Michigan State University Extension
Tourism Educational Materials - 33200809
06/06/02
Keys to Planning Your Hospitality Clinic
Source: Mississippi State University
Author: Linder, William W.
ID: Publication 686
Keys to Planning Your Hospitality Clinic
Prepared by William W. Linder, Leader, Extension Resource
Development, Cooperative Extension Service, Mississippi
State University.
Foreword
Americans are travelers! Of the $57 billion spent annually
by travelers throughout the world, $30 billion is spent
within the United States.
Tourism has doubled the national income growth rate in
recent years. Several important factors indicate the travel
industry will continue to enjoy a rapid growth---population
growth, increased automobile travel, more automobiles, more
income, shorter work week, longer paid vacations, better
educated citizens who desire to travel more. Obviously, the
tourist industry has not reached its potential!
Mississippi has a wealth of tourist attractions---a natural
resort area on the coast, famous military landmarks, the
Natchez Trace Parkway, reservoirs, state parks, national
forests, excellent hunting and fishing, and a wonderful
climate.
This booklet has been prepared to assist you in planning
education programs to help your people become better
salesmen of your community and state, as they serve our
guests---the tourist.
W. M. Bost
Director
Cooperative Extension Service---Mississippi State
University
The Cooperative Extension Service is an "arm" of Mississippi
State University organized to "extend" the university's
educational resources to Mississippi citizens. This booklet
of program planning suggestions is an example of this
extension.
The University has Extension offices in every Mississippi
county which are literally "portions of the campus." County
Extension Agents are members of the MSU staff. Check with
them if MSU can help you. They will be able to put you in
touch with other professional specialists on the State
College Campus.
LOCAL INVOLVEMENT
Getting people involved in planning and implementation is
the Key to successful community action. People who are
consulted in advance and who take part become much more
interested and enthusiastic about a project. They become
committed to it; they "talk it up;" they get a satisfaction
from helping "their" community.
ADVANCE PLANNING
Advance planning is an absolute necessity for a successful
clinic. Planning should begin at least 6 months (if
possible) prior to the clinic. This time is required to
inform various individuals, organizations, and agencies and
obtain their support and cooperation. Time must be allowed
for obtaining resource speakers and materials. Some
suggested steps in planning include:
1. Select a chairman who is enthusiastic and who is sold on
the Hospitality Clinic idea.
2. Select committee members who are committed to the
project and who are willing to work.
3. Assign subcommittee(s) responsibility for:
(a) Program
(b) Attendance
(c) Publicity
(d) Evaluation
PROGRAM
The program should be "tailored" to fit the needs of the
local community. It may range from a 1 1/2 to 2 hour
session to a one day session or a series of afternoon or
evening classes.
DATE: The best date is about one month prior to the local
tourist season.
CONTENT: Again, it will depend on the clinic objectives as
set by the local committee. Generally, information should
include:
1) Importance of Tourist to the Community and State.
2) Importance of "Hospitality" - Tourists will repeat
visits where they receive a cordial welcome, courteous
service, and friendly treatment. Employers and employees
need to appreciate the dignity of human services.
3) Local and area tourist attractions - it is surprising
how many local people do not know what the community has to
offer visitors.
4) Special Material for Audience - If the audience is
primarily waitresses, for example, there should be some
topic discussed which would be of personal concern to them
- i.e., "Tips or No Tips." If the group is large enough,
this objective might be reached by dividing into special
interest groups, such as: Hotel and Motel, Restaurant,
Retail, Service Station and Transportation, and General
Public.
METHODS:
Visual aids, skits, small group or panel discussion are
effective methods. Whatever the method, it must be well
planned and coordinated with the total program. The entire
program must be informative and "move along" rapidly.
Charts, graphs and statistics might be used to illustrate
the importance of tourism.
An inspirational speaker and/or skits would be appropriate
for the importance of hospitality topic.
Color slides, films and tourists are effective to
illustrate local and area attractions. Local residents are
knowledgeable, add to the interest, and help reduce outside
resource expenses.
Use a variety of methods, this changes the pace of the
meeting and heightens interest. Encourage as much group
participation as possible.
ATTENDANCE
All segments of the travel industry need to be aware of the
"Hospitality Clinic" and its purpose - restaurants, motels,
hotels, service stations, retail stores, Chambers of
Commerce, policemen, and the general public. Since "tourism
is everybody's business," everyone should be welcome to
attend. Businesses who are "sold" enough to pay their
employees to attend provide strong support. Split sessions
(one in the morning and a repeat in the evening) make this
kind of support more possible.
Personal contact and lots of it by committee members with
owners and managers to help obtain and maintain their
cooperation. There is no substitute for this personal
attention. Letters, cards, flyers, and other publicity will
help, but don't forget the importance of a sincere,
enthusiastic visit to business men informing them why a
hospitality clinic is important to them. You want them to
attend too!
REGISTRATION: Provide simple registration cards. You need
to know number of people and firms represented.
NAME TAGS: Everyone needs a name tag. Names can be typed or
printed with pen at the registration desk. One suggested
form, if you bring your own, is:
Hello! My name is
___________________
___________________
Hospitality Clinic
FOLLOW-UP: Don't forget to write the firms represented and
thank them for their participation. You may want their
support again.
PUBLICITY
The entire "Hospitality Clinic" idea is a public relations
effort---Do not skimp on publicity!
The publicity schedule needs to be planned very carefully.
It should include a time schedule of releases, nature of
releases, media, and persons responsible. Constant radio,
television, and newspaper coverage is a must!
Local tourist attractions and other local emphasis tied in
with "tourism" and "hospitality" help achieve the overall
objective of making your community more hospitality
conscious. Publicity can be given to the program and to the
speakers.
Ask Chamber of Commerce to "plug" clinic in their
newsletters and in other appropriate ways.
Personal letters supporting the clinic can be mailed to
local tourist oriented leaders by Presidents of the
Chambers of Commerce, Hotel and Motel Associations, and
Restaurant Associations.
The county Cooperative Extension Service can help promote
the program through its educational program.
EVALUATION
Hospitality clinics as described in this publication are
educational programs designed to bring about changes in
people's knowledge, interest, understanding, attitudes,
skills as related to the travel industry. Evaluation is the
process of determining the extent and the way these changes
are accomplished. Evaluation should be based on:
1) The clinic objectives.
2) Knowledge of those in attendance or who have heard
something about the clinic and its usefulness.
3) A representative group.
4) Reliable questions.
5) A plan for using the evaluation - Decide how you
will analyze and use your evaluation results before
evaluation is done.
METHODS:
A simple questionnaire can be used to obtain a reaction
from those present or from the managers of the firms
represented.
An interview with selected participants and managers is
another way. A follow-up interview after a short time lapse
is also good.
Comments from cooperating agencies can be most helpful.
Provide an opportunity for suggestions for improvement or
changes.
RECOMMENDATIONS:
A written set of recommendations including the evaluation
report should be prepared. Clinics could be continued on an
annual basis, and these documents would be most valuable
for planning the next clinic.
A "KEY" PROGRAM
The following is a suggested two hour and twenty minute
program. It is designed to have an opening session, group
discussions, and a closing session with motivational talk.
All printed materials necessary (except program and local
materials) are available from the Cooperative Extension
Service, Mississippi State University, through the county
Extension staffs.
GENERAL ASSEMBLY
1) Welcome (5 minutes) ---------- General Chairman
Includes items on page 2 of the
Do's and Don'ts booklet. Discuss
purpose, procedures and sponsors.
2) Importance of Tourism to ------ A & I Board Travel
You and Your Community Department, Chamber
(20 minutes) of Commerce Manager
Extension Agent or
Similar Resource
Development
Official
3) Things to Do and See in ________.--- Local Expert
(30 minutes) --- Local expert
Uses pages 3, 4, 5, 6, 7, 8,
9, and 10 of the Do's and
Don'ts booklet to discuss the
highlights of local attractions
and events. He might use slides,
films, skits or a variety of
techniques. This should not be
monotonous.
GROUP DISCUSSION
4) Group Discussion
NOTE: *Depending on the variety of interests
of the group, 2, 3, 4, or 5 groups can be
formed:
Hotel and Motel
Restaurant
Retail
Service Station and Transportation
General Public
*Ideal discussion group size is approximately 15-20 people.
If you anticipate more than this number in one category,
you should provide more group leaders.
*Each group will meet concurrently in different locations.
*Each group should have a chairman who has been pre-
selected and who is prepared to lead the group
discussion.
A SUGGESTED APPROACH FOR EACH GROUP
a) The chairman introduces himself and asks everyone
around the table to introduce themselves, giving
name, organization employed by, jobs, and number of
year's experience.
NOTE: While this is being done, the chairman adds up
the number of years experience in his group.
b) The chairman points out the group has _____ number of
years experience in the business, so as a group they
certainly can consider themselves experts when it comes to
the technical aspects of their trade; but we are not here
today to discuss how to fix a flat tire on a car; or decide
if there should be one or two knives on a dinner table; or
how to fill out a room reservation card; or how to display
merchandise; (each chairman can use examples applicable to
his own group). But we are here to talk HOSPITALITY!
c) The chairman underlines the fact that his group will
have to report to the general assembly on the outcome of
their discussion. Someone should be selected as secretary
to keep notes.
d) The chairman, by using pages 11, 12, 13, 14, 15 and 16
of the Do's and Don'ts booklet will start the discussion.
He can use each one of the Do's and Don'ts as a guide to
insure the group covers a sufficient number in their
discussion. He can comment on his personal experiences. He
should encourage the group to talk as much as possible,
using questions when necessary. The chairman should
remember the group purpose of discussing ways to show more
hospitality.
e) The chairman, 5 minutes before the time is up, should
lead the group to make a fast summary of the main points
discussed.
Since each one of the groups will be reporting to the
overall group, someone should be designated to give a brief
report.
f) The chairman ends the group discussion session by
thanking all of the participants and asking them to proceed
to the main assembly room.
5. Group Reports (20 minutes) ----General Chairman
The General Chairman:
* Introduces the chairman of each discussion group, asks
him to briefly comment on his session and to introduce the
conferee who will give the group report.
* Makes any other brief comments he has on the clinic
including some of the items on the inside back cover of the
Do's and Don'ts booklets.
* Thanks all of the participants at this point for
attending and participating, thanks the resource people and
the sponsoring firms, agencies and associations.
* Introduces the inspirational speaker.
6. Hospitality Pays! --------------- Speaker
Include items on page 2 of the Do's and Don'ts booklet.
This talk should be inspirational and motivational. (20
minutes)
Outside resource person specially qualified to make this
kind of presentation. Must be enthusiastic about the travel
industry.
7. Adjournment ------------------- General Chairman
SAMPLE PROGRAMS
Hospitality Clinics vary in length and content of material
presented. As a matter of information, four sample programs
are provided. Each is a copy of an actual program that was
held in recent years.
The "Key" sample program was developed after reviewing these
and others. The local situation may dictate adapting one of
these or some other program for the most successful clinic
in the area.
Throughout this booklet, the aim has been to stimulate
thinking and action toward educating Mississippi's citizens
on the importance of tourism -- our 3rd largest industry.
SAN LUIS VALLEY TOURIST HOST SCHOOL
(Sample Program)
Arranged by:
Colorado State University Extension Service
In cooperation with:
Colorado Department of Advertising and Publicity
Colorado University Bureau of Business Research
Colorado Department of Game and Fish
Colorado State Patrol
Colorado State Forest Service
United States Forest Service
Sponsored by: Chambers of Commerce
Area Extension Service
8:00-8:30 Registration
View Exhibits
8:40 Opening Remarks Chm. Tourist Promotion
Committee:
8:45 Self Introductions
9:00 Why a Tourist Host School?
9:05 What is Tourism and What It
Means to the San Luis Valley and
to Colorado?
9:50 Coffee Break
10:00 What is Tourist Development and
How to Accomplish it?
10:45 What Do You Know About the San
Luis Valley and the State of Colorado?
Quiz
11:10 "Directing the Tourist - State
Getting Him There and Highway
Back" Patrol
11:30-1:00 Lunch - Movie (?)
1:00 Advertising & Promotion Colorado
Department
Advertising
& Publicity
1:45 "Your Host Kit - How to Area
Use It" Extension
Service
2:00 Illustrated Talk:
"Points of Interest in the
San Luis Valley & Scenic
Areas of Colorado"
3:00 Coffee Break
3:15 Recreation Opportunities Supervisor
And Facilities in Our Rio Grande
Area National
Forest, U.S.
Forest
Service
4:00 History of the San Luis
Valley Area
4:30 Panel - "A Look at the ____________
Future of the San Luis ____________
Valley" _____________
5:00 Graduation Exercises Extension
Service
Colorado
State
University
SAMPLE PROGRAM
VISITOR HOSPITALITY SEMINAR
Program: (2:00 - 5:00 p.m. - Repeat: 7:00 - 9:00 p.m.)
1. Welcome and Opening Remarks: President, Miracle Strip
Chapter, Florida Public Relations Association and Executive
Director, Pensacola Convention and Visitor's Bureau.
2. "What the Tourist Dollar Means to You and Me:"
President, Miracle Strip Council, Panama City, Florida.
3. One-Minute Skit Demonstrating the "Right" and "Wrong"
Way to Serve Visitors.
4. "How to Make Our Visitors Feel At Home and Stay Longer:"
A slide film presentation by Tourist Hospitality
Coordinator, School of Business, Florida State University,
Tallahassee, Florida.
5. One-Minute Skit
*************
15-Minute Break for Free Coffee or Coca-Cola
*************
6. What the Visitor Wants to Know about the Pensacola
Area
Its History: (Sight-seeing Tour Operator and local
Historian)
Local Fishing:
A) Salt Water: Pensacola Sports Fishing Assoc.
B) Fresh Water: Radio Station WCOA
7. One-Minute Skit
The Beaches, Boating, Art Center, Naval Air
Station, Museums, etc.
Golf Courses, Greyhound Park, Sports Car Races,
Fiesta of 5 Flags, etc.
8. One-Minute Skit
9. Concluding Remarks: Director, Tourist Division, Florida
Development Commission, Tallahassee, Florida
10. Distribution of Pensacola Literature and Presentation
of Certificates for completing Tourism Hospitality Course.
*****
PROGRAM
FIRST ANNUAL COURTESY CLINIC
Downtowner Motor Inn
Sponsored by: Tourist Promotion Committee
Meridian Chamber of Commerce
Meridian, Mississippi
9:30 a.m. and 7:30 p.m. - Wed., June 7, 1967
WELCOME & INTRODUCTION Chairman, Courtesy Clinic
Subcommittee
MELODRAMA: How Do You CAST: Miss Hospitality
Like Our City? -- Mayor, Chamber of Commerce
Directed by Director, President, and local lady
Meridian Little Theater
WHAT MERIDIAN HAS TO OFFER THE TOURIST -- Local
Gentleman
MELODRAMA II: You Broke the CAST: Miss Hospitality,
Law - Directed by Little Mayor, Chamber of
Theater Director Commerce President, and
Patrolman from Meridian
Police Department
MISSISSIPPI: We've Got It Manager, Travel
Department, Mississippi
A & I Board
QUIZ
QUESTIONS & ANSWERS
CLOSING REMARKS & ACKNOWLEDGMENTS--Chairman of
Courtesy Clinic
Subcommittee
AREA HOSPITALITY CLINIC
Edgewater Gulf Hotel
May 3, 1967
9:30 a.m. and 7:30 p.m.
WELCOME AND PURPOSE Area Extension Agent
GREETINGS
(Evening Session) Mississippi's Miss
Hospitality
WHAT TOURISM MEANS TO THE
MISSISSIPPI GULF COAST Area Extension Agent
SPECIAL EVENTS AND Travel Representative
ACTIVITIES OF THE Of Agricultural &
AGRICULTURAL AND Industrial Board
INDUSTRIAL TRAVEL
DEPARTMENT
PROMOTIONAL ACTIVITIES OF Chairman, Advertising
THE HARRISON COUNTY Commission President, Gulf
ADVERTISING COMMISSION Coast Motor Court Assoc.
THINGS TO DO AND SEE President of Gulf Coast
ALONG THE COAST Council Chambers of
Commerce, President
Gulfport Area Chamber of
Commerce
HOW TO MAKE OUR GUESTS Tourist Hospitality
FEEL AT HOME AND STAY Coordinator, Florida
LONGER State University
LAGNIAPPE PAYS BIG Owner, Jolly Inns Motels
Birmingham, Alabama
DISCUSSION PERIOD Questions by Audience
SUMMARY, ANNOUNCEMENTS Area Extension Agent
CHAIRMAN OF COURTESY
COMMITTEE FOR HOSPITALITY
CLINIC County Extension Leader
CHECK LIST
Materials and Equipment Needed
___ 1. List of speakers, discussion leaders and meeting
place.
___ 2. Project Hospitality Kit for each participant.
___ 3. Do's and Don'ts booklets (as appropriate).
a. Do's and Don's of Hospitality for Hotel &
Motel Personnel
b. Do's and Don'ts of Hospitality for Service
Station and Transportation Personnel
c. Do's and Don'ts of Hospitality for Restaurant
Personnel
d. Do's and Don'ts of Hospitality for All
Citizens
e. Do's and Don'ts of Hospitality for Retail
Personnel
___ 4. CRD Leaflets for discussion groups (as
appropriate).
a. Tips or No Tips
b. Hospitality Pays Big Dividends
c. Service Stations Have Personalities
d. Advertising Pointers
___ 5. List of local attractions and events.
___ 6. Other local promotional material.
___ 7. I'm A Nice Tourist Leaflet.
___ 8. Carousel Slide Projector (35 minutes).
___ 9. Importance of Tourism collection of slides.
___ 10. Screen (preferably 70" x 70").
___ 11. Loud speaker equipment (if needed).
___ 12. Registration cards.
___ 13. Name tags.
___ 14. Evaluation procedure.
Publication 686
Extension Service of Mississippi State University,
Cooperating with U.S. Department of Agriculture. Published
in furtherance of Acts of Congress, May 8 and June 30,
1914. W. M. Bost, Director (2M-4-68)
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
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