An empirical analysis of cultural differences in overseas tourism: How do they affect self-determination theory (SDT) needs by age?

The purpose of this study is to analyze how cultural difference plays a different role in overseas tourists of different age groups. It examines how perceived cultural differences affect the perceived value of tourists from different age groups, in their travel abroad and, consequently, their satisfaction. The paper is based on self-determination theory (SDT) and develops a structural equation model (SEM) between tourists' cultural needs, perceived cultural differences, perceived value and satisfaction. Through textual analysis, questionnaires and interviews, this paper conducts three studies to empirically analyze the relationship between cultural difference variables related to overseas tourism and tries to explore the influence mechanisms of the cultural differences. The effects of cultural SDT needs of autonomy, competence, and relatedness have different effects upon different age groups. Cultural factors play a significant role in influencing the experience of young tourists, but not in older tourists. The possible reasons why cultural differences play different roles in different groups of people are also explored.