The impact of ethnocentrism and cultural values on domestic tourism

Sharma, Rashmini and Singh, Gurmeet and Pratt, Stephen (2024) The impact of ethnocentrism and cultural values on domestic tourism. Tourism Analysis, 29 (4). pp. 517-537. ISSN 1083-5423

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Abstract

While domestic tourism significantly outpaces international tourism, a notable research scarcity is dedicated to understanding local travel behaviours. This study addresses this gap by proposing and empirically testing a novel conceptual model that integrates the Theory of Planned Behaviour (TPB), Hofstede’s cultural dimensions theory, and tourism ethnocentrism to assess the willingness of individuals to visit local destinations. Data collected from an online survey of 641 respondents indicate that tourism ethnocentrism positively influences attitude and willingness to visit local destinations. Additionally, attitude, subjective norms, and perceived behavioural control were found to positively affect the willingness to visit local destinations, which, in turn, positively influenced local travel behaviour. Interestingly, the study also revealed that uncertainty avoidance amplified, while individualism attenuated, the relationship between TPB and tourism ethnocentrism. These findings offer insights for policymakers and local governments, businesses in the tourism industry, local communities, and residents. It also assists in achieving the United Nations Sustainable Development Goals, specifically SDG 8: Decent Work and Economic Growth, SDG 10: Reduced Inequalities, SDG 11: Sustainable Cities and Communities, and SDG Responsible Consumption and Production.

Item Type:	Journal Article
Subjects:	G Geography. Anthropology. Recreation > GN Anthropology H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	30 Jan 2025 04:15
Last Modified:	30 Jan 2025 04:15
URI:	https://repository.usp.ac.fj/id/eprint/14788

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