5 . Look for quality in hospitality and service which is sustainable – that is , those aspects which will benefit the host and visitor .
If hospitality and service are experiences not products , then the measurement of quality needs to be different . There is an abundant source of literature related to qualitative analysis for tourism today . Conducting continuous studies and reviews on Carrying Capacity and Impact Assessments are two methods for measuring the qualitative aspects of this socio-cultural activity .
6 . Listen to the host and visitor to ensure a continuous process of review and monitoring .
The most important aspect in considering the progress of any activity in tourism is to allow all stakeholders ( authorities , businesses and communities ) a voice . On the other hand , it is not enough to offer them this facility , it is equally important to transform that voice into effective action . There should be no top-down approach to consultation , it should be continuous and cyclical in nature . Most consultation exercises todate , on these islands and internationally have been subjective , authoritarian and superficial . They are simply a PR exercise rather than a sincere manner for developing a strong attitude to hospitality and service .
7 . Be ready to change and develop .
Change is imminent for one reason or another – whether man-made or through natural occurrence . Change is necessary to ensure that current trends , needs and requirements are addressed effectively . Change does not happen in a topdown or bottom up approach but through the interaction of all the stakeholders together .
This article has sought to address an issue which has recently been very much underestimated in its importance towards a more sustainable tourism activity . Hospitality and Service need be treated as transversal skills that are there to enhance the human aspect of the tourism activity .
If hospitality and service are experiences not products , then the measurement of quality needs to be different .
Julian Zarb is a resident academic at the Institute for Travel , Tourism and Culture at the University of Malta . His main areas of research and competence include Sustainable Tourism , International Tourism Development , Community-based tourism and local tourism planning . Mr Zarb is completing a doctorate in local tourism planning processes and implementation .
HOSPITALITY MALTA Q1 | 2017
57