Effective Business Communication in Tourism and Hospitality Sector

This report investigates the critical role of effective business communication in the Australian tourism and hospitality industry. It emphasizes the importance of building strong relationships with stakeholders and fostering customer loyalty. The report focuses on email communication as a key digital tool, highlighting its efficiency and cost-effectiveness in providing information and customer service. A literature review examines articles on customer engagement, brand loyalty, and the impact of technology on communication within the hospitality sector. The report offers recommendations for improving email communication strategies, such as attractive email designs, personalized offers, and feedback mechanisms. The conclusion reinforces the significance of digital communication in the modern business landscape, particularly the effectiveness of emails in reaching customers globally. The report also provides insights into indigenous tourism in Australia and its communication strategies.

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EFFECTIVE BUSINESS COMMUNICATION
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Executive Summary
The significant objective of the report is to identify the importance of effective business
communication in the tourism and hospitality industry of Australia, the chosen mode of
communication for this report is emails, which happens to be one of the most efficient
digitally mediated tools of business communication. The paper conducts a review of literature
using several articles that highlight the importance of effective means of business
communication in organizations operating particularly in the hospitality and tourism industry.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Literature Review...................................................................................................................4
Recommendations..................................................................................................................6
Conclusion..................................................................................................................................7

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Introduction
Business professionals often rely on the effectiveness of communication for the
purpose of building strong partnerships with the internal stakeholders of an organization
along with the development of loyalty among its customer base. The development of internal
relationships among the members of the organization is essential as it helps in the integration
of their interests with the interest of the organization to achieve its targets and goals. Fleisher
and Bensoussan (2015) have argued that though business organizations often disregard its
importance, effectiveness of communication plays a major role in determining the failures
and successes of business activities in achieving organizational targets and goals. The
adoption of an effective means of communication in business organizations is essential as it
helps in the reduction of conflicts and discrepancies among the members of the organization
during the conduction of business activities, thus enhancing their overall performance
significantly (Bovée, Thill & Raina, 2016). The essay will further discuss the importance of
emails as a mode of effective business communication and how it has aided in the provision
of efficient customer services in the tourism and hospitality industry of Australia.
Communication through email involves a formal means of communication through which
information about the products and services offered by an organization can be provided to the
global consumers within short periods of time. The factors of easy accessibility and cost
effectiveness have enabled communication through email to emerge as one of the most
popular and effective modes of communication adopted by business organizations across the
world (Zare, 2015).
Discussion
In today’s age of rapid globalization, business organizations have adopted several
means to enhance their competitive advantage in the market by occupying larger market

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shares and building a larger customer base for their products and services. For the purpose of
building a larger customer base, it is essential for the business organizations to not only
market their products and services to the customers efficiently but also provide customer
services in order to ensure a positive after purchase experience, thereby enhancing customer
satisfaction (Guffey & Loewy, 2015). In order to develop such customer satisfaction, it is
essential that business organizations must establish an efficient means of communication with
the customers, so that they may be able to remain aware about their feedback and queries, and
respond to them accordingly. Emails have emerged to be a popular form of business
communication in the tourism and hospitality industry as they help in providing formal
notifications to the customers about new offers, benefits, discounts, delays, changes, queries
and others (Patrutiu-Baltes, 2016). The following section will further highlight the manner in
which communication through emails have proven to be effective in the tourism and
hospitality industry of Australia.
Literature Review
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer
engagement in building consumer loyalty to tourism brands. Journal of Travel Research,
55(1), 64-78.
According to the authors of the article the tourism and hospitality industry being
service oriented must strategize means to enhance customer enhancement and brand loyalty
among the customers in order to meet the organizational goals and targets. The tourism and
hospitality department focuses on the building of customer relationships and obtaining
optimum levels of customer engagement through the use means of communication. Such
communication established between an organization operating in the tourism and hospitality
industry and the customers ultimately leads to the development of brand loyalty and enhances
the customer’s evaluation towards the brand. Furthermore, the importance of communication

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in the tourism and hospitality industry also involves the effectiveness of marketing strategies
adopted by the organization to attract the customers to use their products and services through
the use of business communication means such as social media platforms, print media
advertisement and the like.
Kandampully, J., Zhang, T. C., & Bilgihan, A. (2015). Customer loyalty: a review and
future directions with a special focus on the hospitality industry. International Journal
of Contemporary Hospitality Management.
The authors of this article have highlighted the importance of effective business
communication in the hospitality industry in terms of satisfaction of the customers. The
transformation of the various global industries owing to rapid advancement of technology has
also seeped into the global hospitality market, thereby changing the lifestyle, tastes and
preferences of the consumers significantly. In this regard, the article mentions that the
consumers and organizations of the hospitality industry have increasingly resorted to online
channels to establish effective means of communication between themselves. The use of
technology in the development of new communication channels among the organizations and
their customer base, have enabled the customers to assume a new role and function in
determining organizational efficiency. These online mediums of communication may include
social media websites, the official websites of the organization and emails. These online
mediums in turn help the consumers to provide feedbacks to the organization on their
services so that they may be able to make improvements and increase their overall customer
satisfaction.
Ruhanen, L., Whitford, M., & McLennan, C. L. (2015). Indigenous tourism in
Australia: Time for a reality check. Tourism Management, 48, 73-83.

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The authors of this essay have focused on the field of indigenous tourism in
Australia and how the establishment of an efficient and effective means of communications
helps in the development of the business of organizations operating in this industry.
According to the authors, communication used in the tourism and hospitality industry mostly
pertains to the marketing of products and services made available to the customers. In this
regard, it can be said that communication plays an important role as a tool for marketing.
Furthermore, the authors have also discussed how communication on part of the con summers
helps the business organization to determine the preferences and intentions to visit. The
determination of the preferences of the customers in turn helps the organization operating in
the tourism and hospitality industry to identify the means of communication, which can be
utilized by them in order to effectively market their products and services.
Darics, E. (2015). Introduction: Business communication in the digital age—Fresh
perspectives. In Digital business discourse (pp. 1-16). Palgrave Macmillan, London.
According to the authors of this article, rapid digitalization across the world has
enabled business organizations to adopt several effective means of communication that may
help in the development of their business activities and operations. The authors have
identified several digital means of establishing effective communication by the business
organizations not only with the customers but also among the members of the organization
itself. In this regard, emails have been identified as one of the most effective forms of digital
communication adopted by global business organizations. Digitally mediated communication
is regarded as effective in business organizations as opposed to face-to-face and other
personal forms of communication. It is so because, digitally mediated communication enables
the individuals to keep track of the communication as well as interact with each other
irrespective of their geographic location or time.

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Recommendations
The geographic and cultural diversity of Australia facilitates the growth and
development of the tourism and hospitality industry to a large extent. However, in order to
ensure the sustainable growth of the organizations operating in this industry, it is essential
that they adopt an effective means of communication for the purpose of not only establishing
strong relationships among the customers, organization and its employees but also market the
products and services offered by them to the customers in an efficient manner. Certain
recommendations can be provided in this regard, that may help in improving the effectiveness
of business communication through emails.
 In order to market the services and products of the organizations, the emails sent to
the customers must be designed in an attractive manner, which catches the attention of
the customers. However, the organization must design these emails in a manner that
looks just as attractive on their smartphones as they do on the desktop.
 The organization must also maintain a certain level of frequency in sending the emails
to its customers. Seasonal messages and personalized offers can also help in building
strong relations with the customers and enhance their brand loyalty.
 The organization must also facilitate the customers to send their feedback after they
have availed their services, so that the organization may get an insight into the
efficiency of its functioning and services.
Conclusion
From the above discussion, it can be concluded that business communication is an
essential aspect that helps an organization to grow and develop the scope of its functions and
activities. In the modern age of rapid digitalization, digitally mediated means of
communication have been regarded as the most efficient means of communication because of

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their affordability, easy accessibility and efficiency. In this regard, it can be said that emails
as a mode of communication in immensely effective as it can reach the customers of the
organization easily irrespective of their geographic location or time.

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References
Bovée, C. L., Thill, J. V., & Raina, R. L. (2016). Business communication today. Pearson
Education India.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective
application of new and classic methods. FT Press.
Guffey, M. E., & Loewy, D. (2015). Essentials of business communication. Nelson
Education.
Patrutiu-Baltes, L. (2016). The impact of digitalization on business communication. SEA–
Practical Application of Science, 4(11), 319-325.
Zare, Z. (2015). The benefits of e-business adoption: an empirical study of Iranian SMEs.
UCT Journal of Management and Accounting Studies, 3(01), 9-16.