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The impact of national cultural differences on overseas travel behavior was the focus of this study. Drawing from a sample composed of 302 U.S. residents traveling abroad for the first time for leisure related purposes, this study tested two competing propositions that not only took into account the cultural orientation of the visitor’s home country but also that of the host culture. Though cultural distance as measured proved only moderately effective in explaining behavior, the research put forth several tenets and measurement strategies that are arguably more reflective as to what consumers take into account when planning international trips. Implications for future research are discussed.
John C. Crotts (Tue,) studied this question.