Abstract
We aim to uncover factors affecting tourists’ intention to visit Wuyi Mountain as a tea culture tourism destination. This study utilized a questionnaire survey method to collect 403 Generation Z tourists from Beijing, Shanghai, and Shenzhen. Furthermore, this research conducts a structural equation model to process the data. The results indicate (1) Cultural identity has a direct positive impact on behavioral intentions, indicating that the stronger the sense of cultural identity, the stronger the tourists' behavioral intentions; (2) Attitude, subjective norms, and perceived behavioral control also have direct positive impacts on the behavioral intentions of Generation Z tourists, suggesting that these factors play essential roles in the formation of behavioral intentions; (3) Cultural identity indirectly influences behavioral intentions through attitude, subjective norms, and perceived behavioral control, with these factors serving as significant mediators between cultural identity and behavioral intentions.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call