A Study On The Impact Of Language Distance On Inbound Tourism In China Under RCEP Framework

The quality development of inbound tourism is crucial to promoting the construction of a strong national tourism state.In recent years,with increasing attention to informal institutions such as language and culture,research examining the factors influencing inbound tourism has shifted from exploring explicit factors to deeper exploration of implicit factors.With the rise of language industry economics in China,coupled with the introduction of relevant national language industry planning policies,exploring the impact of implicit language factors on tourism flows provides a reference for deepening Chinese cultural and tourism enterprises’ understanding of the language,culture and institutions of source countries,reducing the cost of language communication resistance,transforming and shaping the attractiveness of inbound tourism to China,as well as enhancing the international status of the Chinese language,promoting the culture between countries within the framework of regional economic and trade cooperation,and helping to build a strong tourism nation.It is also important to enhance the international status of the Chinese language,promote mutual trust between countries in the framework of regional economic and trade cooperation,and help the construction of a strong tourism country.Especially for China’s highly dependent source country markets,it is very necessary to further refine the study of hidden influencing factors in order to better improve the quality of the country’s inbound tourism services and shape a stronger tourism attractiveness.The Regional Comprehensive Economic Partnership Agreement(RCEP),as a representative of high-level mutual cooperation between regional countries,brings new opportunities to explore the impact of language differences on China’s highly dependent source-country markets for tourism to China,and to contribute to the quality development of China’s inbound tourism.At the same time,on the basis of ASEAN’s extensive cultural and tourism cooperation,RCEP cooperation will also unleash greater and deeper potential for cultural and tourism cooperation,which makes it all the more necessary to further explore the hidden resistance factors and explore the shaping of new tourism attractions.In view of this,this paper takes RCEP source countries as a research sample,firstly,systematically compares the literature related to language distance and inbound tourism,and focuses on the current situation of tourism to China in RCEP source countries based on the analysis of the current situation of inbound tourism in China;secondly,combining tourism and language economics research,and supported by transaction cost theory,tourism attractiveness theory and new institutional economics theory,based on the three major intrinsic language Based on this,we further analyse the internal channels through which language distance affects Chinese inbound tourism and the external language regulation effect,and put forward the hypothesis of this paper.Finally,an extended tourism attraction model is constructed and the PPML estimation method is applied to investigate the impact of language distance on China’s inbound tourism,and the role of bilateral national trust levels and language communication in the development of China’s inbound tourism is further explored.The empirical results show that:(1)language distance brings about greater transaction costs due to the instrumental attributes of language,increasing the resistance to tourism in China from RCEP source countries;(2)language distance affects the flow of tourism to China from RCEP source countries by its instrumental,cultural and institutional attributes,which are jointly determined by the requirement for the continuous weakening of the instrumental attributes to reduce the cost of tourism for tourists from source countries while continuously strengthening the cultural and institutional attributes of language(3)Language distance has a significant negative impact on the level of trust in the 14 RCEP source countries,and when the instrumental attribute of language distance is continuously weakened,it can increase the level of trust of tourists and thus promote tourism to China from RCEP source countries.(4)Although both English language communication and Chinese language communication can reduce the negative impact of language distance on RCEP source countries’ tourism to China due to their instrumental properties,the spillover effect of Confucius Institutes on the growth of Chinese language communication on tourism to China is limited,and the use of English language is more effective in reducing the negative impact of language distance.Based on the above empirical results,this paper proposes recommendations for improving tourism in China from RCEP source countries in terms of language attributes,language mechanisms and language transmission channels,in order to provide a practical basis and theoretical support for the recovery and high-quality development of China’s inbound tourism in the post-epidemic era,and to better serve the promotion of cultural tourism cooperation among RCEP countries.