This study investigates how the cultural values of American visitors will impact on their perceptions of Vietnamese service providers’ attributes and performance. The Principal Component Analysis on the distinct cultural values exhibited by American visitors and Vietnamese service providers provides an enhanced understanding of cross-cultural tourist-host perceptions about service quality. By investigating tourism service quality and holiday perceptions from a cross-cultural perspective, the researchers were able to identify which different theoretical vantage points provide greatest insight. The implications for tourism industry management destination and marketers are also presented.
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