Browsing by Subject "Outbound tourism"
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- PublicationOpen AccessPercepciones sobre diferencias culturales y riesgo: el caso del turismo chino en América Latina(Universidad de Murcia. Servicio de publicaciones, 2024) Peng, Jianrong; Quer, DiegoDrawing 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