Cultural Differences in International Tourists’ Perceived Safety in China

ABSTRACT To improve inbound tourism in China, differences in international tourists’ perceived safety must be analyzed. Thus, this study attempts to investigate and categorize international tourists’ perceived safety and then evaluate the resulting differences. Findings reveal distinctions in demographic attributes based on safety incidents, attitudes of local service staff and residents toward tourists, safety information, and media coverage of safety incidents. Safety satisfaction, specific safety concerns, and broad safety concerns were classified on the basis of Plog’s psychological theory and tourists’ perceived safety. Significant differences in tourist nationalities were also identified and assessed using Hofstede’s index of uncertainty avoidance.