Chapter 5 Site Selection Hospitality & Tourism Property PDF
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This document discusses site selection in the hospitality and tourism industry, including location theory and the factors influencing site decisions. It covers aspects like transportation, utility access, and land area considerations for planning specialized facilities. Includes general criteria and influences on development, such as marketing and economics.
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HPC003ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY SITE SELECTION; PLANNING SPECIFICS FOR HOSPITALITY AND TOURISM CHAPTER 5 PROPERTY Objectives: At the end of the chapter , the students will be able to :...
HPC003ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY SITE SELECTION; PLANNING SPECIFICS FOR HOSPITALITY AND TOURISM CHAPTER 5 PROPERTY Objectives: At the end of the chapter , the students will be able to : Discuss the importance of location in the hospitality and tourism industry; and Enumerate the different criteria for site selection of hospitality and tourism facilities. CONTENTS Location theory is a driving factor in economic growth. In 1826, Johann Heinrich von Thünen, a landowner in Prussia, modern Germany, introduced the theory of agricultural location. His model suggested that a single market surrounded by farmland creates maximum profit in relation to its location, rent, and transportation cost. His theory is that the lower the cost to transport the goods the higher the rent of the facilities and vice versa. Alfred Weber in 1909 introduced the location triangle. His work is considered the foundation for modern location theory. He enumerated the three main factors that influence industrial location. These are transport costs, labour costs, and agglomeration economics. Agglomeration explains the advantages of clustering industries, urban growth, and local economy. In 1964, economist William Alonso explained how different types of land used for housing, commercial, industrial, and institutional facilities are influenced by their accessibility requirement. In his theory, wealthy households choose to live in the fringe of the city because their need to be at the centre is not as apparent as for the poor households’ requirement to be near the city centre for their jobs and access to goods and services. 1|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY Maximize and optimize the return of investment at the shortest possible time and provide sustainable growth. Based on these theories, Industries have set their criteria in determining the appropriate site notwithstanding the laws on land use, restrictions on developments, and resolutions of cities and municipalities. General Criteria for Site Selection 1. Location – The location of the facility is one of the top criteria of travellers when choosing their accommodation whether for business or recreation. This refers to a larger sphere of influence than that of the facilities. The context can be a district, city or municipality, region, or even bigger depending on the impact of the facility, when choosing a location, the concept of the facility dictates the specific criteria for location. It is important to check the demand generators. Demand generation is a process or a program that creates a relationship between the facility and the clients and hopefully develops a long-term engagement. Demand generators for hospitality and tourism industries include business areas, industrial parks, tourist attractions, and institutional facilities such as schools, government centers, and hospitals. A business hotel sets criteria for a location based on the proximity to transport hubs and the central business districts. 2. Site -The site of the project refers to both contextual and the physical manifestation of the area. The context of the area refers to the environment of the location. This includes the zoning of the area, the characteristics of the landscapes, the quality of the open spaces, and the built environment. This also includes the following concerns: a. Access to Transportation This pertains to the services of the movement of goods, services, and people. Access to transportation allows ease of mobility for a greater majority. The provision of public transport is a criterion that should be considered in selecting a site for a facility. In determining accessibility, the amount of time spent from the origin to the destination and the number of transfers from a transportation hub to another must be reviewed. b. Access to Utilities The provision of public utilities such as potable water, electricity, telephone, and Internet service is a determinant in identifying a suitable site for facilities. However, there can be an exemption if the concept of the project is to focus on off-grid sources of energy. The facility can use alternative sources such as solar panels, wind turbines, hydroelectric, and similar alternative sources of energy. 2|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY c. Land Area The size of the lot is dictated by the kind of facilities and the concept of the project. In some cases, the owners would consider modular development in the expansion of the facilities. This can be determined with the help of professionals of the built environment and other stakeholders. 3. Building - In cases when a facility of the hospitality and tourism industry would choose a location inside a complex or a building, they must consider the concept of the development. There are specific architectural designs and images of a facility that a certain group of people would gravitate to and patronize. The young will be more inclined to go to bars with music and freestyle dancing, while more mature groups are predisposed to structured ballroom dancing. 4. Cost of Construction or Renovation – The decision of whether to build a new structure or renovate an existing space or building becomes very difficult when there are no variables to compare with. It is important to lay down the pros and cons of building and renovation. Some of the issues to consider are the following: a. The extent of the renovation in order to achieve the concept of the facility – There might be a need to update and upgrade the utility systems such as water lines, sewage, electrical systems, and Internet connection to address building code issues and adhere to the concept. b. The cost of long-term and short-term construction – Renovating a structure while in operation would take a longer time than constructing in a vacant space. The time would also add up to the cost and the possible revenue if the facility is in full operation. a. Structural integrity – The structural integrity of the building will play a big part in the construction cost if there is retrofitting to be done in order to carry additional load. If the building holds historical value to the community, changing its use and appearance might have an impact on the facility’s acceptance in the community. b. New construction Building from scratch might cost more, but it is more. Efficient in terms of layout because it is designed for its purpose. The cost of maintenance can be lower because of the use of new systems and materials. The possibilities of design are endless in creating the brand for the structure. 3|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 2. Legal Issues and Restrictions -It is important to know the legal restrictions of the site being considered. Zoning of the site will determine whether the area is appropriate for the proposed facilities. In a planned unit development such as Bonifacio Global City, ASEANA, and Rockwell to name a few, there are specific designs and deeds of restrictions that the designers need to follow before even applying for a permit from the city or municipality. As a rule, the Comprehensive Land Use Plan (CLUP) of the city or municipality dictates the development to monitor the rational use of the land to ensure sustainable growth and development. The city or municipality should identify the land use zones in accordance With the CLUP. For proper identification, the specific areas are marked as “R” for Residential districts, “C” for commercial districts, and “I” for industrial districts. Zoning ordinances regulate the land use and building height restrictions. In identifying the location of a hospitality or tourism imperative to determine the category of the site being considered. Establishment, it is Land use plan as used in CLUP is classified into the following categories: R1-refers to Low Intensity Residential Zone which is characterized mainly by single. Family, single-detached dwellings, row, and duplexed houses. R2 – refers to Medium Intensity Residential Zone which is characterized mainly by medium density housing such as low- and medium-rise, multi-household family dwellings on a limited scale. R3-refers to High Intensity Residential Zone which is characterized by mixed housing types and high-density housing, similar to high-rise dwelling structures. C1-refers to Low Intensity Commercial Zone which allows all permitted uses under the R1, R2, and R3 classifications. C2-refers to Medium Intensity Commercial Zone which is characterized by commercial development and can be a mixture of retail and wholesale trade which may also contain the service and entertainment industries (such as restaurants, stores, and commercial centers). C3-refers to Heavy Intensity Commercial Zone which is characterized by heavy commercial developments that deal with trade, service, and entertainment on a larger scale of operations such as a metropolis or those regional in nature. I1-refers to Light Industrial Zone which covers industries that are classified as non- pollutive but may or may not be as hazardous. 4|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY I2-refers to Medium Industrial Zone which covers industries that are classified as sources of pollutants but may or may not be as hazardous. I3 refers to Heavy Industrial Zone which covers industries classified as high in pollutants and possible sources of hazardous emissions. Special Districts A1-refers to Agro-industrial District which is an area for industrial uses that are derived from agricultural produce. GC-refers to Government Center which is an area devoted to national, regional, and local government offices, institutions, and edifices. AGR-refers to Agricultural District which is an area with prime agricultural lands where activities are restricted to agriculture and auxiliary structures such as drying and milling areas. C-refers to Cultural District Area which is reserved for cultural institutions like galleries, museums, heritage buildings, and cultural and civic centers. PUD – refers to a Planned Unit Development which points to land development projects that allow planned land use mixed designs that enhance the environment rather than result in its deterioration. These are usually brownfields. AZ – refers to Airport Zone which is a self-contained unit specifically devoted to airport terminals, hangars, control towers, and other related facilities. Hotels with casinos or any establishment that caters to gambling and selling of alcohol, cigarettes, or tobacco should be 200 meters away from schools or churches. However, cities and municipalities can and may pass stricter ordinances. A significant source of information for owners, stakeholders of the hospitality and tourism industry, and professionals of the built environment are the data in the Center for Environmental Geomatics - Manila Observatory which provides resources that focus on identifying areas in the country that are classified at risk and highly vulnerable to environmental disasters. Creating a Brand Through Site Selection The brand of the business affects the determination of the location. The location of the facility is not limited to clients, patrons, and guests gravitating to the establishment, it should also consider the sources of resources such as supply of goods and manpower. 5|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY The brand works hand in hand with the vibe and reputation of the location and the ambiance of its architecture to promote an overall experience. A facility can be a stand-alone in its own site or in a building or part of a development complex. In the determination of a possible location of an establishment, there is a collaboration with a multi-discipline team. The establishment may also adapt to the environment without compromising its brand and concept. The design of each coffee shop took into consideration the architecture of the location; on the left side is a branch in Japan, while on the right is a branch in the suburbs. Site Criteria by Major Sectors of the Hospitality and Tourism industry a. Accommodation and Lodging In the hospitality and tourism industry, accommodation and lodging pertain to a place that provides shelter for a guest to stay and sleep for a certain period of time. It can encompass a wide range of services and activities which can include food service, business centers, shopping areas, convention centers, and recreation. There are general criteria in identifying a site for a specific type of accommodation. a. Hotels -Generally, hotels are classified in terms of size, clientele base and target markets, level of service and ownership, and affiliations, Hotels are usually found in high-density cities that are near airports. Inland countries with an established train system that crosses borders also host major business hotels. 5-star Dusit Hotel in Davao Beverly Boutique Business Hotel 6|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY Belmont Hotel in Newport City (Airport Hotel) Budget Airport Hotel b.Resort Hotel – This type of hotel is classified differently from the previously mentioned hotel accommodations because of its location. The primary clientele for this type of accommodation are vacationers. These hotels are, more often than not, located near natural resources and sceneries such as beaches, lakes, and mountain ranges. In temperate countries, most resort hotels are operated on a seasonal basis especially those whose services evolve based on the season. However, there are also resort hotels that cross the line of mixing rest and relaxation with business by incorporating facilities such as convention centers. Pearl Farm in Davao Henna Resort Hotel with Convention Center 7|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY c.Bed and Breakfast These types of accommodations are usually family and guest houses that are converted to accommodate not more than 10 rooms. Usually, they have shared bathroom facilities and the only available meal served is breakfast. Bed and breakfast accommodations are normally located in areas with historical interest. Guesthouses, inns, and farmhouses may also be classified under this category. They are relatively small and sometimes share the facilities with the owner who lives in the same building or area. La Casita Mercedes Bed and Breakfast d.Condotel- This type of accommodation is intertwined with condominiums that allow guests to prepare their own meals with housekeeping services for linens and room cleaning. The site is usually near business districts and commercial establishments. Manila Condotel at Shell Residence 8|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY b. Food and Beverage – The food and beverage component of the hospitality industry accounts for the biggest segment in this line of business. The three general classifications are the fast-food concessioners, high-end restaurants and bars, and catering establishments. a. Fast-food concessioners are mostly located in high-density areas such as inside malls and near offices, schools, and zones with heavy foot and vehicular traffic. Fast-food Restaurant in a Mall Convergys Makati Stand-alone Fast-food Chain c. High-end restaurants can be seen in five-star hotels as part of their amenities. Stand-alone restaurants would focus on finding a location that would complement and supplement the brand and concept of the establishment. Blackbird Makati, Nielson Tower Cornice Restaurant in Diamond Hotel 9|Page HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY d. In determining the location of the commissary of the catering service, the proximity of the possible clientele must be established. There are maximum distances that a caterer can provide delivery for their services. Although there are refrigerated vans, the quality of food is still a major consideration. The proximity of the commissary of caterers that provide food for airlines and cruise ships is a primary concern. Air catering 4.Travel and Tourism Offices Travel agencies are normally located in airports, seaports, and malls with heavy tourist visitors. There are also instances that they are attached to hotels and tourist destinations. New Travel Saloon in Makati Travel Agency Inside the Airport 10 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 5.Entertainment and Recreation In identifying the site for entertainment and recreation, it is important to identify the kind of operation. This is a significant issue in determining the size of the lot. Regarding the demographics of the area, questions such as, “Are there possible users within a five- kilometre radius?” or “Will it cater to local and foreign visitors and tourists?” should be asked. High-foot traffic for potential clients can also be a factor in the site selection. Assessment of the competition in the area and proximity to other services and businesses can supplement and complement the establishment. The ordinances of the site determine if the business will be allowed by the government or not. The availability of the utilities in the area such as water, electrical, sewage, and communication system is al so an important factor to consider. Casino Resort in Manila Theme Park in Santa Rosa, Laguna 11 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY PLANNING SPECIFICS FOR HOSPITALITY AND TOURISM PROPERTY As the industry poses a lot of opportunities for leisure and recreation with different technological advances, not to mention transport and communication, there had been a lot of changes within the greater tourism and hospitality industry. Similarly, there had been a lot of diversified design practices that are very specific for each type. Resorts have different planning requirements compared to complex city hotels. Spas and recreational facilities would have another. Therefore, we should be able to address the needs of these types of specialized facilities. CONTENTS Influences on Development The successful development of hospitality and tourism facilities usually depends on a lot of factors, many of which can be grouped according to the following: 1. Marketing This aspect usually poses what the demand wants. For us to plan a specific establishment, there should be an increasing and unsatisfied demand for this type of facility. 2. Economics – This aspect lays down the state of the economy and some financial inducements/constraints which may favour or restrict the investment activity. 3. Location-This aspect lays down whether there are appropriate sites for development coupled with adequate infrastructural services and opportunities. 4. Enterprise This aspect refers to the correct interpretation of the different Requirements needed for development and the entrepreneurial organization needed For the necessary finance and expertise. 5. Planning and Design – This is the technical side that focuses on creating an attractive facility that would satisfy the marketing, functional, and financial criteria. 12 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY Planning Specifics for Hotels and Other Lodging Establishments Hotelier Academy (2020) suggested several things that planners and developers would need to consider if designing an accommodation establishment. 1. Storytelling and Design Concept -Right now, architects study, design, and decode the entire concept of a hotel development through storytelling as a form of theme development. Telling the story of the property gives the owners and guests an idea of the hotel concept, which then becomes the cornerstone of the hotel building- literally and metaphorically. Storytelling and Hotel Design The concept, meanwhile, forms the Identity of the hotel itself and evaluates in detail the semantics of the guest experience. The concept should affect the design of the common and usual private areas, textures, facilities, strategies on its operational procedures, signature experiences, branding, and communication specifications. 2. The Design and Its Connection to External Elements It is also important to highlight and consider the climatic conditions of the hotel location. This greatly impacts the sections of the hotel’s outdoor environment, its connection to the interior design, as well as the guests’ experiences in the hotel. The hotel’s location and area plotting have a deep connection with the sun’s motion. Therefore, it should somehow inspire the functions, materials, textures, The climate and location greatly affect the guest experience. and colors. 13 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 3. The Hotel First Impression – It is very important for an architect to establish the hotel’s design concept within the first seven seconds a guest enters the vicinity. Starting from the hotel entrance, which is comparable to a house’s front yard, and usually to the hotel’s reception table, the architect should know that these parts are the most important areas to establish a pleasant connection with a guest. The aesthetics should be well thought out. The hotel entrance should entice the guest to come in and enjoy. And aligned with the entire hotel’s design concept as it activates the guest’s senses. The entrance should always showcase a good image to the guest as it is the place where he/she transitions from the outside to the inside of the hotel. The reception should encourage a “warm welcome” feeling coupled with a sense of intimacy that is targeted toward the guest. The last phase of the first impression stage is the route from the reception to the guest’s room. At this point, the design should be a bit relaxed but at the same time enticing, giving the guest a hint of the surprise in store for them, both in the public and private areas of the hotel. 4. The Guestroom The guestroom is the most important place in a hotel for a tired guest. It is where the stories are made, and it is very important that the room’s key elements are treated with proper designs. An architect should properly configure the function of the room and then divide it into different smart zones that should not stress the guest (as he/she is tired already). Some considerations would typically include the bed, the shower The guestroom is the playing field of the guest, filled with the different stories he/she will make area, and storage spaces, which 14 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY should all be designed and treated appropriately as these are the essentials. It is critical for an architect to consider the intricate details that may arise so that a careful study is made and implemented in the overall design. It should always be remembered that the guest’s experience is what directs the transformation of the narrative into a comprehensive floor plan where textures, materials, lighting, and color come together and create the best integrated experience. Experience 5. The Guest and His/her experience Cornell (2020) discussed that any hospitality and tourism establishment should always design its facilities for the comfort of their guest. This is why both aesthetic and functional needs should be addressed. It should be a place conducive for relaxation, entertainment, fun, socialization, and gastronomic enjoyment. Plus, the need for people to interact while creating different memories is meant to be shared. As this is a myriad of different needs, wants, and priorities, an architect should study a guest’s habits, how he/she should be addressed within the confines of the hotel, and how all of these will be transformed into a meaningful, unique, and unforgettable experience. 6. The Hotel Common Areas -The hotel’s activity areas attract socialization for both the guests and its employees. The lounge, restaurant area, breakfast station, and pool area are essential parts of hotel development. Even though these parts are accessories to the guestrooms, they complete the hotel experience of a guest. The forecasts of these common parts of the hotel, regardless of the land area of the property, are points that the architect must also consider during the study and planning phase. 15 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY They are the grand areas where branding is clearly established as visitors and residents interact with each other. As these areas perform a big role in the socializing of hotel occupants with locals, they should be lively, fun, and provide significant benefits to the guests experiences and the property’s overall revenue through the different outlet sales. Planning Specifics for Restaurants and Other Foodservice Establishments Caruso (2017) discussed in an article the different planning specification needed by a planner or architect in designing restaurants: 1. The Façade Is Very Important – The entrance to a restaurant is very important. Remember that guests will start coming to the restaurant once they recognize the restaurant, and a good façade makes up a large portion of recognisability. For a nice façade, the architect needs to make the design catchy and unique, with the restaurant’s name bold enough to be readable and stand out from afar. Utilizing a theme can also help in establishing an image for the guests. The design should follow the theme and be easily accomplished. 2. Keep an Eye on Your Target Clients – When planning a restaurant design, it is best to fine-tune the requirements with the targeted guests. Different markets will have different tastes and feelings toward designs presented to them. If focusing on a young crowd, the architect needs to experiment with the interior. He/ She should use bold and bright colors, funky furniture, different wall art, and posters or bar corners to spice up the Guests’ experience. For a corporate crowd, it is very important to make the design as chic and simple as possible. Using base colors, edgy furniture, and clean interiors will definitely appeal to this crowd which will usually look for places to hold their corporate meetings. 16 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 3. Choosing the Right Light Lights are a vital part of restaurant design. They can enhance the furniture, hide some flaws, and appeal to restaurant guests. Using appropriate lights can alter the total face of the restaurant. A table filled with a pool of proper light in a semi- dark area can change and make wonders in paving an intimate atmosphere. On the other hand, if one is aiming for a funky feel, then neon lights are a good choice. 4. Selecting Your Colors Well Psychologists often refer to color as having a significant impact on people’s brains, impacting their decision-making process. Tacky colors are not often appreciated as they are hurtful to the eyes. Using the right color scheme can assist in developing a visually appealing place. Some colors may make a space appear wider and spacious. Family restaurants often choose pastels, while bars and pubs typically go for vibrant colors. This is why the colors the architect will use should be in consonance with the theme of the restaurant and the target clientele. 17 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 5.Use a Selection of Tables -Even tables need to be blended in the design mix. To do this, check the target clientele. Usually, one needs to mix up two, four, or six top tables. Heeding to the different restaurant designs, consider the needs, privacy, and demands of every customer and rearrange the tables appropriately. Make sure that the restaurant layout allows residents and guests to move freely, especially when walking and passing by each other. 6.Establishing a Clear Layout The architect should be able to create a visual path for the guests while planning the layout of the restaurant. Preparing the proper design would ensure that the plots are effective and properly distributed among the Different sections of the restaurant. For example, the washroom and the kitchen should not be the same size. Thus, professionals should be consulted when deciding the layout of the restaurant and finalizing the plan. 7. Selecting Good Music – Music is very important in designing a restaurant. It appeals not only to our ears but to all our senses. Take into consideration the theme of the restaurant when deciding on the type of music to play. Research the different types of music and their effect on the behaviour of the guests. For example, rock music will increase the appetite of customers or guests and somehow make them eat faster. Meanwhile, classical music will prompt the stomach to calm down and make the food seem more refined. 18 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 8. Taking Care of Your Restrooms – For some reason, restaurant designers do not usually look at restrooms. However, it is very critical for an architect to design the restroom as part of the restaurant. In a house, the restroom is usually maintained because it is a public room for guests; the same concept applies to a restaurant. If a guest enters the restroom and walks into a puddle of urine or if your washroom smells like a public toilet, it will destroy the good image that has been developed by the façade and other public areas. Because of this, there is a strong possibility that the guest will be Disgusted and will not return anymore. 9. The Kitchen – The kitchen is the main production area of a restaurant. It is where most of the food items are processed and cooked. Thus, the design should be as innovative as possible. If one decides to have an open kitchen, use a big glass door. The guests will be fascinated by how their orders are actually prepared in the kitchen. Try to accentuate the process of food preparation through your chefs’ showmanship skills. However, ensure the safety and security of both your guests and Your employees. 19 | P a g e HPC003 ERGONOMICS AND FACILITIES PLANNING FOR THE HOSPITALITY INDUSTRY 10.Heating and Ventilation -This is also a very important aspect of designing restaurant. As there is a lot of smoke that is generated from the kitchen, it is very important that a proper heating and ventilation mechanism be in place. 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