“The Influence of Cultural Values' Variations on the Service Customization: Evidence from Egyptian Tourism & Hospitality Sector”

Abstract

This study provides insights into the relationship between studying the differences among Cultural Values and customization of Services or Packages' offerings by hotels or by Travel agents. Studying the variations of Cultural values among top visitors (nationalities) to Egypt provides better understanding of the needs and habits of the tourists so that both Travel & Hospitality can provide targeted valuable services to tourists from different cultural backgrounds. A questionnaire addressed to managers and workers in hotels and travel agents in Egypt, to gather information on the impact of providing customized services according to the changes in the cultural values on customer satisfaction, and to measure the effectiveness of the application of a proposed model to the Egyptian hotels and travel agents. The data were analyzed using the Statistical Package for Social Sciences (SPSS), by using a variety of techniques, including descriptive statistics, confirmatory factor analysis. The results showed acceptance of all the hypotheses of the study