THC011 MULTICULTURAL DIVERSITY IN THE WORKPLACE FOR THE TOURISM PROFESSIONAL

CHAPTER 2 KEY FEATURES OF CULTURE

Learning Objectives:

• Define and explain the key features of culture and their relevance in
the tourism industry;
• Identify how culture influences workplace interactions and customer
service in tourism;
• Recognize the impact of cultural diversity on guest experiences and
business operations;
• Evaluate the challenges and opportunities presented by cultural
diversity in the tourism sector.

INTRODUCTION
Culture plays a crucial role in shaping interactions in the workplace, particularly in the
tourism industry, where professionals engage with individuals from diverse cultural backgrounds.
Understanding the key features of culture helps tourism professionals develop effective communication
strategies, enhance customer service, and foster a harmonious work environment. Culture influences
decision-making, work ethics, social norms, and the overall customer experience in the tourism sector.

Key Features of Culture

Culture is a dynamic and complex system that includes various key features. These features
influence how individuals perceive the world, interact with others, and adapt to different
situations. Below are the fundamental characteristics of culture:

1. CULTURE IS LEARNED

Culture has to be taught by someone, usually an older person, that is valued by the

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younger person. It is learned through constant practice, reminder, and action. The elements
of culture such as beliefs, ways of life, and languages, can be learned and shared together
and create lasting and powerful relationships. A community with people of varied cultures
can learn from the culture of another community or people groups. The person, thus, will not
be the same from how they were a child to how they will be as an adult, nor will they be the
same as the other members of their immediate family through the years.
• Acquired through socialization, education, and observation.
• Passed down from one generation to another within families, communities, and
institutions.
• Example: A tour guide in Japan learns to bow as a respectful greeting, while a guide in
France may greet guests with a handshake or cheek kisses. Similarly, tourism
professionals who work with Middle Eastern guests may learn that offering items with
the right hand is a sign of respect.

2. CULTURE IS SOCIAL

Culture is considered social because it is created, shared, and transmitted among

individuals within a society. It includes values, beliefs, traditions, customs, language, and
behaviors that shape human interactions. Culture is learned through socialization, passed
down from generation to generation, and evolves over time based on collective experiences
and societal changes.

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Beliefs and values will guide a person whether to retain or change their culture in the future
as socialization, beliefs, and other elements change through the years. In many instances, if
the reason for the practice is not explained well, then succeeding generations may not
appreciate this practice anymore.

3. CULTURE IS SHARED

an individual can pass to a person but is shared by a common group of people in a given
area. Various elements such arts, language, religion, values, and beliefs are all shared by
one person to another, such as members of a family or a community. This shared culture is
what is transmitted to the other members of the community throughout the succeeding
generations. In instances when a cultural element dies, it can be traced back to its
weak transmission, perhaps its lack of documentation and practice, and so it loses its
meaning to the younger members of the community. An example will be dialects that have
died because there were no speakers of the dialect.

• Creates a sense of identity and belonging among members of a community.

• Establishes common values, norms, and traditions that unify people.
• Example: Employees in a luxury hotel chain adopt a shared company culture that
emphasizes exceptional customer service, regardless of their national or ethnic
backgrounds. Likewise, international airlines develop training programs to ensure flight
attendants provide a consistently high standard of service to passengers worldwide.

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4. CULTURE IS TRANSMITTED

Culture is transmitted because it is passed from one generation to another through

social interactions, education, and communication. This transmission occurs through language,
traditions, customs, symbols, and institutions, ensuring that cultural values and practices
continue over time.

Example:
• Language: Children learn their native language from their parents and community.
• Rituals & Traditions: Holidays like Christmas, Diwali, or Lunar New Year are passed
down through generations.
• Social Norms: Greetings, dress codes, and eating habits vary by culture and are learned
from family and society.
• Technology & Knowledge: Scientific discoveries and innovations are shared and
improved upon across generations.

5. CULTURE IS CONTINUOUS

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Culture is continuous because it evolves and adapts over time while maintaining
its core traditions and values. It is an ongoing process of change, influenced by historical events,
technological advancements, globalization, and societal shifts. Even as new elements are
introduced, past traditions often persist and shape the culture’s development.

Examples:
• Language Evolution: English has changed over centuries, incorporating words from
Latin, French, and other languages while still maintaining its fundamental structure.
• Traditional Clothing: While many cultures modernize their dress, traditional attire is still
worn on special occasions (e.g., kimonos in Japan, saris in India).
• Music & Arts: Classical music continues to influence modern genres like jazz, rock, and
electronic music.
• Family Values: While family structures have evolved, values such as respect and kinship
remain significant across generations.

6. CULTURE IS ACCUMULATIVE

Culture is accumulative because it builds upon past knowledge, traditions, and

innovations over time. Each generation inherits cultural elements from previous generations and
adds new ideas, technologies, and practices, leading to continuous cultural development. This
accumulation allows societies to progress and adapt to new challenges.

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Examples:
• Technology Advancement: Early humans developed stone tools, which led to metal
tools, industrial machinery, and modern digital technology.
• Scientific Knowledge: Theories from ancient Greek philosophers like Aristotle
influenced later scientists such as Newton and Einstein.
• Art & Literature: Renaissance art was inspired by classical Greek and Roman works,
and modern literature continues to be shaped by past writings.
• Social Customs: Wedding ceremonies today incorporate both traditional and
contemporary practices, evolving with time.

7. CULTURE IS INTEGRATED

Common practices bring people together. It is a way of sharing with others and
making it easier for people to understand or give preference to others who share a common
practice. There are many practices that are uniquely undertaken by a group of people.

• Composed of interrelated elements, including language, traditions, economic activities,

and social structures.
• Changes in one cultural aspect often influence others.

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Example: The rise of social media has impacted how people communicate, influencing business
etiquette and customer service interactions in the tourism industry. Travel influencers now play
a significant role in shaping cultural perceptions and tourist behaviors.

8. CULTURE IS CHANGING

Culture is changing because it is dynamic and constantly evolving due to factors

like technological advancements, globalization, migration, and societal transformations. While
some cultural elements remain, others adapt or fade over time. Changes can be gradual or rapid,
depending on external influences and internal societal shifts.

Examples:
• Technology & Communication: The rise of social media has changed how people
interact, replacing traditional letter-writing with instant messaging.
• Fashion Trends: Traditional attire is often adapted to modern styles, such as blending
Western and indigenous clothing.
• Gender Roles: Many societies have shifted from rigid gender roles to more inclusive
perspectives on equality and diversity.
• Food Culture: Globalization has led to the fusion of cuisines, such as sushi burritos and
Korean tacos, blending traditional flavors with new influences.

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Culture Varies from Society to Society

Of the many sub-groups in a society, each one brings their own CuItura1 mindset
to a bigger community. Expect that there will be similarities and many unique practices within a
given community and among the different countries also.
Given these features of culture, a tourism professional should be aware and liberal in considering
the uniqueness and similarities of their colleagues and customers in the workplace. A tourism
professional should be very understanding, open-minded, and does not insist on their cultural
beliefs or practice on other people.

Conclusion
Culture is a fundamental aspect of human interaction that shapes behaviors, relationships, and
business practices in the tourism industry. By understanding the key features of culture, tourism
professionals can foster inclusivity, enhance customer satisfaction, and build strong global
connections. Recognizing that culture is learned, shared, adaptive, symbolic, integrated, and
dynamic enables professionals to navigate multicultural work environments successfully and
create meaningful travel experiences.

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REFERENCES:

• Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions, and

Organizations Across Nations. SAGE Publications.
• Hall, E. T. (1976). Beyond Culture. Anchor Books.
• Reisinger, Y. (2009). International Tourism: Cultures and Behavior. Elsevier.
• UNWTO (2022). Cultural Tourism and Sustainable Development. World Tourism Organization.
• Smith, M. K. (2016). Issues in Cultural Tourism Studies. Routledge.
• Tylor, E. B. (1871). Primitive Culture. John Murray.
• Mead, M. (1935). Sex and Temperament in Three Primitive Societies. William Morrow.
• Hall, E. T. (1959). The Silent Language. Doubleday.
• Tylor, E. B. (1871). Primitive Culture. John Murray.
• Malinowski, B. (1944). A Scientific Theory of Culture and Other Essays. University of North
Carolina Press.
• Geertz, C. (1973). The Interpretation of Cultures. Basic Books.
• Tylor, E. B. (1871). Primitive Culture. John Murray.
• Malinowski, B. (1944). A Scientific Theory of Culture and Other Essays. University of North
Carolina Press.
• Levi-Strauss, C. (1966). The Savage Mind. University of Chicago Press.
• Tylor, E. B. (1871). Primitive Culture. John Murray.
• Malinowski, B. (1944). A Scientific Theory of Culture and Other Essays. University of North
Carolina Press.
• Appadurai, A. (1996). Modernity at Large: Cultural Dimensions of Globalization. University of
Minnesota Press.

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