Individualism/collectivism and group travel behavior: a cross‐cultural perspective

Abstract

PurposeThe article aims to discuss the relationship of culture and tourist behavior. The focus of the study is to propose an extended research framework related to individualism/collectivism culture and group travel intention. The article seeks to argue that group travel intention and behavior is not only influenced by the cultural background of individualism or collectivism, but also a function of several factors including social, political, and economic influence, as well as personal background of individual travelers.Design/methodology/approachThe article investigates the major current research and methodological issues in cross‐cultural tourist behavior studies. By reviewing and assessing important concepts related to this particular theoretical topic, the study proposes a conceptual framework based on the extensive literature review and discussion.FindingsThe study proposes that personal background, as well as social, political, and economic factors all moderate the relationship between culture and group travel behavior, making tourist behavior in collectivism or individualism cultures more similar or different from one another. The research also tests whether social conditions of marginality contribute to the differences.Practical implicationsThe study helps avoid the stereotypes of individualism/collectivism culture related to group travel behavior, and provides better understanding of the function of various personal, social, political, and economic factors on tourist behavior.Originality/valueCross‐cultural studies in tourism are limited, especially in the tourist behavior sector. The article offers insights into the cultural differences and tourist behaviors on a more detailed market basis.