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CHAPTER 1 Introduction 1

1．Travel in History 2

2．The Transportation Revolution 4

3．About Hospitality Industry 8

CHAPTER 2 Service Makes Difference 13

1．What Is Service? 14

2．Characteristics of Services 17

3．Strategic Planning 22

4．The Strategic Service Vision 27

5．Keys to Delivering Good Service 31

CHAPTER 3 Understanding the World of Hotels 44

1．Hotel Industry 45

2．Hotel Guests 47

3．Hotel Categories 49

CHAPTER 4 Hotel Organization 62

1．How Is a Hotel Organized? 63

2．Revenue Centers 66

3．Cost Centers 75

CHAPTER 5 Managing and Leading Hospitality Enterprises 89

1．A Manager's Job 90

2．The Importance of Leadership 94

Appendix Eight Managerial/Leadership Roles 102

CHAPTER 6 Managing Human Resources 112

1．Labor Trends 113

2．Human Resources Programs 114

CHAPTER 7 Marketing Hospitality 132

1．The Marketing Concept 133

2．Sales Management 142

3．Advertising 142

4．Public Relations 143

5．Sales Promotion 145

CHAPTER 8 Hotel Contracts and Agreement 154

1．Development of Hotel Chains 155

2．Franchising Is Big Business 156

3．Why Management Companies Exist 164

4．Management Contracts 164

5．Joint Venture 167

6．Hotel Consortia 169

CHAPTER 9 Cost Control 175

1．Costing Concept 176

2．The Impact of Cost Structure on Profitability 184

CHAPTER 10 Global Competition and the Future 199

1．Long-term Tourism Growth Trends 200

2．Tourism Growth in Asia and the Pacific 204

3．Technology and Automation 207

4．Tourism and the Environment 211

5．Mergers,Acquisitions,Cooperative Arrangements 213

Appendix 1 222

Appendix 2 227

Reference Books 233