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Hofstede’s Cultural Dimensions and Tourist Behaviors: A Review and Conceptual Framework

Author

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  • Manrai, Lalita A.

    (University of Delaware, Newark)

  • Manrai, Ajay K.

    (University of Delaware, Newark)

Abstract

This paper develops a conceptual framework for analyzing tourist behaviors and identifies three categories of behaviors based on the applications of Hofstede’s cultural dimensions and the processes underlying these influences. Our findings indicate that tourist behaviors in the Before-Travel, During-Travel, and After-Travel stages differ significantly in terms of the applicability and process through which Hofstede’s cultural dimensions operate. The results of our analysis suggest three categories of behavioral patterns, namely, “Social Interaction Driven Travel Behaviors,” (SID), “Risk Tendencies Driven Travel Behaviors,” (RTD), and “Collectivity Orientation Driven Travel Behaviors,” (COD). SID relates to the evaluation of travel experiences in the after-travel stage. The dominant cultural values associated with SID are Individualism/Collectivism, Masculinity/Femininity, and Power Distance. These three values act either independently or in pairs or all three together. RTD relates to the consumption of travel products in the during-travel stage, and COD relates to the formation of travel preferences in the before-travel stage. Individualism/Collectivism and Uncertainty Avoidance are associated with both RTD and COD. However, the underlying processes differ for these two categories of travel behaviors. In addition to their independent influences on travel behaviors, these two values associated with RTD and COD also have an interactive effect. For RTD, the Uncertainty Avoidance motive determines the Individualism/Collectivism outcome, whereas, for COD, the opposite is true: the Individualism/Collectivism determines the Uncertainty Avoidance outcome. The paper also discusses the application of a fifth cultural dimension, Confucian Dynamism (short-term versus long-term orientation), for the study of tourists’ behaviors.

Suggested Citation

  • Manrai, Lalita A. & Manrai, Ajay K., 2011. "Hofstede’s Cultural Dimensions and Tourist Behaviors: A Review and Conceptual Framework," Journal of Economics, Finance and Administrative Science, Universidad ESAN, vol. 16(31), pages 23-47.
    • Handle: RePEc:ris:joefas:0033
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    2. Pavluković, Vanja & Armenski, Tanja & Alcántara-Pilar, Juan Miguel, 2017. "Social impacts of music festivals: Does culture impact locals' attitude toward events in Serbia and Hungary?," Tourism Management, Elsevier, vol. 63(C), pages 42-53.
    3. Devjani Chatterjee, 2014. "Management Control Systems and Hofstede’s Cultural Dimensions: An Empirical Study of Innovators and Low Innovators," Global Business Review, International Management Institute, vol. 15(3), pages 565-582, September.
    4. Nripendra Singh & Jongsik Yu & Antonio Ariza-Montes & Heesup Han, 2023. "Exploring the impact of functional, symbolic, and experiential image on approach behaviors among state-park tourists from India, Korea, and the USA," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    5. Yang, Song & Ding, Shiqing & D’Alessandro, Steven, 2018. "Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 24-34.
    6. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2021. "Uncertainty Avoidance as a Moderating Factor to the Self-Congruity Concept: The Development of a Conceptual Framework," SAGE Open, , vol. 11(1), pages 21582440211, March.
    7. Erdogan Koc & Ahu Yazici Ayyildiz, 2021. "Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality," Sustainability, MDPI, vol. 13(21), pages 1-18, October.

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