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tourism service providers. However, professionalism
is not easily defined. Clearly, the degree of
professionalism within an occupation is rooted in
the values and norms that individuals bring into
an occupation, are exerted by individuals within
the context of the immediate workplace, and are
developed from societal values, proscriptions and
prescriptions.
Researchers have attempted to define professionalism
by determining the factors that when
taken collectively are seen as indicators of accepted
behaviour. These factors encompass a code of
ethics, presence of formal and informal workplace
sanctions, reaction to community sanctions,
presence of a reward system that reinforces ethical
behaviour, an educational degree or specialised
training within an appropriate discipline, dedication
to the highest level of customer service
possible, behaving in a socially responsible manner
within a public service setting, a high degree of
prestige and a high degree of competence within
the field. In essence, these factors have been shown
by research conducted from the 1970s to the 1990s
to advance an individual in an occupation to a
professional standing. Overall, the cumulative
combination of these factors has advanced the
image of the individual working in the tourism
industry. The net result is that the individual and
the profession as a whole are viewed as credible by
the consuming public.
Further reading
D'Amore, L. �1993) À code of ethics and guidelines
for socially and environmentally responsible
tourism', Journal of Travel Research 31�3): 64±6.
Hall, S. �1993) Ethics in Hospitality Management, East
Lansing, MI: Educational Institute of the American
Hotel and Motel Association.
Kwansa, F. �1992). À conceptual framework for
developing a hospitality educators' code of
ethics', Hospitality Research Journal 15�3): 27±39.
Sheldon, P. �1989) `Professionalism in tourism and
hospitality', Annals of Tourism Research 16�1): 492±
503.
RANDALL S. UPCHURCH, USA
profit
The residual of revenues minus costs of an
enterprise is known as profit. This may be
expressed on a per unit basis, such as profit
per cover �restaurants), segment or total
enterprise �departmental, all hotel), unit of time
�annual, monthly), or level �gross, net). Key profit
determinants are unit price level, volume of units
sold or guests served, and level of fixed and
variable costs.
profit centre
LEEM.KRUEL,USA
A profit centre is an operating department, in
tourism businesses and elsewhere, which generates
revenues and has related expenses. The activities of
a profit centre are detailed on a departmental
schedule which provides information on revenues,
payroll and related expenses, cost of goods sold,
other expenses and departmental income. The
charges against revenues include only a limited
amount of expenses that are traceable to the
department.
profit margin
STEPHEN M. LEBRUTO, USA
Profit margin refers to the percentage ratio of net
profit to total revenue generated in tourism or
other production units. It measures the overall
relative operating efficiency of the business �sales
generation and profit control) from one operating
period to another. It is computed after all costs are
deducted from sales. Key determinants are costs
relative to selling prices. High volume operations
tend to have low profit margins, while low volumes
have high margins.
profit sensitivity analysis
LEEM.KRUEL,USA
Profit sensitivity analysis measures the affect of
changes to dependent variables when changes