CASE STUDY

An investigation on the management in the communication between different cultural workforce: a case study on Balmoral Hotel/ Event Company

Leo TANG

A dissertation submitted in partial fulfilment of the requirements of the Degree of Bachelor of Arts with Honors in Hospitality and Event Management

Abstract

Over the last decade, organisational communication has attracted growing academic interest. Focuses on organisational communication within multi-unit organisations in order to understand better the strategy implementation process from a communication perspective. Balmoral hotel hotel chains were investigated, all Balmoral chains with diversified business portfolios, and which were in the process of implementing a strategic initiative. The findings show that effective communication is a primary requirement of effective implementation but it does not guarantee the effectiveness of implementation. In this paper we present an approach to the evaluation of hotel banqueting service quality. The proposed model stems from the need to provide hotel event or banqueting management with a diagnostic tool to evaluate and control the service quality from the customer satisfaction perspective. In order to manage a service & its main quality `elements' need to be evaluated, identifying suitable standards of comparison and verifying that the quality requirements are fulfilled. The quality elements of the banqueting service can be classicfied into different categories. So the proposed model evaluates the contribution of each category to the balmoral hotel banqueting service quality level by identifying the logical structures which represent the relationships between them (the categories) and customer satisfaction.

Table of Content

ABSTRACTII

CHAPTER 01: INTRODUCTION1

Background of the Hotel/ Event company1

Aim and Objectives2

Aim2

Objectives2

CHAPTER 02: LITERATURE REVIEW4

Introduction4

Cultural diversity4

Hofstede's cultural dimension theory5

Individualism versus collectivism:5

Masculinity versus femininity:5

Power Distance:6

Uncertainly Avoidance:6

Long-term Orientation versus Short-term Orientation:6

Corporate Culture7

The family culture:7

The Eiffel Tower culture:7

The guided missile culture:8

The incubator culture:8

Communication8

Chapter Summary:9

CHAPTER 03: METHODOLOGY10

Introduction10

Proposed Study Design10

Research Philosophies11

Research Approaches & Choices12

Research Strategies13

Data Analysis14

Time Horizon15

Research Techniques and procedures16

Secondary Research:16

Primary Research:17

1.Questionnaires:17

2.Semi-structured face-to-face interview:18

Chapter Summary18

CHAPTER 04: FINDING AND ANALYSIS21

Structural arrangements23

Selection and development of key roles25

Customer focussed goals29

Planning and control30

Partnering and networking31

Internal and external communication32

Achieving consistent standards33

Strategic workforce management34

Cash flow and performance measurement34

Barriers to implementing best practices35

Changing demand36

Limited resources37

Lack of skilled labour39

Lifestyle41

Lack of competitive benchmarking (internal and external market intelligence)43

Location44

Discussion46

CHAPTER 05: CONCLUSION AND RECOMMENDATIONS49

REFERENCES:52

JOURNAL REFERENCES55

BIBLIOGRAPHY57

CHAPTER 01: INTRODUCTION

Background of the Hotel/ Event company

The Balmoral is situated in the heart of Edinburgh and has easy transport links. Edinburgh Airport is just eight miles west from The Balmoral and the journey takes approximately 25 minutes by car - click here for directions. To enhance your stay at The Balmoral, the hotel has several luxury chauffeured vehicles that are available for transfers to and from the airport. Booking is available via the hotel Concierge Department, or by clicking here.

The Balmoral is also conveniently located next to Edinburgh's Waverley Station. Jim Milne, is the Chairman and one of the Managing Director of the Balmoral group. Another of Aberdeen's emblematic entrepreneurs is Jim Milne, founder of the diversified Balmoral Group. Through the subsidiary Balmoral Offshore Engineering (BOE), Milne started providing buoyancy and elastomer products and services to the oil and gas industry over two decades ago. However, the industry's latest downturn in the late ...