MAKERERE UNIVERSITY BUSINESS SCHOOL

RESEARCH REPORT

BACHELORS DEGREE IN LEISURE AND HOSPITALITY INDUSTRY

NAME: AHEBWA JOY MUCUNGUZI

REGISTRATION NUMBER: 17/U/11295/PS
STUDENT NUMBER: 217012215
PROGRAM: BACHELOR OF LEISURE AND HOSPITALITY
MANAGEMENT

Research Topic: Efficacy Beliefs and adoption of foreign

languages in Tourism. With emphasis on language Barrier

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Table of Contents
ABSTRACT................................................................................Error! Bookmark not defined.
CHAPTER ONE:INTRODUCTION........................................................................................1
1.2 variables of Efficacy beliefs..............................................................................................1
Under variables of efficacy beliefs we have self-efficacy and collective efficacy Definitions
of the variables;..................................................................................................................................1
1.3 Problem statement...........................................................................................................5
1.4 OBJECTIVES......................................................................................................................5
1.5 SIGNIFICANCE OF THE STUDY....................................................................................6
CHAPTER TWO: LITERATURE REVIEW............................................................................7
2.1 Value orientations............................................................................................................8
2.3 Excerpts from Web Articles.............................................................................................9
CHAPTER THREE: METHODOLOGY................................................................................11
3.1 Sample............................................................................................................................11
3.2 Procedure.......................................................................................................................11
3.3 Questionnaire Besides collecting socio-demographic information, the questionnaire
(four-pages, paper-and-pencil, English language) included items inquiring about psychological
variables including those addressed in this study..............................................................................11
CHAPTER FOUR: FINDINGS..............................................................................................14
4.1 Language.......................................................................................................................15
4.2 Cultural differences.......................................................................................................15
4.3 Sensing problems...........................................................................................................15
4.4 Emotional/cognitive reactions.......................................................................................15
CHAPTER FIVE: LIMITATIONS AND FUTURE STUDIES.............................................17
REFERENCES.......................................................................................................................19

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 CHAPTER ONE: INTRODUCTION

1.1 BACKGROUND

Language Barrier at the Airport.

Language barrier is a difficulty for people communicating because they speak different
languages.
The findings suggest that the language barrier generates negative emotional and cognitive
responses, and prevents tourists from taking certain actions such as seeking necessary
information or complaining about service failures on an airport or hotel or a place of visit.

1.2 VARIABLES OF EFFICACY BELIEFS

Under the variables of efficacy beliefs we have self-efficacy and collective efficacy.

Definitions of the variables;

Self-efficacy refers to an individual's belief in his or her capacity to execute behaviors necessary
to produce specific performance attainments. Self-efficacy reflects confidence in the ability to
exert control over one's own motivation, behavior, and social environment.

People's beliefs about their efficacy are constructed from four principal sources of information.
The most effective way of instilling a strong sense of efficacy is through mastery experiences.
Successes build a robust belief in one's personal efficacy.

Individuals with high self-efficacy beliefs also report strong feelings of well-being and high self-
esteem. They are willing to take initiative in related domains, to apply effort if needed, and
persevere in efforts as long as they believe in their efficacy. Potentially stressful situations
produce less subjective stress in highly self-efficient individuals. However, while self-efficacy
acts as a buffer against stress, it can also—indirectly—produce stress insofar as it can induce

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overly ambitious individuals to assume more responsibilities than they are able to cope with in
sheer quantity.
Positive self-efficacy, or the belief that one can do what is necessary to achieve his/her goals, has
been shown to be important in determining whether or not postsecondary students will succeed in
reaching their goals. Key factors affecting self-efficacy include:

 Positive, mastery experiences that give tourists a sense of accomplishment when they
have faced a challenge,
 Positive, vicarious experiences that occur when tourists see others enjoy and feel an
increased sense of their own ability to explore,
 Social persuasion, where other people either increase or decrease a tourist’s sense of
confidence and ability.
 Negative, physiological reactions that might occur as a result of stress, depression, or
anxiety.

Collective efficacy refers to the ability of members of a community to control the behavior of
individuals and groups in the community . advocates of collective efficacy claim that these
measures increase community control over individuals thus creating an environment where
violent crime is likely to occur .Reference; Sampson , ‘Robert J, Stephen. W .Raudenbush , and
Felton Earls .1997 and also A Multilevel study of collective efficacy. :”
Science 277 (5328):918-924

Bandura (1977,1986,1997 ) describes perceived self-efficacy as “beliefs in one’s capabilities to

organize and execute the courses of action required to produce given attainments”.it also reflects
confidence in the ability to exert control over one’s own motivation behavior and social
environment. In a social dilemma context, the term self-efficacy is used somewhat differently,
referring to judgments about whether one’s contribution helps the group to secure some valued
collective outcome.

Research suggests that strengthening these beliefs might promote sustainable consumption
decisions at home (Doran, & Homburg, 2016) and on vacation (Doran et al., 2015). In their
study, Doran et al. (2015) found that people with a strong sense of self-efficacy (e.g. being

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confident that their choices of environmentally friendly transportation can help reduce carbon
emissions) were also more likely to be willing to pay for environmental protection as tourists.

Hares Dickinson, and Wilkes used a focus group approach to explore the role of environmental
awareness in regard to air travel decisions. They found that people were unwilling to change
current behaviors although they were aware of the link between aviation and global climate
change. One argument that people used to justify their current behavior was that individual
efforts to reduce carbon emissions are only marginal when considering them in a global context.
This complements research showing that personal views about the issue of environmental
sustainability not always correspond to travel behaviors.

Hans et al. (2016) reported similar results, and furthermore, found self-efficacy (direct and
indirect) to explain greater variability in intentions to purchase sustainable groceries than any
other investigated variable (attitudes, norms, and demographics). Accordingly, we expect that
people distinguish between beliefs about the direct and beliefs about the indirect environmental
impact of their travel choices, and that the latter shows the stronger association with intentions.

Adoption of foreign languages is more about the ability of an individual or country to learn or
master or adhere to new languages and new cultures to improve on their communication skills
and it’s an easier feat for the country at large .
In today’s increasingly interconnected and interdependent world ,proficiency in other languages
is a vital skills that gives you the opportunity to engage with the world in a more immediate and
meaningful way whether in your neighborhood or thousands of miles away while better
preparing you to compete and succeed in the global economy.

According to the (Heritage learners early childhood and Elementary middle and High School
College and University), The importance or benefits of adopting foreign languages were for
easier and better connection ,boosting a country’s confidence, gaining better perspectives on how
to deal with what’s most familiar between the different languages and cultures, deepen your
connection with other countries which promotes better tolerance, understanding ,acceptance and
more positive attitudes.

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English has become the accepted “lingua franca” of international business, and this is referred to
by others as the “built-in bias” of the English language. The hospitality industry is a prime
example of this, and it has become accepted practice for customer-facing airport staff to be able
to speak English to some extent, regardless of the country in which the customer is located.

It is much less likely for an English receptionist to speak Spanish, for example , (personal
communication with Fred ) the lack of language experts or interpreters at the airport has given
our country a rather different opinion in the minds of our travelers who find it very
uncomfortable to try and explain their needs to an airport staff who doesn’t seem to understand
their language.

Communication can be misinterpreted. For example, normally a handshake is brief but in Spain
it may be prolonged for several seconds. This does not show deep personal warmth as it might
somewhere else. Point out; intercultural communication can actually be “an irritating reminder of
what may be involved in crossing foreign cultures, and managing in a cross-cultural
environment."

 Hypothesis: Self-efficacy beliefs will be positively related to intentions to choose

environmentally sustainable travel options.

 Hypothesis: Self-efficacy beliefs concerning people’s indirect impact will explain more
variance in intentions than self-efficacy beliefs concerning people’s direct impact.

It is important that staff members in the hospitality and tourism industry are fully trained in
language and communication skills. They must be comfortable with the language they use to
interact with customers. In a property such as an airport, there are many departments such as VIP
and CIP , food and beverages and CHECK IN and CHECK OUT sections therefore the
customers must feel that their questions are both understood and answered to their satisfaction
because they are not only paying for the country’s accommodation or food only but also for
service.

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 Untrained hospitality workers in Uganda tend to be soft spoken and shy when talking to
foreigners in a foreign language.
The language choice and proficiency provide confidence to the staff member bearing a lot of
impact on travelers satisfaction. If you are not able to relate to your customer, to understand
their needs, and to have a mutual dialogue, your business is dead. Uganda raises standards of
service through regional unification and harmonization of the sector, none of these backgrounds
should stand in the way of good service.

Globalization has made English a dominant ingredient for communication. Fortunately, English
has been a medium for education in most of East African countries. However, East Africa’s new
source markets of Asia and South America may not be English speaking.

1.3 Problem statement

A study on language usage in tourism industry and the impact the influx of tourists has revealed
a complex situation. A report released by the British Council in Uganda shows that the increase
in tourist numbers has caused an expansion in enrolment and impacted negatively on the quality
of tourist.

Uganda being a multilingual country with forty-three of its living language falling into four main
families—Bantu, Nilotic and Central Sudanic—with another two languages in the Kuliak family.

English, inherited from the colonial period, and Swahili are the official languages; the latter was
added in 2005. There is also a Ugandan Sign Language. Cultural differences can appear in verbal
or nonverbal communication, social interaction, personality, gender, class or education. They
impact human behavior and how employees execute tasks.

With such a Cultural / language diversity, management is necessary in order to understand the
variability of cultures that initially appear inside the country. The diversity to calls for the
amalgamation of various languages into a common language for common understanding and it
is important to recognize a cross-cultural behavior if the country.

1.4 OBJECTIVES

General objective

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To assess the Efficacy Beliefs and adoption of foreign languages in Tourism. With emphasis on
language Barrier
Specific objectives

1. To explore the various foreign languages and factors which cause language barrier at
Entebbe airport
2. To understand the effects of language barrier on intercultural communication between
tourists and the nations at Entebbe airport.
3. To examine the role multilingualism in enhancing the tourism at Entebbe airport.

1.5 SIGNIFICANCE OF THE STUDY

As tourists experience situations related to language barrier , their self-efficacy changes.

Numerous studies examine the relationship between self-efficacy and positive outcomes for
tourism industry but relatively few studies have focused specifically on tourists with disabilities
majoring in Language barriers.

With an increasing number of people travelling in the country , there is an increase in the need
for tourists to overcome linguistic complexities and there’s an increasing need to help facilitate
seamless interaction since catering to different languages can open market to facilitate customer
services.

Lack of enough data on the efficacy of language this study will provide evidence on for effective
marketing tactics for Uganda’s as a tourism destination.

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 CHAPTER TWO: LITERATURE REVIEW

Language is the key to a person’s self-identity. It enables the person to express emotions, share
feelings, tell stories, and convey complex messages and knowledge. Language is our greatest
mediator that allows us to relate and understand each other. It can be defined as a system of
conceptual symbols that allows us to communicate. It also provides us with a significant frame of
reference and a relational context that sustains our identities.

Literature on intercultural services marketing seems to run counter to the notion of the social
identification theory. While the social identification theory suggests that not being able to
identify with other cultural groups leads to negative consequences, studies on intercultural
services argue that customers adjust their service evaluation standards and tend to be more
understanding in intercultural service encounters.

Everyday a lot of tourists start to travel whole around the globe. It is a move to experience
adventure and even with availability of cheap airline companies in the world makes mobility to
reach airports easily. Still, plenty of passengers, mostly older ones are using airport very often,
but they do not know any other language than their native languages. What to do on the airport in
that situation?

Language is perceived as a barrier in study tourism industry as it may limit Tourists opportunities
to interact with the local culture. The purpose of this research is to understand the effect of the
language barrier on intercultural communication between study tourists and the host population,
and other factors that enhance the tourists’ enjoyment.
During the summer of 2001 Ten (10) American students participated in a study abroad program
in Italy with a focus on Engineering and Italian Studies. Using a case study approach, the
research used rich data from the students' logs and photographs, interviews with the locals', the
authors' field notes in developing the central themes—simplicity of the environment, group
cohesion, and interpreter—that contributed to the students' and the hosts' enhanced intercultural
communication experience. Despite the limitations imposed by a single case study, the results
can be useful to other educational study abroad programs and to increasing intercultural
communications in other types of international travel.

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There are 41 living languages in Uganda. But only three are ever mentioned in debates about the
East African nation’s official language: Luganda, Swahili and English.

All three are controversial, and present an interesting starting point for a debate around the
choices Uganda could exercise in choosing a language policy.

Ultimately, we believe it makes sense for more than three languages to be elevated to the status
of national language. This would hardly be an unprecedented model on the continent. South
Africa has 11 official languages. Zimbabwe has 15.

It is generally accepted that the places and spaces where tourism happens operate as settings for
the performances of both service providers and tourists, helping to establish the precise character
of a tourism product and its performance. These settings are culturally constructed but often due
to participants reading from different scripts and performing mismatched roles inconsistencies in
service experiences arise. As a result, service providers tend to provide “pre-established, if rarely
tightly fixed, social definitions of the settings being produced and consumedand it impacts on
service delivery. One further complication is that the ascribed characteristics of employees in
terms of gender, ethnicity, cultural capital, age and soon become an important part of the role-
playing process.

2.1 Value orientations

Personal values can be understood as “desirable trans situational goals, varying in importance,
that serve as guiding principles in the life of a person or other social entity” . Prior research has
linked sustainable consumption decisions with individual differences in value orientations, which
is the relative importance that one attaches to clusters of similar values (e.g. De Groot, 2015).

In a tourism context, Hedlund (2016) found that universalism values (such as equality, social
justice, and peace on earth) were positively related to environmental concern, which in turn was
positively related to willingness to make financial sacrifices for protecting the environment and
purchasing intentions for environmentally sustainable tourism alternatives. Similarly, Hedlund et
al. (2017) demonstrated that people with a self-transcendence value orientation (i.e. people who
value universalism and benevolence as guiding principles in their lives; Schwartz, 2017) showed
higher levels of environmental concern than people with a self-enhancement value orientation

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(i.e. people who value power and achievement as guiding principles in their lives; Schwartz,
2015). Both studies conceptualized environmental concern as the perceived importance of
sustainability issues in vacation choice, including destination, time of departure, activity, travel
mode, accommodation, and length of stay.

Therefore, we expect that people with strong egoistic values are less likely to intend on making
environmentally sustainable travel choices than people with weak egoistic values. We also
expect that people with strong altruistic (or biospheric) values are more likely to show such
intent than people with weak altruistic (or biospheric) values.

 Hypothesis 1a: Egoistic values will be negatively related to intentions to choose

environmentally sustainable travel options.
 Hypothesis 1b: Altruistic values will be positively related to intentions to choose
environmentally sustainable travel options.
 Hypothesis 1c: Biospheric values will be positively related to intentions to choose
environmentally sustainable travel options.

2.3 Excerpts from Web Articles.

"Communication in rural parts of Uganda is not easy. People don't know English. We don't know
it too.  We have to communicate through third parties," narrates Wu Lee, who is part of the
Chinese tarmacking Kyenjojo-Kabwoya Road. Lee has spent about a year in Uganda.

"Dealing with information in a new land is considered challenging for immigrants," argued
Safirotu Khoir, Jia Tina Du and Andy Koronios in their 2015 study about information sharing in
community associations: Asian immigrants' experiences."I have been in Uganda for the last
seven years but communication is my biggest challenge.  Most programs on radios and television
are in local languages”.

Tourists may struggle to say what they want or even get necessary information regarding
products or services. The findings suggest that the language barrier generates negative emotional
and cognitive responses, and prevents tourists from taking certain actions such as seeking
necessary information or complaining about service failures at the airport or a place of visit.

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Intercultural service encounters, where the tourist and the service provider are from different
cultures, is very common in the hospitality sector. Such intercultural service encounters may be
influenced not only by cultural differences but also by language barriers.

English is the universal language of travel. Sometimes signs at tourist attractions are even written
in both the local language and English. If one is traveling to a destination that is used to dealing
with tourists, one will find locals who speak at least a few basic words of English. But when one
speaks to them, remember to speak slowly and clearly (NOT louder) and use simple vocabulary.
One of the few words almost universal is “toilet.” In the US people often ask where to find the
bathroom or restroom, but that’s not so easily understood for someone whose native language
isn’t English. But even in the middle of Southeast Asia, people understand the word toilet.

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 CHAPTER THREE: METHODOLOGY
3.1 Sample
A questionnaire was distributed among N = 385 tourists (64% international, 36% domestic) who
were at the time visiting Trafalgar Square in London, UK. Participants were between 18 and 89
years of age (M = 32.78, SD = 14.21) and 235 were female (61%). A total of 51 nationalities
were represented in the sample, of which the largest groups of tourists came from the UK,
Germany, Italy, the USA, and France. The vast majority were currently living in Europe (77%),
followed by North America (10%), and Asia (7%). The remaining participants (6%) were
currently living in South America, Oceania, or Africa.

3.2 Procedure

Data collection was completed in the spring of 2014. Individuals were approached and asked
whether they were currently on vacation; if that was the case, they were requested to participate
in a study on environmental aspects of tourism. Anyone was eligible for participation as long as
they reached 18 years of age and affirmed that they were on vacation. Individuals who met these
criteria, and agreed to participate, were instructed to complete the questionnaire individually and
return it after completion (which took approx. 15 minutes). They were further informed that their
answers would be treated confidentially and that the collected data would be used for research
purposes only. The return rate of completed questionnaires was approximately 85%. It is due to
the procedures just described (e.g. availability to the researchers) that participants are considered
a convenience sample.

3.3 Questionnaire
Besides collecting socio-demographic information, the questionnaire (four-pages, paper-and-
pencil, English language) included items inquiring about psychological variables including those
addressed in this study.

3.4 Intentions to choose environmentally sustainable travel options.

Five items measured intentions to choose environmentally sustainable travel options in terms of
favouring collective over private interests. Before presenting the items, participants were further
instructed to imagine their next holiday trip. Principal component analysis (PCA; direct oblimin
rotation) yielded one component (eigenvalue > 1) that accounted for 76.30% of the variance;

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Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy = .85; Barlett’s test of sphericity:
approximate χ2 (10) = 1414.36, p < .001. Higher item scores were assumed to indicate stronger
intentions.

Intentions to make sustainable tourism choices: do value orientations, time

perspective, and efficacy beliefs explain individual differences?†
Rouven Doran, Daniel Hanss & Svein Larsen
https://doi.org/10.1080/15022250.2016.1179129
PUBLISHED ONLINE:
02 May 2016

Table: 2 Summary of items measuring behavioural intentions and

efficacy beliefs.

Items n M SD

BI1 I am willing to pay more for the trip 380 4.26 1.54
if this helps protect the environment

BI2 I will make an effort to stay at 379 4.71 1.53

environmentally friendly
accommodation

BI3 I plan to purchase environmentally 380 4.33 1.55

friendly tourism products although
these may be more expensive

BI4 I am willing to use environmentally 379 4.79 1.67

friendly means of transportation
although this might take more time

BI5 I am willing to use environmentally 378 4.42 1.60

friendly means of transportation
although this might be more expensive

SE1_d As a tourist I can help protect the 385 5.07 1.56

wildlife and natural habitats at my
holiday destination

SE2_d By choosing environmentally friendly 385 5.39 1.49

means of travelling, I can help reduce
carbon emissions

SE3_d By buying local products (e.g. food), I 384 5.58 1.49

can make an important contribution to
preserve the cultural heritage at my
holiday destination

SE4_i By travelling in an environmentally 385 4.83 1.60

friendly way, I can encourage others to

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 Table: 2 Summary of items measuring behavioural intentions and
efficacy beliefs.

Items n M SD

do the same

SE5_i By not littering at my holiday 384 5.40 1.58

destination, I can encourage others to
do the same

SE6_i By booking environmentally friendly 384 4.66 1.66

accommodation, I can encourage
others to do the same

CE1_d I am confident that we as tourists can 382 4.43 1.51

together contribute to solving the
problem of pollution

CE2_d We as tourists can come up with 383 4.33 1.45

creative ideas to help solve
environmental problems effectively,
even if the external conditions are
unfavorable

CE3_d I am confident that we as tourists can 383 4.21 1.53

together help mitigate global climate
change

CE4_i I am confident that we as tourists can 381 4.60 1.52

together encourage more and more
people to travel in an environmentally
friendly way

CE5_i By not littering at the holiday 381 5.19 1.56

destination, we as tourists can
encourage others to do the same

CE6_i By booking environmentally friendly 379 4.63 1.56

accommodation, we as tourists can
encourage others to do the same
Notes: Each item was rated on a 7-point scale anchored at 1 (Don’t agree) and 7 (Fully agree).
BI = behavioural intentions; SE/M = self-efficacy; CE/SD = collective efficacy; _d = direct
impact; _i = indirect impact. Items without a subscript letter were designed on the bases of prior
research (Doran et al). n=Collection Survey e.g n=381.

CHAPTER FOUR: FINDINGS

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In the first order analysis, 46 themes were identified which fall under the categories of 1)
language 2) cultural differences 3) sensing problems 4) emotional and cognitive reactions 5)
coping behaviors 6) evaluations 7) experience and knowledge (See Table 2). Some key findings
are discussed in the following section.
Table 2. First order themes and second order concepts with representative quotes
1) Language:
Speaking: “ I didn’t know how to order in English. I didn’t even know how to say simple
things like “I want this….’”
Listening: “Sometimes, I don’t understand because the server talks too fast.”
2) Cultural differences:
Ordering system (customization): “Unexpected things…, like ‘how would you like your
eggs?’ then I really have no idea what to say…”
Menu (type of food): “I don’t know what kinds of bread and dressings there are to choose
from..”
Paying system: “Why do they always make us wait? What can’t we just pay at the
cashier?”
Relationship between customer & employee: “They are too friendly…they don’t respect
us enough.”
Service style: “They seem to check on us too often.”
3) Sensing problems:
Communication: “Obviously, we (service provider and I) struggle to communicate with
each other.”
Accuracy: “Then I can’t get the information I need... I question whether I heard
correctly…”
Purchase decision: “So I just end up ordering whatever because I don’t know…”
4): Emotional/cognitive reactions:
Emotional response: “Not being able to communicate doesn’t end there …it makes me
feel stupid and I get embarrassed…”
Cognitive response: “So I get confused… what am I supposed to say at this point?”
5) Coping behaviors:
Ask/not ask: “I just don’t bother to ask again to the server.”
Complain/not complain: “I don’t bother to complain…”
Blame self/other: “Somehow I end up blaming myself for not knowing…”

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6) Evaluations:
Satisfied/dissatisfied: “I am usually satisfied as long as the food tastes good…”
7) Experience & knowledge:
“Once I learn the system, like the ordering system, then I do better next time.”

4.1 Language

All interviewees pointed out language barrier as the main reason for stress. Interviewees
mentioned that the difficulties in expressing themselves or understanding what the servers were
saying were the main problems. Due to such obstacles, they blame themselves for the problems
they encounter unless the service failure was severe and obvious.

4.2 Cultural differences

Most of the cultural differences in the dining experience reflected the different restaurant
systems in Uganda. Customization (ordering system) was the main difference that tourists found
“difficult.” This is surprising considering prior studies suggest that customization leads to higher
satisfaction, more positive attitude, and greater willingness to pay more. However, Korean
customers found customization to be stressful. Tourists are not familiar with customization such
as choosing different kinds of bread, cheese, or salad dressing. In fact, they are not familiar with
or enjoy being asked what options they preferred.

4.3 Sensing problems

Miscommunication and the difficulties in obtaining accurate information on the menu items are
the main sensing problems that tourists encounter. This, in turn, affects their purchase decisions
because they are not well-informed about the products and procedures.

4.4 Emotional/cognitive reactions

Emotional responses that tourists experienced most frequently were anxiety, fear, and
embarrassment. They were anxious due to a lack of knowledge such as not knowing the type of
food, or not knowing what to answer when servers asked questions. Fear was mainly related to
“face consciousness.” The interviewees were afraid that they were going to be embarrassed in

xvii
front of the server or their friends, and embarrassment is the emotion they experienced when they
lost face.

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CHAPTER FIVE: LIMITATIONS AND FUTURE STUDIES

English is a unique language. Especially to Koreans, English means more than just a foreign
language. The Korean education system requires Koreans to learn English as a mandatory
course. Therefore, not being able to speak English may generate shame and spe English well
may evoke pride for Koreans.

Future studies can observe tourists in other non-English speaking countries to broaden the scope
of this study. Koreans are North-East Asians with certain cultural characteristics. They share
cultural values such as high-power distance, high collectivism, and high face concerns. Future
studies can observe how cultural factors affect the impact of language barrier by comparing
Asian tourists to other ESL customers from different cultural backgrounds, customers.

The interviewees of this study mentioned about “losing face” and “feeling raining employees
regarding cultural backgrounds of ESL customers and educating them to be essential pointed out
that their expectation level is relatively low in terms of since they do not enjoy interacting with
service providers due to language barriers, t on other tangible attributes. However, when they
were treated badly when it was salient that the server was rude, they seemed to perceive it as
negatively dining experience process counts toward their experience and them through their next
dining process. The more experience they encounter problems or even feel a negative emotional
response However, the language barrier still remains until their English skills improve.

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