hotel management

Chapter 18 Recreation Center and Its Service Management (1)
Leisure and entertainment have become an indispensable part of modern social life. People are unwilling to stop entertainment even during travel. Therefore, entertainment facilities have become very popular in hotels and have become an important part of hotel management.Hotel entertainment facilities not only provide services for hotel guests, but also join the competition in the social entertainment market and become a profitable department of the hotel.

Features of entertainment projects in the first (section) hotel
What entertainment projects meet is a high-level spiritual demand of people. Due to the obvious characteristics of instability, sociality, specialization, enjoyment and trendiness of this demand, entertainment facilities are obviously different from other types in many aspects. service facilities.

First, the initial investment is large, and the operating cost is small; the fixed cost is large, and the variable cost is small. All kinds of entertainment equipment are necessary to provide entertainment services, so the initial investment of entertainment facilities is often large.However, once it is completed and put into operation, most of them only need to pay a certain amount of labor costs, energy consumption and consumables, and the operating costs are relatively small. In the operating costs, real estate, equipment and facilities depreciation, and water and electricity costs to maintain the normal operation of equipment are not affected by operating income. , and fixed costs such as the fixed salaries of key personnel that must be paid to maintain a stable service quality account for a large proportion, while variable costs that change with changes in operating income, such as service consumables and bonuses, only account for relatively small portion.

[-]. High operating risk

Entertainment needs are a high-quality part of life needs, even a luxury part.Therefore, one of the characteristics of the market that entertainment facilities face is that the demand is very unstable.Changes in consumers' personal income levels and personal interests, as well as changes in the world, country, and regional economic, political, and cultural environments will cause changes in entertainment demand, which is very risky for entertainment facilities that have spent huge investments.

The instability of entertainment demand and the trendiness of entertainment activities make the entertainment market very competitive. The old and new projects, the scale of facilities and the flexibility of operation methods will all pose a threat to the survival of entertainment facilities.Compared with other industries, the competition in the entertainment industry is particularly fierce.

Recreational activities are cultural activities, which have an important impact on human ideology, and play an important role in the traditional culture, social atmosphere and spiritual civilization of a region that cannot be underestimated.Therefore, the government of any country and region attaches great importance to the grasp and management of the social benefits of entertainment facilities, and usually sets up multiple government functional departments to conduct professional management from different angles, and continuously introduces various long-term and temporary measures according to specific conditions. Administer laws and regulations.The "sensitive area" of national policy is the position that the entertainment industry has always been in. During the operation of entertainment facilities, it is necessary to constantly understand government policies and regulations, and regulate business behavior in accordance with various new regulations.

[-]. Obvious dependence on equipment

Entertainment activities must not only rely on various professional facilities and equipment to be realized, but also must keep all kinds of equipment in good condition at all times. The entertainment industry needs to invest in more advanced equipment and maintain a skilled and on-call equipment maintenance team to ensure Uninterrupted, high-quality entertainment services for consumers.

Fourth, the public security environment is more complicated

Entertainment facilities are open to all "leisure" people, and the guests they face are more complicated. In the high-density crowd and lively atmosphere, when the emotions and reason are extremely relaxed, various frictions between people will occur from time to time. Unexpected public security incidents often occur, so in order to prevent violent incidents, entertainment facilities generally need a strong security team to avoid and reduce losses.

[-]. The task of public relations is arduous

As mentioned above, since the operation of entertainment facilities not only affects the economic development of a region, but also affects all aspects of the social culture of the region, the public relations involved in the operation of entertainment facilities are particularly complicated, and the required public relations tasks are particularly heavy.Every entertainment facility must maintain a good relationship with various government management departments such as gardens, cultural relics, environmental protection, sanitation and epidemic prevention, municipal construction, public security, commodity prices, taxation, cultural market management, and even sports management, as well as surrounding communities and residents, so that Get their support.

[-]. Product quality control is difficult
Entertainment products have the general characteristics of service products, and their production process is synchronized with the consumption process, so there is no time for product quality inspection in the production and sales process.This feature determines that entertainment facilities must require service personnel to be successful every time they serve, so as to ensure a high pass rate of products.In this sense, the management of entertainment facilities is extremely difficult, failure or failure.

On the other hand, because what consumers buy in entertainment facilities is a certain psychological experience, each consumer has different psychological needs, and the evaluation of the quality of entertainment products is different.This psychological need is not only related to long-term influencing factors such as people's personality characteristics, age, gender, knowledge, occupation, education, etc., but also has a lot to do with the entertainer's immediate mood and environmental atmosphere.The imperceptible characteristic of the quality of entertainment products makes it difficult for managers of entertainment facilities to grasp the quality of products.

The second (section) development trend of entertainment projects

Due to the different levels and progress of economic development in various countries, the development levels of entertainment activities and entertainment facilities in different countries and regions are also different, but most of them have experienced a simple development period, a popular development period, a high-end development period and a high-end popularization period. stage.

According to the development history of the entertainment industry, it can be predicted that the development of entertainment activities and entertainment facilities will show the following trends.

[-]. Development of entertainment project design and selection

One of the original reasons for recreational activities is that people seek spiritual rest in order to get rid of the mental and psychological pressure caused by the working environment and work content.

Psychological research results show that there are two ways to effectively relieve people's mental and psychological pressure.One is to have some crazy, forgettable fun in a very noisy, extremely exciting, and extremely novel environment.When a person is in the crowd, his body and mind are often occupied by a common thing and he forgets himself completely. High stimulation and strong novelty can attract people's full attention, making people fully absorbed and forget anything else. matter.Another way is to do some refined and elegant things in an extremely quiet environment to seek spiritual comfort and pleasure.

The above two approaches are used as the basis for the selection of entertainment projects, which will make entertainment facilities develop in two directions with huge differences.

[-]. Close combination of entertainment and bodybuilding activities
With the improvement of social civilization, one's own health has become a matter of increasing concern.More and more improved sports activities that integrate enjoyment, entertainment, health care, and shaping have become entertainment items, and bodybuilding and health care services will become more and more professional, usually with professionals and professional equipment for professional services.

[-]. Popularity of high-end entertainment facilities

In the future, almost everyone will have a demand for entertainment facilities, which will be an integral part of daily life needs, but not a temporary enjoyment.Therefore, more and more leisure and entertainment facilities will appear in living communities, and with the general improvement of people's quality of life, these facilities must provide high-end services to achieve high-grade and popularization.

[-]. Recreational activities are closely related to follow-up education

With the ever-increasing speed of knowledge updating, almost everyone feels the pressure to recharge knowledge to varying degrees.Therefore, entertaining entertainment related to subsequent education will be widely welcomed, becoming a new fashion and direction, and a new consumption hotspot.

[-]. High technology becomes attractive

Surprises often bring fun, and high technology brings people surprises again and again just because it can bring people closer to their dreams.Therefore, high technology naturally has an entertainment quality, and entertainers who pursue surprises and dreams will be deeply attracted.

[-]. Cultural atmosphere and theme characteristics

The improvement of entertainment consumers' cultural taste and thirst for knowledge will quickly make those entertainment venues that provide simple pleasures lose their appeal.Strong cultural atmosphere, large knowledge content and distinctive theme features will become the new direction of entertainment demand.

[-]. The beginning of customized entertainment operation

Entertainment needs vary from person to person, often from person to person, from place to place, and from time to time.It is a pursuit of people to provide specific entertainment products according to specific needs.Modern business philosophy and high technology make customized entertainment management possible.Customized entertainment management includes entertainment facilities specially designed for specific needs, as well as some specific entertainment projects designed, produced and provided using general entertainment facilities.

[-]. Interactive and networked computer games will account for a huge share

With the continuous advancement of digital technology, interactive computer games, especially online games and online multimedia entertainment projects are becoming more and more attractive, and the convenience it possesses, which cannot be matched by any entertainment facilities, will easily occupy a large or scattered leisure time of people. , its market share cannot be underestimated.

[-]. Elegant art is getting better

The traditional cultural entertainment market is a market for appreciating elegant art. In an environment with a low socioeconomic level, people are limited by the degree of civilization and lack appreciation for such entertainment products, which affects the growth and development of this market.This situation has undergone tremendous changes in recent years, and it can be predicted that the demand in this market in our country will become increasingly strong.

[-]. Women's entertainment has sprung up

Restricted by the traditional gender role positioning, the female entertainment market has never been valued for a long time, and many entertainment facilities have not set up equipment and services specially required by female consumers.However, studies have shown that modern civilization is changing women's status and lifestyle at an extremely fast speed, and they will become a consumer group that cannot be ignored in the leisure and entertainment market.

The third (section) basis for selection of hotel entertainment projects
[-]. The attractiveness of the entertainment project itself

A good entertainment project should be highly interesting, so that entertainers can achieve three states in the entertainment process: one is to forget time, the other is to forget money, and the third is to forget oneself.Relaxing people's body and mind requires fully-immersed entertainment projects, and only such projects will attract guests for a long time, and investors may get rich returns.

[-]. In line with domestic and foreign entertainment fashion
Entertainment fashion has the law of flowing from more developed areas to less developed areas.Therefore, the research on entertainment fashion is only aimed at the local area at that time. It cannot guarantee that the enterprise will occupy a favorable position in the market after its establishment. It is necessary to broaden its thinking and study the entertainment trends of other countries and regions, especially those countries and regions with relatively developed social economy. Advanced entertainment projects that can represent the development direction of modern people's entertainment consumption should be used as investment objects, so as to be sure of success.

[-]. Suitable for local entertainment habits

The demand for entertainment is inextricably linked with factors such as the national character, customs, traditional concepts, and average education level of a place.Therefore, it is necessary not only to understand the traditional concepts, local customs and entertainment habits of the local people, but also to fully foresee the future changes of these cultural factors. Only in this way can we ensure the best investment value.

[-]. Comply with relevant national and local laws and policies

The entertainment industry is an extremely sensitive industry. If the selected projects are not allowed by relevant national and local laws, or are not advocated or encouraged by relevant government policies, it will be difficult for entertainment operations to open up, or even fail to proceed normally.Therefore, investors must resist the temptation of some illegal entertainment operations to make huge profits in the short term, assess the situation, and act in strict accordance with the law.

[-]. Fully understand the local competition situation and highlight its own characteristics
When choosing business items and business content, it is necessary to consider the existing and potential similar supplies in the entertainment market, and study the competitors' business methods and business conditions, so as to establish the characteristics that are different from competitors.

[-]. Investment limit

Investment behavior will inevitably be limited by financial resources. If the selected project does not match the financial strength of the investor, problems such as having to lower the grade of facilities and equipment during construction will occur. It is extremely unfavorable for the fast entertainment business.

[-]. Site adaptability

All kinds of entertainment facilities and entertainment equipment have their own special requirements for the venue, so when choosing, you should know the requirements of the entertainment project for the venue and the limitations of the existing venue, so as to choose those projects that are suitable for the existing venue.

Fourth (Section) Hotel Requirements for Entertainment Service Personnel

[-]. The quality of management personnel of entertainment facilities

The short life cycle is a major feature of entertainment products. The entertainment market trend changes frequently, the competition is fierce, the entertainment venue environment is complex, the personnel are mixed, various ideologies and behaviors are intertwined, and collisions and frictions occur from time to time.In this environment, in order to make the business run normally and achieve success, managers must not only have strong professional knowledge and management capabilities, but also must possess some special qualities in terms of ideology and character to be competent.

(1) You must have a noble personality and sentiment, be calm and calm, and not follow the crowd.

(2) Have a certain charisma, enthusiasm, cheerfulness, rich knowledge, good at expressing, strong patience and emotional self-regulation () ability.

(3) Possess certain leadership skills, including strong organizational skills and cohesion.

(4) Clear thinking, strong planning, and high efficiency; have pioneering spirit, business awareness and economic acumen; be proficient in the languages ​​often encountered in work; understand relevant national and regional policies and laws.

(5) Have a certain aesthetic ability.

[-]. The quality of entertainment facility service personnel

(1) The facial features are correct, dignified and generous.

(2) Healthy and energetic.

(3) Passionate and cheerful.

(4) Be upright in style and have firm moral principles.

(5) Proficient in business.

(6) Must have a high school education or above.

(7) Possess a certain language ability and be able to use the language familiar to the guests to serve the guests.

(8) Flexible, adaptable, and good at dealing with various sudden problems.

The Organizational Structure of the Fifth (Section) Recreation Center
The hotel entertainment facility is a subsidiary department of the hotel, and many business management functions are undertaken by the relevant departments of the hotel, such as sales, public relations, finance, engineering, security, etc., so the setting of its management organization can be much simpler, only need to appoint special personnel in the department Cooperate with the hotel to carry out the work of the above functional departments.According to the size of the hotel and the role of entertainment facilities in the hotel, the organizational structure of entertainment services in different hotels is different.At present, the more representative settings mainly include the second-level establishment method and the third-level establishment method.

[-]st and [-]nd level of establishment

The so-called secondary establishment means that the entertainment (recreation) department is set directly under the general manager level, and it is set up in parallel with other major business departments such as front office, guest room, catering, marketing and other departments to become a secondary department.This model is conducive to the professional management of the entertainment (recreation) department and improves management efficiency. It is also conducive to the internal economic accounting of the enterprise, and it is convenient for hotel managers to analyze the business status of the enterprise.This setting method is also conducive to improving the enthusiasm of the entertainment (recreation) department and better exerting the potential of entertainment services to generate income.This model is generally applicable to large and medium-sized high-end hotels integrating food, accommodation, shopping and entertainment.Its entertainment revenue occupies an important position in the hotel's total revenue.Because this model was adopted earlier and more commonly in western developed countries, some people call it the "European and American model".

In recent years, the investment in the entertainment (recreation) part of newly built and remodeled hotels has increased significantly, even much higher than the investment in room catering facilities. Therefore, the income of the entertainment (recreation) department has also become a part that cannot be ignored in many hotels, and some even become The hotel's main source of income.In this context, it is not surprising that hotels are giving the entertainment (recreation) department more and more attention and improving its position in the hotel.

Second and third level establishment methods

In hotels with few entertainment facilities and entertainment revenue accounting for a small part of the total revenue, the establishment of entertainment facility management agencies usually adopts the so-called three-level establishment method, that is, the entertainment (recreation) department is set under a certain second-level department to become a three-level establishment. The department at the higher level is mainly responsible for the task of providing comprehensive services for hotel guests.Because this method was used earlier in Asia, mainly in hotels in Japan and Taiwan, some people call it the "Asian model".Its main feature is that it can avoid bloated management institutions, effectively avoid wrangling in the service process, and improve work efficiency.Because the catering department is most closely related to the entertainment service, the hotel often sets the entertainment (recreation) department under the catering department when setting up a management agency.

Sixth (Section) Entertainment Service Process
[-]. Service process design principles

(1) Understand the needs of the market in depth, and design entertainment service content and methods according to the needs of guests.Whether guests need is the basis to measure whether a service content, a service link (section) and a service method should be designed and how to design it.

(2) The entertainment service process must maximize the convenience of guests, reduce unnecessary procedures (links), and avoid guests having to go through too many procedures, such as queuing, paying, and issuing tickets for each entertainment activity.When designing the service method, it is necessary to start from the convenience of the guests and study when, where, and under what circumstances each service detail (detail) should be provided.

(3) The entertainment service process should not only facilitate guests and make each entertainment activity go smoothly, but also design high-standard etiquette and thoughtful subtle services to provide as much comfort and spiritual enjoyment as possible.

(End of this chapter)