The Influence Of Cultural Distance On China's Tourism Service Trade

The competition in the field of service industry has become a new focus of world economic development and international competition.At present,international tourism services have become the largest component of international service trade.Tourism resources include natural landscape tourism resources and human landscape tourism resources,and culture is the core and key of human landscape tourism.Nowadays,the travel preferences of Chinese outbound tourists have shifted from sightseeing to in-depth experience,and as a tourist's main force,“95s” focus more on cultural experience.Culture,as an influential factor in the tourism service trade,has become increasingly important.Because there are cultural differences between different countries,whether we can explain the current outbound tourism phenomenon from the perspective of cultural distance is a worthy of attention.Existing related research pays less attention to outbound tourism,and there is a research gap in analyzing the influence of cultural distance on China's tourism service trade in this point of view.This paper collects the data of 42 countries' receiving Chinese tourists from 2007 to 2017,and tries to explore the influence of cultural distance on China's tourism service trade on the basis of Trade Gravity Model and considering security factors.The research results found that the overall cultural distance including six dimensions has a significant negative effect on China's tourism service trade,but the cultural distance of the indulgence / constraint dimension has a positive correlation with the import of tourism service trade.If the destination country belongs to the country with high indulgence tendency,which means the culture in the country is more inclined to enjoy the nature and life fun freely,will attract Chinese tourists more.In order to explore more deeply,this article introduces the interaction term of cultural distance and safety index,term of cultural distance and Chinese character cultural circle,the interaction term of cultural distance and “The Belt and Road cultural circle.” The results show that:(1)the improvement of the security level of importing countries will help offset the negative impact of cultural distance on China's tourism service trade;(2)if the destination country belong to the Chinese cultural circle country,the similar cultures in the circle will cause the cultural distance to have a more serious negative impact on tourism service trade imports;(3)The impact of the “Belt and Road cultural circle” on China's tourism service trade is limited.Based on the above analysis results,this article puts forward suggestions from the perspective of the tourism industry and government:(1)practitioners can subdivide Chinese character cultural circle and non-Chinese character cultural circle when carrying out tourism publicity and promotion;(2)Implement cultural factors in tourism route planning and promotion;(3)increase the emphasis on travel safety and provide protection through outbound travel insurance;(4)China government should continue to support the “One Belt One Road” policy and promote the construction of “One Belt One Road cultural circle”;(5)The formulation of outbound tourism policies should comprehensively consider the influence of cultural distance,Chinese character cultural circle and the “Belt and Road cultural circle”.