Does national culture influence consumers’ evaluation of travel services? A test of Hofstede’s model of cross‐cultural differences

John C. Crotts (John C. Crotts is at the Research Centre of Bornholm, Denmark and is Director and Associate Professor at the School of Business and Economics, College of Charleston, Charleston, South Carolina, USA.)
Ron Erdmann (Ron Erdmann is Senior Market Research Analyst/Deputy Director, Tourism Industries, US Department of Commerce, International Trade Administration, Washington, DC, USA.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 1 December 2000

Abstract

The influence of national culture on consumer evaluations of travel services was the focus of this study. Drawing from a representative sample of overseas visitors to the USA, and controlling for socio‐economic and trip characteristics, results provide a limited indication that national culture influences how customers evaluate travel services and their willingness to repeat purchase and recommend a service to others. The implications for researchers are that national cultural differences are one of many forces influencing consumer decision making. It is a measurable construct, like gender and socio‐economic class, that conditions how consumers interact with others and should be taken into account in our attempts to better understand consumers needs and expectations.

Keywords

Citation

Crotts, J. and Erdmann, R. (2000), "Does national culture influence consumers’ evaluation of travel services? A test of Hofstede’s model of cross‐cultural differences", Managing Service Quality: An International Journal, Vol. 10 No. 6, pp. 410-419. https://doi.org/10.1108/09604520010351167

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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