Discuss about the Cultural Diversity In Tourism And Hospitality Business.
Diversity is the availability of various kinds of people coming from different background and cultures and staying in a single place. Cultural diversity is one of the forms of diversity that is essential and crucial for the tourism and hospitality industry. A culture has a mixture of majority and minorities staying in a single place (Ang & Van Dyne, 2015). Their thinking and way of living is different from each other. There are also some basic standards of a culture set in their society, which everyone needs to follow. These basic standards are usually on factors such as distance between people, eye contact, language, dressing pattern and their various norms and rituals. Few of these cultures and too inflexible to adjust, while there are others that adjust according to the needs of the society. The diversities in culture are increasing day by day due to the increase in globalization. Cultural diversity also helps a place to stand out from others based on foods and dressing. The developed countries have a more westernize form of dressing and eat mainly fast foods and convenient foods. On the other hand, the less developed countries follow traditional cultures more strongly and depend on traditional foods most of the time. The liberal nature of some countries helps outsiders to accept with the culture of those societies (Du Cros & McKercher, 2014).
Tourism and hospitality business has a long time benefits from cultural diversity. Globalisation is the most concerning and important topic which is emerging day by day in the economy. With the advent of globalisation, cultural diversity is also increasing at a faster rate. Cultural diversity as stated is the differences in caste, race, language, ethical considerations. However, cultural diversity also means differences in human behaviour and culture staying in different regions. Tourism industry operating globally has a very crucial task of managing the cultural diversity of various places. However, incorporating culture touch of all the culture is a challenging task for these industries, as they need to operate without hurting the culture f any single place (Singal, 2014).
Having a right understanding about the needs of various culture help the tourism and hospitality companies to welcome their guests efficiently and provide them with the best possible service. This is because staffs need to be well acquainted with the culture of the guests that they meet during their peek seasons. It helps them to offer and talk to these guests according to their culture biasness. Thus, service and staffing becomes easy in a company that follows culture diversity in their place. For this, they can also train their staffs with the tradition, language and expectations of guests that they usually encounter with in their business (Telfer & Sharpley, 2015).
On the other hand, culture diversity in the hospitality business also helps the staffs to avoid any kind of mistakes that could harm them in future. The guests attend a hotel or get attached to a tourism company for their tour only if they get good treatment and a sense of touch of their own culture. Thus, having a culturally diverse staff helps them to keep a good contact between the customers and the employees. Especially for the tourism industry, having knowledge about the language of the tourists they get, help them to interact with them easily and explain effectively about various places they visit. On the other hand, in the hospitality industry the staffs will be able to offer the food that people from particular culture would love. For a tourism industry, giving maximum satisfaction to the guests is their ultimate aim (Canavan, 2016).
Tourism industry can only benefit if it is able to expands its business globally and become a multinational organisation. This can only be possible if the company adopts culture diversity in their business by capitalising the employees various skills and training. This also helps the Company to get competitive advantage over other tourism and hospitality entities.
Organisation having a strong cultural diverse staffs also allows them to retain their customers for a longer time compared to the company that does not have a cultural flexible environment. High customer retention is the crucial motive of the service staffs as it affects their performance. Thus diversity in culture will help them to achieve their goals.
Thus it can be seen that due to increasing globalisation, cultural diversity helps the tourism and hospitality business to get innovation in their internal environment and great responsiveness from the consumers as they get homely feeling from these businesses (Richards, 2014).
As it can be seen from the above description that cultural diversity helps the company to benefit in a great way both n short term and in long term. It is very important that companies abode by the rules and tradition of various cultures in order to expand their tourism business effectively. Tourism Company not having culturally diverse environment in their workplace and its service staff of their company then it will hamper them largely in the coming future (Mok, Sparks & Kadampully, 2013).
It is evident that the competition is increasing day by day in this industry. There are many tourism companies coming up globally which aims at offering the best quality services to the customers. Thus if a tourism or hospitality company fails to incorporate cultural diversity in their staffs then they will be left behind in this competitive environment.
Next, a company lagging behind a culturally trained staff in their service department then they will tend to lose their customer base to the other well-trained companies. This is because tourists pay to these industries only for good service in both tourism and hospitality. Hus if the lack behind in giving adequate services then they will lose their trusted customers. Tourism industry in increasing and all of them offers same type of services. Thus, customers have the options to shift their demand from one tourism company to others just for getting value for their money.
Tourism and hospitality companies invest a lot in advertisements and marketing their name in teh media. They also invest on infrastructure in hotels and travels. Thus, after all such expenses if they lose their guests because of lack of cultural bonding then they will have to bear a lot of cost. This will bring their business down and incur a lot of loss. Further, they will be unable to retain their staffs as well because of incapability of paying them salaries. This will break down the business, as they will be unable to bear the cost (Rahmat Shah, Mousavi Noory, & Akbari, 2017).
Lacking cultural diversity in a tourism business also makes the company a monoculture type organisation that is inflexible to any changes. They will just follow one type of culture and expect the customers to follow their traditions. This creates a negative image on the customers about that brand. Thus, the brand value of the company decreases drastically due to lack of cultural strength and success. The company will also lack the way to looking at the need of the customers from various perspective and solve complex task easily. This is because staffs from various cultures have different set of mind that will help to solve the needs of the customers coming from a particular background (Shim & Santos, 2016).
An organisation can only succeed if they follow the need of the customers and improve on cultural diversity. Customers are the most important wealth and asset of ten companies. However, to acquire this asset, a company needs to design policies to develop the assets they already have in their organisation and that are their staffs. The ability to design the staffs and the service of the organisation will help the company to acquire competitiveness and success in this field. Thus, the company needs to follow various programs to acquire cultural diversity in their company.
The company can take up training activities for their staffs, which can be based on diverse culture. The training must be given on the food habits, likings and tradition of various cultures so that the staffs become acquainted with the needs and requirement that various guests will demand or expect from them. The company can hire professionals who have acquired detail knowledge about cultures and ask them to guide the staffs (Madera, 2013).
Next, the company can make an initiative by hiring staffs from various cultures that they want to serve in future. Staffs coming from different culture will be more useful for the company as they will not require any further training. However, the organisation will have to move to places to hire culturally diverse staffs for the business (Moran, Abramson & Moran, 2014).
Lastly, the organisation can plan various themes for their tourists and arrange it is a form of a function or activities for the tourists where they can feel at home. These activities must include dresses and food of various cultures from where the guests are coming. This will give a feeling of touch to the customers and they will prefer to take hospitality service from that company only (Liu, 2014).
Thus, having culture diversity in the workplace is the best way a tourism company can attract customers and survive in this competitive environment.
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