Cross-cultural aspects of tourism and hospitality: a services marketing and management

Table of Contents
Introduction: International and Global Nature of Tourism and Hospitality
Culture: A Cross-Cultural Perspective
Intercultural Competence, Intercultural Sensitivity, and Cultural Intelligence
Culture and Context in Communication
The Influence of Indulgence and Restraint on Tourism and Hospitality
Power Distance as a Cultural Variable
Uncertainty Avoidance as a Cultural Variable
Masculinity versus Femininity, Gender Egalitarianism, and Assertiveness
The Influence of Individualism and Collectivism on Tourism and Hospitality
Performance and Humane Orientation as Cultural Variables
Time Orientation as a Cultural Variable
A Review of Trompenaars and Hampden-Turner’s Cultural Dimensions
Conclusions

Cross-Cultural Aspects of Tourism and Hospitality is the first textbook to offer students, lecturers, researchers and practitioners a comprehensive guide to the influence of culture on service providers as well as on customers, affecting both the supply and the demand sides of the industry – organisational behaviour, and human resource management, and marketing and consumer behaviour.

Given the need for delivering superior customer value, understanding different cultures from both demand and supply sides of tourism and hospitality and the impact of culture on these international industries is an essential part of all students’ and practitioners’ learning and development. This book takes a research-based approach critically reviewing seminal cultural theories and evaluating how these influence employee and customer behaviour in service encounters, marketing, and management processes and activities. Individual chapters cover a diverse range of cultural aspects including intercultural competence and intercultural sensitivity, uncertainty and risk avoidance, context in communication, power distance, indulgence and restraint, time orientation, gender, assertiveness, individualism and collectivism, performance orientation, and humane orientation.

This book integrates international case studies throughout to show the application of theory, includes self-test questions, activities, further reading, and a set of PowerPoint slides to accompany each chapter. This will be essential reading for all students, lecturers, researchers and practitioners and future managers in the fields of Tourism and Hospitality.