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In the development of sustainable tourism. The differences in cultural backgrounds of tourists affect the behaviour of consumption decisions, selecting products and services.
BUT how can we understand cultural differences? Fortunately, psychologist Dr. Geert Hofstede asked himself this question in the 1970s.
Geert Hofstede, born 2 October 1928 in Haarlem, is a Dutch social psychologist, who focuses his work on the study of cultures across nations and conducted one of the most comprehensive studies of how values in the workplace are influenced by culture.
His original research of cultural dimensions involved a study of IBM employees from across the world. In fact, he developed four cultural dimensions as “Power Distance,” “Uncertainty Avoidance,” “Individualism versus Collectivism” and “Masculinity versus Femininity” respectively.
A fifth dimension was added in 1991 based on the study of Michael Bond in Hong Kong which reflects the cultural differences between Europe and Asia.

Hofstede gives the following definition of the LTO-dimension:
“Long Term Orientation stands for the fostering of virtues oriented towards future rewards, in particular, perseverance and thrift. Its opposite pole. Short Term Orientation, stands for the fostering of virtues related to the past and the present, in particular, respect for tradition, preservation of face and fulfilling social obligations” (Hofstede , 2001, p.359).
We can note that LTO and STO address the differences in cultures regarding how they view time and the importance of the past, present and the future. Cultures in STO will be more concerned with the past and present and will focus their efforts and beliefs on matters related to the short-term, while cultures in long-term time orientation will be more concerned with the future and focus their efforts on future orientated goals.
Countries with a long-term

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