Does national culture influence consumers’ evaluation of travel services? A test of Hofstede’s model of cross‐cultural differences

Emerald - Tập 10 Số 6 - Trang 410-419 - 2000
John C.Crotts1, RonErdmann2
1John C. Crotts is at the Research Centre of Bornholm, Denmark and is Director and Associate Professor at the School of Business and Economics, College of Charleston, Charleston, South Carolina, USA.
2Ron Erdmann is Senior Market Research Analyst/Deputy Director, Tourism Industries, US Department of Commerce, International Trade Administration, Washington, DC, USA.

Tóm tắt

The influence of national culture on consumer evaluations of travel services was the focus of this study. Drawing from a representative sample of overseas visitors to the USA, and controlling for socio‐economic and trip characteristics, results provide a limited indication that national culture influences how customers evaluate travel services and their willingness to repeat purchase and recommend a service to others. The implications for researchers are that national cultural differences are one of many forces influencing consumer decision making. It is a measurable construct, like gender and socio‐economic class, that conditions how consumers interact with others and should be taken into account in our attempts to better understand consumers needs and expectations.

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Emerald

Tập 10 Số 6

410-419

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