Social Cognitive Theory Analysis: Hotel Rebranding and Staff Behavior

This report delves into the application of Social Cognitive Theory, focusing on a case study involving hotel rebranding. The introduction provides a foundation in the theory, explaining its core principles related to individual knowledge acquisition through observation, experience, and social interaction. The main body of the report examines various factors influencing staff behavior during a hotel's rebranding process, applying Bandura's model to analyze personal, behavioral, and environmental influences. It explores how factors such as new policies, procedures, and past experiences impact staff members' reactions to changes, particularly in the context of the IHG hotel. The report discusses elements like reciprocal determinism, behavioral capability, observational learning, reinforcement, expectations, and self-efficacy, and their roles in shaping staff attitudes. The conclusion summarizes the key findings, emphasizing the importance of understanding social cognitive theory in managing organizational changes and understanding human behavior in professional settings. The analysis highlights the negative impact of rebranding on staff due to prior experiences and environmental factors, including new policies and procedures.

Social cognitive theory
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4
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INTRODUCTION
Social cognitive theory is based on the psychology, education and communication that hold
the portion of individual knowledge acquisition. It is directly related to observing in term of
social interactions, experience, media which always influences (Beauchamp, Crawford and
Jackson, 2019). In another way, it can be said that Social learning theory of Bandura’s
emphasizes the significant of observing, modelling the attitude, behaviors and emotional
reactions of other. Bandura states that Learning would be exceedingly laborious. If people had to
rely solely on the effects of their own actions.
The documentation will discuss about the social learning theory by using Bandura’s model.
The document is focused on the case study-I, related the staff dealing with hotel rebranding. In
order to identify the different factors that impact on the staff member within organization. The
factors involves personal, behavioral and environmental that plays significant role among staff
members during hotel rebranding.
MAIN BODY
There are various factors which highly impact of a person behavior. It leads ot change in
perception of mind and allow them to analyse why this change has occurred. There are various
models and theories which is used in social cognitive context. However, each theory evaluate
factors in different way focusing on several areas. But use of social cognitive theory depends on
situation and other factors. In order to examine thi bandura theory is applied. The theory state
that learning occur with dynamic and reciprocal interaction between various factors that are
person, behavior and environmentAlso, in thsi there are two social factors that are internal and
external. The theory evaluate that individual behavior is impacted due to change in environment.
Moreover, a person past experience also affect on their behavior. It highly shape and influence
on person behavior. The purpose of this theory is to find out how people control their behavior
through reinforcement and achieving goals and objectives. Basically, there are certain elements
in this which is defined as
Reciprocal determinism- it is related with individual experience, social environment and
behavior.
Behavior capability- in this it refers to ability of person of what to do and how to do it in terms of
behavior. With this they learn consequences of behavior and its impact of environment
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Observation learning- as name depicts it state that people can learn from behavior of other and
then try to copy them in their own behavior. This depends on positive and negative learning of
behavior. It means if behavior is positive then it person will learn it as successful demonstration.
Reinforcement- it refers to internal or external response of behavior which affects on continuing
or discontinuing of behavior. These responses can be related to environment or are self
generated. Furthermore, it can be either positive or negative.
Expectations- they are outcomes of person behavior that whether it is health related or not.
Generally, people predict outcomes of their actions on behavior before engaging into it. So, the
expectation are drived from past experience.
Self efficacy- it is known as ability of person confidence that to what extent he or she is able to
successfully perform behavior. In this theory self efficacy is affected by environmental factors.
Similarly, in context of principle hotel London case study it is analysed that all factor of bandura
will be applied. Here, as staff is already frustrated because in Last april hotel was re branded and
this lead to re training them and following of new policies and procedures. So, in this there are
several factors which will affect on learning of staff. They are as follows
Personal – in this it refers to personal factors that highly impact on behavior of employees. In
IHG hotel there is re branding done with kimpton. Thus, as staff is already frustrated regarding
new systems and policies, so again doing this change will affect on their behavior in negative
way. They are already learning behavior by observing how other colleagues are doing task.
Furthermore, in this there are two factor that will reflect in behavior. First is new system and
policies and second is re branding which has been not completely implemented. Here, personal
factors will be training, behavior etc.
Environmental- this factor will highly impact on employee learning. This is because re branding
will result in forming of new Policies and procedures. Besides, they will be given training as well
on how to perform task. So, when some employee will reflect negative behavior towards it this
will directly impact on other staff behavior as well. Along with it, as staff is already in stress as
they are facing difficulties in adopting and working with new system. With re branding there will
be change in hotel environment. So, as per this employees behavior towards it will be affected in
negative way. Here, environment factor will be new policies, procedure, system and hotel in
which they are shifted.
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Behavior – this refers ot past experience of person from which he or she learns or it impact on
their behavior. Likewise, in IHG hotel re branding is done in last April only. In that employee
have been given training and they are to work as per new Policies and procedures. Thus, it will
impact on their learning and behavior in negative way. It is because of past experience is very
bad and they are frustrated and in stress. Thus, they will show same behavior this time as well.
So, it will highly affect in their learning as staff will behave in same way.
So, it is clearly analysed that conduct of staff towards re branding of IHG hotel will be negative.
Moreover, their behavior will be affected by environmental and oast experience. It is because
they have already done experienced this situation earlier. Thus, these all factor will show
negative conduct of staff towards hotel.
There will be social influence as well on staff as they will observe behavior of other and then
work it. Also, a belief will be developed among them about re branding and how they need to
work accordingly. Alongside, their self efficacy will decrease as they will again have to train and
follow different policy and procedure. The self efficacy will be affected by environmental factors
that are hotel policy and procedure.
According to psychologist Albert Bandura, it has been composed the model into
different factors such as behavior, environmental. These are playing important role to establish
the connection between individuals. The environmental components is basically made up with
physical surrounding around the people that mainly contain the reinforcement which mainly
including people who are currently work within organization (Wang, Hung and Huang, 2019).
Environment influence the intensity as well as frequency behavior of people. In this way, it can
understand that environment potentially impact on the individuals. Furthermore, behavior
components is the idea that understand the individual behavior and controlled by individual
through cognitive process (Beauchamp, Crawford and Jackson, 2019).
According to case study, it has been examined that staff members frustrated due to the
rebranding which mainly involves closing the hotel for month, applying new policies,
procedures. During, social learning perform significant role to identify the behavior and attitude
towards new environmental culture. Therefore, it easily recognize the behavior of staff member
because physical surrounding, environment always impact on the employee at workplace
(Beauchamp, Crawford and Jackson, 2019). Sometimes, rebranding is positive impact on the
staff members because they are excited to enhance their own career and invite to talk about the
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organizational as well as personal growth. In this way, they can assure their job in the
organization and always maintain position in proper manner.
CONCLUSION
From above discussion, it concluded that Social cognitive theory is to be consider in context
of psychology, education and communication that help for providing the knowledge where easily
handle the current business situation or condition. In this essay, it is mainly focused on the
individuals and observe their Opinion towards social interactions, experience, media which
always influences. Social learning theory is mainly explained the human behavior in context of
interaction between behavioral, environmental influences.
It has summarised about the social learning theory by using Bandura’s model. It is mainly
focused on the case study-I, related the staff dealing with hotel rebranding. In order to identify
the different factors that impact on the staff member within organization. The factors involves
personal, behavioral and environmental that plays significant role among staff members during
hotel rebranding.
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REFERENCES
Books and journals
Wang, S., Hung, K. and Huang, W.J., 2019. Motivations for entrepreneurship in the tourism and
hospitality sector: A social cognitive theory perspective. International Journal of
Hospitality Management. 78. pp.78-88.
Beauchamp, M.R., Crawford, K.L. and Jackson, B., 2019. Social cognitive theory and physical
activity: Mechanisms of behavior change, critique, and legacy. Psychology of Sport and
Exercise. 42. pp.110-117.
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