Rebuilding international tourism after a pandemic: Using Hofstede's cultural dimensions to identify markets with lower pandemic-related travel risks

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2024-01-20 DOI:10.1016/j.jdmm.2024.100855
Ting-Yen (Tim) Huang , Evan J. Jordan , B. Bynum Boley , Kyle Maurice Woosnam , Xiao Xiao , Naho Maruyama , Camila Rojas
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Abstract

As international travel begins to rebound from the pandemic, there is value in analyzing pandemic-related travel risks to know which markets are likely to come back online first. Thus, this paper examines the perceptions of travel-related risks, governmental response, and intention to travel to the U.S. from the top five inbound international markets to the U.S. (Canada, China, Japan, Mexico, and the U.K.). ANOVA was adopted to analyze 1653 online survey responses from potential travelers. Utilizing Hofstede's cultural dimensions, the results revealed significant differences in travel-related risks, governmental response, and travel intentions among travelers from these five countries, suggesting marketers should adopt different strategies depending on a target market's cultural characteristics. International travel makes up a significant portion of many countries' GDP, and knowing which top global markets are more resilient and likely to come back online first provides DMOs with critical information on using their marketing dollars wisely.

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大流行后重建国际旅游业:利用霍夫斯泰德的文化维度确定与大流行病相关的旅游风险较低的市场
随着国际旅游开始从大流行病中反弹,分析与大流行病相关的旅游风险以了解哪些市场有可能首先恢复。因此,本文研究了五大入境美国的国际市场(加拿大、中国、日本、墨西哥和英国)对旅游相关风险的看法、政府的应对措施以及赴美旅游的意向。采用方差分析法对 1653 份潜在游客的在线调查回复进行了分析。利用霍夫斯泰德的文化维度,结果显示来自这五个国家的游客在旅行相关风险、政府反应和旅行意向方面存在显著差异,这表明营销人员应根据目标市场的文化特征采取不同的策略。国际旅游在许多国家的 GDP 中占很大比重,而了解哪些全球顶级市场更有弹性,更有可能首先恢复在线,为目的地管理组织提供了明智使用营销资金的重要信息。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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