Understanding Cultural Diversity in Tourism and Travel: A Focus on Chinese Culture

This presentation focuses on the importance of cultural diversity in the tourism and travel industry, with a specific emphasis on Chinese culture. It covers the background of Chinese culture, important aspects such as architecture, cuisine, and festivals, and how to greet, address, and provide service to Chinese customers. The presentation also provides insights on gestures, signs, and do's and do not's to help professionals in the industry cultivate good relationships with Chinese customers.

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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