Purpose/SignificanceCultural distance has double effect on service trade.This paper examines the impact of cultural distance between countries on foreign tourism in China and provides basis and guidance for marketing and supply-side reform of China's inbound tourism.

Method/ProcessBased on the extended gravity model and the panel data of 19 major source countries from 2001 to 2015, this paper examines the impact of cultural distance between countries on foreign tourism in China under the conditions of sample size, gender and travel motivation.

Result/ConclusionThe results show that1) On the whole, cultural distance has threshold effect on foreign tourismin China. When cultural distance is small, it has a positive effect on foreign tourismin China, but with the increase of cultural distance, the effect turns negative.2) Distinguishing foreign tourists' genders, the study finds that cultural distance has threshold effect on both male and female foreign tourists.3) In terms of tour motivations, it finds that cultural distance has threshold effect on foreign touristsin China who come only for sightseeing and leisure, but inhibiting effect on foreign touristsin China who come for business conference, relatives and friends gathering, and migrant work. On the basis of the above research, this paper tries to put forward some suggestions for the sustainable and healthy development of inbound tourism in China.