IMPACT OF CROSS CULTURAL COMMUNICATION

AND TOURISM ON CULTURE IN INDIA

BENHUR ASIR

MANAGEMENT COMMUNICATION

MBA SEM II

MR.ABHISHEK E. LAKRA
Culture is a way of thinking, seeing, hearing and interpreting the world and cross cultural

communication can be defined by the study of communication across cultures and why

understanding, respect and tolerance for cultures other than your own is important and should

be incorporated in education.

In an era of globalization cross cultural communication can’t be avoided and neglected, it has

its uses in various places in the international markets and businesses. Cross- cultural

communication in tourism is one of the most basic forms of communication between tourists

from a different culture and the locals, it’s a story almost as old as time since when the first

humans decided to visit another place inhabited by humans but with a different culture.

Communicating and making mistakes and pushing your luck can lead to problems in a

foreign country even in today’s day and age with crime rates on the rise, knowing and

respecting the other person’s culture and working strategically might help .

India’s high (Hofstede’s) Power Distance Index of 77 which makes India a place where

people put their trust in power compared to the power distance of countries like Malaysia

(100), Russia(90) Bangladesh(80) and Sri Lanka(80) and France(68) India leans in and

groups right into the common mind-set of rules and societal norms and doesn’t create a lot of

conflict as they figure it out by connecting the dots, the Individuality, Masculinity,

Uncertainty Avoidance, Long-Term Orientation and Indulgence of the countries mentioned

above are similar without substantial difference. Whereas tourists from other countries with

lower Power Distance Index like United States (40), United Kingdom (35), Germany (35),

Australia (36), Canada (39) are prone to difficulties in cross-cultural communication, also due

to a high contrast in other Dimension Scores, for Example countries like Australia who have a

higher Scores of Individualism (90) and Indulgence (71) as compared to India are bound to

break societal norms as India’s ideas of individualism and indulgence are religious as

compared to the alternative lifestyle of the west.

Tourists Coming from Other Countries Constitute of 34.2% of all the Foreign Tourist Arrivals

(FTA) which makes it larger than the Biggest country on the list ; Bangladesh (21.49%),

which mean the biggest chunk of portion of tourists come from a global mix of 34,32,729

Tourists which implies there is a massive need for Tourism in India to focus on Educating and

Training Businesses specifically for Cross Cultural Communication, although India has

already got a knack for it, there are still problems which can occur with a non-beneficiary

elements of the local community, there are still a lot of unfortunate events like rapes and

molestations that happen regularly and despite blatant media attention the problem still stands

strong, indicating a clash of ideologies of the western culture and Indian culture about

Women and the way they dress. The more seemingly conservative Indian society can be

pretty harsh to diverse values and cultures.

"Young girls going to pubs in short dresses does not fit in our culture. What will happen to

our Goan culture if we allow this? The scantily dressed girls visiting pubs project wrong

culture and this should be stopped"

-Dhavalikar (MGP, ally of BJP; Right Wing)

In 2014 there was a controversy created over the proposed bikini ban on the beaches of Goa

because the Indian conservative parties were pushing for it, which would definitely affect the

tourism due to the fact that most of the tourists visited Goa for Sunbathing and Enjoying the

beaches, it is not uncommon to find similar forms of protest all around India over the

influence of western culture, the bikini was never banned but there is still contempt expressed

when the intolerant elements of India may affect the experiences of tourists who come from a

country of dissimilar Dimension Scores.

Another instance was in October 2015 an Australian Man, Matthew Gordon (21) with his

Girlfriend; Emily Kasyanov (20) after being harassed by a group of people at a restaurant
over sporting a tattoo of the Hindu Goddess ‘Yelamma’ on his Leg, the police later Detained

him for hurting religious sentiments after a written apology and a lecture on Hinduism they

were allowed to leave, this incident was caught on tape and the video went viral

Some other examples of cross cultural impact of tourism in India are Russian and Israeli

Tourists, apart from the usual influx of tourists from around the world India has especially

seen a hike in the past decade or so in the number of Russian and Israeli Tourists which has

forced local businesses to modify their billboards to accommodate the names in Russian.

Other tourism places In India also are adapting cross cultural communication with their

foreign tourists. From a signboard to Menus in restaurants, cross cultural communication is

Key to increase foreign tourists and retain them.

Multicultural hotspots can develop a number of miscommunication issues. People with

different meaning, values, assumption and discourse are bound to miscommunicate despite

speaking the same language.

Tools like Hofstede’s and Trompenaar’s Dimensions help us understand the cultural

dimensions from a standard perspective which allows us to communicate cross culturally

with ease and efficiently. A basic understanding of intercultural communication and

dimensions can help tourism and other businesses boom and make them more efficient at

delivering their services

Culture is a form of shared understanding and sensemaking and shapes the beliefs,

expectation and behaviours of members of the cultural group- (Schein 1993), this implies a

deeper approach than just exchange of facts.it can be hard to build trust and manage

intercultural virtual groups (Cristina B. Gibson and Jennifer A. Manuel 2003). It doesn’t

discourage them but rather work towards bringing out the best in the cross cultural virtual

group.
Studies have proven that in the case of Chinese tourists who visit the UK who often depend a

lot on their guide had ranked ‘Ability to show respect for different cultures’ and ‘Awareness

of cultural differences between China and Britain’ 3 rd and 5th Respectively in a list of other

desirable attributes for the guides, who served as the main link of communication between

the Chinese tourists in England. (Rong Huang, Wenjun Wang 2007), this implies international

tourists may have expectations of intercultural differences and it would be an excellent

addition to the value of service to its tourists.

The US has also seen a lot of intercultural communication in businesses in cultural hotspots

like New York, in marketing food and tourism. I’ve seen Ethnic African and Arab

Establishments marketing their cuisine to 2nd or 3rd generation immigrants.

Unofficial minor Tour Guides at the Taj Mahal who can speak in multiple languages for a

variety of tourists despite having little to no schooling and no proper means of learning other

than experience on job, this is an excellent example of how India has adapted somehow the

selling aspect of cross-cultural communication in the Tourism Industry.

Goa is unquestionably the best vacationer place for India. "The pearl of the east," Goa is

known for its Gothic holy places, disintegrating fortresses, palm-bordered shorelines, coconut

forests, ship rides, bubbly waters with its 131-km-long coastline, Goa is a vital area in each

traveller’s agenda. Sun, sand and ocean being the significant attractions, Goa trip is an ideal

paradise for the ones who need and need unwinding. Goa Shoreline Resorts dependably add

to the good times. Christian Journey visits to Goa are very famous. Other than journeys Goa

is well known for special nights also. Goa, Wedding trip Bundles are incredibly mainstream

with Indians.

The number of Russian tourists in Goa in 2016 was over the double of number that visited in

2012-2015 according to the statistics (http://goatourism.gov.in/statistics/247) which means on

an average 1,50,000 Russians come to the sunny beaches of goa to escape the monotonous

cold in Russia, this has led to an increase in intercultural communication between tourists and

immigrants with the locals in Goa. This also means there is an increase in the collective

consciousness of intercultural differences between locals and foreigners. There also has been

an increase of the number of Russian owned businesses like restaurants and hotels, the

Russians have also imposed their culture in the Taxi Drivers in Goa by starting their own Taxi

Service which the local Drivers opposed, this happened because Russia Scores 81 on ‘Long

Term Orientation’ which means it’s safe to presume they like to budget their expenditure

which didn’t work very well with the rising and constantly wavering fares of the local taxi

business ethos. The local taxi drivers revolted and clashed with the Russians because the

monopoly of scamming foreign tourists was out of their control, hence they blamed the non-

existent Russian mafia and accused the drivers of working illegally under a tourist visa.

Manali, a hill station its cool atmosphere provides an ideal sanctuary for people tired of the

sweltering Indian summers. Other than offering many spots for touring, Manali is likewise

well known for experience sports like skiing, climbing, mountaineering, paragliding, boating,

trekking, kayaking, and mountain biking. To sum things up, Manali-the veritable "valley of

the Divine beings"- is a perfect spot for the ones looking for both experience and solitude.

The Kulluis in brilliantly designed puttoos, Tibetan ladies wearing lower leg length rainbow-

striped pinafores, Nepali doormen, Buddhist priests, and even the odd party of Zanskaris,

swathed in fusty woolen gonchas, jumbled together with keepsake chasing Indian and

Western voyagers all mean the inviting uproar of Manali.

In the middle of the northern state of Himachal Pradesh, Manali is the head of the Kullu

valley, 280 km north of the state capital Shimla and 108 km from Mandi. Manali is roosted at

a height of 2050 meters above ocean level and is spread along the banks of the waterway

Beas. In winters, the temperature can dip under the point of solidification when
overwhelming woolens are required. Summer temperatures are gentle and light

woolens/cottons are prescribed. In Manali, one can discover high mountains covered by quiet

snows and profound rock strewn gorges. There are thick woods, loaded up with cool winds

and bird melodies. There are fields of wild blooms, little beautiful villas and natural product

loaded plantations, particularly apples.

Manali has a legend behind its name. Vaivasvata, the seventh manifestation of Manu, the

main creation as indicated by Hindu folklore, found a modest fish in his washing water. The

fish instructed him to take care of it, for one day it would do him an incredible

administration. The seventh Manu thought about the fish until it got so big that he released it

into the ocean. Before leaving, the fish warned Manu of an approaching storm when the

whole world would be submerged and bade him to make a safe ark. At the point when the

flood came, Matsya (fish), the main symbol of Master Vishnu, towed Vaivasvata and the

Seven Sages to safety. As the waters died down, the seventh Manu's ark stopped on a slope

and the spot was named Manali after him. This story is similar to the story of Noah’s ark.

Manali, Kasol (Commonly known as the Amsterdam of India), Vasisth and other scenic hill

station towns have become like a second home to many Israelis who come to India to escape

the usual cities and desert and get closer to nature and spirituality, lots of businesses have

popped up with Hebrew signboards . loads of Israeli youngster come after serving their

mandatory years in the Israeli army, the locals also have adapted by including Pita bread and

Hummus in their diets, even the tailors stitch Israeli fabrics for raves, this change happened

over decades resulting in places like Kasol being called mini Israel, these places also have

adopted and its common to find resemblance to the streets and music and sounds of Tel Aviv.

There have been some disputes among the locals and other Indian tourists, and since Indian

tourists don’t bring as much business as the Israelis, the locals prefer to serve Israeli

customers more. Other Indian Tourists from other states like Punjab and Haryana have been
known to cause trouble with Israeli tourists who are mostly women, this happens due to the

cultural differences the troublemakers perceive as inviting, these kind of situations occur due

to improper education about cross cultural communication, something which the locals have

adapted to pretty smoothly.

India is a country with a very low Uncertainty Avoidance value, which is a blessing and a

curse, tolerating chaos and at the opposite end virtually anything is possible. This makes it

such a wonderful place for Russians, Israelis and other Predominantly European counterparts

to make a lasting impression on India.

India has always been very hospitable ,adopting traditions and rituals from other cultures very

frequently, a very big example was the 101 years of the East India Trading Company and an

additional 89 years of the British Crown Rule which left lasting traditions such as Tea

Drinking and Cricket, these traditions were mainly followed by the British and the Indians

adopted and created their own ‘Cultural Variant’, interestingly the tea drinking habits of the

British nationals was not native to Britain, it was an Asian Tradition to drink lightly

caffeinated green tea which then was adopted by the British and very soon became a staple

for British Culture, this suggests the brushing off kind of effect prolonged effect of cross

cultural communication between aliens and locals. Other examples include the impact of

colonisation of the Portuguese settlements in Goa during the British rule, and some present

colonies still exist in places like Pondicherry and Kodaikanal.

Today, Pondicherry still has a network of French individuals living in the city and French is

additionally an official language. There are 6,500 French individuals enlisted in South India,

and of these around 5,500 are in Pondicherry. The French Indians are the wealthiest gathering

in Pondicherry (beside those running the Aurobindo Ashram), inferring quite a bit of their

salary from benefits (somewhere in the range of 20 percent are retirees), Social Security,
welfare, and different projects of the French government. They are likewise qualified for

immigrate to France, albeit few do as such and the French government does not support the

training.

French organization in India is available in different areas, for example, vitality, IT, vehicles,

conventional assembling enterprises like St Gobain, and building. They additionally have

exporters of fish and other fish, materials, calfskin and extravagance products. L’Oreal has

nearness in India, and Louis Vuitton has taken a place in Pondicherry.

The French people group in India is a solidified gathering, united by various distinctive

associations that plan to advance French culture in India. The French Club of Bombay is an

association that joins French speakers living in the city. The club meets at various areas in

different parts of Mumbai so gatherings are strategically placed and have a decent attendance.

In an extending hand India is also planning to host a road show in china to attract more

tourists from the 144 million outbound tourists, which is an example of redesign the Indian

culture of Political Road shows to attract and open up more potential tourists to the idea of

travel to India.

another common way to communicate is through activity, on 8th of June, 2018 India Tourism

did just that by arranging a group of yogis to meet at Britain’s Stonehenge, a world famous

heritage site to promote yoga day (June 21), this was an attempt to promote tourism an

activity from the Indian culture by identifying with India as a familiar place by finding

common ground.

NEW DELHI: The government's stand is that people have a right to make their own choices,

be it in terms of speech or their food”

"It is a democracy, it is the people who make choices, that is freedom,"

 -Union Minister Alphons Kannanthanam

On September 9 2018, the minister of state for tourism defended the people who eat beef in

the state of Kerala and all over India from the ruling Right Wing Conservative Party which

was promoting tolerant behaviour from the government for the sake of the right to eat what

people want to eat which also make India tolerable to tourists who visit from European

countries where beef is a staple food, whereas in India the Cow is considered a holy animal.

Much of India’s Dimension Scores are heavily the way they are because India is a religious

country and depend on Religion and Traditional Caste System for a lot of their Hierarchal

Issues which is unexplored territory for western tourists, which in turn play an important role

in the Hofstede’s Dimensions, other concepts Indians run by are the Concept of Fatalism or

Karma , that everything happens in life for a reason and what goes around comes around, and

everything happens for a reason it also crosses over and influences time which may lengthen

business deal which are tolerated in the Indian culture and not rushed in such cases as they

are considered fate or “Karma” . At the opposite end of the religious individualistic Structure

is the collective structure of hierarchies which make up most of India’s households with lots

of people sleeping under one roof and the lack of personal space. This collective attribute of

society comes from the friends, family and even the workplace seldom allowing any

individual growth beyond religious duties. This strong sense of collectivism can also incite

aggression towards vulnerable foreign tourists, especially unaccompanied females who have

stepped out of a low Power-Distance Country.

India has a long way to go in understanding the dimensions and communicating through

different cultures to improve our tourism industry, more tolerance and globalization are key

for this change, with improving technology it would be easy to develop techniques and

schemes to spread information for better, more receptive communication with the
international tourists who are the main consumers of the businesses. Generally resistant to

change and a big advocate for makeshift solutions India on the other hand is doing great

adopting various cultures both historical and by tourists, the tourism culture surrounding the

more lasting tourist destinations like manali ,goa and kodaikanal have a pretty visible cross

cultural effect in these areas. With people getting more aware of natural destinations around

the world, and with the increase in globalization, more and more people will travel to places

with different cultures and a basic understanding and knowledge of a culture can help a lot in

communication and in the right channel it can be used in businesses quite efficiently, so

efficiently in India it created a Jewish settlement in Kasol and a Russian Community and

Owned Businesses in Morjim, Goa. The conclusion is that India deals with cultures similar to

their own with lesser conflict and more understanding, and more awareness should be

dissipated in advance to welcome foreign tourists in tourist hotspots with reasonable

understanding during communication with language, behaviour, assumptions, implications,

liberties and restrictions with respect to each other’s cultures.

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