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How do Europeans travel in Australia? Examining cultural convergence in travel behaviour

Muskat, B.; Muskat, M.; Richardson, Alice


The impacts of globalisation and cultural convergence theory have been discussed in various research areas. Scholars agree that global consumer behaviour becomes increasingly homogenous. However, in tourism, there is still evidence that visitor markets are distinguished and segmented according to their nationality. This study argues that national borders have lost in significance to separate markets. By means of a correspondence analysis, this study provides evidence that European travel...[Show more]

CollectionsANU Research Publications
Date published: 2014
Type: Journal article
DOI: 10.1177/1356766713490164
Access Rights: Open Access


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