Theories of Communication and Barriers: A Case Study of Thomas Cook Travel Agency

The report summarizes the various theories of communication such as 7 C's, formal and informal communication, oral and written communication with reference to Thomas Cook travel agency. It also highlights communication barriers such as physical, emotional, organizational structure, information and culture barrier within the organization of Thomas Cook. Proper strategies have been recommended in order to overcome these barriers.

Business Communications

ABSTRACT
The report has been summarized the various theories of communication such as 7 C's,
informal and formal communication, oral and written communication with reference to Thomas
Cook travel agency. Further, the report has been briefly discussed about the communication
barriers such as physical, emotional, organizational structure, information and culture barrier
within the organization of Thomas Cook. Lastly, the proper strategies have been recommended
in order to overcome these barriers.
Table of Contents

ABSTRACT.....................................................................................................................................2
INTRODUCTION ..........................................................................................................................4
ANALYSIS AND DISCUSSION...................................................................................................4
General theory of organizational communication ......................................................................4
The communication barriers.......................................................................................................6
Recommendations to overcome the barriers...............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
It is the process through which the information can be shared between the people within
and outside of the company and this in turn assist to create a better outcome because the error of
communication can be minimized. The chosen topic is important for the present study because in
the modern era, company faces different communication error and to minimize the same, there is
a need to implement the things effectively. The chosen report for this report is Thomas Cook
which is one of the top travel agency group and it provide general theories related to
organizational communication and describe 5 barriers related to the same.
ANALYSIS AND DISCUSSION
General theory of organizational communication
7 C’s of communication: It is model which is applicable for both oral and written
communication and assist to meet the defined goal (No, 2021).
 Clarity: It implies that a specific message need to be shared while transfer the ideas from
the sender to the receiver. Also, in this, simple language need to be used that helps to
provide accurate results.
 Correctness: In this, an accuracy of facts and figures need to be used and check the
mistakes if any.
 Conciseness: It is a pre-requisite to an effective message and it save time and expenses
for receiver and sender. Therefore, ensure that while communication, only include
relevant material.
 Courtesy: It specify that the sender must be respectful and expressive while delivering
the message. Both side viewpoints have equal importance during communication.
 Concreteness: It represents the authenticity of the message which must be based on facts
and relevant evidences that has no space for misunderstanding between the receiver and
sender of the message.

 Consideration: It implies taking into consideration, the senders level of education, their
interest and mindset for the positive outcome during the communication.
 Completeness: It refers that the message must be complete, keeping in consideration the
grammatical aspect and facts. The rational conversation has a greater impact on the
receiver and adds to the effectiveness of the communication.
Thomas cook takes into consideration all the 7 c's while interacting with the customer for
a communication enriched with facts, mutual respect, true information and respecting
each other perspective in mind (7 C's of Communication. 2022). These skills helped the
company in understanding the customers need and creating a travel plan related to their
requirements.
Formal / Informal Communication: Formal communication are the authentic
communication for e.g. email, business letters, newsletter, report which follow a specific chain in
the company. Formal communication addresses to the mass people and employees adhere to the
channel of communication. This form of communication is more reliable in comparison. It
requires more time but are accurate in nature.
Informal communication take place in informal way with no channel to be followed. It
has been looked as a more fruitful way of communicating with the employees which comes
naturally and may lead to personal relations as well (Song and et.al., 2019). This type of
communication build trust and respect but has low level of secrecy.
Oral / Written Communication: Oral communication is the face to face communication
between the employees, clients and anyone related to the company which represents the personal
communication. It is generally interpreted as an informal communication. Thomas cook focuses
on the facial expression, body language and believes in listening to the need of their customer
(Martínez-Adrián, Gallardo-del-Puerto and Basterrechea, 2019). Oral communication creates a
friendly environment among them.
On the other hand, Written communication is the formal one and really important while
running the company. It can be through mail, text messages, letters, post and social media. The
company ensures the written communication via mail wherein it provide the customers with

entire detail which is more effective and leave no room for misinterpretation. It gives customers
more time to think and come up with a decision.
The communication barriers
Physical barriers: During the covid crises, the risk of getting infected by the covid was
huge. People were worried about them getting covid while they travel because of lack of social
distancing followed by the natives or the fellow travelers. People are more reluctant to travel due
to concern about their health and well-being of their family members. The priority has been
changed from traveling to being safe. There were so many questions in their mind which were
not answered by the government or the concerned authority about being stuck in another country
in case they get infected by covid 19 (Neill, 2018). People have stopped using public transport to
lower the risk of infection
Emotional barriers: This barrier is related to the people emotional behavior towards
traveling has been changed because its been more than 2 years of covid and now there is an
uneasiness in leaving their comfort zone that is staying home and relaxing. Now, humans are
anxious about flying high and exploring new places.
Organisational structure barriers: The covid situation is different in every country and
continuously changing. The traveling policy of a country may change in just short span of time
which may lead to the cancellation of travel plan. The fear of change in such policies, with lack
of clarity by the government is making customers reluctant to undertake travel (What is Business
communication. 2022). The risk of new quarantine rules and government regulation has evolved
as a major reason for not booking.
Information barriers: It has a major impact on traveling. The people are not able to
gather the entire information about the guideline of traveling. Due to covid, the entire network of
information has been hampered. Every state or country follows the guideline provided by the
concern government which is different in other (Perez and et.al., 2022.). Proper information
about the test required and the days it will be valid for, vaccination certificate and its validity, are
really important while the customer travel. Incorrect or half information may lead to troubles
while traveling.

Culture barriers: Every country has their own culture that involves values, work ethics,
rules and regulation. One countries rule and regulation will not similar to other country and
getting clear information about the country is hard in this covid time when there is uncertainty
about the new variant (Shepherd and et.al., 2019.). It is hard to convince people to travel in this
situation where the travel agency lack information related to the measures taken by other country
on the rise of covid 19 cases and how well the country is prepared to deal with a new variant in
the ongoing crises.
Recommendations to overcome the barriers
Keeping in mind the above barriers that Thomas Cook travel agency has been facing post
pandemic conditions, following are the recommendations to overcome the crises (Penn and
Watermeyer, 2012).
 Thomas Cook should focus more on customer’s safety which is the key to success in
covid times wherein people are worried about their health and family, the most.
Providing clear information about the number of cases in country one intends to travel
will be helpful in making a conscious decision by the people. Proper safety measures
need to be taken into consideration while planning a trip. Adhering to social distancing
rules and regulation and planning trip in small groups will lower the risk of infection
 The cited company can encourage people to make travel plan by offering them exciting
discounts. Planning a short trip in the native country itself will not allow people to feel
home sick. Taking into consideration the viewpoint of clients and creating an open space
of communicating their need and preferences about traveling will leave an urge to travel
in the people.
 It has been recommended that an in depth detail about the traveling policy of the concern
country should be conveyed to the traveler so that they have a sense of confidence in their
trip and the company (Henderson, 2006). Communication regarding clear and factual
details will enhance the trust and positive impact can be seen.
 The company can provide the list of things important during their travel. One to one
session and addressing to the individual queries. A detailed formal communication with

the traveler. Concrete list of valuable documents required during travel can be provided
few days before the plan.
 Proper analyzing the current situation in different countries along with the protocols
followed in case the new variant discovered there (Knowles and Scott, 2021).
Emphasizing on how important the safety of their customer means to the company and
what measures can be taken accordingly.
CONCLUSION
Covid 19 has severely impacted the tourism because of lack of communication about the
guidelines followed by different countries. Communication always play a major role in building
trust that means it should be authentic and clear based on the facts. The viewpoint of the receiver
need to be taken into consideration and addressing all the doubts will impact in positive outcome.
It has been concluded that a formal communication with clear and proper use of simple words
will lower the chances of misinterpretation and misunderstanding and helps in building trust
which is the key to every successful business.

REFERENCES
Books and journals
Henderson, J. C., 2006. Tourism in Dubai: Overcoming barriers to destination development.
International Journal of Tourism Research. 8(2). pp.87-99.
Knowles, N. L. and Scott, D., 2021. Media representations of climate change risk to ski tourism:
a barrier to climate action?. Current Issues in Tourism. 24(2). pp.149-156.
Martínez-Adrián, M., Gallardo-del-Puerto, F. and Basterrechea, M., 2019. On self-reported use
of communication strategies by CLIL learners in primary education. Language Teaching
Research. 23(1). pp.39-57.
Neill, M. S., 2018. Change management communication: Barriers, strategies & messaging.
Public Relations Journal. 12(1). pp.1-26.
No, P., 2021. Effective Communication as a Tool for Achieving Organizational Goals and
Objectives. Journal of Economics, Finance And Management Studies. p.265.
Penn, C. and Watermeyer, J., 2012. Cultural brokerage and overcoming communication barriers.
Coord. Particip. Dialogue Interpret., John Benjamins Publishing Company,
Amsterdam/Philadelphia. pp.269-296.
Perez, H. and et.al., 2022. Barriers and benefits of information communication technologies used
by health care aides. Applied Clinical Informatics. 13(01). pp.270-286.
Shepherd, S. M. and et.al., 2019. The challenge of cultural competence in the workplace:
perspectives of healthcare providers. BMC Health Services Research. 19(1). pp.1-11.
Song, A. M. and et.al., 2019. Measuring, mapping and quantifying the effects of trust and
informal communication on transboundary collaboration in the Great Lakes fisheries
policy network. Global environmental change. 54. pp.6-18.
Online references
7 C's of Communication. 2022. [Online]. Available through: <https://businessjargons.com/7-cs-
communication.html>
What is Business communication. 2022. [Online]. Available through:
<https://www.managementstudyhq.com/types-and-barriers-communication.html>