Reisinger and Turner (1997) presented the cultural differences
between Indonesian and Australian tourists using Hofstede’s (1980) cultural dimensions of
power-distance, individualism,-collectivism, uncertainty-avoidance, and masculinityfeminity.
Indonesian tourists were found to be oriented towards collectivism (group-oriented)
and had a preference for package tours while the Australians being more inclined towards
individualism (self-oriented) sought independent tours preferring risk-taking activities in contrast to Indonesians. Hofstede (1991) and Matilla (1999) further argued that westerners
being from an individualistic society value hedonic experiences such as enjoyment and fun
more than Asian consumers. Wong and Lau (2001) confirmed that Chinese travellers favour
travelling in groups.