Worker and consumer face-off on cultural distance and satisfaction

Abstract

Purpose - The purpose of this paper is threefold: measure the differences in importance of cultural values between Turkish hosts and European guests; measure perceived cultural difference (distance) to see if importance of cultural values are commensurate with cultural distance perception; and identify potential influence of perceived cultural distance on job satisfaction for Turkish service providers (hosts) and trip satisfaction for European consumers (guests). Design/methodology/approach - A survey research was conducted in tourist towns in the Southwest part of Turkey to gather data from Turkish hosts (service providers) and European tourists. Two stepwise regression analyses were conducted to assess the magnitude of the relative impact of several variables on job satisfaction for hosts and trip satisfaction for guests. Findings - Although results revealed differences in cultural values, cultural distance perception and satisfaction, the stepwise regression analyses did not reveal any influence of perceived cultural distance on satisfaction for either hosts or guests. Research limitations/implications - The findings of this study may not apply to all tourism consumption settings since respondents were surveyed in a general tourism setting context rather than limiting them to a certain consumption setting such as a restaurant, a hotel or a cruise ship. Originality/value - By shedding light on cultural distance and its influence on both demand and supply side aspects, this study addresses a long-neglected aspect in literature. Although several studies provide discussions on the impact of culture on both service providers' and consumers' attitude and behavior, there is a lack of empirical studies on the relationship between cultural distance and satisfaction.