Research Paper on Cross-Cultural Service Quality: Tourism & Business Expectations

Paper Type:  Research paper
Pages:  4
Wordcount:  1078 Words
Date:  2023-01-14


Cross-cultural differences exist when there is an expectation of service quality and administration of customer services. A certain level of service satisfaction is also expected in different cultures. Tourism has increased intercultural relations. Tourists from individualistic cultures have a high level of service expectation than those of collectivistic culture. Individuals from collectivistic cultures expect much respect from employees proffering the service. In the business world, excellent communication is key to the generation of profits. Cross-cultural communication is a significant barrier and needs to be enhanced. Intercultural communication is vital in enhancing tourists' experience in new environments; by enriching their satisfaction through training guides and availing translators, which ultimately acquaints them to diverse cultures.

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According to Albu (2015), tourists are exposed to a new environment to which they are unfamiliar. The guests, therefore, suffer from cultural shock. A guest struggles to learn the symbols and rituals of the new environment, which may generate helplessness, disconcerted feelings, and the feeling of the hostility of a new environment. The article by Albu (2015) aimed to show the importance of proper intercultural dialogue in the tourism industry. The adequate training of workers who aid guests in adapting to the new environment, helps guests understand and appreciate the new cultures. Authentic intercultural dialogue guarantees a better experience of the tourist during their stay. The existence of behavioral differences, traditions, proximity destinations, ideological values, and the lifestyles of people, stimulate the tourists' interest to learn. The workers need to get trained in intercultural communication to handle cases of diverse religion and cultures raised by guests. However, tourists should state their preferences upon arrival to avoid confusion, ambiguity, and unnecessary offering of services.

A research article by Zhang, Cho, and Wang (2018) aimed to establish the relationship between cross-cultural awareness and tourist satisfaction. The report also identified to unraveling the relationship between cultural awareness and tourist experience. The results of the research prove that cultural awareness through experience led to more interests in cultural understanding and cohesiveness. Experience is defined as the comprehensive psychological responses of perceptual and rational experiences in tourism (Zhang, Cho and Wang 2018). The results of the survey can be used to show whether cross-cultural awareness improves tourists' experience and satisfaction. Cross-cultural awareness and intercultural communication led to tourists' growing enthusiasm. Tourists who interacted with employees who made them aware of the local culture proved to have been satisfied with the services. However, the research article only looked at the Chinese people; therefore, lacking diversity and a general conclusion of the results.

Argoni (2012) denoted the responsibility of a translator in the translation of different languages. The translator involves the employee or people who proffer services to tourists. The research article looks at the degree to which a translator exercises intervention to achieve a successful communication. Translators should not provide too much information to tourists as it may be too difficult for the tourists to comprehend such that they lose interest. Tourists expect communication to be disclosed in such a way that there is no overload or ambiguity. The translator's communication coherence and implementation affect the visitor's satisfaction and delight in a destination. Tourists who had no communication predicaments and issues concluded that their stay was better and improved their experience. Clear and straightforward communication addressed to the tourist by translators led to greater interest and better intercultural understanding.

Kotsaga (2015) exhibited how training is a critical factor in the tourism and hospitality industry. Employees, through training, become culturally aware and can interact with people of diverse cultural background. Trained employees who become culturally intelligent, make the experience of guests better. The article suggests that cross-cultural training informs what behaviors are appropriate in which occasions. The training will, therefore, ensure that the interest of tourists in different circumstances is well-taken care. Cross-cultural training will enable the development of cross-cultural skill, performance, and adjustment in different environments. Cross-cultural training has had a positive impact of cross-cultural effectiveness (Kotsaga, 2015). Tourists with the knowledge of the local language usually feel comfortable and can carry out discussions politely. The information provided, training on foreign language, and the training duration are essential factors in cross-cultural training.

Yu and Lee (2014) intimated the impact of tourists' intercultural interactions. The article's focal point was the interactions of the tourists and the residents. The study looks at the patterns that may have shaped the tourists' experience. Results from the survey reveal that tourists were enthusiastic about touring when they interacted with the local language. The tourists also achieved their goals concerning traveling. The results also show that rather than a feeling of difference, the tourists were interested more in talking to different people. The tourists, through interaction, got experience such as either being highly regarded or lowly regarded based on their home country. The study brought three types of experiences; Relative experience relating to the discovery of self, cognitive experience about the differences of the home country and destination and the comprehensive experience associated with the perception of international environments. The study indicates that the process influenced the attitudes of the tourists and changed their opinions. The research, however, did not include a variety of international tourists and used the retrospective leisure research method.


Cross-cultural training is essential for employees to understand different cultures and work together. It is also vital that through cross-cultural training, employees learn how to deal with situations raised by guests from diverse cultures and religion. The knowledge of the relationship between communication and cultural background could increase the employees' sensitivity when dealing with people from other cultures. Tourists' satisfaction is of importance to any nation. A nation, therefore, needs to ensure that tourists get a great experience.


Agorni, M. (2012). Tourism Communication: The Translator's Responsibility in the Translation of Cultural Difference. Retrieved from

Albu, C. E. (2015). Intercultural Communication in Tourism. Cross-Cultural Management Journal, 17(01), 7-14. Retrieved from

Kotsaga, E. (2015). Cross-Cultural Training as a Critical Factor of Cultural Intelligence in the Hospitality Industry. Tourismos, 10(2), 213-222. Retrieved from

Yu, J., & Lee, T. J. (2014). Impact of Tourists' Intercultural Interactions. Journal of Travel Research, 53(2), 225-238. Retrieved from

Zhang, H., Cho, T., Wang, H., & Ge, Q. (2018). The Influence of Cross-Cultural Awareness and Tourist Experience on Authenticity, Tourist Satisfaction and Acculturation in World Cultural Heritage Sites of Korea. Sustainability, 10(4), 927. Retrieved from

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Research Paper on Cross-Cultural Service Quality: Tourism & Business Expectations. (2023, Jan 14). Retrieved from

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