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