An examination of culture cushion: antecedents and consequences

Purpose – The purpose of this paper is to understand the antecedents and consequences of an international tourist phenomenon known as the culture cushion. Design/methodology/approach – Using surveys, participants considered a specific international consumption experience and responded to culture cushion, situational variables, the perceived differences in the encounter relative to one in the USA, and behavioral intention items. Findings – The amount spent was found to be an antecedent to both the excitement and the cultural knowledge dimensions of culture cushion while language was an antecedent for excitement only. Excitement had a positive relationship with satisfaction and other behavioral intention measures. Perceived differences mediated the relationship between knowledge and satisfaction with products, atmosphere and customer service such that lower perceptions of cultural knowledge caused greater perceived differences, which resulted in lower satisfaction ratings. Research limitations/implications – A study of international tourists in the USA should be conducted to determine if the culture cushion has a similar influence. Practical implications – First, firms that cater to international tourists should speak their native language. Second, the more knowledge a tourist has about the cultural differences in service and retail encounters the more likely he is to appreciate the differences as being culturally driven and not a reflection of poor service. Originality/value – This research provides unique insights into the international tourist experiences with clear practical implications.