Abstract
Lijiang ancient city is an example of an emergent heritage tourism site aimed at both domestic and international tourism in China. The domestic tourism industry is generally flourishing, although it has been overshadowed to some extent by the international sector. In order to maintain heritage sites, large scale redevelopments to build large hotels are being avoided and, instead, local facilities are being promoted in the form of bed and breakfast (B&B) establishments. It is not clear whether tourist behavioral intention in this emergent sector will be the same as found elsewhere and so a program of quantitative research was established to examine the ways in which tourists behave and form and enact their intentions. A total of 400 questionnaires was completed and subsequently analysed through various statistical techniques. Research hypotheses linking conventional forms of behaviour to tourist behaviour in this respect were accepted and it was concluded that similar marketing techniques that have been proved to be successful elsewhere would also be successful in the case of this sector.
Highlights
While the development of Chinese tourism has become most noticeable in its international context, it has become a notable phenomenon in the domestic context
H1d: There is a significant relationship between emotional value (EMV) with customer satisfaction (CUS)
H2d: There is a significant relationship between emotional value (EMV) with behavioral intention (BEI)
Summary
While the development of Chinese tourism has become most noticeable in its international context, it has become a notable phenomenon in the domestic context. In 2019, Chinese made 155 million outbound trips and 6.06 billion domestic trips, an increase of 8.4% over 2018 (China Industry Information Network, 2020). These increases result from not just increased incomes and stan-. During the 2019 National Day holiday period, for example, some 732 million domestic trips were held, with 79.8% of tourists participating in Red Tourism activities (i.e. commemorating the founding of the People’s Republic of China), 66.4% visiting culture and history-themed sites and 45.0% participating in night-time activities (China Daily, 2019). Most trips are being made to the large and most developed Chinese cities of Shanghai, Beijing, Guangzhou and Shenzhen, followed by more picturesque destinations in Hainan Island and Yunnan and Sichuan provinces and the mountains of north-east China (Sampson, 2018)
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