COURSE LEARNING OUTCOME : Explain the concept of cultural diversity and workplace diversity in tourism and hospitality industry Discuss about the management and issues of cultural diversity in tourism and hospitality industry Study the impact on cultural diversity in tourism and hospitality industry CULTURAL DIVERSITY IN TOURISM & HOSPITALITY •Globalization and internationalization is current trends. •It makes people moving work and live with people with diverse backgrounds. •Cultural diversity also can create conflict. •In hospitality industry, has great dimension of cultural diversity from staff, guest and tourist. CULTURAL DIVERSITY IN TOURISM & HOSPITALITY PEOPLE TRAVEL AROUND THE WORLD Advanced of computer technology efficient communication system Transportation (budget – high class) Easy to book accommodation. CULTURAL DIVERSITY IN TOURISM & HOSPITALITY Tourism and hospitality organizations will work in very complex multicultural tourism environment. •They must understand the perception of culture and the role of national culture and how impact to tourist behavior. •The organization responsible to reduce gap of cultural distance in workplace. 5 EXAMPLES OF COMPANIES WITH FANTASTIC CULTURES ZAPPOS • Cultural fit interview • Shoes that it sells online • Zappos hires according to cultural fit first and foremost • New employees are offered $2,000 to quit after the first week of training if they decide the job isn’t for them. • This promotes the culture and happy employees, which ultimately leads to happy customers. 2. WARBY PARKER • Has been making and selling prescription glasses online since 2010 • Designs its own glasses, and sells directly to customers, cutting out the middleman and keeping prices low. • “Culture crushes,” - means that team have a positive culture is on the forefront, setting up fun lunches, events and programs • Make sure the entire team works well together by insisting everyone helps keep break areas clean or sending random employees out to lunch together. TWITTER • Culture- workers rave • Rooftop meetings, friendly coworkers and a team-oriented environment • Employees of twitter can also expect free meals at the san francisco headquarters, • Along with yoga classes and unlimited vacations for some • Twitter team decided that san francisco was to remain the place they call home, and moved into office space at 1355 market street, market square. 4. GOOGLE •Free meals, •Employee trips and parties, •Financial bonuses, • Open presentations by high-level executives, •Gyms, • A dog-friendly environment and so on. Google office at London headquarters in Victoria Google at Tokyo, Japan AIR ASIA • Air Asia is a huge company with a lot of employees • Tony Fernandes, he wanted a company where people can pursue their dreams • They advise openness and want people to be creative and passionate about what they do • Employees can communicate directly with tony and

2. INTRODUCTION TO CULTURAL DIVERSITY
COURSE LEARNING OUTCOME :
• Explain the concept of cultural diversity and
workplace diversity in tourism and hospitality
industry
• Discuss about the management and issues of
cultural diversity in tourism and hospitality industry
• Study the impact on cultural diversity in tourism and
hospitality industry

4. WOULD YOU LIKE TO LIVE/WORK IN A PLACE WHERE EVERYONE
IS THE SAME? (HOMOGENEOUS) OR Is different? (Heterogeneous).

5. CULTURAL DIVERSITY CULTURE
• “The set of common beliefs and practices that a person shares with a group”
(robins et al., 2006)
• The values, beliefs, attitudes, languages, symbols, rituals, behaviors and
customs unique to a particular group of people and that are passed down
from generation to generation
• Cultural identity is how people recognize where they belong

6. DIVERSITY
• “Diversity” relates to individuals and
groups with different socioeconomic
backgrounds and physical capabilities who
engage in a variety of languages
• People of all ages, genders, races,
ethnicity and sexual orientation.

7. DIVERSITY ARE VARY OF:
• Human characteristics Ideas
• World-views
• Age
• Experience
• Disability (mental, learning,
physical)
• Economic background
• Education
• Ethnicity
• gender identity
• geographic background
• language(s) spoken
• marital/partnered status
• physical appearance
• political affiliation
• race
• religious beliefs
• sexual orientation
• veteran's status.

8. CULTURAL DIVERSITY IN
TOURISM & HOSPITALITY
•Globalization and internationalization is current trends.
•It makes people moving work and live with people with diverse
backgrounds.
•Cultural diversity also can create conflict.
•In hospitality industry, has great dimension of cultural diversity from
staff, guest and tourist.

9. CULTURAL DIVERSITY IN TOURISM &
HOSPITALITY PEOPLE TRAVEL AROUND THE WORLD
• Advanced of computer technology efficient communication
system Transportation (budget – high class) Easy to book
accommodation.
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY
Tourism and hospitality organizations will work in very
complex multicultural tourism environment.
•They must understand the perception of culture and the role
of national culture and how impact to tourist behavior.
•The organization responsible to reduce gap of cultural
distance in workplace.

10. IMPORTANCE OF CULTURAL DIVERSITY
CD importance to companies for LONG TERM value.
• Hospitality industry its growing .
• Expand ability to speak in different language..
• Able to understand and more respect others religion and belief
• Have mutual respect
• Increase creativity and more exciting
• New attitudes and have different sight of view
• Conflict resolution- minimize potential conflict.
• Great business reputation- build trust from customer
• Job promotion
• Increase exposure and knowledge

11. UNDERSTANDING TYPES OF CULTURE:
CORPORATE CULTURE
CORPORATE CULTURE
• The term corporate culture widely used in research
professionals and managers in many organization all
over the word especially in Japan and Americans.
• “ The systems of shared beliefs, values and
standards of solving problems, which is created in
the forming and developing process of corporation
and demonstrated through physical and nonphysical
forms and behaviors of it member”

12. GREAT CORPORATE CULTURE
1. VISION AND MISSION
2. VALUES
3. PRACTICES
4. PEOPLE
5. NARRATIVE @ TAGLINE
6. PLACE

13. 5 EXAMPLES OF COMPANIES WITH FANTASTIC
CULTURES
1. ZAPPOS
• Cultural fit interview
• Shoes that it sells online
• Zappos hires according to cultural fit first and foremost
• New employees are offered $2,000 to quit after the first week of training if they decide
the job isn’t for them.
• This promotes the culture and happy employees, which ultimately leads to happy
customers.
2. WARBY PARKER
• Has been making and selling prescription glasses online since 2010
• Designs its own glasses, and sells directly to customers, cutting out the middleman
and keeping prices low.
• “Culture crushes,” - means that team have a positive culture is on the forefront, setting
up fun lunches, events and programs • Make sure the entire team works well together
by insisting everyone helps keep break areas clean or sending random employees out
to lunch together.

14. 3. TWITTER
• Culture- workers rave
• Rooftop meetings, friendly coworkers and a team-oriented environment
• Employees of twitter can also expect free meals at the san francisco headquarters,
• Along with yoga classes and unlimited vacations for some
• Twitter team decided that san francisco was to remain the place they call home, and
moved into office space at 1355 market street, market square.
4. GOOGLE
•Free meals,
•Employee trips and parties,
•Financial bonuses,
• Open presentations by high-level executives,
•Gyms,
• A dog-friendly environment and so on.
Google office at London headquarters in Victoria
Google at Tokyo, Japan

15. 5. AIR ASIA
• Air Asia is a huge company with a lot of employees
• Tony Fernandes, he wanted a company where people can pursue
their dreams
• They advise openness and want people to be creative and
passionate about what they do
• Employees can communicate directly with tony and provide
suggestions on how Air Asia can be more productive and efficient.

16. UNDERSTANDING TYPES OF CULTURE:
REGIONAL CULTURE
REGIONAL CULTURE
• “ In anthropology and geography a cultural region, cultural sphere and cultural area”
•These are often associated with an ethnolinguistic group and the territory it inhabits
REGIONAL CULTURE
• Culture region is an area inhabited by people who have one or more cultural traits in common,
such as language, religion, or system of livelihood.
• It is an area that is relatively homogeneous with regard to one or more cultural traits.
• The geographer who identifies a formal culture region must locate cultural borders. Because
cultures overlap and mix, such boundaries are rarely sharp, even if only a single cultural trait is
mapped

17. WORLD 7 Continents And 5 Ocean
- Language
- Food - ‘Customs (‘adat’)
- Religion - Economic activity
- Parenting style
UNDERSTANDING TYPES OF CULTURE: CULTURE OF VARIOUS SOCIO ECONOMIC
CULTURE OF VARIOUS SOCIO-ECONOMIC GROUPS
•Socioeconomic status (SES) is an economic and sociological combined total measure of a person's
work experience and of an individual's or family's economic and social position in relation to others,
based on income, education, and occupation.
•Socioeconomic diversity has a mix of people/staff/students from different income levels, social
backgrounds, and in some cases, racial and ethnic backgrounds
Socio-economic differences

18. Socio-economic group refers to a person's position in society's structural and
functional systems. Its involved an activity, occupation, occupational status and industry. Can be
classified according to socio-economic group: Upper level Medium level Lower level Poor
SOCIAL CLASS refers to a group of people with similar levels of wealth, influence, and status.
Sociologists typically use three methods to determine social class:
• The lower class
• Poverty, homelessness, and unemployment
• Suffer from lack of medical care, adequate housing and food, decent clothing, safety
• The working class
• Those minimally educated people who engage in “manual labor” with little or no prestige.
• Unskilled workers - dishwashers, cashiers, maids, and waitresses
• Skilled workers in this class - carpenters, plumbers, and electrician
•The middle class
• Lower middle class - less educated people with lower incomes, such as managers, small
business owners, teachers.

19. • Upper middle class is - highly educated business and professional
people with high incomes, such as doctors, lawyers, stockbrokers, and
CEO’s
•The upper class
• The lower‐upper class - those with “new money,” or money made
from investments, business ventures, and so forth.
• The upper‐upper class - those aristocratic and “high‐society” families
with “old money” who have been rich for generations. More prestigious
than the lower‐upper class
Titanic: true love stories between lower class and upper class.

20. Social Pyramid Of Ancient Egypt
EXAMPLE: SOCIO ECONOMIC DIVERSITY AT SCHOOL
• Upper-income families - send their children to private schools because they view the
education and security as superior to that of public schools.
• Medium or lower income – send their kids to public school.
• Recent study found that an institution with a socioeconomically diverse student body has
more frequent interactions across class, which in turn are associated with higher levels of
cross-racial interactions and engagement in diversity-related activities overall.

21. UNDERSTANDING TYPES OF CULTURE: CULTURE OF
VARIOUS AGE GROUPS
CULTURE OF VARIOUS AGE-GROUPS - Age diversity which is the acceptance of all age groups in the
workforce.
• Age diversity offers positive advantages for healthy organisations, just like any other sort of diversity in
work and life.
• Treating people fairly, regardless of age, is central to the principles of ethical business and ethical
organisations.
.

22. HOW ORGANIZATIONS CAN GET BENEFIT BY TEAM THAT HAVE AGE
DIFFERENCES IN WORKPLACE
i. Diverse Skill Set- creates an environment where each generation brings different
skills and talents to the table.
ii. young professionals grew up in a high-tech world and have greater familiarity with
business technology tools compared to their more mature staff.
iii. age diversity gives businesses the advantage of being able to communicate and
deal with customers across all age spectrums.
iv. mixed-age workforce where companies value knowledge, experience and
skill above age, seniority or gender, employees of all ages have the opportunity to teach,
share and learn from one another. v. senior workers can share deeper industry
knowledge or offer advice on negotiation and benefits