The rapid globalization process has led to the increase in the number of contacts between representatives of different cultures. This means that there is an urgent need for reflection of what is happening with social interaction and how to form customers’ distinct impressions.
Expanding its boundaries, hotel services market has become increasingly complex, however Four Seasons is successful hotel chain with extensive experience in the competitive environment. Traditionally, inter-ethnic relations are focused on the processes associated with intergroup differentiation and disintegration, managing conflicts and prejudice between cultures. In the era of erasing boundaries, the value of cross-cultural integration is crucial for the hospitality industry. In order to enhance customers’ understanding of hotel service within the cross-cultural context, detailed information regarding cultural peculiarities should be available.
The key objective of the resort is meeting the needs of customers from different cultures. Interestingly, tourists from individualistic cultures tend to expect prompt and efficient service in comparison with collectivistic cultures (Reisinger 336). Despite the rapid commissioning of new hotels and reconstruction of existing ones, expectations for quality hotel services remain the same. Hotel management ensures a high efficiency of operation, competitiveness and sustainability in the hospitality market. Some would argue that cultural discrepancies are bound to happen, however Four Seasons minimized such likelihood, as hotel employees are imbued not merely with their own national culture, but with others as well.
Inter-ethnic interaction, in particular the mutual perception of representatives of various cultures, shape customer’s perception. When representatives of different ethnic groups and cultures merge, it is crucial to take into account expectations of international tourists regarding the hotel service quality. Interestingly, relationships arising from the interaction of tourists, suppliers of tourism products or services and the local population have a lasting impression on a customer, thereby having a significant influence on his recommendation rate. There has been increased interest in organizational culture as a key component of the management of hotel service that defines the environment for customers. It is essential for achieving quality and customer satisfaction, and thus, the successful functioning of the hotel.
Nowadays, tourism is one of the fastest growing types of businesses, with the highest level of competition. Therefore, in order to attract customers within the hotel industry, it is of paramount importance to be perfectly familiar with cultural differences.
Works Cited
Discover: Four Seasons Hotels and Resorts. n.d. http://www.fourseasons.com/content/dam/fourseasons/web/pdfs/worldwide_directories/four_seasons_dir_english.pdf
Reisinger, Yvette. International Tourism: Cultures and Behavior. Oxford: Butterworth-Heinemann, 2009. Print.
