Abstract
This study sets out to explore how tourist nationalities with dissimilar cultural orientation differ in their evaluation of nature-based tourism experiences. For this purpose 679 tourists in Norway responded to a questionnaire on nature-based tourism experiences. Furthermore, 20 nationalities are segmented along a collectivism-individualism continuum (C-I-C). The resulting segments are then compared based on their perception of an overall nature-based tourism experience, which in this study is operationalized in terms of three dimensions; experience, motive and activity. The results show segments that can be divided into high individualism and high collectivism (and a mid- segment). The segments diverge significantly on the evaluation of the overall nature-based tourism experience. For instance, the collectivistic tourist nationalities place more importance on entertainment, whereas individualistic tourist nationalities emphasize nature, and more frequently participate in hiking. Additionally, theoretical and practical implications are discussed.
Highlights
Tourism can make an essential contribution to economic recovery, and is acknowledged as playing a vital role in the transformation into a green economy (World Tourism Organization, 2010)
The article adheres to a dynamic view of the relationship between cultural orientation and nature-based tourism experience perceptions, suggesting movement along a collectivism– individualism continuum
H2 proves a difference in the perception of nature-based tourism experiences between collectivistic and individualistic tourist nationalities
Summary
Tourism can make an essential contribution to economic recovery, and is acknowledged as playing a vital role in the transformation into a green economy (World Tourism Organization, 2010). In this respect, nature-based tourism experiences can become a significant feature of sustainable development. Countries promote nature as their primary asset as tourist destinations (e.g. New Zealand, Norway and Scotland), especially by calling attention to the experience aspect of travel. Nature-based experiences have received increased attention from researchers. The relationship between tourist nationality, cultural orientation and nature-based tourism experiences
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