Discuss about the Importance Of Stakeholder Management Communication In Micro.
Tourism, event and hospitality industry has undoubtedly become one of the most prominent contributors in the local and global economy. Therefore, it is important that the tourism, hospitality and event industry is regularly put to sustainable practices. A sustainable practice is not just the responsibility of the local government or the tourism enterprises but rather its stakeholders. Hence, this is important that the global hospitality and tourism industry is able to manage an effective coordination and communication between its stakeholders. In this regard, consulting firms can be the path guider as those firms follow a certified system to deal with the multiple roles & responsibilities (Cheng & Wu, 2015). The study does also revolve around the very same topic of concern. The study tries to understand who all the stakeholders are in the tourism, hospitality and the event environment. Additionally, the study also discusses the importance of stakeholder management, communication and consultation in relation to the micro, macro and other risks. Recommendation to improve the ways to undertake communication and consultation is also being explained in this study.
List of stakeholders: In the tourism, hospitality and the event industry there are the number of stakeholders like as listed below (Farmaki et al., 2015):
The concept of stakeholder management: Stakeholder management would mean an expected contribution from every single associated body. Now, it is important to know the expectations to be fulfilled. Generally, stakeholders are not fully aware of the responsibilities which they should perform. There may be various reasons for it; however, being ignorant to the available resources like the consulting firms is one of those (Mihalic, 2016). An effective communication between stakeholders is one of the essential elements of stakeholder management. Communication in this context does not mean effectively involved in a two-way interaction but rather understanding the each other’s needs. For example, providing a hassle free and a secured tour experience to tourists is the responsibility of the tourism associations & enterprises, local governments & the population and also the private organisation. In a likewise manner, maintaining the highest standard of discipline and doing the acceptable activities are the expectations of tourism enterprises & associations and the governments from the visitors (Cetin, 2015).
Micro, macro and other risks: Macro risks include political, economic, socio-cultural, demographic, technological and environmental factors. Micro risks involve customers, suppliers, employees, competitors, intermediaries and organisations. Other risks are related to the visitors’ activities and behaviours (Bunakov et al., 2015).
Importance of communication, stakeholder management and consultation in regards to the risks:
Macro: Political risks can be of varied kinds like the government taxes, regulation on marketing communications, environmental protection policies, unemployment and others (Weaver, 2014). The government taxes may not be static at all the time. It can fluctuate at times and can affect the service charges, tour packages and others. On the other hand, it is imperative to offer attractive tour packages to remain competitive in the market. Visitors are very selective for their choice of location for a trip. Location is perhaps the first thing which crosses the mind at the time of decision making. The decision making process does also include the tour package. Understandably, tour package must be appealing to the target market or else others will take away the benefits. In such situation, consulting firms can play the impactful roles. Consulting firms generally work on a variety of works like destination management, policy, tourism assessments, strategic planning, training, visitor experience development, tourism enterprise development, institutional strengthening, measuring impacts and project design & monitoring (Hall, 2016). Hence, an effective communication between the stakeholders and a consultation with the consulting firms will help to find the alternative ways out of the crisis. Stakeholders in particular the tourism and event enterprises & associations must know about how to offer the attractive offers under any circumstances.
In a similar way, the economic crisis can include many like unemployment. Issues as such the unemployment can be mitigated by extensive training for skills’ development and also a curriculum redesign at the degree level colleges. It can also be sorted with effective migration policies for job seekers. In all such cases, effective communication between tourism associations & enterprises, educational institutions, local & national governments and job aspirants is utterly required. They all must know each others’ roles and the needs (Amir et al., 2015). The socio-cultural crisis affecting the tourism, event and hospitality industry can include the religion, culture and customs specific preferences. Travellers feel ecstatic by seeing their cultures and customs being enjoyed in other parts of the world. Nevertheless, many travellers have specific preferences for such things. They prefer visiting locations where they could feel like being in their home countries (Mihalic, 2016). In this regard, local governments can play the supportive roles by allowing the programs that promote the cultures, religions and the customs. Consulting firms can help to assess the tourism, construct the strategic plans, design the programs, train the volunteers and much more. Tourism & hospitality associations can contribute to the cause by establishing effective communications with the governments and the target market (Weaver, 2014). This is necessary for a continued government supports and an increased participation of the target market.
Demographic crisis can be due to the ageing population, migration of local citizens to other countries, workplace diversity etc. Ageing population like for other industries is also a threat to the tourism industry. The unemployment rate will probably increase. People are now migrating to other countries in search of better opportunities. This also adds to the unemployment rate in the countries that are losing their people. Gender gaps in the workplace are another issue which affects the employment condition (Hall, 2016). Such issues require an effective communication between the governments, the associated tourism & hospitality bodies, private organisations and the consulting firms.
Technological developments and advancements is a must for the tourism, hospitality and the event industry. The use of different technologies is increasingly becoming popular with times. It means that a continual adoption of latest technologies is a must to the industry (Cheng & Wu, 2015). Stakeholder management, therefore, becomes very important. A collaborative approach from the stakeholders would only help in this regard. This is the reason why there is a need for effective communication between the stakeholders and also a consultation with the consulting firms. Environmental pollution and the wastes are the common worries for the global tourism, hospitality and event industry. Air pollution due to incrementing greenhouse gas emission, water pollution due to the wastes and others are some of the environmental worries. Tourists travel to other countries to spend a few moments with the scenic beauties and the peaceful environment. However, pollution will certainly spoil their purposes (Mihalic, 2016). Environmental pollution is a global issue which is why the entire stakeholders are expected to contribute their best to make the possible difference.
Micro: Travellers visiting a country can be of various types like the business travellers, students, normal travellers and all. It is essential for the host country that its customers have enough resources to have the fun. It is also necessary that travellers are safe and secured from dangers like unwanted physical attacks, physical abuse, sexual assault, racial discrimination and others (Cheng & Wu, 2015). This is where the governments and the tourism associations in collaboration with the consulting firms can try to make a difference. Such issues cannot be entirely mitigated; however, protection from the dangers can be enhanced. The ageing population and the increasing unemployment rate are the threats to the local tourism. The local tourism in such case will struggle to get the skilled professionals (Cheng & Wu, 2015). This is also where a collaborative relationship between the governments, tourism enterprises and the consulting firms can make the difference.
Suppliers are those that are involved in the tourism, hospitality and event industry for supplying the demands of customers. Customers need lodging which is made available to them through hotels, resorts and other means of lodging. Shopping malls, food stores, entertainment zones, event halls, educational institutions, public & private companies and lot more are all the suppliers of the various needs of travellers. This is indeed a huge field and does require a collaborative and a structured system to identify, plan, implement and monitor the progress of the strategies. Consulting firms will be hugely beneficial in this regard (Cetin, 2015). Private organisations can also play the critical roles in supplying the demands of tourists. The effective workplace policies and the other benefits will not only retain the staffs but will also attract the professionals from other countries. However, ineffective policies will certainly be the reasons for employee turnover (Cetin, 2015). Hence, a collaboration of private organisations with the local governments’ policies and the consulting firms will certainly help to overcome the crisis.
Other issues: This is mainly related to the travellers’ attitudes and behaviours. Visitors represent the different cultures and customs which means they will struggle to adjust to the local cultures. The host country will face the challenge in mitigating the cultural conflicts in the workplace and also between the visitors. Sometimes the visitors are responsible for the conflicts. On the other hand, local people are responsible in some cases. The racial discrimination at the workplace, the institutions and the other places are due to the local peoples’ unawareness and hatred with the other cultures (Bunakov et al., 2015). In all such circumstances, the different stakeholders will face the challenge.
Ways to be undertaken for communication and consultation: As stated earlier that an effective communication between the stakeholders and the collaboration with the consulting firms is important for the tourism, hospitality and event industry. This can be attained through several possible steps. One of the steps is giving stakeholders a certain level of visibility and autonomy in projects (Mihalic, 2016). This will allow stakeholders to explore their creative potentials. They will be encouraged to experiment with different things and find better ways to improve the communication. Emphasis needs to be given to the non-financial benefits which stakeholders will receive by participating in the projects. Non-financial benefits can even do things which are not possible with monetary benefits. Non-financial benefits include but are not limited to like flexible-times, time off, retirement matching, gym membership discounts, discounted or free parking, childcare, mentoring programs and tuition assistance (Mihalic, 2016). Tourism networks must have the clear communication channels, so that, stakeholders are effectively engaged with the local authorities as well. This will also help to delineate the responsibilities of each party involved. This will improve the coordination and solidify the collaboration with the different bodies and also with the consulting firms (Amir et al., 2015). High involvement of destination management organisations (DMO) in the tourism, event and hospitality environment can do the wonders. DMO helps to relate the different interests of stakeholders which are necessary for a sustainable tourism. DMO is aimed at delivering the managerial roles and ensuring the social & economic benefits for the stakeholders (Amir et al., 2015).
In summary, this can be said that tourism, event and hospitality industry is full of complexities and the challenges. It is due to the stakeholders’ management, communication with the local authorities and the collaboration with the consulting firms. Stakeholders’ management is attached to the number of complexities; however, it is resolvable with effective plans. One of such plans is to give preference to the destination management organisations (DMO). It is due to a fact that they are now more centred on managerial kind of work. DMO can effectively help to relate the different interests of stakeholders. Effective communication is also required between the stakeholders and the local authorities. A sustainable tourism is a challenge indeed without a cooperation of visitors. Visitors can affect the socio-cultural and environmental state of the visiting nations.
References
Amir, A. F., Ghapar, A. A., Jamal, S. A., & Ahmad, K. N. (2015). Sustainable tourism development: A study on community resilience for rural tourism in Malaysia. Procedia-Social and Behavioral Sciences, 168, 116-122.
Bunakov, O. A., Zaitseva, N. A., Larionova, A. A., Chudnovskiy, A. D., Zhukova, M. A., & Zhukov, V. A. (2015). Research on the evolution of management concepts of sustainable tourism and hospitality development in the regions. Journal of Sustainable Development, 8(6), 39.
Cetin, M. (2015). Evaluation of the sustainable tourism potential of a protected area for landscape planning: a case study of the ancient city of Pompeipolis in Kastamonu. International Journal of Sustainable Development & World Ecology, 22(6), 490-495.
Cheng, T. M., & Wu, H. C. (2015). How do environmental knowledge, environmental sensitivity, and place attachment affect environmentally responsible behavior? An integrated approach for sustainable island tourism. Journal of Sustainable Tourism, 23(4), 557-576.
Farmaki, A., Altinay, L., Botterill, D., & Hilke, S. (2015). Politics and sustainable tourism: The case of Cyprus. Tourism management, 47, 178-190.
Hall, C. M. (2016). Intervening in academic interventions: framing social marketing’s potential for successful sustainable tourism behavioural change. Journal of Sustainable Tourism, 24(3), 350-375.
Mihalic, T. (2016). Sustainable-responsible tourism discourse–Towards ‘responsustable’tourism. Journal of Cleaner Production, 111, 461-470.
Weaver, D. B. (2014). Asymmetrical dialectics of sustainable tourism: Toward enlightened mass tourism. Journal of Travel Research, 53(2), 131-140.
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