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Books > Business & Economics > Industry & industrial studies > Service industries > Hospitality industry
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When East Meets West - Cross-Cultural Variation in Service Encounter Interactions (Paperback)
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When East Meets West - Cross-Cultural Variation in Service Encounter Interactions (Paperback)
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Vietnam attracts visitors from various source markets and such
diversity has become commonplace in major tourism receiving areas.
The practice of international tourism generally implies
cross-cultural experiences on the part of both tourists and service
providers. Given the marked differences between the cultures of
Asian and Western travelers, and since Asian cultures are
heterogeneous, an understanding of the impact of rules of behaviour
between international travelers from different cultural backgrounds
will be critical for the effective operation of tourism in Vietnam.
This book investigates the major cultural differences between
Vietnamese hosts and Chinese, French and American travelers that
impinge upon host-guest social and cultural interactions. Within
the tourism literature, markets have been divided on the basis of
psychographics, geographic and behavioural characteristics. Amongst
these methods, the common ones are nationality, benefits sought,
tourist role and social class, with nationality and rules of social
interaction (or rules of behaviour) being the most important
segmentation variables to be included. This book has both practical
and academic significance. Drawing upon the marketing, tourism, and
cultural studies literature and examining cultural values in
tourism settings, the research presented in this book provides some
strategic directions for tourism managers and marketers. From a
theoretical perspective, this book provides an enriched
understanding of Rokeach's and Argyle's models. These instruments
have previously been applied in the fields of sociology,
psychology, and marketing. In the present case, these models are
used with some modifications to measure the cross-cultural service
interactions and the associated insights that are useful for
tourism researchers, developers, marketers, and managers. This book
is evidence based and can serve as a guide to meet the needs of
Asian and Western tourists with particular reference to the
important influence of cultural backgrounds and rules of behaviour
on touristhost service interactions in cross-cultural settings. It
applies the empirically based models to development-related
challenges confronting the tourism sector.
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