EFFECTS OF CULTURAL DIVERSITY ON GROWTH OF HOSPITALITY INDUSTRY

EFFECTS OF CULTURAL DIVERSITY ON GROWTH OF HOSPITALITY INDUSTRY
BY
PETER FESTUS OKOCHI
A RESEARCH PROPOSAL SUBMITTED IN SCHOOL OF TOURISM,
HOSPITALITYAND EVENTS MANAGEMENT IN PARTIAL FULFILMENT FOR A
WARD OF DIPLOMA IN HOTEL AND RESTAURANT MANAGEMENT, MOI
UNIVERSITY.
DEPARMENT OF HOTEL AND RESTAURANT MANAGEMENT
MOI UNIVERSITY
AUGUST 2015

i
DECLARATION
This research proposal is my original work and to the best of my knowledge, has never been
presented for examination in any other university or academic institution.
NAME: PETER FESTUS OKOCHI
Reg No: DHM/1013/014
Signature………………………….. Date……………………………….
This research proposal has been submitted to the department of hotel and hospitality
management, Moi University with the approval of university supervisor.
Name: Mrs. Mary Wanjiku
Signature…………………………
Date………………………….
SCHOOL OF TOURISM, HOSPITALITY AND EVENTS MANAGEMENT.
DEPARTMENT OF HOTEL AND HOSPITALITY MANAGEMENT
MOI UNIVERSITY

ii
DEDICATION
I am beholden to my parents and family members for their blessings and particularly my wife
for his sacrifices and encouragement who always inspired me to do my best. My God bless you
dearly my dear wife .

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ACKNOWLEDGEMENT
I am extremely grateful to my friends and my dear lecturer mrs. Mary wanjiku for constantly
encouraged me with their words, appreciation and advice. For inspiration by his breadth of her
knowledge and his generosity in sharing, deserving of special mention is none other than Mrs.
Mary Wanjiku who has been enormously helpful and has been firmly, kindly and positively kept
me from straying over-far from this project. I am much deeply grateful to you madam.

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ABSTRACT
An organization‘s success and competitiveness depended upon its ability to embrace diversity
and realize its benefits, and cultural diversity created cultural competence to the organization
providing a competitive edge and increased productivity in the hospitality business. The
objectives of the study were: (1) to find out the effect of values and beliefs on the growth of
hospitality industry. (2) to establish the effect of social- cultural aspects on the growth of
hospitality industry. (3) to determine the effect of communication styles on the growth of
hospitality industry. The study was justified because the growth of hospitality industry and
workforce diversity had long been important issue to which the hospitality industry had paid
much attention. The research findings revealed that cultural diversity was highly important in
hospitality business due to global customer- related industry and benefited scholars and students
undertaking studies on growth of hospitality industry. Both theoretical and empirical were of
great importance to academician and professional in study of cultural diversity and growth of
hospitality industry. Both primary and secondary data sources were used in the study. The
researcher employed descriptive research design, systematic sample technique and questionnaire
as research instrument was used for data collection. Descriptive statistics was used in analyzing
data using statistics package for social science (spss) and presentation of data was done through
use of bar graphs, pie charts and tables. The study was conducted in Eldoret town in Uasin Gishu
County. The study used a sample of 36 respondents from a targeted population of 40 customers.
The values and beliefs, social- cultural aspects and proper communication styles were aspects
which greatly affected the growth of hospitality industry. The researcher recommended some
hospitality strategies that enhanced cultural diversity such as adopted an employee relationship
management system, overcome stereotype and increase fairness, staff well equipped with
interpersonal skills, integrated security program, portrayed local art and craft, featured local
foods and drinks on the menu with an explanation, funded of cultural activities in the country to
encourage development and preservation of these cultures, use of traditional entertainment
groups in tourist programmes and established hotel properties in culturally rich regions.

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Table of Contents
DECLARATION............................................................................................................................. i
DEDICATION................................................................................................................................ ii
ACKNOWLEDGEMENT.............................................................................................................iii
ABSTRACT................................................................................................................................... iv
LIST OF TABLES.......................................................................................................................viii
LIST OF FIGURES ....................................................................................................................... ix
LIST OF ABBREVIATION........................................................................................................... x
DEFINATION OF OPERATIONAL TERMS.............................................................................. xi
CHAPTER ONE ......................................................................................................................... 1
INTRODUCTION .......................................................................................................................... 1
1.0 Overview.............................................................................................................................. 1
1.2 Statement of the problem.......................................................................................................... 3
1.3 Research Objectives.................................................................................................................. 3
1.7 Conceptual framework for the study......................................................................................... 5
CHAPTER TWO......................................................................................................................... 6
LITERATURE REVIEW ............................................................................................................... 6
2.0 Overview.............................................................................................................................. 6
2.1.1Concept on growth of hotel in hospitality industry......................................................... 8
2.1.2 Measurement of growth of hotel in hospitality industry...................................................... 10
2.2 Concept of Values and Beliefs on growth of hospitality industry.......................................... 10
2.3 Concept of social-cultural aspects on growth of hospitality industry..................................... 14
2.4 Concept of communication styles on the growth of hospitality industry ............................... 19
2.5 Summary of literature review ................................................................................................. 20
CHAPTER THREE................................................................................................................... 22
RESEARCH METHODOLOGY.................................................................................................. 22
3.0 Overview................................................................................................................................. 22
3.1 study area ................................................................................................................................ 22
3.2 Methodology........................................................................................................................... 22
3.3 Research design ...................................................................................................................... 22
3.4 population and sampling procedure........................................................................................ 23

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3.4.1 Target population.......................................................................................................... 23
3.4.2 Sample size determination............................................................................................ 23
3.4.3 Sampling technique ...................................................................................................... 23
3.5 Types of data........................................................................................................................... 24
3.5.1 Primary data.................................................................................................................. 24
3.5.2 Secondary data.............................................................................................................. 24
3.6 Data collection ........................................................................................................................ 24
3.7 Data analysis ........................................................................................................................... 24
3.8 Data presentation techniques .................................................................................................. 25
3.9 Validity and reliability of the study ........................................................................................ 25
3.9.1 Validity of the study ..................................................................................................... 25
3.9.2 Reliability of the study ................................................................................................. 25
3.10 Ethical considerations........................................................................................................... 25
CHAPTER FOUR..................................................................................................................... 26
DATA ANALYSIS AND PRESENTATION OF RESULTS...................................................... 26
4.2 VALUES AND BELIEFS ...................................................................................................... 27
4.2.1 The staff honest and responsible to me ........................................................................ 27
4.2.2 The staff friendly and social to me ...................................................................................... 28
4.2.3 The staff compliant and respectful to me ..................................................................... 29
4.2.4 The staff always polite and speak in soft voice to me.................................................. 30
4.2.5 The staff follow certain rules when handling my problems ......................................... 31
4.3 SOCIAL- CULTURAL ASPECTS ........................................................................................ 32
4.3.2 The establishment play local music for me to enjoy .................................................... 33
4.3.3 The hotel sell local fresh produced food items.................................................................... 34
4.3.4 The organization offer freely printed literature to me ......................................................... 35
4.3.5 The hotel features local foods and drinks with an explanation on the menu................ 36
4.4 COMMUNICATION STYLES.............................................................................................. 37
4.4.1 The staff allow me finish speaking before they speak.................................................. 37
4.4.2 The staff thoughtful and respectful in conversation ..................................................... 38
4.4.3 The staff address me as please, excuse me or would you mind sir/madam......................... 39
4.4.4 The staff get to point quickly when talking to me........................................................ 40

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4.4.5 The staff volume of speech loud................................................................................... 41
4.5 GROWTH OF HOSPITALITY INDUSTRY......................................................................... 42
4.5.1 The organization has enough employees to meet my needs......................................... 42
4.5.2 The establishment priotize my privancy....................................................................... 43
4.5.3 The organization staff potray service friendliness........................................................ 44
4.5.4 The establishment provides good prices on food items....................................................... 45
4.5.5 The establishment has clean physical property ............................................................ 46
4.5.6 The staff provides unique services to me ..................................................................... 47
4.5.7 The establishment has increased security measures..................................................... 48
4.5.8 The organization has a property security program ....................................................... 49
4.5.9 The hotel use advanced software communication tools to allow operation efficiency 50
4.5.10 The organization has other branches .......................................................................... 51
CHAPTER FIVE....................................................................................................................... 52
DISCUSSION OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.................... 52
5.0 Overview................................................................................................................................. 52
5.1.4 COMMUNICATION STYLES.................................................................................... 54
5.1.5 GROWTH OF HOSPITALITY INDUSTRY .............................................................. 54
5.2 CONCLUSION....................................................................................................................... 55
REFERENCES.......................................................................................................................... 58
APPENDICES........................................................................................................................... 62
APPENDIX 1: QUESTIONNAIRE ............................................................................................. 62

viii
LIST OF TABLES
Figure 1.0 Effects of cultural diversity on growth of hospitality industry...................................... 5
Table 4.1 Demographic information............................................................................................. 26

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LIST OF FIGURES
Table 3.1: Determining sample size from a given population ....................................................................23
Figure 4.1 The staff honest and responsible to me......................................................................................27
Figure 4.2 The staff friendly and social to me ............................................................................................28
Figure 4.3 The staff compliant and respectful to me ..................................................................................29
Figure 4.4 The staff always polite and speak in soft voice to me ...............................................................30
Figure 4.5 The staff follow certain rules when handling my problems ......................................................31
Figure 4.6 The hotel display local art and craft within the premises ..........................................................32
Figure 4.7 The establishment play local music for me to enjoy .................................................................33
Figure 4.8 The hotel sell local fresh produced food items..........................................................................34
Figure 4.9 The organization offer freely printed literature to me ...............................................................35
Figure 4.10 The hotel features local foods and drinks with an explanation on menu.................................36
Figure 4.11 The staff allow me finish speaking before they speak.............................................................37
Figure 4.12 The staff thoughtful and respectiful in conversation ...............................................................38
Figure 4.13 The staff address me as please, excuse me or would you mind sir/madam.............................39
Figure 4.14 The staff get to point quickly when talking to me...................................................................40
Figure 4.15 The staff volume of speech loud..............................................................................................41
Figure 4.16 The organization has enough employees to meet my needs....................................................42
Figure 4.17 The establishment priotize my privancy..................................................................................43
Figure 4.18 The organization staff potray service friendliness...................................................................44
Figure 4.19 The establishment provide good prices on food items ............................................................45
Figure 4.20 The establishment has clean physical property .......................................................................46
Figure 4.21 :The staff provide unique services to me.................................................................................47
Figure 4.22 The establishment has increased security measures ................................................................48
Figure 4.23 The organization has a property security program ..................................................................49
Figure 4.24 The hotel use advanced software communication tools to allow operation efficiency ...........50
Figure 4.25 The organization has other branches .......................................................................................51

x
LIST OF ABBREVIATION
COLLEC- extreme collectivism
CQ- cultural intelligence
GDP- gross domestic product
HIPOW- extremely high distance
INDIV-extreme individualism
KNBS- Kenya national bureau of statistics
SPSS- statistical package for social science
UNCAVO- extreme uncertainty avoidance

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DEFINATION OF OPERATIONAL TERMS
a. Culture- refers to blending different cultural practices into one blended uniform of cultural
practices (Hung & Truth 2006,pg 260). It also refers to human activity and symbolic structure
designs that emphasize the importance and value of the action ( Reisinger, 2009, pg 86).
b. Diversity- refers to all the significant differences between people including perception of
differences that need to be considered in a particular situations and circumstances (Seymen,
2006, pg298).
c. Cultural diversity- is referred to as the variety of human groups, societies or cultures in a
specific region, or in the world all together ( Humes et al.2011, pg 4).
d. Hospitality- is concerned with producing and supplying certain physical products; namely
accommodation, food and drink ( Lovelock et al 2001).
e. Hospitality industry- defined as comprised of commercial organization that specialize in
providing accommodation, food, drink through a voluntary human exchange which is
contemporaneous in nature and under taken to enhance the mutual well being of the parties
involved ( Lovelock et al 2001).
f. Ethnicity-is a sense of belonging to and sharing the characteristics of a population including
similarities of territory, place of origin, language, dialect, physical characteristic, religion and
customs (Australian Capital Territory, 2008).
g. Racism- the belief that there are human races which have distinctive characteristics that
determine their respective cultures usually involves the idea that one‘s own race is superior and
has the right to rule or dominate others. Offensive, aggressive or discriminatory behavior to
members of other perceived races stemming from a belief ( Merriam- Webster Dictionary, 2007).
h. Stereotype- is a set form; convention; a standardized idea or concept. It is also the application
of categorizations of general observation to whole groups of people, ignoring individual
differences ( Australian Capital Territory, 2008).

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CHAPTER ONE
INTRODUCTION
1.0 Overview
This chapter comprises of back ground of the study, problem statement, research question and
objectives, limitation of the study. It also includes justification and the scope of the study.
1.1 Background of the study
The hospitality industry is no longer considered domestic, but rather global or cross-border in the
in the process of globalization. Globalization is a current trend and has a great impact on
hospitality industry (Reisinger 2009;8). Globalization is a process whereby many aspects of the
world interconnections in virtually every sphere of the activities are growing and the result
blurred boundaries within and between organization, nations and global interest
(Parker,2005,p.5). A hotel is more likely to deliver quality services successful when customers
think hotel employees can understand them better. The hospitality industry is characterized by
various factors such as intangibility, inseparability of production and consumption, heterogeneity
and brand-building independence (O‘conner and Harman, 1999). The hospitality industry is very
large employer in most countries and offers a wide of jobs opportunities and employment and
employment categories (Jones and Pizan, 1995). In the wake of recognition of diversity being
seen as an advantage, the need to deal effectively deal with people from diverse cultural
backgrounds has become cardinal for ensuring success.
The words multiculturalism, multinational, internationalization and globalization are no longer
strange words. With the advent of globalization people, invariably in all sectors of business,
belonging to different cultural backgrounds are working together to ensure business success.
With the growth in the service sector internationally, there has been a substantial need to deal
and interact effectively with people from different cultural backgrounds. People belonging to
different nationalities possess varying cultural backgrounds and therefore contrasting beliefs,
values, attitudes, perceptions, expectations and varying underlying assumptions. Hotels and other
sectors of hospitality are faced with the challenges of cross cultural service encounters and
continuously need to assess their performance against the expectation of their customers,
employees and suppliers from a diverse background (Mohsin, 2006).

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The acknowledgement of such variations that exist in the outcomes resulting from cultural
differences is eminent as it helps to closely understand the needs of your customers and others
and meet their cultural expectations too. Thus, culture can be the source of cooperation, cohesion
and progress, instead of conflict, disintegration and failure (Harris, 2004). In the service
management literature, the term ―service encounter‖ is widely established and indicates the
contact between customer and service provider (Stauss and Mang, 1999). Service encounters in
the hospitality industry are significant as they enable the promotion of hotel services, creating a
positive impression on the customer and also enhancing the overall image of the property. Other
factors also play a role in creating an impression on the customer, but it is essentially the
interaction between the service staff and the customers that decide the outcome of the service
encounter, especially where the role of culture in such interactions intermediates. Thus, the
customer‘s perception of what constitutes good service quality inevitably is culture bound
(Zeithaml V, 1996). The role of the service providers, therefore, takes a foot forward when
dealing with international customers. If service managers are unaware of the core cultural
expectations of customers, it will result in gap of performance of service (Mohsin, 2006). Thus,
when considering the case of the international hospitality industry, it becomes important to
understand that in order to benefit from the cross cultural interactions between the service
provider and the customers, an ―intermediary factor‖ or element is needed that can help to
develop a link between the understanding of cultural issues by the service provider on one hand,
and the customer‘s cultural expectations on the other.
Therefore, cultural differences need to be respected and accommodated for, while transacting in
the business of hospitality. However, one of the key managerial competencies that is needed for
dealing effectively with people from different cultural backgrounds is ―Cultural Intelligence‖
Cultural Intelligence (CQ) is a person‘s capability to function effectively in situations
characterized by cultural diversity. It aims at providing a new insight into the social skills and
development of mental frameworks that help in bridging cultural differences. Cultural
Intelligence consists of specific knowledge about different cultures as well as general knowledge
about how cultures work. It explains how some individuals are more capable of navigating in the
culturally diverse environment than others.
Internationally, the hospitality industry has employed more than 10 million people in America.
According to a restaurant customer study from scarborough, published in July 2006; 96% of

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U.S.A adults dine out at a restaurant at least once per month. In Africa the hospitality industry
grew in Botswana and Swaziland 10.3% and 9.3% in 2012 respectively ( World travel and
Tourism council, 2011). In Kenya the hospitality sector alone catered for 509000 jobs in 2007 a
10% of total employment ( Ondiek and Kungu,2013)
1.2 Statement of the problem
Today, the world wide economy is becoming more complex and competitive than before. The
hospitality industry urged to satisfy customers with high quality services and meet culturally
diverse needs of customers. Having a high stand of cultural is a significant component in the
hospitality industry because the aim of hospitality business is to provide the best services to its
guests to please their needs (Hooker,J.2008). Under this pressure the hospitality industry is left to
understand the cultural diversity of its customer so as to provide a positive work place climate
and excellent customer service but this industry is threatened by values and beliefs, social-
cultural aspects, communication styles, racism, sexism, ageism and homophobia which much has
to be done to meet diverse cultural backgrounds.
1.3 Research Objectives
1.3.1 General objective
The general objective of the study was to assess the effects of cultural diversity on the growth of
hospitality industry.
1.3.2 Specific objectives
a. To find out the effect of values and beliefs on the growth of hospitality industry.
b. To establish the effect of social-cultural aspects on the growth of hospitality industry.
c. To determine the effect of communication styles on the growth of hospitality industry.
1.3.3 Research questions
a. To what extent did values and beliefs affect the growth of hospitality industry?
b. To what extent did social-cultural aspects affect the growth of hospitality industry?
c. To what extent did communication styles affect the growth of hospitality industry?
1.4 Justification and significance of the study
The study was justified because the work force diversity had long been an important issue to

4
which the hospitality industry had paid much attention. Cultural diversity work force had been
important reliance for hospitality industry as more and more minority groups enter the hospitality
industry all over the world. The findings of the research would help the managers, scholars
undertaking studies on the growth hospitality and cultural diversity to realize the current
problems and stereotype in managing cultural diversity and to explore solutions feasible in
dealing with these problems. The study would help the government to come with best strategies
and policies for growth of hospitality industry. The research findings would be instrumental as
lasting solution on the growth of hospitality and benefits all the stakeholders in the industry. It
would also enlighten both existing and potential investors on key areas on cultural diversity.
1.5 Scope of the study
The research covered the Eldoret town in Uasin Gishu County. The research endeavored to
concentrate only in the study area. The study involved data collected from the hotel and
restaurants on the growth of hospitality industry.
1.6 Limitation of the study
The research anticipated the following limitation in the course of the study:
a. One location-The study would only deal with Eldoret town a particular area and this can
produce results that might not be the same if the research was done in other parts of the country.
b. Generalization from a particular hospitality sector -the study would generate results and
generalization that only concerns with Hotel. So this generalization could bring different results
especially when dealing with a different type of hospitality sector might produce different
results.

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1.7 Conceptual framework for the study
Independent variable Dependent variable
CULTURAL DIVERSITY GROWTH OF
HOSPITALITY INDUSTRY
Social-cultural aspects
Communication styles
Figure 1.0 Effects of cultural diversity on growth of hospitality industry.
Source; Researcher‘s own compilation, 2015
- Increased tourist
- Increased sales
- Improved hotel infrastructure
- Better facilities
Values and beliefs

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CHAPTER TWO
LITERATURE REVIEW
2.0 Overview
This chapter presented literature on cultural diversity and growth of hospitality industry.
2.1 Growth of hospitality industry
The hospitality industry is a people‘s industry and a hotel must employ enough people to meet
the needs of the guests, often on an around-the-clock basis (for example, a three-star or better
hotel must have three or more people working at night to do night auditing, look after reception,
do room service etc.). Some of the five-star hotels are required to have a 24-hour kitchen in order
to retain the quality of the food service. As the hospitality industry grows, a lot of hoteliers are
facing the labour shortage issue of the developed world. On the other hand, many educated
people are unemployed and the majority is involved in subsistence activities such as farming and
manufacturing in developing world. A labour flow from developing countries to developed
countries is caused by the uneven labour distribution around the world and the hospitality
industry in developed countries has comparatively less entry requirements and absorbed many of
the new immigrants. To sum up, the uneven distribution of the world‘s workforce, the imbalance
of the labour supply and demand of the hospitality industry in developed countries and the
overspill of the labour and talents from developing countries are the causes of migration into the
hospitality industry in many of the western countries. Many hospitality firms have hired more
and more international staff to ―prevent wage inflation caused by labor shortage and facilitate
investment by ensuring that new capacity can be adequately staffed‖ (Choi, Woods &Murrmann,
2000, p. 64). Hospitality means providing service to others as well as demonstrating consistent
excellence and quality. It should also mean profitability providing value at any price value, while

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demonstrating your own unique points of distinction. Most of all hospitality should be a ‗place‘
where people can still be exceptional individuals and they can extend their own personality and
style( Hogan,2008).The hospitality industry is part of a large group of companies known as
travel and tourism industry, which provides necessary or describe goods and services to
travelers. The hospitality industry is the largest and fastest growing industry in the world
(Walker,2010). The hospitality industry includes the lodging, the catering companies, as well the
food and beverage departments operating within the lodgings. The characteristics of hospitality
industry are: It is a truly unique and good workplace with diverse in scope of responsibilities that
one can attain, It‘s an industry with many career option and a source of respectful income, It is
outstanding dimension is the orientation towards guest satisfaction at ultimate level, it offers
intangible and perishable products,(if for example 25 rooms are not sold on a specific night their
revenue will be lost forever) , the hospitality business make continuous effort for maintaining a
positive image along with great service. It appears that service quality is the basis to hotel
industry success. Thus those organizations that focus on service quality become the leaders for
on-going guest satisfaction, creating loyalty and influencing interaction with tourist of different
cultures, religion, race, color, age, genders and sexual orientations. It is for this reason that
businesses doing their trade in this industry must endeavor to train their personal to appreciate
and accommodate people from diverse background around the world. As such diversity not only
facilities easy understanding of different cultural, social and economic perspectives but enhance
the delivery as well, though communication and observation(merchant,2011).For success in
service the hospitality operation should focus on the guest emphasize high-touch instead of just
high- tech and encourage changes as well as innovations(walker,2010).The industry gets to

8
appreciate the world‘s socio-cultural economic different region and races and spread key
appointment to quality staff from across the board(merchant,2011).
2.1.1Concept on growth of hotel in hospitality industry
The following concepts influenced the growth of hotel. They include;
a. Price-value
Price and value are significant factors to more perceptive guest of today. Customer and their
perception about price have changed. Guest are resistant to paying more (instead they prefer
to get less) and hospitality industry should take measures to solve problem. Here are top five
elements that create value during a hotel stay: Interpersonal service (service friendliness,
attentiveness, professionalism, personal recognition), Functional service(service speed,
efficiency), Food and beverage related service (sanitation quality, atmosphere, room service,
variety, good price), Physical property (exterior, public space, cleanliness, landscaping, size
and architecture) Guestroom design (size, comfort, room, equipment, kitchenette, entertainment,
heating/ventilation/air conditioning and cleanliness). Food and beverage is frequently what
guests remember about the hotel experience. It‘s often the social side, the fun side of their stay.
Thus the hotelier should leverage their hotels food and beverage, its sanitary environment and
quality as well as its excitement. Moreover, hotel managers should communicate it blog about it
and advertise it, because the food and beverage division can play an important role in creating
value for the guest (Barsky, 2011).
b. Service
A global competition and market consumption change the expanding service sector; quality
plays an increasingly essential role in both attracting and retaining service customers (Helm
and Mayo, 2008). Service quality and degree of satisfaction derived from service are becoming
the most important differentiating factors in almost every hospitality environment(O‘Neil and
Palmer,2004).For the hotel industry, the increasing competition and expansion of unique services
and convenience has forced hoteliers to continuously search for competition advantage
(O‘neil,2005). Service is at the top of the guests‘ expectation, yet few companies offer
exceptional service. World- class service does not just happen; training is important in delivering
the service that the guest have come to expect (walker, 2010). Hotel are increasing their

9
investment to improve service quality and perceived value for the guests, so as to achieve better
customer satisfaction and loyalty, thus resulting in better relationships with each customer(Jones
et al.,2009).
c. Safety and security
The industry concern with security has increased greatly due to several terrorist attack
Worldwide, as well as tourist kidnapping, robberies and assaults. Security of all types of
hospitality operations is critical and disaster plans should be made for each kind of threats.
Personal safety of guests must be the first priority (walker, 2010).Increased security measures
exist in all the international airports and most airline companies have upgraded their security
measures by investing millions of dollars. Moreover, they make plans to exceed the requirement
of airline industry through technology advancement(Hall et al.,2003).A property security
program should include certain action and procedures to prevent or discourage incidents(Ellis
and stipanuk,1999).
d. Technology
It is a driving force of change that presents opportunities for greater efficiencies and integration
for the greater for improved guest services. Technology has become a hospitality business
activity in development of strategic resources and is considered as a tool to increase
competitiveness. Effective uses of information technology can significant operational
improvements. Advanced software and communication tool allow enlarging operation efficiency,
for example, order may be made better, faster and cheaper. In addition decision making through
decision support tools, databases and modeling tools assist the manager‘s job. Thanks to expert
systems sophisticated expertise can be met by any manager (Romanous, 2000). Technology
changes the hospitality rules. More specifically; Information on hospitality is available virtually
from all over the world, Potential client can be any resident of the world, changes in customer
service technology and service personalization occur, Increase staff productivity and reduces
responses time to satisfy guest request, improve overall guest satisfaction and service, increases
efficiency for restaurants and caterers by providing higher quality customer service.

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2.1.2 Measurement of growth of hotel in hospitality industry
a. Increased tourist
The very heart of tourist is the travel experience they seek when visiting a particular destination.
The destination should provide a stimulating, high quality experiences to influence their
selection of a destination so as to fulfil their travel needs. ( Goldner and Ritchie,2012).
b. Increased sales
Hospitality industry with high service quality means more customer satisfaction, coming in
therefore increasing the sales or reward of the establishment (Knutson,B,J.(1988).
c. Improved hotel infrastructure
‗Better is a good than great riches‘. The world-class service brings the organization a great
name and image painted in the minds of customer or the public as a whole is that of a set of
haven. This increase hotel revenue improve hotel infrastructure (Knutson,B.J. (1988).
d. Better facilities
The improved service quality in hospitality industry will result into better service facilities
such as: point of sale system, material management system, human resource system, central
reservation system and global distribution system (Barkham et al, 1996).
2.2 Concept of Values and Beliefs on growth of hospitality industry
The values and beliefs held by a culture embody the way a group of people sees the world.
Values are beliefs about what is right and wrong and what is important in life, while beliefs are
strong feelings that something/somebody exist or it is true. The comparisons presented in this
section are useful in understanding the complex and hidden dimensions of cultures. Because
cultural values and beliefs cannot readily be seen until they are manifested in particular
behaviours, and because they have the greatest influence on people‘s attitudes and behaviours, it
is critical when managing culturally diverse teams to understand the dimensions of cultural
values in order to be able to take them into account when approaching situations. It is also
important to recognise that values and beliefs operate on sliding scales between and within
cultures, influenced by personality, circumstances and the diversity within cultures. We cannot

11
make 'black and white' distinctions or 'blanket statements' about cultural differences but we can
increase our understanding of them. According to (Hofstede & Pederson,2002) they categorized
people‘s values and beliefs in the following categorize: Extreme Individualism (Indiv) Indivs are
honest and they usually express themselves directly even if others think they are rude. They like
to speak in public and their opinions are very unlikely to be changed by others, prefer one to one
communication and they do not want to waste time on guessing other people‘s opinions by their
body language or facial expression. When communicating with indivs, do not imply anything
because indivs will get annoyed and think you are dishonest, indivs are workaholics and
responsible. They will do their best to finish the tasks but relationships do not mean too much to
them, everyone is equal for indivs, and they want everybody to learn and know about laws and
people‘s rights. It is easy to deal with Indivs if you always follow the rules they make, privacy is
the priority over others for Indivs and they do not like other people to be involved if it is not their
concern, everyone is supposed to have a personal opinion on any topic. If you do not have your
own outstanding opinions to show Indivs, it will be very difficult for you to stand out and gain
respect from them. Indivs prefer everything to be written on paper for mutual benefits and if
there are conflicts, they will refer to the contract and get things sorted out according to the
contract (Hofstede & Pedersen, 2002). Indivs are self-centred, they like talking and making eye
contact freely and prefer being alone most of the time. They like to challenge their ability and
measure other people in terms of how useful they are. American culture is very close to Indiv
culture. Americans place a great emphasis on the individuals than on the group and they talk,
argue and blame individuals. Americans are concerned about ―getting things done‖ straight away
rather than anything else.
Extreme Collectivism (Collec). Collecs are physically and mentally close to in-groups and far
away from out-groups. Their personal honour is earned through the groups to which they belong,
team work is highly valued by collecs and they consider in-group harmony to be very important.
They do not like confrontation because they think confrontation might cause division, collecs
spend a lot of time on making friends and socialising with workmates to build up good
relationships. They think it important to take care of every member in the group rather than
complete a task; they never speak in public individually but represent a group. They will discuss

12
in the group and draw a conclusion and every group member will fully support the final decision.
Trespassing is not acceptable by collecs as well, but it is based on groups.
There will be sharing and interaction among group members. Collec employees always consider
their companies as families and their employers as parents. Firing staff and quitting are immoral
for collecs, because they think employers are responsible to look after employees, and employees
are responsible to ―sacrifice‖ themselves to their ―families‖. Collecs are very sensitive and they
will watch the listeners and adjust their tone and words when they are speaking (Hofstede &
Pedersen, 2002). Collecs like being with in-group people, and they are very close in the group.
However, they can be violent to out-group people. They are not very forthright and always seem
silent with strangers. Japan, Colombia, Indonesia and South Korea are collectivistic countries
(Hooker, 2003), and there is more emphasis on group loyalty and harmony than on fulfillment of
individual desires and goals in these countries.
Extremely High Power Distance (Hipow)
Power is the first concern for Hipows, and they always try their best to get power in their lives.
Hipows think powerful people are respectable and power can bring fortune, good
status and privilege for everybody. Less powerful people are dependent on those who are more
powerful. People without power will listen to more powerful people.. Centralisation is popular.
Hipows think power is everything, so they will do their best to get power and achieve
centralisation. Powerful people are taking more and more control over others. Subordinates and
children expect direction. They do not speak without being asked. A typical Hipow culture is
Indian culture. India is a hierarchical society, in which subordinates and children should always
obey fathers or bosses and be compliant and respectful. The ideal boss is a benevolent autocrat or
―good father‖. The boss is considered as the most powerful person in an organisation or a family,
so he/she is expected to be an autocrat. A weak person will never be in charge among Hipows.
Style of speech is formal and acknowledges hierarchical positions. Style of speech is the symbol
of power for Hipows, and this is very similar with Collec culture. Hipows usually give speech in
order according to the hierarchical positions and the final decision will be made by the top
person (Hofstede &Pedersen, 2002). Hipows are always polite and speak in a soft voice. They
behave in a formal way and worship power. If there are any problems, they will tend to shift

13
blame downward. (Hofstede & Pedersen, 2002). The ―Confucian and other East Asian cultures
are in fact authoritarian; younger people defer to their elders, women to men, and employees to
bosses that are almost always older and male.‖ (Hooker, 2003, p. 132). Malaysia has been ranked
as the highest power distance country in the related research (Hooker).Extremely Low Power
Distance (Lopow) Lopows appeal to equalities and they hate using power to get privileges and
status. They think everybody should have the same right in the society. There should be
interdependence between less and more powerful people. Power is not everything for lopows, so
even powerful people in the society need to rely on others and this interdependence is acceptable
and appreciated. Hierarchy should be abolished in Lopows‟ opinion, and they think hierarchism
will only bring inequality and inefficiency. Decentralisation is considered to be a social trend for
Lopows, and centralization is avoided. Subordinates and children are supported and they are
allowed and expected to speak their minds. In a conversation, anyone can take the lead at any
time. Lopows like to talk freely and there are no hierarchical positions. They usually sit in a
circle while they are speaking so that everyone can contribute if they want. Power is not
important for Lopows, and people are not proud of their power, therefore, powerful people like to
hide their status rather than show off (Hofstede & Pedersen, 2002). Lopows are informal and
unruly. They always talk freely and it is easy for conflicts to arise.
Extreme Uncertainty Avoidance (Uncavo)
What is different is dangerous. Uncavos do not like taking risks to try new things and they will
follow rules. It is hard to expect Uncavos to be creative and challengeable but they can be very
good employees if there are certain rules for them to follow. Rules are important, even if the
rules will never work. Everything should be written down for Uncavos so that they do not need
to take any new risk. There are certain rules about what is dirty, wrong or indecent. Time is
money. Uncavos will use every minute to finish their work and they do not like wasting time on
exploring and creating. Uncavos do not believe new truth or findings. Experts and specialisation
are valued (Hofstede & Pedersen, 2002).Uncavos are well organised, but emotional. Older men
are usually respected by uncavos. They can be very efficient, but they do not like taking risks.
Sweden is reported as an uncertainty-avoiding country because the society is highly regulated
and safety rules are very strict. For example, the only permissible blood alcohol level for drivers
is zero (Hooker, 2003). Higgs found that employees who are from a high uncertainty avoidance

14
culture will look for clearly defined, formal rules and conventions governing their behaviour
(Higgs, 1996).Extreme Long-term Orientation (Lotor) Working very hard is good and long-term
contribution is highly valued. Thrift and saving are good. Never give up, even if results are
disappointing. Lotors like to spend their lifetime to achieve the results they want. People may
devote their lives to lofty, remote ideals, and they do not mind spending a lot of time to achieve
those. Traditions can be adapted to a modern context. There are no lines among past, present and
future, and traditions from a long time ago still mean a lot and continuity is valued. Achieving
one‘s purpose may be worth losing face and eventual success will bring satisfaction. Past and
future generations are important, and there is one common goal for the past, current and future
generations. Continuous effort is recommended (Hofstede & Pedersen, 2000). Lotors are direct
and focused; they are hard working and self-motivated; they tend to blame themselves if there
are problems, and they can cope with heavy workloads and work under pressure.
2.3 Concept of social-cultural aspects on growth of hospitality industry
The highest purpose of tourist is to become better acquainted with people in other places and
countries, because this furthers the understanding and appreciation that builds a better world for
all. International travel also involves the exchange of knowledge and ideas, another worthy
objective. Travel raises levels of human experience, recognition, and achievements in many
areas of learning, research, and artistic activity. Tourism goes beyond dependable transportation
and comfortable hotels; it necessitates enhancing all the avenues through which a country
presents itself. They include educational, cultural, media, science, and meeting/congress
activities. To increase accessibility, cultural institutions need to adapt to meet visitors‘ needs,
sometimes providing multilingual guides and signage. Tourists can then more easily choose the
purposeful activities that will match their interests. These activities include; Fine Arts, Such
cultural media as painting, sculpture, graphic arts, architecture, and landscape architecture
constitute an important motivation for travel—visiting fine arts. As a specific example, recall the
beauty of art forms such as cloisonné or scroll paintings. A recent trend in resort hotel operations
has been the display of local art and craft objects within the hotel or in the immediate vicinity so
that the guests may become acquainted with the art of the local people. These objects may be for
sale and thus become valued souvenirs. Art festivals often include various type of fine art with
other cultural expressions to make them broadly appealing. This festival features not only

15
displays of art but also other forms of craftwork, music, pageants, ceremonial military
formations, and other cultural attractions.
Music and Dance; The expression and resources of a country‘s music are among its most
appealing and enjoyable aspects. In fact, in some countries or states the music is a major source
of enjoyment and satisfaction to visitors. Hawaii, Mexico, Haiti, Spain, various sections of the
continental United States, and the Balkans are examples. Resort hotels, particularly, can bring to
the guests opportunities for enjoyment of local music at its best. Evening entertainment
programs, concerts, recordings, and sound reproduction systems all aid in presenting this aspect
of the art of the country. Community concerts, parades, and welcoming ceremonies are
appreciated by visitors. DVDs, CDs, and digital or tape recordings that the visitor can purchase
provide another effective means of keeping in touch with the culture of a particular area. Ethnic
dancing is another exciting and appealing aspect of a country‘s culture. The color, costumes,
music, setting, and skill of forms and execution add to the appeal. Almost all countries have
native or ethnic dancing. Local shows, nightclubs, and community programs present additional
opportunities. Notable examples of dance as a cultural expression are those of Polynesian
dancers, the Ballet Folklorico of Mexico, the Russian ballet, folk dances of the Eastern European
countries, dances of many African nations, Thai dancing, the Kabuki dancers of Japan, and
Philippine country dancing.
Handicraft; To satisfy tourists, gifts and souvenirs offered for sale should be handcrafted or
manufactured in the country or region where the purchase is made. There is much dissatisfaction
in purchasing a craft article that you later discover was made in another country thousands of
miles away. There is no substitute for genuineness. If the locally produced article is useful and
appealing, it should be made available in conveniently located shops. A visit to shops where
handicraft products for sale are actually being made is another effective form of guest
entertainment. Agriculture; The agriculture of an area may be of interest to visitors. The type of
farming conducted—livestock, poultry, dairy, crops, vineyards and wine production, fresh fruits
and vegetables—is an interesting aspect of the culture. Farmers markets such as the well-known
Los Angeles Farmers Market or roadside stands that offer local agriculture products are also an
important part of tourist services in many areas. This is particularly true of stands selling fresh
fruits, vegetables, honey, wine, cider and other drinks, and products from nearby farms readily

16
enjoyed by the traveler. Exemplary agricultural systems provide a point of interest for farm
groups who may wish to visit a particular industry from another part of the country. Denmark,
with its outstanding pork industry, is of great interest to hog farmers in many parts of the world.
The country‘s world famous breweries are undoubtedly of greater interest to most visitors. Local
tours should include agricultural developments and services so that visitors can see the
agricultural products and operations within the country and perhaps try some of the products. On
a one-day tour of Oahu in Hawaii, visitors have a chance to sample field-ripened pineapple at a
stand adjacent to a great pineapple plantation. State and country fairs and livestock shows also
have interesting tourist attractions. Other examples are cheese tours in Austria and Holland; wine
tours in many parts of the world; the Peach Festival in Grand Junction, Colorado; and the fresh
food farm tour on the Mornington Peninsula, Australia.
Literature and language; The literary achievements of a state or country, though having more
limited appeal than some cultural aspects, still constitute a significant element of travel
motivation. Books, magazines, newspapers, booklets, pamphlets, and other printed literary works
are among the most important expressions of the culture of the country. Interestingly, the
availability or absence of certain literature is indicative of the political system of the area.
Consider the restriction on distribution of literature from various areas of the world practiced by
some countries. Libraries are favorite cultural institutions for the visitor. Many have well-
appointed reading lounges and comfortable, attractive surroundings. Particularly on rainy days,
the visitor can enjoy reading about the history, culture, arts, and folkways of the host area. Often
guest entertainment programs will feature the reading of poetry or the discussion of various
books or other literary works as a cultural enrichment opportunity for visitors. A well-educated
person is likely to speak or at least have studied more than one language. Interest in the language
of another nation or state is a motivating force for travel. This is particularly true of students
traveling to a particular area to practice the language and to become better acquainted with its
colloquial usage. Travel-study programs are particularly valuable learning experiences.
Receiving instruction in a foreign language abroad might well be integrated into any
comprehensive travel-study curriculum. Language study institutes flourish all over the world.
They can be private or associated with universities. Some examples of the latter are the
University of Geneva, Switzerland; the University of Grenoble, France; and the University of

17
California at Berkeley in the United States. Study abroad programs for college students provide
excellent opportunities to learn a different language. Such programs are becoming a more
common part of the university experience in the United States, Europe, and elsewhere. Many
universities have cooperating agreements that allow students to attend universities in another
country for the same cost as their ‗‗home‘‘ university, including the transfer of scholarship funds
and university credits. Elderhostel learning opportunities for senior citizens provide another
example of travel study programs in which a foreign language can be pursued. Most travelers
like to learn at least some of the language to use while they are in a foreign country. Usually this
is in the form of expressions related to ordering food in a restaurant or in talking with hotel or
other tourism employees. Classes in language could be included in an entertainment or activities
program within a tourist area.
Food and Drink; Food and drink of a country are among its most important cultural expressions.
The tourist enjoys native foods, particularly items of a local or ethnic nature. When traveling,
trying out local dishes is part of the fun. Restaurants and hotels can make a favorable impression
on the tourist if they feature local dishes and also perhaps an explanation on the menu about what
the dish consists of and how it is prepared. Of particular appeal is the restaurant in which the
atmosphere complements the type of food being served, such as seafood restaurants on the
wharf. The purchase of local food and drink is another source of tourist revenue. Advertising
messages that include reference to local food are highly effective. The tourist considers eating
and drinking important aspects of a vacation. How these foods and drinks are prepared and
presented are of great importance. Among the happiest memories may be the experience of
dining in a particularly attractive or unusual eating place where local foods were prepared and
served. Encouragement from tourist organizations for restaurants and hotels to feature local food
is highly recommended. History and prehistory; The cultural heritage of an area is expressed in
its historical resources. Some tourist destination areas are devoted to history, such as the
Mackinaw City area of northern Michigan; St. Augustine, Florida; the Alamo and San Juan
Mission in San Antonio, Texas; old gold-mining tours in many western states; Machu Picchu in
Peru; and the spectacular archaeological find at Xian in east central China. The preservation of
history and the quality and management of museums is of utmost importance for successful
tourism. Becoming familiar with the history and prehistory (archaeology) of an area can be one

18
of the most compelling of all travel motivations. One of the principal weaknesses observed in
historical museums is that the explanations of the exhibits are provided in only one language.
This is a serious limitation to many tourists‘ enjoyment of such historical exhibits. The hours of
operation of historical points of interest and museums are significant and should be arranged to
provide access for visitors at convenient times. Admittance fees to museums and points of
historical interest should be kept as low as possible to encourage maximum attendance.
Promotion is necessary, and tourist contact organizations such as chambers of commerce, tourist
information offices, hotels, resorts, restaurants, and other businesses should have available
literature that describes the point of interest, hours, admittance fees, special events, and any other
information needed by the tourist to visit this historical attraction. Some notable examples of
museums include the Istanbul Archaeology Museum, the National Museum of Anthropology at
Mexico City, the American Museum of Natural History of New York City, the various branches
of the British Museum in London, the Hermitage in St. Petersburg, and the various museums of
the Smithsonian in Washington, D.C. Other types of historical preservation are national historic
parks and monuments and national parks with a history or prehistory theme, such as Mesa Verde
National Park, Colorado. Another type is the ‗‗living history‘‘ farms in Iowa and Illinois. Among
the most outstanding innovations in the presentation of history are the ‗‗sound-and-light‘‘
programs found mainly in Europe, the Mediterranean countries, and Mexico. A series of
loudspeakers, broadcasting recorded voices in several languages with sound effects, tell the
history of an unusually significant structure or place. Varying lights intensify the effect and focus
the attention of the audience on various parts of the location. At the Forum in Rome, Italy, the
history of Rome is presented at night in half a dozen languages. Visitors can hear the voices of
the emperors and the crackling flames as Rome burns. At the pyramids of Teotihuac_an, about
30 miles northeast of Mexico City, famous actors relate the history of the area in another sound-
and-light presentation given in Spanish- and English-language versions. Egypt offers similar
programs at its ancient monuments.

19
2.4 Concept of communication styles on the growth of hospitality industry
There are many elements of style in communication that differ across cultures. They include:
Taking turns in conversation, In Anglo-Celtic cultures, two or more speakers will often overlap
each other, coming in just before the other person has finished. In Latin cultures, there is often a
much higher level of overlap, with seemingly two or three conversations going on at once. In
Asian cultures, it is considered polite to let the other person finish and not to speak immediately,
but to pause briefly, considering what has been said and what they will say in reply. Tolerance of
silence,
Many Australians dislike silence in conversation - it's uncomfortable. Other cultures value
silences as showing thoughtfulness and respect. Use of homour and irony- Humour often does
not ‗travel‘ well. Australian humour tends to rely on forms of criticism, stirring and irony, which
can sometimes puzzle or offend newcomers. Speech rules:
Expressing politeness in English relies heavily on formulas such as ‗please‘, ‗excuse me‘ or
‗would you mind‘. Other languages do not use such politeness formulas, instead relying on
honorifics or titles showing respect. Rules of politeness : The rules that say who can speak to
whom; who initiates conversation. In Australia, there are few restrictions on who speaks first. In
many cultures, particularly older ones, there are firm rules, such as not speaking first to someone
older or a superior. Different meanings of yes and no; When does Yes mean No, Maybe or Yes?
In English convention, we are expected to mean ‗yes‘ or ‗no‘. In other cultures, ‗Yes‘ may only
mean ‗I hear what you say‘ and people may be reluctant to give a direct ‗No‘ for fear of
offending.
Accent; ―I love your accent!‖ Why do we tend to like some accents and dislike others? How
much do we judge each other by our accents? Tone of voice;‖Don‘t take that tone of voice with
me!‖ How does tone affect us? Vocal expression varies greatly in different languages, high or
low pitched, fast or slow, rhythmic or clipped, hard or soft.
Volume; ―Why do they have to talk so loudly?‖ Loudness or softness of speech is culturally
influenced. The softly-spoken may appear weak in a high-volume country. Loudly-spoken
people may appear pushy or rude where the majority are quietly-spoken. Rate of speech; ―Slow
down! You‘re not in the city anymore.‖ Just as country and city people differ in their rates of
speech in most cultures, so do people of different cultures. Often, we judge people‘s intelligence
or emotional state by their rates of speech. Jargon and slang-―Wait til we get some runs on the

20
board.‖ Each occupation and sector has its own jargon such as ―downsizing‖, ―consultative
mechanisms‖ Slang is nonstandard language such as ―You little ripper!‖, ―ain‘t‖, ―nope‖,
―bludger‖ and many more. Idioms and metaphors- ―Don‘t beat around the bush.‖ Idioms are
expressions peculiar to a language such as ―Keep your fingers crossed‖ and ―Pull your socks up‖.
Metaphors are figures of speech such as ―a blanket of snow‖ or ―a sea of troubles‖. Proverbs-
―Too many cooks spoil the broth‖ and other popular sayings, long in use, carry a culture‘s core
values. ―A stitch in time saves nine‖ is not just about sewing!
Distancing - The comfortable distance between people talking varies between cultures. In
different cultures, there are different views and conventions regarding: Intruding Noise, Privacy
and Use of space Neighbour relationships in Public places. Gaze - The degree to which people
give eye contact or look at other people varies. Gestures - While most human gestures are easily
read across cultures, important variations include ways of pointing, beckoning, shaking hands,
kissing or bowing. Descriptive, praising or insulting gestures such as those for complicated,
good, expensive, crazy or stupid can vary widely. Touching - The degrees to which people touch
each other in social interactions varies across cultures and levels of relationship. Touch Cultures:
Middle East, Italy, Greece, Spain, Portugal, Russia; Non-Touch Cultures: Japan, United States,
Canada, England, Australia, Scandinavia and "Middle Ground" France, China and Ireland.
2.5 Summary of literature review
With the growth in the service sector internationally, there has been a substantial need to deal
and interact effectively with people from different cultural backgrounds. People belonging to
different nationalities possess varying cultural backgrounds and therefore contrasting beliefs,
values, attitudes, perceptions, expectations and varying underlying assumptions. Hotels and other
sectors of hospitality are faced with the challenges of cross cultural service encounters and
continuously need to assess their performance against the expectation of their customers,
employees and suppliers from a diverse background (Mohsin, 2006). The acknowledgement of
such variations that exist in the outcomes resulting from cultural differences is eminent as it
helps to closely understand the needs of your customers and others and meet their cultural
expectations too. Thus, culture can be the source of cooperation, cohesion and progress, instead
of conflict, disintegration and failure (Harris, 2004). Thus, when considering the case of the

21
international hospitality industry, it becomes important to understand that in order to benefit
from the cross cultural interactions between the service provider and the customers, an
―intermediary factor‖ or element is needed that can help to develop a link between the
understanding of cultural issues by the service provider, on one hand, and the customer‘s cultural
expectations on the other. Therefore, cultural differences need to be respected and
accommodated for, while transacting in the business of tourism or hospitality.

22
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Overview
The chapter comprised of study area, research methodology, data collection, data types, data
analysis, data presentation techniques, validity and reliability and ethical considerations.
3.1 study area
Eldoret is a town in the mid-west of Kenya. It is the largest and the capital of Uasin Gishu county
Lying south of cherangani hills, the local elevation varies from 2100 meters above sea level at
the air port to more than 2700 meters. Eldoret was initially known as 64 because it was
established at 64th mile post on wagon route from londiani. The name Eldoret was established
from Maasai word ―Eldore‖ which means stony river. The reason behind this was the bed of
stony sosiani river. ‗T‘ was added so as it could sound as Nandi word because the colonial era
the area was ruled by Nandi. Before that respectively sirikwa and Maasai ruled it. Eldoret is a
home town of Kenya‘s legendary runners among them being world-renowned distance champion
kipchoge keino. Its high altitude is ideal training ground for many long distance runners. The
official name Eldoret was given in 1912. Eldoret has got a charm that bears its true African
spirit, which you can explore in every visit in town such as; beautiful Neiberi campsite located
just outside the town. It is great for camping and enjoying the mysteries of African night.
Another attraction is the Ngala falls that is located towards the Eldoret international airport.
Eldoret has nice places to stay such as sirikwa hotel, wagon wheel, Eldoret club, Noble
conference, Horizon, poa place, Relax inn, west crest, pine garden and Bomas amongst others
(standard digital news, 2012).
3.2 Methodology
The research used quantitative approach of research to address the research objectives. A
quantitative method was an approach that tend to focus on the specific behavior that could easily
quantified and whose conclusions are upon statistical of data (cozby and bates, 2012).
3.3 Research design
A research design was a procedure for collecting, analyzing and reporting research in
quantitative and qualitative research (creswell, 2012

23
3.4 population and sampling procedure
3.4.1 Target population
The study area had a population of 218446 persons, which form the study population (KNBS,
2010). The researcher targeted a population of 40 customers.
3.4.2 Sample size determination
The sample size was determined with the help of Morgan table below which used to determine
sample sizes for research. The researcher targeted a population of 40 customers and from the
table, the sample size was 36 customers (where N is the population and S is the sample size).
Table 3.1: Determining sample size from a given population
Source: Krejcie and Morgan, 1970
3.4.3 Sampling technique
Systematic sampling technique was used to select the respondents for the questionnaires who
were customer and service providers of Eldoret town. In this design the selection process started
by random point in the list and then every nth element was selected until the desired number was
secured (Altinary and Paraskevas, 2008).
N S N S N S N S N S
10 10 100 80 280 162 800 260 2800 338
15 14 110 86 290 165 850 265 3000 341
20 19 120 92 300 169 900 269 3500 346
25 24 130 97 320 175 950 274 4000 351
30 28 140 103 340 181 1000 278 4500 351
35 32 150 108 360 186 1100 285 5000 357
40 36 160 113 380 181 1200 291 6000 361
45 40 170 118 400 196 1300 297 7000 364
50 44 180 123 420 201 1400 302 8000 367
55 48 190 127 440 205 1500 306 9000 368
60 52 200 132 460 210 1600 310 10000 373
65 56 210 136 480 214 1700 313 15000 375
70 59 220 140 500 217 1800 317 20000 377
75 63 230 144 550 225 1900 320 30000 379
80 66 240 148 600 234 2000 322 40000 380
85 70 250 152 650 242 2200 327 50000 381
90 73 260 155 700 248 2400 331 75000 382
95 76 270 159 750 256 2600 335 100000 384

24
3.5 Types of data
3.5.1 Primary data
A primary data was a kind of data which was collected afresh and for the first time and thus
happened to be original in character (Kontari, 2006). The primary data from the respondents was
collected through the questionnaires.
3.5.2 Secondary data
Secondary data was already available data that had already been collected and analyzed by
someone else (kontari, 2004). In other words was a type of data which has already passed
through the statistical process (creswell, 2012). It may either be published data or unpublished
data. The researcher used the published data that was available in books, magazines, newspaper,
publications of the central and local governments for example district development plans,
publications of foreign governments or international bodies and their subsidiary organizations;
public records and statistics and other source of published information and reports prepared by
researcher, scholars, universities, economist and so on in different field (Kothari, 2004). The
sources of unpublished data are many; they be found in diaries, letters, unpublished biographies
and autobiographies and also may be available with scholars and research workers, trade
association, labor bureaus and other public/ private individuals and organizations ( Neumann,
2000).
3.6 Data collection
The study used questionnaires which were set of questions that were carefully designed and
given in exactly same form to a group of people in order to gather data about some topic(s)
which was of interest to the researcher (Mclean, 2006). Questionnaire which was semi-structure
in nature comprising of both open and closed-ended questions was used. The unit of analysis
would be an adult (18 years and above) at Eldoret town. The questionnaires were administered
with the help of research assistant.
3.7 Data analysis
Data analysis was the conceptual interpretation of the data set as a whole, using specific analysis
strategies to convert the raw data into logical information (Kontari, 2004). The data was
processed and prepared for analysis by editing, coding, classification, tabulation and cross-
tabulation. Descriptive statistics was used to address the research objectives.

25
3.8 Data presentation techniques
The data was presented by use of tables, graphs and pie-chart.
3.9 Validity and reliability of the study
3.9.1 Validity of the study
Validity referred to the bridge between a construct and the data. In the field of research, it
referred largely and broadly to the ―soundness‖ or ―goodness‖ of the study. There had been
emergency of a multitude of approaches to conceptualization of the research validity, being
differentiated significantly by the research methodologies and paradigms that guided each
particular research project. For data the research considered face and content validities in the
research process. Face validity was a judgment by the scientific community that the indicator
really measured the construct content validity address issues to do with content of a definition
and how representative it was in a measure (Neuman,2000).
3.9.2 Reliability of the study
Reliability was broadly described as the consistency, dependability, and repeatability of a
project‘s information and data collection, interpretation, and analysis. It meant that the numerical
results produced by an indicator did not vary because of the characteristic of the measurement
process or measurement instrument itself. As related to quantitative data the researcher intended
to carry out a test retest method to examine an indicator‘s degree of stability reliability. Stability
reliability was reliability across time while test retest method involved retesting and re-
administering the indicator to the same group of people. If what was measured was stable and the
indicator had stability reliability then the same results would be realized. Subpopulation analysis
was used by the research to test for representative reliability. Representative reliability was the
reliability across the sub populations or group of people. Subpopulation analysis involved
comparing the indicator across different sub population or groups and used independent
knowledge about subpopulations.
3.10 Ethical considerations
The researcher did not humiliate, coerce or exploit respondents in the process of research.
The study endeavored to make interpretation of the results consistent with the data. The
researcher respected and honored all guarantees of privacy, confidentiality and anonymity in
carrying out the research.

26
CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION OF RESULTS
This chapter comprised results on demographic information, effects of values and beliefs, effects
of social- cultural aspects and effects of communication styles on the growth of hospitality
industry.
4.1 DEMOGRAPHIC INFORMATION
Variable Indicator Frequency Percentage %
Gender Male 23 63.9
Female 13 36.1
Age 18-30 years 18 50.0
31-40 years 12 33.3
41-50 years 4 11.1
51-60 years 2 5.6
Marital
status
Single 13 36.1
Married 19 52.8
Separated 4 11.1
Level of
education
Primary 4 11.1
Secondary 12 33.3
Tertiary 20 55.6
None 1 2.8
Religion Christian 28 77.8
Muslim 6 16.7
Tradition 1 2.8
None 1 2.8
Table 4.1 Demographic information

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4.2 VALUES AND BELIEFS
4.2.1 The staff honest and responsible to me
From figure 4.1 below, 58% of majority of the respondents agreed that the staffs were honest and
responsible to customer, 14% of the respondents strongly agreed and 11% of the respondents
disagreed. While the minority of the respondents, 8% of the respondents disagreed and 8% of the
respondents strongly disagreed.
Figure 4.1 The staff honest and responsible to me

28
4.2.2 The staff friendly and social to me
As shown in figure 4.2 below, 75% of majority of the respondents agreed that the staff was
friendly and social to customer and 14% of the respondents strongly agreed, 8% of the
respondents were neutral. 3% of the minority of the respondents disagreed.
Figure 4.2 The staff friendly and social to me

29
4.2.3 The staff compliant and respectful to me
The figure 4.3 below, 58% of majority of the respondents agreed that the staff was compliant and
respectful to the customer, 31% of the respondents strongly agreed and 11% of the respondents
were neutral.
Figure 4.3:The staff compliant and respectful to me

30
4.2.4 The staff always polite and speak in soft voice to me
According to figure 4.4 below, 56% of the majority of the respondents strongly agreed that the
staff was always polite and spoke in soft voice to customer, 36% of the respondents agreed and
8% of the respondents were neutral.
Figure 4.4: The staff always polite and speak in soft voice to me

31
4.2.5 The staff follow certain rules when handling my problems
As shown in figure 4.5 below, 53% of the majority of the respondents strongly agreed that the
staff followed certain rules when handling customer‘s problems, 42% of the respondents agreed
and 6% of the respondents were neutral.
Figure 4.5: The staff follow certain rules when handling my problems

32
4.3 SOCIAL- CULTURAL ASPECTS
4.3.1 The hotel display local art and craft within the premises
From figure 4.6 below, 44% of majority of the respondents agreed that the hotel displayed local
art and craft within the premises, 31% of the respondents strongly agreed. 19% of the minority of
the respondents disagreed and 6% of respondents strongly disagreed.
Figure 4.6:The hotel display local art and craft within the premises

33
4.3.2 The establishment play local music for me to enjoy
As shown in figure 4.7 below, 58% of majority of the respondents agreed that the establishment
played local music for customer to enjoy, 19% of the respondents strongly agreed and 14% of
the respondents were neutral. While minority of the respondents 8% disagreed.
Figure 4.7:The establishment play local music for me to enjoy

34
4.3.3 The hotel sell local fresh produced food items
Figure 4.8 below, 50% of majority of the respondents agreed that the hotel sold local fresh
produced food items to customer, 25% of the respondents strongly agreed and 22% of the
respondents were neutral. The minority of the respondents 3% of the respondents disagreed.
Figure 4.8: The hotel sell local fresh produced food items

35
4.3.4 The organization offer freely printed literature to me
As shown in figure 4.9 below, 53% of majority of the respondents agreed that the organization
offered freely printed literature to customer, 36% of the respondents strongly agreed and 8% of
the respondents were neutral. A 3% of the minority of the respondents disagreed.
Figure 4.9: The organization offer freely printed literature to me

36
4.3.5 The hotel features local foods and drinks with an explanation on the menu
Figure 4.10 below, 47% of the majority of the respondents agreed that the hotel featured local
foods and drinks with an explanation on the menu, 36% of the respondents strongly agreed and
6% of the respondents were neutral. A 6% of the minority of the respondents disagreed.
Figure 4.10: The hotel features local foods and drinks with an explanation on menu

37
4.4 COMMUNICATION STYLES
4.4.1 The staff allow me finish speaking before they speak
As shown in figure 4.11 below, 50% of the majority of the respondents agreed that the staff
allowed customer finish speaking before they spoke, 39% of the respondents strongly agreed and
11% of the respondents were neutral.
Figure 4.11: The staff allow me finish speaking before they speak

38
4.4.2 The staff thoughtful and respectful in conversation
The figure 4.12 below, 75% of the respondents agreed that the staff was thoughtful and
respectiful in conversation, 22% of the respondents strongly agreed. The minority of the
respondents 3% of the respondents disagreed.
Figure 4.12:The staff thoughtful and respectiful in conversation

39
4.4.3 The staff address me as please, excuse me or would you mind sir/madam
According to figure 4.13 below, 67% of the majority of the respondents agreed that the staff
addressed customer as please, excuse me or would you mind sir/madam, 25% of the respondents
strongly agreed and 8% of the respondents were neutral.
Figure 4.13:The staff address me as please, excuse me or would you mind sir/madam

40
4.4.4 The staff get to point quickly when talking to me
As in figure 4.14 below, 69% of the majority of the respondents agreed that the staff got to point
quickly when talking to customer, 17% of the respondents strongly agreed and 11% of the
Figure 4.14:The staff get to point quickly when talking to me

41
4.4.5 The staff volume of speech loud
As indicated in figure 4.15 below, 58% of the majority of the respondents agreed that the staff
volume of speech was loud, 31% of the respondents strongly agreed and 11% of the respondents
were neutral
Figure 4.15:The staff volume of speech loud

42
4.5 GROWTH OF HOSPITALITY INDUSTRY
4.5.1 The organization has enough employees to meet my needs
Figure 4.16 below clearly indicated that 47% of majority of the respondents agreed that the
organization had enough employees to meet customer needs, 39% of the respondents strongly
agreed and 6% of the respondents were neutral. The minority of the respondents, 8% disagreed.
Figure 4.16: The organization has enough employees to meet my needs

43
4.5.2 The establishment priotize my privancy
priotized customer privacy, 31% of the respondents strongly agreed and 8% of the respondents
were neutral.
Figure 4.17: The establishment priotize my privancy

44
4.5.3 The organization staff potray service friendliness
From figure 4.18 below, 67% of the majority of the respondents agreed that the organization
staff portrayed service friendliness, 25% of the respondents strongly agreed and 5% of the
respondents were neutral. The minority of the respondents, 3% of the respondents disagreed.
Figure 4.18:The organization staff potray service friendliness

45
4.5.4 The establishment provides good prices on food items
Figure 4.19 below, 47% of the majority of the respondents agreed that the establishment
provided good prices on food items, 28% of the respondents strongly agreed and 17% of the
Figure 4.19: The establishment provide good prices on food items

46
4.5.5 The establishment has clean physical property
According to figure 4.20 below, 45% of the majority of the respondents agreed that the
establishment had clean physical property,28% of the respondents strongly agreed and 17% of
the respondents were neutral. The minority of the respondents 3% of the respondents strongly
disagreed and 11% of the respondents disagreed.
Figure 4.20: The establishment has clean physical property

47
4.5.6 The staff provides unique services to me
Figure 4.21 below, 53% of the majority of the respondents agreed that the staff provided unique
services to customer, 25% of the respondents strongly agreed and 14% of the respondents were
neutral. The minority of the respondents 8% of the respondents disagreed.
Figure 4.21: The staff provide unique services to me

48
4.5.7 The establishment has increased security measures
had increased security measures, 22% of the respondents strongly agreed and 11% of the
respondents were neutral. On minority of the respondents 6% disagreed.
Figure 4.22: The establishment has increased security measures

49
4.5.8 The organization has a property security program
As shown in figure 4.23 below, 58% of the majority of the respondents agreed that the
organization had a property security program, 36% of the respondents strongly agreed and 3% of
the respondents were neutral. On minority of the respondents 3% of the respondents disagreed.
Figure 4.23:The organization has a property security program

50
4.5.9 The hotel use advanced software communication tools to allow operation efficiency
As shown in figure 4.24 below,36% of majority of the respondents agreed that the hotel used
advanced software communication tools to allow operation efficiency,28% of the respondents
strongly agreed and 19% of the respondents were neutral. The minority of the respondents, 17%
of the respondents disagreed.
Figure 4.24: The hotel use advanced software communication tools to allow operation
efficiency

51
4.5.10 The organization has other branches
Figure 4.25 below clearly indicated that 53% of the majority of the respondents agreed that the
organization had other branches, 39% of the respondents strongly agreed and 3% of the
respondents were neutral. On minority of the respondents 3% of the respondents‘ disagreed and
3% of the respondents strongly disagreed.
Figure 4.25: The organization has other branches

52
CHAPTER FIVE
DISCUSSION OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.0 Overview
The main objective of the study was to assess the effects of cultural diversity on the growth of
hospitality industry. Hospitality had great dimensions with cultural diversity, therefore managing
the diverse workforce in an effective way could be seen as successful tool to meet industry goals.
Therefore adverse workforce could supply a greater variety of solutions to problems and become
more innovate in customer service. Therefore this chapter examined the specific objectives
formulated in order to fulfil the main objective.
5.1 DISCUSSION OF FINDINGS
5.1.1 DEMOGRAPHIC INFORMATION
From demographic section of findings after research the male were greater in number than
female who responded to questionnaire that were used in research, where 64% of the respondents
were male and 36 of the respondents were female, an indication that there were fewer female
customers than male using services of hospitality industry. The discrepancy could be caused by
the nature of their duties as females; taking care of their children and other household chores.
5.1.2 VALUES AND BELIEFS
The customers appreciated that the staffs of the organization were honest and responsible and felt
that the organization practiced warm heart and family atmosphere which automatically reflected
to them. This was vindicated from the analysis of the responses on the staff honest and
responsible to customer that proved that 58% of respondents agreed that staff honest and
responsibility were significant for the growth of hospitality industry. Most customers felt that
staff friendliness and social was vital when dealing with guests. This was shown in the result for
the staff friendly and social to customer, where as 75% of the respondents agreed.
On the same issue of values and believes, the staff compliance and respect is important to
customers as they are able to bring a cozy experience which brings loyalty and value. 58%
agreed that staff compliance and respect to customer is equally important. When dealing with
customers from different backgrounds, the customers felt more comfortable dealing with an
organization‘s employees that are like them, employees who are culturally knowledgeable. As
shown in the result for staff always polite and speak in soft voice to customer, 56% of the

53
respondents agreed to this fact which improves service delivery. When a customer was
dissatisfied it was important for staff and organization to follow some rule when handling his/her
problems like listen to the customer, express you are sorry, don‘t argue or interrupt the customer,
don‘t lose your self-control, point out facts, admit the problem and give the customer ―away
back‖. 53% of the respondents agreed that the staff followed certain rules when handling
customer problems which enhanced productivity and competitive edge in hospitality industry.
5.1.3 SOCIAL- CULTURAL ASPECTS
The immediate vicinity of sculpture and scroll paintings within the premises expressed the
culture of local people which constituted an important motivation for travel-visiting. 44% of the
respondents agreed to this fact the hotel displayed local art and craft within the premises. The
expression and resources of country‘s music are among its most appealing and enjoyable aspect.
In fact, in Eldoret town music was a major source enjoyment and satisfaction to customer. Hotels
brought to guests opportunities for enjoyment of local music at its best. Evening entertainment
programs, concerts and welcoming ceremonies all aided in presenting the art of the country
which was appreciated by the customers. The ethnic dancing was another exciting and appealing
aspect of Eldoret town culture. The colour, costumes, music, setting, skills of forms and
execution added the appeal. From the analysis, 58% agreed that the establishment played local
music for customers to enjoy. A tour at selected hotels in Eldoret, visitors had a chance to sample
local produced fruits from the stand in the hotels. The result on the hotel sells local fresh
produced food items clearly showed 50% of the respondents agreed that the hotel sold local fresh
produced food items.
A well –appointed reading lounges and comfortable attractive surrounding provided a feeling of
home away from home to the guest. Books, magazines, newspaper, booklets, pamphlets and
other printed literature are among the most expressions of country‘s culture. As shown on the
result of the organization offer freely printed literature to customer 53% of the respondents
agreed to this fact. The guest enjoyed eating native foods particularly of ethnic nature. Hotels
made a favorable impression as they complimented the foods being served to the guest. From the
result for hotel featured local food and drinks with an explanation on the menu showed that 47%
of the respondents agreed to this idea.

54
5.1.4 COMMUNICATION STYLES
From information on the staff allow me finish speaking before they speak, it is clear that the
customer were pleased with the mannerism of the staff. 50% of the respondents agreed to this
fact on the staff allow me finish speaking before they speak. While 39% of the respondents
strongly agreed that the staff paid patience when speaking to customers. From the result, it is
clear that the staff thoughtful and respectful in conversation impressed customer very much. 75%
consents to this because staff portrayed maturity and confidence when talking to customers. The
researcher found out that the staff addressed customer as please, excuse or would you mind sir
/madam. 60% of the respondents agreed to this fact because you would never get a second
chance to make a first impression. According to results for the staff get to point quickly when
talking to me aspect, 67% of the respondents agreed to this idea because what was promised was
done in a timely manner to avoid customer being frustrated and unhappy. On the staff volume of
speech loud aspect, 58% of the respondents agreed that were affected with loudness of volume of
speech which compromised service delivery.
5.1.5 GROWTH OF HOSPITALITY INDUSTRY
From the result for the organization had enough employees to meet my needs, 47% of the
respondents agreed to this fact because service was always prompt. While 39% of the
respondents strongly agreed to this idea. On the establishment priotized my privacy, 61% of the
respondents agreed because of the secret codes given to each guest checking in. From the
information on the organization staff portrayed service friendliness, 67% of the respondents
agreed because staff showed customer to table, seated the customer, opened and placed napkin,
offered water to the guest and explained food and beverage items to customers. According to
result for the establishment provided good prices on food items, 47% of the respondents agreed
to this fact because other organization charged a higher price, a technique that made the
establishment had a competitive edge in the market. As shown on the result of the establishment
had clean physical property, 45% of the respondents agreed because the hotel compound was so
clean, swimming environment was free from litters and chairs within the swimming pool were
also clean. From the result for the staff provided unique service to me, 53% of the respondents
agreed to this fact because customer were provided with warm water to wash their hands and a

55
welcoming message printed on paper and placed on the table. The researcher also found that the
establishment had increased security measures, 58% of the respondents agreed to this fact
because there was cctv all over the building, watchmen patrol was also witnessed and uniform
policemen were seen around. As shown on the result of the organization had a property security
program, 58% of the respondents agreed to this idea because there was fire assembling area, exit
roots, fire extinguishers and warnings to areas perceived dangerous to customers. From the result
for the organization used advanced software communication tools to allow operation efficiency,
36% of the respondents agreed to this fact because there was wave lp system which sent security
alerts at a very high speed. While 19% of the respondents were neutral because to them seeing is
believing. As shown on the result on the organization had other branches, 53% of the
respondents agreed to this idea because there were a number of similar chains of hotels with the
same brand name within the town.
5.2 CONCLUSION
This section discussed generalization of findings that the researcher drew from the discussion
above. The aspects of study discussed in researcher were: values and beliefs, social- cultural
aspects, communication styles and the growth of hospitality industry. The increased competitive
world economy and rapid changes in demographic trends and labor structure posed great
challenges to management in hospitality industry. Understanding and managing diversity had
thus become important to the contemporary to hospitality industry, to seal through in this
competitive world economy the hospitality industry had better understand the values and beliefs
of the customer a cross the world by staff being honest and respectful to customer, friendly and
social, compliant and respectful to customer, always polite and speak in soft voice to customer
and finally follow certain rules when handling customer problems.
Social-cultural aspects in hospitality industry were of great importance because it brought great
opportunities and benefits to the company. From the study findings, all indication points out that
companies and employees with high intercultural sensitivity scored high in terms of service
attentiveness, revenue contribution, interpersonal skills, job satisfaction and social satisfaction
through hotel displaying local art and craft within the establishment, the establishment playing
local music for the customer to enjoy, the hotel selling local fresh produced food item, the

EFFECTS OF CULTURAL DIVERSITY ON GROWTH OF HOSPITALITY INDUSTRY

EFFECTS OF CULTURAL DIVERSITY ON GROWTH OF HOSPITALITY INDUSTRY

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