Removing Language and Cultural Barriers in Tourism
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Removing Language and Cultural Barriers in Tourism

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Breaking down language and cultural barriers in tourism by providing entertaining, educational, and engaging stories using GPS tour systems on buses, boats, trains, trolleys, and trams.

Breaking down language and cultural barriers in tourism by providing entertaining, educational, and engaging stories using GPS tour systems on buses, boats, trains, trolleys, and trams.

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Removing Language and Cultural Barriers in Tourism Removing Language and Cultural Barriers in Tourism Presentation Transcript

  • SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS
    @audioconexus
  • We break down language and cultural barriers
    because your stories are worth telling
  • The most prolific language
    speaker on record was
    recorded as Emil Krebs
    (1867–1930), a German who
    mastered 68 languages and
    studied a further 120.
  • hired
    The most prolific language
    speaker on record was
    recorded as Emil Krebs
    (1867–1930), a German who
    mastered 68 languages and
    studied a further 120.
    We all wish we could hire emilkrebs
    “But it ain’tgonna happen”
  • Millions of international travelers arrive in the United States every month looking for things to see and do.
  • Millions of international travelers arrive in the United States every month looking for things to do and see.
    With many travelers speaking little or no English at all
  • LANGUAGES
    “A traveler’s “whole trip will be changed” when his or her scope of
    communication expands beyond “the taxi driver and the guest
    house owner,” with or without a linguistic leg up from a device.”
    Lonely Planet U.S. Travel Editor Robert Reid
  • Announced that 2010 saw:
    59.8 million
    international travelers
    spending $134.4 billion, +10% over the same period in 2009
  • Japan +16%
    Italy +11%
    China +55%
    South Korea +49%
    France +11%
    Germany +2%
    Brazil +34%
    Mexico +2%
    SNAPSHOT: International visitation growth from key foreign language markets in 2010
  • International Visitors to the U.S. and Projections
    Arrivals in Millions
    U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de
    Turismo (Mexico); Statistics Canada. Forecast: October 2010.
  • The biggest demographic trend of the 21st century
    is the growth of the Hispanic Market
  • The biggest demographic trend of the 21st century
    is the growth of the Hispanic Market
    16% of the U.S. population today (nearly 50 million)
  • The biggest demographic trend of the 21st century
    is the growth of the Hispanic Market
    16% of the U.S. population today (nearly 50 million)
    64% of Hispanics more likely to purchase if advertised in Spanish
    78% of Hispanics want to be marketed to as Hispanics
  • LESSON 101
    People who speak English as a second language may not clearly understand what you are saying (and)
  • Let’s face it...
    This is never going to happen
    Harbor Tours
  • Or this:
    Bob studies the Spanish Language Script for the 2 hour tour
  • ARE WE ANGLOCENTRIC?
    "If you understand English, press 1. If you do not understand English, press 2."
  • ARE WE ANGLCENTRIC?
    "If you understand English, press 1. If you do not understand English, press 2."
    Hacker
  • COMPLEXITY OF LANGUAGE
  • COMPLEXITY OF LANGUAGE
    It’s about what you say and “how you say it”
  • COMPLEXITY OF LANGUAGE
    “You are invited to take advantage of the chambermaid.” 
    A sign in a Japanese hotel.
  • COMPLEXITY OF LANGUAGE
    “You are invited to take advantage of the chambermaid.” 
    A sign in a Japanese hotel.
    So what are the options?
  • Harness the power of storytelling
    to drive strategic growth.
    We
  • Harness the power of storytelling
    to drive strategic growth.
    We
    BUT REMEMBER
  • Cultural Sensitivity
    Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."
  • So what is multilingual
    tour entertainment?
  • YOU
    YOUR
    MARKET
  • YOU
    YOUR
    MARKET
    YOUR COMPETITION
  • YOU
    }
    {
    BREAKING DOWN language barriers
  • YOU
    YOUR COMPETITION
  • DIFFERENTIATE
    YOU
  • BECAUSE
  • we are hard-wired to notice difference
    rather than sameness
  • so
    YOU
  • so
    YOU
  • Storytelling is the essence
    of the human experience
  • Storytelling is the essence
    of the human experience
  • “When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization tour, we immediately recognized the value it brings our guests.”
    Park, Ji-Young, HanaTour Service Inc.
  • Receptive
    Operators
    Themed
    Tours
    YOU
  • RECAP
    Culture Matters
    So Does Cultural Sensitivity
    Tourism Growth
    Tap into Foreign Language Markets
    Differentiate
    Stand Out From the Crowd
    Break Down Language Barriers =
    + Market Share and Revenue
  • THANKS!
    AudioConexus Inc.
    www.audioconexus.com
    @audioconexus
  • CREDITS
    WEBSITES
    FLICKR.COM
    WIKIMEDIA.COM
    ISTOCKPHOTO.COM
    VIDEO
    YouTube/Language Barrier/Berlitz
    QUOTES
    Slide 7 - Quote from Lonely Planet U.S. Travel Editor Robert Reid
    Slide 35 – Fritz Perls, Psychiatrist and Psychotherapist
    THANKS
    A Special Thanks to the Passenger Vessel Association for inviting us to participate and lead a roundtable discussion on “Serving the World – Language and Cultural Barriers”
    PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri
    PHOTOS
    Flickr/Cultural understanding/Frereike Van Bree
    Flickr/Foreign Language/Rudolf Ammann
    Wikipedia/Emil Krebs/Wikimedia Commons
    Flickr/Posing in front of the Cube/Michael Mulvey
    Flickr/Playmobils of the World/fdecomite
    Flickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell Brown
    Flickr/Interpretation/DaquellaManera
    Flickr/We speak your language/Slater Gordon
    Flickr/Hours and languages/David Patrick
    Flickr/Hispanic Day Parade 2010/Jose Oquendo
    Flickr/thank you note for every language/ woodley wonderworks
    Flickr/Chicago Architecture Foundation River Cruise Tour Map/Clair H
    Flickr/Perplexed Pat/Zinalorac
    Flickr/please open door slowly/Bruce Turner
    Flickr/Tiger/Keith Roper
  • “The universe is made up of stories. Not atoms.”
    Muriel Rukeyser, American Poet and Political Activist