Social network relations and household tourism consumption: an example from China

As countries' economies gradually recovered from the impact of COVID-19, the structure of consumption underwent significant changes. Household consumption has emerged as a crucial driving force for sustaining economic growth. Social network relationships, an integral component of social capital, exert a profound influence on household economic behaviour. This study examines the impact and mechanisms of social network relationships on household tourism consumption based on regression models, utilising data from the China Household Finance Survey (CHFS) collected over five periods between 2011 and 2021. The study shows that: close social network connections exert a significant and positive impact on household tourism consumption, as evidenced by endogeneity and robustness tests. This favourable influence operates through three mechanisms: facilitating diversification of spending channels, enhancing household employment, and mitigating financial constraints. The analysis of heterogeneity reveals that social network connections have the most pronounced impact on tourism consumption for low-income families, households with stable employment, and young families. This study delves into the influence of social network connections on the tourism economy from a micro perspective, offering evidence to unlock the potential for stimulating tourism consumption and shaping and enhancing policies related to tourism expenditure.