Influence Of Cultural Distance On China’s Tourism Service Trade

China is rich in natural resources and profound in history,and its unique ethnic culture has created a strong attraction for inbound foreign tourists.Therefore,it is of great significance to study the influence of cultural distance on China’s tourism service trade export.Using qualitative analysis method and comparative analysis method,this paper describes the general situation of China’s tourism service trade export development from three aspects of export scale,tourist source market and new development situation by using relatively new data.Based on the panel data of China’s inbound tourism from 2005 to 2019,hofstede’s cultural dimension theory is used to calculate the variable of cultural distance with time,and the tourism trade gravity model including the variable of cultural distance is established to empirically test the influence of cultural distance on China’s tourism service trade export.The results are as follows:(1)Cultural distance has a significant hindering effect on the export of China’s tourism service trade,and the influence of each sub-dimension cultural distance on the export of China’s tourism service trade is inconsistent,power distance,individualism/collectivism and indulgence/restraint dimensions are significantly positively correlated with China’s tourism service trade export,while uncertainty avoidance and long-term/short-term orientation dimensions are significantly negatively correlated with China’s tourism service trade export;(2)Further considering whether there are differences in the impact of cultural distance on China’s tourism service trade export under different constraints,it is found that when the security index of the source country is smaller than that of China,the negative impact of cultural distance on China’s tourism service trade export is greater,and conversely,the negative impact of cultural distance on China’s tourism service trade export is weakened;The short geographical distance positively moderates the negative impact of cultural distance on the export of tourism service trade,while the long geographical distance negatively moderates the negative impact of cultural distance on the export of tourism service trade.In order to accelerate the transformation and development of China’s tourism service trade export,we should pay attention to the influence of cultural distance,prevent and defuse tourism risks,and adjust the attenuation effect of geographical distance.