FINAL CLUSTER ANALYSIS - Kohtla-Järve

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Final Cluster Analysis 11 The following European trends and drivers of 4 selected cluster sectors have been synthesised in order to establish proper foresight picture of sector competitiveness. Threats and challenges have also been considered in order to complete foresight analysis. The gathered information is coming from the various sources, such as European Commission, European Monitoring Centre on Change any other perspective studies and researches that contain foresight information on selected sectors. 34 Foresight on selected clusters, trends and drivers 11.1. hosPItalItY sector The key drivers in the hospitality sector are presented below with a brief description. socIologIcal DrIvers Key sociological drivers include the ageing of populations in many of the EU Member States, combined with changing lifestyles and tastes among workers and consumers across the EU. The ageing of the workforce and the increasing levels of educational attainment among young people can be expected to aff ect the structure of the workforce and its working conditions. Population ageing is also likely to lead to a change in consumer preferences and, hence, in the services supplied. Changing consumer lifestyles and tastes, brought on by improvements in living and working conditions, evolving social conventions, economic development and new technology, are creating more informed and demanding consumers, who are also becoming more organised as a collective force. technologIcal DrIvers On the supply side, the prevalence of information technologies over the last 20 years, and in particular the last 10 years, has allowed enterprises to be more fl exible by allowing them to manage and monitor both their resources and supply chains better. Information technologies also facilitate the greater customisation of services on off er. For consumers, it has led to an expansion of choice of information providers and where they spend their money. It is also changing consumers’ shopping habits and the way they interact with enterprises. Beyond developments in information and communication technologies (ICT), new kitchen and production technologies are leading to structural changes in catering establishments by allowing the outsourcing of many operations and the simplifi cation of kitchen processes, but with largely negative eff ects for the workforce. © Narva Business Advisory Services Foundation, St. Petersburg Information and Analytical Center, Synergy International Ltd. 2008
The adoption of technology in the sector carries some uncertainty and raises certain issues. It is not entirely clear to what extent new technology will improve working conditions and job opportunities and to what extent its impact will be negative. It has led, and will continue to lead, to changes in the quantity and structure of labour demand in the sector. The International Union of Food, Agricultural, Hotel, Restaurant, Catering, Tobacco and Allied Workers’ Associations (IUF) argued that new technologies require less-skilled staff and so result in many job losses in the industry. Moreover, the IUF argues that technology will devalue wages by deskilling the remaining workforce. In contrast, timesaving technology could benefi t workers in the sector by reducing the stress and pressure placed on workers, allowing them to work in a more favourable environment. Given the small scale of many of the enterprises in this sector, the adoption of technology is likely to be very sensitive in terms of the cost of implementation and the expected fl ow of benefi ts over time. Another infl uence in the adoption of new technologies is likely to be legislation on working conditions and health and safety standards. Adopting new technologies generally raises working conditions, but its impact on labour demand is unclear. Timesaving technology may lead to reduced labour demand or it may create new work opportunities, and specialist technology may require new skills that demand higher wages. It is not clear if globalisation, changes in consumer demand and the internet will benefi t the sector. It appears to have made consumers more mobile and fl exible as shoppers. It may well be that it leads to a dichotomy where some companies successfully adapt to these forces while others fail to adapt and become unable to compete. Furthermore, these forces probably favour larger businesses more than small ones. Their greater scale and pool of resources makes Final Cluster Analysis it easier for them to exploit these new opportunities. At the same time, although current conditions in the hotels and catering sector are forcing small enterprises to fi nd new ways to compete in order to survive, potential benefi ts from technologies to small enterprises are likely to be limited because their size limits the opportunity to generate economies of scale. As a result, further consolidation and an increasing presence of chains within the sector can be expected. economIc DrIvers Globalisation is one economic driver infl uencing the hotels and catering sector. Through the free movement of labour and capital as well as economic and political integration, globalisation has opened up new geographical and consumer markets. These present both threats and opportunities. For all companies, there is the prospect of tapping into new consumer and new labour markets. However, for existing workers, this also throws up the potential threat of more effi cient and/or better-skilled labour elsewhere and the threat of new destinations, cultures and companies. Another economic driver is the recent, rapid expansion of low-cost air travel. This has made it easier for agents to travel as both tourists and workers, but it also creates further problems. Together, these drivers stimulate other socio-economic and political issues concerning skills levels, migration and working conditions. envIronmental DrIvers Adverse weather patterns in recent years have pushed the issue of climate change and energy use into the political mainstream. Adverse weather itself is likely to aff ect the sector where it forms part of the tourist industry situated in areas at risk from climate change, with coastal and winter sports resorts most at risk. Politically, part of the response is to target air emissions and energy effi ciency. In this way, 35
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FINAL CLUSTER ANALYSIS - Kohtla-Järve

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