Effect of cultural distance on tourism: A study of pleasure visitors in Hong Kong

Jianwei Qian, Chun Hung Roberts Law, Jiewen Wei

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


This article investigates the effect of cultural distance on pleasure visitors, mainly vacation overnight visitors, in Hong Kong. Secondary data on 10 source markets are extracted from the annual report of visitor profile 2014 published by Hong Kong Tourism Board (HKTB). The data are compared to recognize the influence cultural distance can have on visitor profiles and trip characteristics, including travel patterns, expenditure, and satisfaction levels. Deteriorating effects ascribed to cultural distance are clearly observed in the following three important aspects: repeated visit, length of stay, and expenditure; however, these effects do not extend to all aspects. Therefore, cultural distance may be used to complement physical distance in order to explain the tourist flow, and it should be further studied.
Original languageEnglish
Pages (from-to)269-284
Number of pages16
JournalJournal of Quality Assurance in Hospitality and Tourism
Issue number2
Publication statusPublished - 3 Apr 2018


  • cultural distance decay
  • destination marketing
  • Hong Kong
  • Pleasure visitor
  • tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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