Cross-cultural behaviour research in tourism: A case study on destination image

Abstract

Focused on cross-cultural research in tourism, this study aims to emphasize the significance of exploring cross-cultural differences in consumer behaviour and, in particular, destination image. In order to achieve this objective, first of all a theoretical framework is developed to introduce a research agenda on cross-cultural consumer behaviour in tourism. From a practical perspective, a case study is carried out based on tourism databases and two ad hoc studies conducted by the Valencian Tourist. Board (Spain) at its tourism information offices. ANOVA and factor correspondence analysis are considered as the main techniques to analyse the differences of destination image attributes taking into account the tourists' country of residence. Finally, conclusions and managerial implications are discussed.