Cross-Cultural Aspects of Tourism and Hospitality
A Services Marketing and Management Perspective
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.
Table of Contents
- Introduction: International and Global Nature of Tourism and Hospitality
- Culture: A Cross-Cultural Perspective
- Intercultural Competence, Intercultural Sensitivity, and Cultural Intelligence
- Culture and Context in Communication
- The Influence of Indulgence and Restraint on Tourism and Hospitality
- Power Distance as a Cultural Variable
- Uncertainty Avoidance as a Cultural Variable
- Masculinity versus Femininity, Gender Egalitarianism, and Assertiveness
- The Influence of Individualism and Collectivism on Tourism and Hospitality
- Performance and Humane Orientation as Cultural Variables
- Time Orientation as a Cultural Variable
- A Review of Trompenaars and Hampden-Turner’s Cultural Dimensions
Erdogan Koc is Professor of Services Marketing and Management at Bahçesehir University. He received his BA in Communication Studies from the University of Istanbul, MBA from the Cardiff Business School, and Ph.D. from Oxford Brookes University in Business and Management. He has extensively published in top-tier journals such as Tourism Management, International Journal of Human Resource Management, Journal of Travel and Tourism Marketing, International Journal of Intercultural Relations, Journal of Hospitality Marketing and Management, among others, and serves on the editorial boards of several high-ranking journals and acts as a referee for top-tier journals. He has published two international books in the area of tourism and hospitality. As well as his research and academic experience, he provides training to a wide range of businesses and has management experience of reputable brands.
'There is a tremendous need for a textbook that solely focuses on cross-cultural aspects of tourism and hospitality. This is an area that has gained momentum and made itself an essential part of tourism and hospitality programs. Finally, we have a timely book that brings the topic to the forefront of academic and research agenda. The unique approach of the book emphasizing both marketing and management dimensions with teaching tools and boxes creates a dyadic perspective resulting in richer, deeper, and interactive analysis of cross-cultural – tourism behavior and consumption. It is a must-have book for educators, students, and practitioners.'
Prof. Muzaffer Uysal, Dept. of Hospitality & Tourism Management, Isenberg School of Management, University of Massachusetts, Amherst, USA
'Intercultural aspects of tourism and hospitality, both from the perspective of customers and the service providers, have become critically important for the efficient and effective management of tourism and hospitality businesses. Professor Koc’s book fills this very important gap for lecturers, students, researchers, trainers and practitioners in tourism and hospitality. With its interesting and lucid research examples based on recent research, supported by case studies, exercises, information zones, and slides for classroom use, the book promises an interesting teaching & learning experience both at undergraduate and postgraduate levels'
Prof. Dogan Gursoy, Taco Bell Distinguished Professor at Washington State University, School of Hospitality Business Management, Pullman, WA, USA.