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The Role of Social Contact between Perceived Cultural Distance and Travel Attitude.

Fan, X., 2019. The Role of Social Contact between Perceived Cultural Distance and Travel Attitude. In: Travel and Tourism Research Association 2019 European Chapter Conference, 8-10 April 2019, Bournemouth, UK.

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Abstract

The ambiguous effect of cultural distance on travel attitude and tourist behaviours has long been debated, and the implications are vital to the success of achieving a sustainable tourist-host relationship. The current study, by introducing a multi-dimensional perspective of the social contact, explored both the direct and indirect effects of perceived cultural distance on travel attitude. The mediating role of tourist-host social contact was also confirmed. The study found that the relationship between perceived cultural distance and travel attitude is “contact elastic”. Results could offer empirical supports to the co-existence of the paradoxical effects of cultural distance on travel attitude. Implications were also provided to policy-makers, practitioners, and local communities regarding achieving a sustainable tourist-host bond. Keywords: consumer behaviour, social contact, perceived cultural distance, travel attitude, tourist-host relationship, social sustainability

Item Type:Conference or Workshop Item (Paper)
Group:Faculty of Management
ID Code:32151
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:10 Apr 2019 09:15
Last Modified:14 May 2019 10:00

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