Cross cultural communication in the tourist and leisure sector

In this article the necessary paths to an evolution of communication within marketing are discussed, as far as the social and cultural changes which have taken place inside individual countries/states, which lead marketing and international marketing to converge towards a new and challenging discipline: cross-cultural marketing. This article concentrates on the aspects relative to marketing communication in the tourism and leisure sector which become so in culturally customized and/or cross-culturally customized ways. In particular, we consider how different countries communicates themselves and how they change the message in order to be culturally accepted by the different targets. In the second part of the article the distinction between culturally customized communication and cross-culturally customized communication is considered with the help of some concrete examples and some implications for the management are discussed.