Author(s)

Gang Chen, Fuangfa Amponstira

School of Management, Shinawatra University, Bangkok, Thailand.

Lijiang ancient city is an example of an emergent heritage tourism site aimed at both domestic and international tourism in China. The domestic tourism industry is generally flourishing, although it has been overshadowed to some extent by the international sector. In order to maintain heritage sites, large scale redevelopments to build large hotels are being avoided and, instead, local facilities are being promoted in the form of bed and breakfast (B&B) establishments. It is not clear whether tourist behavioral intention in this emergent sector will be the same as found elsewhere and so a program of quantitative research was established to examine the ways in which tourists behave and form and enact their intentions. A total of 400 questionnaires was completed and subsequently analysed through various statistical techniques. Research hypotheses linking conventional forms of behaviour to tourist behaviour in this respect were accepted and it was concluded that similar marketing techniques that have been proved to be successful elsewhere would also be successful in the case of this sector.

Lijiang Ancient City, Bed and Breakfast (B&B), Behavioral Intention, Heritage Tourism

Chen, G. and Amponstira, F. (2020) Behavioral Intention of Domestic Chinese Tourists Staying at Lijiang Ancient City Bed and Breakfast Establishments. Modern Economy, 11, 793-806. doi: 10.4236/me.2020.114059.