Investigating Cultural Intelligence in the Swiss Hospitality Industry
Project Description
New business trends emerge in the post-pandemic world, forcing hospitality organizations to be more flexible and adaptable to the market than ever before. Comprehending cultural intelligence (CQ) can make the difference between flourishing and struggling in today's global world, particularly in the service-oriented hospitality sector where attention to detail distinguishes between an average and extraordinary service.
As a result of changing tourism dynamics in Switzerland in the last two decades, new stakeholders emerged from hitherto underrepresented countries, such as China, India, or the Gulf States. This resulted in new challenges in service encounters stemming from culture-related misunderstandings or conflicts.
In order to help Swiss hotels to fully benefit from the changing and globalized tourism dynamics, this project has four main objectives:
- Understand the current level of CQ among Swiss hotel staff.
- Identify the main culture-related challenges and opportunities that exist in the Swiss hotel industry regarding visitors' cultural norms, values, and behaviours.
- Understand guests’ experience and expectations in Swiss hotels.
- Develop CQ-based solutions for best practices.
In summary, this project aims to improve the experience and satisfaction of guests by equipping Swiss hotels to be more culturally aware and responsive.
