Cover
Half Title
Title Page
Copyright Page
Table of contents
Figures
Table
Preface
Acknowledgements
Chapter 1 Introduction: international and global nature of tourism and hospitality
Introduction
International and global nature of tourism and hospitality
The dyadic influence of culture on tourism and hospitality services
The dyadic perspective
The rationale for the dyadic perspective
The dyadic perspective and approach to business management
The context: tourism and hospitality businesses and the stakeholders
Tourism and hospitality businesses
Lodging and accommodation businesses
Food and beverage businesses
Recreation businesses
Travel and tourism businesses
The stakeholders
Customers of tourism and hospitality businesses
Staff at tourism and hospitality businesses
Suppliers and intermediaries
Tourism authorities
Related industries and businesses and the general public
Conclusion
Notes
Recommended further reading
References
Chapter 2 Culture: a cross-cultural perspective
Introduction
Influence of culture
The pre-purchase and consumption phase
Purchase and consumption phase
Post-purchase and consumption phase
Culture
Cross-cultural theories and dimensions
Conclusion
Recommended further reading
References
Chapter 3 Intercultural competence, intercultural sensitivity, and cultural intelligence
Introduction
The adjustment and adaptation of interaction and communication, mimicking and mirroring
Adjustment and adaptation
Mimicry and mirroring
Emotions developed during tourism and hospitality service encounters
Similarity-Attraction Theory
Social Identity Theory
Role Theory
Intercultural competency, intercultural sensitivity and cultural intelligence
Intercultural competency. Knowledge component
The affective component
Psychomotor features
Contextual/Situational characteristics
Intercultural sensitivity
Conclusions
Note
Recommended further reading
References
Chapter 4 Culture and context in communication
Introduction
High- and low-context cultures
Characteristics and implications of high- and low-context cultures
Association
Learning
Interaction
In-group collectivism
Territoriality and space
Conclusion
Notes
Recommended further reading
References
Chapter 5 The influence of indulgence and restraint on tourism and hospitality
Introduction
The concept of restraint and indulgence
The relationship between restraint and indulgence and tourism and hospitality operations
Marketing mix elements
Service quality
Service quality dimensions
Emotional labour
Customer participation in tourism and hospitality services
Service orientation
Conclusion
Note
Recommended further reading
References
Chapter 6 Power distance as a cultural variable
Introduction
The concept of power distance as a cultural variable
The dyadic influence of power distance on tourism and hospitality operations
Marketing mix elements
Service quality
Communication, interaction, and decision making
Staff training
Empowerment
Conclusion
Questions
Research questions/ideas to pursue for researchers
Notes
Recommended further reading
References
Chapter 7 Uncertainty avoidance as a cultural variable
Introduction
The concept of uncertainty avoidance
The influence of personal factors on uncertainty avoidance and attachment on uncertainty
Uncertainty avoidance and tourism and hospitality
The implications of uncertainty avoidance for marketing
The implications of uncertainty avoidance for management. Risk and the concept of control
Types of risk
Concept of control
Conclusion
Questions
Research questions/ideas to pursue for researchers
Note
Recommended further reading
References
Chapter 8 Masculinity versus femininity, gender egalitarianism, and assertiveness
Introduction
The concept of masculinity and femininity
Assertiveness and egalitarianism
The influence of masculinity and femininity, gender egalitarianism, and assertiveness on tourism and hospitality
Marketing mix elements
Service quality, service quality dimensions, and manager-subordinate relationships
Service failures and service recovery
Customer loyalty
Conclusion
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Chapter 9 The influence of individualism and collectivism on tourism and hospitality
Introduction
The concept of individualism and collectivism
The implications of individualism and collectivism for tourism and hospitality
Marketing mix elements
Service quality dimensions
Service failures, attribution, and complaint behaviour
Service recovery, attribution, and justice
Customer loyalty and risk
Conclusion
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Chapter 10 Performance and humane orientation as cultural variables
Introduction
The concepts of performance orientation and humane orientation
The implications of performance orientation and humane orientation for tourism and hospitality
Marketing mix
Service quality
Organisational behaviour
Conclusion
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Chapter 11 Time orientation as a cultural variable
Introduction. The concept of time orientation
Time orientation and tourism and hospitality marketing and management
Organisational behaviour
Implications of temporality for tourism and hospitality
Marketing mix elements
Service quality, service failures, service recovery, complaints, and loyalty
Conclusion
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Chapter 12 A review of Trompenaars and Hampden-Turner's cultural dimensions
Introduction
Characteristics of societies according to Trompenaars and Hampden-Turner's framework
Universalism versus particularism
Individualism vs communitarianism (collectivism)
Neutrality versus affective neutrality
Specific versus diffuse
Achievement versus ascription
Sequential time versus synchronous time
Internal versus external control
Conclusion
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Chapter 13 Conclusions
Introduction
The need for and the benefits of the dyadic perspective
Marketing and consumer behaviour perspective
Marketing mix
Organisational behaviour, HRM, and management perspective
How to use cross-cultural dimensions and conclusions
Questions
Research questions/ideas to pursue for researchers
Recommended further reading
References
Index

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"Cross-Cultural Aspects of Tourism and Hospitality is the first textbook to offer students a guide to the influence of culture on service providers as well as its influence on customers, affecting both the supply and demand sides of the industry - organisational behaviour and human resource management, and marketing and consumer behaviour. Given the demand for delivering superior customer value, understanding different cultures from both host and guest sides of tourism and hospitality and the impact of culture on these international industries is an essential part of all students' learning. This book takes a research-based approach critically reviewing seminal cultural theories and evaluating how these influence employee and customer behaviour in service encounters, marketing, and management processes and activities. Individual chapters cover a diverse range of cultural aspects including; intercultural competence and intercultural sensitivity, uncertainty and risk avoidance, context in communication, power distance, indulgence and restraint, time orientation, gender, assertiveness, individualism and collectivism, performance orientation and human orientation. This book integrates international case studies throughout to show the application of theory, includes self-test questions, activities, further reading and a set of PowerPoint slides to accompany each chapter. This will be essential reading for all students and future managers in the fields of Tourism and Hospitality"--