Description
The purpose of this editorial is to introduce the current special issue of research related to
cultural misconceptions during the globalization of tourism
International Journal of Culture, Tourism and Hospitality Research
Avoiding cultural misconceptions during globalization of tourism
Marianne C. Bickle Rich Harrill
Article information:
To cite this document:
Marianne C. Bickle Rich Harrill, (2010),"Avoiding cultural misconceptions during globalization of tourism", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 4 Iss 4 pp. 283 - 286
Permanent link to this document:http://dx.doi.org/10.1108/17506181011081460
Downloaded on: 24 January 2016, At: 22:11 (PT)
References: this document contains references to 0 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 2087 times since 2010*
Users who downloaded this article also downloaded:
Thomas J . Iverson, (2010),"Cultural conflict: tourists versus tourists in Bali, Indonesia", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 4 pp. 299-310http://dx.doi.org/10.1108/17506181011081488
E. Wanda George, (2010),"Intangible cultural heritage, ownership, copyrights, and tourism", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 4 pp. 376-388http://dx.doi.org/10.1108/17506181011081541
Katherine B. Hartman, Tracy Meyer, Lisa L. Scribner, (2009),"Culture cushion: inherently positive inter-cultural tourist experiences",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 259-268http://dx.doi.org/10.1108/17506180910980555
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
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Guest editorial
Avoiding cultural misconceptions during
globalization of tourism
Marianne C. Bickle and Rich Harrill
Abstract
Purpose – The purpose of this editorial is to introduce the current special issue of research related to
cultural misconceptions during the globalization of tourism.
Design/methodology/approach – The four peer reviewed articles presented in this special issue are
introduced.
Findings – All of the research articles examine the potential or actual result of misconceptions when
different cultures interact. Culture identity is a common theme throughout the articles. Sub-themes
include how cultural identity is changed (positively or negatively) when other cultures interact. The data
collection sites include: Zakopane, a small village of 30,000 residents located in the Tatra Mountains in
the South of Poland; Ubud, a village in Bali, Indonesia; Great Britain and Ireland; Shandong, China; and
a framework to compare data collected throughout different cultures in Asia. The ?rst two articles
presented examine the in?uence of tourism on a village. The third article focuses on service providers
working in large cities. The fourth article examines what is considered to be the fastest growing tourist
destination (i.e. China). Finally, the last article provides the reader with a theoretical framework.
Originality/value – The special issue on misconceptions addresses how the interaction of different
cultures, for all the bene?ts, may also have negative repercussion on the host country and tourist.
Instead of the traditional all white American sample, this call generated global insight. This article
provides an introduction
Keywords Culture, Cross-cultural studies, Tourism, Behaviour
Paper type General review
Introduction
The special call for the International Journal of Culture, Tourism and Hospitality Research
(IJCTHR) was well received by authors and reviewers. Interdisciplinary research teams
present articles on tourism and cultural misconceptions and blind reviewers consist of
academics who research the topic. Arch Woodside, Editor-in-Chief reviewed each
manuscript during the second round of the reviewing process.
The ?ve ?nal chosen papers in the IJCTHR Cultural misconceptions special issue all focus
on the in?uence tourism, tourists, and or its ancillary efforts have on the culture and its
identity. Similar to the globalization nature of tourism, the participating authors are from
around the globe including Denmark, the UK, Bali, China, and the USA. The following
discussions cover the contribution and brief synopsis of each article.
Beyond hosts and guests: translating the concepts and understandings of cultural
misconceptions
Carina Ren from the Centre for Tourism, Innovation and Culture at the University of Southern
Denmark is the author of the ?rst paper. Entitled, ‘‘Beyond hosts and guests: translating the
DOI 10.1108/17506181011081460 VOL. 4 NO. 4 2010, pp. 283-286, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 283
Marianne C. Bickle and
Rich Harrill are both based
at the University of South
Carolina, Columbia, South
Carolina, USA.
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concept of cultural misconception,’’ the article revolves around Zakopane, a small village of
30,000 residents located in the Tatra Mountains in the South of Poland. A focal point of the
research surrounds the question of communication (or miscommunication) related to
marketing the Zakopane to tourists while maintaining and preserving their distinct dialect
and tradition. Ren addresses the miscommunication that often occurs during tourists’ travels
and its in?uence on the culture.
Two distinct groups, tourists and business persons, are examined. These groups, while
possessing opposing views regarding the bene?ts of tourisms on the culture, also possess
similar beliefs. Similarities between the groups include the in?uence tourists actions have on
the culture and tourists’ ability to communicate effectively. Additionally, both groups use
cultural and socio-material elements such as artifacts, performances, and technologies and
material surroundings as a foundation for their efforts. Both groups may have the same end
result (i.e. positive effect of tourism), their views of what constitutes a positive end result
varies signi?cantly. The divergent goals result in miscommunication between groups as well
altered messages toward tourists. Cultural con?icts are further revealed by the guest
cultures.
Ren reveals how cultural misconceptions at Zakopane are articulated by tourism
stakeholders as difference inherent to culture or between strategies. Differences are
identi?ed between hosts and guests, developers and preservationists, locals and outsiders.
The author suggests that misconceptions where either explained as the workings of
immanent cultural structures or understood as the result of directed, intentional human
action.
Cultural con?ict: tourists versus tourists in Bali, Indonesia
The second article takes us to Ubud, a village in Bali. Thomas J. Iverson, Executive Director
of the Sustainable Development Institute and Professor of Economics at the University of
Guam, is the author of the paper. This paper addresses ‘‘Cultural con?ict: tourists versus
tourists in Bali, Indonesia’’. Iverson and his students examine touristic con?ict (perception
and actuality) between hosts and guests in this village. More speci?cally, tourist awareness
of local taboos in the host community of Ubud, in central Bali is undertaken. Tourism, whether
in a large city or a small village, requires assimilation of tourists into a different culture for a
short period of time. Understanding the culture (e.g. values, and behavioral norms) fromone
perspective, tourists may visit a destination that is far more liberal in their method of
communication. For example, topless beaches are more popular in the South of France than
in the USA. A topless beach in the USA may communicate a very different message than in
France.
Tourists’ behaviors in different cultures may communicate vivid messages about individuals
and their country of origin. Stereotypes may be generated based on limited interaction.
Tourists’ level of prior awareness of standards or taboos may alter their perceptions. Iverson
points out that Bali invites and accepts tourists into their culture. Clashes between cultures
result in misunderstanding, misinterpreting, and/or ignoring one another’s culture.
Culture, identity, and belonging in the ‘‘culinary underbelly’’
Experimenting with local cuisine, variety of menus, and dining experiences are all part of the
excitement associated with tourism. Some tourists select a speci?c destination based on the
?ne dining. Others may reject a global location because of the fear they may be unable to
?nd the cuisine palatable. The authors of ‘‘Culture, identity, and belonging in the ‘culinary
underbelly’’’ examine not the tourists but the chefs. Catherine Palmer (University of
Brighton), John Cooper (University of Strathclyde) and Peter Burns (University of Brighton)
provide readers with insight into the industry and occupational perceptions of 15 celebrity
chefs from Great Britain and Ireland. The authors identify four main cultural communication
themes:
PAGE 284
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 4 2010
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1. being a chef;
2. us versus them;
3. belonging and bonding; and
4. kinship ties.
Communication may take the form of be in many forms: written, oral, or body language.
The culture of being a chef is examined from an anthropological framework; social and
cultural structures that provide individuals with meaning and guidance are examined.
Occupational identify is examined from visible (e.g. remuneration, conditions, routines) and
invisible (e.g. values, attitudes, beliefs) components. The authors’ then take the
occupational identity of a chef one step farther by examining the chef’s world. This
analysis includes how they communicate, with whom they communicate, and when they
communicate.
Residents’ attitudes toward tourism development in Shandong, China
The fourth article in the special call is an interdisciplinary and cross-cultural effort. Sujie
Wang (Shandon University), Marianne C. Bickle (Department of Retailing at the University of
South Carolina, USA) and Rich Harrill (International Tourism Research Institute at the
University of South Carolina, USA) present a paper entitled ‘‘Residents’ attitudes toward
tourism development in Shandong, China’’. The purpose of this study is to analyze the
relationship between the evaluative and belief component of residents’ attitudes toward
tourism impacts and explore Shandong residents’ perceptions tourism’s impacts on the life
of the destination in general. It is also the aim of the study to analyze the possible links
between these attitudes and the socio-demographic characteristics of the residents.
As the previous articles in this special issue discuss, as tourists interact with the host nation,
miscommunications and clashes with the identity and culture will follow. China will certainly
bene?t from their rapid growth in tourism. However, the negative implications from the views
of the residents will also be reaped. The authors investigate residents’ attitudes toward
tourism impacts, focusing on the belief and evaluation of impacts regarding society,
economy, crowding and congestion, service, environment, and community.
Unlike the other four articles, this research study focuses on a city that generates a large
tourism base (e.g. two million tourists annually). This study uses quantitative measures; the
other studies in this special call use qualitative measures. Despite these differences, all
authors in the special call, including those from this study, reveal that attitudes and
perceptions can have a pronounced in?uence on the successful development of current and
future tourism programs.
Individualism/collectivism and group travel behavior: a cross-cultural perspective
The ?fth and ?nal article is written by Fang Meng from Ohio University. The study, entitled
‘‘Individualism/collectivism and group travel behavior: a cross-cultural perspective’’ focuses
on the development of a research framework related to individualism/ collectivism culture
and group travel intention. Meng addresses differences among cultures, particularly those
between Asian and Western cultures.
The majority of tourism research related to its in?uence on culture has been conducted on
Western society. Meng’s framework is being developed to purposefully examine
cross-section global cultures. Meng takes into consideration that the Asian culture cannot
be stereotyped in one culture. Regional difference throughout Asia exists; these cultural
differences may have signi?cant in?uence on tourists’ ability to interact, identify and
communicate once at the destination. The author also takes into consideration cultural
considerations of the tourists. The framework informs four propositions:
VOL. 4 NO. 4 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 285
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P1. Tourists from collectivism culture in general are more likely to present group travel
behavior than those from individualism culture.
P2. Social, political, and economic factors affect tourists’ group travel behavior.
P3. Controlling for government policy variable, tourists from collectivism culture but
hold ‘‘high-level’’ personal background (young age, high education and income,
good language skills, past overseas travel experience) will be less likely to present
group travel behavior than tourists with ‘‘low-level’’ personal background.
P4. Controlling for government policy variable, tourists from collectivism culture with
‘‘high-level’’ personal background are likely to show similarity in travel behavior as
the tourists in individualism culture.
Meng’s framework provides an interesting working proposition in studying global
cross-cultural tourism behavior.
Corresponding author
Marianne C. Bickle can be contacted at: [email protected]
PAGE 286
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VOL. 4 NO. 4 2010
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
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doc_942317738.pdf
The purpose of this editorial is to introduce the current special issue of research related to
cultural misconceptions during the globalization of tourism
International Journal of Culture, Tourism and Hospitality Research
Avoiding cultural misconceptions during globalization of tourism
Marianne C. Bickle Rich Harrill
Article information:
To cite this document:
Marianne C. Bickle Rich Harrill, (2010),"Avoiding cultural misconceptions during globalization of tourism", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 4 Iss 4 pp. 283 - 286
Permanent link to this document:http://dx.doi.org/10.1108/17506181011081460
Downloaded on: 24 January 2016, At: 22:11 (PT)
References: this document contains references to 0 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 2087 times since 2010*
Users who downloaded this article also downloaded:
Thomas J . Iverson, (2010),"Cultural conflict: tourists versus tourists in Bali, Indonesia", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 4 pp. 299-310http://dx.doi.org/10.1108/17506181011081488
E. Wanda George, (2010),"Intangible cultural heritage, ownership, copyrights, and tourism", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 4 pp. 376-388http://dx.doi.org/10.1108/17506181011081541
Katherine B. Hartman, Tracy Meyer, Lisa L. Scribner, (2009),"Culture cushion: inherently positive inter-cultural tourist experiences",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 259-268http://dx.doi.org/10.1108/17506180910980555
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
D
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Guest editorial
Avoiding cultural misconceptions during
globalization of tourism
Marianne C. Bickle and Rich Harrill
Abstract
Purpose – The purpose of this editorial is to introduce the current special issue of research related to
cultural misconceptions during the globalization of tourism.
Design/methodology/approach – The four peer reviewed articles presented in this special issue are
introduced.
Findings – All of the research articles examine the potential or actual result of misconceptions when
different cultures interact. Culture identity is a common theme throughout the articles. Sub-themes
include how cultural identity is changed (positively or negatively) when other cultures interact. The data
collection sites include: Zakopane, a small village of 30,000 residents located in the Tatra Mountains in
the South of Poland; Ubud, a village in Bali, Indonesia; Great Britain and Ireland; Shandong, China; and
a framework to compare data collected throughout different cultures in Asia. The ?rst two articles
presented examine the in?uence of tourism on a village. The third article focuses on service providers
working in large cities. The fourth article examines what is considered to be the fastest growing tourist
destination (i.e. China). Finally, the last article provides the reader with a theoretical framework.
Originality/value – The special issue on misconceptions addresses how the interaction of different
cultures, for all the bene?ts, may also have negative repercussion on the host country and tourist.
Instead of the traditional all white American sample, this call generated global insight. This article
provides an introduction
Keywords Culture, Cross-cultural studies, Tourism, Behaviour
Paper type General review
Introduction
The special call for the International Journal of Culture, Tourism and Hospitality Research
(IJCTHR) was well received by authors and reviewers. Interdisciplinary research teams
present articles on tourism and cultural misconceptions and blind reviewers consist of
academics who research the topic. Arch Woodside, Editor-in-Chief reviewed each
manuscript during the second round of the reviewing process.
The ?ve ?nal chosen papers in the IJCTHR Cultural misconceptions special issue all focus
on the in?uence tourism, tourists, and or its ancillary efforts have on the culture and its
identity. Similar to the globalization nature of tourism, the participating authors are from
around the globe including Denmark, the UK, Bali, China, and the USA. The following
discussions cover the contribution and brief synopsis of each article.
Beyond hosts and guests: translating the concepts and understandings of cultural
misconceptions
Carina Ren from the Centre for Tourism, Innovation and Culture at the University of Southern
Denmark is the author of the ?rst paper. Entitled, ‘‘Beyond hosts and guests: translating the
DOI 10.1108/17506181011081460 VOL. 4 NO. 4 2010, pp. 283-286, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 283
Marianne C. Bickle and
Rich Harrill are both based
at the University of South
Carolina, Columbia, South
Carolina, USA.
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concept of cultural misconception,’’ the article revolves around Zakopane, a small village of
30,000 residents located in the Tatra Mountains in the South of Poland. A focal point of the
research surrounds the question of communication (or miscommunication) related to
marketing the Zakopane to tourists while maintaining and preserving their distinct dialect
and tradition. Ren addresses the miscommunication that often occurs during tourists’ travels
and its in?uence on the culture.
Two distinct groups, tourists and business persons, are examined. These groups, while
possessing opposing views regarding the bene?ts of tourisms on the culture, also possess
similar beliefs. Similarities between the groups include the in?uence tourists actions have on
the culture and tourists’ ability to communicate effectively. Additionally, both groups use
cultural and socio-material elements such as artifacts, performances, and technologies and
material surroundings as a foundation for their efforts. Both groups may have the same end
result (i.e. positive effect of tourism), their views of what constitutes a positive end result
varies signi?cantly. The divergent goals result in miscommunication between groups as well
altered messages toward tourists. Cultural con?icts are further revealed by the guest
cultures.
Ren reveals how cultural misconceptions at Zakopane are articulated by tourism
stakeholders as difference inherent to culture or between strategies. Differences are
identi?ed between hosts and guests, developers and preservationists, locals and outsiders.
The author suggests that misconceptions where either explained as the workings of
immanent cultural structures or understood as the result of directed, intentional human
action.
Cultural con?ict: tourists versus tourists in Bali, Indonesia
The second article takes us to Ubud, a village in Bali. Thomas J. Iverson, Executive Director
of the Sustainable Development Institute and Professor of Economics at the University of
Guam, is the author of the paper. This paper addresses ‘‘Cultural con?ict: tourists versus
tourists in Bali, Indonesia’’. Iverson and his students examine touristic con?ict (perception
and actuality) between hosts and guests in this village. More speci?cally, tourist awareness
of local taboos in the host community of Ubud, in central Bali is undertaken. Tourism, whether
in a large city or a small village, requires assimilation of tourists into a different culture for a
short period of time. Understanding the culture (e.g. values, and behavioral norms) fromone
perspective, tourists may visit a destination that is far more liberal in their method of
communication. For example, topless beaches are more popular in the South of France than
in the USA. A topless beach in the USA may communicate a very different message than in
France.
Tourists’ behaviors in different cultures may communicate vivid messages about individuals
and their country of origin. Stereotypes may be generated based on limited interaction.
Tourists’ level of prior awareness of standards or taboos may alter their perceptions. Iverson
points out that Bali invites and accepts tourists into their culture. Clashes between cultures
result in misunderstanding, misinterpreting, and/or ignoring one another’s culture.
Culture, identity, and belonging in the ‘‘culinary underbelly’’
Experimenting with local cuisine, variety of menus, and dining experiences are all part of the
excitement associated with tourism. Some tourists select a speci?c destination based on the
?ne dining. Others may reject a global location because of the fear they may be unable to
?nd the cuisine palatable. The authors of ‘‘Culture, identity, and belonging in the ‘culinary
underbelly’’’ examine not the tourists but the chefs. Catherine Palmer (University of
Brighton), John Cooper (University of Strathclyde) and Peter Burns (University of Brighton)
provide readers with insight into the industry and occupational perceptions of 15 celebrity
chefs from Great Britain and Ireland. The authors identify four main cultural communication
themes:
PAGE 284
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 4 2010
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1. being a chef;
2. us versus them;
3. belonging and bonding; and
4. kinship ties.
Communication may take the form of be in many forms: written, oral, or body language.
The culture of being a chef is examined from an anthropological framework; social and
cultural structures that provide individuals with meaning and guidance are examined.
Occupational identify is examined from visible (e.g. remuneration, conditions, routines) and
invisible (e.g. values, attitudes, beliefs) components. The authors’ then take the
occupational identity of a chef one step farther by examining the chef’s world. This
analysis includes how they communicate, with whom they communicate, and when they
communicate.
Residents’ attitudes toward tourism development in Shandong, China
The fourth article in the special call is an interdisciplinary and cross-cultural effort. Sujie
Wang (Shandon University), Marianne C. Bickle (Department of Retailing at the University of
South Carolina, USA) and Rich Harrill (International Tourism Research Institute at the
University of South Carolina, USA) present a paper entitled ‘‘Residents’ attitudes toward
tourism development in Shandong, China’’. The purpose of this study is to analyze the
relationship between the evaluative and belief component of residents’ attitudes toward
tourism impacts and explore Shandong residents’ perceptions tourism’s impacts on the life
of the destination in general. It is also the aim of the study to analyze the possible links
between these attitudes and the socio-demographic characteristics of the residents.
As the previous articles in this special issue discuss, as tourists interact with the host nation,
miscommunications and clashes with the identity and culture will follow. China will certainly
bene?t from their rapid growth in tourism. However, the negative implications from the views
of the residents will also be reaped. The authors investigate residents’ attitudes toward
tourism impacts, focusing on the belief and evaluation of impacts regarding society,
economy, crowding and congestion, service, environment, and community.
Unlike the other four articles, this research study focuses on a city that generates a large
tourism base (e.g. two million tourists annually). This study uses quantitative measures; the
other studies in this special call use qualitative measures. Despite these differences, all
authors in the special call, including those from this study, reveal that attitudes and
perceptions can have a pronounced in?uence on the successful development of current and
future tourism programs.
Individualism/collectivism and group travel behavior: a cross-cultural perspective
The ?fth and ?nal article is written by Fang Meng from Ohio University. The study, entitled
‘‘Individualism/collectivism and group travel behavior: a cross-cultural perspective’’ focuses
on the development of a research framework related to individualism/ collectivism culture
and group travel intention. Meng addresses differences among cultures, particularly those
between Asian and Western cultures.
The majority of tourism research related to its in?uence on culture has been conducted on
Western society. Meng’s framework is being developed to purposefully examine
cross-section global cultures. Meng takes into consideration that the Asian culture cannot
be stereotyped in one culture. Regional difference throughout Asia exists; these cultural
differences may have signi?cant in?uence on tourists’ ability to interact, identify and
communicate once at the destination. The author also takes into consideration cultural
considerations of the tourists. The framework informs four propositions:
VOL. 4 NO. 4 2010
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P1. Tourists from collectivism culture in general are more likely to present group travel
behavior than those from individualism culture.
P2. Social, political, and economic factors affect tourists’ group travel behavior.
P3. Controlling for government policy variable, tourists from collectivism culture but
hold ‘‘high-level’’ personal background (young age, high education and income,
good language skills, past overseas travel experience) will be less likely to present
group travel behavior than tourists with ‘‘low-level’’ personal background.
P4. Controlling for government policy variable, tourists from collectivism culture with
‘‘high-level’’ personal background are likely to show similarity in travel behavior as
the tourists in individualism culture.
Meng’s framework provides an interesting working proposition in studying global
cross-cultural tourism behavior.
Corresponding author
Marianne C. Bickle can be contacted at: [email protected]
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