The effect of culture on consumer complaining behaviour: Apractice for health tourism

This research aims to evaluate thermal tourists' complaining behaviour, attitudes, redress alternatives, post-complaining satisfaction and complaints areas considering cultural differences, offer solutions and recommendations to hotels and industry. Cultural differences are evaluated by Hofstede's cultural dimensions (individualism, masculinity, uncertainty avoidance, power distance). Local and international thermal tourists staying at the hotel for treatment purposes are asked to complete questionnaire survey. Most of the international thermal tourists are Norwaigen. Methodology of this research is mixed and consists of quantitave and qualitative. In quantitative part of the research questionnaire method is applied. Results are analyzed by SPSS 17.0. In qualitative part of the research semi structured interviews are hold with department managers to learn tourists' complaints areas. Data are analyzed by content analysis. Research findings point out there are differences between Turkish and Norwaigen thermal tourists' complaining behaviour, attitudes, redress alternatives, post-complaining satisfaction and complaints' areas. Considering research findings recommendations are made to hotels and industry. Keywords: Culture, Consumer Complaining Behaviour, Tourist Complaints, Thermal Tourism