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In pursuit of happiness: Impact of the happiness level of a destination country on Chinese tourists' outbound travel choices
Author(s) -
Huang Ziyao,
Huang Sam,
Yang Yang,
Tang Ziyan,
Yang Yutao,
Zhou Yijun
Publication year - 2020
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2421
Subject(s) - happiness , tourism , moderation , panel data , business , advertising , marketing , psychology , economics , geography , social psychology , econometrics , archaeology
This study examines the impact of the national happiness level of a country on Chinese tourists' travel choices using panel data of 113 countries from 2012 to 2017, controlling for other factors that contribute to Chinese outbound tourism. The results show that the happiness level of a destination country is positively and significantly associated with Chinese tourist arrivals in that country. Examination of the moderation effect reveals cultural distance plays an important role in the impact a destination's happiness level has on Chinese outbound tourism. The influence of a destination's happiness level decreases when the cultural distance increases.