The influence of cultural distance on China inbound tourism flows: a panel data gravity model approach

This study focuses on the analysis of the determinants of China inbound tourism flows and seeks to determine the influence of cultural distance on tourism flows from a macro perspective. Three models were investigated including a traditional tourism demand model, a gravity model, and a mixed panel data gravity model with different sets of relevant variables. The result confirmed that cultural distance, measured by social axioms at the country level, had a significant negative effect on inbound tourism flows. In addition, the moderation effect of uncertainty avoidance on cultural distance is revealed in the findings. Differences in income elasticities and impacts of cultural and geographical distances between western and eastern countries of tourist origin are also found in this study.