Cultural Diversity: A New Challenge to Tourism Education
Ginka Dimitrova, Colege of Tourism (Bulgaria)
Galina Ilieva, Colege of Tourism - Varna (Bulgaria)
Abstract
Globalization is one of the major trends of the 21st century and it has affected many aspects of the world’s development. With increasing numbers of international travelers, the intercultural awareness of hospitality and tourism staff is becoming an increasingly important component of guest service.
Тhe object of this paper is to discuss the necessity of forming intercultural competence for the effective performance of tourism employees in a multicultural environment.
The purpose of this study is twofold: to show that educational programs influence intercultural competence of tourism students and help them in their effective interaction in a multicultural environment, and to investigate the correlation between intercultural competence and adequate reaction of the contact staff in conflict situations, which involve intercultural differences.
A comprehensive review of the existing studies regarding the nature of intercultural competence and its formation as a result of the educational process is conducted.
Based on the studied literature, this paper presents a model for exploring the effects of educational program on the formation of intercultural competence and its role on the effective performance of the contact staff in tourist services.
The methodology is specified on a survey of tourism staff, who has studied intercultural communication and one who has not studied this subject and their effective interaction in a multicultural environment.
On the basis of the results obtained from the survey, guidelines and recommendations for improvement of educational programs are outlined, aimed to form intercultural competence needed for the effective performance of tourism employees in a multicultural environment.
Key words: cultural diversity, tourism education, intercultural competence, multicultural environment