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.
General
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