Introduction
Hospitality is a multi-faceted concept embracing constantly changing contexts with regard to social and economical development of a host country. On the one hand, the term refers to the already established norms of private and domestic fields of daily life. It conveys the extent to which homes are opened to guests and strangers and, at this point, hospitality is a practice associated with feelings of friendliness, warmth, and openness.
On the other hand, hospitality is a concept that is closely tied to commercial domains representing the phenomenon in terms of services, management, human resources, and marketing (O’Dell, 2010). These two dimensions of hospitality now co-exist together for generating new market-bound kinds of hospitality (Hay, 2006; Hemmington, 2007).
Apparent relation of hospitality to the marketing sphere still allows to track the hospitality transition from private to commercial forms to discover how the emotional experience was transformed into the hospitality industry. In this paper, I will discuss the stage of hospitality development, as well as its delineation through the introduction of university-bound institutions.
Reinterpreting the Principles of Hospitality While Transitioning From Private to Commercial Domains
Currently, the commercial dimension of hospitality is aimed at achieving political and social goals of a host country. Therefore, such dimensions of hospitality as food, accommodation, and entertainment are taken into consideration as a powerful tool for influencing consumer experience about the country (Lugosi, 2008; Leung & Law, 2010).
Similar implications were present when hospitality was the prerogative of the private sphere (Chen, 2009). To enlarge on this point, hospitality was not considered as a service, or obligation, but as a part of national identity and culture.
Barnett’s Perspective on Commercializing Maori Hospitality
Recent advances in the study of hospitality prove that the current definition of the term is closely connected with the commercial services and provision of accommodations, food, and drinks. In particular, Lashley (2008) states that the notion is now more identified as a commercial term and, therefore, it significantly deviates from the original definitions.
In this respect, Barnett (2001) reveals that original signs of hospitality trace back to tradition and cultures when host countries consider it a duty to meet emotional and psychological needs of guests, especially when hotels, restaurants, and other service facilities were absent.
Discussing the first stage of hospitality development in Maori culture, the researcher emphasized that commercialization of the phenomenon was due to the potent impact had friendliness and warmth of hospitality had on guest.
Insights into Nascent Australian Hospitality
Hospitality was not always considered as a crucial component of tourist, leisure, and service management. So far, the phenomenon was strongly associated with the emotional and behavioral concepts (Molz & Gibson, 2007).
Regarding the case proposed in the studies of Clark (2006), it should be stressed that the era of tourism discovery and hospitality experienced rapid development in the second half of the nineteenth century. The nascent hospitality was primarily based on welcome and friendliness.
In the study, Clark (2006) also mentions that expression of hospitality was the starting points for the emergence of tourism era in Australia.
Hence, there were no signs of commercialization due to the lack of accommodation. More importantly, the idea of hospitality was not considered as a burden or obligation. Travelers were not considered as tourists but as people in need of shelter and food.
Conclusion
In conclusion it should be stressed that commercialization of hospitality is a logically constructed process initiated for the purpose of increasing economical and cultural potential and significance of the country.
The studies provided by Clark (2006) and Barnett (2001) have proved that re-conceptualization of hospitality from emotional and psychological dimensions to commercial underpinnings was dictated by specific political and historical events.
References
Barnett, S. (2001). Manaakitanga: Maori hospitality: A case study of Maori accommodation providers, Tourism Management, 22, 83-92.
Chen, J. (2009). Advances in Hospitality and Leisure. US: Emerald Group Publishing.
Clark, I.D. (2006). Sleeping with Strangers: Hospitality in Colonial Victoria, Journal of Hospitality and Tourism Management, 13(1), 1-9.
Hay, L. A. (2006). Hospitality: The Heart of Spiritual Direction. US: Church Publishing.
Hemmington, N. (2007). From Service to Experience: Understanding and Defining the Hospitality Business. Service Industries Journal, 27(6), 747-755.
Lashley, C. (2008). Studying Hospitality: Insights from Social Sciences. Scandinavian Journal of Hospitality & Tourism, 8(1), 69-84.
Leung, R., & Law, R. (2010). A Review of Personality Research in the Tourism and Hospitality Context. Journal of Travel & Tourism Marketing, 27(5), 439-459.
Lugosi, P. (2008). Hospitality spaces, hospitable moments: consumer encounters and affective experiences in commercial settings. Journal of Foodservice, 19(2), 139-149.
Molz G.J., & Gibson, S. (2007). Mobilizing Hospitality: the Ethics of Social Relations in a Mobile World. Farham UK: Ashgate Publishing.
O’Dell, T. (2010). The Cultural Economy of Hospitality, Magic and the Senses. US: Nordic Academic Press.