Managing cultural diversity in

the hospitality industry

Introduction

http://www.youtube.com/watch?v=ib-Qi

yklq-Q

Objective of seminar

To explore
What

is cultural diversity and how can it be

effectively managed in the Hospitality Industry?

Relevant
terminologies/concepts
Culture
Cultural diversity
Cultural awareness
Communication( verbal and
non-verbal)
Customers

Culture
that complex whole which includes knowledge,
belief, art, law, morals, custom and other
capabilities and habits acquired by man as a
member of society. Taylor (1871) citied in Minkov (2011)
Culture - human activity and symbolic structure
designs that emphasize the importance and value
of the actions. (Reisinger, 2009)

Culture diversity management

Culture diversity encompasses language,

culture, race, nationality and religion (Devine
et.,2007:125)

Effective managerial response to the challenges of

Some features of cultural

diversity
Race
Language
Special needs
Disabilities
Family structure
Gender
Age

Cultural customs and practices of

different nationalities and ethnic groups
Langguage spoken
Forms of address
Levels of formality/informality
Non-verbal behavoiur
Work ethics
Personal groomings
Family obligations
Recognized holidays
Customs
Product preferences

Some cultural groups-Jamaica/

Caribbean
Rastafarians
Seventh day adventist
Muslim
Hindus
Jews

Customers include
External customers(outside
clients)
Internal customers (employed
at different levels within the
enterprise)
Those with disabilities
Those with special cultural

Cultural diversity in hospitality

industry
Migrant workers have formed a substantial part of
the hospitality workforce in UK (Janta,2011).
The growth of cultural diversity in the hospitality
workforce results from a combination of global or
international factors and conditions within the host
country environment (Baum, 2007)

Legislation and policies relating

to the cultural diversity
The Equality Act 2010 legally protects people from
discrimination in the workplace and in wider society
(UK Government, 2013)

Hofstede,s cultural dimensions

theory
"Culture is the collective programming of the mind
that distinguishes the members of one group or
category of people from others Hofstede (2013)

Hofstede,s cultural dimensions

theory

Hofstede 2013

Hofstede,s cultural dimensions

theory
Power Distance,
Uncertainty Avoidance,
Individualism versus Collectivism
Masculinity versus Femininity
Long Term versus Short Term Orientation
Indulgence versus Restraint
(Hofstede, Hofstede & Minkov, 2010)

Kandola and Fullerton mosaic

model
Mission and values
Objective and fair processes
Skilled workforce: aware and fair
Active flexibility
Inclusive
Culture that empowers
Kandola (2006)

Cultural diversity and its

benefits
Rise people interpersonal skills.
Increases team-work.
Expand innovative and creativity.
Different attitudes and behaviors.
Skills and variety of language spoken.
Growth company credibility.
Increases productivity on complex tasks.

Divene et al 2007, Clements &

Jones 2006, Peterson 2004,
Sonnenschein 1997, Blair et al 2000

Principles that underpin cultural

awareness
Practicing respect- asking
questions about personal
preferences of others
Learning continuously about
others in relation to self
Incorporating other peoples
cultural background, beliefs and

Challenge and issues with

cultural diversity
Communication.
Commitment and loyalty.
People perceptions of change.
Complicates decision-making.
Generate conflict.
High employment turnover
Discrimination and legal ramification.

Baum et al 2006, Carr-Rufino 1999, Cox &

Blakes 2001, French 2007, Holaday 2007,
Schneider and Barsoux 2003, Wrench 2001,

Communication-Forms
Body language
Voice
Space
Physical characteristics
Posture
Symbols, including sign
language

Communication- barriers
Noise
Technical jargon
Words that conflict with body
language
Cultural differences
Bias and stereotyping
Lack of empathy

Managing cultural diversity

Adopt an employee relationship management system.
Overcoming stereotyping and discrimination.
Training.
Empowerment of individual.
Appraisal and performance evaluation.
Implementing and practicing cultural diversity policy.
Equal treatment/treat people individually

Groschl 2011, Ledwith & Seymour 2001,

Madeira 2011, Maxwell et al 2000, Seymen
2006, Testa 2004, Wirth 2001

Outside organizations from which hospitality

workers may obtain assistance when
required

Interpreting services
Diplomatic services
Local cultural organizations
Appropriate government
agencies

Conclusion & Question

Diversity is an increasingly important component of
the 21st century workplace. But putting these
strategies into action, your organisation will be wellpositioned to leverage the power of difference.
(Leondakis 2011)

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Equality Act 2010: guidance (online) Available from: <https://www.gov.uk/equality-act-2010guidance<. (Accessed on October 2013)

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