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The influence of cultural similarity and individual factors on visitation

This paper examined how Chinese, German and American individuals’ perceptions of cultural similarity/difference influence intentions to travel to New Zealand, a novel long-haul destination. The relationship was examined along with a set of potentially influential individual difference variables, inc...

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Main Authors: Ng, Siew Imm, Lee, Julie Anne, Soutar, Geoffrey N.
Format: Article
Language:English
Published: Tourism Educators Association of Malaysia 2009
Online Access:http://psasir.upm.edu.my/id/eprint/17211/1/The%20influence%20of%20cultural%20similarity%20and%20individual%20factors%20on%20visitation.pdf
http://psasir.upm.edu.my/id/eprint/17211/
https://teamjournalht.wordpress.com/back-issues/volume-6-issue-1-december-2008/
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spelling my.upm.eprints.172112016-08-30T08:11:59Z http://psasir.upm.edu.my/id/eprint/17211/ The influence of cultural similarity and individual factors on visitation Ng, Siew Imm Lee, Julie Anne Soutar, Geoffrey N. This paper examined how Chinese, German and American individuals’ perceptions of cultural similarity/difference influence intentions to travel to New Zealand, a novel long-haul destination. The relationship was examined along with a set of potentially influential individual difference variables, including international travel experience, uncertainty avoidance, novelty seeking and ethnocentrism. Cultural similarity was a common positive predictor of travel intentions toward New Zealand across all three countries. Respondent’s travel experience and novelty seeking were also important positive influences for this long-haul destination, at least for Americans and Germans. Respondent’s level of uncertainty avoidance was only significant for Germany, where those with higher uncertainty were less likely to intend to visit New Zealand. Ethnocentrism was not a significant predictor in any country. These findings suggest that the perception of cultural similarity, which can be influenced by marketing campaigns, has a positive influence on travel intentions. Tourism marketers should stress elements of cultural similarity in their campaigns, especially for those markets where there may be lower levels of knowledge about the destination. Tourism Educators Association of Malaysia 2009-12 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/17211/1/The%20influence%20of%20cultural%20similarity%20and%20individual%20factors%20on%20visitation.pdf Ng, Siew Imm and Lee, Julie Anne and Soutar, Geoffrey N. (2009) The influence of cultural similarity and individual factors on visitation. TEAM Journal of Hospitality & Tourism, 6 (1). pp. 68-81. ISSN 1823-4003 https://teamjournalht.wordpress.com/back-issues/volume-6-issue-1-december-2008/
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This paper examined how Chinese, German and American individuals’ perceptions of cultural similarity/difference influence intentions to travel to New Zealand, a novel long-haul destination. The relationship was examined along with a set of potentially influential individual difference variables, including international travel experience, uncertainty avoidance, novelty seeking and ethnocentrism. Cultural similarity was a common positive predictor of travel intentions toward New Zealand across all three countries. Respondent’s travel experience and novelty seeking were also important positive influences for this long-haul destination, at least for Americans and Germans. Respondent’s level of uncertainty avoidance was only significant for Germany, where those with higher uncertainty were less likely to intend to visit New Zealand. Ethnocentrism was not a significant predictor in any country. These findings suggest that the perception of cultural similarity, which can be influenced by marketing campaigns, has a positive influence on travel intentions. Tourism marketers should stress elements of cultural similarity in their campaigns, especially for those markets where there may be lower levels of knowledge about the destination.
format Article
author Ng, Siew Imm
Lee, Julie Anne
Soutar, Geoffrey N.
spellingShingle Ng, Siew Imm
Lee, Julie Anne
Soutar, Geoffrey N.
The influence of cultural similarity and individual factors on visitation
author_facet Ng, Siew Imm
Lee, Julie Anne
Soutar, Geoffrey N.
author_sort Ng, Siew Imm
title The influence of cultural similarity and individual factors on visitation
title_short The influence of cultural similarity and individual factors on visitation
title_full The influence of cultural similarity and individual factors on visitation
title_fullStr The influence of cultural similarity and individual factors on visitation
title_full_unstemmed The influence of cultural similarity and individual factors on visitation
title_sort influence of cultural similarity and individual factors on visitation
publisher Tourism Educators Association of Malaysia
publishDate 2009
url http://psasir.upm.edu.my/id/eprint/17211/1/The%20influence%20of%20cultural%20similarity%20and%20individual%20factors%20on%20visitation.pdf
http://psasir.upm.edu.my/id/eprint/17211/
https://teamjournalht.wordpress.com/back-issues/volume-6-issue-1-december-2008/
_version_ 1643826447431761920
score 13.211869

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