PERCEPCIONES SOBRE DIFERENCIAS CULTURALES Y RIESGO: EL CASO DEL TURISMO CHINO EN AMÉRICA LATINA
Resumen
Desde un enfoque cultural, este artículo analiza la relación entre las diferencias culturales, el riesgo percibido y el comportamiento de los turistas chinos en América Latina. Los resultados de una investigación de métodos mixtos sugieren que los turistas chinos perciben América Latina como un destino con muchas diferencias culturales lo cual tiene un impacto positivo en su intención de viaje. Además, el dominio del idioma del destino y la experiencia previa en viajes internacionales tienen una influencia positiva en la intención de viaje y un impacto negativo en el riesgo cultural percibido.
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