文化距离对旅游目的地选择的影响--以日本和中国大陆出境游为例

在全球化和出境旅游日益发展的大背景下，了解国家文化和文化差异对出境旅游的影响越来越重要。文章以日本和中国出境旅游市场为案例，定量研究客源国与目的地国家之间的文化差异对旅游者出境旅游目的地选择的影响。文章数据来源于对日本和中国城市居民的一手数据，包括受访者的过往出境目的地选择和计划前往目的地选择情况。条件Logit模型的估计结果显示，日本居民在过往目的地和计划前往目的地的选择上都显著偏好总体与日本文化差异大的国家。具体而言，他们偏好在“权力距离”和“不确定性避免”维度差异较小，而在“集体主义“”性别气质”和“长远考虑”维度差异较大的目的地。相比而言，中国大陆居民在出境目的地选择上受文化距离的影响较少。

The Influences of National Cultural Distance on International Destination Choice of Japanese and Chinese Residents

Along with the continuing trend of globalization and the concomitant growth of international tourism, it is important to better understand how national cultural distance influences the decision of international tourism destination choice. Based on the first-hand survey data from the Japanese and mainland Chinese residents in major cities, this paper investigates the influences of national cultural distance on two types of international destination choice:the choice of past destinations and the choice of intended destinations. A series of conditional logit models are estimated to test the influence of cultural distance after controlling other explanatory variables. Estimation results show that Japanese residents, in general, prefer international destinations that are culturally distant. In particular, they are more inclined to visit destinations that are similar in terms of dimensions including power distance and uncertainty avoidance, as well as those that are distant in terms of dimensions including individualism/collectivism, masculinity and long-term orientation. However, the estimation results suggest that cultural distance exerts very little impacts on international destination choice of mainland Chinese residents. Moreover, it is found that economic connection, which is measured by the total amount of bilateral trade, is positively associated with the selection probability of a country as a past destination for Japanese residents and that as an intended destination for both Japanese and Chinese residents. Furthermore, while Japanese residents are more likely to select a geographically distant country destination as a past and intended destination, Chinese residents prefer proximate countries in past destination choice. Lastly, the results highlight a significant level of repeat visitation to international destinations for both Japanese and Chinese residents.