The Hofstede model in the study of the impact of Sevilla Expo 92

Julio

Description

Resumen
Este artículo toma una aproximación múltiple sobre el estudio del impacto de la Expo 92 de Sevilla. Comenzamos identificando los valores sociales y culturales de 50 profesionales de Sevilla, usando el modelo de Hofstede, añadiendo algunas cuestiones exploratorias acerca del evento para llegar a comprender el impacto percibido de la exhibición. Entonces analizamos la realidad de la Expo 92 a través del método de caso, usando información longitudinal. Los resultados demuestran que los valores sociales y culturales de los habitantes de Sevilla influyeron en la Expo 92 durante su realización, pero también después del evento. Las conclusiones identifican las contribuciones relevantes para el estudio futuro de eventos en ciudades.
Abstract
This paper takes a multiple approach towards the study of the impact of Seville Expo 92. We start by identifying the social and cultural values of 50 professionals from the Sevilla, using the Hofstede model, adding some exploratory questions about the event, allowing understanding the perceived impact of the exhibition. We then have analyzed the Expo 92 reality through the case method by using longitu-dinal information. Results demonstrate how the socio and cultural values of Sevilla inhabitants have influenced the Expo 92 during its realization, but also after the event. Conclusions identify relevant con-tributions for future study on city events.

Sujets

• Eventos
• Ciudad

Informations

• Publié par: erevistas
• Publié le: 01 janvier 2008
• Nombre de lectures: 14
• Langue: Español

Extrait

Vol. 6 Nº1 págs. 27-36. 2008

www.pasosonline.org


The Hofstede model in the study of the impact of Sevilla Expo 92

iJulio García del Junco
Georg Dutschke
Universidad de Sevilla (España)
Marina Petrucci
Warwick University (England)


Resumen: Este artículo toma una aproximación múltiple sobre el estudio del impacto de la Expo 92 de
Sevilla. Comenzamos identificando los valores sociales y culturales de 50 profesionales de Sevilla,
usando el modelo de Hofstede, añadiendo algunas cuestiones exploratorias acerca del evento para llegar
a comprender el impacto percibido de la exhibición. Entonces analizamos la realidad de la Expo 92 a
través del método de caso, usando información longitudinal. Los resultados demuestran que los valores
sociales y culturales de los habitantes de Sevilla influyeron en la Expo 92 durante su realización, pero
también después del evento. Las conclusiones identifican las contribuciones relevantes para el estudio
futuro de eventos en ciudades.

Palabras clave: Método de caso; Modelo de Hostede; Eventos; Ciudades; Eventos mundiales.


Abstract: This paper takes a multiple approach towards the study of the impact of Seville Expo 92. We
start by identifying the social and cultural values of 50 professionals from the Sevilla, using the Hofstede
model, adding some exploratory questions about the event, allowing understanding the perceived impact
of the exhibition. We then have analyzed the Expo 92 reality through the case method by using
longitudinal information. Results demonstrate how the socio and cultural values of Sevilla inhabitants
have influenced the Expo 92 during its realization, but also after the event. Conclusions identify relevant
contributions for future study on city events.

Keywords: Case methodology; Hofstede Model; City Events; Worldwide events.




i E-mail: [e-mail]
© PASOS. Revista de Turismo y Patrimonio Cultural. ISSN 1695-7121 28 The Hofstede model in the study of the impact ...

Introducción developed and “why” the results were
achieved.
1The main reasons for the knowledge The Universal Event happening in Se-
creation is the need to understand the rea- ville (Spain) in 1992 (Expo 92) was develo-
son why of the things, to achieve a global ped within the strategy to position the city
vision, to understand the relations in a in the world-wide map. Has referred by
system, among others. We consider that is Hall and Hodges [1998], in the last years
not the statistic that better allows this pro- the process of developing important urban
cess, being the case method, the methodo- marketing events are an important tool to
logy that should comes in first allowing, position cities in a global scope. The Uni-
after, a statistical approach. versal Exhibitions was an instrument used
We aim to use the case study methodo- by the city of Sevilla to revitalize the eco-
logy since that allows to explain the empi- nomy, built new infrastructure and impro-
rical results through the examination of ve its image. The end economic impact was
causal mechanisms, those stable and inde- positive, has indicated by Light [1996] and
pendent factors that, under certain condi- Getz [1991]. By using the Hofstede model
tions, tie causes with effects [George, we have verified the social and cultural
Alexander L. and Andrew Bennett, 2005]. characteristics of the Sevilla citizens. Also,
In our article, complex relations with cau- was possible to verify that the hospitality
sal origin are identified and can be studied level in the city has grown.
through the case study methodology. Our study aims to identify (1) if there
The diverse methods used for social in- was a positive contribution of the Expo 92
vestigation have advantages and disadvan- event on the citizens hospitality, and, why
tages depending on the problem being stu- and (2) if the Expo 92 has contributed for a
dy [Yin 1994]: in our study, when looking positive impact in the tourism growth.
for the method to use, three requirements Using the Hofstede Model to identify
were considered: (1) the question looking the Social and Cultural values, we have
for response: to understand the Expo´92 received responses from 50 professionals
results, as known now, and why; (2) the from Seville. We have used this model due
control that the investigator has on the to its validity to identify cultural values in
events being study: handling heavy secon- a city or country [Sondergaard 1994]. To
dary source data base, but not controlling understand the reality of the Universal
what have really happened; and (3) the Exhibition (Exposición´92) we have used
temporality of the question being study: an the case study method and considered lon-
event that happened 15 years ago, but still gitudinal information available. Merrian
very actual, giving a good perspective for [1988] consider the case study methodology
its study and analysis. has the best option for investigators looking
The cases are valid when questions as to understand and discover, more than to
“how” and “why” are considered, when the test hypothesis, and when there is a desire
investigator has little control on the events for a descriptive and holistic explanation.
and when the subject is actual. For these Finally, in the Hofstede questionnaire,
reasons we consider that the use of the case we have added some exploratory questions
method is adequate in our investigation. using a five point Likert scale, and one
The questions “how” and “why” are expla- open question treated with a content analy-
natory and easily considered in the cases sis.
study, since human history and facts deals Considering that the economy globali-
with operative chains, developed throug- zation originates the growth of the cities
hout the time [George et al., 2005]. importance [Kotler and Andreasen, 1991],
Within the case we investigate the like Expo´92 (Seville), within our investiga-
questions “how” and “why”. The use of a tion we have looked to identify relations
qualitative model will allow a better, in among the socio and cultural values, and,
depth study, of the answers we are looking the realization of the Expo 92 project [Ri-
for. We have used the Hofstede model to chards and Wilson 2004], considered by
better understand “how” the Expo´92 was
PASOS. Revista de Turismo y Patrimonio Cultural, 6(1). 2008 ISSN 1695-7121

Julio García del Junco; Georg Dutschke & Marina Petrucci 29

Wait [2003] as a way to position a city wit- Data Collection
hin the market.
As a result of the previous considera- We have achieved 50 responses from
tions, the following problem was identified: Sevillians professionals. The number of
the public companies managing the event respondents is adapted to Hofstede [2003]
need to have criteria, mentality and mana- recommendation, when considering that 20
gement capability, since, as referred by answers is the minimum necessary, being
Bouinot and Rawding [1996], those compa- 50 answers the ideal. The questionnaire in
nies must have a strategic management Spanish was facilitated by IRIC, not suppo-
vision to be effective. We consider that as sing any translation.
true, when the next six impacts are achie-
ved: economic, tourist, political, psychologi-
Age Sevilla Gender Sevilla cal, physical, and socio and cultural.
18-24 2 Men 44
25-34 18 Women 6
35-44 18 Academics Sevilla Employees Sevilla
45-54 7 1-5 1
55-64 4 Primary School 5 6-10 17
>65 1 High School 29 11-20 23
University 11 21-30 3
The Hofstede Model Posgraduation 5 >31 6
Methodology and
Has referred by Scheler [1921]: “the or-data collection
der and the law of the values may be achie-
ved with as much evidence and precision, In order to identify the cultural and
than the mathematical ones”, we then may social values of the inhabitants of the city
understand how the works of Hofstede faci-of Seville (Spain) we have used the VSM 94
litate, from a practical point of view, the questionnaire (Values Survey Module 1994)
possibility of developing quantitative com-provided by IRIC. Hofstede [2003] refers
parisons between nations [Hofstede 1980]. that “the answers to the 20 questions can
More works could have been considered on be influenced by other characteristics of the
the study of cultural and social values. In respondents than the strong influence of
our investigation we will use the model the nationality, as the type of work develo-
developed by Hofstede since its very repre-ped by the respondents. Therefore the
sentative, facilitating enough valid instru-comparison between countries or regions,
ments of measurement [Sondergaard 1994]. will have to be consistent, up to where
Logically, this model is not free of critics, possible, on the respondents samples, that
has mentioned by Tayeb [1994] and should be comparable in all the criteria
Schramm-Nielsen [2000]. Summarizing, considered, aside from the nationality or