Rethinking hospitality
Location: Hotel Management School Leeuwarden, Netherlands
Date: 18th June 2024
A webinar exploring the evolving role of hospitality in society and education, part of the “What’s Next” series, was hosted by Hotel Management School Leeuwarden at NHL Stenden University of Applied Sciences and the European Tourism Futures (ETFI) on 18 June 2024. The webinar, chaired by Dr Erwin Losekoot, featured esteemed speakers Professor Anil Bilgihan, Associate Professor Alessandro Inversini, Dr Eerang Park and Associate Professor Hanneke Assen.
In his opening statement, Dr Losekoot from Edith Cowan University described the different cultural interpretations of hospitality across cultures, from New Zealand’s Manaakitanga to Scandinavian Hostmanship; he questioned whether technology will enhance or diminish the essence of hospitality and whether it becomes a luxury only for those who can afford it.
Rethinking hospitality
Professor Anil Bilgihan from Florida Atlantic University opened the discussion on rethinking the role of hospitality in society. He emphasized the historical context of hospitality and introduced the HOST framework as a conceptual framework that rethinks the role of hospitality in society (Bilgihan et al., 2023). Bilgihan discussed the need to reconceptualize hospitality to contribute to transformative social change and address issues like social equity, environmental sustainability and economic prosperity. He also highlighted the potential for integrating hospitality principles into sectors like healthcare, education and public service in order to foster community engagement and improve public welfare.
Associate Professor Alessandro Inversini from EHL Hospitality Business School discussed the rise of regenerative hospitality next. Regenerative hospitality is a sustainable development paradigm that moves towards local and systemic regenerative approaches in hospitality by enhancing the capacities of places, communities and guests (Inversini et al., 2023). Inversini presented his research findings, which show the value-driven and collaborative nature of regenerative hospitality and promote transformative experiences and community engagement.
Dr Erang Park from Edith Cowan University focused her presentation on the social practice of food in tourism and hospitality. Park discussed the complex relationship between food, culture and tourism and how food acts as a medium for tourists to engage with and learn about the local culture and identity of the places they visit (Park and Kim, 2024). She emphasized that food practices are social, involve materials, competencies and meanings and are co-created by service providers and consumers. Park also addressed future challenges, including climate change and political instability, suggesting that food practices must adapt to sustainable consumption and innovative recipes. Nevertheless, she ended on a positive note and concluded that food will continue to play a crucial role in connecting cultures and shaping social knowledge.
Finally, Associate Professor Hanneke Assen from Hotel Management School Leeuwarden at NHL Stenden University of Applied Sciences presented design-based education (DBE), an educational philosophy to prepare future hospitality professionals and rethink hospitality education. Assen introduced DBE and the need for design thinking in hospitality education to support future skills development (Assen et al., 2023). Assen discussed the importance of design challenges and collaborative projects between students, educators and industry professionals to solve real-world problems. These challenges need to be open-ended and authentic with meaningful industry engagement. The presentation highlighted the importance of balancing student autonomy with structured support while focusing on the learning process, rather than just on the final product.
A call for action
The speakers in the webinar brought forward a unified call for action for hospitality stakeholders in the industry and in education to rethink hospitality and expand beyond the current commercial aspects, underscoring the importance of authenticity, generosity and cultural sensitivity. This call is for academics and industry to embrace social and environmental responsibility to create meaningful and authentic experiences through genuine partnerships between hospitality stakeholders.
