Research On The Influence Of Outward Cultural Exchange On China’s Inbound Tourism

Situated in the era of globalization,China’s inbound tourism boom has been accompanied by a long-term deficit problem,and a country’s inbound tourism does not only have the ability to earn foreign exchange income,but also the strong stimulation to other related industries,which cannot be allowed to ignore.So in order to better play the positive role of inbound tourism in promoting multiple benign economic development in China,the question of how to attract more foreign tourists to reverse the current deficit has become a very important topic.As a result,in order to promote the healthy development of China’s inbound tourism,China’s foreign cultural exchange activities have been given a new era mission.Through the analysis and summary of the development status of China’s inbound tourism,this paper found that although China’s inbound tourism is relatively large in scale,it is characterized by uneven distribution of tourists sources and destinations,and relatively single purpose of inbound tourism.Therefore,starting from the role of cultural exchange,this paper will study the impact of China’s foreign cultural exchange activities on inbound tourism.Throughout the current studies at home and abroad,although there have been abundant research results on the contributing factors of inbound tourism,there is a relatively shortage of analyses on the impact of specific cultural communication form on inbound tourism.Therefore,this paper takes Confucius Institutes as a proxy variable for China’s cultural exchange with foreign countries,makes use of the number of inbound tourists from 41 countries of tourists sources from 2004 to 2017,and adopts the classical gravity model and the estimating method of PPML to empirically analyze the impact of China’s cultural exchange on inbound tourism.The results show that China’s foreign cultural exchanges do significantly promote China’s inbound tourism.At the same time,different types of countries of origin have heterogeneous effects on the inbound tourism effect of China.In countries with high level of economic development and far cultural distance,the positive effect is more obvious.However,in countries with low level of economic development and short cultural distance,there is no obvious correlation between the two.The positive impact of cultural exchange does not show any difference in inbound tourism driven by different traveling purposes.Tourism development cannot be separated from culture communication,and culture between the two countries will also obtain mutual sublimation because of the close tourism exchanges.Both present a mutual promoting relationship,therefore,further study the influence of the cultural exchange of inbound tourism in our country,not only can improve the ability of China’s cultural diplomacy,broaden the scope of its radiation,also provide the basis of practice and guidance to the health and the diversification of China’s inbound tourism market.