Cross-culture Communications in Tourism under Conditions of Globalisation

Aldoshyna Mariia V. () and Brusilseva Anna N. ()
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Aldoshyna Mariia V.: Kharkiv National University of Economics
Brusilseva Anna N.: Kharkiv National University of Economics

Business Inform, 2014, issue 3, 197_202

Abstract: The article is devoted to the study of cross-cultural specific features of interaction within social and business communication in the international tourism. The goal of the article is analysis of the cross-cultural environment of Ukraine in the context of the world globalisation for efficient interaction in the sphere of international management and marketing. The article shows a necessity of a study of influence of national cultural features upon business activity of tourist enterprises with consideration of their international and cross-cultural nature of activity. The article identifies functions of culture and presents basic classifications of the world cultures by Geert Hofstede, Fons Trompenaars and Edward Twitchell Hall Jr. It considers specific features of activity of tourist enterprises in the spheres of cross-cultural management and marketing, formulates problems of manifestation of cultural differences in these spheres. It offers main advertising strategies in the international communication policy, which help enterprises to promote their tourist products to international markets more efficiently.

Keywords: national culture; cross-culture communications; typology of national cultures; adaptation strategy (search for similar items in EconPapers)
Date: 2014
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