*Why is service so critical in the hospitality and tourism industries?
Because this is what we are known for; service is what makes the difference when interacting with the guest. Whether is on the phone, at the front desk or even when delivering food to the room. Without excellent service our industry will literally disappear.

*Describe and give an example of the following:

Mission Statement: It is a company’s purpose, and what it is driven by.
Starwood Hotels & Resorts mission statement: We succeed only when we meet and 
exceed the expectations of our customers, 
owners and shareholders. We have a passion for 
excellence and will deliver the highest 
standards of integrity and fairness. We celebrate 
the diversity of people, ideas and cultures. 
We honor the dignity and value of 
individuals working as a team. We improve the 
communities in which we work. 
We encourage innovation, accept 
accountability and embrace change. 
We seek knowledge and growth through learning. 
We share a sense of urgency, nimbleness
and endeavor to have fun too.

Moment of Truth:
In the Hospitality industry, there is a minimum of twenty or thirty moments of truth in its provision of service. A moment of truth is when an interaction occurs between a customer and the service provider that can leave a lasting positive or negative impression on a customer. Moments of truth in a hotel, for example, will undoubtedly include (but not be limited to) booking the room, check-in, check-out, dinner reservations, dinner ordering, dinner presentation, eating (quality and quantity of food) and laundry receipt.
*What is the Disney service model?
. Always make eye contact and be aware of your body language
. Smile
. Value the magic
. Start contact with the guest
. Respect and welcome
. Always end any interaction with a thank you

*Explain why Ritz Carlton won the Malcolm Baldridge Award.
Because it was founded on principles of excellence in guest service. This hotel won two awards.