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Contemporary Marketing and Consumer Behaviour in Sustainable Tourism (Routledge Critical Studies in Tourism, Business and Management)
by Maria Palazzo Pantea ForoudiThis book delves into contemporary trends in consumer behaviour and marketing strategies in the field of sustainable tourism. It explores effective promotion methods for sustainable tourism development, emphasizing the involvement of various stakeholders such as communities, local residents, visitors, organizations and governments.With an international perspective, this interdisciplinary book specifically examines the human aspects of environmental change, covering topics like smart growth; heritage; place identity, place image, and reputation; technology and innovation; life-cycle thinking and circular economy; waste management; ecosystems and global change; transitions to low-carbon economy; etc. The book raises several original research questions about the essential nature of sustainable tourism in the post-pandemic era, aiming to fill knowledge gaps and drive transformative change. Offering a blend of theoretical insights and practical case studies, this book is valuable for students, researchers and academics in business management, marketing, communication and tourism, as well as for managers and decision-makers.
Corporate Entrepreneurship and Innovation in Tourism and Hospitality: Global Post COVID-19 Recovery Strategies (Routledge Studies in Innovation, Organizations and Technology)
by Teresa Aguiar-Quintana Jonathon Day Álamo Vera, Francisca RosaThe dynamic characteristic of the tourism and hospitality industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real life practices. In this book, scholars and industry experts analyse case studies related to real-world scenarios to expand the body of knowledge, inspiring future research and developing the field.The Editors have compiled a compelling set of case studies covering topics centred around corporate entrepreneurship, including innovation, marketing and digital marketing, crisis management, quality development, product development and sustainability with a particular emphasis on post-Covid-19 recovery. The case studies included cover five regions, Europe, Africa, the Americas, Australia and Asia, offering enriching and diverse perspectives.This unique collection will be a valuable resource for scholars and upper-level students across corporate entrepreneurship and innovation, as well as those researching and studying n the tourism and hospitality fields.
Corporate Entrepreneurship and Innovation in Tourism and Hospitality: Global Post COVID-19 Recovery Strategies (Routledge Studies in Innovation, Organizations and Technology)
The dynamic characteristic of the tourism and hospitality industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real life practices. In this book, scholars and industry experts analyse case studies related to real-world scenarios to expand the body of knowledge, inspiring future research and developing the field.The Editors have compiled a compelling set of case studies covering topics centred around corporate entrepreneurship, including innovation, marketing and digital marketing, crisis management, quality development, product development and sustainability with a particular emphasis on post-Covid-19 recovery. The case studies included cover five regions, Europe, Africa, the Americas, Australia and Asia, offering enriching and diverse perspectives.This unique collection will be a valuable resource for scholars and upper-level students across corporate entrepreneurship and innovation, as well as those researching and studying n the tourism and hospitality fields.
Countless Sleepless Nights: A collection of coming-out stories and experiences
by Carina Maggar'I'm sorry I can't say this to your face, but words fail me every time I try, even though I know you would be fine (and knowing you, you might have already guessed).''Shit. I've made this sound like a big deal. It's really, really not. I'm not a murderer or a heroin addict (how boring), I'm just the same old bitter, unreliable, drunken fool you know and love.'A moving, inspiring and thought-provoking collection of 50 coming out stories from around the world. From the good, the sad, the surprising and the funny, no two stories are the same, yet all are written by people who share the courage to be vulnerable, take huge risks to find love and acceptance and are brave enough to be their authentic selves. Whether you have any experience of coming out or not, these stories are incredibly powerful and moving.
COVID-19 Impact on Tourism Performance in Africa
by Peter ChihwaiThis book examines the impact of the COVID-19 pandemic on tourism performance in Africa. It covers a wide range of topics that will interest academic readers and researchers, including the effects of COVID-19 on various segments of the tourism sector. The aim is to provide a deeper understanding of the damage caused by the pandemic, enriching future research based on the findings and conclusions presented in the book. The research presented in this book is new and original, representing different perspectives from across Africa's 52 countries. It offers valuable insights for the business world on how to adapt and adopt communication strategies during crises such as COVID-19. Themes such as innovation, service quality, and continuous improvement during the pandemic are explored, providing lessons that can benefit the tourism industry in navigating similar challenges in the future. Additionally, the book discusses the future of tourism, presenting various perspectives on what the future holds for the tourism industry. This provides an exciting platform for tourism stakeholders to learn about the future of the sector from diverse and knowledgeable angles. The unique perspectives offered, especially those from Africa, will appeal to a wide and diverse audience, including ecotourists, educational tourists, adventure tourists, governments, academics, and other stakeholders.
Craft Breweries and Cities: Perspectives from the Field (Routledge Critical Beverage Studies)
This book brings together a diverse collection of case studies, perspectives, and research to explore how craft breweries have interacted with cities and neighborhoods in meaningful ways. It provides a deeper understanding of the important issues facing neighborhoods, city government, and breweries, such as economic development, race and equity, crime, and sustainability. It demonstrates how craft breweries are meaningful contributors and participants in addressing these critical challenges. Written in an accessible style, this book contains contributions from a diverse array of research and professional backgrounds and personal perspectives. It allows readers to increase the dialogue across disciplines and build an evidence base regarding the interaction between communities and craft breweries. This book appeals to undergraduate and graduate students as well as policy makers and industry professionals, working in urban studies, planning, public policy, business administration, economic development, and the craft brewery industry.
Craft Breweries and Cities: Perspectives from the Field (Routledge Critical Beverage Studies)
by Julie Wartell Vince VasquezThis book brings together a diverse collection of case studies, perspectives, and research to explore how craft breweries have interacted with cities and neighborhoods in meaningful ways. It provides a deeper understanding of the important issues facing neighborhoods, city government, and breweries, such as economic development, race and equity, crime, and sustainability. It demonstrates how craft breweries are meaningful contributors and participants in addressing these critical challenges. Written in an accessible style, this book contains contributions from a diverse array of research and professional backgrounds and personal perspectives. It allows readers to increase the dialogue across disciplines and build an evidence base regarding the interaction between communities and craft breweries. This book appeals to undergraduate and graduate students as well as policy makers and industry professionals, working in urban studies, planning, public policy, business administration, economic development, and the craft brewery industry.
The Creative Economy: Arts, Cultural Value and Society in Practice (Discovering the Creative Industries)
by Amanda J. Ashley Carolyn G. Loh Matilda Rose Bubb Shoshanah B.D. Goldberg-MillerThe creative economy permeates our everyday lives, shaping where we live, what we buy, and how we interact with others. Looking at dimensions of people, place, policy, and market forces, the book offers a comprehensive perspective on arts and culture, in both economic and social life.The book explores the multifaceted components that make up this complex field. Underlying this journey is the throughline of diversity, equity, and inclusion as watchwords of today’s global paradigm. Capital, gentrification, pay disparities, and the hegemonic confines of cultural production are a few of the key issues analyzed. Using case studies and stories of artists and creatives from the worlds of fashion, design, music, and the media arts, the book also delves into gastronomy, literature, architecture, and theatre—presenting a nuanced look at the ways in which the creative sector impacts the world today. Readers will benefit from features such as key takeaways, discussion questions, and activities, throughout the chapters.Students, scholars, policymakers, and the general public will find this a valuable resource. This book offers the reader a chance not only to understand the cultural and creative industries, but to internalize its elements and embrace the creative spirit that imbues the sector.
The Creative Economy: Arts, Cultural Value and Society in Practice (Discovering the Creative Industries)
by Amanda J. Ashley Carolyn G. Loh Matilda Rose Bubb Shoshanah B.D. Goldberg-MillerThe creative economy permeates our everyday lives, shaping where we live, what we buy, and how we interact with others. Looking at dimensions of people, place, policy, and market forces, the book offers a comprehensive perspective on arts and culture, in both economic and social life.The book explores the multifaceted components that make up this complex field. Underlying this journey is the throughline of diversity, equity, and inclusion as watchwords of today’s global paradigm. Capital, gentrification, pay disparities, and the hegemonic confines of cultural production are a few of the key issues analyzed. Using case studies and stories of artists and creatives from the worlds of fashion, design, music, and the media arts, the book also delves into gastronomy, literature, architecture, and theatre—presenting a nuanced look at the ways in which the creative sector impacts the world today. Readers will benefit from features such as key takeaways, discussion questions, and activities, throughout the chapters.Students, scholars, policymakers, and the general public will find this a valuable resource. This book offers the reader a chance not only to understand the cultural and creative industries, but to internalize its elements and embrace the creative spirit that imbues the sector.
The Creative Tourist: A Eudaimonic Perspective (The Tourist Experience)
by Xavier Matteucci Melanie SmithThe Creative Tourist brings together four broad areas of academic scholarship: creative tourism, sociology, well-being and new materialism. In acknowledging the intimate entanglement between materiality and human sensuous experiences, the book seeks to examine the relational nature of the tourist experience of collaborative, heritage-based activities. Authors Xavier Matteucci and Melanie Smith explore the multiple dimensions of the creative tourism experience, positioning the creative tourist within various tourist typologies and modes of experience. The Creative Tourist extends the growing body of knowledge on creative tourism by drawing from new materialist philosophy to discuss social eudaimonia as a happiness concept, which foregrounds collective well-being rather than individual flourishing. This latest addition to the highly successful The Tourist Experience series is suitable for both undergraduate and postgraduate students, university lecturers, creative entrepreneurs, and research communities exploring creative experiences in contexts such as leisure, lifestyle, cultural tourism, slow tourism, responsible tourism, ethical and sustainable aspects of tourism, social tourism and destination management.
The Creative Tourist: A Eudaimonic Perspective (The Tourist Experience)
by Xavier Matteucci Melanie SmithThe Creative Tourist brings together four broad areas of academic scholarship: creative tourism, sociology, well-being and new materialism. In acknowledging the intimate entanglement between materiality and human sensuous experiences, the book seeks to examine the relational nature of the tourist experience of collaborative, heritage-based activities. Authors Xavier Matteucci and Melanie Smith explore the multiple dimensions of the creative tourism experience, positioning the creative tourist within various tourist typologies and modes of experience. The Creative Tourist extends the growing body of knowledge on creative tourism by drawing from new materialist philosophy to discuss social eudaimonia as a happiness concept, which foregrounds collective well-being rather than individual flourishing. This latest addition to the highly successful The Tourist Experience series is suitable for both undergraduate and postgraduate students, university lecturers, creative entrepreneurs, and research communities exploring creative experiences in contexts such as leisure, lifestyle, cultural tourism, slow tourism, responsible tourism, ethical and sustainable aspects of tourism, social tourism and destination management.
Cultural Heritage in Japan and Italy: Perspectives for Tourism and Community Development (Creative Economy)
by Nobuko Kawashima Guido FerilliThis edited book represents one of the first scholarly research through an international collaboration project between Japan and Italy to address economic and social values of cultural heritage beyond its inherent—historic, archaeological, or aesthetic—values. Cultural policies in the world have over the decades expanded to include non-cultural purposes such as economic development and social inclusion. Japanese cultural policy for heritage is catching up on this trend: we have seen major shifts of emphasis from preservation for its sake to the utilisation of cultural heritage for the purposes of tourism, place branding, local vitalization and community-building, whilst Italy has long thrived on the economy of heritage tourism and more cases are being seen for urban and regional development with the use of cultural assets. The recent outbreak of Covid-19 and the problem of over-tourism that preceded it have challenged tourism policy and practice in the two countries.This book identifies emerging trends, issues, and problems in such policy shifts. The book breaks a new ground in the bourgeoning studies of tourism, heritage, and cultural policy by adopting an international, inter-disciplinary approach. The chapters on Japan in particular make an original contribution to these fields in the English literature in which discussion of Japan despite its economic and cultural presence on the globe has hitherto been less available.
Dead Man's Hand (Taskforce #18)
by Brad TaylorThe gripping new thriller by New York Times bestselling author Brad Taylor. Pike Logan investigates a threat to a key European ally… and discovers a secret that could lead to world annihilation.To finally end the war between their nations, a band of Ukrainian partisans known as the Wolves team up with members of Russia's military intelligence to try to assassinate President Vladimir Putin.But Putin is aware of the traitors in his midst. Loyal head of the National Guard, Victor Petrov, is expected to neutralise the threat - after he prevents Sweden from joining NATO by assassinating a key Swedish politician.After receiving intelligence about a threat to Sweden, the U.S. sends Pike Logan to identify Victor's target- only for him to get caught in the crossfire between Russian agents and the Wolves. Pike must follow a trail across Europe to find the answers he needs.Though Pike believes the Wolves' mission justified, he discovers their operation has unimaginable consequences. The Dead Man's Hand nuclear response, a relic of the Cold War, is still operational - and Russia's missiles will be launched in the event of the president's death...The latest explosive thriller former Special Forces officer Brad Taylor, perfect for fans of Lee Child, Jack Ryan, and David Baldacci.'Pike Logan is a feisty, devil-may-care hero.' Steve Berry'Pike ranks right up there with Jason Bourne, Jack Reacher and Jack Bauer.' John Lescroart
Destination Conscience: Seeking Meaning and Purpose in the Travel Experience (New Perspectives in Tourism and Hospitality Management)
by HARALD PECHLANER, NATALIE OLBRICH AND GIULIA ISETTIThe ebook edition of this title is Open Access and freely available to read online. In a fast paced and increasingly digital world, a higher degree of sensitivity, humaneness and care in dealing with each other and in addressing feelings of isolation, alienation and fear is necessary. Within this context, the realm of tourism stands as no exception. This edited collection defines the new concept of Destination Conscience within the domain of tourism. It sheds light on the growing need for authenticity, meaning and a "human path" on the visitors’ side, and the ability to develop such sensitivity on the destinations’ side in creating meaning and responsibility. Whether through spirituality, religion, nature, history, or the subtleties of daily life, this novel paradigm fosters destinations' capacities to create meaning-driven experiences for their guests. In addition to outlining and defining the new concept of destination conscience, the inter-disciplinary approach and selected case studies and illustrative examples make Destination Conscience attractive to a variety of readers including researchers, practitioners, and postgraduate students in the fields of tourism management, spiritual and religious tourism, social sustainability, human and urban geography.
Destination Conscience: Seeking Meaning and Purpose in the Travel Experience (New Perspectives in Tourism and Hospitality Management)
by Harald Pechlaner Natalie Olbrich Giulia IsettiThe ebook edition of this title is Open Access and freely available to read online. In a fast paced and increasingly digital world, a higher degree of sensitivity, humaneness and care in dealing with each other and in addressing feelings of isolation, alienation and fear is necessary. Within this context, the realm of tourism stands as no exception. This edited collection defines the new concept of Destination Conscience within the domain of tourism. It sheds light on the growing need for authenticity, meaning and a "human path" on the visitors’ side, and the ability to develop such sensitivity on the destinations’ side in creating meaning and responsibility. Whether through spirituality, religion, nature, history, or the subtleties of daily life, this novel paradigm fosters destinations' capacities to create meaning-driven experiences for their guests. In addition to outlining and defining the new concept of destination conscience, the inter-disciplinary approach and selected case studies and illustrative examples make Destination Conscience attractive to a variety of readers including researchers, practitioners, and postgraduate students in the fields of tourism management, spiritual and religious tourism, social sustainability, human and urban geography.
Developing Industrial and Mining Heritage Sites: Lavrion Technology and Cultural Park, Greece (Routledge Insights in Tourism Series)
by Taşkın Deniz YıldızDeveloping Industrial and Mining Heritage Sites offers a multifaceted examination of the challenges and opportunities in the development of industrial & mining heritage. It does so through the case study of Lavrion, Turkey, by examining the historical process of this former mining site which has turned intoa site of industrial and cultural heritage. It explores the ruins and monuments which could be considered the industrial & mining heritage of Lavrion, the restoration, and rehabilitation of the mine buildings, and describes the activities succeeded through the management of a university and through the provided finance on an abandoned mining site. The book also highlights the challenges experienced from the restoration of an abandoned mine site until it turned into an industrial & mining heritage. This book will be of interest to researchers in the fields of industrial heritage & tourism, urban conservation, mining history, post mining, archaeology, archaeometallurgy, geology and mineralogy, as well as policy makers and industry professionals.
Developing Industrial and Mining Heritage Sites: Lavrion Technology and Cultural Park, Greece (Routledge Insights in Tourism Series)
by Taşkın Deniz YıldızDeveloping Industrial and Mining Heritage Sites offers a multifaceted examination of the challenges and opportunities in the development of industrial & mining heritage. It does so through the case study of Lavrion, Turkey, by examining the historical process of this former mining site which has turned intoa site of industrial and cultural heritage. It explores the ruins and monuments which could be considered the industrial & mining heritage of Lavrion, the restoration, and rehabilitation of the mine buildings, and describes the activities succeeded through the management of a university and through the provided finance on an abandoned mining site. The book also highlights the challenges experienced from the restoration of an abandoned mine site until it turned into an industrial & mining heritage. This book will be of interest to researchers in the fields of industrial heritage & tourism, urban conservation, mining history, post mining, archaeology, archaeometallurgy, geology and mineralogy, as well as policy makers and industry professionals.
The Disabled Tourist: Navigating an Ableist Tourism World (The Tourist Experience)
by Brielle Gillovic Alison McIntosh Simon DarcyThis book addresses a growing demand to hear the authentic voices and understand the lived tourist experiences of people with disability. The latest volume in The Tourist Experience series challenges what is arguably an exclusionary, marginalising, discriminatory, and ableist (tourism) world. By drawing attention to the ‘dis/’ in ‘disabled’, the authors provoke the need to change binary thinking about people who live with disability so that they may be ‘able’ to assume the role of tourist. They engage critical tourism and critical disability studies, and their respective theories, perspectives, and debates, around, for instance, models of disability that shape conceptualisations and worldviews, inclusive research and enabling language, and the ethics of care. These are pivotal to dismantling normative structures to enable a more inclusive, equitable, and socially just tourist experience that promotes a more independent and dignified tourism world for people with disability.
The Disabled Tourist: Navigating an Ableist Tourism World (The Tourist Experience)
by Brielle Gillovic Alison McIntosh Simon DarcyThis book addresses a growing demand to hear the authentic voices and understand the lived tourist experiences of people with disability. The latest volume in The Tourist Experience series challenges what is arguably an exclusionary, marginalising, discriminatory, and ableist (tourism) world. By drawing attention to the ‘dis/’ in ‘disabled’, the authors provoke the need to change binary thinking about people who live with disability so that they may be ‘able’ to assume the role of tourist. They engage critical tourism and critical disability studies, and their respective theories, perspectives, and debates, around, for instance, models of disability that shape conceptualisations and worldviews, inclusive research and enabling language, and the ethics of care. These are pivotal to dismantling normative structures to enable a more inclusive, equitable, and socially just tourist experience that promotes a more independent and dignified tourism world for people with disability.
Dog Days Out: 365 things to do with your dog in the UK and Ireland
by Lottie GrossA dog-owner's bible for a wealth of fun, welcoming and quirky adventures in the UK and Ireland.A staggering one third of British households now own a dog as a pet, meaning dog-friendly days out and weekend trips are becoming ever more popular. Finding reliable and comprehensive information on dog-friendly activities, though, is getting harder thanks to the deluge of online content, much of which doesn't offer in-depth information on the kinds of things dog owners need to know. Dog Days Out solves that problem, offering 365 ideas for things to do around the UK with your four-legged friend, such as long rambles in the countryside, brilliant beaches to play fetch on, and exciting attractions and quirky accommodation options. From the rugged countryside of Ireland and Northern Ireland to the beaches of Cornwall, Kent and the Scottish Highlands, plus castles, country houses and cracking walks to be had in between, this book will provide an abundance of ideas for an hour, half a day or a whole day out to suit all weathers. Gorgeous maps and beautiful photography make this both an aspirational and endlessly useful read. The long list of brilliant activities is accompanied by essential practical information for dog owners, such as local bylaws, rules for dogs, wildlife to be aware of, safety tips, solo travel with dogs, activities with reactive dogs, and accessible dog days out.
Eating in US National Parks: Cosmopolitan Taste and Food Tourism (Routledge Food Studies)
by Kathleen LeBescoThis book presents a fascinating exploration of eating experiences within US national parks, explaining how, on what, and why people eat in national parks and how this has changed over the last century. National parks are enjoying unprecedented popularity, and they are especially popular sites for the expression of cosmopolitanism, an ideological outlook descended from the Romantics on whose vision the parks were originally founded. The book explores the constructed foodscape within US national parks, situating the romantic consumption ethos within the context of sociological work on distinction, culinary tourism, and culinary capital. It analyzes and problematizes elements of cosmopolitan taste and desire, examining food tourism in wilderness spaces that satisfies cosmopolitan hunger for authenticity and a certain type of self-making. Weaving together strands of research that have not been previously integrated, the book gleans meaning from concessions menus and park restaurant web pages and employs audience analysis to take stock of park restaurant visitors’ contributions to restaurant review websites, as well as to understand how they represent their park eating experiences on social media. The book examines how satisfying cosmopolitan tastes in the parks creates profit for corporate concessioners, but also may produce bioregionalist successes and a recentering of Indigenous foodways. It concludes by exploring inroads to a better food experience in the parks, involving food products and processes that are regionally/locally specific, where tourists witness and participate in food production and enjoy commensality, but that are also non-extractive and show care for the environment and the people who inhabit it. This book will be of great interest to students and scholars of food studies, tourism and hospitality, sociology of culture, parks and recreation, American studies, and environmental studies. The book will also be of interest to parks and recreation decision makers, sustainable tourism leaders, and hospitality managers.
Eating in US National Parks: Cosmopolitan Taste and Food Tourism (Routledge Food Studies)
by Kathleen LeBescoThis book presents a fascinating exploration of eating experiences within US national parks, explaining how, on what, and why people eat in national parks and how this has changed over the last century. National parks are enjoying unprecedented popularity, and they are especially popular sites for the expression of cosmopolitanism, an ideological outlook descended from the Romantics on whose vision the parks were originally founded. The book explores the constructed foodscape within US national parks, situating the romantic consumption ethos within the context of sociological work on distinction, culinary tourism, and culinary capital. It analyzes and problematizes elements of cosmopolitan taste and desire, examining food tourism in wilderness spaces that satisfies cosmopolitan hunger for authenticity and a certain type of self-making. Weaving together strands of research that have not been previously integrated, the book gleans meaning from concessions menus and park restaurant web pages and employs audience analysis to take stock of park restaurant visitors’ contributions to restaurant review websites, as well as to understand how they represent their park eating experiences on social media. The book examines how satisfying cosmopolitan tastes in the parks creates profit for corporate concessioners, but also may produce bioregionalist successes and a recentering of Indigenous foodways. It concludes by exploring inroads to a better food experience in the parks, involving food products and processes that are regionally/locally specific, where tourists witness and participate in food production and enjoy commensality, but that are also non-extractive and show care for the environment and the people who inhabit it. This book will be of great interest to students and scholars of food studies, tourism and hospitality, sociology of culture, parks and recreation, American studies, and environmental studies. The book will also be of interest to parks and recreation decision makers, sustainable tourism leaders, and hospitality managers.
Eating Together in the Twenty-first Century: Social Challenges, Community Values, Individual Wellbeing
This book presents theoretical and empirical insights on communal food and dining practices which challenge the less sustainable and often solitary lifestyles encouraged by a social system based on unlimited growth.
Eating Together in the Twenty-first Century: Social Challenges, Community Values, Individual Wellbeing
by Tamas Lestar Manuela Pilato Hugues SéraphinThis book presents theoretical and empirical insights on communal food and dining practices which challenge the less sustainable and often solitary lifestyles encouraged by a social system based on unlimited growth.
Elephant Tourism in Nepal: Historical Perspectives, Current Health and Welfare Challenges, and Future Directions
by Dr Michelle SzydlowskiA study of elephant tourism in Nepal from its origins in the 1960s to the present day, this book examines the challenges faced by captive elephants. Used as human conveyance, on anti-poaching patrol teams, as rescue vehicles, and in forestry service, elephants have worked with and for humans for hundreds of years. However, the use of elephants in tourism is a fairly new development within Nepal. Because the health and welfare of tourism elephants is vital to the conservation of wild individuals, this book offers an assessment of captive elephant needs and an examination of their existing welfare statuses. Numerous NGOS and INGOs are now active in elephant lives, and numerous advocacy organizations have arisen with the goal of changing tourism practices and improving captive elephant welfare. This book seeks to examine the motivations of these NGOs and INGOs, and to consider their ethical approaches to elephant health and welfare. Are the motivations of these organizations similar enough to work together towards a common goal, or are their ethical norms so different that they get in one another's way? Using an ordinary language and ethics framework, this text aims to identify the norms of cultures and organisations and reframe them in ways which may allow for more successful interactions.