Evaluating International Tourists’ Perceptions on Cultural Distance and Recreation Demand

Chun-Hung Lee, Han-Shen Chen, Gwo-Bao Liou, Bi-Kun Tsai and Chi-Ming Hsieh
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Chun-Hung Lee: Department of Natural Resources and Environmental Studies, National Dong Hwa University, No. 1, Sec. 2, Da Hsueh Rd, Hualien 97401, Taiwan
Han-Shen Chen: Department of Health Diet and Industry Management, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
Gwo-Bao Liou: School of Liberal Education, Shin Chien University Kaoshiung Campus, No. 200, University Rd., Neiman Dist., Kaoshiung City 845, Taiwan
Bi-Kun Tsai: Graduate Institute of Bio-Industry Management, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 40227, Taiwan
Chi-Ming Hsieh: International Bachelor Program of Agribusiness, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 40227, Taiwan

Sustainability, 2018, vol. 10, issue 12, 1-14

Abstract: This study employed the travel cost method (TCM) to establish the on-site Poisson model to measure differences in the recreation benefits of Chinese inbound tourists based on the identified cultural distance clusters. Four clusters among the extracted factors of delineated perceptions on cultural distance were identified through the cluster analysis. This study finds that: (1) among four identified cognitive factors of the cultural distance, “social environment” and “personal relationship” were found to be more important than “living arrangement” and “verbal communication” factors; (2) the four cultural distance clusters differ significantly in terms of perceptions on the cultural distance; (3) the economic benefits of culture and heritage tourism ranged between US$4733 to US$6740 for average annual Chinese visitor numbers to Taiwan; (4) the “similar living habits” cluster had higher recreation benefits than the other three cultural distance clusters. The government and travel industries should pay attention to target segments in order to enhance the cultural heritage experience, by delivering an appropriate quality of service to match visitors’ needs and living habits, which in turn, impacts their revisit intent.

Keywords: cultural distance; travel cost; recreational demand; inbound tourist (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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