Understanding cross-cultural consumer behaviour and implications for effective segmentation, targeting and positioning of Western Australia as a tourism destination

这项研究扩展了第一个CI（Lee，2000）提出的跨文化消费者行为模型，该模型比以前提出的模型提供了更丰富的人们行为的前因规范。该模式将与这些模式进行比较，这些模式在西方文化中取得了成功，但在东方文化中不太成功。该模型将在旅游领域进行测试，以预测潜在游客的意图和行为。调查结果将用于提高西澳大利亚州旅游营销的有效性。此外，将测试一种减少社会期望偏差的方法，以及两种衡量文化方面的尺度。

This research extends a model of cross-cultural consumer behaviour suggested by the first CI (Lee, 2000) that provides richer specification of the antecedents of people's actions than previously suggested models. The model will be compared with these models, which have been successful in Western, but less successful in Eastern, cultures. The model will be tested in the tourism domain to predict intentions and behaviour of potential visitors. Results will be used to improve the effectiveness of Western Australia's tourism marketing. In addition, a method to reduce social desirability bias will be tested, as will two scales measuring aspects of culture.