cultural diversity meaning in tourism

What is cultural tourism and why is it growing?

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Cultural tourism is big business. Some people seek to embark on their travels with the sole intention of having a ‘cultural’ experience, whereas others may experience culture as a byproduct of their trip. We can argue that there is some form of cultural tourism in most holidays (even when taking an all-inclusive holiday you might try to local beer, for example).

But what do we mean by the term ‘cultural tourism’? What’s it all about? In this post I will explain what is meant by the term cultural tourism, providing a range of academic definitions. I will also explain what the different types of cultural tourists are, give examples of cultural tourism activities and discuss the impacts of cultural tourism. Lastly, I will provide a brief summary of some popular cultural tourism destinations.

What is cultural tourism?

Cultural tourism is the act of travellers visiting particular destinations in order to experience and learn about a particular culture . This can include many activities such as; attending events and festivals, visiting museums and tasting the local food and drinks.

Cultural tourism can also be an unintentional part of the tourism experience, whereby cultural immersion (with the local people, their language, customs, cuisine etc) is an inevitable part of a person’s holiday.

Cultural tourism definitions

It has been suggested that tourism is the ideal arena in which to investigate the nature of cultural production (MacCannell, 1976). Tourism provides endless opportunities to learn about the way other people live, about their society and their traditions. Whether you are attending the Running of the Bulls Festival in Pamplona , visiting the pyramids in ancient Egypt , taking a tour of the tea plantations in China or enjoying the locally brewed Ouzo on your all-inclusive holiday to Greece, you will inevitably encounter some form of cultural tourism as part of your holiday experience.

The World Tourism Organisation (WTO) (1985) broadly define cultural tourism as the movements of persons who satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters. Cultural tourism is commonly associated with education in this way, some describing it more narrowly as educational cultural tourism (e.g. Bualis and Costa, 2006; Harner and Swarbrooke, 2007; Richards, 2005).

Although a common, more specific definition has not been agreed amongst academics due to the complexity and subjectivity of the term, there do appear to be two distinct viewpoints. The first focusses upon the consumption of cultural products such as sites or monuments (Bonink, 1992; Munsters, 1994), and the second comprises all aspects of travel, where travellers learn about the history and heritage of others or about their contemporary ways of life or thought (MacIntosh and Goeldner, 1986).

Csapo (2012) pertains that the umbrella term of cultural tourism can encompass a number of tourism forms including heritage (material e.g. historic buildings and non-material e.g. literature, arts), cultural thematic routes (e.g. spiritual, gastronomic, linguistic), cultural city tourism, traditions/ethnic tourism, events and festivals, religious tourism and creative culture (e.g. performing arts, crafts).

Types of cultural tourists

In attempt to understand the scope of cultural tourism academics have developed a number of typologies, usually based upon the tourist’s level of motivation.

Bywater (1993) differentiated tourists according to whether they were culturally interested, motivated or inspired.

Culturally interested tourists demonstrate a general interest in culture and consume cultural attractions casually as part of a holiday rather than consciously planning to do so.

Culturally motivated tourists consume culture as a major part of their trip, but do not choose their destination on the basis of specific cultural experiences, whereas for culturally inspired tourists culture is the main goal of their holiday.

A more complex typology was proposed by McKercher and Du Cros (2002), who defined tourists based upon the depth of the cultural experience sought, distinguishing them in to one of five hierarchical categories.

The first is the purposeful cultural tourist for whom cultural tourism is their primary motive for travel. These tourists have a very deep cultural experience.

The second category is the sightseeing cultural tourist for whom cultural tourism is a primary reason for visiting a destination, but the experience is more shallow in nature.

The serendipitous cultural tourist does not travel for cultural reasons, but who, after participating, ends up having a deep cultural tourism experience, whilst the casual cultural tourist is weakly motivated by culture and subsequently has a shallow experience.

Lastly, the incidental cultural tourist is one who does not travel for cultural tourism reasons but nonetheless participates in some activities and has shallow experiences.

Adapting this theory, Petroman et al (2013) segments tourists based upon their preferred cultural activities.

The purposeful cultural tourist, described as according to Mckercher and Du Cros (2002), enjoys learning experiences that challenge them intellectually and visits history museums, art galleries, temples and heritage sites that are less known.

The tour-amateur cultural tourist is akin with the sightseeing cultural tourist above and they often travel long distances, visit remote areas, enjoy tours and wandering through the streets.

The occasional cultural tourist plays a moderate role in the decision of travelling and enjoys an insignificant cultural experience, their preferred activities being to visit attractions and temples that are easy to reach and to explore, although not to the extent that the tour-amateur cultural tourist does.

The incidental cultural tourist plays a small or no role in the decision to travel and enjoys an insignificant cultural experience, whilst visiting attractions that area within easy reach and heritage theme parks.

The last segment is the accidental cultural tourist, who plays a small or no role in the decision to travel but enjoys a deep cultural experience. This tourist type is diverse and as such has no preferred activities attributed to it.

Importance of cultural tourism

Cultural tourism is important for many reasons. Perhaps the most prominent reason is the social impact that it brings.

Cultural tourism can help reinforce identities, enhance cross cultural understanding and preserve the heritage and culture of an area. I have discussed these advantages at length in my post The Social Impacts of Tourism , so you may want to head over there for more detail.

Cultural tourism can also have positive economic impacts . Tourists who visit an area to learn more about a culture or who visit cultural tourism attraction, such as museums or shows, during their trip help to contribute to the economy of the area. Attractions must be staffed, bringing with it employment prospects and tertiary businesses can also benefit, such as restaurants, taxi firms and hotels.

Furthermore, for those seeking a deep cultural experience, options such as homestays can have positive economic benefits to the members of the community who host the tourists.

Read also: Overtourism explained: What, why and where

Personally, I think that one of the most important benefits of cultural tourism is the educational aspect. Tourists and hosts alike can learn more about different ways of life. This can help to broaden one’s mind, it can help one to think differently and to be more objective. These are qualities that can have many positive effects on a person and which can contribute to making them more employable in the future.

Cultural tourism activities

Whether a tourist is seeking a deep cultural experience or otherwise, there are a wide range of activities that can be classified as cultural tourism. Here are a few examples:

Staying with a local family in a homestay
Having a tour around a village or town
Learning about local employment, for example through a tour of a tea plantation or factory
Undertaking volunteer work in the local community
Taking a course such as cooking, art, embroidery etc
Visiting a museum
Visiting a religious building, such as a Mosque
Socialising with members of the local community
Visiting a local market or shopping area
Trying the local food and drink
Going to a cultural show or performance
Visiting historic monuments

Impacts of cultural tourism

There are a range of impacts resulting from cultural tourism activities, both good and bad. Here are some of the most common examples:

Positive impacts of cultural tourism

Revitalisation of culture and art.

Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example.

This may help promote traditions that may have become distant.

Preservation of Heritage

Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage.

This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful tourism planning and sustainable tourism management.

This text by Hyung You Park explains the principles of heritage tourism in more detail.

Negative impacts of cultural tourism

Social change.

Social change is basically referring to changes in the way that society acts or behaves. Unfortunately, there are many changes that come about as a result of tourism that are not desirable.

There are many examples throughout the world where local populations have changed because of tourism. Perhaps they have changed the way that they speak or the way that they dress. Perhaps they have been introduced to alcohol through the tourism industry or they have become resentful of rich tourists and turned to crime. These are just a few examples of the negative social impacts of tourism.

Read also: Business tourism explained: What, why and where

Globalisation and the destruction of preservation and heritage.

Globalisation is the way in which the world is becoming increasingly connected. We are losing our individuality and gaining a sense of ‘global being’, whereby we more and more alike than ever before.

Globalisation is inevitable in the tourism industry because of the interaction between tourists and hosts, which typically come from different geographic and cultural backgrounds. It is this interaction that encourage us to become more alike.

Standardisation and Commercialisation

Similarly, destinations risk standardisation in the process of satisfying tourists’ desires for familiar facilities and experiences.

While landscape, accommodation, food and drinks, etc., must meet the tourists’ desire for the new and unfamiliar, they must at the same time not be too new or strange because few tourists are actually looking for completely new things (think again about the toilet example I have previously).

Tourists often look for recognisable facilities in an unfamiliar environment, like well-known fast-food restaurants and hotel chains. Tourist like some things to be standardised (the toilet, their breakfast, their drinks, the language spoken etc), but others to be different (dinner options, music, weather, tourist attractions etc).

Loss of Authenticity

Along similar lines to globalisation is the loss of authenticity that often results from tourism.

Authenticity is essentially something that is original or unchanged. It is not fake or reproduced in any way.

The Western world believe that a tourist destination is no longer authentic when their cultural values and traditions change. But I would argue is this not natural? Is culture suppose to stay the same or it suppose to evolve throughout each generation?

Take a look at the likes of the long neck tribe in Thailand or the Maasai Tribe in Africa. These are two examples of cultures which have remained ‘unchanged’ for the sole purpose of tourism. They appear not to have changed the way that they dress, they way that they speak or the way that they act in generations, all for the purpose of tourism.

You can learn more about what is authenticity in tourism here or see some examples of staged authenticity in this post.

Culture clashes

Because tourism involves movement of people to different geographical locations cultural clashes can take place as a result of differences in cultures, ethnic and religious groups, values, lifestyles, languages and levels of prosperity.

Read also: Environmental impacts of tourism

The attitude of local residents towards tourism development may unfold through the stages of euphoria, where visitors are very welcome, through apathy, irritation and potentially antagonism when anti-tourist attitudes begin to grow among local people. This is represented in Doxey’s Irritation Index, as shown below.

Tourist-host relationships

Culture clashes can also be exasperated by the fundamental differences in culture between the hosts and the tourists.

There is likely to be economic inequality between locals and tourists who are spending more than they usually do at home. This can cause resentment from the hosts towards the tourists, particularly when they see them wearing expensive jewellery or using plush cameras etc that they know they can’t afford themselves.

Further to this, tourists often, out of ignorance or carelessness, fail to respect local customs and moral values.

There are many examples of ways that tourists offend the local population , often unintentionally. Did you know that you should never put your back to a Buddha? Or show the sole of your feet to a Thai person? Or show romantic affection in public in the Middle East?

Cultural tourism destinations

Whilst many would argue that cultural tourism is ingrained to some extent in travel to any country, there are some particular destinations that are well-known for their ability to provide tourists with a cultural experience.

Cultural tourism in India

It is impossible not to visit India and experience the culture. Even if you are staying in a 5 star Western all-inclusive hotel in Goa, you will still test Indian curries, be spoken to by Indian workers and see life outside of the hotel on your transfer to and from the airport.

For most people who travel to India, however, cultural tourism is far more than peeking outside of the enclave tourism bubble of their all-inclusive hotel.

Thousands of international tourists visit the Taj Mahal each year. Many more people visit the various Hindu and Buddhist temples scattered throughout the country as well as the various Mosques. Some visit the famous Varanassi to learn about reincarnation.

Most tourists who visit India will try the local dal, eat the fresh mutton and taste chai.

All of these activities are popular cultural tourism activities.

Cultural tourism in Thailand

Thailand is another destination that offers great cultural tourism potential. From the Buddhist temples and monuments and the yoga retreats to homestays and village tours, there are ample cultural tourism opportunities in Thailand .

Cultural tourism in Israel

Israel is popular with religious tourists and those who are taking a religious pilgrimage, as well as leisure tourists. I visited Israel and loved travelling around to see the various sights, from Bethlehem to Jerusalem . I’m not religious in any way, but I loved learning about the history, traditions and cultures.

Cultural tourism in New York

New York is a city that is bustling with culture. It is world famous for its museums and you can learn about anything from World War Two to the Twin Towers here.

Many would argue that shopping is ingrained in the culture of those who live in New York and many tourists will take advantage of the wide selection of products on offer and bargains to be had on their travels to New York.

You can also treat yourself to watching a traditional West End show, trying some of the famous New York Cheesecake and enjoying a cocktail in Times Square!

Cultural tourism in Dubai

Dubai might not be the first destination that comes to mind when you think of cultural tourism, but it does, in fact, have a great offering.

What I find particular intriguing about Dubai is the mix of old and new. One minute you can be exploring the glitz and glamour of the many high-end shopping malls and skyscrapers and the next you can be walking through a traditional Arabian souk.

Cultural tourism: Conclusion

As you can see, there is big business in cultural tourism. With a wide range of types of cultural tourists and types of cultural tourism experiences, this is a tourism sector that has remarkable potential. However, as always, it is imperative to ensure that sustainable tourism practices are utilised to mitigate any negative impacts of cultural tourism.

If you are interested in learning more about topics such as this subscribe to my newsletter ! I send out travel tips, discount coupons and some material designed to get you thinking about the wider impacts of the tourism industry (like this post)- perfect for any tourism student or keen traveller!

What is Cultural Diversity?

What language do you speak? What is your religion? What holidays do you celebrate? What is your racial identification? What is your ethnic identity? What is your culture?

Culture is that which shapes us; it shapes our identity and influences our behavior. Culture is our “way of being,” more specifically, it refers to the shared language, beliefs, values, norms, behaviors, and material objects that are passed down from one generation to the next. 1

According to the U.S. Census Bureau, the 2009 population in America was:

16% Hispanic or Latino origin (may be of any race)
13% African American
5% Asian
1% American Indian/Alaskan Native
0.2% Native Hawaiian/Pacific Islander 2

Each race encompasses a multitude of different ethnic groups. An ethnic group refers to people who are closely related to each other through characteristics such as culture, language, and religion. 3 There are many ethnic groups in the United States, due in large part to its immigrant population; each of these groups contributes to America’s cultural heritage. From African Americans to Russian Americans, the United States is one of the most diverse nations in terms of culture.

What does it mean to be “culturally diverse”?

The term “culturally diverse” is often used interchangeably with the concept of “multiculturalism.” Multiculturalism is defined as:

“…a system of beliefs and behaviors that recognizes and respects the presence of all diverse groups in an organization or society, acknowledges and values their socio-cultural differences, and encourages and enables their continued contribution within an inclusive cultural context which empowers all within the organization or society. 4

Sociologist Dr. Caleb Rosado, who specializes in diversity and multiculturalism, described seven important actions involved in the definition of multiculturalism: 5

recognition of the abundant diversity of cultures;
respect for the differences;
acknowledging the validity of different cultural expressions and contributions;
valuing what other cultures offer;
encouraging the contribution of diverse groups;
empowering people to strengthen themselves and others to achieve their maximum potential by being critical of their own biases; and
celebrating rather than just tolerating the differences in order to bring about unity through diversity.

Why is cultural diversity a “good thing”?

Culture is the lens with which we evaluate everything around us; we evaluate what is proper or improper, normal or abnormal, through our culture. If we are immersed in a culture that is unlike our own we may experience culture shock and become disoriented when we come into contact with a fundamentally different culture. People naturally use their own culture as the standard to judge other cultures; however, passing judgment could reach a level where people begin to discriminate against others whose “ways of being” are different than their own—essentially, we tend to fear that which we do not understand.

Cultural diversity is important because our country, workplaces, and schools increasingly consist of various cultural, racial, and ethnic groups. We can learn from one another, but first we must have a level of understanding about each other in order to facilitate collaboration and cooperation. Learning about other cultures helps us understand different perspectives within the world in which we live, and helps dispel negative stereotypes and personal biases about different groups.

In addition, cultural diversity helps us recognize and respect “ways of being” that are not necessarily our own, so that as we interact with others we can build bridges to trust, respect, and understanding across cultures. Furthermore, this diversity makes our country a more interesting place to live, as people from diverse cultures contribute language skills, new ways of thinking, new knowledge, and different experiences.

How can you support cultural diversity?

Increase your level of understanding about other cultures by interacting with people outside of your own culture—meaningful relationships may never develop simply due to a lack of understanding.
Avoid imposing values on others that may conflict or be inconsistent with cultures other than your own.
When interacting with others who may not be proficient in English, recognize that their limitations in English proficiency in no way reflects their level of intellectual functioning.
Recognize and understand that concepts within the helping profession, such as family, gender roles, spirituality, and emotional well-being, vary significantly among cultures and influence behavior.
Within the workplace, educational setting, and/or clinical setting, advocate for the use of materials that are representative of the various cultural groups within the local community and the society in general.
Intervene in an appropriate manner when you observe others engaging in behaviors that show cultural insensitivity, bias, or prejudice.
Be proactive in listening, accepting, and welcoming people and ideas that are different from your own. 6

Cultural diversity supports the idea that every person can make a unique and positive contribution to the larger society because of, rather than in spite of, their differences. Imagine a place where diversity is recognized and respected; various cultural ideas are acknowledged and valued; contributions from all groups are encouraged; people are empowered to achieve their full potential; and differences are celebrated.

“Diversity is the one true thing we have in common. Celebrate it every day.” –Anonymous

1. R. Schaefer Sociology: A brief introduction (New York, NY: McGraw-Hill, 2006).

2. U.S. Census Bureau, USA QuickFacts, accessed December 2010.

3. www.dictionary.com

4. C. Rosado, What Makes a School Multicultural? , accessed December 2010.

6. Adapted from Promoting Cultural Diversity and Cultural Competency , accessed December 2010.

About the Author

Dr. Lisa D. Belfield

Dr. Lisa D. Belfield is an adjunct professor in the Purdue Global Human Services Department. She earned a bachelor’s degree in psychology from Mansfield University, a master’s degree in social relations from Lehigh University, and a doctorate degree in educational leadership from Wilmington University. In addition to teaching, she works as a methodologist and content expert on doctoral study committees, and is an education research consultant for LeadingEd Consultant Network. She has worked at organizations and institutions in positions which focused on behavior modification and therapeutic support, social welfare, college admissions, and education research.

Dr. Belfield’s current research interests include: self-efficacy; the mentor-mentee relationship in higher education; and the impact of multiple social identities (race, gender, social class) on personal, social, academic, and career functioning.

Dr. Belfield continues to have valuable experiences, lifelong mentors, and friendships that have made her personal and professional life quite meaningful and fulfilling. As a professor, she enjoys engaging students in taking a critical look at the world in which they thrive, and encourages them to see themselves as lifelong learners in an intellectual arena. One of her favorite quotes is, “Change is inevitable; growth is optional.” She encourages everyone to choose the option to grow.

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Hospitality Industry

Valuing cultural differences: Why it matters and how to do it right

May 05, 2023 •

7 min reading

When in Rome, do as the Romans – easier said than done! Embracing cultural diversity is the cornerstone of civilized behavior, but do we really know how to to do it? Are we ready to welcome international guests and accommodate them in a culturally intelligent manner at hotels and major international events? Managing cultural differences might be more of a learned art than we realize.

Certainly, Saint Ambrose, the Bishop of Milan in the 4th Century AD, was already wise concerning intercultural encounters by saying “Si fueris Romae, Romano vivito more; si fueris alibi, vivito sicut ibi”, meaning ‘If you find yourself in Rome, live according to the Roman custom; if you find yourself elsewhere, live as they do there’.

Despite this timeless statement, intercultural encounters are not always managed optimally by either hosts or guests. This short article seeks to provide, on one hand, limited tips how to become culturally more intelligent in hospitality settings, and on the other, some ideas for further reflections beyond the limited scope of this text.

The standardization of hospitality services

Since the beginning of mass tourism with 25 million international tourists in 1950, tourism has never stopped growing (except the ‘COVID years’). In 2019, the world already welcomed 1.4 Billion international tourists and the forecast for the upcoming decades is an exponential growth.

Consequently, a significantly sensitive question surfaces today: the cultural diversity of current and future guests. Shall we pay attention to cultural differences in hospitality, or rather following the business-as-usual approach that has already resulted in some kind of standardization meaning efficiency, control, predictability and calculability, as Ritzer’s theory of the McDonaldization of the society suggests?

Ritzer’s concept makes society, including hospitality, rational by often denying basic human factors, such as cultural diversity. While the hospitality sector has been developing exponentially in the last few decades, this has also resulted in the sector following international rules and norms leading to a rather standardized service ‘design’ all around the world. Standard operating procedure (SOP) such as checking-in at reception, housekeeping, F&B, operations, la lingua franca (English) as the international language…etc. are alike worldwide, despite some minor and local fine tuning.

Standard services have been also boosted by guests’ universal expectations because until the late 20 th Century, international tourism was ‘dominated’ by some economically developed countries, and logically by their cultural specificities. Today, as the tourism diaspora becomes progressively diverse, it is probable that previously standardized hospitality practices may become culturally less ‘suitable’ for all.

Examples such as buffet-style restauration where vegetarians or vegans by choice or religion may feel uncomfortable with ham and eggs next to tofu. Similarly, the question of gender egalitarianism can be challenging if hosts and guests do not find a common ground concerning its palpable and subtle application in hospitality settings.

Consequently, in our still extremely diverse cultural human atlas, the following questions may be pertinent on behalf of both hospitality professionals and guests:

Do hotel and event organizers pay attention to guests culturally different backgrounds, their values, norms and their culturally diverse expectations?
Do hotel employees have a solid awareness of their guests’ often hidden cultural traits?
Do hotel and event organizers train local personnel in the field of cultural intelligence that enhances staff engagement and improved quality of intercultural encounters?
Do we, as a guests/visitors, gain knowledge of local culture prior to our voyage, so we can accept differences, and why not, adapt to some of them?

Whether culture is already globalized is an ongoing debate, but the author of this article believes that cultural diversity makes our world unique. Furthermore, as it is in nature’s DNA, diversity means continued existence in the face of monoculture that leads us to destruction.

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The complexity of culture

Welcoming foreign guests in a culturally intelligent manner is challenging because beyond tangible differences such as outfit, salutations and eating habits, among others, underlying cultural differences need to be learnt if hospitality wishes to follow its future endeavour, which is personalizing guests’ hospitality experiences. In memory of the recently passed Swiss-born American Edgar Schein, his classical example of a cultural iceberg clearly illustrates the complexity of a culture, hence, why hosts and guests often fail to understand each other.

Most of us have already experienced what standardized behaviour effectively means in a hotel or at a mega-event, i.e., when we are ‘welcomed’ and ‘treated’ like anyone else. The problem is that ‘anyone else’ does not always feel comfortable with the culturally uniform treatment, either. Crowdedness/closeness make us feel often uncomfortable and disrespected, which is often justified as efficiency and control by the hosts.

Mason Cooley’s quote seems extremely appropriate to describe hotels’ SOPs and its juxtaposition with actuality: “The routines of tourism are even more monotonous than those of daily life.” So, let us move on and learn, train and develop strategies to become better hosts and guests, while meeting the ‘Others’ in an intercultural context.

How to develop cultural intelligence

One meaningful strategy to welcome and meet the ‘Others’ is to increase our cultural intelligence . Systematically learning about the ‘Others’ is an endless learning process that goes beyond historical stereotypes and prejudices that can jeopardize intercultural encounters .

High context vs. low context culture

We often cope with the challenge of understanding our own actions, hence managing cultural diversity seems even trickier. Luckily, there are various academic theories that could help us to become a culturally more intelligent human being and a hospitality professional. Besides the universally well-known Geertz Hofstede’s theory, other studies and projects can also guide us to become more ready for such intercultural encounters. For instance, do you know that the Japanese are extremely high context people, meaning that, in general, they will not criticize openly what may be culturally improper for them?

Personal space

Thinking of the World Expo in Osaka, Japan in 2025, organizers will have to pay attention, besides differences in communicational styles such as high or low context, to proxemics <, meaning how humans use space and how much individuals feel comfortable with closeness to others. Since this is based on the idea that individual territoriality is culturally biased, standardized hospitality in the 21 st Century may fall short at an international megaevent.

Monochronic vs. polychronic

Another cultural dimension that organizers could pay attention to is the mono/polychronic behaviour, which means whether individuals focus on one or various tasks at the same time and how much people respect time and punctuality. We all know that certain cultures are extremely punctual, nevertheless extreme monochronic traits can be surprisingly disrespectful to people who consider time-keeping less rigidly. Polychronic cultures may have difficulties to adapt to extreme punctuality. Consequently, at big events such as the FIFA Women's World Cup organized in Switzerland in 2023, staff and volunteers should be aware of the differences to avoid frustration with guests, such as respecting check out or meeting deadlines.

Neutral vs. emotional

In 2024, France will organize the 2024 Olympic Games, which is another megaevent to plan carefully. Worth considering are elements taken from the The Seven Dimensions of Culture such as Trompenaars’ neutral or affective dimension, when people may feel ‘lost in translation’, as Bill Murray in Japan , because they do not know each other’s underlying cultural norms and values. For instance, too many facial expressions, strong and direct adjectives or questions that may be considered intimate at first meetings can be inappropriately processed and can engender negative feelings.

Another interesting aspect is the respect of status during intercultural encounters. Excessive informal expressions in the ‘lingua franca’ maybe inappropriate for cultures where status and hierarchy are valued. An example could be ‘tu’ in Spanish or ‘Usted’ in Latin America.

Publicly expressed emotions are against go against cultural norms in some Asian societies. The well-known ‘mianzi’ concept can be translated as ‘face’, but it plays an influential part of most public interactions in China. The concept is in fact much more complex than one may imagine at the first glance. There are numerous intangible traits in Chinese culture, for example, the highly codified seating arrangements during a banquet which requires a developed cultural intelligence on the host’s side. Consequently, hosts welcoming Chinese guests should learn and train personnel in these significative cultural characteristics if they seek the guests’ happiness.

The perception of success

The aspect of individual or collective actions , goals, achievements is another angle for developing an increased cultural intelligence. The upcoming 2023 Olympic E-sport Week in Singapore will welcome multiple countries, and understanding what drives success could be an interesting concept to analyse for hosts. Singaporean culture is much more oriented towards group success, while for instance the Americans, Russians, Swiss and British tend to favour individually achieved results. Merging this with guests’ accepted levels of following rules and taking risks with ease, uncertainty avoidance , could be another aspect of study for event organizers.

Building a culturally intelligent society is a priority

To sum up, whenever intercultural encounters occur in a professional setting, both hosts and guests should be encouraged to improve their knowledge of the ‘Other’. This way, encounters will be not only more pleasant and culturally rewarding, but hosts and guests can also limit cultural clashes in unexpected situations where improvisation and intuition may not be the best problem-solving resources. Thus, hospitality should get more familiar with the concept of ‘cultural intelligence’ and step up its awareness and development of this subtle know-how in our increasingly multicultural world.

EHL Research Collaborate with our Researchers Opportunities for collaborative research range from dedicated applied research projects by selected faculty members to sponsorship of a long-term research institute at EHL. Contact us

Assistant professor at EHL Hospitality Business School

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What I’ve learned as a black traveler

Here’s why diverse perspectives make for better stories.

This year hundreds of African Americans will board flights to Ghana . For many it will be their first trip to the African continent. They’ll be answering a call issued by the West African country to come home. The ship believed to have carried the first enslaved Africans to what would become the United States of America set sail from Ghana. Four hundred years later, African Americans are yearning to understand better what and who was left behind. Ghana has declared 2019 as “ The Year of Return .” ( Learn about the last American slave ship discovered in Alabama. )

I’m not an African American, but as a black woman living in North America , I understand the attraction of the invitation. It’s no small thing to find a place in the world that wants to tell your story.

Travelers walk to Fort William, during a trip in Anomabo, Ghana, to explore a landmark of the colonial slave trade.

My history has always been impacted by race and travel. My parents emigrated from Jamaica to Canada in the ’70s. My childhood included annual trips to spots across Canada, the U.S ., and the Caribbean. Each time we ventured beyond our neighborhood, my parents—intentionally or not—drove home the idea that the world was mine to explore. My memories of travel focused on what I was seeing, not on how I was being seen. Warm welcomes were a luxury I took for granted. ( Visit these 13 destinations for African-American history and culture .)

As I got older I realized that for many before me—including my parents—that had not been the case. As children, they hadn’t had the opportunities to travel that I was being afforded. And when as adults they did venture out, their kids in tow and far from their black-majority homeland, they were often met with prejudices I was too young to recognize.

Years later, my own travels around the world as a journalist helped me understand that the color of my skin is an integral part of my experience. The stories I write don’t have to be overtly centered on race to share my perspectives as a racialized person.

Being a black traveler means that during a reporting stint in Ghana in my 20s a local leader could single me out to share how much I look like a member of a nearby tribe. It means that in Ethiopia , Rwanda , England , and Northern Canada I am called “sister” (and treated as such) by people who can find a connection in my skin color.

It can also lead to experiences that are jarring and to opportunities that provoke conversation. In China and India , my hair and skin have stopped curious crowds. ( Read what it’s like to travel while black in China .)

Developing a more inclusive travel perspective requires no sacrifice. It isn’t a charitable act; all travelers benefit when the fullest possible stories are told.

Showcasing our similarities allows for the possibility of challenging stereotypes that go beyond travel (we swim, we ski, we hike).

I embrace all of these opportunities and the platforms that have allowed me to tell my stories, because I recognize that there aren’t enough people who look like me who get the chance.

And that’s a problem.

When voices are missing from the mainstream narrative, their absence is normalized. After more than 16 years as a travel writer, I still struggle to find other black storytellers in mainstream outlets.

This despite a 2018 report that African-American travelers, who make up about 14 percent of the U.S. population, spend around $63 billion a year on travel.

Many who have grown used to being an afterthought to prevailing conversations have carved out spaces of their own. It’s how you get a Green Book —the printed annual handbook that, until its last issue in 1966, detailed the places that were safe for black road trippers to stop, eat, sleep, or stay out past dark. ( Take a Green Book-inspired road trip through Alabama’s civil rights history .)

It’s what leads to the creation of Evita Robinson’s Nomadness Travel Tribe , a lifestyle brand and community with a membership of 20,000 travelers of color. Or Outdoor Afro , founded by National Geographic Fellow Rue Mapp, which aims to reconnect African Americans with nature. It’s why Karen Akpan’s Black Kids Do Travel Facebook group exists—as a safe space for parents of color to share their travel triumphs and concerns. And although both Kellee Edwards and Oneika Raymond head up Travel Channel productions, the list of people of color as the face of any TV program in the industry is short.

Seeing and reading about people who look like us impacts how we travel because in those stories is the recognition that our lives—the accomplishments, hardships, history, and culture—matter.

But the stories of African-American travelers are essential for other reasons too. When mainstream travel pieces speak about safety, people of color know that we’ll still need to save our questions about our particular fears for the direct messages of black friends and colleagues. (“Yes, I know the place is safe, but is it safe for me? ”) It’s a system not unlike the ones friends in the LGBTQ community have developed. ( See the 10 best destinations for LGBTQ families .)

And so when I take my kids, two black boys, into the world, I do so with all of these questions, opportunities, and responsibilities in mind. We have traveled to dozens of countries together, snapping family photos in front of the Eiffel Tower , the pyramids of Giza , the Great Wall of China , and Niagara Falls . I take them to places where their skin color is a fascination and to places where everyone looks like them. I’ve forced them into the travel narrative because they have every right to be there, but I also do it because I know that other families of color read our stories and, in our photos, see the possibilities available for themselves.

More diverse voices are needed, but you don’t have to be a minority traveler to make a difference. Developing a more inclusive travel perspective requires no sacrifice. It isn’t a charitable act; all travelers benefit when the fullest possible stories are told. And when we aren’t getting the full narrative, we are all robbed of facts and experiences that could prove transformational in the way we see the world.

Related: 25 unique traditions around the world

Tourists, travel providers, outlets, and agents need only recognize the potential for tunnel vision and ask themselves whether there are perspectives missing in what we are reading and watching. And then, make every effort to seek them out.

As you consume travel, ask yourself: On whom is the camera focused? Whose story is absent from the historical tour? And those of us with a platform—be it blog, social media, TV show, or magazine—must offer more opportunities for people of color to hold the pen, the microphone, and the camera.

Inclusion is a recognition that the whole story—with its flaws and complexities—is far more beautiful than its individual pieces.

Travel makes us better, and multiple travel perspectives make us better still.

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Preserving Cultural Identities for the Future of Tourism

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13 Dec 2019

Kyoto (Japan), 13 December 2019 – The World Tourism Organization (UNWTO) and the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) Fourth World Conference on Culture and Tourism spotlights the added value of culture for destinations and focuses on the future sustainability of cultural tourism.

Over the past two days in Japan’s capital of culture, delegates debated how to keep the appreciation of heritage and contemporary cultural expression at the heart of tourism for generations to come. Intercultural dialogue, local communities and innovative measurement systems are at the core of the conference conclusions laid down in the Kyoto Declaration.

UNWTO Executive Director Manuel Butler said: “When managed responsibly cultural tourism can enrich the lives of both travelers and residents, promoting diversity and intercultural dialogue. The Kyoto Declaration will help us to ensure that our world’s rich heritage and diverse creativity are wonders that our children too will have the chance to discover for themselves"

UNESCO Deputy Director General, Mr. Xing Qu, added: “The international community needs to seize the benefits of connecting culture and tourism as global forces that bring people together. UNESCO is pleased to be partnering with UNWTO in this venture as we look to deepen and widen our collaboration.”

Responsible practices were at the forefront of the solutions put forward by leading experts in the field, such as including the local population at every level of cultural tourism development and using new technologies to sustainably manage visitor flows and the equal distribution of tourism benefits.

Kyoto City’s Mayor, Mr. Daisaku Kadokawa, presented the ‘Kyoto Model’ to representatives from over 50 countries across the world as a means of effectively striking the right balance between marketing cultural heritage and preserving it for future generations.

UNWTO also launched the ‘UNWTO Recommendations on Sustainable Tourism Development of Indigenous Tourism’ during the conference that were compiled in close consultation with indigenous entrepreneurs, advocates and representatives.

The recommendations provide guidance on developing sustainable and responsible operations to indigenous communities that want to open up to tourism development or improve the existing tourism experiences their communities offer.

Notes to the Editor

The 2019 UNWTO/UNESCO World Conference on Culture and Tourism is the fourth edition of the conference with previous editions held in Istanbul, Turkey in 2018, Muscat, Oman in 2017 and Siem Reap, Cambodia in 2015. The fourth edition is kindly hosted by the Japan Tourism Agency, the Japanese Agency for Cultural Affairs, Kyoto Prefecture and Kyoto City.

Cultural Tourism

First Online: 03 January 2020

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Cultural tourism has been identified as one of the most important areas for global tourism demand. The importance of this market has created a need for information on the characteristics, behaviors, and motivations of cultural tourists. These include experiencing the local culture , tradition and lifestyle, participating in arts-related activities, and also visiting museums, monuments and heritage sites (Richards 2001 ; Barton 2005 ). Cultural tourism has being the world most emerging trend of the overall travel and tourism in gaining reputation in recent years after ecotourism (Chap. 8 ).

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Fang, WT. (2020). Cultural Tourism. In: Tourism in Emerging Economies. Springer, Singapore. https://doi.org/10.1007/978-981-15-2463-9_4

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Cultural Tourism: Definitions, Types, Advantages & Disadvantages, or Stakeholders of Cultural Tourism

Cultural tourism is a rapidly growing segment within the global travel industry, catering to individuals seeking to immerse themselves in local populations’ customs, traditions, and lifestyles. It combines the elements of leisure with an authentic experience of a destination’s unique historical, architectural, artistic, and culinary aspects. As a result, this form of tourism allows travellers to gain a deeper appreciation and understanding of different societies and their cultural characteristics.

In recent years, the demand for cultural tourism has been on the rise as more people are interested in exploring foreign customs and cultural experiences beyond the typical tourist attractions. This trend fosters cross-cultural connections and mutual understanding and creates positive economic and social impacts on local communities. By preserving and showcasing their traditions, local people have the opportunity to generate income and employment while maintaining a sense of pride in their cultural heritage.

With the increasing focus on sustainability and responsible tourism practices, cultural tourism sets itself apart by emphasizing the importance of engaging with local communities, adhering to ethical standards and minimizing negative impacts on the environment. As such, it presents a viable option for tourists who wish to expand their horizons while also contributing positively to the places they visit.

Understanding cultural tourism.

Cultural tourism is a significant and growing aspect of the global tourism industry. The United Nations World Tourism Organization (UNWTO ) defines cultural tourism as the movement of people to cultural attractions away from their normal residence, with the intention of gathering new information and experiences that satisfy their cultural needs. It encompasses various activities undertaken by tourists to explore and experience different cultures, customs, and traditions.

One of the key aspects of cultural tourism is the opportunity it provides visitors to learn and engage with local communities, their history, and their way of life. This tourism is more than just visiting heritage sites or attending cultural events; it involves understanding and experiencing how people from different cultures live, express themselves through art, and maintain their traditions.

Cultural tourism fosters mutual understanding and respect between people from different cultural backgrounds. It encourages dialogue and exchange, breaking down social and cultural barriers and contributing to more tolerant societies. This form of tourism is an essential aspect of sustainable tourism development, as it seeks to preserve precious heritage for future generations while supporting economic growth for local communities.

As the tourism industry continues to grow, the demand for unique and authentic experiences increases. Cultural tourism serves to meet this demand by offering visitors the opportunity to immerse themselves in various cultural settings, fostering a deeper understanding of the world and its diverse cultures.

Importance of Cultural Tourism

Cultural tourism plays a significant role in society as it helps preserve and promote the values, beliefs, traditions, and heritage that define a particular culture. It allows individuals and communities to exhibit unique perspectives on arts, rituals, folklore, music, literature, language, oral traditions, and other cultural elements. Cultural tourism serves as a bridge between societies, aiding in fostering mutual respect, tolerance, and understanding among various cultures.

Economic benefits are also apparent through cultural tourism. Visitors contribute to the local economy, supporting local businesses and sustaining host communities’ cultural products and experiences. By engaging in cultural tourism, visitors gain an authentic understanding of indigenous and local cultures, empowering them to appreciate the rich diversity and uniqueness of the world.

Furthermore, cultural tourism helps preserve cultural heritage, vital for maintaining a sense of identity and continuity for future generations. This preservation and promotion of different cultures provide a sense of pride and belonging for people who are part of those traditions. In turn, this enhances cultural exchange, allowing individuals to learn about other ways of life while appreciating their values and beliefs.

Cultural tourism also supports the sustainability of performing arts and other creative industries. Through various interactions with artists and performers, visitors can develop an appreciation for a wide range of artistic expressions, contributing to the overall vitality of the art world.

Through the development of cultural tourism, a society can showcase its cultural heritage while contributing to its economic prosperity. By embracing the importance of cultural tourism, we can foster a greater understanding, appreciation, and celebration of the rich tapestry of customs, beliefs, and traditions that make up the world’s diverse cultures.

Types of Cultural Tourism

Cultural tourism allows travellers to immerse themselves in the history, heritage, and traditions of different places around the world. This form of tourism can be categorized into several types, each offering a unique way for visitors to experience and appreciate local cultures.

One type of cultural tourism is Historical and Heritage Tourism . This focuses on exploring sites related to a region’s past, such as ancient archaeological sites, monuments, and museums. It can instil a sense of wonder and appreciation for past civilizations’ achievements and teach travellers about the history of the places they visit.

Moving to the artistic side, Arts Tourism highlights the creative aspects of a culture. Tourists visit galleries, theatres, and concerts to experience local art, music, dance, and drama. It allows them to understand different communities’ aesthetic and expressive tendencies, opening their minds to new perspectives and forms of creativity.

Religious and Spiritual Tourism is another common form, where tourists visit religious sites, such as temples, churches, and mosques, or engage in spiritual practices like meditation and yoga. This type of cultural tourism can provide insights into various societies’ belief systems and rituals, fostering understanding and tolerance among people of different faiths.

However, culture isn’t just about history, arts, and religion but also daily life. Ethno and Indigenous Tourism involves tourists visiting and interacting with indigenous communities to learn about their customs, way of life, and unique perspectives on the world. This type of cultural tourism encourages empathy and cross-cultural understanding while emphasising respect for indigenous people’s rights and dignity.

Lastly, Culinary and Agritourism put emphasis on local food and drink traditions, as well as the agricultural practices that underpin them. This type of tourism can include attending food festivals, partaking in cooking classes or workshops, and visiting farms, vineyards, or breweries. Culinary experiences help tourists understand the richness of a region’s flavours and the relationship between local communities and their land and resources.

In summary, cultural tourism comes in various forms, appealing to different interests and tastes. It offers travellers a chance to explore and interact with diverse cultures, fostering connections and understanding among people around the world.

Forms of Cultural Tourism

Cultural tourism offers a wide range of experiences for travellers who seek to immerse themselves in different cultures, traditions, and ways of life. Various forms of cultural tourism cater to different interests and preferences.

Museums and galleries play a significant role in cultural tourism as they showcase a certain location’s history, art, and culture. Examples include art galleries displaying local and international masterpieces and museums featuring exhibits about the history and development of a specific region or theme.

Monuments and historic sites attract cultural tourists interested in exploring the past. Famous landmarks, archaeological sites, and heritage buildings tell the stories of civilizations and cultures that once thrived. UNESCO World Heritage Sites are often at the top of travellers’ lists, representing the world’s most significant cultural and natural heritage.

Architecture as a form of cultural tourism exposes tourists to varying architectural styles and meanings. Walking tours, cityscapes, and visits to iconic buildings provide a deeper understanding of a city’s architectural design’s cultural, social, and political influences.

Festivals and special events are another important aspect of cultural tourism, highlighting a particular community’s local customs and practices. These may include carnivals, parades, performances, traditional dances, and food festivals that provide a unique insight into the cultural identity of a place.

Gastronomy and cuisine play an integral role in the cultural tourism experience, as they allow tourists to savour the flavours and ingredients unique to a location. Local markets, food tours, cooking classes, and traditional restaurants all offer opportunities to appreciate the culinary heritage of a destination.

Shopping for crafts and textiles is a popular form of cultural tourism, as it allows travellers to bring home tangible memories of their journeys. Local artisans may showcase their talents through handmade textiles, pottery, jewellery, and other crafts, reflecting their community’s cultural heritage and artistic expression.

Cultural tourism encompasses diverse experiences, enabling travellers to engage with their chosen destination’s rich history, art, architecture, events, cuisine, and crafts. By exploring these varied aspects, visitors can deepen their understanding and appreciation of the world’s unique cultural landscapes.

Tangible and Intangible Cultural Attractions

Cultural tourism often focuses on two major aspects: tangible and intangible cultural attractions. These attractions shape a destination’s identity, providing depth and context for visitors and facilitating cultural exchange. This section will explore various facets of tangible and intangible attractions, comprehensively understanding their significance and diversity.

Tangible cultural attractions encompass elements of history, arts, and architecture that visitors can physically experience. Notable examples include monuments, visual art, and crafts that showcase local communities’ unique skills and traditions. Such attractions often reflect centuries of evolution and showcase the ingenuity of a region’s inhabitants. By visiting these sites and engaging with these art forms, travellers gain firsthand insights into the cultural heritage of their destination.

On the other hand, intangible cultural attractions comprise the non-material aspects of a culture that contribute to its unique characteristics and traditions. Music, social practices, festive events, and customs are some of the intangible elements that enrich the cultural landscape of a tourist destination. Interaction with local people plays a crucial role in understanding the region’s intangible cultural attractions, as they act as custodians of these traditions and their oral histories.

A dynamic interplay exists between tangible and intangible cultural attractions, creating a vibrant, multi-dimensional experience for tourists. For instance, the physical structure in architectural landmarks represents the tangible aspect, while the stories, legends, and rituals connected to the site contribute to its intangible allure. This symbiotic relationship reflects the essential interdependence between culture’s material and immaterial aspects.

In conclusion, tangible and intangible cultural attractions are indispensable pillars of cultural tourism. They provide an enriching experience for visitors and play a vital role in preserving and promoting a destination’s unique cultural heritage. Both aspects should be regarded with equal importance and cultivated to ensure a comprehensive and engaging experience for travellers seeking to explore a destination’s cultural offerings.

Advantages of Cultural Tourism

Cultural tourism provides a unique opportunity for individuals to immerse themselves in a particular society’s history, traditions, and customs. In doing so, they can develop a deeper understanding and appreciation of the diverse cultures that make up the world.

One significant advantage of cultural tourism is its potential to boost local economies. Tourist expenditures in local businesses such as hotels , restaurants, and shops can contribute to the growth and development of a region. Additionally, cultural tourism can create jobs, especially for local artisans, performers, and guides who offer authentic cultural experiences to visitors.

Another benefit of cultural tourism is the preservation and revitalization of cultural heritage. By attracting tourists interested in learning about and experiencing different traditions, communities are encouraged to preserve and maintain their cultural assets, such as historic sites, museums, and festivals. This helps ensure that future generations can continue to enjoy and learn from these valuable resources.

Cultural tourism also fosters cross-cultural understanding and appreciation. As people engage with diverse cultures, they may develop a broader perspective and a greater respect for cultural differences. This can lead to increased tolerance and harmony among different societies.

However, it is important to be aware of the potential disadvantages of cultural tourism. For instance, there may be issues related to overcrowding, environmental impact, or the commodification of cultural traditions. This makes it crucial to manage cultural tourism responsibly, ensuring it benefits both the tourists and the host communities.

Disadvantages of Cultural Tourism

Cultural tourism has gained popularity in recent years, drawing visitors from around the globe to experience and appreciate diverse cultures. However, this type of tourism also brings several disadvantages that must be considered.

One significant drawback of cultural tourism is the potential for commodification of cultures. As communities open their doors to tourists, they risk losing the authenticity and uniqueness of their cultural identity. Traditional practices and artefacts may be tailored to appeal to the tourist market, diluting their cultural significance.

Moreover, cultural tourism can put pressure on resources and spaces used by local communities. The influx of tourists may lead to overcrowding and increased competition for essential amenities. This could negatively impact the quality of life for local residents and strain the available infrastructure.

Another issue is the potential for environmental degradation resulting from cultural tourism. Some tourist activities may involve access to sensitive natural areas, leading to erosion, pollution, or disturbance of wildlife habitats. The construction of tourist facilities and infrastructure can also threaten the environment.

Lastly, cultural tourism can contribute to the unequal distribution of economic benefits. While some members of the community may profit from tourism-related businesses, others may not be able to participate in or benefit from these enterprises. This could exaggerate income disparities and create economic imbalances within communities.

In conclusion, despite cultural tourism’s numerous benefits to travellers and host communities, it is crucial to acknowledge and address its potential negative aspects. To ensure the long-term success of cultural tourism, policies and practices must be implemented that prioritize the protection of cultural and environmental resources and promote equitable distribution of economic benefits.

Cultural Tourism Destinations

Cultural tourism is a popular type of travel that allows visitors to immerse themselves in various destinations’ history, heritage, and traditions. Throughout the world, numerous places provide rich cultural experiences for travellers. Here, we explore a few notable cultural tourism destinations.

China is a vast and diverse country with a history dating back thousands of years. One can explore the architectural wonders of the Great Wall, the Terracotta Army in Xi’an, or the magnificent Forbidden City in Beijing. Visiting local markets and trying traditional cuisine also adds to the cultural experience in China.

India is another top destination for cultural tourism, offering many historical sites and vibrant traditions. The Taj Mahal in Agra, a UNESCO World Heritage Site, is a must-see with its iconic marble mausoleum. Another popular destination is Rajasthan , where the colourful cities and the royal palaces, such as the spectacular City Palace of Jaipur, offer a glimpse into the past.

France , specifically Paris , provides visitors with rich art, architecture, and cuisine. Iconic sites such as the Louvre, Notre Dame Cathedral, and the Eiffel Tower showcase the country’s artistic and architectural achievements throughout history.

Similarly, Spain is renowned for its rich cultural heritage with attractions such as the Alhambra in Granada, the Park Güell in Barcelona, designed by Gaudí, and the Prado Museum in Madrid.

Turkey , especially Istanbul , offers an intricate blend of European and Asian influences, with historic sites such as the Hagia Sophia, the Blue Mosque, and the Topkapı Palace. Moreover, the open-air bazaars and Turkish baths deliver an authentic cultural experience.

Italy , the birthplace of the Renaissance, is brimming with artistic and architectural masterpieces. Cities like Rome, Florence, and Venice are steeped in history, allowing visitors to marvel at landmarks like the Colosseum, St. Peter’s Basilica, or the Uffizi Gallery.

The beautiful island of Bali in Indonesia is known for its lush landscapes, Hindu temples, and vibrant arts scene, making it an excellent location for immersing oneself in the culture of the region.

Uzbekistan has gained attention recently as tourism grows along the Silk Road route. Visitors can admire the stunning architecture and mosaics of cities such as Samarkand, Bukhara, and Khiva, which capture the rich heritage of the ancient trading route.

In conclusion, cultural tourism invites travellers to explore fascinating destinations across the globe. While each location offers unique experiences, they provide a deeper understanding of human history, traditions, and heritage.

Stakeholders of Cultural Tourism

Cultural tourism is a multi-faceted industry that brings value to travellers in search of authentic experiences and to a myriad of stakeholders. From local communities to government bodies and from small businesses to environmental conservation efforts, cultural tourism can shape economies and lifestyles in both positive and negative ways. This guide delves into the key stakeholders in the cultural tourism sector, exploring their roles, impacts, and interconnected interests.

Tourists: The Heart of the Industry

Arguably, tourists are the backbone of cultural tourism. Whether they are history enthusiasts seeking out ancient ruins or gastronomes on the hunt for authentic local cuisine, tourists drive demand and shape the landscape of the tourism industry. They often seek enriching experiences that can offer a deep understanding of local cultures.

Local Communities: The Soul of the Destination

Local communities provide the lived experience that many cultural tourists seek. These people preserve the traditions, language, and heritage sites that form the basis of cultural tourism. Unfortunately, they can also bear the brunt of poorly managed tourism through cultural commodification and environmental degradation.

Government Bodies: The Framework Providers

Local and national governments play an instrumental role in regulating and promoting cultural tourism. They invest in infrastructure, enforce zoning laws, and facilitate public services like safety and sanitation that are vital to the tourism industry.

Tourism Boards and Agencies: The Promoters

Tourism boards, often funded by governments, are responsible for marketing a destination’s cultural assets to the world. These bodies work closely with other stakeholders to develop tourism packages, advertise local attractions, and even set guidelines for responsible tourism.

Tour Operators and Travel Agents: The Experience Curators

Specializing in delivering personalized experiences, these businesses are intermediaries between tourists and destinations. They can make or break the quality of the cultural tourism experience through their choices of local partnerships, itineraries, and guides.

Cultural Institutions: The Keepers of Heritage

Museums, art galleries, and historical sites are essential touchpoints for cultural tourists. They collaborate closely with various stakeholders to ensure that cultural assets are preserved and made accessible to the public.

Artisans and Performers: The Artistic Impressions

Artisans and performers add texture to the cultural fabric of a destination. These stakeholders benefit from increased visibility and economic opportunities , providing tourists a gateway to the authentic local culture.

Small Business Owners: The Local Economy Boosters

From restaurants and cafes to souvenir shops, small businesses see a surge in revenue when cultural tourism is thriving. They form a vital part of the local economy, providing services that enrich the tourist experience.

Academics and Researchers: The Thought Leaders

Cultural tourism is a field ripe for academic inquiry, touching upon anthropology, economics, and sociology disciplines. Research in this area can help shape policies that benefit tourists and local communities.

NGOs: The Advocates of Sustainability

Organizations that focus on cultural or environmental conservation often align with the interests of responsible cultural tourism. They act as watchdogs and advocates, ensuring that tourism practices are sustainable and ethical.

Real Estate Developers: The Infrastructure Builders

Though not directly related to the culture, real estate is essential in accommodating the influx of tourists, especially in booming destinations. They must balance business interests with responsible development.

Media: The Influencers

Media outlets, including travel bloggers and journalists, have a significant role in shaping public perception of a destination. Their storytelling can amplify the benefits or expose the pitfalls of cultural tourism.

The Environment: The Unspoken Stakeholder

Although not a traditional “stakeholder,” the environment stands to be significantly affected by tourism activities. Sustainable practices must be adopted to preserve the natural and cultural landscapes that attract visitors in the first place.

Understanding the intricate web of stakeholders in cultural tourism is the first step in creating an industry that benefits all. As cultural tourism evolves, stakeholders must actively dialogue to ensure sustainable and enriching experiences for everyone involved.

Cultural Tourism Experience

Cultural tourism experiences provide a unique opportunity for travellers to immerse themselves in the local culture, customs, and traditions of the places they visit. These immersive travel experiences enable tourists to understand the heritage and identity of the communities they encounter.

One popular way to experience cultural tourism is through homestays. These accommodations offer the chance to live with a local family, providing a firsthand glimpse into their daily lives and customs. The cultural exchange within a homestay environment can be transformative, offering insights that would otherwise remain veiled during a typical sightseeing vacation.

Another important aspect of cultural tourism is engaging with the local communities, participating in their events and festivals, and learning about their history and heritage through interactions with the people there. These experiences enable travellers to connect meaningfully with locals, fostering mutual appreciation and understanding of different cultures.

Cultural experiences often focus on different dimensions, such as:

Arts and crafts: Exploring local artisans’ craftsmanship and heritage by visiting workshops, galleries, and markets.
Cuisine: Sampling regional culinary specialities can offer a taste of local culture, traditions, and history.
Religious sites: Visiting places of worship offers insight into the spiritual beliefs and practices of the area.
Performing arts: Engaging with local music, dance, and theatre performances can reveal unique cultural perspectives and expressions.

Cultural tourism emphasizes responsible travel and encourages visitors to respect and appreciate the local customs, traditions, and the natural environment while exploring new destinations. Tourists can create unforgettable memories by connecting with people from different backgrounds and gaining a deeper understanding of their practices and values, fostering greater global empathy and cultural appreciation.

To read this content please select one of the options below:

Please note you do not have access to teaching notes, diversity in tourism: a perspective article.

Tourism Review

ISSN : 1660-5373

Article publication date: 7 January 2020

Issue publication date: 20 February 2020

This paper aims to consider growing calls for diversity and inclusion in tourism scholarship, practices and operations. It briefly overviews evolution in the thinking on diversity in tourism and considers issues arising for the future.

Design/methodology/approach

Drawing on theories of intersectionality and decolonial thinking, this paper offers a review of the evolution of thinking on diversity in tourism.

Diversity is essential to the future of tourism to build more just, equitable and sustainable futures.

Research limitations/implications

The tourism academy and the tourism industry must engage in all forms of diversity to respond to a rapidly changing world. Engagement with diversity also allows for innovative and creative thinking that will be essential for a just and sustainable future.

Originality/value

This paper addresses an under-studied development in tourism: transitions to diversity. It reviews concepts emerging in tourism scholarship, including intersectionality and decolonial thinking. These are essential tools for understanding diversity in tourism and developing just and sustainable futures.

Intersectionality
Empowerment
Decolonial thinking

Higgins Desbiolles, F. (2020), "Diversity in tourism: a perspective article", Tourism Review , Vol. 75 No. 1, pp. 29-32. https://doi.org/10.1108/TR-06-2019-0226

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Diversity management in tourism and hospitality: an exploratory study

Purpose The hospitality and tourism industry has seen an increase in organizations operating internationally, bringing people from diverse cultural backgrounds together. The authors aim to help clarify that with a lack of awareness and understanding about diversity, many problems arise in terms of effective intercultural communication between managers and employees and employees and the customers. This paper helps in answering the questions related to the importance of cross cultural management, the intercultural issues faced by an organization, the best practices for diversity management and the future of cultural diversity. Design/methodology/approach The authors have carried out a review-based research of 60 papers relevant to the topic. The study has been restricted to secondary data consisting of research in the area of managing cultural diversity. Findings The researchers have concluded that there are different dimensions of cultural diversity and thus policies and programs to manage it have to be carefully implemented and integrated. Also, managers need to identify the current gaps in the organization in terms of diversity management to take the necessary steps for building a harmonious relationship between expatriates and the local employees. Originality/value The study addresses the complex nature of cultural diversity and the management issues of multiculturalism within the hospitality and tourism industry. The authors have made an effort to identify the best practices and programs for managing a diverse workforce which may also improve engagement and retention levels through radical inclusion of employees.

Related Documents

Diversity management research in hospitality and tourism: past, present and future

Purpose The purpose of this paper is to present a review of diversity management research published in hospitality and tourism-specific and business discipline-based journals. The study objectives include attempting to assess the progress of diversity management research in hospitality and tourism, identifying gaps between the general business diversity management literature and the hospitality and tourism literature and providing hospitality and tourism scholars with suggestions to advance knowledge in diversity management. Design/methodology/approach The study is a critical review of the existing diversity management literature in the general business and hospitality and tourism disciplines in an attempt to identify gaps and make suggestions for expanding this knowledge in the hospitality and tourism fields. Findings There are significant gaps between the diversity management scholarship conducted in hospitality and tourism disciplines and the general business field. Diversity management research in general business is far more in-depth and uses sociological and social psychological theoretical frameworks. Research limitations/implications There are lessons to be learned from the general business literature that uses strong theoretical foundations deeply grounded in sociological, psychological, social-psychological and management theories. The general management literature also explores the conditions under which diversity management adds value or creates challenges for organizations. Practical implications The hospitality and tourism industry has employed large numbers of ethnic minorities, women and members of the lesbian, gay, bisexual and transgender community for decades. As such, it is critical that scholars explore the implications of such a diverse workforce not only on organizational outcomes, but also on individual and group performance. The general business diversity management research suggests that workgroup composition can influence individual and group performance, as well as the quality of co-worker relationships. Given the team-oriented, interdependent nature of work in the hospitality and tourism industry, it is imperative that researchers conduct studies that help practitioners understand the most effective perspectives and approaches to diversity management. Social implications The critical literature review demonstrated that there is extremely scarce research on diversity management focusing on employees with disabilities. It is imperative to shed more light on best diversity management practices, workplace etiquette of this under-represented group of employees and their interaction with their co-workers. Originality/value This study’s results provide insight into areas of exploration that can significantly enhance the scholarship on diversity management in the hospitality and tourism literature.

State of the Canadian hospitality and tourism industry

Purpose This paper aims to provide a backdrop to the Worldwide Hospitality Themes (WHATT) theme issue (volume 9, issue 4) on aspects of the hospitality and tourism industry of Canada. Design/methodology/approach Canadian hospitality and tourism educators and their counterparts in the industry have collaborated periodically to discuss the challenges they face and to find practical solutions. Outcomes of ten key initiatives in Canada during the past 15 years that brought leaders of the hospitality and tourism industry and academia together to create 50 academic papers are summarized. Findings This paper provides key information on Canada, its people, its economic conditions and the challenges of the five sectors of the tourism industry in Canada. By introducing the main challenges faced by each sector, this paper provides a foundation for the other articles that follow in this WHATT theme issue. Practical implications Canadian tourism is losing ground, tourism marketing budgets are significantly reducing and there is a labour shortage crisis which are identified as key challenges requiring urgent attention. In conclusion, the authors suggest practical solutions. Originality/value Readers who are interested in the Canadian hospitality and tourism industry will find this paper to be of interest.

Going digital is the only way forward for the Indian hospitality and tourism industry

Purpose The purpose of this paper is to review and summarize the theme issue outcomes in relation to the strategic question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach This paper draws on the findings of the theme issue contributors to identify the response of the Indian hospitality and tourism industry towards the rapid pace of digitization and use of technology. Findings The summary highlights the research on various facets of digital push with respect to marketing of products and services, role of data analytics, use of technology tools in operations to impact customer experience. It has implications for industry practitioners, researchers and policymakers. Practical implications It is quite clear that technology needs to be embraced by the hospitality and tourism Industry in India at a faster pace to compete well globally, deployment of digital technology has potential to positively impact efficiencies and quality of customer experience. There are huge implications for how digital marketing is going to become a critical part of the marketing strategy at large. Originality/value The research in this theme provides insight from both practitioner and academic perspectives provide a take on the ground realities with respect to how the hospitality and tourism businesses in India are changing how they work in the digital era.

A critical review of smart hospitality and tourism research

Purpose This study aims to build a comprehensive knowledge structure of smart hospitality and tourism research. Design/methodology/approach Content analysis is carried out on the themes of pertinent research from the perspectives of customers, suppliers, technology and policymakers. Findings Results show that over half of the reviewed articles are carried out from the perspective of customers, while those of suppliers, technology and policymakers are less discussed. The unbalanced number of articles reveals an evident mismatch between the supply and demand. Practical implications Findings provide theoretical and practical implications from different perspectives. Collaboration among various stakeholders is also advocated to achieve sustainable and balanced development of the smart hospitality and tourism industry. Originality/value This study contributes to smart hospitality and tourism research through an in-depth review of relevant literature. Based on the findings, the identified research gaps provide potential directions for future knowledge development.

An evolutionary analysis of revenue management research in hospitality and tourism

Purpose The purpose of this study is to examine the evolution of revenue management (RM) research’s intellectual structure in hospitality and tourism in an effort to initiate a creative discourse for RM scholars. Design/methodology/approach Co-citation analysis was used to examine the reference list of 343 articles over a 35-year period (1983-2018). Co-citation analysis focused on subject clustering and source knowledge evolution. Five periods were created to investigate the evolution of the RM field in the hospitality and tourism industry. The paradigm shift approach was adopted to acquire a better understanding of scientific evolution. Findings Findings indicated that from a Kuhnian perspective, RM research in hospitality and tourism did not go beyond the normal science phase. There is no current indication of anomalies in the form of conflict or questioning of the existing paradigms in RM research in hospitality and tourism. This might change, as the research in this realm develops further and evolves. Research limitations/implications This study identified issues related to research themes that have the potential of moving RM research in hospitality and tourism to the next level, enabling the paradigm shift in this discipline. Originality/value This study is instrumental in its outlook on the evolution of RM research’s intellectual structure in hospitality and tourism. In addition, it is the first study that considers the concept of paradigm shift in RM research context in hospitality and tourism.

A retrospective view of electronic word-of-mouth in hospitality and tourism management

Purpose The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions. Design/methodology/approach The paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination. Findings The authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future. Practical implications The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses. Originality/value eWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.

The Potential of Capsule Hotel Service in Semarang

In the last seven years, hospitality and tourism industry becomes one of the world’s fastest-growing industries (Carter, 2018). The data for this proposal are gathered from primary data (direct observation and questionnaires) and secondary data (online publications). Capsule Hotel Service provides capsule rooms for guests to stay, as well as one-stop-culinary The purpose of this feasibility research study is to see whether this business is feasible or not by looking at the marketing aspect.

Rise of the machines: towards a conceptual service-robot research framework for the hospitality and tourism industry

Purpose This study aims to introduce a conceptual framework for service robot (SR) acceptance by customers, employees and policymakers – a framework to help determine corporate decision-making on SR workplace integration. Design/methodology/approach This study reviews SR adoption literature within the tourism and hospitality industry. These SRs may have some level of artificial intelligence capability and possibly anthropomorphic (e.g. humanoid) or zoomorphic (e.g. animal-like) features, contingent on task and design choices. The study then identifies factors that potentially influence employee and consumer acceptance and experiences of SR, as well as policy and compliance factors and all elements of the corporate decision-making process concerning SR adoption in the hospitality setting. Findings This paper reviews the obstacles and benefits of SR adoption in the hospitality industry based on employee, consumer and public policy considerations. Research limitations/implications SRs are increasingly deployed within hospitality and tourism settings. Future studies should further explore the value-adding functions of SRs implemented in existing hospitality operations. Practical implications Hospitality and tourism industry practitioners should integrate the dimensions in the conceptual framework to make fully informed decisions on SR adoption. Originality/value To the best of the authors’ knowledge, this is one of the first studies to provide a holistic SR adoption framework offering theoretical and practical implications for ongoing SR research and implementation.

Listening to the voice of the customer in the hospitality industry: Kano model application

Purpose This paper aims to discuss the customer satisfaction drivers of Russian tourists choosing hotels in Europe. Design/methodology/approach The study is focused on tangible aspects of the hotel service product adopted from the European Hotel Guest Satisfaction Index by J.D. Power. Research methodology is based on the Kano model that enables satisfaction driver classification based on the level of their impact. Data collection was conducted via online panel representative for 1 million+ Russian cities, totaling 1,238 respondents. Findings This paper reveals groups of customer satisfaction drivers by their impact from attractive to expected and indifferent, as well as customer preference profile by age, overall travel experience and trip purpose (recreational, sightseeing or active tourism). Research limitations/implications This paper focuses on the tangible attributes of hotel experience; the survey sample composed of Russian tourists that evaluated their satisfaction with hotels in Europe. Practical implications As a result of the study, the authors test Kano model application in the hospitality and tourism industry, providing hotel managers with an advanced yet easy to use customer satisfaction measurement tool. Also, the authors demonstrate substantial differences in customer satisfaction drivers by groups that can be used to plan product development. “Expected” and “one-dimensional” groups of product features would cause customer dissatisfaction if missing and should be the first priority of management. Interestingly after a certain level, “expected” factors have no marginal value, so their improvement by the hotel management should be limited. On the other hand, “attractive” factors boost customer satisfaction while present but with no negative impact if they are absent; that makes this group the second priority for hotel management. Factor distribution by group is different for various customer segments that can also be taken into consideration when designing the marketing communications of a hotel. Originality/value In this research, the authors use the Kano model to identify customer satisfaction drivers in the hospitality and tourism industry. This methodology enables in-depth analysis of the factors’ impact and provides understanding of the accommodation product improvement potential based on customer perception. The authors suggest several groups of factors and demonstrate that certain high-impact satisfaction drivers have zero incremental value for customers.

Wine tourism signage programs in the USA

Purpose Highway signage programs are important to the success of winery tourism industry. The purpose of this paper is to investigate the regulatory environment US wineries operate under in regards to highway signage programs. The goal then is to compare wine tourism-related highway signage programs in the USA and identify best practices for the programs. Design/methodology/approach Twenty-six programs from 13 US states are included in this study. Research collected both primary data (through interviews with 30 officials and representatives) and secondary data (from websites, government publications) to identify the costs, regulations and rules of each program. Findings A review of these programs shows that while there are many common elements in these programs, all are managed differently, have different operational and facility requirements for participation and vary in cost. Practical implications Highway signage programs related to winery tourism are best administered by a single state-wide governmental agency or foundations/trusts. Second, highway signage program should link with a separate certification program for the wineries which guarantees a certain minimum amount of local content. Winery owners and officials interviewed also emphasized the need for synergy among neighboring wineries to facilitate winery tourism. Originality/value Limited research has been conducted about the regulatory environment of signage programs that are specific to the wine industry in the USA. This study begins to address this gap in the literature by presenting an overview and best practices of 26 wine tourism-related highway signage programs from 13 different states across the USA.

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What is Cultural Tourism and Why is It Important?

Tourism trends come and go. What was once deemed as a necessity in travel and tourism may not be a necessity today. So what is cultural tourism and why is it important? Let’s dive in!

How is Culture Defined?

In order to understand cultural tourism, we must first understand what constitutes culture.

Culture is rooted in many complexities and many inner workings. On the surface level, culture can be defined through symbols, words, gestures, people, rituals and more.

However, the core of culture is in its values.

The way a culture perceives itself or stays preserved is through a set of shared values.

10 Things to Do in Vietnam From Food to Adventure

Maybe its an ode to ancestry and tradition or a new breadth of

However, the core of culture is in its values.

Whether it’s an ode to ancestry or creating a new set of values as time evolves, it can be also be held true to the

Whether it’s an ode to ancestry or creating a new set of values as time evolves, cultural tourism is uprooted in holding and preserving cultures through traditions and heritage. [1]

What is Cultural Tourism?

Adopted by the UNWTO General Assembly in 2017, Cultural Tourism is defined as the following: “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume tangible and intangible cultural attractions/products in a tourism destination.”

The main aim of cultural tourism is to improve the quality and livelihood of the local people who are committed to preserving cultural heritage and traditions.

This can be through the purchase of locally made goods, initiatives through local food and the learning of recipes,

This can be through the purchase of locally made goods, initiatives to learn how to cook local recipes and supporting local inbound operators who have a good knowledge of the cities they are operating in.

This can be done through the following six aspects:

Handcrafted Goods and Visual Art
Social Practices
Rituals and Festive Events
Oral Traditions

Imagine visiting one of our destinations: Jordan, Tunisia, Kyrgyzstan, Uzbekistan or Tanzania.

Imagine being able to experience all six of these aspects of cultural tourism all created in one package.

Where Can You Practice Cultural Tourism?

Jordan .

From the North to the South, Jordan’s landscapes and its people are ready to welcome you to each and every experience.

In the North, experience the gastronomy of locally preserved recipes and take your hand at being able to learn how to cook yourself.

Take your hand at handcrafted goods like making baskets out of wheat straws or learn the art of traditional weaving in Madaba.

In the South, practice in rituals in the desert by learning about the infamous Bedouin tea, take some words and practices that are so pertinent to those in the South.

See our packages in Jordan

Underground colonies, history and a rich culture are just waiting for you to learn about.

Visit an artist in Gabes who has taken traditional methods of papermaking and carried it to the present today by honoring raw and organic materials pertinent to the atmosphere of Tunisia’s landscape.

Then have an opportunity to stay in local accommodation in underground colonies which stay cool during the summer and warm in the winter.

You can also experience Amazigh history and the different languages present in Tunisia today that trace back to civilizations many years ago.

See our packages in Tunisia

Uzbekistan

One of Central Asia’s unknown wonders

Uzbekistan is located on the Silk Road and holds centuries of history that trace back to the Islamic Golden Age. It holds a unique architectural background and since it holds history between the Persian Empire and the Soviet Union, you can see a contradiction between both styles, all in one place.

See our packages in Uzbekistan

Kyrgyzstan

Where nature is a non-negotiable

With its beautiful nature, with over 2,000 lakes, Kyrgyzstan is another Central Asian wonder that holds beautiful fairytale naturescapes and semi-nomadic living.

Kyrygz people still adhere to ancient civilizations and honor their ancestors by living in Yurts and sharing natural practices such as horseback riding and traditional old games, like Kok Boro and eagle hunting.

See our packages in Kyrgyzstan

Everything is “pole pole” in Tanzania

From visiting indigeneous tribes to participating in rituals to mother nature, Tanzanian people practice the “pole pole” lifestyle, which means slowly slowly in Swahili.

With an intersection of different cultures and practiced rituals, Tanzania has become such a hub for many people to get together and enjoy the lifestyle and indigenous cultures.

See our packages in Tanzania

Why is Cultural Tourism Important?

Cultural tourism is a travel and tourism trend that is here to stay. With more and more accessibility to the world and the people in it, there is peak interest in being able to immersively travel.

Peaks an interest to immerse yourself in a particular culture
Creates meanings, stories and understanding between host and guest
Share cultural practices and be part of the preservation of cultural heritage
Gain a full understanding a culture without commodification

What better way to honor a destination than by practicing in allowing something to be immortal.

Also, if you’re interested in learning more about experiential tourism, check out this article.

What are some cultural touristic experiences you are looking forward to trying?

We have all Of Your Questions Answered to Kyrgyzstan Hiking and Trekking

What is experiential tourism and why is it important, solo female travel best places in jordan and tips for 2022, top 10 kyrgyzstan tourist attractions you need to visit right now, what are the best times to visit zanzibar here is the answer so you can book now, best beaches in zanzibar that you have to visit, top 10 places to go in the winter, what are the best times to visit jordan, related articles.

Kyrgyzstan Travel Guide 2023 – Unique Activities to Do in Kyrgyzstan

Best Tourist Places in Sri Lanka You Need to Visit!

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Globalization and Management of Cultural Diversity in Tourism Businesses

2020, Tourism of Culture

Diversity in societies and businesses has become an important issue in recent years, which can create new opportunities as well as being challenging. Regarding tourism, due to the close intercultural relations in this industry, especially in relation to tourism businesses and the increasing number of multinational companies in the process of globalization of societies, the issue of diversity has become doubly important. Various studies have emphasized that diversity and its dimensions have different manifestations in different industries. Therefore, the present article examines the impact of globalization on labor and customer diversity and the need for diversity management specifically in the tourism industry and describes it as a systematic process.

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Supaporn prasongthan

Hakan Sezerel

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Chryso Iasonos

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Bogomir Kovač

The Market: International Journal of Business

Eirini Daskalaki

Abstract Purpose – The study aims to investigate the presence of cultural diversity in selected global hotel brands in the United Kingdom, as well as the contribution of cultural diversity and how it impacts the operation of hotels. The presence of intercultural service encounters is discussed, alongside the intercultural characteristics of the hotel industry, finding that intercultural elements are more than well-established for internal affairs and internal and external customers of hotels. Methodology – A combination of data collection instruments and analysis approaches has been used involving semi-structured interviews with hotel management staff from different cultures and public space observations during check in and check out in the reception area and during dining at the café-bar and restaurant. Thematic analysis has been applied to interviews, public space observations and job advertisements using interpretive (hermeneutic) phenomenology. Findings – A global workforce in selected global hotels is seen as a competitive advantage under diversity management practices and contributes to overcoming intercultural challenges. Both British and non-British hotel staff acknowledge that provision of training and language support from their organisations would enhance their intercultural understanding and awareness. Although cultural diversity is highly valued, the participating hotels have not connected this value with the expansion of the intercultural skills of hotel staff in terms of learning and development and managing diversity adequately. Research limitations – The study has a normative character. Some of the arguments and interpretations should be established more firmly with cross-cultural research and examination of the international customer’s viewpoint. Practical implications – Equipping and expanding the skills of hotel staff with the appropriate learning and development opportunities should be seen as part of managing diversity in global hotel brands because of changes occurring in the global market and the industry. Originality/value – This study provides a framework for intercultural communication and intercultural affairs in the hotel sector. It fills a research gap in the United Kingdom by analysing hotel staff viewpoints on intercultural service encounters. Keywords – Cultural Diversity, Intercultural Communication, Managing Diversity, Intercultural Service Encounters, Hotels, Skills Paper type – Research paper Acknowledgments – The data for this paper comes from the author’s PhD dissertation (Daskalaki, 2016).

This study aims to investigate the impact of cultural diversity on the hotel industry by exploring in the particular case of a US chain hotel operating in the UK. Three research questions are developed to address this research aim. Question one attempts to conceptualise cultural diversity in the hotel industry and in particular in the US chain hotel operating in the UK; research question two investigates the various types of impacts of cultural diversity on this context. Whereas, research question three identifies which of those impacts is the most significant for this context. To answer these research questions, aims & objectives were defined; a qualitative methodology was employed. In particular, semi-structured and face to face interviews were completed with ten managers that had the knowledge about this subject and that are working in a hotel operating in the UK. This study found that cultural diversity for the hotel industry means the differences in language, religion and cultural backgrounds. Second, the impacts of cultural diversity on this context affects the levels of learning and understanding, decision-making and performance. Third, the most significant impact of cultural diversity that affects the hotel industry is the level of knowledge and understanding.

International Journal of Academic Research in Business and Social Sciences

Irina Misoc

Sandra Matijevic

The employees of multinational companies of various nations around the globe are working together to fulfil the task entrusted to them. Together with the new millennium, the global economy that is "world without borders" has become an everyday way of modern business. Given the large number of contacts with various people, the successful usage of cultural diversity has become an important area of management. Although the area of managing cultural diversity is still emerging, it is an area of vital importance for management in the modern economy. Understanding and accepting national culture with its values, beliefs, attitudes and forms of behaviour is a prerequisite for the comparison of national and international business practice, expansion on foreign markets, acquisition of knowledge and skills on which the success of an individual or organization is based. Modern business does not recognise the boundaries between the countries, and expects us to embrace and utilize all t...

Journal of Global Awareness

Jeanella Mae Paz

With present issues pertaining to discrimination and underrepresentation, the growing demand towards equality and equity in society as reflected in legislative bills being filed, street demonstrations, and organized programs, and the number of studies that confirms higher productiveness of diverse workplaces, employers are expected to evaluate prospective employees' socio-demographic profiles aside from knowledge, skills, and personality. This has led to this study that aims to develop a conclusion if the workplace in the tourism industry, resort establishments in Calamba City, Laguna, embraces diversity, as well as to know the challenges that employees experience in working with colleagues who have different demographic profiles, if any. Semi-structured interviews were conducted with employees working in the front of the house of two selected resorts, while data were analyzed using a quantitative and qualitative research design, whereas frequency and percentage were computed, a...

International Journal of Accounting and Business Management

Dr Omkar Dastane

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What is cultural diversity and why is it important in the hospitality industry?

Eva Lacalle

Link copied

Table of contents

Many people may wonder: how does diversity affect the hospitality industry? As traveling becomes easier and more accessible for everyone due to the rise of the internet, low-cost airlines and a diverse range of hotel offerings, the cultural paradigm is shifting. With this shift comes the duty of hoteliers and staff to be sensitive to cultural differences when dealing with clients from unique backgrounds.

In this article we will look at what cultural diversity is, how it affects the industry, its benefits, and how to manage a diverse workforce.

What is cultural diversity?

Cultural diversity is the understanding and acceptance of different people’s way of life due to their sexual orientation, gender, upbringing, socio-economic and religious background. Because culture encapsulates so many areas of what makes a person who they are, it’s key to recognize and celebrate these differences in order to have a more harmonious experience in the hospitality industry.

By acknowledging that everyone comes from a different experience, and that this will affect how they interpret and react to different situations both positively and negatively, you can create an environment in your hotel that safeguards these differences.

How does cultural diversity affect the hospitality industry?

Cultural diversity affects the hospitality industry from the time a hotel is conceived. When you are creating a hotel in a country that has a distinct culture, it’s important to be sensitive to these differences and incorporate elements that are important to each society.

For example, if you are building a hotel in Italy, it is paramount to include a bidet in the bathroom as Italians have the custom of using the bidet on a daily basis, sometimes even in place of a shower. Or in Japan, it is customary to take your shoes off when you go into a room, so if you’re building a hotel in Japan, you might consider incorporating a shoes-off policy inside the rooms.

It’s also ideal to have a property management system in place that will help you better understand who your guest is and adapt to their needs. If you have a lot of guests from a tech-savvy culture like Japan who are used to using technology in their everyday lives, you can use a self-service kiosk and a virtual assistant who will make them feel more at home and avoid the language barrier of your front desk staff not speaking Japanese.

How does cultural diversity affect the hospitality industry?

What are the benefits of cultural diversity in hotels?

There are many benefits to cultural diversity in hotels, so let’s take a look one by one.

Bring different perspectives to the hotel

Having guests and staff from different backgrounds brings diverse perspectives to your hotel, allowing for a convergence of different ideas and a wonderful way to create connections. Differences spark curiosity and represent a great way for both guests and staff to interact and learn new ways of doing things.

By hosting guests from different backgrounds, you make your hotel experience richer and more interesting because at the end of the day, one of the key motivations people travel is to experience different cultures.

Improved customer service

By having a culturally diverse team, you’re able to better attend to different types of guests , no matter where they come from. Facilitating cross-cultural communication and fully understanding that each guest’s needs and ways of communicating are unique depending on where they come from, you can gain an edge over the competition .

An example of this edge could be in the case of tight-knit religious communities where word-of-mouth is a strong force. When someone from one of these communities has a positive experience at your hotel, they are more likely to recommend it to a friend and to turn into repeat guests.

The chance to innovate

Innovation is driven by different perspectives and by having staff and guests from diverse backgrounds, you’re more likely to inspire innovation. That could be by offering products and services that are popular in other countries which haven’t yet made it to the country where your hotel is located, or by integrating amenities that for one culture might not be a necessity but are for others.

Better market segmentation

By having a diverse staff, you can also serve a more diverse population. That means you can have a better market segmentation because you can better understand their pain points and address their needs so that you can reach a wider audience, adapting your services and products to the market demands.

How to manage a diverse workforce?

Managing a diverse workforce is not easy, but it’s key to a more effective operation and providing a high level of service. In order to successfully manage a diverse team, It’s important to establish policies that promote inclusivity, setting up regular training, and reinforcing the importance of acceptance in daily staff meetings.

You may even consider promoting intercultural awareness by having staff members share their own experiences and traditions. If it’s the holiday time, you could even organize a dinner where each staff member brings a traditional holiday dish, which is a great way to celebrate differences.

Part of managing a diverse workforce is playing an active role in making sure that not only your staff but also your leadership is aware of the importance of diversity in your organization, knowing that if anyone is disrespected, they have a place to go or someone they can talk to and there is a protocol in place to handle such a situation.

Diversity can apply not only to customers, but also to staff, which is why it’s so important to incorporate acceptance into your hotel’s modus operandi. In fact, it’s a key part of managing a successful hotel staff and ensures they are prepared to handle any kind of situation that they are faced with, no matter where the guest comes from.

In this article we’ve looked at what cultural diversity is, why it’s important in the hospitality industry and how to manage a diverse team. Because the hotel industry is by nature multicultural, it’s key to have staff that’s trained in how to best manage these differences and to promote an environment that nurtures this multiculturalism.

When handled right, these differences can be one of the greatest strengths in the hospitality industry, and creates an environment where diversity can be celebrated. It also unlocks the key to a unique experience, the chance to innovate, and to differentiate your hotel from the competition.

Eva has over a decade of international experience in marketing, communication, events and digital marketing. When she's not at work, she's probably surfing, dancing, or exploring the world.

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