Examining intercultural communicative competence in the Thailand hospitality industry: A study of Thai hotel workers from a human resources perspective

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2014-05

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Abstract

While there have been a number of valuable studies applying the concept of intercultural communicative competence (ICC) to the hospitality and tourism context, no published research has specifically focused on Thai hotel workers’ intercultural communicative competence. As the hospitality and tourism industry grows, Thailand must strive to retain its international competitiveness with a supply of communicatively and interculturally competent workers. Thus, the investigation of hotel workers’ intercultural communicative competence from two approaches to intercultural interactions; between guests and local workforce in the industry, and among workforce from different cultures, deserves attention from researchers.

This research employed a mixed methods approach to investigate Thai hotel workers’ intercultural communicative competence, the components of intercultural communicative competence, and its application within the Thailand hospitality industry. The research addresses two main stakeholders in the industry; Thai hotel workers who represent an output of hospitality and tourism training and educational programs offered in Thailand, and human resources managers as direct practitioners of intercultural practices developed in the Thailand hospitality industry. In principle, two separate studies were conducted as part of this research.

In the first study, a survey research method was conducted with Thai hotel workers. The study adapted Arasaratnam’s (2006) ICC model for investigating Thai hotel workers’ intercultural communicative competence and the relationships among the factors (cultural empathy, interaction involvement, attitude towards other cultures, experience, motivation, integrative orientation, instrumental orientation, and ICC). A total of 287 usable surveys were completed for the data analysis. Results revealed that cultural empathy and motivation generated a direct effect on Thai hotel workers’ intercultural communicative competence. Cultural empathy also emerged as a key predictor of Thai hotel workers’ interaction involvement and attitude towards other cultures. Attitude towards other cultures appeared to be predictive of interaction involvement.

This study also confirmed that integrative orientation significantly influenced Thai hotel workers’ attitude towards other cultures. In addition, integrative and instrumental orientation positively influenced Thai hotel workers’ intercultural communicative competence through motivation. Findings from this study were in part consistent with intercultural literature supporting the relationships among intercultural factors influencing Thai hotel workers’ intercultural communicative competence.

The second study applied a qualitative research method and 12 Thai human resources professionals participated in qualitative interviews. Two research questions were posed for exploring the perspectives of human resources professionals on the nature of intercultural communicative competence and its application within the Thailand hospitality industry: “What constitutes intercultural communicative competence according to human resources professionals?” and “To what extent do Thai hotel workers currently possess intercultural communicative competence according to human resources professionals?”

Results revealed that the components of intercultural communicative competence from a human resources perspective were grouped under six core categories including attitude, cultural empathy, experience, interaction involvement, personal attributes, and motivation. All core categories were guided by Arasaratnam’s (2006) study except personal attributes which emerged as another component of hotel workers’ intercultural communicative competence in the current study.

In regard to the extent of intercultural communicative competence of Thai hotel workers who worked in line level and management level positions, the majority of interviewees described their level of intercultural communicative competence as being ‘relatively good’ and ‘better than relatively good,’ respectively. Other relevant headings including skills and competencies for workers in the Thailand hospitality industry, workplace diversity in the Thailand hospitality industry, ICC in the Thailand hospitality industry from a human resources perspective, the gap between education and actual needs of the industry, and suggestions about the concept of ICC from human resources professionals were also discussed.

Findings from this research will be valuable for both private and public hospitality and tourism sectors in Thailand in order to ensure international competitiveness and maximize traditional markets. In addition, this study may serve as a gateway for future research related to intercultural communicative competence of the Thai workforce and human resources development in other operating sectors of the hospitality and tourism industry including restaurants, travel agents, and the airline industry.

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Intercultural Communicative Competence, Thailand Hospitality Industry

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