DEVELOPING EFFECTIVE COMMUNICATION IN HOSPITALITY INDUSTRY : A STUDY OF

CULTURAL EXPRESSIONS

I Nengah Laba

Kadek Diah Purnama Dewi, Dosen STPBI

laba.stpbi@gmail.com / diah.stpbi@gmail.com

Abstract

This paper presents the study of cultural expressions in relation to developing effective

communication in hospitality industry with a theoritical approach proposed by Wierzbicka (1996:

443) who states that linguistic routines are expressions which occur in more or less predictable

environments and in specific social situations or in particular types of interaction. Moreover, a

theory of sociography of talking proposed by Laba (2012:70-71) who argues that cross-culture

communication in social interactions is influenced by and integrated into seven communication

components including target, argument, language, knowledge, interlocutors, natural setting and

general convention. The research method applied in this study is descriptive qualitative using

ethnography approach involving social and cultural practices (Estes, 2007: 171; Bungin, 2008:23;

Moleong, 2011:24-26). The discussion shows that cultural expressions is indeed an integral part

of any communication, i.e. different gratitude expressions occur in social interactions influenced

by the natural setting of the interlocutors’ culture and knowledge which is conceptualized in

communication triangle. In Bali, this natural setting is better known as Desa (place), Kala (time)

and Patra (norm) which strongly influence the communication act of the interlocutors. In order

to develop more effective communication in hospitality industry, cultural expressions and the

concept of communication triangle should be considered comprehensively.

Key Words: cultural expression, communication, social interactions, interlocutors

Background

Social beings need both verbal and

non-verbal language to develop effective

communication in social interactions or to

just express their cultural identity. Since

effective communication is very important

in hospitality, interlocutors should try

building trust and respect with one

another in any interactional settings.

Building trust and respect in communication

greatly involve an understanding of cultural

expressions. An emerge of different cultural

expressions and identities can be seen in

hospitality industry and this industry has

become one of the central phenomena of a

post-modern society enormously owing to

its liason with language and culture (cf. Fox,

2008:13-15; Beratha, 2004:68). Cultural

expressions, in this context, should be

importantly taken into account and they are

unavoidable when people accross countries

having communication for hospitality

business. It is an area in which

communication accros cultures through

certain expression exists and is truely

dinamic. This makes a study on the topics of

hospitality is increasing and will give a good

impact on the hospitality industries,

especially when cultural expressions are

comprehensively considered for more

effective communication.

Altinay and Paraskevas (2008:10-15)

states that research in hospitality and

tourism is generally undertaken in order to

disclose and make sense of existing

patterns of behaviour and phenomena

within the industry, to identify new and

effective ways of managing businesses, and

to enable academics to educate future

practitionners better and be more effective

in communication. They further implicitly

remark that an awareness of the socio-

cultural backgrounds, including certain

types of cultural expressions in

communication should be considered

thoroughly. It is true since socio-cultural

awareness will make people engaged in

hospitality industries avoid

misunderstanding. Wierzbicka (1992)

remarks that we think, we feel, we perceive

– and we want to express our thoughts, our

feeling and our perception by

communicating them with others. Hence,

cultural communication, including different

types of cultural expressions is defined as a

type of communication which is strongly

influenced by the cultural background of

the speakers in expressing their minds and

thoughts as well as the ways of how they

express gratitude.

Ideas and expressions are

constructed by the culture of the beholders

and it is clearly understood that ideas will

be expressed with language, so language

plays an important role in this construction

(Taylor, 2006:17). In line with the fact, in

any kind of communication, language

expression is indeed a cultural expression.

This is initially conceptualized by Gumperz

(1972: 15) who explicitly states that

communication is not governed by fixed

rules; it is a two-step process in which the

speaker first takes the stimuli from the

outside environment, evaluating and

selecting from among them in the light of

his own cultural backgrounds and the

understanding of cultural expressions

shown by the interlocutors. Language is

closely related to the way we think, and to

the way we behave and influence the

others, the notion of the sense of social

reality which is arised from the cultural

backgrounds (Kramsch, 1998:79).

Therefore, language and culture is just like a

coin with its two sides. They cannot be

separated. Culture can be described

through languages and language can be

seen within the culture itself. This is true

that culture has influenced the language

and vice versa. Referring to the

understanding of cultural expressions,

Grundy (2000:229) mentions that

intercultural pragmatics relates to how

members of different cultural groups react

to accommodate socio-pragmatic

differences. This means that the way of

communicating and expressing certain

cultural values in a social structure is

strongly influenced by the context of the

situation and the accompanying cultural

affiliation of the interlocutors. This

statement indicates that the groups of

people from different cultures have to

consider and act in accordance with the

socio-cultural differences so that the cross-

culture communication is realized more

effectively. Culture in this study is defined

as the customs and beliefs, art, way of life

and social organization of a particular

country and group which can also be seen

in the language usage. Cross-culture

communication described through cultural

expressions can be defined as an expression

of interlocutors with different socio-cultural

backgrounds. As each country has its own

culture, cultural expressions will vary from

one country to another. Hence, It is a need

to realise this phenomena, particularly for

people involved in international hospitality

business where phrases of gratitude are the

most important and essential in

communication.

People from different countries

surely have certain way of expressing their

thought and feelings as well as their cultural

identity, e.g. the ways of expressing

gratitude. For example, the Japanese word

arigato (ah-ree-gah-tohh; thanks), can only

be used with family, friends, co-workers,

subordinates, or strangers who look easy-

going and younger than you. When talking

to teachers, bosses, strangers who look

older than you, and strangers who look as if

they're not so easy-going, Japanese people

will not say arigato to mean thank you, they

say either arigato gozaimasu or domo

arigato gozaimasu (see www. dummies.com

how-to/content/expressing-gratitude-and-

regret-in-japanese.html). The culture in

western parts of the world is different from

the culture in eastern parts of the world.

The differences of cultural expressions

among western and eastern people can be

seen from their attitudes, behaviour, daily

routines and the way of their cultural

expressions. This study is tried to analyse

the differences of daily routines of gratitude

expressions among German and Balinese

people. Since different people and culture

have different ways of expressing gratitude,

this topic becomes interesting to study.

The problems to be discussed in this

research are:

1) In what situations is gratitude

generally expressed by German

and Balinese people?

2) How is gratitude generally

expressed by German and

Balinese people?

3) Why is it important to express

gratitude in Germany and in

Bali?

Objectives of the Study

The Objectives of this study are:

1) To look at what situations

gratitude is generally expressed

by German and Balinese people.

2) To analyse the different ways of

how German and Balinese people

express their gratitude.

3) To find out the different cultural

expressions for the benefit of

effective communication

Significance of the Study

Communication involving

interlocutors from different countries will

certainly bring an issue of cultural

differences, so this study is particularly

important since those who are enggaged in

social talk for hospitality purposes should

always try to understand different cultural

expressions. One of the many cultural

expressions used in communication is

gratitude expression. This study is also

connected with cross-culture

communication in social interactions. The

researcher expects to give light on these

points, to investigate and analyse different

cultural expressions among people from

western country (Germany) and eastern

country (Bali) and also to give a research

perspective on the importance of

understanding cultural expressions for the

benefit of effective communication in

hospitality industries.

Scope of Study

Language and culture is very

complex subject, so this study is limited to

only discussing the ways on in what

situations and how gratitude is expressed

by German and Balinese people to further

find out the importance of understanding

different cultural expressions for effective

communication. German people can

represent western culture and Balinese

people can be considered as the

representative of eastern culture. German

and Balinese people are said to have wide

cultural differences both socially and

culturally. Understanding these two

cultural expressions will bring a research

perspective for effective communication

involved people from different cultural

backgrounds. This is becoming the main

reason why the researcher chooses German

and Balinese people for the representative

data.

Concept and Theoretical Framework

There are two main concepts used

in this study. They are gratitude and

hospitality industry. Gratitude in this

study is conceptualised as the state or

feeling of gratefulness and feelings

toward someone who has been kind

(Procter, 1985:496). These feelings of

gratefulness can be expressed in

different ways and it is strongly assumed

that people from different countries will

express them in line with their cultural

entities and expressions. Hospitality

industry is a business involving activities

and outcomes arising from the

relationships and interactions among

people for the purpose of hospitable

pleasure and enjoyment. Similar to

tourism business, this business is a

composite of activities, services and

industries that deliver a cultural contact

and experience available for individuals

or groups who travelling away from

home (cf. Goeldner and Ritchie, 2009:6).

Referring to these concepts,

communication with an involment of

cultural expressions, e.g. gratitude

expression becomes an integral part in

hospitality industry.

This study on cultural expression is

framed under the theory proposed by

Wierzbicka (1996: 443) who states that

linguistic routines are expression which

occur in more or less predictable

environments and in specific social

situations or in particular types of

interaction and a theory of sociography of

talking proposed by Laba (2012:70-71) who

argues that cross-culture communication in

social interactions is influenced by and

integrated into seven communication

components include target, argument,

language, knowledge, interlocutors, natural

setting and general convention. These

seven components are framed under the

concept of communication triangle as

diagramed below:

Diagram 1

Communication Triangle in Social Interactions

(Source : Laba, 2012 : 70)

Laba further states that cultural

expressions existing in social talk, including

communication in hospitality business will

certainly be influenced by at least three to

four of these communication components.

These two

theories are relevant with this study since

cultural expression is indeed a linguistic

routine and is a particular type of

expression existing in social interactions

due to the different cultural and social

backgrounds of the

Interlocutors engaged in

communication. The theory of linguistic

routine and sociography of talking picture

out that the study of the different cultures

worldwide can be looked at the cultural

expressions of the interlocutors and it has

become clear that different people do not

only speak different languages, they also

have different cultures which are reflected

in the cultural expressions.

In the sense that language reflects

culture, it is important to observe and

analyze the way in which gratitude is

expressed by people in western country

(Germany) and people in eastern country

(Bali). In Germany for example, the

expression of gratitude is very common

expressed verbally by saying danke, vielen

Dank or danke schoen. However, in Bali it is

not such culturally and socially obliged to

say suksma or matur suksma which has

similar meaning to the words of danke

schoen, vielen dank or danke. It is also true

that German people would thank somebody

when he/she does something good to

them. In Bali it is uncommon to say thank

you for small deed given by somebody and

gratitude is often expressed non-verbally

like ‘smiling’.

Wierzbicka (1996: 71) also states that the

natural semantic metalanguage based on

lexical universals constitutes such a

language-independent ‘culture notation’,

suitable for representing the ‘cultural

unconscious’. Linguistic variation (danke or

ampunang je repot-repot to express

gratitude) is tied very much to the

existence of different cultures (cf. Yule,

1985: 195). In this study the different

expression of gratitude refers to Balinese

and German culture. In her book

‘SEMANTICS, CULTURE AND COGNITION’

Wierzbicka further states that the use of

metalanguage can clarify differences

between cultures, including those most

directly affecting communicative styles,

and, on a practical level, can facilitate

cross-cultural communication.

Language, Culture and Communication

According to Wierzbicka (1996:

69), different ways of speaking and

communicative styles can be explained

in term of different cultural values and

cultural priorities. Walt Whitman in

Fromkin (1988) defined that language is

not an abstract construction of the

learned, or of dictionary-makers, but is

something arising out of work, needs,

ties, joys, affections, tastes, of long

generations of humanity, and has its

bases broad and low, close to the

ground. Wierzbicka further states that

language is a tool for expressing

meaning. Then meaning, to some extent

must be transferable to the culture value

of both communicator and receptor.

Wierzbicka also mentioned that to study

differences in the patterns of

communication characteristic of

different cultures people need a suitable

framework. A framework that would

facilitate comparison of communication

patterns across cultures. To avoid a

thematic misunderstanding, culture, in

this study, refers to the informal and

often hidden patterns of social

interactions, expressions and viewpoints.

Roman Jakobson in Fromkin

(1988:200) once wrote that language

without meaning is meaningless. This

means that learning a language is also

learning the agreed-upon meanings of

strings unit, including the cultural units.

Wierzbicka (1992: 6-7) states that there

are two most extreme views concerning

the relationship between meaning and

language: the view that meanings cannot

be transferred at all from one language

to another, and the view that meanings

can be fully transferred.

Referring to cross cultural

understanding in communication

Edward Hall in Wierzbicka (1996)

writes:

“there is one element

lacking in the cross cultural field,

and that is the existence of

adequate models to enable us to

gain more insight into the

processes going on inside people

while they are thinking and

communicating. We need to know

more about how people think in

different cultures”.

To cope with the cross culture

misunderstanding, it is important to

consider the way of how people think in

different culture, so we can effectively

understand different cultural expressions in

communication. Thus, communication in

hospitality industries is indeed involving

people from different culture. For those

engaged in hospitality business, an

understanding of different cultural

expressions is particulary very important in

order to establish a more effective

communication.

Human and Culture Relativism

Social beings cannot place

themselves outside their culture. People

are inevitably guided by certain

principles within a certain culture that is

shared by the entire human beings.

Wierzbicka (1996) remarks that

philosophers often rely uncritically on

concepts such as freedom, courage, or

promise without even suspecting that

these concepts, too, may be the creations

of one particular culture. She further

states that even linguists can sometimes

assert that some simple words from their

native language stand for innate and

universal human concepts.

These universal concepts can be

the barriers when we want to analyze the

human language in term of semantic

features within a culture. Since the

culture is a broad concept, it is then very

relative concept. This cultural relativism

must be also considered as an important

term when we analyze the different ways

of cultural expressions in form of

gratitude expression. This is due to the

fact that expression of gratitude is an

integral part of culture act. However, a

similar point of view which is universal

and culture-independence exists in every

culture. This universality and culture-

independence plays a very important

role when we analyze the different

expressions of a cultural act. To

understand this, we must separate the

two terms; human concepts and cultural

relativism. In this study these two terms

refer to the human (social) concepts and

culture relativism between German and

Balinese people.

Research Methodology

Data Source and Research Method

The data was obtained from a

German and from a Balinese family using a

combination of judgmental and quota

sampling where respondents are

handpicked from the accessible population

and thought to be more appropriate for the

study than others (Altinay and Paraskevas,

2008: 89-104). The respondents are also

divided into mutually subsets based on a

spesified proportion. The research method

applied in this study is descriptive

qualitative research with ethnography

approach which involves social and cultural

practices (cf. Estes, 2007: 171; Bungin,

2008:23; Moleong, 2011:24-26). The data

being analysed in this study were taken by

using questionnaire and unstructured

interview on the theme of how and in what

situation German and Balinese people

express their gratitude.

Data Collection

The methods used in collecting

the data were unstructured interview

and obeservation. Questionnaires are

one of the most popular methods of

collecting data among hospitality and

tourism researchers focusing on cultural

expressions. A questionnaire can be

used to ask standard questions that

respondents will respond to and

unstructured interview is a very flexible

way of collecting data in which

respondents’ opinions, knowledge and

experience can be revealed with three

or four broad questions that encourage

respondents to provide as much detail

as possible about the study (see

Ritchie, 2003:36-37; Neuman, 2007:

20-22; Altinay and Paraskevas,

2008:112-121; Sugiyono, 2012:191-

192). There are German people and

Balinese family being taken to provide

the data for this study. The data were

collected by using questionnaire sheet

and unstructured interview to the

German and Balinese family related to

the gratitude expressions. They are

asked to answer some questions. The

process of collecting the data is from

December 2012 to January 2013.

Questionnaire was sent to respondents

in Germany via email and unstructured

interviewed carried out with a German

spending holiday in Bali and Balinese

family held in Paksebali Village,

Klungkung. There are four main

questions to be answered by the

respondents in relation to what

situations and how gratitude is

expressed in accordance to the

respondents’ culture. Other supporting

data were taken using observation

sheets, which are provided by the

researcher.

Data analysis

The method used in analyzing

the data are the descriptive qualitative

method and inductively done (Moleong,

2011: 9-10). In data analysis, two main

steps were taken. They are (1) the data

from the questionnaires (unstructured

interview) were analyzed descriptively

and (2) the differences between the two

routine expressions of gratitude for

German and Balinese people are

explained based on the results of the

questionnaires and unstructured

interview. It has previously been

mentioned that this study is about

different gratitude expression between

Balinese and German people. This

explains about the analysis of the result

of the questionnaire given to the

respondents and based on the written

data. The result is analyzed inductively

to find out the relations among concept,

theory and the objectives of the study.

The analysis is concerning on two

aspects. The first aspect is the

explanation on the questionnaires

analyzing about in what situations

gratitude is normally expressed in

Germany and in Bali. The second aspect

is about data that were obtained through

unstructured interview describing how

gratitude is expressed.

Findings and Discussion

The questionnaire is a simple way

to find out the data between the culture of

Balinese and German people in what

situations gratitude are expressed. It

consists of three questions, namely: in what

situations gratitude are generally

expressed; how gratitude is generally

expressed; and why it is important to

express gratitude in Germany and in Bali.

Based on the culture of the respondents

(German and Balinese family), the results of

the questionnaires and unstructured

interview can be described as follows (1)

answering to the first question of in what

situations gratitude is generally expressed,

German person answered that gratitude is

very commonly expressed when someone

does favor to somebody else; somebody get

invited; given a present; and when

somebody does something good to you,

after showing someone polite behaviour

(opening the door to old people or women,

letting someone pass), assisting someone

with a job (translating a text or helping with

manual work) or difficult situation. The

Balinese said that gratitude is generally

expressed when someone does great favor

to somebody else; asking someone to do

something, e.g. saying makasi sebelumne

(thanks in advance); and receiving gifts from

somebody, especially gifts for wedding

and/or otonan (birthday) ceremony as well

as other religius events involving nyame

dadia (clan family); (2) referring to the

questions of what expressions are used and

how gratitude is expressed, German people

responded mostly with verbal expression

like (Verbale Äußerungen wie) : Danke; Das

ist toll von Dir; vielen dank, Danke,

herzlichen Dank, besten Dank, ich danke

Ihnen (dir), ich bin Ihnen (dir) sehr dankbar

and shaking hand is generally done to

express gratitude. And, very often by giving

a present (flowers, chocolates), inviting

someone out to a drink or dinner and

entertaining at home.

For the Balinese, indirect expression

of gratitude such as ampunang je repot-

repot (don’t be bother); kanggeang mriki

baat mulih metalang (it is kind of you that

you come with basket full of gifts and back

home with an empty basket); or nah kene

be me bareng ajak repot, tulungin je masi

panak memene (It’s also you, my mother

whom we bother to support the son) when

the family received a gift for their son’s

wedding ceremony and non-verbal

expression like smiling is commonly used to

express gratitude. Though, on certain

occasion, direct verbal expression combined

with strong cultural influence is said to

express gratitude like makasi nah, jak

kanggoang mai baat, jani mulih metalang

(thank you, please be understood that you

are coming here with full of basket and we

hope you don’t mind going back home with

an empty one); (3) referring to the third

question of why it is important to express

gratitude, the German people said that if

they do not do it, it’s considered to be

impolite and bad manners. People in

Germany may even lose important contacts

as people are disappointed in them.

German people also feel obliged to express

gratitude because it is so common to their

culture and to express gratitude is also

quite humanistic, e.g. it has humanistic

value. Different from the German, the

Balinese answered that it is important to

express gratitude to somebody because

he/she has helped them; and for Balinese it

is not so culturally common to express

gratitude for small favor.

Based on the finding data, the

routines of when and how gratitude is

expressed in Germany and in Bali are

different. This is due to the fact that

Germany and Bali are within two

different cultures. In Germany gratitude

is generally expressed when someone

does something good to someone else;

someone does favor to somebody else;

somebody get invited; given a present;

and when somebody does something

good to you. In Bali gratitude is

generally expressed when someone does

great favor to somebody else; asking

someone to do something, e.g. saying

makasi sebelumne (thanks in advance);

and receiving gifts from somebody. Both

German and Balinese people consider

that gratitude expression is important in

their culture. These two countries have

different ways of gratitude expression.

The observation data shows that the

broad difference is:

In Germany; “danke, das ist aber sehr

nett”

(thanks, it is very kind of you)

In Bali, “aduh, men Sari

kanggeang mriki baat mulih

metalang nggih”

(oufs, it is kind of you that you

come with basket full of gift and

back home with an empty basket)

These two expressions were mentioned

after the family received a gift from their

relatives. The above gratitude expression

clearly shows that there is quite distinct

cultural gratitude expression between

German and Balinese people.

When we compare both of the

respondents’ responses, gratitude

expressions in Bali are not as necessary

as the gratitude expressed by German

people. German people feel obliged to

thank someone who has done something

good for them. But, in Bali people do not

feel obliged to say thank you for small

help and mostly gratitudes are not

expressed directly with verbal language.

These finding data of cultural act

on gratitude expressions are in

accordance with the theory of linguistic

routines and sociography of talking, i.e.

different gratitude expressions occur in

social interactions influenced by

different ways of communicative styles

and the natural setting of the

interlocutors’s culture and knowledge. In

Bali, this natural setting as an integral

part of the sociography of talking, is

better known as Desa (place), Kala

(time) and Patra (norm) which strongly

influence the communication act of the

interlocutors. This can be explained in

term of different cultural values and

entities. In this study, the predictable

environments and natural setting are

referring to German and Balinese

culture. Socially and culturally speaking,

people have different target and

argument at the communication process

which are reflected in their language

choices (vielen dank, Danke, herzlichen

Dank, besten Dank, ich danke dir, ich

bin Ihnen vielen dank and ampunang je

repot-repot ; kanggeang mriki baat

mulih metalang; or nah kene be me

bareng ajak repot, tulungin je masi

panak memene or simply by smiling to

express gratitude).

German and Balinese people have

different views of what expressions are

used and how gratitude should be

expressed according to their culture.

Both German and Balinese people

cannot place themselves outside their

cultural concepts. Their cultural

concepts are shown by their language

(lexical) choices in expressing gratitude

and these language choices are tied very

much to the existence of their culture. In

spite of having different culture values

and entities, there is a basic common

understanding of German and Balinese

people that an expression of gratitude

has a humanistic value and it must be

importantly considered for more

effective communication in any social

interactions. It is also important to

understand different cultural expressions

or other related social norms and ethics

(natural setting) to minimise and to

avoid misunderstanding in

communication so that general

convention of the talk and any other

purposive communication is mutually

achieved among interlocutors.

Conclusion and Suggestion

Conclusion

From the data analysis, this can be

concluded that the expressions of gratitude

are generally expressed differently by

German and Balinese people. For German

people, for example, the expression of

gratitude is very common expressed

verbally by saying danke, vielen dank or

danke schoen. However, in Bali it is found

out that verbal gratitude expression like

suksme which has similar meaning to the

words of danke does not seem culturally

and socially obliged. Saying danke (thanks)

is highly conventionalised way of expressing

gratitude to someone who has done

something good for you in Germany. It is

also true that German people would thank

somebody when he/she does something

good to them. In Bali it is not so common to

say thank you for small deed that is given by

somebody and gratitude is often expressed

non-verbally like smiling and other

gratitude expressions, e.g. saying

ampunang je repot-repot (don’t bother

yourself bringing a gift ) when receiving a

gift (aba-abaan) or kanggeang mriki baat

mulih metalang (please, be understood that

you come with full basket and going home

with empty one).

Despite of having different gratitude

expression, both German and Balinese

people have the same opinion of the

importance of expressing gratitude. These

findings also indicated that both German

and Balinese people cannot place

themselves outside their cultural concepts.

Their cultural concepts are shown by their

linguistic variation (vielen Dank and

ampunang je repot-repot) in expressing

gratitude. This linguistic variation is tied

very much to the existence of their culture.

Understanding cultural concepts and

generic cultural expressions of the

interlocutors involved in social interactions

will give a wonderful impact in developing

effective communication,

especially for the sake of communication

occurs in hospitality industry where cross-

culture communication is unavoidable.

Suggestion

The findings of this study are still

limited to the cultural expressions of

gratitude between German and Balinese

people and the other limitation is that this

study used limited data extracted only on

four main questions. Moreover, research is

conducted for two months. This might not

entirely reflect world wide cultural

expressions. Therefore, future research

should take these limitations into

consideration and can use data from people

from other countries and other

perspectives such as using more formal

communication settings in hospitality

industries such as meetings, business

negogiations and conferences.

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