The Effect of National Culture on Consumers' Evaluation of Travel Services

Authors: Crotts J.1; Pizam A.2

Source: Tourism Culture & Communication, Volume 4, Number 1, 2003 , pp. 17-28(12)

Publisher: Cognizant Communication Corporation

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Abstract:

The influence of national culture on consumer evaluations of travel services was the focus of this study. Drawing from a representative sample of 1735 overseas visitors to the southeast US, the results provide an indication that national culture affects the evaluation of travel services and customers' willingness to repeat purchase and recommend a service to others. The implication for researchers is that national culture is a multidimensional construct and is one of many forces influencing consumer expectations. It is a measurable construct that conditions how consumers of different national cultures interact with others and the level of service quality expected.

Keywords: Cross-cultural differences; Power-distance; Masculinity; Service quality; Consumer evaluation

Document Type: Research article

Affiliations: 1: Hospitality and Tourism Management Program, School of Business and Economics, College of Charleston, Charleston, SC 29424-0001 2: Rosen School of Hospitality Management, University of Central Florida, Orlando, FL, 32816-1450

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