Research on Cultural Differences' Impact on UK Hospitality Industry

This research proposal investigates the impact of cultural differences on the UK hospitality industry, with a specific focus on Marriott hotels. It aims to understand the concept of culture and cultural differences within the hospitality context, analyze the various cultural factors at play, identify the effects of these differences on Marriott's performance and productivity, and examine the benefits Marriott gains from cultural diversity. The methodology involves gathering quantitative data through questionnaires, ensuring ethical considerations, and addressing validity and reliability. The literature review explores existing research on culture, cultural differences, and their impact on the hospitality sector, identifying gaps and providing a foundation for the study. The research seeks to provide valuable insights for organizations, managers, researchers, and students, enhancing understanding of cultural diversity and its influence on the hospitality industry. Desklib provides access to similar reports and solved assignments for students.

Research Proposal
(To analyze the influence of cultural
differences and the effect they have on the
UK hospitality industry)
Module name:
Student name and ID:
Date of submission:

ABSTRACT
The main motive for carrying out the above investigation is to gain deep insight on
the topic cultural difference in hospitality industry and its effect on their performance and
productivity. This report contains various chapters which are literature review section which
contains the information about the research question. It also includes methodology part which
helps gathering and analysing information appropriately. In the current research report
quantitative data will be gathering and the data collection source will be primary data. To
gather primary data questionnaire will be designed as per the selected topic.

TABLE OF CONTENTS
ABSTRACT..............................................................................................................................................2
1. INTRODUCTION.............................................................................................................................4
1.1 Overview of the topic..................................................................................................................4
1.2 Background of the company........................................................................................................4
1.3 Relevance of the Proposed Research to Business Research........................................................4
1.4 Place the proposed study in context............................................................................................5
1.5 Justification of the chosen topic..................................................................................................5
1.6Value of this research...................................................................................................................6
1.7 Research aim...............................................................................................................................6
1.8Research objective........................................................................................................................6
1.9Research question........................................................................................................................6
2. LITERATURE REVIEW......................................................................................................................7
What is the concept of culture and cultural difference in context of hospitality industry?...............7
What are some of the cultural difference factor that occurs in hospitality industry?.......................7
What is the effect of cultural difference on Marriott performance and productivity?......................8
What are the benefits that are gained by Marriott due to cultural difference within their
organisation?.....................................................................................................................................8
3. RESEARCH METHODOLOGY...........................................................................................................9
3.1 Research design...........................................................................................................................9
3.2 Data collection and analysis.......................................................................................................10
3.3 Sampling....................................................................................................................................10
3.4 Ethical consideration.................................................................................................................11
3.5 Validity and reliability................................................................................................................11
3.6 Time plan...................................................................................................................................11
4.CONCLUSION....................................................................................................................................13
5.REFERENCES.....................................................................................................................................14

1. INTRODUCTION
1.1 Overview of the topic
In recent era globalisation has become one of the trends and has a great effect on the
hospitality industry worldwide. With globalisation hotel industry is acquiring various cultural
within their organisation which is also influence the way they are working. Cultural
differences has becoming one of the vital aspect in the hospitality sector as due to them they
are able to expand their business outside their geographical boundary. A cultural difference
refers to various different belief, values, behaviours, principles, language that are imposed by
different people within the same organisation (Gui and et. al, 2020). In hotels cultural
diversity is the vital concept which is influence the hospitality business in great manner.
Cultural difference is highly important as well as significant in the hospitality industry
because of the global customer base within the industry. Cultural difference within the
company provides various benefits as well as some time it comes out to be challenging for
the organisation. In hospitality sector both employee and customer comes with various
backgrounds and their belief and values influence the way hotel work. In order to acquire
global market it is very crucial for the hotel to adopt the concept of cultural differences in
their company. With their belief they make the experience of their customer good as well
create cultural history for them (Park and Min, 2020).
1.2 Background of the company
Marriot hotels and resort is one of the leading hospitality industries in the world. It is
an international hospitality brand that was founded in the year 1957 by J. Willard Marriott.
It’s headquarter is in Bethesda, United States. Marriot provide hospitality service worldwide
and approax the number of location they serve are 665. The Marriot chain was started with
two hotels one is in Quality Inn in Washington and another one is in Twin bridges (Fan and
et. al, 2018). In United Kingdom there are 44 Marriott hotels located in different parts of the
country. The company is chosen because of number of location they serve and this will helps
in analysing the influence of cultural difference on the performance of the hospitality
industry.
1.3 Relevance of the Proposed Research to Business Research
The present study is quite relevant to the company’s investigation because it will
highlight the importance and effect of cultural difference within the hospitality industry and

how they help in expansion. The current investigation is also helpful for the hotels as it will
aid them to understand the importance of cultural diversity and in developing them in positive
manner (Sunny, Patrick and Rob, 2019). Thus, the existing research is relevant for the hotels
to focus on adopting the concept of cultural diversity in their organisation and gain success
out of them in sound way. This also assists them to make a good interaction with their
customer and provide them a valuable experience.
1.4 Place the proposed study in context
The present research has proposed study on the influence and effect of cultural
differences on the organisation performance and productivity. In this research, researcher will
be conducting a detail information about the cultural difference in which culture is define as
a collection of various ethics, belief, morals and values prevailing in the society. In the
proposed study cultural difference helps the hotel to serve their customer in better manner as
per the ethics they follow (Luo and et. al, 2019). In simple meaning, cultural difference aims
at expanding the business of the hotel in sound proof manner. Through the current
investigation, investigator will also understand various benefits that can be gained by the
hotel due to cultural difference in their organisation. It facilities the hotels to make an
interactive and wonderful experience of the guests in attractive manner as well as helps
employee to increase their productivity in sounder way.
1.5 Justification of the chosen topic
The main reason for carrying out the investigation on the topic cultural difference is to
gain detailed knowledge about it and also identify the influence of cultural difference in
hospitality industry. With the current study various factor that influence the culture of the
industry will be learned which on the other hand helps in improving the performance and
productivity of the hotels. The current research will also highlight the benefits that can be
acquired with the adoption of cultural diversity within the organisation. The current research
has great interest for me as it also aids in fulfilling two vital perspectives which are personal
and professional (Nakayama and Wan, 2019). In the eye of persona perspective, i will get to
learn various tools and technique used for completing the research in scientific manner. The
current investigation will also develop different skill in me such as communication skill, data
analytical skill, problem solving skill, time management skill and many more. These skills
would aids in carrying out the future investigation in better manner. On the other hand, with
professional perspective, I will get to identify the various jobs available in hospitality
industry which assist in building the cooperative career in sound manner. I would also get to

know about various factor of cultural diversity which aids in improving the performance of
Hotel when I will be working as a manager in hotel industry. Thus, the current investigation
is quite significant in attaining dual objective (Asadi and et. al, 2020).
1.6Value of this research
The current study possesses a momentous value because it will conduct in depth
information about the effect of cultural difference within the company. This analysis is also
handy for organisation, manger, researchers, and students. With the perspective of the scholar
they will use this study to gain more knowledge on the topic so that they can enhance their
academic knowledge. On the side of researcher they will use the investigation to develop a
basic understanding on the topic so that they can pursue they future investigation in detailed
manner (Kim and et. al, 2018). In the objective of manager, they will be using this research to
know the factor of cultural difference and how they can gain befit out of them. With respect
to organisation, they will get to identify the positive influence of cultural difference within
the organisation and how it can make excellent customer experience out of it. Thus, the
present research is quite valuable for the entire stakeholder in sound manner.
1.7 Research aim
To analyze the influence of cultural differences and the effect they have on the
hospitality industry: A study on Marriott
1.8Research objective
 To understand the concept of culture and cultural difference in context of hospitality
industry
 To analyse some of the cultural difference factor that occurs in hospitality industry
 To indentify the effect of cultural difference on Marriott performance and
productivity
 To examine the befit that is gained by Marriott due to cultural difference within their
organisation.
1.9Research question
 What is the concept of culture and cultural difference in context of hospitality
industry?
 What are some of the cultural difference factor that occurs in hospitality industry?
 What is the effect of cultural difference on Marriott performance and productivity?

 What are the benefits that are gained by Marriott due to cultural difference within
their organisation?

2. LITERATURE REVIEW
Literature review is the second chapter in the structure of the dissertation. This section
is quite useful for the researcher as it helps in addressing the research question in significant
manner. Literature review contain the past publish information about the topic. This
information helps the researcher to gain detailed knowledge about the study and conduct
investigation in valuable way. The data which is obtained in this part is gathered from various
secondary sources. Some of them are books, articles, magazine, Website, government site
and many others. With the assistance of this section researcher lasso identifies the gap
between different research studies.
What is the concept of culture and cultural difference in context of hospitality industry?
As per the view of Wen, Hu and Kim (2018), culture is tern which has different
meaning for different person but the common meaning of culture means different belief,
morale, language, principle for different people in diversified society. In simple terms culture
means the idea, custom, behaviour and attitude of different human in the society. On the other
side, cultural difference in hospitality industry refers to diversified employee and customer
who poses different behaviour, attitude, morale, ethics, religion etc comes together in order to
avail service or provide service. With the rise in globalisation cultural difference is gaining
more importance as it helps the hospitality industry to expand their market outside the
geographical boundaries. Cultural difference have positive impact on hospitality industry as it
aids in providing better experience as well as helps in attracting customer for the brand.
What are some of the cultural difference factor that occurs in hospitality industry?
According to the opinion of Radojevic and et. al (2018), there are various factors that
can form cultural difference in the hospitality industry. These factors either create a positive
influence to their performance or negative influence if they cannot take care properly. The
foremost cultural difference factor in the hotel is food the buyers eat. There are two types of
people either vegetarian or non vegetarian. In hotel if they want to provide best service to
their customer then they need to focus on the food their guest wants to eat. Another factor is
social factor in which hospitality industry must provide the service to their guest as per the
society they belong because for people their surrounding matters a lot. Some of the other
cultural difference factors are economical background of the guest, religion they belong and
many more.

What is the effect of cultural difference on Marriott performance and productivity?
In the view of Gursoy (2019), cultural difference in hospitality industry effects the
Marriott performance in positive manner. These cultural differences among the workplace
positively influence the performance and productivity of Marriott. The first impact is it helps
in retaining talents within the company which on other hand with their experience provide
better service to diversified customer in best manner. Cultural diversity among employee
helps in providing unique as well as creative service to their visitor as per their moral and
culture. Another effect is positive organisational culture as diversified staff try to make
innovative surrounding for their organisation which on the other side developed positive
environment within the company. This positive surrounding helps the employee to perform
their dusty in best manner which aids in improving the overall organisational performance
(Latif, Pérez and Sahibzada, 2020).
What are the benefits that are gained by Marriott due to cultural difference within their
organisation?
As per the view of Afsar, Shahjehan and Shah (2018), cultural difference among the
organisation helps Marriott to gain various benefits which on the other side assist them in
sound manner. The first advantage that is gained by cultural difference is more creativity and
more innovation. With diversified staff and customer Marriot drive innovation in their brand
which helps them to serve their guest as per their principle and belief in innovative manner.
Another benefit that is acquired by Marriot is more knowledge about local market. Cultural
difference among employee helps Marriot to know more about local market. this ads them to
gain completive advantage out of their rivalry (Gao and et. al, 2018).

3. RESEARCH METHODOLOGY
Research methodology is that scientific procedure which helps the investigator to
identify analyses and discuss data according to the research study. This part in the research
hold very vital position because overall dissertation is based on the type of data collected.
Through this part, aim and objective are be achieved in valuable form (Mukherjee, 2019).
Reader also evaluates the validity and reliability of the overall investigation by the data
collected. Researcher methodology is also divided into various stages which is used by the
investigator to gather and analyse information accurately. With the help of methodology
investigation is carried out as per the idea of the investigator.
3.1 Research design
Research philosophy: This is the first layer in the research design. It is the belief
about the phenomenon of data needs to be gathering and used in the investigation. Positivism,
interpretivism and realism are the kinds of research philosophy. In the existing research
study, researcher will be choosing positivism philosophy. The main motive behind this is
through using this philosophy social world can be understood in objective manner. In short it
will use quantitative data to understand the society. This philosophy also assist in identify the
existing trend of using the data in the study (Bairagi and Munot, 2019).
Research approach: The second layer in the research design is Research approach
which significantly tests the hypothesis and theories. There are two data analysis technique
that are deductive approach and inductive approach. In the present investigation, beneficiary
will be opting for deductive research approach. This is because it will test existing theories
which are being formulated prior to the actual conduction of the investigation. In this
hypothesis are being developed as per the research problem which is identified by the
researcher. This approach will also helps in identifying the effect of culture difference on the
organisation performance of hospitality industry (Ledford and Gas, 2018).
Research choice: There are three types of choice available to the researcher for
gathering and analysing information that are Mono method, mixed method and multi
methods. In the current investigation, mono method will be selecting. The main reason is that
it will either collect quantitative data or qualitative data. In the existing investigation
quantitative data will be used which is gathered using mono method. The reason for this is it
will collect and analyse numerical information which can be used in easier manner. The data

will be in numbers which also aids in attaining aim in valid manner (Säfsten and Gustavsson,
2020).
Research strategy: Different types of strategies are there to gather data from the
social world. Some of them are survey, case study, action research, experimental research,
grounded theory, focus group and many more. In the existing study, researcher will be opting
for survey research strategy. The reason is that it will gather mass data from the mass
population. Using this quantitative data can be collected in less time as well in less cost
(Eisend and Kuss, 2019).
Time horizon: Cross sectional and longitudinal are the two time framework which
will tells about the investing time to gather and complete the research. In the present research,
cross sectional time horizon will be selecting by the investigator. The advantage to use this is
data can be gather in single go as well as multiple variables can also be observed at the same
time. Information that is collected in this will be gates just one which maintain the validity of
the overall investigation (Daniel, Kumar and Omar, 2018).
3.2 Data collection and analysis
Data collection: Data collection is the long process as it helps in gathering
information according to the study. This is the process which collects data for carrying out
the investigation in useful manner. They are categorised into two sources that are primary and
secondary source. Primary source is the method of collecting first hand information and
secondary is the procedure of gathering second hand data. In the existing study, researcher
will be choosing both primary and secondary data collection method. The reason for
choosing primary source is that it will collect fresh information as per the real time. Whereas,
secondary data helps in gathering past information which aids in increasing knowledge. To
gather primary data questionnaire as a research instrument will be using and for secondary
data research tools are books, newspaper, article, government site and many more will be
using (Lai, 2018).
Data analysis: Data analysis is one of the important techniques in the research. It is
the process of inspecting and analysing raw data in order to acquire useful information. There
are various data analysis technique such as frequency distribution method, thematic analysis
and many others. In the current research, researcher will be opting frequency distribution
method. The reason for choosing this method is that it will help in evaluating quantitative

data in easier mode. The useful information in this is presented in the form of tables and
charts so that reader can understand the information in ease manner (Davidavičienė, 2018).
3.3 Sampling
Sampling is the technique of taking out sample from the whole society. There are two
sampling practice that are probability and non probability sampling. Probability sampling
provides equal chance to become participant of the research and non probability select
sample on their choice. In the present investigation, investigator will be choosing probability
sampling method. In that they will be opting random sampling as the type o probability
sampling. The reason is applicants will be opting in equal and fair manner which will
maintain the transparency of the investigation. The ample size for the existing investigation is
20 managers from Marriott hotel (Whicher, Philbin and Aronson, 2018).
3.4 Ethical consideration
It is the collection of different principle and values which are to be followed by the
beneficiary to obtain data from the social world. Ethics are important to be obey because it
helps in gathering data without hurting anyone sentiments and emotions. It also helps in
fluffing aim and objective in reliable manner. Some of the morale and belief need to be
follow are voluntary participants, informed consent form, confidentiality, openness,
transparency and many more (Schamp, Heitmann and Katzenstein, 2019).
3.5 Validity and reliability
The existing investigation will maintain validity as well as reliability with the aid of
questionnaire which is designed in organized manner. Questionnaire will be created for
maintaining the validity of the research proposal. The question will include closed ended
question which assist in gathering numerical information. On the other side, reliability of the
study will be attained by significant the meaning of the research to the applicants as well as
the beneficially of question they were ask (Krug, 2018).
3.6 Time plan
Task Week
1
01/03/2
021 to
07/03/2
02021
Week
2
08/03
/2021
to
14/03
/2021
Week
3
15/03
/2021
to
21/03
/2021
Week
4 to
Week
6
22/03
/2021
to
11/04
/2021
Week
7
12/04
/2021
to
18/04
/2021
Week
8
19/04
/2021
to
25/04
/2021
Week
9
26/04
/2021
to
02/05
/2021
Week
10
17/05
/2021
to
23/05
/2021
Week
9
24/05
/2021
to
30/05
/2021
Week
10
31/06
/2021
to
06/06
/2021

Project
formulati
on and
Project
Planning
Literature
Review
Methodol
ogy
Data
Collection
and
Analysis
Discussio
n of
the results
Report wri
ting
Presentati
on of the
project to
the Board
of
Directors
.

4.CONCLUSION
From the above gathered data it is concluded that in hospitality industry cultural
difference plays a vital role as it helps in providing positive effect to their performance.
Cultural diversity helps in acquiring various employee from diversifies areas so that they can
provide best experience to their customer by fulfilling their needs and wasn’t as per their
societal norms.

5.REFERENCES
Books and journal
Afsar, B., Shahjehan, A. and Shah, S.I., 2018. Frontline employees’ high-performance work
practices, trust in supervisor, job-embeddedness and turnover intentions in
hospitality industry. International Journal of Contemporary Hospitality
Management.
Asadi, S., and et. al, 2020. Investigating influence of green innovation on sustainability
performance: A case on Malaysian hotel industry. Journal of cleaner
production. 258. p.120860.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Daniel, B., Kumar, V. and Omar, N., 2018. Postgraduate conception of research
methodology: implications for learning and teaching. International Journal of
Research & Method in Educatio. 41(2). pp.220-236.
Davidavičienė, V., 2018. Research Methodology: An Introduction. In Modernizing the
Academic Teaching and Research Environment (pp. 1-23). Springer, Cham.
Eisend, M. and Kuss, A., 2019. Research methodology in marketing. Cham, Switzerland:
Springer International Publishing.
Fan, A., and et. al, 2018. Whom do we trust? Cultural differences in consumer responses to
online recommendations. International Journal of Contemporary Hospitality
Management.
Gao, B., and et. al, 2018. How power distance affects online hotel ratings: The positive
moderating roles of hotel chain and reviewers’ travel experience. Tourism
management. 65. pp.176-186.
Gui, C., ad et. al, 2020. A meta-analysis of transformational leadership in hospitality
research. International Journal of Contemporary Hospitality Management.
Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for
‘luminaries’ special issue of International Journal of Hospitality
Management). International Journal of Hospitality Management. 7. pp.53-60.
Kim, H.L., and et. al, 2018. The effects of corporate social responsibility (CSR) on employee
well-being in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Krug, H.F., 2018. The uncertainty with nanosafety: Validity and reliability of published
data. Colloids and Surfaces B: Biointerfaces. 172. pp.113-117.
Lai, P.C., 2018. Research methodology for novelty technology. JISTEM-Journal of
Information Systems and Technology Management. 15.

Latif, K.F., Pérez, A. and Sahibzada, U.F., 2020. Corporate social responsibility (CSR) and
customer loyalty in the hotel industry: A cross-country study. International Journal
of Hospitality Management. 89. p.102565.
Ledford, J.R. and Gast, D.L. eds., 2018. Single case research methodology. New York, NY:
Routledge.
Luo, A., and et. al, 2019. Transformational leadership and service recovery performance: The
mediating effect of emotional labor and the influence of culture. International
Journal of Hospitality Management. 77. pp.31-39.
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Nakayama, M. and Wan, Y., 2019. The cultural impact on social commerce: A sentiment
analysis on Yelp ethnic restaurant reviews. Information & Management. 56(2).
pp.271-279.
Park, J. and Min, H.K., 2020. Turnover intention in the hospitality industry: A meta-
analysis. International Journal of Hospitality Management. 90. p.102599.
Radojevic, T., and et. al, 2018. The effects of traveling for business on customer satisfaction
with hotel services. Tourism Management. 67. pp.326-341.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: for engineers and other
problem-solvers.
Schamp, C., Heitmann, M. and Katzenstein, R., 2019. Consideration of ethical attributes
along the consumer decision-making journey. Journal of the Academy of Marketing
Science. 47(2). pp.328-348.
Sunny, S., Patrick, L. and Rob, L., 2019. Impact of cultural values on technology acceptance
and technology readiness. International Journal of Hospitality Management. 77.
pp.89-96.
Wen, J., Hu, Y. and Kim, H.J., 2018. Impact of individual cultural values on hotel guests’
positive emotions and positive eWOM intention: Extending the cognitive appraisal
framework. International Journal of Contemporary Hospitality Management.
Whicher, D., Philbin, S. and Aronson, N., 2018. An overview of the impact of rare disease
characteristics on research methodology. Orphanet journal of rare diseases. 13(1).
pp.1-12.