Haywantee Ramkissoon – Monash University

Muzaffer Uysal – Virginia Polytechnic Institute and State University

Keith Brown – Cape Breton University

A CROSS-CULTURAL COMPARISON OF TOURISTS’ CULTURAL BEHAVIOURAL INTENTIONS

This study attempts to address the deficiency of cross-cultural research in cultural tourism consumption. Drawing data from tourists visiting selected cultural sites in the island of Mauritius, it investigates the cross-cultural behavioural intentions (revisit intentions, willingness to recommend) on a sample of 541 tourists across different nationality groups. Using multinomial logistic regression, significant differences were observed across the respondents’ behavioural intentions, perceived authenticity, information search behaviour and destination image. The empirical results indicated that the significant cultural differences observed would have a range of implications for destination planners, marketers and managers. In conclusion, the need for further cross-cultural behaviour research in a cultural tourism context was advocated.

Key words: cross-cultural, behavioural intentions, cultural tourism, Mauritius

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