PERCEPTIONS ABOUT CULTURAL DIFFERENCES AND RISK: THE CASE OF CHINESE TOURISM IN LATIN AMERICA

Authors

DOI: https://doi.org/10.6018/turismo.639121
Keywords: Outbound tourism; China; Latin America; cultural differences; perceived risk

Abstract

Drawing on a cultural perspective, this article analyzes the relationship between cultural differences, perceived risk, and the behavior of Chinese tourists in Latin America. The results from a mixed-method research design suggest that Chinese tourists perceive Latin America as a destination with many cultural differences from China, which has a positive impact on their travel intention. Besides, proficiency in the language of the destination and previous international travel experience have a positive influence on travel intention and a negative impact on the level of perceived cultural risk.

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Published
20-12-2024
How to Cite
Peng, J., & Quer, D. (2024). PERCEPTIONS ABOUT CULTURAL DIFFERENCES AND RISK: THE CASE OF CHINESE TOURISM IN LATIN AMERICA. Cuadernos de Turismo, (54), 1–29. https://doi.org/10.6018/turismo.639121
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No. 54 (2024): Julio - Diciembre
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