Relationship between Hofstede’s Cultural Dimensions and Tourism Product Satisfaction
This paper aims to explore the satisfaction levels of tourism product components on the island of Samui by studying the cultural dimension relationships of Hofsted’s classic theory. Both the six Hofsted cultural dimensions and tourism production satisfaction measures have been of interest worldwide. Therefore, the challenge of this study is to re-confirm previous research results in the ever-changing current contexts of the modern globalized business era. Self-rated questionnaires were employed to collect data from six nationalities of tourists in Samui, totaling 386 samples. The reliability of this research methodology was 0.967. Correlation was applied to analyze the relationships. The results indicate that Masculinity is significantly related to tourism destination satisfaction for every factor, while the other five cultural dimensions are related to some factors of tourism satisfaction. Surprisingly, tourist satisfaction toward the bar/restaurant factor is significantly correlated with all six cultural dimensions.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1126533Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2393
 A. Field. Discovering Statistics Using SPSS 3rd ed. London: SAGE, 2009.
 A. Pizam, J. Gang-Hoam (1996). Cross-Cultural Tourist Behavior, Perception of Korean Tour-Guides. Journal Tourism Management, 1996, vol. 17, no. 4, pp. 277-289.
 B. M. Farhani, B. Mohamed. The influence of national culture on tourists’ behavior towards environment. WIT Transations on Ecology and the Environment, 2011, vol. 148, pp. 573-582.
 G. Hofstede, G.J. Hofstede. Cultures and Organizations: Software of the Mind 2nd.. McGraw-Hill, 2005.
 G. Hofstede. Culture's Consequences: International Differences in Work-Related Values (2nd Ed.). Beverly Hills CA: SAGE Publications, 1984.
 J. S. Crotts, R. Erdmann. Does national culture influence consumers’ evaluation of travel services? A test of Hofstede’s model of cross-cultural differences. Managing Service Quality, 2000, vol. 10, no. 6, pp. 410-419.
 J. W. Sons. Tourism: Principles, practices and philosophies. Wiley. 2006.
 L. A. Manrai, A. K. Manrai. (2011). Hofstede’s Cultural Dimensions and Tourist Behaviors: A Review and Conceptual Framework. Journal of Economies, Finance and Administrative Science, 2011, vol. 16, no. 31, pp. 23-48.
 M. Kozak. Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 2001, vol. 22, pp. 391-401.
 M. Risitano, I. Tutore, A. Sorrentino & M. Quintano. Evaluating the role of national culture on tourist perceptions: an empirical survey, 2012.
 S. Dickman. Tourism: An Introductory 2nd. Ed. Sydney: Hodder Education, 1996.
 S. Pizam. Does Nationality Affect Tourist Behavior? Annals of Tourism Research, 1995, vol. 22, no. 4, pp. 901-917.
 S. W. Litvin, J. C. Crotts & F. L. Hefner. Cross-cultural Tourist Behavior: A Replication and Extension Involving Hofstede’s Uncertainty Avoidance Dimension. International Journal of Tourism Research, 2004, vol. 6, pp. 29-37.
 The Hofsted Centre. Country Comparison. (Online Access) Retrieved via (http://geert-hofstede.com/), 2012.
 V. D. Corte, M. Sciarelli, C. Cascella, G. D., & Gaudio. Customer satisfaction in tourist destination: The case of tourism offer in the city of Naples. Journal of Investment and Management, 2015, vol. 4, no. 1-1, pp. 39-50.
 Y. Reisinger, J. C. Crotts. Applying Hofstede’s National Culture Measures in Tourism Research: Illuminating issues of Divergence and Convergence. Journal of Travel Research, 2010, vo. 49, no. 2, pp. 153-164.