A BUS driver strike is 'damaging' the economy and is likely to harm the long-term viability of the company at the centre of the dispute.

That was the stark warning issued by First Dorset which has 'implored' drivers to think about the impact on jobs.

But the Unite union representing Weymouth and Bridport drivers has hit back, saying First should enter into 'meaningful' discussions and use some of its huge profit to increase the 'poverty' wages.

A further bitter exchange between the two sides came as the dispute rumbles into a fifth week with no sign of an agreement, and just ahead of the main summer season.

As well as yesterday (Sunday, July 17) – the 16th strike day since June 20 – further action is planned today (Monday), Wednesday, Friday, Saturday and Sunday of this week.

Despite the action First is ensuring most of its services can run, with further improvements in the coming week.

It is doing this by paying out to bring in managers from across the business, drivers from other areas, and more than a third of Dorset staff who have chosen to return to work.

The long-running dispute centres on how much the drivers earn.

First says the increase demanded by Unite is not affordable and claims it would have to put fares up. The union says it just wants pay parity for drivers so they earn the same as colleagues elsewhere.

Managing director of First Dorset Marc Reddy said: "The action is having a damaging effect on the local economy and the long term viability of our business in Dorset. We implore the drivers to think about this and the impact it may have on all of their jobs in the long run."

He added: “Ultimately we are not able to agree to the inflation busting pay demands the union are making. Our wage bill is by far our biggest expense, and agreeing to an inflation busting pay rise would result in us having to significantly increase the cost of fares."

Unite regional officer Bob Lanning said: "While this action is always a last resort for our members, I will not sign away that right to binding arbitration.

"First should enter into meaningful discussion and recognise that some of their published £52 million profit should be used to address the poverty wages they pay in Weymouth."

Mr Lanning added: "We are heading towards the high season in Weymouth; we want this resolved before that impacts on the Weymouth traders and visitors – perhaps First should consider sending in someone who will listen to their employees and the fact that the current wage does meet the cost of living in the South West.

"First found the money to give a 13 per cent pay award to Bristol to address a recruitment issue, but cannot afford half of that over three years to address the wages of their poorest paid bus drivers."