Effect of cultural distance on tourism: A study of pleasure visitors in Hong Kong |
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| Authors: | Jianwei Qian Rob Law Jiewen Wei |
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| Institution: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, Chinajianwei.qian@connect.polyu.hk;3. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China;4. School of Tourism and Culinary Arts, Zhejiang Business College, Hangzhou, China |
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| Abstract: | ABSTRACTThis article investigates the effect of cultural distance on pleasure visitors, mainly vacation overnight visitors, in Hong Kong. Secondary data on 10 source markets are extracted from the annual report of visitor profile 2014 published by Hong Kong Tourism Board (HKTB). The data are compared to recognize the influence cultural distance can have on visitor profiles and trip characteristics, including travel patterns, expenditure, and satisfaction levels. Deteriorating effects ascribed to cultural distance are clearly observed in the following three important aspects: repeated visit, length of stay, and expenditure; however, these effects do not extend to all aspects. Therefore, cultural distance may be used to complement physical distance in order to explain the tourist flow, and it should be further studied. |
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| Keywords: | Pleasure visitor cultural distance decay Hong Kong tourism destination marketing |
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