The Comparative Study of Cultural Differences of Slovak Inbound Tourists: A Need of Innovations

Fodranová Iveta () and Kubičková Viera ()
Additional contact information
Kubičková Viera: PhD. University of Economics in Bratislava, Faculty of Commerce, Department of Services and Tourism, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia

Studia Commercialia Bratislavensia, 2016, vol. 9, issue 36, 373-383

Abstract: The aim of this article was to identify the cause of the negative attitude of Slovak population towards visitors by comparing the differences in national cultures on six primary Hofstede’s dimensions: power distance, individualism, masculinity, uncertainty avoidance, long-term orientation and indulgence and provide comparison with Slovakia. The results revealed high score on power distance and masculinity. The high score of this two dimensions′ correlates with elements of expressions of superiority and negatively affects not only the way of communication between people from the same cultural and linguistic group, but also with individuals that come from a different cultural environment. Based on these results, it is necessary to develop a smarter marketing approach - strive for innovation and unique marketing activities for a more efficient communication.

Keywords: International tourists; acculturation; cultural conflicts; different cultures; Hofstede’s dimensions; communication (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/stcb-2016-0037 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:9:y:2016:i:36:p:373-383:n:1

DOI: 10.1515/stcb-2016-0037

Access Statistics for this article

Studia Commercialia Bratislavensia is currently edited by Viera Kubičková

More articles in Studia Commercialia Bratislavensia from Sciendo
Bibliographic data for series maintained by Peter Golla ().