The impacts of cultural values on bilateral international tourist flows: a panel data gravity model

This study explores the impacts of Hofstede’s six cultural dimensions on international tourist flows. A panel data gravity model was used to analyse bilateral tourist flows between 81 origin countries and 32 destination countries from 1995 to 2008. This model highlights cultural factors using the push and pull framework and explains their influence vis-a-vis self-image congruity theory, arousal theory, and cultural theory of risk. Results indicate that when controlling for the effects of distance, population, and GDP per capita, international tourists tend to flow out of countries with lower Power Distance, higher Individualism, lower Masculinity, higher Long-Term Orientation, and higher Indulgence. Countries with higher Individualism, lower Uncertainty Avoidance, and higher Indulgence tend to attract more international tourists. In the push and pull model, tourist source countries’ cultural values, such as low Power Distance, Individualism, Femininity, and Indulgence can be considered push factors in international travel, while destination countries’ cultural values of Individualism, Uncertainty Acceptance, and Indulgence act as pull factors. Self-image congruity theory is supported in the cultural dimension of Uncertainty Avoidance Index. Recommendations for destination marketing are made based on the findings.