Determinants of Satisfaction with Stay at Destination: A Cross-cultural Perspective
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In an era characterized by globalization and cultural diversification, cross-cultural understanding of needs and desires of global customers becomes of particular importance. The present study addresses cross-cultural differences in consumers’ evaluation of destination and its influence on satisfaction with vacation at destination. We base our investigation on an empirical evaluation of a comprehensive congruity model developed in Bosnjak et al (2011). The model includes seven evaluative criteria, according to which tourists assess their experiences at destination. We analyze 743 responses of vacationers in Thailand with the help of structural equation modeling, and compare three groups of visitors by diving them in individuals originating from Asia, Europe and the "rest of the world". In line with previous research, we demonstrate that considering aggregate behavior leads to confounding results, since the aggregate results evidence preference for high-order needs such as self-congruity, hedonic and leisure criteria. Considering the groups independently, we find that while search for leisure and self-congruity are the driving forces for all groups of travelers visiting Thailand, visitors from Asia favor value for money considerations, whereas visitors from Europe look for quality in services. Finally, theoretical and practical implications of these findings are discussed.