Marketing Tourism 2

Marketing Tourism 2
Professor Jan Fazlagić
VISTULA University, Warsaw
Poznan University of Economics, Poznan
www.fazlagic.pl
j.fazlagic@vistula.edu.pl

How to compete in today’s
global economy?
There are only 3 reasons why you choose to buy a product or a
service:
1. It's the cheapest
2. It's unique
3. You're sold on marketing!!
A company can choose to:
1. Differentiate on price (Indian IT companies, Goods sold in Flea
markets)
2. Differentiate on product (Apple, Tata Nano)
3. Differentiate on marketing (Pepsi, Coke, Microsoft)

Designing a “user experience,” therefore,
represents the conscious act of:
• coordinating interactions that are controllable (choosing food
ingredients, training waiters, designing and programming
buttons)
• acknowledging interactions that are beyond our control
(uncomfortable seats in a 100-year-old theater, lack of fresh
produce in winter, low-hanging clouds that hide a sunset.)
• reducing negative interactions (providing tents as
emergency shelters at outdoor events in case of rain; making
sure restaurant seating next to the noisy kitchen door is the
last to be filled, putting in an extra intermission so folks can
stretch their legs).

• Experience design (XD) is the practice of
designing products, processes, services,
events, and environments with a focus
placed on the quality of the user
experience.

• Who are the people we are designing for? What
is the activity (or activities) they are trying to do?
• And what are the contexts in which they are
trying to operate?

Touchpoint
The point of contact, esp when products or
services come into contact with a customer

• Where you sleep is now
no longer where the
travellers sits. The level
of investment required
to develop a new seat
for the fleet is around
£1-2m. Then to roll that
out across the fleet is
around £100m.

• Following a large customer
survey, which revealed little
more than the fact that people
wanted to be able to visit a
clean toilet, they also
redesigned the Upper Class
lounge. In order to ensure that
the experience and service
level was matching the
products Virgin partnered with
London's Soho Hotel - the aim
to create a real 5 star hotel
experience.

Your task:
• Try do design your ideal hotel for people aged
18-30
• What should it look like?
• What special features should it have?
• How should it be equipped?

The cultural economy:
• It indicates that economic activities are
embedded in cultural meanings.
• Meaning is manipulated through language,
representation and discourse so that
economic practices carry particular meanings
and construct certain identities; e.g. students
are not using education, but consuming it.

The cultural economy:
• ‘Culture’ is important to doing business. For
instance, fashion, music, and film have
become significant industrial sectors.
• Culture structures the way people think, feel
and act in organisations – cultures of
production.

• Goods and services as seen as ‘cultural
goods’ in that– aestheticisation of
products. Advertising, design and
marketing are cultural intermediaries.

Cultural Differences
Prof. Jan Fazlagić
Poznan University of Economics
ue.poznan.pl
e-mail: jan.fazlagic@ue.poznan.pl

In order to pass the course ...
1. You should have a good understanding
of the English language.
2. Should attend all classes.
3. You should prepare and deliver a PPT
You should participate in the workshop
expercises in the class.
4. You are encouraged to participate
discussions in the class.

Grading criteria
• The final grade is calculated based on
the grades you have earned during the
course
• You MUST attend all classes – you may
mis two classes if you are ill.

Tasks
• A PPT presentation (in class) – every team must present their
presentation in front of the class.
• 3-5 exercises (performed in class or as a homework), including
a reportt based on the paper: CROSS-CULTURAL DIFFERENCES
IN HELPING STRANGERS, ROBERT V. LEVINE, KAREN
PHILBRICK
• Final exam (open end questions)

Video library (1)
Seven deadly sins - speech by Geert Hofstede
2011
http://www.youtube.com/watch?v=p2V8kVwIp
2U&feature=related
Cultural Issues in Arab World Business Deals,
http://www.youtube.com/watch?v=bspFbFytRi
M&feature=related

Video library (2)
Gestures across cultures
http://www.youtube.com/watch?v=pxoB6MhmbIg
Sheikha Al Mayassa: Globalizing the local, localizing the global
http://www.ted.com/talks/sheikha_al_mayassa_globalizing_the_local_localizing_the_global.html
Johanna Blakley: Lessons from fashion's free culture
http://www.ted.com/talks/lang/en/johanna_blakley_lessons_from_fashion_s_free_culture.html
Shereen El Feki: Pop culture in the Arab world
http://www.ted.com/talks/lang/en/shereen_el_feki_pop_culture_in_the_arab_world.html
Dan Ariely: Save More Money
http://www.youtube.com/watch?v=-Cw4PiCB8X8&feature=relmfu
Rise of the Creative Class
http://www.youtube.com/watch?v=MuLmw-TuAjk

"How much is 10 x 100 grams?"
1. 90% of the USA citizens responded that apart from cheese and wine, they were not
interested in French "inventions".
2. 52% of the UK citizens responded that they did not want to change their treasured British
Imperial system.
3. 80% of Indians responded that the problem was simple as the three zeros at the end of a
number could be replaced by prefix "kilo", therefore, 1000 g equaled 1 kilogram.
4. 30% of the South African in Cape Town responded that science was always a difficult
subject for them; ey customarily were buying only 1 x 100 g or 2 x 100 g of a Hungarian
salami.
5. 90% of the French citizens answered that a such test was outdated and should had been
administered during a Bonaparte time.
6. 97% Germans responded promptly: "1 kilogram".
7. However, 67% of Polish and Russians answered: "1 liter"! NB: Polish restaurants sell vodka
in grams.
Conclusions:
Re 1) With some exceptions, they are too complacent...
Re 2) Hmm, tradition...tradition...
Re 3) "See how they run". Forward, of course...
Re 4) The country will need technicians
and Indian science teachers in a short future...
Re 5) They know how to live...
Re 6) They are the best, obviously...
Re 7) They should drink less vodka!
Article Source: http://EzineArticles.com/240461

Layers of Culture (Schein, 1992) (1)

Layers of Culture (Schein, 1992) (3)

Differences in Cultures (1)
In an ideal world ...
• the policemen would be
English
• the car mechanics would be
German
• the cooks would be French
• the innkeepers would be
Swiss,
• and the lovers would be Italian

In a living hell ...
• the policemen would be
German
• the car mechanics would be
French
• the cooks would be English
• the innkeepers would be
Italian
• and the lovers would be
Swiss

• In the US, a firm, short handshake indicates self-confidence
and (heterosexual) masculinity. A limp handshake by a man
can be interpreted (usually wrongly) as a sign of
homosexuality or wimpiness. But in most parts of Africa, a
limp handshake is the correct way to do it. Furthermore, it is
common in Africa for the handshake to last several minutes,
while in the US a handshake that is even a few seconds too
long is interpreted as familiarity, warmth and possibly sexual
attraction.
• In Britain, men do not look at women on the streets. The
French do. Recently, a French public figure mentioned in a
speech that the Brits are all gay -- the evidence was their
lack of overt interest in women.

High Context vs Low Context
• A low context culture is one in which things are fully
(though concisely) spelled out. Things are made explicit,
and there is considerable dependence on what is
actually said or written.
• A high context culture is one in which the communicators
assume a great deal of commonality of knowledge and
views, so that less is spelled out explicitly and much
more is implicit or communicated in indirect ways. In a
low context culture, more responsibility is placed on the
listener to keep up their knowledge base and remain
plugged into informal networks.
• Low context cultures include Anglos, Germanics and
Scandinavians. High context cultures include Japanese,
Arabs and French.

Implications
• Interactions between high and low context peoples can
be problematic.
– Japanese can find Westerners to be offensively blunt.
Westerners can find Japanese to be secretive and bafflingly
unforthcoming with information
– French can feel that Germans insult their intelligence by
explaining the obvious, while Germans can feel that French
managers provide no direction
• Low context cultures are vulnerable to communication
breakdowns when they assume more shared
understanding than there really is. This is especially true
in an age of diversity. Low context cultures are not
known for their ability to tolerate or understand
diversity, and tend to be more insular.

Monochronic vs Polychronic
• Monochronic cultures like to do just one thing at a time.
They value a certain orderliness and sense of there
being an appropriate time and place for everything. They
do not value interruptions. Polychronic cultures like to do
multiple things at the same time.
• A manager's office in a polychronic culture typically has
an open door, a ringing phone and a meeting all going
on at the same time.
• Polychronic cultures include the French and the
Americans. The Germans tend to be monochronic.

Implications
• Interactions between types can be problematic.
German businessman cannot understand why
the person he is meeting is so interruptible by
phone calls and people stopping by. Is it meant
to insult him? When do they get down to
business?
• Similarly, the American employee of a German
company is disturbed by all the closed doors -- it
seems cold and unfriendly.

Future vs Present vs Past Orientation
• Past-oriented societies are concerned with traditional values and
ways of doing things. They tend to be conservative in management
and slow to change those things that are tied to the past.
• Past-oriented societies include China, Britain, Japan and most
spanish-speaking Latin American countries.
• Future-oriented societies have a great deal of optimism about the
future. They think they understand it and can shape it through their
actions. They view management as a matter of planning, doing and
controlling (as opposed to going with the flow, letting things happen).
The United States and, increasingly, Brazil, are examples of future-
oriented societies.

Power Distance
• The extent to which people accept differences in
power and allow this to shape many aspects of life. Is
the boss always right because he is the boss, or only
when he gets it right?
Implications
• In high power distance countries (most agrarian
countries), bypassing a superior is unsubordination. In
low power distance countries (US, northern europeans,
Israel), bypassing is not usually a big deal.
• In the US, superiors and subordinates often interact
socially as equals. An outsider watching a party of
professors and graduate students typically cannot tell
them apart.

Individualism vs Collectivism
• In individualist cultures, individual uniqueness, self-
determination is valued. A person is all the more
admirable if they are a "self-made man" or "makes up
their own mind" or show initiative or work well
independently. Collectivist cultures expect people to
identify with and work well in groups which protect them
in exchange for loyalty and compliance.
• Paradoxically, individualist cultures tend to believe that
there are universal values that should be shared by all,
while collectivist cultures tend to accept that different
groups have different values.
• Many of the asian cultures are collectivist, while anglo
cultures tend to be individualist.

Implications
• A market research firm conducted a survey of tourist
agencies around the world. The questionnaires came
back from most countries in less than a month. But the
agencies in the asian countries took months to do it.
After many telexes, it was finally done. The reason was
that, for example, American tourist agencies assigned
the work to one person, while the Filipinos delegated the
work to the entire department, which took longer. The
researchers also noticed that the telexes from the
Philippines always came from a different person.

Some Perceptions of Americans
• Europe & especially England. "Americans are stupid and unsubtle. And they are fat
and bad dressers."
• Finland. "Americans always want to say your name: 'That's a nice tie, Mikko. Hi
Mikko, how are you Mikko'
• Indian. "Americans are always in a hurry. Just watch the way they walk down the
street."
• Kenyan. "Americans are distant. They are not really close to other people -- even
other Americans."
• Turkey. "Once we were out in a rural area in the middle of nowhere and saw an
American come to a stop sign. Though he could see in both directions for miles,
and there was no traffic, he still stopped!"
• Colombia. "In the United States, they think that life is only work."
• Indonesia. "In the United States everything has to be talked about and analyzed.
Even the littlest thing has to be 'Why, why why?'."
• Ethiopia. "The American is very explicit. He wants a 'yes' or 'no'. If someone tries to
speak figuratively, the American is confused."
• Iran. "The first time my American professor told me 'I don't know, I will have to look
it up', I was shocked. I asked myself 'Why is he teaching me?'"

Here is the description of the Chinese culture.
Try to compate it with your native culture.
What are the differences and
similarities..?

Chinese culture (1)
1. Social Structure – In China the social structure is formal and
hierarchical. You know where you fit in the structure and you abide
by the rules there. There is no crossing into other areas. In
America, it is much more loose and informal. It is not uncommon to
see those of various social levels socializing and knowing each
other. There are very few lines that socially are not allowed to be
crossed. This can cause problems in business relationships if the
visiting culture is unaware of it.
2. Confrontation/Conflict – If you are planning on conducting
business in China or expecting an extended stay, it might be useful
to know that the direct way that most Americans approach issues is
not the way to go in China. Direct conflict or confrontation over
issues is highly frowned upon. Doesn’t matter that the “truth” needs
to be spoken, respect and honor to each person supersedes
that. To prove a point and show yourself in the right even over
business issues is considered shameful and should be avoided

Chinese culture (2)
2. Self – The Chinese looks more at the group collective than at
individualism. America has become known for its push of
individualism which has been a source of conflict with other cultures
that look collectively. A person from China is more prone to look at
how their acts affect the whole instead of how it affects them
personally. They are more willing to give up and sacrifice for the
greater good. America’s individualism has been its backbone and
the reason for its success as a world power, but when visiting China
it needs to be reined in.
3. Face/Reputation – Reputation of the individual is very important in
China. If an action will humiliate someone or ruin a reputation, it is
avoided. When shame occurs, the person sacrifices their job or
whatever it is that will heal the shame. In America, reputations
come and go overnight and in the end usually does not matter. The
end result is more of the focus. A person is more likely to overlook a
reputation to get the job done.

Chinese culture (3)
5. Business Relations – When doing business in China, be prepared
for much socializing. Business becomes secondary as the parties
get to know each better. If it delays a contract, that is perfectly
acceptable as long as the correct social time is allotted for. In
America, business associates are usually more aloof. There might
be some social gathering but the business is more important and the
socializing will be sacrificed to get the job done if needed. Though
there seems to be shift in America regarding this. The recognition of
networking is becoming more pronounced.
6. Morals – Chinese society places high values on the morals of their
people. Marriage is not encouraged until the late twenties. In fact,
dating is discouraged early in a young adult’s life and proprieties are
expected to be held up. The American culture is much more relaxed
and some could even argue that there needs to be more moral
emphasize.

Chinese culture (4)
7. Recognition of the Dead – One of the time honored traditions of the Chinese is the
recognition of the dead. Once a year, all members of a family visit the gravesites
of each ancestor and pay their respects. Honoring ancestors is very important in
Chinese culture. 8. Humility – Humility is a revered virtue in Chinese culture. The
success of one’s business or personal life is downplayed while in America the
successes are lauded. Most Americans in the fast business world consider humility
a sign of weakness. This can be an issue that hurts inter-cultural relations. Be very
sensitive to comments and actions in the presence of another culture.
9. Time Sensitivity – Crossing cultures for business can be frustrating when it
interferes with getting the job done. Most Americans are very time sensitive
when it comes to meetings and deadlines. If the meeting was to commence at
2:00, then all parties are to be present at that time. The Chinese do not view time
as an absolute but more as a suggestion. Concern is not expressed for a meeting
starting late or ending at a different time. The same can be applied to
deadlines. If a report is due on Friday, an American would be waiting for that
report to be received before end of business day. The Chinese would not worry if
it showed up several days later.
10. Respect – Being sensitive to another person’s needs is very important in Chinese
culture. It is expected that you will respect the other person and treat them
well. Their needs are met at each encounter.

Chinese culture (4)
7. Recognition of the Dead – One of the time honored traditions of the Chinese is the recognition of
the dead. Once a year, all members of a family visit the gravesites of each ancestor and pay their
respects. Honoring ancestors is very important in Chinese culture. This is in direct contrast to
most Americans who rarely know where the majority of their ancestors are laid to rest. This might
be due to the fact that most Americans are immigrants who either have lost the information on
grave locations or the locations are in foreign countries. China’s culture is much older and the
percentage of immigration is far less.
8. Humility – Humility is a revered virtue in Chinese culture. The success of one’s business or
personal life is downplayed while in America the successes are lauded. Most Americans in the
fast business world consider humility a sign of weakness. This can be an issue that hurts inter-
cultural relations. Be very sensitive to comments and actions in the presence of another culture.
• 9. Time Sensitivity – Crossing cultures for business can be frustrating when it interferes with
getting the job done. Most Americans are very time sensitive when it comes to meetings and
deadlines. If the meeting was to commence at 2:00, then all parties are to be present at that
time. The Chinese do not view time as an absolute but more as a suggestion. Concern is not
expressed for a meeting starting late or ending at a different time. The same can be applied to
deadlines. If a report is due on Friday, an American would be waiting for that report to be received
before end of business day. The Chinese would not worry if it showed up several days later.
• 10. Respect – Being sensitive to another person’s needs is very important in Chinese culture. It
is expected that you will respect the other person and treat them well. Their needs are met at
each encounter. This is a characteristic that unfortunately has fallen on the wayside in most
American circles.

RELIGION AND CULTURE
Culture has been defined as the system of shared beliefs, values,
customs, behaviors and artifacts that the members of society
use to cope with their world and with one another, and that
are transmitted from generation to generation through
learning
Religion has been defined as a system of beliefs based on
humanity's attempt to explain the universe and natural
phenomena, often involving one or more deities or other
supernatural forces and also requiring or binding adherents to
follow prescribed religious obligations. Two identifying
features of religions are they to some extent (a) require faith
and (b) seek to organize and influence the thoughts and
actions of their adherents.

What differentiates Europeans from
Americans ?

What differentiates Europeans from Americans (1)
Feeling of time & distances:
Perception is shaped by our environment. A 100-year old house or church is considered new by
Europeans, but old by Americans. I have even heard Americans think that 200 years was
"ancient". For a European "ancient" refers to something that is typically 2,000 to 5,000 years
old (related to the Antiquity, not antiques !).Things are reversed when it comes to distances.
Europeans would tend to think that driving 100 km is quite a long way, while for Americans
that would be rather near. This is due to the much higher density of population in Europe,
and the smaller size of Europe (believe it or not the EU is over twice smaller than the USA).
Yet, Europeans travel much more than Americans, inside or outside their own continent. This
might be because Europeans are used to go "abroad" since their childhood, European
countries being so small, and do not feel the whole experience to be so exceptional.
Supposedly Seatlle residents feel the same about going to Canada, a stone's throw away.
Cars:
Almost all Europeans have cars with manual gears, while Americans have a marked preference
for automatic ones.European cars are also very different in style than their American
counterparts. American cars tend to be more massive and squarer, because size matters in
the States. Americans have a fondness for (very) long limousines as well as pick-up trucks (in
the country). Both are virtually unseen in Europe. Europeans like rounder designs of cars.
Smaller cars are much more common in Europe, probably because Europe has a more
urbanised population and small cars are easier to park in cities (especially on pavements of
historical cities where big parking lots are rarer than in the USA).

Measure System:
All Europeans use the metric system (metres, grammes, litres, Celsius, etc.). Although
Americans do learn it at school, the vast majority of them still use the old English
Imperial system (yards, miles, pounds, Fahrenheit, etc.) for everyday life.
Date and time system:
Europeans write the date in the format "Day Month Year", whereas Americans use
"Month Day, Year". Americans usually consider that the week starts on Sunday
and ends on Saturday, while in Europe it always starts on Monday and finishes on
Sunday.
Most non-English-speaking Europeans use the 24h system, as opposed to the 12h
system used in English-speaking countries.
Public holidays:
International Workers' Day (a.k.a. Labour Day or May Day, on 1st May) is a national
holiday in (most) European countries, but not in the USA. EU countries also
celebrate Europe Day (5th or 9th May), although it is not an official holiday (yet).

Social customs:
Europeans think of "traditions" like baby showers and bachelor(ette)'s night with strip-teasers as
typically American (which they are). This is something most Europeans only see in US series
and movies. The same is true of Thanksgiving and Halloween (although this last one has
exported itself pretty successfully to Europe and East Asia from the late 1990's onwards).
American marketing strategies have also given rise to nationwide phenomena like Black
Friday and Cyber Monday, which as potent as they are in the US, hardly have any equivalent
in European countries.
Schooling:
Schools and universities are free in most European countries. Europeans see university as
granted, while American families often have to save for years for their children to attend
one. What is more, universities in most countries around the world have entry exams, while
only a few European countries do (like the UK).
North Americans have prom night at the end of the last academic year of high school (and
sometimes also middle school), while Europeans have no such tradition.
Languages:
Foreign-language learning in Europe is now compulsory in every country since primary
(elementary) school. Most Europeans learn 2 to 4 foreign languages, for obvious reasons.
Americans usually only speak English (+ their mother tongue for immigrants) because they
do not need more in their huge country.

Politics
Europeans tend to be more liberal regarding soft drugs, prostitution, alcohol, abortion, or cloning
(but interestingly not so for GM food). Americans on the contrary grant greater freedoms
when it comes to gun possession, as well as driving a car from a relatively young age (the
norm is 18 years old in Europe).
Government system:
Americans have a "Congress", while Europeans all have "Parliaments".American politcs is chiefly
curtailed to two parties, which would be center-right and right, but lack influential left-wing
or green parties. It is rare for a European country to have less than 3 main parties. It is often
4 or 5, which makes politics less bipolar (but often also more complicated to reach
agreements).
The American police (FBI) is much more "aggressive" than the police in Europe (car chases, break
into houses with guns shouting "police, don't move, hands on your head !" or such scenes
almost non-existent in Europe). Suspects in the US are detained more easily and interrogated
more harshly. Americans also go to court much more promptly than in Europe.
The legality of guns in the States also makes daily life and one's sense of safety completely
different from Europe.

Patriotism:
Americans put much more emphasis on patriotism than Europeans. Being a patriot is a way of life
in the USA. The term is rarely used in Europe.
Few Europeans would mind rational critics of their country's government, while a good deal of
Americans find them offensive or disrespectful (especially from non-Americans). Some
Americans go as far as regarding criticism of their government as a personal attack.
Europeans are only too happy to hear other people criticising their own politicians or their
country's problems.
Religion:
Americans are much more religious than Europeans. Church going is very popular in the US,
where it is seen as an indispensable way of socialising. In Europe the practise has almost
entirely disappeared and is mostly limited to the elderly, or special events like weddings or
Christmas.
God is often mentioned by American politicians, but almost never in Europe. Mixing religion and
politics is taboo in many European countries (notably France), due to the stricter separation
of state and religion. There are exceptions, such as Poland or Spain, but even these countries
do not appear very religious compared to the USA.
More extremely, a majority of Americans would find offensive for someone to openly claim not
to believe in god, whereas the opposite is often true in Europe.

Political correctness
Due to their great ethnic and religious diversity, Americans have developed a more acute sense
of political correctness, in an attempt to attenuate frictions between the various groups.
Europeans still associate very much with their place of birth with their ethnicity, language
and culture. In fact, until recently, adjectives for language, ethnic group and nationality
would often match (with notable exceptions, like Belgium and Switzerland). In the US
(almost) everybody has the same nationality and language, and it is ethnicities and religions
that differentiate people first, hence the greater importance for respect toward other
ethnicities and religions in the USA.
In Europe the emphasis of respect is put on cultures and languages. Making aggressive jokes
about a particular linguistic or cultural group (e.g. calling the French "cheese-eating monkies)
because of the importance of cheese in French culture), for instance, is the equivalent of
attacking a particular ethnic or religious group in the US. It's a big no-no. However, making
fun of religions is usually quite acceptable in Europe.
Food
Europeans all have a lot of traditional dishes from their region or city. Specialities tend to be very
local, so that some pastries can be seen in one town, but not 100 km away.
Europeans eat more varied and balanced meals (especially in southern cultures) and less fast
food than Americans (except maybe the Brits). Europeans eat more cheese (not just the
French !), more yoghurts, and on average drink more wine and stronger beers than
Americans.
Americans consume sweeter food and much more soft drinks than Europeans. US alcohol laws
are much tougher than anywhere in Europe.

Sports:
It is interesting how the popularity of sports can be so different between Europe and North
America. The most popular sports in ALL Europe is football (soccer), probably followed by
tennis, cycling, and Formula 1 (as well as other motor races). In the US, soccer and F1 are far
away in the popularity ranking. It is baseball, basketball, ice hockey and American football that
attract the crowds and make money. And as much as European sports lack popularity in the US,
the reverse is true (except for basketball).
Advertising:
Advertising practices vary greatly between Europe and North America (especially the USA). While it
is common to see people wearing inflatable costumes to promote products on American
streets, it is very rare or never observed in most European countries. Likewise, Americans like
to place giant billboards along highways/mottorways, this practice is absent (usually illegal
because too distracting) in most of Europe, where the only signs are public awareness
campaigns for safer driving.
Naming practices:
Americans are possibly the only people in the world who have taken the habit to use surnames as
given names, and this trend is getting increasingly popular. These are names like Jackson,
Cooper, Harrison, Mason, Jenson, Austin, Sheldon, Tyler, Riley, Dylan, Bradley, Roy... They are
mostly boy names, but girls aren't immune either. Taylor, Cameron, Mckenzie, Addison and
Maddison are just a few examples. This practice was originally used mostly for middle names
(as in John Fitzgerald Kennedy, or William Jefferson Clinton), but has become widely used for
first names since the second half of the 20th century.

Dating & Marriage:
While marriage is increasingly seen as a completely optional "folkloric tradition" in
Europe, it is still quite important in the USA (probably because religion is also
more important there). Statistically Americans marry much more than Europeans,
but also divorce more. Gay marriage, now legal in several EU countries and hardly
an issue for debate in Europe (because of the little importance of marriage in
Europe nowadays), is still vehemently opposed by a big part of the US population.
Wedding ceremonies are also much more important and formal in the USA. In most of
Europe it is limited to an informal family gathering (usually at the bride or groom's
parental home). Marriage traditions do vary considerably between European
countries, and even more between families. But in average it is certainly less
important than in the States (or in Asian countries for that matter).
Furthermore, there are some strong nationwide American traditions regarding
wedding ceremonies, like bringing "something old, something new, something
borrowed, and something blue". There is obviously no equivalent thing at a
European level, and most often not even at a national or regional level.

Problems Caused by
Cultural
Differences

Video library (1)
Seven deadly sins - speech by Geert Hofstede 2011
http://www.youtube.com/watch?v=p2V8kVwIp2U&feature=related
Cultural Issues in Arab World Business Deals,
http://www.youtube.com/watch?v=bspFbFytRiM&feature=related
East & West Difference
http://www.youtube.com/watch?v=vI5OoXIdW_0&feature=related
http://www.youtube.com/watch?v=S1Ckb9sdLTk&feature=related

Video library (2)
Gestures across cultures
http://www.youtube.com/watch?v=pxoB6MhmbIg
Sheikha Al Mayassa: Globalizing the local, localizing the global
http://www.ted.com/talks/sheikha_al_mayassa_globalizing_the_lo
cal_localizing_the_global.html
Johanna Blakley: Lessons from fashion's free culture
http://www.ted.com/talks/lang/en/johanna_blakley_lessons_from_f
ashion_s_free_culture.html

Marketing Tourism 2

Recommended

Recommended

More Related Content

Similar to Marketing Tourism 2

Similar to Marketing Tourism 2 (20)

More from DP4G

More from DP4G (18)

Recently uploaded

Recently uploaded (20)

Marketing Tourism 2