Promoting Intercultural Communicative Competence through Intercultural Tourism Brochures

Abstract

This paper aimed at promoting intercultural communicative competence (ICC) through designing intercultural tourism brochures. This is expected to raise the awareness of the tourism stakeholders to the necessity of designing the intercultural tourism brochures and the tourists to insist on having pre- intercultural knowledge about the culture they are intending to have an excursion. Consequently, tourism will develop and prosper on a solid ground of intercultural understanding and diversity. The methodology of this paper was based on suggesting some tourism brochures about six different cultures and destinations. Each brochure includes, the culture, a photo of one of the landmarks, a quote from one of the icons of the targeted culture, an ICC concept, the cultural purpose and “Dos” and Don’ts”. This paper is original since it presents new and creative ideas, applies new method of promoting both tourism and intercultural understanding, and even provides a new vision for developing tourism sector. The study came up with sample tourism brochures, which interpret the concepts of intercultural communicative competence alongside promoting tourism. Consequently, the researcher recommends adopting these tourism brochures by both tourism stakeholders and individuals.