Tourism industry is largely affected by cultural differences as tourists come to any specific destination or location from different regions with different culture. Cultural diversity is becoming global challenge for business or organizations to deal with workforce and customers. This article has attempted to draw an attention how important is to have cultural awareness in hospitality and tourism industry. Difference can be identified on the basis of race, culture, origin, ethnicity etc very easily. Major problem is to handle communication with different people. Therefore strong focus on building relationship with target audiences is now given using effective communication.
escription of the Context
Frances (2009) and their co researchers have made significant research in tourism industry. They have used descriptive research methodology to find out relation between culture and its impact on effective communication. Gaining cultural awareness has been identified as the strongest tool for managing tourism events effectively.
This article is very relevant for the research as it would help to build understanding why a tour operator or event manager should consider cultural differences and its impact on business performance. For ATT tour& souvenir who offer travel and tours services, it is must to consider cultural factors while organizing tour plan for their visitors as they come from different locations. It would help to manage as per the taste and choices of tourists.
1) French, R., (2007) Cross-Cultural Management in Work Organisations, CIPD, London
Concise Summary of article
For organizations, managing cultural differences at workplace has become very critical in today’s marketplace. Increasing global reach has resulted in market expansion to different economy aiming to achieve cost benefits, low cost labour, resources, and relief in monetary policies. This has further increased a challenge to handle local workforce for international business. Companies investing in Indian or Chinese market are experiencing tough situation to manage cultural differences. For tourist also, it becomes hard to understand local language, culture or values if they go to such destinations. Therefore, tour operators or organizers must provide support to satisfy these customers.