Impact of cultural differences on loyalty perception
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F21%3A43920804" target="_blank" >RIV/62156489:43110/21:43920804 - isvavai.cz</a>
Výsledek na webu
<a href="https://doi.org/10.11118/978-80-7509-820-7-0397" target="_blank" >https://doi.org/10.11118/978-80-7509-820-7-0397</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/978-80-7509-820-7-0397" target="_blank" >10.11118/978-80-7509-820-7-0397</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Impact of cultural differences on loyalty perception
Popis výsledku v původním jazyce
Purpose: The key objective of this study is to investigate whether the cultural and geographical differences are significant within the context of destination loyalty. Design/methodology/approach: The perception of the Czech Republic as a tourist destination as well as the impact of American, Russian and Finnish nationalities on tourist loyalty towards the Czech Republic were examined. Multiple regression analysis (OLS method) was used in order to evaluate the impact of particular image factors on loyalty indicators and the Kruskal-Wallis test was used to evaluate the dependence of image factors on the respondents' personal characteristics. Findings: Cultural monuments played the biggest role for the American and Finnish respondents. On the other hand, safety and food quality were the most important factors for the Russian respondents. Regardless of the nationality, there are four high-priority factors - cultural and natural attractions, safety, and acceptance by the locals. The closer attention should be therefore paid to factors of safety and acceptance by the locals, as they can be to some extent, altered by the government. Research limitations: The data were obtained before the COVID-19 pandemic. Consequently, the Czech Republic perception might differ from the pre-COVID-19 era. Practical implications: The results of this paper can be used by various service providers in central European countries, that are mostly oriented on cultural and city tourism, for their marketing and management plans as well as campaigns. Service providers can also use these results to better target their visitors and their offerings to them.
Název v anglickém jazyce
Impact of cultural differences on loyalty perception
Popis výsledku anglicky
Purpose: The key objective of this study is to investigate whether the cultural and geographical differences are significant within the context of destination loyalty. Design/methodology/approach: The perception of the Czech Republic as a tourist destination as well as the impact of American, Russian and Finnish nationalities on tourist loyalty towards the Czech Republic were examined. Multiple regression analysis (OLS method) was used in order to evaluate the impact of particular image factors on loyalty indicators and the Kruskal-Wallis test was used to evaluate the dependence of image factors on the respondents' personal characteristics. Findings: Cultural monuments played the biggest role for the American and Finnish respondents. On the other hand, safety and food quality were the most important factors for the Russian respondents. Regardless of the nationality, there are four high-priority factors - cultural and natural attractions, safety, and acceptance by the locals. The closer attention should be therefore paid to factors of safety and acceptance by the locals, as they can be to some extent, altered by the government. Research limitations: The data were obtained before the COVID-19 pandemic. Consequently, the Czech Republic perception might differ from the pre-COVID-19 era. Practical implications: The results of this paper can be used by various service providers in central European countries, that are mostly oriented on cultural and city tourism, for their marketing and management plans as well as campaigns. Service providers can also use these results to better target their visitors and their offerings to them.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50902 - Social sciences, interdisciplinary
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2021
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
10th International Conference on Management - Zero Waste Management and Circular Economy: Conference Proceedings
ISBN
978-80-7509-820-7
ISSN
—
e-ISSN
—
Počet stran výsledku
8
Strana od-do
397-404
Název nakladatele
Mendelova univerzita v Brně
Místo vydání
Brno
Místo konání akce
Brno
Datum konání akce
10. 6. 2021
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
—