Intercultural Competence Report

NTRODUCTION

The term intercultural competences refer to ability to respect and understand each other's cultural barriers. Intercultural competencies are important for critical success of multinational or intercultural endeavour. Attitude, knowledge, skills, external and internal outcomes are the key components of intercultural competencies (Li, 2020). This report is based on ‘' Diversity Hotel& spa in London which is five-star hotel of UK. The hotel chain has recently expanded overseas and the general manager is due a visit to the new hotel of Spain. In this report, there will be discussion about cultural overview, country analysis of the Spain.

MAIN BODY

TASK

Cultural overview 

Cultural and customs overview

Spain has warm and vibrant culture, people are expressive, loving and passionate. The culture of the country is highly influences by the its western origin.  People in the Spanish culture live life for the fullest and they appreciate the world around them. In addition to this, business cultures are very hierarchical (Arghode, Lakshmanan, and Mafoko, 2022). Business culture in Spain is characterised by business etiquettes, business communication, business communication and student's placements. Spain has highest number of restaurants and bars per person in the world.  Around 95% of people in Spanish are Catholic and remaining 5% follow Islam. People greet each other's when entering any specific place (Smith, and Mar-Molinero, 2020). Spaniards use exaggerated facial expressions and hand gestures while meeting with someone Making eye contact is consider as important and maintained longer as compare to other cultures (López-Bonilla, and López-Bonilla, 2021). In addition to this, the Spanish dinners and lunches times are later as compare to other countries. The Spanish siesta is country's well-known traditions. Get best assignment Samples for free at Instant assignment.

Country analysis

A country analysis is a diagnostic tool which provides general managers with a process to understand a Spain's business environment by gaining proper information about its cultures. Pepper analysis of country can be effective for the managers of the company in taking their steps for future business operations (Talón-Ballestero,  and et.al, 2023). GLOBE Project is considered as one of the most effective tool which enable's managers to have proper ideas about the international market like Spain.  

GLOBE project

The global leadership organisational behaviour effectiveness project provides managers a lens through which they can able to perform better in the international environment. According to this framework, there are two unique dimensions like humane orientation and performance orientation (Song, Park,  and Kim,  2020). Application of this model can be effective for the general managers of Diversity Hotel& spa to have proper idea about the culture of Spain.

• Humane orientation:This dimension reflects the degree to which being friendly, altruistic, fair and generous caring to others is rewarded and encouraged by members. The general manager of Diversity Hotel& spa, needs to be fair, friendly and show care towards the members and human capital of the new hotel in Spain in order to carry the new business operations properly and smoothly(Khurana, Ghura, and Dutta, 2021). Providing financial and non-financial incentives can be effective for the managers in obtaining positive inputs from the members towards the goal of the business.
• Performance orientation:This dimension of GLOBE projects indicates the degree to which the high standards, innovation and excellent performance are rewarded and encouraged. It would be important for the general manger of Diversity Hotel& spa to invest in training and development of the employees in order to promote performance improvements (Falahat, Soto-Acosta, and Ramayah, 2022).  Providing employees necessary education related to the different fields of hotel such as housekeeping, financial accounting, kitchen, front office, marketing, sales, human resource and food industry. In addition to this, providing information and training related to the cultures and values of the Spain would be one of the most important part of the functioning in order to carry operations in Spain (Nam,  and Park, 2019).

Importance of cultural intelligence and sensitivity for hotel industry

Cultural intelligence and sensitivity would be important for the Diversity Hotel& spa as it leads customers and employees comforts- increase guest satisfaction, retention and repeat business (Afsar, and et.al, 2020). The human resources of the Diversity Hotel& spa need to adopt good communication styles, values, belief of the people of Spain. In addition to this, general manager need to focus on respecting values and beliefs of the employees in order to create value for them. Are you looking for paper help in UK. We provide best paper writing services in uk.

Conclusion 

From the above report, it has been analysed that it is important for the business managers to have good idea about the culture of the different countries in order to grab any opportunities of future operations. Proper country analysis must be performed by the mangers with the help of GLOBE Project before taking their steps into the market. Through application of GLOBE project, managers can able to know about the two main dimensions such as human orientation and performance orientation. In the end of the report, different recommendations have been provided related to the county analysis.

Recommendations 

• The general manager must focus on carrying their business functionalities in accordance with the needs of the customers.
• Proper cultural analysis must be performed by taking help of GLOBE project and its tow main dimensions such as humane and performance orientation.
• They should provide training and development to the workforce about the different departments of the organisations and also regarding the customers values, beliefs and interest so that they can create value for their customers.
• All new business should be employee centred and customer centred so that good success and growth can be obtain in the new business environment.

Related Sample - Cross Cultural Management

REFERENCES:

Books and Journals

• Afsar, B., and et.al, 2020. Cultural intelligence and innovative work behavior: the role of work engagement and interpersonal trust. European Journal of Innovation Management, 24(4), pp.1082-1109.
• Arghode, V., Lakshmanan, G. and Nafukho, F.M., 2022. Emotional intelligence, intercultural competence and online instruction: Review and reflection. European Journal of Training and Development, (ahead-of-print).
• Falahat, M., Soto-Acosta, P. and Ramayah, T., 2022. Analysing the importance of international knowledge, orientation, networking and commitment as entrepreneurial culture and market orientation in gaining competitive advantage and international performance. International Marketing Review, 39(3), pp.463-481.
• Khurana, I., Ghura, A.S. and Dutta, D.K., 2021. The influence of religion on the humane orientation of entrepreneurs. Journal of Small Business Management, 59(3), pp.417-442.
• Li, M., 2020. An examination of two major constructs of cross-cultural competence: Cultural intelligence and intercultural competence. Personality and individual differences, 164, p.110105.
• López-Bonilla, J.M. and López-Bonilla, L.M., 2021. Leading disciplines in tourism and hospitality research: a bibliometric analysis in Spain. Current issues in tourism, 24(13), pp.1880-1896.
• Nam, K.A. and Park, S., 2019. Factors influencing job performance: organizational learning culture, cultural intelligence, and transformational leadership. Performance Improvement Quarterly, 32(2), pp.137-158.
• Smith, A. and Mar-Molinero, C., 2020. The myths and realities of nation-building in the Iberian Peninsula. In Nationalism and the nation in the Iberian Peninsula (pp. 1-30). Routledge.
• Song, C., Park, K.M. and Kim, Y., 2020. Socio-cultural factors explaining technology-based entrepreneurial activity: Direct and indirect role of social security. Technology in society, 61, p.101246.
• Talón-Ballestero, P., and et.al, 2023. A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis. International Marketing Review, (ahead-of-print).

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