Tourism and Hospitality Industries: A Partnership Overview

Introduction: Two Industries, One Goal

It is perhaps indicative of how interconnected the hospitality industry and the tourism industry are that they are often grouped in the literature as one broad industrial category: "the hospitality and tourism industry." Their aims and objectives certainly overlap, sharing a common goal of catering to the needs and desires of people who are traveling for one reason or another. It is a superficial separation to suggest that hospitality pertains only to where people stay while tourism pertains only to what people do in the process of travel — particularly as options become more elaborate and varied, reflecting simultaneous increases in technology and the sophistication of consumer demand. Rather than focusing on debatable divisions between the functions of each industry, a more productive approach is to examine the ways in which they support each other's key services (Ottenbacher, 2009).

Destination Branding and Hospitality's Role

One of the essential aspects of tourism is the marketing and branding of destinations (Silvanto, 2009). Identifying unique attributes for travelers who are considering a destination-based travel experience is critically important. Domains of destination branding range from historical, climate-based, and event-based categories to service offerings (such as conference centers for business-related destination travel), cultural and lifestyle themes (such as ecotourism), and environmental destination aspects. Creating a brand for a destination often involves a confluence of multiple domains in order to communicate an appealing image to consumers. The types of hospitality options and services offered at a destination are frequently considered in destination branding and are highly influenced by the resulting brand image.

One clear example can be seen in safari travel. While the range of hospitality offerings spans from budget to high-end, the décor of the accommodations, food menus, and traveler services will all relate to the cultural and environmental aspects of the safari destination's image in order to underscore the unique attributes of the travel experience and to support the immersive quality of the tourism itself (Morrison et al., 1999). A hotel utilizing African themes in its décor, with locally-influenced cuisine and a special post-expedition spa package, for example, would reflect the hospitality sector tailoring its offerings to the tourism brand image — creating greater destination appeal and supporting the key function of the tourism industry in that setting (Brey et al., 2008).

Conclusion: Hospitality as Tourism's Integral Partner

The hospitality industry is a key partner in the tourist industry. Hospitality offers tourists, regardless of travel motivation, a level of comfort and care that is essential when people travel away from their homes. Its contribution extends well beyond the provision of food and lodging. Hospitality services are an essential part of destination branding and can be tailored to enhance the image of a destination as communicated to the public. It is often the variety of hospitality services that determines the breadth of travelers across socioeconomic demographics. In some cases — such as a very high-end restaurant or hotel — the hospitality offering itself becomes the primary element in the creation of a specific destination. Whether or not this is the case, the hospitality industry is the integral partner to the tourist industry from marketing, financial, and economic perspectives.

References

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