本文的主要目的是探讨文化同质化的作用，全球酒店业和旅游业的发展，在接受的产品和消费者行为在不同的背景下。本文将围绕消费者需求与消费的共同特征展开讨论，从消费者需求的角度，特别是消费者的态度。消费者的态度是习惯性地认为通过产品同质化。购物和支出很多情况下产生的消费心理；对经济活动的影响，运用周到。同时，媒体的广泛传播也会影响人们的消费欲望。在全球化的观点，文化同质化的感知可以夸张，毕竟，全球、国家和社会空间的局部特征的互连不同的组合。事实上，进一步的为地理谱、文化均质化可以增加文化多元主义。
The main aim of this essay is to explore the role of cultural homogenization to the development of the global hospitality and tourism industry in the acceptance of products and consumer behaviour in the different contexts. This essay will start by walk around the common character of consumers demand and consumption following discuss some key issue of perspectives on consumers demand and, more especially consumer's attitude. Consumers attitude is habitually view as a by- product of homogenization (Reisinger, 2009). Shopping and expenditure have many circumstances; the resulting consumer mentalities wield a thoughtful impact upon economic activities. Simultaneously, the wide-reaching media also can influence people spending desire. In the globalization viewpoint, the perception of cultural homogenization can be exaggerated (Pieterse, 2009), after all, the global, the national and the local characteristics of social space interlink in different combinations. Indeed, a further dimension into the geographical spectrum, cultural homogenisation could increase cultural pluralism (Scholte, 2002).
Cultural homogenization comprises the appearance of customer approaches, the uprising of local culture, the collision of elite culture and the impact of modern technology. The key point is to remember that, although a variety of firms have successfully placed themselves globally. But their products and services continue to be consumed by different people in different ways. (Asgary & Walle, 2002). It is the view of (Demooij, 2004) that in new global consumers has become increasingly similar in their values and behaviour patterns despite their national cultural characteristics. Global consumers are increasingly eating the same food wearing same brands and watching same TV programs. Another point in favour of (Demooij, 2004) is that the modern world has experienced significant cultural destruction. A high overflow of consumerism has apparently forced cultural levelling from corner to corner in the world via a multitude of global agents such as Coca-Cola, Nike, MTV, Microsoft and McDonald's (Saee, 2004).
It can be argued that the process of cultural homogenization and Heterogenization occur simultaneously at difference levels. The homogenization of the consumption patterns occurs at the international level whereas the efforts to maintain cultural uniqueness and distinctness occur more at the regional and local level. Homogenization and globalization have a tendency to be the area of elite, because the affluent and people who are wealthy can manage to pay for the products available in global markets. Wealthy, well cultured and well travelled individuals from diverse backgrounds can easily interact with the fashionable environment by help of the modern technology especially the internet. People from different backgrounds are now able to interact globally as never before. Internet makes the world smaller, more accessible and increases the level of cultural homogeneity. Although the internet does not allow people to fully understand other places and lifestyles, but it does allow people to access more information than in previous human history. (Asgary, and Walle, 2002); (Reisinger, 2009).
The understanding of the world "becoming smaller" with a growing sensitivity to cultural differences is a part of the general cultural turn, which involves a wider self-reflexivity of modernity. Modernization has been advancing like a steamroller; a fundamental dispute is whether cultural homogenization actually exists or is a fairy story or flashy public speaking. Paul& Thomson (1996) criticize it as a "globalization rhetoric" or "global aloney" their key arguments is that before 1914 the world economy was more interna
