Open Access

Jerome Agrusa, Eileen Küpper, Steve Sizoo

• As competition for tourists becomes more global, understanding and accommodating the needs of international tourists, with their different cultural backgrounds, has become increasingly important. This study highlights the variations in tourist industry service--particularly as they relate to different cultures. Specifically, service failures experienced by Japanese and German tourists in the U.S. were categorized using the Critical Incident Technique (CIT). The results were compared with earlier studies of service failures experienced by American consumers in the tourist industry. The sample consists of 128 Japanese and 94 “Germanic” (German, Austrian, Swiss-German) respondents. The Japanese and German sample rated “Inappropriate employee behavior” most significant category of service failure. More than half of these respondents said that, because of the failure, they would avoid the offending U.S. business. This is a much stronger response than an American sample had reported in an earlier study. The implications for managers and researchers are discussed.