CULTURAL CONDITIONS IN THE BENCHMARKING PROCESS OF TOURISM ENTERPRISES

Abstract

Purpose. The aim of the study is to draw attention to the key importance of a broadly understood culture in benchmarking analyses. An attempt was made to indicate the types of cultures and some of their aspects which may significantly limit or hinder benchmarking activities among tourism enterprises. Method. The basic research method was a critical review of literature, partly supported by examples from the author’s own research conducted over several years. Findings. An original concept was presented regarding the inclusion of three key cultural issues playing an important role at every phase of benchmarking in both domestic and international companies. Awareness of the given cultural aspects often constitutes the effectiveness and correctness of implementing the method. Research and conclusions limitations. This is primarily a theoretical elaboration which reflects the author’s own views and research experiences. Some of the considerations are conclusions from the literature review which have not been verified empirically and refer only to the specific tourist industry. Practical implications. Awareness of cultural issues may help and improve managerial work in implementing benchmarking. Originality. A comprehensive approach to the issue, unprecedented in previously published works, taking the significant impact of broadly understood culture on the course of benchmarking analyses onto account. Type of work. An editorial and concept article mainly based on English literature.