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학술대회자료

The Interaction Effects of Cultural Similarity on Chinese Customers’ Destination Choice Intention of the Outbound Market

This research investigates how factors of cultural similarity along with other factors influence the Chinese customers to select a destination country for medical services abroad. We used the sample of 881 potential customers from the more economically developed regions in China. Regression analysis is used to confirm the relationships in the research model. The result shows that cultural similarity plays an important moderating role in choosing a destination country. For instance, power distance and masculinity interact with the characteristics of service quality and reputation to influence customer’s selection of destination country. Individualism, powder distance and masculinity play moderating roles when social environment affects the destination choice intention. Especially, all the elements of cultural similarity moderate the relationships between travel cost and destination choice intention. The study enables managers to develop the more effective marketing strategies reflecting the effects of cultural similarity and the factors associated with customers’ destination intention.

Abstract

1. Introduction

References

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