Dear Maria,

Kindly find the attached file regarding some of my researches about awareness,

it may help you,

best regards,

Dr.Alhaddad

Article The Effect of Advertising Awareness on Brand Equity in Social Media

Article Does Price Awareness Matter to Brand Equity?

This may not directly answer your question, but it should give you some reference about users' behaviour in social media in Thaland

Can you please explain what do you mean by "cultural awareness and sensitivity" in relation to tourism websites? Why is it important to you? 

Grateful for the material provided, Abdullah and Pacapol.  I am going through it and will get back to you.

Dear Adam, my research will focus on the extent to which cultural indicators are present or absent from tourism websites, given the diversity of the audiences they address.  For example, how would a linear-active audience according to the Lewis model react to the absence of concrete, specific directions, search engines, etc? or how would minimal text content affect the online behavior/decision of people from low context cultures, such as US or Nordic?

Hopefully I want to crash test the hypothesis that there is a gap between website design and needs of recipients, one that prevents messages from making sense, being well received, understood, accepted and acted upon. Potential visitors have needs that are defined by their cultural background, and this needs to be taken into account by web designers and communication professionals.

The tool or terminology you are looking for is Social Sensing.

Article Understanding Social Characteristic from Spatial Proximity i...

 Maria

Here is a multicultural awareness scale proposed in 2012:

http://ac.els-cdn.com/S1877042812005472/1-s2.0-S1877042812005472-main.pdf?_tid=820f17fc-88b3-11e5-a2dc-00000aab0f6b&acdnat=1447274206_7a8b5b69567291808008dbd049712ac1

Here is a 2015 paper on The relationship between hotel employees’ cross-cultural competency and team performance in multi-national hotel companies (aabstract only):

http://www.sciencedirect.com/science/article/pii/S0278431915000808

here is a 2014 work (chapter) HOSPITALITY MEANINGS AND CONSEQUENCES AMONG HOTELS EMPLOYEES AND GUESTS:

http://www.emeraldinsight.com/doi/pdfplus/10.1108/S1871-317320140000008009

Dear Robert,

Grateful for your input. Very interesting sources. 

Best,

Maria