Southern Charm and Northern Professionalism: How International Tourists Experience Hospitality in Greece and Denmark

Abstract

The present thesis therefore explores how cultural differences shape both the delivery and experience of hospitality in Greece and Denmark. International visitors often arrive with expectations that are shaped by their own cultural background, and these expectations affect how they interpret friendliness, professionalism, communication, and overall service quality. Because Greece and Denmark reflect two very different cultural environments, this study will research how travellers perceive hospitality in both countries, how their expectations influence satisfaction, and how cultural stereotypes form prior to and following their trip.

The present study was conducted between May and November 2025 and adopts a mixedmethod methodology. Primary data were acquired through an online questionnaire with sixtyseven valid responses and four semi-structured interviews with professionals working in the hospitality industry in hotels both in Greece and Denmark. Secondary data consists of wellestablished theories regarding culture and service, such as Hofstede's Cultural Dimensions, Hall's Iceberg Theory, the Lewis Model, the Stereotype Content Model, Lovelock's Flower of Service, and Oliver's Expectancy Disconfirmation Theory. These theoretical models helped to structure the analysis and provided explanations for the visitors' different evaluations of hospitality in the two countries.

The results reveal sharp contrasts between the two service cultures. Greek hospitality is described as warm, personal, and emotionally expressive, embodying the cultural virtue of philoxenia. Many visitors mentioned small gestures, openness, and friendliness as memorable parts of their experience. Danish hospitality, by contrast, appears efficient, organized, and equality-oriented, with strong emphasis on clarity, structure, and reliability. While coming across as more reserved than Greek hospitality, many visitors also appreciated the professional and consistent way it was delivered.

The study concludes that neither style of hospitality is intrinsically better nor worse. Rather, each model works well within its own cultural context and appeals to different types of international visitors. It is the match between visitor expectations and the hospitality style that counts most. A balance between emotional warmth and operational professionalism seems to create the most satisfying experiences for guests. These findings also have some practical implications for both countries on how to refine their service approach to meet the needs of such a culturally diverse group of travellers.