Cultural awareness and the global hospitality business
In the contemporary hospitality business, cultural awareness has become an important source of competitive advantage. With the proliferation of multinational hospitality firms, there is cutthroat competition: it is a "survival of the fittest" game. Hospitality firms can outsmart and outper...
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| Language: | English |
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Cognizant Communication Corporation
2021
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| Online Access: | https://doi.org/10.3727/108354210X12724863553686 http://hdl.handle.net/11408/4282 |
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| author | Mkono, Muchazondida |
| author_facet | Mkono, Muchazondida |
| author_sort | Mkono, Muchazondida |
| collection | DSpace |
| description | In the contemporary hospitality business, cultural awareness has become an important source of competitive advantage. With the proliferation of multinational hospitality firms, there is cutthroat competition: it is a "survival of the fittest" game. Hospitality firms can outsmart and outperform each other based on how well they know the cultures of their present and potential markets, as well as the cultural backgrounds of their staff members. A "one size fits all" approach has proved redundant in contemporary international business. This article discusses the role of cultural awareness in business success and sustainability of the hospitality business. A case study on Hilton's "Wa No Kutsurogi" brand is presented to enable the author to comment on, and draw parallels between, theory and practice from an empirical standpoint. It is argued that consumption of hospitality products (food and accommodation) is a culture-driven activity, and only those products that interact with customers' "cultures" at an emotional level will appeal to them. The article suggests that culture should be understood in a broad sense: there are several levels and dimensions to culture. The discussion emphasizes the need to customize hospitality products in accordance with the cultural dynamics of niche markets. |
| format | Article |
| id | ir-11408-4282 |
| institution | My University |
| language | English |
| publishDate | 2021 |
| publisher | Cognizant Communication Corporation |
| record_format | dspace |
| spelling | ir-11408-42822022-06-27T13:49:06Z Cultural awareness and the global hospitality business Mkono, Muchazondida Emerging markets Hospitality training Intercultural communications Tourism marketing and development In the contemporary hospitality business, cultural awareness has become an important source of competitive advantage. With the proliferation of multinational hospitality firms, there is cutthroat competition: it is a "survival of the fittest" game. Hospitality firms can outsmart and outperform each other based on how well they know the cultures of their present and potential markets, as well as the cultural backgrounds of their staff members. A "one size fits all" approach has proved redundant in contemporary international business. This article discusses the role of cultural awareness in business success and sustainability of the hospitality business. A case study on Hilton's "Wa No Kutsurogi" brand is presented to enable the author to comment on, and draw parallels between, theory and practice from an empirical standpoint. It is argued that consumption of hospitality products (food and accommodation) is a culture-driven activity, and only those products that interact with customers' "cultures" at an emotional level will appeal to them. The article suggests that culture should be understood in a broad sense: there are several levels and dimensions to culture. The discussion emphasizes the need to customize hospitality products in accordance with the cultural dynamics of niche markets. 2021-05-28T12:09:32Z 2021-05-28T12:09:32Z 2010 Article 1083-5423 https://doi.org/10.3727/108354210X12724863553686 http://hdl.handle.net/11408/4282 en Tourism Analysis;Vol. 15; No. 2: p. 273-278 open Cognizant Communication Corporation |
| spellingShingle | Emerging markets Hospitality training Intercultural communications Tourism marketing and development Mkono, Muchazondida Cultural awareness and the global hospitality business |
| title | Cultural awareness and the global hospitality business |
| title_full | Cultural awareness and the global hospitality business |
| title_fullStr | Cultural awareness and the global hospitality business |
| title_full_unstemmed | Cultural awareness and the global hospitality business |
| title_short | Cultural awareness and the global hospitality business |
| title_sort | cultural awareness and the global hospitality business |
| topic | Emerging markets Hospitality training Intercultural communications Tourism marketing and development |
| url | https://doi.org/10.3727/108354210X12724863553686 http://hdl.handle.net/11408/4282 |
| work_keys_str_mv | AT mkonomuchazondida culturalawarenessandtheglobalhospitalitybusiness |