Power Distance, this refers to the degree of inequality that exists and is accepted among people with and without power. In the service context, a visitor from a high power distance culture would expect a higher level of deference. However, the visitor may also enjoy the novelty of a much more informal host culture and the friendly extroversion of the service provider.
Individualism, this refers to the strength of the ties people have to others within the community. Higher levels of individualism have led to higher number of free independent travellers and decrease in the number of people participating in group tours.
Masculinity, this refers to how much a society sticks with, and values, traditional male and female roles.
Uncertainty Avoidance index, this relates to the degree of anxiety society members feel when in uncertain or unknown situations.
Long Term Orientation, this refers to how much a society values longstanding traditins and values. Studies of culture and cultural dimensions can contribute to highly effective marketing campaigns based on an understanding of the host culture and the visiting tourist culture.
The key aspects of dealing with cultural differences are
-Value customers and colleagues from different cutural groups and treat them with respect and sensitivity.
-Take into consideration cultural differences in all verbal and non-verbal commuication.
-Make attempts to overcome language barriers by communicating through the use of gestures, sign language, or simple words in English or the other person’s language.
-Test assumptions by asking questions.
-Obtain assistance from colleagues, reference books or outside organisations when required.