Uman National University | today: 06/19/2025
| Author(s) |
Tymchuk S.V., Candidate of Economics, , Uman National University of Horticulture, Ukraine Суліма Л. В., , , |
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| Category | Economics | ||
| year | 2025 | issue | Випуск 106 Частина 2 |
| pages | 375-384 | index UDK | 338.48:331.108.2:316.77 | DOI | 10.32782/2415-8240-2025-106-2-375-384 (Link) |
| Abstract | This study explores the role of cross-cultural communication as a crucial factor in effective human resource management within the context of international tourism. The tourism industry is inherently multicultural, requiring constant interaction between employees and clients from diverse cultural backgrounds. The research highlights that the ability of staff to adapt their communication strategies in accordance with cultural norms and expectations directly influences service quality, customer satisfaction, and the overall competitiveness of tourism enterprises on the global market. The findings confirm that cross-cultural communication enhances workplace cohesion, reduces misunderstandings, and minimizes conflicts arising from different communication styles, concepts of professionalism, and etiquette. By fostering an environment of mutual respect and understanding, companies can improve employee loyalty, motivation, and team performance, especially within multinational teams. Moreover, a culturally sensitive approach contributes to the formation of a shared corporate culture rooted in inclusivity and common goals. The research also identifies major cultural barriers, such as language differences, varying norms of behavior, perceptions of time, and service expectations. Language remains a central challenge-even among employees proficient in foreign languages-due to pronunciation, accent, or specific terminology. Additionally, cultural differences in etiquette, non-verbal behavior, and communication styles may lead to discomfort or misinterpretation during client interactions. The study emphasizes the importance of developing cross-cultural competence through targeted strategies, including cross-cultural training, simulations, and the use of tools such as the Bennett scale (DMIS) to assess intercultural sensitivity. Integrating these approaches into staff training and educational programs for future tourism professionals significantly boosts intercultural preparedness. Furthermore, cross-cultural communication shapes the organizational identity of international tourism companies, promoting openness, respect, and adaptability. Employees with high levels of cultural intelligence not only improve internal communication but also elevate the professional image of the company in international ratings and reviews. In conclusion, cross-cultural communication is a key driver of successful human resource management and high-quality service in international tourism. Its development is critical for addressing the challenges of globalization, enhancing team performance, and meeting the diverse needs of international clients. | ||
| Key words | cross-cultural communication, human resource management, international tourism, intercultural interaction, cross-cultural competence | ||