SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS<br />    @audioconexus<br />
We break down language and cultural barriers <br />because your stories are worth telling<br />
The most prolific language <br />speaker on record was <br />recorded as Emil Krebs <br />(1867–1930), a German who <br />...
hired<br />The most prolific language <br />speaker on record was <br />recorded as Emil Krebs <br />(1867–1930), a German...
Millions of international travelers arrive in the United States every month looking for things to see and do.<br />
Millions of international travelers arrive in the United States every month looking for things to do and see.<br />With ma...
LANGUAGES<br />“A traveler’s “whole trip will be changed” when his or her scope of <br />communication expands beyond “the...
Announced that 2010 saw:<br />59.8 million<br />international travelers<br />spending $134.4 billion, +10% over the same p...
Japan +16%<br />Italy +11%<br />China +55%<br />South Korea +49%<br />France +11%<br />Germany +2%<br />Brazil +34%<br />M...
International Visitors to the U.S. and Projections<br />Arrivals in Millions<br />U.S. Department of Commerce, ITA, Office...
The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market<br />
The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market <br />16% of the U.S. populat...
The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market<br />16% of the U.S. populati...
LESSON 101<br />People who speak English as a second language may not  clearly understand what you are saying (and)<br />
Let’s face it...<br />This is never going to happen<br />Harbor Tours<br />
Or this:<br />Bob studies the Spanish Language Script for the 2 hour tour<br />
ARE WE ANGLOCENTRIC?<br />"If you understand English, press 1. If you do not understand English, press 2."<br />
ARE WE ANGLCENTRIC?<br />"If you understand English, press 1. If you do not understand English, press 2."<br />Hacker<br />
COMPLEXITY OF LANGUAGE<br />
COMPLEXITY OF LANGUAGE<br />“You are invited to take advantage of the chambermaid.” <br />A sign in a Japanese hotel.<br />
COMPLEXITY OF LANGUAGE<br />“You are invited to take advantage of the chambermaid.” <br />A sign in a Japanese hotel.<br /...
Harness the power of storytelling<br />to drive strategic growth.<br />We<br />
Harness the power of storytelling<br />to drive strategic growth.<br />We<br />BUT REMEMBER<br />
Cultural Sensitivity<br />Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from dia...
So what is multilingual <br />                   tour entertainment?<br />
YOU<br />YOUR <br />MARKET<br />
YOU<br />YOUR <br />MARKET<br />YOUR COMPETITION<br />
YOU<br />}<br />{<br />BREAKING DOWN language barriers<br />
YOU<br />YOUR COMPETITION<br />
DIFFERENTIATE<br />YOU<br />
BECAUSE<br />
we are hard-wired to notice difference<br />rather than sameness<br />
so<br />YOU<br />
so<br />YOU<br />
Storytelling is the essence <br />of the human experience<br />
Storytelling is the essence <br />of the human experience<br />
“When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization...
Receptive <br />Operators<br />Themed<br />Tours<br />YOU<br />
RECAP<br />Culture Matters<br />So Does Cultural Sensitivity<br />Tourism Growth<br />Tap into Foreign Language Markets<br...
THANKS!<br />AudioConexus Inc. <br />www.audioconexus.com<br />    @audioconexus<br />
CREDITS<br />WEBSITES<br />FLICKR.COM<br />WIKIMEDIA.COM<br />ISTOCKPHOTO.COM<br />VIDEO<br />YouTube/Language Barrier/Ber...
“The universe is made up of stories. Not atoms.”<br />Muriel Rukeyser, American Poet and Political Activist<br />
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.

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Removing Language and Cultural Barriers in Tourism

  1. 1. SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS<br /> @audioconexus<br />
  2. 2. We break down language and cultural barriers <br />because your stories are worth telling<br />
  3. 3. The most prolific language <br />speaker on record was <br />recorded as Emil Krebs <br />(1867–1930), a German who <br />mastered 68 languages and <br />studied a further 120.<br />
  4. 4. hired<br />The most prolific language <br />speaker on record was <br />recorded as Emil Krebs <br />(1867–1930), a German who <br />mastered 68 languages and <br />studied a further 120.<br />We all wish we could hire emilkrebs<br />“But it ain’tgonna happen”<br />
  5. 5. Millions of international travelers arrive in the United States every month looking for things to see and do.<br />
  6. 6. Millions of international travelers arrive in the United States every month looking for things to do and see.<br />With many travelers speaking little or no English at all<br />
  7. 7. LANGUAGES<br />“A traveler’s “whole trip will be changed” when his or her scope of <br />communication expands beyond “the taxi driver and the guest <br />house owner,” with or without a linguistic leg up from a device.”<br />Lonely Planet U.S. Travel Editor Robert Reid<br />
  8. 8. Announced that 2010 saw:<br />59.8 million<br />international travelers<br />spending $134.4 billion, +10% over the same period in 2009<br />
  9. 9. Japan +16%<br />Italy +11%<br />China +55%<br />South Korea +49%<br />France +11%<br />Germany +2%<br />Brazil +34%<br />Mexico +2%<br />SNAPSHOT: International visitation growth from key foreign language markets in 2010<br />
  10. 10. International Visitors to the U.S. and Projections<br />Arrivals in Millions<br />U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de<br />Turismo (Mexico); Statistics Canada. Forecast: October 2010.<br />
  11. 11. The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market<br />
  12. 12. The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market <br />16% of the U.S. population today (nearly 50 million)<br />
  13. 13. The biggest demographic trend of the 21st century <br />is the growth of the Hispanic Market<br />16% of the U.S. population today (nearly 50 million)<br />64% of Hispanics more likely to purchase if advertised in Spanish<br />78% of Hispanics want to be marketed to as Hispanics<br />
  14. 14. LESSON 101<br />People who speak English as a second language may not clearly understand what you are saying (and)<br />
  15. 15. Let’s face it...<br />This is never going to happen<br />Harbor Tours<br />
  16. 16. Or this:<br />Bob studies the Spanish Language Script for the 2 hour tour<br />
  17. 17. ARE WE ANGLOCENTRIC?<br />"If you understand English, press 1. If you do not understand English, press 2."<br />
  18. 18. ARE WE ANGLCENTRIC?<br />"If you understand English, press 1. If you do not understand English, press 2."<br />Hacker<br />
  19. 19. COMPLEXITY OF LANGUAGE<br />
  20. 20. COMPLEXITY OF LANGUAGE<br />It’s about what you say and “how you say it”<br />
  21. 21. COMPLEXITY OF LANGUAGE<br />“You are invited to take advantage of the chambermaid.” <br />A sign in a Japanese hotel.<br />
  22. 22. COMPLEXITY OF LANGUAGE<br />“You are invited to take advantage of the chambermaid.” <br />A sign in a Japanese hotel.<br />So what are the options?<br />
  23. 23. Harness the power of storytelling<br />to drive strategic growth.<br />We<br />
  24. 24. Harness the power of storytelling<br />to drive strategic growth.<br />We<br />BUT REMEMBER<br />
  25. 25. Cultural Sensitivity<br />Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."<br />
  26. 26. So what is multilingual <br /> tour entertainment?<br />
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31. YOU<br />YOUR <br />MARKET<br />
  32. 32. YOU<br />YOUR <br />MARKET<br />YOUR COMPETITION<br />
  33. 33. YOU<br />}<br />{<br />BREAKING DOWN language barriers<br />
  34. 34. YOU<br />YOUR COMPETITION<br />
  35. 35. DIFFERENTIATE<br />YOU<br />
  36. 36. BECAUSE<br />
  37. 37. we are hard-wired to notice difference<br />rather than sameness<br />
  38. 38. so<br />YOU<br />
  39. 39. so<br />YOU<br />
  40. 40. Storytelling is the essence <br />of the human experience<br />
  41. 41. Storytelling is the essence <br />of the human experience<br />
  42. 42. “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.”<br />Park, Ji-Young, HanaTour Service Inc.<br />
  43. 43. Receptive <br />Operators<br />Themed<br />Tours<br />YOU<br />
  44. 44. RECAP<br />Culture Matters<br />So Does Cultural Sensitivity<br />Tourism Growth<br />Tap into Foreign Language Markets<br />Differentiate<br />Stand Out From the Crowd<br />Break Down Language Barriers =<br />+ Market Share and Revenue<br />
  45. 45.
  46. 46. THANKS!<br />AudioConexus Inc. <br />www.audioconexus.com<br /> @audioconexus<br />
  47. 47. CREDITS<br />WEBSITES<br />FLICKR.COM<br />WIKIMEDIA.COM<br />ISTOCKPHOTO.COM<br />VIDEO<br />YouTube/Language Barrier/Berlitz<br />QUOTES<br />Slide 7 - Quote from Lonely Planet U.S. Travel Editor Robert Reid<br />Slide 35 – Fritz Perls, Psychiatrist and Psychotherapist<br />THANKS<br />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”<br />PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri<br />PHOTOS<br />Flickr/Cultural understanding/Frereike Van Bree<br />Flickr/Foreign Language/Rudolf Ammann<br />Wikipedia/Emil Krebs/Wikimedia Commons<br />Flickr/Posing in front of the Cube/Michael Mulvey<br />Flickr/Playmobils of the World/fdecomite<br />Flickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell Brown<br />Flickr/Interpretation/DaquellaManera<br />Flickr/We speak your language/Slater Gordon<br />Flickr/Hours and languages/David Patrick<br />Flickr/Hispanic Day Parade 2010/Jose Oquendo<br />Flickr/thank you note for every language/ woodley wonderworks<br />Flickr/Chicago Architecture Foundation River Cruise Tour Map/Clair H<br />Flickr/Perplexed Pat/Zinalorac<br />Flickr/please open door slowly/Bruce Turner<br />Flickr/Tiger/Keith Roper<br />
  48. 48. “The universe is made up of stories. Not atoms.”<br />Muriel Rukeyser, American Poet and Political Activist<br />

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