QUESTIONNAIRE

We are students of MBA) in GIFT University Gujranwala and doing research on Cultural barriers in tourism", for
which the questionnaire is being distributed to collect the empirical data. Therefore, you are kindly requested to fill
(Strongly disagree=1 disagree=2 Neutral =3
agree=4 strongly agree =5)
IV # 1 : Language barriers

1. I find a gap between me and local people. 1 2 3 4 5

2. I consider language skills the most important tool for tourists. 1 2 3 4 5

3. I find language pocket guides helpful during tourism. 1 2 3 4 5

4. I am willing to make efforts to speak and understand local language of 1 2 3 4 5

destination.
5. I find locals helpful towards understanding their language. 1 2 3 4 5

(M. Schoonheim-Klein 2007)- adapted

IV # 2 : Food habits

6. I find culture as a major determinant effecting ones food considerations. 1 2 3 4 5

7. My religious background affects my food choices. 1 2 3 4 5

8. I am reluctant to experience new tastes 1 2 3 4 5

9. I have a variety seeking behavior towards food. 1 2 3 4 5

10. I find destination food patterns an attractive force for tourism. 1 2 3 4 5

(Cohen & Avieli, 2004: Rozin, 2006: Tse and Crotts ,2005)-adapted

IV # 3 : customs and traditions

11. I feel excited about traditional aspects of tourism destination. 1 2 3 4 5

12. I associate meanings to the traditions of local people. 1 2 3 4 5
13. I like to learn about local customs. 1 2 3 4 5
14. I find significant difference of customs and traditions at destination. 1 2 3 4 5
15. I find it problematic to learn local customs. 1 2 3 4 5
(Colarado et all,2004)-adapted
DV : Consumer identity
16. I like to be identied as a tourist among other tourists. 1 2 3 4 5

17. Tourism offers me new reality that replaces my existing reality. 1 2 3 4 5

18. Tourism enables me to know about my inner competencies. 1 2 3 4 5

19. Tourism helps me to know better about my strengths and weaknesses. 1 2 3 4 5

20. Im identified as a tourist and guest and respected likely during tourism. 1 2 3 4 5

(Reed, Cohen, and Bhattacharjee 2009: White and White ,2004: Palmer ,
2005: McLean, 2008)-adapted.

Gender Male Female

Age 18-25 26-30 31-35 36-40 41 or above

Status Married Single

Frequency of travel Once a month Twice a month Once a year many times a year

Qualification matriculation Intermediate Under Graduate Graduate post graduate