JHTC, Teaching and Case Notes, Volume 5, Issue 3
Table of Contents, Abstracts
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An Exploration into the Marketing of Country Club Management: Members' Motivation
(Butler, Lee)
The case study discusses the importance of members’ motivational factors in recruiting new members in a private country club in the southwestern region of the United States. The study explores the issues and challenges of creating a membership sales initiative for a club as a stand-alone business entity not being operated through a real estate developer. A private country club organization is dependent upon members joining on a continuous basis for the club to be sustainable. The study takes the students through the membership dilemma facing a private country club after turnover to develop marketing strategies for recruiting new members.
Key Words: Country clubs, Motivation, Membership, Turnover, Recruitment
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Interviews on Demand: A case study of the implementation of asynchronous video interviews
(Torres, Gregory, Mejia)
Technological advances in candidate selection have moved beyond the sourcing of competent individuals to the selection of qualified candidates. With web-based postings and job portals, as well as online employment applications and resume database management tools, human resource professionals find themselves with more candidates to review than they can manage using traditional means. Therefore, technology that supports asynchronous video interviews is emerging throughout the industry. However, it is not without its limitations and potential shortcomings. This case is written to assist students’ and instructors’ to understand and analyze the benefits, as well as potential issues, surrounding this contemporary interviewing technique.
Key Words: human resources, candidate selection, interviewing techniques, time management, video interviews
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Marketing New Boutique Resorts: Juveniles versus rejuvenation
(Combs, Ogbeide)
This case study is about how to market Sam and Lisa Bracken’s new boutique resort, The Canebrake. Currently, The Canebrake offers fine dining, spa services, and yoga classes. Sam and Lisa are expanding their business to include lodging, with 16 small cottage suites. The foundational philosophy for The Canebrake is to leave guests feeling rejuvenated after a relaxing adult’s getaway in their boutique resort. Sam and Lisa are worried that allowing juveniles (children) to stay overnight will negatively affect the atmosphere, and, therefore, the quality of the guests’ experience. However, Sam and Lisa do not want the resort to come across as being anti-child, thereby damaging their reputation and image.
Key Words: Dual Income No Kids (DINK), Marketing, Boutique Resort, Pet-friendly, Public Relations, Goal Setting
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Hotel Council of San Francisco and Corporate Social Responsibility (CSR)
(Collins, Millar, Jones)
The Hotel Council of San Francisco is concerned that aggressive panhandling and other street behavior in areas of the city frequently visited by tourists may tarnish San Francisco’s image as a world-class tourism and meetings destination. Meanwhile, San Francisco’s hotel industry is enjoying record financial success. Consequently, the Hotel Council is striving to formulate a strategy to address their concerns before this success is derailed. This case study provides insight relative to how the hotel industry interfaces with the local community including information on the economic impact of hotels, tax revenues generated by hotels, and the quality of employment opportunities provided, which illustrate hotels efforts to be good corporate citizens.
Keywords: Hotel associations, hotel management, hospitality marketing, convention and visitors bureaus, economic impact, corporate citizenship, corporate social responsibility
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"We Don’t Waste" and Their Innovative Food Recovery for the Hungry: Growth Complications with Non-Profits
(Lamb, Farmer)
This case study sheds light on a unique effort to address the issues of food waste, food recovery, food insecurity and assisting those at or below the poverty level. The program is founded on a unique distribution system that reallocates overproduced restaurant-quality foods, and increases the nutritional intake quality for compromised groups and individuals. The dilemma issues associated with this case are unusual, dealing with time sensitive food distribution issues, maintaining food sanitation, tracking nutrition analysis of foods received, determining the best agencies to distribute these foods to, and examining logistics of exponential growth of donations and expenses.
Key Words: Food Waste, Food Insecurity, Distribution Logistics, Food Recovery, Fundraising, Exponential Growth
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A Comparative Study of Hotel Brand Building in the U.S.A. and China
(Luo, O’Halloran)
Chinese hotel groups have begun to build hotel brands in recent years, but compared with their successful U.S. counterparts, problems exist in the process of Chinese hotel groups’ brand building. Little research compares the hotel building mechanisms and processes of these two countries, this case will examine feasible guidelines concerning brand-building for Chinese hotel groups. Using PESTEL and SWOT analysis models, this case compares the similarities and differences of the environments, orientations, processes and characteristics of two representative hotel group’s brand building.
Key Words: hotel brand, hotel brand building, PESTEL analysis, SWOT analysis
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A Case Study Analysis on the Competitiveness of Small Lodging Operations in Jamaica
(Clarke, Mayo, Cornwall)
The Island of Jamaica is one of the beauties of the world and receives many inquisitive visitors, seeking lodging, beautiful weather, and exceptional service. This case study explores the sustainability of small lodging facilities, due to emerging properties that are currently in the developmental stage, or have been completed. These properties are being developed by major multinational brands, such as Marriott, Ritz Carlton, Hilton, Sandals and others. The case also presents an analysis of Jamaica’s lodging industry growth, as well as, the decline of the small lodging properties, due to the inability to compete with the multinationals. Additionally, small owners lack the capital to update and enhance their properties. Anecdotal evidence presented in this paper suggests that the major weaknesses identified are the small operations inability to compete on all fronts with the large all-inclusive multinational operations. It is clear that there is a proliferation of large hotels on the island resulting in the Lodging Industry becoming a multimillion dollar industry that contributes 26% to the country’s GDP.
Keywords: small lodging industry, Jamaica, hotel industry, lodging operations
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The Importance of Strategic Communication During Change Management at Palm College of Hospitality and Event Management
(Day, Van Niekerk, Okumus)
This case study engages with the importance of strategic communication during the change management process at Palm College of Hospitality and Event Management. The college is currently experiencing a change in administration from a dean of almost ten years who has been replaced by a new dean. The change management process is analyzed by means of the framework of the entrepreneurial organization theory (EOT), from which strategic communication and its four components are derived (aligning, energizing, visioning, and constituting). A lack of or ineffective strategic communication pertaining to the new vision, future direction and staffing of the college is causing confusion, a lack of trust, declining morale, and conflicting emotions among organizational members. Furthermore, the multi-campus nature of the college makes strategic communication, information dissemination, and strong leadership even more challenging. Without effective strategic communication, the morale of faculty and staff will continue to decline and eventually they may struggle to uphold the vision of the administration. Potential solutions aimed at overcoming the communication challenge across multiple campuses are offered.
Key Words: change management, strategic communication, events, hospitality, higher education institutions
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