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Different native languages as proxy for cultural differences in travel behaviour: insights from multilingual Switzerland

Christian Laesser (IMP-HSG, University of St Gallen, St Gallen, Switzerland)
Pietro Beritelli (University of St. Gallen)
Samuel Heer (IMP-HSG, University of St. Gallen, St Gallen, Switzerland)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 2 June 2014

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Abstract

Purpose

This study aims to study different native languages as proxy for cultural differences in travel behaviour in multilingual Switzerland. Differences in travel behaviour between tourists from different nations (implying different cultural backgrounds) have been investigated in several studies. However, most studies do not reveal the potential confounding effects associated with cross-nation studies, such as differences in the economic, legal/regulatory or subcultural contexts of their residents. This exploratory study tries to overcome this gap by investigating differences in travel behaviour between language groups within one country: Switzerland. By holding potential confounding effects constant, our results reveal differences in travel behaviour associated with language, including travel motivation, choice of destination, choice of type of accommodation, duration of trip and travel expenses.

Design/methodology/approach

The study is based on data from one of the most comprehensive outbound travel behaviour survey: Travel Market Switzerland.

Findings

By holding potential confounding effects constant, our results reveal differences in travel behaviour associated with language, including choice of destination, choice of type of accommodation, duration of trip and travel expenses.

Originality/value

Differences in travel behaviour between tourists from different nations (implying different cultural backgrounds) have been investigated in several studies. However, most studies do not reveal the potential confounding effects associated with cross-nation studies, such as differences in the economic, legal/regulatory or subcultural contexts of their residents. This exploratory study tries to overcome this gap.

Keywords

Citation

Laesser, C., Beritelli, P. and Heer, S. (2014), "Different native languages as proxy for cultural differences in travel behaviour: insights from multilingual Switzerland", International Journal of Culture, Tourism and Hospitality Research, Vol. 8 No. 2, pp. 140-152. https://doi.org/10.1108/IJCTHR-02-2014-0010

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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