How cultural differences affect outbound tourism demand?

Abstract

Based on the data of outbound tourist arrivals from mainland China to 48 destinations from 1995 to 2018 issued by the UNWTO, the impact of cultural differences on outbound tourism demand and the possible mechanism are revealed from a typological perspective. The results indicate that language difference and religious difference have significant negative impacts on outbound tourism demand. Values difference and formal institutional difference have the opposite effects. The effect of practices difference is not significant. The cultural goods import trade is confirmed to be an essential mechanism variable. This paper provides valuable theoretical contributions and implications for destination marketing practice.