DOI - Mendel University Press

DOI identifiers

DOI: 10.11118/978-80-7509-820-7-0397

IMPACT OF CULTURAL DIFFERENCES ON LOYALTY PERCEPTION

Andrea KRÁLIKOVÁ, Patrik KUBÁT, Kateřina RYGLOVÁ


Purpose: The key objective of this study is to investigate whether the cultural and geographical differences are significant within the context of destination loyalty.
Design/methodology/approach: The perception of the Czech Republic as a tourist destination as well as the impact of American, Russian and Finnish nationalities on tourist loyalty towards the Czech Republic were examined. Multiple regression analysis (OLS method) was used in order to evaluate the impact of particular image factors on loyalty indicators and the Kruskal-Wallis test was used to evaluate the dependence of image factors on the respondents' personal characteristics.
Findings: Cultural monuments played the biggest role for the American and Finnish respondents. On the other hand, safety and food quality were the most important factors for the Russian respondents. Regardless of the nationality, there are four high-priority factors - cultural and natural attractions, safety, and acceptance by the locals. The closer attention should be therefore paid to factors of safety and acceptance by the locals, as they can be to some extent, altered by the government.
Research limitations: The data were obtained before the COVID-19 pandemic. Consequently, the Czech Republic perception might differ from the pre-COVID-19 era.
Practical implications: The results of this paper can be used by various service providers in central European countries, that are mostly oriented on cultural and city tourism, for their marketing and management plans as well as campaigns. Service providers can also use these results to better target their visitors and their offerings to them.

Keywords: cultural differences, destination image, loyalty, the Czech Republic

pages: 397-404, Published: 2021, online: 2021



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