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How cultural difference affects international tourism public relations websites: A comparative analysis using Hofstede's cultural dimensions |
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| Authors: | Doo Syen Kang Teresa Mastin |
| Institution: | 1. Department of Community, Agriculture, Recreation and Resource Studies (CARRS), Michigan State University, 131 Natural Resources Building, East Lansing, MI 48824, USA;2. Department of Advertising, Public Relations, and Retailing, Michigan State University, East Lansing, MI 48824, USA |
| Abstract: | This research aims to employ Hofstede's cultural dimensions as a frame to identify valid explanatory factors that account for differences in countries’ tourism websites. The study results support that Hofstede's cultural dimensions can be a valuable tool for developing public relations strategies conducive to building and maintaining relationships with multicultural audiences. |
| Keywords: | Tourism websites Relationship building Multicultural audiences Hofstede's cultural dimensions |
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