Mr. Hogan

Diversity Issues

Developing Your Staff's Cross Cultural IQ

By John Hogan, Director of Education & Cultural Diversity, Best Western

When we travel in familiar places, we are usually comfortable with the customs, habits and every day interactions. Our comfort zones often change when we are visiting new and perhaps more exotic locations or providing services to people from those places.

I serve on the American Hotel & Lodging Association's Multicultural Advisory Committee. This alliance of representatives from hotels and related hospitality businesses meets several times a year to discuss ways to break down artificial barriers to communication. Additional efforts are ongoing throughout the year as these competitors share best practices and explore ways to develop a cross-cultural understanding of guests and staff.

Part of this group's activities included developing the basis for understanding, including a "Diversity Glossary of Terms". In particular, 'Culture' - The total social behavior patterns, beliefs, and traits passed within a specific group of people. 'Assimilation' - Being absorbed into the culture of an existing group; conforming to one culture.

In 1992, a dozen European countries entered into an economic agreement linking their trading fortunes together. In late 1993, an international agreement in North America allowed for the easier flow of services and goods among the nations of Canada, the United States and Mexico. While the World Trade Organization is not universally embraced, developing countries like China have lobbied for years to be included. Even though legal business agreements may allow for some ease in formal truncations, people must still interact on a daily basis.

Successfully addressing that interaction does not always happen by chance. According to the article "International Migration" published in August 1994 in the American Psychologist, Loyd Roglier quoted statistics that the foreign-born population in the United Sates alone reached a number approaching 20 million people in 1990. At that time, he identified more than 100 countries that comprised that figures and that was fifteen years ago!

Cross cultural understanding means making the extra effort to recognize and respect ethnicity. By definition, ethnicity refers to groups of people who are historically, racially or otherwise directly related. Further insight would find common culture, language, perhaps religion and ethical perspectives as defining characteristics.

In certain parts of the world, there are concentrations of ethnic groupings. There are more Indians in England than any country outside of India, although there is a concentration of primarily East Indians who are experiencing success in the western hospitality industry. In the United States, many cities and states will have sections of their communities that are referred to as "Little ..." reflecting the population of many of the citizens who now live there.

National laws in the United States, Canada and many other nations that have traditionally welcomed immigrants have evolved to protect people because they were foreign-born. It requires the cooperation and effort of both employers and employees to embrace the spirit of the law.

Educators and Consultants Katherine Esty, Ph.D, Marcie Schorr Hirsch and Richard Griffin co-authored an easy to read book titled WORKPLACE DIVERSITY: A Managers Guide to Solving Problems and Truing Diversity into a Competitive Advantage. (Published by Adams Media Corporation, Avon, MA USA)

I selected this resource as a Best Western International TOOL FOR SUCCESS and recently sent it to all 2,400-member hotels in the USA and Canada. This guide addresses ways to handle language, accents, jokes, stereotypes, harassment and open hostility. The feedback received has been very positive, especially in communities that employ and/or host international visitors.

As global travel becomes more affordable, the number of individuals traveling for work and pleasure is increasing. Some of those people will inevitably relocate, meaning that the cross-cultural exchange of ideas, values and communication will continue to increase at an incredible pace.

Read on a bit further and see how you and your staff are interacting or understanding.

In my work with many different cultures, it is always a challenge to try to be all things to all people all times. Taking the definitions above of culture and assimilation, look at the following every day circumstances that face our staff and guests:

Take the following short quiz which was part of an earlier training program used by Princess Hotels and check your Cross-Cultural IQ

1. In Thailand, touching a child's hand is a gesture of appreciation.

A. True
B. False

2. During meals in Belgium, you should keep your hands on the table.

A. True
B. False

3. Taiwan is also called

A. People's Republic of China
B. Republic of China

4. Pork is not consumed by the main religious groups in which country?

A. Saudi Arabia
B. Indonesia
C. Malaysia
D. All of the above

5. Eating raw monkey brain is a delicacy in

A. Nigeria
B. China
C. Argentina
D. All of the above

6. Smiling fish is a

A. Term used in the Middle East to describe Americans
B. A French chef working in a Japanese kitchen
C. A dish served in China in which the fish is still alive
D. None of the above

7. When entering a Japanese home, you should remove your shoes and

A. Give them to your host
B. Leave them outside the door
C. Place them inside the door
D. None of the above

8. In south Korea, singing is an important part of Korean dinner parties for businessmen.

A. True
B. False

9. When invited for dinner in Brazil, one should try to be a little late so as not to embarrass your hosts before they are ready

A. True
B. False

10. In India, you can show your highest respect to the elderly by touching their

A. Hands
B. Feet
C. Head
D. None of the above

Scoring well or poorly on a simple quiz is not indicative for our likelihood of success. In an age of expanding global markets, an awareness of cultural differences can be critical to providing well-received service to people from other cultures. Conducting business needs to include training on the items that are important to both sides.

Understanding or recognizing the customs involved will not only create a positive lasting impression, it may also avoid an embarrassing situation or an unintentional insult. Learning about the culture of our guests demonstrates respect, is always appreciated and will likely lead to more satisfied guests.

Answer key

1. B; 2. A; 3. B; 4. D; 5. B; 6. C; 7. C; 8. A; 9. A; 10. B

John Hogan, MBA CHE CHA MHS is the Director of Education & Cultural Diversity for Best Western International. He serves on several industry boards that deal with education and/or cultural diversity including the Hospitality Industry Diversity Institute, the AH&LA Multicultural Advisory Council, the AAHOA Education and eCommerce Committee and is the Best Western liaison to the NAACP and the Asian American Hotel Owners' Association with his ongoing involvement in the Certified Hotel Owner program. He has published more than 200 articles & columns on the hotel industry. Mr. Hogan can be contacted at 602-957-5810 or john.hogan@bestwestern.com Extended Bio...

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