The hospitality of the host: A cross-cultural examination of managerially facilitated consumer-to-consumer interactions

In the design and programming of hedonic service settings such as events, managers can facilitate positive social interactions between guests. The objective of this research is to examine the effect of managerially facilitated consumer-to-consumer interactions on Asian and Western consumer evaluations and behavioral outcomes. A field experimental methodology is employed within the cultural group tour context. Asians are found to benefit from management facilitation of social interaction at higher levels than Westerners. Implications for event managers and directions for future research are shared.