Authors
Xinran You, Joseph O'leary, Alastair Morrison, Gong-Soog Hong
Publication date
2000/6/1
Journal
International journal of hospitality & tourism administration
Volume
1
Issue
2
Pages
1-26
Publisher
Taylor & Francis Group
Description
Tourism marketers are confronted with the dilemma of whether standardization or the tailoring of services, products and marketing programs for specific markets is more effective and efficient. It remains to be addressed in tourism research whether travelers from varying cultural backgrounds seek different travel benefits and have different preferences for travel products and services, and to what extent they are similar in their travel behaviors. This research study used national household travel surveys conducted by the Canadian Tourism Commission and U.S. Tourism Industries for a cross-cultural comparison of two different countries, the United Kingdom (U.K.) and Japan. Results showed that travelers from these two countries had different travel motives and benefit-seeking patterns. From a marketing perspective, the branding and positioning of a destination for U.K. and Japanese long-haul travel markets …
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Scholar articles
X You, J O'leary, A Morrison, GS Hong - International journal of hospitality & tourism …, 2000