PhD research Geesje Duursma | Hospitality is more than tea with a biscuit and a smile

Hospitality, tourism and hospitality are often mentioned in the same breath. But doctoral research by Geesje Duursma shows that organisations in all sectors can benefit from using hospitality as a strategic tool and that this leads to better results with a greater social impact. On Thursday 10 October, Geesje Duursma will receive her PhD on this topic at the University of Groningen/Campus Fryslân.

‘Hospitability’ that is how Duursma calls a broader and strategic view of hospitality. In her research ‘Hospitality in organisations working with host volunteers’, she focused on organisations outside the traditional hospitality sector that work with volunteers, such as a hospital and a library. Volunteers play an important role in these organisations and society is increasingly dependent on their efforts.  

Complex system

‘Hospitality is not just about caring, but is a complex system in which values, attitudes, behaviour and outcomes reinforce each other,’ Geesje Duursma explains. Moreover, different motives, expectations and perceptions of hospitality can create tensions. That is why it is important to be clear with each other what is meant by hospitality and how this translates at strategic, tactical and operational levels.'

Culture of hospitality

The study presents a model that helps organisations professionally integrate hospitality within their culture. The recommendations are practical, such as identifying the expectations of both visitors and volunteers, engaging volunteers through training and regular feedback, and giving more ownership and autonomy to volunteers. The study shows that taking a fresh look at existing methods not only increases an organisation's economic returns, but also significantly improves volunteer satisfaction.

Volunteers, permanent staff and management

Geesje Duursma calls the active application of hospitality throughout the organisation ‘hospitable’ behaviour, and this is not only by but certainly for the volunteers, permanent staff and management. All the separate facets of hospitality together form a culture of hospitality, which in turn creates a sense of hospitality.

About Geesje Duursma

Geesje Duursma studied business economics at the University of Groningen and has been active in the hospitality sector from a young age. After her studies, she worked in hospitality consultancy and started a soft franchise formula for fast food restaurants. In December 1997, she and her husband started the hospitality company De Pleats in Burgum, Friesland. Duursma is active as a supervisory board member, including at NHL Stenden Hogeschool and Empatec NV. She also volunteers for various organisations, for which she was appointed Ridder in de Orde van Oranje-Nassau in 2017.