This article presents the results of a structural equation modeling analysis used to determine which cultural differences between Asian tourists and Australian hosts are predictors of their social interaction and satisfaction. Five cultural models for Indonesian-, Japanese-, Korean-, Mandarin-, and Thai-speaking groups are developed. The findings show that marketers cannot directly rely on perceptions of service to generate Asian tourist satisfaction but must also consider cultural values and rules of social behavior. The implications of the results for tourism industry managers and marketers are presented. Part 1 of this study appeared in the February 2002 issue.
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