Cultural Impact on Decision Making-Styles among Cambodian Tourists Visiting Siem Reap, Cambodia

摘要

This study aims to (1) classify decision-making styles among Cambodian tourist, (2) examine the cultural impact on decision-making styles among Cambodian tourist when choosing a destination to visit, and (3) examine the moderated effect of income on the relationship between cultural values and decision-making styles. The findings from k-means cluster analysis and ANOVA test indicated that there were three potential tourist groups (1) easy-going, (2) variety seeking, and (3) quality and brand seeking. Additionally, confirmatory factor analysis yielded four cultural values and four decision-making styles. Finally, the result from structural equation modeling revealed that cultural values had a significant impact on decision making styles based on quality, brand, confusion, and loyalty; particularly, the dimensions of collectivism and uncertainty avoidance whereas this relationship was different among low income tourists from high income tourists.