2nd Assignment

Students should select a real tourism/hospitality/events company that operates in UK. Then

they should focus on sociocultural or socioeconomic issue that, according to their opinion,

may have an impact on the selected company in the foreseeable future.

University of Sunderland

Department of Tourism, hospitality and Events

Faculty of Business & Law

Module: Tourism concepts and issues

Module Leader: Dr Nikolaos Pappas

Student Name: Stavros Siderakis

Student ID: bh08ot

Student card number: 169026754

Student email: bh08ot@student.sunderland.ac.uk

Student mobile phone: 07784525561

Word count: 4374

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Contexts

Introduction..................................................................................................3

A description of the Marriott Hotel company..............................................3

What is a sociocultural issue concerning tourism?......................................5

A description of a specific sociocultural issue.............................................7

How a sociocultural issue affects the local-hosts.........................................9

How the sociocultural issues may affect the tourists-consumers.................9

Recommendations to minimise the impacts of this issue in order to

achieve further development .......................................................................11

Conclusion....................................................................................................12

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Introduction

This assignment discusses the pattern of development of an existing tourism/hospitality or

events industry that operates in the United Kingdom. Focusing on a specific sociocultural or

socioeconomic issue, students should find out the foreseeable impacts on the selected

corporation. Consequently, the selection of Marriot International Inc, global hospitality

company, being a large and a considerable corporation that operates in the UK, gives the

potentiality to analyse its activity so as to predict how an issue can affect its short-term

future. Furthermore, it was preferred to focus on a sociocultural issue because it is an

opportunity to understand that apart from socioeconomic problems, each society faces

challenges concerning its structure, the preservation of culture and generally, the interaction

between people who constitute it. Usually, a specific issue is possible to cause both

sociocultural and socioeconomic impacts on society and on the organisation as well. For

example, the existence of recession in the market will reduce the revenue of a business but

also it will worsen the quality of life of the people, as they will not be able to satisfy all their

needs. However, it was chosen the analysis of this matter from a sociocultural aspect because

in general it is given higher importance to the socioeconomic impacts in our lives and less to

the sociocultural impacts. This is because the economic impacts can easily be measured and

evaluated, as opposed to the sociocultural impacts, so, you can know the economic cost or the

loss caused by an issue but it is difficult to measure how this issue can affect people's lives.

Therefore, it is preferable to evaluate this issue from a different aspect. The selected issue is

the Terrorism. On this assignment, it is analyzed how terrorism can affect the operation and

the consumers of a specific company. In conclusion, some recommendations on how this

company can face the impacts of this issue so as to strengthen its position to the market.

A description of the Marriott International Inc company

As reported by the Marriott Hotel official site (Marriott, 2017), in 1927 J. Willard Marriott

and his wife, Alice Sheets Marriott, created a A&W root beer stand in Washington.

According with the same source, during the next years, this business was growing constantly.

Willard Marriott added many food and drinks to their menu, with the aim to satisfying the

increasing demands of the market. In 1957, he decided to make shift into the hotel business

and that defined the huge development of his business because now, Marriott Hotel is one of

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the most successful companies in the domain of hospitality with many hotels all over the

world. Specifically, there are almost 6000 hotels in 120 countries and 30 distinct brands so as

to attract a larger niche of the market (Marriott, 2017). In order to be accepted by all these

countries, Marriott Hotel company has valued diversity embracing differences so as to

survive in these new markets, but in any case, the employees of this company try to be loyal

on the five core values that constitute its culture (Marriott, 2017). The core values are the

beliefs and characteristics of this company and its attitude towards its environment.

According to the Marriott Hotel principles, it is paramount important not to deviate from

these values because they define the future of the company without forgetting the past. These

values include, to Put People First-especially empowering people with disabilities, to Pursue

Excellence, to Embrace Change, to Act with Integrity and Serve Our World. Apparently, it is

an undeniable fact that the entire Marriot International Inc corporation try to achieve further

development by staying loyal to these core values. This is very important because Marriott

educates its staff to be loyal on these values and as a result this company creates a strong

social profile by demonstrating its social sensitivities.

Another matter that support this claim is that Marriott Hotel company main aim is to satisfy

its employs and that clearly illustrated by J.W. Marriott’s founding philosophy which is

“Take care of the associates, the associates will take care of the guests, and the guests will

come back again and again.” (Gallagher, 2015). Additionally, it is significant to be referred

the participation of this company in many charitable actions including SOS Children’s

Villages in Continental Europe and The Prince’s Trust Fairbridge program in the United

Kingdom, as reported by (Marriott, 2017). All these actions depict that this company has

succeeded to create a strong social profile. So, it is obvious that there are some main factors

that constitute the relation between this company and its environment and these factors shape

the culture of the whole organisation.

Apart from all these factors, Marriott Hotel, as a considerable hospitality company, should

constantly be looking for issues that occur in its environment and may have an impact on it,

in order to face the threats or to maximize the opportunities that these issues might cause.

For instance, Marriott should become conscious that the increased ageing population

(Thanopoulos, 2013), means that progressively more elderly persons have more free time in

order to visit new destinations. In this case, the corporation can create a friendlier

environment to attract this group of community. Consequently, there is a sociocultural issue

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(ageing population) and the impact of it on the company (how this company should react in

order to take advantage of it).

Another example worthy to be mentioned is that any capitalist society like the UK faces the

challenge of the social stratification (Shavitt, Jiang and Cho, 2016). This means that, there is

social inequality between wealthy and underprivileged persons in this competitive society,

and every enterprise desires to attract visitors from as many classes as possible. Focusing on

solutions, Marriott Hotel organisation has created different brands and prices in order to

attract both the medium and the high classes of the social stratification. It is obvious that this

is another sociocultural issue and the company tries to apply different mean in order to deal

with it.

It is given these examples so as to understand better the relation between a sociocultural issue

and the company. If a specific company can predict the consequences from an issue, then this

company gain a comparative advantage against its competitors because this company will be

able to react on time and avoid these consequences. As previously stated, in the United

Kingdom, there are 70 hotels owned and administrated by the Marriot International Inc.

where each and one of them try to adjust its operation according to the demands of the local

market without deviating from the five core values and the founding philosophy (Marriott,

2017). Based on these factors, this assignment makes clear how a sociocultural issue like

terrorism has an impact on this colossal company and its environment. It also seeks to analyse

on how the corporation in question would take advantage of the threats so as to strengthen its

position in the local market.

What is a sociocultural issue concerning tourism?

Before analysing a specific sociocultural issue like terrorism, it is necessary to understand

what does sociocultural issue mean and the importance and significance of it. A sociocultural

issue is any problem or condition that happens in a society or general in the world and has an

impact on the sociocultural environment and the people that constitute this society

(Reference, 2017). Any company have to deal with any issue affecting its sociocultural

environment and especially for a tourism related business, these issues have impacts on the

visitors and the hosts. For any organisation or industry, the sociocultural environment

consists of the values, beliefs and characteristics that distinguish the members of a group

from another group (Georgopoulos, 2013). So, it is vital for every company to recognize how

the sociocultural environment influences its business activities so as to react on time.

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Consequently, this company should enhance any factor affecting its operation positively and

avoid whatever else may influence it negatively (Georgopoulos, 2013). Furthermore, for any

tourism company, it is not enough to analyse the sociocultural environment but also should

evaluate the sociocultural impacts on the people who constitute this environment because

these people are probably the consumers (Cooper, 2016) who any company want to attract.

So, by understanding their behaviour the company can plan a strategy about how can

persuade them to buy its product. Also, it is crucial to understand how a specific issue can

affect the hosts (Cooper, 2016) because they also belong on the environment of the company

and they affect its operation. In addition, some impacts are caused by direct and indirect

interaction of tourists and locals in a community and the interaction with tourism industry as

well, as stated by Mathieson and Wall (1982):

1. Tourists-are responsible for changes in the host society by demonstrating their

difference in terms of culture, language and affluence.

2. Hosts-deliver the tourists experience at the destination and are exposed to the

travellers through working and living at this destination.

3. The encounter or ’contact’ between tourist and host when the two groups meet

there are contrasts of behaviour and expectations which trigger long-term changes and

consequences in both societies. In addition, the ‘social distance’ between the two

groups and the experience during the trip will influence the tourist’s attitude towards

the host.

(Cooper, 2011, pp 99)

This interaction may cause positive or negative effects on tourists and hosts lives, bringing

changes in their value system and behaviour (Cooper, 2016). As long as the positive effects

are concerned, tourism can generate positive impacts as it can enhance the peacekeeping and

help the creation of local jobs. The sociocultural impacts may cause positives attitudes

towards tourists and hosts developing their friendships and reducing negative perceptions and

stereotypes (Cooper, 2016). Also, it is likely to increase the self-esteem of hosts and tourists

their psychological satisfaction with this interaction (Cooper, 2016).

On the other hand, as (Cooper, 2016) say, there are some negative impacts as the increased

tension, hostility and suspicion between them, the increased imports of food by large hotel

chain restaurant so as to satisfy foreign visitors, the reduced senior management positions for

the locals, the changes on the local identity and values, the culture clashes, the rising crime

and the deteriorating working conditions. It is understandable that the sociocultural issue has

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both positive and negative impacts on host communities and as a result every tourism

industry should enhance the positive aspects and minimise the negatives so as to ensure its

survival and achieve further development.

Consequently, it is significant for any tourism company to know its sociocultural

environment and the impacts that might have on its people by a specific matter, in order to

estimate how and in what extent can a sociocultural issue influence this company and the

consumers-tourists. Based on this analysis, it is made an effort to be identified how a

particular issue can influence the society and the company, from a sociocultural perspective.

A description of a specific sociocultural issue

It is undeniable the fact that there are countless sociocultural issues in the United Kingdom

that may affect the evolution of the Marriott Hotel company. For example, the poverty in the

world and specifically in the UK, the technological improvement, the ageing population, the

globalisation, the social stratification, the consumerism and materialism, etc. But in this case,

it is more possible that the main issue that will affect directly and indirectly this company in

the foreseeable future, is the terrorism because more than ever, terrorism is on the rise now.

This issue affects any contemporary society and as a consequence affect any giant

corporation like the Marriot Hotel company that operates in this society. Terrorism can be

referred as a sociocultural issue because this problem can cause changes on people values and

behaviour (Seabra, Abrantes and Kastenholz, 2014).

According with Meisels (Fotion, 2009), Terrorism is the random murder of innocent, with the

intent of causing the fear between the people in order to achieve the greater goal of the

terrorists. Usually, there are social, political or religious reasons of the existence of this

phenomenon. Terrorists try to express their contradiction with the government or against

other religions by causing terrorist attacks and killing innocent people. But, nobody can

exactly support that the terrorists are mad and irrational. These people have different beliefs

and they choose to participate on terrorists’ activities because they believe that with this way

they can gain their freedom or gain the favour of their god or generally, they try with these

attacks the achievement of a greater goal like the prevalence of Islam. For example, as Fotion

said (Fotion, 2009), in the 2nd World War the Allied forces used terror bombing against

Japanese and German innocent people in order to hasten the end of that war. How can anyone

accept this attack and not accept the other terrorist attacks? Who can define what is moral and

what is not? So, it is understandable that what people accept and what they do not, depends

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on their point of view and their position on the society, i.e., their morals, ethics, culture,

characteristics etc. However, on this assignment, terrorism is referred as a main problem for

any contemporary society that it has to be faced. This approach is defined by the position of

the writer in the society.

Terrorism is one of the most serious and unpredictable phenomenon for any society and its

existence affects all the individuals, entities and tourism development as well. On this

assignment, it is given high importance to the analysis of terrorism because such extremists

attacks are more frequent lately (Gelfand et al., 2013). The UK is a main target for Islamist

terrorists who are the most significant threat for the whole Kingdom (Mi5.gov.uk, 2017). The

last two years, extremists have caused 10 attacks in the UK and this growing trend is causing

anxiety and fear to all people (the Guardian, 2017). So, by analysing and understanding the

sociocultural impacts on the society because of the terrorism, we can find some impacts on

the company as well, because each company is part of the society in which operates. But how

terrorism can cause a sociocultural impact on a tourism company that operates in UK?

It is known that tourism industry is the most vulnerable sector in the economy which means

that many issues can influence its operation (Bassil, 2014). This is because tourism depends

on the expectations of human beings for a destination. So, if something influence negatively

these expectations then tourism will decline. Terrorism can have both sociocultural and

economic impacts on tourism industry because can cause economic benefits or economic

declines and also can change the behaviour of the people who participate in this industry

(Bassil, 2014).

As far as the socioeconomic impacts are concerned, it is understandable that if tourists avoid

to visit a place because of the terrorism, this place will have recession and on the other hand,

the place where the tourists will prefer to go, will bloom (Bassil, 2014). So, tourism is

significantly affected by terrorist actions.

Thus, it is obvious that a company like Marriott hotel which operates in a terrorist targeted

society is vulnerable to these challenges. In this cases it was preferred to analyse this issue

from a sociocultural perspective so as to understand how this problem can affect the beliefs,

values and characteristics of a company and its customers as well. As it was referred above,

there are two variables that interact and are exposed to the sociocultural impacts, these are the

visitors and the hosts. So, based on the analysis that it was made on the previous chapter we

can examine how terrorism affect tourism from a sociocultural perspective.

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How a sociocultural issue affects the local-hosts

As far as the hosts are concerned, these are the employs of the Marriot International Inc

company and the locals that live on the city that this company operates. After the increasing

of terrorism phenomenon, it is possible to start changing their attitudes towards tourists on

the fear of this issue. There are reports given that many locals might fear people with

different religious beliefs like Muslim tourists, because of the increased terrorist attacks by

extremist radical Muslims (Gallup, 2016). As a consequence, they become more hostile by

changing their behaviour against all these visitors (Gallup, 2016). Consequently, there are

some negative impacts as the increased tension, hostility, suspicion and social discrimination

against this part of tourists and as a result hosts deliver a false image of their culture to them.

According to a research from the WTTC a place needs approximately 13 months so as to

recover from a terrorist attack and that means that the whole society is exposed to social and

cultural changes during this time (LaGrave, 2017).

As it was referred before, Marriott Hotel company culture is based on the five core values.

So, there is a threat that these values may be influenced by the spread of terrorism. For

example, the first value concerning the priority of people with disabilities. What happen if

case where an employee shows signs of hate or toward a Muslim individual and gives priority

to another customer instead? If this is the case, it is apparent that will also be influenced the

last core value which concerning that all employs should act with integrity.

So, it is understandable that from a sociocultural viewpoint, terrorism can affect a tourism

company like Marriot Hotel by changing the beliefs, the values and the characteristics of the

environment that this company operates and consequently the hosts’ behaviour toward

tourists. Another crucial question is concerning how tourists perceive the terrorism existence

and their attitude against it.

How the sociocultural issues may affect the tourists-consumers

It is a fact that the main victims of terrorism usually are the tourists-consumers. Through

them, terrorists try to send their message to the world and that illustrated by the places that

terrorists choose to attack (Seabra, Abrantes and Kastenholz, 2014). This happen because

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tourists are people from all over the world and that means that the extremists by attacking on

them can ensure that their messages will be delivered in the whole world. Airports, metro

stations, entertainment places and hotels are usually the target of extremists and consequently

many tourists have been reported as victims of these attacks (Seabra, Abrantes and

Kastenholz, 2014). Marriott Hotel company has been experienced a terrorist attack when a

bomb located in the gates of the hotel in Pakistan in 2008 and killed at least 50 people

(TIME.com, 2017). The truth is that terrorism aims to inspire the fear, so it is obvious that it

is a sociocultural issue that cause changes on the human behaviour.

Terrorism can have an effect on tourists with many ways. Firstly, it can change their decision

to visit a destination by causing incidents that affect the reputation of safety and

attractiveness of this destination (Seabra, Abrantes and Kastenholz, 2014). Also, can change

their expectations for a destination and that means, that tourists may be prejudiced against

this place even though they choose to visit it. As previously mentioned, tourists are

responsible for changes in the host society and their interaction with the host may cause

consequences in both environments. Unfortunately, many tourists change their behaviour

because of the fear of terrorist attack. They become more suspicious about the place they

visit, and also become more introverted and asocial against the foreign people. The result of

this, is the creation of a fearful society which consists of distant human and consequently

there are changes on the British culture and, by extension, on the Marriott Hotel culture.

Another important factor that prevent tourists from visiting the UK may be the increased

number of Muslims who live on the island. There are around 4.8% Muslims on the UK, of the

overall population and tourists are more suspicious against them. (Mail Online, 2017). There

is an increased number of people who are frightened of people with different religious beliefs

in general, instead of fearing only the extremists, and as a consequence is the creation of the

social discrimination, also known as Islamophobia.

On the other hand, it is possible that the interaction between tourists and hosts may cause

positive impacts on the fight against the terrorism. As a matter of fact, many people perceive

the terrorism as a challenge to come together and join their forces against this threat. This

interaction may create new friendships and decline negative perceptions and stereotypes in

terms of terrorism. From a positive point of view, many tourists and hosts may turn this threat

into challenge and their contact is an opportunity to be a supportive force for peace.

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Recommendations to minimise the impacts of this issue in order to

achieve further development

As it was referred before, terrorism is one of the most major problems that each

contemporary society is struggling to deal with. This issue causes impacts on human

behaviour, amplifying their fear and many times deter some tourist from visiting a place.

Given the foregoing, it is significant for any colossal corporation to react and create an

appropriate strategic plan so as to face this issue.

According to Georgopoulos, (Georgopoulos, 2013), in order to be a successful company, any

organism should perceive the threats like challenges and turn them into opportunities so as to

strengthen its position to the market. Therefore, the question is, how can an issue like

terrorism turn into a challenge so as Marriott Hotel company to gain bigger niche of the

market?

First of all, it is well-known that terrorism is related to the fear of people, and this is clearly

illustrated by the fact that terrorists try to send their messages and achieve their aims by

creating fear in the society. It is obvious that Marriot Hotel company should eliminate this

fear and create a friendlier and more hospitable environment for all its customers. To do this,

firstly, it is important to analyse and understand the consequences of this problem, after that

should find a proper solution to solve this problem. For instance, the managers should

understand how consumers-tourists react to risk perception concerning terrorism, and based

on this they should create campaigns to influence positively the tourists’ expectations and

decisions. Consequently, it is clear that with an appropriate mix of marketing we can reduce

the impacts of this issue on the company. The problem in this case is that marketers can only

reduce the consequences of this problem but they cannot eliminate it. This happen because it

isn't feasible to be delivered the marketing message to all the people and also, each individual

interpret differently this message.

Also, as it was referred before, there is an exaggerated fear against people with different

beliefs like Muslims (Gallup, 2016). Consequently, this company should take action so as to

persuade the people that Muslims are not dangerous as they think. Probably the major part of

Muslims detests ISIS just as much as the rest of the world (The Huffington Post, 2016), and

Marriott as a considerable company can contribute so as to be proven the truth. Therefore,

Marriott can also launch campaigns concerning to reduce the bias of the people against

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Muslims. But, for the reasons that analyzed above, it is feasible only to be reduced this

problem, not to be eliminated it.

Moreover, Marriott Hotel company could create an independent department that will be

designed to check the background of the people who are working for it and the costumers

who are visiting it. In this way, it would be possible to reveal on time imminent threats and

prevent extremists from terrorist actions. Also, this department should be associated with the

UK government, the UK’s intelligence agencies and the police in order to find the

appropriate sources so as to check the background of these people.

As mentioned above, Marriott Hotel company has created a code of business ethics or else

the Five cores values which represent the attitude of the company towards its environment

(Thanopoulos, 2013). As a matter of fact, the attitude against terrorism can also be added on

this code so as to be clarified that this issue is opposed on the beliefs and the values of the

company.

Finally, this company should be an active member against the terrorism and support

financially and psychologically victims of terrorism. It is possible that this action will

develop the social profile the company, enhancing its position in the consciousness of people.

Terrorism may be an opportunity for this company so as to demonstrate its sensitivity against

it and to create stronger relationships with its environment and the tourist. Another way to

support its policy against the terrorism is to create a slogan that will become widely known

and will indicate the position of the company against this plague (Galí, Camprubí and

Donaire, 2016).

Conclusion

To conclude with, this assignment gives some useful information about how a specific issue

affecting the whole society, can also affect a multinational company like Marriott Hotel.

Referring to the previous comments, terrorism is one of the major problem for many

countries, and for also for United Kingdom. Therefore, according to this assignment we can

infer that the impacts of terrorism are countless and can influence human’s behaviour, beliefs

and characteristics. People can change their attitudes towards others and as a result some

differences are caused on the structure of the society. Also, it is obvious that there are many

impacts on a company like Marriott Hotel as part of this society. Tourists and hosts change

their attitude and many problems and differentiates are appeared by their interaction.

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Moreover, it is fact that terrorism can also cause economic implications on any company that

operates in terrorist targeted country. It is possible that many tourists will prefer to visit a

safer destination and as a consequence there will be a reduction in the Company's profit.

Finally, it is vital for any huge company like Marriott Hotel, to react and face this issue. This

company should analyse any effect of this problem and find appropriate solutions so as to

survive on this competitive environment. This can happen by planning a specific strategy

that will define exactly how the company will face terrorism and also how the company can

take advantage of the threat of the terrorism.

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