Research On The Impact Of Non-Economic Distance On China’s Inbound Tourism

In the context of global integration,economic and trade cooperation and cultural exchanges between countries around the world are becoming increasingly close.As a social activity of economic cooperation and cultural exchange with personnel flow as the carrier,tourism can effectively promote regional economic and trade cooperation,cultural exchange and political stability.As one of the main destination countries of international tourism,China is also actively using various means such as economic and trade cooperation,the "Belt and Road" initiative and the concept of "a community with a shared future for mankind" to promote the sustainable development of China’s international tourism market.However,due to the influence of factors such as the game between major powers and trade protectionism,the effect of continuing to promote the development of international tourism through economic and trade cooperation is not significant.Therefore,from the perspective of the difference between the source country and the destination country,the use of cultural,political and other non-economic means is of great significance to the sustainable development of China’s inbound tourism market.Reviewing the previous literature,scholars have mainly analyzed international tourism based on economic factors such as prices,GDP and exchange rates,and lacked research on non-economic factors such as culture,politics,geography,and climate.Especially from the perspective of differences between the source country and the destination country,the research on the impact of non-economic distances such as cultural distance,formal institutional distance and geographic distance on inbound tourism is relatively insufficient.On the one hand,in empirical research,the concept,selection of indicators and measurement methods of non-economic distance such as cultural distance,formal institutional distance and geographic distance are still in the exploratory stage.At the same time,based on the limitations of different theories and data,the impact of cultural distance,formal institutional distance and other non-economic distances on inbound tourism is still controversial.Finally,the differences in bilateral cultural distances and formal institutional distances often cannot be improved.How to use the differences in bilateral non-economic distances to formulate practical and effective policies and suggestions is also the focus of scholars.Based on this,this paper sorts out the related research and theories on the concepts of cultural distance,formal institutional distance and geographic distance,and takes China’s main inbound tourist source countries from 2004 to 2018 as an example,using the dynamic expansion gravity model to construct cultural distance,formal institutions The impact model of non-economic distance and inbound tourism,such as distance and economic distance,and an empirical analysis are carried out.The results show that:(1)Cultural distance has a positive promoting effect on China’s inbound tourism;(2)Formal institutional distance has a significant inhibitory effect on China’s inbound tourism;(3)Geographical distance has a significant negative effect on China’s inbound tourism(4)The first-order lag term of Chinese inbound visits has a positive and positive impact on the number of Chinese inbound visits.Based on this,this study proposes:(1)an international marketing strategy based on cultural differentiation;(2)building a tourism destination with traditional culture as the core;(3)strengthening the publicity of China’s international tourism image;(4)building a long-term perspective Recommendations for international travel destinations.