DEVELOPING EFFECTIVE COMMUNICATION IN HOSPITALITY …
Transcript of DEVELOPING EFFECTIVE COMMUNICATION IN HOSPITALITY …
DEVELOPING EFFECTIVE COMMUNICATION IN HOSPITALITY INDUSTRY : A STUDY OF
CULTURAL EXPRESSIONS
I Nengah Laba
Kadek Diah Purnama Dewi, Dosen STPBI
[email protected] / [email protected]
Abstract
This paper presents the study of cultural expressions in relation to developing effective
communication in hospitality industry with a theoritical approach proposed by Wierzbicka (1996:
443) who states that linguistic routines are expressions which occur in more or less predictable
environments and in specific social situations or in particular types of interaction. Moreover, a
theory of sociography of talking proposed by Laba (2012:70-71) who argues that cross-culture
communication in social interactions is influenced by and integrated into seven communication
components including target, argument, language, knowledge, interlocutors, natural setting and
general convention. The research method applied in this study is descriptive qualitative using
ethnography approach involving social and cultural practices (Estes, 2007: 171; Bungin, 2008:23;
Moleong, 2011:24-26). The discussion shows that cultural expressions is indeed an integral part
of any communication, i.e. different gratitude expressions occur in social interactions influenced
by the natural setting of the interlocutors’ culture and knowledge which is conceptualized in
communication triangle. In Bali, this natural setting is better known as Desa (place), Kala (time)
and Patra (norm) which strongly influence the communication act of the interlocutors. In order
to develop more effective communication in hospitality industry, cultural expressions and the
concept of communication triangle should be considered comprehensively.
Key Words: cultural expression, communication, social interactions, interlocutors
Background
Social beings need both verbal and
non-verbal language to develop effective
communication in social interactions or to
just express their cultural identity. Since
effective communication is very important
in hospitality, interlocutors should try
building trust and respect with one
another in any interactional settings.
Building trust and respect in communication
greatly involve an understanding of cultural
expressions. An emerge of different cultural
expressions and identities can be seen in
hospitality industry and this industry has
become one of the central phenomena of a
post-modern society enormously owing to
its liason with language and culture (cf. Fox,
2008:13-15; Beratha, 2004:68). Cultural
expressions, in this context, should be
importantly taken into account and they are
unavoidable when people accross countries
having communication for hospitality
business. It is an area in which
communication accros cultures through
certain expression exists and is truely
dinamic. This makes a study on the topics of
hospitality is increasing and will give a good
impact on the hospitality industries,
especially when cultural expressions are
comprehensively considered for more
effective communication.
Altinay and Paraskevas (2008:10-15)
states that research in hospitality and
tourism is generally undertaken in order to
disclose and make sense of existing
patterns of behaviour and phenomena
within the industry, to identify new and
effective ways of managing businesses, and
to enable academics to educate future
practitionners better and be more effective
in communication. They further implicitly
remark that an awareness of the socio-
cultural backgrounds, including certain
types of cultural expressions in
communication should be considered
thoroughly. It is true since socio-cultural
awareness will make people engaged in
hospitality industries avoid
misunderstanding. Wierzbicka (1992)
remarks that we think, we feel, we perceive
– and we want to express our thoughts, our
feeling and our perception by
communicating them with others. Hence,
cultural communication, including different
types of cultural expressions is defined as a
type of communication which is strongly
influenced by the cultural background of
the speakers in expressing their minds and
thoughts as well as the ways of how they
express gratitude.
Ideas and expressions are
constructed by the culture of the beholders
and it is clearly understood that ideas will
be expressed with language, so language
plays an important role in this construction
(Taylor, 2006:17). In line with the fact, in
any kind of communication, language
expression is indeed a cultural expression.
This is initially conceptualized by Gumperz
(1972: 15) who explicitly states that
communication is not governed by fixed
rules; it is a two-step process in which the
speaker first takes the stimuli from the
outside environment, evaluating and
selecting from among them in the light of
his own cultural backgrounds and the
understanding of cultural expressions
shown by the interlocutors. Language is
closely related to the way we think, and to
the way we behave and influence the
others, the notion of the sense of social
reality which is arised from the cultural
backgrounds (Kramsch, 1998:79).
Therefore, language and culture is just like a
coin with its two sides. They cannot be
separated. Culture can be described
through languages and language can be
seen within the culture itself. This is true
that culture has influenced the language
and vice versa. Referring to the
understanding of cultural expressions,
Grundy (2000:229) mentions that
intercultural pragmatics relates to how
members of different cultural groups react
to accommodate socio-pragmatic
differences. This means that the way of
communicating and expressing certain
cultural values in a social structure is
strongly influenced by the context of the
situation and the accompanying cultural
affiliation of the interlocutors. This
statement indicates that the groups of
people from different cultures have to
consider and act in accordance with the
socio-cultural differences so that the cross-
culture communication is realized more
effectively. Culture in this study is defined
as the customs and beliefs, art, way of life
and social organization of a particular
country and group which can also be seen
in the language usage. Cross-culture
communication described through cultural
expressions can be defined as an expression
of interlocutors with different socio-cultural
backgrounds. As each country has its own
culture, cultural expressions will vary from
one country to another. Hence, It is a need
to realise this phenomena, particularly for
people involved in international hospitality
business where phrases of gratitude are the
most important and essential in
communication.
People from different countries
surely have certain way of expressing their
thought and feelings as well as their cultural
identity, e.g. the ways of expressing
gratitude. For example, the Japanese word
arigato (ah-ree-gah-tohh; thanks), can only
be used with family, friends, co-workers,
subordinates, or strangers who look easy-
going and younger than you. When talking
to teachers, bosses, strangers who look
older than you, and strangers who look as if
they're not so easy-going, Japanese people
will not say arigato to mean thank you, they
say either arigato gozaimasu or domo
arigato gozaimasu (see www. dummies.com
how-to/content/expressing-gratitude-and-
regret-in-japanese.html). The culture in
western parts of the world is different from
the culture in eastern parts of the world.
The differences of cultural expressions
among western and eastern people can be
seen from their attitudes, behaviour, daily
routines and the way of their cultural
expressions. This study is tried to analyse
the differences of daily routines of gratitude
expressions among German and Balinese
people. Since different people and culture
have different ways of expressing gratitude,
this topic becomes interesting to study.
The problems to be discussed in this
research are:
1) In what situations is gratitude
generally expressed by German
and Balinese people?
2) How is gratitude generally
expressed by German and
Balinese people?
3) Why is it important to express
gratitude in Germany and in
Bali?
Objectives of the Study
The Objectives of this study are:
1) To look at what situations
gratitude is generally expressed
by German and Balinese people.
2) To analyse the different ways of
how German and Balinese people
express their gratitude.
3) To find out the different cultural
expressions for the benefit of
effective communication
Significance of the Study
Communication involving
interlocutors from different countries will
certainly bring an issue of cultural
differences, so this study is particularly
important since those who are enggaged in
social talk for hospitality purposes should
always try to understand different cultural
expressions. One of the many cultural
expressions used in communication is
gratitude expression. This study is also
connected with cross-culture
communication in social interactions. The
researcher expects to give light on these
points, to investigate and analyse different
cultural expressions among people from
western country (Germany) and eastern
country (Bali) and also to give a research
perspective on the importance of
understanding cultural expressions for the
benefit of effective communication in
hospitality industries.
Scope of Study
Language and culture is very
complex subject, so this study is limited to
only discussing the ways on in what
situations and how gratitude is expressed
by German and Balinese people to further
find out the importance of understanding
different cultural expressions for effective
communication. German people can
represent western culture and Balinese
people can be considered as the
representative of eastern culture. German
and Balinese people are said to have wide
cultural differences both socially and
culturally. Understanding these two
cultural expressions will bring a research
perspective for effective communication
involved people from different cultural
backgrounds. This is becoming the main
reason why the researcher chooses German
and Balinese people for the representative
data.
Concept and Theoretical Framework
There are two main concepts used
in this study. They are gratitude and
hospitality industry. Gratitude in this
study is conceptualised as the state or
feeling of gratefulness and feelings
toward someone who has been kind
(Procter, 1985:496). These feelings of
gratefulness can be expressed in
different ways and it is strongly assumed
that people from different countries will
express them in line with their cultural
entities and expressions. Hospitality
industry is a business involving activities
and outcomes arising from the
relationships and interactions among
people for the purpose of hospitable
pleasure and enjoyment. Similar to
tourism business, this business is a
composite of activities, services and
industries that deliver a cultural contact
and experience available for individuals
or groups who travelling away from
home (cf. Goeldner and Ritchie, 2009:6).
Referring to these concepts,
communication with an involment of
cultural expressions, e.g. gratitude
expression becomes an integral part in
hospitality industry.
This study on cultural expression is
framed under the theory proposed by
Wierzbicka (1996: 443) who states that
linguistic routines are expression which
occur in more or less predictable
environments and in specific social
situations or in particular types of
interaction and a theory of sociography of
talking proposed by Laba (2012:70-71) who
argues that cross-culture communication in
social interactions is influenced by and
integrated into seven communication
components include target, argument,
language, knowledge, interlocutors, natural
setting and general convention. These
seven components are framed under the
concept of communication triangle as
diagramed below:
Diagram 1
Communication Triangle in Social Interactions
(Source : Laba, 2012 : 70)
Laba further states that cultural
expressions existing in social talk, including
communication in hospitality business will
certainly be influenced by at least three to
four of these communication components.
These two
theories are relevant with this study since
cultural expression is indeed a linguistic
routine and is a particular type of
expression existing in social interactions
due to the different cultural and social
backgrounds of the
Interlocutors engaged in
communication. The theory of linguistic
routine and sociography of talking picture
out that the study of the different cultures
worldwide can be looked at the cultural
expressions of the interlocutors and it has
become clear that different people do not
only speak different languages, they also
have different cultures which are reflected
in the cultural expressions.
In the sense that language reflects
culture, it is important to observe and
analyze the way in which gratitude is
expressed by people in western country
(Germany) and people in eastern country
(Bali). In Germany for example, the
expression of gratitude is very common
expressed verbally by saying danke, vielen
Dank or danke schoen. However, in Bali it is
not such culturally and socially obliged to
say suksma or matur suksma which has
similar meaning to the words of danke
schoen, vielen dank or danke. It is also true
that German people would thank somebody
when he/she does something good to
them. In Bali it is uncommon to say thank
you for small deed given by somebody and
gratitude is often expressed non-verbally
like ‘smiling’.
Wierzbicka (1996: 71) also states that the
natural semantic metalanguage based on
lexical universals constitutes such a
language-independent ‘culture notation’,
suitable for representing the ‘cultural
unconscious’. Linguistic variation (danke or
ampunang je repot-repot to express
gratitude) is tied very much to the
existence of different cultures (cf. Yule,
1985: 195). In this study the different
expression of gratitude refers to Balinese
and German culture. In her book
‘SEMANTICS, CULTURE AND COGNITION’
Wierzbicka further states that the use of
metalanguage can clarify differences
between cultures, including those most
directly affecting communicative styles,
and, on a practical level, can facilitate
cross-cultural communication.
Language, Culture and Communication
According to Wierzbicka (1996:
69), different ways of speaking and
communicative styles can be explained
in term of different cultural values and
cultural priorities. Walt Whitman in
Fromkin (1988) defined that language is
not an abstract construction of the
learned, or of dictionary-makers, but is
something arising out of work, needs,
ties, joys, affections, tastes, of long
generations of humanity, and has its
bases broad and low, close to the
ground. Wierzbicka further states that
language is a tool for expressing
meaning. Then meaning, to some extent
must be transferable to the culture value
of both communicator and receptor.
Wierzbicka also mentioned that to study
differences in the patterns of
communication characteristic of
different cultures people need a suitable
framework. A framework that would
facilitate comparison of communication
patterns across cultures. To avoid a
thematic misunderstanding, culture, in
this study, refers to the informal and
often hidden patterns of social
interactions, expressions and viewpoints.
Roman Jakobson in Fromkin
(1988:200) once wrote that language
without meaning is meaningless. This
means that learning a language is also
learning the agreed-upon meanings of
strings unit, including the cultural units.
Wierzbicka (1992: 6-7) states that there
are two most extreme views concerning
the relationship between meaning and
language: the view that meanings cannot
be transferred at all from one language
to another, and the view that meanings
can be fully transferred.
Referring to cross cultural
understanding in communication
Edward Hall in Wierzbicka (1996)
writes:
“there is one element
lacking in the cross cultural field,
and that is the existence of
adequate models to enable us to
gain more insight into the
processes going on inside people
while they are thinking and
communicating. We need to know
more about how people think in
different cultures”.
To cope with the cross culture
misunderstanding, it is important to
consider the way of how people think in
different culture, so we can effectively
understand different cultural expressions in
communication. Thus, communication in
hospitality industries is indeed involving
people from different culture. For those
engaged in hospitality business, an
understanding of different cultural
expressions is particulary very important in
order to establish a more effective
communication.
Human and Culture Relativism
Social beings cannot place
themselves outside their culture. People
are inevitably guided by certain
principles within a certain culture that is
shared by the entire human beings.
Wierzbicka (1996) remarks that
philosophers often rely uncritically on
concepts such as freedom, courage, or
promise without even suspecting that
these concepts, too, may be the creations
of one particular culture. She further
states that even linguists can sometimes
assert that some simple words from their
native language stand for innate and
universal human concepts.
These universal concepts can be
the barriers when we want to analyze the
human language in term of semantic
features within a culture. Since the
culture is a broad concept, it is then very
relative concept. This cultural relativism
must be also considered as an important
term when we analyze the different ways
of cultural expressions in form of
gratitude expression. This is due to the
fact that expression of gratitude is an
integral part of culture act. However, a
similar point of view which is universal
and culture-independence exists in every
culture. This universality and culture-
independence plays a very important
role when we analyze the different
expressions of a cultural act. To
understand this, we must separate the
two terms; human concepts and cultural
relativism. In this study these two terms
refer to the human (social) concepts and
culture relativism between German and
Balinese people.
Research Methodology
Data Source and Research Method
The data was obtained from a
German and from a Balinese family using a
combination of judgmental and quota
sampling where respondents are
handpicked from the accessible population
and thought to be more appropriate for the
study than others (Altinay and Paraskevas,
2008: 89-104). The respondents are also
divided into mutually subsets based on a
spesified proportion. The research method
applied in this study is descriptive
qualitative research with ethnography
approach which involves social and cultural
practices (cf. Estes, 2007: 171; Bungin,
2008:23; Moleong, 2011:24-26). The data
being analysed in this study were taken by
using questionnaire and unstructured
interview on the theme of how and in what
situation German and Balinese people
express their gratitude.
Data Collection
The methods used in collecting
the data were unstructured interview
and obeservation. Questionnaires are
one of the most popular methods of
collecting data among hospitality and
tourism researchers focusing on cultural
expressions. A questionnaire can be
used to ask standard questions that
respondents will respond to and
unstructured interview is a very flexible
way of collecting data in which
respondents’ opinions, knowledge and
experience can be revealed with three
or four broad questions that encourage
respondents to provide as much detail
as possible about the study (see
Ritchie, 2003:36-37; Neuman, 2007:
20-22; Altinay and Paraskevas,
2008:112-121; Sugiyono, 2012:191-
192). There are German people and
Balinese family being taken to provide
the data for this study. The data were
collected by using questionnaire sheet
and unstructured interview to the
German and Balinese family related to
the gratitude expressions. They are
asked to answer some questions. The
process of collecting the data is from
December 2012 to January 2013.
Questionnaire was sent to respondents
in Germany via email and unstructured
interviewed carried out with a German
spending holiday in Bali and Balinese
family held in Paksebali Village,
Klungkung. There are four main
questions to be answered by the
respondents in relation to what
situations and how gratitude is
expressed in accordance to the
respondents’ culture. Other supporting
data were taken using observation
sheets, which are provided by the
researcher.
Data analysis
The method used in analyzing
the data are the descriptive qualitative
method and inductively done (Moleong,
2011: 9-10). In data analysis, two main
steps were taken. They are (1) the data
from the questionnaires (unstructured
interview) were analyzed descriptively
and (2) the differences between the two
routine expressions of gratitude for
German and Balinese people are
explained based on the results of the
questionnaires and unstructured
interview. It has previously been
mentioned that this study is about
different gratitude expression between
Balinese and German people. This
explains about the analysis of the result
of the questionnaire given to the
respondents and based on the written
data. The result is analyzed inductively
to find out the relations among concept,
theory and the objectives of the study.
The analysis is concerning on two
aspects. The first aspect is the
explanation on the questionnaires
analyzing about in what situations
gratitude is normally expressed in
Germany and in Bali. The second aspect
is about data that were obtained through
unstructured interview describing how
gratitude is expressed.
Findings and Discussion
The questionnaire is a simple way
to find out the data between the culture of
Balinese and German people in what
situations gratitude are expressed. It
consists of three questions, namely: in what
situations gratitude are generally
expressed; how gratitude is generally
expressed; and why it is important to
express gratitude in Germany and in Bali.
Based on the culture of the respondents
(German and Balinese family), the results of
the questionnaires and unstructured
interview can be described as follows (1)
answering to the first question of in what
situations gratitude is generally expressed,
German person answered that gratitude is
very commonly expressed when someone
does favor to somebody else; somebody get
invited; given a present; and when
somebody does something good to you,
after showing someone polite behaviour
(opening the door to old people or women,
letting someone pass), assisting someone
with a job (translating a text or helping with
manual work) or difficult situation. The
Balinese said that gratitude is generally
expressed when someone does great favor
to somebody else; asking someone to do
something, e.g. saying makasi sebelumne
(thanks in advance); and receiving gifts from
somebody, especially gifts for wedding
and/or otonan (birthday) ceremony as well
as other religius events involving nyame
dadia (clan family); (2) referring to the
questions of what expressions are used and
how gratitude is expressed, German people
responded mostly with verbal expression
like (Verbale Äußerungen wie) : Danke; Das
ist toll von Dir; vielen dank, Danke,
herzlichen Dank, besten Dank, ich danke
Ihnen (dir), ich bin Ihnen (dir) sehr dankbar
and shaking hand is generally done to
express gratitude. And, very often by giving
a present (flowers, chocolates), inviting
someone out to a drink or dinner and
entertaining at home.
For the Balinese, indirect expression
of gratitude such as ampunang je repot-
repot (don’t be bother); kanggeang mriki
baat mulih metalang (it is kind of you that
you come with basket full of gifts and back
home with an empty basket); or nah kene
be me bareng ajak repot, tulungin je masi
panak memene (It’s also you, my mother
whom we bother to support the son) when
the family received a gift for their son’s
wedding ceremony and non-verbal
expression like smiling is commonly used to
express gratitude. Though, on certain
occasion, direct verbal expression combined
with strong cultural influence is said to
express gratitude like makasi nah, jak
kanggoang mai baat, jani mulih metalang
(thank you, please be understood that you
are coming here with full of basket and we
hope you don’t mind going back home with
an empty one); (3) referring to the third
question of why it is important to express
gratitude, the German people said that if
they do not do it, it’s considered to be
impolite and bad manners. People in
Germany may even lose important contacts
as people are disappointed in them.
German people also feel obliged to express
gratitude because it is so common to their
culture and to express gratitude is also
quite humanistic, e.g. it has humanistic
value. Different from the German, the
Balinese answered that it is important to
express gratitude to somebody because
he/she has helped them; and for Balinese it
is not so culturally common to express
gratitude for small favor.
Based on the finding data, the
routines of when and how gratitude is
expressed in Germany and in Bali are
different. This is due to the fact that
Germany and Bali are within two
different cultures. In Germany gratitude
is generally expressed when someone
does something good to someone else;
someone does favor to somebody else;
somebody get invited; given a present;
and when somebody does something
good to you. In Bali gratitude is
generally expressed when someone does
great favor to somebody else; asking
someone to do something, e.g. saying
makasi sebelumne (thanks in advance);
and receiving gifts from somebody. Both
German and Balinese people consider
that gratitude expression is important in
their culture. These two countries have
different ways of gratitude expression.
The observation data shows that the
broad difference is:
In Germany; “danke, das ist aber sehr
nett”
(thanks, it is very kind of you)
In Bali, “aduh, men Sari
kanggeang mriki baat mulih
metalang nggih”
(oufs, it is kind of you that you
come with basket full of gift and
back home with an empty basket)
These two expressions were mentioned
after the family received a gift from their
relatives. The above gratitude expression
clearly shows that there is quite distinct
cultural gratitude expression between
German and Balinese people.
When we compare both of the
respondents’ responses, gratitude
expressions in Bali are not as necessary
as the gratitude expressed by German
people. German people feel obliged to
thank someone who has done something
good for them. But, in Bali people do not
feel obliged to say thank you for small
help and mostly gratitudes are not
expressed directly with verbal language.
These finding data of cultural act
on gratitude expressions are in
accordance with the theory of linguistic
routines and sociography of talking, i.e.
different gratitude expressions occur in
social interactions influenced by
different ways of communicative styles
and the natural setting of the
interlocutors’s culture and knowledge. In
Bali, this natural setting as an integral
part of the sociography of talking, is
better known as Desa (place), Kala
(time) and Patra (norm) which strongly
influence the communication act of the
interlocutors. This can be explained in
term of different cultural values and
entities. In this study, the predictable
environments and natural setting are
referring to German and Balinese
culture. Socially and culturally speaking,
people have different target and
argument at the communication process
which are reflected in their language
choices (vielen dank, Danke, herzlichen
Dank, besten Dank, ich danke dir, ich
bin Ihnen vielen dank and ampunang je
repot-repot ; kanggeang mriki baat
mulih metalang; or nah kene be me
bareng ajak repot, tulungin je masi
panak memene or simply by smiling to
express gratitude).
German and Balinese people have
different views of what expressions are
used and how gratitude should be
expressed according to their culture.
Both German and Balinese people
cannot place themselves outside their
cultural concepts. Their cultural
concepts are shown by their language
(lexical) choices in expressing gratitude
and these language choices are tied very
much to the existence of their culture. In
spite of having different culture values
and entities, there is a basic common
understanding of German and Balinese
people that an expression of gratitude
has a humanistic value and it must be
importantly considered for more
effective communication in any social
interactions. It is also important to
understand different cultural expressions
or other related social norms and ethics
(natural setting) to minimise and to
avoid misunderstanding in
communication so that general
convention of the talk and any other
purposive communication is mutually
achieved among interlocutors.
Conclusion and Suggestion
Conclusion
From the data analysis, this can be
concluded that the expressions of gratitude
are generally expressed differently by
German and Balinese people. For German
people, for example, the expression of
gratitude is very common expressed
verbally by saying danke, vielen dank or
danke schoen. However, in Bali it is found
out that verbal gratitude expression like
suksme which has similar meaning to the
words of danke does not seem culturally
and socially obliged. Saying danke (thanks)
is highly conventionalised way of expressing
gratitude to someone who has done
something good for you in Germany. It is
also true that German people would thank
somebody when he/she does something
good to them. In Bali it is not so common to
say thank you for small deed that is given by
somebody and gratitude is often expressed
non-verbally like smiling and other
gratitude expressions, e.g. saying
ampunang je repot-repot (don’t bother
yourself bringing a gift ) when receiving a
gift (aba-abaan) or kanggeang mriki baat
mulih metalang (please, be understood that
you come with full basket and going home
with empty one).
Despite of having different gratitude
expression, both German and Balinese
people have the same opinion of the
importance of expressing gratitude. These
findings also indicated that both German
and Balinese people cannot place
themselves outside their cultural concepts.
Their cultural concepts are shown by their
linguistic variation (vielen Dank and
ampunang je repot-repot) in expressing
gratitude. This linguistic variation is tied
very much to the existence of their culture.
Understanding cultural concepts and
generic cultural expressions of the
interlocutors involved in social interactions
will give a wonderful impact in developing
effective communication,
especially for the sake of communication
occurs in hospitality industry where cross-
culture communication is unavoidable.
Suggestion
The findings of this study are still
limited to the cultural expressions of
gratitude between German and Balinese
people and the other limitation is that this
study used limited data extracted only on
four main questions. Moreover, research is
conducted for two months. This might not
entirely reflect world wide cultural
expressions. Therefore, future research
should take these limitations into
consideration and can use data from people
from other countries and other
perspectives such as using more formal
communication settings in hospitality
industries such as meetings, business
negogiations and conferences.
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