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Cross Cultural Aspects of Tourism & Hospitality A Services Marketing Perspective Second Edition by Erdogan Koc Updated for the 2026 2027 Academic Year
Explore 'Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and Management Perspective, Second Edition' by Professor Erdogan Koc. This essential academic resource provides a comprehensive guide to how culture influences both customers and service providers in the tourism industry. The updated edition features critical reviews of cross-cultural research, covering topics like intercultural competence, power distance, individualism vs. collectivism, and sustainable tourism. It also integrates new content on technological advancements such as AI, generative AI, and service robots in hospitality interactions. Ideal for students, researchers, and practitioners, this book includes international case studies and problem-solving tasks to enhance understanding of services marketing and consumer behavior.
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