Culture consists of several values, which conjointly influence a wide range of consumer behavior. This study applies asymmetric (algorithm) analytics to analyze the consumption data of international travel from seven countries, including China, France, Germany, Japan, Malaysia, Singapore, and USA, visiting Taiwan. The study includes Hofstede’s updated national culture theory with all six dimensions in a critical testing. The study also fine-tunes the measurement of a country’s economic performance by replacing GDP per capita with GDP per capita based on purchasing-power-parity (PPP) to more realistically reflect the levels of economic wealth of the countries in the study. The findings not only verify that the influence of culture on international tourists behavior is stronger than that of national wealth and home-destination distance but also reaffirm that Schwartz’s theory is valuable in particular in the tourism research discipline.

international travel, Hofstede, national culture, Schwartz.