Date of Award

2014

Document Type

Open Access Thesis

Department

School of Hotel, Restaurant and Tourism Management

Sub-Department

International Hospitality and Tourism Management

First Advisor

Robert (Xiang) Li

Abstract

National cultural distance is an important factor of tourists' destination choice, yet the specific role it plays in destination decision process is not well understood. This paper attempts to fill this gap. Taking potential Chinese outbound tourists as a case, this study tries to explore the impact of perceived cultural distance on tourists' international destination choice through a conditional logit model. Familiarity, geographical distance, past international travel experience and novelty-seeking tendency were examined as moderators of the relationship between perceived cultural distance and destination choice. Results show that tourist are more likely to choose culturally similar countries as destinations; geographical distance and novelty-seeking tendency have significant moderating effects on the relationship between perceived cultural distance and destination choice. The research results are expected to provide insights for understanding tourists' destination choice from a cultural distance perspective, and further shed some light on global destination marketing.

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