Cultural Distance and Chinese Outbound Tourism: Exploring the Moderating Effect of Geographical Distance

In this study, the gravity model is applied via the dynamic generalised methods of moments estimation to assess the role of geographical distance in moderating the impact of culture on outbound tourism flows. The results show that cultural distance has a positive impact on Chinese outbound tourism flow. However, the effect of cultural distance on outbound tourism flow decreases as geographical distance increases since travellers to nearby destinations are more strongly influenced by cultural distance than travellers to more distant markets. These results therefore support the concept of the “diminishing effect of cultural distance” on the Chinese outbound tourism market. In addition, the results of this study serve as a basis for promoting the sustained contribution of Chinese outbound tourism to the development of destination management, which will help with the recovery of international tourism following the COVID-19 pandemic.