Cultural experience tourist motives dimensionality : a cross-cultural study

This empirical research of tourists&rsquo; cultural experiences aims to advance theory by developing a measurement model of tourists&rsquo; motives towards attending cultural experiences for samples of Western and Asian tourists visiting Melbourne, Australia. Drawing upon Iso-Ahola&rsquo;s (1989) seeking/avoiding dichotomy theory for tourist motivation dimensions, the hypothesized dimensions primarily included escape and seeking-related dimensions, and some hedonic dimensions because of their relevance to aesthetic products (Hirschman &amp; Holbrook, 1982; Holbrook &amp; Hirschman, 1982), which are the context for this study. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to crossvalidate the underlying dimensionality structure of cultural experience motives. A four-factor model was extracted from the EFA consistent with some theoretical formulations and was retained in the CFA. Specific cultural language group differences for the motive dimensions were also hypothesized between Western and Asian tourist samples, and within the Chinese- and Japanese-speaking Asian tourist samples, but not within the different cultural groups of English-speaking Western tourists. These cross-cultural hypotheses were tested for the motive dimension measurement model using invariance testing in CFA. The findings for the motive dimensions differing by cultural group were not as expected. Significant cultural differences between Western and Asian tourists were not found, but a new finding of this study was significant differences between English-speaking tourists in their motives for attending cultural experiences. Marketing implications of these findings are also presented.<br /

Marketing internazionale. Imprese italiane e mercati mondiali

Il volume presenta una visione cross-culturale del marketing internazionale e si compone di cinque parti: 1 Uno sguardo all’alto: Obiettivi e sfide del marketing internazionale - Il dinamico ambiente del commercio internazionale. 2 Mercato globale e culture locali: La cultura dei popoli e il suo ruolo nelle scelte di marketing internazionale – Cultura, stili gestionali e sistemi di business – Lo scenario politico e legislativo. 3 La valutazione delle opportunità internazionali: La ricerca di marketing nei mercati esteri - Mercato globale, mercati regionali e aree di integrazione economica – I mercati emergent. 4 Le scelte di marketing per il mercato globale: La pianificazione e l’organizzazione delle attività di marketing – Prodotti e servizi per i consumatori – Prodotti e servizi per le imprese - I canali del marketing internazionale – La comunicazione integrata di marketing – 5 La gestione delle vendite nei mercati mondiali – Il pricing nei mercati internazionali. Attuare le strategie sul mercato globale: La negoziazione interculturale. Appendice: il ruolo dell’ICE a favore delle aziende italiane