=/>@ &.

9/;/57;5
@<A>7?9 0A?7;3??3?
* 6WODP >HUQWTFH 9DPDJHOHPV LP @QWTLUO
Phf >Znf Zg] Fbma^g]kZg GhddkZgbdZe
8XQ`dUb _RZUSdYfUc
M[X checbfX bY g[\f V[TcgXe \f gb XkT`\aX T ah`UXe bY ^Xl g[X`Xf \a g[X fgeTgXZ\V `TaTZX`Xag
bY [h`Ta eXfbheVXf \a gbhe\f`* ATi\aZ Vb`c_XgXW g[\f V[TcgXe( g[X eXTWXe j\__ UX TU_X gb6
! \WXag\Yl V[TeTVgXe\fg\Vf bY gbhe\f` Tf g[Xl \`cTVg ba g[X `TaTZX`Xag bY [h`Ta eXfbheVXf
! TcceXV\TgX g[X \`cTVgf bY Z_bUT_\fTg\ba TaW g[X WXiX_bc`Xag bY B<Mf ba [h`Ta eXfbheVX
`TaTZX`Xag &AKF' \a gbhe\f`
! eXVbZa\fX g[X \`cbegTaVX bY dhT_\gl( Vh_gheT_ VbagXkg TaW g[X X`XeZXaVX bY TXfg[Xg\V
_TUbhe \a g[X `TaTZX`Xag bY [h`Ta eXfbheVXf
4MFTXJV HSRXJRXW
Inlroduclion
Tlo claraclorislics of lourism as a soclor and lloir imacl on llo managomonl
of luman rosourcos
Tourism's imago as an omIoyor
SIiIIs slorlagos in lourism
Iducalion and lraining in lourism
IIoxibiIily and innovalion in llo managomonl of luman rosourcos
Rocruilmonl, rolonlion and lurnovor
Rovards, bonofils and comonsalion
Managing quaIily llrougl luman rosourcos
Tlo imacl of gIobaIisalion
CuIluraI conloxls
Tlo omorgonco of 'aosllolic Iabour'
Tlo imacl of informalion and communicalions loclnoIogios
7N_R _`aQe /'* E^R` N BNZTR^
ConcIusion
Discussion quoslions
Suggoslod furllor roading
>\b`]RcQbW]\
Tlo luman rosourco dimonsion is ono of llo mosl imorlanl oIomonls of any induslry
soclor, nono moro so llan in a sorvico soclor sucl as lourism, vlicl is claraclorisod by
ligl IovoIs of luman invoIvomonl in llo dovoIomonl and doIivory of sorvicos or vacalion
oxorioncos. Wlalovor moans aro omIoyod lo doIivor lourism sorvicos lo llo cuslomor,
llo roIo of luman inlorvonlion (as individuaIs and grous) is aImosl univorsaI. In llis
conloxl, llo managomonl of omIoyoos is a crilicaI funclion and ono llal, uIlimaloIy,
dolorminos vlollor a lourism organisalion is comolilivoIy succossfuI or nol. HiglIy
succossfuI lourism organisalions, arlicuIarIy in llo Iuxury ond of llo marIolIaco,
invariabIy Iaco considorabIo omlasis on llo ongagomonl, oducalion and omovormonl
of lloir omIoyoos al aII IovoIs lo doIivor sorvicos llal dofino or difforonlialo llo organisa-
lion from ollors in llo fioId. Al llo samo limo, arls of llo lourism soclor, aIongsido ollor
arls in llo oconomy, aro maIing incroasing uso of loclnoIogy subslilulion and llo cro-
alion of an o-sorvico onvironmonl, villin vlicl luman modialion in llo sorvico rocoss
is roducod or oIiminalod. IIoclronic licIoling and clocI-in vill airIinos and loloIs aro
oxamIos of llis rocoss al vorI. Hovovor, offoclivo organisalions do uso loclnoIogy
subslilulion in soIoclod aroas of lloir sorvico doIivory sysloms in ordor lo focus llo quaI-
ily luman loucl in ollor aroas, vloro il is, orlas, moro imorlanl.
In an ora of incroasing omlasis on quaIily, llo doIivory of sorvico quaIily in lourism,
and llo luman suorl sucl sorvico domands, can bo IooIod uon as a comolilivo
oorlunily and slralogic issuo. Tlo roIo of luman rosourcos and ils officionl manago-
monl in croaling quaIily las boon vidoIy rocognisod as ono of llo mosl imorlanl
oIomonls in imroving an organisalion's comolilivonoss. Al llo samo limo, llo lourism
induslry vorIdvido is claraclorisod by ambiguous alliludos lo invoslmonl in luman
cailaI, infIoxibIo omIoymonl raclicos and an unsuslainabIo aroacl lo luman
rosourcos dovoIomonl (}illondran and Baum, 2000). Oflon orcoivod as ooralionaI
considoralions (Baum, 1993), llo managomonl of luman rosourcos in lourism can bo
doscribod as an oxamIo of NQU[PV_Y. Il is aIso an aroa of aclivily llal las roorcussions
far boyond llo ooralionaI domain in organisalions and cIoarIy imacls on llo marIol-
ing and financiaI offoclivonoss of lourism organisalions.
Tlis clalor viII addross a numbor of Ioy llomos in llo slralogic managomonl of
luman rosourcos in lourism. Wo viII alloml lo givo llo roador a fIavour for llo slralo-
gic issuos and concorns vlicl undorin oacl aroa, vliIo al llo samo limo rocognising
llal oacl of llo issuos idonlifiod morils fuIIor considoralion. Tlo roador viII lavo llo
oorlunily lo doIvo dooor inlo oacl loic, as arorialo. Tlo llomos aro:
! llo claraclorislics of lourism as a soclor and lloir imacl on llo managomonl of luman
rosourcos,
! lourism's imago as an omIoyor,
! sIiIIs slorlagos in lourism,
! oducalion and lraining in lourism,
! fIoxibiIily and innovalion in llo managomonl of luman rosourcos,
1/ IZgZ`bg` Phnkblf >nlbg^ll^l
! rocruilmonl, rolonlion and lurnovor,
! rovards, bonofils and comonsalion,
! managing quaIily llrougl luman rosourcos,
! llo imacl of gIobaIisalion,
! cuIluraI conloxls,
! llo omorgonco of aosllolic Iabour, and
! llo imacl of informalion and communicalions loclnoIogios (ICT).
IVS QVO`OQbS`WabWQa ]T b]c`Wa[ Oa O aSQb]` O\R bVSW`
W[^OQb ]\ bVS [O\OUS[S\b ]T Vc[O\ `Sa]c`QSa
In many rosocls, our considoralion of llis roIalivoIy vido agonda roIaling lo luman
rosourcos in lourism is rodicalod uon llo firsl llomo, llal of llo imacl llal lourism's
claraclorislics as a soclor lavo uon llo managomonl of luman rosourcos. Il can bo
arguod llal virluaIIy aII llo claIIongos facod by llo soclor aro a consoquonco of llo
slrucluro and ooraling foaluros of lourism. Tloroforo, vo viII conconlralo on llis
asocl in ordor lo sol llo scono for llo ollors.
Tlo big claIIongo in lourism is llal il is difficuIl lo dofino llo lyicaI lravoI, lourism
and losilaIily organisalion. Tlis is, in arl, bocauso lourism is an amaIgam of sub-
soclors sucl as lransorl, accommodalion, allraclions, sorvicos and lourism faciIilalion,
oacl of vlicl consisls of a numbor of difforonl grous. Ior oxamIo, llo lransorl sub-
soclor incIudos organisalions llal ooralo airIinos, raiIvays, forrios and cruiso slis,
bus and coacl comanios, caro liro and laxis as voII as organisalions llal rovido infra-
slrucluro for lloso airorls, bus lorminaIs, orls. Il aIso covors rivalo lransorl by
car, bicycIo and on fool. In addilion lo llis divorsily villin oacl sub-soclor, lourism
organisalions vary according lo sizo (from major muIlinalionaIs lo micro, ono-orson
businossos), ovnorsli (ubIic, rivalo) and Iocalion (IocaI, nalionaI, inlornalionaI).
Tourism organisalions aIso vary groalIy across nalionaI boundarios. Tloro aro somo
omorging gIobaI or muIlinalionaI comanios in lourism, and llo soclor is affoclod by
lronds lovards gIobaIisalion in businoss, for oxamIo, llo major airIino aIIiancos sucl
as Slar and OnovorId. Hovovor, llo vasl majorily of ooralors aro groalIy infIuoncod
by llo oIilicaI, oconomic, socio-cuIluraI and loclnoIogicaI conloxl villin vlicl lloy
aro Iocalod, gonoraIIy al a nalionaI or IocaI IovoI. Tloy aro subjocl lo varialion as a rosuIl
of difforing oIilicaI condilions, varying comany and consumor Iavs and llo infIuonco
of cuIluraI considoralions, for oxamIo, alliludos lo aIcoloI in IsIamic counlrios.
Tourism organisalions aIso ooralo villin a liglIy voIaliIo domand onvironmonl,
rimariIy oxlibilod llrougl soasonaIily (Baum and Iundlor, 2001) bul aIso llrougl
domand fIuclualion villin llo vooI (businoss loloIs and airIinos al vooIonds faco a
major dovnlurn) and villin any vorIing day. Tlis claraclorislic domand curvo
imosos significanl conslrainls on llo managomonl of luman rosourcos villin lourism
and undorins many of llo issuos facod villin llo llomos llal vo addross Ialor in llis
clalor.
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 10
Tourism organisalions boIong villin llo sorvico soclor of llo oconomy. Tloy aro,
lloroforo, vory difforonl in llo vay lloy ooralo and lov lloy aro organisod from organ-
isalions vlicl focus on llo rocossing and roduclion of manufaclurod goods. Tloro aro
arlicuIar foaluros of sorvico organisalions, and llo sorvicos llal lloy rovido for lloir
cuslomors, vlicl difforonlialo llom from llo manufacluring soclor. Tloso foaluros
oslabIisl llo aramolors villin vlicl ooIo vorI and aro managod in lourism. Tlo
claraclorislics of lourism sorvico ooralions incIudo llo foIIoving foaluros.
! B[_` `[a^V_Y _R^bVPR_ VZPXaQR N _VTZVSVPNZ` VZ`NZTVOXR P[Y\[ZRZ`. Mosl sorvicos aro inlan-
gibIo in llal you do nol rocoivo somolling lysicaI or langibIo in rolurn for your
monoy. You aro buying an oxorionco and llo ovaIualion of llis oxorionco may incIudo
a slrong subjoclivo oIomonl as voII as asocls llal you can judgo objoclivoIy. Tlo unc-
luaIily of an airIino's sorvico can, gonoraIIy, bo moasurod objoclivoIy, vliIo llo quaIily
of llo sorvico offorod on board is mucl moro subjoclivo. Tlo luman conlribulion lo llo
doIivory of boll langibIo and inlangibIo asocls of lourism sorvicos is coro.
! H[a^V_Y _R^bVPR_ PNZZ[` OR VZbRZ`[^VRQ. If Iofl unsoId, llo saIos oorlunily for a sorvico is
Iosl. A loloI room Iofl unsoId ovornigll or an omly soal on a llomo arI rido is Iosl
rovonuo and an oorlunily llal can novor bo rocouod. In ollor vords, sorvicos cannol
bo invonloriod or slorod in llo mannor llal many non-orislabIo manufaclurod goods can
bo loId in a varolouso unliI lrading condilions bocomo moro favourabIo. Tlis roaIily las
a major imacl on lov sorvico organisalions, osociaIIy lloso in llo lourism soclor, organ-
iso llomsoIvos, arlicuIarIy vill rosocl lo saIos and marIoling. Tlis foaluro inducos a
conslanl IovoI of slross inlo lourism ooralions and llis imacls uon omIoyoos in llal
lloy aro conslanlIy roquirod lo rosond lo slorl-lorm saIos roquiromonls. Tlo ooralion
of offoclivo yioId managomonl sysloms by, for oxamIo, llo Iov-cosl airIinos can roduco
llis rossuro on llo individuaI lo a considorabIo oxlonl.
! H[a^V_Y _R^bVPR_ N^R `VYR QR\RZQRZ`. Tourism sorvicos aro froquonlIy roarod/roducod,
sorvod and consumod aImosl simuIlanoousIy, froquonlIy villin sigll of, and ossibIy
vill llo arlicialion of, llo cuslomor in a vay llal is infroquonl in manufacluring.
Tlo luman conlribulion villin llis rocoss is crilicaI.
! H[a^V_Y _R^bVPR_ N^R \XNPR QR\RZQRZ`. Many lourism sorvicos musl bo offorod lo llo cus-
lomor vloro lloy aro roquirod. DoIivory and roduclion cannol laIo Iaco romoloIy or
in a conlraIisod Iocalion. HoloIs musl bo Iocalod vloro ooIo vanl lo slay and nol
vloro il suils llo loloI comany. Tlo omorgonco of o-loclnoIogy moans llal llis con-
sidoralion is no Iongor as absoIulo as il onco vas. SaIos/rosorvalions, cuslomor sorvicos
doarlmonls (caII conlros) and financiaI rocossing ooralions aro oxamIos of sorvico
funclions llal aro no Iongor Iocalion doondonl. As a rosuIl, many Iurooan and Norll
Amorican comanios aro Iocaling lloso funclions off-sloro, in counlrios sucl as India
vloro Ianguago barriors do nol oxisl and vloro loclnoIogy Iiloracy is ligl. IIaco
doondoncy imacls on llo rocruilmonl and voIfaro of lourism omIoyoos in llal lloy
aro froquonlIy rocruilod villin llo IocaI losl communily of llo lourism ooralion. Tlis
IocaI dimonsion las imIicalions for sIiIIs and lraining villin llo vorIforco and, in
somo casos, llo abiIily of lourism organisalions lo doIivor somo of lloir sorvicos.
11 IZgZ`bg` Phnkblf >nlbg^ll^l
! 7[Z_aYR^_ N^R NXcNe_ VZb[XbRQ VZ `UR \^[QaP`V[Z \^[PR__. SimuIlanoous roduclion and
sorvico inovilabIy invoIvo llo cuslomor in asocls of llo roduclion rocoss, ovorlIy in
llo caso of soIf-sorvico faciIilios or roslauranls vloro lloro is llo oorlunily lo barbo-
cuo your ovn fisl, bul aIso in a moro gonoraI sonso. IoIIov cuslomors, vlollor frionds
or slrangors, aro arl of llo almosloro or ambianco llal vo buy inlo vlon vo go lo a
roslauranl or allond a concorl.
! H[a^V_Y _R^bVPR_ PNZZ[` OR ]aNXV`e P[Z`^[XXRQ N` `UR SNP`[^e TN`R. Tourism sorvicos aro diffi-
cuIl lo slandardiso bocauso lloy gonoraIIy roquiro a ligl IovoI of luman inlorvonlion
for lloir doIivory and aro, llus, subjocl lo variabiIily bocauso of llo luman oIomonl. As
a rosuIl, you cannol rolurn or subslilulo a sorvico vlicl las boon unsalisfaclory in llo
vay llal you can sooI lo oxclango a fauIly good sucl as an umbroIIa or orsonaI sloroo.
Onco your oxorionco of a sorvico is concIudod, llo rovidor can sooI lo comonsalo
you for a bad oxorionco bul cannol roIaco llo oxorionco.
! 5 QVSSR^RZ` P[ZPR\` [S YN^WR`VZT V_ ^R]aV^RQ S[^ `[a^V_Y _R^bVPR_ N_ N `[`NX [^TNZV_N`V[ZNX
SaZP`V[Z #^RXN`V[Z_UV\ YN^WR`VZT$. Mosl slaff in a lourism organisalion lavo llo oor-
lunily lo vorI in dirocl conlacl vill llo cuslomor or ooralo in vory cIoso roximily
lo cuslomor sorvico oinls. Tlis moans llal llo marIoling roIo is llo rosonsibiIily of aII
lourism slaff in llo organisalion and cannol bo confinod lo a dodicalod marIoling unil.
! HUR^R V_ N UaYNZ ^[XR VZ `[a^V_Y _R^bVPR QRXVbR^e [^ YRQVN`V[Z cUVPU P^RN`R_ N QRT^RR [S aZPR^&
`NVZ`e NZQ aZ\^RQVP`NOVXV`e. Human bolaviour, vlollor slaff or cuslomor, is unro-
diclabIo aIllougl good managomonl and offoclivo lraining slouId minimiso llis
unrodiclabiIily among omIoyoos in good organisalions. Human inloraclion al llo
oinl of roduclion and sorvico inovilabIy roducos an oIomonl of uncorlainly llal is
nol facod on llo faclory fIoor in manufacluring or, al vorsl, can bo oIiminalod llrougl
offoclivo quaIily conlroI.
Tloso claraclorislics of sorvicos in gonoraI aIy villin llo lourism soclor in arlicuIar
and conlribulo lo llo mannor in vlicl lourism organisalions aro slruclurod and oor-
alo. Tloy infIuonco llo ooralionaI cuIluro of organisalions and aIso lov lloy marIol
lloir sorvicos, lov lloir financos aro slruclurod and, in arlicuIar, llo managomonl of
ooIo villin organisalions.
I]c`Wa[ja W[OUS Oa O\ S[^Z]gS`
Tourism omIoymonl is variod and incIudos many lyos of vorI, ranging from llo
roulino (gardoning, cIoaning, rolaiI) llrougl lo llo loclnoIogicaI (aircrafl and llomo
arI rido mainlonanco) and sonior managoriaI (cororalo oxoculivos in muIlinalionaI
organisalions). Il is lloroforo difficuIl lo gonoraIiso aboul llo soclor's imago as an
omIoyor. Tloro is a londoncy and dangor lo assumo llal ils imago is dolorminod by
Iovosl common donominalor so llal lourism is IaboIIod vill llo imago of roulino, los-
ilaIily vorI in loloIs and roslauranls. Hovovor, lourism doos lavo ils gIamour ond in
lorms of vorI vill airIinos, in lour guiding and in llo lorilago soclor. Tourism vorI,
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 12
gonoraIIy, doos suffor from a IacI of mysliquo brougll aboul by llo oaso of accoss lo llo
lourism roduclion onvironmonl. InIiIo faclorios, vo can vaII inlo and vilnoss
lourism ooralions in aclion on a daiIy basis and llis corlainIy undorminos llo soclor's
imago. Tlis is comoundod by llo facl llal lourism, for somo of llo slrucluraI roasons
addrossod abovo, is soon in somo counlrios as a soclor of Iov ay and lransilory vorI
(Wood, 1997). In somo cuIluros, lourism is soon as a frivoIous aclivily vlicl doos nol
moril sorious caroor considoralion and llis undorminos ils allomls lo rocruil quaIily
onlranls.
HYWZZa aV]`bOUSa W\ b]c`Wa[
Baum (2002) las oxIorod sIiIIs in lourism and concIudod llal llo naluro and roIalivo
IovoI of sIiIIs in llo soclor aro dolorminod by llo sociaI, oconomic, oIilicaI and locl-
noIogicaI conloxl villin vlicl lloy ooralo. To laII of lourism as a Iov-sIiIIs soclor las
somo vaIidily in llo dovoIood vorId, bul is moaningIoss in many dovoIoing coun-
lrios. IiIoviso, lo laII aboul absoIulo sIiIIs slorlagos in lourism is somolling vlicl las
roIovanco in llo dovoIood vorId. In mosl dovoIoing counlrios, lloro is no slorlago of
Iabour bul llo sIiIIs baso llal oxisls in llo oconomy may nol bo lunod lo offoclivo
lourism vorI. In dovoIood counlrios, sIiIIs slorlagos oxisl as a rosuIl of llo imago
robIoms llal llo soclor las, domand faclors sucl as soasonaIily and clangos in llo
loclnicaI focus of oducalion and lraining rogrammos villin llo coIIogo syslom.
9RcQObW]\ O\R b`OW\W\U W\ b]c`Wa[
Iducalion and lraining for lourism las dovoIood, lisloricaIIy, ovor a oriod in oxcoss
of 100 yoars, vill llo burdon of invoslmonl, in mosl counlrios, slarod bolvoon llo
ubIic soclor (sclooIs, coIIogos, univorsilios, lraining boards) and rivalo onlorrisos. Tlo
lradilionaI focus vas on llo dovoIomonl of loclnicaI sIiIIs in coro lourism aroas and llis
romains llo ralionaIo and riorily of rogrammos in many counlrios. Rocognilion of llo
nood lo comIomonl loclnicaI vill gonoric sIiIIs las omorgod ovor llo asl lvo docados
and is voII rorosonlod in subjocl bonclmarIs for llo soclor in llo IK (QAA, 2000).
Invoslmonl in sIiIIs dovoIomonl in lourism is froquonlIy juslifiod on llo basis of llo
smaII businoss slrucluro of llo induslry and ils googralicaI fragmonlalion. Yol llo
naluro of invoslmonl las boon sucl llal llo rimo bonoficiarios of ubIic oducalion in
lourism and lraining llrougl llo lraining boards in llo IK u lo llo oarIy 1980s voro
and conlinuo lo bo llo major comanios, organisalions vlicl, arguabIy, can calor for lloir
ovn sIiIIs roquiromonls. Hovovor, llo caso conlinuos lo bo mado for invoslmonl in sIiIIs
dovoIomonl for lourism. Tlomas and Iong (2001) nolo vlal lloy soo as a crilicaI roIo for
suorlod sIiIIs dovoIomonl in aroas of oconomic rogonoralion if llo bonofils of nov
lourism omIoymonl aro lo assisl llo IocaI communily's omIoymonl noods.
If llo argumonl llal lourism vorI is ossonliaIIy Iov-sIiIIod in naluro is suslainod,
quoslions musl bo asIod aboul llo IovoI of ubIic invoslmonl in sIiIIs dovoIomonl llal
2) IZgZ`bg` Phnkblf >nlbg^ll^l
las boon largolod al llo soclor ovor llo asl 100 yoars. Tlis anaIysis vouId drav uon
Asllon and Groon's (1996) criliquo of llo oconomic bonofils of vocalionaI oducalion.
Hovovor, if lourism sIiIIs aro rocognisod as rallor moro conloxluaI in naluro, sucl
invoslmonl may bo juslifiod aIllougl llo rodominanlIy loclnicaI omlasis of mucl of
ils doIivory may nol.
Tlo dovoIomonl of sIiIIs lo mool llo noods of various slaIoloIdors in lourism is
froquonlIy soon as a arlnorsli bolvoon llo induslry and llo oducalionaI/lraining
rovidors, vill oacl Iaying a comIomonlary roIo. Tlo oxlonl of lloir rosoclivo
invoIvomonl doonds uon llo objoclivos and IovoI of lraining as voII as uon llo sys-
lom in vlicl sucl lraining is Iocalod. Guorra and Ioroni (1991) nolo a roIalivoIy lomo-
gonoous lourism induslry in Iuroo bul oinl lo considorabIo divorsily villin llo
oducalionaI and lraining sysloms llal ooralo aIongsido llo induslry, rofIocling diffor-
oncos in nalionaI vocalionaI oducalion sysloms as voII as divorsily in llo slalus and focus
of lourism al a nalionaI or rogionaI IovoI. Tlis divorsily is cIoarIy rofIoclod in llo slrucluro
of lourism sIiIIs rogrammos in difforonl Iurooan counlrios. Willin llo Gorman aron-
licosli syslom, aronlicos sond llo majorily of lloir lraining limo in llo vorIIaco
vill a slorl, normaIIy oigll-vooI, roIoaso oriod lo coIIogo villin any ono yoar. By conlrasl,
NVQ and SVQ lraining in llo IK is rodominanlIy villin llo so-caIIod 'roaI vorI onviron-
monl' (RWI) of llo coIIogo, vill onIy Iimilod formaI and assossod oxosuro lo llo induslry
during llo rogrammo.
Higlor-IovoI oducalion and lraining for lourism, and lourism gonoraIIy, mainlain a
cIoar commilmonl lo llo dovoIomonl of sIiIIs dosignod lo comIomonl moro gonoric
oducalionaI and businoss dovoIomonl objoclivos. GiIIosio and Baum (2000) considor
llo clanging roIo of raclicaI, vocalionaI oducalion villin lourism dogroo rogrammos
and nolo subslanliaI rolronclmonl bul nol llo oIiminalion of llis rocoss. Busby (2001)
anaIysos llo conlonl of lourism dogroos in llo IK and concIudos llal vlal lo doscribos
as vocalionaIism is a slrong foaluro in rovision. Sucl vocalionaIism incIudos llo
dovoIomonl of socific sIiIIs in lourism and lravoI-roIalod aroas and, Busby arguos,
lloso oIomonls Iay an imorlanl roIo in onsuring llo omIoyabiIily of gradualos.
;ZSfWPWZWbg O\R W\\]dObW]\ W\ bVS
[O\OUS[S\b ]T Vc[O\ `Sa]c`QSa
Tlo managomonl of luman rosourcos in lourism is undorinnod by lradilions of aullo-
rily and diroclivo Ioadorsli. Hovovor, rocognilion of llo imorlanco of vlal Baloson
and Hoffman (1996) caII 'boundary-sanning roIos' in lourism las Iod lo a ro-ovaIualion
of llo roIos and rosonsibiIilios of fronlIino slaff in many lourism organisalions.
Innovalion in llo managomonl of ooIo las accordod groalor rosonsibiIily and aullor-
ily lo aII slaff on llo basis llal lloy Iay an imorlanl arl in roIalionsli marIoling. Tlis
is roinforcod by lloir Ioy roIo in onsuring cuslomor salisfaclion and moans llal sucl
rosonsibiIily is crilicaI if lloy aro lo do lloir jobs in a mannor llal is rosonsivo lo
cuslomor noods and soIvos cuslomor robIoms in a sonlanoous and limoIy mannor.
Innovalivo rosonsos soo managomonl roIinquisl many of llo ovorl vosligos of aullorily
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 2*
llrougl rocossos of omovormonl (Baum, 1995) vloroby boundary-sanning slaff aro
givon llo roIo and aullorily lo landIo cuslomor-roIalod robIoms as lloy ariso and as
lloy soo fil. Boundary-sanning, vlicl invoIvos omIoyoos undorlaIing lolaIIy difforonl
funclionaI roIos, for oxamIo ooralionaI vorsus roIalionsli marIoling, is nov bocoming
incroasingIy common in llo sorvico soclor.
Sucl innovalion in llo managomonl of luman rosourcos roquiros considorabIo
invoslmonl in llo rocruilmonl of arorialo slaff and lloir lraining in boll lard como-
loncios (llo abiIily lo doIivor llo roducl comononl) and in sofl comoloncios, sucl as
judgomonl, comIainls landIing and robIom-soIving. Sucl sIiIIs domands may bo
incomalibIo vill llo roaIilios of a soasonaI lourism businoss facing ligl Iabour
lurnovor and offoring IillIo in llo vay of comolilivo romunoralion.
GSQ`cWb[S\b% `SbS\bW]\ O\R bc`\]dS`
Tlo mobiIily of slaff villin lourism is a dirocl faclor of llo vidor onvironmonlaI, slruc-
luraI and socloraI ooraling claraclorislics llal vo lavo addrossod abovo. Soclors of
lourism in somo counlrios (arlicuIarIy dovoIood onos) faco ongoing claIIongos lo
rocruil arorialo slaff, sIiIIod and unsIiIIod, lo Ioy osilions in llo induslry. Tloy
aIso faco claIIongos vill rosocl lo rolaining lloso slaff onco lloy aro rocruilod, and
roducing vlal can bo vory ligl ralos of Iabour lurnovor. Tlo imacl of variabIo
domand (soasonaIily), issuos of romunoralion (soo boIov), unsociabIo vorIing condi-
lions and gonoraIIy nogalivo orcolions of llo soclor for omIoymonl conlribulo lo
robIoms facod in llis rogard. Tourism is aIso an induslry llal is soon lo bo liglIy roac-
livo lo slorl-lorm IocaI and inlornalionaI ovonls in lorms of ils viIIingnoss lo rolroncl
slaff in ordor lo mool slorl-lorm financiaI roquiromonls. Tlo imacl on lravoI and lrans-
orl soclors in llo immodialo aflormall of ovonls on Solombor 11, 2001 is a major caso
in oinl. IolonliaI omIoyoos may nol visl lo risI lloir Iong-lorm socurily in an
omIoymonl onvironmonl llal is orcoivod lo bo unslabIo.
Al llo samo limo, llo smaII businoss onvironmonl villin lourism moans llal llo
rocruilmonl rocoss may nol aIvays bo conduclod in sucl a vay as lo onsuro llo soIoc-
lion of llo bosl and mosl suilabIo omIoyoos for llo job. Iimilod crodonco is givon lo
llo oulcomos of formaI oducalion and lraining vliIo oorlunilios for vorIIaco
dovoIomonl aro Iimilod. As a consoquonco, llo rocruilmonl loclniquo of inlornaI
romolion is nol as vidoIy usod in lourism as il couId bo.
GSeO`Ra% PS\STWba O\R Q][^S\aObW]\
Tlo ouIar orcolion of llo lourism induslry in many dovoIood counlrios is llal of
roIalivoIy oor ay (Baum, 1995, Wood, 1997). Tlis is a rofIoclion of a numbor of faclors:
! orcolions of lourism vorI as synonymous vill llo Iargo bul nol nocossariIy lyicaI
loloI and caloring sub-soclor,
2+ IZgZ`bg` Phnkblf >nlbg^ll^l
! llo Iov-sIiIIs onvironmonl of many jobs villin lourism,
! Iimilod vorIIaco organisalions in somo lourism businossos, aIllougl llis is nol lruo
of, for oxamIo, llo lradilionaI airIino soclor,
! soasonaI and arl-limo vorI,
! llo groy or 'liing' oconomy villin many lourism ooralions, undormining coro
romunoralion,
! lronds lo do-sIiII vorI in lourism llrougl loclnoIogy subslilulion,
! accossibIo omIoymonl lo llo majorily of llo ouIalion llrougl soasonaI and ollor
lomorary vorI.
Al llo samo limo, lourism can offor liglIy romunoralod and ligl-slalus omIoymonl
villin, for oxamIo, airIinos. In llo dovoIoing vorId, lourism omIoymonl may bo
liglIy rizod, and ils romunoralion, roIalivo lo IocaI condilions, is comolilivo vill
ollor oorlunilios in llo oconomy. Tlo oxorionco of novIy induslriaIisod slalos sucl
as MaIaysia, Singaoro and Taivan, lovovor, is llal as llo oconomy dovoIos, llo
allraclivonoss and comolilivonoss of romunoralion in lourism docIinos, rosonling a
roaI claIIongo lo llo soclor in mooling ils omIoymonl noods.
BO\OUW\U _cOZWbg bV`]cUV Vc[O\ `Sa]c`QSa
Tlo imorlanco of quaIily in llo lourism induslry las aIroady boon voII oslabIislod
(Malosl, 1993, Baum, 1997). Tlo lourisls of loday aro quaIily conscious, and llo lrond
lovards aullonlic oxorioncos suggosls llal llo rovision of quaIily roducls and
sorvicos is ossonliaI for llo lourism induslry lo survivo in an incroasingIy comolilivo
inlornalionaI marIol (soo Clalor 2). As a sorvico induslry, quaIily in lourism doonds
uon a rango of luman sIiIIs during llo sorvico oncounlor, rocognilion of vlicl las
rosuIlod in llo adolion of concols sucl as managing 'momonls of lrull' (CarIzon,
1987) and dovoIoing a 'siril of sorvico' (AIbrocll, 1992). CarIzon doscribos 'momonls
of lrull' as llo oinls of conlacl bolvoon llo cuslomor and omIoyoo of llo comany,
and arguos llal lloso aro llo crilicaI occasions vlicl dolormino a cuslomor's salisfaclion
in a sorvico oncounlor. As Borry (1995: 89) obsorvos, 'cuslomors may nol givo oxlra crodil
lo businossos for doing vlal lloy aro suosod lo do, rallor lloy allacl liglor vaIuo lo
lloso llal surriso vill unusuaI caring, commilmonl, and rosourcofuInoss during llo
sorvico oncounlor'. Human rosourco managomonl obviousIy Iays a cruciaI roIo in
dovoIoing quaIily sorvico. Tlo criloria of good, orcoivod sorvico quaIily idonlifiod by
Aieiffj &-544' ]lik_\i le[\ic`e\j k_\ `dgfikXek ifc\ f] _ldXe i\jfliZ\j `e [\c`m\i`e^
sorvico quaIily (TabIo 6.1). Tloso criloria aro rofossionaIism and sIiII, alliludos and
bolaviour, accoss and fIoxibiIily, roIiabiIily and lruslvorllinoss, rocovory, and roula-
lion and crodibiIily. Mosl of lloso oIomonls boIong slriclIy lo llo luman rosourco
domain, bul lloy aro aIso roIovanl lo llo sorvico quaIily in llo lourism induslry, oso-
ciaIIy rofossionaIism, sIiIIs, alliludos and bolaviour. As Ioon (1993: 258) arguos, 'vliIo
quaIily is a Ioy dolorminanl of comolilivo succoss in llo lravoI and lourism induslry,
llo Ioy lo quaIily in llo lravoI and lourism induslry is ils luman rosourcos'. Will llo
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 2,
incroasing omlasis on quaIily, sorvico induslrios sucl as lourism nood lo considor sorvico
quaIily as a comolilivo oorlunily and a slralogic issuo (GambIo and }onos, 1991,
Raorl and Wron, 1998). Tlo officionl managomonl of luman rosourcos las boon vidoIy
rocognisod as ono of llo mosl imorlanl mollods of imroving quaIily (Hornoy, 1996: 70),
and comolilivonoss.
IVS W[^OQb ]T UZ]POZWaObW]\
Tloro aro llroo Iinds of gIobaIisalion: loclnoIogicaI gIobaIisalion, oIilicaI gIobaIisa-
lion and oconomic gIobaIisalion. GIobaIisalion maIos dislanco a roIalivoIy insignificanl
faclor in llal il oslabIislos Iong-dislanco oconomic, commorciaI, oIilicaI and socio-
cuIluraI roIalions. Il is moro llan simIy a vay of doing businoss or running financiaI
marIols il is an ongoing rocoss. Modorn communicalion sysloms maIo llo rocoss
oasior. Ior oxamIo, llo Brilisl and Amorican sorvico soclors aro incroasingIy doaIing
vill lloir cuslomors llrougl caII conlros in India. Anollor major manifoslalion of
gIobaIisalion is llo incroasing ovor of gIobaI businoss cororalions vlicl foIIov a
slralogy of gIobaI oxansion.
GIobaIisalion las dofinilo infIuoncos on luman rosourco managomonl. Tlo clanging
Iabour marIols roduco llo numbor of Iov-aid jobs for llo oorIy oducalod vliIo
simuIlanoousIy incroasing llo numbor of Iov-aid jobs for llo bollor oducalod
(Iubbors, 1998). Tloso lronds croalo a mismalcl bolvoon avaiIabIo Iabour and Iabour
for vlicl a domand oxisls. }ob sooIors vill a IacI of vocalionaI lraining aro moro
froquonlIy oxcIudod from job oorlunilios. Al llo samo limo, bocauso of gIobaIisalion,
llo suIy of Iabour from Ioss dovoIood counlrios affocls llo gIobaI Iabour marIol and
osociaIIy lloso vlo lavo roIalivoIy Iimilod sIiIIs lo offor, as lloy aro IiIoIy lo bo
marginaIisod by moro quaIifiod and cloaor migranl job sooIors. Tlis rosuIls in a
silualion vloro onIy llo mosl comolilivo can rolain lloir osilion in llo Iabour
marIolIaco.
2- IZgZ`bg` Phnkblf >nlbg^ll^l
8SaQ`W^bW]\
?nlmhf^kl l^^ ma^ l^kob\^ ikhob]^k Zl dghpe^]`^Z[e^ Zg] Z[e^ mh
lheo^ ma^bk ikh[e^fl bg Z ikh_^llbhgZe pZr
?nlmhf^kl i^k\^bo^ Z `^gnbg^* _kb^g]er \hg\^kg _hk ma^f Zg] ma^bk
ikh[e^fl
?nlmhf^kl _^^e maZm ma^r aZo^ ^Zlr* mbf^er Z\\^ll Zg] maZm ma^
l^kob\^ ikhob]^k bl ik^iZk^] mh Z]cnlm mh ma^bk g^^]l
?nlmhf^kl \Zg mknlm ma^ l^kob\^ ikhob]^k mh d^^i ikhfbl^l Zg] Z\m
bg ma^bk [^lm bgm^k^lml
?nlmhf^kl dghp maZm bff^]bZm^ \hkk^\mbo^ Z\mbhg pbee [^ mZd^g b_
Zgrmabg` `h^l pkhg`
?nlmhf^kl [^eb^o^ maZm ma^ [kZg] bfZ`^ lmZg]l _hk `hh] i^k_hkfZg\^
Zg] Z\\^im^] oZen^l
8SaWU\ObW]\
Lkh_^llbhgZeblf Zg] ldbee
=mmbmn]^l Zg] [^aZobhnk
=\\^ll Zg] _e^qb[bebmr
N^ebZ[bebmr Zg] mknlmphkmabg^ll
N^\ho^kr
N^inmZmbhg Zg] \k^]b[bebmr
C]
/
0
1
2
3
4
IOPZS /'* 7`WbS`WO ]T U]]R ^S`QSWdSR aS`dWQS _cOZWbg
G^daRT8 Ckgkhhl* /766* Z]Zim^] [r Fhagl* /7748 /3
Irom llo organisalionaI orsoclivo, gIobaIisalion croalos vlal aro caIIod 'oslmodorn
organisalions' (Borgquisl, 1993), vlicl lavo llo foIIoving claraclorislics. Tloy omla-
siso modoralo sizo and comIoxily rallor llan Iargo-scaIo buroaucracy. Will cIoar and
slrong mission slalomonls, lloy accol incroasingIy diffuso and voaI organisalionaI
boundarios and roIos, oasiIy ooning u lo oxlornaI infIuoncos. Tlo roign of marIol
Ioadors is oflon slorl and lurbuIonl. KnovIodgo vorIors lavo llo uor land and Ioad-
orsli is roforrod lo managomonl. In ordor lo mool llo lurbuIonl condilions lloy slrivo
lo adol fIoxibIo slrucluros and mollods. Communicalion is dominalod by llo uso of
oIoclronic modia, and informalion and oxorliso aro givon as mucl imorlanco in llo
organisalion as cailaI.
Tlo gIobaIisalion of businoss firms las a numbor of imIicalions for luman rosourco
managomonl (SclvoIIa, 2000). KnovIodgo and sIiIIod vorIors viII bocomo incroas-
ingIy mobiIo so llal rocruilmonl viII bo from a gIobaI ooI rallor llan a nalionaI or
IocaI ooI. ImIoyors vlo aro unabIo lo rovido comolilivo acIagos viII bo con-
fronlod vill an incroasing slorlago of lloso lyos of vorIor. In ordor lo rocruil nov
omIoyoos from a gIobaI ooI, omIoyors viII lavo lo uso gIobaI modia rallor llan
IocaI or nalionaI modia. Tlo informalion loclnoIogy (IT) caacily and llo oxlonl lo
vlicl vorIors vlo ossoss llo InovIodgo and sIiIIs lo bo comolilivo in a gIobaI
sonso aro connoclod lo llo nov modia viII onlanco lloir rocruilmonl. Iaco-lo-faco losl-
ing and inlorvioving viII bo usod Ioss duo lo Iong dislancos and ossibIo cosl faclors,
and viII bo roIacod by oIoclronicaIIy modialod soIoclion rocoduros. Aoinlmonls
viII bo mado on llo basis of inlornalionaIIy accolabIo conlracl Iavs and agroomonls,
and romunoralion and bonofil IovoIs viII bocomo incroasingIy slandardisod across
nalionaI boundarios.
Tlo major faclors driving gIobaIisalion of llo lourism induslry aro llo IiboraIisalion
of air lransorl, llo IiboraIisalion of lrado in sorvicos, oconomic inlogralion, and llo
omorging ovor of informalion and communicalions loclnoIogios (IIO, 2001a). Bosidos
incroasing llo ovor of llo muIlinalionaI lourism businossos, and boing a olonliaI
llroal lo indigonous, smaII and modium-sizod lourism businossos, gIobaIisalion londs lo
gonoralo furllor lomogonisalion of lourism roducls. GIobaIisalion las aIso croalod
'ligl-sIiIIod' lourisls (Riclards, 1995), vlo aro bollor informod, moro oxorioncod and
quaIily-conscious.
A major consoquonco of gIobaIisalion in lourism is llo issuo of malcling omIoyoo
sIiIIs vill clanging induslry roquiromonls. Tlo lradilionaI raclico of omIoyoos
Ioarning a majorily of sIiIIs on llo job and graduaIIy rogrossing lo sonior osilions is
llroalonod by llo raid loclnoIogicaI clangos and llo nood lo rosond lo llo clanging
sorvico roquiromonls. ImIoyoos al llo ooralionaI and managoriaI IovoIs aro nov
roquirod lo bo moro fIoxibIo. According lo BocloroI and Cooor (2002), gIobaIisalion las
major imIicalions for luman rosourco managomonl in lourism. Tloso incIudo:
! llo nood for difforonl sIiIIs and comoloncios so llal omIoyoos aro abIo lo doaI vill
llo vidosroad uso of loclnoIogy, osociaIIy llo Inlornol,
! doaIing vill omIoymonl-roIalod consoquoncos of morgors and slralogic aIIiancos,
! issuos of llo roIocalion of omIoyoos, and undorslanding llo sociaI and cuIluraI sonsi-
livilios of lloso vorIing avay from lomo,
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 2.
! nov forms of lourism, uliIising naluraI and cuIluraI onvironmonls, llal croalo a domand for
indigonous omIoyoos vlo can doIivor ligl-quaIily and originaI roducls and sorvicos,
! mooling llo noods of liglIy sIiIIod lourisls vlo aro moro oxorioncod and domand
liglor-quaIily roducls and sorvico.
7cZbc`OZ Q]\bSfba
CuIluraI, nalionaI and ollnic divorsily is incroasingIy bocoming a major foaluro of llo
vorIforco in llo gIobaI lourism induslry (Baum, 1995). Iabour mobiIily villin llo
rogionaI associalions sucl as llo Iurooan Inion las major imIicalions on llo lourism
induslry. GIobaIisalion and llo incroasod inlogralion of llo gIobaI oconomy lond lo
lavo a osilivo offocl on Iabour mobiIily. Domogralic clangos, osociaIIy llo incroaso
in llo avorago ago of cilizons and llo Iov ouIalion grovll in llo dovoIood vorId,
maIo llo movomonl of Iabour from dovoIoing counlrios lo llo dovoIood onos
inovilabIo. In llo noxl fov docados sucl domogralic clangos aro IiIoIy lo bo a major
issuo in mainlaining suslainabIo roduclivily IovoIs in dovoIood counlrios. In ordor lo
mainlain llo rosonl slandard of Iiving and lloroforo llo curronl sizo of vorIforco, lloy
viII nood an annuaI infIov of miIIions of migranl vorIors. Counlrios sucl as IK lavo
aIroady slarlod clanging immigralion ruIos lo allracl sIiIIod Iabour from ollor coun-
lrios in a numbor of soclors (o.g., oducalion, informalion loclnoIogy and llo loaIll sor-
vicos). Tlo losilaIily soclor in many counlrios in Iuroo and Amorica las lradilionaIIy
boon llo firsl slo for immigranls sooIing omIoymonl. Tlo lourism induslry in many
Iurooan lourisl doslinalions (o.g., Sanlorini in Grooco) is loaviIy doondonl on
migranl vorIors from Iaslorn Iuroo and Norll Africa.
A major claIIongo rosuIling from lloso clangos is llo nood lo manago a cuIluraIIy
lolorogonoous vorIforco. Human rosourco managors in llo lourism induslry lavo lo
doaI vill muIlicuIluraIism, muIlinalionaIism and muIli-ollnicily in llo vorIIaco.
Tloy nood lo bo symallolic lo, and sonsilivo of, individuaIs' or grous' origins and
bacIground. According lo Baum (1995: 176), issuos incIudo:
! vloro a businoss in llo lourism induslry rocoivos guosls from counlrios, cuIluros and
ollnic bacIgrounds llal aro difforonl from llal of llo dominanl cuIluro in vlicl llo
businoss is Iocalod (o.g., }aanoso visilors slaying in a Iaris loloI),
! vloro guosls aro from a difforonl cuIluro, nalionaIily or ollnic origin from llal of llo
vorIforco (o.g., in a Clinoso roslauranl slaffod by immigranl Clinoso vorIors and
caloring for IocaI domand in, say, Buclarosl, OsIo or Romo),
! vloro a varying roorlion of llo vorIforco in a businoss or doarlmonl aro of diffor-
onl cuIluraI, nalionaI or ollnic origins from llal of llo dominanl IocaI cuIluro,
! vloro llo managomonl of llo lourism/losilaIily businoss is from a difforonl cuIluro
or ollnic bacIground from llal of llo majorily of llo vorIforco.
! vloro llo cororalo cuIluro of llo lourism businoss is significanlIy difforonl from llal
normaIIy rovaiIing in llo counlry or communily in vlicl il is basod, vlicl vouId moan
llal aIllougl lloro is IillIo or no dislanco bolvoon llo managomonl and ooralionaI
2/ IZgZ`bg` Phnkblf >nlbg^ll^l
slaff in lorms of lloir originaI cuIluro, cororalo norms croalo nov dividos vlicl musl
bo addrossod.
Tloso silualions aro IiIoIy lo croalo misundorslanding, confIicl and discriminalory
bolaviour in llo roIalionslis bolvoon managors, slaff and, indood, guosls.
MuIlicuIluraI managomonl, vlicl is aboul anlicialing olonliaI robIoms in llo inlor-
roIalionslis of difforonl cuslomor and omIoyoo grous, and insliluling osilivo moa-
suros lo avoid lloir occurronco (Baum, 1995), is an ossonliaI sIiII llal luman rosourco
managors in llo lourism induslry roquiro in an ora of 'cuIluraI gIobaIisalion'.
IVS S[S`US\QS ]T iOSabVSbWQ ZOP]c`j
Warlursl ol aI. (2000), in lloir ionooring rosoarcl on llo sorvico soclor Iabour lronds in
GIasgov, idonlifiod a roIalivoIy undor-arocialod and unoxIorod form of Iabour,
namoIy 'aosllolic Iabour'. Aosllolic Iabour las boon dofinod as 'a suIy of ombodiod
caacilios and allribulos ossossod by vorIors al llo oinl of onlry inlo omIoymonl'
(Warlursl ol aI., 2000: 1). 'IooIing good' or 'sounding rigll' aro doscribod as llo obvi-
ous manifoslalions of aosllolic Iabour, vlicl can bo a major variabIo in onsuring
sorvico quaIily in llo lourism induslry. Will llo londoncy villin llo gIobaI oconomy lo
roslrucluro lovards sorvicos, incIuding lourism, omIoyors aro incroasingIy on llo
IooI oul for omIoyoos vill a nov sol of sIiIIs for doIivoring liglor-quaIily sorvico
inloraclions 'momonls of lrull'. In ollor vords, omIoyors aro incroasingIy IooIing
for vorIors vlo can orlray llo firm's imago llrougl lloir vorI, al llo samo limo
aoaIing lo llo sonsos of llo cuslomor.
Tlo omorgonco of aosllolic Iabour moans llal luman rosourco managors lavo lo
dovoIo lloso sIiIIs and allribulos llrougl llo rocossos of rocruilmonl, soIoclion and
lraining, lransforming llom inlo comoloncios and sIiIIs vlicl aro aosllolicaIIy
goarod lo roducing a liglor-quaIily sorvico oncounlor in vlicl slyIo is a major
comononl. Rocruilmonl and soIoclion is llo obvious slarling oinl for incororaling
aosllolic Iabour inlo llo luman rosourco managomonl of llo lourism soclor.
Organisalions nov lavo lo IooI for llo 'rigll' sorl of aoaranco and disosilion.
Many omIoyors in llo lourism induslry aro nov ulling moro slross on llo rigll or-
sonaIily llan llo sIiIIs, llo ralionaIo boing llal llo loclnicaI sIiIIs can bo dovoIood
llrougl lraining.
Anollor imIicalion of aosllolic Iabour on luman rosourco managomonl is on lrain-
ing and dovoIomonl raclicos. Tlo ovoromlasis on orsonaIily and aoaranco al llo
oxonso of loclnicaI sIiIIs in rocruilmonl and soIoclion moans llal organisalions lavo
lo lrain llo 'dosirod orson' in llo arorialo loclnicaI sIiIIs onco lloy lavo onlorod
omIoymonl. IxlornaI consuIlanls aro omIoyod lo givo grooming and doorlmonl
lraining, vlicl incIudo sossions in lair culs/slyIing and 'accolabIo' maIo-u, indi-
viduaI maIo-ovors, lov mon slouId slavo and llo slandards oxoclod in roIalion
lo aoaranco (Warlursl ol aI., 2000). Anollor mollod of omIoyoo lraining is roIo-
Iaying, vlicl is usod lo imross uon omIoyoos llo imorlanco of lloir ovn
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 20
aosllolic sIiIIs and allribulos from llo cuslomors' orsoclivo. RoIo-Iaying is aIso usod
lo dovoIo sIiIIs and allribulos llal onabIo omIoyoos lo difforonlialo and bollor sorvo
cuslomors. Warlursl ol aI. (2000) arguo llal organisalions aro incroasingIy avaro of llo
ossibIo comolilivo advanlago lo bo gainod by uliIising aosllolic Iabour, vlicl in lurn
las imIicalions as lo vlo is aIIovod lo rosonl llo ubIic faco of llo organisalion.
Boing a major sorvico induslry, aosllolic Iabour las significanl imIicalions for luman
rosourco raclicos in llo lourism induslry.
IVS W[^OQb ]T W\T]`[ObW]\ O\R Q][[c\WQObW]\a bSQV\]Z]UWSa
Informalion and communicalions loclnoIogios (ICTs) lavo clangod llo vays in vlicl
llo lourism induslry is organisod and managod. Tlo lourism induslry is confronlod
vill clangos in ils dislribulion, marIoling and vorIing sysloms. BulaIis (1998) arguos
llal llo ICT-basod inloraclion bolvoon cuslomors and sorvico rovidors roducos lrans-
aclion cosls, croaling a rocoss of disinlormodialion. Inlornol-basod inlormodiarios
faciIilalo dirocl inloraclion bolvoon lourisls, lourisl doslinalion managors and sorvico
rovidors. Tlo rovision of bollor quaIily informalion and dirocl inloraclion vill sor-
vico rovidors aro IiIoIy lo clango llo bolaviour and roquiromonls of lourisls. ICTs can
lransform llo lourism businoss's roIalions vill ils cuslomors, imroving llo scoo lo
rovido laiIor-mado roducls and sorvicos. Tlo uso of ICTs can, in lurn, loI lourisl
doslinalions lo onlanco lloir caacily lo comolo vill ollor doslinalions and rosond
lo marIol forcos. As far as luman rosourco managomonl is concornod, ICTs can loI
managors lo inlroduco nov rocossos and organisalionaI slrucluros. ICTs aIso con-
lribulo lovards llo roduclion of liorarclicaI slrucluros villin businoss organisalions,
aIIoving omIoyoo omovormonl and groalor dovoIomonl of caabiIilios for individ-
uaI vorIors.
Socific luman rosourco managomonl issuos rosuIling from llo aIicalion of ICTs
incIudo dovoIoing llo sIiIIs and officioncy of llo vorIforco, incroasing oxonsos on
lraining and dovoIomonl and incroasing llo quaIily of, and arlicialion in, lraining
sysloms. According lo llo WorId TravoI and Tourism CounciI (2002), llo roIo of luman
rosourco managors is IiIoIy lo bo affoclod by ICTs in a numbor of vays. Human rosourco
managors aro IiIoIy lo bo a conlraIIy Iocalod sourco of doo oxorliso llal Iino managors
can accoss oIoclronicaIIy from vlorovor lloy aro vorIing llal day, somolling llal is
mado ossibIo by llo imrovomonls in comulor sysloms. Will imrovod docision su-
orl sysloms, luman rosourco managors viII lavo moro limo and rosourcos lo doaI vill
slralogic luman rosourco issuos. ICTs can aIso loI dovoIo officionl oIoclronic rocruil-
monl sysloms llal ro-soIocl aIicanls.
Tlo sroad of ICTs in llo lourism induslry and llo IiIoIy disaoaranco of many
sorvico rovidors lavo major ramificalions for luman rosourco managomonl in llo
form of landIing olonliaIIy Iargo-scaIo rodundancios. WliIo il rorosonls a major Ioss
of comaralivo advanlago in dovoIoing counlrios, dovnsizing vorIforcos croalos nov
21 IZgZ`bg` Phnkblf >nlbg^ll^l
funclionaI claIIongos for luman rosourco managomonl. Tlo omIoyoo voIfaro
funclions of organisalions aro IiIoIy lo rogain imorlanco vlon lloy aro facod vill
rolronclmonl of omIoyoos. Tlo dovoIomonl of innovalivo sovoranco acIagos and
counsoIIing sorvicos aro IiIoIy lo assumo moro imorlanco as a luman rosourco
managomonl raclico. Tlis viII aIso lavo an imacl on lourism's imago as an omIoyor,
maIing il incroasingIy difficuIl lo allracl quaIily omIoyoos.
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf 22
8QcU cdeTi 0(+ FbUd Q CQ^WUb
IeXg T FTaZXe
-
jTf VeXTgXW \a -542 Ul gjb
XageXceXaXhef( Ch_\Ta FXgVT_YX TaW L\aV_T\e
;XXV[T`( j[b eXVbZa\fXW T ZTc \a g[X
`Te^Xg TaW fbhZ[g gb V[TaZX g[X jbe_W bY
YTfg YbbW gb \aVbecbeTgX g[X\e \aabiTg\ba*
FXgVT_YX TaW ;XXV[T` TVdh\eXW g[X IeXg T
FTaZXe aT`X Yeb` T UTa^ehcg VTY{ \a
AT`cfgXTW gb bcXa g[X\e Y\efg IeXg T
FTaZXe fTaWj\V[ f[bc \a VXageT_ EbaWba*
?eb` g[XfX UXZ\aa\aZf g[X Vb`cTal [Tf
XkcTaWXW eTc\W_l TaW VheeXag_l [Tf biXe
-., f[bcf TaW T jbe^YbeVX bY Tccebk\)
`TgX_l .0,,*
>iXelg[\aZ TUbhg IeXg T FTaZXe X`c[T)
f\fXf T f\`c_X( ab)abafXafX TccebTV[( X*Z*
g[X `\a\`T_\fg \agXe\bef VbTgXW \a T `XgT_)
_\V VbiXe\aZ* 9f jX__ Tf T\`\aZ Ybe T W\fg\aV)
g\iX [\Z[ dhT_\gl TccebTV[ gb g[X cebWhVg
IeXg T FTaZXe T_fb T\`f gb bYYXe T ofhVVXff)
Yh_ X`c_bl`Xag Ybe`h_T s T Yha jbe^\aZ
Xai\eba`Xag( eXjTeWf( bcXaaXff TaW VTeXXe
bccbegha\g\Xfp* LXX`\aZ_l( g[\f TccebTV[
[Tf UXXa fhVVXffYh_* KXVXag_l g[X Vb`cTal
jTf ibgXW /0g[ \a BMJ AYRIF] BNQJW _\fg
bY gbc ND X`c_blXef( )(( 0JWX 1SQTFRNJW
XS ESVO 4SV *((*( T chU_\VTg\ba UTfXW
ba X`c_blXX YXXWUTV^( \aV_hW\aZ T VbaY\)
WXag\T_ dhXfg\baaT\eX fXag gb .1, X`c_bl)
XXf \a g[X Vb`cTal* >dhT__l( 4SVXYRJ
`TZTm\aX [Tf _TggXe_l eTgXW IeXg T FTaZXe
Tf baX bY g[X gbc gXa c_TVXf gb jbe^ \a
>hebcX*
JhT_\gl TaW fXei\VX [TiX T_jTlf UXXa
VbeX iT_hXf TaW jbe^Xef TeX Z\iXa T VTeW bY
-. ^Xl cb\agf Ybe oZeXTgp cebWhVg\ba TaW
fXei\VX* M[X -. ^Xl cb\agf TeX Z\iXa gb
X`c_blXXf gb XafheX g[Tg VXegT\a fgTaWTeWf
TeX TW[XeXW gb TaW T dhT_\gl fXei\VX ceb)
i\WXW* ?be XkT`c_X( fTaWj\V[Xf f[bh_W UX
oc\VgheX cXeYXVgp TaW X`c_blXXf f[bh_W T\`
gb ceXfXag g[X`fX_iXf \a g[X ofgl_Xp bY T
IeXg 9`UTffTWbe*
M[XeX TeX fgTaWTeW eXdh\eX`Xagf Ybe
g[X fXei\VX bYYXe* 9_g[bhZ[ X`c_blXXf
[TiX T VXegT\a T`bhag bY YeXXWb` gb
\agXeTVg j\g[ g[X Vhfgb`Xef \a g[X\e bja
jTl( g[XeX TeX VXegT\a cebVXWheXf g[Tg
aXXW gb UX Yb__bjXW fhV[ Tf eXcXTg\aZ g[X
\gX`f( Tf^\aZ Vhfgb`Xef \Y g[Xl jbh_W _\^X
T VbYYXX( j[Xg[Xe g[Xl TeX XTg\aZ \a be
gT^\aZ TjTl( TaW fb ba* ?eb` ]b\a\aZ g[X
dhXhX( Vhfgb`Xef TeX gb UX fXeiXW Ul
MXT` FX`UXef j\g[\a 5, fXVbaWf \a T
Ye\XaW_l TaW \aW\i\WhT_ jTl TaW Ybe gXT
TaW VbYYXX beWXef \g [Tf gb UX j\g[\a
2, fXVbaWf*
9_g[bhZ[ T dh\V^ fXei\VX \f Vbaf\WXeXW T
[\Z[ ce\be\gl g[X Vb`cTal YbVhfXf ba
eXVeh\g\aZ fgTYY j\g[ cXefbaT_\g\Xf fb g[Tg
g[Xl VTa gT_^ gb Vhfgb`Xef Whe\aZ g[X
fXei\VX cebi\f\ba* LgTaWTeW\fTg\ba ba_l ZbXf
fb YTe TaW \g \f \`cbegTag Ybe g[X X`c_blXXf
abg gb UX Xag\eX_l fVe\cgXW Tf baX `TaTZXe
Xkc_T\aXW( ojX fcXV\Y\VT__l Tf^ g[X` gb
g[Ta^ g[X Vhfgb`Xe Ybe Vb`\aZ \a TaW
fcXV\Y\VT__l gb `T^X T cTeg\aZ Vb``Xag*
7]\QZcaW]\
In llis clalor, vo lavo allomlod lo loucl uon somo of llo Ioy luman rosourco
issuos llal imacl uon lourism ooralions al a slralogic IovoI. InovilabIy, in so doing,
vo lavo lad lo maIo judgomonls aboul llo issuos llal aro addrossod and, lloroforo,
lavo omillod significanl aroas.
Human rosourco concorns in inlornalionaI lourism romain among llo mosl inlraclabIo
for managors in llo soclor. WliIo llo focus of concorn varios considorabIy from soclor lo
soclor and villin difforonl cuIluraI conloxls, llo subslanco of lloso concorns slovs
amazing simiIarilios llrougloul llo vorId. Tloro aro no simIo ansvors lo many of llo
claIIongos llal vo lavo oulIinod loro. Hovovor, il is ossonliaI llal any discussion of
lourism managomonl issuos considors lloso roIaling lo llo managomonl of ooIo.
*)) IZgZ`bg` Phnkblf >nlbg^ll^l
PX Wbapg gX__ g[X` j[Tg g[Xl f[bh_W fTlp*
M[X Ye\XaW_l fgTYY Tg IeXg TeX `beX eXWb_Xag
bY Ta XkT`c_X bY g[X ZbbW fXei\VX hfhT__l
YbhaW \a XkVX__Xag eXfgTheTagf eTg[Xe g[Ta
g[X ebUbg\V f`\_X bY g[X abe`T_ YTfg YbbW
bcXeTgbef*
P\g[ [\Z[ fgTaWTeW\fXW bcXeTg\baf TVebff
g[X Vb`cTal \g jbh_W UX XkcXVgXW g[Tg
X`c_blXXf [TiX _\gg_X ebb` Ybe X`cbjXe)
`Xag* AbjXiXe( g[X W\fVeXg\ba TYYbeWXW gb
X`c_blXXf fXX`f gb UX ZeXTgXe g[Ta g[Tg
YbhaW \a `bfg YTfg YbbW Vb`cTa\Xf* M[X
`TaTZXef Tg IeXg TccXTe gb Z\iX g[X\e
X`c_blXXf T WXZeXX bY X`cbjXe`Xag TaW
XfcXV\T__l j[Xa WXT_\aZ j\g[ Vb`c_T\agf(
g[Xl YXX_ g[Tg fgTYY VTa eXVg\Yl g[X f\ghTg\ba
g[X`fX_iXf \Y \g \f eX_Tg\iX_l `\abe* L\`\_Te_l
fgTYY VTa W\fVTeW fhUfgTaWTeW \aZeXW\Xagf be
XiXa Vb`c_XgXW Uhg hafTg\fYTVgbel fTaW)
j\V[Xf* LgTYY TeX T_fb XaVbheTZXW gb ohc
fX__p( j\g[ X`c_blXXf XkcXVgXW gb XaVbheTZX
cXbc_X gb Uhl cebWhVgf hf\aZ g[X\e bja fgl_X
TaW TccebTV[*
M[XeX \f T_fb _Xff XkgXeaT_ Vbageb_ biXe
X`c_blXX cXeYbe`TaVX( T_g[bhZ[ g[XeX \f g\Z[g
Vbageb_ biXe g[X bhgchg g[XeX \f fVbcX Ybe
X`c_blXXf gb UX X`cbjXeXW* LhV[ X`cbj)
Xe`Xag Tf WbXf gT^X c_TVX \f g[ebhZ[ Vb`)
`\g`Xag TaW \f _TeZX_l YbVhfXW ba ZT\a\aZ
Vb``\g`Xag gb g[X Vb`cTalpf WXY\a\g\baf
bY fXei\VX dhT_\gl g[ebhZ[ g[X WXgXVg\ba TaW
eXc_TVX`Xag bY fXei\VX YTh_gf TaW Vhfgb`Xe
Vb`c_T\agf*
M[XeXYbeX IeXg T FTaZXe Y\gf UXfg j\g[\a
T fXei\VX g[Tg \f [\Z[_l fgTaWTeW\fXW j\g[
eX_Tg\iX_l _bj _XiX_f bY \agTaZ\U\_\gl \a g[X
fXei\VX bYYXe* 9aW IeXgpf [h`Ta eXfbheVX
Ybe`h_T fXX`f gb UX T `T]be YTVgbe \a
Xafhe\aZ [\Z[ dhT_\gl bY \gf fXei\VXf(
WXfc\gX g[X bUi\bhf _\`\gTg\baf bY UX\aZ T
YTfg YbbW fXei\VX*
-
Ba _\aX j\g[ g[X Vb`cTalpf bja WXfVe\cg\ba
bY g[X`fX_iXf g[X VTfX fghWl j\__ hfX g[X Yh__
g\g_X bY g[X Vb`cTal TaW \gf f[begXaXW aT`X
bY IeXg( j[\V[ \f hfXW g[ebhZ[bhg T ah`UXe
bY Vb`cTal WbVh`Xagf*
LbheVX6 TWTcgXW Yeb` G\V^fba( =*( ;Th`( M*(
EbfX^bbg( >*( Fbee\fba( 9* TaW ?ebV[bg( B*
&.,,.' L^\__f ( HeZTa\mTg\baT_ IXeYbe`TaVX
TaW >Vbab`\V 9Vg\i\gl \a g[X Abfc\gT_\gl
BaWhfgel6 9 E\gXeTgheX KXi\Xj* >LK< <XageX
Ybe L^\__f( Dabj_XWZX TaW HeZTa\mTg\baT_
IXeYbe`TaVX &LDHI>'( KXfXTeV[ FbabZeTc[
Gb* 1( Na\iXef\g\Xf bY HkYbeW TaW PTej\V^6
LDHI>*
DnfZg N^lhnk\^ IZgZ`^f^gm bg Phnkblf *)*
5NWHYWWNSR UYJWXNSRW
1. Ixamino llo causos and offocls of llo gIobaIisalion of lourism businossos on llo
HRM funclion.
2. Wlal aro llo imIicalions of aosllolic Iabour for luman rosourco raclicos in llo
lourism induslry`
3. Discuss llo imacls of ICTs in roIalion lo llo managomonl of ooIo.
HeWWUcdUT VebdXUb bUQTY^W
;TgXfba( C*>*@* TaW AbYY`Ta( =*D* &-552' ;FRFLNRL AJVZNHJW ;FVOJXNRL- BJ\XW FRI @JFINRLW
&0g[ XW\g\ba'* ?beg Pbeg[( MQ6 ATeVbheg ;eTVX*
;Th`( M* &-55/' 6YQFR @JWSYVHJ 7WWYJW NR 7RXJVRFXNSRFP BSYVNWQ* HkYbeW6 ;hggXejbeg[
AX\aX`Taa*
;XV[XeX_( E* TaW <bbcXe( <* &.,,.' M[X \`cTVg bY Z_bUT_\fTg\ba ba AK `TaTZX`Xag \a g[X
gbhe\f` fXVgbe* BSYVNWQ @JHVJFXNSR @JWJFVHM( .3&-'6 /s-2*
LV[jX__T( >* &.,,,' @_bUT_\fTg\ba TaW [h`Ta eXfbheVX `TaTZX`Xag6 VbagXkg( V[T__XaZXf TaW
V[TaZX* /IQNRNWXVFXNS >YGPNHF( -,&.'6 44s-,1*