Influence of cultural distance in comparison with travel distance on tourist behaviour.

Abstract

Abstract This chapter examines the extent to which cultural distance influences tourist behaviour in comparison with travel distance. This is accomplished by examining the profile, travel patterns and activities of eight different markets (Japan, France, Thailand, Australia, Singapore, the USA, Malaysia, and the UK) attracted to Hong Kong that have varying cultural distances. The results found little correlation between cultural distance and the profile and trip characteristics of the eight countries included in the study. A substantially different picture emerges when the data are analysed by travel distance. Visitors from short-haul markets tend to be younger, with relatively more females who travel with friends. Visitors from short-haul markets are more likely to be repeaters who identify Hong Kong as their only destination. The purpose of their trips is likely to be a short break for pleasure, and they will engage more in shopping and visiting built attractions. Conversely, long-haul tourists tend to be relatively older, with a high proportion of first-time visitors, who travel with their spouse to Hong Kong. Their trips to Hong Kong are more likely to be part of a stopover or a multi-destination trip. They tend to be less interested in shopping compared with visitors from short-haul markets.