English for Tourism

Module 1: Basic English for Tourism

Session 7: Cultural Awareness and Communication

Learning about cultural awareness and communication is really important for tourism professionals. It
helps us understand and appreciate different cultures, making our interactions more meaningful. Good
communication allows us to connect with people from diverse backgrounds, even if we don't speak the
same language. By embracing cultural awareness and effective communication, we create a welcoming
environment for travelers and promote unity and respect. Let's embark on this journey of learning and
make a positive impact in the world of tourism.

1. Cultural Differences and Customs

Understanding and respecting cultural differences and customs is crucial for providing excellent service
to visitors from diverse cultural backgrounds. Here are some key aspects of cultural differences and
customs in the tourism industry:
a. Communication Styles: Different cultures have distinct communication styles, including verbal and
non-verbal cues. It's essential to be aware of these differences and adapt communication
accordingly. For example, some cultures may value direct communication, while others may prefer
indirect or more formal language. Pay attention to body language, tone of voice, and gestures to
ensure effective cross-cultural communication.
b. Greetings and Etiquette: Handshakes, bows, kisses on the cheek, or a simple nod may be
customary. It's important to learn and follow the appropriate greeting customs in different cultural
contexts to show respect and build positive rapport with visitors.
c. Personal Space and Touch: Some cultures value more personal space, while others are comfortable
with close physical proximity. Understanding and respecting these norms can help avoid
misunderstandings or discomfort for tourists. Similarly, being mindful of touch and physical contact
is essential, as some cultures may have stricter boundaries regarding touching or displays of
affection.
d. Dress Code: It's important to be aware of cultural norms and dress appropriately when interacting
with visitors. In some cultures, conservative attire is expected, while in others, more casual or
formal clothing is appropriate. Adhering to these expectations demonstrates cultural sensitivity and
helps create a positive impression.
e. Dining Customs: Table manners, eating utensils, meal times, and the sharing of food can vary
greatly. Understanding these customs is essential, especially when serving international guests or
working in food and beverage establishments. Being knowledgeable about dietary restrictions or
preferences, such as religious or cultural dietary practices, is also important.
f. Religious and Cultural Practices: Religion and cultural practices significantly influence tourism
experiences. Visitors may have specific requirements related to religious customs, dietary
restrictions, or observances. Being aware of these practices and making necessary accommodations
can enhance the experience for tourists and show respect for their beliefs and traditions.
g. Sensitivity to Cultural Taboos: Cultural taboos, such as topics or behaviors that are considered
disrespectful or offensive, vary among cultures. It's important to be knowledgeable about cultural
taboos and avoid engaging in activities or discussions that may be perceived as disrespectful or
inappropriate.
By acknowledging and understanding cultural differences and customs, those working in the tourism
industry can create a welcoming and inclusive environment for visitors from diverse backgrounds.

2. Vocabulary on Cultural Etiquette and Norms:

a. Greetings: Handshake Hug
Kiss on the cheek Tipping etiquette h. Taboos:
Bow e. Personal Space: Cultural taboos
Namaste Personal boundaries Off-limits topics
b. Gestures: Personal distance Religious sensitivities
Nodding Crowded places Superstitions
Eye contact Respect for personal space Social faux pas
Thumbs up Physical contact norms i. Language Barriers:
Pointing f. Non-Verbal Language translation
Headshake (for "no") Communication: Language assistance
c. Dress Code: Facial expressions Basic phrases and greetings
Formal attire Body language Use of simple language
Casual dress Posture Patience in communication
Modest clothing Gestures of respect j. Cultural Immersion:
Traditional clothing Silence as communication Cultural exchange
Business attire g. Cultural Sensitivity: Participating in local customs
d. Dining Customs: Cultural awareness Learning local traditions
Table manners Respecting cultural Embracing diversity
Utensils (fork, knife, spoon, differences Engaging with the local
chopsticks) Sensitivity to cultural norms community
Sharing food Avoiding cultural stereotypes
Eating with hands Adapting to local customs

3. Key Cultural Etiquette and Norms Specific to El Salvador

a. Greetings: In El Salvador, greetings are important and often involve physical contact.
• Handshakes are common when meeting someone for the first time.
• Among friends and family, it is customary to greet with a hug or a kiss on the cheek.
• Use appropriate greetings, such as "Buenos días" (Good morning), "Buenas tardes" (Good
afternoon), or "Buenas noches" (Good evening).
b. Politeness and Courtesy:
• Use "por favor" (please) and "gracias" (thank you) to show politeness.
• Maintain a respectful tone and avoid confrontational behavior or raising your voice.
• Show respect to older individuals by using formal language and addressing them with titles like
"Don" or "Doña" followed by their first name.
c. Personal Space:
• Salvadorans tend to stand closer during conversations than individuals from some other
cultures. Respect personal space but be prepared for closer proximity.
• On buses there are people sitting close to each other and those standing are often crammed in
with little to no personal space.
• There is a decent amount of touching during conversations. This includes arms, hands,
shoulders. There tends to be less touching between genders.
d. Socializing:
• Salvadorans enjoy socializing and are extremely hospitable.
• When invited to someone's home for a meal, it is customary to bring a small gift, such as flowers
or dessert.
• El Salvadorian cuisine often includes sharing dishes with others, so be open to communal dining
experiences.
• Wait for the host or elder to start eating before you begin.
• It is rude to leave immediately after eating; you are expected to stay for at least an hour after
dinner to converse with your hosts and the other guests.
 • Never arrive on time when invited to a home. Although it may sound strange you should arrive a
little later than invited, i.e. 30 -45 minutes late.
• Dress well as this affords the host respect.
e. Eye Contact and Body Language:
• Maintain eye contact during conversations as a sign of respect and engagement.
• Use appropriate body language, such as nodding, to show attentiveness and understanding.
f. Gift-Giving:
• Salvadorians give gifts for birthdays, Christmas or New Year, as well as religious events in a
person’s life.
• It is appreciated to bring a small gift when visiting someone's home, such as chocolates or a
souvenir from your country.
• Avoid giving sharp objects or white lilies, as they are associated with funerals.
• A young girl’s 15th birthday is considered a special date and is much celebrated.
• Gifts are generally opened when received.
g. Religious Customs:
• El Salvador is predominantly Catholic, and religious customs are important. Show respect when
visiting churches or religious sites.
• Avoid entering a church during a religious service unless you are participating.
h. Dress Code:
• Pay attention to your appearance. Salvadorans are very conscious of grooming and clothing.
• Casual and comfortable clothing is acceptable for most occasions, but dress modestly when
visiting religious sites and elegantly for more formal events.
• Its typical costumes of various types are only used during the most important traditional
festivities.
i. Tipping:
• Tipping isn’t really part of the culture in El Salvador.
• Most restaurants include a 10% tip in their bills and an additional tip is not expected.
• Tips are not expected by taxi drivers or other service providers.
Remember, cultural norms can vary among individuals and regions, so it's always best to observe and
adapt to the specific situation you find yourself in.

4. Strategies for Effective Cross-Cultural Communication

a. Cultivate Cultural Awareness: Take the time to educate yourself about different cultures, their
customs, values, and communication styles. This knowledge will help you understand and
appreciate cultural differences, enabling you to communicate more effectively.
b. Avoid Stereotyping: Recognize that cultural stereotypes are often misleading and can hinder
effective communication. Treat each individual as unique and approach interactions with an open
mind, free from preconceived notions.
c. Develop Empathy: Put yourself in the shoes of others and try to understand their perspectives,
beliefs, and values. This empathetic approach allows you to connect on a deeper level and fosters
more meaningful communication.
d. Practice Active Listening: Give your full attention to the person you are communicating with. Listen
attentively, without interrupting, and show that you are engaged by using non-verbal cues such as
nodding or maintaining eye contact. Avoid making assumptions and ask clarifying questions to
ensure mutual understanding.
e. Adapt Your Communication Style: Recognize that different cultures have distinct communication
styles. Adjust your tone, language, and level of formality to suit the cultural context. Be mindful of
indirect communication styles, varying levels of directness, and the use of non-verbal cues.
f. Use Clear and Simple Language: When communicating across cultures, use clear and simple
language, avoiding slang, jargon, or complex vocabulary. Speak slowly and articulate your words to
enhance comprehension, especially when dealing with non-native English speakers.
g. Be Mindful of Non-Verbal Communication: Non-verbal cues such as body language, facial
expressions, and gestures can have different meanings across cultures. Pay attention to non-verbal
signals and be sensitive to their cultural interpretations. Likewise, be aware of your own non-verbal
cues and how they may be perceived by others.
h. Respect Personal Space and Boundaries: Different cultures have varying expectations regarding
personal space. Respect the personal boundaries of others and be aware of appropriate physical
contact. When in doubt, err on the side of caution and allow individuals to dictate their comfort
levels.
i. Seek Clarification: If you are unsure about something or if there is a potential misunderstanding,
don't hesitate to ask for clarification. It is better to seek understanding and resolve any confusion
than to make assumptions that could lead to miscommunication.
j. Be Patient and Flexible: Cross-cultural communication requires patience and flexibility. Be patient
with language barriers, cultural differences, and varying communication styles. Adapt to different
situations and be willing to adjust your approach as needed to establish effective communication.
Effective cross-cultural communication is an ongoing process that requires continuous learning, respect,
and an open mind. By embracing cultural diversity and employing these strategies, you can enhance
your ability to communicate and connect with individuals from different cultural backgrounds.

5. Assignment: Cultural Etiquette and Norms in El Salvador

Prompt: Describe one or two cultural customs or social norms that visitors should be aware of when
interacting with locals in El Salvador.
Assignment Guidelines:
• Choose one or two cultural customs or social norms to focus on. These could include greetings,
dining customs, gestures, festivals, or other relevant aspects.
• Describe the selected customs or norms in detail, providing specific examples or scenarios to
illustrate their significance.
• Explain why these customs or norms are important to the people of El Salvador and how they
shape their daily interactions.
• Discuss any potential misunderstandings or cultural clashes that visitors might encounter if they
are not aware of these customs or norms.
Tips: Use images to make your work clear and informative. If you choose to respond to the prompt in
writing, use complete sentences.
Sample Response:
When meeting Salvadorians, get ready for the "abrazo" hug. This warm hug embrace reflects the
genuine warmth and acceptance of the Salvadoran people. It's like a friendly squeeze that says, "You're
welcome here, amigo!" The "abrazo" is a symbol of hospitality, friendship, and openness that breaks
down language barriers and creates a sense of belonging.
In El Salvador, clocks tick a bit differently. When someone says they'll be there "soon," it might take a
while. The term "ahorita" is often used, which literally translates to "right now." However, in practice, it
implies a more flexible timeframe, meaning the task will be completed at a later time that may not be
immediately apparent.
REFERENCES
https://www.commisceo-global.com/resources/country-guides/el-salvador-
guide#:~:text=Salvadorans%20enjoy%20socializing%20and%20are,when%20invited%20to%20a%20hom
e.
https://www.lonelyplanet.com/articles/el-salvador-dos-and-donts
https://elsalvadorinfo.net/el-salvador-culture-getting-to-know-salvadoran-culture/
https://www.ufic.ufl.edu/Documents/20%20Cultural%20Taboos.pdf
Evaluated Activities
1. Quiz 7 due at 11:59 pm on Tuesday 30
2. Assignment 7 due at 11:59 pm on Thursday 1

What´s Next?
1. Exit Test by Friday, June 3
2. Completion Certificates: June 10

20 Cultural Taboos
1. In Thailand and in Arab countries never point your shoe/foot to another person. The shoe/foot is
the unclean part of your body.
2. In Thailand, don't touch the head of someone older than you, or, in general, don't touch the head at
all.
3. In many African countries when talking to a tribal chief, make sure that your head is not above his.
4. If you are a male, don't try to shake hands with an orthodox Muslim (covered) woman.
5. Don't walk into a Japanese home with your shoes on.
6. Don't forget to say "takk for maten" ("Thank you for the meal.") in Scandinavia. It is a MUST!
7. Never eat while standing while in Indonesia
8. Never wear red to a funeral in China or write a person’s name in red in Korea.
9. Never chew gum in public in Austria, Italy, Germany, or Malaysia.
10. In India and many other countries, don’t eat food with your left hand.
11. Don’t cut your grass on Sunday in Switzerland.
12. In Japan, don’t point with your chopsticks.
13. Don’t bring wine as a gift in France.
14. In Germany and the United Kingdom, it is frowned upon to spit in public.
15. Don’t give an even number of roses as a gift for a romantic occasion in Russia.
16. Don’t stretch or yawn in public in Spain. It is considered extremely vulgar.
17. Don’t touch a Mongolian’s head, hat or horse.
18. Cambodians believe you should not take a photo of 3 people.
19. It is considered bad luck for a building to have a 13th floor in the United States or a 4th floor in
China.
20. In Nepal, never share food from the same plate, once it´s been touched by one person its
considered disgusting to be eaten by someone else, which is the total opposite of Korean dining.
*Disclaimer: The information given is intended for the sole purpose of promoting internationalization.
No claims, promises, or guarantees are made by the University of Florida International Center about the
accuracy, completeness, or adequacy of the information contained on this page.

Fascinating Facts About Cultures from Around the World

1. Japan has a tradition called "hanami," which involves gathering to admire and appreciate the beauty
of cherry blossoms during the spring season. It is a time of celebration and reflection on the
transient nature of life.
2. In India, the Namaste greeting is widely used. It involves placing the palms together in front of the
chest and bowing slightly. This gesture signifies respect and is a way of acknowledging the divine
spark within each person.
3. In Brazil, the annual Carnival is a vibrant and energetic festival celebrated with music, dance, and
elaborate costumes. It is a time of revelry and joy, where people come together to showcase their
creativity and cultural heritage.
4. In Greece, the concept of "philoxenia" emphasizes hospitality and welcoming strangers. It is deeply
ingrained in Greek culture, reflecting the belief that guests are a blessing and should be treated with
warmth and generosity.
5. In Mexico, the Day of the Dead (Dia de los Muertos) is a vibrant celebration honoring deceased
loved ones. Families create altars adorned with photographs, candles, and the favorite foods and
belongings of the departed to remember and celebrate their lives.
6. In China, the color red is considered auspicious and symbolizes good luck and happiness. It is often
used in celebrations, such as during Chinese New Year, and is believed to ward off evil spirits.
7. In Sweden, they have a concept called "fika," which involves taking a break with friends or
colleagues to enjoy a cup of coffee and pastries. It promotes relaxation, connection, and a sense of
well-being.
8. In Maori culture, the indigenous people of New Zealand, the haka is a traditional ancestral war
dance performed to express unity, strength, and determination. It is also performed on ceremonial
occasions and sporting events.
9. In South Korea, the traditional clothing known as hanbok is still worn on special occasions like
weddings and festivals. Hanbok reflects the country's rich history and heritage, with its vibrant
colors and elegant designs.
10. The Aboriginal people of Australia have a deep spiritual connection to the land and believe in the
concept of "Dreamtime." Dreamtime refers to the time of creation when ancestral spirits formed
the world and its inhabitants.
11. In Italy, the concept of "La Dolce Vita" or "The Sweet Life" emphasizes savoring the simple pleasures,
enjoying good food, wine, and company. It represents a relaxed and joyful approach to life.
12. In Morocco, the art of haggling is a common practice in the markets, known as souks. It is expected
and encouraged to negotiate prices with vendors, creating a lively and interactive shopping
experience.
13. In Argentina, tango is a passionate and seductive dance form that originated in the streets of Buenos
Aires. It represents a fusion of European, African, and indigenous influences, and is now recognized
as a significant cultural symbol.
14. In Costa Rica, "Pura vida" is a popular phrase, and it reflects the Costa Rican values of living in
harmony with nature, appreciating life's simple pleasures, and embracing a laid-back and optimistic
attitude.

These are just a few glimpses into the diverse and captivating cultural traditions found worldwide.
Exploring the customs, rituals, and beliefs of different cultures unveils a tapestry of beauty and provides
a deeper understanding and appreciation for the remarkable diversity of our global family.