Abstract
ABSTRACT China is the largest outbound tourism market in the world, and the United States is the most popular non-Asian destination. Research reveals an influence of country-level cultural differences on tourist behaviors but offers little insight into how individual-level perceptions of cultural differences might influence tourist travel intentions. This study uses data from potential Chinese tourists and finds that their perceptions of cultural similarity with the American culture have a direct positive impact on their travel intentions, as well as an indirect influence via perceived cultural travel risk; however, this influence is moderated by tourist personality, in particular, extraversion and neuroticism.
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