Exploring the Relationship between Segments of Cross-cultural Values and Forest Tourism Service Quality
by Chieh-Lu Li
The purpose of this study is to explore the relationship between perception of forest tourism service quality and cross-cultural values segments in a forest tourism context. This analysis is based on reformulated recreation service quality measures, Hofstede’s measures of cultural values and Inglehart’s Modernization and Postmodernization hierarchy. The results showed that respondents can be segmented into three homogeneous groups, labeled Modernist, Mixed, Postmodernist. When this grouping is applied to service quality measures, the Mixed segment tended to perceive lower service quality than that of Modernist segment. Discussion of the findings and research implications are suggested.