Songshan (Sam) Huang
International Journal of Tourism Research
School of Business and Law
Funders listed at:
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.