Sample Report on Ethics, Risk & Decision Making in Tourism & Hospitality

Sample On

Ethics, Risk & Decision Making in Tourism & Hospitality Industry

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Table of Contents Task 1 ...............................................................................................................................................2 1.1 Ethical concepts and issues in White Swan ..........................................................................2 1.2 Evaluation of public, private and voluntary sectors in tourism and hospitality ...................5 1.3 Sustainability and corporate social responsibility .................................................................6 TASK 2 ............................................................................................................................................7 2.1 Decision making at different levels of an organisation .........................................................7 2.2 Evaluation of ethical decisions and ethical concepts ............................................................8 2.3 Business risk management ....................................................................................................8 Task 3 Ethics in tourism and hospitality research ...........................................................................9 3.1 Assessing market research needs and data collection methods.............................................9 3.2 Ethical issues in tourism and hospitality research ...............................................................11 3.3 Market research methods ....................................................................................................12 Task 4 Ethics in context of marketing ...........................................................................................13 4.1 Ethical issues for tourism and hospitality marketing ..........................................................13 4.2 Contemporary issues in tourism and hospitality industries .................................................14 4.3 Business decision making in context of ethics ....................................................................15 Task 5 Roles of managers and stakeholders on strategic planning ...............................................17 5.1 Evaluation of levels of influence and power among stakeholders ......................................17 5.2 Triple bottom line ................................................................................................................19 5.3 Scope of business decision making to strategic plans .........................................................20 Conclusion .....................................................................................................................................20 References ......................................................................................................................................21 Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

In a business organization, there are number of employees who are engaged in providing services to their customers. However, in a hospitality industry, there are various firms which are engaged in delivering day to day services to thousands of customers. Managers of the different firms whether it is travelling firm, hotel, restaurant or any other business, it is very crucial for each and every firm’s manager to keep control over there working practices and activities which can provide sufficient knowledge about their expected profitability (Perdue, Immermans and Uysal, 2004). In every hospitality firm, it is obvious to have interference of government in every sector, either public or private. It is because regulatory authorities plays crucial role in providing different facilities like training and development programs, decision making schemes and financial assistance as well. In this context, business entities has to follow rules and regulations imposed by government necessarily otherwise they can be changeable against law.

On the other hand, business firms also have to make certain policies regarding risk and decision making in order to gain high profitability. Along with that, there are number of internal as well as external factors which influence business in its operations and policies. In order to make effective control over them, firms have to make certain plans and policies for making good control over consistent changes in external as well as internal environment. In this report, White Swan is the chosen hospitality firm which is situated in the UK (Rimmington, Williams and Morrison, 2009). It is luxurious hotel in Bondgate, UK. It is one of the oldest hotels in UK which is providing services to customers in most efficient manner.

Task 1 1.1 Ethical concepts and issues in White Swan There is a growing concern for business ethics in this hospitality firm as hospitality professionals are faced with ethical dilemmas in the daily operational activities in delivering Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

services to customers. There are number of complex as well as interesting issues that affect the top level management of the firm who manages business from restaurant operations to tourism based businesses (Becken and Hay,

2007). Some of the ethical challenges faced by this

hospitality firm are not new but they are being in existence since long time period. However, in modern days, hospitality managers are facing these issues and other employee honesty issues on a regular basis.

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Kindly Mail us at: help@instantessaywriting.com Tourism currently is regarded as one of the top industry that is the driving the global economy because major part of marginal revenue is generated from these sectors only. Almost all countries are engaged in dealing with tourism sectors where some of the nations are engaged in sourcing market while some are playing role of destinations for travelers. As a matter of fact, tourism industries operate their business in very complex environment; as a result there has been a growing concern on its negative social as well as environmental impacts (Younes and Kett, 2007).

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Impacts of ethics in the cited tourism and hospitality industry are as follows: 

Decision making: - Ethical decision making process is mostly influenced by the nature of ethical issue faced. White Swan managers have the responsibility of maintaining the highest levels of services, guest satisfaction and optimal return on investment as well. In order to meet these objectives, managers of the firm have to deliver such services that can meet needs as well as expectations of customers (Fennell, 2006). However, decision making process should include such specialists who have the ability to play dominant role in providing valuable suggestions which can be satisfactorily accepted by every manager. Effective decision making can lead the firm to the top because right decision can only drive the firm towards success whereas poor decision making leads to failure if the firm as well.



Quality: - In the modern era, customers are more quality oriented rather than price.

Therefore, it has become crucial form every firm to provide such a quality to their customers which can really meet their expectation level (Silvers, 2009). In other words, firm has to make specific research on expectations and demands of customers, as a result, their requirements can be fulfilled in desired manner. Keeping pure quality of services can changes perceptions of customers from negative to positive.

Additionally to it, pyre quality of services is very essential in order to increase profitability as well as efficiency of the firm. Good quality of service will definitely impress customers to select the cited firm because they require quality rather than quantity (Litvin, Goldsmith and Pan, 2008). Qualitative services are able enough to bring the cited firm at standardized level and most of the other high level firms are highly focusing on their customer’s perceptions regarding quality.

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Employee turnover: - In hospitality industries, it has been identified that employee turnover is one of the biggest problem. The main reason behind this factor is that managers are not interested in their own human capital but they are focusing only on customers (Yaman and Gurel, 2006). By the way, fact is that, if employees are the key to success because without motivating employees, it is not possible to take work from them with their full potentiality. Therefore, in order to reduce speedily rate of employee’s turnover, certain training and development methods are required to improve their efficiencies. Not only that but, working environment of these employees is also one of the most critical factor responsible for increasing employee turnover in the firm. It is because inadequate working environment always depress them to work with full potency. Managers of the cited are required to create such an environment which fits the needs and expectation levels of employees as well (Bowie and Buttle, 2004).

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Employee’s satisfaction – Satisfaction level of employee mainly depends on the nature of their managers because their way of treating employees is very crucial. It can either make positive or negative impact on them. However, in order to make them satisfied with their job as well as firm, it becomes crucial for the top level management to provide them good payment on time also because inappropriate payment methods can often de-motivate employees towards their managers and this leads to employees turnover (Kang, Hsu and Wolfe, 2003). Employees are considered as one of the most important asset of the firm and if they are not taken care of, firm has to bear huge loss in near future. Employees are the only medium through which customers can be attracted and impressed toward the hotel. Their nature and way to talking with customers highly influence perceptions of customers. Therefore, special training should be provided to them regarding behavior with customers. Specific Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com

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training to employees helps the firm to increase their level of dependency on them and profitability as well (Vanclay & d).

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Customer’s perception: - It is one of the most common as well as new concept that every hospitality firms wants to consider. Because reading the minds of customers is very important and working according to their expectation level is the key to success for each and every firm (Quintal,

Lee and Soutar, 2010). Changing customers

perceptions is very important because in the modern era, it has also been ascertained that with low priced services, customers thinks it cheap whereas in high priced services, customers are of the view that service are good. In order to change this perception, management has to deliver such kind of services which can really divert minds of customers.

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1.2 Evaluation of public, private and voluntary sectors in tourism and hospitality The tourism and traveling industry in UK are always changing and developing within themselves in order to meet continues changing needs or perceptions of customers. However, the industry is largely dominated by privates sectors which are made up of numerous small and medium sized sector firms (Yeung, 2004). These private firms are mainly dependent on latest technological models and also vulnerable to external pressures like down turns in the economy.

Private sector This organization is directly or indirectly in private ownership. The main aim of the private sectors enterprises is to make huge profit within a specific time period. They are required to create such kind of services and products which highly influence customers and tries to changes their perceptions. Shareholders of the firm receive huge benefit from these kinds of firms because they get high rate of dividends as per their investments (Jogaratnam and ChingYick Tse, 2006).

However, the main activities of private sectors are to provide catering,

accommodation, entertainment, travel -services and tourism. Most of the private firms are indulged in improving their marginal revenues every year by setting and specific time limit. It has been estimated that private sector industries holds as much as of 50% of the UK market.

Hospitality industries include hotels, theme parks, travel agencies and restaurants. However, the largest operators have considerable power and control on the market (Kim and Miller, 2008).

Public Sector Public sectors are mostly funded by regulatory authorities or government. As these firms are funded by government, their strategies and policies are highly influenced by government.

Hospitality firms are playing major role in attracting large number of customers every year and they are earning huge marginal revenue which is indirectly benefiting the economy of the nation.

Hospitality industries also employ large number of people which is assisting the economy by reducing unemployment (Holcomb, Upchurch and Okumus, 2007). These public enterprises Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

include the tourist boards and local authorities, which aids facilities such as museums, art galleries and tourist information centers. Not only that but main role of public sector enterprise is to support and help to promote hospitality firms. Many of the local authorities play dominant role in developing, promoting, run events and festivals. Public sector enterprises also look after much countryside which is regarded as an important natural attraction.

Voluntary sector These organizations are usually non-profit making or charitable firms because they often have very strong beliefs and principles. They are not really motivated by making profit by there are some other reasons which provide them satisfied with their level of services (Bohdanowicz, 2005). These organizations are funded from a variety of methods including donations or the selling of products and services. The National Trust looks after historic properties and large areas of countryside. It is funded by legacies (money left o them when people die), member subscriptions, selling goods, and charging entry to the properties. They also receive grants to help manage the countryside in an environmentally friendly way. They are often managed by and run by volunteers (Ayuso, 2006). Examples of voluntary sector organizations include travel clubs and a wide range of conservation, countryside recreation and heritage pressure groups such as the Rambler’s Association, Tourism Concern and the National Trust.

1.3 Sustainability and corporate social responsibility In business organizations, sustainability refers to that biological system wherein the firm remains diverse and productive all the times by changing its methods and procedures. In simple words, sustainability means strengths or survival of systems and procedures adopted in the firm.

However, the main principle for sustainability is sustainable development of the firm (Jeffery, 2009). Principle of sustainability includes ecology, economics, politics and culture as well.

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Corporate social responsibility is a form of corporate self-regulation incorporate in the business model. This policy plays the role of a self-regulatory mechanism wherein the cited business monitors and ensures its active conformity with the law, ethical standards and international standards. Corporate Social Responsibility aims to grasp responsibility for corporate actions and in order to encourage a positive impact on the environment and stakeholders including consumers, employees, investors, communities, and others (Stenzel, 2010). This policy is titled to assist the cited organization's mission as well as a guide to what the company stands for to its consumers. Business ethics is the part of applied ethics that examines ethical value and moral or ethical difficulties that can originate in environment of the business.

ISO 26000 is the recognized international standard for corporate social responsibility. Public sector organizations stick on to the triple bottom line (TBL). It is widely accepted that CSR matches to similar principles, but with no conventional act of legislation as well (Geneva, 2010).

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TASK 2 2.1 Decision making at different levels of an organisation Managers at all the levels are required to make some decisions on behalf of the company and these decisions are related to the basic functions of Whiteswan, i.e., planning, organising, staffing, directing and controlling. 

Owner or Board: The mission of the Whiteswan is created by its owner or the board. It is followed by all the management and business activities and a mission statement is also prepared by them for its external and internal audiences (Frey, and George, 2010.). The successful accomplishment of the mission takes various forms, and the forms selected gives the vision of the business.



Top Management: The top management of the said company need a strategic plan.

Decisions related to the strategy formed involves the company matters performed over long term. The management of White Swan then chooses a grand strategy like diversification or growth for the accomplishment of the strategic goals. The top managers spend much time in planning and decision making as compared to other levels of the organisation. They also possess power of decision making over the middle management (Mueller and et. al., 2003).

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Middle Management: The middle management decides the smaller tactical objectives that can be put together for achieving the strategic goals. These tactics are geared towards some department or functions where an objective involves quality improvement or efficiency that can be measured.



Operational Management: The operational management is also known as the first-line management and is responsible for the employees. These managers work for the accomplishment of the objectives of middle management by choosing their own goals on Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com

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a weekly, monthly or daily basis. The decisions and plans adopted by these managers includes scheduling, budgeting, inventory, etc (Tzschentke, Kirk and Lynch, 2008).

2.2 Evaluation of ethical decisions and ethical concepts White Swan has been working successfully over the years because it ensures ethical decision making. It pays enough consideration over keeping a balance between the satisfaction of the employees and the customers and maintaining the moral values and customs. The decisions making should be done by analysing the ethical approach towards the same as it will help in softening the implication and in selecting a decision with better and long term results (DWYER, 2005). If decisions are not made ethically, it may harm the company in the future. On the contrary, if decisions are made ethically, better short term results can be seen which can prove beneficial for the said company as well as for its employees and customers.

In order to ensure ethical decision making in the organisation, White Swan adopts Fair Trade practices in the organisation. It is about decent working conditions, fair terms of trade and better prices for the customers. It provides better working conditions to its employees with health and security benefits. It also provides better products and services to the customers at a lower price then its competitors (Olsen, 2004). Adoption of Fair Trade results in an increase in the economies of scale, output and production; and provides the company competitive advantages too. It also improves the efficiency of the resource allocation and promotes use of new technologies and innovative production methods. Adopting Fair Trade has also resulted in gaining foreign exchange and has contributed towards increasing the rate of economic growth, real income and living standards of the people by creating increased productivity, efficiency, production level and competitive industries (Huber, Herrmann and Morgan, 2001).

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2.3 Business risk management Risk management in business includes the processes and methods used to seize opportunities and for managing the risks for achievement of the objectives. It involves identification of particular circumstances or events related to the organisational objectives and then assessing them in terms of magnitude of impact and likelihood, monitoring progress and determining response strategy. It can also be referred as a risk-based approach.

There are several kinds of risks that can arise in an organisation. Some of them are: Hazard risk (like, property damage, liability torts, natural catastrophe, etc.), Financial risk (like currency risk, pricing risk, liquidity risk, etc.), Operational risk (like integrity, product failure, reputational risk, customer satisfaction, etc.),

Strategic

risks

(like

social

trend,

competition, capital availability, etc.). White Swan has been taking proper preventive measures to reduce or eradicate these risks (Holjevac, 2003).

The risk management process adopted by the said company involves:

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

Establishment of context: It involves the operating conditions of the company on an internal, risk management and external context.



Identification of Risks: It involves representation of the areas that may exploited by the said company for competitive advantage and documentation of the threats to accomplishment of the organisational goals.



Quantifying/Analysing risks: It involves arranging and creating a probability distribution of the outcomes of material risks, if possible (Gössling and Hall, 2006).



Integrating risks: It involves aggregation of risk distribution, reflecting portfolio effects and correlations, and formulation of results on the basis of impact on White Swan's key performance.



Prioritizing/Assessing risks: It involves determining appropriate prioritization and contribution of each risk towards the aggregate risk profile.



Exploiting/Treating risks: In this, the strategies for exploiting and controlling various risks are being developed.



Reviewing and Monitoring: It involves the continual monitoring and measurement of the risk environment and performances of risk management strategies (Manaktola and Jauhari, 2007).

Task 3 Ethics in tourism and hospitality research 3.1 Assessing market research needs and data collection methods In order to deliver the best level of services to customers, it becomes very significant for the firm to assess needs and demands of market because it is the only way through which firm

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can gain popularity and achieve objectives in desired manner. However, there are various reasons which demonstrates the requirement of assessing need for market research, they are: 

Helps to identify opportunities to serve various groups of customers: - Assessment of market needs is crucial in getting opportunities to serve number of people according their needs and demands (Ashley and et. al., 2007). In other towards, it can be said that, market assessment assists the firm to measure consistent changes in customer’s perceptions or requirements related to firm's products and services.



Examination of market size: - The cited hotel White Swan is a very old hotel and managers of the firm are running business by maintaining proper standard. But this standard can only be maintained by continuous research over market (Sillignakis and d).

As a matter of fact, there are continuous changes in market day by day, therefore, it can be said that market size is continuously expanding. In this competitive marketing condition, managers of the firm makes proper evaluation of market for meeting their needs.



Determination of the best methods for meeting needs: - Assessing market needs helps the firm to determine or identify the best suitable methods to meet demands of customers in accurate manner. Firm can improve its services and quality of products through determining customer’s expectations and purchasing frequencies (Yeoman, 2004). Though the cited hotel is very old but luxurious but maintaining quality is the most important as well as necessary task to be performed

Data collection methods Data collection is the technique of gathering and measuring information related to variables of interest. Methods used in collecting data are of different types and they are explained below : Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.



Surveys: - In the cited hotel firm White Swan, managers conduct surveys which is also known as paper and pencil method wherein number of open ended and closed ended questions are asked to customers regarding firm's products and services (Smith and Duffy, 2003). However, surveys are conducted through questionnaires and the most advantageous feature of this method is that, it can be applied to large number of people at single time and it is cost effective too.

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Interviews: - Interviews are conducted wherein number of questions are asked to respondents. It may be open ended or closed ended. The cited hotel White Swan can also organize online interviews where data can be collected through asking questions online.

However, interviews can be formal or informal, structured or unstructured and can be one on one or group interviews (Jafari, 2002).

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Observations: - It is another data collection technique which helps to understand behavior of people regarding the firm. Managers of the firm observes factors like frequency of purchase, perceptions about the firm and feedback of customers. However, observations depends of observers capability that how much information or data he or she can gather in a specific time period (Hudson, 2008).

3.2 Ethical issues in tourism and hospitality research In the cited firm, managers have to deal with number of issues on daily basis. In order to remain sustainable in competitive market, organisations are taking on different initiatives for staying well ahead of its competitors through lowering prices and increasing quality of services.

But the major issue is that, most of the customers are of the perception that competitive services by number of firms are alike and there is no difference in among them (Brotherton, 2008).

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However, mangers of the firm have realized that competing only on the basis lowered prices is not fruitful because it leads to uneven profits and unsettled marketing conditions. Therefore, they have decided to build collaborative relationships and excellent partnerships with their own customers in order to gain more knowledge about their customers so as a result, they can serve them well. On the other and, some organisations regard ethics as a positive factor and realizes that ethics and profits are inversely proportional to each other (Middleton and Clarke, 2012).

Complex and interesting ethical issues affects large firms which operates their business from restaurants to tourism based industries. Top level management of the firm keep on facing these issues on regular basis. Study states that European-based hospitality industries are performing far better than American-based industries in context of implementing ethical practices and corporate social responsibilities. The main reason behind that is, European industries possess better knowledge of taking responsibilities and understating ethics through publicizing their codes of ethic (Ritchie. and Crouch, 2003). Ethical decision making in the cited hospitality firm includes deontology and teleology wherein the former is closely related with the Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

notion of universal principles and truths while the latter one is used by managers of the firm to solve ethical dilemmas.

Ethical issues make great impact on firm, most especially in context of decision making.

In this regard, ethical decision making is mostly influenced by the type or nature of ethical issue faced by the firm. In the recent years, the firm has recognized that there is scarcity of natural resources and this has resulted in the reinforcement of the environmental ethic (Yeoman and et. al., 2012). Management gas dealt with number of initiatives in order to make appropriate use of natural resources in order to manage their future operations. On the other hand, impact of ethical issues can also be observed on quality of services and products provided by the firm. White Swan managers have changed their way of services and production in order to ensure the best quality of services. But quality can be achieved through maintaining standards. However, main factors to be considered while managing quality are proper estimation of guest desires, expectations and requirements suitable standards to meet satisfaction of customers (Buhalis and Costa, 2006). But quality can be achieved when the firm has got good employees who can understand and respect value of ethics both in their work as well as in their life.

3.3 Market research methods In order to gain knowledge about market environment, there are number of methods which can be used by the firm in order to understand consistent changes in customer’s perceptions, needs and demands. Not only that but various external and internal factors are also to be determined while researching market (Fennell and Malloy, 2007). Some research methods that can used by White Swan hotel management are as follows: Primary research methods: - These research method are used to gather original information through the help of different mediums such as Surveys, direct observations, interviews and focus groups. Surveys are conducted by the firm in the form of questionnaires where a sample of Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

population is targeted by the firm in order to ask various questions related to firm's services and products. This method does not take much time to gather or collect information from people because all target people can be surveyed in single time period (Tribe, 2011). The main advantage of this method is that, it generates standardized, quantifiable, empirical data and some qualitative data as well. It depends on White Swan managers whether the survey should be descriptive or explanatory because it involves entire population or sample of it.

While, observation totally depends on the ability or capability of the observer who collects data or information through his consciousness. It allows the researcher to represent the actual behavior rather than responses related to behavior (Ryan, 2002). There are various types of observations which includes participant or non-participant observation, candid to convert observation and from structured to unstructured observation. In interview technique, number of open-ended questions are asked to respondents which helps to generate quantifiable data and more in-depth qualitative data as well. Though chances of mis-communication or misinterpretation between researcher respondents are more but this technique helps to gather real information about respondent's perceptions. Focus groups is qualitative research technique wherein a group of people get together and they are asked about their perceptions, opinions and beliefs towards products and services of the firm. In this method, questions are asked in interactive manner (Buhalis and Law, 2008).

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Secondary research methods: - In this research method, information is collected through published data. That can be either books, journals, new papers, internet, magazines or educational institutions. Information gathered in this form of market research are already found out by other and researchers find it easy to collect in short time period. The information gathered through secondary research methods may include biasness. It is because information is updated by different parties and people often add unnecessary or even false information to increase their data (Hudson and Miller, 2005).

Task 4 Ethics in context of marketing 4.1 Ethical issues for tourism and hospitality marketing Hotel White Swan, in order to deal with its marketing management, has to deal with various ethical issues for promoting and maintaining standard of their business. It is very crucial to maintain number of policies and procedures for increasing number of customers and providing equal amount of satisfaction to customers as well as their own employees. Ethical issues in context of marketing includes appropriate quality of services to customers without adulteration.

It has been seen many a time that hotel industries contaminate food by keeping it for long time Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

period and customers has to face difficulties after receiving services from the firm (Dwyer and et. al., 2009). It is prior responsibility of the cited firm to ensure their customers about quality of foodstuffs and services they are providing. Marketing department of the firm needs to conduct standard marketing research in order to ascertain knowledge about issues that are changing customer’s perception and follow them to meet their requirements. The cited hotel has to make effectively advertising strategies to promote business on broad level. However, firm can adopt online advertising strategy also because most of the customers are using internet and they among them. Huge portion of customers comes under the category of youth generation. Impressing them through various schemes can be very helpful promoting the firm (Kang, Lee and Huh, 2010).

White Swan's marketing managers has to target their customers which and then have to make effective policies to attract them. Marketing strategies made in order to increase trustworthiness among customers. This is the most basic requirement for every firm to create a sense of trustworthiness among their targeted customers. Loyalty is another professional ethic that should be demonstrated by hospitality industries. Being loyal is one of the best policy to win heart of customers (Laroche, Bergeron and Barbaro-Forleo, 2001). In this competitive market, customers seek for those firms on which they can fully rely. In this context, management has to avoid conflicts among their employees and to create a friendly-hood environment in the working place. Simultaneously, firm has to treat its stakeholders in fair manner. Providing equal opportunities to employees while recruitment and selection process, building a risk free environment, assisting customers the best quality of services, payment of salaries and wages in timely manner, distributing dividend to shareholders, following rules and regulations imposed by the government of UK are some areas where the firm has to show fairness. Therefore, the above mentioned ethics highly influence business firms in their marketing policies (Carrigan and Attalla, 2001).

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4.2 Contemporary issues in tourism and hospitality industries The cited hotel managers has ascertained the significance of developing and implementing ethics in hospitality industry. Similarly, scholars are also interested in examining the decision behavior of hospitality industries. However, ethical issues in hospitality management includes social responsible behavior, implementation of ethics codes and human resource's ethical decision making. Human resources includes professionals and staff members of the firm who has to make decisions and to face challenges on daily basis (Holjevac, 2008).

Ethical behavior of front-line employees: - In the cited hotel, ethical values and job-related behaviors and of the front line employees play significant role in business transactions and providing consumer service experience. In almost every hotel industry, it is not necessary that customers get satisfied by tangible services like standard or furnished rooms and qualitative food but along with that they also seek for well behavior of staff towards them. Customers also need to get favorable interaction with front line employees (LegohÊrel and et. al., 2004). Positive attitudes of staff members towards visitors increases possibility of repetition of customers in the same firm while on contrary to it, if attitudes and behavior of customers is perceived negatively or unethical by guests, they are likely to reduce their assessment of the service received. There are four types of dimensions that can be observed in hotel employees job-related ethics such as 'no harm', for example, making a phone call in customer’s room in order to inspect presence of customer. Second one is, 'unethical behavior', or example, offering free tea or coffee at hotel or restaurant. Thirdly, 'passively benefiting' for example, breaking of hotels assets like glass, table or plate but blaming on customer’s carelessness (Scott and Orlikowski, 2012). And lastly, 'actively benefiting' for example, accepting tips in order to arrange a room change for a guest.

Manager's ethical orientation and behavior: - Most of the scholars are of the view that hotel managers should keep more focus on their shareholders in order to gain more and more Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

profitability. Along with that, social responsibility orientation and profitability are compatible and critical to the organization's success.

4.3 Business decision making in context of ethics Managers of White Swan hotel are very often required to make various types of decisions in the business environment in day to day operations in order to compete with external market.

However, employees or managers who are working in the hospitality firms are often required to follow an ethical model or framework while making decisions. Important thing is that, all the business ethics points out acceptable behavior that the cited firm expect to see from their employees (Slaper, 2011). Following business ethics can lead to strong decision making and business ethics which can assist the firm to select the business opportunities. Decision making in business ethics normally requires the firm to ascertain specific ethical standards which means different things to different people. As the cited firm can consistently develop and expand, new staff members who are employed in the firm are not necessary to possess all business ethics which are possessed by existing senior employees.

However, there are five types of ethical standards such as: utilitarian, rights, fairness or justice, common good and virtue. Where, utilitarian ethic is that type of standard which is aimed at performing goop practices mostly and avoiding or limiting the amount of harm for each and every individual working in the firm (Mahon, Becken and Rennie, 2013). Whereas, the rights ethic is a standard that protects the moral rights of employees who are impacted by the decisions taken by the top level management. Another great advantageous ethic is fairness or justice, which approaches to build equality in all the staff members. The common good ethic focuses getting betterment in society as a whole. Last but not the least, the virtue plan of action triggers on the ideal moral excellence for promoting employees for White Swan.

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From the functional point of view, business ethics is a special tool that is used by the cited firm in order to ensure managers, director as well as executive officers to act responsibly in certain business consequences. Ethical business decision making helps the firm in promoting the company as a whole, rather than letting one individual profit from business decision. On the negative side, individuals who consistently make business decisions which are based on their personal benefit are likely to create legal liabilities for the firm itself and results in bankruptcy.

For any business organization, it not possible to create an ethical business environment in manner. It is essential for the cited firm too, to spend huge amount of capital for training and developing their employees to get learn everything related to business ethics. Every time it is not possible to get positive feedback from employees and managers after rendering training and development programs. The firm can also find negative feedback from their employees and other staff members regarding training of ethical business decision making policies. However, conflicting or engaging this negative feedback of employees can be a very difficult part of implementing business ethics.

For coping up with these ethical issues, the cited firm can take assistance from professional consultants, seminars as well as other training methods in order to train and develop employees on decision making in business ethics. Apart from giving training on ethical decision making, all these outside sources also helps the firm to provide an objective review of their existing operations and offer advice on how to implement powerful ethical code in cited firm's business operations. Though these external sources are very expensive, but they help the cited firm to develop an ethical business environment over a longer time period.

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Task 5 Roles of managers and stakeholders on strategic planning 5.1 Evaluation of levels of influence and power among stakeholders Stakeholder analysis is the process of identifying the groups or individuals that can or can be affected by an action and sorting them on the basis of the impact the actions will have on them and the impacts they will have on the actions. The main aim of stakeholder analysis is to develop cooperation between the project team and the stakeholders and, thus, ensuring successful outcomes of the project. Examples of the key stakeholders of an organisation are directors, government, creditors, employees, trade unions, community, owner, supplier, customers, etc.

Stakeholder analysis helps in formulating the marketing strategies effectively because it pays enough consideration over the target customers, product development and promotions (LegohĂŠrel and et. al., 2004). It also helps in optimizing production and satisfaction of the employees by analysing their role in the organisation. Stakeholder analysis helps in motivating Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

the employees by understanding their needs and interests. It leads to impress the community by maintaining a favourable image in the community. It also helps in forming partnerships because partners usually expect openness and integrity for the benefit of all those who are involved in the business.

White Swan uses the Power/interest Matrix for the purpose of evaluating the level of influence and power among the stakeholders. Following are the four quadrants of the said matrix:

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The stakeholders that lie in manage closely quadrant possess high power and high interest in the business. The stakeholders under this quadrant should be provided with enough work in order to keep them engaged and great efforts should be done for their satisfaction. It includes the owner, customer, creditors, etc. These stakeholders can affect the business to a great extent.

In the Keep satisfied quadrant, stakeholders possess high power and low interest. The stakeholders under this quadrant should be provided with adequate work so that they don't get bored with the work and remains satisfied simultaneously (Holjevac, 2008). It includes trade Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

unions and the government. These can affect the business but do not have much interference or interest in the business.

The stakeholders in the Keep Informed quadrant possess low power and high interest in the business. These stakeholders should be provided with adequate information to ensure that no major issue arise in the business. These people sometimes prove to be beneficial regarding the details of the projects of the company. It includes suppliers and directors of the organisation.

In the Monitor quadrant, the stakeholders possess low power and low interest. The stakeholders in this quadrant should be communicated properly but it should be ensured that they are not bored with the excessive communication. The management pays minimum efforts for the satisfaction of the stakeholders under this quadrant (Dwyer and et. al., 2009). It includes employees and the community.

5.2 Triple bottom line It is an accounting framework which includes three parts such as social, environmental and financial. These three divisions are known as three Ps, people, planet and profit and are also 'known as three pillars of sustainability'. Most of the organisations including White Swan has adopted this framework to evaluate their performance in a wide context. However, in traditional business organisations, “bottom line� strategies was used which meant either profit or loss. But in the modern era, triple bottom line framework is used.

People: - It refers to fair and advantageous business practices towards employees, community and region in which a business entity corporate business (Mahon, Becken and Rennie, 2013).

The cited firm adopts this framework which ensure that it seeks to provide benefit to many constituencies and also does not exploit or endanger any of them. Another major influence of

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Triple Bottom Line can be seen in the form of resisting every company to not to make used of child labour and it also monitors all contracted firms for child labour exploitation.

Planet: - Planet means sustainable environmental practices followed by the firm. A triple bottom line firm attempts to benefit the natural order as mush as possible and never tries to harm or reduce environmental impact on the firm. A triple bottom line firm never produces harmful products like weapons, toxic chemicals or batteries which contain dangerous heavy metals.

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Profit: - It is the economic value which is created by the organization after reducing the cost of all the inputs including cost of capital. Therefore, it is totally different from traditional accounting definitions of profit (Rimmington, Williams and Morrison, 2009). This aspect needs to be seen as the actual economic advantage gained by the host society. Therefore, the genuine Toll Free No: +1 213-929-5632 E-mail: help@instantessaywriting.com Get best Online Essay Writing Service by the expert writers of Instant Essay Writing, we provide top notch quality academic writing services to students.

triple bottom line approach cannot be understood as simply traditional corporate accounting profit plus social and environmental consequences unless the profits of other entities are enclosed as a social welfare.

5.3 Scope of business decision making to strategic plans Strategic plans plays very crucial as well as influencing role in business decision making process. Plans which are created by the firm are fixed for a long period but environmental changes are changeable in frequent manner, therefore, the cited firm has to gain flexibility in its operations. Procedures of the firm should be arranged in such a way that can fit in any circumstances. However, planning impact most probably financial part because, financial managers calculates the required amount of capital for a specific time period, in this situation, if there is any internal or external change occurs, firm has to modify their capital in order to meet requirement of the change (Perdue, Immermans and Uysal, 2004). For example, sudden climatic changes like flood or earthquake can changes the perceptions of customers. In this type of situations, firm needs to implement changes in its policies, procedures and decisions.

In nutshell, it can be said that decision making process of the firm is entirely based on strategic planning of the firm. In any, decision are taken on the basis of planning. In the cited firm also, management has to make effective decisions which fits the need and requirement of the firm to meet their objectives. White Swan is the chosen firm, which is one of the oldest hotel in the UK. Therefore, it can be understood that managers of the firm would be highly talented.

So, they will have numerous plans and policies into their minds regarding uncertainties. They would have enough knowledge about tackling with situations of changes in decision making on the basis of plans they have made (Dwyer and et. al., 2009). It can be said that if the firm makes effective planning before initiating business or any other small project, management will not find it difficult to achieve their goals due to strong planning.

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Conclusion With the help of this report, it has been concluded that tourism and hospitality industries have to tackle with number of problems on daily basis. And for coping up with all those issues, they have to make effective planning and strategies which can easily help them to solve their problems. Ethical issues have been broadly explained in this project through which it ha been understood that tourism sectors have to keep control over its activities through following numerous ethics in their business. It has also been concluded that business decision making and strategic planning are closely interrelated with each other.

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Smith, M. and Duffy, R., 2003. The ethics of tourism development. Psychology Press.

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