Wayfinding as a Universal Language for Inclusivity in Hospitality and Tourism

Resumo

Title: Wayfinding as a Universal Language for Inclusivity in Hospitality and Tourism

Wendi Hulme, Fanshawe College, Canada.

Kristi Julian, Ph.D., Middle Tennessee State University, USA.

Key Words | Virtual Exchange, Intercultural and Global Competence, Experiential Learning, Wayfinding, Inclusivity, Universal Language

Abstract |

The requirement for multi-lingual skills in all realms of public domain is more than just an asset, but a necessary component to ensure inclusive and equitable experiences for all. This is especially true in international experiences, such as hospitality and tourism settings. In this presentation, visual language will be presented as the universal language that removes typical language barriers that may occur due to a lack or minimal fluency in multiple languages. For example, a tour guide fluent in German, Portuguese, and English, guiding a group of tourists who only speak Arabic.

Visual language is presented as a method for intercultural and global communication within the context of tourism and hospitality via Wayfinding. Wayfinding is a comprehensive approach of orienting people in and through a space, providing a frame of reference to identify immediate location and intended destinations. Avoiding disorientation is critical to prevent associated stress and anxiety (Zimring, in press). This method facilitates the ability of people to competently, confidently and comfortably move between locations in and around objects, people, and spaces. Whether the wayfinding cue is literal, contextual, graphic or textural, the visual construct of Wayfinding is what makes it a universal language.

As an extension of the ProGlobe Interdisciplinary and International Virtual Exchange project between institutions from USA, Canada, Portugal and Germany, Interior Design students and Tourism and Hospitality students from USA and Canada collaborated through an experiential learning activity to develop wayfinding solutions for hospitality and tourism spaces. Expanding upon the student learning and experiences from the ProGlobe project focused on Promoting the Global Exchange of Ideas on Sustainable Goals, Cultural Diversity and Inclusivity, four student teams reviewed and evaluated the communication and navigation challenges presented to a diverse set of patrons in a hypothetical hospitality scenario.  Each group addressed the scenario through the lens of a different wayfinding cue to develop their solution using visual language.

Students who participated in both the virtual exchange project and experiential activity learned that the integration of visual language for intercultural communication can be transferred to scenarios universally, beyond tourism, and demonstrated their ability to transfer this learned knowledge and skills to subsequent projects. Representative students will join the authors of this presentation to share their perspectives and discuss how they developed universal language and communication skills and gained cultural competence for diverse tourists in local and global communities.