Cross-Cultural Communication in Tourism: Challenges and Strategies for Local Guides in Alor

Abstract

This study aims to examine the challenges and cross-cultural communication strategies faced by local tour guides in Alor, a region rich in cultural diversity and tourist destinations. Using a quantitative approach, data were collected through the distribution of questionnaires to local tour guides at various main destinations. The results indicate that language differences, cultural values, and tourist expectations are the primary challenges in cross-cultural communication. To overcome these challenges, the tour guides implement strategies such as learning foreign languages, cultural adaptation, and strengthening interpersonal skills. This study highlights the importance of cross-cultural communication training for local guides as an effort to enhance tourist experiences and support the sustainable development of tourism in Alor.