Cross-Cultural Behaviour in Tourism

Course Code CHTM-203
Lecture hours per week
Lab hours per week
Course Availability: Open

Tourism is a service industry where visitors from different nationalities and cultures come into contact with host cultures. It is imperative, as the international market grows, to understand the influence of national cultures on their consumers in order to best serve and compete for a share of those diverse markets. As the tourism industry becomes more culturally diverse, future tourism and hospitality managers should understand their customers from different cultural backgrounds.

The impact of culture will be examined in all its forms and dimensions, as it has a significant impact on tourism policy, planning, development, management and marketing. Given that a host country presents itself through many cultural factors such as entertainment, food, drink, work, dress, architecture, handicrafts, language, religion, education, humour, all forms of the arts and hospitality, tourism not only promotes knowledge and understanding among international travellers, it also builds a favourable image by providing an enjoyable and comfortable experience that is essential for repeat visitation. Tourism also has become a means of promoting international cooperation, cultural relations and economic stability. Simply put, these positive outcomes require diverse cultures to understand and appreciate each other.

This course will assist in understanding tourist behaviour in a cross cultural context. Elements of values, norms and rules and their effect on tourists’ behaviour, holiday expectations, experiences, satisfaction and consequently repeat visitation will be examined. Through a review of the literature on the concepts related to cross cultural tourism, the students will be able to identify and discuss the major differences between Eastern and Western national cultures and their influence on tourist and host social behaviour. The course will allow students to see how cultural differences influence tourist holiday perceptions and satisfaction and will provide an in-depth analysis of five Asian cultures in comparison with European, American and Australian cultures. Success in retaining and increasing Asian market share will depend upon responding quickly to the needs of the distinct Asian markets, thus it will be important to understand the cultural orientation of these newly emerging markets for the purpose of marketing and the design of advertising campaigns. The ability to respond to each market’s peculiarities and adopt appropriate regional programs also will be explored.