The Impact of Ethnocentrism and Cultural Values on Domestic Tourism

While domestic tourism significantly outpaces international tourism, a notable research scarcity is dedicated to understanding local travel behaviors. This study addresses this gap by proposing and empirically testing a novel conceptual model that integrates the Theory of Planned Behavior (TPB), Hofstede’s cultural dimensions theory, and tourism ethnocentrism to assess the willingness of individuals to visit local destinations. Data collected from an online survey of 641 respondents indicate that tourism ethnocentrism positively influences attitude and willingness to visit local destinations. Additionally, attitude, subjective norms, and perceived behavioral control were found to positively affect the willingness to visit local destinations, which, in turn, positively influenced local travel behavior. Interestingly, the study also revealed that uncertainty avoidance amplified, while individualism attenuated, the relationship between TPB and tourism ethnocentrism. These findings offer insights for policymakers and local governments, businesses in the tourism industry, local communities, and residents. It also assists in achieving the United Nations Sustainable Development Goals, specifically SDG 8: Decent Work and Economic Growth, SDG 10: Reduced Inequalities, SDG 11: Sustainable Cities and Communities, and SDG Responsible Consumption and Production.