Cross-Cultural Adaptation and Internationalization in the Slovak Hospitality Industry

Iveta Ubreziova; Stefan Tkacik; Lukas Vartiak; Martina Chrancokova

doi:10.63931/ijchr.v7i1.542

Authors

Iveta Ubreziova Catholic University in Ruzomberok, Faculty of Education, Department of Management, Hrabovska cesta Ruzomberok, Slovakia https://orcid.org/0000-0003-3681-1297
Stefan Tkacik Catholic University in Ruzomberok, Faculty of Education, Department of Management, Hrabovska cesta Ruzomberok, Slovakia https://orcid.org/0009-0003-5880-3308
Lukas Vartiak Comenius University Bratislava, Faculty of Social and Economic Sciences, Mlynske luhy Bratislava, Slovakia https://orcid.org/0000-0002-9735-5945
Martina Chrancokova Comenius University Bratislava, Faculty of Management, Odbojarov Bratislava https://orcid.org/0000-0002-2778-2175

DOI:

https://doi.org/10.63931/ijchr.v7i1.542

Keywords:

cross-cultural adaptation, hospitality industry, internationalization, Slovak business, cultural intelligence, globalisation, intercultural management, sustainable competitiveness

Abstract

This paper examines the processes of cross-cultural adaptation and internationalization within the Slovak hospitality industry, exploring how hotel businesses expand beyond national borders while responding to diverse cultural contexts. The study integrates qualitative and quantitative approaches, combining case studies, comparative analysis, and statistical evaluation to provide a multidimensional understanding of cultural and managerial factors shaping international growth. Particular attention is given to entry strategies such as franchising, joint ventures, strategic alliances, and direct ownership, and how cultural compatibility, local traditions, and consumer behavior in target markets influence these. Findings reveal that Slovak hotel companies adopting culturally adaptive and network-based internationalization models achieve stronger brand acceptance, more resilient growth, and long-term sustainability compared with firms relying on standardized strategies. Empirical results confirm that sensitivity to cultural norms, investment in intercultural communication, and collaboration with local partners enhance the success of international expansion. Moreover, foreign acquisitions yield higher benefits than domestic growth, particularly in customer loyalty and service innovation. The paper highlights digitalization, sustainability, and cultural intelligence as critical drivers of competitiveness, while also recognizing barriers such as regulatory complexity and cultural distance. By linking the Uppsala and network models of internationalization with cross-cultural management theory, this research contributes to both the academic and practical understanding of how culture influences global expansion in hospitality.

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