Cultural Sensitivity in the Medical Tourism Sector



Nowadays globalization has led the nations to a tendency which assimilates the differences and all the specific conceptualizations. However, every country has a unique, specific way in which people live, act, think and face their daily life.


“Culture” is all these components that contribute to the formation of a common thinking and action in a state.  More specifically, culture is the common (written or oral) skills, the customs, the traditions passed from generation to generation, the common beliefs, the laws (that essentially represent each nation officially), and the history.


The language and, consequently, the communication are the main cultural values ​​of an individual. All verbal and non-verbal elements that people use during their exchange with others, contribute to a special and unique way of communication. The body language, such as movements, facial expressions, body posture and much more can stimulate interpretation of communication.


Consequently, the information and knowledge regarding the particularities of nations is an essential guide and a necessary element for an individual or an organization that acts in an international setting (or with international clients). The information concerning the values and the differences ​​among nations and multicultural societies and their acceptance is called "cultural sensitivity". It is considered as of utmost importance as it relates to cross-cultural values ​​and differences of individuals. The benefits which result from the cross-cultural awareness and-by extension-cultural sensitivity do not only lead to respect and diversity tolerance, but they also ensure a proper and effective communication. On the contrary, when there is ignorance of cultural values, the results seem to cause a negative impact to business effectiveness in terms of customers’ expectations and needs’ coverage.


CS and Medical Tourism sector

Nowadays, the majority of developed economies are gradually and rapidly becoming service economies. In the process of globalization, the enquiry which becomes important from commercial as well as social perspective is to understand - how we should deal with people from diverse background and various impairments and disease.  If we aim to develop a society of knowledge–based skills, which values learning and service provision to others, we need to be aware of cultural sensitivities and avoid embarrassing situations which can cause both commercial and social harm. For this purpose, the training program aims to highlight the significance of sensitivity in cross-cultural encounters and how to maximize the benefits from an individual approach to the patients and his/ her family. Furthermore, the aim of this seminar is to introduce the concepts and facets that compose the cultural identity of each individual, and help the trainees become more sensitive and effective in their multicultural contacts and interactions. 


Learning objectives of the training program

The training program focuses on the realization of the following objectives:

  • Present Cultural Sensitivity and Multiculturalism’s meaning and necessity
  • Enhance acknowledgement and awareness of the staff, regarding cultural differences
  • Introduce a culturally sensitive behavior in the context of medical tourism
  • Demonstrate the main cultures, their characteristic and differences
  • Display cultures of religions
  • Overcome cultural barriers
  • Provide medical tourism services with respect to the international patient’s cultural identity
  • Show the proper way of handling medical tourists with disabilities, mobility impairments or using wheelchairs or other mobility devices
  • How to manage conflicts that may be arisen within the international patient care cycle