Communication and work with members of other cultures is essential, especially in the tourist industry. Individuals have their own customs, values, and traditions and it is difficult to overcome them to see the importance of other cultures. This judgmental view is the root of difficulties in relating on equal terms with people of another culture. Cross-cultural awareness and communication skills are useful in helping to overcome cultural differences and to develop tourism as an instrument of education and peace.
Steffen, Barbara D.
"Tourism as an Instrument of Peace--Is Cross-cultural Preparation the Answer? Rationale and Methodology,"
Visions in Leisure and Business: Vol. 16
, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol16/iss1/4