Impact of Culture on Tourist Decision-making Styles

Correia A., Kozak M., Ferradeira J.

INTERNATIONAL JOURNAL OF TOURISM RESEARCH, vol.13, no.5, pp.433-446, 2011 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 13 Issue: 5
  • Publication Date: 2011
  • Doi Number: 10.1002/jtr.817
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.433-446
  • Keywords: cultural orientations, decision-making styles, Portugal, tourist behaviour, UNCERTAINTY AVOIDANCE, INFORMATION SEARCH, CONSUMER CHOICE, PERCEPTIONS, NATIONALITY, AMERICAN, BEHAVIOR, CHINESE
  • Dokuz Eylül University Affiliated: No


This paper developed and tested an integrative model to examine the relationship between tourism decisions and their cultural background. The model was tested using surveyed data from 400 tourists travelling to Lisbon, a cultural city and the capital of Portugal. The results of a structural equation analysis revealed that culture affect tourist decisions. The decision to visit Lisbon relies on its quality, brand and price. This decision is shaped by the likelihood of visitors to accept social differentiation (power distance), moderated by their sense of individualism as well as their long-term orientation. Implications and suggestions for future research are discussed. Copyright (C) 2010 John Wiley & Sons, Ltd.