Cross-Cultural Impacts on Tourism, Hospitality, and Recreation

The tourism and hospitality industry has been one of the most important in the world for decades, being essential for the economic, social, and cultural growth of the communities in which it is present. Both its importance in the world economy and its resilience have been highlighted by the COVID-19 pandemic and the strict measures taken to combat it; despite suffering one of its worst years ever seen, it is still expected to continue growing in the future, and with this, to continue evolving. This industry cannot meet growth and evolution expectations to return to the same approach as prepandemic times. It is necessary for businesses focused on the sector to adopt a new intercultural approach to providing these services. In this way, by adapting the services to tourists, they have a better experience and thus, considering all the characteristics involved in the provision of tourist services, it is possible to achieve what is known as sustainable tourism, encompassing both the need of consumers to be understood as well as to consider the care of ecosystems and local workers. The present work seeks to identify the influence of an intercultural and sustainable approach in the choice of tourism destinations and companies, influencing the growth of tourism businesses focused on hospitality services. For this, literary research was carried out, and the case study of the company Airbnb and its implementation of an intercultural approach is presented.