THE EFFECTS OF CUSTOMERS’ CULTURAL VALUES ON THEIR PERCEPTIONS OF LODGING SERVICE QUALITY: A COMPARATIVE ANALYSIS OF CUSTOMERS AT TRADITIONAL JAPANESE INNS
Editor: Boujut, Jean-François ; Cascini, Gaetano ; Ahmed-Kristensen, Saeema ; Georgiev, Georgi V. ; Iivari, Netta
Author: Nguyen, PB Chau
Institution: School of Business Administration, Hitotsubashi University, Tokyo, Japan
DOI number: https://doi.org/10.35199/ICDC.2020.37
Growth in international travel has led to the need to be aware of cultural elements in designing services. This paper examines how consumers’ culture influences their perceptions of lodging service quality with strong cultural characteristics, by comparing the evaluation of Asian and Western guests at Japanese-style inns (ryokan). Results show differences in their perceptions, with Western guests evaluating the service more preferably than Asian customers. The study suggests lodging facilities to consider the culture of their guests when designing their service environment.