Cultural sensitivity: An antecedent of the image gap of tourist destinations

Abstract

Purpose - This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit; understanding cultural sensitivity as the recognition of and respect for different beliefs, values and customs. Design/methodology/approach - A structural equations model is carried out with a representative sample of 411 tourists from Tenerife (Canary Islands). Findings - Cultural sensitivity directly and positively influences the gap in the global image of the destination, so greater cultural sensitivity improves the post-visit image compared to the pre-visit image at a global level. Likewise, there are significant differences in cultural sensitivity according to the sociodemographic characteristics of tourists. Research limitations - Although this study is based on a single case (Tenerife) and the generalisation of the results must be treated tentatively, the developed model could be applied in other destinations. Practical implications - This study contributes to a better understanding of the influence of cultural sensitivity on the image gap in tourist destinations, as there is still little empirical evidence on the subject. Originality/value - The results of this study represent an advance in the literature, as there are few studies in the tourismmarketing literature that studied the effect of the cultural sensitivity on the image of a tourist destination.