CROSS-CULTURAL TOURIST RESEARCH: A META-ANALYSIS

It is widely recognized that tourism is becoming more and more international as a result of globalization, and since the 20th century, marketers have confronted increasingly multicultural marketplaces. This trend necessitates cross-cultural research in the hospi-tality and tourism area. The current study provides a state-of-art assessment of journal publications on cross-cultural tourist research. In this study, various aspects of cross-cultural tourist research are reviewed, addressing conceptual and methodological issues associated with the extant research. Existing studies are largely limited to English-speaking countries and data equivalence issues were not addressed properly, which may lead confounding explanations. It is suggested that future studies should be grounded in solid theoretical foundation and employ a more rigorous research design