The Influence of Culture on Travel Behavior and Tourism Experience: a Comparison of German and Dutch Tourists

Understanding consumer behavior is pivotal for achieving economic success, with culture emerging as one of the most important determinants. This bachelor thesis aims to investigate the impact of culture, as assessed through the Hofstede dimensions, on travel behavior and experience. To answer the research question, a literature review is conducted, focusing on studies that examine the correlation between at least one aspect of travel behavior and the Hofstede cultural dimensions. In addition, a case study is carried out, focusing on exploring the cultural similarities and differences of German and Dutch tourists. The literature review reveals the paramount role of culture in comprehending tourist behavior, spanning from information-seeking habits to decision-making regarding accommodation and destination, as well as post-travel behavior. Notably, the dimension of uncertainty avoidance emerges as the most influential cultural factor in shaping these behaviors. Consequently, travel patterns of tourists from any country can be anticipated, prompting tourism companies to adopt customized marketing approaches and strategies for product development. This bachelor thesis provides a set of recommendations for action tailored to German and Dutch tourists