SPEAKING WITH RESPECT: HOW CROSS-CULTURAL COMMUNICATION SUPPORTS SUSTAINABLE TOURISM
DOI:
https://doi.org/10.55640/Keywords:
intercultural competence, Sustainable Tourism, Cultural Intelligence, Central Asia, intercultural dialogue, tourism management, hospitality industry preparationsAbstract
In the context of the globalization of Tourism, intercultural dialogue is becoming an important factor in ensuring social stability in tourist destinations and promoting cultural sensitivity. This study analyzes the cross—cultural competencies of specialists in the tourism industry in the development of sustainable tourism, with the example of Uzbekistan, particularly in cases of misunderstanding caused by cultural differences between Chinese and Uzbek guests. The study is based on Bennett's model of cultural sensitivity and the theory of cultural intelligence (CQ), relying on a mixed-style survey of 20 tourism industry people from different ethnic groups. The results show that while participants find themselves highly flexible and aware, formal training and language barriers still remain an urgent problem. While respondents view cultural heritage preservation and mutual respect as a necessary factor for sustainability, the impact of communication on environmental behavior is insufficiently understood. This article proposes to rethink intercultural competence not as a social skill, but as a strategic resource in tourism management. In particular, the need for institutional approaches to teaching cultural knowledge in culturally changing areas such as Central Asia is justified.
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