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This conceptual review explores and explains the influence of culture on tourism and hospitality activities from a service quality perspective. The study takes a dyadic perspective, i.e., by taking both marketing and management perspectives into account, particularly in investigating the influence of culture on tourism and hospitality activities on SERVQUAL dimensions of tangibles, reliability, responsiveness, assurance, and empathy. The study shows that culture influences the design and implementation of service quality dimensions and the knowledge of cultural variables may have a significant influence on the efficient and effective management of service quality systems.