[Cite as http://purl.org/au-research/grants/arc/LP0348403]
Researchers Dr J Lee; Prof GN Soutar
Brief description This research extends a model of cross-cultural consumer behaviour suggested by the first CI (Lee, 2000) that provides richer specification of the antecedents of people's actions than previously suggested models. The model will be compared with these models, which have been successful in Western, but less successful in Eastern, cultures. The model will be tested in the tourism domain to predict intentions and behaviour of potential visitors. Results will be used to improve the effectiveness of Western Australia's tourism marketing. In addition, a method to reduce social desirability bias will be tested, as will two scales measuring aspects of culture.
Funding Amount $250,000
Funding Scheme Linkage Projects