Cultural Differences in Tourism: Eden Project Analysis

This assignment provides an in-depth analysis of cultural differences between British and Chinese community individuals in the context of tourism. It highlights the importance of Hofstede's model in determining these differences and demonstrates how it can be applied to formulate future strategies in a more effective manner. The analysis also explores the marketing mix prepared by management for the Eden Project to enhance customer services, emphasizing the significance of cultural understanding in tourism.

The Eden Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Overview of project.........................................................................................................................1
(a). Application of Hofstede's model of cultural dimensions .....................................................2
(b). Marketing Mix developed by The Eden Project Management.............................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Tourism refers as travelling for pleasure and business. This will includes the creation of
tourist destinations for attracting, accommodating and entertaining of tourists. It can be done
internationally or within the travellers country. There is huge contribution of tourism industry in
the development of the economy of country. To attract large number of tourists need to address
their preferences and requirements. The Eden project signed a historic agreement with Jinmao
Holdings to develop new project in the city of Qingdao. The main purpose behind development
of project is transformation of environmentally damaged site into the high tech zone for
attraction of large number of visitors. This project is developed on the theme of water in all of its
forms (Mowforth and Munt, 2015).
In the present report explain about, Hofstede's model of cultural dimensions for
identification of the differences between Chinese and British consumer behaviour and
formulation of marketing mix according to the local culture in China.
TASK
Overview of project
The Eden project is one of the famous visitor attraction place which is situated in UK. It
is high tech infrastructure which attracts large number of visitors locally and internationally. It is
hand made tourist destination which is prepared only for the purpose of development of tourism
activities within the country. There are many special features are built under this project which
makes it unique from other and improves attraction power. This will includes largest indoor
rainforest in the world in addition with special events. This place is mostly liked by the families
for holidays as the whole day is well spent through enjoying different events.
It is observed that in September 2015, The Eden project have an agreement with Jinmao
Holdings which is one of the largest real estate developer in China. There main aim is to built
new project within Qingdao which is located China's Eastern coast between Beijing and
Shanghai. The main objective behind the signing of this agreement in China is about the
transformation of environmentally damaged site into the new high tech zone with the help of
formulation of Eden project on the basis of the themes of waterfall.
There is huge importance of providence of effective services to visitors for the
development of tourist destination. There is huge difference in the behaviour of tourists of
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different nations due to having cultural differences. So, for satisfaction of the different
preferences of tourists of particular nation need to understand their cultural and requirements.
This will have huge importance in formulation of effective strategies which provides opportunity
regarding accomplishment of their desired objectives.
(a). Application of Hofstede's model of cultural dimensions
Hofstede's model of cultural dimensions: It is considered as one of the effective model
which helps to enhance understanding about the differences which are present between cultures
of different nations. This model is given by Dr. Geert Hofstede at the end of 1970. At first this
model has four different dimensions which helps to distinguish the culture from one another and
after that two different dimensions are added to make it more effective. This will be used for
providence of better facilities according to their cultural needs (Smith, 2012). It provides the
opportunity regarding satisfaction of their different needs and attraction of large number of
visitors for their success of project. This model is used for determination of the difference
between Chinese and British consumer behaviour which is defined below:
Power distance index: This will provides the information regarding the degree of
inequality which is exist between the individuals of nation and considered as with and without
power. This can be further segmented into two dimensions which are known as High PDI and
Low PDI. High PDI provides there is unequal distribution of power among individuals which is
accepted by society. The different characteristics of high PDI includes more complex hierarchies
and presence of large gap in compensation, authority and respect. On the other hand, Low PDI
provides that there is equal distribution of power among the individuals of society and unequal
distribution situations are not accepted by the society. The characteristics of Low PDI includes
all the individuals are considered equal.
China is High PDI country where power is not equally distributed among the members of
society. There is huge gap is present between the community, rich are becoming more rich and
vice versa. This will impacts the travel and tourism sector in China also. Only the rich people
will be able to afford to visit the destinations which have unique feature as they more expensive
in nature. This will have negative impact upon tourism activities in China.
UK is Low PDI country, where observed that power is equally is disbursed among the
individuals of society. This can be seen from there living standard there is no huge gaps between
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the individuals of community. Equal opportunities are provided to the individuals of society to
earn their livelihood which has positive impact upon tourism industry.
Individualism Versus Collectivism: This will refers about the strength which is present
within the country about making of good relation with other members of community.
High IDV indicates that there is weak interpersonal connection among the members of
community. They does not take the responsibility of others actions and outcomes. They want
privacy in their Life. China persists such individuals in community which doesn't want to
socialise with other and wants privacy. This have negative impact upon the tourism activities and
lowers down their contribution in the development of economy (Murphy, 2013).
Low IDV indicates that Individuals of society provide more emphasis on building
relation with each other. It has positive impact upon tourism sector of UK. They like to travel
with families and friends and build new relations. This can be observed from the contribution of
tourism sector in an economy.
Masculinity Versus Femininity: This will refers about the concept of distribution of
roles among the men and women.
In masculine societies there is less overlap of role among the males and females and the
men are behaving assertively. They have strong egos and more importance is provided to
feelings of pride. The power is hold by the individuals in society according to their status. This
kind of characteristics are found in China where huge gap is present between the individuals of
on the basis of their earnings, status. This will have both positive and negative impact upon
tourism sector in China. This will allows to collect high amount as charge to visit destinations
but on the other hand this totally impossible for other segment of society (Brent Ritchie and et.
al., 2011).
In feminine societies there is equal roles are provided to male and female. Their main aim
is to build relation with each other and improvement of the overall quality of life. This kind of
nature is present in UK where people like to share their roles and responsibilities irrespective of
their genders. Their main aim is not to earn money only but they also focus on improving the
quality of life. They would like to go for holidays on weekends with families and friends which
good for tourism sector and many other new destinations to attract more number of visitors
through providence of unique features.
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Uncertainty Avoidance Index: Application of the principles of this model helps to
understand the ability of the individuals of society regarding their power to cope with situations
of anxiety. This can provide two different scenarios which are segmented on two different
aspects considered as High UAI and Low UAI.
Under High UAI society, there are many initiatives are taken by the individuals to make
their life more predictable and controllable. This will makes their more rigid and based on
societal conventions. This includes such individuals which shows anger and emotions whenever
necessary to control their lives in more efficient manner. Such kind of nature of individuals are
present China as they many steps to make their life more stable (McKercher, 2012). They are
conservative in nature and not want to bring changes in their routine lives without any specific
reasons. They perform their activities in more systematic manner to maker their future bright.
This indicates that they are less interested in enjoying their life and go for holidays which is not
goof for tourism sector.
Under Low UAI, such countries are considered where individuals having the nature of
more relaxed, open or inclusive. Such kind of individuals ready to accept the challenges or
innovations to make their life more adventures. It is feel that the individuals whom are living in
UK are keen to learn new things and seems to be that not in hurry always. They are more focused
towards enjoyment of life in all respects. This is the reason all the destinations have good
number of visitors and contribution in income of tourism industry.
Pragmatic Versus Normative: It is the fifth dimension of Hofstede's model which is
new in respect of all other dimensions. This kins of dimension is also called as Long-Term
Orientation. This will referred as extent to which people need to explain about inexplicable and
strongly related to religiosity and nationalism.
It is observed that High PRA countries are modest, long-term oriented, pragmatic and
more thrifty. Here, more emphasis is provided on virtues and obligations. The education and
thrift are considered as positive values. Such kind of characteristics are found in the individuals
of UK. High standards of education is their power which helps in improving their living
standards (Kim, Boo and Kim, 2013).
On the other hand, Normative society have different features. The people tend to be more
religious and nationalistic. Here, more emphasis is provided on enhancement of the self
capabilities and fulfilment of the desires and pleasures of their parents. It is observed that such
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kind of individuals have Strong convictions and more emphasis is provided on their values and
rights. This kind of nature of individuals in present in China as they are more religious and
nationalistic in comparison to British individuals. They have their own strong conviction and
values on the basis of which their live their life in more systematic manner.
Indulgence Versus Restraint: This is the last dimension of Hofstede's model. It is
provided Michael Minkov. This can be further divided their provisions of this approach is two
types which called as High IVR and Low IVR (Tsang and Hsu, 2011).
High IVR societies includes the such kid of individuals which give priority to enjoyment
in their life and having fun as much as they can. It is observed that this will includes the persons
whom mare optimistic in nature and works for personal happiness. They can freely express their
views and knows its importance on their life. This can be applied on UK as its matches more
with characteristics of the individuals of society more (Eden Project: The dismay of the critics.
2014).
It is observed that under Low IVR societies, more regulations are provided regarding
conduct and behaviour of individuals and having more strict social norms which are need to
follow by the individuals while performing their actions. It is said that due to having such kind of
regulations persons are pessimistic in nature and having more controlled and rigid behaviour.
This kind of situations are present in China where more regulations are setup regarding
behaviour of individuals (Leung and et. al., 2011).
(b). Marketing Mix developed by The Eden Project Management
It is the duty of Eden project management is to develop the marketing mix according to
the local culture of China to enhance service encounters. Application of the above mentioned
provisions of Hofstede's model helps in determination of the differences which are present in
culture of both China and UK. This will provides the opportunity regarding formulation of
effective marketing mix according to cultural needs which satisfies the different requirements. It
helps in attraction of large number of individuals which contributes in the success of project.
Marketing mix refers as putting of the right product and service at right time and price in
between the customers of market. To make this plans need to know the every aspect of business
plan. This can also be known as 7P's of marketing. The role and functions of these different P's
are defined below:
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 Product: The Eden project which is developed in China has unique features for attraction
of tourists. It is considered as most profound destination which is based on water themes.
It is observed from the analysis of culture of China that people are less interested to spend
time on holidays and wants to live private life. Also there is huge gaps between the
community is present which makes differences in the choices. The unique feature of
indoor rainfall helps to divert the minds of community of China to visit in more number.
On the other hand, large number of amount is invested so, they focus on upper segment
of society whom are more educated and flexible in terms spending power.
 Price: It is one of the important factor of marketing mix which has direct impact upon the
behaviour of individuals. It is observed that high amount is invested in the project for its
establishment with unique feature. Due to having large gap in community the target
customers which are selected is upper class of society whom are having high power of
spending. According to that, the premium pricing policy is optimum for this project
which helps to recover their amount and contributes in their future success (Ramukumba,
2012).
 Place: The Eden project is established in Qingdao city which is located on the China's
Eastern coast between Beijing and Shanghai. This is environmentally damaged place
which converted into new Eden project. As it is situated near two major cities which is
easy to access by the individuals of society in more effective manner is considered as the
positive factor behind the attraction of large number of local visitors. Convenience to
visit the place has huge impact upon the behaviour of individuals regarding enjoyment of
life in more optimum manner through using of the different facilities provided under
Eden project.
 Promotion: One of the effective step of marketing mix which includes the activities
regarding promotion of their products and services for attraction of large number of
visitors to influencing their behaviour. It is observed that local individuals of China are
reserve in nature and not like to enjoy their lives and more emphasis is provided to earn
money. This will includes about implementation of effective promotional and
advertisement strategies which contributes to spread awareness among the individuals
about their different offerings. Here, Eden project management is new in China and need
to adopt aggressive promotional techniques which provides the opportunity to spread
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their reach to all the segments of society. In this regard, two methods are used which are
online platform and television advertisement. As both the mediums are largely accessed
by the higher level of society which helps in their attraction in large amount.
 People: It is one of the important aspect which is need to oversee by the management.
This will includes about the determination of the number of individuals prevail in their
target market and have the ability to access the facilities provided by them. Also, here
they should focus on the skills of their employees which helps in providence of their
facilities to their visitors in optimum manner (Rogerson and Rogerson, 2013).
 Process: This will includes about adoption of effective processes which provides
opportunity to minimise their future cost and ensures high margin of profit. There is huge
importance of this aspects as it helps in running of the activities in more efficient manner
without any discrepancies. Through identification of the most effective way of services,
minds of visitors are changed towards the enjoyment of life at optimum level.
 Physical evidence: This is one of the important aspect for service industries. This will
provides the information regarding how it different activities and service are seen in
market. This will helps the management to understand about the fact regarding their
presence in market. This cab be directly linked with their branding. So, it is important for
Eden project is to build their name as brand in market which improves their internal
strength regarding attraction of large number of tourists (Clancy, 2017).
CONCLUSION
It has been concluded from the above report that Hofstede's is important model about
determination of the different cultural aspects on the basis of the application of their six different
dimensions. It is one of the important model which helps the management to determine the
difference between the culture which is present between British and Chinese community
individuals. There is huge importance of this model regarding foprmulation of their future
strategies in more effective manner. On the basis of the identification of such cultural differences
marketing mix is prepared by the management of Eden project to enhance their customer
services.
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REFERENCES
Books and Journals
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and
new tourism in the third world. Routledge.
Smith, V. L. ed., 2012. Hosts and guests: The anthropology of tourism. University of
Pennsylvania Press.
Murphy, P. E., 2013. Tourism: A community approach (RLE Tourism). Routledge.
Brent Ritchie and et. al., 2011. Tourism experience management research: Emergence, evolution
and future directions. International Journal of Contemporary Hospitality Management.
23(4). pp.419-438.
McKercher, B., 2012. Influence ratio: An alternate means to assess the relative influence of
hospitality and tourism journals on research. International Journal of Hospitality
Management. 31(3). pp.962-971.
Kim, J., Boo, S. and Kim, Y., 2013. Patterns and trends in event tourism study topics over 30
years. International Journal of Event and Festival Management. 4(1). pp.66-83.
Tsang, N. K. and Hsu, C. H., 2011. Thirty years of research on tourism and hospitality
management in China: A review and analysis of journal publications. International
Journal of Hospitality Management. 30(4), pp.886-896.
Leung, D. and et. al., 2011. Asian wave in travel and tourism research. Journal of Travel &
Tourism Marketing. 28(2). pp.196-209.
Ramukumba, T., 2012. The local economic development in the Eden District municipality,
Western Cape Province, South Africa: A case study of emerging entrepreneurs in
tourism industry. American Journal of Tourism Research. 1(1). pp.9-15.
Rogerson, C. M. and Rogerson, J. M., 2013. African tourism scholarship: Trends in academic
journal publishing. African Journal for Physical Health Education, Recreation and
Dance. 19(Supplement 3). pp.1-8.
Clancy, M. ed., 2017. Slow Tourism, Food and Cities: Pace and the Search for the" Good Life".
Routledge.
Online
Eden Project: The dismay of the critics. 2014. [Online].Available
through:<http://www.thirdsector.co.uk/eden-project-dismay-critics/finance/article/
1230504>
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