Research on the Mechanism for Improving the Service Quality of Inbound Group Tourists from a Cross-Cultural Management Perspective
DOI:
https://doi.org/10.61360/BoniGHSS252019300705Keywords:
cross-cultural management, inbound group tourists, service quality, cultural intelligence, satisfactionAbstract
This study explores the role of cross-cultural management mechanisms in improving the service quality of inbound group tourists, particularly within the context of globalization and multicultural environments. By constructing a theoretical framework of "cross-cultural management-service process-perceived quality, " the study analyzes three key mechanisms: cultural intelligence and employee adaptability, cultural communication and trust-building, and institutional safeguards and service consistency. The study finds that enhancing cultural intelligence strengthens employees' service adaptability, cultural communication reduces misunderstandings and enhances tourist trust, and institutional safeguards ensure service quality consistency. A case study of Marriott Hotels verifies the effectiveness of these mechanisms in practice and their positive impact on brand loyalty. Finally, the study offers three management implications: establishing cultural adaptation training mechanisms, optimizing cross-cultural communication and feedback systems, and promoting the international standardization of inbound services, while also suggesting directions for future research.
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