Critical Review of the Article by Elson and Muller: “Including the Restaurant mix in vacation ownership and resort development planning”

“Including the Restaurant mix in vacation ownership and resort development planning” is an article written by Elson and Muller. The main argument is that the addition of more beverage and food outlets tends to increase a consumers satisfaction, which would result into more profits for hotel results. The vacation ownership industry has been rapidly growing and there is more need to develop the industry further. There is a strong connection between the planning and development of a hotel and its potential in satisfying customers. This paper will look at how the article has been able to support its argument throughout the paper. Aspects such as the reliability of the sources used, the language and assumptions made will be used to give an analysis of the paper.

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The main purpose of the paper   by Elson and Muller is well explained in the abstract and the introduction of the paper. This gives the readers an idea of what they should expect. Anybody who wants to peruse through the article can easily tell if the main contention of the paper compatible to the title of the paper, that is, “Including the restaurant mix in Vacation ownership and resort Development planning. The important elements include the restaurants, hotel resorts and vacation ownership. This paper demonstrates that there is a strong interface between these three elements in the tourism industry in terms of profit maximization. The paper is quite persuasive on the potential that food and beverage outlets have in increasing customer’s satisfaction, which will subsequently lead to the increase in profits. However, to some extent, the authors have failed to clearly state the assumptions under which customer satisfaction and profits would increase if more eating outlets were increased in hotel resorts.

The main purpose of this article is to give an analysis of the growth of the vacation ownership industry in relation to the services and products that meet the needs of the consumers. The main argument of this article is that restaurants sited on vocational areas such as hotel resorts increase the satisfaction of consumers and leads to the subsequent increase in profits. Nevertheless, the enhancement of a consumer’s satisfaction and the maximization of profits as a whole are highly dependent on the maturation of the market (Elson & Muller, 2002). There is therefore, an assumption that the maturity of the market determines the consumer’s satisfaction and profits made. The article gives a good summary of the main argument of the paper.

The paper gives an introduction of the vacation ownership industry particularly on how competitive it is becoming. This highlights on what enhances the growth in the tourism and hospitality industry. Stiff competition has forced business leaders in the hospitality industry to look at how they can advance their guests experience (Elson & Muller, 2002). This article is thus, able to give a broad perspective on how the vacation industry is linked to the competitiveness of the market. The relevance of the market trends to customer satisfaction and profit maximization is maintained throughout the paper

There is also a clear distinction of the hotel industry and the tourism industry in general. The authors state that the vacation ownership is still in its early stage of growth. There is therefore, more reason as to why people who are particularly interested in this segment of the tourism industry need to improve the products that they have (Elson & Muller, 2002). Through this, Muller and Elson are still able to keep the article focused on their main argument; the audience is not easily abstracted from other irrelevant issues.

There is a lot of emphasis on how the provision of excellent dining services would lead to the subsequent increase in profits. Restaurants hold potential of attracting customers but only if they are inviting and well designed (Elson & Muller, 2002). In this case, one can say that it is not just about the number of restaurants near the hotel but the quality of the services that restaurants have to offer to clients. The article is thus, very specific on what business leaders in the tourism and hospitality industry should focus on in order to make profits by ensuring clients are satisfied with their services. The creation of lifelong customers is crucial for the survival of the hotel and tourism industry.

The article gives an example of the distinct needs of people who travel, for instance, the difference between business travelers and leisure travelers. Leisure travelers are apparently more willing to spend more time outside the property while seeking for new experiences while business travelers are not looking forward for other activities that may occupy their busy business schedule (Elson & Muller, 2002). Such information offered by Elson and Muller is very crucial for hotel managers to plan the kind of accommodation they are willing to offer for their distinct customers. On the other hand, the article puts more emphasis on the connection between on the quality of services that hotel owners ought to strive for in order to make profits.

However, the paper has concentrated a lot on the positive impact that the eating outlets have on hotel resorts. For instance, Elson and Muller state that if restaurants collaborate with credible companies such as Hyatt and Mariott, which have a positive image, they will automatically boost the image of the restaurant (Elson & Muller, 2002). Nevertheless, the paper does not mention the negative impact of the partnership that may exist between restaurant owners and resorts. This is very important for entrepreneurs in the hotel industry who may want to create a partnership with food and beverage experts.

While the article is not very specific on the kind of audience that it targets, nevertheless, it is written in a way that it can accommodate any kind of audience. The language used is not too ambiguous and simple. In addition, anyone in the business field is able to relate to this article especially where the market concept is brought out well. The articles looks at the trends of the markets and then gives an analysis on how new activities can fit in.

One of the most emerging themes in the article is the market trend and its point of maturation. As observed by most business leaders the nature of the market plays a significant role in determining the success of a business. It is argued that while in the growth phase leaders in the tourism industry must focus on the sale while beverage and food experts should   be left to deal with the restaurants (Elson & Muller 2002). This is good professional advice on how hotel resort owners can organize and plan to launch food outlets by looking at the current trend in the market. Though the satisfaction of the customers depends on the services they get in hotels, the current market trends cannot be ignored. This is clearly brought out by bringing out a table that summarizes the marketing strategies. In addition to this the table is more specific to the growth stage, which the vacation ownership industry is allegedly in. This is therefore, a confirmation of how the issues discussed will remain relevant to the main contention of the paper.

The article has taken a further step in explaining more about the vacation ownership industry, which has so many segments. All these segments have to be able to function harmoniously in order to boost the revenues and subsequently increase customer’s satisfaction. The interrelationships between the distinct segments are well articulated. Elson and Muller observe that outsourcing can be used as a notion for different sectors to achieve their needs in a market that is still very competitive (Elson & Muller, 2002). In addition to this, restaurateurs are normally expected to provide food and drinks within the resort for various clients. This paper has tried to bring in other aspects roles that restaurants have a role to play for instance in tour gift premiums (Elson & Muller, 2002). The role of the restaurants is not strictly constrained to offering beverages and food alone. Clients can be satisfied in a number of ways.

The article has mostly used secondary resources. Secondary resources are good since it is a good indication of what other authors have been able to find out in relation to the main argument of the paper. One can also look at what is really lacking and what future articles should struggle to address. However, primary resources are not used despite being more accurate compared to the secondary resources. Elson and Muller often refer to other sources so that they can support the main argument of the paper. This is good but still lacks those persuasive elements that make the reader convinced or support the main argument of the paper (Elson & Muller, 2002). There is no empirical evidence gathered. The authors cannot easily convince the audience that the increase in beverage and food outlets enhances consumer’s satisfaction and increase in profits by simply looking at the analysis of other articles. Facts can be proven if it is taken through a test and people have actually experienced it, it is not just a matter of gathering the information but testing it. This would have been done well through qualitative research to confirm the suggested hypothesis that forms the basic argument of the paper.

In summary, though this article has tried to be conclusive, some important aspects need to be broadly addressed. Many issues affect hospitality industry, such as the high profits that hotels occur in the peak season this is where most people take summer vacations. In this case, hotels can decide to have food and beverage outlets only during the peak season. The argument of the paper should have been the introduction of food and beverage outlets are likely to enhance consumer’s satisfaction and increase profit that is if other factors remain constant. The assumptions made have to be well explained so that the audience can know the basis of the argument. Besides, the research is more exploratory rather than giving more clarification on the underlying issues. However, it is still important to note that Elson and Muller try to give a general perspective on how restaurants play an essential part in boosting the tourism industry. This article is profound in giving tips to business leaders in the tourism sector particularly on the implications of having a food and beverage outlets in the premises of hotels.

 

References

Elson, J.E & Muller, C.C. (2002). Including the Restaurant mix in Vacation Ownership and resort Development Planning. Hospitality Management , 21, 277-284

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