TITLE:
Behavioral Intention of Domestic Chinese Tourists Staying at Lijiang Ancient City Bed and Breakfast Establishments
AUTHORS:
Gang Chen, Fuangfa Amponstira
KEYWORDS:
Lijiang Ancient City, Bed and Breakfast (B&B), Behavioral Intention, Heritage Tourism
JOURNAL NAME:
Modern Economy,
Vol.11 No.4,
April
16,
2020
ABSTRACT: 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.