Does Tourist–Host Social Contact Reduce Perceived Cultural Distance?

Daisy X.F. Fan, Hanqin Qiu Zhang, Carson L. Jenkins, Ming Chu Lin

Research output: Journal article publicationJournal articleAcademic researchpeer-review

53 Citations (Scopus)


Tourist–host social contact significantly influences the perceptions of tourists and deserves more attention from scholars in the field of tourism research. However, studies on the relationship between these two constructs are limited. To address this research gap, the present study develops and validates instruments for measuring social contact and perceived cultural distance in the context of tourism, explores the effects of social contact on perceived cultural distance, and provides implications for tourism stakeholders, including governments, tourism operators, and local communities. A survey was conducted among Hong Kong tourists traveling to Mainland China. The study had two significant findings: (1) the quality of contact negatively influences tourists’ perceived cultural distance and (2) in terms of the quantity of contact, social-oriented contacts negatively influence perceived cultural distance, whereas service-oriented contacts positively affect perceived cultural distance. Implications were provided to contribute to theoretical and empirical realms, and to guide policy formulation.
Original languageEnglish
Pages (from-to)998-1010
Number of pages13
JournalJournal of Travel Research
Issue number8
Publication statusPublished - 1 Nov 2017


  • perceived cultural distance
  • policy issues
  • quality of social contact
  • quantity of social contact
  • tourist–host contact

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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