AN ANALYSIS OF SLOVAK INBOUND TOURISM FROM A VIEW OF HOFSTEDE'S CULTURAL DIMENSIONS THEORY

Despite enormous natural and touristic potential, tourism in Slovakia suffers. In 2014 Slovakia was visited only by 1,475,017 tourists. In 2015 number of tourists slightly increased to 1,721,193 according to official data of Statistical Office of the Slovak Republic. The negative ranking by the World Economic Forum from 2014 in indicator of attitude of Slovak population towards foreign visitors is equally alarming. The aim of this article was to identify the cause of the negative attitude towards visitors by comparing the differences in national cultures on six primary Hofstede's dimensions: power distance, individualism, masculinity, uncertainty avoidance, long term orientation and indulgence and provide comparison with Slovakia. The results revealed high score on power distance and masculinity. The high score of this two dimensions correlates with elements of expressions of superiority and negatively affects not only the way of communication between people from the same cultural and linguistic group, but also with individuals that come from a different cultural environment. Based on these results, suggestions of strategies for stakeholders are provided to help them achieve a more efficient communication with the visitors from the different cultures.