'The Impact of Culture on Tourists' Online Information Search Behaviour: Evidence from the UK and China

Journal article


Michopoulou, Eleni, Moisa, Delia Gabriela and Michopoulou, E. 2016. 'The Impact of Culture on Tourists' Online Information Search Behaviour: Evidence from the UK and China. Handbook of Research on Holistic Optimization Techniques in the Hospitality, Tourism, and Travel Industry. https://doi.org/10.4018/978-1-5225-0201-2.ch001
AuthorsMichopoulou, Eleni, Moisa, Delia Gabriela and Michopoulou, E.
Abstract

This chapter looks into the concept of culture and its impacts on travellers' online information search behaviour. The study is focused on two culturally diametric countries: United Kingdom and China (Hofstede, 2001) and they have been selected as case studies, representing values from the Western and the Asian cultures. In order to examine the effects of culture on online search behaviours, the research adopted a qualitative approach, and data was collected through interviews in order to enhance and elaborate the understanding on the subject studied. The results of this study show that culture influences the travellers' behaviour in the online environment, up to a certain extent, and as a result of this influences, different behavioural patterns between the British and the Chinese travellers emerged. Moreover, these findings bring implications for the marketers aiming at the British and the Chinese tourists, and they highlight the need to adopt different strategies in designing and marketing their tourism products for these two particular markets.

KeywordsTourism; Culture; Online search
Year2016
JournalHandbook of Research on Holistic Optimization Techniques in the Hospitality, Tourism, and Travel Industry
PublisherIGI Global
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-5225-0201-2.ch001
Web address (URL)https://www.igi-global.com/gateway/chapter/156746
https://publons.com/publon/28060072/
Output statusPublished
Publication dates2016
Publication process dates
Deposited20 Jul 2017, 15:02
ISBN9781522502012
ContributorsUniversity of Derby, University of Derby, UK and University of Derby, UK
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