The primary aim of this study is to examine the influence of conservatism, tradition, and uncertainty avoidance (a Hofstede cultural dimension) on the choice of domestic tourist destinations, while also exploring the moderating role of tourist ethnocentrism. Empirical research was conducted in early 2025 on a sample of 977 respondents from Serbia, Croatia, and Bosnia and Herzegovina, using a survey method. Data analysis was performed with SmartPLS 4 software. The findings reveal that conservatism, tradition, and uncertainty avoidance exert a significant and positive direct impact on the choice of domestic tourist destinations. Furthermore, results indicate that tourist ethnocentrism significantly moderates all examined relationships, further strengthening the links between the independent variables and the preference for domestic destinations. These results highlight the central role of cultural and value dimensions in shaping tourist behavior within the Balkan context. The theoretical contribution of the study lies in the integration of cultural factors and ethnocentrism in analyzing consumer preferences in tourism, while the practical implications provide guidance for designing marketing strategies that foster domestic tourism promotion across the region.
Zdravković et al. (Thu,) studied this question.