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Cultural Values and Service Quality: Host and Guest Perspectives

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Abstract:

This article explores the respective cultural values of American tourists and Vietnamese service providers in the context of Vietnam as a destination. The Principal Components Analysis method is used to identify and group the distinctive cultural values of tourists and hosts with a view to providing an enhanced understanding of tourist–host perceptions of service quality in cross-cultural settings. The research has both practical and academic significance. Drawing upon the marketing, tourism, and cultural studies literature and examining cultural values in tourism settings, the article proposes some strategic directions for tourism managers and marketers in Vietnam. From a theoretical perspective, the study provides an enhanced understanding of Rokeach's model. This instrument has previously been applied in the fields of sociology, psychology, and marketing. In the present case it is used to measure cross-cultural perceptions and the associated insights should be useful for tourism researchers, developers, marketers, and managers. It provides an evidence base that can guide provision to meet the needs of Asian and Western tourists with particular reference to perceptions in cross-cultural contexts. The research applies an empirically based model to development related challenges confronting the tourism sector. It applies the theories of human values to tourism and demonstrates the important influence of cultural backgrounds on tourist perceptions.

Keywords: CULTURAL VALUES; SERVICE QUALITY; VIETNAM

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830410X12629765735597

Publication date: March 1, 2010

More about this publication?
  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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