Cross-cultural issues in tourism and hospitality

This Special Issue on Cross-Cultural Issues in the Journal of Tourism and Hospitality Research is a response to the significance of what is at the heart of tourism, culture. Specifically, the seven contributed papers collectively demonstrate an interest and relevance in the area of cross-cultural encounters. Contributions were selected from those presented at the International Conference on Cross-Cultural Issues in Tourism and Hospitality, 14–16 May 2014 in Chania, Crete. The conference was jointly hosted by TEI Heraklion, Crete; Bucks New University, UK; and Universiti Utara, Malaysia. The aim of the conference was to provide a forum for tourism and hospitality academics, policy-makers, marketing professionals, and other stakeholders to discuss and debate cross-cultural issues and challenges faced in the management of tourism and hospitality attractions and destinations. National and international speakers presented and explored issues revolving around cultural aspects in the development and management of tourism and hospitality from the perspectives of theory and practice. The conference provided an intimate and supportive environment for discussions and networking for both established and up coming tourism scholars.

The conference themes included: cross-cultural service interactions in tourism and hospitality, multi-disciplinary research in tourism, sustainable development in tourism, tourism dependency, tourism planning in protected areas, visitor management strategies for destinations, tourism and the host environment, land and culture, tourism and indigenous people, eco-tourism: viable route to rural development, local participation in decision making, the local impact of travel and tourism. All seven papers included in this Special Issue address a wide range of topics and approaches.

The tourism and hospitality literature has recognised the importance of culture in encounters between hosts and guests and industry players. Although the definition of culture still remains ambiguous and rather enigmatical, especially in the field of tourism and hospitality, the following definition of the concept of culture is derived from the work of Geertz (1973). Influenced by Max Weber, Geertz (1973) presents a semiotic conceptualisation of culture, arguing that ‘[man] (sic) is an animal suspended in webs of significance he himself has spun’. Culture as ‘webs’ of significance need to be observed, studied, analysed, interpreted, and its meaning constructed. This necessitates the isolation of its elements by specifying the internal relationships amongst them, for example, selecting cross-cultural issues in the hospitality service industry. In so doing, it enhances our knowledge and understanding of the whole tourism services related systems. From this perspective, culture is ‘public’ produced by its systems of meaning, and the latter are the collective property of a particular people, i.e. tourism stakeholders. The following contributions enhance our knowledge of the cross-cultural web that interconnects tourism stakeholders’ actions, values, attitudes, beliefs, and perceptions. As Wittgenstein (1998) noted, ‘we cannot find our feet with them [the webs]’, it requires empirical research on the cultural aspects of tourism interactions in order to understand their implications. The papers in this issue offer cumulative and transferrable insights into cross-cultural hospitality and tourism encounters. Hopefully, they will broaden and deepen our understanding of the role of culture in tourism.

In their paper, ‘A reading in cross-cultural service encounter: Exploring the relationship between cultural intelligence, employee performance, and service quality’, Alshaibani and Bakir, employ a multi-disciplinary reading of studies pertinent to cross-cultural and service encounter. The paper focuses on understanding the dynamics of this encounter and critically examines the effect of cultural intelligence of front-line service employees on customers’ perceptions of service quality. The authors examined the interplay between the individual characteristics of service employees, including their personality, emotional, and cultural intelligence and job performance. Their research shows that culture shapes the attitudes and behaviours of front-line employees and affects customer perceptions of service quality. They conclude that in service interactions, intelligence is more relevant than personality, and in cross-cultural service interactions, cultural intelligence is more relevant than emotional intelligence. A new theoretical model of propositions presented in this paper points to indirect relationships between the cultural intelligence of service employees and customers’ perceptions of service quality through employee performance.

The central focus of Wickens’ theoretical paper, ‘The consumption of cultural experiences in city tourism’, is the ongoing debate concerning the various dimensions of ‘authenticity’. The author presents a theoretical critique in a form of philosophical play of the concept of ‘authenticity’ in cultural tourist experiences. She argues that there is no single notion of authenticity, but social constructions of it that are created and recreated in their various forms. Any judgement of authentic or in authentic tourist experience involves a selection and isolation of relevant criteria, which are not fixed or absolute, but negotiated according to the researcher’s own cultural values and perceptions of the ‘real other’. By way of conclusion, the paper offers a fresh perspective for understanding the consumption of urban experiences. The author’s notion of ‘other-directed’ authenticity presented in this paper is a philosophical play which can be usefully seen as a heuristic device for describing the emergent culture of a place. Following in the footsteps of Urry, Wickens argues that understanding tourists’ experiences, it is important to look into people’s own meanings and values which they assign to their holiday experiences.

Boluk, Kline, and Stroobach’s empirical contribution entitled ‘Exploring the expectations and satisfaction derived from volunteer tourism experiences’ examines cultural immersion via volunteer tourism experiences with volunteer eco students abroad (VESA). Specifically, the scholars explore volunteers from Canada working in a community in St. Lucia, South Africa. The researchers framed their exploration of motivations, expectations, and derived satisfaction within the Existence, Relatedness, and Growth Theory. The study examines 16 volunteer tourists in relation to the efforts required to generate the financial means required to go on such a holiday, as well as their time investment. The findings of the study elicited that volunteer expectations resulted in both feelings of satisfaction and dissatisfaction in relation to the inadequacy and/or availability of food and/or water, the need for transparency in regard to how organisations determine costs for products, and the anticipation of meaningful connection between the volunteers with the host community. The findings of the study demonstrate that a lack of connection to the host community for many volunteers resulted in feelings of frustration. This is an important departure as the volunteer tourism sector becomes increasingly commercial and travellers continue to seek authentic experiences and engage in meaningful connections.

The paper entitled ‘Stakeholder collaboration: A means to the success of rural tourism destinations? A critical evaluation of the existence of stakeholder collaboration within the Mournes, Northern Ireland’ examines the role of stakeholder collaboration in rural tourism. Pertinent to the discussion on cross-cultural encounters rural environments have traditionally been noted as ripe for tourism as communities differentiate their economies and thus can provide authentic exchanges. McComb, Boyd, and Boluk explore the opportunities for stakeholder collaboration (Freeman, 1984) as a way to foster sustainable tourism development in the Mournes and thus combat the negative outcomes often associated with tourism development. Drawing on the contributions of Jamal and Getz (1995), and Nicodemus (2004), the authors highlight a set of criteria that could lead to successful collaboration in the case of the Mournes in Northern Ireland. The results stand in opposition to the widespread notion that stakeholder collaboration is always beneficial as revealed in the literature.

In ‘Architectural design studio on sustainable tourism alternatives in the San Antonio Missions Historic District’, Doganer argues that tourism is one of the fastest growing industries in the world. The city of San Antonio has a unique historic landscape characterised by its riverwalk, historic neighborhoods, and other landmarks which are currently considered as possible UNESCO World Heritage Sites. The author discusses the government’s project which aimed to restore and enhance the 13 miles riverwalk with its connection to the San Antonio Missions encouraging visitors to explore the area. The paper focused on research-based exploration and application of advanced design theory relative to alternative tourism. The discussion revolves around the relationships between the design of architecture, tourist city, and the alternative practices of tourism. Further tourism potentials were investigated in the district, such as sustainable tourism, rural tourism, recreational tourism, cultural heritage tourism, and culinary tourism. Master plans were developed for the selected sites including programmes and designs of proposed tourism activities and tourist spaces around this urban site. Specifically, the paper focuses on culinary, cultural heritage, and rural tourism and discusses ways to enhance the attractiveness of the destination for both visitors and residents. Furthermore, it explores tourist activities through sustainable development practices and proposed design projects.

Ozdemir and Yolal, in their paper, ‘Cross-cultural tourist behaviour: An examination of tourists’ behaviour in guided tours’ explore international tourists’ behaviour characteristics visiting Istanbul. The differences and similarities among tourists of different nationalities are examined and discussed using data provided by Turkish tour guides. The study’s findings suggest that there are three underlying dimensions of tourists’ behaviour namely, shopping, activities, and social interactions. Significant differences are observed among seven nationalities. Pair comparisons of the groups belonging to the three dimensions are conducted for the purpose of revealing similarities and differences. A key finding in this study is that the Japanese are found to be the most distinct tourist group in comparison to others. Finally, conclusions and implications are discussed in this empirical and interesting paper.

In ‘Chinese tourism: Development and prospects for Greece’ Skivalou and Filippidi point out the rising living standrds in China have expanded the demand for overseas tourism. The paper examines the development of Chinese tourism in Greece and the destination attributes that attract the Chinese market. This qualitative study was conducted in the Acropolis district of Athens. The findings show that the most significant push–pull factors for Chinese tourists visiting Greece are cultural exchange, the relaxation-escape from their routine, prestige, the history of Greece, the blue and white color of Cyclades, hospitality, archeological sites, good quality of the hotel services and food, and good event organisation. The study’s findings could be useful for building a marketing strategy for the Chinese outbound tourism market. The authors recommend a simplification of the visa issuing procedure and direct flights connecting the two destinations. Other recommndations discussed in the paper include a better preparation of the accommodation sector which is sensitive and respectful of the culture of Chinese visitor. The authors also identify a need for improving the destination’s amenities such as public safety and communications and a more effective contact with tour operators in China.

All papers in this issue deal with cross – cultural issues in tourism and/or hospitality and undoubtedly would make valuable contributions to our understanding and knowledge in the field and provide a platform for further research.