Effects of Cultural Diversity and Intercultural Communication on the Quality of Service and Customer Satisfaction in Hospitality and Tourism Settings in Brazil

Abstract

Purpose: The study sought to analyze the effects of cultural diversity and intercultural communication on the quality of service and customer satisfaction in hospitality and tourism settings. Methodology: The study adopted a desktop methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: Cultural diversity in Brazil's hospitality and tourism sector enriches customer experiences despite communication challenges. Effective strategies like language training and cultural sensitivity programs improve service quality, fostering an inclusive environment and personalized service. Investing in staff cultural competence training provides a competitive edge, attracting diverse clientele and ensuring customer satisfaction and loyalty. Unique Contribution to Theory, Practice and Policy: Cultural intelligence theory (CQ), Social identity theory & Communication accommodation theory (CAT) may be used to anchor future studies in the effects of cultural diversity and intercultural communication on the quality of service and customer satisfaction in hospitality and tourism settings. Implement cultural awareness training programs for hospitality and tourism staff to enhance their understanding of different cultures, communication styles, and customer preferences. Advocate for the development of industry-wide standards and guidelines for promoting cultural diversity and intercultural communication in hospitality and tourism settings.