This chapter aims to demonstrate that different cultures influence tourist decision making. Multi-structural models are used to assess to what extend the cultural traits may influence decision-making styles of tourists. Cultural traits and decision-making styles were conceptualized as multidimensional constructs. The empirical study is supported through data from a sample of individuals visiting Lisbon during the New Year events. The analysis shows significant differences within the country of birth. Furthermore, the study concludes that the most important cultural dimensions in each of the countries lead to different decision-making styles. Although there are geographical and temporal limitations, the present study's findings suggest substantial effects of culture in tourist decision making, and these effects are heterogeneous along different countries. This chapter provides insights into how tourism destinations should position themselves in different cultural contexts. This study contributes to the overall understanding of culture as a driving influence in the way tourists decide to travel. Specifically, this chapter provides empirical evidence of how tourists' behavior varies according to the cultural heterogeneity of countries.
Correia, A., Kozak, M. and Ferradeira, J. (2011), "Cross-Cultural Heterogeneity in Tourist Decision Making", Woodside, A.G. (Ed.) Tourism Sensemaking: Strategies to Give Meaning to Experience (Advances in Culture, Tourism and Hospitality Research, Vol. 5), Emerald Group Publishing Limited, Bingley, pp. 39-61. https://doi.org/10.1108/S1871-3173(2011)0000005005
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