Mo 11.45-15.30 h
S 11
4 SWS Course
Prüfungsleistung: Intermediate and Final
Presentation
Structure of Course:
Oct: Introduction, Global Tourism
Nov: China vs. other Emerging Markets /
Intermediate Results
Dec: Special markets / Final Results
Emerging Markets include:
China
Russia
India
Brasil
South Africa
Indonesia
Thailand
Singapore
GCC (Bahrain, Kuwait,
Oman, Qatar, Saudi Arabia and UAE)
South Korea
WTTC Country Reports:
https://www.wttc.org/economic-impact/country-analysis/country-reports/
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1.10.
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Who we are, Goals of
the Course, Shared World Map
https://mapchart.net/world.html
Introduction Global Tourism
vs. Tourism to Germany
UNWTO 2018
DZT 2018
DZT 2030
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8.10.
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Emerging Tourism Markets
Emerging Markets Intro - Selection of one country per
student
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15.10.
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Global
Tourism Development
Feedback from first
information search/methods
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22.10.
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NO CLASSES, INSTEAD NOV. 24 |
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29.10.
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Intercultural Differences in Tourism Behaviour
Individual feedback students assignment
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5.11.
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NO CLASSES, INSTEAD NOV.
24
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12.11.
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Emerging
Source Market China
Individual
feedback students assignment
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19.11. |
NO CLASSES, INSTEAD DEC.
15 |
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24.11.
8.15-17.15 h |
Emerging Market China Intensive Workshop |
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26.11. |
Intermediate Presentations students
assignment
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3.12. |
Emerging Investment Source Market China
Emerging markets and Responsible Tourism
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10.12.
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Overtourism and Emerging markets
Individual feedback students
assignment
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15.12.
8.15-17.15 h |
Final Presentations students assignment |
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17.12.
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Summary, Outlook |
Intercultural Differences in Tourism Behaviour
First definition:
“Culture is the collective programming of the human mind
that distinguishes the members of one human group from those of another.
Culture in this sense is a system of collectively held values.” -- Geert Hofstede
CULTURE AS AN ICEBERG
Many intercultural
texts concentrate on the "Do's and Don'ts" of different
cultures:
- Give and receive a namecard to a
Chinese persons always with both hands
- Avoid the number 13 in western
countries
- Do not give knifes or scissors as
a present in China
- Do not slap a German person on
the shoulder as a greeting
- Do not give money as a gift in
Bulgaria ... etc.
Two arguments against such superficial approaches:
a) For an internationally active
manager, it is impossible to know the "Do's and Don'ts" of all cultures and
sub-cultures (always use a 100 US$ bill when snorting cocaine at a Manhattan
party...) in the world.
b) Reducing the cultural differences
to "above the sea-level" features will not help you to understand the underlying
differences and will not help you to understand the relativeness of your
own
cultural behaviour.
Culture is - according to Hofstede -
acquired through “mental programming”, learned patterns of thinking, feeling and potential acting.
Three level of uniqueness are distinguished:
- The inherited universal human nature,
- the learned culture specific to certain societies or groups within a society, and
- the inherited and learned individual personality.
Example: Language
Let us try to understand the "Why?"
behind some different behaviours and customs for some typical
occurences:
Examples
- telling the truth / being
polite
- punctuality /
flexibility
- quoting sources / following
mainstream
- learning from theories / learning
from examples
https://slideplayer.org/slide/854149/
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Sinus-Milieus mit ihren Definitionen:
- Konservativ-etabliertes Milieu: Klassisches Establishment mit Exklusivitäts- und Führungsanspruch, zeigt aber auch Tendenz zum Rückzug
- Liberal-Intellektuelles Milieu: Aufgeklärte Bildungselite mit liberaler Grundhaltung und postmateriellen Wurzeln, hat starken Wunsch nach Selbstbestimmung
- Milieu der Performer: Effizienz-orientierte Leistungselite, denkt global, hohe IT-Kompetenz, sieht sich als stilistische Avantgarde
- Expeditives Milieu: Unkonventionelle, kreative Avantgarde, individualistisch, sehr mobil, digital vernetzt, sucht nach Grenzen
- Bürgerliche Mitte: Leistungs- und anpassungsbereiter Mainstream, bejaht die gesellschaftliche Ordnung, strebt nach beruflicher und sozialer Etablierung sowie nach Sicherheit und Harmonie
- Adaptiv-pragmatisches Milieu: Zielstrebige, junge Mitte der Gesellschaft mit ausgeprägtem Lebenspragmatismus und Nutzenkalkül
- Sozialökologisches Milieu: Idealistisch, konsumkritisch, globalisierungsskeptisch, besitzt ausgeprägtes ökologisches und soziales
Gewissen
- Traditionelles Milieu: Ordnungsliebende Kriegs- und Nachkriegsgeneration, kleinbürgerlich oder der Arbeiterwelt verhaftet
- Prekäres Milieu: Um Teilhabe bemühte Unterschicht, Zukunftsangst und Ressentiments
- Hedonistisches Milieu: Spaß- und erlebnisorientiert, verweigert sich den Konventionen und Leistungserwartungen der Gesellschaft
MASLOW's PYRAMID
A western
idea:
The pyramid in Asian societies:
John
Ap (2006)
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Geert Hofstede
Industrial
age: »The big are eating the small«
Service age: »The fast
are beating the slow«
Knowledge age:
»Socially competent companies win against socially
incompetent companies«
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Hofstede´s
Five-Dimensions Model
Starting with IBM
1970s:
If all engineers
are working in the same company and having the same education
but still behave very differently, there must be cultural
differences.
Culture, understood as the
accumulation of shared meanings, rituals, norms and traditions
among members of an organisation or society, is the collective
programming of the mind which distinguishes members of one group
or society from those of another.
Therefore culture is not a
phenomenon in its own right. It is the difference perceived,
and only then perceived, by one group when it comes into contact
with and observes another one.
It is important to point out that
the idea of
pure
cultures meeting in
intercultural
exchanges without much knowledge about the other culture is
outdated.
Today almost everybody outside a
given culture has some information and knowledge about that
culture, however superficial.
The foundation for most
cross-cultural interpretation is the work of Geert Hofstede. He
developed with the help of large-scale samples starting in the
1970s cultural index scores for five constructs:
Power distance
Uncertainty avoidance
Individualism/Collectivism
Masculinity/Feminity and
Long term/Short term orientation
Hofstede’s five cultural dimensions
with scores for China, Japan, USA and Switzerland (lowest
possible score 1, highest possible score 100)
Dimensions
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China
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Japan
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USA
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Germany
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(1) Power Distance. The
extent to which the less powerful members of a society
accept
and expect
that power is distributed unequally.
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80
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54
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40
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35
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(2) Uncertainty Avoidance.
The extent to which a culture programs its members to
feel either uncomfortable or comfortable in
unstructured
situations and tries to
control
the uncontrollable.
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30
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92
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46
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65
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(3) Individualism is the
degree to which individuals are supposed to look after
themselves
or remain integrated into
groups
(Collectivism).
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20
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46
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91
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67
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(4) Masculinity refers to
the distribution of emotional roles between the genders,
it opposes
“tough”
masculinity to
“tender”
feminity.
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66
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95
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62
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66
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(5) Long-term orientation
refers to the extent to which a culture programs its
members to accept
delayed gratification
of their material, social and emotional needs.
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100
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80
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29
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31
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Critique
of Hofstede:
Hofstede_Reisinger
Beyond_Hofstede
Selecting Emerging markets: What we want to find out
Economic base
Social base
Development
Differences in travel purposes, travel forms, travel behaviour,
travel expectations etc.
Global importance
Outlook
Selecting Emerging markets: First feedback looking for information /
structuring research
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