The thesis provides critical tests of the usefulness of four alternative theories, proposed by Hofstede, Inglehart and Baker, Schwartz, and Steenkamp, of national cultures’ influences for explaining consumers’ consumption of international services. The study applies critical testing of these four theories in two research contexts: visiting Australia by holiday (vacation) travellers from 5 Asian and 5 Western nations and visiting the United States by holiday (vacation) travellers from 12 nations. The thesis is unique in proposing and testing configurationl (i.e., “causal recipe”) perspectives of cultural influences rather than testing via “unpacking” the net effects of cultural dimensions separately. The findings indicate that cultural configurations do impact consumption behaviour of international services beyond the influences of home-destination distance and national wealth, and Schwartz’s theory is useful in particular in explaining unique aspects of consuming international services.
Relation:
The 10th International Marketing Trends Conference
