CVABACCT Business Culture in Tourism

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Martina Chylková (lecturer)
Guaranteed by
Mgr. Martina Chylková
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: doc. Ing. Pavlína Pellešová, Ph.D.
Timetable
Wed 8:05–8:50 VD106
  • Timetable of Seminar Groups:
CVABACCT/01: Wed 8:55–9:40 VD106, M. Chylková
CVABACCT/02: Wed 9:45–10:30 VD106, M. Chylková
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && (ROCNIK(2) || ROCNIK(3))
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 38 student(s).
Current registration and enrolment status: enrolled: 22/38, only registered: 0/38
fields of study / plans the course is directly associated with
Course objectives
The aim of the subject is to develop student professional skills in intercultural environment.
Learning outcomes
After completing the course, students will be able to identify key culture values and to analyse their impact on tourist-staff interactions, to apply cultural dimension frameworks, to evaluate case studies, to illustrate how cultural differences affect tourism services, to describe the process of acculturation, to recognize symptoms of culture shock and propose strategies to overcome it, to demonstrate appropriate welcoming procedure across different cultures, to explain hotel services effectively, to apply techniques to handling complaints and ensuring service quality, to evaluate the benefits of delivering excellent customer care, to prepare clear and culturally appropriate hotel information, to write professional emails, applications, reservations, to produce written responses to customer complaints.
Syllabus
1. Culture specifics of international communication in tourism
Intercultural communication and its specifics. Language and culture. Culture values and their impact on communication in tourism. Culture dimensions and their practical application in tourism. Case studies illustrating various aspects of culture dimensions.
2. Adaptation to the target culture
Process of acculturation. Acculturation models. Examples of different stages of acculturation in various cultures. The phenomenon of culture shock. Symptoms of culture shock. Ways of overcoming culture shock. Reverse culture shock and its intensity.
3. Arrivals, registration procedure and hotel information
Cultural differences in greetings. Points of arrival. Welcoming visitors. Greeting and introducing. Car hire. Arrival information. Describing arrival services. Registration procedures. Hotel services. Hotel information. The staff structure of hotels.
4. Customer care
Importance of customer service. Customer Expectations. The online effect. Benefits of delivering excellent service. Dealing with complaints. Quality assurance techniques.
5. Representative responsibilities
Types of holiday reps. Resort representative. Giving a welcome meeting talk. Holiday health. Positive attitude to customers. Tips on tipping, transport, local tips. Explaining arrangements. Language of calming and dealing with crisis.
6. Written communication
Hotel information. Preparing notes for commentaries. Email application. Reservations. A conference enquiry. Reporting to the manager. Solving complaints. Transport and timetable information. Adverts. Producing a questionnaire.
Literature
    required literature
  • CHYLKOVÁ, Martina and Krystyna HEINZ. Business Culture in Tourism: Distance learning study materials. Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2024. info
  • WALKER, R. and K. HARDING. Tourism 2. Oxford: OUP, 2007. ISBN 978-0-19-455103-8. info
    recommended literature
  • BOOTHMAN, N. Trénink obchodní komunikace. Praha: Portál, s.r.o., 2004. ISBN 80-7178-904-6. info
  • POWELL, G. N. Women and men in management. Los Angeles: Sage Publications, Inc., 2011. ISBN 978-1-4129-7284-0. info
  • QUINTANILLA, K. M. and S. T. WAHL. Business and Professional Communication. Los Angeles: Sage Publications, 2011. ISBN 978-1-4129-6472-2. info
Teaching methods
lecturing, interactive lecture, discussion, reading
Assessment methods

Presentation 


Seminar work 


Exam

Language of instruction
English
Teacher's information
Requirements on a student: seminar work with presentation, presence on seminars.
Assessment methods: presentation (20 %), seminar work (10 %), 70% obligatory attendance (10 %), Exam (60 %).
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
  • Enrolment Statistics (recent)
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