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The ambiguous effect of cultural distance on travel attitude and tourist behaviours has long been debated, but its implications are vital to the success of achieving a sustainable tourist-host relationship. The study explored the direct and indirect effects of perceived cultural distance on travel attitude by adopting a mixed-methods approach and introducing a multi-dimensional perspective regarding the tourists’ social contact with the local. The mediating role of tourist-host social contact was also confirmed. The study found that the relationship between perceived cultural distance and travel attitude is “contact elastic”. Results empirically support the co-existence of the paradoxical effects of cultural distance on travel attitude. Implications are provided to policy-makers, practitioners and local communities regarding achieving a sustainable tourist-host bond.

Towards a better tourist-host relationship: the role of social contact between tourists’ perceived cultural distance and travel attitude