Managing cultural diversity in
the hospitality industry
Seminar presented by:
 Garibaldi A,
 Stanisic G,
 Petrides P,
 University of West London
Introduction
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http://www.youtube.com/watch?v=ibQiyklq-Q.
Objective of seminar
To explore
What is cultural diversity and how can it be
effectively managed in the Hospitality Industry?
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Overview of seminar
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Section 1 – What is Culture and diversity
Section 2 – What is cultural management
Section 3 – Cultural diversity in the hospitality industry
Section 4 – Legislation and policies relating to cultural
diversity
Section 5 – Hofstede’s Cultural dimensions theory
Section 6 – The mosaic model by Kandola and Fullerton.
Section 6 - Managing cultural diversity
Section 7 - Cultural diversity and its benefits
Section 8 - Challenges and issues with cultural diversity
Section 9 – Conclusion and Questions ?
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
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Culture diversity encompasses “… language,
culture, race, nationality and religion” (Devine
et.,2007:125)
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Effective managerial response to the challenges
of managing increasingly diverse workforces
(Gröschl, 2011)
Cultural diversity in hospitality
industry
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Migrant workers have formed a substantial part
of the hospitality workforce in UK (Janta,2011).
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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
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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
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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
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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
Challenge and issues with
cultural diversity
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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,
Managing cultural diversity
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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
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)
References
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Accor Hotels (2009), Workforce diversity, (online), Available from:< www.accorna.com/diversity/index.asp> (Accessed October, 2013)
Baum, T. (2006). Human Resources Management for Tourism, Hospitality and Leisure:
An International Perspective. London: Thomson Learning
Chiavenato, P. (2005) The New Time for Administration. Expanding Knowledge in
Cultural Diversity International Journal of Human Resource Management, Vol. 2, pp. 85.
Devine, F., Baum, T., Hearns, N. and Devine, A. (2007) "Managing cultural diversity:
opportunities and challenges for Northern Ireland hoteliers", International Journal of
Contemporary Hospitality Management, Vol. 19 Iss: 2, pp.120 – 132
Dubrin,P. and , Andrew.J. (2003) Fundamentals organisational behavior. S/L: Cengage
Worldwide Hospitality and Tourism Themes, Vol. 5 Iss: 9, pp.38–42
Gröschl, S. (2011) "Diversity management strategies of global hotel groups: A corporate
web site based exploration", International Journal of Contemporary Hospitality
Management, Vol. 23 Iss: 2, pp.224 – 240
Equality Act 2010: guidance (online) Available from: <https://www.gov.uk/equality-act2010-guidance>. (Accessed on October 2013)
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Hanashiro, D and Carvalho, F.P. (2008) Cultural diversity: an overview and
reflections for the European reality, Ed. 47, Vol. 11 No. 5.
Hearns N.,Devine F.,Baun T (2007)The implications of contemporary cultural diversity for
the hospitality curriculum, Education and Training Vol. 49 No. 5, 2007,pp. 350-363, Emerald
Group Publishing Limited
Madera, J.M. (2011) "Removing communication barriers at work: What workforce diversity
means for the hospitality industry", Worldwide Hospitality and Tourism Themes, Vol. 3 Iss: 4,
pp.377 – 380
Maxwell, G., McDougall, M. and Blair, S. (2000) "Managing diversity in the hotel sector: the
emergence of a service quality opportunity", Managing Service Quality, Vol. 10 Iss: 6,
pp.367 – 373
Melia, D.M. and Kennedy, E. (2005), Cultural Diversity: A Management Perspective, Dublin
Institute of Technology, Dublin.
Okoro, E. & Washington, M. 2012. Workforce Diversity and Organizational Communication:
Analysis of Human Capital Performance and Productivity. Journal of Diversity Management.
Vol. 7 No 1.
Seymen, O. A. (2006) "The cultural diversity phenomenon in organisations and different
approaches for effective cultural diversity management: a literary review", Cross Cultural
Management: An International Journal, Vol. 13 I: 4, pp.296 – 315