Management and Operational Issues of Animation Services in Resort and All-inclusive Hotels: Evidence from Greece

Abstract

Literature suggests that animation and events contribute to enhancing visitor experiences. Animation is the process of programming interpretive features and/or events that make the place come alive with sensory stimulation and appealing atmosphere. In sea-and-sun destinations animation services became a constituent part in hotels. These services constitute a significant function in resorts considered as being a business asset capable to offer direct and indirect benefits and to attain competitive advantage. The aim of this study is to explore management and operational issues related to the successful offering of animation services. A literature review is performed in the first section. This is followed by a synoptic presentation of international experience. The main part of the study is dedicated to four case studies of Greek resort and all-inclusive hotels; focusing on the main management and operational issues. The paper concludes by identifying the factors crucial to the successful offering of animation services. Finally, it provides recommendations in order to improve performance.

DOI: 10.5901/mjss.2014.v5n20p692