Understanding international tourists: A cultural intelligence perspective

Using Chinese tourists as research objects this paper investigates how the ability of an individual to adapt to a certain culture might has influence on his or her revisit intention and willingness to introduce the destination to others. This paper introduces cultural intelligence to the tourism research and proposes a strong positive relationship between cultural intelligence, tourists’ revisit intention and electronic word-of-mouth, and regards tourists’ enjoyment and satisfaction as intermediates of such relationship. Moreover, this paper also proposes that tourists’ perceived peer influence has a moderating effect on tourists’ positive emotion and post consumption evaluation. To understand such relationships precisely this paper employs online survey for data collection and structural equation modelling for data analysis technique. The research outcome would make contribution on both the application of cultural intelligence theory and destination marketing and management.