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| Author: | Reisinger, Y. Turner, L. |
| Title: | A cultural analysis of Japanese tourists: challenges for tourism marketers |
| Journal: | European Journal of Marketing
1999 : VOL. 33: 11-12, p. 1203-1227 |
| Index terms: | Marketing strategy Tourism Culture Australia Japan Asia |
| Language: | eng |
| Abstract: | This paper presents the results of an empirical analysis of the cultural differences btw. Australian and Japanese populations in a tourism context. It is argued that the challenge for tourism marketers lies in understanding the cultural make-up of the Japanese market, and developing culture-oriented marketing strategies. The most critical cultural dimensions and their indicators by a LISREL analysis are determined. The findings show among others that the key cultural factors influencing Japanese holiday experiences in Australia are culturally determined perceptions of service and interpersonal relations with hosts. The implications of the findings for tourism marketers are discussed. |
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