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The Quality of tourism through the prism of human resources and organizational culture

The Quality of tourism through the prism of human resources and organizational culture

Ролята на дигиталния маркетинг в туризма

In the context of the widely discussed topic of employee’s motivation, I would like to draw your attention to tourism sector, presenting a different point of view of tourist product, which quality is not very high. Human resources as the key players in the industry of services, contribute largely to this fact. But I think that the guilt for the low motivation does not fall only on them …

Besides remunerations, which no longer occupies the first place, issues such as personal development and career initiative, dynamic and interesting activities play an increasingly prominent role. Here we should point out that in its analysis endorse qualified personnel having the relevant education and experience.

The nature of tourism itself clearly shows the predominance of large number of intermediaries, with travel agencies in the smaller size, that objectively presents  the field of performance of those personnel. In this type of organizations, we can find a linear organizational structure, with a wide range of job duties and responsibilities, no clear division of labor, which speaks mostly for lack of a strategic approach to management. I therefore consider that it’s not a strange fact that the employees working in tourism does not have the will and desire. At the other pole are people who choose careers outside the industry and  templates. I’m also in this category with the difference that I’m staying in the position of analyst and initiator of changes in tourism. Let’s consider the problems mentioned above, from the perspective of Generation Y.

In light of the many motivation theories, it is clear that the desire learning and development, career management to employees is not at all strange in our latitudes. Here, however, besides financial reasons for this situation, role play and other important factors such as organizational culture. Several studies present the Bulgarian ranks of tribal societies, with lack of equal power. Although not always presented in pure form, many Bulgarian organizations embody some of  the manifestations of this kind of culture – inequality, mainly autocracy, authoritarian style, indirect communication, lack of encouraging the initiative and the creativity. In support of my statement is the lack  of specialized departments in strategic development and analysis, human resource management, marketing. Most often these functions are shared by the owners and leaders of the organization and activities of personnel in significant part are focused on sales and customer service, or in other words commercial activity.

These  practices negatively impact the motivation (mainly internal, which we consider to be more valuable in a strategic, long term) through different aspects. The above practices negatively impact motivation (mainly internal, which we consider to be more valuable in a strategic, long term) through different aspects. Based on motivation theories and models of many famous names, i will concern the models of economic-rational man (Fr.Teylar), human relations (E. Mayo), the self-renewal (Maslow Hartsbarg, D. McGregor), who focus precisely to satisfy secondary needs such as personal development, improvement, achievement, recognition. It fits very well maxim “even on the right track, if you stand in one place, they will run over.” Peter Drucker is also categorical in his opinion, “there is no service life and people should have more control and manage their own careers.”

However, since there is a lack of strategic management of human resources and talent management (there aren’t widespread practices of assessment, training and staff development, notably the small structures), it is clear that the above requirements are difficult to be met. These facts show the outflows of motivated, qualified staff and the difficulty  to attract, recruit them. I therefore believe that this disregard of organizational development and design, that’s is necessary in such situations, in case of problems. Experience shows that successful companies constantly initiate changes by various methods by which are being built the system design and common vision, a key tool in strategic management advocated by Peter Senge, known as the “Strategist of the Century” and personality, laid the concept of “learning organization” and by Ralph Christensen, a leading global player in the field of strategic human resource management.

Ultimately, in this situation losers are both sides – this kind of organizational culture is reduce the motivation, initiative and talents. As a natural consequence it leads to failure of goals and strategy. Of course, the above findings do not apply to all businesses, but are valid for most of them. Fortunately, there are exceptions that deserve attention in future research. I mean organizations offering solutions for tourism, referring to today’s challenges quite successfully using the potential, creativity and initiative of staff using the tools of marketing. Abroad, this model is far better implemented.

I think the problem lies further back in time. Leading is the culture, learned as a group expression that it has been acquired in the social environment.  I mean especially the role of education and patterns imposed, ranging from elementary school all the way to higher education. Education in fear and obedience creates precisely this kind of behavior and lack of entrepreneurial and innovative spirit. No less is a problem in higher education. Until recently, the lack of availability of business was a big problem, but now there are mandatory training programs, which definitely observe progress (will not dwell on the controversial moments and unfair treatment by employers, which in turn initiates the introduction of regulations for this kind of relationship ). However, I think that it a  serious negative the  encouragement of work precisely in this kind of organizations, turning the situation into a vicious circle.

So I think it is extremely important to introduce a new type of teaching partnerships, practices, values, encouraging analytical abilities and creativity. As an example in this direction can provide girlfriend studying Masters program in hospitality industry in France. She was encourage to makfe t her internship at the headquarters of UNESCO, where her work was related with projects including foregoing values. You can judge the difference is huge (although the French societies are conducted similar to our organizational culture). Therefore, I believe that the challenge ahead us, Brain Institute workshop, proponents of these ideas is exactly foster initiative, analytical thinking, creativity, innovative spirit, avoid templates and expressing own position-qualities, from which our country needs more than ever.

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