Kang and Mastin (2008) employed Hofstede’s cultural
dimensions to investigate cultural differences in international tourism public relations
websites. They argued that this is important to build and maintain relationships with
multicultural audiences. Prior studies have also observed that tourists’ motivation to travel to
destinations is influenced by their cultural background. In essence, Philipp (1994) noted a
racial difference amongst white and black Americans in their quest for novelty at tourists’
destinations. Kozak (2002) argued that literature still lacks empirical studies investigating
how tourists’ motives differ across different groups. An understanding of cultural differences
in tourists’ motivation is necessary in international tourism management (Kim, 1998).