Gestão Cultural na indústria hoteleira

Fraga, Valderez Ferreira
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The purpose of this study is to make a criticaI analysis of hotel service in relation to the training and skills of professionals in the area, especially managers and front-line employees, to meet the present and future expectations of the cultural clients, with the aim of being more competitive. A brief retrospective history describes the Brazilian experience in this expanding and ever more sophisticated service in Brazil and the globalized world. It presents the characteristics of each hotel, which was studied. In the hotel scenario, communication and languages are central factors generating reciprocal impacts among those involved. The study identifies proposals and training initiatives among the managers who were interviewed and evaluates the possibilities for intercultural competence. A visit to authors who study culture, Brazilian culture, organizational culture, organizational communication, languages and cultural differences in management make up the theoretical references. The methodology employed was primarily qualitative researching the managers' perceptions and the implications in the handling of cultural differences. This was complemented by an analysis of quantitative data, with the aim of giving better consistency to the understanding of the multicultural reality of hotels. Considering the importance of the culture factor for competitiveness, the conclusion points the following necessities to improve the conceptual knowledge of culture, to systemize and expand the content of multicultural training, to include the broader front-line and frequently to cover languages.

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