This study focuses on empirically Analysis the causality between cultural distance and tourism the demand of tourist to Korea. To achieve the purpose of this study, It was measured the cultural distance between Korea, belonging to the Confucian Asia c...
This study focuses on empirically Analysis the causality between cultural distance and tourism the demand of tourist to Korea. To achieve the purpose of this study, It was measured the cultural distance between Korea, belonging to the Confucian Asia cultural cluster, and countries belonging to the Southern Asia cultural cluster, based on the nine cultural dimensions of the GLOBE Project, and empirically analyzed the causal relationship between cultural distance and inbound tourism demand on Korea. In this study, the impact of cultural distance on inbound tourism demand was estimated using two research models: multiple regression and gravity models. Both models confirmed the significance of the entire regression equation and the reliability of the estimated regression coefficients. In the explanatory power of the research model, the gravity model was found to be higher than the multiple regression model.
Comparing the GLOBE nine cultural dimensions practice Score between Korea and Southern Asia cultural cluster, it was found that Korea had relatively high scores in power distance, institutional collectivism, and in-group collectivism. On the other hand, societies belonging to the Southern Asia cultural cluster reflected high cultural practice scores in in-group collectivism, power distance, and human orientation dimensions.
The results of measuring cultural distance using the KSI method showed that Korean culture was the closest to Indonesian culture. Furthermore, the cultural distance between Korea and Southern Asia cultural cluster countries was found to have a positive impact on inbound tourism demand. It can be inferred that for Southern Asia cultural cluster tourists visiting Korea, cultural distance is a positive factor that enhances the tourism experience.