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Relationships Between Hofstede's Cultural Dimensions And Tourist Satisfaction: A Cross-Country Cross-Sample Examination, Songshan (Sam) Huang, John Crotts

Research outputs 2014 to 2021

Culture has been assumed to influence tourist behavior but due to the difficulty of measuring culture values directly at the individual level, the relationship between national culture and visitor satisfaction remains yet to be empirically attested. This study used two national level inbound tourist samples, i.e., Tourism Research Australia's 2017 International Visitor Survey holiday/pleasure travellers’ sample and the Hong Kong Tourist Satisfaction Index Project 2016 sample, to test the relationships between Hofstede's six cultural dimensions (Power Distance, Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance, Long Term Orientation/Short Term Normative Orientation, and Indulgence/Restraint) and visitor satisfaction. Bivariate correlation with bootstrapping tests show consistent correlations …