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

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http://eprints.org/relation/isVersionOf https://vuir.vu.edu.au/id/dark_document/22939 http://eprints.org/relation/isVolatileVersionOf https://vuir.vu.edu.au/id/dark_document/22939 http://eprints.org/relation/issmallThumbnailVersionOf https://vuir.vu.edu.au/id/dark_document/22939 archive 293 disk0/00/00/12/94 2009-01-12 17:58:59 2021-08-27 07:41:06 2009-01-12 17:58:59 article show Kay Pandora Kay, Pandora Cross-cultural research issues in developing international tourist markets for cultural events pub 350000 HospitalityTourismMarketing cross-cultures, tourism markets, cultural events 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 cross-cultural 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 cross-cultural tourism marketing research to improve its application, use, and findings, and ensure the benefits outweigh the costs. 2003 published Cognizant communication corp. http://www.ingentaconnect.com/content/cog/em/2003/00000008/00000004/art00002 22938 2 2269238 dark_document 22938 1294Event Mgt article 03 VUIR permission form.pdf application/pdf fbccb79f44b925b14b9f51639400778e MD5 75698 2017-11-14 06:26:40 1294 1 1 application/pdf text Permission form en staffonly

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