The Impact Of Cultural Distance On China's Tourism Trade In Service

With the continuous development of global tourism,tourism economy has become the most popular economic form around the world.Tourism has substituted for transportation as the most active sector in service trade,and it has become the driving force for the growth of service trade.The development of the tourism industry can benefit economic development of China,transform traditional ways of growth,and optimize the trade structure.It is also of great strategic significance to allow Chinese culture to open up globally and enhance the image of tourism brands.In recent years,many scholars were focusing on the issue of tourism service trade,and mostly on the analysis of its export volume,main market,and international competitiveness,but less on the empirical analysis of the impact on export volume.International trade is closely related to geography,politics and cultural factors.If cultural factors have important influences on general trade,it is reasonable to assume that tourism with culture and ethnic is affected by cultural factors.Despite of the analysis of the export volume,main market,international market share and revealed comparative advantage of China's tourism in recent years,this paper further uses the modified gravity model to make an empirical analysis of the cultural distance impact on China's tourism exports.The study finds that cultural distance has a significant positive effect on the export of China's tourism in general,but there are significant differences in the impact of importing countries or regions with distinctive characteristics.Among them,the high-income and non-Confucian cultural circle countries or regions shows a significant positive impact by cultural distance;countries or regions from the Confucian cultural circle shows a significant negative impact contrarily;the relatively low-income countries or regions shows the impact of cultural distance is not obvious.Based on the conclusion,this paper gives some achievable suggestions,which include enriching the cultural content of tourism products,optimizing the export market,innovating tourism brand and emphasizing on the impact of cultural distance on the export of tourism service trade so as to better promote China's trade structure and growth mode.