1. 1
2nd Assignment
Students should select a real tourism/hospitality/events company that operates in UK. Then
they should focus on sociocultural or socioeconomic issue that, according to their opinion,
may have an impact on the selected company in the foreseeable future.
University of Sunderland
Department of Tourism, hospitality and Events
Faculty of Business & Law
Module: Tourism concepts and issues
Module Leader: Dr Nikolaos Pappas
Student Name: Stavros Siderakis
Student ID: bh08ot
Student card number: 169026754
Student email: bh08ot@student.sunderland.ac.uk
Student mobile phone: 07784525561
Word count: 4374

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Contexts
Introduction..................................................................................................3
A description of the Marriott Hotel company..............................................3
What is a sociocultural issue concerning tourism?......................................5
A description of a specific sociocultural issue.............................................7
How a sociocultural issue affects the local-hosts.........................................9
How the sociocultural issues may affect the tourists-consumers.................9
Recommendations to minimise the impacts of this issue in order to
achieve further development .......................................................................11
Conclusion....................................................................................................12

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Introduction
This assignment discusses the pattern of development of an existing tourism/hospitality or
events industry that operates in the United Kingdom. Focusing on a specific sociocultural or
socioeconomic issue, students should find out the foreseeable impacts on the selected
corporation. Consequently, the selection of Marriot International Inc, global hospitality
company, being a large and a considerable corporation that operates in the UK, gives the
potentiality to analyse its activity so as to predict how an issue can affect its short-term
future. Furthermore, it was preferred to focus on a sociocultural issue because it is an
opportunity to understand that apart from socioeconomic problems, each society faces
challenges concerning its structure, the preservation of culture and generally, the interaction
between people who constitute it. Usually, a specific issue is possible to cause both
sociocultural and socioeconomic impacts on society and on the organisation as well. For
example, the existence of recession in the market will reduce the revenue of a business but
also it will worsen the quality of life of the people, as they will not be able to satisfy all their
needs. However, it was chosen the analysis of this matter from a sociocultural aspect because
in general it is given higher importance to the socioeconomic impacts in our lives and less to
the sociocultural impacts. This is because the economic impacts can easily be measured and
evaluated, as opposed to the sociocultural impacts, so, you can know the economic cost or the
loss caused by an issue but it is difficult to measure how this issue can affect people's lives.
Therefore, it is preferable to evaluate this issue from a different aspect. The selected issue is
the Terrorism. On this assignment, it is analyzed how terrorism can affect the operation and
the consumers of a specific company. In conclusion, some recommendations on how this
company can face the impacts of this issue so as to strengthen its position to the market.
A description of the Marriott International Inc company
As reported by the Marriott Hotel official site (Marriott, 2017), in 1927 J. Willard Marriott
and his wife, Alice Sheets Marriott, created a A&W root beer stand in Washington.
According with the same source, during the next years, this business was growing constantly.
Willard Marriott added many food and drinks to their menu, with the aim to satisfying the
increasing demands of the market. In 1957, he decided to make shift into the hotel business
and that defined the huge development of his business because now, Marriott Hotel is one of

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the most successful companies in the domain of hospitality with many hotels all over the
world. Specifically, there are almost 6000 hotels in 120 countries and 30 distinct brands so as
to attract a larger niche of the market (Marriott, 2017). In order to be accepted by all these
countries, Marriott Hotel company has valued diversity embracing differences so as to
survive in these new markets, but in any case, the employees of this company try to be loyal
on the five core values that constitute its culture (Marriott, 2017). The core values are the
beliefs and characteristics of this company and its attitude towards its environment.
According to the Marriott Hotel principles, it is paramount important not to deviate from
these values because they define the future of the company without forgetting the past. These
values include, to Put People First-especially empowering people with disabilities, to Pursue
Excellence, to Embrace Change, to Act with Integrity and Serve Our World. Apparently, it is
an undeniable fact that the entire Marriot International Inc corporation try to achieve further
development by staying loyal to these core values. This is very important because Marriott
educates its staff to be loyal on these values and as a result this company creates a strong
social profile by demonstrating its social sensitivities.
Another matter that support this claim is that Marriott Hotel company main aim is to satisfy
its employs and that clearly illustrated by J.W. Marriott’s founding philosophy which is
“Take care of the associates, the associates will take care of the guests, and the guests will
come back again and again.” (Gallagher, 2015). Additionally, it is significant to be referred
the participation of this company in many charitable actions including SOS Children’s
Villages in Continental Europe and The Prince’s Trust Fairbridge program in the United
Kingdom, as reported by (Marriott, 2017). All these actions depict that this company has
succeeded to create a strong social profile. So, it is obvious that there are some main factors
that constitute the relation between this company and its environment and these factors shape
the culture of the whole organisation.
Apart from all these factors, Marriott Hotel, as a considerable hospitality company, should
constantly be looking for issues that occur in its environment and may have an impact on it,
in order to face the threats or to maximize the opportunities that these issues might cause.
For instance, Marriott should become conscious that the increased ageing population
(Thanopoulos, 2013), means that progressively more elderly persons have more free time in
order to visit new destinations. In this case, the corporation can create a friendlier
environment to attract this group of community. Consequently, there is a sociocultural issue

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(ageing population) and the impact of it on the company (how this company should react in
order to take advantage of it).
Another example worthy to be mentioned is that any capitalist society like the UK faces the
challenge of the social stratification (Shavitt, Jiang and Cho, 2016). This means that, there is
social inequality between wealthy and underprivileged persons in this competitive society,
and every enterprise desires to attract visitors from as many classes as possible. Focusing on
solutions, Marriott Hotel organisation has created different brands and prices in order to
attract both the medium and the high classes of the social stratification. It is obvious that this
is another sociocultural issue and the company tries to apply different mean in order to deal
with it.
It is given these examples so as to understand better the relation between a sociocultural issue
and the company. If a specific company can predict the consequences from an issue, then this
company gain a comparative advantage against its competitors because this company will be
able to react on time and avoid these consequences. As previously stated, in the United
Kingdom, there are 70 hotels owned and administrated by the Marriot International Inc.
where each and one of them try to adjust its operation according to the demands of the local
market without deviating from the five core values and the founding philosophy (Marriott,
2017). Based on these factors, this assignment makes clear how a sociocultural issue like
terrorism has an impact on this colossal company and its environment. It also seeks to analyse
on how the corporation in question would take advantage of the threats so as to strengthen its
position in the local market.
What is a sociocultural issue concerning tourism?
Before analysing a specific sociocultural issue like terrorism, it is necessary to understand
what does sociocultural issue mean and the importance and significance of it. A sociocultural
issue is any problem or condition that happens in a society or general in the world and has an
impact on the sociocultural environment and the people that constitute this society
(Reference, 2017). Any company have to deal with any issue affecting its sociocultural
environment and especially for a tourism related business, these issues have impacts on the
visitors and the hosts. For any organisation or industry, the sociocultural environment
consists of the values, beliefs and characteristics that distinguish the members of a group
from another group (Georgopoulos, 2013). So, it is vital for every company to recognize how
the sociocultural environment influences its business activities so as to react on time.

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Consequently, this company should enhance any factor affecting its operation positively and
avoid whatever else may influence it negatively (Georgopoulos, 2013). Furthermore, for any
tourism company, it is not enough to analyse the sociocultural environment but also should
evaluate the sociocultural impacts on the people who constitute this environment because
these people are probably the consumers (Cooper, 2016) who any company want to attract.
So, by understanding their behaviour the company can plan a strategy about how can
persuade them to buy its product. Also, it is crucial to understand how a specific issue can
affect the hosts (Cooper, 2016) because they also belong on the environment of the company
and they affect its operation. In addition, some impacts are caused by direct and indirect
interaction of tourists and locals in a community and the interaction with tourism industry as
well, as stated by Mathieson and Wall (1982):
1. Tourists-are responsible for changes in the host society by demonstrating their
difference in terms of culture, language and affluence.
2. Hosts-deliver the tourists experience at the destination and are exposed to the
travellers through working and living at this destination.
3. The encounter or ’contact’ between tourist and host when the two groups meet
there are contrasts of behaviour and expectations which trigger long-term changes and
consequences in both societies. In addition, the ‘social distance’ between the two
groups and the experience during the trip will influence the tourist’s attitude towards
the host.
(Cooper, 2011, pp 99)
This interaction may cause positive or negative effects on tourists and hosts lives, bringing
changes in their value system and behaviour (Cooper, 2016). As long as the positive effects
are concerned, tourism can generate positive impacts as it can enhance the peacekeeping and
help the creation of local jobs. The sociocultural impacts may cause positives attitudes
towards tourists and hosts developing their friendships and reducing negative perceptions and
stereotypes (Cooper, 2016). Also, it is likely to increase the self-esteem of hosts and tourists
their psychological satisfaction with this interaction (Cooper, 2016).
On the other hand, as (Cooper, 2016) say, there are some negative impacts as the increased
tension, hostility and suspicion between them, the increased imports of food by large hotel
chain restaurant so as to satisfy foreign visitors, the reduced senior management positions for
the locals, the changes on the local identity and values, the culture clashes, the rising crime
and the deteriorating working conditions. It is understandable that the sociocultural issue has

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both positive and negative impacts on host communities and as a result every tourism
industry should enhance the positive aspects and minimise the negatives so as to ensure its
survival and achieve further development.
Consequently, it is significant for any tourism company to know its sociocultural
environment and the impacts that might have on its people by a specific matter, in order to
estimate how and in what extent can a sociocultural issue influence this company and the
consumers-tourists. Based on this analysis, it is made an effort to be identified how a
particular issue can influence the society and the company, from a sociocultural perspective.
A description of a specific sociocultural issue
It is undeniable the fact that there are countless sociocultural issues in the United Kingdom
that may affect the evolution of the Marriott Hotel company. For example, the poverty in the
world and specifically in the UK, the technological improvement, the ageing population, the
globalisation, the social stratification, the consumerism and materialism, etc. But in this case,
it is more possible that the main issue that will affect directly and indirectly this company in
the foreseeable future, is the terrorism because more than ever, terrorism is on the rise now.
This issue affects any contemporary society and as a consequence affect any giant
corporation like the Marriot Hotel company that operates in this society. Terrorism can be
referred as a sociocultural issue because this problem can cause changes on people values and
behaviour (Seabra, Abrantes and Kastenholz, 2014).
According with Meisels (Fotion, 2009), Terrorism is the random murder of innocent, with the
intent of causing the fear between the people in order to achieve the greater goal of the
terrorists. Usually, there are social, political or religious reasons of the existence of this
phenomenon. Terrorists try to express their contradiction with the government or against
other religions by causing terrorist attacks and killing innocent people. But, nobody can
exactly support that the terrorists are mad and irrational. These people have different beliefs
and they choose to participate on terrorists’ activities because they believe that with this way
they can gain their freedom or gain the favour of their god or generally, they try with these
attacks the achievement of a greater goal like the prevalence of Islam. For example, as Fotion
said (Fotion, 2009), in the 2nd World War the Allied forces used terror bombing against
Japanese and German innocent people in order to hasten the end of that war. How can anyone
accept this attack and not accept the other terrorist attacks? Who can define what is moral and
what is not? So, it is understandable that what people accept and what they do not, depends

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on their point of view and their position on the society, i.e., their morals, ethics, culture,
characteristics etc. However, on this assignment, terrorism is referred as a main problem for
any contemporary society that it has to be faced. This approach is defined by the position of
the writer in the society.
Terrorism is one of the most serious and unpredictable phenomenon for any society and its
existence affects all the individuals, entities and tourism development as well. On this
assignment, it is given high importance to the analysis of terrorism because such extremists
attacks are more frequent lately (Gelfand et al., 2013). The UK is a main target for Islamist
terrorists who are the most significant threat for the whole Kingdom (Mi5.gov.uk, 2017). The
last two years, extremists have caused 10 attacks in the UK and this growing trend is causing
anxiety and fear to all people (the Guardian, 2017). So, by analysing and understanding the
sociocultural impacts on the society because of the terrorism, we can find some impacts on
the company as well, because each company is part of the society in which operates. But how
terrorism can cause a sociocultural impact on a tourism company that operates in UK?
It is known that tourism industry is the most vulnerable sector in the economy which means
that many issues can influence its operation (Bassil, 2014). This is because tourism depends
on the expectations of human beings for a destination. So, if something influence negatively
these expectations then tourism will decline. Terrorism can have both sociocultural and
economic impacts on tourism industry because can cause economic benefits or economic
declines and also can change the behaviour of the people who participate in this industry
(Bassil, 2014).
As far as the socioeconomic impacts are concerned, it is understandable that if tourists avoid
to visit a place because of the terrorism, this place will have recession and on the other hand,
the place where the tourists will prefer to go, will bloom (Bassil, 2014). So, tourism is
significantly affected by terrorist actions.
Thus, it is obvious that a company like Marriott hotel which operates in a terrorist targeted
society is vulnerable to these challenges. In this cases it was preferred to analyse this issue
from a sociocultural perspective so as to understand how this problem can affect the beliefs,
values and characteristics of a company and its customers as well. As it was referred above,
there are two variables that interact and are exposed to the sociocultural impacts, these are the
visitors and the hosts. So, based on the analysis that it was made on the previous chapter we
can examine how terrorism affect tourism from a sociocultural perspective.

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How a sociocultural issue affects the local-hosts
As far as the hosts are concerned, these are the employs of the Marriot International Inc
company and the locals that live on the city that this company operates. After the increasing
of terrorism phenomenon, it is possible to start changing their attitudes towards tourists on
the fear of this issue. There are reports given that many locals might fear people with
different religious beliefs like Muslim tourists, because of the increased terrorist attacks by
extremist radical Muslims (Gallup, 2016). As a consequence, they become more hostile by
changing their behaviour against all these visitors (Gallup, 2016). Consequently, there are
some negative impacts as the increased tension, hostility, suspicion and social discrimination
against this part of tourists and as a result hosts deliver a false image of their culture to them.
According to a research from the WTTC a place needs approximately 13 months so as to
recover from a terrorist attack and that means that the whole society is exposed to social and
cultural changes during this time (LaGrave, 2017).
As it was referred before, Marriott Hotel company culture is based on the five core values.
So, there is a threat that these values may be influenced by the spread of terrorism. For
example, the first value concerning the priority of people with disabilities. What happen if
case where an employee shows signs of hate or toward a Muslim individual and gives priority
to another customer instead? If this is the case, it is apparent that will also be influenced the
last core value which concerning that all employs should act with integrity.
So, it is understandable that from a sociocultural viewpoint, terrorism can affect a tourism
company like Marriot Hotel by changing the beliefs, the values and the characteristics of the
environment that this company operates and consequently the hosts’ behaviour toward
tourists. Another crucial question is concerning how tourists perceive the terrorism existence
and their attitude against it.
How the sociocultural issues may affect the tourists-consumers
It is a fact that the main victims of terrorism usually are the tourists-consumers. Through
them, terrorists try to send their message to the world and that illustrated by the places that
terrorists choose to attack (Seabra, Abrantes and Kastenholz, 2014). This happen because

10. 10
tourists are people from all over the world and that means that the extremists by attacking on
them can ensure that their messages will be delivered in the whole world. Airports, metro
stations, entertainment places and hotels are usually the target of extremists and consequently
many tourists have been reported as victims of these attacks (Seabra, Abrantes and
Kastenholz, 2014). Marriott Hotel company has been experienced a terrorist attack when a
bomb located in the gates of the hotel in Pakistan in 2008 and killed at least 50 people
(TIME.com, 2017). The truth is that terrorism aims to inspire the fear, so it is obvious that it
is a sociocultural issue that cause changes on the human behaviour.
Terrorism can have an effect on tourists with many ways. Firstly, it can change their decision
to visit a destination by causing incidents that affect the reputation of safety and
attractiveness of this destination (Seabra, Abrantes and Kastenholz, 2014). Also, can change
their expectations for a destination and that means, that tourists may be prejudiced against
this place even though they choose to visit it. As previously mentioned, tourists are
responsible for changes in the host society and their interaction with the host may cause
consequences in both environments. Unfortunately, many tourists change their behaviour
because of the fear of terrorist attack. They become more suspicious about the place they
visit, and also become more introverted and asocial against the foreign people. The result of
this, is the creation of a fearful society which consists of distant human and consequently
there are changes on the British culture and, by extension, on the Marriott Hotel culture.
Another important factor that prevent tourists from visiting the UK may be the increased
number of Muslims who live on the island. There are around 4.8% Muslims on the UK, of the
overall population and tourists are more suspicious against them. (Mail Online, 2017). There
is an increased number of people who are frightened of people with different religious beliefs
in general, instead of fearing only the extremists, and as a consequence is the creation of the
social discrimination, also known as Islamophobia.
On the other hand, it is possible that the interaction between tourists and hosts may cause
positive impacts on the fight against the terrorism. As a matter of fact, many people perceive
the terrorism as a challenge to come together and join their forces against this threat. This
interaction may create new friendships and decline negative perceptions and stereotypes in
terms of terrorism. From a positive point of view, many tourists and hosts may turn this threat
into challenge and their contact is an opportunity to be a supportive force for peace.

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Recommendations to minimise the impacts of this issue in order to
achieve further development
As it was referred before, terrorism is one of the most major problems that each
contemporary society is struggling to deal with. This issue causes impacts on human
behaviour, amplifying their fear and many times deter some tourist from visiting a place.
Given the foregoing, it is significant for any colossal corporation to react and create an
appropriate strategic plan so as to face this issue.
According to Georgopoulos, (Georgopoulos, 2013), in order to be a successful company, any
organism should perceive the threats like challenges and turn them into opportunities so as to
strengthen its position to the market. Therefore, the question is, how can an issue like
terrorism turn into a challenge so as Marriott Hotel company to gain bigger niche of the
market?
First of all, it is well-known that terrorism is related to the fear of people, and this is clearly
illustrated by the fact that terrorists try to send their messages and achieve their aims by
creating fear in the society. It is obvious that Marriot Hotel company should eliminate this
fear and create a friendlier and more hospitable environment for all its customers. To do this,
firstly, it is important to analyse and understand the consequences of this problem, after that
should find a proper solution to solve this problem. For instance, the managers should
understand how consumers-tourists react to risk perception concerning terrorism, and based
on this they should create campaigns to influence positively the tourists’ expectations and
decisions. Consequently, it is clear that with an appropriate mix of marketing we can reduce
the impacts of this issue on the company. The problem in this case is that marketers can only
reduce the consequences of this problem but they cannot eliminate it. This happen because it
isn't feasible to be delivered the marketing message to all the people and also, each individual
interpret differently this message.
Also, as it was referred before, there is an exaggerated fear against people with different
beliefs like Muslims (Gallup, 2016). Consequently, this company should take action so as to
persuade the people that Muslims are not dangerous as they think. Probably the major part of
Muslims detests ISIS just as much as the rest of the world (The Huffington Post, 2016), and
Marriott as a considerable company can contribute so as to be proven the truth. Therefore,
Marriott can also launch campaigns concerning to reduce the bias of the people against

12. 12
Muslims. But, for the reasons that analyzed above, it is feasible only to be reduced this
problem, not to be eliminated it.
Moreover, Marriott Hotel company could create an independent department that will be
designed to check the background of the people who are working for it and the costumers
who are visiting it. In this way, it would be possible to reveal on time imminent threats and
prevent extremists from terrorist actions. Also, this department should be associated with the
UK government, the UK’s intelligence agencies and the police in order to find the
appropriate sources so as to check the background of these people.
As mentioned above, Marriott Hotel company has created a code of business ethics or else
the Five cores values which represent the attitude of the company towards its environment
(Thanopoulos, 2013). As a matter of fact, the attitude against terrorism can also be added on
this code so as to be clarified that this issue is opposed on the beliefs and the values of the
company.
Finally, this company should be an active member against the terrorism and support
financially and psychologically victims of terrorism. It is possible that this action will
develop the social profile the company, enhancing its position in the consciousness of people.
Terrorism may be an opportunity for this company so as to demonstrate its sensitivity against
it and to create stronger relationships with its environment and the tourist. Another way to
support its policy against the terrorism is to create a slogan that will become widely known
and will indicate the position of the company against this plague (Galí, Camprubí and
Donaire, 2016).
Conclusion
To conclude with, this assignment gives some useful information about how a specific issue
affecting the whole society, can also affect a multinational company like Marriott Hotel.
Referring to the previous comments, terrorism is one of the major problem for many
countries, and for also for United Kingdom. Therefore, according to this assignment we can
infer that the impacts of terrorism are countless and can influence human’s behaviour, beliefs
and characteristics. People can change their attitudes towards others and as a result some
differences are caused on the structure of the society. Also, it is obvious that there are many
impacts on a company like Marriott Hotel as part of this society. Tourists and hosts change
their attitude and many problems and differentiates are appeared by their interaction.

13. 13
Moreover, it is fact that terrorism can also cause economic implications on any company that
operates in terrorist targeted country. It is possible that many tourists will prefer to visit a
safer destination and as a consequence there will be a reduction in the Company's profit.
Finally, it is vital for any huge company like Marriott Hotel, to react and face this issue. This
company should analyse any effect of this problem and find appropriate solutions so as to
survive on this competitive environment. This can happen by planning a specific strategy
that will define exactly how the company will face terrorism and also how the company can
take advantage of the threat of the terrorism.
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https://www.ukessays.com/essays/tourism/overview-of-hotel-marriott-tourism-essay.php
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