Commercial hospitality is the act of receiving guests, visitors, or strangers in a kind and soft manner in the exchange of money, Lashey C. et al. (2000). Hospitality involves being kind when welcoming guests in one's place. Commercial hospitality can also be termed as the provision of food, drinks, entertainment and accommodation to people in the exchange of money. More over, commercial hospitality involves commercial relations between guests and their hosts where the guests are required to pay for the services or goods offered, Nilsson, P (2001). In commercial hospitality, the guests and hosts usually have a reciprocal relationship where the host provides shelter, food and drinks while the host offers money to the host in return. Since the guest is supposed to pay for goods and services offered to him/her, the host must ensure that the goods and services are up to the guest's expectations otherwise the guest is free to refuse poor services and goods, Nilsson, P (2001). This makes the relationship between guest and host equal as the guest has to pay while the host has to ensure guest satisfaction.
There are several ways in which demand on commercial hospitality can be created and built up. One of these ways is by offering genuine hospitality to guest, Lockwood, A. & Jones, P. (2000). People who practice commercial hospitality should ensure that they accord genuine hospitality to their guests not because they are customers who visit their premises to bring money but because genuine hospitality will make the guests feel wanted and appreciated and this will make them come back again and again. When guests receive genuine hospitality, they feel encouraged and willing to buy from their hosts in many other times. More so, this makes them build trust on their hosts and their services and products thus they become ready to bring their friends to buy such goods and services. Genuine hospitality helps hospitality industries create and build demand of their services and products since it promotes good relationships between the hospitality industries, their current clients as well as their prospective clients, Lockwood, A. & Jones, P. (2000).
Another way of creating and building demand on commercial hospitality is by the use of current technologies. The use of current information technology plays a very significant role in the competitiveness of commercial hospitality organizations. Due to the recent development in ICT, hospitality industries are more efficient and effective through the use of modern technology, Nilsson, P (2001). More so, advertisement of commercial hospitality industries is in the recent past done through the internet which is as a result of technology development. This makes it possible for clients to do online bookings for the commercial hospitality services. In addition, rise in technology also makes it for clients to travel faster from one area to another thus creating and building demand on the commercial hospitality.
Demand of commercial hospitality can be created and built by ensuring good management of the hospitality industry, Lockwood, A. & Jones, P. (2000). In hotels, managers should be keen to ensure that the best services and products are offered to the clients so as to ensure that demand is created and maintained. This means that hospitality industry managers and their entire staff require good knowledge of the products that they offer in their hospitality industries. This allows them to plan on quantity of goods to stock depending on the level of demand of each type of good. Good management of the hospitality industries makes it possible for the managers to know when there is low or high demands of their goods and services.
The other way of creating and building demand on commercial hospitality is by manipulating the prices of goods and services offered. Hospitality industry managers should be able appreciate the value of variable pricing so that they can vary the prices of their goods and services and products depending on economic status at a particular time, Lockwood, A. and Jones, P. (2000). Managers need to be aware of the economic environment so as to know how to price commercial hospitality commodities. In addition, they should have information about their competitors as this will also help them to regulate their prices hence creating and building demand for their goods and services.
Demand for commercial hospitality services and products can also be created through efficient sales marketing. Electronic marketing information should be used to ensure that commercial hospitality marketing is in line with the recent information technology. To create and build demand of commercial hospitality, marketing knowledge is essential at various levels of the hospitality industry. Marketing knowledge enable hospitality industry operators code their businesses appropriately and ensure good quoting of their rates. This helps to create and build demand of commercial hospitality. More so, the people in charge of commercial hospitality marketing should be able to segment their clients according to their needs. Clients should be categorized according to their needs, perceptions, booking behavior, reactions and their willingness to pay for the hospitality.
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In the social perspective, demand for commercial hospitality is created by treating the commercial hospitality clients with honor. According to Lashey C. et al. (2000), hosts should treat their guests with kindness and honor while the guests are supposed to behave well and show respect to their hosts. In the hospitality industry, clients will develop trust with the hospitality industries where they are treated with kindness and honor. For this reason, they will be ready to continue using the products and services of such hospitality industries as well as encouraging their fellow friends to buy goods and services from these industries. Therefore, good treatment of clients in the hospitality industries not only creates and builds demand but it also helps in marketing of the hotel hence bringing more customers, Walton J. (2000).
Practicing social responsibility in the hospitality industry is another essential factor when it comes to creating and building demand on commercial hospitality. People should ensure that they are socially responsible in order to attract and retain consumers. Social responsibility in the hospitality industry ensures calmness among the hosts and this enables them to attract and retain clients. In addition, it also ensures that clients are given a warm welcome which makes them feel at home in their new places. According to Williams A., (2002), social responsibility in the hospitality industry ensures a good relationship between the hosts and the guests hence contributing to the creation and retention of demand in commercial hospitality.
Demand on commercial hospitality can also be created and built through maintenance of hospitality ethics. According to Lashey C. et al. (2000), hospitality ethics combines other types of ethics like professional, environmental and business ethics that help to create demand for commercial hospitality. Those managing the hospitality industry should be careful of the effects that hospitality industry has on the environment and economy of that particular locality. More so, the effects of the hospitality industry on the consumers should also be put into consideration. The commercial hospitality industries have to ensure hospitality ethics by ensuring that their clients get quality goods and services. This helps them to create and build demand for their products and services. In the hospitality industry, hospitality ethics are maintained through codes of behavior, business standards or workers manuals, Williams, A. (2002).
Hospitality ethics are also important in creating and building demand for commercial hospitality because they show the hospitality industry staff what to do and what not to do. High standards of conduct in the hospitality industries are also essential to create and built demand on commercial hospitality. Commercial hospitality clients will only be ready to buy goods and services from the hospitality industries that maintain high standards of conduct. In such industries, the clients are assured of quality and efficient goods and services and this attracts and retains more clients hence raising the demand for the goods and services. More over, high standards in the hospitality industries also ensures good relations between the clients and the hosts and this helps to create and built demand for commercial hospitality, Williams, A. (2002).
To create demand for commercial hospitality, countries offering commercial hospitality services and goods are required to be in peace with other countries. In this connection, peace is very paramount when it comes to creating and building demand for commercial hospitality. Clients cannot seek commercial hospitality in countries where their lives are threatened and thus people should maintain peace in order to create and build demand for the commercial hospitality.
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