Perceived cultural distance and international destination choice: The role of destination familiarity, geographic distance, and cultural motivation

Cultural distance is a key factor in international tourism. This study aims to use the perceptual measure of cultural distance to investigate: (1) the impact of destination familiarity and geographic distance on perceived cultural distance (PCD); and (2) the moderating effect of cultural motivation on PCD and Chinese potential outbound tourists' international destination choices. Findings reveal that while destination familiarity and geographic distance are important antecedents of PCD, PCD has no significant impact on international destination choice. When moderated by cultural motivation, however, PCD exerts a positive impact on destination choice for respondents with a higher level of cultural motivation and a negative impact on those with a lower level of cultural motivation. In closing, theoretical and practical implications are discussed.