The Impact of Westernization on Tongan Cultural Values Related to Business

This study examined the impact of Westernization on Tongan cultural values (Collectivism I, Collectivism II, Power Distance, Future Orientation, and Uncertainty Avoidance) related to business. A Tongan version of the Project GLOBE Beta Questionnaire measuring cultural dimensions at the societal level was completed by 222 Tongans from the island groups of Vava’u, Ha’apai, and Niuatoputapu. One-way ANOVA and planned comparison results indicated significant differences for Collectivism II and Uncertainty Avoidance. Scores from Vava’u showed significantly less Collectivism II than Ha’apai, but not Niuatoputapu. Furthermore, scores from Vava’u showed significantly less Uncertainty Avoidance than Ha’apai and Niuatoputapu. No significant differences were found between Ha’apai and Niuatoputapu on any of the cultural dimensions in this study. The results of this study indicate the cultural dimension scores in one of Tonga’s more populated and technologically advanced island groups are beginning to reflect the values of Western culture. Implications for organizations planning to conduct business in Tonga are discussed.

Name thesis:degree_name

Master of Arts

Discipline thesis:degree_discipline

Department of Psychology

Year

2009

Author dc:creator

• Ross, Lucas Nelson

Contributors dc:contributor

• Dr. Tony Paquin (Director), Dr. Betsy Shoenfelt,Dr. Reagan Brown

• Tonga
• international business
• cultural values
• Business
• Psychology
• Social Psychology

Repository record dc:identifier

https://digitalcommons.wku.edu/theses/69

OAI identifier oai:identifier

oai:digitalcommons.wku.edu:theses-1071