DECA+ Hospitality and Tourism Performance Indicators

All 48 performance indicators in the Hospitality and Tourism cluster

Distinguish between economic goods and services (CS)

A good is something that you can use or consume. You buy a good with the idea that you will use it, either just once or over and over again. A service is something that someone does for you, like give you a haircut or fix you dinner. Another way to identify the difference is that a good is tangible and a service is intangible.

Discuss the nature of customer relationship management (SP)

The goal of customer relationship management (CRM) is to maximize the value and effectiveness of all opportunities that businesses have to connect with customers; provide outstanding service to customers; maximize customer satisfaction; attract and retain loyal customers; cultivate and maintain positive, profitable relationships with customers and develop individualized relationships with customers.

Describe the nature of legally binding contracts (SP)

A contract that is legally binding is considered valid and enforceable in a court of law. A contract is a clear outline of an agreement between at least two parties. Usually contracts define each party involved and any terms used within the agreement, the duration and/or timelines of the contract, payment terms and provisions that protect each party. Legally binding contracts are required to have "consideration" which means both parties are willingly entering into the agreement and are not being coerced.

Explain the role of ethics in human resources management (SP)

Ethics are standards set by organization that help ensure that people are treated fairly and honestly. In human resources management this includes making decisions that promote workplace cohesion, establishing standards and procedures that assures in all situations that individuals are treated equally. Ethics policies in the area of human resources can include discrimination, sexual harassment and treatment of employees. Ethical breaches in this area can damage a company's reputation, reduce employee loyalty and create litigation.

Explain the types of economic systems (CS)

There are four types of economic systems commonly studied. A traditional economy relies on custom and ritual to make its choices. A market economy relies on the consumption choice of consumers. A command economy relies on the government making all choices for consumers. A mixed economy relies on limited government involvement in a market based economy.

Explain the use marketing strategies in hospitality and tourism (SP)

Marketing strategies identify a target market and marketing mix choices that a business will use. To do this, a business must understand the wants and needs of the consumer and objectives of the overall marketing plan for the product or service. The position that the business and/or product holds in the marketplace will determine the marketing strategy and focus on the advantages that the business and/or product has over the competition.

Identify desirable personality traits important to business (PQ)

Your personality is a set of characteristics that relate to a person's emotions, motivations, interpersonal interactions and attitudes. Highly desired personality traits most often include professionalism, being "high-energy", confidence, the ability to work independently and intellectual curiosity.

Explain the concept of market and market identification (CS)

A market is a group of people who share the same wants and who have the ability to purchase a specific product or service. Market identification is the process of a marketer in identifying the most profitable areas to offer a new product or service. To determine these groups, a marketer uses three forms of data: demographic, geographic and psychographic. Demographic data defines a population in quantitative terms like age, gender, education or occupation. Geographic data identifies where potential consumers live. Psychographic data identifies common interests, attitudes and lifestyles of potential consumers.

Evaluate quality and source of information (CS)

Information is widely accessible in today's market so evaluation tools can be used to determine validity. A reader should determine who the intended audience is, if the data provided is fact or opinion and if a credible author is attached to the information. Further, factual documents should be supported with evidence including primary and secondary information. Quality information should be timely.

Explain the types of promotion (CS)

The types of promotion include advertising, personal selling, sales promotion and public relations. Some marketing professionals will also include direct marketing as a type while others still consider this a form of advertising. Advertising is a form of paid, nonpersonal promotion in which a company promotes an idea, good or service through a variety of media. Personal selling is any form of direct contact between a salesperson and customer to fulfill a customer's wants and needs. Sales Promotion includes all marketing activities other than advertising, public relations, and personal selling that are directed at a customer in an effort to increase sales. Public relations are promotional activities that are designed to create a good image with the public.

Describe the concept of insurance (CS)

Insurance is a promise of compensation for specific potential future losses in exchange for a periodic payment (premium). This protects the financial standing of an individual or company in the case of unexpected loss. A policy holder can be responsible for paying part of a loss (a deductible) and the insurer pays the rest.

Explain the nature and scope of selling functions (CS)

The selling function provides consumers with goods and services they want and/or need. Selling occurs at multiple levels in marketing including the retail store to a consumer and business-to-business (B2B). Selling is interacting with a customer or client with a planned and personalized form of communication that influences purchasing decisions.

Discuss the nature of information management (CS)

Information management is the process of collecting and analyzing data that can be used in the strategic decision making process for a business. This can support a variety of business functions including developing customer databases, managing electronic purchasing decisions and monitoring competitor information.

Explain the role of business in society (CS)

The role of business in society is "to innovate and deliver products and services, to use resources efficiently so that the value is created and to conduct operations so that they are performed profitability and accepted by society." In summary, "the role of business in society is a coherent way of thinking about a company's impact and interaction with society." Niall Fitzgerald KBE and Mandy Cormack, The Role of Business in Society: An Agenda for Action; Harvard John F. Kennedy School of Government

Exhibit cultural sensitivity (CS)

A cultural sensitive employee will value diversity, be willing to adapt communication and behavior to be compatible with another's cultural norms and be willing to learn traditions and characteristics of other cultures.

Explain the need for innovation skills (CS)

Innovation is necessary for an organization to continue to move forward in the marketplace and meet customer needs. Innovation includes the ability to think critically, be creative, an ability to solve problems, manage risk, conduct research, coordinate project management, use information technology as well as the basic tasks of reading, writing and mathematics.

Analyze employer expectations in the business environment (PQ)

When employed in an organization, an employee should understand what management requires of him/her within his/her position, thus allowing an employee to meet and/or exceed those demands.

Explain the role of promotion as a marketing function (CS)

The promotional message, whether personal, nonpersonal, paid, or free, should convince buyers that the product being offered for sale can satisfy their specific needs. It should not be preferential, or favor one group of customers over another.

Explain factors that motivate people to use a hospitality and tourism site (SP)

Motivating factors may include location, price, brand loyalty, customer reviews, recommendation by family/friends.

Communicate core values of product/service (SP)

A business's core values represent a business's primary values and provide the foundation on which its employees perform their work and conduct themselves. Although goals, strategies, tactics, and employees change, core values remain unchanged.

Demonstrate ethical work habits (PQ)

To exhibit ethical work habits, an employee will be punctual, flexible, creative, attentive, complete objectives on time, deliver quality products, face challenges in a positive manner, manage their time, show respect by interacting in a positive manner with co-workers, and demonstrate leadership by solving problems, resolving conflicts effectively and encouraging mentorship.

Explain the nature and scope of pricing function (SP)

The function of pricing is to place a value on a good or service to produce a profit. The pricing function looks at costs, competition and how much customers are willing to pay for a product or service.

Explain marketing and its importance in a global economy (CS)

As the global economy has expanded, brands must use technology and communication to establish themselves in a variety of markets. Marketing is a tool that is used to persuade customers and must be employed in order for businesses to sell their products.

Explain types of business ownership (CS)

There are three types of business ownership: sole proprietorship, partnership and corporation. A sole proprietor owns and operates a business by oneself. A partnership is owned and operated by two or more people and is jointly responsible for the businesses outcomes. A corporation is operated by several people and owned by stockholders.

Identify sources that provide relevant, valid written material (PQ)

When evaluating material, determine if content is fact, opinion or marketing information. Other factors can include validity of research, relevance, timeliness, authority of the author and evidence offered to support a claim. If you are validating written material, ensure that you have cross-checked information that is provided by the source.

Discuss the nature of human resources management (CS)

Human resource management is a process of bringing people and organizations together so that the goals of each are met. This includes a focus on: results rather than on rules; helping employees develop his/her full potential; encouraging employees to give his/her best to the organization; assigning people to jobs in order to produce good results; helping the organization meet its goals in the future by providing for competent and well-motivated employees; building and maintaining positive relations between people working at various levels in the organization.

Explain the nature of effective written communications (CS)

Written communication is the most common form of business communication and therefore requires employees to write frequently and rapidly. "The words we write are very real representations of our companies and ourselves." Janis Fisher Chan. Written communications allow an employee to receive instructions or information upon which to base decision or take a specific action. Effective communication should answer questions, be relevant, focus on the end user, be specific, include examples, be tactful and accurate.

Handle telephone calls in a business like manner (CS)

A businesslike manner on the telephone includes a formal greeting including "Good Morning/Afternoon", name of business and name of department or person answering the call. Calls should be answered promptly, take messages as needed and use the hold button if needed.

Describe the nature of product bundling (SP)

Product bundling is a technique of offering two or more complementary goods or services together as a package deal. Bundled items are sold at a price attractively lower than the total of their individual selling prices.

Explain the nature of project management (SP)

Project management is using knowledge, skills and techniques to execute a temporary group activity designed to develop a product, service or outcome both effectively and efficiently. There are five processes needed in project management: initiating, planning, executing, monitoring and controlling and closing.

Explain factors that influence customer/client/business buying behavior (SP)

Buying behavior explains the purchase decisions that consumers make on a daily basis. As a business function, this means understanding what consumers buy, why a consumer has decided to make that purchase, when the purchase was made and from what distribution channel and how often the product or service is used. Buying behavior can be influenced by a variety of internal and external factors including perception of brand, competition, society and consumer research.

Determine strategies for resolving customer-service situations (SP)

Steps to resolve customer-service situations include: keeping communication professional, remaining calm and collected, speaking softly, practicing active listening, understanding the customer's point of view, assessing needs, offer a solution and follow-up with the customer.

Describe actions employees can take to achieve the company's desired results (SP)

One of the most important tasks an employees has is to work towards a company's goals in order to create a profit.

Describe the nature of budgets (SP)

A budget is an itemized forecast of an individual or company's income and expenses for a designated period of time. This allows the entity to evaluate how to use funds in fixed and discretionary categories as well as provides focus to achieve financial goals and avoid debt.

Explain the nature of product extensions in the hospitality and tourism industry (SP)

Product extensions occur when a business puts its name on a variety of products, such as Marriott mattresses, bedding, robes, etc. Businesses use these extensions to leverage the awareness of an existing brand, to make a new product readily recognizable, to reach new customers, to keep a competitor from offering the product, and to refresh its image.

Explain the role of finance in business (CS)

The role of finance in business is to help capital move from investors to businesses. Businesses need finance to assist with operations. This is possible through financial markets and various investment vehicles including loans, and short and long term financing. Finance can also include roles in business development and corporate governance.

Explain the nature of product/service branding (SP)

Product/service branding is using a name, term, design, symbol or a combination of those elements to distinguish a product/service from a competing product. Branding should assist a consumer in answering the question "Why should I buy?" If a branding campaign is successful, it will build product recognition and customer loyalty.

Identify the elements of the promotional mix (SP)

Elements of the promotional mix may include advertising, personal selling, sales promotion, publicity and public relations.

Maintain appropriate personal appearance (PQ)

Maintaining your personal appearance is necessary as employees represent the business in which he/she is employed. Personal appearance includes facial expressions, body language, as well as clothes and grooming.

Handle difficult customers (CS)

There are a variety of difficult customers including those who are angry, impatient, demanding and indecisive. To handle these, first maintain control over your personal emotions and behavior by staying calm and listening closely to the customer. Acknowledge their concerns, maintain eye contact and demonstrate compassion for the situation. Try to solve the problem or identify someone who can act on the customer's behalf. Whenever possible, offer choices.

Explain key factors in building a clientele (SP)

Factors to build a clientele in the hospitality and tourism industry may include ensuring a quality experience, personalization, a transformational guest experience, brand consistency and more.

Describe health and safety regulations in business (PQ)

In 1970, the Occupational Safety and Health Act was passed that created the Occupational Safety and Health Administration (OSHA). A business is responsible for protecting the safety, health and welfare of all employees. Therefore, a business must create procedures to manage risks that could cause injury and/or damage to employees, property and the environment.

Explain the nature of positive customer relations (CS)

Customers are the life of any business; any interaction should be positive, courteous, and respectful. Positive customer relations can include showing appreciation, delivering timely service, training employees effectively to interact with clients, and appeasing any concerns brought forward.

Explain importance of meeting and exceeding customer/guest expectations (CS)

When a company meets and exceeds customer expectations it differentiates itself from the competition. It also creates customer loyalty and high chances of positive reviews and word-of-mouth marketing from the customer base. If customer expectations are not met, customers are not likely to return and will tell others about their experience.

Orient new employees (CS)

Providing an orientation is a process that allows an organization to integrate a new employee and enable him/her to contribute to the team quickly. At this time, an employee will learn about personnel policies, company safety programs, and details about his/her position. Possible actions can include providing a mentor, providing work samples, and providing a Frequently Asked Questions document.

Explain the nature of operations (CS)

Operations include the activities involved in the daily functions of the business to generate revenue.

Differentiate between service marketing and product marketing (CS)

Product marketing is concerned with tangible products while service marketing is concerned with an intangible service provided to the customer

Explain the concept of management (CS)

Management is the coordination of activities a business uses to achieve results. According to management expert Peter Drucker, this includes both marketing and innovations.