Organisational Communication Theories and Strategies for Overcoming Barriers in Travel Industry

This report covers various organisational communication theories such as Magic bullet theory, Two-step flow theory, Weber’s Classic Organizational Theory of Fixed Structures, General systems theory, and Aristotle's model of communication. It also evaluates the barriers preventing people from booking holidays abroad such as physical, emotional, culture, fear of terrorism, and information barriers. The report outlines the strategies implemented by Hays travel agency to overcome these barriers.

Communication

Table of Contents
Part 1- leaflet....................................................................................................................................3
Part 2................................................................................................................................................4
Introduction......................................................................................................................................4
Some general theories of organisational communication.......................................................4
Evaluate the barriers preventing people from booking holidays abroad................................5
Outline the strategies your travel agency has implemented to overcome these barriers........6
Conclusion.......................................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:................................................................................................................8
Online-.............................................................................................................................................8

Part 1- leaflet

Part 2
Introduction
It is essential for companies to analyse the need for effective communication within their
organisation and to identify the communication strategies for business success (Lock and et. al.,
2020). There are various kinds of communication models and theories such as mafic bullet
theory, two- step flow theory and many others. Hay travel is a well-known travelling agency in
UK which is founded in the year 1980 by John Hays. The company is headquartered in
Sunderland, England, UK. The following report covers some general theories of organisational
communication, evaluate the barriers preventing people from booking holidays abroad and
outline the strategies for travel agency which has been implemented to overcome these barriers.
Some general theories of organisational communication
Magic bullet theory- This theory states that the communication flows quickly in a
massive crowd of people like the gun firing bullets. Here, the knowledge and information get
transferred from one person to other quickly (Grounding Theories of Mass Communication,
2021). This theory did not consider demographical factors like age, location, gender and many
others which can impact the message or information which is shared in a crowd. According to
this theory all people in the crowd will react equally for the same message which they receive.
Two- step flow theory- Most of the researchers get to analyse that all kind of audience
are not reacting same for the same kind of information which they receive (Braithwaite and
Schrodt, 2021). According to this theory, the communication did not flow directly from sender to
receiver but it has a proper procedure to receive the message by people. Here, it is also found that
when the message gets transferred from one person to another than it may changes or reshaped.
Weber’s Classic Organizational Theory of Fixed Structures- According to this theory,
the organisations who have clearly defined the roles and responsibilities of their employees will
have well structured, hierarchical and clear communication (Popular Theories of Organizational
Communication, 2022). Therefore, there will be no confusion in receiving messages from top
management to lower levels within an organisation.
General systems theory- According to this theory, it is essential to investigate
organisational functions and relationship and here, organisation is considered as a separate

system and its departments are considered as sub systems. The sub systems get interlinked
through effective communication between them. This theory further states that the
communication did not only get impacted by internal factors but it can also have impacted by
external factors of a business environment.
Aristotle's model of communication- This communication model states that an
individual within an organisation must focus on basically five elements of communication event
to analyse the effectiveness of communication (All 8 Models Of Communication, Explained,
2021). These five elements are mentioned below-
 Speakers- He/she is the individual who communicate the message to other people within
the organisation.
 Speech- The message or content which is shared by speaker is called speech (Chen and
et. al., 2021).
 Occasion- It is essential to seek the opportunity to convey right message at right time and
this is occasion, where speakers analyse what message should be conveyed to whom at
what time.
 Target audience- These are the audience which are interested in the speech which is
shared by speaker.
 Effect- The way by which the targeted audience will receive the message is called the
effect.
Evaluate the barriers preventing people from booking holidays abroad
There are various communication barriers which prevent people from booking their holiday trips
and few of the barriers are mentioned below-
Physical barrier- Physical barriers are those barriers which prevent customers of a
travelling agency from booking holiday abroad (Bivol, 2018). During the COVID pandemic,
most of the travellers are afraid of the condition of their flights which they use to travel from one
place to another. They get afraid that whether the flights are properly cleaned or not, whether
they follow social distancing or not and many others. Customer of travel and tourism industry
always seek security for their health wherever they travel. Hence, they require that a proper
social distancing should through flight's sitting arrangement of customers. Proper hygienic
factors are also considered as physical barrier for the clients of Hays travels.

Emotional barrier- Due to COVID pandemic, customers are out of habit to travel which
prevent them from booking their tickets for travelling. Most of the customers of Hays travels still
has fear to travel abroad because they think that they will get affected by the Corona virus which
is the main disease of COVID pandemic.
Culture barrier- Another important factor which prevent customers from booking
holiday abroad is the unawareness of about the culture of another country. Most of the customers
are unaware about the culture, rules and regulations of other country where they wish to travel.
Hence, they have fear to get stuck in that area where they plan to travel due to performing any
unknowingly and unintentionally those practices which are considered as unethical in another
country.
Fear of terrorism- Terrorism is another important factor which prevent customers to
book their holidays abroad (Sutter and Kieser, 2019). An increase in terrorism activities is seen
easily in many countries and there no guarantee that any country is terrorism free country. A
customer can be harmed by any terror attack or even they can lose their life too.
Information barrier- Most of the travellers are unaware about the required and
necessary documents for travelling from one place to another. For example, they are not aware
whether they need PCR test or vaccine passport. Secondly, they thought that all this procedure
will consume a lot of time. Hence, they reject their plan to book their holidays for abroad
travelling.
Outline the strategies your travel agency has implemented to overcome these barriers
It is essential for organisations to plan and implement some effective strategies to overcome the
barriers which prevent travellers to book their holidays abroad. In context of Hays travels, they
will get benefit to resolve the issues related to travelling barriers for their customers. They have
improved their productivity and profitability by implementing the strategies to overcome the
barriers and these strategies are mentioned below-
Physical barrier- This issue is mitigated by the Hays travels by communicating and
promoting their business effectively. They make sure that the flights which they suggest to their
customers must follow all legal regulations for COVID pandemic (Al Shamsi and et. al., 2020).
They must follow social distancing within their flights so that travellers will prevent them self by
coming in contact with each other. They also make sure that the suggested airlines will properly

have all necessary hygienic factors. They are promoting their business well by sharing the
positive reviews of their recent customers who used their services.
Emotional barrier- In context of emotional barrier, the Hays travels are showing various
attractive images and videos of their destination and services which they offer to their customers
so that they can generate interest and regenerate their habit for travelling the world. They are
conducting marketing research to analyse the factors which can be used to influence their
customers buying habit for travelling purpose. They use the same factors in their promotional
activities and they also try to communicate personally with their customers to influence them for
planning holidays abroad.
Culture barrier- This barrier can be mitigated by the company through sharing cultural
and political information about the country where the customer plan to travel. This will help to
gain customer satisfaction and customer loyalty. Here, company can aware their customers about
all legal laws and political factors of the country where they plan to travel before booking so that
they will get to know about the whether they want to travel the country or not.
Fear of terrorism- In context of Hays travel, they avoid to offer those destinations to
their customers which are having more terrorism attacks to prevent their customers from any
personal harm of their health. They communicate all essential information such as past few
attacks and the current chance of terrorism attack on the country which is chooses by the
traveller (Fomenko and et. al., 2020).
Information barrier- To mitigate this issue Hays travel directly provide the guidelines
of the essential document which they should carry with them while travelling from one place to
another. Sometimes, they directly provide the contact number of those agents which can help
them to prepare their documents for travelling in a legal manner.
Conclusion
From the above information it is concluded that there is various organisational
communication theory like Weber’s Classic Organizational Theory of Fixed Structures, general
systems theory, Aristotle's model of communication and many others. There are various kinds of
barriers which prevent people from booking abroad like physical barrier, emotional barrier and
many others. Few of the strategies like communicating with customers on regular basis to aware
them about various things related to travelling purpose is essential to mitigate those barriers
which are related to lack of information and lack of knowledge of customers.

REFERNCES:
Books and Journals:
Al Shamsi, H. and et. al., 2020. Implications of language barriers for healthcare: a systematic
review. Oman medical journal, 35(2), p.e122.
Bivol, T., 2018. The impact of communication theories on the development of the school
institution. In Perspectivele dezvoltării durabile a spaţiului rural în contextul noilor
provocări economice (Vol. 50, pp. 440-444).
Braithwaite, D.O. and Schrodt, P. eds., 2021. Engaging theories in interpersonal communication:
Multiple perspectives. Routledge.
Chen, K. and et. al., 2021. Visual Framing of Science Conspiracy Videos: Integrating Machine
Learning with Communication Theories to Study the Use of Color and
Brightness. arXiv preprint arXiv:2102.01163.
Fomenko, T. and et. al., 2020. Overcoming Barriers in Intercultural Communication: A Case
Study on Agricultural Idioms in English, Ukrainian and Chinese. Academic Journal of
Interdisciplinary Studies, 9(6), pp.157-157.
Lock, I. and et. al., 2020. Back to the roots? The applications of communication science theories
in strategic communication research. International Journal of Strategic
Communication, 14(1), pp.1-24.
Sutter, M. and Kieser, A., 2019. How consultants and their clients collaborate in spite of massive
communication barriers. International Journal of Business Communication, 56(2),
pp.249-277.
Online-
Grounding Theories of Mass Communication, 2021 [Online] Available through:
<https://courses.lumenlearning.com/introductiontocommunication/chapter/grounding-theories-
of-mass-communication/>
Popular Theories of Organizational Communication, 2022 [Online] Available through:
<https://www.managementstudyguide.com/helical-model-of-communication.htm/>
All 8 Models Of Communication, Explained, 2021 [Online] Available through:
<https://helpfulprofessor.com/communication-models/>