University of Stirling School of Education the Contextual
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University of Stirling School of Education The contextual characteristics of successful small upper segment culinary restaurant owners and their potential influence on hospitality management education Sjoerd A. Gehrels A thesis submitted in partial fulfilment of the requirements of the University of Stirling for the degree of Doctor of Education September 2012 2 Nunc est bibendum ‘Now it is time to drink’ (Horace, Odes I, 37, 23 BC) Qualitative Research Humanizes Science (Hennink, Hutter, & Bailey, 2011) Understanding The SSUSCRO In Order To Learn (Gehrels, 2012) 3 Abstract The aim of this research is to explore the contextual characteristics of a particular group of Dutch restaurant owner’s (SSUSCROs) and practitioners, to examine how these contextual characteristics might be used in a professional hospitality education programme. This very small segment of the Dutch restaurant business (0,2-0,5% of the total restaurants) is known for its strong commitment to competitiveness, in delivering quality service and products. No previous research in The Netherlands had embarked on a search for connecting this specific category of practitioners to education. As owners of their restaurants, the SSUSCROs were aware of the potential contribution that participating in this research would make. The research was designed from a constructionist epistemological point of view. This means that the data supplied by the respondents, and the background and vision of the researcher provided an interplay. By using grounded theory methodology, theory is constructed from the empirical data. The main instrument for the primary research was in-depth, interviewing. Six retired and four practising restaurant owners, and a connoisseur of the business were interviewed in one to three hour depth interviews that were digitally recorded. The transcripts of the recorded interviews were analysed, applying the specific constructivist version of grounded theory methodology as described by Charmaz’s (2006). The research generated a grounded theory in the form of a narrative about the SSUSCRO social construct and its central theme ‘Living the business’. The narrative informs future practitioners i.e. students, about how they can prepare for possible future business ventures in the culinary restaurant business. 4 Furthermore, it confronts future practitioners with the notion of particular contextual characteristics and value systems that need to be incorporated in order to successfully engage in and sustain a career in the culinary restaurant sector. Elements of the narrative, connected to Covey’s 7-Habits of Highly Effective People framework for personal leadership. The findings from this research confirmed the importance of providing students in hospitality management education with a approach towards professional development that is grounded in the social construct of a remarkable group of entrepreneurs such as the SSUSCROs. The conclusions suggested that faculty and academic management of hospitality management programmes need to become more knowledgeable about the particular nature of the discipline, and the specific category of practitioners researched here. 5 Table of Contents ABSTRACT ................................................................................................................................... 3 LIST OF FIGURES ........................................................................................................................ 9 LIST OF TABLES ....................................................................................................................... 10 ACKNOWLEDGEMENTS ........................................................................................................... 11 AUTHOR’S DECLARATION ...................................................................................................... 13 CHAPTER 1. INTRODUCTION .................................................................................................. 14 INTRODUCTION .......................................................................................................................... 14 BACKGROUND AND REFLECTION ................................................................................................ 14 NARRATIVE A. THE ACTIVE SELF MADE MAN .............................................................................. 17 NARRATIVE B. THE BEST VISIONARY HOSPITALITY PROPHET ....................................................... 20 NARRATIVE C. THE COST AWARE QUALITY LEADER .................................................................... 23 NARRATIVE D. THE DRIVING STRATEGIC & MARKETING SPEAKER ................................................ 25 REFLECTION ON THE NARRATIVES .............................................................................................. 27 CONTEXT .................................................................................................................................. 31 THE RESEARCHER’S QUESTION ................................................................................................. 33 PARAMETERS ............................................................................................................................ 35 Dutch Small Upper Segment Culinary Restaurants ........................................................... 35 Michelin ............................................................................................................................... 36 Education ............................................................................................................................ 39 RATIONALE AND SIGNIFICANCE .................................................................................................. 39 PROBLEM STATEMENT ............................................................................................................... 43 STATEMENT OF PURPOSE .......................................................................................................... 43 RESEARCH QUESTIONS ............................................................................................................. 44 DEFINITION OF TERMS ............................................................................................................... 45 CHAPTER 2. LITERATURE REVIEW ........................................................................................ 48 INTRODUCTION .......................................................................................................................... 48 STARTING WITH ENTREPRENEURSHIP ......................................................................................... 48 BUSINESS IN THE RESTAURANT SECTOR .................................................................................... 54 THE SPECIAL CATEGORY OF SSUSCROS ................................................................................. 65 LEADING AND MANAGING THE BUSINESS .................................................................................... 68 6 MOVING PEOPLE: VALUE SYSTEMS AND DRIVING POWERS.......................................................... 85 SSUSCROS CONNECTION TO EDUCATION ................................................................................ 90 CONCLUSIONS FROM THE LITERATURE ....................................................................................... 97 CHAPTER 3. RESEARCH DESIGN ......................................................................................... 101 INTRODUCTION AND RESEARCH APPROACH .............................................................................. 101 EPISTEMOLOGY AND THEORETICAL PERSPECTIVE ..................................................................... 108 METHODOLOGY AND METHODS ................................................................................................ 111 SAMPLE AND DATA COLLECTION .............................................................................................. 119 ETHICAL CONSIDERATIONS ...................................................................................................... 126 DATA ANALYSIS ...................................................................................................................... 128 TIMEFRAME AND REFLECTION .................................................................................................. 136 EARLY THOUGHTS AND FURTHER ANALYSIS ............................................................................. 139 ISSUES OF QUALITY ................................................................................................................. 146 CHAPTER 4. CONSTITUTING AND VALUING ....................................................................... 150 INTRODUCTION ........................................................................................................................ 150 MOVING FROM CATEGORIES TO THEMES .................................................................................. 154 CONSTITUTING ........................................................................................................................ 156 Getting to Grips with Reality ............................................................................................. 163 Choosing a Critical Perspective in the Upper Segment ................................................... 168 VALUING ................................................................................................................................. 174 Following ones Values .....................................................................................................