Impacts of advisory perception and cultural distance on travel intention: evidence from China

Purpose This study aims to investigate the impact of travel advisory perception and cultural distance on travel intention based on the push and pull theory, the stimulus–organism–response model and protection motivation theory. Design/methodology/approach The paper conducts an empirical test with a questionnaire survey. The authors asked respondents to answer questions on a five-point Likert-type scale, which included threat severity, threat susceptibility, advisory perception, perceived cultural distance, travel motivation and travel intention. Findings In this paper, through a questionnaire of 424 respondents, the authors found that threat severity has a positive impact on advisory perception and perceived cultural distance, and that advisory perception indirectly affect travel intention through travel motivation. Originality/value Previous literature has discussed the influencing factors of travel intention but rarely does it consider the intrinsic relationship and interaction between advisory perception and cultural distance. The results of this study help fill some gaps in the research on advisory perception and perceived cultural distance, guide governments on how to better formulate travel advisories and provide a new perspective for tourism industry practitioners to improve their travel products after the COVID-19 pandemic especially.