How Do Individual Cultural Orientations Shape Tourists’ Perceptions of Sustainable Accommodation Value?

Abstract

Delivering superior value in sustainable accommodation is critical for gaining a competitive advantage in the tourism market. However, till now, little is known about how individual cultural orientations impact tourists’ perceived value of sustainable accommodations. This study investigates the role of cultural orientations, based on Hofstede’s dimensions, in shaping perceptions of functional, social, and emotional value among 1402 tourists in Spain and Lithuania. Data were collected using a comprehensive survey and analyzed through descriptive statistics, bivariate correlation, and multiple regression. The findings reveal that cultural dimensions such as collectivism and uncertainty avoidance significantly influence perceptions of sustainable accommodation value. This study is unique in examining all five of Hofstede’s cultural dimensions at an individual level, offering novel insights for cross-cultural tourism research. Practical implications include designing culturally sensitive value propositions to attract diverse tourist segments and contributing to global sustainability initiatives in tourism.