Report on Importance of Communication in Tourism Industry

TOURISM AS COMMUNICATION THE ROLE OF LANGUAGE IN TOURISM Ms. Neena Gupta V. interrogation Scholar, Dept. ofEnglish , Univ. Of Jammu, Jammu-180006 Emailemailprotected com Ph unmatchable 9796491314 Introduction Tourism is angiotensin converting enzyme of the most remarkable success stories of modern prison terms. The constancy, which only began on a massive home in the 1960s, has grown rapidly and steadily for the past 30 years in terms of the income it generates and the number of people who travel abroad. Tourism is the largest service firmament in India. Tourism contributes 6. 23% to the national GDP Tourism generates 8. 8% of the total employment in India . India is to be a Tourism hotspot from 2009 to 2011. (This info is available on Indian Tourism Website). It has proved to be resilient in times of economic crisis and get out continue to grow at a rapid pace of almost 4% a year in the 21stcentury. According to the WTO (World Tourism Organization) forecasts, more than 700 million people will be travelling internation on the wholey by the year 2000, generating more than US $620 billion earning. But what is Tourism? It is distinguished to understand Tourism as a notion as well as a phenomenon .It is not enough to treat Tourism as an industry and keep conducting research to increase earns. This industry is trade aspects of a country or a region for profit. This implies that one invites visitors to access a fibre of ones home or neighbourhood. This bunsnot be dismissed as mere business. Tourism, thitherfore, is an extremely complex endeavour. Not only ar huge amount of money at stake, it is in addition providing economic incentives for defend the natural environment, restoring cultural monuments, and preserving nature.In a small but important way, Tourism is contributing to the understanding among peoples of very different backgrounds. But above all, it performs the business of providing a break from stress of routine and fulfilling dreams of le isure travelling. C one timept Of Tourism The dictionarydefines tourism astravelling for pleasure and a tourist as one who travels for pleasure. Some definitions attempt to define Tourism in conceptual terms. These provide a theoretic framework in order to indentify the essential characteristics of tourism and what distinguishes it from similar, sometimes related, but different activities.Tourism is the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in these destinations and the facilities created to cater to their needs. Thus Tourism cannotbe case-hardened deal any other industry. TheTwentieth century changed the human forever. Technological advances translated into rapid strides in development in all fieldseconomic, political, social, arts and culture. Travelling, for profit or pleasure, came out of its exclusivity and became more routine.In the feudal world only the Aristocracy would embark on a Grand Tour of the Continent or a Voyage around the world. A more equal and prosperous population led the world towards this complex phenomenon we call Tourism. Inits simplest form it is travel to new-made lands the stimulate of the exotic in the unfamiliar an attempt to educate ones selfor simply immerse ones self in the joys of travel. The space of a ascorbic acid years between the twentieth century and the twenty-first has changed tourism from travel to a form of social activity.Rapid strides in knowledge about different, and little know parts of the world and their cultures has revolutionized the concept of tourism. The conceptual framework of human Thought has undergone some(prenominal) transformations and the new world is an amalgam of a considerable number of worlds organize out of disparate thoughts. Right from the onset of the last century the world has been searched and researched as a set of separate but related structures.The smug and contented divisions of nation, religion and God of the earth and its resources of the space surrounding humans broke down in an acknowledgement that all these are a common hereditary pattern of all. Intellectual movements that developed in France in the 1950s and 1960s analysed human culturesemiotically. They are concerned with the analysis of nomenclature,culture, andsociety. The structuralist mode of reasoning has been applied in a diverse range of fields, includinganthropology,sociology,psychology,literary-criticismandarchitecture.Post-structuralism emphasizes the ways in which different aspects of a cultural order, from its most banal material details to its most abstract theoretical exponents, determine one another. These philosophiesinclude many, widely varying disciplines into a synthetic view of knowledge and its relationship to experience, the body, society and economy a synthesis in which these are a part. Social theorists such asanthropologistandethnographerClaude Levi-Strauss,Marshall Sa hlins,James BoonandPierre Bourdieuhave analysed human culture and society as a system of structures that need to be studied and analysed.The Postmodern philosophy and other related philosophiessuch as a structural and scientific approach to all human activities like marriage, cultural pass judgments, religious beliefs, social conventions, art and traditions of peoples of the worldis a movement away from the viewpoint ofmodernism. More specifically it is a proclivity in contemporary culture characterized by the problem ofobjective truthand inherent suspicion towardsglobal cultural narrative or meta-narrative.It involves the belief that many, if not all, apparent realities are only social constructs, as they are subject to change inherent to time and place. It emphasizes the role of language, power relations, and motivations in particular it attacks the function of sharp classifications that are absolute and rigid, rather, it holds realities to be plural and relative, and dependent on who the interested parties are and what their interests consist in. With so much thought being generated in a cross-cultural, globalised scene, the concept of tourism has become a many-layered complex of subject matters.Tourism has become the subject of much research. In orbicular Tourism,Davidson contends that tourism is not an industry at all. Tourism should not be viewed as a product activity or product but as a social phenomenon, an experience or a process. Recent research on tourism postulates that there are three approaches in defining Tourismtechnical, economical and holistic. The first attempts to collect data by identifying tourists the second treats Tourism as a business and industry. Holistic approach or definition attempts to include the entire essence of the subject.GMS Dann treats Tourism as a sociological process, an art of promotion, with a discourse of its own. The language of Tourism has its own essence. Tourism as Communication The social aspect of tourism e nhances its value as a communicative process becauseTourism is an industry with a difference. There is an undeniable exchange between places and people. This exchange is what is meant by intercourse. Communication happens at many levels (even for one single action), in many different ways, and for most beings, as well as certain machines.Several, if not all, fields of study pass on a portion of attention to communication widely, some recognizing that animals can communicate with each other as well as human beings, and some are more narrow, only including human beings within the different parameters of human symbolic interaction. Communicationis the activity of conveyinginformation. Communicationrequires a sender, a message, and an intended recipient, although the manslayer need not be present or aware of the senders intent to communicate at the time of communication thus communication can top across vast distances in time and space.Communication requires that the communicating p arties share an area of communicative commonality. The communication process is complete once the receiver has understood the sender. Thus, communication is a two- way process. The interaction of the tourist with the places he visits and the people he meets is therefore, a form of communication in which both the visitor and the visited form a communication cycle. A considerable amount of weightage is given to the power of impressions on the mind of a person living in the twenty-first century.One of the most important aspects of Tourism is the communication of the impressions created in the minds of tourists. These include non- literal aspects sights and sounds communicate a general impression and the verbal aspect of communication language plays an important role in creating impressions. In the field of Tourism, communication, both non-verbal and verbal, can play a vital role in the promotion and profitability of this socio-economic process. THELANGUAGE OF TOURISM The third part of the paper deals with the language of tourism and its relevance to tourism in India.The International standard for Travel and Tourism, as recommended by the Ottawa Conference and adopted by UNStatisticalCommittee , proposedleisure, recreation and holidays visiting friends and relatives business and professional health treatment religion/ pilgrimage historic other (transit etc. ),as tourist activities. The spheric Tourist in India seeksnovelty, history,knowledge, retreat, shopping,medical expertise, and the endless variety of Indian culture Every field has its languagethe language of music, of artso does Tourism.The language of Tourism, however, exists of the non- verbal and verbal aspects of Tourism. Non- vocal Communication And Tourism Nonverbal communicationdescribes the process of conveying meaning in the form of non-word messages such asgesture,body languageorposturefacial expressionand eye contact object communication such asclothing,hairstyles,architecture,symbolsandinfogra phics, as well as through with(predicate) an nub of the above. Non-verbal communication is also called silent language and plays a key role in human day to day life from habits to etiquettes to civic sense and good attitude.Visual communicationis the tape transport of ideas and information through creation of visual representations. Primarily associated withtwo dimensionalimages, it includessigns,typography,drawing,graphic design,illustration, colours, and electronic resources, video and TV. Canadian media scholarHarold Innishad the speculation that people use different types of media to communicate and which one they choose to use will offer different possibilities for the shape and durability of society.His famous example of this is utiliseancient Egyptand looking at the ways they built themselves out of media with very different properties stone and papyrus. Papyrus is what he called Space Binding. It made possible the transmission of written orders across space, empires a nd enables the waging of distant military campaigns and colonial administration. The other is stone and Time Binding, through the construction of temples and the pyramids thatcan sustain their authority generation to generation, through this media they can change and shape communication in their society.This is an instance of Historical Tourism as well as visual and non-verbal communication. There are several examples of non-verbal and visual signs in the context of Tourism. These include historical monuments, places of interest, scenery, national parks, rivers, forests etc. Indian Tourism offers an endless variety in all these. But our historical edifices silently communicate our inability to treasure ourcontroversial history, and our indifference towards the proud preservation of our cultural heritage, through the defacement of our historical structures by both, the public and the government.Keeping these points in mind one only has tolook around oneself to see what kind of non-ve rbal language we are using to woo our Touristfilth on roads, corruptive toilets, rape of foreign tourists, over-pricing of souvenirs, cheating, shabby treatment of women and the elderly, throwing water over balconies, or garbage in the handiest corner, the list of thenon-verbal images India communicates to the world through the tourists is not always what one wishes to project or convey. First we have to improve our non- verbal and visual signals then our verbal skills.The sensitive advertisements made by Incredible India are a very good step in this direction. The DevoAtithiBhavo campaign is trying to sensitise the Indian public to view their actions and understand how they can appear to the outsiders or to Tourists. Verbal communicationis related to rowing and does not synonym for verbal or spoken message. Therefore, vocal voices that are not rowing, such as a mumble, or singing a wordless note, are nonverbal. Sign languages and writing are normally known as verbal communicatio n.Nonverbal communication can be through with(p) by anysensorychannel like with the help of sight, hear, smell, feel or taste. The forms ofverbal communication are sound, words, speaking, and language. Verbal aspects of language are panoptical or Written and Audible or Spoken,Speech also contains nonverbal elements known asparalanguage. These include voice quality, emotion and speaking style as well as prosodic features such asrhythm,intonationandstress. Likewise, written texts include nonverbal elements such as handwriting style, spatial arrangement of words and the use ofemoticonsto convey emotional expressions in pictorial form.Oral communication,while primarily referring to spoken verbal communication, typically relies on words, visual aids and non-verbal elements to support the conveyance of the meaning. Oral communication includes discussion, speeches, presentations, interpersonal communication and many other varieties. In face to face communication thebody languageand voice tonality plays a significant role and may have a greater impact on the listener than the intended content of the spoken words. Spoken Language contains elements likeaudibilityandcomprehensibility.Comprehensibility lies in the correctmodulation,accent,intonation,vocabulary,grammar. Visible verbal Languagerefers tobill boards,sign boards,pamphlets/leaflets,menus in restaurants,magazines, bookstourist guide-books, literary booksHere also bad printing, violate spelling and shoddily translated works convey to Tourists the impression of a badly educated and unaware India. Communication is thus a process by which meaning is assigned and conveyed in an attempt to create shared understanding. This process enablescollaborationandcooperation.Language is the most natural link between humans today. The variety of languages in the world makes verbal communication a challenge. The development of English, Spanish and Chinese as the language of a major(ip) segment of the global population is a vig orous development. A common, communicative language is required to enhance tourism Verbal Language and Indian Culture. There are many Indias within India. Linguistic individualism is an integral part of Indian-ness and culture. Indian history, literature, learning, medicine, religion and spiritual knowledge is a priceless heritage preserved in hundreds of languages.Languagein India is a many-splendoured thingthere are several classes ofIndian languages classical, regional,dialect,official,national. Since communication requires adeptness in languageboth, national and international, Indian Tourism must pay attention to the socio-cultural-lingual aspect of India. salutary as one pays attention to the non- verbal communication that Indians may convey to Tourists, it is important to ensure that the verbal communication of India and its public is impressive and Tourist-friendly.The language of any country or region is an indicator of the nature and complexity of its culture. The offici al languages of the country as well as of the states must be communicated to the Tourist in a befitting manner. This means that English and Hindi, and regional languages must be promoted and encouraged. This sounds simple but is a very tricky issue. With the emphasis on science and professionalsubjects, language studies has been neglectedstudents and universities, both have letthe standard of language slide.Consequently, English, while preferred by the majority of young Indians, remains a difficult language to master, and native languages suffer due to indifference and the contempt of the familiar. Moreover, these languages do not seem to offer any avenues of advancement, as there are not many profitable careers in regional or rural languages. The Tourism sector can benefit enormously, at the same time it can reviveinterestin learning languages among the youth. It can, and should work towards raising the standard of language in the Tourism sector.It can do this in two major ways. Fi rst, it must engage persons with good language ability in English, Hindi along with one or more regional languages. Second, it must invest time and money in Training. Language Trainingin India is multi facetedand involves the consideration of two vital issuesIndian Languages and Indian Heritage. The language Usersemployees atinformation desks, response centers,booking centres should have a high level of communication skills.The personnel working in the Tourist areas must be well-versed in the historical, geographical. cultural and socio-economic importee of the area they operate from. Tourist Guidesare a very visible face of tourism. A great presenter must capture the attention of the earreach and connect with them. The audience or tourists should have a positive impact with his/her body language and tone of voice. Visual aid can help to assist effective communication and is almost always used in presentations for an audience.Here, the use of English, Hindi and of the local lang uage is an important factor in making the experience a good means of communication between India and the Tourist. A widely cited and widely misinterpreted figure used to emphasize the importance of delivery states that communication comprise 55% body language, 38% tone of voice, 7% content of words, the so-called 7%-38%-55% rule. This is not, however, what the cited research shows rather, when conveyingemotion,if body language, tone of voice, and wordsdisagree,then body language and tone of voice will be believed more than words.A Guide who does not know the history and significance of the tourist particular he is presenting would spoil the pleasure of the experience for the Tourist. If he knows and cannot communicate either due to poor communication skills or incomprehensible accent the whole suffice is rendered futile. Since the Guide represents, both, the tourism sector and the country and society of the visited, the poor performance of the Guide communicates a certain impress ion detrimental to the image of the country or state.At this point, an illustration of the use of Urdu in the Tourism of Jammu and Kashmir may add weight to the argument. If the personnel of the Tourist Department have proficiency in English, Hindi, and Dogri, Urdu or Ladakhi, the temples of Jammu, the monuments of the Mughals and the staring(a) mountains of Ladakh would come alive for any Tourist and remind him forever of the richness, big-heartedness and timelessness of India. On the other hand, ignorant, and bad speakers may create the impression that a once great people have become an apology of a nation.Recommendations for making tourism more successful Make non-verbal signs of communication strong, correct and positive in their impact. People associated with the tourism industry must understand the vital role of language. Language is one of the most important tools in their work -kit The attitude of the industry towards the language-ability of their policy-makers, executives and field-level workers should not be indifferent Training in Languages must be stringent Special hubs must be created for teaching language skill ConclusionLanguage is a vital indicator of the level of any civilization. The level of the proficiency in language highlights culture of the people. Skill in the local, regional, national and an international language is the Brahamastra that will provide the cutting edge to successful Tourism SELECTBIBLIOGRAPHY 1. Burkart, AJ and Medlik, S. Tourism Past, Present and Future. London Heinemann, 1974. 2. Conrady, Roland and Buck, Martin, ed. Trends and Issues in Global Tourism . Berlin Springer, c2008. 3. Dann, Graham M. S. Global Tourism. upstart York CABI Pub. , 2008. 4.Dann, Graham M. S. 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