As mountain-based health and wellness tourism increases, destination
competitiveness becomes ever fiercer. The pre-visit expectations and post-visit
perceptions of tourists and the tourists’ behavioral intentions are related to
the competitiveness of mountain-based health and wellness tourist destinations.
Using structural equation modeling (SEM), we explored the factors that affect
destination competitiveness and its relationships with tourism satisfaction and
tourists’ behavioral intentions to return to and to recommend the location to
others. We used a questionnaire for data collection from 550 tourists who
visited a mountain-based health and wellness tourist destination in Panzhihua,
China. The results suggested that there is an indirect positive correlation
between tourists’ satisfaction and destination competitiveness, as well as a
direct positive correlation between behavioral intentions and destination
competitiveness, illustrating that tourist behavioral intentions can be an
important factor in destination competitiveness. In the case of Panzhihua, the
tourist source market in China has provided a competitive edge to this city. In
addition, considering the environment’s capacity, developing an intention to
return in tourists is important for tourism marketing in view of the increasing
mountain-based health and wellness tourism competitiveness and concerns about
sustainability.
https://www.mdpi.com/2071-1050/13/23/13314
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