Effects of power and individual-level cultural orientation on preferences for volunteer tourism

Jimmy Wong, Joshua Daniel Newton, Fiona Joy Newton

Research output: Contribution to journalArticleResearchpeer-review

30 Citations (Scopus)


This study examined whether individual-level cultural orientation and psychological feelings of power interact to influence preference for volunteer or self-indulgent holiday packages. Results from a study involving 466 participants revealed that intentions to purchase a holiday package were greater among those who had been primed to feel powerful, supporting the notion that power increases an individual s tendency to take action. Nevertheless, the holiday packages that powerful participants chose varied as a function of their individual-level cultural orientation. Specifically, when primed to feel powerful, vertical individualists exhibited a distinct preference for a self-indulgent holiday package whereas horizontal collectivists preferred a volunteer holiday package. These findings indicate that preference for volunteer or self-indulgent holidays arises from the confluence of individual-level cultural orientation (which shapes goal meaning) and power (which influences goal pursuit).
Original languageEnglish
Pages (from-to)132 - 140
Number of pages9
JournalTourism Management
Publication statusPublished - 2014

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