Corp. The adaptation to perceived cultural differences and its relationship to visitor satisfaction and intent to repeat visit was the focus of this study. Drawing from a sample composed of 256 international visitors who had completed their first trip to Hong Kong, this study revealed that subjects residing in high cultural distance (CD) countries that availed themselves of fully prepackaged tours reported higher visitor satisfaction and probability to repeat visit than those that did not. In contrast, those that resided in low CD countries and engaged in free and independent travel behaviors reported higher visitor satisfaction and repeat visit intent compared to those with more structure in their visit. Though the adaptation to CD, as measured, proved only moderately effective in explaining visitor satisfaction, statistically the measure proved superior to other predictive measures including previous international travel experience, trip expenditures, education, age, and household income. Implications for future research are discussed.
- Cultural distance
- National culture
- Visitor satisfaction
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management