Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and Management Perspective

The textbook "Cross-Cultural Aspects of Tourism and Hospitality" provides a comprehensive guide to the influence of culture on service providers and customers, affecting both the supply and demand sides of the industry. It takes a research-based approach and critically reviews cultural theories, evaluating their impact on employee and customer behavior. The book covers various cultural aspects and includes international case studies to demonstrate their application. It is essential reading for students, lecturers, researchers, and practitioners in the fields of Tourism and Hospitality.

\n Format: Paperback / softback
\n Length: 354 pages
\n Publication date: 04 September 2020
\n Publisher: Taylor & Francis Ltd
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Cross-Cultural Aspects of Tourism and Hospitality is a groundbreaking textbook that provides students, lecturers, researchers, and practitioners with a comprehensive guide to the profound influence of culture on service providers and customers, impacting both the supply and demand sides of the industry. In today's globalized world, where delivering exceptional customer value is paramount, understanding diverse cultures from both the demand and supply perspectives of tourism and hospitality is crucial for the learning and development of all students and practitioners. This book adopts a research-based approach, critically reviewing seminal cultural theories and evaluating their impact on employee and customer behavior in service encounters, marketing, and management processes and activities.

Individual chapters in this comprehensive textbook cover a wide range of cultural aspects, including intercultural competence and 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. By integrating international case studies throughout, the book showcases the practical application of theory, includes self-test questions, activities, further reading, and a set of PowerPoint slides to accompany each chapter.

This textbook is an essential resource for all students, lecturers, researchers, and practitioners, as well as future managers in the fields of Tourism and Hospitality. Its comprehensive coverage of cultural dimensions and its research-based approach make it a valuable tool for enhancing understanding, improving communication, and fostering successful cross-cultural interactions in the industry.

\n Weight: 652g\n
Dimension: 174 x 245 x 32 (mm)\n
ISBN-13: 9780367860745\n \n