitality management by focusing on the “big four” (Napoletano et al. 2018). In addition, beverages and food, tourism and travel, recreation and lodging are focused. The drinks and food domains include restaurants, hotels, and bars. For example, tourism and travel are included in the airline agencies, and the recreation facilities are included fishing, golfing and tennis. All these industries are interconnected to provide a beet experience who is participating in these activities (Alexander et al. 2018).
Swarbrooke (2018) suggested that the atmosphere has welcomed the customers by providing more convenient amenities, for example, complimentary valet parking, showers and the revenue to enjoy their moments. Correspondingly, these pop-up restaurants and hotels in the hospitality industry aim to provide customers with favourable and enjoyable moments after visiting the place.
The business provides good food products by maintaining quality and offering some relaxing spa sessions and a relaxed moment away from home (Swarbrooke, 2018). The hotels and restaurants make sure that they take care of their customers. The hotels and restaurants in the international market analyze the customer’s needs based on time and place.
Alternatively, social media marketing gives a huge contribution to the hospitality industry. High-quality visuals can speak a memorable experience to the customers. By providing quality food and facilities, the organization post various high pixel photographs that are the driving force to get more attention from the followers and help them to decide to take choose their service and products (Ellonen et al. 2021). In this context, these leads have two several activities like choosing a “visual-first platform” in social media accounts by checking various profiles of the customers.
For this reason, the business can understand people’s motives to choose their service and product and also can analyze their needs. After that, the organization is required to recruit professional photographers to start clicking and attracting pictures of food and hotel facilities (Tao et al. 2018). If any organization has already a brand position in the international competitive market that is required to polish its service and products based on customers’ demands and needs. In this context, Williams (2021) concluded that the social media platform holds a position with expressing brand voice.
For this reason, the pop-up restaurants and hotels are questioned on some domains like customer’s needs, their preference, market segmentation, target audience and how to interact with the customers. Refining and finding the brand voice is the best way to work by forming a team and the leaders split the team members based on their roles and responsibilities (Kumar et al. 2022).
For this reason, the organization makes sure to make a brand voice chart that is listed their brand voice by using some examples of how to write content to post on the social media platforms. The user-generated content is structured on online reviews, social and any testimonies that help the organizations to attract their loyal customers. Social media content is significantly applied to digital marketing, especially after Covid 19 (Lugosi et al. 2020).
In addition, the business can reach a wide range of customers by clicking a single button on the digital platforms at a time. “Social proof” is an approach to telling their customers to think about the business operations, products and services.
By doing innovation, the business can attract international customers which helps to earn more profit and can contribute to the economic growth of a country. Based on Alexander et al. (2020) results, 95% of UK people decide where they are going for taking services and products based on online reviews and recommendations. Besides reviews and recommendations, the business can generate some attractive content and the professional pictures that the customers take to this particular service and product.
Thus, research demonstrated that before taking any service or product from a particular organization, the new customers read the old reviews carefully and they always conduct extensive research on product details and their effectiveness to spend money to get service and products (Flynn and Thorpe, 2021). For this reason, the customers can track the business activities by using SEO friendly content and if any people share content to their social media accounts, these activities help to increase followers.
Flip of the side, based on statistics, 84% of investors are altered invested businesses will take care of their choice and preferences (Alexander et al. 2020). The expected number of customers likes to get more discounts from businesses which help people at attracting the business, especially in the international competitive market. International customers read reviews and the positive reviews help businesses to take service and products.
Social media and content marketing strategies are incorporated with various stakeholders like suppliers, employees, marketers, and resource allocators by which effective content is created to post on the social media platform. Correspondingly, culture is a dynamic and complex concept that is difficult in the present times and the managers are dealing with this aspect. The culture is varied from one region to another and the cultural norms are changed (Williams and Horodnic, 2020).
On the contrary, based on experiments of “pop-up” restaurants and hotels, people’s needs are changed which affects the business operations (Winters, 2021). It is structured by shared values, assumptions, understandings and goals that are learnt from a new generation and also passed to the next generation. In this context, the culture of international pop-up hotels and restaurants is structured with a wide perspective of various environmental factors for example climate, religion, climate and languages (Kim et al. 2021).
This structure is formed by norms, values and beliefs which influence attitudes based on individual behaviour. For example, cultures in the cold environment are more egalitarian than the hierarchical. Because they work together irrespective of gender, age and social status, the people are able to survive in the cold environment during the winter season. Culture in business is acquired by practising for a long time. In the UK, it is helped to develop openness and also empathy with other cultures (Ellerby, 2018).
Conversely, Sruthi et al. (2020) showed that cultural knowledge and organization location holds a significant position by which businesses can earn more profit and also survive in the international market. In other cultures, the framework for understanding the basic values is underlined in organizational behaviour, which is known as “Hofstede’s cultural dimensions”.
Based on the theorist perspectives, a wide range of research makes differences between the national culture and the other cultures on a large scale like uncertainty avoidance, power distance, collectivism, individualism, long term orientation. On the other hand, an effective framework is to learn various cultures and business perspectives is analyzed by “trompenaars and Hampden-turner’s seven dimensions model” (Sruthi et al. 2020).
On the contrary, these frameworks can be used to encounter various cultures and also helps to provide a precise explanation of the people’s norms, values and behaviour (Ellerby, 2018). For example, employees in Greece always want detailed instructions to complete their activities and always keep various questions before making any decisions.
Gaining business culture helps to gain detailed knowledge about their business operations. It improves product and service-related awareness to understand similarities and differences across various cultures. For example, UK employees in pop-up hotels and restaurants are feeling frustrated and get various threatening messages from the guest in an aggressive manner (Sruthi et al. 2020).
In addition, the employees express themselves based on their cultural norms and values. For example, UK people like to conduct meetings in the afternoon and also offer lunch to their teammates during the meeting. This perception helps people to remain calmer and make various personalized behaviour to supervise employees to provide customer service that helps to lead to get higher satisfaction for both customers and employees (Sruthi et al. 2020). On the other hand, applying generate hype can result in fairness as a segment of the human resource process.
These cultural dimensions in businesses help the organization recruit the best candidates based on employees’ knowledge and experience. On the other side, people with German culture like to maintain proper time and they like to wear formal dress during office hours. Ellerby (2018) stated that the German business people are more technologically advanced and they can reach a million people at a time.
Alternatively, the pop-up restaurants and hotel follow the lower-cost strategy and this strategy demonstrate that by focusing on the organization’s inventory process, it is recorded on the balance sheet in the historical cost structure based on market values (Alexander et al. 2020).
The price value is changed over time based on customer needs, purchasing behaviour and other factors. This holds a significant position because if the product price at which the inventory can sell is below the “net realizable value” of the products and services in the pop-up hotels and restaurants. Hence, this is triggering the percentage of loss of any organization, after that lower product cost or market, the trend is analyzed to record the loss in the business.
In this context, the difference is observed between the typical profit and the “net realizable value” of the product. The amount the inventory product and service of the pop-up hotels and restaurants are documented to record the product price that is sold on the balance sheets. The lower-cost approach is a segment of GAAP rules that are applied by the United Kingdom and also in international businesses (Pablo and London, 2022).
On the other hand, flexibility in pop-up hotels and restaurants defines flexibility within the organization that is able to rapidly adopt the new situations as they occur. The employee can work in a flexible environment to navigate various obstacles (Ellerby, 2018). An employee can motivate the thinking process by providing freedom to the employees including their own schedules based on work locations that are supported by flexible offices.
For this reason, this is essential to move very fast and have dynamic perspectives in this hospitality industry where the ability is to respond to various events by achieving various expectations that are a valuable asset for the employees and employers (Williams, and Horodnic, 2020). The events in the earlier years provide learning on how people work that foster the ability to deal with various unexpected situations.
To conclude, most of the pop up restaurants contribute growth and contribution to the country’s economy. the position paper highlights the benefits of pop up restaurants and hotels. The paper has highlighted the strong position on explaining the current growth and trends that are affected due to pop restaurant in the UK. Benefits of the sector are highlighted with different contradictions and arguments.
The type of hospitality industry earns more profits from international customers, which gives them exposure and also survival in international competition. On the other hand, the business now focuses on social media marketing by which they can reach more people at a time all over the world. The foreign can directly invest in this business because in the UK the GDP rate is very low.
References
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Alexander, C., Carey, S., Hall, S., King, J. and Lider, S., 2020. Beyond Banglatown: continuity, change and new urban economies in Brick Lane.
Clemente, M.D.P.M.D., 2020. Pop-up hotels versus chain hotels: does the type of hotel accommodation influence the traveler’s risk-taking behavior? (Doctoral dissertation).
Ellerby, J., 2018. Experiential learning as a tool for inspiring hospitality students in higher education.
Ellonen, H.K., Tuomi, A. and Johansson, A., 2021. Simple rules and learning: Business model innovation during Covid-19. Proceedings of the I.S.P.I.M. Connects” Reconnect, Rediscover, Reimagine”.
Flynn, A. and Thorpe, A., 2021. Pandemic pop-ups and the performance of legality. Volume 3: Public Space and Mobility, 3, p.25.
Kaljakina, K., 2018. From the airport to the city centre: GoSleep Pod as a part of the pop-up hotel concept.
Kim, Y.J., Park, J.S. and Jeon, H.M., 2021. Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation. Sustainability, 13(21), p.12029.
Kumar, A., Syed, A.A. and Singh, A., 2022. Future Aspects of Digital Sustainability in Hotels: A Study on Digital Marketing Challenges with Proposed Solutions (Opportunities) during and Post COVID Era. International Management Review, 18, pp.79-94.
Łątka, J.F., Sustainable pop-up culture. manuscript in preparation for publication in the Life Beyond Tourism Editions Book.
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Williams, C.C., 2021. Impacts of the coronavirus pandemic on Europe’s tourism industry: Addressing tourism enterprises and workers in the undeclared economy. International Journal of Tourism Research, 23(1), pp.79-88.
Winters, D.R., 2021. Pop-Ups and the Pandemic: Is That Delicious “Pop-Up” Restaurant Legal?. Scitech Lawyer, 17(4), pp.18-21.
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