Customer Service Management for Tourism and Hospitality: A Case Study of the Eden Project

CUSTOMER SERVICE MANAGEMENT FOR
TOURISM AND HOSPITALITY
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Table of Contents
INTRODUCTION............................................................................................................................. 3
HOFSTEDE’S MODEL OF CULTURAL DIMENSIONS, IDENTIFY AND EXPLORE THE SIGNIFICANT
DIFFERENCES BETWEEN CHINESE AND BRITISH CONSUMER BEHAVIOUR.....................................4
EVALUATE WHAT CONSIDERATIONS THE EDEN PROJECT MANAGEMENT SHOULD MAKE TO
THEIR MARKETING MIX TO ADJUST TO THE LOCAL CULTURE IN CHINA IN ORDER TO ENHANCE
SERVICE ENCOUNTERS...................................................................................................................8
CONCLUSION............................................................................................................................... 12
REFERENCES.................................................................................................................................13
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INTRODUCTION
The Eden Project is considered to be both a major tourist attraction and resembles the striking
learning environment. It articulates on the modulated series of pro-sustainability through
three-quarters of its visitors on holiday travelling to Cornwall from the south region. The
introduction to the Eden project was the part of the regional collective switching scheme
launched in the UK to purchase heating oil, electricity and gas. The DECC funded Eden project
as part of an educational charity and visitor attraction to be famous for its biomes which are
based near St Austell in Cornwall (Baird, 2010). There are three-quarters visitors that mostly
visit the Eden project. It has an ecological significance which encounters the experiences that
can provide the educational and cultural context of the visitors.
An investigation into the cultural prospects of the Eden project helps in experiencing the on-site
observation of the project. The study aims to presents the cultural dimensions of the Eden
Project along with significant differences in Chinese and British consumer behaviour. The
difference in the management activities of the Eden project can evaluate the marketing mix of
local culture in China in order to enhance the services.
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HOFSTEDE’S MODEL OF CULTURAL DIMENSIONS, IDENTIFY AND
EXPLORE THE SIGNIFICANT DIFFERENCES BETWEEN CHINESE AND
BRITISH CONSUMER BEHAVIOUR
IDENTIFICATION OF DIFFERENCES USING HOFSTEDE MODEL OF CULTURAL DIMENSIONS
The Eden Project was built in a 160-year-old exhausted China clay at St Austell in Cornwall.
However, the visit to the place was encountered after twenty years from the date of the project
started. It has been marked that in the year 2000 establishment of the project was undertaken.
An estimated amount of 43 million gallons of rainwater were drained into the pit. There is a
meandering path in the Eden project which covers the views like planted landscapes, biomes
and including vegetable gardens, sculptures which include towering robot and a giant been
created from old electrical appliances (Hofstede, 2010). The business of the Eden project a very
strong influential past. The products and services in the form of the event are expanded by the
project.
The Hofstede’s cultural dimensions theory can set the framework for the cross-cultural
communication. The prime objective of the project is to enhance the greenery within the
economy of the UK. This allocates with the standardize tasks which are sanctioned with the
effective cause of success. The defined roles and responsibilities to the members of the Eden
Project can include very less authority to present any sort of suggestions. The Hofstede Model
helps in understanding the global advertising dilemma underlying with the theories of
consumer behaviour. The model helps in explaining the differences between the Chinese and
British Consumer behavioural values. For an effective development of the advertising, the
consumer must be central and can define the self and personality of consumers. It helps in
appealing the advertising style. The cultural models define patterns of basic problems that have
consequences for functioning the groups and individuals with the conception of the Hofstede
level (Hofstede, 2011). The Chinese culture believes in interpersonal interaction and social
exchange. This main aim of applying cultural dimension theory is to enhance the cross-cultural
communication.
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