Mr.

Philip Roble

MULTICULTURAL
TM/HM Instructor
University of Cebu – Banilad Campus

DIVERSITY
IN THE WORKPLACE
FOR THE TOURISM
PROFESSIONAL
Introduction
• Many keywords need to be defined before we can
understand how these can impact the tourism
professional. A short definition of these keywords,
followed by some examples of how these can impact
a tourism professional in the workplace, their
relationship with their colleagues, and how they
handle customers and other stakeholders, are
presented on the following slides.
Learning Objective
• To understand the etymology of the word culture
• To learn the various definitions of culture
• Know the elements of culture
• Define and explain Diversity
• Know the benefits of workplace diversity
• Know the different models of diversity
ETYMOLOGY OF CULTURE
The word “Culture” derives from a French term, which in turn derives
from the Latin “Colere” which means to tend to the earth and grow, or
cultivation and nurture. It shares its etymology with a number of other
words related to actively
fostering growth,

The modern term “Culture” is based on a term used by the  ancient

Roman  orator Cicero in his  Tusculanae Disputationes , where he wrote
of a cultivation of the soul or ”Cultura Animi” using
an agricultural metaphor for the development of a philosophical soul,
understood teleologically as the highest possible ideal for human
development.
CULTURE
The word culture is used in a general sense as the evolved ability
to categorize and represent experiences with symbols and to act
imaginatively and creatively.
This ability arose with the evolution of behavioral modernity in
humans around 50,000 years ago and is often thought to be
unique to humans. However, some other species have
demonstrated similar, though much less complicated, abilities for
social learning. It is also used to denote the complex networks of
practices and accumulated knowledge and ideas that are
transmitted through social interaction and exist in specific human
groups, or cultures, using the plural form.
Culture is a term which encompasses the social behavior and norms
found in human societies, as well as the knowledge, beliefs, arts,
laws, customs, capabilities, and habits of the individuals in these.

Culture encompasses religion, food, what we wear, how we wear it,

our language, marriage, music, what we believe is right or wrong,
how we sit at the table, how we greet visitors, how we behave with
loved ones, and a million other things.

Culture shapes a person’s identity and influences the way how

he/she thinks, behave, and forms his/her values system. It is a
dynamic based on new development in society that can impact a
group of people. These are passed on from one generation to the
next, and some of the elements may change overtime.
ELEMENTS OF CULTURE
• Elements of culture are transmitted or passed on to
other generations through a combination of
communication, oral and/or writing (language), and
art (such as music, song, storytelling, painting, and
dance), and they are institutionalized as acceptable
for the current group or community. oftentimes, the
change in culture standards from generation to
generation would result in gaps in the understanding
of the different age groups.
• The selected elements of “Culture” that impact the
tourism professional are the following

1. ART
2. BELIEFS AND VALUES
3. GEOGRAPHY
4. LANGUAGE
5. LAW AND POLITICS
6. RELIGION
7. TECHNOLOGY
8. SOCIAL ORGANIZATION
ART
“The importance of Art in our society”
• Art is an expression of the creative ideas and
imagination, and the artist can choose a medium to
express their craft. Artists can translate their
imagination and ideas into something tangible, and
these are valued by other people as they appreciate
and comprehend meaning from the works of the
artists.
• These creations, physical objects or visual, can be
held, viewed, and reflect a society’s development at a
particular period.
• The paintings, artifacts, clothing, music, sculptures,
dances, plays, literature, architecture, and other man-
made creations hold meaning or significance to a
group of people. These pieces of art use human
creative skills that express or apply imagination and
may typically take a visual form that can be held or
touched, such as painting or a sculpture. They are
works produced to be appreciated primarily for their
beauty or emotional power. These may include songs
and dances that can reflect an era or time period that a
group has experienced in either the past or present.
BELIEFS AND VALUES
• People choose their source of inspiration and it can be
based on beliefs and values that are shared by many
people in the group. As these beliefs and values are
adopted by many followers, they are passed down to
the succeeding generations.
• Each person has their own set of values formed from
childhood that will continue to change as they interact
with other people. These beliefs are reflected in the
attitudes and behavior that are exhibited by the
person. These experiences contribute to the sense of
who each individual is and how the world os viewed
from diffrent perspective.
• Values are based on ethics, principles, beliefs, standards,
and qualities that a person or a group of people may hold
in high regard. The significant people who will mold the
set of values of a person are those who make an impact
on their early life and can guide the way how their
decisions will be made in the future.
• As tourism professionals, there will be a lot of
opportunities to work with people or serve with various
backgrounds, from the young, people with disabilities,
senior citizens, physically challenged or vulnerable,
and/or those who may live a lifestyle that mainstream
society views as different or unacceptable or maybe
unusual based on the upbringing that they experienced.
GEOGRAPHY
• Geography refers to the various forms of natural or
man-made physical landscapes affected by human
activities and how people arrange the physical space
around them. It includes buildings, roads, fields,
cities, and various land and water forms like
mountains, coastal areas, and any physical landscape
that underwent artificial or natural change.
• For tourism professionals, the geography of where
their colleagues and customers come from may have
an impact on the relationships that they will have in
the workplace or in the provision of certain products
and services that customers may require.
LANGUAGE
• Language is very important as this is how culture is
communicated to colleagues and customers.
Transmission of culture from one generation to
another or from one member to other members of a
group of people in a society is also done using
language – either written, spoken, or a combination of
both. Culture is preserved, changed, or transmitted to
colleagues and customers using language.
• Each culture has a unique language that is passed on
by each person to the next generation and the
following generation. The language can be defined
and be compared to express one’s view and to
forward one’s opinion. The accent , or the unique
speaking style, may give someone an indication of
the origins of a person.
• In the Philippines, aside from Filipino, English is
considered as an official language. In Southeast Asia,
the “lingua franca” is English. In the United Nations
(UN), an intergovernmental organization that has 193
sovereign states, the official languages in all their
conferences and meetings are Arabic, Chinese,
English, Russian, and Spanish, and these would
always be present in translations.
LAW AND POLITICS
• As a professional, one must be aware of laws and
politics that apply in the country where their work is
undertaken, especially in the delivery of products and
services to colleagues and customers. In many
instances, it is better to be apolitical, especially in
issues that may be contrary to the individual’s beliefs,
as it may create animosity among colleagues and
customers. Tourism service can be compromised if
there is political flavor expressed by anyone in the
tourism enterprise.
RELIGION
• Religion is a very strong source of cultural influence in many
countries like in the Philippines. It has permeated every facet of
daily living, including the way people venerate, eat, dress, sleep,
and work.
• As tourism professional, with the changing profile of colleagues
in the workplace and customers coming from within the
Philippines or from ASEAN Member State (AMS), awareness of
unique religious practices, whether in a specific place or
practiced nationally, should be considered as a “must-know”
competency. This will allow the professional to treat their
colleagues and customers correctly, considering that religion
plays a major role in the Philippine setting.
• One of the biggest attractions in the Philippines are its religious
festivals, church destinations, and religious practices that impact
the operation of the tourism enterprise.
SOCIAL ORGANIZATION
• Due to the tourism activities, there are changes in social
structures within a tourism destination that impact various
social organizations such as the family, the society, and the
bigger community. The changes can include the type of
work being pursued in tourism destinations like switching
from farming to working in a hotels and restaurants or not
attending school because of high demand for tour guides in
a destination. The authenticity of the cultural elements is
jeopardized because of the interaction of the demand s of
the customers and local workers.
• There may be a need I the tourism profession to recalibrate
social organizations so that the authenticity of the cultural
exchange is not jeopardized in favor of pleasing the
customers.
TECHNOLOGY
• Technology can aid in a variety of ways to co-create tourist
experiences. It can serve as an enabler, producer, attractor,
enhancer, and educator. However, it may also become a
‘destroyer’ of tourist experience due to shifts in service
experiences that lack interpersonal charm and thus generate
negative effects in retaining the authentic culture of the area.
• With the advent of the use of technology, many of the work by
tourism professionals in various tourism enterprise have been
replaced by some systems that have made the work faster and
more current. It can also be used as camera, a calendar, an
appointment book, an Internet access device, and a calculator.
• The use of a Property Management System (PMS) like Opera
can help in processing reservations, check-ins, and check-outs
and consolidating guest folio accounts.
• As tourism professionals, even with technology
present in the workplace, the hospitality and service
attitude has to be the priority mindset for colleagues
and customers. Building and sustaining relationships
with colleagues and customers should take
precedence over anything else in the workplace.
DIVERSITY
• Diversity is generally defined as acknowledging,
understanding, accepting, valuing, and celebrating
differences among people with respect to age, class,
ethnicity, gender, physical and mental ability, race,
sexual orientation, spiritual practice, and public
assistance status.
• Managing diversity means acknowledging people’s
differences and recognizing these differences as
valuable. It enhances good management practices by
preventing discrimination and promoting
inclusiveness.
BENEFITS OF WORKPLACE DIVERSITY
• According to Greenberg (2008), an organization’s
success and competitiveness depends upon its ability
to embrace diversity and realize the benefits. When
organizations actively assess their handling of
workplace diversity issues, develop and implement
diversity plans, multiple benefits are reported such as:
Increased adaptability – organizations employing a
diverse workforce can supply a greater variety of
solutions to problem in service, sourcing, and allocation
of resources. Employees from diverse backgrounds
bring individual talents and experiences in suggesting
ideas that are flexible in adapting to fluctuating markets
and customer demands.
Broader service range – A diverse collection of skills
and experiences (e.g. languages, cultural understanding)
allows a company to provide service to customers on a
global basis.

Variety of viewpoints – A diverse workforce that feels

comfortable communicating varying points of view
provides a larger pool of ideas and experiences. The
organization can draw from that pool to meet business
strategy needs and the needs of customers more
effectively.
More effective execution – companies that encourage
diversity in the workplace inspire all of their employees
to perform to their highest ability. Company-wide
strategies can then be executed; resulting in higher
productivity, profit, and return on investment.

Attract and retain talent – it states that talent can add a

competitive edge to any organization. Feeling included
and appreciated increases loyalty and feeling of
belonging.
THE FOUR LAYERS MODEL
• According to Amelio (2015), the Four Layers Model
can help the manager understand that diversity
comprises many characteristics of people at work, not
only a few. The diversity-mature manager will seek to
understand these factors and dimensions of diversity
to ensure he is bringing out all aspects of an
individual’s talents and abilities in support of the
organization’s mission and goal.
1. Personality – this includes an individual’s likes and
dislikes, values and beliefs. Personality is shaped
early in life and is both influenced by, and
influences, the other three layers throughout one’s
lifetime and career choices.
2. Internal dimension – these include aspects of
diversity over which we have no control (through
“physical ability can change over time due to
choices we make to be active or not, or in cases of
illness or accidents). These dimension include the
first things we see in other people, such as race or
gender and on which we make many assumptions
and based judgements.
3. External dimensions – these includes aspects of our
lives which we have some control over, which might
change over time, and which usually from the basis for
decisions on careers and work styles. This layer often
determines, in part, with whom we develop friendships
and what we do for work. This layer also tells us much
about whom we like to be with.
4. Organizational dimensions – this layer concerns the
aspects of culture found in a work setting. While much
attention of diversity efforts is focused on the internal
dimensions, issues of preferential treatment and
opportunities for development or promotion are
impacted by the aspects of this layer.
 U !!!
K Y O
H AN
T