Skills, Perceptions and the Socio-economics of Hotel Front Desk Employees in Israel-preliminary findings

Skills, Perceptions and the Socio-economics of Hotel Front Desk Employees in Israel-preliminary findings

TEITLER REGEV SHARON

Department of Tourism and Hospitality Studies

Kinneret College on the Sea of Galilee

Mobile Post Emek Hayarden

ISRAEL

sharonregevt@gmail.com

OKSANA GOZIKER

Department of Tourism and Hospitality Studies

Kinneret College on the Sea of Galilee

Mobile Post Emek Hayarden

ISRAEL

Abstract:

Within the hospitality industry the front office serves as one of the most important contact points with the guests. The skills and requirements from the front office staff may be similar across different countries; however it is most likely that the qualifications and prior education differ. This study will look at the skills, background and attitudes of front office employees in Israel, and the results will be compared to a similar study that was conducted in other countries around the world. The preliminary results support the idea that perceptions are culture-dependent and differ from one country to another, while the skills required are the same across various countries. The results show that it is important for managers to let employees see the possibility of promotion in the hotel as it significantly helps reduce turnover rates.

Key words: skills, hotels, front office, Israel.

1. Introduction

The service industry is one of the oldest industries which developed as a result of people’s desire to travel. In the past, taverns offered tired guests something to eat and a place to sleep at the end of the day.

Many years have passed, and many things have changed; industrial and communication developments have brought to our lives the possibility to travel and to work in many remote counties with growing numbers of people roaming about and, as a result, developments in the service industry.

Today, the international tourist is more aware and experienced and has certain expectations regarding the services he receives while traveling, especially when he can compare the level of service across various countries. Nowadays, the service industry has become the largest industry, and its main resource is the human resource, while and the hospitality industry is one of the service industries where the human resource is curtailed.

Within the hospitality industry the front office serves as one of the most important contact points with the guest. In many cases this is the first place of contact between the guest and the hotel and, as it is often said, “You don’t get a second chance to make a first impression”.

This study will look at the skills, background and attitudes of front office employees in Israel and the results will be compared to a similar study that was conducted in other countries around the world, such as China, Ireland, Brazil, Egypt, Kenya, Kyrgyzstan and Malaysia  [1]. In addition, this paper will look at the qualifications gained through education and will check whether there is a gap between the qualifications obtained at different schools and the ones required; this will enable us to draw some conclusions about the qualifications that should be taught in schools.

2. Current research

2.1 The Hotel Front Office

The service industry, in general, and the hospitality industry, in particular, are intangible; therefore, the customer evaluates the visit experience based on the tangible parts of an intangible product (the room, for example), and on the service he or she receives from the employees of the hotel. The “service experienced” is created at the meeting point of the employee and the customer. At that meeting point, the qualifications and attitudes of the employee may turn the service into a good or a bad experience which, in turn, will affect the perception of the hotel and may affect future visits. These attributes render the “word of mouth” the most common and reliable advertisement. In other words, the employees at the front office play a significant role in building and maintaining the hotel image and reputation and, as a result, the skills and qualifications of the front desk employees became very important.

Many studies have focused on the role of the front office. For example Vallen and Vallen [2] define front office in terms of its role as the main contact point with the guest inside the hotel, regardless the hotel type. Generally, front office can include the reception area and its related areas, where the focus is on “meeting and greeting the guests, providing information and processing the departure [3].

The hospitality industry is regarded as an industry that requires low-level skills and very little training. This view is sometimes debated in the literature. However, in many cases, following this perception may lead to poor human resources management. Boxall and Purcell [4] described it as a debate between “best practice” and “best fit”. Nickson et al [5], in a summary paper of the literature regarding the skills and performance in the hospitality industry concluded that indeed there are a number of jobs that can broadly be regarded as “low skill” jobs, but it is time to acknowledge that the hospitality industry  represents a more complex picture of the common “low” skills.

The skills and the requirements from the front office staff may be similar across different countries; however it is likely that the qualifications and prior education may differ. Baum et al compared different countries and cultures to address and identify the generic and job- specific skills that are required from hotel front office staff. They found differences between countries and respondents on topics such as education, gender, career ambitions; they found very few differences concerning the skills required and the perception of skills. In Northern Ireland [6], it was found that communication made an emotional and aesthetic contribution to work, and was influenced by the cultural and economic context. In China, Hai-Yan and Baum [3] found that the hospitality industry did not have enough high quality human resources and that the educated and trained employees did not want to stay in a demanding, low-pay job.  In addition, there is a need for professional development and further training, which may help reduce the high turnover rates.

2.1 Israel.

Israel is located between Asia and Europe. Due to its location and to the political situation between Israel and its neighboring countries, it can be reached by air, or by crossing the border from Jordan or Egypt. There is no easy access by train or car from Europe.

Tourism in Israel has existed since its very early days. Even the Crusades can be perceived as a form of tourism. Israel’s tourism potential is tremendous since it has 3000 years of history; it is holy to the three major religions (Muslims, Christians and Jews). In addition the climate in Israel is very mild. Israel is located between the Red Sea and the Mediterranean; it has a ski resort in the North and a desert in its south. In addition, the Dead Sea with its unique healing qualities is also located in Israel.

In other words, Israel combines a wide range of opportunities for visitors, including historic cities such as Jerusalem and Acre, modern cities such as Tel Aviv, sea resorts such as Eilat, and the Dead Sea health resort. The tourism industry accounts for 4% of the GDP, and has become the third largest export industry in added value.

However, tourism in Israel has suffered from many setbacks in the past due to terror and security problems, but has been growing significantly in the past few years. 2010 became a record year with 2.8 million tourists, an increase of 21% percent from 2009. The goal of the Israeli Ministry of tourism is to reach 5 million tourists in 2015.

The hotel industry in Israel is well developed and offers a variety of hotels (business, boutique, and family hotels); some are part of large international chains, some are part of local chains, while others are small independent hotels. The number of hotel nights was over 20 millions in 2007 and is still growing (except for a small setback in 2009, due to the world recession). Forty percent of this number were supplied by international tourist, and the rest by Israelis.

In Israel there are 337 hotels, which account for 77% of the hospitality beds in Israel. There are almost 48,000 accommodation rooms in Israel, with 113,000 beds; the average number of rooms in a hotel is 142. The average occupancy rate is 66%, however, a shortage in hotel rooms in the high season is being felt, especially in the Tel Aviv and Jerusalem areas, and thus further employment in this sector is predicted.

The revenue from hotels stood at NIS 7.7 billion in 2009 (2 billion dollars), 40% of it from tourists. The profit was NIS 1.4 billion (368,000,000 dollars). In 2009 the hospitality industry in Israel employed 26,000 people, with 5,600 trough outsourcing. The average income was of NIS 6,100 a month (about 1,600 dollars), while the employees who worked through outsourcing companies received NIS 4,400 shekel a month (about 1,160 dollars). The cost of labor accounts for 35% of all hotel expenditures.

Hotel rooms in Israel were rated from 1 star (the least good) to five stars (the best) until 1992. Since then the central bureau of statistics rates hotels from 1 to 4 stars, 1 being the highest, based on the type on accommodation (city or recreational) and room size. Hotels still rate themselves along the stars system, but the rate is done subjectively and not by an outside source.

2.2 Current research.

The purpose of this study is to learn more about hotel front office employees in Israel. The study gathers information about the experience and education of hotel front office employees in Israel; it also gathers information about the skills required on the job and the qualifications that are obtained through formal education and those that are missing from such education.

This paper is a preliminary summery of the results obtained as part of on-going study that covers hotels in Israel.

The hotels in Israel are not rated by an outside source, but hotels that rate themselves as 3 stars and above were approached. The only condition for participating in this research was that at least 40 percent of the guests were international guests (as this is the percentage in Israel).

3. Results

The questionnaire was distributed in hotels in Tel Aviv and its surrounding areas, as well as Jerusalem, Tiberias, and around the Sea of Galilee.  The questionnaires were distributed in hotels in Israel beginning in February 2011 and will be distributed until August 2011. The data brought forth in this research are from the questionnaires that were filled in February. All of the hotels work with individuals and most of them deal with groups of international tourists. On average 68 percent of the hotel guests are international guests,, of which 58.45percent come in groups.

The preliminary research represents 11 out of the 337 hotels in Israel which represents over 3%. The survey included 34 out of the 60 potential employees in those hotels which represent a response rate of 57 percent.

3.1 Employee background and future plans

The demographic information of the hotel employees in Israel is summarized in the following table

Table 1: Demographic Data:

Frequency Valid Percent
Origin Native land 22 64.7
FSU immigrant 5 14.7
Comes from somewhere else 7 20.6
Other 34 100.0
Religion Jewish 29 85.3
Christian 1 2.9
Moslem 2 5.9
Other 2 5.9
Total 34 100.0
Gender Male 18 52.9
Female 16 47.1
Total 34 100.0
Status Single 16 50
Marriage 14 43.8
Divorced 2 6.3
Total 32 100.0

52.9 percent of the hotel employees are men, the average age being 35.94. The majority of the employees are Jews (85.3  percent, compared to 5.9  percent Muslims and 2.9 Christians) single (50 percent compare to 43.8 married and 6.3 divorced); 64.7 percent of the respondent were born in Israel, 14.7 percent came from the Former Soviet Union and 20.6 percent from other countries.

For the majority of the employees this is their only job (91.2 percent) . 67.6 percent work full time and 35.3 percent work part time; and 58.8 percent had no prior experience, while 35.3 percent had some previous experience.

14.7 percent of the respondent were front office managers, 8.8  percent were shift supervisors and the rest were reception desk clerks.

The information about the respondents’ education is summarized in table 2.

Table 2: Respondents’ education:

Frequency Valid Percent
Primary/elementary 2 5.9
Secondary/high school 9 26.5
Certificate /diploma 6 17.6
Vocational/technical 2 5.9
Bachelors 13 38.2
Master degree 1 2.9
Total 33 100.0

Approx. 27 percent of the respondents completed 12 years of schooling, and about 41 percent had a degree, mostly in hospitality.

Chi square tests were performed to check whether there was any correlation between the employee’s position, his/her time at work, and as well as his/her education.

The results are summarized in the following table:

Table 3: Correlation table:

Variable pair N of Valid Cases Cramer’s V P
Job experience* Position of the respondents 28 .27 .39
Position of the respondents*Educational level 34 .498 .15

 

The correlation between education and position was found to be insignificant (C = .498, p = 0.15). This may send the message to employees that the way to get promoted is not prior experience or education.

The following tables summarize how long the respondent plan to stay at their current position

Table 4: Respondents’ future plans:

Frequency Valid Percent
Remaining less than 6 months on the job 4 12.5
Remaining 6 months-1 year on the job 4 12.5
Remaining 1-5 years on the job 7 21.9
No plans at this stage 17 53.1
Total 32 100.0

21.9 percent planned to stay between one to five years in their current job; 12.5 percent planned to stay in their job less than 6 month or between 6 to 12 month; and the majority, 53.1 percent, had  no future plans at the time.

Table 5: Next career move:

Frequency Valid Percent
Promotion in my current job 8 29.5
Move elsewhere in this hotel 1 3.7
Move to another hotel 3 11.1
Move out of the hotel sector 7 25.9
Other 8 29.6
Total 27 100.0

29.5 percent plan to get a better position in their current work place, 11.1 percent plan to move to a different hotel, while 29.6 plan to leave the hospitality industry.

Table 6: Perception of chances for promotion:

Frequency Valid Percent
Excellent 3 9.1
Reasonable 7 21.2
Low 9 27.3
Unable to evaluate 14 42.4
Total 33 100.0

More than 27  percent have low expectations of getting a better job at their current hotel, and 42.4 percent are unable to evaluate their chances for promotion.

The results of the correlation between plans for the future and the perception about chances for promotion in the current job are summarized in the following table.

Table 7: Correlation between plans for the future and the perception of chances for promotion in the current job.

N Value P
Future plans and perception of  chances for promotion 33 .606 .003

There is a significant correlation between the perception of chances for promotion in the current job and plans to continue working in the same hotel.

3.2 Employee perceptions

The questions relating to the employees’ perceptions of the job included several statements. They were asked to rate their level of agreement with the statements on a five point Likert scale, from 1 “do not agree” to 5 “very much agree”. The individual results were then averaged in order to obtain the average perception.

The results as to the respondents’ perceptions about their job are summarized in the following table.

Table 8: Perceptions about the job

N Mean response on five-point scale
Front office work is a challenging and demanding area of work 34 4.09
I enjoy meeting and greeting customers, as part of my job 34 4.35
I enjoy the organizational parts of my job 34 4.0
I enjoy the use of technology, as part of my job 34 3.85
I would like the opportunity to work in other areas of the hotel industry 32 3.1
Most work in front office is common sense 34 4.03
Front office work is all about personality 34 4.64
My area of work is well respected by my family and friends 34 3.82
Front office is my preferred field for work and career progress 34 3.03
A specialist college course (in hospitality) is useful for front office work. 33 3.85
I was familiar with most of the tasks of the front office before I started work in this area 34 3.21

The respondents strongly agreed with the perception that front office work is all about the personality (4.64).

The respondents also agreed with the statements that they enjoy meeting people (4.35) and that the work at the front office had a lot of common sense (4.03).

The perceptions that the employees disagreed with were that they would like the opportunity to work in other areas of the hotel (3.1) and that the hotel business is their preferred field of work (3.03). Those statements may indicate that hospitality was not the employees’ first choice of employment or that it is part of their future plans.

They also disagreed with the statement that they were familiar with the tasks prior to starting working in this area (3.21) which may indicate that the employees had no previous experience in this kind of work.

3.3 Required skills

The questions relating to the importance of skills included several statements. The employees were asked to rate their agreement with the statements on a five point Likert scale, from 1 “do not agree” to 5 “very much agree”. The individual results were then averaged to reach the average perception.

The following table summarizes the results of the importance of the various skills as perceived by the employees.

Table 9: Importance of skills

N Mean response on five-point scale
Communication (oral) 33 4.67
Professional and ethical standards 34 4.65
Team work 34 4.52
Leadership qualities 34 3.88
Use of FO equipment 34 4.15
Customer care 34 4.88
Interpersonal 34 4.76
Accounting 34 3.24
Marketing 34 3.62
Use of technology 34 3.91
Health and safety 34 3.73
Communication (written) 34 3.91
Legal issues 34 2.71
Knowledge of foreign language(s) 34 4.53

The skill that was considered most important was “customer care” (4.88), followed by communication, interpersonal, and professional and ethical standards. The least important skill, as perceived by the employees, was legal issues (2.71). Other skills that were perceived as less important were accounting, marketing, health and safety, and the use of technology.

Discussion and Conclusions

Most hotel front office employees in Israel are young (average age of 36), single, and male. Fifty percent of the respondents work in their current job between 1 to five years – this is a lower percentage compared to other countries , except for Northern Ireland [1]. This may point to a problem that needs to be addressed by hotel managers.

The correlation between future plans and the chances of getting promoted in the current job indicates that if hotel managers want to reduce employee turnover rates, they need to develop possibilities of promotion within the hotel, or hotel chains. In addition the employees see no connection between prior experience and education to the job position, which may indicate that in order to get a better position, it is not necessary to accumulate experience and/or education – it may be good qualifications, but it may also be for other reasons.

Looking at the perception about work in the hotel front office that were rated highest – “Work is all about personality” and the fact that they “Enjoy meeting the guests” – may indicate that this kind of job is suitable for certain people – for those who like working with people. This is no surprising result, and the perception that those who go to work in the hospitality industry are “people’s persons” is a common perception.

The statements that were rated lowest – “The opportunity to work in other areas of the hotel” and “The front office is my preferred field of work” – may point to a serious problem for  hotel managers; it may indicate that hospitality and specifically front office was not the first choice of work for most employees. This is very surprising, especially since approx. one quarter of the respondents had a bachelor degree in hospitality. The answer may be that these educated employees, once they started working, found the job not rewarding, and that they did not see any options for promotion. Once again, this may point to a problem which hotel managers must deal with.

It is not surprising to see that front office employees rate communication skills and the ability to work with other people high. However, the relatively low rate that employees gave to marketing (3.6 on a scale of five) indicate that they do not see their importance as a marketing tool of the hotel, and hotel managers may have to work on this point.

The relatively high value that was attributed to the knowledge of foreign languages is not surprising, either, especially with the relatively high percentage of foreign guests in the selected hotels.

In addition to looking at the perception of hotel front office employees in Israel and the skills they believe are required, there is a lot of value in comparing the results from Israel to those  from other countries, in order to check whether there is a difference in these perceptions across different countries, and whether there are a differences in the skills required in different countries [1

The perceptions found among hotel employees in Israel were quiet different from those found in hotel workers in other countries. For example, in Israel, most employees agreed that working at the front office was "all about personality" (4.64); this statement was rated first in Malaysia and Kyrgyzstan, but all the other countries that were checked, it was rated fifth or lower.

The result concerning meeting the guests was similar to the one obtained in other countries, where it was rated first or second. However, the result about the job being mostly common sense was much higher than in most other countries, except in Brazil, where, it was also rated third.

The disagreement with the perceptions about previous experience was consistent with the findings in most other countries, where it was also rated last. The disagreement with the perception about working in other areas of the hotel, and with the fact that the front office is the preferred area of work, was inconsistent with the findings from most other countries. Only in Brazil and China, the front office was also rated low as a preferred place of work, and in Egypt and Northern Ireland, employees disagreed with the statement that they would like the opportunity to work in other areas of the hotel.

The above strengthens the claim that the perceptions are culture-dependent and vary from one country to another. The skills that were perceived as important and as unimportant in Israel and in other countries were very similar, which supports the perception that the skills required for the job are similar across different countries.

It is important to remember that this is only a preliminary study that covers only a small part of the hotels in Israel. One should see whether the same results are obtained when the full survey is completed. However, the two most important points for hotel managers that appear at this point are that they should strengthen marketing and that they should provide the employees with the possibility of being promoted in the hotel.

This will significantly help reduce turnover rate, as there is a significant correlation between the chances of obtaining a promotion and the employees’ future plans.

The results of the current study support the idea that perceptions are culture-dependent and differ from one country to another, while the skills required are the same across countries.

Reference

[1] Baum, T., Devine, F., Kattara, H., Hai-Yan, K., Osoro, W., Teixeira, R. M., et al. (2006). Reflections on The Social Construction of Skills in Hospitality: Preliminary Findings From Comparative International Studies. Proceedings of the city and beyond: 16th Annual CAUTHE conference. Melbourne.

[2] Vallen, G. k., & Vallen, J. j. (2004). check in check out managing hotle operation. Upper Saddle River, NJ: Prentice- Hall.

[3] Kong, H. Y., & Baum, T. (2006, 6). skills and work in the hospitality sector the case of hotel front office employees in China. International Journal of Contemporary Hospitality Managment (18), pp. 509-518.

[4] Boxall, P., & Purcell, J. (2000). Strategic human resources managment: where have we come from and where should we be going? International Journal of Managment Reviews , 2 (2), pp. 183-203.

[5] Nickson, D., Baum, T., Losekoot, E., Morrison, A., & Frochot, I. (2002). skiil, organizational performance and economic activity in the hospitality industry: A literature review. Economic and Social Science Research Council working papaer .

[6] Baum, T., & Devine, F. (2007). Skills and training in the hotel sector: The case of the front office emploement in Northern Ireland. Tourismand Hospitality Reserch , 7 , pp. 269-280.

Posted in Vol.4, No1-2/2011 | Leave a comment

Top management – the market needs and application of managers in rural tourism in Slovakia

  1. Top management – the market needs and application of managers in rural tourism in Slovakia

Ing. ZUZANA LUŠŇÁKOVÁ, PhD.

Department of Marketing

doc. Ing. MÁRIA ŠAJBIDOROVÁ, PhD.

Department of Management

Faculty of Economics and Management

Slovak University of Agriculture

Nitra, Slovakia

zuzana.lusnakova@fem.uniag.sk

maria.sajbidorova@fem.uniag.sk

Abstract

It is not easy to find a good and loyal employee, but not impossible. The basic trend now is a need for change in attitude already at offering the job place. To get good quality and suitable employee expect to focus on his expertise and skills that are necessary for his job and specific job position.One of the objectives of the company owners, who lead the competition fight for the customer on the market, is a satisfied employee who represents the company to customers in a positive way. In today’s ever changing environment it is necessary to educate staff continuously and develop their abilities, because the knowledge gained in high school, college or vocational courses is not enough.

There is the lack of job opportunities in the field of rural tourism in Slovakia so we decided to find out how it is with interest for labour forces – top managers and the current facilities management in rural tourism in Slovakia.

Strategic plan for promoting the application of the labour force on the labour market in the field of rural tourism was drawn up on the grounds that qualified managers find just very difficult the application in family enterprises operating in rural tourism facilities and is essential for them to apply on the labour market. Our aim was also to provide them a strategic plan how to find their own place on this rural tourism labour market.

Key words: top manager, rural tourism, rural tourism facility, labour market

1 Introduction

Today it is ineffective to use the media as a newspapers and magazines to promote job places. The direct and active search for specific people who best meet requirements for the job is much preferable today. As the second effective method we consider jobs online presentation, especially on the own website of the company. This method particularly prefers younger generation, among which the trader can also find real talents. Furthermore, there is particularly appropriate the recommendation of middle management – manager recommends manager. The reason is that a worker who knows his job, knows whether a particular person fit for the job and if it would be beneficial to society. We can not forget the social networks such as Facebook in finding staff for a particular job or the use of good quality and recruitment agencies.

Before it is any suitable candidate selected, it is important to know the company’s requirements for a worker. Willingness to longer-term employment is important beyond the usual requirements such as education, the necessary experience or at least an interest and relation related to a specific type of work. This will alleviate the current problem with fluctuating staff right in tourist facilities, because as we discovered on the basis of research, the reason for employee redundancy is not always the low wage, but the unwillingness to work and inadequate education.

If the company finds a suitable candidate for job position in middle or top management, it is necessary to offer him time and space for adequately orientating in the issue and also in the environment.Subsequently, the manager can provide adequate and expected performance. Ideally, the manager should remain in job position for at least two years, to be able to evaluate his work results and then further advance is possible. If a company has subsidiaries or partners abroad, it is appropriate and beneficial for the manager to find out how they are functioning. This is not common in Slovakia, managers do not migrate for work very often and are fixated on the environment in which they live.

The challenge for management is also creating of the favorable working conditions for their employees, such as a friendly working environment, convenient working hours within the limits of the facility, organization of non-work events, providing discounts for services offered by the facility for employees and their families. The quality remuneration system should be introduced at the middle and top management level, not exclusively financial. Equally important is the verbal assessment of their work, which encourages managers to further value creation.

Continuing education and development of managers increase the quality of obtained education, skills and abilities. The basic properties that employers currently require are flexibility, adaptability and proactivity. Training and development better prepare staff to cope with new tasks and challenges, as employees should be prepared to cope with new demands from their superiors, but also be ready for change of their job position in the organization.

The development and training should primarily depend on the employees themselves, but businesses would also have to show initiative. First, it shows the employees that company care about them and on the other hand, also because the people use other sources.
Staff holding the necessary knowledge is the most valuable asset of organizations in this century. “The only way of organizations development and gaining competitive advantage in the market is to employ and support those people who are able to work, enjoy and develop their knowledge potential.”

2 Problem formulation

Tourism is very important for the European economy. It accounts for 5 % of direct employment and proportion of European GDP and has a tremendous multiplying effect over other economic sectors, enjoying forecast stable growth for the future. Tourism has one of the highest labour mobility rates across Europe, permitting discussion of the emergence of a truly European economic sector and a labour market with a truly European dimension. Thus, the discussion about new occupations and future skill needs for the sector in Europe has a particular significance. (Tessaring, M., Strietska – Ilina, O. 2005)

The definition of rural tourism has been the subject of many debates in the literature without arriving at any firm consensus (Bramwell 1994). First of all, rural areas where rural tourism occurs are difficult to define since criteria used by different nations vary enormously; secondly, not all tourism which takes place in rural areas is strictly “rural” – it can be urban in form, and merely be located in a rural area; thirdly, different forms of rural tourism have developed in different regions and hence it is hard to find characteristics that are common to all of the countries; fourthly rural areas are in a complex process of change due to the impact of global markets, communications and telecommunications that have changed market conditions and orientations for traditional products. Besides, though some rural areas have experienced depopulation there are many of them that are experiencing an inflow of people to retire or to develop new non-traditional businesses.

Rural tourism has long been considered a means of achieving economic and social development and regeneration. More specifically, it has been widely promoted as an effective source of income and employment, particularly in peripheral rural areas where traditional agrarian industries have declined. More recently, however, a number of established tourism destinations have also turned to rural tourism in order to diversify their tourism products and markets and to spread the benefits of tourism away from the coastal resorts into the hinterland. (Sharpley, R. 2002)

Now that the novelty factor of visiting the former communist countries of Eastern and Central Europe is over, the focus must be on product quality, professional service and value for money if an internationally competitive tourism product is to emerge. The natural assets of the Slovak Republic point towards an unful”lled potential for rural tourism. (Clarke J., Denman R., Hickman G., Slovak J. 2001)

Although not expressed in the surveys, the most important labour shortage in tourism is of managers (top and middle management) and entrepreneurs. There are several reasons for this. For a long time, Montenegro’s tourist industry was dominated by large public enterprises. Most often, top and middle management were not appointed and promoted according to their

education and capabilities but according to other non-professional criteria. Education at all levels, especially higher and university education, has not been producing a competent labour force. Management education has been especially weak, with no specialised education for management in tourism. Some available programmes were of too general a nature and with little practical training. In the last decade, the best people left the country, or left the sector, to

survive and some of them left the public sector to start a private business. (Sisevic, B. 2005)

The knowledge and skills required to provide services shaped by current social trends become

highly interdisciplinary. Multiskilling and new hybrid occupations reflect the trend for   new types of tourism products and services – more complex and sophisticated in nature – and the growing demand for functional flexibility in the labour force. The debate about the role of qualifications in the tourism sector touched on the problem of losing human resources to other

sectors’ appreciative of personnel from tourism and employers’ failure to attract qualified     personnel to the sector. Taking into account the need for qualifications from other sectors (e.g.

ICTs), the workshop participants agreed that transversal and hybrid qualifications with a broader general basis might be useful and could lead to new occupational profiles. (Tessaring, M., Strietska – Ilina, O. 2005)

Tourism basically demands a considerable labour force and offers a high job supply for both highly and less qualified manpower. An indispensable factor in developing the tourism sector is a professional client-oriented attitude, a basic product component being personalised service. Currently, however, some deficiencies may be observed both in skills and in handling

clients. It is, at present, a quite common contradiction that young people graduate from schools involved in tourism education, whereas businesses need qualified Professional  anpower with practical experience. Hungarian tourism training and education opportunities are continually expanding and training programmes performed in foreign languages are also available in secondary and tertiary education. Tourism education, however, became student market oriented, which resulted in overeducating in certain fields with shortages in others. The number of those graduated in tourism tertiary education exceeds labour market demand, explained by the interests of the institutions being maintained on a market basis as well as by the inflexibility of the education sector. Nevertheless, tourism is still a fashionable profession;

it is also quite popular among those young people who wish to carry on with their studies but do not have a specific choice of profession. A considerable number of qualified tourism experts continue their careers outside the profession. (Szabó, M. 2005)

3 Problem solution

Ministry of the Labour, Social Affairs and Family in Slovak Republic do not account almost any offers to fill jobs positions in TOP management in rural tourism throughout the year. Also web pages like www.profesia.sk do not offer jobs for the applicants of TOP management in this area. Offered jobs are mostly for cleaners, barmaids, waitress and sometimes occurs the offer for the facility operator.

Just for the lack of job opportunities in the studied area throughout Slovakia, we decided to see how it is with interest and the current facilities management in rural tourism in Slovakia.

To identify the needs of the labor market in tourism, where we specifically focused on the possibility of applying the TOP managers in the field of rural tourism, we have compiled a questionnaire. Facilities engaged in rural tourism throughout Slovakia were respondents. The tested sample represented 124 facilities. The questionnaire was sent through the mail and was replied by 88 facilities from the whole number of respondents. All these questionnaires were usable.

All rural tourism facilities, which created the sample under consideration, offer a similar portfolio of activities – accommodation, horse riding, selling cheese and cheese products, their taste, respectively agrofarms visits and other accompanying events. Through the following questions we tried to determine the extent to which the owners of facilities considered TOP management leadership important.

1. Is your rural tourism facility the family business? Yes No
2. Is your rural tourism facility
leaded by qualified management? Yes No
3. If you feel the need to deal with the qualified business management question where     would you look for suitable candidates? (employment offices, the competition, web  sites, cooperation with universities, …)

4. Please indicate what would you require from your TOP management?
5. Do you think your rural tourism facilities thrive or fail?

As we expected, most of the facilities in the field of rural tourism in Slovakia is a family business. The results of our questionnaire survey confirmed the situation where up to 96% of respondents belong to family businesses. In family businesses, the recruitment of staff is almost always carried out without tender. This method of recruitment should be certainly applied in filling senior management positions. For efficient and good business management is vital to fill the managing post by qualified managers, which should realize also the owners of the analyzed subjects.

The second question examined whether rural tourism facilities are managed by qualified management despite our assumption that they are family businesses. We found out that TOP management is manged by owner himself in 75% of analyzed rural facilities. 10% of facilities is managed by a family member of the owner or person close to the holder. Regarding education, only in 16 cases were the owners or their family members trained in the management of rural tourism facilities. However, experience with the management of rural tourism facilities, which came into practice in Slovakia or in similar facilities abroad (Austria, Italy) where entrepreneurs have richer and more favorable experience in working in the field of rural tourism is much more relevant for owners.

When we asked respondents where they would look for potential senior managers for their business if they were needed, we offered them possible answers – the labor offices, competition, web sites, cooperation with universities. From the offered answer the cooperation with universities was marked 15 times, which is very rarely realized in our opinion. It may be due to the fact that owners are looking very rarely for the top managers for their businesses. Web site and in particular the labor offices are used also very rarely for these purposes. If the owner had already decided to employ a manager in his rural tourism facility he would do it through recommendations from friends or competitors.

The fourth question was what would respondents require from their executives. Respondents consistently said they would require practice, experience, knowledge, ability to manage this facility and love for nature and animals. Claims are high, in essence there are not vacant positions. It is apparent from the post of top executives.

At the end of the questionnaire we wanted to know the subjective opinion of respondents – owners of rural tourism facilities, whether their facilities thrive or fail in their opinion. The answer may surprise even it was foreseeable that these undertaken facilities should be effective, otherwise they would not provide their services. More than 85% of respondents immodest stated that their facility is doing well (although that is not led by a qualified management). Maybe the naswer is the result of excessive Slovak patriotism. 10% of companies were unable to clearly answer the question and 5% of facilities would not be satisfied with its functioning.

Slovakia has the opportunity to use EU funds throughout the duration of the National Strategic Reference framework in years 2008-2013. The Managing Authority, which is the Ministry of the Economy of the Slovak Republic, is responsible for the efficiency, propriety of management, provision and use of this aid in accordance with EU regulations, institutional, legal and financial systems and the regulations of the Slovak Republic.

3.1 Strategic plan for promoting the application of the labour force on the labour market in the field of rural tourism

Strategic plan for promoting the application of the labour force on the labour market in the field of rural tourism was drawn up on the grounds that qualified managers find just very difficult the application in family enterprises operating in agro-tourism facilities and is essential for them to apply on the labour market. Our aim was to prepar them a strategic plan to find their own place and job on rural tourism labour market.

Priority objective is aimed at the new jobs creation and increasing the adaptability in the area of rural tourism having regard to the knowledge society.

Target group constitutes a component of the labour force, which is looking for application on the labour market in the field of regional development (rural tourism), mostly it is focused on the alumni of the universities.

The intention of the project is to prepare potential local leaders to create projects by increasing their knowledge and skills. By means of courses we would like to train managers for positions of the regional managers within a small area and the government. At the same time we want to prepare them as potential collaborators for the Regional Development Agencies (RDA) for the elaboration and managing regional projects and give a chance to selected candidates to participate in the working process with the option of establishing their own businesses.

Measures to achieve the objective in creation of the advice-information system in the field of regional development, through the Regional Development Agencies, which are located in each region. Next action is to provide educational programs, whose purpose is to make familiar the target audiences with new trends in rural tourism. Than it is important to propose and process an innovative course material for ensuring the education of target groups. After that we need to ensure the publicity of the project outputs. The Regional Development Agency do these training programmes in cooperation with the V4 countries. The aim of RDA is to deepen knowledge in the field of rural tourism and improve the possibility of applying the human resources on the labour market.

The objective of the training courses is the target group education in the field of tourism as a possible form of self-employment and also the use of human resources, notably from the ranks of the unemployed and also a series of small businesses in tourism and motivation of unemployed for career choice in tourism.

The implementation phases of the project

  • Processing of project proposal in the form of application for the rural tourism facility,
  • Find partners for transnational cooperation and to prepare the agreement proposal of transnational cooperation,
  • Preparation of the study materials for the courses participants,
  • Preparation of the technical-organizational conditions for the education implementation,
  • Implementation of the training courses,
  • Continuous evaluation of the participants results in training courses – choice for foreign study trip,
  • The completion of the training courses implementation and the final evaluation.

3.2 Regional managers – the chance for regions

Operational programme: Human resources

The project will be supported in the framework of the operational programe Human Resources co-financed from the European Social Fund.

The main objective of project is to train qualified and flexible workforce through the courses of regional managers, which find their application on the labour market and thus facilitate the development of the whole region.

The intention of the project is to prepare potential local leaders for the projects creation by increasing their knowledge and skills and also by means of courses to train participants to the position of regional managers within a small area and the government. At the same time to prepare them as potential collaborators for the RDA for the elaboration and managing regional projects and to give a chance the selected candidates to engage in the work process, with the possibility of founding his own firm/ facility.

The result of the project will be three implemented regional managers courses with a total of thirty trained regional managers in the issues of mobilizing and managing funds from domestic sources and the sources of the EU, as well as training to launch and operation of self-employment.

Specific objectives of the project are

  • to contribute the achievement of the professional and practical knowledge for the purpose of enhancing the training for the development and implementation of projects,
  • to provide basic information about operational programmes in the social field, in the field of infrastructure, tourism development, the reconstruction of the historical parts of cities and towns and rural development, etc.
  • to provide training to create a place of people own business, to improve the potential and possibilities of target groups adaptation to demand requirements and the needs of the labour market,
  • to learn training courses participants how to use the internet with a focus on the use of the information about the financing possibilities of individual projects from the EU structural funds.

4 Conclusion

Tourism is undoubtedly one of the fastest developing and most promising industries of the Slovak national economy. The rural tourism in Slovakia represent a perspective business sector but it needs to worry about its development and improvement. Slovakia has great natural and cultural-historical potential, especially in rural areas, which can be connected with services and programs for tourists and this can bring much greater economic effect. However, Slovakia still lags behind the advanced countries, but it could be solved by cooperation with foreign countries. In this area of tourism there is particular cooperation and encouraging to development needed as well as individual entrepreneurs should care about their business advertising, get into the minds, do such actions that would contribute to greater demand for rural tourism in Slovakia. The rural tourism facilities should more cooperate with travel agencies, which would act as intermediaries between entrepreneurs and those who are interested to spent some tme in the countryside.

References

  1. Bramwell, B. (1994), Rural Tourism and Sustainable Rural Tourism, Journal of Sustainable Tourism 2 (1-2), pp.1-6
  2. Clarke J., Denman R., Hickman G., Slovak J. (2001) Rural tourism in Roznava Okres: a Slovak case study, Tourism Management 22 (2001) 193 – 202
  3. Dezsi, S., Benedek, J. (2011) The Role of Rural Tourism in the Socio-Economic Diversification of Rural Space from Lăpusului Land (łara Lăpusului, Maramures County, Romania) International journal of systems applications, engineering & development. Issue 2, Volume 5, 2011
  4. Kneafsey, M. (2001) Rural cultural economy: Tourism and Social Relations, Annals of Tourism Research, 28(3), pp. 762-783.
  5. Macbeth, J., Carson, D., Northcote, J. (2004) Social Capital, Tourism and Regional Development: SPCC as a Basis for Innovation and Sustainability, Current Issues in Tourism, 7(6), pp. 502-522.
  6. Marsden, T., Banks, J. & Bristow, G. (2002) The social management of rural nature: understanding agrarian-based rural development, Environment and Planning A, 34, pp. 809-825.
  7. Petrou, A., Pantziou, E. F., Dimara, E. and Skuras D. (2007) Resources and activities complementarities: the role of business networks in the provision of integrated rural tourism. Tourism Geographies, vol.(part), pp. ???-???.
  8. Rosenfeld, S.A. (2003) Networks and Clusters: The Yin and Yang of Rural Development (Washington, DC: Aspen Institute).
  9. Salazar, N. B. (2005) Tourism and Glocalization ‘‘Local’’ Tour Guiding. Annals of Tourism Research. 32(3), pp. 628–646.
  10. Scheyvens, R. (2002) Tourism for Development: Empowering Communities (Harlow: Pearson Education).
  11. Sharpley, R. (2000) Tourism and Sustainable Development: Exploring the Theoretical Divide, Journal of Sustainable Tourism, 8(1), pp. 1-19.
  12. Sharpley, R. (2002). Rural tourism and the challenge of tourism diversification: the case of Cyprus Tourism Management, Volume 23, Issue 3, June 2002, Pages 233-244
  13. Sisevic, B. (2005) Development of tourism in Montenegro and future labour force needs, Trends and skill needs in tourism, Luxembourg: Office for Official Publications of the European Communities, 2005. ISBN 92-896-0415-8
  14. Szabó, M. (2005) Research on tourism trends in Hungary and their transfer into tourism education, Trends and skill needs in tourism, Luxembourg: Office for Official Publications of the European Communities, 2005. ISBN 92-896-0415-8
  15. Tessaring, M., Strietska – Ilina, O. (2005) Trends and skill needs in tourism, Luxembourg: Office for Official Publications of the European Communities, 2005. ISBN 92-896-0415-8
  16. Thomas, R. (2000) Small firms in the tourism industry: some conceptual issues, International Journal of Tourism Research, (2), pp. 345-353.
  17. Tisdell, C. (Ed.) (2000) The Economics of Tourism (Cheltenham: Edward Elgar).
  18. Vujic,V. Becic,E. Crnjar, K. (2008) Trends and the need for new professions and forms of education in tourism and hotel management Tourism and hospitality management,  Volume 14 Number 1 pp. 1-216 June 2008 ISSN 1330-7533
  19. Wahab, S. & Pigram, J.J. (Eds) (1997) Tourism Development and Growth: the challenge of sustainability (London: Routledge).

http://www.sario.sk/userfiles/file/Ensario/PZI/sectorial/turism/tourism_in_slovakia.pdf

http://www.developmentnews.sk/rok-2010.html

http://redtree.tru.ca/Conferences/speakers.htm

http://www.allbusiness.com/management/820344-1.html

http://www.study-tourism-abroad.com/

Posted in Vol.4, No1-2/2011 | Leave a comment

Challenges of Sustainable Tourism Development in the Developing World: the case of Turkey

Challenges of Sustainable Tourism Development in the Developing World: the case of Turkey

Assoc.Prof.Dr.Elif Hatun KILICBEYLI

Abstract

This article presents an analysis of the challenges to sustainable tourism development in developing countries with special references to Turkey as a part of the developing world. It was found that the factors that have emerged as challenges to sustainable tourism development related to priorities of national economic policy, the structure of public administration, an emergence of environmental issues, over commercialisation, and the structure of international tourism system. It concludes that although the principles of sustainable tourism development are beneficial, their implementation is an enormously difficult task to achieve and owing to the prevailing socio-economic and political conditions in the developing world. Hence, any operation of principles of sustainable tourism development necessitates hard political and economic choices, and decisions based upon complex socio-economic and environmental trade-offs. Moreover, it states that implementation of these hard decisions may not be possible unless international organisations encourage and collaborate with governments of developing countries to implement the principles of sustainable tourism development.

Author Keywords: Sustainable development; Sustainable tourism development; Challenges; The developing world; Turkey

1. Introduction

Following the popularisation of sustainable development as an environmental management concept by the publication of the World Commission on the Environment and Development’s (WCED) ‘Our Common Future’ in the late 1980s (WCED, 1987), a growing proportion of the tourism research literature has focused on the principles and practice of sustainable tourism development. ‘The term sustainable tourism has come to represent and encompass a set of principles, policy prescriptions, and management methods’ ( Hunter, 1997, p. 850). It is interesting to note that this literature has originated from developed countries ( English Tourist Board, 1991; Globe’90, 1991; D’Amore, 1992; Owen, Witt & Susan, 1993; Harris & Leiper, 1995, etc.). Consequently, the principles of sustainable tourism development appear to have been established by developed countries without taking into account conditions in the developing world. They fail to provide a conceptual vehicle for policy formulation to progress sustainable tourism development in those countries owing to limitations that originate from the structure of developing countries and the international tourism system.

The main objective of this article is to examine challenges to sustainable tourism development in the context of the developing world with special references to Turkey. However, it should be noted here that it may not be possible to find evidence to strictly support every contention about challenges of sustainable tourism development because of formidable difficulties to obtain information from public and private sources and non-availability of written material about sustainable development issues in many developing countries where almost every kind of information is treated as confidential. Therefore, this paper may reflect in part a polemic

based upon the author’s observation. Following a review of the underpinnings of development, sustainable development and sustainable tourism development, the paper then considers challenges to sustainable tourism development in Turkey. A major conclusion is that sustainable tourism development is an enormously difficult task to achieve in developing countries without the collaboration of the international tour operators and donor agencies such as the World Bank and the International Monetary Fund.

2. Sustainable development

Definitions of sustainable development have two components: the meaning of development and the conditions necessary for sustainability (Miltin, 1992). Generally, development implies a process that makes an effort to improve the living conditions of people ( Bartelmus, 1986). In the words of Dudley (1993, p. 165), ‘Development is not just about increased wealth. It means change; changes in behaviour, aspirations, and in the way which one understands the world around one’. ‘Economic growth does not by itself constitute development. Development is ‘round’; it includes human and institutional change as well as economic growth’ ( Hapgood, 1969, p. 20). It involves broader concerns of the quality of life such as life expectancy, infant mortality, educational attainment, access to basic freedoms, nutritional status and spiritual welfare ( Pearce, Barbier & Markandya, 1990). That is to say, development should not be regarded and treated as a technical engineering exercise and more attention should be paid to historical, cultural, social, economic and political realities ( Stiefel & Wolfe, 1994). Additionally, the emphasis of sustainable development is to carry developmental achievements into the future in such a way that future generations are not left worse off ( Department of Environment, 1989; Pearce et al., 1990; WCED, 1987). In this context, sustainable development is defined by the United Nations’ World Commission on the Environment and Development (WCED) (1987, p. 42) as a ‘development that meets the needs of the present without compromising the ability of future generations to meet their own need’. Repetto (1986: 15, cited in Pearce et al., 1990, p. 4) has reflected the above broad concern of sustainable development as follows: Sustainable development is a development strategy that manages all assets, natural resources, and human resources, as well as financial and physical assets, for increasing long-term wealth and well-being. Sustainable development, as a goal rejects policies and practices that support current living standards by depleting the productive base, including natural resources, and that leaves future generations with poorer prospects and greater risks than our own. Examining the above context of sustainable development reveals several main points as yardsticks. First, sustainable development is predominantly considered as a long-term strategy to preserve and conserve the environment, though the present is not ignored. Second, it proposes an inter- and intra-generational balanced level of welfare. Third, it is perceived as a universally valid prescription, which is supposed to be applicable to all countries without considering their level of development, socio-cultural and political conditions.

3. Sustainable tourism development

Sustainable tourism development should be seen as an adaptive paradigm, a part of the parental concepts of development and sustainable development, and it should aim at contributing to objectives of sustainable development and development in general by determining specific principles in the light of its parental concepts. That is to say, sustainable tourism development should be ‘accepted as all kinds of tourism developments that make a notable contribution to or, at least, do not contradict the maintenance of the principles of

development in an indefinite time without compromising the ability of future generations to satisfy their own needs and desires’ (Tosun, 1998a, p. 596). In this manner, Butler’s (1993, p. 29) definition of sustainable tourism development appears to be a substantial contribution to unify the concept of sustainable tourism development with its parental terms. Butler stated that:

…sustainable development in the context of tourism could be taken as: tourism which is developed and maintained in an area (community, environment) in such a manner and at such a scale that it remains viable over an indefinite period and does not degrade or alter the environment (human and physical) in which it exists to such a degree that it prohibits the successful development and well-being of other activities and processes. That is not the same as sustainable tourism, which may be thought of as tourism which is in a form which can maintain its viability in an area for an indefinite period of time. It is worth emphasising that Butler has distinguished sustainable tourism development from sustainable tourism. Although this distinction seems not to be widely recognised, it is important. Sustainable tourism development has been also reviewed comprehensively by other several researchers such as Bramwell and Lane (1993), Owen et al. (1993), Murphy (1994), Harris and Leiper (1995), Tosun (1996), Mowforth and Munt (1998) and Tosun (1998a) etc. For the purpose of this article it may be useful to identify some basic principles of sustainable tourism development by taking into account conceptual arguments for development, sustainable development and sustainable tourism development (STD). These principles may be stated as follows: • STD should contribute to the satisfaction of basic and felt needs of those hitherto excluded in local tourist destinations. • STD should reduce inequality and absolute poverty in local tourist destinations. • STD should contribute to the emergence of necessary conditions in tourist destinations which will lead local people to gain self-esteem and to feel free from the evils of want, ignorance and squalor (see Goulet, 1971 ; Thirlwall, 1989 ). That is to say, STD should help host communities be free or emancipated from alienating material conditions of life and from social servitude to nature, ignorance, other people, misery, institution, and dogmatic beliefs (see Todaro, 1994 ).• STD should accelerate not only national economic growth, but also regional and local economic growth. This growth must be shared fairly across the social spectrum. • STD should achieve the above objectives or principles in an indefinite period of time without compromising the ability of future generations to meet their own need. The above principles of sustainable tourism development remind the reader that ‘the remit of sustainable tourism development is extended to consider the role of tourism in contributing to sustainable development more generally’ (Hunter, 1997, p. 860). In this regard, sustainable tourism must be regarded as an adaptive paradigm capable of addressing widely different situations and articulating different goals. This implies that sustainable tourism development, as an adaptive paradigm is a multi-disciplinary and broad concept. Hence, it touches upon a wide range of issues such as economic development policy, environmental matters, social factors, structure of the international tourism system, etc. Generally speaking, sustainable tourism development appears to be beneficial. If applied, most of the negative effects of mass tourism may be eradicated and many alternative forms of tourism might be induced. However, there seems to be several limitations to moving towards a sustainable tourism development in a developing country such as Turkey. These are the priorities of a national economy, a lack of a contemporary tourism development approach, the structure of the public administration system, the emergence of environmental matters and over-commercialisation, and the structure of the international tourism system. These variables are termed as ‘challenges of sustainable tourism development’ in the context of the developing world. It should be noted that some of these challenges are inter-related, and, thus, are not completely exclusive. In the following sections they will be examined with special references to Turkey as a developing country to exemplify those points made under the given broad context of sustainable development and principles of sustainable tourism development.

3.1. Priorities of national economy

When the balance of payments and external debt of Turkey are examined, it is clear that the country requires foreign currency earning in the short and long term. The balance of payments current account deficit increased from 0.6 per cent of GDP (Gross Domestic Product) in 1992 to 3.9 per cent of GDP in 1993. In 1993, the current account deficit of US$6.4 billion and debt repayment of US$4.4 billion were largely financed by foreign borrowing. For 1994, foreign debt service was some US$9.5 billion. The downgrading of Turkey’s sovereign credit rating in January 1994 limited new foreign borrowing to US$721 million. The immediate mechanical effect of the depreciation of the Turkish Lira (TL) was to raise the foreign debt burden. Consequently, the increase in the debt service ratio raised concerns about Turkey’s ability to meet its external commitments without debt rescheduling. Further, the dominant feature of the labour market in Turkey is the rapid growth of the working-age population and the large proportion of lower-age groups — implying that strong job creation is needed merely to hold the unemployment rate steady (OECD, 1995 and OECD, 1996).

Worker remittances are an important contribution to the balance of payments of the country, but the second and third generations of Turkish workers abroad have a tendency not to spend or invest their money in Turkey. When this tendency is taken into account, tourism seems to be one of the few main alternative sources of foreign currency earning. These economic necessities have forced decision-makers to encourage tourism development without considering principles of development and sustainable development.

Consequently, Turkey saw tourism as an easy, effective and relatively cheap instrument to achieve export-led industrialisation as a core principle of the free market economy formulated by international donor agencies such as the World Bank and the International Monetary Fund (Tosun, 1999). The government in 1982 enacted the Tourism Encouragement Law No. 2634 to accelerate mass tourism development. This Law has induced many private and public entrepreneurs to undertake large amounts of fixed investment in tourism by building hotels, yacht ports, swimming pools, etc. The Tourism Encouragement Law No.2634 provided a wide range of fiscal and monetary incentives. It also appropriated State-owned land for tourism development, reduced bureaucratic formalities for tourism investors, relaxed restrictions on the employment of foreigners in the tourism sector, introduced vocational education and training development projects, and gave precedence in telephone, telegram and postal services. These incentives were given to tourism investments that took place in tourism regions, tourism zones and tourism centres as determined by the Tourism Incentive Act No.2634. This ushered in spatial concentration at the expense of regional balanced development. It is argued that the incentives that were given to the tourism sector are a result of the adoption of a liberal capitalist economic policy. This has created a ‘get-rich-quick’ mentality coupled with dubious practices in fiscal and monetary policies (Sezer & Harrison, 1994; Tosun, 1998a). Additionally, it was claimed that there were cases where incentives were given on the basis of inner party courtesy or intimacy of friendship and relationship rather

than entrepreneurial capability ( Kusluvan, 1994). This seems to be a reflection of the haphazard system in Turkey for resource allocation by the state authorities and the preferential access to state decision-making bodies that is extremely important for success in business ( Ayata, 1994).

This may suggest that patron–client relationships have become a tool to achieve national objectives at the expense of local communities in those local tourist destinations, widening intra-generation inequity and unbalanced regional development alongside wider socio- economic and political concerns. That is to say, the pattern of tourism development was shaped by the generous tourism incentives that reflect concerns of central government while, it is argued here, environmental, equitable or similar societal considerations have been deemed as being secondary. These issues in the context of Turkish tourism have also been discussed in details elsewhere (Sezer & Harrison, 1994; Tosun & Jenkins, 1996; Tosun, 1998a).

It is not realistic to expect that a sector of the economy of a developing country will contribute to sustainable development of that country without a significant change in both the overall socio-economic structure and the public administration system (Tosun, 2000). Sustainable tourism development requires equity both inter-and-intra generational, which seems to be incompatible with the interests of those people who invested their capital in the tourism industry. It appears to be very difficult, if not impossible, to formulate a tourism policy which contradicts the investors’ interests. Thus, it is unrealistic to achieve sustainable tourism development and expect tourism ‘to promote greater equality in the distribution of the benefits of that industry, if the forces making for inequality are left a free rein in their society and if policies aimed at the eradication of poverty are not vigorously pursued’ ( de Kadt, 1979, p. 45).

The implication of the Turkish tourism development policy is clear. The opportunity to derive foreign exchange from tourism export and employment created by the tourism industry are opportunities not easily ignored. Thus, tourism is too important to leave to the lower level of governmental bodies rather than cabinet level. Not surprisingly, tourism as a primary source of foreign currency earning and employment generation is perceived as a national priority that pre-dominates over secondary objectives and wider issues such as preserving cultural heritage, environment, fair distribution of economic growth, etc. all of which comprise the principles of sustainable tourism development.

3.2. Lack of a contemporary tourism development approach

The tourism sector has been represented at a ministerial level for more than 30 years in Turkey, but a contemporary approach to tourism development has not developed (Tosun, 1998b). Although enacting the legislation of the Tourism Incentives Law No. 2634 appears to have provided a more detailed structure for the tourism development; it was not the objective to create sustainable tourism development. Rather, the main objective was to achieve tourism growth in volume and value terms, in both demand and supply-side aspects. In the words of Brotherton and Himmetoglu (1997, p. 77); ‘The plans have essentially consisted of volume/value objectives designed to be achieved through an allocation of state-owned resources and the provision of a range of incentives to help facilitate the achievement of these goals’. In the broader context of sectoral development planning, these activities in relation to tourism growth in Turkey are not effective planning and do not reflect the concerns of contemporary development approaches to tourism development. Obviously, these activities are a part of overall economic growth policy to achieve centrally determined objectives driven by not only the need of the country, but also by dominant business interests. Yet it may be said that in the absence of a fair distribution of the fruits of economic growth across the social

spectrum, such a policy may be counter-productive. Examining seven Five-Year Development Plans (FYDPs) reveals that the main concerns of tourism development have not changed much since the first such plan in 1963. These tourism plans have focused merely on maximising foreign tourists’ receipts and thus increasing the supply capacity of the tourism industry. In this context, the main shortcomings of tourism development approach in Turkey are determined as follows: (1) a lack of flexibility and decentralisation, (2) some lack of comprehensiveness and integration (3) lack of community perspective, (4) being driven by an industry dominated by international tour operators, multinational companies, major domestic business interests and central government and (5) lack of consistency, co-ordination and co-operation (Tosun, 1996; Tosun, 1998b). That is to say, sectoral planning is done in isolation. Co-ordination, two-way communication and co-operation between and amongst related bodies are very weak and in most cases do not exist. Turkey has a traditional powerful bureaucracy that dominates legislative and operational processes. Any approaches that conflict with this traditional bureaucracy are not acceptable to the powerful bureaucrats. This is an obstacle to establishing co-ordination and co-operation between and among the various bodies. Moreover, there is competition among public bodies to increase this traditional bureaucratic structure in order to enlarge their area of influence. Ultimately, these structural and historical problems in the public administration system are an important limitation to the planning process. Furthermore, the planning approach lacks a time dimension. The short-term issues have dominated the planning process. The nature of the tourism sector has increased the domination of the short-term planning approach and policies. The State Planning Organisation (SPO) has failed to create clear solutions to sectoral problems. There is a belief that to be important is to be successful which leads the need to maximise foreign currency earning in the present tourism season. This short-term thinking has increased the level of dependency on foreign tour operators. One of the main obstacles in this regard is political instability, which ushered in inconsistent tourism policies and planning practices. It is interesting to note that in a 75 year history of the Turkish Republic 56 governments have been in power. The average span of duty of every government was 1.3 years. According to the Ministry of Tourism (1997), between 1963 and 1996, 30 ministers were appointed to this position. The average span of duty of each Minister of Tourism (MT) was 1.1 years, a span too short to achieve anything, particularly at national level. Because of this, ‘the historical position of the Turkish state with respect to tourism has been fairly inconsistent’ ( Sezer & Harrison, 1994, p. 82). Furthermore, ministers and even general directors have a tendency to change the personnel in their departments when they are appointed to a new post. The Ministry of Tourism is not exceptional in this regard. Naturally, high personnel turnover rates decrease efficiency, continuity and thus the effectiveness of tourism development plans in particular and state bureaucracy in general. As Brotherton, Woolfenden and Himmetoglu (1994) noted, the change in government gave birth to something of a political hiatus and re-ordering of priorities, changes in policies and personnel. These unstable policies have caused uncertainty, which has led to the emergence of a laissez-fairel approach to tourism development. To sum up, it may be said that these common shortcomings of the current tourism development approach pose challenges to sustainable tourism development in Turkey. It would be naive to expect that truly sustainable tourism development will be achieved under the guidance of such an ad hoc, short-term and narrow tourism development approach. Indeed, under this given climate of uncertainty, it seems to be improbable to sustain sound tourism development. It is therefore evident that alternative approaches are required to achieve the goal of sustainable tourism development.

3.3. Structure of public administration system

Turkey as a unitary state contains a network of local officials who are centrally appointed and closely related to locally elected bodies. In this unitary state, ‘power is devolved to subordinated area units, but central authority always retains the sovereignty and the right to determine the degree of autonomy that is enjoyed by these units’ (Harper, 1987, p. 15). That is to say, Turkey could not establish local governments as separate corporate entities ( Ersoy, 1992). Consequently, local governments were never permitted to develop independent policies free from the strict central government control ( Ersoy, 1992; Koker, 1995). Therefore, historically, Turkey has a strong central government that has practised administrative tutelage on local government. This tutelage practice of the central government has precluded an emergence of responsive, effective and autonomous institutions at the local level. Ultimately, this has ushered in non-participation or pseudo-participation of local people in their own affairs. Not surprisingly, the public administration system in Turkey seems to be too bureaucratic to respond to public needs effectively and efficiently. As a two-stage survey sponsored by the International Republican Institute (IRI) illustrated, an overwhelming majority of urban settlers are very dissatisfied with the service delivery system by the municipalities and overwhelmingly express feelings of being left out of the political process (IRI, 1995). In this regard, Carkoglu (1997, p. 89) stated that ‘there is no reason to believe the situation should be any better at that administration level’.

The above argument in relation to public administration system in Turkey reveals that Turkey evidently has a weak local government with lack of financial resources and authority to defend the interest of local people in their constituencies. In the words of Ersoy (1992, p. 336), the most important structural problem is that ‘no relationship has been established between the functions and responsibilities of municipalities and their income structures. …one of the most important aspects of the problem is persistently ignored’. Consequently, any approach to sustainable tourism development in the absence of strong local planning authority and involvement of local communities in the planning process to some degree seems to be very difficult.

In turn, therefore, local governments in popular local tourist destinations seem to have failed to meet local people’s needs and have not, for example, addressed issues like the migration of large numbers of tourists and second-home owners into those local holiday resorts. For example, the Municipal Governor of Kusadasi (a well-known coastal resort on the Aegean Sea), stated that the population of Kusadasi has been dramatically increased due to the new jobs in the tourism sector and those who settled here to spend the rest of their lives — mainly retired people. Moreover, the population has been further increased during the summer season.

Every person who moves into a second home for 3–4 months [and every tourist visiting Kusadasi for one or two weeks] during the summer adds to the existing burden on the shoulders of Kusadasi Municipal Government. The range and cost of services have increased. In spite of this, the revenues of the municipal government have not increased to be able to meet the additional demand for services. In grants extended by Ministries and other bodies…to the Municipalities, population is a criterion besides other characteristics of the town (Suyolcu 1980, pp. xii–xiii).

It is also reported that Bodrum (a well-known coastal resort on the Aegean Sea) has grown from a small fishing village to a centre of tourism explosion which houses nearly 100,000 tourists even though its population capacity is around 10,000. This has taken not only Bodrum by surprise but Turkey itself. Bodrum has become the hottest tourist spot in Europe (Lamar, 1988).

The statements regarding Kusadasi and Bodrum seem to be still valid for many local tourist destinations in Turkey, owing to the fact that not much progress has been made in the decentralisation of the public administration system since 1980. Moreover, ‘…decentralisation practices created an opposite move towards centralisation in the 1980s’ (Tosun & Jenkins, 1996, p. 528) and local bodies have been organised in a way that can still be used by the ruling party. Hence, if central and local government are not in the same political party, this creates conflict and further problems in terms of flexibility, simply because of partisanship.

Given the lack of financial resources and authority to make independent decisions at local level, it seems to be very difficult for mayors of these resort towns to respond effectively to the needs of tourists and residents simultaneously. As a result, the power structure and patron–client relations in these tourist destinations have led local governments to respond primarily to the needs of tourism entrepreneurs and tourists, and thus ignoring the needs felt by permanent residents. It is clearly observable in many local tourist destinations in Turkey that there seem to be two different communities. One consists of tourists, tourism entrepreneurs and second homeowners. This community is well organised and has a leading role in local politics owing to its members’ financial power and client-relations with central government. Most members of this community do not live permanently or educate their children in those local administrative units. This mobile community to a large extent belongs to high-income groups or educated elites at the national level.

Moreover, access of indigenous people to beaches in front of luxury hotels and holiday villages has been prevented via physical barriers such as fences. Additionally, luxury hotels have hired security guards to stop access of non-hotel guests onto beaches. These attitudes and mistreatment by hoteliers are against the Coastal Law dated 04. 04. 1990, No. 3621 and the 1982 Constitution according to which, coastal areas including beaches are under the protection of State. The coastal areas are public properties accessible free for everybody and with no limitation (see Kalkan, 1991). Somehow, there appears to be no political will, opposition and legal action against the misuse of beaches and mistreatment by hoteliers. This may be due to the fact that local people do not have much knowledge and information about the relevant law and regulation. On the other hand, it may also be a reflection of a weak local government that finds it difficult to protect the interests of the local communities by taking legal action against the rich business elites. The second community is composed of indigenous people and local civil servants (teachers, nurses, police, postmen, etc.). This immobile community (permanent settlers) is separated from the mobile (seasonal) or temporary community. Members of this community live at the rear of the developed local holiday destinations, where components of basic infrastructure are very poor or at a primitive level. The settlements of the indigenous people are in the form of slum housing, most of which do not have hot water systems, inside toilet, proper bath, etc. Naturally, there seems to be a very limited and negligible relationship in primitive form between members of these two communities during the peak season: local people work for the temporary community as cleaners, waiters, night-keepers of hotels and luxury second homes, dishwashers, gardeners, etc. These jobs are, by nature, low paid and do not have high social status. Moreover, these jobs do not create opportunities to accumulate skills and qualifications that can be transferable to other employment areas. Thus, when tourism disappears, the jobs will also disappear. The above discussion and author participant observation suggest that tourism development in prime local tourist destinations has brought powerful and organised business interests into the powerless, unorganised indigenous communities. In the course of time, the business interests have become dominant power holders and served their self-interest at the expense of indigenous people who live on the margin of their felt-needs. This seems to be largely due to ‘the formation of local government in Turkey [that] has been initiated by the state, reflecting administrative and fiscal concerns of the centre, and has not been a source of democratic citizen participation in a public space’ (Koker, 1995, p. 61). In this regard, tourism development appears to have ignored intra-generation equity by catering for tourists and tourism entrepreneurs’ needs at the expense of indigenous local people. It should be kept in mind that transferring public resources to tourism investors via the noted generous tourism incentives has accelerated this process. In brief, tourism continues to be driven by central government and its clients, rather than community interests in Turkey. This reveals that tourism development in many local tourist destinations in Turkey and elsewhere in the developing world contradicts principles of sustainable tourism development as stated at the outset of this study. Thus, it is extremely difficult to achieve sustainable tourism development in Turkey without the political will to re-structure the public administration system towards decentralisation and community empowerment.

3.4. Emergence of environmental matters

In the 1980s hard currency bottlenecks were serious problems for Turkey. It was very difficult for the government in power to find short-term foreign loans at even relatively steep interest rates, due to the serious socio-economic and political crisis that brought on the last military intervention. This caused Turkey to lose its credibility in the international financial market. Therefore, the government decided to develop the tourism industry without considering its opportunity costs. Soon after, it prepared all necessary legislation that gave generous incentives to develop the tourism sector in order to secure foreign currency earnings. Moreover, natural resources, historical sites and cultural heritage have been conceived as idle and cost-free instead of a long-term asset.

Not surprisingly, the negative impact of tourism on the physical environment has appeared, following the phase of more or less uncontrolled development during the 1980s. In the absence of pro-active, comprehensive and integrated planning approaches, development has concentrated in a spatially unbalanced manner. It is interesting to note that successive governments have encouraged this spatial concentration by deliberately channelling generous tourism incentives to pre-determined tourism regions, tourism areas and tourism centres. Unbalanced and geographical concentration of tourism development has created environmental problems in various forms at different local tourist destinations.

First, uncontrolled hotel construction has emerged on the coastal areas. To Alipour (1996) and Brotherton and Himmetoglu (1997, p. 77), ‘these tourism facility developments in the prime Aegean and Mediterranean coastal regions took place to a large extent in a haphazard way’. Although physical land-use planning and development guidelines were prepared for these regions (Southwest Turkey Touristic Investment Areas) by the Ministry of Tourism, implementation of these guidelines have not been controlled. Moreover, it is stated that ‘Even if they are operating in the official economy, Turkish businessmen specialise in getting round the rules’ ( The Economist, 1996, p. 13). This implies that unless there is a strong control mechanism, implementation of the land-use planning regulations will be ignored easily by private entrepreneurs.

As a result, Aegean and Mediterranean coastal strip development has taken place, which may reflect the absence of comprehensive and integrative planning approaches to tourism development. Moreover, many hotels and holiday villages violated construction regulations and the Coastal Law No. 3621. The construction of hotels and other facilities has not been integrated into traditional or dominant architectural styles. This haphazard building and polluting of resources has endangered sustainable tourism development. Thus, the final output is architectural pollution and an example of construction site syndrome.

Second, environmental pollution has become an important problem at these popular local tourist destinations due to the lack of measures to cope with the generation of new or increased waste residues. Sewage disposal systems were installed solely according to local residents’ needs without taking into account tourism development in many if not all tourist destinations in Turkey. The carrying capacity of sewage disposal systems have been exceeded due to a rapid increase in numbers of hotels and second-homes construction in addition to the migration of significant numbers of people from less-developed regions of the country to work in the construction of hotels and second homes. These people who worked in the construction industry then remained in the labour force as gardeners, dishwashers, waiters and the like. On the other hand, some hotels outside the main settlements have not linked their sewage disposal system to the main system because of installation costs. Moreover, since there was no strict control and regulation that would have prevented hoteliers from polluting the environment, particularly at the initial stage of tourism development, it is possible that non-solid waste finds its way into natural water supplies. Hence, there may be pollution of underground and surface water. Yacht tourism also has created considerable water pollution at some local tourist destinations on the coastal areas. For example, yachts have polluted seawater around the yacht port in Kusadasi by discharging dirty water into the sea without any pre-treatment. Solid waste such as cans and bottle, etc. are thrown into the sea from yachts in the area. Third, overcrowding, traffic jams and noise have created discomfort for local people. It can be clearly observable in prime local tourist destinations such Kusadsi, Bodrum, Marmaris, Urgup, etc. that buses carrying tourists unnecessarily use their horns. Some leave the main road, passing through the local residential streets. In particularly both early in the morning and late at night these buses have created an unacceptable disturbance for local residents whilst transporting tourists from hotels to airport or vice versa. Moreover, some bars, discos, nightclubs remain open, playing loud music late at night. This disturbs local residents who have to rise early in order to work on the farms, etc. Traffic congestion seems to have become a problem particularly in the region of Cappadocia during the peak tourist season. For example, this problem can be observed in front of the main rock churches that are on the main road. At times there are 4 or 5 buses bringing visitors to the rock churches and underground towns. The visitors stay 2–3 hours visiting some main attractions, and tend to leave at the same time. The traffic congestion keeps tourists and residents waiting which consequently create discomfort. However, the traffic problem appears to be due to an uncontrolled and disorganised traffic system in addition to overcrowding. If some arrangements were to be put in place, the problem could be solved, at least in the short term. On local market-days (halk pazari), overcrowding has become an unmanageable problem in the public open-market areas in many local tourist destinations since these areas were designed and arranged according to local people’s needs. Open public markets appear to be very attractive for foreign tourists as they create a natural shopping atmosphere in a traditional form and the shopping is relatively cheap. However, sellers seem to pay so much attention to foreign tourists that they sometimes ignore local residents’ shopping needs. Local people feel humiliated by the lack of attention accorded to them. Shop owners find it more profitable to deal with foreign tourists who are likely to buy more without bargaining as local people do. Fourth, the most detrimental impact of tourism development and tourists has been on both the unique and highly fragile natural and man-made resources. This could be observed in Pamukkale and in the region of Cappadocia since the mid-1980s. Pammukkale has become very attractive for tourists and, thus, for tourism entrepreneurs, owing to the fissure-ridge and terraced-mound travertines created over the last 400,000 years as a result of deposition from thermal waters that spring at 35°C from within active fissures and faults. Many of these fissures travertine are up to 10 m wide. The actively accumulating travertine attracts visitors to Pamukkale in increasing numbers. Consequently, urbanisation of the areas has accelerated since the 1980s. Such uncontrolled urbanisation has given rise to two main problems: (1) Hotels and motels have been extracting subsurface thermal waters to supply private swimming pools and baths. Pumping has led to a fall in the water table and is beginning to exhaust some of the natural hot springs. (2) Some open fissures are being filled by domestic waste from adjacent municipalities, hotels and motels. Surface waters collecting in these fissures will wash pollutants into the main thermal-water reservoir. This will bring two major problems. Firstly, the polluted thermal waters will precipitate unclean travertine of unsightly appearance and, secondly and more importantly, the polluted thermal waters will pose a threat to human health where they continue to be used supplying baths, swimming pools and even medicinal drinking water. (Altunel & Hancock, 1994, p. 129).

Tourists, both foreign and domestic, have tended to behave in an irresponsible way. Visitors appear to have carelessly left solid waste such as cans, bottles and cigarette butts on the travertine. This has contributed to the deterioration of this fragile and unique natural resource. In brief, the urbanisation of the Pammukkale travertine plateau, and tourists themselves have progressively impaired the attractive environment that visitors come to view. There are too many people in too small an area.

The Cappadocia region is arguably one of the most attractive and fragile sites in the world due to its unique cultural heritage and natural volcanic beauty. The geological history of the region dates from Oligocene times, 38 million years ago or so (Bowen and Bowen). The geological structure of volcanic origin has formed, by wind erosion, bizarre formations that are known as the ‘fairy chimneys’. The first inhabitants date back to 3000 BC. in the Cappadocia plateau. Cappadocia provided an asylum to early Christians who had selected the Goreme Valley and Urgup for building churches in the year 53 AD, thus laying the foundations of Christianity in this part of the World. The broken valleys, which were formed by erosion, sheltered the Christians fleeing Roman oppression. Christians built a multitude of churches by hollowing into the rocks in the Valley of Goreme. The rock churches were decorated with impressive religious frescoes (Turizm Bankasi, 1986; Nevsehir Il Turizm Mudurlugu, 1995).

The unique scenery, geological structure, religious relics and historical sites are the primary attractions for tourists. They distinguish the Cappadocia region from other local tourist destinations in Turkey. However, those tourists who do not have an interest in religious relics and natural attractions have damaged these antique human and natural resources by behaving in an irresponsible way. Some of the rock houses have been used as tea gardens, bars, etc.; and some have been bought by foreigners, who visit the region every year, to use as accommodation during their stay in Cappadocia. Moreover, since there were no strict planning regulations or local authorities with power to implement existing regulations, ribbon development has occurred along the scenic routes and in areas of volcanic beauty. There are some examples of integrated building styles in the environment, but generally there has been a failure to integrate the superstructures of the tourism industry with the natural volcanic beauty, which in the words of Pearce (1978), is ‘architectural pollution’.

The Ministry of Tourism has become aware of the environmental matters and has taken some measures to prevent environmental damage through tourism development. For instances, the most significant attractions (Goreme, Derinkuyu, Ihlara Valley, Zelve, etc.) were taken under State protection, which can play an important role to keep Cappadocia a world-class site. However, measures have not been taken in time to stop this environmental erosion in some other parts of the region such as in Urgup and Ortahisar. Turkey has successfully implemented an Environmental Protection program to save Caretta caretta and Chelonia mydas, which are a species of sea turtle, on a small part of the Mediterranean Sea. This project was strongly supported by the central government because of international pressure, but exceptional cases should not be generalised. The report of the special professional group of tourism (Devlet Planlama Teskilati (State Planning Organisation), 1995), which had been taken as the basis for tourism sector development planning, seems to have failed to provide a comprehensive legislative guideline to stop environmental deterioration due to the tourism development. However, the report of the special professional group for environment ( Devlet Planlama Teskilati, 1994) highlighted the gap between legislation and implementation. Consequently, the Seventh FYDP ( State Planning Organisation, 1995, p. 206) clearly pointed out that ‘It is required that the articles of the Constitution which are directly or indirectly concerned with environmental matters should be amended in line with the principles of a sustainable economic development’. More specifically, it was suggested that the Environmental Law No. 2872, the Law on Forests No. 6831, the Law No. 2634 on Encouraging Tourism, the Law of Resettlement No. 3194, the Law of Coasts No. 3621 and the Law on the Protection of Cultural and Natural Entities No. 2863 should be updated and amended according to the requirement of sustainable development. The relevant governmental documents in review reveal that some professional groups in Turkey have already become aware that new legislative measures are necessary to preserve, protect and improve natural and man-made resources. However, there is still not a comprehensive plan to cope satisfactorily with environmental matters that have appeared through tourism development. It is clear that the present level of legal action and measures in respect to environmental codes appear to be insufficient. That is to say, planning lags behind change, as it often does in Turkey as a developing country, and change brings the destruction of much of the country’s rich historical heritage. Hence, this matter is one of the dominant threats to tourism development in Turkey. Perhaps, as the Economic Intelligence Unit (EIU) stated, ‘Turkey may need international help and support in the years immediately ahead’ to deal with this serious problems of tourism development in Turkey.

3.5. Emergence of over commercialisation

Utilising culture as a tourism resource is a critical issue. Culture should not be manipulated or exploited particularly as an instrument for tourism development. In the past, several studies emphasised the negative impact which unplanned and irresponsible tourism development may have on the indigenous culture of a region (Jafari, 1974; Young, 1973; Ritchie & Zins, 1978). However, it is claimed that cultural heritage and traditional values were manipulated and exploited for the sake of economic benefits of tourism development by placing the Ministry of Culture under the umbrella of tourism in Turkey ( Sosyal, 1982).

Although the Ministry of Culture and Tourism was separated into two separate ministries in 1989, the current circumstances in many local tourist destinations reflect Soysal’s concern. Local cultural values in many local tourist destinations have become a part of the tourism product. They have been used as a commodity and marketing tool to increase the average length of stay of the tourists and maximise foreign currency earning. Consequently, a ‘get- rich-quick’ mentality has emerged in the tourism industry. Hoteliers, and other tourism- related entrepreneurs, have tried their best to use everything available to maximise their profit margin without considering the consequences of their activities even for their future business. Traditional ceremonies, folk dances, etc. have been performed as part of the entertainment activities in hotels, bars, discos and restaurants. For example, the author personally witnessed that a circumcision feast has been presented in such a way that it created fear in boys who would be circumcised. To be paraded in front of so many foreign people with different language and colour should not be allowed and it becomes an additional stress factor for those boys kept waiting for the sake of tourists and money. It is not only uncomfortable for these boys, but the content of the circumcision feast has become exaggerated that it is inconsistent with reality. Another example, in this regard, is the performance of ‘Turkish Nights’. Eroglu (1995) stated that Nevsehir School of Tourism and Hotel Management established a team specially educated to perform folk dance and folk drama in restaurants and hotels in Cappadocia, but hoteliers and restaurant operators have not accepted the specially educated team because of its relatively high cost, and prefer cheaper, unprofessional teams at the expense of the destruction of cultural values. Eroglu (1995) particularly emphasised that some of the folk dramas have been performed in forms that have humiliated the local communities from where the dramas and dances originated.

Additionally, it can be argued that traditional handicrafts have become a matter of mass production without paying much attention to their origins owing to the ‘get-rich-quick’ mentality that has been brought by over-commercialisation. Moreover, a tourist may wonder whether he or she is in a Turkish town. Shops, bars, discos and even tourism employees use foreign version of their names: Zafer is changed to Victor, Cevat to Gerald, Meryem to Mary, Isa to Jesus, etc. It is not surprising to see shops named as the Irish Bar, English Bar, Elegant Wear, Leather Jacket Shop, etc. Even 10–15 years old children speak some words in English, French, German, etc. They prefer greeting foreign tourists with a foreign language without knowing their nationalities while they are polishing tourists’ shoes.

Using cultural values at the wrong place, wrong time with the wrong standard has created in turn a misleading and damaging image about local communities in those tourist destinations. Overtime, it may become increasingly difficult to discern difference between commercially inspired and authentic cultural shows, thereby compromising the ability of future generations to satisfy their own needs.

3.6. Structure of the international tourism system

The structure of the international tourism industry in developing countries is characterised by the domination of Transnational Tourism Corporations (TTCs) from relatively advanced wealth industrialised countries (Britton, 1982; Ascher, 1985; WTO, 1985; Dieke, 1988; Jenkins, 1994). It is argued that these industrialised countries generate tourist demand for most developing countries, and the large foreign firms from these generating countries dominate the flow patterns ( Jenkins, 1994). Particularly, in the absence of unique attractions, tourist demand is largely externally determined ( Jenkins, 1980). That is to say, significant decisions as to which destination regions are to be favoured with tourism developments are frequently exercised by travel intermediaries based, not in destination regions, but in the tourist generating countries. ‘Given such external control over the fortunes of the tourism industry in destination regions it must be concluded that tourism is too fragile and unpredictable an industry on which to base total economic development of destination regions’ ( Hall, 1994, p. 119 quoting Goodall, 1987, p. 72).

This argument regarding dependency of tourism development in developing countries suggests that type and scale of tourism development in the developing world is at the mercy of the international tour operators to a large extent. In this regard, it may not be wrong to claim that developing countries are decision-takers, rather than decision-makers regarding the tourism development that has taken place in their territories. There is evidence that international tour operators and multinational companies in the tourism industry have shaped and directed the tourism development in Turkey and elsewhere in the developing world (Ascher, 1985; Dieke, 1988; Kusluvan, 1994). It is noted that investment in promoting Turkey as a tourist destination has a very minor impact on international tourist flows to Turkey ( Uysal & Crompton, 1984). Moreover, it is also reported that ‘it is rather difficult to claim that the popularity of Turkey as a tourist destination is not the result of conscious and well planned marketing and promotional efforts of the MT and other related organisations’ ( Ozturk, 1996, p. 278). The current pattern of international tourism demand for Turkey supports these statements. The EIU (Economic Intelligence Unit) (1993, p. 82) found that, ‘over 55 per cent of all visitors to Turkey travel on all inclusive tour packages tour and 15 per cent on a part organised basis… Eighty five per cent of all charter passenger arrivals travelled by using the companies which are owned and operated by foreigners’. In 1996 60 per cent of foreign tourists who visited Turkey arranged their trips through tour operators ( State Institute of Statistics, 1997).

A closer look at the international tourist arrivals in Turkey illustrates that tourism development is reasonably dependent on a small number of origin countries. In 1996 60.35 per cent (5.2 million) of Turkey’s arrivals originated from OECD countries and 25.77 per cent (2.2 million) from East European (see Table 1). The largest single tourist arrivals in 1996 were from Germany, which accounted for 25 per cent of all arrivals. The top three markets accounted for about 52 per cent of total international arrivals to Turkey in 1996 (see Table 2).

Table 1. Origin regions for international tourist arrivals in Turkey, 1996a

Table 2. International tourist arrivals in Turkey by major origin country, 1996a

It should be noted that the 2.2 million visitors (26 per cent of all arrivals) from East European countries could not be regarded as tourists in the real meaning of the word. The vast majority of these visitors were ‘suitcase traders’ who aimed at to sell goods brought from their own country in the streets. If these visitors were excluded, the top two markets, Germany and the UK, would account for 45 per cent of total arrivals to Turkey in 1996.

In this vein, the proportion of tourists who travelled on all inclusive tour packages may have been higher than the given 60 per cent. Under the given high level of market dependency of tourism development, and the badly needed foreign currency earning (particularly in the short term), it appears to be very difficult for Turkey to make a radical move to change the current pattern of tourism development (Tosun, 1999). Hence, in a developing country such as Turkey, the government’s role is to develop ad hoc strategies for tourism to cope with the high bargaining power of international tour operators and adjust policies to the changes caused by external factors. As Tosun (1997) argues, it is very difficult for Turkey to develop a pro-active planning approach by which to decrease or eradicate the influences of the external factors on the tourism development due to the nature of the international tourism system. This suggests that the structure of the international tourism system has led Turkey to create a tourist infrastructure of facilities based on Western standards even in relatively underdeveloped local areas to provide the mass tourist with ‘the protective ecological bubble of his accustomed environment’ ( Cohen, 1972, p. 171) while local people in these areas have difficulty in satisfying their felt-needs such as those of housing, education and health. The type, direction, volume and impact of international tourism in Turkey are being determined by external factors to a large extent. In this context, it may be stated that tourism is an industry developed and run by foreigners for foreigners.

The above argument may suggest that the structure of international tourism seems to be an obstacle to making decisions to move towards a more sustainable tourism development in the developing world. It has left no choice for Turkey to consider except the current mass tourism development, which is driven by the international tour operators and appears to contradict principles of sustainable tourism development. Thus, it has become imperative for Turkey to accept and support certain scale and types of tourism development in certain geographic locations in her territory at the expense of environmental degradation and worsening intra and inter-generational-equity. In this context, it may be said that under the current imperfect market conditions, Turkey as a cheap popular tourist destination has two choices. First, to accept the current type, scale and direction of tourism development that seems to contradict principles of development and sustainable development. Second, to reject the current type, scale and direction of tourism development and accept a certain type and scale of tourism development that will contribute to sustainable development. This second option seems not to be acceptable in terms of current political preferences and economic priorities. In fact, the first option may be the only choice for Turkey.

4. Conclusion

Although arguments regarding the challenges to sustainable tourism development have been raised with special reference to Turkey as a part of the developing world, they may be valid for many developing countries that have adopted a similar tourism development approach and experienced similar difficulties. Hence, it may be possible to draw several general conclusions.

First, like many other developing countries, Turkey has chronic and severe macro economic problems such as a high rates of unemployment, rapid growth of the working-age population, high rate of inflation and interest, an increasing rate of deficits in the current account of balance of payments and an increasing debt: service ratio. In the short term many developing countries do not have alternatives to tourism to find sources of foreign currency earnings and to create jobs for the rapidly growing working-age population. Thus, developing world governments do not have much option other than to support current tourism development even though it may not be compatible with the principles of long-term sustainable development. The development of tourism is essentially built on long-term investment, but for short-term benefits. Sustainability as a long-term objective can only have relevance if it can gather the support of present day beneficiaries. These macro-economic imperatives suggest that unless developing countries find additional sources of foreign currency earning and employment generation, they will support whatever forms of tourism development are available to them, including those that are unsustainable.

Second, in developed countries, approaches to tourism development planning have moved from a historical, narrow consideration of demand, supply and physical requirements to more comprehensive, integrated and environmentally sensitive approaches, which are sine qua non for sustainable tourism development. However, this evolutionary process has not had much opportunity to be applied in developing countries. Thus, on the one hand, contemporary approaches to tourism development such as community involvement, comprehensive, integrative and system approaches appear to be essential to achieve a better tourism development, if not sustainable tourism development, in the developing world. But, on the other hand, adopting those planning models and approaches developed in and for developed countries to solve the problems of tourism in developing countries requires considerable effort, financial resources and expertise, all of which may not be available in those countries. Even if these models are financially and technically feasible, it may not be feasible in terms of ‘politics’. In other words, decision-makers may not accept such a model since it may be contrary to their interests. Any planning model should be both politically acceptable and desirable in developing countries if it is to be implemented. Adapting the techniques and approaches developed by others does not necessarily meet developing countries’ needs. Hence, it is suggested that developing countries need to develop their own contemporary tourism development approaches by taking into account their own socio-economic, political and legislative conditions to cope with the unplanned and uncontrolled tourism development that has emerged as a challenge to sustainable tourism development. Third, centralisation of public administration functions has brought the dangers of concentration of power in too few hands in developing countries. This public administration structure has catered for business interests as clients of decision-makers at the expense of indigenous communities in many local tourist destinations. This suggests that there is much truth in the German proverb ‘stadtluft macht frei’ (town air makes man free). It is argued ‘in support of the conception that local bodies know local problems and feelings, and so what is suitable, better than the central authorities possibly can’ (Allum, 1995, p. 413). Hence, local governments should be re-organised to defend, protect and reflect concerns and interests of local people in their administrative territories. Obviously, without financial resources, local governments cannot provide services to their constituencies. Consequently, local government should be empowered not only politically and legally, but also financially. Additional financial resources should be made available for local governments to be used particularly for community development projects. For example, a community development tax or community compensation tax can be collected to raise financial resources for this purpose. This may encourage local government to find ways of empowering those who live in its area. However, re-organisation and empowerment of local governments may move patron-client relations to provincial level. In this vein, a cautionary approach is needed. New measures should ensure the equality of treatment of all residents and should avoid creating other problems or shaping the form of prevailing problems rather than solving them. Fourth, there is a need to establishing quality standards for handicrafts so as to distinguish those handicrafts that are made in accordance with their origins from those that are not. A special trademark or symbol can be developed to represent this quality standard. When buyers see this special trade mark or symbol, they can be more confident about the quality of the products. The quality standard marks should be publicised in tour operators’ brochures and via tourism information centres. This measure may be a means to counter over-commercialisation and protect consumers. Similarly, entertainers such as folk dance performers, Turkish night organisers, etc. should be controlled via a certification program. The Ministry of Culture or relevant organisation should certify those entertainers who perform folk dances and organise traditional animation programs and only certificate holders should be permitted to organise entertainment programmes. This may also help government to collect more taxes. For example, many entertainment organisers are not registered as self- employed in Turkey and therefore many of them do not pay taxes. There is now considerable evidence that tourism does have definite but variable impacts on communities and the wider society in developing countries. It should be noted that, as Harrison (1992) postulates, there may be something quite patronising in the suggestion that the culture of many developing countries may be weak and require protection from outside influences. The cost of achieving some economic advancement by adopting international mass tourism must be measured against the loss of cultural heritage, which can be observed in many developing countries as the result of the modernisation process. As tourism is part of this modernisation process, it is important to anticipate and manage the negative social, cultural, economic and environmental problems arising from tourism. It should be kept in mind that it is not the modernisation that attract tourists, but the traditional and authentic cultural values that are the main sources of attraction alongside other socio-economic factors and natural resources in a tourist destination. Fifth, environmental codes should be developed and enforced to protect unique and fragile natural resources and cultural heritage. Necessary rules and regulations should be enacted for this. These measures should be strict and free of misinterpretation and misuse. If necessary, international agencies should be approached to collaborate to protect these non-renewable resources. Additionally, signboards should be put in place to advise tourists of restrictions. Through booklets and newsletters tourists can be informed how these fragile resources can be easily damaged. Tourist guides should be educated about environmental issues. Tourist guides should be responsible to introduce to tourists relevant environmental codes and give, free of charge, relevant booklets and newsletters to tourists in their groups. Most importantly, there should be control to implement these environmental codes via empowering local government, non-governmental organisations and local communities. If those codes are ignored for any reason there should be significant monetary fines that can be additional sources of finance to improve and the protect the relevant environment. Sixth, the Turkish tourism experience reveals that the form and scale of tourism development that has taken place in developing countries is shaped by international tour operators. Intense competition between identical tourist destinations in terms of price, rather than product differentiation and quality, and increasing the supply of almost identical commodity tourist destinations increase the dependency of destination countries on the international tour operators. This high level of market dependency puts the developing world in a position of a decision-taker, rather than decision-maker. In other words, because of the nature of tourism and its reliance on the international market it was a sector over which the host community and governments could exercise only limited control. Given the structure of the international tourism system, developing countries cannot afford to reject or oppose decisions of the international tour operators owing to the real possibility of losing substantial economic benefits from international tourism for which they have already made massive and largely irreversible fixed investment. Additionally, there is often a desperate need for international tourism receipts as a main source of foreign currency earning. The structure of the international tourism system and economic imperatives in the developing world suggest that moving towards a more sustainable tourism development option is largely at the mercy of the international tour operators and donor agencies. That is to say, unless the international tour operators are willing to collaborate with developing countries to take careful measures for sustainable tourism development and international donor agencies contribute to the solution of the macro-economic problems of these countries, there seems to be a real danger of losing the option of sustainable tourism development forever. Finally, this article suggests that the principles of sustainable tourism development have originated from and have been developed by advanced industrial countries that experienced the basis of the pre-industrial phase last century, and where far better economic, legislative and political structures are in operation than in the developing world. Therefore, arriving at sustainable tourism development requires re-structuring the public administration system, and a re-distribution of power and wealth, for which hard political choices and logical decisions based on cumbersome social, economic and environmental trade-off are sine qua non. This cannot be achieved within the present conditions of many developing countries without the assistance of international organisation.

This study proposes that future research should focus on how international organisations including the World Bank, International Monetary Fund, European Union, United Nations, International Tour Operators, etc. can have a role in implementation of the principles of sustainable tourism development in developing countries. It should be noted that economically advanced countries need to protect and preserve both the environment, and peace in the developing world since people of these countries have already accepted cross- border holidays as part of their felt-need.

References

Alipour, H., 1996. Tourism development within planning paradigms: The case of Turkey. Tourism Management 17 5, pp. 367–377. Allum, P., 1995. State and society in Western Europe, Polity Press, Cambridge. Ascher, F., 1985. Tourism transnational corporations and cultural identities, UNESCO, Paris.

Altunel, E., & Hancock, P. L. (1994). Pollution of the Pamukkale travertine as a consequence of urbanisation: What future for a unique natural Turkish Monument? 47 Turkiye Jeoloji Kurultayi 1994 Bildiri Ozleri; Cevre Jeolojisi Oturumu. Izmir/Turkey: Dokuz Eylul Universitesi.

Ayata, A.G., 1994. Roots and trend of clientelism in Turkey. In: Roniger, L. and Ayata, A.G., Editors, 1994. Democracy, clientelism and civil society, Lynne-Rienner-Pblisher, London, pp. 49–63. Bartelmus, P., 1986. Environment and development, Allen and Unwin, Boston.

Bowen, R., 1987. Geology and the conservation of antique monuments in Turkey. Environmental Geology and Water Sciences 9 2, pp. 71–84. Bowen, R., 1990. The future of the past at Goreme in Turkey. Environmental Geology and Water Sciences 16 1, pp. 35–41. Bramwell, L. and Lane, B., 1993. Sustainable tourism: An evolving global approach. Journal of Sustainable Tourism 1 1, pp. 6–16. Britton, S.G., 1982. The political economy of tourism in the Third World. Annals of Tourism Research 9 3, pp. 331–358. Brotherton, B., & Himmetoglu, B. (1997). International Tourism Report, Turkey. Travel and Tourism Intelligence (pp 59–81). Brotherton, B., Woolfenden, G. and Himmetoglu, B., 1994. Developing human resources for Turkey’s tourism industry in the 1990s. Tourism Management 15 2, pp. 109–116. Butler, R.W., 1993. Tourism — An evolutionary perspective. In: Nelson, J.G., Butler, R. and Wall, G., Editors, 1993. Tourism and sustainable development: monitoring, planning, managing, Heritage Resources Centre, University of Waterloo, Waterloo, pp. 26–43.

Carkoglu, A., 1997. The Turkish general election of 24 December 1995. Electoral Studies 16 1, pp. 86–95. Cohen, E., 1972. Towards a Sociology of International Tourism. Social Research 39, pp. 164– 182.

D’Amore, L.J., 1992. Promoting sustainable tourism — the Canadian approach. Tourism Management 13 3, pp. 258–262. de Kadt, E., 1979. Social planning for tourism in the developing countries. Annals of Tourism Research 6 1, pp. 36–48. Department of the Environment. (1989). Sustaining our common future. A Progress Report by the United Kingdom on Implementing Sustainable Development. United Kingdom: Department of Environment. Devlet Planlama Teskilati. (1994). Yedinci Bes Yillik Kalkinma Plani: Cevre Ozel Ihtisas Komisyonu Raporu (Report of the Special Professional Group for Environment). Ankara: Devlet Planlama Teskilati. Devlet Planlama Teskilati. (1995). Yedinci Bes Yillik Kalkinma Plani: Turizm Ozel Ihtisas Komisyonu Raporu (Report of the Special Professional Group for Tourism). Ankara: Devlet Planlama Teskilati. Dieke, P. U. C. (1988). The development of tourism in Kenya and The Gambia: A comparative analysis. Doctoral thesis, The Scottish Hotel School, University of Strathclyde, UK. Dudley, E., 1993. The critical villager: Beyond community participation, Routledge, London. EIU (1989). International tourism report of Turkey. International Tourism Report. No:1 (pp. 35–55). EIU (1993). International tourism report of Turkey. International Tourism Report. No:3 (pp. 77–97). English Tourist Board/Countryside Commission. (1991). The green light: A guide to sustainable tourism. London. Eroglu, T. (1995). Yuksek Okul adina yapilan konusmalar. In Kapadokya Toplantilari II: Turism Endustrisi- Turizm Isletmeciligi ve Otelcilik Yuksek Okulu Isbirligi Imkanlari (pp. 30–33). Ersoy, M., 1992. Relations between central and local governments in Turkey: An historical perspective. Public Administration and Development 12, pp. 325–341. Globe’90. (1991). Tourism stream conference, action strategy for sustainable tourism development. Ottawa: Tourism Canada. Goulet, D., 1971. The cruel choice, a new concept in the theory of development, Steward Ltd, New York. Hall, C.M., 1994. Tourism and politics: Policy, power and place, Wiley, Chichester. Hapgood, D. (Ed.) (1969). The role of popular participation in development report of a conference on the implementation of title IX of the foreign assistance act, June 24–August 2, 1968. Cambridge, MA: MIT Press. Harper, R. (1987). Devolution. The Society of Scottish Conservative Lawyers. Harris, R. and Leiper, N., 1995. Sustainable tourism: An Australian perspective, Butterworth Heinneman, Australia. Harrison, D., 1992. International tourism and the less developed countries: The background. In: Harrison, D., Editor, , 1992. International tourism and the less developed countries, Belhaven Press, London, pp. 1–19. Hunter, C., 1997. Sustainable tourism as an adaptive paradigm. Annals of Tourism Research 21 4, pp. 850–867. International Republican Institute ( IRI). (1995). Turkey, survey result: Attitudes and priorities of citizens of urban areas, November 9–23, 1995. IRI, Washington, DC.

Jafari, J., 1974. The socio-economic costs of tourism to developing countries. Annals of Tourism Research 1 7, pp. 227–262. Abstract | View Record in Scopus | Cited By in Scopus (7) Jenkins, C.L., 1980. Tourism policies in developing countries: A critique. International Journal of Tourism Management 1 1, pp. 36–48. Jenkins, C.L., 1994. Tourism in developing countries: The privatisation issue. In: Seaton, A.V., Editor, , 1994. Tourism the state of the art, Wiley, Chichester, pp. 1–9. Kalkan, O., 1991. Turizm Menzuatimiz (Our tourism law), Devlet Su Isleri Genel Mudurlugu Basim Evi, Ankara. Koker, L., 1995. Local politics and democracy in Turkey: An appraisal. The Annals of the American Academy of political and Social Science 540, pp. 51–62. Full Text via CrossRef | View Record in Scopus | Cited By in Scopus (13) Kusluvan, S. (1994). Multinational enterprises in tourism: A case study of Turkey. Unpublished Ph.D. thesis, Strathclyde University, The Scottish Hotel School, Glasgow, UK. Lamar, J. V. (1988). Turkey, the hot new tourist draw. Time. June. Miltin, D., 1992. Sustainable development: A guide to the literature. Environment and Urbanisation 4 1, pp. 111–124. Ministry of Tourism. (1997). Turizm Bakanligi, 1963–1996 (34th Anniversary of Ministry of Tourism). Ankara: Ministry of Tourism. Mowforth, M. and Munt, I., 1998. Tourism and sustainability: New tourism in the Third World, Routledge, London. Murphy, P., 1994. Tourism and sustainable development. In: Theobald, W., Editor, , 1994. Global tourism: The next decade, Butterworth, Oxford, pp. 274–290. Nevsehir Turizm Il Mudurlugu (1995). Document of determining tourism potential in Cappadocia (Received by personal mail application). Nevsehir: Il Turizm Mudurlugu. OECD. (1995). Economic survey of Turkey. Paris: OECD. OECD. (1996). OECD economic surveys for Turkey 1993–1994. Paris: OECD. Owen, R.E., Witt, S.F. and Susan, G., 1993. Sustainable tourism development in Wales. Tourism Management 14 6, pp. 463–474. Abstract | View Record in Scopus | Cited By in Scopus (11) Ozturk, Y. (1996). Marketing Turkey as a tourist destination. Doctoral thesis, The Scottish Hotel School, University of Strathclyde, UK. Pearce, D., Barbier, E. and Markandya, A., 1990. Sustainable development, economics and environment in the Third World, Edward Elgar, Aldershot. Pearce, D.G., 1978. Form and function in French resorts. Annals of Tourism Research 5, pp. 142–156. Abstract | View Record in Scopus | Cited By in Scopus (12) Ritchie, J.R.B. and Zins, M., 1978. Culture as determinant of the attractiveness of a tourist region. Annals of Tourism Research 5 2, pp. 252–267. Abstract | View Record in Scopus | Cited By in Scopus (25) Sezer, H. and Harrison, A., 1994. Tourism in Greece and Turkey: An economic view for planners. In: Seaton, A.V., Editor, , 1994. Tourism the state of the art, Wiley, Chichester, pp. 74–83. Sosyal, M., 1982. Turistik kultur (Touristic culture). Milliyet 17 3, p. 1982. State Institute of Statistics. (1997). Haber Bulteni: Yabanci Ziyaretcile Anket Sonuclari (News Bulletin: Foreign Visitors Survey Results). Ankara: Devlet Istatistik Enstitusi. State Planning Organisation (SPO). (1995). Seventh five year development plan. Ankara/Turkey: State Planning Organisation. Stiefel, M. and Wolfe, M., 1994. A voice for the excluded popular participation in development, Zed Books Ltd, London. The Economist. (1996). A survey of Turkey. 8th June.

Thirlwall. (1989). Growth and development. (4th ed.) London: MacMillan Education Ltd. Todaro, M.P., 1994. Economic development in the Third World, Longman, New York. Tosun, C. (1996) Approaches to tourism development planning at sub-national level: A case study of Cappadocia in Turkey. Unpublished MPhil thesis, Strathclyde University, The Scottish Hotel School, Glasgow, UK.

Tosun, C. and Jenkins, C.L., 1996. Regional planning approaches to tourism development: The case of Turkey. Tourism Management 17 7, pp. 519–531. Abstract | View Record in Scopus | Cited By in Scopus (18) Tosun, C., 1997. Questions about Tourism development within planning paradigms: The case of Turkey. Tourism Management 18 5, pp. 327–329.

Tosun, C., 1998. Roots of unsustainable tourism development at the local level: The case of Urgup in Turkey. Tourism Management 19 6, pp. 595–610. Tosun, C. (1998b). Deficits in approaches to tourism development planning in developing countries: The case of Turkey. International conference of international travel and tourism: Policy, law and management, 19–21 April 1998. Newcastle upon Tyne: University of Northumbria.

Tosun, C., 1999. An analysis of contributions of international inbound tourism to the Turkish economy. Tourism Economics 5 3, pp. 217–250. Tosun, C., 2000. Limits to community participation in the tourism development process in developing countries. Tourism Management 21 6, pp. 613–633.

Turizm, Bankasi. (1986). Cappadocia touristic development areas. Ankara/Turkey: Turizm Bankasi A.S. Uysal, M. and Crompton, J.L., 1984. Determinants of demand for international tourist flows to Turkey. Tourism Management 11 3, pp. 288–296.

World Commission on Environment and Development. (1987). Our common future. Oxford: Oxford University Press. WTO. (1985). The role of transnational enterprises in the development of tourism. Madrid; WTO.

Young, G. (1973). Tourism: Blessing or blight? London: Penguin.

Posted in Vol.4, No1-2/2011 | Leave a comment

Tourism and HRD: Some Perspectives

Tourism and HRD: Some Perspectives

Prof G.D.Sardana

Professor in Operations

Bimtech Institute of Management Technology,

Greater Noida( India)


Abstract

Tourism is fast expanding. For many nations it provides the main source of GDP. Tourism depends more on the HR capabilities of the service providers. This paper examines tourism from the perspective of business. It considers that the success of tourism will depend upon the business approach of facility planning, marketing and promotion, transportation, efficient supply chain of food and beverages, ensuring quality in delivery and aiming at customer satisfaction. The central focus, the paper investigates is HRM, which is present in all of its activities. The success of tourism depends on training, development and knowledge of the service providers and operators who will run transportation, hotels, and accompany tourists as guides. Finally the papers highlights the importance of culture of the people at large in the society who can convert  customer satisfaction into customer delight through their conduct where, as per an old Sanskrit saying, athithi devo bhava, that is ‘ the guest is god’.

Introduction

Simply defined tourism is the business of travel. Expanded it means anything we do to serve the needs and demands of travellers. More elaborately tourism  is referred to,

the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations, and the facilities created to cater to their needs’( Hunt and Layne 1991).

Tourism  is  diverse; tourism is dynamic; tourism is all inclusive of many facets of activities and is therefore  difficult to bound it by a formal definition. Cook,Yale,and Marqua(2007) refer that tourism includes a wide array of people, activities  and facilities. Therefore, tourism is normally considered to comprise of provisions and services of transportation, accommodation, food and beverages, attractions and destinations  for visits, entertainment and information. All of these components have one predominant feature,  that is customer service. It is basically the service which determines the satisfaction of the traveller who can be more appropriately referred to as the ‘customer of tourism’.

Customer contact model and tourism

The service element is unique in this sector of industry. Services in general  follow the ‘customer contact model’.  The degree of contact between the customer and the service provider often determines the customer satisfaction. Higher  the contact ,  higher the degree of satisfaction. Conversely, low and indifferent contact can spoil the satisfaction and in some areas creates a negative state.  The degree of contact is also differently described as service encounter.

The encounter

Every interaction between a service provider and the tourist becomes a service encounter. Both a tourist and the tourism service provider carry their expectations when they meet and interact.  A tourist has built up his expectations from several sources of information. It comes largely from his friends, relatives who have visited the destination before and have spoken of their experiences. I t can be a personal experience of the tourist who this time once again desires to visit the place possibly with his grown up family or new friends. His past experience has been in a state of ‘delight’ and the destination is exercising a great ‘pull’. The tourist in these days of website revolution is also greatly influenced by the promotion publicity provided by tourism promoters over the internet through glossy photographs and a superlative language.  As a matter of fact, tourism promotion through internet  is emerging one of the major influencing components in enhancing tourism. In a similar context the tourism service provider has great expectations from the tourist. No doubt, tourism is business and every business has to finally result in a good bottom line for the service provider. The service provider therefore carries expectations that the ‘deal’ of a tourist visiting the destination will go through. The service provider has to equip himself with all the knowledge, information, props  to win the customer. An encounter is often compared to a theatrical play, where everyone has to put up a performance as per the role demanded. In an encounter it is essentially the ‘performance’ of the service provider to bring the encounter to a successful conclusion.  Unlike the arena of a Spanish bullfight where it is the bull who stands always vanquished, in a service encounter it is a win-win situation. The service provider wins his bottom line of business transaction; the tourist his level of satisfaction.

The front office and the back office

The success of the performance depends on the personal attributes of the service provider to create confidence, acceptability, the trust and a ‘show’ when the interaction takes place. All the service providers are not equipped with these qualities, Therefore, service operations  are designed  to create front office and the back office.  There are two categories of  service providers: one  who work back stage and are happy to work as support functions to ensure smooth running of the theatre. The back stage work is also responsible for efficiency, in cutting down of costs and achieving high utilization of facilities. The front office employees then take the responsibilities of winning over the customer through direct interaction with the customers. It is not to belittle the role of the back stage. The two roles supplement each other. This integration is vital to reach success in tourism.

An Integration model of Tourism

Cook et al( 2007) present an integrated model of tourism. It is explained that a traveller as a tourist is the focal point for all tourism activities and forms the centre in this model. The authors explain that‘radiating from this focal point  are three large bands. Each band  has several interdependent groups of tourism participants and organizations. These three bands have been titled as :Tourism promoters, Service providers, and External environment. The band of tourism promoters has professional services such as tourism agencies, tourist boards, travel agents, and tour operators. The band of Service providers caters to provision of services of accommodation, food and beverages, transportation. The last band represents the External environment with components of economy, political environment,  technology, and society/culture. A change in these dimensions can make a vital change in forcing the status of tourism in a geographic region/ a country.   The model stresses on integration, working together of various components to enhance tourism.

Systems Approach to Tourism

This paper considers that tourism can be visualized to operate following a systems approach.  In systems theory of management, a system has several components, called as sub-systems and sub-sub-systems in case the systems are large. These sub-systems interact with each other, impinge and influence each other and are interdependent. It is the holistic performance that counts. The performance of the silos carries a little significance as no subsystem is responsible in entirety for its performance.  In this context the tourism as a system operates as an  open system , where there are no boundaries creating isolation of each of the sub- systems. The influence permeates across the sub systems.

The following sub-systems are proposed:

Tourism  Strategy  Sub-system

This sub-system is a management sub-system, is central to the organization and provides support in policy matters to all other sub-systems concerning tourism in the country. The main objectives of this  sub-system are to lay down policy directions for establishing, expansion and growth of tourism. How a nation views tourism as an engine of economic growth, as an opportunity to generate employment and conceives innovative programmes to encourage tourism is a subject which is the focus of this sub-system. Most importantly, this sub-system determines a nations attitude  to the growth of tourism  and this is reflected in allocation of funds, taxation policy, incentives to open new areas, new capacities, and permission to new initiatives. Simultaneously, the policy decisions take care of conservation of natural and cultural heritage from exploitation to the extent of decimation, ethical issues, and permission to enter some certain tourism pursuits.  The state regulators have a major role to play and develop a strategy of tourism for the country. There are visible  different  policy  directives  and these vary from one country to another. India, for example does not permit casinos on Indian soil, whereas in some of the destinations, Macau for example Casinos play a major role to attract tourism.

HRD and Tourism Strategy Sub-system:

Gupta(2003)  mentions that tourism is a major social phenomenon of the modern society with enormous consequences. Promotion of the tourism generates a plethora of both economic and social benefits,  infrastructure  development, and social integration. Tourism as an economic sector has challenges to meet the needs of trained and educated manpower for various facets of tourism management. Ashraf and Pooja Mathur ( 2003) point out that there is an increasing demand of human resources who can plan, design, develop, manage, promote tourism or even train manpower to run agencies, to operate tours or even to act guides. The customers are increasingly becoming more discriminatory and look for more quality services. Globalization has added a further dimension of awareness amongst the tourists. There is increased competition from all areas. A tourist expects  to be guided on convenient  travel, places of destinations to be visited, comforts, care, social customs practiced to avoid annoyance to the  local population, availability of preferred food, use of scarce funds. HRD has emerged as a major factor to determine competitive advantage for tourism industry. A trained right human resource enables to provide the right context to a tourist. The sub-system has a role to create a resource of skilled, trained personnel for the range of tourism activity. Tourism requires trained human resource as managers on one side, and staff to carry out both front office and back office operations. Leaving aside some large organizations such as chains of hotels which can afford to set up their own training schools, It becomes the responsibility of the central regulators to create an infrastructure of   training schools and provide a choice of professional courses to create trained manpower. New demands have emerged on tourism in this age of international   traveller and internet. The trained manpower needs to be exposed and educated  in understanding the management function, behavioural aspects of conduct and encounter, relationship management, comprehensive understanding of the human nature, knowledge about the unique demands of a customer coming from a foreign country, knowledge of IT,  exposure to money transactions, handling of grievances  and professionalism. A capable HR manager in tourism is instrumental to implement the central policy , create a climate of trust, and openness through his professional conduct. Apparently when such trained manpower is available, there is also going to be an impact on policy making. Professional advice would now improve the quality of such policies.

Tourism Facilities Sub-system

This sub-system concerns tourism facilities and these include destinations, accommodations, food and beverages, transportation, sports and entertainment. Destinations cover a wide spectrum. On one side there are holiday homes, resorts, golf resorts, health rejuvenating centres which should not be seen as temporary accommodation to spend a night or so but rather a restful place for away from the maddening crowd.  The other destinations include experiencing a past glory in the form of heritage cottages, havelis, old forts, palaces, memorials, city sights to make the dreams come true. New forms of destinations are getting invented. These include  visits to places of spiritual experience, watching ceremonies such as change of guards at international borders( a big daily draw at Indo-Pak border), worship rituals at major temples, sites of worship, sound and light shows etc. The traditional destinations such as museums, shows, displays of antiquity, zoos, botanical gardens wild life sanctuaries, night safaris, jungle travels continue to be popular .

Accommodations in the form of hotels, pensions, economy hostels are the sources of major income and generate a good degree of employment. These are made available  for different classes of customers depending upon their capacity to pay. Besides, the demand can vary in a substantial manner from season to season. Use and availability of technology is increasingly playing an important role. Transportation is another major facility which can make or mar a travel and customer satisfaction. Tourism in recent times has got a major boost because   of innovatory schemes such as creation of old charm trains dedicated to tourists, linkages to important centres of destinations creating tourist-sectors, designing the travel schedules to the convenience of the tourists (Delhi offers convenient connection to the Taj Mahal so that a tourist comes back same day without having to spend a night at Agra).

Hospitality is incomplete without mention of food and beverages. Globalization has created a major impact on this sector. People coming from various backgrounds demand their preferred food. It is very common to see tourism promotion advertisements in Indian media offering Indian vegetarian food to group tourists  planning  a trip to Europe. Offer of vegetarian food to air travellers by any carrier is now a no more a novelty the way it was perceived a decade earlier.  Sports and Entertainment is a fast emerging a major tourism interest sector. There are amusement parks offering various types of shows  as folk  dances, rock–music, magic, animal performances, tricks; theme parks, wax museums, ocean parks, Disneylands, planetariums, sound and light shows etc. Then there are water  games, skating, rafting encouraging tourists to participate. Most of these are manmade creations and are innovations. Organising sports events is yet another form. The world cups with  lavish start and closing ceremonies, the presence of the cheer leaders, the league matches in cricket, soccer, baseball have created another category of tourists who would travel from far and near to be a part of the excitement.

HRM and Facilities Sub-System

HRM is needed in all of these areas. There is both diversity and complexity in these facilities. One cannot have an expert in travel arrangements to take care of hospitality in a hotel or be knowledgeable about various cuisines. The operational demands of these facilities require skills, trade knowledge and core strengths of subjects. There is thus a need for professional schools for each of these areas. These are to be supplemented with communication and other behavioural skills.  These facilities are integrated.  A tourist desiring to be present at a sports event needs travel arrangements, transportation to reach the destination, accommodation, food, beverages, health care and other needs. These are vital as otherwise his visit is meaningless and cannot take place. There is therefore not only a need to run these facilities in a professional manner but even to create a  coordination and a holistic performance.  The coordination of such a complexity calls for the use of manpower with high analytical skills and knowledge of IT.

Tourism Marketing Sub-system

Tourism is to be seen as any other business( Burns et al.2005). The fundamentals of marketing as are followed in any business segment are also applicable here  with only minor changes. The foundations of marketing tourism are built around understanding the needs of the tourists and making an offer of tourism attractions fulfilling the needs of the tourist customers. The approach follows the classical steps of  carrying out marketing

Information

The process starts from seeking information about the travellers. This may cover their personal profile including the age groups, education, exposure to external surroundings, their life-style, attitudes to communities at destinations,  their reservations on  food, leisure  pursuits, levels of trust in fellow travellers, tour agencies, attitude to move together, exposure to adventures etc. Another area of interest to any business, including  tourism would be understand the  affordability of the tourist to spend. The human nature changes. There are also changes necessitated because of globalization of the society . The tourist gets exposed to new standards of comfort and enjoyment. Information therefore needs to be collected frequently and updated on a continuous basis(Cohen 1972).

Motivation to travel

Together with information about  the tourist, it is necessary to find out and understand the motivations of a traveller to embark  on travel or plan a tour. Cook( 2007) describe that there exist two theories: the push and pull motivations. The travellers are pushed to travel by personality traits or individual needs and wants. These refer to inherent desire of a human being for travel, to go for adventure, to enjoy life after a hard work and success. Students, executives, businessmen are seen to reward themselves of travel to in the name of holiday after a success in their studies, business pursuits, or projects. The traveller wants to escape the mundane routine and seeks a destination away from the stress and worries for a while.  He looks for getting pampered and an award of treatment reserved for the kings. The pull theory refers the attractions and compelling desires or appeals or attractions of a destination to a tourist. He is attracted for example to see the Taj Mahal in India, because he has heard about it as one of the seven wonders of the world right from his childhood. The recent royal wedding in England attracted millions.

Segmentation:

In marketing of products or commodities, it is well known that one cannot satisfy all the customers all the time. This is more true in case of services such as tourism. The tourist has his own inclinations and needs. Successful marketing strategy segments the customers and then targets them to attract following the pull or the push motivations.  Both Singapore and Malaysia have understood the psyche of an Indian tourist seeking a clean conservative family entertainment  and  have designed the tourism around the this  tourist. Both the countries  have claimed a big success. Nepal on the other hand targeted inner urge of a male Indian to go for casino, banned in India. It is no wonder that Nepal casinos are crowded by Indian males sans families. You find Hindi as the lingua franca in these casinos.  Segmentation of tourism market is a complex issue. It follows several approaches. The segmentation can be demographic, geographic, psychographic. This could also follow segmenting on interests such as historical sites, spiritual tourism, wild life, heritage oriented.

Promotion:

Marketing and promotion go together. Promotion actually highlights the destinations suited the needs of the customer. The promotion can take place different routes: facilities, easy travel, amenities, promise of experience and fantasy. The vehicles used for promotion are several and change  with  technologies of the time. Internet and websites have emerged as the main vehicles.  Wordof mouth publicity continues to tower. A tourist plans his programme because some one has spoken high of his experience.

HRM and Marketing sub-system

The sub-system has the highest need of trained human resources. Tourism service supplier caters to a number of services related to tourism. The tourism promoters can be found as tour operators, travel agents, tourist boards and as tour guides.  It covers provisions of transportation, accommodation suiting the pocket of tourists, serving food and beverages, entertainment,  and as tour guides at destinations.    The last mentioned in it is a high variety occupation. It covers historical places, safaris to wild life, visits to religious places, attractions, places of cultural impacts and several more. The tour operation and the occupation of tour guides need training, exposure to history, knowledge about the sites, habits of the wild life and more.  A specialization is now emerging in this profession.

A successful tourism operator is one who has knowledge of consumer characteristics or what can be called as consumer behaviour. This calls for a  grounding in basic aspects of human psychology

Quality Sub-system

The objectives of providing tourism service are to generate customer satisfaction. Services in tourism are essentially  intangible in character . These also cannot be inventoried and preserved for future usage.   Besides satisfaction of a customer implies fulfilment of his specific needs, which may vary from person to person. Unlike physical products, it is therefore difficult to define quality in the context of tourism. Cook et al( 2007) refer that additionally hospitality, an essential component of tourism cannot be separated from Quality of tourism. The two factors are once again linked to perceptions of customers;  actual service received as against expectations carried by the customers. The comparison or the gap between the two determines the level of customer’s satisfaction.  A delighted customer is a valuable customer who passes on the word of praise  to other customers indecisive to take to travel. Recourse is often taken to PZB Model or the instrument of   zones of tolerance to carry out evaluation.

H RM and Quality Sub-system

HR is once again the focus to deliver quality  and customer satisfaction. A professionally qualified and trained service provider becomes a change agent and creates learning organization dedicated to continuous improvement. A tourism organization achieves excellence through encouraging its employees to achieve organizational excellence. It selects right type of people  with positive attitude and service attitude, team-workmanship, flexible approach, willingness to help people in need , trains and  develops them imparting soft skills. It encourages them to actively participate, support and work in teams, empowers the teams to make decisions and carry on improvements. It is a committed employee which can generate customer satisfaction.

External Environment Sub-System

External Environment as a sub-system envelops the other sub-systems. In other words the external environment (EE) sub-system creates an overall   boundary under which the sub-systems operate. EE  is referred to in terms of applicable political environment, economy, technology, and general cultural aspects of the society it envelops.  The political environment determines the law and order situation, the respect for authority and trust for the visitors. Economy refers to the state of prices, availability of products and indirectly   affordable  travel friendly environment. The cultural aspects of the people refer to attitude of the people at large,   adjustability to diversity of social practices and behaviour. The level of education, exposure to technology and  belief in rationality and scientific practices is another dimension of the culture.

HRM and External Environment

E E as represented through  culture of its people has a profound impact on tourism. It can transform tourist satisfaction to delight. Another culture can convert satisfaction to disastrous dissatisfaction with tourist taking a pledge never to return. Two examples from the authors personal experience are worth narrating.

Back in early seventies it was my first visit outside  my homeland India. As a young employee of ABB, I was deputed to ABB’s then headquarters at Baden-Swirtzerland for a training of three months. It was the first day. As I waited at the bus stand to catch a local bus to ABB’s office, a young student of age 5-7 came up to the bus-stand apparently to catch his school bus. He wished me  a polite ‘Gutes Morgan’. Nothing unusual!  Followed more students possibly 20 of them who came in singles, twos or threes. And individually one by one each wished me ‘Gutes Morgan’.  I was amused,  surprised and confused. I looked at my dress. Did I look some prince from India or a dignitary or a celebrity? I could not discover any answer.

As I reached office I narrated this episode to a friend of mine, an Indian  married to a Swiss girl and settled since long in Switzerland. I confronted him,

‘Look I did not know any one of those young scholars. Neither they knew me. Why were they so courteous to me?’

My friend looked at me amusingly and explained,

‘ Yes it is true you did not know any one of them. But you are wrong in your second observation. Every one of the school kids knew you’. I looked at him quizzically. He went on,

‘ Every single of them knew that you were a tourist in Switzerland and it meant that you were their bread and butter. You were precious for them and most welcome. You would continue to get this welcome of politeness, courtesy as long as you would be here.’ It is a part of Swiss culture  towards the tourists.

That is the impression I carry about Switzerland and should have spoken in superlative terms hundred of times.

 

In late nineties I had to visit Singapore with my wife and daughter, then studying medicine, as tourists. That evening we took a trip of night safari, Singapore’s absolutely marvellous , well planned unique offer  to see the nocturnal animals in their original habitat.  It was past midnight when were returning to our hotel. We were ga-ga over the safari’s silent train and muted commentary telling the tourists about the nocturnal habits of various animals. Tired as we were, we quickly walked out of the cab after settling the bill. Once at the hotel counter to claim our room key we realized that our costly camera was missing. Our faces went pale.

From our hushed conversations in Hindi and English, the reception desk hostess realized that something was amiss.  She came up, ‘ Sir you do not have to worry. You are in Singapore. In half–an hour maximum, when the cab driver discovers your camera in his cab, he would be here.’

Needless to point out that we got our camera in less than fifteen minutes. The cab driver declined to accept any reward /or tip in return.

That is the power of attraction Switzerland and Singapore exercise on tourists to come again and again.

Conclusions

Tourism is the world’s largest industry, generating employment for millions. It is dynamic, diverse and fast growing. It appeals to the basic instincts of a man to know more, to experience, to enjoy, to get entertained and see things for himself. Simultaneously, it is intensely HR oriented. The servers require training, development, knowledge and expertise to deal with fellow human beings. The foremost essential aspect is to understand the needs of the tourist and discover means to satisfy the needs.  The human nature varies, it changes with time and environment. The tourism industry, therefore has also to work and invent new destinations, design new attractions appealing to the five senses and bring about the improvements. It is a continuous process.

References

Ashraf S Hussain, and Pooja Mathur( 2003) . ‘Human Resource Development in Tourism Industry’ in, Tourism Industry in India, Ed. Panda, Tapan K. and Mishra Sitikantha, Excel Books, NewDelhi.

Burns, Alvin, and Bush, Ronald F.( 2005). Marketing  Research. Upper Saddle River,NJ: Pearson Education, Inc.

Cohen, Eric.(1972). Towards a sociology of international tourism. Social Research 39(1), pp164-182.

Cook, Roy.A., Yale Laura J, and Marqua, Joseph J(2007), Tourism-The Business of Travel,Pearson Prentice Hall, Delhi.

Gupta S.K( 2003). ‘Tourism Education in the21 st Century: Challenges and Opportunities’ in

Tourism Industry in India, Ed. Panda, Tapan K. and Mishra Sitikantha, Excel Books, NewDelhi.

Hunt , J.D., and Layne,D.( 1991). Evolution of travel and tourism terminology and definitions. Journalof Travel Research, pp7-11.

 

Posted in Vol.4, No1-2/2011 | Leave a comment

Issues facing both the hotel industry and the providers of online hotel reservation services

Issues facing both the hotel industry and the providers of online hotel reservation services

OWEN EASTEAL

Tourism Department

Visiting Lecturer University of Economics, Poznan

Visiting Lecturer University College of Business, Poznan

Based in the UK

owenconsult@enetworkers.co.uk


Abstract: Historical context / GDS / Business Travel Agents / Creation of online hotel reservation services / What do such services offer? / Special provisions for corporations and business travellers / Positive and negative issues for both parties / International aspects / The future.

Key words: History / GDS / BTA’s / Beginnings / Offer / Business travellers / Issues / International development / Future

 

This paper is intended as an overview of the past, present and future issues facing these two important elements of the tourism industry.  It is based on the practical experience of the author who spent more than ten years in the hotel industry at a time when developments in IT and the concomitant electronic reservation systems were having their first effects on the hotel industry. This coincided with the entry into the hotel market  of entrepreneurs who recognised the enormous business potential of newly created electronic reservation programs. They saw the benefits that would accrue to their customers by having an opportunity to better compare hotel offers in their chosen destination as well as facilitating a complete transparency of hotel rates and services.  The author has spent the last eight years working in very close association with the two major, leading online hotel reservation services in Europe and has assisted their entry into global markets and specifically that in the UK.  The comments and issues raised are purely based on experience of the author, both past and present, and represent an interesting historical aspect of the growth of the two branches of the tourism industry.

1.GDS (Global Distribution Systems) and their role in the development of online hotel booking services

These systems were created by the airlines in an attempt to benefit from the increasing sophistication of computers to enable them to handle the ever-increasing number of flights and passengers with which they were having to deal on a daily basis.  Not surprisingly the first systems were developed in the USA since it was here that the greatest flight volumes were to be found.  The systems were cumbersome and would-be travellers still had to phone in to make a booking but now the confirmations could be issued at once without having to sort through card index systems to find the correct flight on the correct day with the additional work of having to enter the passenger name on this.   As computers increased in speed and power and their introduction in general commerce became more widespread the airlines saw an opportunity to increase both their revenue and to improve their customer service by allowing selected travel agencies to have one of their reservation terminals in the office to enable them to book flights directly for their customers.  These were the days of the stranglehold of IATA on ticket sales and travel agencies often had to pay to have the terminal despite the fact that they were selling the products of third parties.

It is really surprising that as the power and reach of computing and online systems increased the airlines took some time to appreciate that they had spare capacity on the computers and servers in which they had invested vast sums of money.  Even more typical for electronic developments was the fact that each of their systems operated differently and were not able to “speak” to one another using interfaces which are quite normal today.  However they then realised that travellers do not  just need the means of transport but  also need somewhere to stay in their destination.  Thus the first tentative connections were made to hotel CRS (Central Reservation Systems).  The hotels now not only had to pay the originating travel agent the normal level of commission but were now also obliged to pay a transaction fee to the owner of the applicable airline reservation system.

This occurred at the end of the 1980’s when it was only hotel chains with a very extensive geographical reach and distribution that had such system anyway.

The advent of the 1990’s saw a very rapid increase in the use of electronic systems and soon the GDS were offering car hire and other ancillary services enabling the local travel agent to become a true “one stop” shopping experience which benefitted the traveller enormously.  This did result in a very considerable upswing of hotel bookings made directly from such systems.  Interestingly it did not result in a drop of bookings from travellers or travel agents made directly in the hotel.  Therefore these electronic bookings were  in most cases true incremental business.  The hotels may have recognised this but nevertheless they employed many tactics to try and maintain full control over their rates and inventory by pushing their own corporate and leisure rates (through direct sales on which they generally did not have to pay any commission).

2.The rise of Business Travel Agents

Concurrently with the rise in the use of GDS for hotel bookings, business travel agents were created catering only for the needs of business travellers, especially from large companies.  These agencies all had GDS terminals but added to the worries of the hotels by demanding special rates, often much lower than the corporate rates already on offer and even less than the Business Travel Agent rates hastily introduced by hotels.  There were many heated discussion within hotel companies as to the policy to be adopted.  This was understandable as the actual rates in hotels were being diluted through the traditional commission paid (perhaps as much as 12% depending on the country in question), the transaction fees of the GDS (in excess of $ 3 per booking – subject to negotiation), an additional premium of 5% commission paid to Business Travel Agents and now a demand from the latter for even better rates, often still to be commissionable.   This resulted in most hotel companies considerably developing and refining their own reservation systems to try and compensate for these demands from the market and to safeguard their own destiny, as they saw it.  Indeed many smaller chains and marketing cooperations decided to create their own CRS (useful also as a sales’ tool when selling the product to new franchisees).

There was, and still is, a major disadvantage for hotels in using GDS.  The amount of information about the hotel, the number of room types and rates is limited, especially when comparing this with their own systems or those developed by the specialist online hotel reservation systems.  (This also applies to the major switching systems such as Trust and Pegasus).

3.The creation of online hotel reservation services

So where did the idea of stand-alone online hotel reservation systems originated?  The invention of the internet really gave great impetus to the development of such systems as previously any reservation system had to have its own dedicated communication system or use the public telephone network.   Holiday Inn even had its own satellite for the transmission of reservations and messages through its Holidex system.   Now, with the advent and enormous speed of use and growth of the internet the system became available to all for the transmission of data.   Undoubtedly many people all over the world were working to develop systems using the internet but it is likely that the very first system in Europe was developed by Hotel Reservation Service (HRS) based in Cologne, Germany.   The author was working in the hotel industry at the time of its introduction and it spread fear and dread amongst the hotels.  As is the case even today, many of the systems could not interface with the hotel’s own system and therefore meant extra work for the reservation department in the administration of same.  Naturally, the more systems used the greater the chance of human error in the manual entering of data from one system to another. Perhaps the greatest issue that arises when using several non-connected services within a single hotel is the management of room availability in each of them – how many rooms are made available each day in each system? Since the creation and development of HRS many others have seen the opportunity presented for such reservation services and there are now a multitude of different systems some merely domestic in their scope and others (the majority) being truly global in their reach.

4. What do Online Hotel Reservation Systems Offer?

The offer made is very wide depending on the business philosophy and strategy of the provider of the system but the most successful in the area of hotel bookings would seem to be those that only provide hotel bookings and do not diversify into car hire and so on.  There is also a differentiation in that some providers offer mostly hotels for the corporate traveller whilst others place more emphasis on leisure travel.  This latter segment is being increasingly offered by the business travel sites as everyone also travels during their leisure time.  It is also important to note that the corporate hotel week has decreased from Monday to Thursday night to Tuesday to Thursday over the last 20 years, indeed many business travellers are now checking in on Sunday to benefit from the cheaper rates usually available on that day.

4.1 Free registration and inclusion on the website – at first companies tried to levy an annual fee but this had to be low (and therefore attractive to the hotels) and the administration and collection of such fees usually cost more than the monetary value to the company levying the fee.  Therefore most companies will now enter a hotel into their system free of charge, as long as it meets basic criteria.  What does this free registration include?  Inclusion on the website and therefore making the hotel visible and available to book to customers  / uploading of a certain number of hotel photographs (long proven to be a decisive factor in the hotel selection process) / a detailed hotel description written by the hotel / technical advice and assistance / a 24/7 reservation office for the benefit of affiliated hotels.

4.2 Marketing measures – free or for a charge.  Banners, inclusion in regular, electronic mailings to registered customers, opportunity to promote the hotel through customer competitions, presence at many trade shows and exhibitions throughout the world, indirect promotion through Google Ads, SEO (Search Engine Optimisation) through linkage with many other websites, links to affiliated partners who also accept hotel bookings from their customers.  The opportunity to offer packages through the website has proved to be popular amongst hotels.

4.3 Flexibility of Hotel Offer - the hotel has complete control over its inventory and may open and close dates, change rates and booking conditions and alter room allotments at will.

4.4 Various Search Modes – the first hotel search is based on the dates of stay and the chosen destination.  Should this not prove to be successful it is possible to make a vicinity search to find a suitable hotel.  Search for a hotel near company premises or a customer to be visited, the airport, railway station or famous tourist sight.   All results are presented on an interactive map and even driving instructions can be called up and printed out.  Google Earth is sometimes provided so that guests can also view the surroundings of their selected hotel.

4.5 Bookings from customers globally – to hotels throughout the world based on a simple destination search.  A commission is charged by the provider on the check-out value of the booking. It requires absolutely no pre-knowledge of the hotel chain or destination on the part of the traveller.

4.6 Links – to many thousands of booking agencies who in turn work for a split commission but who increase the reach of the system very considerably.

4.7  Transmission of customer credit card details – used to guarantee a booking especially at very busy times.

4.8 Sales Executives and Overseas Offices – these are maintained by the provider and ensure further domestic and global reach for the online reservation service.

4.9 Meeting Bookings – many providers now have an interactive booking application for meetings.  These are becoming increasingly sophisticated and detailed to enable organisers to save time when researching venues, booking meetings and planning both room requirements and meal arrangements as well as their requirements for meeting space.

4.10 Loyalty schemes The linkage to and incorporation of  loyalty scheme bonus points offered by many hotel chains is mostly possible.

4.10 Instant confirmation of bookings 24/7

5. Special Provisions for Corporations and Company Travellers

5.1 Integration of the provider’s system into the company intranet.

5.2 Adaptation of the system to the “look and feel” of the Company’s own website.

5.3 Special icon for hotels offering corporate discounted rates identified in the search result list.

5.4 Special icon for hotels having specially negotiated (nett) rates with the company concerned.  These special nett rates are booked by the provider free of commission as long as their total does not exceed a certain percentage of the company’s bookings made.

5.5  Employee locator for use in times of crisis and as part of the duty of care legislation.

5.6 Management statistics are provided online and can also serve to police any travel policy decided by the company.

6. Issues which can be viewed as both positive and negative by the hotels

6.1 Commission level Most hotels now accept that their position in the search result listing for their destination is of paramount importance, especially in large cities with a multitude of hotels.  Many providers now have the facility to accept “bids” of higher commission on realised bookings to achieve a higher placing in such a listing.   It must never be forgotten that most online hotel reservation services have a single income stream – COMMISSION.  For survival this pre-supposes a monthly realised booking volume of at least 2 million bookings in order to be able to sustain an SME (small to medium sized enterprise) with their daily company costs, those for research and development and the purchase of new and ever more powerful servers.

6.2 Price Parity Quite understandably hotel chains wish to maintain their pricing integrity.   At the start of online hotel bookings many providers insisted on the “best price” in the marketplace, exclusive to themselves.  Nowadays all have realised that this is not realistic – it is also very difficult for hotels to otherwise remember to whom they have granted the most favourable rates!  However all providers do have staff who check pricing structures regularly to identify hotels which have not adhered to the condition of price parity.

6.3 Room availability It is almost a pre-condition of acceptance for inclusion in the online reservation system that a hotel will maintain a reasonable level of room availability throughout the year and this is checked frequently by the provider.

6.4. Hotel classification International variations do give rise to misunderstandings and therefore most online providers do not utilise the star or other system common in the country in question.  They prefer that the rate, hotel description and photos will be the determining criteria in making a booking.

6.5 Hotel inspection Due to the fact that most providers have several hundred thousand hotels in their system actual inspections of hotels are rare.  However it has been found that guest evaluations are often a very important determinant. (See section 6.6).

6.6 Guest Evaluations These are increasingly important features of all online booking services.  However, in order to avoid unjustified or vicious comments they have to be “policed” regularly.  Hoteliers also have the opportunity to respond to comments – either positive or negative and most providers have a clause allowing them to exclude such comments.

6.7 Contracts When working globally this is often a difficult point of negotiation.  The provider will usually name their own country law as that applicable – for a hotel in another, far-off country this can often be seen as difficult to accept due to language, costs in the event of litigation.

6.8 Hotel / Client Suspension The right to suspend either a hotel or a client is an essential condition of most business contracts.  For hotels this could arise as a result of non-payment of fees or commission, a high level of guest complaints or the non notification of troublesome renovation work.  For the client this could be as the result of frequent no-shows, non-payment, non-observance of visa requirements and fraud.

6.9 Value for Money Surveys These are increasingly used in Press Releases and serve to show travellers which cities offer the best value for money.  This can be an important tool when deciding annual tactics when a company is working to a specific budget for a city/country.

7. International Aspects

7.1 The provision of the services in a number of languages and, increasingly, enabling the use of other script forms (Chinese, Cyrillic, Arab, Hebrew, etc.) has assumed greater importance.

7.2 Overseas Offices with native speakers enhancing  cultural understanding and a good knowledge of the local markets

7.3 International trust Nowadays many systems are truly global and have managed to obtain a .com web address.  Many people are reluctant to trust their bookings to a “foreign” company and the anonymity of .com helps companies to maintain a more international image.  e.g hotel.de AG uses hotel.info for their international offices and business. Suitable domain names in the this area have significantly increased in rarity and therefore value.

7.4 Electronic booking systems have furthered the understanding of yield management in hotels, thus making the online booking systems an ideal way of trying to sell distressed inventory (unsold rooms on the day of arrival) at the last minute.  As a result staff competence in managing inventory and practising yield management has increased enormously and a large hotel will often employ a specialist in this function.

7.5 Provision of statistics This can be a double-edged sword for both the hotel and the customer.  It makes the negotiation of special rates for subsequent years much easier as both parties have the same statistics and no unrealistic claims can be made.

8. The Future

What is the future of such online hotel reservation systems and the companies that provide them?

Ever-increasing competition will necessitate companies being more flexible and innovative at ever greater speed to be able to remain in business.

The investment in hardware will be constant and increase in relation to the success of the online provider.

On-going program development is time consuming, costly BUT essential..

Will the internet and the use of email decline due to the development of  instant messaging as is forecast by some experts?

The increase in “Last minute” bookings in both the business and leisure segments makes the need for fully interactive systems in real time an essential of the modern booking world.

What will be the future function of social networking sites and iPhone Apps as a medium for the transmission of hotel bookings?

At present the market is in control through almost complete transparency of pricing and offers.  What will new developments in the future bring?

Bibliography: this paper is based on the author’s more than 20 years experience in global hotel sales and the subsequent 10 years spent working for and assisting in the development of online hotel reservation systems as well as having responsibility for the start-up, management and growth of overseas sales’ offices for same.

 

Posted in Vol.4, No1-2/2011 | Leave a comment

Urban Environment for Sustainable Tourism in small traditional city

Urban Environment for Sustainable Tourism in small traditional city

Assoc.Prof.Dr FERIDE ÖNAL

Faculty of Architecture Yıldız Technical University Besiktas-Istanbul

TURKEY

fonal@yildiz.edu.tr

 

Abstract: Tourism has become a major international industry, with many countries all over the world relying on the income it produces. Its economic advantages as a major source of finance and employment leads to its active promotion by governments and other institutions, independent of the consequences on the urban environment, ecology and social structure of affected regions.

This paper mainly examines to analyze the problems of the traditional small cities in the context of its development processes and to understand what can be done in order to maintain a sustainable tourism development by evaluating its historical background and current resources. The importance of rehabilitating the traditional pattern of these cities, through which can preserved that its sense of identity and counteract social alienation, is going to be underscored. The city of Bolvadin, which is located on the west of Anatolia is the case of this study.

Key Words: Urban Environment, Sustainable Tourism, urban spaces, Anatolian cities

1 Introduction

The most widely known definition of sustainable development comes from the Brundtland Commission, which defined sustainable development as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.“

“Improving the quality of life in a city, including ecological, cultural, political, institutional, social and economic components without leaving a burden on the future generations. A burden which is the result of a reduced natural capital and an excessive local debt. Aim is that the flow principle that is based on equilibrium of material and energy and also financial input/output plays a crucial role in all future decisions upon the development of urban areas.”

Sustainable communities are defined as towns and cities that have taken steps to remain healthy over the long term. Sustainable communities have a strong sense of place. They are places that build on their assets and dare to be innovative. These communities value healthy ecosystems, use resources efficiently, and actively seek to retain and enhance a locally based economy. Unlike traditional community development approaches, sustainability strategies emphasize: the whole community; ecosystem protection; meaningful and broad-based citizen participation; and economic self-reliance.

Sustainable community development is the ability to make development choices which respect the relationship between the three “E’s”-economy, ecology, and equity: Economy – Economic activity should serve the common good, be self-renewing, and build local assets and self- reliance.

Ecology – Human are part of nature, nature has limits, and communities are responsible for protecting and building natural assets. Equity – The opportunity for full participation in all activities, benefits, and decision-making of a society.”

A city is moreover “the place of assembled institutions.” where people come together, bringing with them their understanding of the world and ought to be dynamic without losing its identity as a place. After the industrial revolution, the cities have been subject to poor quality designs, economic dispersion, social differentiation and the invasion of vehicle traffic. So that, the loss of historical and cultural identities, the fragmentation of space through losing its integrity and particularly public spaces that have been worn out irremediably. In this context that focuses on the re-structuring of urban space, arrangement of public spaces, the utilization of historical and the traditional pattern of the city, through which can preserve sense of identity and counteract social alienation, is going to be underscored.

It is strongly believed that developing more sustainable cities is not just about improving the a biotic and biotic aspects of urban life, it is also about the social aspects of city life, that is—among others—about people’s satisfaction, experiences and perceptions of the quality of their everyday environments. In terms of the sustainability of places, managing tourism can have substantial inherent potential to underpin sustainable development and conservation.

WTO defines sustainable tourism as “Tourism which leads to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essentials ecological processes, biological diversity and life support systems”and having the following characteristics;

  • minimises negative economic, environmental, and social impacts;
  • generates greater economic benefits for local people and enhances the well-being of host communities,
  • improves working conditions and access to the industry;
  • involves local people in decisions that affect their lives and life chances;
  • makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of
  • the world’s diversity;
  • provides more enjoyable experiences for tourists through more meaningful connections with local
  • people, and a greater understanding of local cultural, social and environmental issues;
  • provides access for physically challenged people; and
  • is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence

2 A Spatial Analysis Of Bolvadin

Anatolia, in which many civilizations existed through the history, played an important role as a cultural bridge between east and west. Many trade roads, like Ancient Royal Road, Silk Road,and Roman Period Roads crossed Anatolia. Bolvadin carried the advantages of being located on important trade roads like Ancient King Road and Silk Road during its history

During its history, the Ottoman city differed from the European and pre-Ottoman Anatolian and Balkan cities with its formal aspects:

  • The Ottoman city is an open city which does not include sharp boundaries between urban and rural areas.
  • The city center does not have only one landmark, but fragmented between different landmarks and places.
  • The cemeteries, meadows and “bostans” (market gardens) were not only the extensions of the city, but also provided open space for the people.

The street-pattern of the Ottoman city is irregular and narrow. In the city usually a main road exists, which crosses the city from one end to the other and on which the bazaar, hans and mosques are arranged. This axis was formed in the pre-Ottoman time, during Hellenistic and Byzantium periods (Cerasi 1999: 91). In Ottoman cities, a place or a point, which had superimposed different functions, symbols or representational elements became the center. While none of the Ottoman cities had an administrative center, the local and the governmental officers organized their works from home.

Bolvadin city, located on the inner-western part of Turkey, is one of the oldest settlements in Anatolia and carried the advantage of being located on important trade roads and it had a very active economic life. It also has potentials like fertile agricultural lands, rich underground water sources and it has a spatial pattern which has been shaped by the cultural and social heritage of different civilizations. With its organic street pattern and architectural features, it reflects the characteristics of a traditional Anatolian settlement. Just like many other Anatolian settlements, the open spaces of Bolvadin also became private by walls surrounding them, and a differentiation between internal and external had been created within the city pattern. This internality made it possible to sustain openness behind the walls, without being disturbed by the public life outside.

The city has been demolished because of many earthquakes and wars, and it has been rebuilt throughout its history. The changes that the city went through gave the city its unique character. It has been a center of economic activity for its surrounding settlements, but as its economy remained dependent on agriculture, the city could not retain its privileged position. As a result, today Bolvadin city with all aspects that are peculiar to both urban settlements and rural settlements is a product as a heritage tourism destination.

Fig.1-2 Bolvadin city plan

3 The Problems and Potentials of The City

The changes of population due to socio-economical reasons have changed the city formation through ages and Bolvadin carries the characteristics of a rural settlement as well as an urban settlement. On the other side, the development process of the city displays some kind of special problems of its own. The lack of an efficient planning mechanism and as a result, the misuse of the land can be considered as the most critical ones among these problems.

Hans, Kervansarays, Hamams, Bedestens and Medreses were built during these years and these functions indicate the economic, social and cultural importance of the city. Today we can get information about these structures from literaturere only. Most of them have been demolished because of wars, earthquakes, and lack of awareness of historical conservation. Having these aspects at the same time, Bolvadin carries many problems and potentials within itself.

Fig.3-4 Streets of Bolvadin

One of the most important problems is the pollution of natural water sources of the city such as Lake Eber, Heybeli Thermal Waters, because of industrial wastes. Lake Eber, which is an important economic potential for the city, has been losing its natural habitat. Heybeli Thermal Waters is also important as a potential health tourism center. For now, these two water resources cannot be used efficiently. Bolvadin stems from the expansion of the city towards its agricultural areas and pastures. These natural lands are under the threat of an urbanization caused by wrong planning decisions.

One other problem is that, regardless of cultural and social heritage of different civilizations that shaped the center of the city, the new developments grow in a system which does not consider the organic pattern of the historic center. Thus the city center keeps losing its characteristic spatial properties.

Although the city grows up through its periphery, the historical center still keeps its importance as the heart of the city, with its economic, cultural and social aspects. But this results with the invasion of the center with motorized vehicles. The city is deprived of its pedestrian character Also, the new developments which do not consider the organic city pattern of the historic center. Thus the city loses its characteristic spatial properties.

All these problems are related to the development process of the city and they stem from the lack of an efficient planning policy and management. This results in insufficient use of the potentials of the city to the full extent.

4 Conclusion

As a result of the planning decisions which do not consider the historical, cultural and natural values of the settlement, Bolvadin has begun to lose many of its potentials and values. This means the loss of our cultural heritage for the next generations and leaving a burden on them. Therefore a wide-spread research and an analytical study, which will reveal the needs of the inhabitants and evaluate the potentials of the city is necessary. Addressing the community’s needs and aspirations while raising awareness of the value of the cultural resources should also be an important goal in tourism and conservation activity. This can be achieved by the reuse and building of new forms that are an expression of the community’s cultural, social, and economic values.

Having said that;

  • restoration of local ecosystems: decreased pollution and damage to the health of citizens and the environment, and use of sustainable agricultural systems,
  • creating local economies: revitalization of existing industries, opening of new local business and job development opportunities by using the existing potentials of the city,
  • participation: creation of common ground for all community stakeholders and citizens to plan effective change should be maintained.

The gradual lost in the meaning of local identities in urban spaces, traditional public spaces have been replaced by the ones, which have been defined as “non-place” as their relationships have been simulated, identity has been “created” and historicality has been lost in a continuous perception of now. By protecting the city’s natural and cultural values, promoting the local economy by evaluating the existing potentials and maintaining the participation of the citizens in order to create common interests and benefits, it is possible to maintain a sustainable development for Bolvadin. As well as, tourism can have positive attributes for conservation and sustainable development and it can also increase an appreciation for the historic environment, contributing to greater local and cross-cultural understanding. This is not only crucial for the future of the city itself, but also it can be a chance to build up a model for other similar cities which are facing very similar problems today.

References:

Beer, A.R., Urban green space and sustainability. In: van derVegt, et al. (Eds.), Proceedings of a PRO/ECE- Workshop on Sustainable Urban Development: Research and Experiments, November 1993. Dordrecht, The Netherlands,1994 Breheny M., Sustainable Settlement and Urban Form, London, Pion Ltd,1992

Butler, R.W., sustainable Tourism: A state of the art review.Toursim Geographies,vol,1 issue1,1999 Cerası.,M. , Osmanlı Kenti,Osmanlı İmparatorluğunda 18.ve 19.yy da Kent Uygarlığı ve Mimarisi, İstanbul, Y.K.Y.1999 DETR, Planning for the Communities of the Future, London, The Stationery Office,1998 Gehl J., Gemzøe L., Public Spaces Public Life, Arkitektens Forlag,Copenhagen,1996 H.M. Government , A Better Quality of Life, A Strategy for Sustainable Development for the UK, London, The Stationery Office,1999 Porta S. , The Community and Public Spaces: ecological thinking, mobility and social life in the open spaces of the city of the future, in Futures, 31, p.437-456.UN-CSD, 1999 Sachs, I, “Transition Strategies for the 21.Century” Nature and Resources, UNESCO, vol. 28,1992 SERPLAN, A Sustainable Development Strategy for the South East (SERP 500), London, SERPLAN,1998 URBED, “The Model Sustainable Urban Neighbourhood?” Sun Dial, Issue 4, 1997 http://www.e-unwto.org http://www.icrtourism.org/capetown.shtml http://www.un.org/esa/sustdev/isd.htm http://www.indigodev.com/Sustain.html

 

Posted in Vol.4, No1-2/2011 | Leave a comment

Green Tourism Marketing; A New Perspective from Grant’s Grid

Green Tourism Marketing; A New  Perspective from Grant’s Grid

Canan Madran, Ph.D.,Professor

Marketing Department

Çukurova University, Faculty of Economics &

Admininstrative Sciences

TURKEY

cmadran@cu.edu.tr http://idari.cu.edu.tr/en

 

 

Abstract:

With its current  practices, Tourism industry has many negative effects to  environmental protection. Marketing people -all in public, government and private level specialists- working in tourism sector, should configure the best green solutions for the  current and future strategies. THE REAL GREEN alternatives are needed. This paper uses John Grant’s Green Marketing Grid  to suggest a new perspective(re-thinking process) about tourism marketing strategies.

Key-words; Green Marketing, Sustainable/Responsible  Tourism, Ecotourism, Green Marketing Grid

Introduction

Tourism, “the pipeless industry” creates huge amounts of contaminants, consumes loads of natural sources and energy, and sometimes leads cultural and historical corrosions. Globally, tourisim shuffles across almost 1 billion people every year by  various touristic purposes. With its current  practices, Tourism activity has many negative effects to  environmental protection (Archer&Cooper, 1998). These can be summarized in general as (Akdoğan & Kozak, 1996:79);

• Touristic facilities and buildings disrupts environment and  environmental systems.

• Touristic facilities  usually  spoils the general sightseeing of the area.

• By tourism activity natural protected areas gets contaminated in various dimensions (air, water, land).

• Production of touristic services create  enormous amounts of waste and hard to solve sewage problems.

• Noise pollution.

• Both on the seashore and  in every touristic locations, tourism  creates irregular urbanization.

• Transportation  creates many environmental problems and pollution.

• Unplanned and  misusage of scarce natural and historical sources.

Table 1.Tourism and Environmental Issues in Time

Period Theme Environment Tourism
1950s Interest and discovery Use and exploit Beginning of mass tourism
1960s Gaining conscio-usness Public interest and protests Development and enhancement. Environmental issues are seen as attraction.
1970s Institutionalisation Environmental Office in charge in USA.Concern on air and water contamination Growth and success period, Marketing, Research on influences of tourism to environment
1980s Toxic concern Acid rain, global warming, ozon layer corrosion Enlarging world market, technologic improvements
1990s Rain forest destruction Climate change,loose top soil,  global affects Ecotoursim, sustainable development
2000s Global warming Disasters,clean energy sources, 

recycling

Slow city practices, ecotourism,

Source: Adapted from Toker, 1995:49.

These first decades of the  year  2000s  is a crucially important  period,  to redesign the common  perspective and behaviour about environmental issues and  tourism. Otherwise there will be  no clean, nice, relaxing, exciting and safety tourism possibility in the late  of the century. As the other  dimensions of  the sustainable development, tourism should be redesigned, rebuild, redefined according to the potentials of current and future resources.

1.Sustainable Tourism

Sustainable tourism is tourism attempting to make a low impact on the environment and local culture, while helping to generate future employment for local people. The pillars of sustainable tourism  are environmental integrity, social justice and economic development. In Responsible Tourism management – which is a form of sustainable tourism concept-   individuals, organisations and businesses are asked to take responsibility for their actions and the impacts of their actions. Responsible tourism applications covers the following qualifications (wikipedia.org/ wiki/ Sustainable_tourism,2011);

  • Minimises negative economic, environmental, and social impacts,
  • Generates greater economic benefits for local people and enhances the well-being of host communities,
  • Involves local people in decisions that affect their lives and life chances,
  • Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world’s diversity,
  • Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues,
  • Provides access for people with disabilities,
  • It is culturally sensitive, it  engenders respect between tourists and hosts, and builds local pride and confidence.

One of the very important dimension of the success of Sustainable and/or Responsible  Tourism (Archer,Cooper; 1998, 78) is, it should have a community based- management   approach. This form of tourism is based on the premise that the people living next to a resource are the ones best suited to protecting it. The tourism activities and businesses are developed and operated by local community members, and certainly with their consent and support. The use of local knowledge also means an easier entry level into a tourism industry for locals whose jobs or livelihoods are affected by the use of their environment as tourism locations (wikipedia.org/  wiki/Sustainable_tourism).

2.Ecotourism and  Ecotourist

Under the sustainable tourism philosophy, the most practical concepts are Ecotourism and Ecotourists, which we will  use for the applications  of the green marketing issues. These concepts are the target markets of marketing strategies imposed by governments, tourism industry and individual companies, hotels and tourism agencies. Ecotourism had been  defined  in 1990 by TIES(The International Ecoturism Society) as; “responsible travel to natural areas that conserves the environment and improves the well-being of local people” (wikipedia.org/ wiki/Sustainable_tourism). Another definition asserts those dimensions of ecotourism (Whiteman,1996, 97), those are;

  • Direct experiencence with natural and cultural environment,
  • Defining the environment according  the rules of nature, not the tourists,
  • Accepting the limitations about the usage of  natural and cultural resources,
  • Planning  and  participating in ecotours,
  • Improving the environmental ethics concern of tourists,
  • Economic contribution to  tourism industry,
  • Directing part of the income  to the local area of the natural resources.

 

Ecotourism is defined as an enligthening  and respectful form of natural tourism experience (Wight,2001). All of the definitions has three pillars of ecotourism; environmentally sustainable, economically practical and socially and psychologically acceptable.

3. Green Tourism Marketing

Sustainable tourism  management needs real green ways of doing business. Green marketing is defined as follows in marketingpower.com(2011); “(social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality. 3. (environments definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns”. According to Grant (2008), to  avoid from the greenwashing threat, green marketing suggests realistic marketing approach to brands and companies. Company and the customers should be in  cooperation in the total green  process.

Current marketing practices and habits are mainly different forms of “greewashing”. Greenwashing is showing the normal things as green. But the new marketing paradigm should refuse this tricky approach. Even the mass productions were named or labeled  as “natural” and “ homemade”.  New approach of sustainable marketing refuses the mass consumptionalized, desire-lubricating advertising and promotion practices. But it offers a realistic, transparent, consumer-friendly, cooperative, social network based and a clearly recommended concept.  Green marketing takes care of the consumers and educates them. Green marketing contains not only “the good-looking products”, but also “the real good  products”. Marketing can easily makes the different things and issues  to be  accepted  as “normal”. The ideal mission of marketing should be to motivate consumers to be more GREEN (Grant, 2008:68).

Grant asserts two main debate areas of perception as “to cut” and “to switch”. Actually these two concepts are inevitablely important for a final decision to sustain.  The waste hierarchy, refers to the  4  Rs of reduce, reuse, recyclerecover and  added “re-think”. 5Rs is a beginning step to understand the new marketing approach. To cut; means  to  consume less, to have simple lifesytles, to share more,  to buy from real “good producers. To Switch; means to quit from unconscious consumption habits, and change the behaviours to buy ethic, rational, low carbon  and fascinating, improved products. Especially in the last  50 years, consumers were tought to consume unconsciously by large advertising and marketing mechanisms. But according to Grant; marketing is  still one of the most important mechanism to impose and teach consumers new thoughts of   new lifestyles. (Grant, 2008:9-10).

3.1. Green Marketing Matrix

Green marketing matrix is a two dimensional matrix.

1st Dimension. Making important modifications in consumption culture and life styles.Green marketing has 3 activity based objectives (Grant, 2008:28);

  1. Green – setting new standards- communication; ex.Fuel efficient cars
  2. More Green  – sharing responsibilty – cooperation;  ex. Campaign for using cars efficiently (low carbon, fuel saving)
  3. Greenest – supporting innovation  – to change culture;  to rent, to lend or to share the car when unused.

2nd Dimension. Grant suggests 3 hierarchical levels; Public, Social and Personal levels of action.

Table 2. Grant’s Green Marketing Grid

A.Green B.More Green C.Greenest
1. Company & Set an Example Develop the Market New
Markt Business
Conceps
2. 

Social Brands

Credible Tribal Trojan
&  Belonging Partners Brands Horse
Ideas
3. 

Personal Goods &

Market  a Changing Challenge
Habits Benefit Usage Consuming
Setting New Standards- Sharing Supporting
Communication Responsibility Innovation-
Cooperation Culture reshaped

Source: J.Grant, The Green Marketing Maifesto, MediaCat, Istanbul, 2008

Strategies in the matrix blends issues from “sustainability”, “web 2.0” and “new marketing paradigm”. “Web 2.0”, are 2nd internet generation which the users share and use the services in common (ex. Wikipedia, youtube) (Grant,2008:29-31). Green marketing matrix can be enlarged for the tourism industry (Grant,2008:94-97).We will supply some examples for hotels, travel agencies and transportation  companies and even for the government, and tourists for each box of the matrix.

A.1 Set an Example: Hotels  should announce that they have new environmental standards and they should promote the pioneering innovation; as the green energy sources of the hotel(ex.a windturbine, solar energy). “Zero carbon emission  airways” as Aeroperlas REGIONAL in Panama, SANSA REGIONAL in Costa Rica.

A.2 Credible Partners: Cooperation with reliable partners, as Green Globe International, Blue Flag, PATA Green Leaf etc.. Green sponsorship is a useful effort as Cittaslow Supporter .

A.3 Market a Benefit: Green products are good for all. Green efforts create savings on the costs and produces high quality  products. Thinking and working on the green issues  enriches the industry. Travel by bicycle (Velib-Paris), solar powered car, or sailing boat produces no carbon emissions.

B.1 Develop the Market: Hotels or tourism companies having comprehensive sustainable programmes, create highly respected reputations against competitors. Humane tourism, to empower local communities through travel related businesses around the world is a market development strategy. The ultimate purpose is to create “ Mass ethic consumers”. All  shareholders of tourism industry should be included the  “environmental training” programmes. Provacative and pioneering tourism organizsations should make publicity on various environmental issues. Campaigns  and grassroot movements enlarges the understanding in the market.

B.2 Tribal Brands: Tourism organizations and companies should create strong networks of users and participants. “Elite” eco-tourists, or “green” travellers  would be the admired consumers of  tourism.

B.3 Changing Usage: There are two ways of changing usage; 1st changing with a better alternative; using train for all accessible area instead of plane.  2nd way is to cut  the unsustainable usage; avoid to select hotels which has no environmental concern, or ceasing  flights  in close destinations, accessible by train and seaways in Europe.

C.1 New Business Concepts: Creating a new way of operating or new business models. These efforts are redesigning of the world and culture. Cittaslow is the part of slow movement, which is a new way of living in modern world. Cittaslow  practices are good  examples as  Biskupiec, Reszel,Lidzbark Warmiński   in Poland.

C.2 Trojan Horse Ideas: This contents all examples, which suggests radical green innovations via cultural packages. How could familiar cultural ideas be used to establish new norms?, How to make a green brand a cool brand?, How to make a green hotel, a cool alternative?

C.3 Challenge to Consuming: Current consumption economy is not sustainable. Tourists should use products in long lifespans, they should share instead of to collect, and they can rent the things needed. Traditional constitutions welcomes modern ones,so there is a need to  appraise the things belong to old times, the classics  of all areas are meaningful for human being. So, people can still find symbols and meanings to consume without comsuming resources needed for new. Being Slow is an important  resource of power, Being Local is the second. Single use, disposables  should not be in the green tourism consumption. Retro is a never ending fashion, keep and use long. DIY (Do It Yourself) is a very green alternative. Rental services are green; in London City Club you can rent a car in the club and only pay when you use it.

Discussion

Marketers are the ones who can introduce the new ideas, new lifestyles, new paradigms and the ones who knows the best how to change  the attitudes and behaviours.  The new upcoming paradigms of these decades should be REAL GREENS.

Grant (2008) rounds up with;

“As communication experts, marketers are in a place where they can really influence, and hopefully change the way we, the consumer, behave…In the west, an uneconomic, non‐satisfactory,luxury consumption comes to an end… Brave‐hearths are needed to decrease Carbon footprints as 70%… The job of the marketer is to change life styles of the people…”

Personal resource usag

References

[1] Akdoğan, M., Kozak, N., Genel Turizm İlkeler-Kavramlar, Ankara, 216 pages, 1996

[2] Archer, B. Cooper C., The Positive and Negative Impacts of Tourism, in  William H. Theobald (eds) Global Tourism, Butterworth-Heinemann,1998

[3] Grant, J., Yeşil Pazarlama Manifetosu, (The Green Marketing Manifesto), Mediacat Yayınları, 2008

[4] Toker, M. C., Türkiye’de Turizm Ve Çevre (Karşılıklı Etkileşim Yaklaşımı  Açısından Bir İnceleme), Master Thesis, Gazi University, Institute of Social Sciences, Ankara, 1995

[5] Whiteman, J. Ecotourism promotes, protects environment, Forum for Applied Research and Public Policy [Forum Appl. Res. Public Policy]. Vol. 11, no. 4, 1996, pp. 96-101

[6] Wight, P., Ecotourists: Not a Homogenous  Market Segment,in David B. Weaver (eds) The Encyclopedia of Ecotourism,CAB International, 2001

[7] wikipedia.org/ wiki/ Sustainable_tourism,2011

[8]www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=G, 2011

Posted in Vol.4, No1-2/2011 | Leave a comment

Application of destination management in the conditions of the Slovak Republic

Application of destination management in the conditions of the Slovak Republic

Ing. Katarína Kleinová, PhD., Ing. Juraj Neománi

Department of marketing, Department of informatics

Faculty of economics and management

Slovak university of agriculture

Trieda A. Hlinku 2, 949 76 Nitra, Slovak Republic

katarina.kleinova@fem.uniag.skjuraj.neomani@fem.uniag.sk


Abstract

This article maps the current state of tourism in the conditions of the Slovak Republic in term of new emerging tourist organisations called clusters, which opens up the issue of the application of destination management and marketing in Slovakia. The article is processed on the basis of summarizing and analysis of available information about the theoretical approaches to the existence of the destination management organizations, which are becoming an important determinant of a success of the tourist regions on the global market.

Keywords

Cluster, destination management and marketing, tourism, Slovakia

Introduction

In most advanced economies of the world, the tourism is considered as a significant sector of the national economy. In Slovakia is however, only tolerated industry, which is continuously overviewed and retracted whether by the automobile or any other industrial sector. Tourism in Slovakia is the industry, which directly in services (hotels, restaurants) employs currently more than 111 000 employees and its absorption capacity is many times higher. One working place in tourism can create up to 2.6 work places in other related sectors of the economy such as trade, transport and other services. Today tourism produces approximately 2.7% of GDP in Slovakia. According to an estimate by the European Commission this sector has the potential producing up to 12% of the Slovak GDP and so become one of pillars of the Slovak economy.

Tourism management system and support of its business environment is in the current conditions, trends, needs of the management industry in times of crisis and growing competitive pressures from abroad insufficient. It is ensured by the dysfunctional organisational structures and the lack of effective programming documents of the Ministry of Economy of the Slovak Republic. [1]

In Slovakia, there are also associations of the tourism, but those really well-functioning could be counted very easily and quickly. Cooperate with competitors in business, find a common language between entrepreneurs and municipalities or between municipalities themselves as if contravene to the Slovak naturalness. Many argue that are waiting for the Law on Associations of tourism, which is said already for years. They hope that this law will determine the conditions for the establishment and funding of associations.

Results and discussion

The strategic objective of the development of tourism in Slovakia is increasing its competitiveness for a better exploitation of the potential with the intention of balancing regional disparities and the creation of new job opportunities. For the fulfilment of this objective have been defined five specific aims of the development in the tourism sector in SR [2]:

  • enforcement of the position of tourism industry in national economy,
  • increase of the attractiveness of Slovakia as a holiday destination,
  • increase in the volume of a residence of tourism,
  • improve the structure of visitors in Slovakia with the upgrading of the provided services,
  • support the creation of  new jobs in regions with a significant potential for tourism.

The State policy of the Slovak Republic perceives and promotes tourism respect to four principles:

  • Tourism is a tool of support increasing competitiveness, structural changes in the economy and sustainable development with an intention to increase the share of foreign exchange revenue from active foreign tourism to GDP from the current 2.7% to 4% in 2013.

Table: Current state of tourism in the Slovak Republic

Source: Ministry of economy of the SR

  • Tourism is a tool for the development of employment and the flexibility of labour markets. The most visited area of Slovakia is north however the highest dynamics of development records the housing facilities in the Bratislava region. Simultaneously, we can allege that the overnights in the Bratislava region have short-term character with the fact that there is recorded the lowest average length of stay. We can say that in more than 11 million nights a year, hotels and restaurants create one working place at the approximate level of 110 overnight stays. For completeness it should be noted that the lowest average nominal salary in the economy had just staff in hotels and restaurants. However the Slovak Republic cannot be described as the country of “cheap labour”, despite of the fact that wages are substantially lower than in the countries of the Western Europe. The differences between the countries of the European Union and the Slovak Republic are reducing when the lower wage is combined with a high payroll tax.
  • Tourism is a tool of regional and business development. The current organizational structure of tourism in Slovakia is characterized by instability, opacity, uncertainly defined relations, competency and responsibility, as well as the outstanding resources for funding. For the current period is also characteristic an unsystematic approach to the issues of development of tourism. With the proposal of the Law on Associations of tourism it is advisable to lay the foundation for the improvement of cooperation and partnerships between businesses, local or regional municipalities and the State administration in the field of tourism, as well as the determination of the funding. The Ministry of Transport, Construction and Regional Development wants to make the tourism in Slovakia more effective with the preparation of the new law. Preparation directly follows the accepted amendment of the Law 91/2010. The aim of the Law is the creation of a complex product of tourism, which will be competitive in the European environment.
  • Tourism is a tool for presentation and promotion of Slovakia. Policy of tourism promotion of the Slovak Republic on the domestic and foreign markets means support to the marketing of tourism of the Slovak Republic at the international, national and regional levels associated with the sales promotion of the tourism products. Creation of a majority of tourism products will be implemented in regions where the main initiators are primarily businesses in cooperation with local and regional tourism associations, higher territorial units and by public authorities. To created products and the identified target groups is necessary to create a suitable marketing communication of tourism in Slovakia, which fulfil the main objective the increasing of the informedness, building the positive image of the country and excitation of interest to visit Slovakia as a holiday destination.

In the tourism of Slovakia, more precisely in its organizational structure from 2008 appear new tourism organisations called clusters of tourism, whose aim is to obtain for its tourist region or locality more significant position on the market, the higher number of visitors and overnight stays. Clusters of tourism with the aim of coordinating the development of tourism in some territory from one headquarters thus open an issue of application of destination management and marketing in Slovakia.

The formation of modern organizations of tourism has a number of reasons. As the key, we can mark changes of the conditions on the global tourism market – changes in the environment in which the entities of the tourism are operating as well as changes in consumer behaviour of the customer, who under the influence of globalisation became more demanding and more experienced. The existence of new tourist destinations carries with it the need to monitor and respond to the competition. On the other side the unique character of the tourism industry, which is typically with the predominance of small and medium-sized enterprises is already inherently destined for cooperation. Many barriers of the development as for example: the lack of specific know-how, information, finance in a particular territory helps to overcome just associating the actors of tourism into the common organisations.

The justness of the existence of modern tourism organisations which help targeted to develop industry in some territory, is in the 21st century already indisputable and confirmed with positive results in many foreign regions. Despite of all Slovak clusters are fighting with distrust and negative attitudes towards them. Often they are seen only as useless “younger brother” till now known associations of tourism. Especially the public sector is perceived them as a competitive element in the field of promotion of tourism. The cause is a low level of knowledge on the issue about destination management and marketing. [3]

In the region with tourist potential it is essential that such an organization works, which would initiate and manage the entire process of development of tourism. Also in cooperation with the private and public sector and with the local people. Taking into account the needs of visitors, the economic interests of the tourism industry but at the same time reducing the potential negative impact of the development of tourism on the people of the region.

On the management of the tourism destinations should participate businesses, civic and cultural organizations, public administration, municipals and citizens. Coordination of the interests of all interested is one of the conditions for a conflict-free development of tourism in destinations. To no less important suggestion of good functioning of the organization belongs creating a functioning financing model. It may be member contributions, the income from own business, from organizing events, from intermediation of accommodation and other services. Another source of revenues may consist of contributions from municipalities, regional governments, local fees, grants, loans and funds of the EU. [4]

In comparison with the abroad the prevalent forms of management and marketing of tourism in Slovakia corresponds approximately to the development phase which have passed the advanced foreign destinations in 50-70th years of the last century. This phase is characterized by simple cooperation activities focused mainly on promotional activities – common promotion of cities and regions, participation on exhibitions, the setting up of information centres. From approximately 90th years of last century foreign destinations use more advanced form of management and marketing – destination management and marketing. On the tourism market thus under the influence of the higher mentioned changes has become the fundamental competitive unit a destination as a whole. The process of building new, modern tourism organisations in Slovakia (destination management organisations – DMO, clusters of tourism,…) is currently necessary, without fundamental systemic changes Slovak tourist regions won`t be competitive on the global tourism market. [3]

In comparison with the competition we literally “slept” the arrival and use of modern tools for the development of tourism in Slovakia. Countries, which in the past held a large World or European sport or cultural events, they use them in favour of getting visitors to their destinations already for several years before their proceedings. Why is currently on the national tourism portal  not established a specific tourist offer and promotion of the upcoming World Championships in Ice Hockey 2011 – Bratislava, Košice or European capital of culture 2013 Košice? The answer to this question can be found even in a non-functional organisational structure of tourism in Slovakia. [5]

The foundations of a modern and most advanced form of management of tourism in the localities and regions today stand on the organizations of destination management. Clusters such as destination management exist in Slovakia in many sectors of industry. Their range extends from the automobile production, electrical engineering, mechanical engineering and plastics to the IT technology and tourism. [6]

All these initiatives created as associations of legal entities. The clusters focus mutual linked firms and suppliers in the related industries. They are unified by sub-contracting, the same purchasers, sales and common exploited technologies. Probably the best known is for us the automobile cluster – Western Slovakia, which originated in Trnava in 2007. Supports automobile industry through innovation and covers a number of firms in this field. The second oldest cluster is the Association of Košice IT Valley, in Detva became the first Slovak engineering cluster, in Galanta very prospective electronic cluster and in Nitra operates a Slovak plastic cluster. In the field of tourism also operates in Slovakia several clusters:

  • Cluster Liptov – is an Association of legal persons established in the year 2008 with the vision to build from Liptov a European recognizable destination of tourism with the strategic objective of increasing the visit rate of the region Liptov till 2013. The cluster for its members and partners from the tourism industry in the region Liptov fulfils the role of official common marketing and organizational headquarters, coordinates the development of tourism at regional level by promoting tourism as a sector in the region. Founding members are the four most significant entities of the private sector from Liptov – Thermal Park Bešeňová, Aquapark Tatralandia, Jasná Nízke Tatry and Skipark Ružomberok and three cities Liptovský Mikuláš, Liptovský Hrádok and Ružomberok.
  • Cluster Orava – set on 10th June 2009. Since that date began to work as the next organization of destination management in Slovakia and common marketing headquarters for destination Orava. The effort of the Orava cluster is with own activities to get Orava on the map of the searching European destinations, to present Orava under the single brand home and abroad, to create competitive products of tourism and to encourage cooperation in the region. The aim of the association is to create a positive image of the region for the visitors, investors and citizens of the region, organize common marketing of tourism and territory of Orava, as well as mutual offer of quality tourism products in Orava. Among the founding members belonged Aqua Relax Dolný Kubín, Ski Park Kubínska hoľa, Ski resort Roháče and tourist–information portal of the region Orava. On 20th August 2010 cluster Orava became also a founding member of the Union clusters of Slovakia. Founding members were Slovak plastic cluster, first Slovak mechanical cluster, Košice IT Valley, cluster Liptov, cluster Orava and cluster Turiec.
  • Cluster Turiec – is another association in the north of Slovakia. Its founders have become cities Martin and Vrútky, travel agency Fatra Ski and ski resorts Snowland in Valčianska dolina, Jasenská dolina and Winterpark Martinky. Cluster develops activities leading to a substantial increase of informedess of Slovak and foreign guests about the potential of the Turiec region as a tourist destination.
  • Cluster Tatry – began to operate in February 2010. In conditions of the Tatras is for now the biggest step forward cooperation between business and municipal sphere with a aim of more effective marketing and development of the region. The founding members were Tatranské lanové dráhy, Aquacity Poprad and the cities Vysoké Tatry, Poprad, Svit a Štrba.
  • Cluster in Western Slovakia – was established in 2008. It represents a concentrated group of independent, regional interconnected companies and institutions associated with the potential to increase their competitiveness. The aim of the cluster is on the principle of partnership encourage and promote the development of tourism in the region, maintain the various sectors of the interdepartmental level and make available the cultural, historical and natural heritage. The founding members of this cluster are self-governing region Trnava and the city Galanta. Associate members are cities Sereď, Dolná Streda and Šoporňa.
  • Balnea cluster Dudince – originated in June 2008 as the first Spa cluster in Slovakia. Its members are city Dudince, a self-governing region Banská Bystrica, the Spa Dudince, hotels Hviezda, Prameň, Flóra and Park Hotel. The aim of the association is to learn people  about excellent effects of healing water in Dudince and to come many clients to Dudince for the best services.
  • Cluster Smolenice – was created in March 2010 as the first Slovak village cluster in tourism. Its members have become municipality of Smolenice and almost everyone, who run a business in the tourism of Smolenice. The cluster yet operates only on the territory of the village Smolenice, enlargement on the territory of the other villages is in the plan, but the surrounding municipalities have not showed a great interest in tourism so far.
  • Cluster Košice – is the first urban cluster of tourism from June 2010. Generated marketing activities of the cluster of tourism use in particular a unique marketing brand of Košice – European capital of culture 2013.
  • Cluster of tourism wants to create also the city Nitra. Cluster would join the main actors acting in tourism in the territory of the city and its surroundings. This intent is part of a larger project within which shall be created also the Concept of the development of tourism in the city.

Currently, all the cluster initiatives of tourism organise various events and active marketing in order to support the attendance of the regions and the promotion of its members. Frequency of executed actions (participation at trade fairs, presentations at conferences) is on average once a month depending on the actual needs. Cooperation inside of the cluster initiatives is based on developing mutual confidence and the contacts of management of individual members, the exchange of information, common decision, solving problems and sharing of costs.

The main problems are considered by the cluster initiatives the insufficient financial resources for their operation, the overall low level of innovations in the services sector, inefficient use of resources of the Slovak Agency for the development of tourism but also the lassitude about the development of the sector of tourism from the state.

The Slovak Innovation and Energy Agency [7] developed a SWOT analysis of cluster initiatives operating in Slovakia:

Strengths:

  • synergy of knowledge of voluntarily associated members,
  • counterbalance of small and medium-sized enterprises against large enterprises,
  • bargaining power when buying and selling,
  • distribution of costs and more options in the field of research and development, advertising, presentations of enterprises at fairs and exhibitions, counselling, training of staff, legal services, logistics, distribution,
  • more flexible responses to market requirements,
  • support of the development of the region.

Weaknesses:

  • the current low informedness about the possibilities of the association of enterprises,
  • problem of selecting appropriate enterprises to cluster,
  • little experience with this form of organisation,
  • the mutual distrust of small and medium-sized enterprises, the distrust towards the cluster,
  • complicated state administration,
  • the lack of public support mechanisms,
  • lack of skilled worker.

Opportunities:

  • cooperation with universities (science and research, education, market surveys),
  • cooperation with secondary initiatives,
  • the possibility of obtaining support from the state and the EU,
  • the support from operating region (regional government, higher territorial unit),
  • lobbying,
  • availability of loans,
  • better option to get high-quality employees,
  • the increase of technology transfer, innovation awareness,
  • cooperation with other large businesses or clusters (domestic and foreign),
  • the possibility of establishing the common management of knowledge,
  • the creation of new and more stable jobs,

Threats:

  • disputes of the members inside the cluster,
  • imposition of information inside the cluster,
  • non-cooperation between small and medium-sized enterprises,
  • issue of the implementation of the financial commitments incurred by the operation of the cluster.

Conclusion

Tourism industry in Slovakia is fighting in the long term with many problems. The initiative clusters of tourism endeavour from the 2008 after more substantial changes opened up the issue of the application of destination management and marketing in the practice of tourism in Slovakia. The strong and competent management organizations of tourism on the local and regional level may already in the near future considerably strengthen promotion of Slovakia as an attractive tourist destination for domestic and foreign markets.

References

[1] Komuniké profesionálov cestovného ruchu „Tvárou k zmene“. 2011. [cit. 2011-02-10] Available: <http://www.hotelblog.sk/clanky/cestovny-ruch/komunike-profesionalov-cestovneho-ruchu-%E2%80%9Etvarou-k-zmene%E2%80%9D>

[2] Štátna politika cestovného ruchu Slovenskej republiky. 2007. [cit. 2011-02-10] Available:<http://new.sacr.sk/fileadmin/user_upload/Odborna_verejnost/DCR/Statna_politika_CR_SR.pdf>

[3] Agroturizmus potrebuje marketing. 2010 [cit. 2011-02-10] Available: <http://www.eprogress.sk/post/agroturizmus-potrebuje-marketing-553/>

[4] Destinančný manažment zatiaľ v plienkach. 2010. [cit. 2011-02-10] Available: <http://www.etrend.sk/trend-archiv/rok-2010/cislo-18/destinacny-manazment-zatial-v-plienkach.html>

[5] V destinančnom marketingu sme zaspali dobu. 2010. [cit. 2011-01-11] Available: <http://relax.etrend.sk/relax-cestovanie/destinacny-marketing-zaspali-sme-dobu.html>

[6] Klastre nahrávajú firmám. 2009. [cit. 2011-02-10] Available: <http://hn.hnonline.sk/2-38304480-k10000_detail-1a>

[7] Analytická štúdia klastre na podporu rozvoja inovácií. 2009. [cit. 2011-01-11] Available: <http://www.siea.sk/aktuality_inovacie/c-230/analyticka-studia-klastre-na-podporu-rozvoja-inovacii/>

[8] Klaster cestovného ruchu západné Slovensko. 2008. [cit. 2011-01-11] Available: < http://www.trnava.biz/?article=Klaster_cestovneho_ruchu__zapadne_Slovensko&h_menu=1&menu=6&submenu=0&lng=sk>

[9] Marketingová stratégia Slovenska na roky 2010-2013. 2009. [cit. 2011-03-10] Available:<http://new.sacr.sk/fileadmin/user_upload/Statistiky/strategia/Marketingova_strategia_Slovenska_2010_-_2013__cast_I.pdf>

[10] Domáci cestovný ruch. 2011. [cit. 2011-03-10] Available: <http://new.sacr.sk/odborna-verejnost/domaci-cestovny-ruch/>

[11] Založili klaster Turiec. 2009. [cit. 2011-03-10] Available: <http://relax.etrend.sk/relax-cestovanie/zalozili-klaster-turiec.html>

[12] http://www.klasterliptov.sk/

[13] Klaster Tatry spustia vo februári. 2010. [cit. 2011-02-10] Available: < http://www.infoglobe.sk/klaster-tatry-spustia-vo-februari>

[14] http://www.tikdudince.sk/viewpage.php?page_id=2

[15] Ako Smolenice hýbu turizmom. 2010. [cit. 2011-03-10] Available: < http://relax.etrend.sk/relax-cestovanie/ako-smolenice-hybu-turizmom.html>

[16] http://www.kosice.sk/article.asp?id=7567

 

Posted in Vol.4, No1-2/2011 | Leave a comment

Labour Market Issues on Tourism Management: Case on Turkish Tourism Sector

Labour Market Issues on Tourism Management:

Case on Turkish Tourism Sector

Dr. BUHARA ÖNAL

Occupational Health and Safety Institute(İSGÜM)

Ministry of Labour and Social Security

İst. Yolu 14. km 06370 Yenimahalle Ankara

TURKEY

buharaonal@yahoo.com http://www.isgum.gov.tr

Abstract :

This article includes the labour market issues in tourism sector in Turkey. It is aimed to define infrastructure, planning and investment problems firstly and then to solve these problems.

Tourism sector  is raising among the other sectors regarding employment issue recently in Turkey . In this context, coordination with public and private institutons, professional organizations, social partners and NGOs is emphasized to ensure social dialog and peace at work in the tourism sector.

Besides, this study explains in details Turkey Tourism Strategy 2023 which aims to evaluate all aspects of tourism sector  particularly employment issue and to improve the conditions in the sector.

Key-Words: labour market in tourism, employment in tourism

1 Introduction

Regarding income of tourism sector in the world, USA is the first country and the others are Spain and France respectively. On the other hand, althogh Turkey has an important advantage regarding geographic place, climate and natural sources, it has failed to reach tourism potential of these countries and thus it remained in tenth level.

The main reasons of this failure are determined as inadequacies regarding infrastructure, planning and investment. The principal infrastructure problems are urbanization and transportation problems. Besides, environment problems are important as well.

World Economic Forum explained that Turkey can not compete in this sector because of health, hygene and transport problems and warned Turkey to protect its natural sources more.

However, it can be observed that Turkey would increase the tourism income in the recent years. It has dynamic young population who can be adapted to the tourism and special socio-cultural features, therefore is very attractable tourism center.

Turkish Statistical Institution informed that cost of labourforce in tourism sector increased recently; while cost of average labourforce per month in Turkey became 32%, the same cost in tourism sector became 48%. Despite it is estimated that informel  workers are about 1.5 million, it is observed recent numbers of informel workers decreased and the enterprises recorded increased.

Tourism sector contributes country economy as a dynamic sector and its importance in the national income increases. Also it is very important regarding the employment. However the needs of the tourism sector should be defined to improve the sector; the most important one is the need of qualified personel. Since it is a sector which develops according to service qualification, qualification issue is very crucial issue in order to improve it.

2 Problem Formulation

Number of employees in tourism sector has increased as parallel of tourism investments in Turkey. Therefore, training and employment of employees become significant factors in this sector.

Recently training programmes have been improved according to the new legislation related to vocatonal training, so that qualified labourforce would be trained effectively.  Professional standards in tourism sector have been published in 2010 and all training programs of personel in this sector  were started according to the standards.

Regarding employment problems, approximately 100.000 employees recorded in tourism sector  according to the legislation on Social Security. However, estimated number is higher than this, so national budget is affected negatively by informal sector which causes insurance and tax problems. Another important issue on employment is subcontractor, in this case common responsibilites are taken account.

Besides, extension of working hours of employees is another crucial problem for employment in tourism sector

Lastly, no participation of trade unions is one of the most important issue in torism sector in Turkey.

Vocational and technical training should be given according to the needs of labour market in tourism.

Scientific researches for required professions in tourism sector should be conducted in cordination with universities

Employment of labourforce should be increased and the relationship between training and employment should be strenghtened.

Active labourforce politics should be implemented effectively by supporting life long learning.

3   Problem Solution

Infrastructure

Projects on improvement of tourism sector should be conducted in coordination with Tourism Ministry.

Integration of transportation should be performed immediately.

Tourism Ministry, local organizations and related parties should be met tocomplete lack of infrastructural problems.

Architectural arrangements should be organized.

Planning

Planning should be included a tourism principle which supports economical development, is implemented physically, is community-orientated and sustainable.

To plan tourism investments, economical sustainability, culturel richness, employment quality, security, physical integration, resource effectiveness and environmental protection should be placed.

Strategic planning which includes participative and sustainable development should be realized functionally.

Investment

Investments and incentives should be increased in order to support projects as sustainable and applicable.

Burochrathic barriers should be eliminated.

Firms should be documented and accreditated.

4   Conclusion

Tourism sector  is raising among the other sectors regarding employment issue recently in Turkey . In this context, coordination with public and private institutons, professional organizations, social partners and NGOs ensure social dialog and peace at work and more comprehensive researches in the tourism sector.

Turkey Tourism Strategy 2023 aims to evaluate all aspects of tourism sector  and to improve the conditions and thus, it should be tried to implement effectively.

Economical and Social Committee which is established according to EU norms should be worked effectively.

References:

AĞAOĞLU, O. Kemal; “İşgücünü Verimli Kullanma Tekniklerinin Turizm Sektörüne Uygulanması,” Verimlilik Dergisi, Milli Prodüktivite Yayını No: 457, Ankara, 1992.

AYKAÇ, Burhan; İnsan Kaynakları Yönetimi ve İnsan Kaynaklarının Stratejik Planlaması, Nobel Yayın Dağıtım, Ankara, 1999.

BİNGÖL, Dursun; Personel Yönetimi ve Beşeri İlişkiler, Atatürk Üniversitesi Basımevi, Erzurum, 1990.

CAN, Halil; Yönetim ve Organizasyon, Adım Yayıncılık, Ankara, 1992.

DALLI, Özen; “Turizmde İnsan Kaynakları Planlama ve Geliştirilmesi,” I. Turizm Şurası, 20-22 Ekim, Ankara, 1998.

ERTAN, Hayrettin; “Otel İşletmelerinde İnsan Kaynakları Yönetimi Açısından İşgören Devir Hızı, Anlam ve Önemi (Bir Uygulama)”, Yayınlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, 1997.

JIANG, William Y.- SUSSKIND, Alex M.; Human Resources Management: Challenges for the Hospitality and Tourism Industries, Edited By Richard Teare, Bonnie Farber canziani and Graham Brown, Global Direction, Cassell, 1997.

KAYNAK, Tuğray; Personel Planlaması, İ.Ü.İ.İ.E. Yayını, İstanbul, 1990.

KAYNAK, Tuğray; “İnsan Kaynakları Planlaması,” İnsan Kaynakları Yönetimi, İ.Ü. İşletme Fakültesi Yayın No: 276, İstanbul, 1998.

KOÇAK, Nilüfer; “Türkiye’de Turizm Sektöründe Çalışan Personelin Eğitim Düzeyi ve Turizm Eğitimi Veren Meslek Yüksek Okulları,” I. Ulusal Turizm Sempozyumu, 17-19 Eylül , Eğirdir, 1998.

OLALI, Hasan- KORZAY, Meral; Otel İşletmeciliği, Beta Basım Yayım Dağıtım A.Ş., İstanbul, 1993.

ORAL, Saime- KURGUN, Osman Avşar; Otel İşletmeciliği ve Otel İşletmelerinde Verimlilik Analizleri Kanyılmaz Matbaası, İzmir, 1997.

PAKSOY, Mustafa; Avrupa Birliği İle Bütünleşme Sürecinde Türk İşletmelerinin Yönetim Sorunları ve Çözüm Yolları, Yaylım Yayıncılık, İstanbul, 1998.

PALMER, Margeret-WİNTERS, Kenneth T.; İnsan Kaynakları. Çeviren: Doğan Şahiner, Rota Yayınları, İistanbul, 1993.

SEYMEN, Oya; “2000′li Yıllarda Konaklama İşletmelerinde Stratejik İnsan Kaynakları Planlaması ve Bir Model Önerisi”, Turizm İşletmelerinde İnsan Kaynakları Yönetimi, Hafta Sonu Semineri VII, Nevşehir, 2001.

 

Posted in Vol.4, No1-2/2011 | Leave a comment

The tourist values of the Poznań Agglomeration

The tourist values of the Poznań Agglomeration

Adam Lewandowski

PhD student of the University of Economics in Poznań

Faculty of Economics

Poland

adam_lewandowski@op.pl

 

ABSTRACT

In 2010, we celebrated the 20th anniversary of the reinstatement of local government in Poland. According to the provisions of the law, the citizens of towns and communes became rightful members of local communities who perform public tasks in their territories on their own behalf and on their own responsibility. In the general opinion, these two decades of self-government in Poland were a period of progress in the development of technical and social infrastructure, the development of the local economy, increasing standards of public services and a considerable improvement in the quality of life of the citizens. This progress is especially visible in big city areas, such as the Poznań Agglomeration, which is one of the leaders in the socio-economic changes in Poland. The agglomeration is made up of the city of Poznań, the capital of the Province of Greater Poland, with a population of nearly 600,000, surrounded by a group of towns and communes, most of which are part of Poznań County.

The Poznań Agglomeration is a city community of a new generation, living and developing beyond its administrative borders. It is a place of residence, work and rest shared by a million people. This is a common space, a common environment and infrastructure. This is also solving problems together and common care about future. This is an area where cooperation is a precondition of progress and development, cooperation which allows the local population to gain competitive advantage in Poland and abroad.

Is the Poznań Agglomeration a good place for the development of services in (business, cycle) tourism and sport?

There is a lot of evidence for this thesis. The main arguments are special territorial conditions, the diversified tourist and sports facilities as well as the potential of the citizens of the Poznań Agglomeration: their diligence, creativity and innovative character.

In recent years, big cities have been creating common development policies and implementing integrated strategies and plans which concern, among others, public transport, communal economies, social services and common promotion. This is also the case in the city of Poznań, which, along with its neighbouring communes, has become a municipal community of a new generation during the last 20 years since the reinstatement of local government in Poland, a community living and developing beyond its administrative borders. The city of Poznań, the County Council in Poznań, the communes of Poznań County and the towns of Szamotuły, Skoki and Śrem decided on the establishment of the Poznań Agglomeration. The Poznań Agglomeration is one of seven most urbanized areas in Poland, apart from four other agglomerations (Warsaw, Cracow, Łódź, Wrocław) and two conurbations (Upper Silesia and Tricity – Gdańsk, Gdynia and Sopot). The formalized Poznań Metropolis Association has already been established this year.

The Poznań Agglomeration is a place of residence, work and rest shared by a million people, with a big potential for tourism development. Also the outskirts of the region have considerable scenic, recreational and specialist values.

Is the Poznań Agglomeration a good place for development of services in the areas of (business, cycle) tourism and sport?

In terms of tourist traffic services, the collective accommodation facilities which are situated in the communes of the agglomeration are overshadowed by the city of Poznań. It is the city where the biggest hotels are, whereas the communes usually play only a supplementary role in tourist traffic services, which are oriented towards staying in Poznań.

There are 125 tourist facilities with approx. 10,500 beds which are available all year. Within the borders of the city of Poznań, there are 65 facilities offering nearly 8,000 beds. More than 500,000 people use the city’s accommodation facilities every year.

The communes which are part of the agglomeration are now rather places of one-day rest for the local population (with no accommodation). The accommodation facilities develop the most dynamically in the communes adjoining Poznań. Recreational tourism is supplanted by business tourism, and former tourist and recreational facilities are adapted to conference and training functions.

Number of accommodations in the Poznań Agglomeration (2009)

Source: Strategy of Development of the Poznań Agglomeration

In most of the communes, tourism develops independently – there is not one cohesive concept. Besides, in most of the communes, it only satisfies the needs of the local population. Tourism as a distinctive feature occurs in Kórnik and Puszczykowo. The communes of the agglomeration publish brochures and tourist maps. Internet portals of the towns and the city usually have sections devoted to their tourist values and infrastructure, they are also promoted at tourist fairs (through the associations PLOT[1], WOT[2] or the County Council). In recent years, the communes have taken many actions aimed at the development of tourism and recreation in the region. The most frequent initiative was marking out of cycle and walking trails. The existing sports facilities were extended and new pitches were built. A number of inter-communal associations were established, which was of great importance for the development of tourism in the area. New hotels and sports halls are planned to be built in near future[3].

The Poznań Agglomeration is quite diversified in terms of its tourist values. Most of its communes have a broad spectrum of cultural, natural, recreational and specialist values. The tourist attractions include the Old Market Square and the Town Hall in Poznań, Malta Lake, the castle and the arboretum in Kórnik, the palace in Rogalin, the Citadel, Zielonka Forest and others. The agglomeration also offers many cultural attractions with the Malta Theatre Festival as its flagship. Other events are: the Henryk Wieniawski Violin Competition, the waiters’ race, Saint Martin’s birthday or local events, like commune days.

The tasks of the Agglomeration are financial support and expert help for the member communes and creation of a common tourist product. The strength of the Agglomeration is the possibility to take advantage of its big population potential. The tourist policy of the agglomeration should base on a product which will be attractive both for the local residents and visitors.

The most popular form of active tourism in the agglomeration is cycle tourism, in which almost one third of the population are engaged. The biggest problem is lack of a cohesive network or cycle lanes in towns. This is of great importance because most people set out on bike trips from their places of residence. There is a sufficient number of cycle trails, but they are not marked cohesively.

Forms of inter-communal cooperation in the Poznań Agglomeration in the area of tourism:

Source: Strategy of Development of the Poznań Agglomeration

Business tourism

Poznań is mainly a place of business tourism, which includes all kinds of business trips, meetings, trips to conferences, fairs or study tours. Apart from the above elements connected with sightseeing, this is a dynamically developing and highly profitable branch. The Poznań International Fair is an extremely important element here.

Functional areas in a tourist city

Source: Competitiveness and cohesion of the Poznań Agglomeration

The importance of business is growing at present. Its development is a consequence of globalization. International meetings help develop business and they contribute to the economic and social development of individual countries. For many cities where business meetings take place, this is a key element of the local economy which means jobs for many people. Business tourism is an industry which activates different environments (hotels, catering, trade and services, cultural facilities) and engages large human resources for serving the visitors. This is a very important factor in the economic development of towns, regions and countries. All over the world, the number of foreign business trips is constantly growing. The Poznań Agglomeration has very good conditions in the sphere of business tourism, especially fairs. Business tourism is not only business trips but also taking advantage of the attractions of the destination place. Apart from the hotel and the airport, business tourists take advantage of local cultural and sports attractions, they discover the history and sights of the places they visit. In many cities, walking trails are marked out, such as the Royal-Imperial Route in Poznań or the Town Tourist Trail in right-hand bank Śrem.

The most popular place on the Poznań route is the Old Market Square with its enchanting tenement houses, fountains, the Town Hall with butting billy goats or the parish church. Other attractions include museums and churches: the Górka Family Palace housing the Archaeological Museum, the Museum of Musical Instruments, the National Museum, the Royal Castle with the Museum of Applied Arts. In the evenings, the city’s rich cultural offer includes performances and concerts, for example in the Nowy Theatre, the Musical Theatre, the Polski Theatre, the Great Theatre or the Poznań Philharmonic. In the city, tourist can also go on walks and plays sports, for example in the Sports-Recreational Centre on Malta Lake. It is worth to visit the Wilson Park with the Poznań Palm House and the Citadel Hill – a large park with an exhibition of weaponry and sculptures by Magdalena Abakanowicz, a world-famous Polish sculptor.

One of the biggest attractions in the vicinity of Poznań is, undoubtedly, the palace in Rogalin, which was built in the 18th century, with a French garden and the Rogalin Scenic Park surrounding the place. Another attraction of Rogalin is a group of famous old oaks named Lech, Czech and Rus. In the neighbourhood, there is also the castle in Kórnik with a coach house and the Wielkopolski National Park, which protects a postglacial landscape and many species of birds and animals.

However, what is the most important in business tourism is the number of facilities which have services for business tourists in their offer. The Poznań Agglomeration has well developed hotel facilities and a big potential for development. Thanks to the Poznań International Fair and the hotel facilities, the city has a strong position on the map of Poland. Admittedly, the number of hotel guests in the area of the whole agglomeration usually declines abruptly with the end of the fair events season. This is why it would be beneficial if conferences and congresses held between the fair events filled these gaps and if the Poznań Agglomeration became not only a place where fairs are held but also a conference centre.

Cycle tourism

Cycling is a very popular form of tourism in the Poznań Agglomeration, popular despite the barrier which is lack of cycle infrastructure in the city which would enable safe and convenient access to green areas. Cycling is so popular mainly because of the valuable natural and recreational areas which are situated in Poznań and the neighbouring communes.

Since the early 1990s, the Poznań Agglomeration has been the leader of cycle tourism in Poland. Greater Poland Province was the first region where an inventory of cycle trails was made; most of these cycle trails were marked out on local initiatives. Thanks to this inventory, the marking system was put in order and unified. New trails are still marked out and old ones are modernized in the agglomeration area, for the benefit of cyclists and the development of tourism in the region. The present recreational and tourist offer, based to a large extent on the existing park lanes and forest tracks and linked together with a relatively simple marking system, is surely sufficient for the majority of the residents of the agglomeration. However, to make the development of cycle recreation and tourism permanent and to attract also cyclists from outside the agglomeration, it is necessary to create a hierarchical system of cycle trails and invest in new projects. The trails network must be complemented by an accompanying infrastructure adapted to the cyclists’ needs. What is very important is a proper hierarchy of the cycle infrastructure and its division from the point of view of individual group of users. The expectations of people riding on bikes are diversified: starting from the willingness to relax on bike in green areas through cultural tourism to even competitive cycling. In some communes, however, there are barriers which hinder the development of tourism. In most cases, this is lack of tourist infrastructure, lack of big tourist attractions or handicaps caused by the presence of protected areas. Cycle tourism is very popular in the Poznań Agglomeration; unfortunately, what it lacks is a cohesive and well organized network of cycle lanes and trails.

Sport

Sport is an important element which also influences the development of tourism. The communes of the Poznań Agglomeration have been investing in sport for many years. There are over 1,500 sports and recreation facilities of different types in Poznań and the neighbouring communes. Some of them host international sports events (Malta Sailing Regatta, the City Stadium in Poznań, Wola Hippodrome), others are available to local residents (artificial ski slope, indoor swimming pools, tennis courts, sports halls, pitches). Thanks to the access to this diversified sports infrastructure, one can play almost all sports disciplines in the Poznań Agglomeration. There are more and more swimming pools and aqua parks built. The City Stadium in Poznań was expanded for the EURO 2012 football championships. There are many sports clubs which are also successful in the international arena. The Poznań Agglomeration has a significant position in sport both in Poland and in the world.

The Poznań Agglomeration is a structure of communes which pursue common interests: the development of transport and tourist-recreational infrastructure and the promotion or building of a common development strategy. Nearly one million of people and their needs influence the bloom of the city of Poznań and other communes, also in terms of tourism, entertainment, recreation, culture: the Old Market Square, cafes, restaurants, theatres, cinemas, galleries or sport: the stadium, the pitches, the areas around Malta Lake. The asset of the Agglomeration is also a large number of historical buildings: churches, manor houses, palaces. Poznań and its vicinity is also an important recreational centre: the ski slope which is open all year, the possibility to play water sports on the lakes or the Wielkopolski National Park with its numerous tourist trails.

  1. Ilustrowany Atlas Aglomeracji Poznańskiej, 2010, Bogucki Wydawnictwo Naukowe, Poznań
  2. Konkurencyjność i spójność aglomeracji poznańskiej. Główne problemy funkcjonalne i przestrzenne, 2009, Centrum Badań Metropolitalnych, UAM Poznań
  3. Motek P., Kossowski T., Bogacka E., 2009, Sport w aglomeracji poznańskiej, Bogucki Wydawnictwo Naukowe
  4. Strategia rozwoju Aglomeracji Poznańskiej Metropolia Poznań 2020, 2010, Centrum Badań Metropolitalnych, UAM Poznań
  5. www.aglomeracja.poznan.pl

 

 

 

 

Posted in Vol.4, No1-2/2011 | Leave a comment

Web portals as popular tools to judge and compare holiday destinations

Web portals as popular tools to judge and compare holiday destinations

BENTYN ZBIGNIEW

Departament of Management

PWSB

Niedziałkowskiego 18 / 61579 Poznan,

Poland

z.bentyn@pwsb.pl

www.pwsb.pl

 

ABSTRACT

A new era demands new media. New media create new possibilities. Travelers across the world use interactive internet tools to collate information about places like hotels, resorts and holiday destinations. Portals, such as cholidaycheck.com, allow customers to voice their opinions against or in favour of the places where they have spent their holidays. This is a new way to share good or sometimes bad holiday experiences. Potential holidaymakers  gladly check their destinations before they put their money on them. The possibility to share pictures or even a video showing the accommodation also increases the potential to influence customers. The majority of tourists  entering the portals make larger contributions than a few words or impressions. There are detailed reviews made by customers who really care. They constitute a significant source of free and quick feedback information. Managers can use it to improve the operation of the hotels they run or just to look at them from customers’ viewpoint. Thanks to such inventions company websites are no longer the only source of information about destinations, hotels or resorts. The portals constitute an alternative which may well be harsh or even lurid but, more importantly, by virtue of being free from company’s control, they are more objective in the presentation of information.

Keywords:  Hospitality, research, customer, image.

1 INTRODUCTION

Years ago customers looking for information about a hotel or other places had a limited choice of sources. Travel agents, however friendly they could be, were not allowed to reveal full details about the hotel they were recommending for many different reasons. Firstly, they themeselves did not have more information than that given by the operator. The materials like posters or leaflets are always prepared to create a certain impression. Only their experience and contact with experienced customers provided them with a certain amount of inside knowledge, which gave them a possibility to direct the right customer to the right place. Yet, gaining such experience and knowledge about many places across the world required plenty of time and effort. It cannot be forgotten either that their business was, and still is, also based on advertising which may make them reluctant to reveal everything they know about recommended places. [1]

Another, more credible, source of information were close friends. They were more sincere than travel agents but could provide a rather limited amount of information because of their limited possibilities of traveling. This particular source was also very subjective, which decreased its reliability.

Articles in papers reviewing places were also helpful but their usefulness for potential travelers is also limited. It is difficult to publish a very detailed opinion therefore it is usually very general. The idea behind this is to get with this article to the greatest possible number of potential customers. Besides, it is rather inconvenient for a paper to criticize certain places because its goal is to build an interest in traveling among readers in the first place.

The growing potential to travel increases the demand for detailed information. A development of communication infrastructure and the investments in the field of communication made by private sector strongly influence the prices of travelling services. Potential tourists have a wide range of offers to choose from and in order to make an informed decision they need credible information, which will be possibly most objective and up-to-date. Web pages were created by companies with a view to reach potential guests and to satisfy this demand for knowledge. This clever move allows prospective customers to check hotels or resorts thanks to galleries with pictures and video materials whereas descriptions of the places are very helpful for those searching for details. The possibility to modify websites and to place up-to-date information creates a less expensive and still much more dynamic way to get with the right information to right people in comparison to the printed materials. Moreover, thanks to the reservation systems websites have become more like virtual front desks to the customer. The ability to use them as an active promotional tool is a new quality. 3D tours around the advertised place help to visualize the hotel and its neighborhood and afford a great opportunity to highlight its advantages.

The greatest innovation of the websites, however, is the possibility to publish other people’s opinions about the place. This level of objectivity was lacking in each of the previously mentioned sources of information.

2 PROBLEM FORMULATION

Trust is one the most sought-for values by customers. On this very competitive market, opinions of other users provide invaluable information. The tendency to give credit to someone else is supported by an assumption that other users have no vested interest in misinforming anybody. Rather, they are expected to voluntarily warn others against an unfortunate destination in an act of retribution on the owner responsible for bad accommodation conditions. By analogy, customers who are satisfied will feel the need to reward the host for a pleasant experience. That is why they will tend to share with others positive reviews of places, hotels or a resorts.

Up to now the problem has lied in the absence of a medium or a tool which could connect those two groups of people: one wanting to share their knowledge and experience with others and the other composed of people looking for information about a hotel. The growing segment of online travel agents employs the internet as a tool to fulfill the need of potential travelers.

The travel distribution model shows three main fields which combination influence business transaction. They are:

  • Buyer data,
  • Seller data,
  • Fulfillment Loop[2]

Information delivered by travel agents are detailed but they are lacking objectivity. The materials prepared by the agent are often rejected by the customers as misleading. Even corporate websites have a tendency to virtually improve the appearance of their destinations, which increases customers distrust and augments the need for additional information from other sources, not involved in the transaction.

Travelers present a growing experience but have natural limitations in gathering useful information about potential destinations. They are looking for information they can trust. Social network creates relations, which can prove useful in such cases. However, this type of information is far from precise and is still limited in quantity.

The fulfillment loop plays a key role in closing the transaction. The presentation of the offer which has a virtue of objectivity allows the travel agents to convince the traveler. There is a great need for  unbiased and up-to-date information.

Figure 1 Travel distribution model

 

Maurer, Internet for the retail travel industry,  Cengage Learning, 2002

3 PROBLEM SOLUTION

In the times of social networks there is a solution for those groups of potential customers. Portals like holidaycheck.com provide for them plenty of up-to-date and detailed information.

The examples of such portals are:

  • tripadvisor.com
  • trivago.co.uk
  • hotelbewertungen.net
  • openholidayguide.net
  • myhotel.de

Some of the portals listed above have accumulated a massive amount of information. Tripadvisor claims that they provide 45 million trusted travelers’ reviews and opinions. Holidaycheck gathered 1,8 million reviews. If words are not enough, they also provide 2.2 million of pictures and 33800 videos,[3]  all made by users and free to browse for anyone interested. The main goal for all the portals is to increase the awareness that thanks to the new media like internet it is possible to share information and to gain experienced and potential customers. Tripadvisor’s slogans are: “World’s most trusted travel advice” and “First get the truth then go” [4]. They realize that such amount of information influence many potential visitors. They also provide a secure way to write a review. All forms include a formula which says: “I certify that this review is my genuine opinion of this hotel, and that I have no personal or business affiliation with this establishment, and have not been offered any incentive or payment originating from the establishment to write this review”. This is a part of their policy which claims zero tolerance for fake reviews. It means that they dedicate significant time and resources ensuring that the reviews are written by the real travelers and based on their real experiences. For those who would have an idea to use this website as a handy advertising tool there is a warning. Any discovered biased activity made by owners, employees or third party vendors hired on behalf of the property owner will be subject to severe and long lasting penalties[5].

Holidaycheck advise their reviewers to take into consideration the following remarks:

  • Share personal experiences and insider tips
    The more detailed and descriptive, the better.
  • Write your own text
  • Do not copy or use any text from other sources.
  • Correct spelling and grammar
    Please use full sentences and correct grammar
  • No self-promotion is allowed
  • ”Reviews” from owners, employees or representatives are forbidden.
  • No defamation or slander.
  • Personal attacks with no reason are prohibited.
  • Do not write using only CAPITAL LETTERS
    Sentences written all in capitals are neither easy nor pleasant to read

The first remarks oblige writers to write about their own experiences without adding additional rumors which could falsify the reality. Moreover, they encourage authors to use their own words. This is a general idea to promote the subjectivity of a reviewer, yet the sum of numerous opinions helps to create the effect of a general objectivity. The idea is to give the reader a chance to generalize the opinion about a hotel or resort by reading and comparing contrasting reviews. The potential visitor has to bear it in mind that someone’s opinion is influenced by his personal characteristics. The families with kids will definitely judge a hotel differently than singles. Their personal   expectations differ simply because they demand a different kind of service. To stress it all reviewers must share a few personal information:

  • Origin
  • Age
  • Travel time
  • I traveled as- and options to choose from:

Family, couple, singles & friends

  • Number of children
  • Duration
  • Type of trip
  • Booked via …

Thanks to the insight into personal details of the reviewers the readers have the opportunity to look at the personal opinions.. This makes this site even more valuable. It allows the prospective readers to see a range of opinions and  to find their representatives in the group of reviewers. Apart from a brief description of the personal profile of the authors, the reviews also include a traveler’s map where thanks to the google services the readers can find and actually look at the destinations described. Among them readers can find places where author:

  • Been
  • Can advise friends
  • Favorite
  • Going

If a review particularly well answers the expectations of a reader, then, thanks to this option, he or she can look for another destination advised by the same author. The sites offer articles and detailed descriptions which have definite advantages over the printed guides. Firstly, they are written by many travelers whose collective wisdom creates an additional value. Secondly, the internet guides are updated in the real-time, which guarantees a reliable reflection of the constantly changing reality. Finally, thanks to a group of hobbyists and semi-professionals they also provide practical tips about transportation, things to do and places to eat.

In order to make it easier to reach the site from all over the world Tripadvisor offers a free application for a mobile phone which allows browsing reviews instantly on the go. Combining the application with a working GPS in the phone opens new possibilities[6]. Since that moment it has become possible to get directions for driving, walking or public transportation. Yet, this is not all. The application has a Near Me Now function which is useful to find opportunities all-round the traveler location. The remote access to the portals makes the browsing easy and quick. The guests have also an opportunity to share their opinion quicker, which is is a potential threat for those hoteliers whose services are not up to standard and an opportunity for those who are ready to receive guests with possibilities to make their evaluation widely known. The easy access to the opinions of many tourists gives a hotel a chance to improve. All reviews may be sorted by date. Each hotel has its own history, it is registered right from the beginning when they start to operate with a new equipment, furniture and newly hired, highly motivated staff. Yet, this situation evolves. The hotel may continue to provide high quality services but it may also lower the standards. Careful collation of reviews year by year makes such changes visible for those who are looking, which means that it is not only potential guests but also potential investors or owners who must take care of their investments [7]. The latter may treat the new possibilities which their guests’ have gained as an objective and continuous yardstick by which their hotels’ performance can be measured. The holidaycheck.com has recently added a simple sign to the description of every destination, a red arrow directed up or down, which points out the general trend derived from recent rating. It simply indicates whether a place is fashionable and guests  review it well or if the opposite is true. This average opinion is supported by charts.

The first one shows how many percent of reviewers recommend the place in particular months of the last year. It allows to realise which time of the year is best to visit a place. It also gives a chance to look closer at the reviews from a weaker month and find an answer for the question what makes the reviewers to lower their rating.

The next chart shows an evaluation  of the hotel according to specific criteria, which include: room, service, location, gastronomy, sport and entertainment. It supports the conclusion from the first chart and points out where to find the potential to improve the overall quality of the hotel.

The third chart shows the number of reviews sent in particular months. A lower number of reviews reduces the credibility of the judgment. This chart serves as a comment on the comparison. For the managers of the hotel it is possible to confront these data with occupancy rate. The higher rate will explain the higher number of reviews appearing on the portal.

Another chart is a glance at the demographic characteristics of the guests of the hotel. It is a demographic segmentation where the segments are:

  • 19-25 Years
  • 26-30 Years
  • 31-35 Years
  • 36-40 Years
  • 41-45 Years
  • 46-50 Years
  • 51-55 Years
  • 61-65 Years

A quick look at the chart makes it clear which age group has the strongest representation among the visitors of the hotel. This leads to such questions as: is it the target of this certain hotel? Is the hotel prepared for demands of the most represented age group? Potential visitors looking at the same chart have probably different ideas in their minds. They want to find a simple answer for the question: is it a place for me? If the majority of a hotel population reflects the age of a potential visitor then he may feel more confident about choosing this place for holiday. This refers to the problem of preferences of guests who want to spend their holiday in a certain company.

Holidaycheck.com conducted  research about the perception of drinking habits on holiday according to different nationalities. [8]

Figure 2 Perceptions of drinking habits on holiday according to nationalities

dziennikturystyczny.pl, 04.03.2011, 12:00

It has pointed out that there are differences in this field. The age of visitors even more than nationality may influence their behavior on holiday. Therefore, a chart concerning the age groups seems useful information.

The last chart indicates types of tourists. There are:

  • Solo/single
  • Couple
  • Family
  • Friends[9]

This criterion also refers to the potential demands of certain groups of visitors. Families with children will appreciate playground facilities more than singles and couples. Groups of friends will probably care for discos, sport and entertainment programs. From the visitor’s point of view it is important to know which groups choose a particular hotel and why. A large share of families lessens the possibility to relax for those looking for a peaceful place for their holiday.

Hoteliers can now use tourists’ reviews to improve the place. Thanks to such portals managers can observe the reaction of their guests after they have made some changes. For many small companies it is the cheapest and therefore the only way to glean feedback information from their customers. A picture added by a visitor can entirely change the image of a hotel. It can incidentally reveal its potential to improve. Knowledge with strategic potential has now become free and open for everybody. Research results and reports of the perception of the quality of the hotel are no longer a secret wisdom available only for those who can afford a long term research conducted by counseling companies.

Such a big database allows constructing a ranking of the best and the worst hotels and resorts. , Tripadvisor, for one instance, annually  formulates a list of best hotels and awards them with the title “Traveler’s Choice”.

There are more categories which give readers a chance to compare the quality of tourist services and single out the best in the field of hospitality. Among them there are:

  • Top 25
    • World
    • United States
    • Europe
    • Japan
    • India
    • China
    • Hong Kong /Macau /Taiwan
  • Bargain
  • All Inclusive
  • Romance
  • B&bs and Inns
  • Luxury
  • Relaxation & Spa
  • Trendiest
  • Best Service
  • Europeans’ Best Hotel

The first place in the ranking Top 25 in the World was awarded to the Golden Well hotel in Prague, Czech Republic. This place was reviewed by 685 guests. From that number 659 gave the hotel an excellent rating. Only one guest rated it as poor. The managers of the hotel answered to it and expressed their  apologies. Such an output suggests that the place has been carefully checked and is sure to attract potential guests. It is also a remarkable achievement of the staff to preserve such high standards. First opinions shown on the tripadvisor portal are dated September 2004.

For those looking for thrills there is a ranking showing The Dirtiest Hotels in particular years from Asia, Europe, United States and India. Check these out if you dare, encourages the portal. All conclusions are drawn from the collation of opinions. Then there is a chart showing what infuriates guests and what is unacceptable in a hotel these days. All opinions are ordered in the following categories:

  • Value
  • Rooms
  • Location
  • Cleanliness
  • Service
  • Sleep Quality

4 CONCLUSION

In an interview broadcast by BBC Radio John Penrose, the British minister of tourism, suggested that industry websites – such as tripadvisor – could provide a more efficient service than a national hotel star rating system[10]. Star system becomes obsolete in present times . Small businesses argue that it is very expensive and not as interactive as internet websites are. There are voices against tripadvisor. Some hotel managers point out that it is too easy to falsify reviews and such cases exert too strong an influence not to do harm to small businesses. To answer that managers from tripadvisor answered that every review is carefully checked and that there exists a certain algorithm helping to verify reviews. The influence and the belief in trustworthiness of such portals results from a large number of entries and an opportunity to get to know different people’s views[11]. Beside that video and photo materials have an overwhelming  power to convince prospective visitors. The possibility to record and transmit a high definition video may also increase the utility of the reviews.

Figure 3 Developing digital content on portal holidaycheck.pl


www.travelmarketing.pl, 04.02.2011, 12:00

Some tourists are very precise and add multimedia materials to illustrate certain points in the review. The chart illustrates how fast the amount of digital content grows in the Polish reviews published on the holidaycheck.pl portal. One picture represents a thousand words. This allows the visitors to judge the location by themselves even without additional descriptions. The success of such portals lies also in additional services. In fact they act like an online travel agency. Combining credibility of the reviewers and trust of the readers with suggestions concerning holiday destination creates a very expected and powerful offer on the online travel market. This market is a very promising one. As the data of Verband Internet Reisevertrieb illustrate the online travel market is expected to grow. By the year 2015 40%-80% of all vacations are to be booked online[12], which is yet another argument showing the need for an objective, reliable and up-to-date source of information. Since 2006 70%-80% of information concerning travel destinations is researched online. Potential visitors use the web as a tool so it is high time for hoteliers to do the same and appreciate useful innovations changing the market.

REFERENCES

[1] A. M. Sheela, Economics of Hotel Management,  New Age,  International, 2007, p.13

[2] E. Maurer, Internet for the retail travel industry,  Cengage Learning, 2002, p.23

[3] holidaycheck.pl/hotel-Informacje+turystyczne, (accessed on January 2011).

[4] turystyka.gazeta.pl/Turystyka/1,82269,6784941,Ciekawostki_wakacyjne_z_portalu_HolidayCheck_pl.html, (accessed on February 2011)

[5]www.travelmarketing.pl/pl/e_commerce_i_online_marketing/107_spoleczenstwo_informacyjne_w_turystyce.html, (accessed on February 2011)

[6] dziennikturystyczny.pl, (accessed on January 2011).

[7] Z. Zhou, E-commerce and information technology in hospitality and tourism, Cengage Learning, 2004, p.9

[8] www.free-press-release.com/news-russia-threatens-english-drunken-monopoly-1250078470, (accessed on January 2011).

[9] www.tripadvisor.com/UserReview, (accessed on January 2011).

[10] www.breakingtravelnews.com/news/article/government-to-abandon-hotel-star-rating-system, (accessed on January 2011).

[11] R. Egger, D. Buhalis, eTourism case studies: management and marketing issues, Butterworth-Heinemann, 2008, p.151

[12] Verband Internet Reisevertrieb, Die Zukunft bucht online,ITB Berlin, 2006

 

 

 

 


Posted in Vol.4, No1-2/2011 | Leave a comment

Demand for Management Staff in tourism sector of Wielkopolska

Demand for Management Staff in tourism sector of Wielkopolska

KATARZYNA CZAINSKA

Department of Economics and Management

Poznan University College of Business

18, Niedzialkowskiego Str., Poznań

POLAND

k.czainska@pwsb.pl www.pwsb.pl

 

 

Abstract:

In the paper author has presented basic definitions of labour market, tourism and consequently tourism sector as a labour market. Moreover, based on strategies prepared by local government of the Wielkopolska Region in Poland the author has described current situation in the tourism sector in the region and predicted demand for management staff in the local tourism labour market.

Key-Words: - Labour market, demand and supply on the labour market, tourism sector, management staff, tourism in the Wielkopolska

1   Introduction

Tourism sector is one of the most important sector of contemporary economy. As one of segments of service sector it creates labour market and source of income for many countries, regions, families and individuals as well. Diversity of forms, sizes and types of companies involved in tourism industry makes it available both for entrepreneurs from SME sector and for global corporations. That is one of those markets that is still possible to fine niche on.

Poland and of course the Wielkopolska as a part of it, also started different strategies and activities to develop tourist sector. Significant impact in acceleration of tourism comes from European Union that has donated Poland, and those funds were divided into several regions of the country to be correctly invested in particular needs of those regions. But, it would not be any success without efficient programs of implementation and involvement of people who live in the region. On the other hand, reading analysis presented in the paper it is obvious to conclude that tourism in the Wielkopolska is still very attractive market, also labour market in many aspects.

The Wielkopolska Region [16] is one of the largest regions in Poland. In the terms of area (29,825 sq. km) it is the second largest in the country, and the third most densely populated (3,355 thousand). Almost 58% of the Province’s inhabitants live in cities and towns. The second largest urban area of Kalisz and Ostrów is located in the southern part of the region and has a population of nearly 200 thousand. Other major cities of the region include the following: Kalisz, Konin, Piła, Ostrów Wielkopolski, Gniezno i Leszno. The Wielkopolska is conveniently situated at the junction of major European communication routes. It is at the crossroads of a major route from Berlin through Poznań, to Konin and Warsaw and on to Moscow, and from Prague through Leszno and Poznań to the Baltic Sea. Poznań Ławica airport operates both domestic and international flights. From tourism perspective the  Wielkopolska is also very attractive because of varied landscape (ideal for for active leisure), local forests and lakes, hills, natural landscape parks (walking routes, bicycle trails), many enchanting historic mansions, palaces and residences and historical monuments (in Poznań, Gniezno, Kalisz, etc.). The Wielkopolska is located in the lowland river basin of three rivers: the Warta, Noteć and Prosna. The Wielkopolska Province  boasts various sites connected with the cultural heritage of the country; the Polish statehood was born here after all. This region is also an ideal tourist destination because of its highly developed tourist infrastructure.[17]

So, many different factors indicate the Wielkopolska as promising environment of tourism development.

2   Problem Formulation

The main problem presented in the paper is to answer for the question: what types of management staff does the  Wielkopolska tourism market need and what to do to achieve it? To present suggested solutions it is necessary to analyze tourism labour market from wide perspective and show all segments it consist of and cooperate with.

2.1   Tourism sector as a labour market of management staff

Based on Sloman’s [10;4] definition, by labour we should understand all forms of human input, both physical and mental, into current production. So, labour market is a place (real or virtual) of meeting of those who look for employees with those who look for job.

Labour market can be analyzed from different perspectives, i.e. national, regional and local (that may differ because of scale, geographical factors, demography, culture, etc.) or from demand and supply side. British researchers [3] preparing report of local labour markets focused on few particular ratios and qualitative factors to describe situation; to estimate demand on the labour market, understood as recruitment activity by employers [3;7], they analysed total recruitment activity (based on central statistical data), geography of demand, skills and qualifications required, and finally work description instead of name of industrial sector. On the other hand, supply on the labour market includes both workless population and the in-work population, was analyzed based on quantitative data of employed and unemployed population.

Supply is created either by demand on the labour market [3;7] or by need of money for goods and services [6;191]. According to Begg, Fischer and Dornbusch [11;169] labour supply should be analysed in two stages: how many hours people work once in the labour force and whether people join the labour force at all.

Polish Central Statistical Office preparing the quarterly labour force survey (LFS) analyzes all persons aged 15 and more, who are members of the sampled households (excluded from the survey is population living in the institutional households i.e. workers hostels, boarding houses, dormitories, barracks, social welfare homes etc.). The LFS methodology is based on definitions recommended by the International Labour Office and Eurostat. The basic criterion for division of population from the point of view of economic activity, into the employed, the unemployed and the economically inactive is work, i.e. performing, having or seeking a job in the reference week [7].

Apart from micro- and macro economical point of view, evaluation of labour should be analysed from human resource management perspective. Such analysis consist of team work and individuals work evaluation in particular sector or company. The main descriptors used then are [9;9-12]: organizational philosophy and structure; licensing and other government-mandated requirements; responsibilities (authority and accountability of each jobholder); professional standards; job context (environment that surrounds the job); products and services; machines, tools, equipment, work aids and checklists; work performance indicators; personal job demands (physical demands, i.e. climbing, lifting heavy objects, but also such factors like enduring the stress of heat, cold, gravity, etc.); elemental motions; worker activities (everything that worker should do at work from his point of view); work activities (list of duties of a worker); worker characteristic requirements; future changes (i.e. new technology); critical incident (i.e. situations that can appear accidentally at work, like robbery in a bank).

To analyse tourism sector as a labour market it is necessary to define tourism sector first. In theory, definitions of tourism are presented from different points of view. According to Goeldner and Ritchie [4] four, basic meanings of tourism are:

  1. tourism as activity of tourists (with psychological background of human behaviour as tourists, gaining experience and satisfaction, etc.),
  2. the business providing tourist goods and services (opportunity for business people to make profit),
  3. the government of the host community or area (perspective of income for citizens, foreign exchange, etc.),
  4. host community (cultural and employment factor for people living in particular region or local community).

The most common definition of tourism is that of the World Tourism Organisation [12] presented tourism which leads to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems.

Another important definitions related to sources of labour in tourism are definitions of tourism industry and tourism economy. Tourism industry [13;34] refers to production of goods and services closely related to tourism, i.e. accommodation, catering, transport, etc. to fulfil tourists needs. While tourism economy should be understand wider as all activities answering demand created by tourism [13;34].

When complexity of tourism labour market is shortly explained, next step of the problem solving is classification of professions commonly called management staff. From the configuration concept of organizational structure (levels in organizational hierarchy) managers could be divided into three groups [20;5]: top managers, middle level managers and operational level manager. Similar classification named “functional specialisation” was presented by Boddy [18;11-12], who listed: general managers (a head of comlete unit of the organisation), functional managers (responsible for an area of work), line manager (in charge of a function that creates value directly by supplying products or services to customers), staff managers (in charge of activities such as finance, personnel, purchasing or legal affairs that support the line managers) and project managers (responsible for temporary team created to plan and implement a change). Giffin [19;13] combined both above mentioned theories and presented classification of managers as a matrix of two dimensions: level and area. So, based on the model we can find i.e. top manager of finance department, middle manager of marketing department or first-line manager in personnel unit.

Completely different point of view about business people on the labour market was presented by M.Gerber [21] who divided management staff into three groups: entrepreneurs, managers and specialists. Entrepreneurs who start their own business, managers who are skilled to run business in everyday life and specialists who can professionally do their job.

Gerber’s theory in the context of tourism labour market create three different types of management staff: 1/ owners – people who decide to start their own business related with tourism, those who build quantity if SME market; 2/ managers – who work for big companies (hotels, transport, etc.); 3/ specialists – professionals responsible for managing particular function in some company related with tourism (i.e. manager of the restaurant in the hotel, manager of the tour organized by some travel agency, etc.).

Divers analysis of management staff was the base of conclusions presented in the paper.

2.2    Strategies related to tourism sector in the Wielkopolska Region

In December 19th, 2005 Marshal Office of the Wielkopolska Region officially accepted and introduced a document titled Development Strategy of Wielkopolska Region until 2020[1]. Based on interdisciplinary analysis of the region authors of the strategy established four general strategic goals. Each of them was divided into operational goals. So, under strategic goal number two (Increase of effectiveness of utilization of developing potential of the region) it can be found operational goal number 2.4. focused on Increase of contribution of tourism services and recreation in economy of the region. As it has been described, the goal should be realized by such tools as: investments in infrastructure improving current development of areas attractive for tourism and recreation with respect of environment protection policy; development of hotel and catering base; entrepreneurship promotion in tourism sector; support for agritourism development; promotion of alternative tourism.

As a continuation and more detailed presentation of Development Strategy of Wielkopolska Region until 2020 in the area of tourism sector, The Board of the Wielkopolska Region accepted in June 25th, 2007 another document titled Development Strategy of Tourism in Wielkopolska Region[2]. According to that publication, the Wielkopolska is one of the most attractive region in Poland for tourism and other activities related to that part of market. But analysis of tourists flow showed that the Wielkopolska has not used its potential as it should do. In 2005 the Wielkopolska was visited by 4,6 mln tourists (3 mln from other parts of Poland, 1,6 mln from abroad), so it gave the Wielkopolska 4th place in country. Most of visitors (both Polish ad foreign) preferred short stay (2-4 days). Polish guests of the region came from such regions as (in order to quantity of tourists): zachodniopomorskie, kujawsko – pomorskie, dolnośląski, śląskie, pomorskie, mazowieckie, lubuskie and łódzkie. The main reason of their visit was family and friends meeting.

Foreign guests were from: Germany, Ukraine, Belarus, Russia, Holland, Lithuania, Sweden, Denmark, France, Great Britain, Czech Republic, Belgium, Italy, Hungary and Norway. For them the Wielkopolska is mostly a place for business trips.

Both Polish and foreign guests organize visit in the region itself. They very rarely (3% for Polish guests, 12-20% for foreigners) visits were organized by tour operators.

Foreign guests prefer hotels (87,1% of guests in 2005) in contrast to Polish guests who prefer staying in friends or family house. Apart from hotels, in the Wielkopolska there are many other types of accommodation for tourists. In 2005 there was not reliable data presenting that market, but based on questionnaire done by The Institute of Tourism it was evaluated that in the Wielkopolska there were 5,4% of all beds in agritourism in Poland and 1,4% of beds for stay in private houses in Poland. According to Central Statistical Office the structure of collective tourist accommodation establishments change from different, small size and diversified forms into hotel.

Table 1 Collective tourist accommodation establishments in the Wielkopolska 2000 – 2009

Specification 2000 2005 2008 2009
Facilities 615 530 540 547
of which hotels 79 125 162 180

Source: www.stat.gov.pl

Table 2 Collective tourist accommodation establishments in Poznań 2008 – 2010

Tourists  

accommodated

2008 2009 2010
Total 532 704 496 286 582 975
of which foreigners 159 472 153 484 163 071

Source: Biuletyn Statystyczny Poznań (Statistical Bulletin Poznań), Urząd Statystyczny w Poznaniu, IV kwartał 2010, p.72

Season for tourism in the Wielkopolska starts in May and is finished in October. In 2005, 64,9% of all guests visited the region that period.

The most attractive point in the Wielkopolska is Poznań, of course. In 2005, 434 000 people visited that city (165 700 of them were foreigners).

Second important market in tourism industry is catering. In 2004, catering base consist of 6840 places, 940 restaurants in it. Other types of that activity were: bars, cafeterias, and canteens.

Table 3 Catering in Poznań 2000 – 2009

Specification 2000 2005 2008 2009
Numbers of 

catering

establishments

639 829 932 897
of which 

restaurants

242 326 406 371

Source: www.stat.gov.pl

Based on data from Department of Sport and Tourism of Marshal Office, in the Wielkopolska tourists could use 84 sport halls, 2 halls for gymnastics and 37 courts, 6 stadiums, 38 swimming pools (in halls), 33 open swimming pools, 69 natural swimming pools, 5 rinks, 1 springboard and 2 toboggans, 496 tennis courts, etc.

The structure of tourism market form organizational perspective and based on data from 2006, consisted on 216 travel agencies (1,8 travel agency per 10 000 population). In the Strategy there was not detailed data about institutions offering tourist information as a services. There was only a general description and list of the most popular information points like: The Centre of Tourism Information in Poznań, The Centre of City Information and few more other. As additional institution, presented in the strategy, supporting tourism market were cinemas (49), theatres (11), concert halls (2) and culture centers (312).

Important part tourism market belong to NGO’s (local societies, foundations, etc.). Those institutions organize and support a lot of events promoting local tourism, agritourism, culture, food, habits, etc.

Analyzing types of tourism activity in the Wielkopolska authors of strategy pointed few the most common one, that are: hiking tours (focused on nature and history), qualified tours (active, sport focused), leisure tourism, agritourism, business tourism and transit (mostly cars). In all above mentioned categories the Wielkopolska was market as very attractive. First, because of forests, palaces, churches, museum, etc. Secondly, because of incredibly good conditions for: cycling, kayak tourism, motorboat activity, sailing, horse riding, hunting and aerotourism.

Summarizing all conclusions presented by authors of the strategy focused on particular fields of improvement, i.e. stocktaking of tourism attractions of the Wielkopolska, agritourism development, activisation of qualified tours, expansion of tourist routes, increase quantity of hotels and catering companies, increase quantity of sport halls and other places, activate promotion of the region, develop tourist information base.

All above directions were put in order as strategic goals divided into strategic fields that were:

  1. tourist product,
  2. natural and cultural values,
  3. space management,
  4. marketing and promotion
  5. human resources,
  6. organizational structures.

For the purpose of the paper, very interesting is fifth field (Human resources; with Priority No.5: Development of social activity and personnel) that consist of  3 strategic goals and additionally for operational goals:

  1. Activation of society for tourism and touring,
  2. Education and training of personnel for tourism sector,
  3. Increase level of employment in tourism sector.

Strategy seemed to be complex and realistic. After four years from implementation results are not significant.

2.3   Labour market in the Wielkopolska

Based on the European Union evaluation of the Wielkopolska labour market [5] the region is characterised by one of the lowest levels of unemployment in Poland. The registered unemployment rate in the the Wielkopolska Region is 10.1% (end-March 2010 data). The professional activity coefficient is 56.2%. The employment rate stands at 51.4%, and the unemployment rate according to BAEL[1] is 8.6%.

Presented analysis confirm that strategy of tourism development in the Wielkopolska is implemented successfully because according to EU the hotel industry and catering are developing the best, just like: industry, trade and services, transport and construction.

Unfortunately tourism sector is still not the biggest employer; the largest employers in the region include: Jeronimo Martins Dystrybucja SA (cigarettes), Volkswagen Poznań Sp. z o.o. (cars), Grupa Enea SA (enerdy), Grupa Eurocash SA (trade), GK Kompania Piwowarska SA (beer), GK GlaxoSmithKline Pharmaceuticals SA (pharmaceutical market), Philips Lighting Poland SA, Grupa Muszkieterów (trade), Selgros Sp. z o.o. (trade) and GK PBG SA. (finance).

Foreign investors (more than 5,000 foreign capital companies are operating in the region) are also do not interested in tourism sector in the region. They prefer the trade and services industries, (IT and finance-accounting services) and industrial productivity (the motor industry, foodstuffs and pharmaceuticals).

EU prediction for demand on the labour market goes to conclusions that in the nearest future in  the Wielkopolska following groups of professions would be necessary: unskilled employees in trade and services, employees belonging to the remaining specialisations, office workers, shop assistants, auxiliary workers in the manufacturing industry, miners and construction workers, other industrial workers and craftsmen, personal services and security officers, machining operators, vehicle drivers and operators. So, according to EU, tourism in the Wielkopolska would not be a major field of development.

On the other hand in the Development Strategy of Tourism in Wielkopolska Region [2] tourism should became an important labour market, especially for self-employment solution. Analysing tourism labout market only as a amount of people who work in hotels, restaurants and tourist agencies, in 2004, 19 300 citizens of the Wielkopolska worked in that sector of economy (8,3% of all people working in tourism in Poland).

2.4    Prediction of tourism labour market needs in the Wielkopolska

Orczyk [14;25] predicts that services, especially business services like hotels and restaurants would have a dynamic growth because it offers attractive, flexible work time for people looking for part-time job; according to his suggestions private sector (labour market of private services) is so important for development of the region that authorities of all levels and also different types of organizations should be truly interested and involved in increase of jobs in services.

Table 4 Employed in non-public service sector in the Wielkopolska

Specification 2000 2007
Employed 29,9 33,1

Source: Sytuacja na rynku pracy w województwie wielkopolskim w latach 2000 – 2007, Urząd Statystyczny w Poznaniu, Poznań 2009, p.65

Based on Polish Central Statistical Office [7], in 2009 in the Wielkopolska 1,89% of employed in the region worked in private service sector related with accommodation and catering and only 0,44% of employed in the region worked in public service sector related with accommodation and catering. Same time, both in private and public sector of above mentioned activity, appeared 1389 newly created jobs.

Supportive function of local strategies in activation of labour market underlined Górna-Kubacka [14] who presented goals and priorities of the Wielkopolska employment strategy. Based on her analysis two main directions of activities should be pointed: entrepreneurship and education. In service sector the  Wielkopolska should encourage people to start up their own business and by that create solid fundaments of economy based on SMEs. On the other hand to allow people to work in a tourism industry local education centres (schools, universities, training companies, chambers of commerce, etc.) should educate people about legal and financial aspects of running business, but same time transfer knowledge related to all aspects of tourism industry.

So, following vision of development of tourism in the Wielkopolska, labour market of that sector will create demand for three types of management staff:

a) mostly entrepreneurs – owners of private SME,

b) specialists – skilled to run particular events and functions,

c) managers – all levels of organizational structure for big corporation, or network companies.

Areas of activity of management staff, especially for first type of managers presented above, is very wide. From such obvious like: accommodation (hotels, motels, agritourism, hostels, guest rooms, etc.), travel agencies, tour operators, catering (restaurants, bars, pubs, etc.), transport, museums, theatres, cinemas, etc. to more sophisticated (i.e. related with typical local food industry, local attractions like visit in old ring of forts in Poznan) or particular activity (i.e. cycling tour organizing, hunting activity, horse riding, etc.).

On the other hand satellite businesses will develop like: agriculture purchasing products for catering companies, furniture delivering goods for accommodation and catering companies, petrol stations, marketing agencies, printing houses, cleaning companies, trades purchasing sport and tourist equipment, building and renovation companies, multimedia suppliers, etc.

Also, new professions can appear or some professions can activate their significance, like: event manager, coaches for many types of sport activities, translator, guide, etc.

From owner of a hotel to taxi driver everybody should be interested in tourism labour market development.

3   Conclusion

Development Strategy of Tourism prepared by authorities of the Wielkopolska seems to be perfect background for tourism labour market growth in the nearest future. Wide range of job possibilities makes it attractive for investors both local and international. The only weak point of strategy implementation is bureaucracy related with starting new business (registration process of a new company) and EU funds distributions. Many examples shows that young people having will and skills to run business in tourism is lost in quantity of applications, forms, offices, licences, etc. But, implementation process is still in progress, so final conclusions must wait. For sure, tourism as a field of prospective business activity or place where professional life would be located seems to be very interesting and attractive.

References:

[1] Strategia rozwoju Województwa Wielkopolskiego do roku 2020 [Development Strategy of Wielkopolska Region until 2020], Urząd Marszałkowski Województwa Wielkopolskiego, Poznań 2005

[2] Strategia rozwoju turystyki w województwie wielkopolskim [Development Strategy of Tourism in Wielkopolska Region], Zarząd Województwa Wielkopolskiego, Poznań 2007

[3] Local labour market analysis, Tom 33, Session 2007-2008 House of Commons papers HC (Series), Great Britain, Parlament House of Commons, The Stationery Office, 2007 (ebook)

[4] Goeldner Charles R., Ritchie Brent J.R., Tourism: Principles, Practices, Philosophies, John Wiley and Sons, 2009 (ebook)

[5] www.ec.europa.eu

[6] Nojszewska Ewelina, Podstawy ekonomii, WSiP Wydawnictwa Szkolne i Pedagogiczne

[7] www.stat.gov.pl

[8] Biuletyn Statystyczny Poznań (Statistical Bulletin Poznań), Urząd Statystyczny w Poznaniu, IV kwartał 2010

[9] Bratnik Michael T., Levine Edward L., Morgeson, Job and Work Analysis. Methods, Research and Applications for Human Resorce Management, Secondo Editio, SAGE Publications 2007

[10] Sloman John, Essentials of Economics, Prentice Hall 2007

[11] Begg David, Fischer Stanley, Dornbusch Rudiger, Economics, The McGraw-Hill Companies

[12] Sustainable Tourism – Turning the Tide, Towards Earth Summie 2002, www.stakeholderforum.org

[13] Organizacja usług turystycznych i hotelarskich, red. Mikuła B., Świątkowska M., Wydawnictwo SGGW, Warszawa 2008

[14] Aktywność zawodowa Wielkopolan i jej uwarunkowania, red. Renata Suchocka, Wydawnictwo WSNHiD, Poznań 2009

[15] Sytuacja na rynku pracy w województwie wielkopolskim w latach 2000 – 2007, Urząd Statystyczny w Poznaniu, Poznań 2009

[16] http://www.wielkopolska-region.pl

[17] http://en.umww.pl/tourism.html

[18] Boddy David, Management. An Introduction, Prentice Hall, 2008

[19] Giffin Ricky W., Management, 3rd Edition, Houghton Mifflin Company, 1990

[20] Robbins Stephen, DeCenzo David A., Fundamentals of Management. Essential Concepts and Applications, Pearson Prentice Hall 2008

[21] Gerber Michael E., The E-myth Revisited.Why Most Small Business Don’t Work and What to Do About It, First Edition, Harper Business, 2001


[1]/ BAEL – Badanie Aktywności Ekonomicznej Ludności (LFS - Labour Force Survey) – basic source of information about situation on the labour market; methodology of survey comes from Internatonal Organization of Labour and EUROSTAT

 


Posted in Vol.4, No1-2/2011 | Leave a comment

Communication Bridge Management in Tourism Industry: Management of The Syncretic Case Study Method,HR and Organizational Changes in Intercultural Environment in Tourism Education Management Research Phase III,2010-2011

Communication Bridge Management in Tourism Industry: Management of The Syncretic Case Study Method,HR and Organizational Changes in Intercultural Environment  in  Tourism Education Management

Research Phase III,2010-2011

PETER ODRAKIEWICZ

Poznan University College of Business

Dr Peter Odrakiewicz, Asst Prof

Vice-Provost International Relations, Poznan University College of Business Academy of Management USA, Human Resources Ambassador for Poland 2008-present

Department Chair, Department of Foreign Languages-Communication in Organization

Adjunct Professor, Department of Economics and Management PWSB

p.odrakiewicz@gmail.com

odrapeter@hotmail.com +48 501 443 014

(Poznańska Wyższa Szkola Biznesu )

Poznan University College of Business

Niedzialkowskiego 18 St

61-579 Poznan ,Poland

 

Abstract:

Business English can be viewed as a core cross-cultural competence in today’s globalized world. It is also a communication bridge for better understanding in tourism industry. This paper is based on my own teaching and education management experience of more than twenty years in the United States, Canada and Poland where I have taught Business English and management including tourism and service management. Instructors of Business English as a second language (ESL, tourism and management sciences could greatly enhance their students’ learning by employing the case-study method and e-learning in tandem. I outline the characteristics of what I call the syncretic case study method which is a blend of two case study approaches, the Western Ontario University and Harvard methods. Business English as a central component of curriculum must take into act the interconnected and multicultural world

Key words: syncretic case study innovation, organizational change in tourism education management, Business English, tourism services communication bridge, tourism communication management teaching methods ,HR and cross cultural competences

ACQUISITION OF BUSINESS ENGLISH COMMUNICATION COMPETENCE IN TOURISM AND SERVICE MANAGEMENT.

In the context of a growing globalization paradigm and the increasing importance of English as a global language, communication skills in, and knowledge of Business English and communication management skills is self-evident. A task for instructors of Business English and communication in management lecturers is to discover and develop more efficient and effective instructional programs and methodologies. The acquisition of English as a second language and managerial communication competencies requires on-going analysis and debate. I have concluded that the case study method in an e-learning arena may be one of the most efficient tools for conducting, organizing and managing Business English and communication in organization education. Furthermore, it can lead to the practical acquisition of Business English cross-cultural competences and abilities. Cultural, ethnic, racial, social and linguistic diversity are present in most international business dealings. Even in countries where only minor cultural and racial differences exist, Business English and management teaching as a subject must take into account the interconnected and multicultural world.

The case study method, supported by e-learning, can be a very powerful tool for acquiring communication skills in business, tourism management and in the sphere of the interpersonal communication. The challenges are multi-dimensional. The instructor must find suitable cases that can assist the student to centralize and solidify previous knowledge and at the same time provide a rich educational, cross-cultural and linguistic component. Additionally, these cases should focus on the student’s acquisition of broad managerial skills, and assist Business English college and university instructors to adapt to their new roles as facilitators of learning in a traditional setting that is supported by e-learning. Sławek Magala of the Rotterdam School of Management has stated that, “Managers are paying lip service to cultural issues; they say that culture and communication are important, but do little to improve either” (S.Magala, Interface Vol 23, issue4- 2007). The education of students of Business English, management and the social sciences has often failed to effectively address cross-cultural communication issues and challenges.

In this context, this paper seeks to answer the question of what sort of Business English and management communication skills might be required for global intercultural and cross-cultural competence. Also, I pose further questions regarding which business communication skills are being taught, acquired and fostered in management and Business English courses in colleges and universities where English is taught as a second language, or used for teaching in a non English-speaking country such as Poland. How best to teach so our students so they can acquire Business English and managerial communication skills for cross-cultural and communication competence, both personal and professional, in a globalized world?

ENGLISH AS A GLOBAL LANGUAGE.

According to Carmela Briguglio of the Curtin Business School, Curtin University of Technology, Perth, Australia, quoting other researchers in the field, “There would seem little doubt that English is, increasingly, a global language. Even those who decry this fact acknowledge it.” (Phillipson & Skutnabb-Kangas, 1999; Pennycook, 1994) Although it is difficult to obtain precise data in this area, Crystal (1997) estimates that nearly one quarter of the world’s population, or between 1.2 and 1.5 billion people, are already fluent or competent in English. And ironically, while the number of ‘native speakers’ or ‘first language speakers’ of English may be declining. Furthermore, Crystal (1997) estimates the number of first language speakers of English in some 56 countries to be around 337 million while the number of second language speakers continues to grow (Graddol, 1999).

Is this enough to make English a ‘global’ language? According to Crystal (1997) English not only has a large number of first language (L1) speakers in a number of countries, but it has also been made the official language in a number of others (e.g. Ghana, Nigeria and Singapore) and a priority foreign language in many more. Kachru (in Crystal, 1997) describes the spread of English as three concentric circles. The countries where there are most L1 speakers of English (e.g. UK & USA) represent the inner circle; the countries which were formerly colonized and where English is now the official language (e.g. India & Singapore) form the middle circle; and those where English is increasingly being taught as a foreign language (e.g. China, Greece & Poland) are in the expanding outer circle. The growth of English speakers coupled with economic developments on a global scale, new communications technologies, the explosion in international marketing and advertising, as well as mass entertainment have supported the continued expansion of English as a global ‘lingua franca.’ “There has never been a time when so many nations were needing to talk to each other so much. There has never been a time when so many people wished to travel to so many places (….) never has there been a more urgent need for a global language” (Crystal, 1997: 12; Briguglio, 2001).

The importance of English as a global language is likely to continue to grow in the foreseeable future (Crystal, 1997) and in the field of business, arguably even more so than in other areas. We need to keep in mind that many, if not most, future business interactions in the global arena will take place between English speakers from different national/cultural backgrounds, only some of whom will be L1 speakers of English. In this scenario, ‘native speakers’ will not necessarily be advantaged. Indeed they might well be disadvantaged, lured into a false sense of security by the belief that “everyone speaks English,” and no extra effort is necessary. This false sense of security can develop in students and professionals in the expanding outer circle countries such as Poland, including international students studying in Poland, many of whom speak English as a second language.

THE CHALLENGE.

As stated earlier, our challenge is to better prepare the business graduate with Business English communication skills which will enable him or her to successfully negotiate through a web of multicultural complexities. Our goal is to manage Business English education and the acquisition of Business English managerial competencies to reflect the cultural, racial, social and linguistic diversity present in both globalized trade and in the world economy. The final product is a well-educated business graduate who is not only able to communicate in English, but is well aware of the existing diversity and challenges which he or she will face in the future. In my opinion, the present strategies and methods of managing Business English education do not provide complete answers to the above dilemma. Today’s methods largely focus on acquiring either ESP (English for specific purposes), or on independent BET (Business English teaching). Additionally, most Business English courses focus on developing general communication skills. Our curriculum inheritance is characterized as follows:

  • Historically, Business English teaching and management methods were mainly adaptations to course books.
  • The original assumption which was the foundations of the courses, that is, the grammar/vocabulary dichotomy, is invalid. This dichotomy produced ineffective and time consuming methods.

Peter Daly from the EDHEC Business School (Lille – Nice, France) has also observed case studies available to language learners and teachers and elaborates on a methodology of how these case studies can be exploited to maximize student-talking time in the language classroom. He has stated, “Not all case studies are the same and with different levels of difficulty and skills trained the choice of case study is tantamount to the success of your class” (Daly, 2002).

The most important consideration case study preparation and teaching is thorough case review and appropriate Internet-based support provided to each group commensurate with their level. The use of e-learning resources support business, intercultural management communication and managerial skills acquisition in addition to language skills. My method differs from Daly’s method, in which the principal goal is language acquisition with secondary attention given to the general business managerial communication skills required for one to become competent in today’s intercultural world village. According to Daly, “Case studies are extremely rich in content and can provide the learner with the potential to consolidate already acquired knowledge and train specific language and managerial skills. Language teachers inexperienced in the use of the case study method may be inhibited by the content-based nature of the case study and therefore shy away from using case studies in class. This teaching methodology should help teachers plan their classroom to ensure effective execution of a case study”. (Daly, 2002) Daly supports the notion of using suitable case studies which are not too content-led and do not presuppose an in-depth knowledge of a specific subject matter. This is, I believe, a viable alternative. “While there are various publications on the market which respond to the language teachers’ needs, there are some books that offer simulations with prescribed roles” (Crowther-Alwyn 1997; 1999), while others integrate mini-cases at the end of each chapter dealing with a specific topic such as international marketing or finance (Cotton, Falvey & Kent, 2000; 2001).

WHY THE CASE STUDY METHOD?

At this point, I will address some obstacles that instructors discover in utilizing case study methods. Some of the factors which contribute to instructor “discomfort” are as follows:

  • they do not feel confident;
  • they have never used cases in the past;
  • Business English books come with CD’s, and tests, and teacher support materials;
  • the case study process is too loosely structured to some instructors who are inured to regimentation and predictability of textbooks;
  • reaction to each case is unpredictable;
  • Business English books usually carry reputable names and are recommended;
  • case teaching may initially require more intensive preparation;
  • e-learning support requires the possession of suitable technology and a good grasp of this technology.

Instructors who are accustomed to a transmission style of teaching may feel that teaching is not really happening if they use simulations or case studies (Daly, 2002). However, the advantages of case studies are numerous. Some of them are set out below adapted from Daly:

  • It is possible to inspire critical thinking and reflective learning in the learner.
  • Change within a learning mode is a fresh approach.
  • It is possible to train managerial communication skills, such as holding a meeting, negotiating a contract, or giving a presentation. Case studies force students into real-life situations that require them to get involved in managerial communication.
  • The research often elevates the students’ knowledge of the complexities of the interconnected human environment. I believe this makes them better world citizens.
  • Case studies foster collaborative learning and team-working skills in the language learner. Extensive research done by my colleague Magdelena Wyrwicka of the Poznan University College of Business and Foreign Languages indicates the following interpersonal skills needed for work success:
  • the ability to make contacts and communication;
  • friendliness and cooperation;
  • ability to adjust;
  • auto-reflection abilities;
  • openness to criticism;
  • ability to compromise (Wyrwicka, 2001)
  • Improvement of the student’s organizational skills can be substantial as case studies are sometimes very dense in information. The key is to condense this information into logical sections and organize them so that a clear picture of the problem/issue emerges.
  • Case studies can be used to improve the student’s written and oral communication. Non-verbal communication skills are also practiced by using case studies as students work together in close-knit groups.
  • An instructor without a business background may be trained to effectively facilitate group of students who are studying a case.

It is very important to explain the case to students and in some cases read the case with them to explain what is expected. One can never assume that providing a student with an Internet link to a case, along with a brief explanation of the case, will suffice. I have often found that many advanced non-natives or native speakers do not possess adequate Business English vocabularies. Native speakers in the business community do need to study Business English, as it is a specialized ability and a skill that must be acquired.

BLENDED LEARNING SUPPORT FOR CASE STUDIES.

It is the role of the teacher to prepare learning support for the case using the e-learning arena, while adjusting his or her explanations according to the needs of learners. In this way, the teacher is both a facilitator of learning and students acquire both Business English, but also managerial and intercultural management skills which complement the English language competence.

Daly notes, “As far as interactive case studies go, two distinct types of case studies can be identified: those that provide the learner with targeted content input to practice a specific skill such as negotiating, interviewing, problem-solving or decision-making (Castler & Palmer, 1989), and those which are more free to interpretation and call on the teacher to choose the preferred methodology and classroom strategy.” (Witte, 1999). I advocate methods of case utilization that are based on a combination of analytical review of available options and the discussion of pros and cons of the proposed solutions. The teacher should present business challenges and reference them to current events. The on-line e-learning must be monitored by the instructor to ensure the sources and sites are at a level appropriate for the linguistic level of the participants. The presented problems should accommodate the dialectics of the of Harvard case exploration that is flexible and allows for team and self-directed change. Also, the presentation of each case should accommodate adult learning theory: in other words, the material is meaningful and relevant to each student; the differing levels of case study difficulty that are available respect the fact that different adults learn at different speeds; parallels may be drawn between the students’ own language and culture and those of English during the learning process; presentation respects the unique learning needs of adults such as cultural sensitivity and grammar acquisition difficulties; and finally, explanations of difficult concepts may be made in the students’ native language.

THE SYNCRETIC CASE STUDY METHOD.

I propose a new paradigm for the instruction and management of Business English and communication in management teaching. The new paradigm includes the following points:

  • Intensive teacher business management and postgraduate training in case study utilization, supported in an blended learning arena, before attempting utilization of case studies in the business English to enhance managerial and intercultural management communication competence acquisition.
  • The language teacher should use original articles on business topics from the press, such as (Newsweek, The Economist, the business section of daily papers from the US, Canada, Australia and the UK, which are available on the internet daily), as well as government websites in English, websites from organizations including the OECD (Organization for Economic Cooperation and Development), the EU (European Union), UN (United Nations), and those from the World Bank, the World Trade Organization (WTO), and various non-governmental organizations (NGO’s).
  • Steve McKenna, of the University of Otago in Dunedin, New Zealand, has correctly observed, as I see it, that the highly analytical Western Ontario case study method and the dialectical Harvard case study method are not mutually exclusive.(McKenna, 1999) The synergy of these two methods is in detailed orchestration and modification of both methods. I call this new paradigm the syncretic case study method .

Formulation of the Syncretic Case Study Method.

At present, the use of case studies in Business English as a means of acquiring managerial and intercultural communication competence for second language learners is rare in undergraduate studies where Business ESL and communication in management is taught.  Case studies, however, are more often part of the curriculum in graduate, postgraduate and executive Business English and communication in organization education courses. In most cases these courses lack the blended learning intensive support and intercultural communication management component that is needed for the successful implementation of this method.

McKenna observes, “We should expect, however, that the material in and substance of cases, and their interpretation, will vary constantly as they are used with different groups, of different ages, genders and cultures. In addition, we should also expect that the ways in which cases are used in learning will be different.” McKenna makes a distinction between two ways of using cases. He states, “Firstly, there is the so-called Western Ontario analytical approach. It is argued that this approach offers a framework for analysis and management decision and has a number of characteristics (Gilbertson and Gilbertson, 1995):

  • the case is carefully read;
  • the problems are defined;
  • the information is summarized;
  • the information is analyzed;
  • the problem definition is re-examined;
  • a number of alternatives dealing with the problem are generated;
  • each alternative is assessed according to its advantages and disadvantages;
  • the alternatives are then evaluated.

In the interest of achieving competency in both Business English as a second language and acquiring managerial competence, the following adjustments to the “University of Western Ontario” method should be made:

  • The case should be carefully read; and difficult vocabulary, idioms, etc., are to be explained using monolingual means while utilizing e-learning support.
  • When the problems should be defined, the main problem is highlighted by a Business English instructor. The secondary case challenge should only be discussed with advanced groups.
  • The information should be summarized and explained using simple sentences. Clarity in communication is emphasized.
  • The information should be analyzed using graphs and a monolingual dictionary with a thesaurus.
  • The problem definition is re-examined using a secondary dictionary and an encyclopedia on-line only if needed for clarity communication acquisition competence
  • A number of alternatives to dealing with the problem are generated; this can only be accomplished at intermediate to advanced levels.
  • Each alternative is assessed according to its advantages and disadvantages.
  • The alternatives are then evaluated by the students, but only at upper intermediate to advanced levels.
  • Whenever possible the facilitator of learning (a qualified instructor) should relate the case situation to local and regional socio-economic developments, cross-cultural, business and management trends that are eloquent of the global situation and how this situation meaningfully impacts the individual, his family, friends, business, communication competences, intercultural management and society.
  • Students recommend an alternative and a strategy for implementation (for intermediate level and above).
  • Students recommend an implementation plan, including the parameters of monitoring and control (for upper intermediate levels and up).
  • Students present the plan in a formal presentation (for intermediate levels and up) while the teacher acts as a guide; the instructor is available for consultation, for explanation of difficult concepts, for assistance in assignment of roles to team members, and for clarification and confirmation of established goals.

The second method of using cases is the “Harvard” method. This method is more Socratic in style. McKenna states, “The case is explored through dialectic, “Where truth is relative, where reality is probabilistic, and where structural relationships are contingent” (Clough, cited in Barnes et al., 1994). It is an approach, which is premised on enabling “students to discover and develop their own unique framework for approaching, understanding, and dealing with business problems” (Clough, cited in Barnes et al., 1994). This approach mixed with an above “Western Ontario” is particularly appropriate to advanced learners of English, but can be modified for groups at lower levels.  Related to the syncretic case method, McKenna suggests, “It could be argued that the “logic of enquiry” captured in the “Western” approach and the “process of discovery” represented in the “Harvard” method are complementary rather than mutually exclusive. We apply creative and imaginative discovery processes, for example, to the “problems” involved in a case and then apply the logic of enquiry to move towards a solution and recommendations. In fact, it might be said that we fit the two styles together, as some writers have done, to provide another approach: the consultancy method (Gilbertson & Gilbertson, 1995). However, such an argument oversimplifies the essentially contradictory nature of the rigid and analytical “Western” approach which focuses on the outcome, and the dialectical “Harvard” approach, which focuses on the process. Furthermore, whereas the “Western” approach is concerned with “doing something”, as indeed is the consultancy method, after the application of a template of enquiry to a problem(s), the “Harvard” approach is more free-flowing in its discussion of case issues. (McKenna, S. 1999. Organisational learning: “Live” case studies and the consulting process journal. Team performance management)

Implementing the Syncretic Method in Class.

The syncretic case study method is designed specifically for the acquisition of Business English and management skills as an intercultural communication competence. The present target student population at the Poznan University College of Business studying hotel management, international management and Global Partnership Management Institute are our Business ESL and management students, and groups of managing executives throughout Wielkopolska province/ongoing research 2007-present/. I have somewhat modified Daly’s case study classroom method based on his approach. Daly has divided this section into three parts:

  • case study introduction which deals with the preparation of the case study and the introduction of a problem solving analysis;
  • case study class work; here the class is divided into sections which include meetings, presentations of findings and discussion of recommendations;
  • debriefing the class; this is when the instructor gives feedback on language mistakes, managerial skills and the meeting documents and support materials used (Daly, 2002).

It is extremely important that the case studies are well prepared in advance so that each student knows what his or her role is. It is not sufficient to simply give the case study to the student and hope that they will understand how to use it. This is a mistake made by many instructors unfamiliar with the case study method. There are many ways for an instructor to introduce the case study to his student. The implementation of the syncretic method as I describe in the following paragraphs pertains especially to pre-intermediate and intermediate Business ESL and management sciences students:

The first step in using the case study method is to read the case study thoroughly with your students. Here you can address lexical and grammatical difficulties. Having your student groups each display the background information in a visual form is helpful to discussions of the groups. Use of the blackboard, whiteboard or flipchart to get a clear picture of the company background. As you can see in this example, the main information has been extracted from the case study, which is used later for further analysis.

Company Name

Tour Integrated ASE Company

Turnover

$100 m

Profit in 2010

$2.250000, 00

Number of Employees

69

Head Office

Calgary, Alberta, Canada

Product and Service Range

Executive and Business Travel Services

Customer service excellence innovation

An Example of Visual Representation of Background Information in a Case Study

The instructor guides students in the research on the company which is the object of the case study. I often have students finding a company webpage, if possible. On-line literature can be of rich source of background data on the company, including such things as stock exchange data, the rank of the company in the industry, its market competence and the company’s perceived role in the business world and society. This research and background reading helps a student acquire Business English competence, and contributes to the development of critical evaluation skills, so essential as both a business professional and as a private citizen. I recommend extracting only two or three key points to maintain clarity and cogency of communication.

After the case study has been initially examined, provide the students with some input on how they should analyze the case study. The problem solving analysis below is an example of how to get the students to analyze the case critically.  During the case exploration phase, the main focus must be on analyzing, synthesizing, emphatic management, and critical evaluation of options. I have found students application of Waldemar Karwowski’s method of applying conceptualized management to a case to anticipate variables and reach solutions to be most effective  (Karwowski W, Lectures in Poznan Uuniversity College of Business and Foreign Languages 2006 on conceptualized management).

During all phases of the case study process the fusing of the Western Ontario and Harvard case study methods are implemented. The syncretic case method is identical to the Western Ontario method structurally, as outlined below:

  • read the case several times;
  • define the main issues/problems;
  • set out the firm’s objectives;
  • identify options open to the firm;
  • draw up some criteria to evaluate the options chosen;
  • select the best option;
  • decide on how the option should be implemented;
  • draw up an action plan to implement the solution chosen.

Despite the method being focused on outcome, as in the Western Ontario method, the students are to implement the dialectic process of the Harvard method in all phases. That is to say, the creative and imaginative process through dialectic argumentation (Harvard) is required of the group during each phase. Assuming a case study group of six students, the students will rotate into at least one of the three key positions which help facilitate the Socratic approach. During each phase, for example, the three pivotal positions are: group leader, visionary, and Devil’s Advocate. The group leader maintains the work and the related discussions; the visionary, is responsible for creating a range of possible explanations, and scenarios with subsequent branches and sequels; the Devil’s Advocate plays the eternal critic and nay-sayer regarding proposals and decisions. My observation is that the Western Ontario method gives a sense of form and order to the case study process, which for most students is comfortable. The Harvard method is programmed into all the phases and becomes highly ritualized. Nonetheless, the participants internalize a very important skill: the capacity for self and group scrutiny and skepticism of individual and group decision-making. The well-known pitfalls of cognitive dissonance and Group Think theories should serve as cautionary signposts to both students and instructors. During all phases, the instructor serves as a facilitator to ensure the balance between the two methodological currents.

Importantly, the instructor must pre-teach the language required to discuss the case study. There are many publications on the market for teaching meeting, presentation or negotiation skills. It is important to select the skill you would like to focus on and teach the specific language. If we take meetings as an example, instructors could do some of the following:

  • refer students to web sites to read up on the skill being practiced; a web search will reveal any number of interesting sites;
  • if students have access to libraries, then they can read up on meeting skills in one of the many communication books on the market;
  • brainstorm some key concepts of meetings, such as the type of meetings, the people at a meeting, verbs, etc.;
  • move on to the language of meetings: provide the students with useful language input for both the chairperson and the participants, such as the language of contradicting and disagreeing, interrupting, taking the floor etc.;
  • familiarize the students with the documents of the meeting – the form and content of agendas, minutes and memos; this should provide the student with more language input such as  matters arising out of the last meeting, absentees, etc.;
  • divide the class into small groups; you can either ask them to form the groups themselves, or you can form the groups based on your class lists.

A case study is best discussed in small groups of four to six students. However, it is possible to divide 36 students in a seminar class into six groups of six and have them work on the same case. Students should be reminded it is the nature of business to expect the unknown (many elements of the case may never be known) and take managed risks to reach conclusions.

DISCUSSION AND CONCLUSIONS.

In my intellectual exploration of the possibilities regarding the instruction of Business ESL and management teaching a quote from Professor Ronald H. Coase, a Nobel memorial prize winner in economics in 1991 for his pioneering work The Nature of the Firm. Advancing the Knowledge, has remained as source of guidance for me.  Professor Coase stated, “We should begin by taking a walk into the street and studying the real problems of the economic system” and continue, but it’s no good starting off with your techniques and then looking around for a problem to use them on” (Parkin M., & Bade, R. 2000. Economics, University of Western Ontario Canada, Addisson-Wessley LTD)

It has become clear to me that further research and funding is needed to more accurately discern which specific skills, and at what level, are essential and how should they be taught, fostered and developed in business students to equip them for successful interaction in a multicultural intertwined context. Successful communication and interactions in the future will require:

  • an intermediate or higher level of competence with English;
  • sensitivity to other cultures and intercultural awareness;
  • sensitivity and receptivity to other ‘Englishes’;
  • and, most importantly, competence in cross-cultural and intercultural communication.

I recommend using case studies to supplement present Business English and  management teaching programs in colleges and universities. I estimate that increasing the use of case studies to 25-35% of course content at the pre-intermediate and intermediate levels, and 35-55% of instruction based on case studies at the upper-intermediate to advanced levels in tourism management and service university courses. My experience tells me that the study of grammar, syntax, semantics and structures can largely be done using case as an example of the text before or after discussion of the case.

In the writing of this article I often confronted my own notions of what is really important for our students. It is a source of my professional meaning. I think that the most valuable skill that may be acquired from case studies are the abilities involved in dealing with the unknown. This is a crucial skill for a future tourism manager, company manager, engineer, business graduate economist or social scientist. The current era is punctuated by accelerating change, and the unknown is ubiquitous. In our own way I hope our efforts continue to provide bridges over which those who come after us will travel.

Bibliography:

Aronson, E., Willerman, B., & Floyd, J. 1996, The effect of a pratfall on increasing interpersonal attractiveness. Psychonomic Science

Briguglio, C. 2001. Focus group interviews with CBS international students. Unpublished manuscript. Curtin University of Technology, Perth.

Castle, K., & Palmer, D. 1989. Business assignments. Oxford: Oxford University Press.

Confederation of British Industry (CBI) 1995. Winning the export race. London: CBI.

Cotton, D., Falvey, D., & Kent, S. 2000. Market leader. Intermediate Business English. Longman: Pearson Education Limited.

Cotton, D., Falvey, D. & Kent, S. 2001. Market leader. Upper-Intermediate Business English, Longman: Pearson Education Limited.

Crowther-Alwyn, J. 1997. Business roles. 12 simulations for business English. Cambridge: CUP.

Crowther-Alwyn, J. 1999. Business roles. 12 simulations for business English. Cambridge: CUP.

Crystal, D. 1997. English as a global language. Cambridge: Cambridge University Press.

Cummings, R. 1998. How should we assess and report student generic attributes? Teaching and learning forum proceedings. Perth: University of Western Australia.

Curtin Business School. 2001. Strategic plan 2001 – 2005. Perth: Curtin University of Technology.

Czainska, K. Odrakiewicz, P. Sworowski, T. 2009. Evolute Research Project, PWSBiJO Publ.

Daly, P. 2002. Methodology for Using Case Studies in the Business English Language Classroom. The Internet TESL Journal. 8(11). Retrieved in May 2006 from http://iteslj.org/Techniques/Daly-CaseStudies/.

Deal, T. E., & Kennedy, A. A. 1982. Corporate cultures, Reading, MA: Addison Wesley.

DETYA, 2000. AEI overseas student statistics. Canberra: AGPS.

Gilbertson and Gilbertson. Organisational learning: “live” case studies and the consulting process.  Steve McKenna  Journal: Team Performance Management ISSN: 1352-7592  Year: 1999 Volume: 5 Issue: 4 Page: 125 – 135

Graddol, D., & Meinhof, U. H. (Eds.) 1999. English in a changing world. AILA Review 13.

Guirdham, M. 1995, Interpersonal Skills at Work, Prentice Hall, Hemel Hempstead (second edition)

Hagen, S. 1993. (Ed.) 1993. Languages in European business. London: CTCTI/CILT.

Hawthorne, L. 1997. The issue of racial cleavage on campus.  Paper presented at the 8th national ISANA conference, Melbourne.

Hofstede, G. 2003. Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations, Thousand Oaks, CA: Sage (second edition)

Hofstede, G. H. 1980. Culture’s consequences: International differences in work-related values, Beverley Hills, CA: Sage.

Huczynski, A. 1996, Influencing Within Organizations, Prentice Hall, London

Jorgenson, J. 1992, Communication, rapport, and their interview: A social perspective. Communication Theory, 2, 148-157

Karwowski, W. 2006. From the lecture on conceptualized management given at Poznan University College of Business and Foreign Languages.

Kubota, R. & Ward, L. 2000. Exploring linguistic diversity through world Englishness. English Journal, 89(6): 80-86.

Linguatel. 1995. Survey of language capabilities of exporters in mainland Europe. London: Linguatel.

Linguatel. 1995. The ability of major UK exporters to handle foreign language enquiries. London: Linguatel.

Magala, S. J. 2005. Cross-cultural competence. Routledge.

Magala S. J. 2007. Culture as an organizational resource. Interview. Interface Magazine (Erasmus Research Institute of Management), 23.

Magala, S. J. 2004. Cross-cultural compromises, multiculturalism and the actuality of unzipped Hofstede. ERIM Report Series Reference No. ERS-2004-078-ORG. Rotterdam: Erasmus Research Institute of Management. Also in Management development, 14(10): 32-47. Retrieved in September 2006 from http://ssrn.com/abstract=595009.

Magala, S. J. 1992/1993. Management education. Journal of business administration, 21(1-2).

Magala, S. J  Interface-Magazine of the RSM Erasmus University, Vol 23 Issue 4 April 2007 p.18

Martin J.N. 1993, Intercultural communication competence: A review. In R. L. Wiseman & J. Koester (Eds.), Intercultural communication competence (pp.16-29), CA: Sage, Newbury Park

McKenna, S. 1999. Organisational learning: “Live” case studies and the consulting process journal. Team performance management, 5(4): 125-135.

McNeil, D. 2000, The Face, Penguin Books, London

Mendenhall, M. & Oddou, G. 2000. Readings and cases in international human resource management. (3rd ed.).  South Western College Publishing ITP.

Nesdale, D., & Todd, P. 1997. Promoting International Contact between Australian and International University Students. Journal of higher education policy and management, 19(1): 61-76.

Odrakiewicz(681-692) in Grudzewski, Hejduk, Trzcielinski Organizations in changing Environment. Current Problems, Concepts and Methods of Management. IEA Press University of Wisconsion Madison,2007

Odrakiewicz, P.,Strnad,W., 2008 Management of Meaning in Organizations-3IN, PWSBiJO

Palmer, M.T., & Simmons, K.B. 1995, Communicating intentions through nonverbal behaviors: Conscious and nonconscious encoding of liking. Human Communication Research, 22, 128-160

Parkin M., & Bade, R. 2000. Economics, University of Western Ontario Canada, Addisson-Wessley LTD.

Pennycook, A. 1994. The cultural politics of English as an international language. London: Longman.

Phillipson, R., & Skutnabb-Kangas, T. 1999. Englishisation: One dimension of globalization. In D. Graddol & U. H. Meinhof (Eds.), English in a changing world, AILA Review 13: 85-99.

Poznań Commission of the European Communities, 1991. A survey of the techniques used in the diagnosis and analysis of foreign language needs in trade and industry. Luxembourg: Office for Official Publications of the European Communities.

Pratt, L., Wiseman, R.L., Cody, M.J., & Wendt, P.F. 1999, Interrogative strategies and information exchange in computer mediated communication. Communication Quarterly, 47, 46-66

Roberts, C., Davies, E., & Jupp, T. 1992.  Language and discrimination: A study of communication in multi-ethnic workplaces. New York: Longman.

Rogers, C.R. and Roethlisberger, F.J., 1952, ‘Barriers and gateways to communication’, Harvard Business Review, July/August, pp.28-34

Rogers, L. E. 2001, Relational communication in the context of family. Journal of Family Communication 1, 25-35

Ronowicz, E., & Yallop, C. (Eds.) 1999. English: One language, different cultures. London: Cassell.

Rosenfeld, P., Giacalone, R.A. and Riordan C.A., 1995, Impression Management in Organizations: Theory, Measurement, Practice, Routledge, London

Sadiki, L. 2001. Internationalising the curriculum in the 21st century. Canberra: CEDAM, Australian National University.

Samovar, L.A., & Porter, R.E. 2004, Communication between cultures, CA: Wadsworth, Belmont (fifth edition)

Scollon, R., & Scollon W. S. 1995.  Intercultural communication: A discourse approach. Massachusetts: Blackwell.

Senge, P. M. 1994. The fifth discipline. The art and practice of learning organization. New York: Currency Doubleday.

Sinclair, K. E. 1997. The transition of graduates from universities to the workplace. Paper presented at the 7th European conference for research, learning and instruction, Athens, Greece.

Smart, D., Volet, S., & Ang, G. 2000. Fostering social cohesion in universities: Bridging the cultural divide. Canberra: AEI and DETYA.

Stamp, G.H., Vangelisti, A.L., & Daly, J.A. 1992, The creation of defensiveness in social interaction. Communication Quarterly, 40, 177-190

Steyart, C., & Janssens, M. 1995. Reconsidering Translation and Language in an International Business Context: Beyond an Instrumental Approach. Onderzoeksrapport No. 9508. Leuven: Department Toegepaste Economische Wetenschappen, Katholieke Universiteit.

Tannen, D. 1995, ‘The power of talk: who gets heard and why’, Harvard Business Review, vol.73, no.5, pp.138-48

Trompenars, F., & Hampden-Turner, C. 1997. Riding the waves of culture: Understanding cultural diversity in business. (2nd ed.). London: Nicholas Brealey Publishing.

University of South Australia, 2001. Graduate qualities. Adelaide: University of South Australia.

Varner, I. 2000. The theoretical foundation for intercultural business communication: A conceptual model. The journal of business communication, 37(1): 39-57.

Walter, G.R. 1993, Say What You Mean and Get What You Want, Piatkus, London

Wankel ,C. Odrakiewicz, P. Strnad, W. 2010, Innovation In Management- Global Partnership PWSB

Watzlawick, P. 2005, Self-fulfilling prophecies. In J.O’Brien & P. Kollock (Eds.), The production of reality, CA: Sage, Thousand Oaks (fourth edition)

Wilbur, J. R., Wilbur, M., Garrett, M.T., & Yuhas, M. 2001, Talking Circles: Listen, or your tongue will make deaf. Journal for Specialists in Group Work, 26, 368-384

Wilmot, W.W., & Hocker, J.L. 2001, Interpersonal Conflict, McGrew Hill, New York (sixth edition)

Witte, A. E. (Ed.) 1999. Interactive cases for business English, Paris: Ellipses.

Wyrwicka, M. K. 2001. Zeszyty Naukowe Politechniki Poznańskiej. Seria humanistyka i nauki społeczne. 50: 57-64.

Zimbardo, P.G. 1977, Shyness: What it is, what to do about it, MA:Addison – Wesley, Reading

Posted in Vol.4, No1-2/2011 | Leave a comment

Gender, globalization and ethics in public healthcare system: the challenges of nurses-managers in engaging moral dilemmas

Prof. Helena Desivilya Syna

Department of Sociology and Anthropology

and Masters Program of Organizational Development and Consulting

Max Stern Academic College of Emek Yezreel

ISRAEL

desiv@yvc.ac.il

Abstract: The study aimed at shedding light on women nurses-mangers’ experiences of ethical dilemmas in the era of dual concerns: free-market based health care policy and an increasing emphasis on professional ethical responsibility. The research focused on nurses-managers’ experiences of daily practice.  It examined the role of gender and of globalization culture in nurses’ construal of these experiences and their actual responses to ethical issues. The study was based on qualitative methodology: focus groups and individual interviews.

The findings revealed a great deal of moral dilemmas faced by nurses-managers, most caused by the free-market culture  – greater emphasis on personal responsibility and individualization of risks related – and conflicting professional and gender culture in their relations with physicians.  Nurses-managers actively engage some of these dilemmas by means of action-focused modes whereas other ethical issues are dealt with through emotion-focused modes

Key words: globalization, gender perspective, ethics, management

1. Introduction

Health care professionals operate nowadays in an environment, saturated with tensions between free-market demands and professional ethical responsibility.  Changes in health care organizations, such as a growing concern with cost-effectiveness and a greater emphasis on ethics have affected the nature of nursing practice. They have led to greater emphasis on professionalism, underscoring ethical conduct. These changes have made moral issues and dilemmas more frequent and vivid in nurses-managers’ practice.

The current article is designed to illuminate the challenges faced by nurses-managers in public health systems in the era of such dual concerns. Specifically, it elucidates nurses-managers’ experiences of ethical dilemmas in their daily practice, illuminating the role of gender and of globalization culture in nurses’ construal of these experiences and their actual responses to ethical issues. It focuses on the tripartite linkage among gender, management and ethics in the context of globalization.  Such a synthesis has not received adequate attention in the organizational and management literature.

2.  Problem Formulation

The current study integrated three bodies of knowledge: gender, ethics and management in examining nurses-managers’ modes of engaging ethical issues in the context of globalization culture of health-care public systems. We commence with delineating the main features of globalization and address its consequences on health care providers, especially experiences of moral issues in nursing management practice.

2.1    Globalization and its implications for nursing management practice

Globalization encompasses the following main features: (a) deterritorialization, i.e., performance of human activities irrespective of the geographical location of participants; (b) social interconnectedness, namely, patterns whereby activities in one locality influence the social world of another locality; (c) velocity that is an accelerated pace of human activity and rate of social change (Gasper &Truong, 2008; Gephart, 2002).   The social and organizational consequences of  these patterns involve increasing  individualization of risks,  mounting concern for  cost-effectiveness and cost-efficiency and greater emphasis on professional social responsibility Gephart, 2002; Nielsen, 2006).  Gasper and Truong (2008) maintain that except of the latter consequence, these outcomes in turn endanger human dignity.

Furthermore, globalization precipitates and underscores the conflicting perspectives of managerialism and professionalism (Dawson, 2009).   The schism is examined drawing on the ethics of virtue/virtue approach (doing good for well-being).  Virtue ethics revives Aristotelian concepts and has been applied by various scholars, such as MacIntyre (1985; 1988; 1999).  The major tenet of this neo-Aristotelian approach is that inherently positive characteristics of people (good habits and virtues) enhance their inclination to act so as to promote good and foster community well-being. To attain such a balanced view, various perspectives on well-being may need to be integrated beyond the economic one: social, environmental, religious and professional.  As expressed by Dawson (2009):

“Excellence is achieved through the mastery of the internal good of practice. The point of a practice is to contribute to good of humans, both the wider community and individuals.” (p.97).

Akin to professionalism that legitimizes organizational decision-making, structure and values, good practice legitimizes people’s activities.  However, managerialism may contradict these values, especially in the domain of health care (emphasis on provision of services on equal and just basis) due to its predominant concern with efficiency based on external standards.

Management by nurses in public health care systems constitutes an important test case of management in women dominated profession, albeit in men-dominated organizational culture, thus featuring all of the globalization attributes mentioned above.  Specifically, women-managers operate in a highly dynamic work context characterized by advanced technology, professionalism, and ‘economism’ (cost-efficiency and cost effectiveness).

How do nurses-managers deal with the challenge of protecting human dignity in the face of the consequences of globalization?

According to Gasper and Truong (2008) responding to this call involves actions devoted to alleviating suffering, injustice and exclusion and attempts at human development within and between societies.  These scholars maintain that women usually perform this function; namely, serve as ‘shock absorbers’ of globalization.  Our study examined nurses- managers’ role as shock-absorbers in reconciling the demands of ‘economism’ and professionalism while dealing with ethical issues.  Since the vast majority of nurses-managers are women the current research focused on the relationships among gender, management and ethical conduct.  The next section addresses the intersection among the three domains.

2.2 Gender, management and ethics

The literature shows a considerable disparity between men and women in senior and junior management posts alike reflected in glass ceiling and walls (European Commission, n.d.b.).  In other words, obstacles are placed on women’s path to management posts.  According to feminist researchers in this field, women’s under-representation in top management is a product of the same gender culture that gives men an advantage by rewarding talents and skills considered male, whereas women attain secondary roles only due to their perceived lack of appropriate management skills (Calas & Smircich, 1992).

Women are perceived as “other”, “different” or “not belonging” in the management context. This, then, is not about real, objective differences in management skills between the sexes, but symbolic disparities shaped by emotions and cognitive processes (Butler, 1990; Erikson-Zetterquist & Styhre, 2007; Liff & Ward, 2001).

Studies show that the way women deal with obstacles in the management sphere is mainly based on adapting to the gender culture prevailing in organizations, i.e., an attempt to demonstrate appropriate qualities and skills in accordance with male criteria. These tendencies expose instances of “gender blindness”, or in other words, a lack of awareness in women holding management posts of the influence of gender on the structuring of relations, and the male-female balance of power in organizations (Lewis, 2006). It goes without saying that adopting a conformist attitude preserves both the symbolic and objective disparities between male and female managers. We assumed that women nurses-managers are experiencing similar symbolic barriers in public health organizations, although their actual representation in senior management posts overrides men-nurses’ representation.  Yet, women nurses-managers interact on everyday basis with senior physicians (by and large men) and senior male administrators.  How do they cope with the prevailing perceptions concerning women as “strangers” in the management sphere?

Drawing on Kolb and McGinn’s (2009) construction of the term negotiation as an ongoing activity in organizations, we assumed that women nurses-managers engage in negotiating authority (legitimacy), value (recognition and reward), support (developing networks through mentors) and commitment (definition of “ideal” worker; namely “successful” manger). In other words, they appear to engage the challenges of management in organizations by attempting to speak in a different voice, which exerts impact and is considered legitimate, rather than continuing doing the invisible, unrecognized work or transforming to male managers. This may be a path leading to construction of ‘new femininity’ in management (Acker, 2008; Frenkel, 2008).

Our study examined the interaction dynamics between women nurses-managers and other male professionals in the domain of ethical issues as reflected in daily practice.  To complete the tripartite interface between management, gender and ethics, the next section sketches the linkages between gender, ethical approaches and practice.

We introduce three moral theories that subsequently serve as a framework for our data analysis: deontological ethics, utilitarian ethics, and ethic of care. Deontological ethics maintains that one’s duty is to do what is morally right simply because it is the right and humane thing to do. Hence, actions are morally right or wrong regardless of their consequences (MacIntyre, 1971). Consequential ethics claims that the moral rightness of an action can be determined by judging its consequences, a theory also known as utilitarianism, which values actions on the basis of the total amount of utility it produces. However, utilitarianism emphasizes the best interests of everyone involved (Lyons, 1997). Ethical egoism constitutes another form of the consequential approach, emphasizing maximization of an individual’s own gains based on a belief that one ought to, first and foremost, render self-benefit (Machan, 1997). Deontology and utalitarian ethics represent the ideas of traditional moral philosophy. However, modern feminist thinkers have observed a moral orientation of caring, assuming responsibility for others, and underscoring the importance of the continuity of interdependent relationships. The latter orientation was found to be more typical for women than for men (Bampton and Maclagann, 2009; Gilligan, 1982). The emphasis on emotions rather than on reason as the central route to ethical existence distinguishes the ethics of care from traditional ethical theories that rely on rational and abstract thought (Derry, 1997). Notwithstanding the importance of the latter novel approach to ethics, existing research failed capturing its features due to the paucity of compatible research instruments.

Indeed, Kujala and Pietilainen (2004) have argued that existing research tools focus predominantly on masculinity in moral decision-making, thus silencing women’s voices in this domain. As a response to this lacuna, they have developed a multidimensional ethics scale allowing different voices to be heard and different dimensions to be seen (a gender-diversity sensitive instrument).  Specifically, it encompasses three new dimensions, absent in prior scales: power dynamics, namely, recognition of power dynamics by being sensitive to voiced and unvoiced interests of others and one’s own; relational understanding that is understanding the meaning of relations at both the private and organizational level and accepting the importance of multiple values and voices; emphasis on experience – valuing feelings and emotions as a source of useful information.

The new framework diverges from the prior one stressing universal principles and logical reasoning, while disregarding the value of intimacy, emotions and human relations.

The ethics of care facilitates learning how to respond to ethical issues in a variety of circumstances and contexts.  Kujala’s and Pietilainen’s (2004) exploratory study based on the new scale yielded evidence supporting the diverse principle of female decision-making on ethical issues.

Are women nurses-managers in public health care engaged in ethical decision-making reflecting the new dimensions: recognize power-dynamics, exhibit relational understanding and put emphasis on experience and at the same time meet the requirements of cost-efficiency and cost-effectiveness?  Our study addressed this query – explored the processes of professionalism meeting managerialism in action.

3. Problem Solution

3.1  Methodology

The study was based on qualitative methodology: focus groups and individual interviews.  Thirty women nurses – head of units or departments, employed in public medical centers, participated in the study. The participants took part in five different focus groups. Two additional participants, the directors of nursing services of two large university hospitals, were interviewed individually.  The focus groups and individual interviews were used to probe in depth the moral issues encountered in everyday nursing and management practice. Specifically, we focused on participants’ construal of moral dilemmas and distress, the nature of moral dilemmas, circumstances leading to moral dilemmas and ways of coping with such ethical issues. The focus groups and individual interviews were tape-recorded and subsequently transcribed verbatim. Data analysis focused on thematic analysis, namely participants’

descriptions of their beliefs, knowledge, reflections and feelings about moral issues in their nursing practice (Lincoln & Guba, 1985; Shkedi, 2003). Two experts in qualitative methodology independently analysed the data and then compared the outcomes; disagreements were discussed and resolved.

3.2 Results

The findings revealed a great deal of moral dilemmas faced by women nurses-managers, most caused by the free-market culture, notably greater emphasis on personal responsibility and individualization of risks and conflicting professional and gender culture in their relations with physicians.

3.1.1 Dilemmas resulting from difficulties to bridge professionalism with Managerialism

The core of nurses’ professional responsibility according to the study participants entails answering patients’ call for care.  By contrast, their managerial responsibility emphasizes concern for cost-efficiency and cost-effectiveness.  The clash between these two domains was reflected primarily in the need to provide high-quality care facing the reality of insufficient resources, such as budget cuts associated with medication costs coverage, inadequate space and understaffing, leading to overload.  Insufficient resources, in turn, impede the quality of care.  The following quotations from the focus groups with department head nurses demonstrate the emerging contradiction between the two domains – professionalism versus managerialism:

“There are medications, which are not included in the insurance, there is nothing… we do not make these decisions, it is not connected to nurses, but we work with patients, we face them…” (D.)

“A breast cancer patient was sent to a satellite department following surgery, which is against my professional convictions, there she cannot get the individualized attention from a personal nurse and a personal physician… I usually oppose that, but sometimes it does happen…it’s not right…” (SH1)

“There is insufficient staff , cannot provide the patients what they deserve…I feel terrible when I do not have enough time to talk with patients and their families, my conscience troubles me…“ (G.)

The above citations seem to indicate that for women nurses-managers mangerialism presents a considerable difficulty in contrast with professionalism which appears to be based on solid foundations and assimilated by the senior nurses.  The findings also seem to suggest that some of the physician-head nurse conflicts originate from economism (macro-level policies of free-market economy) encountering professionalism, in particular,  professional orientation based on ethics of care, as put by one of the study as reported by a head nurse of maternity department:

“The physicians are in favor of bringing in as many women for labor as possible, this creates overcrowding in the maternity department, it’s impossible to provide a quality service as promised to women, but it’s a free market, hospitals compete for each woman in labor,  I feel terrible to breech promises concerning the quality of treatment…”

How do women nurses cope with the challenge of economism and managerialism while attempting to maintain their professional standards? The next section presents the major findings in this domain.

3.1.2 Coping patterns: attempts to reconcile the demands of professionalism and managerialism

Our analysis of modes of coping by women nurses-managers with the parallel demands of managerialisim and professionalism draws on the model developed by Lazarus (Lazarus, 1999) in the domain of  psychological stress.  It comprises two major categories of coping: active, problem focused and emotion-focused.  The findings of the current study show that both patterns are used by nurses-managers, albeit in different circumstances.

Nurses-managers’ reported adopting active modes, engaging ethical dilemmas, emanating from the clash between managerialism and professionalism, at the overt sphere. They raise the issues with their direct supervisor (the head of nursing services) as well as confront the physicians in their respective departments, including undertaking formal action – filing a complaint, as reported by one of the head nurses:

“I came in the morning and said to the nurse on duty that she should have dropped the ceiling over this physician’s (on duty) head and immediately reported the incident to the department head physician and to the head of the hospital’s nursing services because I wanted her to see that the  department does not follow the regulations, there is some problem with the department management… the nurse on duty did not want to confront the physician; I went to the department chair’s office and talked to both – the physician on duty and the chair, I said it’s unheard not to attend 8 hours to a patient after cardiologic surgery.  They tried to crucify me,  the physician on duty said that the nurse did not call him… then I responded that he knew he should have seen the patient and made wrong decision not seeing the patient; he told me to mind my own business, not interfere with others’ tasks, its his responsibility. Eventually he got a note in his personal file, this will teach him a lesson, he won’t respond this way anymore…” (A.)

Interestingly, some of our respondents embraced military vocabulary to emphasize their toughness in sounding their voice while dealing with ethical issues, as evinced in the following quotations:

“We are fighters.”  (N1), “I am very militant, it’s difficult to defeat me in combat.” (N2);  I do not give up easily…” (D).

Other study participants revealed somewhat qualified responses to ethical dilemmas, albeit still reflecting resoluteness, as expressed below:

“…If I am sure that my opinion/decision is right, I argue for it, and then bring it up with my superiors, always trying to solve the problem, then my conscience is clean…” (R.)

The respondents in our study reported that institutional constraints sometimes prevent

active, confrontational coping.  Such circumstances lead to stress of conscience, which is engaged either through emotion-focused coping or actions by nurses-managers, notably volunteering, designed to compensate for the system’s inadequacies, as put by one nurse-manager.

“…We are forced to make difficult choices – to which patient allocate treatment/medication, in which patient invest more time and make sure our decisions are just ; we often solve it by volunteering, putting more time; the system puts very extensive constraints on us; the system takes advantage of our conscientiousness…” (Sh.)

Emotion focused coping with ethical dilemmas caused by the clash between professionalism and managerialism was more evident at the at the hidden sphere than at the public domain.  It usually follows an appraisal of a situation as “insolvable” which, in turn, leads to rationalization of inaction, as demonstrated in the following quotations:

“there is a limit of struggle for change/working on the basis of one’s conscience, I won’t waste my energies after several attempts which were unsuccessful, if I feel that there is 90%, not 100% I would not succeed , I would not go in this direction.  I believe when the opportunity reappears, when there is a sparkle of hope to change, a window of opportunity nurses will act, of course not everybody at the same moment, everyone has her/his own red spot or line ; it depends on  personal strength, philosophy, stubbornness, hutzpa, the way they woke up in the morning, their habits, decisions…” (S3)

“How do I cope with frustration /troubled conscience? Sometimes I do as S3 said, I tell myself this cannot be solved and put it aside…sometimes I fight, but it’s primarily a fight with my conscience, if it wasn’t there, I would not be here today…” (E.)

Women nurses-managers also indicated the importance of developing their own support network, which allows building social capital and sounding different voice while reconciling the demands of professionalism and managerialism. Support system promotes a strong sense of professional efficacy, as reported by our respondents:

“Coping by using support and solidarity of other department head nurses, partnering with department head physicians, head of nursing services…seeking support of those who share goals and specific objective.” (R.)

“Our voice certainly counts, the physicians reckon our opinions; they would not proceed without our approval.” (G.)

In sum, women – nurses-managers –  engage ethical issues using confrontational, problem-focused approaches, build support networks, thereby enhancing their social capital and sense of efficacy, and when confrontational and direct problem-focused strategies seem infeasible resort to emotion-focused modes or hidden – behind the scenes – active problem-solving.  Thus, they seem to engage the rivalry demands of professionalism and managerialism, however observing their professional creed appears to be their primary concern.

4. Conclusion

The current study examined how women, nurses-managers, in public-health system address ethical issues in the era of globalization.  Specifically, the focus was on elucidating their approach ‘in action’ – professionalism meeting managerialism.

The findings point out that women, nurses managers, face the consequences of globalization in their daily practice (Gasper &Truong, 2008; Gephart, 2002; Nielsen, 2006).  In line with Dawson’s contention (2009) nurses, heads of departments, frequently encounter ethical dilemmas as a result of a clash between professionalism (providing high quality response to patients’ call) and economism and managerialism (operating in cost-effective and efficient way).   Their attempts at reconciliation of such conflicting demands appear quite successful.  Women, nurses-managers engage ethical issues embracing both problem-focused as well as emotion-focused strategies (Lazarus, 1991; Lazarus and Folkman, 1986) sounding clearly their voice, reflecting professional creed of protecting human dignity but at the same time providing high-quality care.  Thus, their management practice while engaging ethical dilemmas incorporates feminine perspective: reveals recognition of power dynamics, relational understanding and emphasis on experience (Kujala and Pietilainen, 2004).

Albeit, such resolute and respectful approach is not always feasible, leading head nurses to adopt either emotion-focused coping modes or act as shock absorbers, compensating for the public health system’s inadequacies and the pitfalls of economism (Gasper and Truong, 2008).   Overall, it appears that women, nurses-managers actively negotiate value, support and commitment, yet this process entails a long-lasting journey, gradually solidifying women’s voices and building support network – both elements breeding a sense of  ’light at the end of the tunnel’ (Kolb and McGinn, 2009).

The current study opens a new avenue of research – embracing gender perspective in investigating the challenges of managerial practice in the era of globalization, particularly in the domain of ethical issues.  It represents an initial glimpse at the dynamics of decision-making on ethical issues while pooling together three bodies of knowledge: ethics, management and gender.  Future research needs to explore such an intersection in greater depth, using a mixture of research methods and other types of professional disciplines and organizations.

References:

[1] Acker, J. (2008) Helpful Men and Feminist Support: More than Double Strangeness. Gender, Work, and Organization, Vol. 15, No. 3, 2008, pp. 288-297.

[2] Bampton, R. and Maclagan, P.  Does a ‘care orientation’ explain gender differences in ethical decision making? A critical analysis and fresh findings. Business Ethics: A European Review, Vol. 18, No. 2, 2009, p. 179.

[3] Calas, M. & Smircich, L. Using The ‘F’ Word: Feminist Theories and the Social Consequences of Organizational Research. In A. Mills and P. Tancred (eds) Gendering Organizational Analysis, 1992,  pp. 222-34. London: Sage.

[4] Dawson, D. Conflicting stories of virtue in UK healthcare: bringing together organiisational studies and ethics. Business Ethics: A European Review, Vol. 18, No. 2, 2009, pp. 95-109.

[5] Derry, R. Ethics of Care. In P.H. Werhane and R.E. Freeman (eds.). Encyclopedic dictionary of business ethics. 1997, Massachusetts: Blackwell.

[6] Eriksson-Zetterquist, U.& Styhre, A. (2008) Overcoming the Glass Barriers: Reflection and Action in the ‘Women to the Top’ Programme.  Gender, Work and Organization, 15, 2, 134-158.

[7] Frenkel, M. (2008)  Reprogramming femininity? The Construction of Gender Identities in the Israeli Hi-tech Industry between Global and Local Gender Orders.  Gender, Work and Organization, 15, 352-374.

[8] Gephart, R.P., Jr. (2002).  Introduction to the brave new workplace: Organizationalbehavior in the electronic age.  Journal of Organizational Behavior, Vol. 23, 2002, pp. 327-344.

[9] Gilligan, C. (1982). In a different voice. Cambridge, Mass.: Harvard University Press.

[10] Kolb, D. & McGinn, K. (2009). Beyond Gender and Negotiation to Gendered Negotiations.  Negotiation and Conflict Management Research, 2, 1, 1-16.

[11] Kujala, J. & Pietilainen, T. (2004).  Female Managers’ Ethical Decision-Making: a Multidimensional Approach.  Journal of Business Ethics, 53, 153-163.

[12] Lazarus, R. Stress and emotion: A new synthesis. 1999.  New York: Springer Pub. Co.

[13] Liff, S. & Ward, K. (2001) Distorted Views Through the Glass Ceiling: The Construction of Women’s Understandings of Promotion and Senior Management Positions. Gender, Work and Organization, 8, 1, 19-36.

[14] Lincoln, Y. S. and E.G. Guba 1985 ‘An exploration of quality in qualitative research’ in Naturalistic inquiry. M. Kopala and E. Merrick (eds). Beverly Hills, CA: Sage.

[15] Lyons, D. (1997).  Utilitarianism. In P.H. Werhane and R.E. Freeman (eds.). Encyclopedic dictionary of business ethics. Massachusetts: Blackwell.

[16] Machan, T.R. (1997).  Egoism, psychological egoism and ethical egoism. In P.H. Werhane and R.E. Freeman (eds.). Encyclopedic dictionary of business ethics. Massachusetts: Blackwell.

[17] MacIntyre. A. (1971). A short history of Ethics. London: Routledge and Kegan Paul Ltd.

[18] Nielsen, R. P. Introduction to the Special Issue.  In Search of Organizational Virtue: Moral Agency in Organizations. Organization Studies, Vol. 27, No. 3, 2006, pp. 317-321.

[19] Shkedi, A. 2003 Words that try to reach: Qualitative research – theory and practice. TelAviv: Ramot.

[20] Truong, D. and Gasper, D.. Trans-local Livelihoods and Connections: Embedding a Gender Perspective into Migration Studies.  Gender Technology and Development, Vol. 12, 2008, p.  285.

Posted in Vol.3, No.2/2010 | Leave a comment

Leadership Ambiguity and Ambivalence: A Critical Solution

B.R. BROCATO

Department of Sociology, Sam Houston State University, Huntsville, Texas

STUART S. GOLD, PhD

College of Management and Technology, Walden University

USA

BRB029@SHSU.EDU

stuart.gold@waldenu.edu

Abstract

To identify the empirical reliability of contemporary leadership traits research found in management studies, the authors conducted a content analysis of the use of transformational and charismatic concepts from a sample of leadership research published in refereed journals from 1988 to 2008. The content analysis of the operational definitions revealed the use of leadership traits was opaque at best and demonstrated that the management research surveyed was comprised of a hybrid of psychological constructs. Upon closer inspection, the authors identified an implied habitus of stakeholders’ leadership perceptions that informed a social psychological structure comprising 10 distinctive intrapersonal and interpersonal referents associated with organizational and social conduct. The iconic referents are inferred from implied social and organizational heuristic biases subjects employ in an organizational setting. This distinction allowed the authors to present an alternative method for mapping emergent leader and follower perceptions. A weighted score is obtained that proves parsimonious and empirically feasible instead of fixating on a leader’s ephemeral traits or simply workers’ self-reports about management effectiveness. Employing a postmodern mixed-method evaluative methodology in place of contemporary modernist perspectives, the authors portend an end to ambiguous and ambivalent leadership traits studies and recommend strengthening research efforts to reveal socially structured decision-making heuristics that result in successful or unsuccessful emergent group performances. Moreover, the authors believe a postmodern paradigm would help organizations identify a group’s willingness to act in a way that tests individual limits and stretches group or all stakeholders’ boundaries, what the authors term a Star Trek Affective State.

Key-Words: - Leadership, Organization, Transformational, Charismatic, Intrapersonal, Traits


1   Introduction

As more companies employ advanced information and communications technologies to organize work in virtual environments, human resources managers need parsimonious metrics to evaluate the compatibility of strategic initiatives, implementation costs, and organizational communication requirements. Especially difficult is the development of management models that can mitigate organization/stakeholders’ cross-cultural, cross-gender, and cross-generational communication biases that lead to individual and group conflicts [1]. Unfortunately, leadership studies have primarily focused on face-to-face interactions instead of recognizing two major contemporary shifts: 1) a growing requirement to develop rigorous empirical leadership models and 2) to meet new postmodern challenges [2] facing virtual organizations comprised of a diverse global workforce with competing cultural beliefs [3].

Baby Boomer leaders exiting from the workforce have placed organizations in precarious positions because of a modernist leadership mythology as contemporary companies face ambiguous hiring and retention challenges and opportunities. Additionally, company leaders also face serious resource-allocation and succession-planning challenges arising from ambiguous and poorly investigated leadership pedagogy. Companies now and in the future require innovative models and measurement solutions that improve organizational performances by resolving the conceptual ambiguities and ambivalent behaviors surrounding the heuristic biases and cultural beliefs of a new generation of employees and production environments [4; 5; 6]. We suggest that reducing the conceptual ambiguity and ambivalence of leadership traits and leaders’ behaviors [7] would allow researchers to more closely examine the salient characteristics of organizational performance in varying cultural contexts found in global work environments.

2   Leadership Mythology

From the common leadership symbols embodied within films, novels, architecture, art, and academic literature, readers found transformative or charismatic leaders who were exalted and demonstrated at times ambivalent behaviors while extending humanity’s social, moral, and economic progress [8; 9; 10; 11; 12]. Moreover, the generational success of Star Trek, first as a science fiction novel by the late Gene Roddenberry and then as a television and film success for more than three generations of viewers, demonstrated a resonance with inherited western leadership concepts and was an appropriate referent of the Americanization of global perspectives during the Cold War years [13]. Certainly, management studies have relied on these sweep-of-history engulfing scopes, reinforcing rational, behavioristic  models first derived from Enlightenment philosophy and carried into the late industrial and modern work environments, including some critical analyses of iconic symbols tied to modern production styles [14; 15; 16; 17; 18; 19; 20; 21].

Regardless of one’s philosophical or theoretical orientation, underlying these leadership mythologies is a workforce limited in mind and behavioral scope that required leaders to act as teachers of normative behaviors who also closely monitored and shaped employees’ responses and social networking environments [22; 23]. Perhaps, not so surprising, Frederick Taylor’s The Principles of Scientific Management [24] haunts modernist perspectives regarding superior leadership or leaders as captains of industry. Additionally, we will later in this paper invoke the latest Star Trek: the Next Generation television series as a more contemporary allegorical referent as an appropriate construct from which researchers can escape leadership mythology, ambiguity, and ambivalence. This postmodern allegory can also provide researchers opportunities to re-examine leader-follower dynamics, and eliminate modernist teleological arguments found in contemporary management literature.

3   A Critical Literature Review

Would researchers or academics addressing the concepts associated with charismatic or transformational leadership traits find clear distinctions? We believe the literature remained opaque in this area. From a representative sample of the research studies as given in Table 1 in the Appendix, the leaderships traits – transformational, charismatic, and transactional – spanned behavioral approaches, contingency, leader-member exchange, and neocharismatic theories; all purporting to explain the bi-directionality of leaders and followers behaviors [25; 26; 27; 28; 29]. The logical fallacy here is in the research designs that discuss types of variables (traits) without clearly formulated statements of the relationships between specified variables (leaders, workers). Certainly, ceteris paribus, leaders manage and workers complete tasks. However, psychological functionalism as a methodology heavily weighted leadership traits as a determinate of effective group performance errs by leaving out an investigation into the social component of behaviors in general and in these cases, organizational perceptions in general. Moreover, as shown in Table 1, researchers’ definitions were more likely to fit a continuum of perceived internal states than provide a clear demarcation of the various leadership traits’ meaning to subjects and thus, group beliefs about their leader’s performance or their willingness to meet organizational goals.

Simply, researchers were measuring intrapersonal perceptions put in play by the research design in support of their research goals. For example, researchers’ methodology and guiding hypotheses consistently asked subjects to select whether a particular leadership trait was rewarding or satisfying in the work environment. Subjects in some cases were to decide whether a leader was charismatic, transformational, or transactional in their actions, and did those actions uphold certain normative standards about their company, their position in the company, and their responsibility to the company. Certainly most management studies today (and those we reviewed) would teach an affirmative response. However, what does it mean to workers’ when leaders demonstrate a transformative or transactional state at one moment and then are ambivalent in their behaviors the next moment? Moreover, charismatic definitions often mentioned in the literature attributed mythological proportions to leaders who have a positive interpersonal force that acts on followers to obtain organizational goals. Are charismatic leaders then able to outperform other leaders because their workers are more malleable than other workers are? Are workers differentiated enough to require either a transformative, transactional, or charismatic leader? Does a correlation between subjects’ perceptions and operational leadership traits reveal anything about group or leader performance? Could there be other more pertinent variables to consider? The literature remained silent in most cases and led us to question the efficacy of the operationalized concepts; instead finding that these concepts were tautological, derived from discursive humanistic studies that failed to provide reliable indicators of successful leadership behaviors or how these traits were predictive of successful or unsuccessful group performances.

4   Findings and Discussion

What we proposed to demonstrate was twofold: first, researchers have made a one-side logical fallacy in the attribution of leadership traits, and second, that researchers should re-examine the emergent salient social and psychological interactions among managers and subordinates [30; 31], not investigate in isolation leaders’ ephemeral behavioral traits. What we inferred from a content analysis of the sociological and organizational literature [32; 33] shown in Table 1 was that transformational, transactional, and charismatic leadership traits were often associated with researchers’ attempts to measure whether a group of subjects found a particular leadership trait acceptable. Researchers relied on phenomenological rationales to associate a leader or person’s behaviors to constructed leadership traits that were in our estimation immeasurable, simply because these traits are located in the minds of individuals, thus disregarding a cardinal rule of the scientific method [34]. Simply, we found a commoditization of leadership traits quasi-empirically produced similar to a variety of flavors that could fit most organizational palates. To remedy the ambiguity and obscurity of leadership traits, we reexamined Table 1 and compiled the various social structural referents affective rationales to understand better what leadership as a symbol actually referred to in a group or community setting per the research settings we found in the literature reviewed and as shown in Table 2 in the Appendix.

This was necessary because we discovered from our investigation a common grammatical or logical error occurred when researchers conceptualized the affective context of leadership traits. For example, upon closer inspection of transformational, we found as an attributive adjective, it was most often associated with organizational structures or used in an organizationally bound context. Similarly, charismatic as an attributive adjective was associated with intrapersonal and group dynamics, which arise from personal judgments that lead to social decision-making patterns. However, in no instance could we find that singling out an attributive adjective provided reliable knowledge about leadership traits or leaders’ behaviors. In fact, the research unavoidably demonstrated one-side logical fallacies. For example, we can attribute to someone the referents of old, bald, thin, over weight, religious, nonreligious, transformative, charismatic, but what have we identified about the person’s social standing, status within the group or their managerial behavior? Scientifically, can we infer a consistent range of behaviors based on our attributed adjective? Can we generalize to a larger population based on a simple attribution? We would answer no.

Another inherent logical fallacy in management studies is the lack of falsifiable hypotheses [35] when we speak about leadership traits. Hitler, Mussolini, Roosevelt, Stalin, Churchill, Lincoln, Mahatma Gandhi were attributed charismatic and transformational traits. However, there cannot be a falsifiable claim with the term of charismatic although objectively these historical personas were comprised of more than a single leadership trait. How much charisma is necessary to sway a nation? How malleable must a people be before charismatic, transformational, or transactional leaders can affect performance? What have we learned about their leadership through the use of such adjectives? Leadership researchers’ findings suggested that more ink appears wasted on modifying traits or beliefs descriptions than would seem necessary, with new concepts arising with each successive generation of social scientists. What we should be addressing are not the reported traits or perceptions and subsequent association or correlation with a specific individual’s behavior, but we should clarify the (behavioral) consequences from (organizational) contexts that lend themselves to emergent properties. Leaders’ and followers’ social beliefs should not be measured separately, but should be viewed as a habitus of emergent states comprised of individuals’ (qua-groups’) narratives [36; 37] and thus measured in terms of subjects’ heuristic biases, not on the traits ascribed to a particular leader.

To overcome this logical weakness in leadership research, we operationalized the concepts transformational, transactional, and charismatic as nominal adjectives linked to specific social belief structures from Table 1 and presented subsequently in Table 2 in the Appendix. Table 2 revealed that leadership traits once so unmanageable were reducible to two key structural factors: Organizational and Other/self beliefs. Relying on Bourdieu’s [38] social habitus model, we hypothesized a mixed-method model [39] that allowed us to develop a matrix of prominently held beliefs that could demonstrate leader and worker alignment (s) as shown in Table 3. Further, we present Table 4 as an illustration of a simple working model based on the weighted evaluation matrix that would measure leaders’ and followers’ ranking of organizational leadership symbols (institutional/cultural power) and their intrapersonal beliefs regarding effective leadership (personal/other belief structure).

Using Table 4, researchers can more closely investigate intragroup and intergroup scores in terms of beliefs structures. Moreover, researchers can use the evaluation matrix to compare management perspectives as well as map indicators of willingness or unwillingness on the parts of all members to perform in a group or organizational setting, thus relegating leadership traits to a less ambiguous role, and eliminating the necessity to account for ambivalent actions and group perceptions. Finally, the evaluation matrix would provide researchers an opportunity to study relative frequencies and the randomness of group responses, thus promoting a strong method where theoretical claims would be subject to falsification.

5   Summary

The postmodern evaluation model posited here accepted a posteriori that each group brings complex personal, cultural, and institutional biases to a work setting [40; 41; 42). In particular, we developed this metric from a postmodern theoretical model based on the multidimensionality of social behaviors structured in an organizational and group habitus found in the literature reviewed. The model triangulates organizational power constructs, interpersonal, and intrapersonal cognitive belief structures that we recognized as heuristic biases, akin to Foucault’s [43] epistrophē eis heauton, an intentionally of self integration discovered in cooperative or uncooperative contexts. We identified five organizational icons and five individual icons indicative of organizational and cultural structures of conduct and normative behavior [44] that lead to “expectations” [45] among group members. We proposed that a multidimensional model [46] of leaders and workers’ perceptions would prove parsimonious when measuring a group’s willingness to act in a way that cooperatively tests limits and stretches boundaries, mapping what we have termed a Star Trek Affective State.

In our estimation, a Star Trek Affective State becomes a more reasonable construct that refers less to a central authority figure, dominant/subordinate roles, or colored with the ambiguity of ascribed modernist leadership traits. Instead, managers and workers organizational behaviors, ambivalent or not, “rely both on past repertoires and situational improvisation” [47] that leads to unpredictable emergent group behaviors; an evolutionary psychological condition termed the “Savanna Principle” by Satoshi Kanazawa [48]. Further, the evaluation matrix demonstrated the comparative and structural nuances, schemes, habitus that make up social identities in the workplace.  Specifically, a postmodern comparative approach allowed a recombining of intrapersonal and interpersonal traits, emotional intelligence, or multiple intelligences when assessing whether a candidate is an effective leader and whether their leadership would prove beneficial in a particular organizational setting at a particular time and in terms of particular stakeholders’ beliefs [49].

In addition, the evaluation matrix lends support to acceptable theories of emergent leadership that are dependent on group perceptions and beliefs that management affectively mimics organizational culture. Mindful of Robert Merton’s [50] concerns with post factum explanations that lead researchers to create a variety of crude hypotheses to account for their observations, we believe a weighted habitus evaluation matrix would promote a strong program of hypothesis testing. Consequently, our postmodern analytic approach would provide an opportunity to prove or disprove the inferred belief structures that affect emergent leadership and/or group behavior in multidimensional settings, including virtual environments [51; 52; 53; 54].

6   Conclusion

In a global, technologically advanced communications environment, leaders and followers’ interactions are qualitatively different, more complex, and stretch beyond modernist organizational definitions [55; 56]. The guiding principles of Taylorism are far from appropriate in this new global communications era as Marcuse’s (1964) earlier insights regarding the social alienation tied to modernist techno-bureaucratic controls demonstrated. We believe that the hamartia of modernist research literature missed the mark by excusing or ignoring intrapersonal and group complexities arising from biased decision-making patterns that lead to emergent behaviors among participants.

Thus, we proposed a postmodern, hermeneutical model that would investigate emergent leader-follower (or follower-leader) interaction as a consequence of personal biases, intuitive decision-making tools, and the cultural influences found in an organizational milieu [57; 58; 59; 60; 61]. Thus, researchers can dismiss the earlier Star Trek captain as solitary hero, and in his place stands a next generation captain who embraced his subordinates’ individuality (including an android seeking to unwind Hegel’s Self and Other) [62; 63]. This new starship crew and captain as an allegory illustrates a significant change in the simulacra found in contemporary leadership studies. We termed this postmodern leadership phenomenon A Star Trek Affective State in contrast to Taylorist or Enlightenment perspectives where leaders were the heroes and workers, well workers remained victims.

Brocato, Gold et al walden univTable 1 – 4 for Brocato_Gold Management article

References:

[1] Schein, E.H. (1997). The leader as subculture manager. In Hesselbein, F., Goldsmith, M. & Beckhard, R. (Eds.), The organization of the future (pp. 258-267). New York: The Peter F. Drucker Foundation for Nonprofit Management.

[2] DeLanda, M. (2006). A new philosophy of society: Assemblage theory and social complexity. London: Continuum.

[3] Hoyt, C. L. & Blascovich, J. (2003). Transformational and transactional leadership in virtual and physical environments. Small Group Research, 34 (6), 678-715.Ackoff, R. L. (1999, Jan-Feb).

[4] Nisbett, R.E., Borgida, E., Crandall, R., & Reed, H. (1982) Popular induction: Information is not necessarily informative. In D. Kahneman, P. Slovic, & A. Tversky (Eds.) Judgment under uncertainty: Heuristics and biases (pp. 101-116). Cambridge: Cambridge University Press.

[5] Collins, J. (2001) Good to great: Why some companies make the leap and others don’t. New York: HarperCollins Publishers, Inc.

[6] Gross, N. (2009, June) A pragmatist theory of social mechanism. American Sociological Review, 74(3), p. 358-379.

[7] Pawar, B. (2003) Central conceptual issues in transformational leadership research. Leadership & Organization Development Journal, 24 (7), 397-406.

[8] Lundberg, C. (1988) Working with culture. Journal of Organizational Change, 1 (2), 38-47.

[9] Handy, C. (1991) Gods of management: The changing work of organizations (3rd ed.). Oxford: Oxford University Press.

[10] Ackoff, R. L. (1999, Jan-Feb) Transformational leadership. Strategy & Leadership, 2(1), 20(6).

[11] Pillai, R., Schriesheim, C.A., & Williams, E.S. (1999) Fairness perceptions and trust as mediators for transformational and transactional leadership: A two-sample study. Journal of Management, 25(6), 897-933.

[12] Kouzes, J.M., & Posner, B.Z. (2009, January) To lead, create a shared vision. [Forethought]. Harvard Business Review, p. 20-21.

[13] Cantor, P.A. (2001) Gilligan unbound: Pop culture in the age of globalization. London: Rowman & Littlefield Publishers, Inc.

[14] Marcuse, H. (1964) One-dimensional man. Boston: Beacon Press.

[15] Baudrillard, J. (1994) Simulacra and simulation (Sheila Faria Glaser, Trans.). Ann Arbor: The University of Michigan Press.

[16] Travica, B. (1999) New organizational designs: Information aspects. Stamford: Ablex Publishing Corporation.

[17] Gherardi, S. (2000) Practice-based theorizing on learning and knowing in organizations. Organization, 7(2), 211-223.

[18] Sillince, J.A.  (2007) Organizational context and the discursive construction of organizing. Management Communication Quarterly: McQ, 20(4), 363-394.

[19] Albritton, M., Oswald, S., & Anderson, J. (2008). Leadership quality and follower affect: A study of U.S. presidential candidates. Journal of Leadership Studies, 1 (4), 6-22.

[20] Herold, D., Fedor, D., Caldwell, S., & Liu, Y. (2008, March) The effects of transformational and change leadership on employees’ commitment to a change: A multilevel study. Journal of Applied Psychology, 93 (2), 346-357.

[21] Hamel, G. (2009, February) Moon shots for management. [HBR at Large]. Harvard Business Review, 91-08.

[22] Wren, D.A. (2005) The history of management thought. (5th ed). New Jersey: John Wiley & Sons.

[23] Kilduff, M. & Krackhardt, D. (2008) Interpersonal networks in organizations: Cognition, personality, dynamics, and culture. New York: Cambridge University Press.

[24] Taylor, F. (1911) The principles of scientific management. New York: Harper & Brothers Publishers.

[25] McLaurin, J.R., & Al Amri, M.B. (2008) Developing an understanding of charismatic and transformational leadership. Allied Academies International Conference. Academy of Organizational Culture, Communications and Conflict. Proceedings, 13(2), 15-19.

[26] Pillai, R., Schriesheim, C.A., & Williams, E.S. (1999) Fairness perceptions and trust as mediators for transformational and transactional leadership: A two-sample study. Journal of Management, 25(6), 897-933.

[27] Hautala, T. (2005, Summer) The effects of subordinates’ personality on appraisals of transformational leadership. Journal of Leadership & Organizational Studies, 11(4), 84 (9).

[28] Guzman, Patricia M. (2007) Strategic leadership: Qualitative study of contextual factors and transformational leadership behaviors of chief executive officers. D.M. dissertation, University of Phoenix, United States — Arizona. Retrieved November 30, 2008, from Dissertations & Theses @ University of Phoenix database. (Publication No. AAT 3302617).

[29] Kotlyar, I., & Karakowsky, L. (2007, August) Falling over ourselves to follow the leader: conceptualizing connections between transformational leader behaviors and dysfunctional team conflict. Journal of Leadership & Organizational Studies, 14(1). p.38 (12).

[30] Bolman, L.G. & Deal, T.E. (2008) Reframing organizations: Artistry, choice, and leadership (4th ed.). San Francisco: Jossey-Bass.

[31] Herman, M.A. (2010) Do you see what I am? How observers’ backgrounds affect their perceptions of multiracial faces. Social Psychology Quarterly, 73(1): 58-78.

[32] Katz, D. & Kahn, R.L. (1978) The social psychology of organizations (2nd. ed.). Hoboken: John Wiley & Sons, Inc.

[33] Scheider, F.W., Gruman, J.A., & Coutts, L.M. (Eds.) (2005) Applied Social Psychology: Understanding and addressing social and practical problems. Thousand Oaks: Sage Publications.

[34] Bloor, D. (1991). Knowledge and social imagery (2nd ed.). Chicago: University of Chicago Press.

[35] Popper, K. (1959) The logic of scientific discovery. London: Hutchinson and Company.

[36] Green, D. D. ( 2007) Leading a postmodern workforce. Academy of Strategic Management Journal, 6, p.15

[37] Kearney, E. (2008, December) Age differences between leader and followers as a moderator of the relationship between transformational leadership and team performance. Journal of Occupational & Organizational Psychology, 81(4), 803-811.

[38] Bourdieu, P. (1998) Practical reason: On the theory of action. Stanford: Stanford University Press.

[39] Creswell, J.W. & Plano-Clark, V.L. (2007). Designing and conducting mixed methods research. Thousand Oaks: Sage Publications.

[40] Gardner, H. (1983) Frames of mind: The theory of multiple intelligences. New York: Basic Books, a member of the Perseus Books Group.

[41] Engen, M.L., Leeden, R., & Willemsen, T.M. (2001) Gender, context and leadership styles: A field study. Journal of Occupational and Organizational Psychology, 5(74), 581-598.

[42] Fiedeldey-Van Dijk, C., & Freedman, J. (2007) Differentiating emotional intelligence in leadership. Journal of Leadership Studies, 1 (2), 8-20.

[43] Foucault, M.(1986). The care of self: Volume 3 of the history of sexuality (R. Hurley, trans.). New York: Vintage Books.

[44] Merton, R.K. (1996). On social structure and science (P. Sztompka, ed.). Chicago: The University of Chicago Press.

[45] Gibbard, A. (1990) Wise choices, apt feelings: A theory of normative judgement. Cambridge: Harvard University Press.

[46] Blau, P.M. (1986). Exchange and power in social life. New Brunswick: Transaction Publishers.

[47] Collins, R. (2010) The contentious social interactionism of Charles Tilly. Social Psychology Quarterly, 73(1): 5-10.

[48] Kanazawa, S. (2010) Why liberals and atheists are more intelligent. Social Psychology Quarterly, 73(1): 33-57. DOI: 10.1177/0190272510361602.

[49] Fiedeldey-Van Dijk, C., & Freedman, J. (2007) Differentiating emotional intelligence in leadership. Journal of Leadership Studies, 1(2), 8-20.

[50] Merton, R.K. (1967). On theoretical sociology. Five essays, old and new. New York: The Free Press.

[51] Branden, N. (1969) The psychology of self-esteem. San Francisco: Jossey-Bass.

[52] Becker, G. F. (2007, November) Organizational climate and culture: Competing dynamics for transformational leadership. Review of Business Research, 7, 6. p.116(8).

[53] Erez, A., Misangyi, V., Johnson, D., LePine, M., & Halverson, K. (2008, May) Stirring the hearts of followers: Charismatic leadership as the transferal of affect. Journal of Applied Psychology, 93(3), 602-616.

[54] Kouzes, J.M., & Posner, B.Z. (2009, January) To lead, create a shared vision. [Forethought]. Harvard Business Review, p. 20-21.

[55] Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization (public works, vol. 1) Minneapolis: University of Minnesota Press.

[55] Hancock, P. & Tyler, M. (2001) Work, postmodernism and organization: A critical introduction. Thousand Oaks: Sage Publications.

[57] Morris, L. (2006) Top-down innovation: leaders define innovation culture. Retrieved April 26, 2008 from http://www.realinnovation.com/content/c070528a.asp

[58] Choi, J. (2006, Summer) A motivational theory of charismatic leadership: envisioning, empathy, and empowerment Journal of Leadership & Organizational Studies (Baker College), 13(1), 24-43.

[59] Neuhauser, C.  (2007) Project manager leadership behaviors and frequency of use by female project managers. Project Management Journal, 38(1), 21-31.

[60] Taylor, V. (2007, April) Leadership for service improvement: part 3. Nursing Management – UK, 14(1), 28-32.

[61] Todorovic, W. & Schlosser, F. (2007, July) An entrepreneur and a leader!: A framework conceptualizing the influence of leadership style on a firm’s entrepreneurial orientation–performance relationship. Journal of Small Business & Entrepreneurship, 20(3), 289-307.

[62] Hancock, P. & Tyler, M. (2001) Work, postmodernism and organization: A critical introduction. Thousand Oaks: Sage Publications.

[63] Anderson, C., Spataro, S., & Flynn, F. (2008, May) Personality and organizational culture as determinants of influence. Journal of Applied Psychology, 93(3), 702-710.

Posted in Vol.3, No.2/2010 | Leave a comment