Cross-Cultural Tourism Marketing Research:
- 1 August 1994
- journal article
- Published by Taylor & Francis in Journal of International Consumer Marketing
- Vol. 6 (3-4) , 123-160
- https://doi.org/10.1300/j046v06n03_08
Abstract
An examination of tourism literature shows little cross-cultural research, particularly in the contexts of tourist behavior and marketing. The rapid globalization of the tourism phenomenon and its international nature should generate more interest for cross-cultural tourism research has been limited, and presents some arguments in favor of this type of research. Methodological guidelines regarding the translation of instruments, the equivalence of similar concepts in different cultures, and measurement equivalence are considered. More cross-cultural research is warranted in tourism marketing for a better understanding of the “global tourist.”This publication has 0 references indexed in Scilit: