Over the last two decades, the tourism industry has grown rapidly. But its evolution has been influenced by various factors such as culture and environmental changes including economic status and competition. Some of these factors, culture for instance, act as constants, providing some form of predictability to the evolution of the tourism industry within a specific society. While other factors, such as economic status and competition, act as variables that drive the industry to reach its potential. Hofstede defined “culture” as a collective programming of the human mind that distinguishes the members of one group or category of people from another (Stedham u26 Yamaura, 2004).Hofstede considered “national cultures” as the main mental programs that were shared by the majority of the middle class of various countries (Hofstede, 1998). The national culture in Singapore consists of a wide racial diversity. Singapore has a mosaic of several dominant cultures (Tambyah, Tan, u26 Kau, 2009). And it is undeniable how integral a role culture plays in the lives of many Singaporeans and in turn, it becomes almost a determining factor as to how many Singaporeans chose to spend their money, even when it comes to vacationing.
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