Cultural influences on cross-border vacationing

Abstract This study investigates the impact of cultural variables on cross-border vacationing in the Western New York–Southern Ontario region in North America and the Hong Kong–Shenzhen area in Asia. A survey of 635 cross-border vacationers in the two regions indicates that economic, quality, and service variables and the affective pleasure of vacationing in a foreign environment exert effects on vacationers' perceptions, behavior, and satisfaction predicted on the basis of the levels of individualism, uncertainty avoidance, and time orientation prevalent in those border regions.