The impacts of globalisation and cultural convergence theory have been discussed in various research areas. Scholars agree that global consumer behaviour becomes increasingly homogenous. However, in tourism, there is still evidence that visitor markets are distinguished and segmented according to their nationality. This study argues that national borders have lost in significance to separate markets. By means of a correspondence analysis, this study provides evidence that European travel behaviour in Australia shows similar activity patterns. The findings highlight that country-based visitor segmentation has lost momentum.
MUSKAT, B., MUSKAT, M., & RICHARDSON, A. (2014). How do Europeans travel in Australia? Examining cultural convergence in travel behaviour. Journal of Vacation Marketing, 20(1), 55-64. https://doi.org/10.1177/1356766713490164