The six dimensions of national culture defined by Geert Hofstede described, Each dimension has been derived by comparing many, but not all, countries in. ARTICLES. Hofstede’s cultural Dimensions and tourist behaviors: A review and conceptual Framework*. Las dimensiones culturales y la conducta turística. Transcript of DIMENSIONES CULTURALES DE HOFSTEDE. AUTOLARTE “Las organizaciones están divididas en pequeños grupos de.

Manrai 1 ; Ajay K. Geert Hofstede whose work inspired this research. We would also like to acknowledge the valuable comments of the two anonymous reviewers and the journal editor in finalizing this manuscript. SID relates to the evaluation of travel experiences in the after-travel stage. These three values act either independently or cultudales pairs or all three together. RTD relates to the consumption of travel products in the during-travel stage, and COD relates to the formation of travel preferences in the before-travel stage.

However, the underlying processes differ for these two categories of travel behaviors. In addition to their independent influences on travel behaviors, these two values associated with RTD and COD also have an interactive effect. Dimensiones culturales de Hofstede, conductas del turista, conductas del viajero, Dinamismo Confuciano. The influence of cultures on consumer behavior is evident in all areas of services, especially in the fields of travel and hofsted.

Travel and tourism, however, is an extremely complex cimensiones for several reasons. First, it relates to goods and tangible products souvenirs, gifts, food etc. Second, the tourism product consists of a multitude of these goods and services put together and, in turn, there exists a multitude of options to choose from within each of the tangible goods and intangible service categories. Third, tourist decision making and behavior are influenced by several factors. Kotler and Keller present a model in which consumer behavior is portrayed to result hofsgede the cultural, social and personal characteristics of consumers cultyrales well as the consumer psychology.

Models of cross-cultural consumer behavior developed by Manrai and Manraiconceptualize these four influences i. In their models, each of the four factors is depicted to have a direct as well as an indirect through subsequent factors in the hierarchy influence on consumer behavior. While culture has dumensiones defined and classified in countless ways, researchers agree that cultural influences transcend in terms of the beliefs, norms, traditions, and values of a society Herkowitz, ; Hofstede,; Kluckhohn, ; Triandis, The hosftede cultural value dimensions identified by Hofstede, hofstde, individualism versus collectivism, power distance, masculinity versus femininity, uncertainty avoidance, and Confucian dynamism long versus short term orientation have been widely acknowledged as the most significant approach to the study of cross-cultural differences in human behavior.

Although originally identified in the context of a business setting, such as employee values, these five dimensions have been studied and proven relevant in a variety of other domains including consumer behavior and marketing, as well as travel and tourism research.

Hofstede’s cultural dimensions theory

The objective of the research reported in this paper is to develop a conceptual framework analyzing the dominant cultural values and the processes underlying the influence of these values cultirales various domains of tourist behaviors in the pre-travel, during-travel, and after-travel stages.

Based on this analysis, three categories of tourist behaviors are identified. This paper is divided into seven sections.

The next section summarizes the work of Hofstede and his colleagues related to the development of five cultural dimensions. The third section of the paper identifies a comprehensive dimensioned of tourist behavior domains in the three stages pre, during, and post. Section four of the paper provides a literature review of the travel and tourism research applying the five cultural dimensions to hfostede study of various domains of tourist behavior. In the fifth section of the paper, we analyze the patterns in the application of the five cultural dimensions to various tourist behavior domains and classify different tourist behaviors into three categories mentioned above that are Se, RTD, and COD.

The sixth section of the paper discusses the managerial implications of our conceptual framework and the final section identifies directions for future research. Geert Hofstede is the most well-known name in the field of cross-cultural psychology and business. He started in with 40 countries and in published his landmark study of work-related values of employees in 50 countries and culturrales world regions Hofstede The database for this unprecedented research study comprised of questionnaires completed byemployees of IBM, a large multinational corporation.

The 6 dimensions model of national culture by Geert Hofstede

The validity of these four dimensions was tested using a variety of constructs and theories in social sciences. Hofstede labeled these four dimensions as “Power Distance,” “Uncertainty Avoidance,” “Individualism versus Collectivism” and “Masculinity versus Femininity” respectively.

He defined these four dimensions as follows: The extent to which the less powerful members of institutions and organizations accept that power is distributed unequally. The extent to which people feel threatened by ambiguous situations, and have created beliefs and institutions that try to avoid in such situations. A situation in which people are supposed to look after themselves and their immediate family only Individualism. A situation in which people belong to in-group or collectivities, which are supposed to look after them, in exchange for loyalty Collectivism.

A situation in which the dominant values of society are success, money, and things Masculinity.

A situation in which the dominant values of a society are caring for others and quality of life Femininity. Hofstede and Bond discuss the basic anthropological and societal issues to which the above four dimensions relate. These authors cu,turales that the power distance dimension is hofetede to social inequality and the amount of authority of one person over others.

The uncertainty avoidance dimension is considered related to the way a society deals with conflicts and aggressions and as the last resort with life and death.

Hofstede subsequently added a fifth cultural dimension, which he called “Confucian Dynamism” referred in the literature also as “Long Term versus Short Term Orientation”. This fifth dimension was added because none of the original four cultural dimensions was related to national economic growth as demonstrated in hofsteee of several East Asian countries.

A second cross-cultural value measurement project called “Chinese Values Survey CVS ” was undertaken to identify values more typical to Asian cultures.

CVS comprised of a item questionnaire Bond and the Chinese Cultural Connection on typical Chinese values and was administered in 22 countries, 20 of which overlapped with IBM study. The results of each of the two surveys exhibited four cultural dimensions but only three of them were similar: Thus, this dimension was labeled as “Confucian Dynamism.

Therefore, this fifth dimension is also referred in the literature as hofsteede versus short term orientation.

The contrast of Eastern versus Western cultural values hofstwde very powerfully summed up by Hofstede and Bondwhere Confucius was a teacher of practical ethics, without any religious content. He dealt with Virtue but left the question of Truth open. As discussed earlier in this paper, tourism is a complex global phenomenon involving a multitude of decisions related to the purchase and consumption of a variety of goods as well as services.

The above five stages of consumer decision making and related consumer behaviors are regrouped into three categories: The “Before” category includes the first three stages of decision making listed above, which lead to the formation of preferences and behavioral intentions.

The “During” dimensione includes stage 4 and deals with product purchase and consumption related behaviors. The “After” category includes stage 5 and includes behaviors related to evaluations of the purchase and consumption experiences by the consumers.

Parallel to this, the tourist behaviors are classified into three overall domains: Next, we identify several specific tourist behavior domains under each of these three overall groups. All these tourist behavior domains are listed in Table 1.

There are various reasons for this dilemma. On the “No” side there may be personal, social, or financial constraints; there may be concerns hogstede to the travel risk and safety, and, the individual may have travel anxiety etc. On the “yes” side, there is ample evidence documenting the benefits of travel and tourism.

It fulfills a variety of personal, social, and recreational needs providing motives and incentives for travel. These needs may be triggered by a particular occasion, event or a life cycle stage. Overall, the prospective tourist has to carefully weight the advantages and disadvantages of undertaking the travel and tourism activity and take that very important first decision.

The Yes-No factors taken into account as discussed above are labeled as follows: The assessment of the advantages and disadvantages of travel culhurales tourism requires information search and acquisition. The process of information search and acquisition continues in case the individual has decided to undertake travel.

There exits a multitude of sources from which the information can be acquired such as travel agents, internet, relatives and friends etc. The individuals also vary in terms of their need for planning and prior arrangements. While the information search and acquisition processes continue through the During-Travel stage, a substantial proportion of information search and acquisition activity takes place prior to travel.

The above travel behaviors are labeled as follows: Next, the individuals aggregate the collected information and evaluate their alternatives to form preferences. The evaluation process takes into account four main variables: Considering the complexity of the aggregating the information on the above three vari-tourism product, many tourists are either not able to or ables to arrive at overall preferences.

The key decision not willing to make their own arrangements and resort areas in this stage of preference formation relate to the to taking package tours instead of making their own independent arrangements. On the other hand, many tourists are willing to deal with making their own ar rangements for the sake of benefits they see and the capabilities they have to make these arrangements. Therefore, the research area of determinants of travel mode preference package versus independent travel is in itself an important area of tourist behavior research.

In fact many tourists rely on their tour operators and travel agents for suggestions on destinations for consideration. We identify six more travel behaviors in the “Before-Travel” stage: While the last set of travel behavior domains identified in the “Before-Travel” stage deals with the formation of preferences and behavioral intentions BT9 to BT14the travel behaviors discussed in this section deal with choices and behaviors related to purchase and consumption of travel products.

The first set of During-Travel behaviors identified corresponding to these preferences BT9 to BT14 describes the following choices: Each of the above decision areas includes a variety of sub-decisions on which differences amongst tourists from different cultures can be expected.

These differences capture the norms of various societies, individual differences or personal characteristics as well as the psychological processes underlying travel and tourism behavior. Also, these differences affect the characteristics of trips taken by tourists from different cultural backgrounds. In the current research, following trip characteristics are included for study: This category of travel behaviors relates to the evaluations of different components of the tourism experience subsequent to the purchase and consumption of the tourism product.

However, two attributes that are salient to the overall evaluations are quality and price. We, therefore, include these two variables separately in addition to the overall evaluations. Tourist evaluations are followed by a variety of post-purchase and consumption processes. The satisfaction is based on expectations, which tourists typically have in the “Before-Travel” stage, and perceived performance or evaluations, which result after the travel experiences in the “During-Travel” stage.

When the perceived performance exceeds the expectations, it leads to satisfaction; on the other hand, when the perceived performance falls below the expectations, it leads to dissatisfaction. Typically, the satisfaction is positively related with the repeat visit or repeat purchase intention. Thus, for each of the six basic components of tourism experience travel mode, destination, transportation, accommodation, food, and activities at destination five measures of tourist behavior in the “After-Travel” stage are considered: This results in 30 tourist behavior domains in the “After-Travel” stage 6 variables X 5 behavioral measures for each.

These 30 travel behavior domains are identified in the after-travel stage are labeled AT1 to AT30 on Table 1. This section of the paper summarizes the findings of the research studies identifying the specific cultural dimensions used for explaining specific tourist behaviors. The literature review provided in this section is by and large organized as per the list of tourist behaviors identified in previous section and summarized in Table 1.