5. Culture

1. 5. Culture Theories of International Tourism

2. 0. Objectives After completing this chapter you should be able to: • Understand the concept, elements and characteristics of culture • Identify different types and levels of culture • Explain the concept of subculture • Distinguish between national culture, nationality, country of residence, and country of birth • Learn about the importance of cultural identity in this world • Understand the concept and measurement of cultural distance Theories of International tourism

3. Introduction In an increasingly multicultural tourism context, the question of the similarities and differences in tourism behavior across cultural borders is gaining in importance. Therefore, tourism marketers and managers operating in this environment need to understand the concept of culture and the role of national culture in influencing tourist behavior. Theories of International tourism

4. 1. Definition of culture -Edward Burnett Tylor(1987) defined culture as “that complex whole which includes knowledge, beliefs, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of society” Theories of International tourism

5. Definition of culture: The concept and elements of culture Theories of International tourism

6. 2. Culture as civilization • Culture is by definition smaller than a civilization. • 2. Culture can grow and exist without residing in a formal civilization whereas a civilization will never grow and • exist without the element of culture. • 3. Culture can be tangible or intangible whereas civilization is something that is more tangible because it is what you see as a whole • 4. Culture can be transmitted through symbols in the form of language whereas an entire civilization cannot be • transmitted by mere language alone. Theories of International tourism

7. 3. Culture by region African culture has been influenced by European colonialism and Arab and Islamic culture. The American culture has been Shaped by the cultures of the people of Africa, Europe, and Asia. Asian cultural traditions were influenced by Buddhism and Taoism, and the social and philosophy of Confucianism. Hinduism and Islam influenced the culture of various parts of South Asia. Theories of International tourism

8. 4. Culture as religion Religious beliefs are integral to a culture. Religion is defined as a set of beliefs, practices, and moral claims, often codified as prayers, rituals, and religious laws, all of which are shared within groups. Theories of International tourism

9. 5. The world’s major religions The world’s major religions are classified into Christianity(33% of the world’s population), Islam(20%), Hinduism(13%), Chinese folk religion(6%), and Buddhism (5-6%). About 4% of world’s population follows indigenous tribal religions. About 12% of the world’s population is irreligious. Theories of International tourism

10. 6. Religion by region The United States is one of the most religious countries due to the nation’s diversity and multicultural makeup. Religion in Europe has a rich and diverse religious history. These various faiths have influenced European art, culture, philosophy and law. Islam, Hinduism, Buddhism, and Judaism exist in much smaller numbers. Theories of International tourism

11. 7. Types and levels of culture Theories of International tourism

12. 8. Civilization Civilization represents an advanced stage of human development characterized by a high level of art, religion, science, and social and political organizational development. A civilization is a culture. The foundations of major civilizations are the world’s major religions. Religions determine characteristics of civilizations. The major difference in civilizations are due mostly to the differences in religions associated with them. Differences in religions create conflicts between people and nations. Theories of International tourism

13. 9. Types of cultures in tourism The tourist culture refers to the country culture that tourists bring with them when visiting other countries, whether for business or for vacations. Tourism culture is distinct from everyday culture of tourists and hosts because tourists and hosts behave differently from the way in which they behave at home, without the presence of the other group. Theories of International tourism

14. 10. The purpose of culture The purpose of culture is to teach people how to live, do things, and think. Culture guides people through life. Culture tells what is correct, good, true, honest, valuable, and important. Cultural rules and norms help to achieve and maintain harmony in society. Culture binds people together. It determines the identity of the group of people. Theories of International tourism

15. 11. Characteristics of culture Theories of International tourism

16. 12. Subcultures A subculture can be distinguished based on its members’ race, nationality, tribe, religion, geographic region, ethnicity, social and economic class, age, gender, occupation, politics, and sexual orientation, or a combination of these factors. Theories of International tourism

17. 13. Culture versus Nationality One can have the nationality of a country and live somewhere else. Nationality also refers to a large group of people with the same race, origin, and language. But nationality cannot be used as a single factor to explain cultural difference among people. Theories of International tourism

18. 14. Culture versus Country of residence Country of residence refers to a country where one permanently lives. Country of residence can be but does not have to be the same as someone’s national culture. Theories of International tourism

19. 15. Culture versus County of birth Country of birth refers to a country where one was born. Country of birth can be but does not have to be the same as someone’s national culture. In conclusion, the concepts of culture, nationality, country of residence, and country of birth are different. Theories of International tourism

20. 16. Cultural identity People need to know who they really are, who they are not, where they belong, and where they are heading. Culture identity is the major factor that gives people the sense of self and belonging, provides meanings and directions, helps to reaffirm values, defines beliefs and views, and develops attitudes towards world politics, the economy, and the environment. People and nations want to distinguish themselves for their cultural differences, not commonalities. Theories of International tourism

21. 17. Cultural distance Cultural distance(CD) refers to the extent to which national cultures differ or to which a cultural gap exists among different cultural systems. CD can distort people’s perception of each other and lead to conflict. Although some cultural groups may seem to be similar (e.g. United States American/English/Canadian), they may also be culturally dissimilar due to a different variety and size of ethnic groups found in these cultures. Theories of International tourism

22. 18. The impact of cultural distance in travel Visiting culturally similar destination with low CD reduces the extent of cultural conflicts and increases the likelihood of positive experiences. Although the above is true, cultural differences, rather than similarities, can also attract tourists to destinations. Theories of International tourism

23. 19. The measurement of cultural distance • There are several measurement of the perceived CD between countries. • Cultural diversity index • Cluster analysis • Self-rating • Linguistic distance Theories of International tourism