Manaakitanga plays an important role in Māori society. There are several meanings associated to this Māori cultural concept, one of which refers to the fostering and nurturing of relationships between a host and a visitor. The well-being of the visitor is paramount to the development of this relationship as the mana (prestige) of the host is at stake. If the host fails to manaaki (support) their visitor this could result in the loss of mana within the Māori community as the host has shown they are incapable of attending to the needs of others. In recent times, there has been an increased presence of the term manaakitanga in tourism related documents, which has generated several interpretations of this cultural concept. Currently, various government organisations use this concept as a basis for developing both short and long-term strategies. This is particularly noticeable in the New Zealand Tourism Strategy 2015. However, there are varied interpretations of the term manaakitanga by the tourism industry, which are in conflict with Māori operators understanding and knowledge of manaakitanga reflected in their businesses. In order to contextualise the experiences and perspectives provided by Māori tourism operators, a theoretical framework has been developed. This framework called ‘Te Kōhai’ located in kaupapa Māori (Māori ideology) ideology best reflects the world-view of the participants who form the basis of this study. Thus, this study has been prompted by the research question - how is manaakitanga interpreted in a Māori tourism operation? Possible misinterpretation of manaakitanga may result in the concept being used incorrectly and the transgression of cultural practices, thus compromising the experiences offered by Māori tourism operations. It is important then, to investigate, whether manaakitanga is understood as ‘hospitality’ in the tourism industry and more specifically, by people who work within a Māori tourism operation. Additionally, it is important to determine how staff employed in a Māori tourism operation, understand and portray this concept. Subsequently, interpretations of manaakitanga from the perspective of Māori tourism operators, forms the basis of this thesis.

Manaakitanga plays an important role in Māori society. There are several meanings associated to this Māori cultural concept, one of which refers to the fostering and nurturing of relationships between a host and a visitor. The well-being of the visitor is paramount to the development of this relationship as the mana (prestige) of the host is at stake. If the host fails to manaaki (support) their visitor this could result in the loss of mana within the Māori community as the host has shown they are incapable of attending to the needs of others. In recent times, there has been an increased presence of the term manaakitanga in tourism related documents, which has generated several interpretations of this cultural concept. Currently, various government organisations use this concept as a basis for developing both short and long-term strategies. This is particularly noticeable in the New Zealand Tourism Strategy 2015. However, there are varied interpretations of the term manaakitanga by the tourism industry, which are in conflict with Māori operators understanding and knowledge of manaakitanga reflected in their businesses. In order to contextualise the experiences and perspectives provided by Māori tourism operators, a theoretical framework has been developed. This framework called ‘Te Kōhai’ located in kaupapa Māori (Māori ideology) ideology best reflects the world-view of the participants who form the basis of this study. Thus, this study has been prompted by the research question - how is manaakitanga interpreted in a Māori tourism operation? Possible misinterpretation of manaakitanga may result in the concept being used incorrectly and the transgression of cultural practices, thus compromising the experiences offered by Māori tourism operations. It is important then, to investigate, whether manaakitanga is understood as ‘hospitality’ in the tourism industry and more specifically, by people who work within a Māori tourism operation. Additionally, it is important to determine how staff employed in a Māori tourism operation, understand and portray this concept. Subsequently, interpretations of manaakitanga from the perspective of Māori tourism operators, forms the basis of this thesis.

O propósito desta dissertação é examinar as idéias de Ricardo Semier, tendo como foco de estudo seu livro Virando a própria mesa, publicado originalmente em 1988. Semier é um empresário brasileiro que preconiza um novo modelo organizacional que ainda é relativamente pouco estudado em nosso país, ao mesmo tempo em que produz e defende uma administração de vanguarda e um comportamento empresarial que ultrapassam fronteiras nacionais. Inicialmente, detemo-nos na análise conceituai da teoria administrativa que, advinda de outro contexto histórico-cultural, tem, conjecturamos, sua adoção parcialmente prejudicada, nas organizações locais, devido às características culturais da sociedade brasileira. Em seqüência, analisamos o referencial teórico do modelo organizacional denominado de gestão participativa, que em alguns aspectos tende a incorporar e refletir os elementos culturais presentes no cenário nacional. São abordadas, então, as idéias e proposições específicas de Semier sobre flexibilidade organizacional, gestão de recursos humanos, decisões estratégicas e mudança organizacional. Avaliamos criticamente, igualmente, os aspectos de transmissão de ideologia, poder e marketing pessoal, fatores geralmente negligenciados nas análises organizacionais. / The basic aim of this dissertation is to review Ricardo Semler's ideas by focusing his book Virando a própria mesa (Maverick! lhe success story hehind the world's most unusual workplace), originally published in Brasil in 1988. Semler is a Brazilian entrepreneur who recommends a new organizational model which has not been studied as deserved in our country, while proposing and defending an innovatory management and an entrepeneural behavior that reach beyond national boundaries. Initially, we make a conceptual analysis of the Business Administration Theory which, for having come from a different historic and cultural context, we presume, has had its adoption by local organizations partially impaired. Afterwards, we analyse the theoretic references of the organizational model called participative management which in some aspects tends to incorporate and reflect the cultural elements present in the national scenario. Then, Semler's specific ideas and propostions about organizational flexibility and changes, human resources management, strategic decisions are approached. In the same way, we critically evaluate aspects of ideology transmission, power and personal marketing, which are factors generally neglected in organizational analyses.

O propósito desta dissertação é examinar as idéias de Ricardo Semier, tendo como foco de estudo seu livro Virando a própria mesa, publicado originalmente em 1988. Semier é um empresário brasileiro que preconiza um novo modelo organizacional que ainda é relativamente pouco estudado em nosso país, ao mesmo tempo em que produz e defende uma administração de vanguarda e um comportamento empresarial que ultrapassam fronteiras nacionais. Inicialmente, detemo-nos na análise conceituai da teoria administrativa que, advinda de outro contexto histórico-cultural, tem, conjecturamos, sua adoção parcialmente prejudicada, nas organizações locais, devido às características culturais da sociedade brasileira. Em seqüência, analisamos o referencial teórico do modelo organizacional denominado de gestão participativa, que em alguns aspectos tende a incorporar e refletir os elementos culturais presentes no cenário nacional. São abordadas, então, as idéias e proposições específicas de Semier sobre flexibilidade organizacional, gestão de recursos humanos, decisões estratégicas e mudança organizacional. Avaliamos criticamente, igualmente, os aspectos de transmissão de ideologia, poder e marketing pessoal, fatores geralmente negligenciados nas análises organizacionais. / The basic aim of this dissertation is to review Ricardo Semler's ideas by focusing his book Virando a própria mesa (Maverick! lhe success story hehind the world's most unusual workplace), originally published in Brasil in 1988. Semler is a Brazilian entrepreneur who recommends a new organizational model which has not been studied as deserved in our country, while proposing and defending an innovatory management and an entrepeneural behavior that reach beyond national boundaries. Initially, we make a conceptual analysis of the Business Administration Theory which, for having come from a different historic and cultural context, we presume, has had its adoption by local organizations partially impaired. Afterwards, we analyse the theoretic references of the organizational model called participative management which in some aspects tends to incorporate and reflect the cultural elements present in the national scenario. Then, Semler's specific ideas and propostions about organizational flexibility and changes, human resources management, strategic decisions are approached. In the same way, we critically evaluate aspects of ideology transmission, power and personal marketing, which are factors generally neglected in organizational analyses.

O propósito desta dissertação é examinar as idéias de Ricardo Semier, tendo como foco de estudo seu livro Virando a própria mesa, publicado originalmente em 1988. Semier é um empresário brasileiro que preconiza um novo modelo organizacional que ainda é relativamente pouco estudado em nosso país, ao mesmo tempo em que produz e defende uma administração de vanguarda e um comportamento empresarial que ultrapassam fronteiras nacionais. Inicialmente, detemo-nos na análise conceituai da teoria administrativa que, advinda de outro contexto histórico-cultural, tem, conjecturamos, sua adoção parcialmente prejudicada, nas organizações locais, devido às características culturais da sociedade brasileira. Em seqüência, analisamos o referencial teórico do modelo organizacional denominado de gestão participativa, que em alguns aspectos tende a incorporar e refletir os elementos culturais presentes no cenário nacional. São abordadas, então, as idéias e proposições específicas de Semier sobre flexibilidade organizacional, gestão de recursos humanos, decisões estratégicas e mudança organizacional. Avaliamos criticamente, igualmente, os aspectos de transmissão de ideologia, poder e marketing pessoal, fatores geralmente negligenciados nas análises organizacionais. / The basic aim of this dissertation is to review Ricardo Semler's ideas by focusing his book Virando a própria mesa (Maverick! lhe success story hehind the world's most unusual workplace), originally published in Brasil in 1988. Semler is a Brazilian entrepreneur who recommends a new organizational model which has not been studied as deserved in our country, while proposing and defending an innovatory management and an entrepeneural behavior that reach beyond national boundaries. Initially, we make a conceptual analysis of the Business Administration Theory which, for having come from a different historic and cultural context, we presume, has had its adoption by local organizations partially impaired. Afterwards, we analyse the theoretic references of the organizational model called participative management which in some aspects tends to incorporate and reflect the cultural elements present in the national scenario. Then, Semler's specific ideas and propostions about organizational flexibility and changes, human resources management, strategic decisions are approached. In the same way, we critically evaluate aspects of ideology transmission, power and personal marketing, which are factors generally neglected in organizational analyses.

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