Ethnoconsumerism in tourism, the need for ethnocapability

A significant management challenge for the future of international tourism is satisfying visitors who have profoundly different cultural beliefs and traditions. With the emerging growth of one global market, limited vigorous research exists concerning the diverse eastern and western perspectives of quality and satisfaction. The present theories are from western paradigms and based on rational scientific approaches to truth. However, these models are not directly relevant to the eastern method of interpretation and meaning due to different consciousness expressing itself in the realism of consumer value and buying patterns. This paper reviews the factors for consideration in the growth of the eastern market and provides a proposed paradigm for exploring relationship marketing in ethnoconsumerism.