Tang poetry and tourism: Cultural effects after 1000 years

It is impossible to overstate the importance of culture and literature in tourism. Most studies have relied on qualitative evidence to the exclusion of precise secondary data to show a direct link between literature and tourism. Using a novel and unique index of Tang poems ranks as a proxy for cultural status and heritage accumulation to quantify the effects of Tang poetry on the expansion of domestic and international tourism, this research adds significantly to the body of knowledge on literary tourism. Based on ordinary least squares and bias-corrected propensity score matching regression analysis, the top 100 Tang poetry rankings are favorably associated with domestic tourist growth but not with international tourism expansion. These findings are crucial for the development of literary tourism.