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Traditionally, communication has been considered as non-verbal or verbal. Currently, our understanding of the communication is that the field of communication is rapidly evolving in that it incorporates many different domains. These domains are normally not necessarily mutually exclusive but can transcend to a traditional perception. For effective communication, the domains include face to face interactions, digital literacy and virtual environments like the social media platforms. Additionally, there are many elements that one has to consider when entering into some kind of communication interactions. These elements may take the form of the aim of the communication being made, cultural aspects, and the purpose of communication. In any job setting, effective communication skills are necessary especially in the tourism industry. This is because communication skills improve the tourist experience in terms of communication. According to Tassiopoulos (2008, p.78), as tourist operators, it is vital to comprehend the keys to be effective communicators so that they can engage the tourists to communicate and realize the immense differences that the cultural backgrounds play in communication.
According to Tassiopoulos (2008, p.46), interpersonal relationships which is one of the features of effective communication that improve the tourist experience. He argues that in the section on the reasons for effective communication in tourism operations, effective communication aims to progress interpersonal relationships, so a piece of effective communication will be that this is noticeable in the tour groups. When individuals are referring to the professional associations between the tour guides and the tour groups as a whole, amongst the tour guide and persons in the group, and distinct tourists among each other (Tassiopoulos, 2008, p.109) Effective communication also reassures a good association between the tour guide and other members of his/her work team, as well as the tour operator, bus driver, other support staff and service benefactors. With effective communication, the tour is a normally a success. This means that the tourists’ expectations are contented, they leave happy and contend, and you can be guaranteed that they will embolden others to take tours offered by Chinese companies.
The importance of effective communication skills can be also seen as the feedback that is received from the tourists can be either positive or negative. When the tourists do not feel that they have been understood, then they may affect the companies’ rating in terms of the experience that they have got. This may then increase the amount of money that the companies are trying to communicate in the forms of advertising and marketing. While negotiating for the different platforms, it is up to the firms to have the best communication skills. This is also to ensure that when negotiating for any business propositions, one does not get shortchanged in the process. According to James (2006, p.56), successful, efficient communication skills also ensures that there is a better understanding of the individuals who are participating in the communication process. James (2006, p.47) note that so long as the communication is open, there will always be a chance for individuals to ensure that they improve their understanding. This will occur even if the individuals participating in the communication process have different opinions. James (2006, p.12), makes it clear that communication does not constantly have to be intended at convincing somebody else to modify their viewpoint, but if effective, it will increase understanding for one another. The authors also agree that effective communication is clear.this means that there is no indistinctness about what it is the person is trying to convey o the other person. An individual guiding a tour can try to make his/her message clear by using short decrees in simple language, but still provided that enough information to guarantee a clear comprehension of what is being said. On the part of the negotiating partners, active listening also adds to clearness of communication, so it is always vital to show that the communicating parties depict that you are listening, and offer feedback to others during communication. In terms of the facial expressions, people from diverse cultures may assign very diverse meanings to facial languages, use of space, and, particularly, gestures. This may make it difficult for negotiating partners with a firm in Australia going business in china. Arcodia and Lee (2012, p.76), for instance, in some Asian cultures womenfolk learn that it is discourteous to look people in the eye, and so they incline to have downcast eyes during a discussion. On the other hand, in the United States, this body language could be misunderstood as a lack of concern or a lack of consideration.
Obstacles to effective communication do hinder the aptitude to be an effective communicator. According to Barker and Gower (2010, p. 76), when one takes a moment to comprehend barriers to effective communication, then they will be able to avoid some common difficulties. The first barrier to effective communication is not able to lessen distractions. Interferences can be music playing in the background, child crying, or phones ringing. When beginning a dialog, it is vital to remember to lessen as many distractions as you can. The second barrier to effective communication has to consider the age of the intended addressee. This is normally important as there are various age differences in individuals who visit China (Barker and Gower, 2010, p.90). Different generations respond differently to the same message. For example, a younger generation will have more comfort with electronic communication that an older generation that did not grow up with that technology. The older generation may prefer a more direct one on one verbal approach. Another barrier to consider is the educational level of the beneficiary. Communicating with a trained professional in healthcare and relating to a family member should sound very different. Barker and Gower (2010,p. 16) note that when communication occurs with a tourism professional terminology can be used and expected to be understood while the same conversation with a family member might leave the family member confused and sought for basic information. Another barrier to consider is the emotions of the receiver. Are they angry, sad, or frustrated? These emotions may hinder their ability to focus on a new message that is trying to be conveyed to them (Barker and Gower, 2010, p.90). Lastly consider the cultural differences in receiving a message. Some cultures are more focused on personal space and whether or not to make eye contact. Bearing in mind the cultural background of the recipient might help improve the accepting of the message being related.
Australians conducting business in china have to be aware that there are cultural dos and don’ts that can influence how the business performs in china. First, before any negotiations are done, it is imperative to comprehend that almost every choice of word that is used is scrutinized by the Chinese. Kim (2015. P.39) notes that for effective communication to occur, there must be mutual respect on the parts of all the parties that are involved. No one single party should be seen as to be in a position to bully the other. The issue normally arises when the government of china tens to stifle the foreign companies. Initially, the government of china required that all foreign companies be partly owned by its citizens. The Chinese people did not even have to raise any money to own a foreign company. This makes it difficult for firms conducting business in china. Effective communication is thus needed so that the correct percentages are met while negotiating the percentages or the sizes of equity that the Chinese can get. One can therefore conclude that Communication is the key to how we interrelate with others. Kim (2015. P.12) “Communication is crucial to the success of tourism encounters.” Why? Communication in a tourism settings guarantees that tourism providers are asking the right questions to make diagnosis, follow through or change tourism plans, and make efficient use of resources for communicating with the tourists (Kim, 2015. P.56). Tourism providers must always use nonverbal and verbal communication skills to guarantee that they act as professionals and are seeking to do the best we can to meet our tourist’s needs in terms of their satisfaction and touristic needs. Due to the varying viewpoints that the different researchers have done on this topic, it is evident that there needs to be a more defined role of the impacts of differencing cultures in the different touristic environments.
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Tassiopoulos, D. (2008). New tourism ventures: an entrepreneurial and managerial approach. Cape Town, South Africa, Juta.
James, S. (2006). Travel & tourism: Australia. Ultimo, N.S.W., Career FAQs.
Barker, R, & Gower, K 2010, ‘STRATEGIC APPLICATION OF STORYTELLING IN ORGANIZATIONS: Toward Effective Communication in a Diverse World’, Journal Of Business Communication, 47, 3, pp. 295-312, Business Source Premier, EBSCOhost, viewed 28 April 2015.
Kim, Y 2015, ‘Toward an Ethical Model of Effective Crisis Communication’, Business & Society Review (00453609), 120, 1, pp. 57-81, Business Source Premier, EBSCOhost, viewed 28 April 2015.
Lee, I., Arcodia, C., & Lee, T. 2012, Benefits of visiting a multicultural festival: The case of South Korea. Tourism Management, 33, 334-340.

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