The Domestic Tourist Satisfaction of the Urban Tourism Destination: Take Guilin for Example

บทคัดย่อ

The objectives of this study were: 1) to examine the impact of tourists' perceived quality on tourists' perceived value, 2) to investigate the effect of tourists' perceived quality on tourists' satisfaction, 3) to analyze the influence of tourists' perceived quality on tourists' behavioral intention, 4) to assess the relationship between tourists' perceived value and their satisfaction, 5) to explore the influence of tourists' perceived value on tourists' behavioral intention, 6) to investigate the relationship between tourist satisfaction and tourist behavioral intention, and 7) to examine the influence of tourist dissatisfaction on tourists' behavioral intention. This study applied a mixed-method research design integrating both qualitative and quantitative approaches. Data were collected from 323 valid respondents using a structured questionnaire distributed online to domestic tourists who had visited Guilin, China. The measurement instruments were developed based on literature review and validated through exploratory and confirmatory factor analyses. Statistical tools including descriptive statistics, reliability analysis, structural equation modeling (SEM), and hypothesis testing were applied using SPSS and AMOS.

The results of this study found that: 1) tourists' perceived quality had a significant positive impact on perceived value, 2) tourists' perceived quality positively influenced satisfaction, 3) tourists' perceived quality significantly affected certain aspects of behavioral intention such as recommendation intention and price tolerance, but not repurchase intention, 4) perceived value had a significant positive relationship with satisfaction, 5) perceived value significantly influenced behavioral intention including recommendation and tolerance but not complaints, 6) tourist satisfaction had a positive effect on behavioral intentions such as recommendation and price tolerance, while its effect on repurchase intention was not significant, and 7) tourist dissatisfaction was found to be positively related to complaint intention, confirming its predictive influence. Furthermore, perceived value was found to play a partial mediating role between perceived quality and satisfaction. The overall structural model showed acceptable goodness of fit, supporting most hypotheses and providing theoretical and managerial insights for enhancing destination marketing and service strategies in urban tourism destinations.