Abstract
Tourists’ revisit intention is of great significance to the sustainable development of Chinese tourism characteristic towns. This study took Gankeng Hakka Town which is a typical Chinese tourism characteristic town as an example, using confirmatory factor analysis (CFA) method of Structural Equation Modeling (SEM) to build a structural equation model regarding tourists’ revisit intention. This model included ten paths and four variables which were tourist satisfaction, tourist motivation, tourists’ perceived value and tourists’ revisit intention. Through CFA, this paper found out the dimensions of the three variables (tourist satisfaction, tourist motivation, tourists’ perceived value), also tested the reliability and validity of the measurement items. Through SEM, CMIN/DF, RMR, RMSEA, GFI, AGFI, NFI, RFI, IFI, TLI, CFI, PGFI, PCFI and PNFI were selected to evaluate the degree of finesse between the model and the data. The results indicate that the tourist satisfaction has a direct and significant effect on the tourists’ revisit intention; tourist motivation and tourists’ perceived value have no direct influence on tourists’ revisiting intention, but they can influence the revisiting intention through the influence of tourist satisfaction. Therefore, tourist satisfaction has a mediating effect in the mechanism of the entire model. Among them, the factors of “Increase Knowledge”, “Rich Atmosphere” and “Satisfactory Landscape” have great influence on tourists’ revisit intention. It is suggested that the construction of Chinese tourism characteristic towns should focus on the development of scenic cultural atmosphere and park landscape in the future.
Highlights
China’s urbanization process has accelerated markedly since the reform and opening up, and urbanization research has gradually deepened
Through confirmatory factor analysis (CFA), this paper found out the dimensions of the three variables, tested the reliability and validity of the measurement items
The results indicate that the tourist satisfaction has a direct and significant effect on the tourists’ revisit intention; tourist motivation and tourists’ perceived value have no direct influence on tourists’ revisiting intention, but they can influence the revisiting intention through the influence of tourist satisfaction
Summary
China’s urbanization process has accelerated markedly since the reform and opening up, and urbanization research has gradually deepened. The research results of small town construction, urbanization development policy, road selection and dynamic mechanism have emerged. Premier Li Keqiang pointed out at the 2013 Central Urbanization Work Conference that urbanization is the inevitable process of modernization. Promoting the urbanization process is of great significance for solving three rural issues, promoting regional coordinated development, expanding domestic demand and promoting industrial upgrading, building a well-off society in an all-round way, and accelerating socialist modernization. China’s research on urbanization began to flourish. The research on the combination of new urbanization and tourism industry has steadily increased since 2013
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