“…Since cultural distance may increase the level of uncertainty and risk faced by tourists in a foreign country, cultural similarity, on the other hand, can indicate the degree of comfort and familiarity tourists may experience (Liu, 2014). In this regard, tourists are more likely to select culturally similar countries as destinations, according to some studies (Mancini-Cross et al, 2009;Lo et al, 2011;Garamvölgyi & Rudnák, 2016;Douglas et al, 2023). Due to this, it is assumed that "Lack of cross-cultural risk control" might negatively affect "Traveller's risk tolerance".…”