Cross-cultural Spatial Behaviour in Tourism
This paper presents a study that investigates the spatial behavioural patterns of international tourists travelling to the City of Melbourne in Australia. It demonstrates that these behavioural patterns are influenced by the differing cultural backgrounds of the visitors. A comparative study based on Hofstede using his four cultural dimensions, Power Distance, Individualism/Collectivism, Uncertainty Avoidance and Masculinity/Femininity was used to determine these spatial patterns. It also investigated how the needs of the different groups of tourists varied according to their cultural backgrounds. The study was based on 278 visitor surveys completed by international visitors to Melbourne. The participants were selected using a random intercept method and were completed at eight key tourist attractions in Melbourne. These surveys sought information with respect to spatial movement, as well as socio-demographic and travel characteristics for each of the participants. Data generated from this study was analysed using cluster analysis, independent sample t-tests, one way ANOVA tests and Pearson correlation. The results showed marked differences between tourists of various ethnic backgrounds regarding spatial behavioural patterns in terms of accommodation location, mode of transport to travel, length, direction, type and pattern of movements. In other words, this particular study was successful in reinforcing the important role of culture in the tourism industry.