Cultural Exchange and Transmission of Values in Tourism: A Study of Opportunities and Challenges in the Context of Globalization

This paper, drawing from the definitions of globalization, tourism cultural exchange, and tourism value dissemination, formulates a set of 15 observational variables. Using mathematical and statistical methods, the author constructs a structural equation model that includes the concept of globalization as the exogenous latent variable and cultural exchange and value dissemination as the endogenous latent variables. After estimating the model using the partial least squares method, the author combines relevant data to conduct an empirical analysis of the model. The analysis reveals that the modified fitting parameters, based on partial least squares, have values of GFI = 0.933, CFI = 0.931, TLI = 0.927, RMSEA = 0.046, PGFI = 0.667, and PNFI = 0.758, indicating a relatively satisfactory fit for the modified model. There is a strong positive relationship between the three paths: the globalization idea → cultural exchange (0.428, 0.005), the globalization idea → values dissemination (0.579, 0.048), and the cultural exchange → expression of values dissemination (0.587, 0.019). The mediating effect of cultural exchange is responsible for 28.35% of the relationship, while the direct effect of cultural exchange is responsible for 71.65%. This means that cultural exchange plays a significant positive role in the partially mediating role between globalization ideas and values dissemination.