Perceptions Of Tourism Research Articles

Kontribusi Objek Wisata Pantai Sujono Terhadap Pendapatan Masyarakat Dan Pendapatan Asli Daerah (PAD), Di Desa Lalang, Kecamatan Medang Deras, Kabupaten Batu Bara

This study aims to determine: Physical conditions, visitor perceptions, the contribution of the Sujono Beach tourist attraction to community income and local revenue (PAD). This research was conducted in Lalang Village with a population as well as samples from a number of 35 families (Heads of Families), 1 government agency namely the Department of Youth, Sports and Tourism of Batu Bara Regency (Dispora), and 10 visitors (tourists). In this way, the total sample obtained is 46 samples by means of Total Sampling. Data collection techniques used in this study were observation, interviews, questionnaires, and documentation with qualitative descriptive analysis. The results of the research show that: (1) The physical condition consists of several types of pine trees; ketapang tree; Palm tree; Mango tree. (2) Tourist perceptions of tourist objects from all the facilities provided are classified as unfavorable/unsatisfied, in terms of accessibility conditions, physical conditions, cleanliness conditions and conditions in use at the Sujono Beach tourist attraction. (3) The contribution of the Sujono Beach tourist attraction to community income is 78.65%. This can be related to the 2019 Batu Bara Regency UMK (Rp. 3,191,570), so (78.65%) the community's needs have not met their daily needs and are below the UMK. (4) The contribution generated by Regional Original Revenue (PAD) can be seen from 2015 contributing 6.06% and is increasingly decreasing.

Topics and destinations in comments on YouTube tourism videos during the Covid-19 pandemic.

This study examines the comments posted on tourism-related YouTube videos during the Covid-19 pandemic to establish sustainable development strategies in destinations. Its objectives were: (i) to identify the topics of discussion, (ii) to establish the perceptions of tourism in a pandemic crisis, and (iii) to identify the destinations mentioned. The data was collected between January and May 2020. 39,225 comments were extracted in different languages and globally through the YouTube API. The data processing was carried out using the word association technique. The results show that the most discussed topics were: "people," "country," "tourist," "place," "tourism," "see," "visit," "travel," "covid-19," "life," and "live," which are the focus of the comments made on the perceptions found and represent the attraction factors shown by the videos and the emotions perceived in the comments. The findings show that users' perceptions are related to risks since the "Covid-19" pandemic is associated with the impact on tourism, people, destinations, and affected countries. The destinations in the comments were: India, Nepal, China, Kerala, France, Thailand, and Europe. The research has theoretical implications concerning tourists' perceptions of destinations since new perceptions associated with destinations during the pandemic are shown. Such concerns involve tourist safety and work at the destinations. This research has practical implications since, during the pandemic, companies can develop prevention plans. Also, governments could implement sustainable development plans that contain measures so that tourists can make their trips during a pandemic.

Wine Tourism in China: Resource Development and Tourist Perception

With the rise of wine consumption in China, wine tourism is becoming increasingly popular. Research shows that wine resource development is profoundly impacted by tourist perception and satisfaction. To precisely understand the process and mechanism of tourists' attitudes and preferences toward wine tourism resources in China, this paper employed a questionnaire survey to explore tourists' perceptions of local wine tourism and resources from five dimensions by analyzing feedback from wine tourists in the east foothill of the Helan Mountain Wine Region of Ningxia. The main findings are threefold. (1) As emerging experiential tourism, wine tourism has distinct demographic characteristics in terms of income, age and the methods of travel. (2) Wine tourism resources are the most important factors influencing tourist satisfaction, while functional comfort is also highlighted for its charm and value. In addition, the quality of services has a significant impact on tourists' support for wine tourism. (3) Remarkably, the findings show that the facilities condition, ecological environment and resource conservation exert little influence on tourist perception of wine tourism. However, these factors also deserve to be stressed for their important roles in establishing a positive atmosphere of wine tourism development. The results of this study have enriched our knowledge of wine tourism resource development and tourist perception.

WILLINGNESS TO PAY FOR TOURISTS TAX IN PREMIUM DESTINATIONS: LABUAN BAJO CASE STUDY

The government is trying to break away from dependence on the exploitation of natural resources, so in recent years, it has focused on tourism. The Covid-19 pandemic has greatly impacted the tourism sector, but in 2022 the level of foreign tourist visits to Indonesia is slowly starting to improve. Labuan Bajo is one of the areas targeted by the government to be developed in the tourism sector to make premium destination spots, in supporting the existence of tourism, various infrastructures are built so that they can become world-class destinations. In addition, Labuan Bajo also offers natural tourism products that require sustainability to maintain their natural habitat and certainly require considerable costs in conducting regular monitoring and maintenance. The existence of high development and operational costs, the government needs to find ways to obtain optimal state revenue, especially in terms of taxes charged to tourists. The revenue obtained from the tourism tax is a very important financial source for the government and tourism authorities to ensure the sustainability of the tourism sector and can improve the quality of destinations given to visitors to tourist attractions. In an effort by tourism policymakers to create an efficient and fair tax system in tourist destinations, it is very important to understand tourists' perceptions of willingness to pay (WTP), tax rates, and optimal allocation. This research is a qualitative study, and the purpose of this study is to evaluate the tourism tax charged to tourists as compensation to get optimal regional income and to measure the willingness to pay tourists. The ability to pay is necessary to know how much the government can attract taxes to get optimal local revenue but not be too burdensome for tourists. This research will also explore tourist perceptions regarding taxes and what things need to be developed so that absorption from state and regional budgets can be effective in developing destination areas, especially in a sustainable manner. The approach used in data collection using semi-structured in-depth interviews with international tourists visiting Labuan Bajo, East Nusa Tenggara. This research is expected to be used by policymakers to understand the optimal value of tourism taxes to be able to develop their regions.

Resident honor

Happiness and subjective well-being reveal an individual's assessment of general aspects and conditions of life and how much that person likes the life they lead, that is, how satisfied they are with their life. Our study analyzes the perception of Blumenau (Brazil) residents on the relationship of honor, the impacts of event tourism, and life satisfaction in supporting tourism. The resident's honor, formed by personal gains, pride, and a sense of belonging and quality of life, can significantly impact the sense of satisfaction with life and a more positive perception of tourism.

Spatial characterization of cultural ecosystem services in the Ishigaki Island of Japan: A comparison between residents and tourists

Cultural Ecosystem Services (CES) are non-material benefits that are indispensable for the health and well-being of communities. CES are often spatially explicit and fluctuate according to the knowledge, beliefs, and perception of users of the location. Therefore, understanding the spatial patterns of CES perceived by people from different backgrounds is important for decision-makers to carry out proactive landscape planning. In this study, we investigated the differences in the perception of CES between residents and tourists on Ishigaki Island, Japan. The study employed a Public Participation Geographic Information System (PPGIS) approach to spatially present the respective perceptions of residents and tourists regarding six types of CES, namely recreational, therapeutic, educational, spiritual, aesthetic, and historic CES, that are recognized as key contributors to human health and well-being. For data collection, we employed a combination of household-level postal surveys and in-person questionnaire surveys targeting residents (n = 410) and tourists (n = 102), respectively. A series of statistical and spatial analyses was conducted on the survey results to understand the influence of the duration of residence and the frequency of visits in shaping the perceptions of CES, as well as the relationship between perceived CES and land-use types. This included the contribution of protected areas to the delivery of CES. The results showed that the average number of locations indicated by residents was significantly higher than that indicated by the tourists, resulting in density maps with distinct spatial patterns. In particular, the spatial pattern of CES identified by tourists was considerably simpler than that recognized by residents and centered on two popular tourist spots. As per the elements of landscapes and seascapes, the perception of “aesthetic,” “recreational,” “therapeutic,” and “educational” CES by residents was associated with “forest” and “sea” and that of “spiritual” and “historic” was associated with “forest” and “farmland.” In contrast, the CES perception of “recreational,” “educational,” “therapeutic,” “aesthetic,” and “historic” by tourists was associated with “sea” and “forest.” “Spiritual” CES was associated with “forest” and “sea.” Lastly, a higher proportion of “aesthetic” CES locations were identified within protected areas compared to outside the areas. Overall, our findings revealed that residents and tourists perceive and appreciate the numerous CES arising from landscapes and seascapes of the island differently. This indicates a possible trade-off resulting from land or sea developments to the benefit among stakeholders, for example, tourists. Hence, to sustain CES that underpin equitable health and well-being benefits, spatial planning should consider the different perceptions of stakeholders, particularly of residents and tourists, regarding CES types and locations.

Empirical Investigation of the Motivation and Perception of Tourists Visiting the Apuseni Nature Park (Romania) and the Relationship of Tourism and Natural Resources

As part of an international project, national parks and nature parks established in karst regions are examined, with a primary focus on how local residents, visitors and influential figures (i.e., park managers, mayors) perceive the advantages and disadvantages of a specific park. The study area in this paper is the Apuseni Nature Park (Romania). The main natural resources of this park are: the karst (morphology and hydrology), the forests and the landscape. In order to explore the perception and motivation of tourists visiting the park, a field survey using a convenience sampling strategy was conducted in 2019 and 2021 at eleven sites in the park. The results show that among the motivations, the “search for relaxation” option is the most frequently selected (43%), but “interest in caves” (34%) and “interest in karst terrains” (29%) were also relatively popular. In terms of public support for potential developments, one positive result of the questionnaire is that developments involving sustainability and nature conservation (visitor centre, education trails and viewpoints) enjoy significantly more support than developments that put a strain on the environment (adventure parks and expansion of entertainment facilities). The awareness of geotourism should be improved, but even at the current level it can be said that geotourists are an important segment of the park’s visitors. A careful development of tourism can be recommended for the park, but it must ensure that the principles of sustainability are taken into account during the developments. Given the environmental and economic challenges, strengthening the organization of the park is suggested in order to better protect the threatened natural resources.

Smarter Sustainable Tourism: Data-Driven Multi-Perspective Parameter Discovery for Autonomous Design and Operations

Global natural and manmade events are exposing the fragility of the tourism industry and its impact on the global economy. Prior to the COVID-19 pandemic, tourism contributed 10.3% to the global GDP and employed 333 million people but saw a significant decline due to the pandemic. Sustainable and smart tourism requires collaboration from all stakeholders and a comprehensive understanding of global and local issues to drive responsible and innovative growth in the sector. This paper presents an approach for leveraging big data and deep learning to discover holistic, multi-perspective (e.g., local, cultural, national, and international), and objective information on a subject. Specifically, we develop a machine learning pipeline to extract parameters from the academic literature and public opinions on Twitter, providing a unique and comprehensive view of the industry from both academic and public perspectives. The academic-view dataset was created from the Scopus database and contains 156,759 research articles from 2000 to 2022, which were modelled to identify 33 distinct parameters in 4 categories: Tourism Types, Planning, Challenges, and Media and Technologies. A Twitter dataset of 485,813 tweets was collected over 18 months from March 2021 to August 2022 to showcase the public perception of tourism in Saudi Arabia, which was modelled to reveal 13 parameters categorized into two broader sets: Tourist Attractions and Tourism Services. The paper also presents a comprehensive knowledge structure and literature review of the tourism sector based on over 250 research articles. Discovering system parameters are required to embed autonomous capabilities in systems and for decision-making and problem-solving during system design and operations. The work presented in this paper has significant theoretical and practical implications in that it improves AI-based information discovery by extending the use of scientific literature, Twitter, and other sources for autonomous, holistic, dynamic optimizations of systems, promoting novel research in the tourism sector and contributing to the development of smart and sustainable societies.

Push and pull in the sustainable development of ecological landscape and ecological resources: A dual perceptions of tourists and service staff

AbstractThe protection of the ecological landscape and the development of ecological resources are vital in the development of the global green economy, Their win‐win coordinated development is influenced by factors such as nature, culture, and economy, and more attention should be placed on tourist perception and sustainable resource development. Previous studies have mainly focused on a single perspective and failed to comprehensively consider the coordinated relationship between ecological landscape and ecological resources. This research combined push‐and‐pull theory and applied empirical analysis to verify the structure of tourists' perceptions and the law of sustainable development of resources related to the development of ecological landscape in the new era. It extracted and analyzed 34 influencing factors and applied the analytic network process (ANP) to analyze each factor's weights, to propose an evaluation system for eco‐tourism sustainability development that can help the construction of ecological landscape in the future. The reconstruction and further development of eco‐tourism in the new era is reflected in the ideological and practical dimensions; from single‐perspective linear thinking to multi‐dimensional integrated governance; from conflict between resources conservation and development to collaboration; from isolated management to building a community with a shared future; and showing the transformation and innovation at multiple levels of individual, community, government and national governance.

Research on Spatio-Temporal Characteristics of Tourists' Landscape Perception and Emotional Experience by Using Photo Data Mining.

Mountainous scenic spots are important tourism resources, and the study of tourists' landscape perception and emotional preference when visiting them is beneficial to the management of scenic spots in order to improve the service quality and promote the protection, development, and utilization of scenic resources. In this paper, we use the location photo data of tourists at Huangshan Mountain to extract the visual semantic information of location photos, calculate the photo sentiment value, and mine the landscape perception and sentiment preference features of tourists using DeepSentiBank image recognition model and photo visual semantic quantification method. The results show the following: (1) Huangshan tourists mainly focus on nine types of photos, with the most attention paid to the category of mountain rock landscapes and the least attention paid to the category of animal landscapes. (2) In terms of spatial distribution, the landscape types of tourist photos show the spatial characteristics of "concentrated into a belt", "significant nucleus", and "fragmented distribution". The spatial variation of the emotional value of tourists' photos is significant, and the high values are mainly distributed at the entrances and exits, interchanges, and famous attractions. (3) On a temporal scale, the type of perception of the Huangshan location photograph landscape shows a significant imbalance. The emotional values of tourists' photos vary significantly, with a "slowly sloping straight line" type of emotional change on the seasonal scale, a "W" type of emotional change on the monthly scale, an "N" type of emotional change on the weekly scale, and an "M" type of emotional change on the hourly scale. This study attempts to explore the landscape perceptions and emotional preferences of tourists in mountainous scenic areas with new data and methods, aiming to promote the sustainable and high-quality development of mountainous scenic areas.

Eurocentric cultural theme parks in Japan: domestic tourists’ perspectives on place branding

ABSTRACT During the Bubble Economy era, cultural theme parks were constructed in rural Japan for economic rejuvenation. These cultural theme parks or gaikoku mura (foreign villages) embrace foreign cultures and landscapes rather than rollercoasters. They offer Japanese tourists the foreign travel experience adapted and modified for the Japanese market. Set within place-based branding, imaginaries, and authenticity, this paper compares the Eurocentric theme parks of Huis Ten Bosch in Nagasaki and Yufuin Floral Village in Oita. Opening in 1992, Huis Ten Bosch is a large-scale cultural theme park based on Nagasaki’s historical connection to the Netherlands. Recreating Dutch cities and landscapes, it offers hotels, restaurants, shops, and attractions. Within the hot springs area of Yufuin, the Floral Village opened in 2012, modelled after The Cotswolds, UK. Houses with storybook architecture contain souvenir shops and tea rooms featuring characters from British literature and Studio Ghibli anime. Based on site visits, photographic documentation, and qualitative sentiment analysis of comments written by visitors on TripAdvisor, the paper investigates the perceptions of Japanese tourists. They are positive about Huis Ten Bosch with developers having successfully created and branded a Dutch environment, while mixed messages at Yufuin demonstrate the importance of product-market match for these ‘exotic’ attractions.

Social media engagement and impacts on post-COVID-19 travel intention for adventure tourism in New Zealand

This study examined the online search behavior of international students and the impacts of social media content on their intention to purchase adventure tourism products during the COVID-19 pandemic. Semi-structured in-depth interviews were conducted with 12 international students in Auckland, New Zealand. The data collected were analysed using a qualitative thematic analysis approach. The findings demonstrate the importance of adventure tourism organizations having a comprehensive understanding of tourist perceptions and search behaviors on social media for information related to purchase intention. Both Firm-Generated Content and User-Generated Content were found to be effective and convincing with popular sources of both types of content on Instagram, Facebook, YouTube and TripAdvisor, as well as other more specific content and platforms directly targeting Chinese tourists. The study demonstrates how changes in customer behavior including how international tourists search for information on social media affected their intent to purchase. This highlights the importance of social media when marketing adventure tourism destinations including destinations in New Zealand. Management implicationsThe research findings further highlight the importance of social media in the era of COVID-19 with increased use and reliance of content on social media platforms produced by firms and users. Therefore, adventure tourism marketers need to formulate new social media marketing strategies to trigger purchase intentions in accordance with the preferences of the target audiences and their own business objectives.

Residents' participation in rural tourism and interpersonal trust in tourists: The mediating role of residents’ perceptions of tourism impacts

Interpersonal trust is a critical psychological factor that reveals the quality of resident-tourist relationship in tourism destinations. However, residents' positive attitudes toward tourists are gradually taken for granted, with research on residents' psychological tendency (i.e., interpersonal trust) in providing tourism services and creating mutually beneficial resident-tourist interaction lagging behind. Based on interpersonal relationship theory and social exchange theory, this study employed a sequential mixed-methods design to examine the formation of interpersonal trust in tourists during resident participation in rural tourism. The dimensions of resident participation (i.e., decision-making, economic, and social participation) and the conceptual model were first identified through qualitative analysis. Subsequently, through the PLS-based structural equation modeling using a sample of 469 residents from Jiuzhai Valley, China, the study suggested that economic and social participation were instrumental in shaping residents' cognitive and affective trust in tourists both directly and indirectly through residents’ perceived benefits of tourism. This study offers implications for academia and destination management to promote sustainable tourism development and social harmony against the crisis of trust between residents and tourists caused by the COVID-19 pandemic.

Destination brand experience, brand positioning, and intention to visit: A multi-destination comparison study

Brand experience, critical to the success of businesses, is well studied in marketing research. However, little is known about its effect on building advantages of competitive differentiation and brand positioning, especially in the tourism field. This study investigated the applicability of a well-established brand experience model from marketing research through a comparative study across multiple destinations. Factor analysis and cluster analysis were utilized to examine the effect of destination brand experience on tourist perception of destinations and regression analysis was utilized to examine the effect of four dimensions of destination brand experience on tourists' visit intention. Results showed that tourists perceived differently on all four dimensions of their brand experiences across different destinations. The sensory and affective dimensions of destination brand experience have positive effects on tourists' visit intention. This study provides marketing intelligence for destinations to create strong differentiated advantages and achieve precise brand positioning.

How Do People Experience the Alps? Attitudes and Perceptions in Two Protected Areas in Italy

Protected areas play an important role due to their twofold capacity for biodiversity conservation and the provision of many benefits to human well-being. Tourism can be a tool for protecting nature, enhancing people’s sensitivity, and a threat to biodiversity management. This study investigates users’ attitudes and perceptions and managers’ concerns related to the frequentation of two protected areas in the Italian Alps: the Gran Paradiso National Park and the Adamello Regional Park. We carried out 32 semi-structured interviews with park managers and municipalities to identify their perception of tourism and possible threats related to the use of the parks. Thus, we administered questionnaires to 3399 users of the PAs to investigate their attitudes and perceptions. We made considerations on whether there were similarities in the attitudes identified by the park managers and results of the questionnaires. Questionnaires confirmed the managers’ perception of mass tourism regarding one-day stays and the purpose of the visits, but we could not exhaustively confirm the increase of new visitors. We performed a binary logistic regression to understand the relationship between short-term stays and attitudes of visitors (origin, frequency of visits, stakeholders’ category, and biographical data). Eventually, interviews stated an exacerbation of the growth of visitors due to the COVID-19 pandemic; thus, we investigated if the pandemic changed the assiduity of visits, and half of the users claimed a change in their assiduity of visits, but mostly declared a decreased frequentation of the area.

Millennial tourists’ perception on Gedhe Mataram mosque as religious tourism site

Purpose — This study aims to analyze the perception of millennial tourists towards Gedhe Mataram mosque in terms of five components: attractions, amenities, accessibilities, human resources, and prices.Method — This qualitative descriptive research involves multiple millennial informants. Observation at Gedhe Mataram mosque area, interviews with 16 millennial visitors, and field documentation comprise the data gathering methods. A random sample of millennial visitors visiting Gedhe Mataram mosque area was selected using the informant selection technique. All discovered data is examined using the Spradley model.Result — The results indicated that Gedhe Mataram mosque area's overall attractions, amenities, accessibilities, human resources, and prices are satisfactory in the eyes of tourists.Contribution — This study contributes some recommendations to managers to develop this destination based on constructive criticism and suggestions from millennial tourists.

Destination social responsibility drives destination brand loyalty: a case study of domestic tourists in Danang city, Vietnam

PurposeThis study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.Design/methodology/approachAn online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.FindingsThis research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.Research limitations/implicationsFuture research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.Originality/valueA new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

Keputusan Berkunjung Ke Taman Nasional Gunung Gede Pangrango Jawa Barat: Pendekatan Analisis Atribut

<div><p><em>National parks have great potential for nature tourism enthusiasts worldwide, including Indonesia. There are 54 national parks spread across Indonesia, and one of them is Mount Gede Pangrango National Park (TNGGP), West Java. TNGGP is one of the many visited by domestic tourists, especially tourists from millennials. This research aims to analyze the behaviour of millennial tourists through the approach of digital promotion attributes, ecotourism attractions and their motivation for visiting decisions. The study used quantitative analysis and randomly selected respondents from as many as 100 tourists. It ended by processing data from the results of distributing questionnaires with the help of Structural Equation Modeling software. The results of the data analysis show that there is an influence of tourist perceptions on ecotourism attractions and tourist motivation on the decision to visit and has an impact on repeat visits to GPNP. However, digital promotion attributes do not influence millennial tourists' decisions to visit TNGGP, let alone to visit repeatedly. This study recommends that managers re-evaluate digital promotion programs to increase visits to TNGGP.</em></p></div>

The integrated power of gastronomic experience quality and accommodation experience to build tourists’ satisfaction, revisit intention, and word-of-mouth intention

ABSTRACT The purpose of this study is to investigate a comprehensive multidimensional model of the gastronomic and accommodation experiences of domestic tourists, their links to satisfaction, trust, revisit, and word-of-mouth (WOM) intention in Bangladesh. Moreover, the present research examines the mediating impacts of tourists’ satisfaction and trust by applying the stimulus-organism-response framework as its theoretical ground. An online survey was conducted to collect usable 365 cross-sectional data and is analyzed by structural equation modeling (SEM). Results confirm that gastronomic experience quality and accommodation experiences, accompanied by several sub-dimensions, have a significant impact on tourists’ satisfaction, trust, and promote repeat visits and WOM intentions. Our results evidenced that satisfaction and trust play important mediating roles, although trust has a few exceptions. This study suggests that industry managers should adopt content marketing strategies and policies that consider various sub dimensions of the gastronomic and accommodation experiences to provide valuable and relevant experiences for psychometric perceptions of tourists, which in turn allows the tourism business to achieve long-term goals and ensuring sustainability in this sector. Tourists’ perceptions of the quality of their gastronomic and accommodation experiences are offered as a tool for strategic experience design, and a model that explains their interactions with accommodation and gastronomy providers is provided.

Tea Culture Tourism Perception: A Study on the Harmony of Importance and Performance

Tea culture tourism is a product of the combination of agricultural tourism and ecotourism. After the COVID-19 period, this product is more and more popular. Tourism performance is an important index for measuring the development level of tourist destinations, and research on the influencing factors of tourism performance is an important way to promote the high-quality development of tea culture tourism. Using the tea tourism town of Wushan as a case study, 452 valid questionnaires were used as research data, and exploratory factor analysis, paired sample t-test and IPA analysis were applied. The results indicate that: (1) tourism performance is mainly divided into 5 dimensions and 22 specific indicators, including service quality, resource environment, tourism transportation, tourism-supporting facilities and tea tourism products; (2) there is a significant difference between the degree of importance and performance of visitors to each indicator, and the overall tourism performance of the case sites at an average level; (3) convenient service, professional service, business management, park traffic, parking conditions, environmental design, shopping environment, tea quality, and tea culture characteristics are potential advantageous factors, and ‘service with a smile’, accessibility, trail layout, overall image, air quality, natural scenery, landscape vignettes, network communication, public toilets, sanitation facilities, tourist service centers, tea travel activities, and tourism souvenirs are areas in need of improvement.