ANALYSIS OF FACTORS INFLUENCING TOURISTS’ WILLINGNESS TO REVISIT BORDER CITIES IN CHINA

Abstract

With the overall development of the social economy and the improvement of people's daily life, tourism has become an indispensable part of the spiritual and material life of the nation. As a result, the development trend of tourism is gradually moving towards mass consumption and quality demand, and the people's demand for leisure and holiday travel experience is more intense. The requirements for the infrastructure, public service facilities, ecological environment, and travel experience of tourist destinations are constantly increasing, especially for the intangible characteristics of tourism products, tourists' requirements for the facilities of cities, and scenic software. The staff providing related services can even become essential factors influencing whether or not tourists' behavioral intentions occur. Therefore, tourist satisfaction, tourism experience, willingness to revisit and perceived value is a subject worthy of study. For these reasons, this study concludes that further research is needed on the factors influencing tourists' willingness to revisit.

This study will use quantitative research methods to construct the theoretical model of this study scientifically, explore the mechanistic relationships between tourism experience, perceived value, expectation, satisfaction, involvement, and tourists' willingness to revisit through questionnaire surveys and data analysis; furthermore, empirically analyze the influencing factors of willingness to revisit. Firstly, the effect of the mediating role of perceived value in the relationship between tourism experience and willingness to revisit; secondly, the effect of the mediating role of satisfaction in the relationship between tourism experience and willingness to revisit; thirdly, the effect of tourism experience and its components on perceived value; fourth, the effect of tourism experience and its components on satisfaction; fifth, the effect of tourism experience on willingness to revisit; sixth, to obtain the moderating effect of involvement between satisfaction and willingness to revisit; seven, to obtain the effect of gender, age, occupation, education and income of these tourists as background variables on tourists' willingness to revisit.

Finally, empirical tests were conducted to examine the influence relationship between tourists' travel experience and perceived value, the influence relationship between tourists' travel experience and expectations, the influence relationship between tourists' perceived value on satisfaction and willingness to revisit, the influence relationship between tourists' expectations on satisfaction and willingness to revisit, the influence relationship between tourists' satisfaction on willingness to revisit, the mediating effect of tourists' expectations, the mediating effect of tourists' perceived value, the mediating effect of tourists' satisfaction, the mediating effect of tourists' perceived value and the moderating effect of participation. The research analysis results show that most of the research hypotheses proposed in this paper have been tested and meet the expected objectives.

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