A Comparative Study Of The Impact Of Cultural Attractiveness On Service Trade Exports Between China And The United States

With the continuous development of the global economy,trade in services has gradually become a hotspot for economic and trade exchanges among countries.The development of high value-added service trade plays an important role in promoting the development of the national economy and enhancing international competitiveness.The development of service trade can promote the industrial upgrading of a country,improve the scientific and technological level and management capabilities of a country,and also help improve the living standards of residents of a country.China became the world's largest trader of goods in 2013 and maintained a surplus in 2005-2018.At the same time,China's service trade deficit is in serious situation,and the deficit increased from 5.5 billion dollars in 2005-2018 to258.2 billion dollars.And in the period of COVID-19,China's service industry has suffered a huge shock.Therefore,studying the factors affecting service trade exports and taking corresponding measures accordingly are of great significance to the improvement of China's service trade deficit and the recovery and development of the service industry.This article first analyzes and describes Chinese and American import and export of service trade,the product structure of service trade and the geographic direction of service trade.Empirical research was conducted on total exports,China's five types of service trade exports and the United States' six types of service trade exports.When using the extended gravity model,it is different from the cultural distance usually used when researching the influence of cultural factors on service trade.This paper adds the explanatory variable of cultural attraction to overcome some of the limitations of cultural distance.From a positive perspective measure the interaction between different cultures.The analysis results show that,from the perspective of service trade exports,the improvement of the cultural attraction of China and the United States can promote their service trade exports.The increase in cultural attractiveness to the US service trade volume is greater than the increase in China's service trade volume.From the perspective of export of classified services,China's cultural attractiveness to service exporting countries can promote its import of Chinese travel services,hinder its import of telecommunications,computers,and information services into China,and impede transportation and financial services.The impact of other business services is not significant.The cultural attractiveness of the United States to countries that are exporters of trade in services has contributed to its importation of US transportation,travel,financial services,telecommunications,computer and information services,and other business services,personal,cultural,and entertainment services.Through a comparative analysis of the impact of cultural attractiveness on the export of service trade between China and the United States,this paper proposes that China should formulate corresponding trade strategies based on the role of culture on different types of services;create a national image of technological modernization;actively promote Chinese learning and make full use of Trade disputes between China and the United States to promotes the development and export of China's service trade,improves the long-term deficit in service trade,and enhances China's international competitiveness in services.