This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.

2. DTR 6012
CULTURAL DIVERSITY
TOPIC 1
INTRODUCTION TO CULTURAL DIVERSITY

3. COURSE LEARNING
OUTCOME
Explain the concept of cultural diversity and workplace diversity
in tourism and hospitality industry
Discuss about the management and issues of cultural diversity in
tourism and hospitality industry
Study the impact on cultural diversity in tourism and hospitality
industry

4. What you can realize
from this photo?

5. What you can
realize
from this photo?

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

8. CULTURAL DIVERSITY
CULTURE
• “The set of common beliefs and practices
that a person shares with a group” (robins
et al., 2006)
• The values, beliefs, attitudes, languages,
symbols, rituals, behaviors and customs
unique to a particular group of people and
that are passed down from generation to
generation
• Cultural identity is how people recognize
where they belong
DIVERSITY
• “Diversity” relates to individuals and
groups with different socioeconomic
backgrounds and physical capabilities
who engage in a variety of languages
• People of all ages, genders, races,
ethnicity and sexual orientation

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

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

13. CULTURAL DIVERSITY
IN TOURISM & HOSPITALITY
PEOPLE
TRAVEL
AROUND
THE WORLD
Advanced of
computer
technology
Efficient
communication
system
Transportation
(budget – high
class)
Easy to book
accommodation

14. CULTURAL DIVERSITY IN
TOURISM & HOSPITALITY
•Tourism and hospitality organizations will work in very
complex multicultural tourism environment.
•They must understand the perception of culture and the
role of national culture and how impact to tourist
behavior.
•The organization responsible to reduce gap of cultural
distance in workplace.

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

16. UNDERSTANDING TYPES OF
CULTURE:
CORPORATE CULTURE

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

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

19. 5 EXAMPLES
OF COMPANIES
WITH FANTASTIC
CULTURES

20. 1. ZAPPOS
• Cultural fit interview
• Shoes that it sells online
• Zappos hires according to cultural fit first and
foremost
• New employees are offered $2,000 to quit after the
first week of training if they decide the job isn’t
for them.
• This promotes the culture and happy employees, which
ultimately leads to happy customers.

22. 2. WARBY PARKER
• Has been making and selling prescription
glasses online since 2010
• Designs its own glasses, and sells directly to
customers, cutting out the middleman and
keeping prices low.
• “Culture crushes,” - means that team have a
positive culture is on the forefront, setting up
fun lunches, events and programs
• Make sure the entire team works well together
by insisting everyone helps keep break areas
clean or sending random employees out to
lunch together.

23. 3. TWITTER
• Culture- workers rave
• Rooftop meetings, friendly
coworkers and a team-oriented
environment
• Employees of twitter can also
expect free meals at the san
francisco headquarters,
• Along with yoga classes and
unlimited vacations for some

24. • Twitter team decided that san francisco was to
remain the place they call home, and moved into
office space at 1355 market street, market square.

25. 4.
•Free meals,
•Employee trips and parties,
•Financial bonuses,
• Open presentations by high-level executives,
•Gyms,
• A dog-friendly environment and so on.

26. Google office at London
headquarters in Victoria

27. Google at
Tokyo,
Japan

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

30. UNDERSTANDING TYPES OF
CULTURE:
REGIONAL CULTURE

33. REGIONAL CULTURE
• “ In anthropology and geography a cultural
region, cultural sphere and cultural area”
•These are often associated with an
ethnolinguistic group and the territory it
inhabits

34. REGIONAL CULTURE
• Culture region is an area inhabited by people who have one
or more cultural traits in common, such as language,
religion, or system of livelihood.
• It is an area that is relatively homogeneous with regard
to one or more cultural traits.
• The geographer who identifies a formal culture region must
locate cultural borders. Because cultures overlap and mix,
such boundaries are rarely sharp, even if only a single
cultural trait is mapped

35. WORLD
7 Continents And 5 Ocean

36. EXPLAIN CULTURE
DIFFRERENCES BETWEEN
JOHOREAN AND
KELANTANESE.
- Language
- Food
- ‘Customs (‘adat’)
- Religion
- Economic activity
- Parenting style

37. DISCUSS CULTURE ACTIVITY FOR ANTARCTICA
PEOPLE

38. UNDERSTANDING TYPES OF
CULTURE:
CULTURE OF VARIOUS
SOCIO ECONOMIC

39. CULTURE OF VARIOUS SOCIO-ECONOMIC
GROUPS
•Socioeconomic status (SES) is an economic and
sociological combined total measure of a person's
work experience and of an individual's or family's
economic and social position in relation to others,
based on income, education, and occupation
•Socioeconomic diversity has a mix of
people/staff/students from different income levels,
social backgrounds, and in some cases, racial and
ethnic backgrounds

40. Socio-economic
differences

44. CULTURE OF VARIOUS SOCIO-
ECONOMIC GROUPS
• Socio-economic group
refers to a person's
position in society's
structural and functional
systems.
• Its involved an activity,
occupation,
occupational status and
industry.
Can be classified
according to
socio-economic
group:
Upper level
Medium level
Lower level
Poor

45. SOCIAL CLASS refers to a group of people with similar
levels of wealth, influence, and status. Sociologists
typically use three methods to determine social class:
• The lower class
• Poverty, homelessness, and unemployment
• Suffer from lack of medical care, adequate housing and food, decent
clothing, safety
• The working class
• Those minimally educated people who engage in “manual labor” with
little or no prestige.
• Unskilled workers - dishwashers, cashiers, maids, and waitresses
• Skilled workers in this class - carpenters, plumbers, and electrician

46. •The middle class
• Lower middle class - less educated people with lower incomes, such as
managers, small business owners, teachers.
• Upper middle class is - highly educated business and professional
people with high incomes, such as doctors, lawyers, stockbrokers, and
CEO’s
•The upper class
• The lower‐upper class - those with “new money,” or money made from
investments, business ventures, and so forth.
• The upper‐upper class - those aristocratic and “high‐society” families
with “old money” who have been rich for generations. More prestigious
than the lower‐upper class

48. Titanic: true love stories between lower class and upper class.

49. Social Pyramid Of Ancient Egypt

50. EXAMPLE: SOCIO ECONOMIC
DIVERSITY AT SCHOOL
• Upper-income families - send
their children to private
schools because they view the
education and security as
superior to that of public
schools.
• Medium or lower income – send
their kids to public school.

51. • Recent study found that an institution with a
socioeconomically diverse student body has more
frequent interactions across class, which in turn are
associated with higher levels of cross-racial
interactions and engagement in diversity-related
activities overall.

52. UNDERSTANDING TYPES OF
CULTURE:
CULTURE OF VARIOUS AGE GROUPS

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

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

66. THE CHALLENGING IN CULTURAL
DIVERSITY IN WORKPLACE
PLEASE DISCUSS THE CHALLENGING
THAT MAY BE HAPPEN IN WORKPLACE
THAT HAVE CULTURAL DIVERSITY..

67. THANK YOU.
MDM RUMIZI BT ABD MANAF