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 .

iii

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.

iv

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.

v

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

vi

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

vii

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

ix

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

xi

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).

1

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).

2

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

3

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.

5

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

6

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

7

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.

10

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

27

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

56

organization offering freely printed literature to customer and the hotel featuring local foods and

drinks with an explanation on the menu.

Breakdowns in communication could be a leading cause of conflict, and communication skills

are important to develop effective conflict solutions and negotiations. Therefore conflicts could

arise through misunderstanding or lack of communication and whenever conflict exists there will

be countless problems with an organization. It highly encouraged to develop effective

intercultural communication skills among the staff members as a key to their success by allowing

the customer finish speaking before they speak, the staff being thoughtful and respectful in

conversation, address customer as please, excuse me or would you mind sir or madam, getting to

the point quickly when talking to customer and maintain a good volume of speech.

The growth of the hospitality industry was contributed by many aspects as mentioned by the

respondents. These aspects were; the organization having enough employees to meet customer

needs, the establishment priotizing customer privacy, the organization staff portraying service

friendliness, the establishment providing good prices on food items, the having clean physical

property, staff providing unique services to customer. The establishment having increased

security measures, the organization having a property security program, the hotel using advanced

software communication tools to allow operation efficiency and the organization having other

branches.

5.3 RECOMMANDATION

Adopt an Employee Relationship Management System

Initiate a Diversity Management Training Program

Overcome the Stereotypes and Increase Fairness

Staff should be well equipped with interpersonal skills

The organization should have integrated security program

The organization should be encouraged to portray their local art and craft

The hotels should feature local foods and drinks on the menu with an explanation

Fund cultural activities in the country to encourage development and preservation of this cultures

Make use of traditional entertainment groups in tourist programmes

Establish hotel properties in culturally rich region.

57

AREA FOR FURTHER RESERCH

Research should be carried out on impact of service quality on sales volume.

Research should be carried on employee‘s performance and customer satisfaction.

Research should be carried out on impacts of high labor turnover in hospitality industry.

58

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62

APPENDICES

APPENDIX 1: QUESTIONNAIRE

Dear sir /madam,

I am a student in the department of hotel and hospitality; Moi University, Eldoret, carrying out a

research on ―effects of service quality on the growth of hotel in hospitality industry‖ in Eldoret

town Uasin Gishu county. I wish to kindly request your voluntary participation in the study by

providing information requested below. I appreciate your participation and your responses will

be confidential and will be used only for the purpose of this study.

Thanks.

SECTION A: DEMOGRAPHIC INFORMATION

( Tick where applicable)

1. What is your gender

male ( ) female ( )

2. What is your age?

18- 30 years ( ) 31- 40 years ( ) 41- 50 years ( ) 51- 60 years ( ) Over 60 years ( )

3. What is your marital status?

Single ( ) married ( ) separated ( ) Divorce ( ) Widowed ( )

4. What is your level of education?

Primary ( ) Secondary ( ) Tertiary ( ) None ( )

5. What is your religion?

Christian ( ) Muslim ( ) Traditional ( ) None ( )

63

SECTION B: VALUES AND BELIEFS

6. (a) The following are the statements about the values and beliefs of cultural diversity

experienced in this hotel. Using 5-level point likert scale given, indicate the extent to which you

agree with the statement in the table below. (1=strongly disagree, 2=disagree, 3=neutral, 4=agree

and 5=strongly agree).Tick where appropriate.

Statement 1 2 3 4 5

B1 The staff honest and responsible to me

B2 The staff friendly and social to me

B3 The staff compliant and respectful to me

B4 The staff always polite and speak in soft voice to me

B5 The staff follow certain rules when handling my problems

(b) Please indicate any other aspects of values and beliefs that you think are

inherent in this organization.

64

SECTION C: SOCIAL-CULTURAL ASPECTS

7. (a) The following are statements about the social- cultural aspects of cultural diversity

experienced in this hotel. Using 5-level likert scale given, indicate the extent to which you agree

with the statement in the table below. (1=strongly disagree, 2=disagree, 3=neutral, 4=agree and

5=strongly agree. Tick where appropriate).

Statement 1

2

3

4

5

C1 The hotel display local art and craft within the premises

C2 The establishment play local music for me to enjoy

C3 The hotel sells local fresh produced food items

C4 The organization offers freely printed literature to me

C5 The hotel features local foods and drinks with explanation on

the menu

(b)Please indicate any other aspects of social-cultural aspects that you think are inherent in this

organization.

SECTION D: COMMUNICATION STYLES

8. (a) The following are statements about the communication styles of cultural diversity

experienced in this hotel. Using 5-level likert scale given, indicate the extent to which you agree

with the statement in the table below. (1=strongly disagree, 2=disagree, 3=neutral, 4=agree and

5=strongly agree. Tick where appropriate).

Statement 1 2 3 4 5

D1 The staff allow me finish speaking before they speak

D2 The staff thoughtful and respectful in conversation

D3 The staff addresses me as please, excuse me or would you mind

sir or madam

D4 The staff get to point quickly when talking to me

D5 The staff volume of speech loud

65

(b) Please indicate any other aspects of communication styles that you think are inherent in this

organization.

SECTION E: GROWTH OF HOSPITLITY INDUSTRY

10. (a) The following are statements about the growth of hospitality industry. Using 5-likert scale

given, indicate the extent to which you agree with the statement in the table below. (1=strongly

disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree. Tick where appropriate).

Statement 1 2 3 4 5

E1 The organization has enough employees to meet my needs

E2 The establishment priotize my privacy

E3 The organization staff portray service friendliness

E4 The establishment provides good prices on food items

E5 The establishment has clean physical property

E6 The staff provides unique services to me

E7 This establishment has increased security measures

E8 The organization has a property security program

E9 The hotel use advanced software communication tools to

allow operation efficiency

E10 The organization has other branches

(b) Please indicate any other aspects of growth of the hospitality industry that you think are

inherent in this organization.

effects of cultural diversity on growth of hospitality industry

Documents