Openly accessible

Cross-cultural research issues in developing international tourist markets for cultural events

Kay, Pandora 2003, Cross-cultural research issues in developing international tourist markets for cultural events, Event management, vol. 8, no. 4, pp. 191-202.

Attached Files
Name Description MIMEType Size Downloads
kay-crossculturalresearch-2003.pdf Published version application/pdf 65.48KB 131

Title Cross-cultural research issues in developing international tourist markets for cultural events
Author(s) Kay, Pandora
Journal name Event management
Volume number 8
Issue number 4
Start page 191
End page 202
Publisher Cognizant Communication Corp.
Place of publication Putnam Valley, N.Y.
Publication date 2003-01-01
ISSN 1525-9951
1943-4308
Summary Cross-cultural issues and research are fundamental to much tourism marketing and especially to developing international tourist markets for cultural events and festivals. With increasing globalization aided by developments in travel and information technology, growing international tourist markets present potentially significant and increasing market opportunities for cultural events throughout the world. In an increasingly competitive marketplace, in order to attract tourist markets, events and festivals need an understanding of these markets and the relevant marketing theories, practices, and strategies. Understanding tourists’ motivation and behavior is essential to identifying attractive tourist market segments in the first instance and then to developing appropriate marketing strategies to attract these segments. Within this environment, the importance of cross-cultural issues and research to tourism marketing and the development of tourist markets are apparent, and yet cross-cultural tourism research to date has been limited. Cross-cultural tourism research in relation to cultural events is even more limited. Cross-cultural tourism marketing research also presents some unique challenges, numerous environmental and methodological problems, and associated costs. These numerous problems, challenges, and costs may in their own right prevent cross-cultural issues and problems from being investigated. Some of these problems can also make the results of some of the existing crosscultural research suspect. Such problems could well account for the limited amount of cross-cultural tourism marketing research that has been undertaken, even though the potential benefits from such research can be great. This article examines the use and application of cross-cultural tourism research by cultural events. It also outlines some of the unique challenges, issues, and problems that need to be addressed in future crosscultural tourism marketing research to improve its application, use, and findings, and ensure the benefits outweigh the costs.
Notes
Every reasonable effort has been made to ensure that permission has been obtained for items included in Deakin Research Online. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au

Language eng
Field of Research 150604 Tourism Marketing
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2004, Cognizant Communication Corporation
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036667

Document type: Journal Article
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 140 Abstract Views, 133 File Downloads  -  Detailed Statistics
Created: Mon, 15 Aug 2011, 15:02:29 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.