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Enhancing Multiculturalism in Tourism

Chapter 4 discusses the advancements in transportation and tourism, highlighting how improved connectivity and technology have made travel more accessible and efficient. It emphasizes the emergence of the Global Citizen, who navigates multicultural environments, and the importance of understanding diverse cultural backgrounds in the workplace. The chapter also outlines key principles for tourism professionals to become more multiculturally sensitive, including listening, empowerment, acknowledgment, respect, and nurturing of cultural differences.

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Estonilo, Trisha Mae C.
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9 views7 pages

Enhancing Multiculturalism in Tourism

Chapter 4 discusses the advancements in transportation and tourism, highlighting how improved connectivity and technology have made travel more accessible and efficient. It emphasizes the emergence of the Global Citizen, who navigates multicultural environments, and the importance of understanding diverse cultural backgrounds in the workplace. The chapter also outlines key principles for tourism professionals to become more multiculturally sensitive, including listening, empowerment, acknowledgment, respect, and nurturing of cultural differences.

Uploaded by

Estonilo, Trisha Mae C.
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Chapter 4

With many improvements in the tourism industry,transportation,road


connectivity, travel within and outside a country, and people working outside of their
area of residence locally, regionally, and internationally,crossing borders is now easier
on everyone.
Roads have improved tremendously in the last 10 years, almost allowing people
to travel from north to south of the Philippines fully by land. Ferries and Roll-ons/Roll-
offs (RoRo) are available to transport cars and buses to connecting islands. Cars,
buses, trains, and many mass transit vehicles are available at a range of price that is
affordable for various types of customers. The same thing can be said about water
and airline travel-a variety of prices and carriers are available, and because of
technology,improvements in the transport services have made travel more efficient
and effective. Before, it took two days to travel, now it takes less than 24 [Link]
used to be no low-cost carriers available, but now there is a host of travel
arrangements that can be made.
What does this mean for the tourism professional? Work applications are not
confined anymore to the place of residence nor within the region but can be outside
of the region, island, or country.
What does this mean for the customers? The same thing as th worker.
They can travel to different places and countries. It is not just the physical
distance that has changed, but because of technology,everything within
easy access. Social media platforms and websites allow easy acces to
information and collaborations to learn about practices, celebrations,and
other things like people, places, and things. The circle of friends that a
person may have has exponentially grown as compared to 20 years ago.
The oft-repeated saying "the world is getting smaller" is not anymore an

impossibility but a reality. It is not only getting smaller; traveling and connecting with

people are now becoming easier and quicker. With this borderless world, it has given

rise to the Global Citizen, who may not be confined to a being a "citizen of one

country but one who can be considered a"native" of several countries." A good

example of this is when parents who come from different countries, have a child who

was born in another country,edacated in different countries, or went to school where

there are usterational students. This student would have a "global

perspective"compared to one who has parents who come from one place and just

stayed in one place the entire time they were growing up. The Global Citizen would

An an Inc aing interconnectedness between individuals, circles of friends truet,and

ecunomies,allowing for a global [Link] technology ge to know a person from

another country and maintain ca i tamsesrelationship with them.(Israel,2012)


In the workplace, there will always be colleagues or customers who are not
naturally local to the place, bringing together people who have different cultural
backgrounds who are expected to work as a team and provide the products and services
to meet the standards of the enterprise.

The term “multicultural" is also synonymous with the words "culturally-


diverse," "pluralism," "diversity," "cross-culturalism,""ethnic inclusiveness,"
"ethnic mosaic," and "multiracialism."
Culture has several elements as discussed in Chapter 1. These elements
interact with other elements within a person. It would be rare to find two
persons, even within the same family, even with identical twins,with the exact
same cultural background. There may be similarities, but each one will have a
unique cultural content, and this is what makes people different from each
other.
Bringing several persons together will have their own circle of cultural
elements interact with each other's. This is what gives rise to the multicultural
diversity concerns.
Multiculturalism
This concept is created when a set of beliefs and behaviors acknowledges
and supports the existence of different communities within an organization or
society, and as a result, acknowledges and values its sociocultural differences,
and promotes and facilitates its continued participation within an inclusive
cultural framework that empowers everyone within an organization or society.
(Rosado, 2010)
Each person has their own set of beliefs that they bring to any
relationship, including their workplace. Even if two people comefrom the
same family, with the same parents and environment, due to the concept of
"nature versus nurture," they would have a different appreciation for certain
elements of culture because each person is unique.
When people bring their own beliefs, language, and other elements of culture to their

relationships, they may exercise common understanding and acceptance; but in some

instances, there could be challenges. There would be misunderstandings that may result in

work-related output.

Thus,there is a need to understand each person and the "cultural


baggage" that they bring to the workplace. The "cultural baggage" would be
the totality of the person that includes all the elements of culture that they
have acquired from their family and all their interactions with other
[Link] tourism professional can provide the products and services,in
collaboration with colleagues, that are needed by customers and better
handle the situation.
LEARN to Be Multicultural

There are many good references for multiculturalism in tourism available


today. However, it will take a lot of interaction, experience, and learnings to
equip tourism professionals with the skills that can help them become more
multiculturally sensitive.
The following chapters have several selected incidents in the life of Filipino
tourism professionals that will help jumpstart the vicarious experience journey.
The strength of these experiences cited in this book is that all of these are
from Filipinos. Though we may each have unique cultural elements,we share
many common elements that will make it easy for us to relate.
To fully appreciate the experiences, look at each reflection and LEARN how
to be multicultural.
· L-look and listen
E-empower
· A -acknowledge, adopt, adapt
R-respect
· N-nurture
Look and Listen

In any given situation, look at the total scenario as there may be


underlying factors that can contribute to the appreciation of the cultural
elements. Listen to the discussion because sometimes, verbal
communication may be a challenge due to accent, tone, or lack of
proficiency with a common language. Ifa foreign language is used
bysomeone who is not proficient in that language, such as the English
language, the sender or receiver of the message may resort to the use of
nonverbal communication to make themselves be understood. If the idea
of the message is not received, miscommunication can happen, and the
delivery of product or service is endangered within the workplace or for
customers.
The tourism professional must use all of their senses to get the most of the

opportunityto learn more about their colleagues and customers,especially regarding

cultural impact.

Empower
Learning does not happen only inside the [Link] learning in various

locations continues even after graduation. There may be enterprise-based training that

will be given to employees,and these opportunities are highly encouraged especially if

essential (soft) skills in service training is [Link] focus is no longer on the technical

skills but on the ways how to provide a better service and understand colleagues and

customers better.
Acknowledge,Adopt,Adapt

There is a need to acknowledge that there are differences among [Link] is no one

standard way of how a Filipino reacts or behaves, considering that there are many

distinct regional cultural elements that may affect the person. After acknowledging that

there are differences among people,a choice can be made by the person to either adopt

or adapt to the cultural element. If after the acknowledgment, conflict with pre-existing

values or other elements arises, adoption can be made. If there is still a conflict, then

adaption can be made.

The tourism professional must learn these three As to be open about the

differences and how to handle them best.

Respect

. There is no one superior or inferior culture. Tourism professionals should respect

differences and similarities among cultural elements as this becomes an exciting way to

know more about colleagues and customers.

Nurture

Tourism professionals should nurture themselves with new learnings and grow with

the times as part of a changing mindset. Some cultural elements may no longer be

relevant to the times and thus may need to be [Link] that are still relevant

should be nurtured so that the distinct cultural elements of the region/family arestill

present.

Common questions

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Technology facilitates a 'borderless world' by providing platforms for instant communication and information exchange across the globe. Social media and websites enable people to connect, share, and learn about diverse cultures and practices universally. This technological ease allows individuals to maintain relationships and engage in professional and personal interactions without geographical constraints, supporting the development of Global Citizens .

The term 'Global Citizen' reflects the increasing interconnectedness and mobility of individuals across different countries. A Global Citizen may be born in one country, educated in another, and have culturally diverse family backgrounds. This identity is fostered by advancements in technology and transportation, enabling ease of travel and cultural exchange. Global Citizens often have a 'global perspective' which allows them to understand and appreciate diverse cultures, enhancing cross-cultural interactions in personal, educational, and professional settings .

Tourism professionals can become more multiculturally sensitive by employing the LEARN approach: Look and Listen, Empower, Acknowledge, Adopt, Adapt, Respect, and Nurture. This includes observing cultural cues, listening actively, empowering through lifelong learning, and acknowledging cultural differences. Professionals should choose to adopt or adapt to cultural elements while maintaining respect for all cultures. Finally, nurturing continuous learning and cultural knowledge keeps professionals relevant and effective .

Multiculturalism positively impacts service delivery in tourism by enhancing the customization and personalization of services to meet diverse cultural expectations and preferences. It encourages professionals to develop cultural competence and sensitivity, reducing miscommunications and ensuring that services are aligned with the expectations of international clientele. This results in improved client satisfaction and competitive advantage in the global tourism market .

A 'Global Perspective' involves understanding and appreciating cultural diversity beyond one's own cultural or national boundaries, incorporating varied global experiences and educations. In contrast, localized cultural views are often limited by specific regional experiences, potentially lacking the broader understanding facilitated by exposure to multiple cultures and international influences. Individuals with a Global Perspective are capable of viewing issues from multiple cultural angles, enhancing empathy and problem-solving in global contexts .

Tourism professionals need to adopt a multicultural approach to effectively interact with and meet the needs of diverse clients and colleagues. Multiculturalism in tourism helps acknowledge and value socio-cultural differences, promoting inclusivity and empowerment within the organization. Understanding multiculturalism reduces misunderstandings and improves service delivery by fostering acceptance and collaboration among individuals with unique cultural backgrounds .

An individual's 'cultural baggage' comprises all cultural elements acquired from their personal background and interactions, influencing their beliefs and behaviors. In professional settings, this influences how people interact, interpret communications, and respond to colleagues and clients. Identifying and understanding one's own 'cultural baggage' can help individuals navigate multicultural workplaces more effectively and minimize misunderstandings .

Improvements in transportation have significantly enhanced global connectivity by making travel faster and more accessible. Roads, ferries, and Roll-on/Roll-off services have facilitated overland travel across countries like the Philippines. The availability of low-cost carriers and advanced transport services have also made air travel more efficient, reducing travel time from days to less than 24 hours. These developments allow people and tourism professionals to work and travel beyond their local regions, thus fostering global interactions .

Cultural diversity influences workplace dynamics by bringing a variety of perspectives and experiences, which can enhance creativity and problem-solving capabilities. However, it may also present challenges, such as misunderstandings and conflicts due to cultural differences. These challenges necessitate multicultural understanding and sensitivity among team members, which can improve collaboration and productivity when managed effectively .

Respect enhances multicultural collaborations by allowing individuals to appreciate the diversity of cultures without perceiving any as superior or inferior. It fosters an environment of acceptance and openness, enabling individuals to work together more smoothly and leverage cultural differences as a strength rather than a hindrance. Respectful interactions contribute to a positive and inclusive workplace culture .

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