Key words: administration, attitude, disposition, transcendental ideas, anticipation.
Discussion: As is well known, management and administration are conditioned by
characteristic aspects of their activity and system functioning with social and economic
direction, but general indicators of administrative process, in our opinion, are related to the
features of the activity and human's (manager's) skill.
Eminent representative of scientific management, Henri Fayol, has substantiated the
control philosophy in the following way: specialization of labor between the members of the
management group, by taking into account qualification and profession. Relevant distribution
of authority and responsibility between the management personnel; Obligatory rules
of behavior for everyone Discipline, monocracy and unity of direction; Submission of
personal interest to the general interest; Material and moral stimulation encouragement;
Centralization; Scalar chain; Material order (all have their place and everything in its proper
place") and social order ("everyone has its place and everyone in its proper place");
Impartiality; Staff stability; Initiative; Collectivity. Later, P. Drucker has established major
provisions of carriage of an enterprise, which in some ways has replaced the principles of
Henri Fayol [11]. Concretization are occurring in the objects for tracking purposes of activity,
conditions, requirements, provisions and principles. After this, on the basis of the selected
technologies, some activities are chosen and separated, which reach to the definitive results in
accordance with the environmental conditions. Assessment of the business results is done by
the subject in accordance with own criterions, where the results of influence of external factors
shall be provided.
240
As we can see, the both scientists consider the activity principles (Submission of personal
interest
to
the
general
interest;
Impartiality; Staff
stability;
Initiative;
Collectivity; Assessment of the business results by the subject in accordance with own
criterions;) which directly or indirectly (in accordance with specification of the activity) are
related with determiners of D.Uznadze's theory of "preliminary mood".
On the basis of D.Uznadze's theory of " attitude" the functional tendency
of transcendental idea is a principal view of aspiration. Inner aspiration of spiritual is an inner
possibility, activity and expansion directed towards the complete and full existence, i.e. the
spiritual has not only different organs but a requirement of every activity.
In
that
way
there are
two
concepts
used
by
D.Uznadze:
1. The form
of behavior, introgenic (intro +gene) of internal origin. For example: Creation (corresponds to
the right functional requirements of Maslow's hierarchy of needs). 2. The form of behavior,
extragenic (extra +gene) of external origin. For example: feeding, defense, labor....
(corresponds to the left adaptive requirements of Maslow's hierarchy of needs). There is
a teaching between these two determinants this is half introgenic and half extragenic attitude,
and to which qualifications is corresponded in administration and management. As the
teaching, all other attitudes includes as introgenic so extragenic components. For example:
labor; Often it is miscellaneous, because it has as adaptive extragenic requirements, so
functional introgenic requirements. This is related to the human behavior, which is based on
the attitude.
Attitude is an oneness state of a soul of an individuum. Its mental and physiological
forces (capacity) are directed to the accomplishment of relevant attitude of internal
requirements and external environment. The attitude is emotional feelings and behavior of an
individuum. This is a readiness of an individuum, which is made by crossing
of requirement an relevant condition.
The attitude of an individuum is arised at birth, on the base of inborn requirements. It
gradually develops, fractions, sometimes dozes (as during a deep sleep), and it is active and
continuous
during
the
soberness,
takes
waking
up
requirement
and fits
to
the changeable environment.
Its feeling is not necessary for the attitude. The attitude makes desirable behavior by
itself (in healthy people), because it includes as an internal requirement, so the environment.
Under the influence of environment and in accordance with it, the attitude can rise and manage
a behavior. A human often cannot realized that he acts in accordance with his own attitude.
Simply
said,
the
attitude
is
"arrangement",
"configuration",
"disposition",
"laying" of individuum's mental and physical forces, in other words "attitude", which is
prepared and directed to the proper behavior. [1, p. 31].
Disposition (dis +position, dispositio in Latin managed, spangled) arrangement,
organize, set thing going . Psychologically: feeling of individuum's soul, in other words firmly
fixed, deep, less variable attitude, which is peculiar to the individuum, its
nature. Therefore, education, training has important role in administration and management
this is establishment of relevant dispositions for the society.
Healthy human behavior and feelings are not only a reaction for influence over
environment. The environment has redesigned the attitude of an individuum, and the
environment is given to an individuum only by the attitude. And if a human has understand this
environment he will be a good manager or a good administrator.
As is well known, the attitude is a reason of partiality, illusions, mistakes. But this is not
essence of the attitude. This essence conversely is fast and easy performance of appropriate
behavior and it is impossible to live without it.
Neither habit nor skill can exist without the attitude. Nor the rules of behavior and
culture; Nor intuition and creativity; A child cannot learn a language, and people cannot speak,
because a human need to plan words and phrases and their grammar forms (that is to say,
creation of one sentences will need approximately ten minutes).
241
Dimitri Uznadze's concept of the attitude includes contrary first principles, which is
"weak spot" of other psychological theories.
These are internal and external first principles, congenital and acquired, unconscious and
conscious. In other theories this first principle dominated on the second and their interaction
remains unclear, For this reason the theory is onesided.
The theory of "attitude" declares right place and unites congenital and acquired, internal
and external, unconscious and conscious.... This is the greatest honor of this theory, which
appears in well structured management and control system.
Thus, the above analysis shows, that object of administration and management, with
other objects, present the search of feasible point of human's internal attitude, which can bring
maximum effect.
On this basis we can create a joint algorithm of objects, which describes the general
structure of objects of administration and management (see Scheme #1).
Schema #1 Algorithm of position of administration objects
Stages
Object
Determinantof
the theory of Attitude
Pl
anning
I
Step
Existing condition
analysis
Transcendental
idea
Organi
zation
I
IStep
Developmentforecast
Anticipation
Stim
ulation
and
control
I
IIStep
Set a goal
Introgenicandextr
agenic
Continuousproduction
process
I Step: It is necessary to make an analysis of management and administration in order to
receive the starting point, according to which the system development assessment shall be
made, taking into account the managerial influence [7; 11]. In this case important role belongs
to a feature of the human, about which D. Uznadze mentioned as a healthy transcendental idea,
and which represents a general type of human aspiration. This is human soul's congenital inner
aspiration, activity of all inner capabilities, operation and spread, directed towards the
complete and full presence.
II Step: Development forecast, which is produced without taking into consideration
the managerial influence, gives us an opportunity to think about the dynamics
of behavior of management system and how it will be move away or approach to ideal state, if
we do not make any additional measures, in this case actual is D.Uznadze's psychological
feature such as anticipation of human attitude (anti + cipat (in Latin anticipatio
previously created performance, preliminary impression). This is preliminary contemplation,
preliminary feeling, preliminary reaction and readiness.
III Step: Purpose and continuous process means formulation of development of general
objects, also foundation of effectiveness criteria, resources planning and distribution, control
and improvement, which reflect the compliance of current or future state of the system with its
development objects. At this stage of administration and management the concrete objects are
242
performing act, formulization of measures, implementation, which provide achievement to
objectives or the most approach to forecast conditions. In this case all determinants of D.
Uznadze's theory of "attitude" are involved and this is feasible point of inner attitude, which
was general goal of our determination.
Conclusion: Therefore administration and management is a sequential system
of knowledge, whole complex of concepts, theories, principles, methods, stated
in accordance with human nature. And as an art it is a possibility of effective use of the
scientific data about administration. This is an goal influence over economic subjects and
humans, which is performed for desired results of their actions. As a process, it is an unity of
management influence, which provides end of purpose. As an apparatus, it is an unity of
structures an humans, who provides all resources of socioeconomic system and usage for end
of purpose. Finally, administration and management is a practical activity status, which
includes multifunction process of activity, which plays an important role as a result of many
circumstances of human attitude.
References:
1 Z.Vakhania "Attitude, transferential relationships,
intuition
and
talent", Publishing office "Journal of Georgian Psychology", Tbilisi, 2009
2 D.Uznadze, "General
Psychology",
Writings,
T.
34,
Tbilisi,
1964; D.Uznadze "Experimental Basis of the psychology attitude", Writings, T. 6, Tbilisi,
1977.
3 Hammer, Jeffrey S. & Berman, Peter. "Ends and means in public health policy in
developing countries," 1995.
4 Mikhael A. Hitt., J. Stewart Black.. Lyman W. Porter, Management, second edition,
Pearson International Edition, 2009.
5 Peter F. Drucker, Max DePree, Robert Buford; Managing the NonProfit Organization:
Principles and Practices; HarperBusiness Publishing, August 3rd 1992.
6 Daft Richard L., New Era of Management. Vanderbilt UniversitY., Inc., 2010
7 Robbins S., DeCenzo D., Fundamentals of management, New Jersay, 2008.
8 Mescon M., Albert M., Khedouri F. Management. М., 1992.
9 Novikov D.A. Management
Theory
of Organisational Systems.
2 edition.
–
М.: Fizmatlit, 2007.
10 Peter F. Drucker. Managmenet: Tasks, Responsibilities and Practices, Moscow –
Sant Petersburg – Kiev, 2008.
11 Taylor F. The Principles of Scientific Management. М., 1991.
УДК 378
Ainabekova N. A.
Master of ScienceStudent,SuleymanDemirel University,
Almaty, Kazakhstan
e-mail:
nazym.ainabekova@sdu.edu.kz
THE INFORMATION AND COMMUNICATION TECHNOLOGIESFOR
DECISION MAKING IN THE HOSPITALITY INDUSTRY: FOREIGNEXPERIENCE
Abstract.Modern trends in the hospitality industry, in particular, the personification of
service and complete concentration on the requests and needs of guests necessitates the use of
information and communication technologies, which will enhance the range of services in the
sphere of hospitality.
Kewwords:Hospitality industry; information and communication technology
243
Аннотация.Современные тенденции развития индустрии гостеприимства, в
частности, персонификация обслуживания и полная концентрация на запросах и
потребностях гостей обусловливает необходимость использования информационно
коммуникационных
технологий,
которые
будут
способствовать
повышению
эффективности комплекса услуг сферы гостеприимства.
Ключевые
слова:
Индустрия
гостеприимства,информационно
коммуникационные технологий
1. INTRODUCTION
Market wisdom today suggests that hospitality companies must embrace technology to
compete against traditional competitors, as well as entrants that build their businesses with the
latest technology.In this changing environment, new models of distribution must be designed
to lead the charge. A strategic information management function should facilitate the business
mission of its enterprise through managed information, managed processes, and managed
Information Technology (IT) [1].
Implementation of modern business is only permitted within the use of information,
communication and computer systems, which are divided into: a global reservation system;
information management system; satellite communications; a digital network; satellite printers;
integrated communications network; Smart Cards; multimedia systems; ecommerce and others
[1, 2].
Information and communication technology can be used not only for operational
purposes, but also for tactical and strategic management. This empowers hospitality enterprises
to communicate directly and more efficiently with prospective customers and suppliers as well
as to achieve competitive advantage.
Current applications of computer information technologies in the hospitality industries
can be grouped into main areas: operational, guest services and management information. The
overall functionality of these applications is similar across a range of different hospitality
organisations though the technology used to support them may vary.
2. INFORMATION AND COMMUNICATION TECHNOLOGIES
Information and communication technologiesare diffusing in eight key areas of hotel
operations [3]:
1. marketing, distribution, reservations and sales;
2. telecommunications;
3. guest accounting;
4. room management;
5. back office;
6. food and beverage control;
7. energy management; and
8. safety and security.
In today's information technology market for hospitality industry, several companies
use "western" management technologies [4]. Every manager of the hotel, depending on your
preferences set by the chains and understanding the need for a variety of functions in the
control system, can always find the best option for themselves. Unfortunately, another strong
trend, when the choice is made based on the price, and less attention to manufacturability,
functional fullness and reliability of the systems. This is mainly due to the fact that there are no
clear criteria for assessment of hotel systems that take into account many parameters. Perhaps
that is why in recent years more confidence caused by foreign manufacturers systems that have
more than 30 years of experience in the automation of hotel business processes.
244
The Internet as a channel of distribution has become one of the most successful
channels used by consumers to research travel options, compare prices and make reservations
for airline tickets, hotel rooms and car rental. Therefore, the provision of online travel services
is the single most successful businesstoconsumer (B2C) segment on the Internet [5].
The Internet is also having a profound effect on the internal and external operating
procedures within the hospitality industry.
The Internet helps to access new customers on a global basis and enables to streamline
operating procedures. Integrating daily operations such as sales, marketing and distribution as
well as aggregating demand to drive down prices on the procurement side are some of the
major benefits of the Internet. The majority of large tourism and hotel organizations are
currently present in the global distribution systems (GDSs). The Internet is one of the mains
distribution channels, which enable tourism and hospitality companies to overcome their
challenge of being globally represented.
In order to improve the quality of services CALLCENTERS (call centres with the
client) were invented. These centres are aimed at the formation of a contingent gain of new
enterprise customers. Service helps to make better quality of customer service, as well as
increase the volume of sales. Callcentres advantage lies in the fact that the client exists a
personal contact, which in turn determines the customer's trust in the organization, in which he
appealed.
SoftBrands Company is the world's largest provider of information technology and
automation solutions for the hospitality industry with the experience of some 5,000
installations in more than 100 countries worldwide. The main direction of activity is providing
effective business solutions and comprehensive services for the automation of enterprises
hospitality industry. The proposed solutions are based on family epitome Solutions and Core
systems and include control systems for hotels, corporate management system, ecommerce
and business intelligence. It provides a wide range of professional services, designed to achieve
maximum effectiveness of automation projects, taking into account the characteristics and
requirements of each individual client. Consulting Services Company to help customers
successfully apply the latest management techniques and guest service standards, using modern
technological solutions. Implementation of systems is carried out in a manner, which provides
a structured, and efficient project implementation. When making management decisions on the
use of products epitome Solutions and Core allow customers to provide the highest quality of
hotel services. Systems are based on five fundamental elements stability, functionality, ease
of use, minimal maintenance requirements and opportunities of information processing.
Following the acquisition of HIS company SoftBrands is the world's secondlargest
supplier of solutions in the hospitality industry with an annual turnover of more than S100
million. The Corporation HIS is a technology leader in the international market integrated
solutions for hotels and hotel chains, and helps to improve key business processes and increase
profitability of enterprises of hotel industry. HIS is the developer of hotel management systems
epitome PMS and system of corporate governance HIS Core. Solutions of epitome Solutions
and HIS Core are complement of the existing range of products and SoftBrands will be
positioned primarily as a solution for chain hotels, hotel chains, large individual hotels and
hotels of 45 * level.
Software solutions from Amadeus Hospitality GmbH company and specialize in the
implementation and maintenance of integrated management systems for hotels, restaurants and
SPAcentres. As a basis for the automation of the enterprises the system of the new generation
is used: Amadeus Property Management System, including the Amadeus Conference
Management (automation of hotels, conference centres), InfoGenesis POS (automation of
restaurants and entertainment clubs) and the Reservation Assistant (Automation SPA and
fitness centres)
Amadeus PMS, in addition, to the possibility of direct programming of business
processes in the next period of activity, helps the head in the analysis of accumulated statistics
245
for past periods, which allows to determine the optimal strategy for further development of the
enterprise and, therefore, increase the income received. Amadeus PMS provides
accommodation information about available rooms and rates in international resource
reservation and receive bookings from global networks. Amadeus PMS is ideal for hotels of
any size for a small hotel, and for a major hotel chain, and integration with related systems
provides a single automated control system of the hotel complex. For example, Amadeus PMS
in multihotel configuration, including the Amadeus Conference Management is solution into a
single information space with a single database for all chains. Features such as mutual access
to information and resources, the possibility of crosscharges and integration with centralized
or establishing a separate "third" systems allow optimally build the operational management of
the entire hotel chain at the right level to organize the uniform standards of all services, and to
centralize some of them and as a result, increase enterprise profitability and sustain corporate
style standards of service quality reviews on all objects. Introduction of management marketing
program that is identical for all hotels, accounting and control over its implementation, all this
is possible with the help of Amadeus PMS.
One of the world's largest German corporations MicrosFidelio specializes in control
systems for hotels and restaurants for over 25 years, its number of users in the world more than
7.5 thousand.Such a system has been installed in 100 major hotel chains (Sheraton, Hilton,
Marriott, Hyatt, Kempinsky, etc.). Fidelio is a fully integrated suite of software designed to
maximize the effectiveness of the work of the hotels. The system supports all stages of work:
from computer reservations, registration, accommodation and guests to control room fund,
accounting and finance. Functionally complex is divided into several modules: the booking
number fund management unit (creation, displaying, analysing blocks of rooms), tariffs (view,
edit, optimized), packaging services and checkin and checkout guests, preparation of reports.
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