Buchanan I

Dann GMS

Dolnicar S

Green Cowles M

Greenacre M

Hall E

Hassan SS

Hofstede G

Jackson R

Levitt T

Ohmae K

Pearce PL

Reisinger Y

Tourism Research Australia (TRA)

TRA (Tourism Research Australia)

Underhill P

Usunier JC

Yip GS

 The impacts of globalisation and cultural convergence theory have been discussed in various research areas. Scholars agree that global consumer behaviour becomes increasingly homogenous. However, in tourism, there is still evidence that visitor markets are distinguished and segmented according to their nationality. This study argues that national borders have lost in significance to separate markets. By means of a correspondence analysis, this study provides evidence that European travel behaviour in Australia shows similar activity patterns. The findings highlight that country-based visitor segmentation has lost momentum. </jats:p

Birgit Muskat

Matthias Muskat

Alice Richardson

Crossref

Journal Of Vacation Marketing

How do Europeans travel in Australia? Examining cultural convergence in travel behaviour

How do Europeans travel in Australia? Examining cultural convergence in travel behaviour

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