ABSTRACT With various travel purposes, cultural tourism has gained attention from academia and practice and has been reaffirmed by the UNWTO of the main part of accounting for over 39% of worldwide tourism arrivals. To address these critical issues, this study used 459 tourists who have experienced cultural tourism to investigate the relationships between cultural values, perceived values and culture shock. The results show the mediation roles of perceived values that link the relationship between cultural values and culture shock. The mutual relationship among subdimensions of perceived values (e.g., functional, social, emotional and epistemic values) are inspected. Additionally, the moderating roles of word of mouth (WOM) are conducted in the culture shock estimation process. The alternative models of the second factor transformed first order provide theoretical and managerial implications for tourism and hospitality studies.
Liu et al. (Sun,) studied this question.