The Intercultural management in the tourism sector: a new opportunity for a sustainable performance

Résumé du document

The tourism sector is clearly characterized by the number of nationalities that form it. Culture is also part of it. Employees from a specific country can face a customer from another country, whose culture is totally different. In the same way, an employee can work in team with another employee who comes from a country where the culture is completely different. Culture is part of our life, part of our interactions, part of our behaviour. Understanding culture from others is necessary to live quietly, to work in a good atmosphere, to be in peace with everybody. Companies in general, but especially in the tourism sector are able to deal with several nationalities. The intercultural management is, nowadays, part of the strategy for executives managers. To know the culture, to know how to negotiate with a colleague, a customer, or a supplier through the differences produce efficiency and performance. This report will also show you that the intercultural management has to be improved and developed in most of the international companies, and especially in companies under the tourism sector.

Extraits

[...] It appears that cultural data will have an influence on the way of leading, communicating, negotiating and making decisions which are the main activities of a manager The impact of Hofstede' theory on managers' roles Communication According to the culture, the kind of communication can be different. As a matter of fact, one way in which cultures vary in terms of communication style is the degree to which they use language itself. if they communicate the message in an implicit or explicit ways. This point can be also linked to the Hofstede's analysis; to its individualism-collectivism dimension. Individualist cultures are more related to specific goals. They use an explicit communication style. [...]

[...] But at the same time that the evolution of the world, this firm had, have and will change Customers as the core element in marketing issues The relation marketing: The marketing is the social process oriented in the way to satisfy needs and wishes of the people. An enterprise can choose two different approaches (but complementary) to reach the satisfaction of its customers: strategic marketing: a systematic and continuative analysis of the needs in the market for guarantee to the producer a competitive travel; operative marketing: organization of the marketing strategies with the aim of to know and to improve at the potential customers the distinctive qualities. The first one, the strategic marketing, is based on the individual needs. [...]

[...] To attract the foreign costumers, all the information in the club is in several languages. The GO are international, everybody speak English and French, and the majority speak another language. The GO's nationality are becoming more and more numerous as well. For example the last holidays in a the “village of Gregolimano” (in Greece): 40% French Italy Belgium English, 5%Portugal Greek others. What is more, keeping the Club Med identity and culture. Group culture is always an important aspect, mostly intercultural group culture. But today all is more sophisticated, more modern. [...]

[...] As a matter of fact, we should explain why it is important for companies in general to be focused and to take into account this support activities Why being focused on the Human Resources aspects Importance of this department: Human Assets, in other words, the employees and the workforce, can be a source of sustainable advantage because this capital is really hard to imitate. If a company has got a good human asset, a competitive advantage can be found in this way. On one hand, having a strong human asset is interesting for a company; on the other hand, it could be dangerous since it could be difficult to manage. For example, I am the manager in the Marketing department, and my employees are quite productive and performing, but I would like to improve their performance. Firstly, it is a good point. [...]

[...] Customers' needs The need is a requirement of the nature or of the social life. There are two kind of needs: on the one hand, natural born needs, generic, and on the other hand, the acquired needs, cultural and social dependent from our experience, from the environment and from the social evolution. It is certified that people try to obtain a full satisfaction in a flashing way and share the moments and the periods (holidays) during that they satisfy completely the wishes. [...]