Holidays Our Way – Cross-cultural Psychology of the Tourism

Published: 19-04-2026

Tourism is often presented as a universal experience – everyone wants to relax, see new places, and learn about other cultures. However, psychological research shows that travel styles differ significantly depending on culture.

Geert Hofstede’s theory of cultural dimensions provides a comprehensive framework for understanding cultural variability and its impact on behavior. This model identifies six key dimensions of culture, each influencing tourist behavior.

Individualism vs. collectivism in tourism

One of the most important distinctions described by Geert Hofstede in his famous theory of cultural dimensions is the opposition between individualism and collectivism. This translates perfectly into tourist behavior.

• Tourists from individualistic cultures (e.g., USA, Australia) value independence. They willingly plan personalized trips, seek unique experiences, and travel independently.
• For tourists from collectivistic cultures (e.g., China, India), group cohesion and shared experiences are key. Tourists from these cultures often prefer group tours and rely on family or community recommendations when making vacation decisions.

In a study by Sarkhan Jafarov and Elnara Isazada, as many as 82% of Americans indicated they prefer to travel individually or in smaller groups, demonstrating their desire for independent exploration. 70% of Chinese respondents lean towards collectivism, preferring family or group travel. Germans show a balance between individual and collective values. Although they are more individualistic than other cultures in the study group, a significant number of German tourists still prefer group travel.

Structure or spontaneity? Uncertainty avoidance in tourism

Another key dimension is uncertainty avoidance. It refers to the extent to which members of a given culture feel threatened by unknown and unpredictable situations.

• Cultures with strong uncertainty avoidance (e.g., Japan, Germany) love order. Tourists from such countries often book all attractions in advance, insure themselves against every possibility, and avoid risky activities.
• Cultures tolerant of uncertainty (e.g., Brazil, New Zealand) are masters of improvisation. Tourists from these countries readily venture off the beaten path, take risks, and are not bothered by a lack of plan.

As many as 90% of tourists from China and 88% from India in the study preferred organized guided tours. Americans cope better with uncertainty and may prefer spontaneous, unstructured travel.

Luxury or egalitarianism? Power distance in tourism

The third significant dimension is power distance – the degree to which a culture accepts inequalities among people.

• In cultures with high power distance (e.g., Saudi Arabia, Mexico), tourists value hierarchy. They like the tour leader to be an authority figure, and hotels to offer clear status symbols – suites, VIP service, luxury brands.
• In cultures with low power distance (e.g., Denmark, Sweden), tourists feel comfortable with informal contacts. They readily engage in casual interactions with locals and dislike being treated condescendingly.

68% of Chinese respondents prefer luxury accommodation, which aligns with the traditional respect for hierarchy and status in Chinese culture. Interestingly, Germans – despite low power distance – indicated a preference for luxury accommodation in as many as 78% of cases. However, the authors explain this not so much as respect for hierarchy, but as an appreciation of quality and efficiency. In other words: luxury in a German context is more a matter of standard than status.

Masculinity vs. femininity in tourism – competition or relationships?

This dimension does not refer to biological sex, but to what a culture considers more important: success, competition, and achievement (a “masculine” culture) or quality of life, cooperation, and caring for others (a “feminine” culture).

• Tourists from masculine cultures (e.g., USA, Japan) often seek status-confirming activities. This might include luxury hotels, exclusive restaurants, or extreme sports. For them, travel is also an element of competition – “been there, done that.”
• Tourists from feminine cultures (e.g., Netherlands, Norway) primarily value cooperation and quality of life. On vacation, they often prioritize relaxation and cultural immersion.

Long-term vs. short-term orientation – do we travel for the future or for the moment?

This dimension describes whether a culture leans towards long-range planning, thrift, and perseverance (long-term orientation) or towards tradition, the present, and quick gratification (short-term orientation).

• Tourists from long-term oriented cultures (e.g., China, South Korea) focus on future benefits and sustainable practices. They may engage in ecotourism and educational experiences.
• Short-term oriented cultures (e.g., USA, Philippines), emphasize tradition and immediate gratification, often focusing on relaxation and entertainment while traveling.

Indulgence vs. restraint – can you “let loose” on vacation?

This is the most “hedonistic” of the dimensions. It describes the extent to which a culture allows free gratification of natural human needs – pleasure, fun, enjoyment of life.

• Indulgent cultures (e.g., USA, Italy) emphasize pleasure and hedonism. Tourists from these cultures are more willing to engage in entertainment and spend money on luxury experiences.
• In restrained cultures (e.g., Russia, South Korea), strict social norms apply. Tourists from these cultures often focus on historical and educational activities rather than purely recreational ones.

Why is cross-cultural psychology important in tourism?

Cultural differences in travel are not just a curiosity but practical knowledge for the entire tourism industry.

1. Better tailoring of offers – A German and a Brazilian expect different things. A good tour operator doesn’t just ask “what do you like?” but also “where are you from and what have you inherited from your culture?”
2. Greater tourist satisfaction – When the offer meets cultural expectations, satisfaction and loyalty increase.
3. Fewer cross-cultural misunderstandings – Understanding why someone behaves in a certain way helps avoid conflicts and build bridges, not walls.

Author: Maja Kochanowska