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The students should be able to explain the meaning , forms and characteristics of culture and cultural interaction, as well as to understand the importance of learning cross culture awareness in the hospitality and tourism industry.

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Concept and definitions of culture

Purpose and benefits of learning cross-cultural

Characteristics of culture Sub culture Cultural differences Dimensions of culture Inter-cultural interaction model

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When the US firm Gerber started selling baby food in Africa they used the same packaging as in the US, i.e. with a picture of a baby on the label. Sales flopped and they soon realized that in Africa companies typically place pictures of contents on their labels.

Pepsodent tried to sell its toothpaste in South East Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.

The film "Hollywood Buddha" showed a complete lack of cultural sensitivity by causing outrage and protest on the streets of Sri Lanka, Malaysia and Burma when the designer of the film's poster decided to show the lead actor sitting on the Buddha's head, an act of clear degradation against something holy.

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The concept of Big Brother was somehow taken to the Middle East. The show was pulled of the air after its first few episodes due to public protests and pressure from religious bodies stating the show's mixed sex format was against Islamic principles.

A golf ball manufacturing company packaged golf balls in packs of four for convenient purchase in Japan. Unfortunately, the number 4 is equivalent to the number 13 due it sounding like the word "death".  The company had to repackage the product.

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Culture comes in many shapes and sizes. It includes areas such as politics, history, faith, mentality, behavior and lifestyle. The examples above demonstrate how a lack of cultural sensitivity led to failure.

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The are many definitions of the word “Culture”

Derives from the Latin “Colere” – Cultivate, to settle, e.g. agriculture, horticulture

Culture is developed within the individual as well as the outside environment

It is continually changing and dynamicCulture is reflected in communication

patternsCulture is way of acting, a way of behavingCulture is a collective phenomenonPeople who grow up in similar environment

tend to share common attitudes and behave in similar ways

Culture is not inherited, it is learned

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CULTUREThe web of ways of living, behaviors, beliefs, values, customs, aesthetic standards, social institutions and styles of communication which a group of people have developed to maintain its survival in a particular physical and human environment. Its pervasive binding force belongs to a group of people who identify themselves as “Us”. Culture is a non-evaluative term, neither good nor bad

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Culture is a complex whole which include knowledge, belief, art, law, morals, custom and other capabilities and habits acquired by man as a member of society

(Edward Taylor, 1958)

Culture is a complex whole that consists of all the ways we think and do and everything we have as members of society

(Robert Bierstadt, 1974)

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Culture is what all human beings learn to do, to use,to produce, to know, and to believe as they grow

to maturity and live out their lives in the social groups to which they belong

Culture is the knowledge, language, values, customs material objects that are passed from person to personand from one generation to the next in a human group

or society

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CULTURE (according to Geert Hofstede)

The collective programming of the mind that distinguishes the members of

one category of people from another

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Culture is not only the way we do things. It is also our attitudes, thoughts, expectations, goals and values. It is the rules of our society – the norms that tell us what is and what is not acceptable in the society

Culture can also be viewed from an anthropological perspective, that is, in its most traditional interpretation, such as Aboriginal Culture

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Material Culture – formed by the physical objects that people create

Cars, clothing, books, buildings, computers Archeologists refer to these items as artifacts

 Non-material Culture – abstract human

creations (can’t touch it)Language, family patterns, work practices,

political and economic systems

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Better service to international guestsImproved relations in the workplaceIncreased return in businessImproved the industry and the

organization reputationsBetter service to local community

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CULTURE

HUMAN NATURE

Specific to Individual

Inherited & Learned

Specific to Group or Category

Learned

Universal

Inherited

PERSONALITY

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Visible

Components

Dress

Habits Tradition

Appearance Behaviors

Language

Hidden

Components

Assumptions Time Orientation

Personality Styles Values

Expectations Rules/Roles

Thought processes Space Orientation

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Functional: each culture has a function to perform; its purpose is to provide guidelines for behavior of a group of people

Social Phenomenon: human beings create culture; culture results from human interaction and is unique to human society

Prescriptive: culture prescribes (sets down or imposes) rules of social behavior

Learned: culture is not inherited; it is learned from other members of the society

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Arbitrary: cultural practices and behaviors are subject to judgment. Certain behaviors are acceptable in one culture and not acceptable in other culture

Value Laden: culture provides values and tells people what is right and wrong

Facilitates Communication: culture facilitates verbal and nonverbal communication

Adaptive/ Dynamic: culture is constantly changing to adjust to new situation and environment; it changes as society changes and develops

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Long Term: culture is developed thousands of years ago and it was accumulated by human beings in the course of time and is the sum of acquired experience and knowledge

Satisfy Needs: culture helps to satisfy the needs of the members of a society by offering direction and guidance

(Source: Reisinger, 2003, p.14)

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Dominant culture consists of several subculturesSubcultures can be based on race, ethnicity,

geographic region or economic or social classRace: a genetic or biological similarity among

people (Asians, Caucasians, etc.)Ethnicity: a wide variety of groups of people who

share a language, history and religion and identify themselves with a common nation or cultural system

Geographical region: geographic differences within countries or similarities between countries

Economic and social class: differences in the socio-economic standing of people

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Each subculture community exhibits characteristic patterns of behavior that distinguish it from others within a parent culture

Each subculture provides its members with a different set of values and expectations as a result of regional differences

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SUB CULTURESUB CULTURE

DOMINANT CULTURE

Dominant culture directs the form of public social interaction

Sub cultures indicate the form of private social

interaction

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Cultural Differences inCommunication

Cultural Differences inSocial Categories

Cultural Differences in Rules of Social

Behavior

Cultural Differences inService

Cultural Differences

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Different patterns of verbal communicationLanguage

Phonology (differences in sound)Semantic (differences in meaning of

words)Syntactics (differences in the sequence of

the words and their relationships to one another)

Pragmatics (differences in effects of language on perceptions)

ParalanguageIntonation, laughing, crying, questioning

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Different patterns of non-verbal communicationBody movement (kinetics)Space and Touch: Use of personal

space (intimate, personal, social, public)Sense of TimeOther non-verbal codes: clothing,

building, furnishing, jewelry, cosmetics, skin and hair color, body shape

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Role, Status, Class, Hierarchy, Attitudes towards human nature, Activity, Relationships between individuals.

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Describing reasons and opinionsExpressing dissatisfaction and criticism

Joking, asking personal questions, complimenting and complaining, expressing dislike, showing warmth, addressing people, apologizing, expressing negative opinions and gift giving

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Cultural differences on the interaction process between a service provider and a visitorExample: Chinese Hosts & American TouristsChinese escorting their guests everywhere,

providing them with a tight itinerary and not leaving an opportunity to experience the Chinese life style privately. The Chinese hosts believe they have provided their guests with courtesy.

American tourists may view such hospitality as an intrusion and lack of trust.

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There are many dimensions of which cultures differ

Some of the dimensions (scope) are: According to Hall, cultures can be differentiated

on the basis of orientation towards:Human nature: agreementsActivity orientationHuman relationships: amount of space,

possessions, friendship, communicationRelation to time: past/ futureSpace orientation: public/ private

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Hofstede (1980, 1984, 1991)Power distance (PD): interpersonal relationship

develop in hierarchical societyUncertainty Avoidance (UA): the degree to

which people feel threatened by ambiguous situations

Individualism-Collectivism (IC): the degree to which individual goals and needs take primary over group goals and needs

Masculinity-Femininity (MF): the degree to which people value work and achievement VS quality of life and harmonious human relations

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CULTURAL INTERACTION MODEL (PORTER AND SAMOVAR, 1988)

CULTURE C

text

CULTURE A CULTURE B

text

text

text

text

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Differing shapes of the individual represent the influence of different cultures on an individual

When an individual from Culture A leaves its culture and reaches Culture B, his or her behavior changes because of the influence of a culturally different society.

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1. In your own words, briefly define the term CULTURE

2. Write 3 hidden and 3 visible components of culture3. List 3 important benefits of a multicultural work

force?4. What is subculture?5. Explain cultural differences in communication and

service and give examples

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THE END

“CONCEPT OF CULTURE”

for theSubject Course

CULTURAL AND HERITAGE TOURISM

sircuasay@hotmail.com