This dissertation increases our insight into the role of the service employee’s intercultural competences in the service to culturally diverse customers. Investigating the effect of the intercultural competences of service employees is of major importance because, as a consequence of globalization, the number of intercultural service encounters has increased dramatically and still does. The delivery of service to a culturally diverse customer-base requires a combination of knowledge, skills and attitude; the intercultural competences (also known as Global Mindset). In this study the hotel sector has been investigated specifically. The hotel sector is an important economic player that continues to grow inspite of economic downturn. The special characteristics of hotel services make the sector also very suitable for the research of face-to-face encounters in an international context. In this dissertation, a holistic approach has been chosen, meaning that in the four empirical studies not only the perspective of the manager, but also that of the employee and the customer was investigated. All three of the above-mentioned are actors in intercultural service according to the argumentation of the ‘service-profit chain’ (Heskett, Jones, et al., 1994). Together, the manager, employee and the customer form the so-called ‘service triangle’ (Bitner, 1990).
Bachelor students of Hotel Management School Maastricht, part of Zuyd University of Applied Sciences in the Netherlands, start their educational program with a semester of orientation on Hotel Operations in theory and practice. The teaching staff was curious about students’ perception of what they learn during their duty in the Teaching Hotel Château Bethlehem. Students were interviewed about the learning environment, the coaching and their learning outcomes. The interview findings gave insight in different unexpected and subconscious learning outcomes together with the conditions under which they occur during practice-based learning. Findings were presented to the teaching staff during a work conference. The entire team emphasised the value of the research method for fine-tuning students’ learning outcomes.
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The project is a field study for several diverse hotel chains, including individual properties operated under the Marriott brand, Postillion Hotels. Each brand has unique values, missions, and visions. Therefore, this integration will lead to the development of company-specific sustainability strategies and processes. The study will use the model of levers of control to provide such tailor-made solutions and determine if a generic approach can be developed to match a corporate sustainability strategy with a corporate strategy and develop a supporting management control system for operationalizing the sustainability strategy. Research question: How can a hotel brand formulate and implement a sustainability strategy with a supporting management control system that not only complies with the new CSRD (Corporate Sustainability Reporting Directive) legislation but also emphasizes the creation of substantial value in financial and ESG (Environmental, Social, and Governance) aspects, based on double materiality, in line with the organization's corporate values and beliefs? Objective The aim is to develop a validated method, including tools, that hotels can use to create a sustainability strategy in line with the CSRD guidelines. This strategy should create value for the organization, the environment, and society, while aligning with the hotel's values and beliefs. Merely being compliant with the CSRD is not enough for hotels. Instead, they should view the implementation of the CSRD as an opportunity to stand out in terms of sustainability. By creating value in areas such as environment, safety, and governance, or through the six capitals (financial, manufactured, intellectual, human, social and relationship, and natural) that align with the UN-SDGs, and explicitly taking both an inside-out and an outside in perspective (double materiality), hotels can significantly enhance their sustainability reputation.
Despite Dutch Hospitality industry’s significant economic value, employers struggle to attract and retain early career professionals at a time when tourism is forecasted to grow exponentially (Ruël, 2018). Universally, hospitality management graduates are shunning hospitality careers preferring other career paths; stimulating the Dutch Hospitality to find innovative ways of attracting and retaining early career professionals. Following calls from the Human Resource Management (HRM) community (Ehnert, 2009), we attribute this trend to personnel being depicted as rentable resources, driving profit’’ often at personal expense. For example, hotels primarily employ immigrants and students for a minimum wage suppressing salaries of local talent (Kusluvan, et al 2010, O’Relly and Pfeffer, 2010). Similarly, flattening organizational structures have eliminated management positions, placing responsibility on inexperienced shoulders, with vacancies commonly filled by pressured employees accepting unpaid overtime jeopardizing their work life balance (Davidson, et al 2010,). These HRM practices fuel attrition by exposing early career professionals to burnout (Baum et al, 2016, Goh et al, 2015, Deery and Jog, 2009). Collectively this has eroded the industry’s employer brand, now characterized by unsocial working hours, poor compensation, limited career opportunities, low professional standing, high turnover and substance abuse (Mooney et al, 2016, Gehrels and de Looij, 2011). In contrast, Sustainable HRM “enables an organizational goal achievement while simultaneously reproducing the human resource base over a long-lasting calendar time (Ehnert, 2009, p. 74).” Hence, to overcome this barrier we suggest embracing the ROC framework (Prins et al, 2014), which (R)espects internal stakeholders, embraces an (O)pen HRM approach while ensuring (C)ontinuity of economic and societal sustainability which could overcome this barrier. Accordingly, we will employ field research, narrative discourse, survey analysis and quarterly workshops with industry partners, employees, union representatives, hotel school students to develop sustainable HRM practices attracting and retaining career professionals to pursue Dutch hospitality careers.
Gender barriers are a complex problem, as they are created and maintained by multiple dimensions of our societal system; governments, the corporate world, and by society itself. Within the hospitality industry, one of the most people-oriented sectors there is, gender barriers are especially a problem. Although there is equality amongst the entire Dutch hospitality sector in general (48.2% women, (CBS, 2022)), only 17% of top-management positions within the 5 largest hotel-chains in the country are occupied by women (Hampshire Hotel Group, 2022; Accor Group, 2022; van der Valk International, 2022; NH Hotels, 2022; NIBC, 2022). With the hospitality industry revolving around people and experiences, it is of utmost importance that it represents the actual world-population and society. In order to address the current challenges the industry is facing, it is time to face the elephant in the room; why don’t women get included in top and senior management within the hospitality industry as much as men do? This trajectory aims to identify where gender barriers occur within the Dutch hospitality industry and accordingly develop, and test interventions (enablers) together with two of the largest hotel-chains in the Netherlands, in order to improve women career advancement. The first phases of the trajectory will focus on the entire Dutch hotel sector, while the intervention phase will only be executed in collaboration with NH Hotels and IHG. The final phase of the trajectory will explore the implications of the findings from the industry to hospitality management education. By enabling more women to advance their hospitality careers, this will have a large impact on the industry’s sustainability and resilience, and again positively impact wider society.
