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General goals terminology and explanation 1. Know the meaning of ‘culture’ in the context of world culture • Culture definitions: shared beliefs, values and behaviours e.g. traditions and customs, perceptions and attitudes, lifestyles and actions; communication e.g. gestures, language • Cultural differences: self-awareness; cultural stereotyping e.g. typical behaviours, social customs, dress, cuisine; prejudice; discrimination • Different types of cultures: macro e.g., nationality, gender, race; micro e.g. ethnicity, religion, age, region • Positive economic contributions: inbound tourism e.g. volume of tourist visits, value to the economy; customer satisfaction; repeat business; excellent customer care 2. Examine the importance of effective communication with people from different cultures • Factors in effective communication: attitude e.g. tolerance, respect; behaviour e.g. showing understanding of cultural differences, patience • Barriers: lack of understanding; making assumptions and judgements; preconceptions and stereotyping; cultural dominance; uneasiness 3. Know how to communicate with people from different cultures and backgrounds • Skills and techniques: verbal, vocal, and non-verbal • Listening skills: active listening; reflecting back; appropriate questioning

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