Intercultural Research/Tourism



Foto: Maria
photo: Maria
  • Understand other cultures
  • Develop intercultural competence
  • Promote critical cultural awareness
  • Support reflection on stereotypes


  • Analyse a country’s/destination’s self image and the implicit view of tourists as expressed through brochures and websites.
  • Create/rewrite texts addressed to different target groups


  • Explore websites to analyze advertising techniques, the language used, proverbs and metaphors
  • Compare views of tourists as target audience
  • What do they expect from the country visited?


Read the following text about Tiroler Zugspitzbahn, one of the Tyrol Leisure Tips taken from the website :

Tiroler Zugspitzbahn

A top-class summit experience

Float up to peak happiness at 2,962 metres above sea level: The legendary Tiroler Zugspitzbahn lets you conquer Germany’s highest mountain in summer and winter in comfort from the Tyrolean side. The cable cover travels a vertical difference of 1,725 m. An international experience in every regard, because the border between Austria and German runs between the Western and Eastern Summits and the wonderful panorama terrace of the restaurant takes in a view of four countries. It doesn’t matter if it’s foggy either: The world of experience – Fascination Zugspitze-  gives exciting insights into the history of this unique mountain, from the first ascent to the building of the cable car and its modernisations. The Zugspitze – a destination for people of vision!

How to get there

Via A7: Ulm – Füssen – Reutte to Ehrwald; from Ulm approx. 150 km, toll free;
Via A95: Munich – Garmisch-Partenkirchen to Ehrwald, from Munich approx. 110 km, toll free;

From the south over Fernpass to Ehrwald, from Innsbruck approx. 70 km

Opening times

Summer 2010: 13.05.2010 – 01.11.2010

Operating times

Runs every 20 minutes from 8:40 am to 4:40 pm.”

Answer the questions

  • What did you already know about the Zugspitzbahn before reading the text?
  • What is highlighted and what is downplayed? What language do they use – a descriptive one or do the descriptions show value through word choice?

Rewrite the text for different audiences:

  1. For an Austrian traveler
  2. For an international traveler who wants information about differences between two cultures


This lesson has been inspired by: Intercultural Resource Pack. Latin American Perspectives – published by British Council. (25. May 2010)



The Culture Triangle Model

The culture triangle is a model showing that three categories determine how people behave and how they interact: communication, organization and leadership.

Communication is
centred on language, nonverbal communication and other behaviour that gives messages about our expectations and beliefs.

The other two categories relate to values. The first is a set of values about organizations and the role of individuals within it. How work is organized.
The second is a set of values about leadership.

Culture is a system that enables individuals and groups to deal with each other and the outside world.

The three pre-dominant categories of cultural behaviour are:
communication, leadership and organization

Corporate cultures are determined by the interaction of parent culture, technology and external environment.
Review questions:

  1. Explain the term “culture triangle” and describe the model.
  2. What does culture do?
  3. What are the three pre-dominate categories of cultural behaviour?
  4. Which ways of classifying corporate culture do you know?

PowerPoint presentation on culture