Exploring the impact of cultural awareness on winter tourism service supply in Rovaniemi : a quantitative analysis

Abstract

Aim of the research was to look at cultural awareness level of middle and top managers within Bennett scale as well as behavioural aspects done within the companies to suit cultural differences. Cultural awareness is defined as noticing cultural differences and adapting own behaviour to suit cross-cultural situations more mindfully. It is proved to increase customer satisfaction and decrease potential conflicts in cross-cultural communication situations. Within Rovaniemi, Lapland, there are a lot of tourism service supplying operators that operate with multicultural customers daily making this topic significant.

This quantitative research was conducted in spring 2023 with questionnaire including metacognitive and behavioural questions on 5-point-Likert scale as well as open and close ended demographic questions. Data was analysed using SSPS program, and analysis conducted through using different combinations of the questionnaire parts. Questionnaire was sent to 61 potential managers as well as general company emails from 26 companies identified with suitable characteristics for the research. From that 33 answers were received.

The results indicated that respondents showed to be on middle and top levels of Bennett scale minimization, acceptance and adaptation, and majority saw the worth to change operations towards more culturally suitable for multicultural customers. Research found there to be statistically significant correlation between factors representing cultural awareness and influence of cultural differences on business. Also, there was no statistically significant difference of Bennett scale levels between respondents of different age. Based on these results improvement possibilities and further training on cross-cultural matters was suggested.

This research contributes to the discussion of subject and adds to yet quite limited study pool about cultural awareness. In practical sense, the research raises awareness on importance of understanding cultural differences, offers knowledge to operate more culturally suitable in cross-cultural situations and gives concrete advice on what tourism service supplying companies can do to improve their customer service for multicultural customers.