Skip navigation

Cultural proximity, destination familiarity and tourists’ sense of away-from-home (SAFH)

Cultural proximity, destination familiarity and tourists’ sense of away-from-home (SAFH)

Guan, Jingjing, Chan, Jin ORCID: 0000-0002-6275-9763, Bi, Jiaping and Qi, Xiaoguang (2022) Cultural proximity, destination familiarity and tourists’ sense of away-from-home (SAFH). Journal of Destination Marketing and Management, 23:100670. pp. 1-12. ISSN 2212-571X (Print), 2212-571X (Online) (doi:

PDF (Author's published manuscript)
34473_CHAN_cultural_proximity.pdf - Published Version
Available under License Creative Commons Attribution.

Download (1MB) | Preview


Travel is about leaving home. Immersing in a non-daily environment spontaneously gives people a sense of away-from-home (SAFH) - a concept natively related to travel, but rarely discussed in prior studies. This study proposes this novel concept of SAFH building on the dualistic context of home and away to describe the emotive states people develop at a tourist destination, relative to their home environment. The components of SAFH, and the influences of cultural proximity, destination familiarity, and geographic distance on these senses, are investigated. A set of data (498 samples) was collected from domestic tourists from other regions of China visiting the city of Hangzhou. The findings indicate that tourists' SAFH comprises of five senses: Novelty, uncomfortableness, insecurity, situational uncontrollability, and emotional isolation. Tourists’ destination familiarity significantly influences their SAFH. The direct and indirect impacts of cultural proximity on the SAFH mainly exist in the long-haul travelling group. In conclusion, when travelling in a particular destination, tourists generate a sense of away-from-home which varies due to their different origins and familiarities with the destination.

Item Type: Article
Uncontrolled Keywords: destination familiarity, cultural proximity, sense of away-from-home, destination perception
Subjects: B Philosophy. Psychology. Religion > BF Psychology
G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Systems Management & Strategy
Faculty of Business > Networks and Urban Systems Centre (NUSC)
Related URLs:
Last Modified: 28 Nov 2022 01:38

Actions (login required)

View Item View Item


Downloads per month over past year

View more statistics