WHAT FACTORS DRIVE EDU-TOURISTS’ REVISIT INTENTIONS TO INTANGIBLE CULTURAL HERITAGE SITES IN JIANGXI, CHINA?

Peipei Hu

Authors

Peipei Hu Nanchang Institute of Science and Technology, Jiangxi University.

Keywords:

Tourist Satisfaction, Revisit Intention, Intangible Cultural Heritage Sites, Tourism

Abstract

This study explores the factors influencing tourist satisfaction and revisit intention at intangible cultural heritage sites. It also examines how satisfaction mediates the relationship between psychological and perceptual factors and revisit behavior. A total of 500 valid questionnaires were analyzed using structural equation modeling (SEM) with AMOS. Confirmatory factor analysis (CFA) confirmed the reliability and validity of the measures, and path analysis tested the proposed hypotheses. The results show that attitude, subjective norm, and perceived behavioral control significantly enhance tourist satisfaction. Perceived service quality and destination image also contribute to positive impressions and higher satisfaction. Satisfaction, in turn, strongly predicts revisit intention, highlighting its mediating role in shaping behavioral outcomes. This study extends previous research by applying these relationships to intangible cultural heritage tourism. It offers insights for heritage protection and sustainable tourism development by showing how tourist perceptions and experiences can support both satisfaction and loyalty.

References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.1177/002224379703400304

Agapito, D., Pinto, P., & Mendes, J. (2017). Tourists’ memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal. Tourism Management, 58, 108–118. https://doi.org/10.1016/j.tourman.2016.10.015

Ahmed, M. (2023). Destination image and revisit intention: The case of Egypt tourism. PASOS. Revista de Turismo y Patrimonio Cultural, 21(4), 681–697. https://doi.org/10.25145/j.pasos.2023.21.047

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., & Ezatabadipoor, E. (2021). How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? Current Issues in Tourism, 24(13), 1897–1917.

Ali, F., Kim, W. G., & Ryu, K. (2016). The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity. Tourism Management, 57, 213–224. https://doi.org/10.1016/j.tourman.2016.06.004

An, S., Suh, J., & Eck, T. (2019). Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for Airbnb guests. International Journal of Tourism Sciences, 19(3), 145–165. https://doi.org/10.1080/15980634.2019.1663980

Assaker, G., & Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on tourism destination image, visitor satisfaction, and short- and long-term revisit intentions. Journal of Travel Research, 52(5), 600–613. https://doi.org/10.1177/0047287513478497

Awang, Z. (2012). Research methodology and data analysis (2nd ed.). UiTM Press.

Baghirov, F., Bozbay, Z., & Zhang, Y. (2023). Individual factors impacting tourist satisfaction and revisit intention in slow tourism cities: An extended model. International Journal of Tourism Cities. Advance online publication. https://doi.org/10.1108/IJTC-05-2023-0094

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.

Batat, W., Peter, P. C., Moscato, E. M., Castro, I. A., Chan, S., Chugani, S., & Muldrow, A. (2019). The experiential pleasure of food: A savoring journey to food well-being. Journal of Business Research, 100, 392–399.

Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238–246. https://doi.org/10.1037/0033-2909.107.2.238

Bianchi, C., Milberg, S., & Cúneo, A. (2017). Understanding travelers’ intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, 312–324.

Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: The mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025

Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007

The China Journey. (2024). Jiangxi Province travel guide: History, culture, and heritage. Retrieved October 12, 2025, from https://www.thechinajourney.com/jiangxi/

Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. https://doi.org/10.1108/IJCTHR-07-2015-0080

Choo, H., Ahn, K. F., & Petrick, J. F. (2016). An integrated model of festival revisit intentions: Theory of planned behavior and festival quality/satisfaction. International Journal of Contemporary Hospitality Management, 28(4), 818–838. https://doi.org/10.1108/IJCHM-09-2014-0448

Claudy, M. C., Peterson, M., & O’Driscoll, A. (2013). Understanding the attitude–behavior gap for renewable energy systems using behavioral reasoning theory. Journal of Macromarketing, 33(4), 273–287. https://doi.org/10.1177/0276146713481605

Crano, W. D., & Prislin, R. (2006). Attitudes and persuasion. Annual Review of Psychology, 57(1), 345–374.

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.

Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.

Daxue Consulting. (2024, April 15). Educational tourism market in China. Retrieved October 12, 2025, from https://daxueconsulting.com/educational-tourism-market-in-china/

Do Valle, P. O., Silva, J. A., Mendes, J., & Guerreiro, M. (2006). Tourist satisfaction and destination loyalty intention: A structural and categorical analysis. International Journal of Business Science & Applied Management, 1(1), 25–44.

Genc, S., & Gulertekin, S. P. (2023). Destination aesthetics: An empirical study of aesthetic judgment and aesthetic distance among tourists in Turkey. European Journal of Tourism Research, 33, 3308. https://doi.org/10.54055/ejtr.v33i.2221

Girish, P., Hameed, S., & Di Cesare, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54.

Gohary, A., Pourazizi, L., Madani, F., & Chan, E. Y. (2020). Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 23(2), 131–136.

Greffe, X. (2004). Is heritage an asset or a liability? Journal of Cultural Heritage, 5(3), 301–309. https://doi.org/10.1016/j.culher.2004.05.001

Ha, J., & Jang, S. S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13.

Han, J., Zuo, Y., Law, R., Chen, S., & Zhang, M. (2021). Service quality in tourism public health: Trust, satisfaction, and loyalty. Frontiers in Psychology, 12, 731279. https://doi.org/10.3389/fpsyg.2021.731279

Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2019). The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism and Hospitality Research, 13(2), 218–234.

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer behavior (7th ed.). Cengage Learning.

Hsu, C. H. C., & Huang, S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390–417. https://doi.org/10.1177/1096348010394172

Kahraman, O. C., & Cifci, I. (2023). Modeling self-identification, memorable tourism experience, overall satisfaction and destination loyalty: Empirical evidence from small island destinations. Journal of Hospitality and Tourism Insights, 6(2), 1001–1023.

Kim, S., & Choe, J. Y. (2019). Testing an attribute–benefit–value–intention (ABVI) model of local food consumption as perceived by foreign tourists. International Journal of Contemporary Hospitality Management, 31(1), 123–140.

Kotler, P. (2000). Marketing management: The Millennium Edition. Prentice Hall.

Kwun, D. J. W., Hwang, J. H., & Kim, T. H. (2013). Eating-out motivations and variety-seeking behavior: An exploratory approach on loyalty behavior. Journal of Hospitality Marketing and Management, 22(3), 289–312.

Lantican, M. Q. (2025, July). Customer satisfaction on the use of self-service technologies in selected fast-food restaurants using the Technology Acceptance Model. Gradiva, 64(7). https://doi.org/10.5281/zenodo.16751696

Lim, W. M. (2014). The antecedents and consequences of customer hedonism in hospitality services. Journal of Hospitality Marketing & Management, 23(6), 626–651.

Loi, L. T. I., So, A. S. I., Lo, I. S., & Fong, L. H. N. (2017). Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao. Journal of Hospitality and Tourism Management, 32, 115–123.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Nguyen, T. H. H., & Cheung, C. (2016). Chinese heritage tourists to heritage sites: What are the effects of heritage motivation and perceived authenticity on satisfaction? Asia Pacific Journal of Tourism Research, 21(11), 1155–1168. https://doi.org/10.1080/10941665.2015.1125377

Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25–48.

Pahrudin, P., Chen, C.-T., & Liu, L.-W. (2021). A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia. Heliyon, 7(10), Article e08230. https://doi.org/10.1016/j.heliyon.2021.e08230

Pedroso, R., Zanetello, L., Guimarães, L., Pettenon, M., Gonçalves, V., Scherer, J., Kessler, F., & Pechansky, F. (2016). Confirmatory factor analysis (CFA) of the Crack Use Relapse Scale (CURS). Archives of Clinical Psychiatry (São Paulo), 43(3), 37–40. https://doi.org/10.1590/0101-60830000000081

Ponferrada, M. L. V. (2015). Evolución del turismo en España: El turismo cultural. International Journal of Scientific Management and Tourism, 1(4), 75–95.

Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41-54. https://doi.org/10.1177/0047287515620567

Quintal, V. A., Thomas, B., & Phau, I. (2015). Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries. Tourism Management, 46, 596–609.

Rather, R. A. (2021). Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic. Current Issues in Tourism, 24(23), 3275–3283. https://doi.org/10.1080/13683500.2021.1884666

Rust, R. T., & Oliver, R. L. (1994). Service quality: Insights and managerial implications from the frontier. In R. T. Rust & R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice (pp. 1–19). SAGE Publications.

Sharma, G. P., Verma, R. C., & Pathare, P. B. (2005). Mathematical modeling of infrared radiation thin layer drying of onion slices. Journal of Food Engineering, 71(3), 282–286. https://doi.org/10.1016/j.jfoodeng.2004.10.030

Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M. A. Lange (Ed.), Leading-edge psychological tests and testing research (pp. 27–50). Nova Science Publishers.

Siddiqui, S., Sujood, A., & Hamid, S. (2023). Applying the extended theory of planned behaviour to predict behavioural intention in the context of transformational tourism: A case of Nizamuddin Shrine. International Journal of Religious Tourism and Pilgrimage, 11(2), 61–81. https://doi.org/10.21427/1k13-cs43

Stylidis, D., & Cherifi, B. (2018). Characteristics of destination image: Visitors and non-visitors’ images of London. Tourism Review, 73(1), 55–67. https://doi.org/10.1108/TR-05-2017-0090

Sun, X., Chi, C. G., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43(2), 547–577 https://doi.org/10.1016/j.annals.2013.04.006

Tiwari, A. V., Bajpai, N., & Pandey, P. K. (2023). The role of human emotions in memorable tourism experience and revisit intention. Tourism & Management Studies, 19(1), 15–27. https://doi.org/10.18089/tms.2023.1901

UNWTO. (2019). The value of cultural tourism. World Tourism Organization. https://www.unwto.org/thevalue-of-cultural-tourism

Wang, B., & Li, S. (2008). Education tourism market in China: An explorative study in Dalian. International Journal of Business and Management, 3(4), 15–20. https://doi.org/10.5539/ijbm.v3n4p15

Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2019). Memorable ethnic minority tourism experiences in China: A case study of Guangxi Zhuang Zu. Journal of Tourism and Cultural Change, 17(4), 508–525.

Wu, J.-H., & Wang, Y.-M. (2006). Measuring KMS success: A respecification of the DeLone and McLean’s model. Information & Management, 43(6), 728–739. https://doi.org/10.1016/j.im.2006.05.002

Yeap, J. A. L., Ong, K. S. G., Yapp, E. H. T., & Ooi, S. K. (2020). Hungry for more: Understanding young domestic travellers’ return for Penang street food. British Food Journal, 122(6), 1935–1952. https://doi.org/10.1108/BFJ-09-2018-0632

Žabkar, V., Brenčič, M. M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537–546. https://doi.org/10.1016/j.tourman.2009.06.005

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446

Zhang, Y., Lee, T. J., & Xiong, Y. (2019). A conflict resolution model for sustainable heritage tourism. International Journal of Tourism Research, 21(4), 478–492. https://doi.org/10.1002/jtr.2276