ANALYZING THE ROLE OF CULTURAL DETERMINANTS ON VISITORS SATISFACTION IN HOSPITALITY AND TOURISM INDUSTRY OF PAKISTAN

Abstract

The rationale of the study lies in identifying the impacts of cultural dimensions on customer satisfaction on the hospitality and tourism industry of Khyber Pakhtunkhwa, Pakistan. Quan-titative survey was conduccted comprising 250 visitors of five hotels in Swat and Peshawar as sample of the study. Data was tabulated and processed via SPSS software. This study adds value to the literature in the following two ways; firstly it provides broader understanding on significance of hospitality and tourism sector as a business engine boosting the country’s economic growth. Secondly it provides detail understanding of the linkage of three dimensions of Hofstede Cultural Model with customer satisfaction in tourism industry. Out of five dimensions of the study only three were selected due to its relevance to the culture of Islamic Republic of Pakistan and its importance in tourism industry. Findings of the study proved the significant bond between two cultural determinants and its importance in generating loyal customers in tourism industry. Power distance, individualism/collectivism relationship with customer satisfaction were statisti-cally significant and the third variable masculinity/ feminism was found in insignificant range showing visitors indifference towards the masculinity/ feminity in ranking their responses in their level of satisfaction.The findings of the study would be helpful for marketing management and tourism industry to take care of cultural diversities while customizing their promotional cam-paigns to national and international visitors. This study has the potential to boost up the overall brand image of Pakistan in the world market which can attract foreign tourist’s attention.