Companies in involved in the service industry face intense competition and rivalry. The ability to communicate is essential to improve the quality of their service. This study uses the constructivist method of Phenomenology and symbolic interaction theory to study this phenomenon. The purpose of this study is to explore and analyse the values of West Javanese local wisdom in improving communication competences, and develop a unique service concept, Hospitality Communication. This is proven to be a good concept in facing business competition, especially in enhancing tourism business in West Java.