Hofstede’s 4 cultural dimensions

Gerard Henrick Hofstede Dutch psychologist and antropologist played a major role in developing a systematic framework for assessing and differentiating national cultures and organizational cultures His most notable work has been in developing the cultural dimensions theory

Asian countries vs. Western countries In comparison, Eastern (Asian) countries tend to be: - high on power distance, high on uncertainty avoidance, - high on collectivism, - mixed on masculinity – femininity, - and are long-term oriented. the Western countries tend to be : - low on power distance - low on uncertainty avoidance - high on individualism, - mixed on masculinity – femininity and are short-term oriented

Four nationally based dimensions to culture 1. Individualism versus collectivism. Individualism people value looking after them selves and their immediate families ‘me’ or I’ consciousness Personal goals are more important to group goals Collectivist Group consensus and harmony are most valued ‘We’ consciousness individuals place group interests over their own interests Group’s loyalty is very important Focus on group goals individualistic tourists were more likely to seek novelty whereas the motivation of the collectivistic tourists is primarily to be with the family.

Four nationally based dimensions to culture 2. Uncertainty avoidance The degree to which a country’s culture encourages the acceptance of the rules and customs, in order to avoid uncertainty The extent to which people feel threatened by uncertain situations, and have created beliefs and institutions that try to avoid in such situations High level of UA cultures that encourage tradition There is a need for structure, clearly defined rules, consensus, harmony and security. People ‘do not like conflict and pursue group harmony’ The travel behaviors of tourists tends to be extensive trip planning, use of travel agents and tour operators, making prior travel arrangements, pre-payment for tourism components Low level of UA cultures that encourage innovation & change People like to take risks, confrontation, and conflicts The travel behaviors of tourists tends to be shorter term planning, plan the trip by themselves, Buy now-Pay later

Tourists from high uncertainty avoidance cultures (length of stay, numbers of destination visiting, size) had shorter stays , visited fewer destinations in the itinerary, and traveled with a larger party size( e.g. travel in group of friends/ families ,joining the group tour), travel less often WHILE from low uncertainty avoidance cultures Took longer trips, visit a greater number of destinations, traveled more often, and took longer trips

Four nationally based dimensions to culture Together, American tourists tend to have the characteristics of the individualism and low uncertainty avoidance These actually explain their travel related behaviors on : - preference/choice of local foods and beverages - taking longer trips - preference/choice of action-oriented tourism - wanting to see authentic things at destination etc. On the other hand, the collectivistic and high uncertainty avoidance tendencies of Japanese tourists explain their travel related behaviors such as - preference/choice of own cuisine (Japanese restaurants) - traveling in groups - preference/choice of safe activities - severe/strict planning of the trips - satisfaction in seeing “staged” events etc.

Four nationally based dimensions to culture 3. Power distance Refers to the way in which power is distributed within the societies ( equally distributed / unequally distributed) High power distance People in some cultures accept a higher degree of unequally distributed power than do others ‘the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally’ in high power distance countries, believe that power and authority are facts of life these cultures teach their members that people are not equal in this world and that everybody has a rightful place within the society Social hierarchy is prevalent and institutionalises inequality

Four nationally based dimensions to culture In lower power distance countries : - Power are more equally distributed - ‘there is a preference for consultation’ - ‘subordinates will quite readily approach and contradict their bosses’. Asian cultures are higher in Power Distance and Asian tourists are likely to view themselves much more powerful than their service providers compared to Western cultures where such contrasts may not exist or may be less extreme.

Four nationally based dimensions to culture 4. Masculinity/Femininity - refers to the degree to which gender roles are differentiated within countries. In a more masculine culture managers are expected to be decisive and assertive and conflict is resolved by fighting, whereas in a more feminine culture conflict is resolved by compromise For Masculinity, the dominant values of society are success, acquisition of money and material things.” (Masculinity) For Femininity, the dominant values of a society are caring/ concerns for others, nurturing and quality of life.” (Femininity)

Comparisons of Performance evaluation & expected standards in Hospitality & Tourism services Asian Tourists VS. Western Tourists Asian tourists in general tend to have higher expectations and evaluate the service performance less favorably compared to their Western counterparts. These differences are attributed to two cultural values. First, Asian cultures are people oriented Collectivistic societies and Asian tourists are likely to expect greater courtesy and consideration compared to societies, which are less people oriented and Individualistic. Second, Asian cultures are higher in Power Distance and Asian tourists are likely to view themselves much more powerful than their service providers compared to Western cultures where such contrasts may not exist or may be less extreme. Thus, overall tourists from Asian countries are stricter in their performance evaluations.

Higher levels of expectations of Asian tourists due to the people oriented collectivistic nature of the Asian societies as well as the inherent social inequalities, which exist in these high power distance cultures leading to higher levels of expectations.

Complaints Customers in a ‘collectivist’ culture are more likely to express dissatisfaction to others, e.g. friends and peers, rather than to the organisation Complaining not only makes the service provider loose his/her face, it is embarrassing for the tourist as well and wearing your emotions on your sleeve Conversely, customers from an individualistic culture are more likely to voice their complaints to the organisation and consequently receive a solution to their dissatisfaction, having expressed it to the organisation in the first place

CA3 Questions 1) From the service provider point of view, which group of customer ( Collectivist or Individualist) is more difficult to provide service ? And WHY? 2) 2.1 Regarding to complaining behavior of customers/consumers, is it good for the service organization / Why? 2.2 Which group of customer make less complaints? (Collectivist or individualist) and WHY? 2.3 How could a service company ( Choose from hotel, restaurant or travel agent) encourage these groups of customers to make a complain? 3) As a hotel/restaurant/travel agent ( choose only one) , what products, promotion activities would you create for customer from - Collectivist culture - Individualist culture