Which are greater today, cultural or individual differences in customers? Research lessons for resorts to consider
Hospitality & Tourism Management Department
College of Community and Public Service
Hospitality and tourism businesses work hard to understand their customers. Literature is replete with studies of segmentation, motivation, satisfaction and intentions to return. In this increasingly globalized environment international tourism is expected to grow, with resorts catering to larger numbers of foreign tourists. Thus it is increasingly important to understand the extent to which individual differences may be cultural, generational and/or gender specific.
2013 National Conference
Rood, A. Scott, "Which are greater today, cultural or individual differences in customers? Research lessons for resorts to consider" (2014). Faculty Scholarly Dissemination Grants. 785.