A study conducted among 1429 university students in eleven countries discovered that Hofstede's cultural dimensions of uncertainty avoidance (UA), masculinity/femininity (MF) and individualism/collectivism (IC) had an effect on the subjects' choice of active vs. passive tourist activities. First, it was found that subjects from low UA cultures preferred more dynamic and active tourist activities than those coming from high UA cultures. Second, subjects from masculine cultures preferred more dynamic and active tourist activities than those coming from feminine cultures. Third, subjects from individualist cultures preferred more dynamic and active tourist activities than those coming from collectivist cultures.
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Pizam et al. (2005) studied this question.
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