Cross-cultural in the tourism industry
Success in the tourism business—where, by definition, you have to deal with customers from various different cultures—depends largely on psychological factors. Wherever they come from, tourist customers all have one thing in common: the desire to be accepted for who they are. Since few Thais working in tourism or the booming health care sector really know what makes Europeans “tick,” they can hardly be expected to know the best way to deal with them on their own terms.
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