Impact of cultural distance on international destination choices: The case of Chinese outbound travelers
Impact of cultural distance on international destination choices: The case of Chinese outbound travelers
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DOI：
10.1002/jtr.2152
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发表时间：
2018-01-01
影响因子：
4.6
通讯作者：
Lehto, Xinran Y.
中科院分区：
文献类型：
--
作者：
Bi, Juan;Lehto, Xinran Y.
鉴于中国出境游市场的快速增长，研究这一市场的特殊性对目的地营销人员和学者具有重要意义。本研究以中国游客为例，探讨了文化距离对出境旅游目的地选择的影响。基于1995-2014年中国出境旅游统计数据，本研究构建了一个倒U型曲线模型来解释文化距离与旅游者目的地选择之间的关系。结果表明，中国出境旅游者旅游目的地选择的最优文化距离为2.8757。通过对位置的评估，确定了潜在旅游目的地相对于最佳文化距离的位置。游客对潜在目的地的偏好是可以衡量的。本研究对旅游目的地营销实践具有重要的理论意义和指导意义。
Given the rapid growth of China outbound market, research pertaining to the specificities of this market bears significance to destination marketers and academicians. The focus of this research is on the impact of cultural distance on outbound tourist destination choices with Chinese travelers as the case in point. Based on outbound tourism statistics of China over the 1995-2014 periods, this research has developed an inverted U-curve model to account for the relationship between cultural distance and tourists' destination choice. Results show that the optimal cultural distance for Chinese outbound tourists' destination choice is 2.8757. Through evaluating the positions, potential destinations are located relative to the optimal cultural distance. The preference tourists place on potential destinations can be measured. This research bears valuable theoretical contributions and implications for destination marketing practices.