A Study on the Dual Impact of Language Distance and Visa Policy Convenience on China’s Tourism Service Trade

초록

Purpose – This study investigates the dual impact of cultural and institutional distance, specifically, language distance and visa policy convenience, on China’s inbound tourism service trade. It further examines how the Belt and Road Initiative (BRI) moderates these effects. Design/Methodology/Approach – Drawing on panel data from 2006 to 2019 covering 17 countries, the research employs a fixed-effects regression model to analyze the relationships among language distance, visa policy, and inbound tourism trade. The study includes interaction terms to assess the moderating role of the BRI, and conducts robustness tests to validate the empirical results. Findings – The findings indicate that greater language distance significantly reduces inbound tourism trade, while improved visa policy convenience enhances it. More importantly, the BRI is shown to weaken the negative impact of language distance and amplify the positive effect of visa policy convenience. These results underscore the importance of both cultural and institutional factors in shaping tourism trade patterns. Research Implications – This study provides practical implications for policymakers aiming to boost the tourism service trade. Reducing language-related barriers and enhancing visa convenience are vital strategies, especially under international cooperation frameworks like the BRI. The research contributes to a deeper understanding of how cultural and institutional distance jointly influence global service flows, offering guidance for more inclusive and effective tourism policies.

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