The purpose of this paper is to investigate planned product and service
consumption patterns among US, Canadian, Japanese, Chinese, South Korean and
Australian/New Zealand tourists in Hawaii. Using multiple analyses of variance,
the first study empirically explores the influence of a tourist's
residential country of origin on planned product and service consumption. The
second study explores the planned consumption differences between, and among,
American and Japanese first-time and repeat visitors to Hawaii. The results
reveal significant cross-cultural differences in consumption patterns among
international tourists to Hawaii.
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