importance of cultural background in the tourist experience and how it is a major determinant in repeat visitation * Marketing: provides an understanding of the cultural background of a destination that is vital when formulating successful marketing strategies * Management: provides valuable examples on how cultures influence tourist behaviour and decision-making, helping managers to develop cross-cultural skills and deal with tourists from diverse cultural backgrounds Tourism is a service industry where people from different nationalities meet. In today's international marketplace it is imperative that those in the industry understand the influence of national cultures on their consumers in order to compete successfully for a market share. The book is accompanied by online resources which can be found at http://www.elsevierdirect.com/companion.jsp'ISBN=9780750656689 These resources include an account of Hypothesis Testing, together with a detailed glossary and a comprehensive reference list of relevant materials. * Illustrates the importance of cultural background in the tourist experience.* Shows how to understand this background to achieve successful marketing and increased. profits* Provides statistical and analytical tools and explains how to use them to analyse this vital cross cultural behaviour.

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