Business Communication: Theories, Barriers and Strategies for Buni Travel

This report discusses the process and meaning of business communication, with a focus on Buni Travel, a popular travel agency in the UK. It covers general theories of organizational communication, barriers preventing people from booking holidays abroad, and strategies implemented by Buni Travel to overcome these barriers. The report concludes that effective communication and strategic partnerships are crucial for maintaining positive relationships with customers and employees, and for enhancing the overall growth and revenue of the company.

Business
Communication

Abstract –
The report is explained about the process and meaning of business communication which is
highly essential for maintaining positive relationship between company and customer. For this
report the selected firm is Buni Travel and it is basically one type of travelling agency which is
situated in UK. This report is basically discussed about various organizational communication
theory and those theories are Weber's Classical organizational theory and Tompkins and
Cheney's organizational control theory. It also describes about various barriers preventing people
from booking holidays abroad and what type of strategies are used by travel agency for reducing
these barriers in effective manner.

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Discuss some general theories of organizational communication..........................................4
Evaluate the barriers preventing people from booking holidays abroad................................5
Outline the strategies your travel agency has implemented for overcome these barriers......6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The business communication is basically referred to one kind of process and in this
process all kinds of information are shared with employees and customers by organization. With
help of maintaining effective communication organization is able to identify the real wants and
desires of customers quickly. With help of effective communication positive relationship are
easily sustained between employer and employee or employee and customer for long time. The
chosen company is Buni travel and this is highly popular travel agency in UK (Crawford
Camiciottoli, 2018). The report will cover discuss some general theories of organizational
communication, evaluate the barriers preventing people from booking holiday abroad and outline
the strategies your travel agency has implemented for overcome these barriers.
TASK
Discuss some general theories of organizational communication
Weber's Classical organizational theory -
It is one kind of communication theory which is developed by max weber. In this theory
the overall structure of organization is clearly defined which is essential for developing strong
communication between employer and employee. Due to keeping effective structure company is
able to deliver high quality goods and services to users in long term. In context to Buni Travel it
is important for management that they must maintain their communication with employees in
structured, hierarchical and clear manner. In this way company is able to deliver quality service
to their potential customers for long duration. The major benefit of this type of theory is that here
roles and responsibilities are distributed in systematic manner. In this way employees are do their
work effectively without facing any type of stress. Due to this the needs and requirements of
customers are easily fulfilled in time which leads to enhance the goodwill of organization in
customer mind for long time.
Tompkins and Cheney's organizational control theory -
It is also one type of communication theory which is used by various organization. Due to
the effective use of this theory organization is able to maintain control over employees. Due to
keeping effective control the positive performance of workers is easily sustained in market for
long time. This theory is basically based on four different types of control and those are simple,
technical, bureaucratic and concretive. In context to Buni Travel, with help of using this type of

theory effectively management is able to sustain effective communication with employees. In
this way customers of this firm easily get reliable and meaningful information from company for
long time. Because without proper information or data customer's is not able to select desired
travelling location within low time. Therefore, effective communication is highly essential for
understanding the real wants of users quickly and necessary for understand the real issues of
employees within low time.
Evaluate the barriers preventing people from booking holidays abroad
There are various barriers which are occurred at the time of booking holiday abroad for
customers. Due to considering these factors it is understood that the safety of travellers is very
less in other countries due to the poor service of this organization (Huang-Horowitz and Evans,
2020). Those barriers are discussed below -
 Financial barrier – It is one of the major barriers which is faced by customers during the
time planning holidays in abroad. Because during the time of planning holidays customer
always tried to prepare their overall budget in travelling which is mostly not successful.
The main reason for occurring this type of barrier is that the travelling agency is charging
heavy fees in the tickets and staying facility for various destination. The other reason is
COVID situation is also occurred.
 Language barrier – It is also one type of barrier which is occurred for customers during
the time of planning holidays for abroad. Because here mostly customers have the idea
about one language and due to this misunderstanding are highly increased in packages
and services of travel agency. The other issues are that suppose if customer went to
holiday in desired location, they face problem to communicate with staff of that
destination and guide which is provided by travel agency.
 Barriers of rules and regulations – It is also one type of barrier and this kind of barrier
are directly occurred from government of that country where the users are gone for
holidays. That means during COVID pandemic various new rules and regulations are
initiated in holiday destinations. Due to strict rules and regulations customers are not able
to enjoy their effectively which leads to decrease the overall revenue of travel agency.
The main reason for decreasing revenue of travel agency is that they increased the price
in their tickets due to the new rules of government.

 Safety barrier - Inadequate health may keep people from travelling and in comparison,
with others it is the biggest barrier for customers. Because sometimes during the time of
travelling the health of the customers are not maintained effectively. The other issue
which is occurred in the form of safety barrier is that sometimes the luggage or various
things of customer get theft by somebody. Due to this the trust of travel agency get highly
decreased in minds of customers which leads to decrease their goodwill effectively.
Outline the strategies your travel agency has implemented for overcome these barriers
The various types of strategies which are used by Buni Travel for overcoming the issues or
barriers which are faced by customers during the time of their holidays in various locations.
 In first the travel agency required to establish strong connection with customers by social
media and skilled employees effectively. Because with help of these two components
travel agency is easily maintained effective communication with customers in all
languages. Due to keeping effective communication organization easily understand the
real needs and desires of customers in quick manner (Kelly and Gaytan, 2020). Then
according to that firm is delivered quality services and goods to users for long time.
 Second one is developing strong strategic partnership and due to using this type of
strategy safety for travellers’ health and luggage’s are effectively enhanced in various
holiday destinations. In this way the rules of government are also effectively followed
which leads to sustain the goodwill of travel agency effectively. With help of this strategy
travellers easily get all facility in high quality and security asper their needs for long time.
In the context of the travel business, this could look like an agency partnering with a
hostel at their destination, where travellers get a discounted rate on a room.
 Thirdly and last one is maintaining flexibility in price towards their services and
products. Because in today’s time maximum customers are first focus on cost during the
time of booking tickets and availing other services from the traveling agency through
online and offline mode. Therefore, when agency keeps flexibility in their price
effectively then consumers are easily attracted in large number for availing their goods
and services. It leads to enhance the overall growth and revenue of company at large
scale in low time.
After the evaluation of above strategies, it is understood that these strategies play the major role
for reducing the impact of above-mentioned barriers at higher rate. With help of these strategies

organization easily developed strong positive relationship with customers for long time. In this
way firm is able to fulfil the needs and desires of users within short duration.

CONCLUSION
After the above analysis, it concludes that the theories of organization play the crucial
role for run the activities of functions smoothly. It is also essential for maintaining strong
communication with customers and employees for long time. Due to the effective use of above-
mentioned strategies firm is able to enhance their overall profit margin and performance at
higher rate. The report will cover discuss some general theories of organizational
communication, evaluate the barriers preventing people from booking holiday abroad and outline
the strategies your travel agency has implemented for overcome these barriers.

REFERENCES
Books and Journals
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Huang-Horowitz, N.C. and Evans, S.K., 2020. Communicating organizational identity as part of
the legitimation process: A case study of small firms in an emerging field. International
Journal of Business Communication, 57(3), pp.327-351.
Kelly, S. and Gaytan, J., 2020. The effect of instructors’ immediate behaviors and clarity on
student writing apprehension. Business and Professional Communication
Quarterly, 83(1), pp.96-109.
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concept to situated reality. International Journal of Business Communication, 58(1),
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Meloncon, L., 2018. Orienting access in our business and professional communication
classrooms. Business and Professional Communication Quarterly, 81(1), pp.34-51.
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Verk, N., Golob, U. and Podnar, K., 2021. A dynamic review of the emergence of corporate
social responsibility communication. Journal of Business Ethics, 168(3), pp.491-515.
Zhou, Z. and Ki, E.J., 2018. Exploring the role of CSR fit and the length of CSR involvement in
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