In This Part:

Overview

In the model proposed in the introduction, the conceptual stage is the first in the cycle, because this is where the vision for the property begins to be articulated on its long journey to become reality. This chapter will cover the following:

• Definitions

• Historical perspective

• The conceptual process

• Practical considerations

• Examples

• Conclusion.

Definitions

Any development process usually starts with a concept, normally conceived by an individual or resultant of a collective group s analysis of a challenge or recognition of an opportunity. So what constitutes a concept? The Concise Oxford Dictionary of Current English (1996:274) defines the word concept as:

1. General notion

2. An abstract idea.

The origins come from the Latin, and, more particularly the French word concevoir , meaning to formulate in the mind or imagine a plan or scheme.

While dictionary definitions are always a good starting point and, in the context of this chapter subject, the Latinate origins are interesting, but for our purposes a hospitality concept could be defined as:

An idea with definition and identity that defines an image

Such a concept must have attributes of a commercial nature as illustrated in Figure 1.1.

Figure 1.1: The hospitality concept Source: (Lundenberg and Walker, 1993)

As illustrated in Figure 1.1, in hospitality a concept normally consists of a service delivered in a purposely-designed property, whose quality, atmosphere, service style and content, supported by a specified operation and...