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

Abstract

This study aims to emphasize the significance of exploring cross-cultural differences in consumer behavior and, in particular, destination image. First a theoretical framework was developed to introduce a research agenda on cross-cultural consumer behavior in tourism. Secondly, a case study was carried out based on two ad hoc studies conducted by the Valencian Tourist Board (Spain) at its tourism information offices. ANOVA and factor correspondence analysis were considered as the main techniques to analyze the differences of destination image attributes, taking into account the tourists' country of residence. Conclusions and managerial implications are discussed. © 2004 Cognizant Comm. Corp.