SIT40116 Certificate IV Tourism: Cultural Sensitivity Project

This project focuses on demonstrating social and cultural sensitivity within the tourism and travel industry, particularly in the context of serving diverse customer groups. It emphasizes understanding and valuing individual differences, appreciating diverse perspectives, and translating this understanding into appropriate actions when interacting with peers and customers. The project specifically highlights African-American and Asian-American customers, providing insights into effectively communicating and building rapport with these groups. Furthermore, it delves into the nuances of Chinese culture, covering aspects such as history, traditions, greetings, service etiquette, gestures, and common dos and don'ts to foster positive relationships and avoid cultural misunderstandings. This project underscores the importance of cultural awareness and sensitivity in delivering exceptional customer service and building strong cross-cultural relationships in the tourism sector. Desklib provides a platform to access similar solved assignments and resources for students.

Tourism and Travel

Cultural Diversity
 Diversity is about people and environment where
individuals work in
 It is about how an individual appreciate and value
the ones who are unlike them.
 It is about how an individual think and how he
translate that into his actions that he do with his
peers or team members

Different types of diverse group of
customers
 African American
 Hispanics
 Asian-Americans

African-American customers
 They use formal titles like Mr, Miss or Mrs. For
showing respect and establishing rapport and ease
 They consider oral communication more vital as
compared to written communication
 They accept the nomenclature of Black American,
African American and the People of Colour.

Different cultural groups
 Philippine
 Chinese
 Korean
 Indonesian
 Thai
 Vietnamese

Background of Chinese culture
 China’s history spans thousands of years
 It is one of the oldest culture
 Some of the important aspects of the culture of
China are architecture, cuisine, ceramics, religion,
martial arts, music, visual arts and literature.
 They value traditions and festivals
 They respect elders

Greeting and addressing
 They shake hands upon formal meetings
 They might nod or bow down rather shaking hands.
 They greet the most senior or the oldest person
before others.
 They do not practice cheek or lip kissing

Service
 They practise frequent gift-giving.
 They do not hold doors in public for the strangers
 They tap tables for tea
 Collectivism- they prefer groups over individuals
 They prefer praising guests and ensuring that they
feel acknowledged
 Understanding superstitions in Chinese culture is
very important for gaining trust and for cultivating
good relationship

Gestures
 Beckoning with the down-turned palm
 Placing the chopsticks on top of the bowl
 Keeping greetings formal
 Standing up for a toast

Signs

Do’s & Do not’s
 No finger-pointing.
 No excessive touching
 Punctuality is important
 Presenting and accepting gifts with both hands
 Crossing leg in the someone’s direction, putting the
feet on a table, showing the soles of feet or gesturing
at people with feet is considered as rude in Chinese
cultures.

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“ THANK YOU