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

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.Hofstede’s cultural dimensions; tourist behaviors; traveller’s behaviors; Confucian Dynamism

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

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/CollectivismMasculinity/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.En este artículo se desarrolla un marco conceptual de análisis de patrones de conducta del turista e identifica tres categorías de conducta basadas en las aplicaciones de dimensiones culturales de Hofstede y los procesos subyacentes de estas influencias. Nuestros resultados indican que las conductas del turista en los estadios de Antes-del-viaje Durante-el-viaje y Después-del-viaje difieren significativamente en términos de la aplicabilidad y el procesos a través de los cuales las dimensiones culturales de Hofstede operan. El resultado de nuestro análisis sugiere tres categorías de patrones de conducta a saber “Conductas de Viaje Dirigidas a Interacción Social” (SID por sus siglas en inglés) “Conductas de Viaje Dirigidas a Tendencias de Riesgo” (RTD por sus siglas en inglés) y “Conductas de Viaje Dirigidas a la Orientación Colectiva” (COD por sus siglas en inglés). SID se relaciona con la evaluación de las experiencias de viaje en la fase posterior al viaje. Los valores culturales dominantes asociados con SID son Individualismo-Colectivismo Masculinidad-Feminidad y Distancia del Poder. Cada uno de estos tres valores actúa independientemente en pareja o los tres a la vez. RTD se relaciona con el consumo de productos de viaje en la fase de la travesía en sí y COD se relaciona con la formación de las preferencias de viaje en la fase previa al viaje. Las categorías Individualismo-Colectivismo e Incertidumbre-Prevención están asociadas tanto con RTD como con COD. Sin embargo los procesos subyacentes difieren de estas dos categorías de conductas de viaje. Además de las influencias independientes de conductas de viaje estos dos valores asociados con RTD y COD también ejercen efectos interactivos. Para RTD la motivación Incertidumbre-Prevención determina el resultado de Individualismo- Colectivismo mientras que para COD sucede lo contrario; es decir el motivo Individualismo-Colectivismo determina el resultado de Incertidumbre-Prevención. El artículo también argumenta la aplicación de una quinta dimensión cultural Dinamismo Confuciano (orientación a corto plazo frente a orientación a largo plazo) del estudio de las conductas de los turistas

How Super Are Video Supers? A Test Of Communication Efficacy

Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the predictions and suggest that viewer opportunity to process information in a video super might be a critical element in any strategy to increase viewer comprehension rates

A cluster analysis of tourist attractions in Spain: Natural and cultural traits and implications for global tourism

Purpose - Natural and cultural tourism are important motivators for international tourism. Spain has impressive tourist attractions that are outstanding on the natural and cultural tourism dimensions. The purpose of this paper is to identify traits of the most attractive destinations in Spain and to understand the relative importance of natural, cultural, and dual (natural and cultural) attractions to target consumers. Design/methodology/approach - The authors compare the level of tourism in the 17 major regions of Spain and identify the key natural, cultural, and dual attractions using a two-step cluster analysis to ascertain the relative importance of the three types of attractions. Findings - The findings of the cluster analysis suggest that natural attractions had the highest importance, followed by dual attractions, with cultural attractions having the lowest importance in affecting the level of tourism in a region. The study identified four categories of regions resulting from “high vs low” total number of attractions by “high vs low” levels of tourism (operationalized via the number of tourist-nights). The regions with high levels of tourism were either located in the bodies of water (a group of islands) or on ocean/sea(s) surrounding Spain. The study suggests placing greater emphasis on promoting cultural attractions in Spain. Practical implications - The findings suggest that there is a need to put more emphasis on promoting the cultural attractions in Spain. Spain is a diverse country with huge potential for tourism from people all over the world, due to its diverse geography and rich history. Originality/value - To the best of the authors’ knowledge, this is the first study that analyzes 17 regions of Spain in relation to their tourism characteristics, identifying attractions that are not sufficiently leveraged, and suggesting strategies for identifying opportunities for the tourism industry in Spain

Tscale: A new multidimensional scaling procedure based on tversky's contrast model

Tversky's contrast model of proximity was initially formulated to account for the observed violations of the metric axioms often found in empirical proximity data. This set-theoretic approach models the similarity/dissimilarity between any two stimuli as a linear (or ratio) combination of measures of the common and distinctive features of the two stimuli. This paper proposes a new spatial multidimensional scaling (MDS) procedure called TSCALE based on Tversky's linear contrast model for the analysis of generally asymmetric three-way, two-mode proximity data. We first review the basic structure of Tversky's conceptual contrast model. A brief discussion of alternative MDS procedures to accommodate asymmetric proximity data is also provided. The technical details of the TSCALE procedure are given, as well as the program options that allow for the estimation of a number of different model specifications. The nonlinear estimation framework is discussed, as are the results of a modest Monte Carlo analysis. Two consumer psychology applications are provided: one involving perceptions of fast-food restaurants and the other regarding perceptions of various competitive brands of cola soft-drinks. Finally, other applications and directions for future research are mentioned.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/45750/1/11336_2005_Article_BF02294658.pd

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

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/CollectivismMasculinity/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.En este art?culo se desarrolla un marco conceptual de an?lisis de patrones de conducta del turista e identifica tres categor?as?de conducta basadas en las aplicaciones de dimensiones culturales de Hofstede y los procesos subyacentes de estas?influencias. Nuestros resultados indican que las conductas del turista en los estadios de Antes-del-viaje Durante-el-viaje?y Despu?s-del-viaje difieren significativamente en t?rminos de la aplicabilidad y el procesos a trav?s de los cuales las dimensiones?culturales de Hofstede operan. El resultado de nuestro an?lisis sugiere tres categor?as de patrones de conducta a?saber ?Conductas de Viaje Dirigidas a Interacci?n Social? (SID por sus siglas en ingl?s) ?Conductas de Viaje Dirigidas a Tendencias de Riesgo? (RTD por sus siglas en ingl?s) y ?Conductas de Viaje Dirigidas a la Orientaci?n Colectiva? (COD?por sus siglas en ingl?s). SID se relaciona con la evaluaci?n de las experiencias de viaje en la fase posterior al viaje. Los?valores culturales dominantes asociados con SID son Individualismo-Colectivismo Masculinidad-Feminidad y Distancia?del Poder. Cada uno de estos tres valores act?a independientemente en pareja o los tres a la vez. RTD se relaciona con el?consumo de productos de viaje en la fase de la traves?a en s? y COD se relaciona con la formaci?n de las preferencias de?viaje en la fase previa al viaje. Las categor?as Individualismo-Colectivismo e Incertidumbre-Prevenci?n est?n asociadas?tanto con RTD como con COD. Sin embargo los procesos subyacentes difieren de estas dos categor?as de conductas de?viaje. Adem?s de las influencias independientes de conductas de viaje estos dos valores asociados con RTD y COD tambi?n?ejercen efectos interactivos. Para RTD la motivaci?n Incertidumbre-Prevenci?n determina el resultado de Individualismo-?Colectivismo mientras que para COD sucede lo contrario; es decir el motivo Individualismo-Colectivismo determina el resultado de Incertidumbre-Prevenci?n. El art?culo tambi?n argumenta la aplicaci?n de una quinta dimensi?n cultural?Dinamismo Confuciano (orientaci?n a corto plazo frente a orientaci?n a largo plazo) del estudio de las conductas de los?turistas

Environmental determinants of destination competitiveness and its Tourism Attractions-Basics Context, A-B-C, indicators: a review, conceptual model and propositions

Purpose: The purpose of this paper is to provide a comprehensive review of the literature and develop a model of the determinants, indicators and effects of destination competitiveness (DC), as well as several propositions. Design/methodology/approach: This study thoroughly reviewed extant literature to develop a conceptual model and propositions. Findings: Two key findings are listed below. First, 12 different environmental factors are identified and 12 propositions are developed linking these environmental factors to DC. Second, a new indicator of DC is developed, namely, Tourism Attractions-Basics-Context (TABC) model. The TABC model is simple and directly taps into the benefits tourists seek in a destination. Research limitations/implications ? Directions for future research are discussed in detail in the paper. Practical implications ? Managerial implications are discussed in detail in the paper. Originality/value: The extant research on the topic of DC has been rather fragmented and incomplete in scope. The research presented in this paper addresses these limitations

Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications

The transition economies of Eastern Europe present both the opportunities and challenges for companies operating in these markets. On one hand, these countries have a large number of technology savvy young consumers, and on the other, the markets must also take into consideration the macro-environment of a country and market conditions which make the use of certain market technologies more feasible and attractive compared to others. It is certainly true in terms of the timing for introduction of various technologies in a country. Drawing analogy for the “IDITAROD RACE” we develop three different “Sled Dog Team layouts” for market characteristics and technologies for three Eastern European countries, namely, Slovakia, Bulgaria, and Albania. The ten market characteristics included in our research are: digital connectivity divide, economic power, demand type, privacy laws, demographics, and competitive conditions, attitude towards technology, institutional maturity, corporate social responsibility, and corruption. The ten marketing technologies included in our research are: digital profiling, segmentation, websites, and search engines marketing, campaign management, content management, social media, mobile application, digital collaborations, and analytics. Company case studies are analyzed and reported for each of these three countries which support the three models presented in our research.Las economías de transición de Europa Oriental presentan a la vez oportunidades y retos para las empresas que operan en dichos mercados. Por un lado, estos países cuentan con un gran número de jóvenes y expertos consumidores tecnológicos y, por otro, los mercados deben tener en cuenta el macroentorno de un país y las condiciones del mercado, que pueden facilitar el uso de ciertas tecnologías y hacerlas más atractivas en comparación con otras. Esto es realmente cierto al elegir la oportunidad para introducir diversas tecnologías en un país. Utilizando la analogía de la “CARRERA IDITAROD”, desarrollamos tres diferentes “diseños de equipos de perros de trineo” para las características del mercado y las tecnologías de tres países del este de Europa, es decir, Eslovaquia, Bulgaria y Albania. Las diez características del mercado que incluimos en nuestra investigación son: clasificación de la conectividad digital, poder económico, tipo de demanda, leyes de privacidad, características demográficas y condiciones competitivas, actitud hacia la tecnología, madurez institucional, responsabilidad social corporativa y corrupción. Las diez tecnologías de marketing incluidas en nuestro estudio son: perfil digital, segmentación, sitios web y marketing de motores de búsqueda, gestión de campañas, gestión de contenidos, medios sociales, aplicación móvil, colaboraciones digitales y analítica. Se analizan y reportan los estudios de los casos empresariales para cada uno de estos tres países, que respaldan los tres modelos presentados en nuestro trabajo de investigación

Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications

The transition economies of Eastern Europe present both the opportunities and challenges for companies operating in these markets. On one hand, these countries have a large number of technology savvy young consumers, and on the other, the markets must also take into consideration the macro-environment of a country and market conditions which make the use of certain market technologies more feasible and attractive compared to others. It is certainly true in terms of the timing for introduction of various technologies in a country. Drawing analogy for the “IDITAROD RACE” we develop three different “Sled Dog Team layouts” for market characteristics and technologies for three Eastern European countries, namely, Slovakia, Bulgaria, and Albania. The ten market characteristics included in our research are: digital connectivity divide, economic power, demand type, privacy laws, demographics, and competitive conditions, attitude towards technology, institutional maturity, corporate social responsibility, and corruption. The ten marketing technologies included in our research are: digital profiling, segmentation, websites, and search engines marketing, campaign management, content management, social media, mobile application, digital collaborations, and analytics. Company case studies are analyzed and reported for each of these three countries which support the three models presented in our research