About my new textbook

Cultural Intelligence in the Service Industry is a textbook with the goal of helping students develop a basic understanding of cultural intelligence in the service industry. The nine-unit textbook provides content, which is presented in a clear and understandable style.  

Each unit consists of four parts: 1) Warm-Up, 2) Content Comprehension, 3) Wrap-Up and 4) Critical Thinking. These four parts allow students to understand basic concepts and principles of culture, society, language use and communication in various cultural contexts through explanations, examples and exercises. 

Upon completion of this course book, I would like to thank my colleagues Bob Cullen and Nitikorn Rittikote for their helpful reviews and suggestions. I would also like to extend my special thanks to Natthakit Permsuk for his cover design and technical assistance.