Raymond Williams, a cultural theorist, argues that the term “culture” is complex and lacks a specific definition (Williams 1983:87). Various academic fields, including literacy studies, anthropology, and sociology, present over one hundred definitions of culture. Scholars from different backgrounds have diverse perspectives on the nature and significance of culture.
The term “culture” is frequently used with the assumption of a shared understanding, despite variations in interpretation and cultural diversity. Historically, culture pertains to the lifestyle of a particular group. As Tylor (1874, p. 1) elucidates, culture encompasses diverse components such as knowledge, beliefs, art, morals, laws, customs, and skills acquired within society. Culture profoundly impacts all aspects of our existence and extends beyond religious disparities between nations; even within one nation, multiple cultures coexist.
Culture encompasses a complete collection of social norms and reactions that shape people’s conduct. It is acquired and instilled, representing a set of regulations and behavior patterns that individuals learn after birth, rather than inheriting them. Culture enables individuals to comprehend their surroundings and appears unfamiliar only to those who are external to it (Hall, 1973; Roeber and Kluckhorn, 1952). Essentially, groups form their own environment as an adaptation to the physical surroundings and transmit their customs, practices, and traditions across successive generations (Harris and Moran, 1979).
Culture is a complex concept that includes numerous dimensions. To truly understand culture, one must recognize the importance of these different dimensions. Culture encompasses elements such as social heritage, traditions, lifestyle, human environment, appearance (including clothing and eating habits), behavior, social rules, societal values and norms, beliefs and attitudes, self-perception, thought processes and actions, work and leisure patterns, perception and understanding of time, cognitive knowledge, learning processes, language use and communication methods. Additionally it involves symbolism and its meanings perspectives , religious practices as well as differences and similarities in material aspects of life.
According to the United Nations Educational, Scientific and Cultural Organization (UNESCO), culture can be observed through various artistic expressions such as music, literature, painting, sculpture, theatre, and film. Culture is defined by UNESCO as a unique combination of spiritual, material, intellectual, and emotional characteristics found within a society or social group. This encompasses not only art and literature but also lifestyle choices, ways of coexisting with others, value systems, traditions, and beliefs (UNESCO, 2002). In the realm of hospitality, culture involves bringing together individuals from diverse backgrounds in terms of age, gender, location society or country. These individuals may hold differing beliefs values and norms but must collaborate harmoniously.
The world today has become more interconnected through various means such as high speed transportation, television, telecommunication, and the internet. This has resulted in a sharing of cultures and experiences including food, drinks, literature, music, dance, and sports. People from different walks of life and various locations or countries now have similarities in terms of clothing and designers,
consumption of popular fast food brands such as Mc Donald and Pizza Hut,
drinking popular beverages like Coca-Cola,
and even listening to similar music or wearing the same brand of shoes like Adidas.
Globalization can be described as the increased global interconnectedness, encompassing the expansion of capitalism as a production and market system. It also includes advancements in communication and transportation technologies that are transforming social relationships in terms of space, time, and speed (McGrew 1992; Robins 1997; Tomlinson 1997). Individuals and large corporations alike are relocating to different countries or regions in search of better prospects.
In order to maintain their sustainability and expand their global presence, companies in the hospitality industry form corporate partnerships like joint ventures. This includes large multinational corporations such as McDonald’s, Intercontinental, Radisson Blu, Hilton, Thomas Cook, Thomson, American Express, and Pizza Hut. These companies operate hotels, tour operators, airlines, and other travel-related businesses. Given the steady flow of individuals traveling to different destinations daily.
Tourists often have specific expectations for products and services, which are influenced by the customs and traditions of their own country. Currently, people can find familiar food and service no matter where they travel. As individuals move from one place to another, diverse communities are formed in various countries. Some minority communities have had a notable influence in the hospitality industry, offering others a chance to encounter the cuisine and culture of their homeland.
Almost every country has China downtowns and various international restaurants, such as Indian, Thai, Lebanese, Greek, Italian, Spanish, French. Surprisingly, there are also a few Nepalese restaurants in Edinburgh, often named Khukuri, Gorkha, or Everest restaurant. This international presence makes the hospitality industry highly globalized. Through globalization, individuals have the opportunity to engage with people from diverse countries and grasp their culture, lifestyle, and even relish their cuisine and music in these restaurants.
The accessibility and affordability of flights have made international travel more convenient, allowing people to easily explore different parts of the world. This has not only made tourism simpler but has also facilitated cultural exchange and boosted economies. As individuals seek new experiences, they are often attracted to cultural tourism, which includes various aspects such as heritage, arts, creativity, urban and rural culture, indigenous culture, and experimental culture (MK Smith, 2009). Henceforth, it is crucial for the country being visited to protect its cultural identity.
The culture in the hospitality industry can have positive and negative impacts, potentially altering or erasing local identity and values that tourists anticipate. In certain instances, culture may be commodified to meet tourist expectations, leading to the emergence of “reconstructed ethnicity”. If this practice persists, the authentic culture of the local population could be lost. For example, some Hindu temples in Nepal are highly revered and prohibit entry for tourists from other countries due to cows being considered sacred deities in Nepali culture while many international visitors consume beef.
Tourists have specific requirements for dining and enjoying coffee when they are in a new location. However, locals should understand that these establishments should not be excessively modern or designed solely for tourists. It is important to keep in mind that tourists want an original and genuine experience. In Nepal, there are numerous traditional restaurants that are extremely popular with tourists. These establishments serve local food and drinks and also provide music and dance shows. Nonetheless, the commercialization of these experiences can result in a manufactured authenticity and potentially diminish the local culture.
Therefore, it is crucial to avoid exceeding limits. While some improvisation is acceptable, excessive improvisation may not be wise. It is always beneficial to complete homework before traveling to a different country. Conducting some research beforehand provides an understanding of the country’s culture and the behavior of its people. Respecting other cultures is essential, such as covering women in Muslim countries when outside or recognizing the cow as a god in Hindu religion. These customs may appear insignificant to foreign visitors, but they hold great significance in the host country.
Some tourists may disregard these issues and engage in public consumption of alcohol, topless sunbathing, etc., which can lead to cultural conflicts and disputes between the host country and the visitors. Nepal’s way of life revolves around religion, with Hinduism and Buddhism closely intertwined and harmoniously coexisting. This is the impression that tourists should possess both before and after their visit to the country. Preserving our culture is of utmost importance since it defines and distinguishes us from other cultures.
Cultural diversity entails the understanding and appreciation of disparities in beliefs, behavior, values, and communication styles among individuals from various cultures. It recognizes that people differ in areas such as age, gender, education level, values, physical abilities, mental capacities, personalities, experiences, and cultural backgrounds. By acknowledging and valuing these distinctions and establishing a workplace that accommodates individual needs and preferences, organizations can leverage the benefits of diversity to create a motivating and rewarding environment.
According to Jamieson and O’ Mara (1991: 3-4), Nepal is a landlocked country located between India and China. Despite its small size, Nepal has a population of 60 ethnic groups and more than 92 spoken languages. The capital city of Kathmandu is known for its diversity, with residents from various regions. Kathmandu also has a variety of hospitality establishments, such as large hotels, franchise restaurants, local dining spots, and bars. Recently, well-known fast food chains like Kentucky Fried Chicken (KFC) and Pizza Hut have opened in Darbarmarg, Kathmandu, Nepal.
November 23, 2009 marked a significant event for the Nepalese people and economy as an American food chain made its debut in Nepal. This event opened up opportunities for more multinational companies to invest in Nepal, which would benefit the locals by creating more job prospects. Prior to the opening of these franchises, staff members were recruited and selected individuals were sent to India for an extensive month-long training program. The training covered various aspects such as service, food preparation, franchise knowledge, and understanding of the work environment.
Nepal is a popular destination for tourists who want to trek because eight of the fourteen highest mountains are located there. Many tourists enjoy their treks and sometimes, during the trek, they are invited to the villagers’ houses for food, drinks, and even a place to stay overnight. This experience helps them learn about the rural Nepalese culture and allows them to share their own thoughts and culture with the locals. However, this tradition of tourists being invited to houses seems to be disappearing as more contemporary B&B options become available for tourists.
The Nepalese government provides food menus for tourists in rural areas, which are likely to be similar in all lodges and accommodations. Reputed hotels in Nepal offer cultural night dinners with typical Nepalese food and drinks, along with performances of songs and dances showcasing the diverse culture of Nepal. These hotels also organize theme nights, like French or English, as needed.
Although the majority of Nepal’s hospitality industry depends on local produce, renowned hotels may opt for foreign products to cater to customer preferences. As a result of Nepal’s economic struggles, many Nepalese individuals look for job opportunities in the hospitality sector of Gulf nations like Qatar, Saudi Arabia, Kuwait, Dubai, Jordan; as well as Malaysia, Japan, Korea, Hong Kong and other countries. It is noteworthy that in Nepal it is customary for many individuals to have limited interaction skills and prefer silence over cultures that prioritize social interaction.
Eye contact can have varying interpretations across cultures; while it may be seen as disrespectful in certain societies, it is considered vital for understanding in others. In some cultures, it is customary to address elders and individuals of higher positions using titles such as Mr., Mrs., Sir, uncle, or aunty instead of their names. The people of Nepal commonly consume their meals using their right hands. Culture plays a significant role in all aspects of our daily lives, particularly within corporate environments. To effectively manage cultural diversity, one must observe and learn from others by studying their behavior, body language, and interactions. Adapting to diverse cultural norms is crucial because certain forms of body language and sign languages may be inappropriate in some cultures but perfectly acceptable in others. It is important to appreciate differences, respect other values, and exercise patience. For instance, some cultures have a tendency to provide lengthy responses for simple questions that could be answered concisely. With an increasing number of individuals living and working abroad, there is an exchange of cultural ideas that introduces different elements into each country.
It is important to prioritize promoting tourists visiting homes for meals and beverages over relying solely on modern bed and breakfast accommodations. This approach helps preserve cultural traditions. While colleges encourage women to enter the hospitality industry, they still need support due to potential discouragement from parents or society. Those who have gained skills and knowledge abroad have greatly contributed to the growth of the hospitality sector.
Encouraging individuals who work abroad to return home is essential for offering them better opportunities and enhancing the Nepalese hospitality sector. Nepal has the ability to fulfill tourists’ desires for authentic experiences and cultural learning, as they typically seek authenticity rather than commercialized culture. Hiking in Nepal provides a genuine insight into its culture, as hikers can observe villages along the trail that have remained unaffected by modern cultural influences.
