Culture cushion inherently positive intercultural tourist experiences

• Published in: International journal of culture, tourism and hospitality research tourism and hospitality research, 2009-08, Vol.3 (3), p.259-268
• Main Authors: Hartman, Katherine B., Meyer, Tracy, Scribner, Lisa L.
• Format: Article
• Language: English
• Subjects: Consumerism; Measurement; National cultures; Tourism
• ISSN: 1750-6182
• DOI: 10.1108/17506180910980555

Purpose The purpose of this paper is to develop and test a new measure called the culture cushion to account for the inherent positivity surrounding the intercultural tourist experience. Designmethodologyapproach The first study involved the identification of items for the culture cushion construct and included a semistructured questionnaire and a panel discussion. The second study assessed unidimensionality and the convergent, discriminant, and nomological validity of the culture cushion dimensions. Respondents were asked to answer questions about a specific international consumption experience and responded to scale items measuring the culture cushion construct. Findings A twodimensional measure of culture cushion was found to predict satisfaction and behavioral intentions. Judgments were more positive when the encounter was novel relative to previous experiences. Research limitationsimplications Additional studies involving travel locations other than those used in this study should be conducted to investigate alternate effects of the culture cushion. Practical implications A major motivation of recreational tourists traveling internationally includes the ability to observe and participate in activities that are culturally unique. Firms that cater to international tourist clientele should focus on operationalizing countryspecific cultural aspects of the experience to enhance overall perceptions. Originalityvalue The international tourist operates within a dual country framework, using hisher own cultural lens to notice the uniqueness of the foreign culture while striving to understand and participate in authentic encounters. The culture cushion construct offers a novel measure of the positivity that occurs in culturally unique intercultural experiences.