PERCEPTIONS ABOUT CULTURAL DIFFERENCES AND RISK: THE CASE OF CHINESE TOURISM IN LATIN AMERICA

Abstract

Drawing 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.