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The Comparative Study of Cultural Differences of Slovak Inbound Tourists: A Need of Innovations

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  • Fodranová Iveta
  • Kubičková Viera

    (PhD. University of Economics in Bratislava, Faculty of Commerce, Department of Services and Tourism, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

Abstract

The aim of this article was to identify the cause of the negative attitude of Slovak population towards visitors by comparing the differences in national cultures on six primary Hofstede’s dimensions: power distance, individualism, masculinity, uncertainty avoidance, long-term orientation and indulgence and provide comparison with Slovakia. The results revealed high score on power distance and masculinity. The high score of this two dimensions′ correlates with elements of expressions of superiority and negatively affects not only the way of communication between people from the same cultural and linguistic group, but also with individuals that come from a different cultural environment. Based on these results, it is necessary to develop a smarter marketing approach - strive for innovation and unique marketing activities for a more efficient communication.

Suggested Citation

  • Fodranová Iveta & Kubičková Viera, 2016. "The Comparative Study of Cultural Differences of Slovak Inbound Tourists: A Need of Innovations," Studia Commercialia Bratislavensia, Sciendo, vol. 9(36), pages 373-383, December.
    • Handle: RePEc:vrs:stcomb:v:9:y:2016:i:36:p:373-383:n:1
    DOI: 10.1515/stcb-2016-0037
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