removing language and cultural barriers in tourism
DESCRIPTION
Breaking down language and cultural barriers in tourism by providing entertaining, educational, and engaging stories using GPS tour systems on buses, boats, trains, trolleys, and trams.TRANSCRIPT
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@audioconexus
SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS
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We break down language and cultural barriers because your stories are worth telling
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The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120.
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The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120.
hiredWe all wish we could hire emil
krebs
“But it ain’t gonna happen”
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Millions of international travelers arrive in the United States every month looking for things to see and do.
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Millions of international travelers arrive in the United States every month looking for things to do and see.
With many travelers speaking little
or no English at all
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Lonely Planet U.S. Travel Editor Robert Reid
“A traveler’s “whole trip will be changed” when his or her scope of communication expands beyond “the taxi driver and the guest house owner,” with or without a linguistic leg up from a device.”
LANGUAGES
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Announced that 2010 saw:
59.8 millioninternational travelers
spending $134.4 billion, +10% over the same period in 2009
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Mexico +2%
Japan +16%
Germany +2%France +11%
Brazil +34%
South Korea +49%
China +55%
SNAPSHOT: International visitation growth from key foreign language markets in 2010
Italy +11%
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Year0
10
20
30
40
50
60
70
80
90
55
6063.4
6770.6
76
82.9
2009 2010 2011 2012 2013 2014 2015
Arrivals in Millions
International Visitors to the U.S. and Projections
U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada. Forecast: October 2010.
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The biggest demographic trend of the 21st century is the growth of the Hispanic Market
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The biggest demographic trend of the 21st century is the growth of the Hispanic Market
16% of the U.S. population
today (nearly 50 million)
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The biggest demographic trend of the 21st century is the growth of the Hispanic Market
16% of the U.S. population
today (nearly 50 million)
64% of Hispanics more likely to purchase if advertised in Spanish
78% of Hispanics want to be marketed to as Hispanics
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LESSON 101
People who speak English as a second language may not clearly understand what you are saying
(and)
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Let’s face it...This is never going to happen
Harbor Tours
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Or this:
Bob studies the Spanish Language Script for the 2 hour tour
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ARE WE ANGLOCENTRIC?
"If you understand English, press 1. If you do not understand English,
press 2."
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ARE WE ANGLCENTRIC?
"If you understand English, press 1. If you do not understand English,
press 2."
Hacker
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COMPLEXITY OF LANGUAGE
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It’s about what you say and “how you say it”
COMPLEXITY OF LANGUAGE
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“You are invited to take advantage of the
chambermaid.”
A sign in a Japanese hotel.
COMPLEXITY OF LANGUAGE
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“You are invited to take advantage of the
chambermaid.”
A sign in a Japanese hotel.
COMPLEXITY OF LANGUAGE
So what are the options?
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WeHarness the power of storytellingto drive strategic growth.
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WeHarness the power of storytellingto drive strategic growth.
BUT REMEMBER
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Cultural Sensitivity Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."
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So what is multilingual tour entertainment?
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YOUR MARKET
YOU
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YOUR MARKET
YOU
YOUR COMPETITION
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{ }BREAKING DOWN language barriers
YOU
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YOUR COMPETITION
YOU
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DIFFERENTIATEYOU
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BECAUSE
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we are hard-wired to notice differencerather than sameness
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soYOU
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soYOU
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Storytelling is the essence of the human experience
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Storytelling is the essence of the human experience
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“When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization tour, we immediately recognized the value it brings our guests.”
Park, Ji-Young, HanaTour Service Inc.
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YOU
Domestic Foreign
Language Markets
International Tour Wholesal
ers
Foreign Language Travelers
ThemedTours
Receptive Operators
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RECAP
DifferentiateStand Out From the Crowd
Culture MattersSo Does Cultural Sensitivity
Break Down Language Barriers =+ Market Share and Revenue
Tourism GrowthTap into Foreign Language Markets
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THANKS!
@audioconexus
AudioConexus Inc. www.audioconexus.com
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PHOTOS
Flickr/Cultural understanding/Frereike Van BreeFlickr/Foreign Language/Rudolf AmmannWikipedia/Emil Krebs/Wikimedia CommonsFlickr/Posing in front of the Cube/Michael MulveyFlickr/Playmobils of the World/ fdecomiteFlickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell BrownFlickr/Interpretation/Daquella ManeraFlickr/We speak your language/Slater GordonFlickr/Hours and languages/David PatrickFlickr/Hispanic Day Parade 2010/Jose OquendoFlickr/thank you note for every language/ woodley wonderworksFlickr/Chicago Architecture Foundation River Cruise Tour Map/Clair HFlickr/Perplexed Pat/ZinaloracFlickr/please open door slowly/Bruce TurnerFlickr/Tiger/Keith Roper
WEBSITES
FLICKR.COMWIKIMEDIA.COMISTOCKPHOTO.COM
VIDEOYouTube/Language Barrier/Berlitz
QUOTESSlide 7 - Quote from Lonely Planet U.S. Travel Editor Robert ReidSlide 35 – Fritz Perls, Psychiatrist and Psychotherapist
THANKSA Special Thanks to the Passenger Vessel Association for inviting us to participate and lead a roundtable discussion on “Serving the World – Language and Cultural Barriers”
PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri
CREDITS
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Muriel Rukeyser, American Poet and Political Activist
“The universe is made up of stories. Not atoms.”