Date of Award

Spring 5-11-2026

Document Type

Undergraduate Honors Thesis

Degree Name

Bachelor of Business Administration in International Business

Department

International Business

Advisor

Dr. Afsaneh Nahavandi

Abstract

Developing a cultural mindset requires awareness of one’s cultural background and recognizing that culture provides a broader framework for understanding the world around us (e.g. values, behaviors, and expectations). At the same time, tourism continues to expand globally, contributing approximately 10% of global GDP in 2025, serving as a major driver of economic growth for destination countries (WTTC, 2025). As destinations increasingly rely on international visitors, tourism marketing must satisfy the needs and wants of international tourists. This thesis reviews the literature on culture, marketing, and tourism to  examine how cultural contexts shape experiential tourism marketing strategies in tourism-dependent countries, focusing on Spain and Japan as case studies. By analyzing existing research alongside tourism data, the study explores how culturally informed marketing influences the promotion and perception of experiential travel. This addresses an underexplored intersection of culture and tourism marketing, highlighting how cultural awareness can strengthen sustainable growth in tourism markets.

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