Managing Cultural Diversity

The cordial reception and touristry industry has become the fastest growth and diversified commercialism internationally. It does non merely concentrate on the work force and the service but besides the clients. The industry embraces different sectors, such as hotels, air hoses, travel bureaus, and eating houses which play an of import function in a state ‘s economic development. It can prolong an economic system in such a manner that it creates occupations for locals, generates gross through revenue enhancements paid by foreign and even local visitants, promotes cultural development, and improves a state ‘s general substructure.

Diversion activities, such as traveling, have become a important factor in everyone ‘s lives today. The presence of travel bureaus and the betterments in hotels and air hoses have made domestic and abroad trips to everyone easy and readily available. Anyone can go to a state without holding to believe of the nerve-racking pre-departure activities. The touristry industry had a sudden escalation in the past old ages and grew to go one of the most valued industries. Countries around the universe invest in touristry industry to be the clasp of their economic system.

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On the other manus, the cordial reception industry covers amusement sectors, such as cabarets, bars, eating houses, and fast nutrients, and adjustment which take the signifier of resorts, bivouacing land, motels, inns, serviced flats, public houses, hostel, and hotels. These are an facet of human activity that contributes to the societal growing of people every bit good as run intoing some physiological demands of shelter and organic structure amenitiess ( Botherton 2003 ) .

Though the cordial reception industry extremely contributes to a state ‘s economic growing, the cordial reception industry still suffers from economic fluctuations. However, the nutrient concern still remains to be a cardinal participant in stabilising the whole industry.

The United Kingdom, holding suffered from economic reverses, that includes its cordial reception and touristry industry, looks frontward to what the industry can achieve during the Royal Wedding and the Olympics that are seen to be strong participants for economic growing particularly in the industry ( Web 1 ) .

In London entirely, it entertained a sum of 15.2 million foreign visitants in 2006, an addition of 9.4 % from the 13.7 million 2005 record of visitants who came to London ( Web 2 ) . Europe remains to be the most welcoming topographic point for tourers worldwide. The cordial reception and touristry industry in Europe, particularly in London, manages to prolong the topographic point ‘s economic system.

Therefore, the call for competent and effectual directors and leaders for the industry has now been increasing, and the competition among direction campaigners is intensifying. Having an efficient manner of direction is a must in the cordial reception and touristry industry. The diverseness, particularly cultural, among staff and invitees in this commercialism demands skilled and expert leaders and directors to expeditiously pull off the issues of cultural diverseness.

In this undertaking, the research worker aims to critically measure the different direction, motive, and leading theories underscoring the 1s being practiced by multicultural organisations in the cordial reception and touristry industry, to critically look into the theories associating to pull offing cultural diverseness, and to compare and contrast the manners of leading and appropriate motive techniques of large and little clip organisations across different civilizations in order to find direction manners and schemes being utilized by large companies that can be taken into advantage by little and average organisations.

The writer will carry on the survey at Sir Alfred Hitchcock Hotel. The hotel is one of the oldest hotels, dating back in the 1900 ‘s, in the borough of Waltham Forest London ( The Hotel ‘s Company Handbook ) . It is attractively located in the preservation country of Epping Forest in Leytonstone. The hotel is named after the celebrated British movie manager and manufacturer who was born in the said country. The hotel was known to hold been one of the best that offer services for a three-star hotel. However, the uninterrupted alterations in the direction in the past old ages made the hotel to be an unwelcoming topographic point for tourers to remain in the country of Waltham Forest. Nonetheless, the cordial reception practiced by the hotel has become legendary as they carry the subject of Sir Alfred Hitchcock.

Presently, the new direction of the hotel has been transporting out betterments aiming its physical properties and the manner of direction. The new direction is seeking to resuscitate the high quality of cordial reception the hotel has been offering to its clients through the past decennaries.


This survey is a qualitative research that attempts to detect the best leading and direction manner utilized by organisations in the cordial reception and touristry industry. It intends to accrue bing informations regulating the rules of leading and direction across civilizations.

The research worker will use the inductive attack of research, and to get the needed information from hotels, an interview with a hotel director will be carried out.



Cultural diverseness has been a large concern for different organisations as diverseness in the direction perspective affects everything in an organisation. The influence of diverseness goes through the organisational construction, the employee ‘s behaviour, the individualism and biass among members of the staff, the employees ‘ personal relationships, and the persons ‘ civilization and patterns at work and while in the society.

Harmonizing to Baumueller ( 2007 ) , “diversity in the context of multicultural direction is defined as a feature of groups of two or more people in footings of demographic properties, such as age, gender, matrimonial position, ethnicity, nationality, instruction, functional country, or organisational term of office which identifies persons ‘ place within society at big every bit good as within organisations in particular.”

Discrimination in age, gender, and colour is a long standing issue as it already became a cliche to different communities, and many ways have been made to decide it, such as amending and explicating Torahs. Assorted organisations around the universe have tried to acquire rid of favoritism through consciousness run and a batch of plans have been formulated to develop good interrelatedness between assorted civilizations.

Consequently, transnational organisations, such as successful and large clip hotels, air hoses, and even nutrient ironss, benefit from these plans through their efforts of exceling effectual direction of a multicultural organisation.

The United Nations Educational, Scientific and Cultural Organization ( UNESCO ) affirms that “culture, in its rich diverseness, has intrinsic value for development every bit good as societal coherence and peace” . This affair was discussed during the Seven Culture Conventions of UNESCO, which gives a hardy foundation for the run of cultural diverseness consciousness. Therefore, cultural diverseness is a cardinal participant that is indispensable for poorness decline and the attainment of sustainable development ( Web 3 ) .

Cultural diverseness is perceived as a driving force of development, non merely in respects to a state ‘s economic growing, but besides a critical manner to accomplishing a choice manner of life.

Developing states around the universe see it a average to doing them economically stronger and therefore, doing them capable of viing in the planetary market. Furthermore, cultural diverseness bit by bit influences direction public presentation and manner of directors and leaders non merely in the cordial reception and touristry industry but in all trade and commercialism at big.

Multiculturalism: Pull offing Cultural Diversity

Pearn Kandola, a concern psychological science consultancy offering services to Human Resources Management, argues that pull offing cultural diverseness is non about being politically correct or a affair of tolerance, but the manager/leader must first value cultural differences. Cultural Diversity is to be regarded as a affair of inclusion and non exclusion ( Web 4 ) .

Managers/leaders should say that the employees from different civilizations are multi-skilled and can work across cross-cultural boundaries. This factor is to be taken as the great advantage of an organisation. A batch of transnational and local organisations regard cultural diverseness as an incommodiousness to their organisation ; nevertheless, a great trade of recent surveies has proved that it is a agency to achieving success. In this respect, establishments within the cordial reception and touristry industry perceive that cultural diverseness is the key to booming the flourishing leading and direction across civilizations.

However, to go a successful inclusive organisation, one must acknowledge the factors that conveying approximately existent alteration, those are policies, scheme, and operational degrees. These facets must be flexible as to be suited for a multicultural organisation and that it expands to all the employees of the company, who are from different race, age, and gender.

After to the full understanding the advantages of cultural diverseness and going an inclusive organisation, Pearn Kandola argues that one can bask the wagess it can convey viz. the followers: ( 1 ) reduced staff turnover and absenteeism, ( 2 ) addition occupation satisfactions and productiveness, and ( 3 ) enhanced profile in the market topographic point.

Harmonizing to Cox and Balke, multiculturalism is straight linked to organisational success as efficaciously managed multicultural companies have cost effectual border, multiculturalism helps in advancing minority friendly reputes among prospective employees, diverse cultural corporations help acquire better assorted clients, and diverse group of employees are perceived to be more originative and efficient in job resolution as compared to a homogeneous group. The ability of the leaders/managers to pull off cultural diverseness additions adaptability and flexibleness of an organisation to environmental alterations ( Web 5 ) .

On the other manus, it is a sensitivity for infinite managers/leaders to first understand the Department of State and don’ts of working in a state or the bash ‘s and don’ts when covering with people of different races. This attack has been regarded as an atrocious manner to accomplish inclusion as it has become a stereotype attack to understand cultural diverseness. Leaders/Managers who desire to divert from this attack attempt to skill their people to understand their personal cultural values, to appreciate how cultural moralss differ around the universe, and how the people ‘s manner are flexible adequate towards the different manners and attacks of direction to carry through the best consequences. These leaders/managers frequently become the winners in this facet.

In malice of this, accomplishing that certain degree of success is non easy and simple for these managers/leaders. They frequently find it disputing to prosecute and act upon their people towards accomplishing the ends without holding struggles between and among the employees of assorted cultural backgrounds. Furthermore, the run to raising consciousness on cultural diverseness across the organisation primary relies on the leading of the organisation and the vision and mission, which after completed improves the policies and processs of the company, and the employees ‘ perceptual experiences of each other and the organisation. Thereafter, traveling from raising consciousness to presenting behavioural alteration is a great stride forward in the integrating of diverseness in the organisational civilization. Through the accomplishment of the undermentioned factors, the organisation leads its manner to developing a positive diverseness clime.


Pull offing a culturally diverse organisation is the greatest challenge for the directors and leaders peculiarly in the cordial reception and touristry industry. A cordial reception and touristry director has to decide issues of communicating, linguistic communication barrier, cultural differences, and favoritism, which comes in many signifiers, such as age, gender, and colour. The diverseness in this industry does non merely concentrate on the multicultural staff but besides to the assorted patronage, services, and topographic points of commercialism. The people in the organisation affair the most when pull offing cultural diverseness.

Consequently, the cordial reception and touristry industry, with its culturally diverse organisational construction, takes advantage of cultural diverseness as the industry prospers to be the most progressive and advanced commercialism while it promotes intercultural personal businesss between people of assorted races and topographic points. Therefore, direction in the industry demands for a more diplomatic and strong supervising schemes and methods, given the concerns on favoritism.

Management screens four basic maps which are be aftering, forming, taking, and commanding ( Singh, 2004 ) . These, which are really much necessity to the pattern of direction in the cordial reception and touristry industry, have been invariably adhered to by directors and leaders of the said trade. A cordial reception and touristry director needs to run into certain makings, such as possessing the proficient cognition, leading, being company-oriented, and direction cognition, but to be a desirable director for the industry, one must hold the certain attitude to cover with and stand out in a multicultural work environment. It is of import for a leader/manager to bear in head that cultural influences play a great portion in the manner people at work behave.

On the other manus, good leading must besides be looked upon by organisations, particularly the 1s entitled to such places. Leadership is non merely about the leader but besides its followings. The interrelatedness between the two parties illustrates the sort of leader and members the squad has, whether they make up a successful group or non. In this instance, nevertheless, the leader plays the critical function in pull offing the squad and giving them proper motive towards the accomplishment of their aims.

Northouse ( 2010 ) points out that “leadership is a procedure whereby an single influences a group of persons to accomplish a common goal.” Good leading is the most important factor to making the ends of an organisation.

Keeping a good direction in the cordial reception and touristry industry entails competent and efficient leaders or directors. Hence, the demand for first-class leading is a demand for an organisation in order to boom and go stable in the complex and germinating industry of cordial reception and touristry. Excellent managers/leaders must be able to suit their manner harmonizing to the necessities of the present fortunes.

The realistic theories of leading ( Punnett 2009 ) , which comprises of trait and great adult male theories, argues that the leading potency of a individual is dependent on the trait, may it be physical or psychological, and/or the capacity of taking is inherited.

Contingency theory of leading ( Punnet 2009 ) the fact that there is one best attack, and that the most suitable leading attack depends on the state of affairs and the personality of the leader and the followings. Additionally, the situational theory ( Northouse 2010 ) emphasizes that leaders need to happen out the demands of their subsidiaries and so go accustomed to that manner of leading for that ground.

The behavioural theory of leading ( Schyns et al. 2005 ) argues that leaders are made, non born, and that a leader can be molded through proper preparation holding the right behaviour or features and through making behavioural norms.

Participative theory of leading, otherwise known as the democratic manner of leading is soon the most commonly-used leading manner. Participative leading ( Grint 1997 ) acknowledges the world that employees have a great portion in decision-making and that they have equal engagement and entree to the basic democratic procedures and rules.

Disparate from being classless, the bossy manner of leading ( Punnet 2009 ) believes that the leader has the appreciation over the employees and that the leader makes all determinations. This leading manner aims to make the organisation ‘s nonsubjective by directing its people. An bossy leader ever, if non frequently, gives all the inside informations of how and when things are to be done.

Other theories of leading include the transactional and transformational leading manners. Transactional leading ( Lussier, et Al. 2010 ) deems that the leader and the employees develop a working relationship when the leader hands over the work to his/her subsidiaries and gives his/her congratulationss, wagess, or penalty when the work is done. Conversely, Bernard Bass ( Winkler 2010 ) contends that a leader has to be transformational through the manner he/she motivates and affects his/her people. Bass describes a transformational leader as person who gets the squad focused towards the organisation ‘s end by doing them cognizant of their importance and exciting their higher-order demands.

The Sir Alfred Hitchcock Hotel ( the hotel ) does non use the realistic theories of leading as the topic ‘s direction believes that leaders should non merely have the traits but besides the accomplishments of taking their people.

The director agrees that leaders of the cordial reception and touristry industry need to hold the appropriate preparations and the right attitude to take their people. He states that the direction of the hotel seeks for the suited leader/s that has/have the proper proficient accomplishments to be portion of their direction.

The director believes that his direction exercises the eventuality and situational manners of leading. The manner he leads his subsidiaries is dependent on the fortunes of their work and operations. Furthermore, it is his wont to happen out how his people want to be supervised. Yet, he feels that he is going indulgent towards his subsidiaries.

However, the director discloses that he often pattern democracy at work, but he besides becomes bossy on some state of affairss, such as make up one’s minding on the wage, work displacements, penalties, and other operational affairs. However, he contends that he wants to be a transformational leader towards his people.

The realistic leading manners are most normally used in the Fieldss of political relations and military because of the premises that the traits of a good leader can be inherited, therefore, the outgrowth of blue households, dynasties, and military line of descents. In contrast, the cordial reception and touristry industry requires leaders to hold the appropriate accomplishments and the right attitude ; hence, these theories of leading are non appropriate in the industry.


Achieving a successful culturally diverse organisation is non at wholly easy as it entails a batch of accomplishments and apprehension of cultural diverseness direction in organisations. There are a batch of barriers which include communicating, linguistic communication barrier, cultural differences, and favoritism, but communicating tops the list being one of most common jobs faced by every organisation, non merely in the cordial reception and touristry industry but besides in the other industries.

Communication ( Beardwell et al. 2001 ) is “a complex series of procedures runing at all degrees in an organization.” Having a good communicating in a multicultural organisation is the uttermost job a manager/leader has to get the better of. Miscommunication frequently leads to losing some of the best employees at work or destroying the good construction of the organisation.

The most common job in communicating is when the receiving system of the message does non acquire the intended significance of the transmitter. This frequently leads to miscommunication and therefore can make a spread between the two parties. The incorrect usage of linguistic communication brings about the deficiency of apprehension.

Harmonizing to Michael Armstrong ( 1984 ) , there are four communicating jobs that organisations repeatedly commit. These are the following viz. : ( 1 ) people are non cognizant of the demand to pass on ; ( 2 ) people do non cognize what to pass on ; ( 3 ) people do non cognize how to pass on ; and ( 4 ) proper installations to pass oning are non available.

The director of the hotel acknowledges that miscommunication between him and the employees was frequent when he started the occupation. However, as clip base on ballss by, he got used to the different manners of pass oning with his staff. Yet, he desired for betterments, so he put up some communication schemes. He advocated preparation plans common and the constitution of communicating channels for the exchange of information, sentiments, and proposals that can bridge jobs in communicating.

Richard Pettinger ( 2001 ) states that the simpler the linguistic communication that is being used, the greater will be the opportunity of understanding between the transmitter and receiving system. “Good communicating leads to effectual dealingss and heighten the general quality of working life, motive and output.”


One of the most of import undertakings a director has to carry through is actuating the organisation ‘s staff and easing employee engagement. A director has to to the full understand what it takes to actuate people. Peoples are motivated in assorted ways as they have different motives.

A cordial reception director has to acquire his/her staff involved in all the projects of the organisation. Facilitating employee engagement is the first measure to actuating people. It is regarded that the employees are the “buttress” of an organisation and that the success or failure of the organisation is dependent on them.

In the industry, it is a necessity that employees are ever motivated to work. Service is the nucleus merchandise of the industry, and therefore, extremely motivated staff renders first-class service whilst unmotivated staff comes with deficient one.

The director must maintain in head the right of the employees to accomplish self-realization which can subsequently take to self-actualization. As stated by Robert Oldcorn ( 1996 ) , “motivation is a extremely complicated job and there is no charming expression that can be applied to everyone.” Nowadays, a batch of people are reported to be leaping from one occupation to another, though non holding been functioning the company for a twosome of old ages. This scenario is much common to the immature workers who are a batch ideal.

Through the old ages, a batch of psychologists and theoreticians have wondered on the factors that motivate and unmotivated people. Many of them, such as Abraham Maslow and McClelland, have offered solutions by making theories and rules ; others after developing their theories came up with a combined theories of motive and direction. Nonetheless, some of them have succeeded in supplying account of the facets that affect motive among people at work and while in the society.

Abraham Maslow ( King 2009 ) , a celebrated psychologist of his clip, discovers a simple and easy apprehensible set of demands which motivates all human existences.

Maslow ‘s theory of motive ( Figure 1 ) has been used by a batch of directors through the old ages, but few of them are able to do their people achieve the highest demand in the hierarchy. Basically, directors pursue for the cardinal demands by giving their staff competitory wage and other benefits. After doing their people financially secure, directors so climb to the following ladder of doing their staff experience safe and secure, and the following demands will so be acted upon by the employees until they achieve self-actualization.

Alternatively, David McClelland ( Berk et al. 1993 ) , developed his ain theory of motive ( Figure 2 ) though it is similar to Maslow ‘s theory of motive as both believe that the demand for endurance and safety has to be satisfied first. However, McClelland emphasizes on the demand for power, association, and accomplishment.

McClelland believes that the demand for power, association, and accomplishment is present in employees, but in changing grades. Employees want to carry through their ain ends, therefore the demand for accomplishment. The demand for association is indispensable because every member of the staff desires to be portion of a group sharing similar involvement. Last, the demand for power implies that an employee demands to hold influence on his/her co-workers and control over his/her work.

Psychological contact embodies mutualness. The hotel ‘s director recognizes that employees should be invested in as assets so that they can accomplish their potency for the benefit of the organisation. They should be approached separately instead than jointly.

A cordial reception director should acquire involved and pay attending to the nature of supervising and the working of group and squads and to happen ways of affecting employees through occupation design, motive and a democratic, advisory or participative manner of direction.

Frederick Winslow Taylor ( 2008 ) developed the bossy theory of direction and motive, famously known as the scientific direction. In his theory, he put great accent on clip and gesture survey.

Child ( Beardwell et al. 2008 ) contends that “scientific direction by its acknowledgment that people differed from other resources that if they were treated as clock Numberss instead than as human existences, they would non be to the full effectual at work and could even contend back to the point of overthrowing direction intentions.”

The Sir Alfred Hitchcock Hotel does non use this manner of direction as the director believes that the employees do non desire to be over supervised. The director wants the employees, after holding been taught of what they have to make, to hold their freedom, even though it is bantam, over their work.

Taylor ‘s theory of direction is largely suited for industrial units where quotas are being imposed. Yet, this theory has been utilizing by celebrated companies even in the industry. The elephantine nutrient concatenation McDonald ‘s has established a everyday work for its employees to follow ( Web 6 ) . The clip and gesture survey of Taylor is good executed by this company. The nutrient and drink section of the cordial reception industry and the ticket gross revenues of the touristry industry can use this theory because of the customary nature of work.

Elton Mayo ( Bagad 2008 ) conducted his celebrated Hawthorne experiment and found out that the increased in productiveness by the workers was due to the attending the direction had been giving them during the class of experiment. He concluded that workers working in a group develop a bond of relationships ; behaviour at workplace depends on the employee ‘s mental province, emotions, and biass ; human and broad attitude of managers/leaders helps in bettering the worker ‘s public presentation ; and managerial and proficient accomplishments are non necessary to be an complete manager/leader. Mayo recognizes that societal relationships at work can be one of the greatest drive forces of motive.

The hotel believes in this manner of direction. The hotel director asserts that, through his observation, his subsidiaries are happy when they are speaking with each other and sharing their experiences, may it be professional or personal. Furthermore, he says that the employees become more motivated to travel to work. He frequently asks the employees how they feel about their work and solicits their suggestions for farther betterments.

Frederick Herzberg ( Davis et al. 2008 ) clearly illustrates on his Two Factor Theory ( Figure 3 ) , otherwise known as the Hygiene Theory, the factors that affect employees ‘ motive to accomplishing occupation satisfaction. In his survey, he called the satisfiers, such as duty, sense of accomplishment, challenge, and self-reformation, incentives and the dissatisfiers, such as wage, working conditions, pension financess, and periphery benefits, hygiene factors ( care factors ) .

Herzberg found out that factors doing occupation satisfaction were different from those that were doing occupation dissatisfaction. Therefore, a cordial reception director must first fulfill his/her staff through competently supplying them the hygiene factors and so promoting his/her staff to accomplish more through the incentives.

The hotel director steadfastly believes that the hygiene factors can besides do motive on the employees when these factors are decently executed. Though he admits that working in the cordial reception and touristry industry does non offer high wage as compared to other industries, the wagess and other benefits of working in the industry and the nature of work still do a large difference to the employees ‘ determinations of taking to work in the industry. The incentives, he says, are hard to accomplish as they require old ages of working in the commercialism to achieve them.

Douglas McGregor ( Hoffman et al. 2011 ) was entirely influenced by the Hawthorne surveies and of Maslow ‘s hierarchy of demands. He argues that directors should give more concern on the societal and self-actualizing demands of people at work. His Theory X and Y on direction supposes that there are two sorts of directors who are the complete antonym of each other.

Theory X directors assumes that employees dislike work, lack aspirations, act irresponsibly, and prefer to be led. On the other manus, Theory Y directors believe that employees are willing to work, want duty, and are autonomous and originative.

The director of the hotel recognizes the fact that there are some directors who patterns this theory in the cordial reception and touristry industry. However, the director believes that he falls under the Theory Y directors. He supposes that the members of his staff are hardworking people, have inaugural, and pattern resourcefulness at work.

Henri Fayol ( Lucey 2005 ) , known for his work on Functions and Principles of Management, asserts that the procedure of successful direction involves the judgement and determination in finding programs and in utilizing informations to command public presentation and advancement against programs, and the counsel and motive of the forces consisting the endeavor and transporting out its operations. Fayol ‘s 14 rules of direction include all the positive and advantageous characteristics of outstanding direction.

The director admits that the hotel direction partially patterns Fayol ‘s rules of direction. The director has taken into history some of Fayol ‘s rules and tried to use the suited 1s to his ways of pull offing his people.

Fayol ‘s theory on direction appears to be the most ideal manner of pull offing people, sing all the 14 rules to be the good factors to practising good direction. Consequently, its ideal characteristics make it appealing to directors ; nevertheless, it is noted that some of these rules are being practiced as directors besides look into the suitableness of the rules into their operational fortunes.



The research worker finds out that there is no 1 best leading and direction manner that an organisation can pattern to accomplish success while holding a happy and extremely motivated employees. The Sir Alfred Hitchcock Hotel employs the different manners of leading and direction whichever the direction thinks is suited for certain fortunes. The new direction of the hotel tries to be flexible so as to recover the finest service it has been giving to its clients, which the old directions were non able to prolong.


After a careful analysis of the information gathered, the research worker hereby recommends that the eventuality or situational and the participative theories of leading be exercised by directors in the cordial reception and touristry industry. The sort of work in the industry demands first-class service from the workers, and the evolving nature of the industry implies that everything depends on certain fortunes. Furthermore, the demand of the employees to take part in the organisations decision-making is to be looked upon. In every organisation, the employees are regarded to be the chief stakeholders. Without them, a company can non work.

Pull offing a culturally diverse staff in the cordial reception and touristry industry is disputing as it entails a batch accomplishments from the director. The democratic theory of leading can be best utilised since solutions to the jobs of pull offing cultural diverseness can come straight from the employees.

On the other manus, the research worker suggests that Mayo ‘s theory of motive and direction is the best appropriate manner to be practiced by directors. It is a demand for the employees to hold the feeling of belongingness in the organisation and to hold relationship bonds with their co-employees, given the endurance needs every company is fundamentally supplying. Mayo ‘s theory pictures a happy and extremely motivated staff.


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