Insight into the formation of Chinese tourist behavioural intentions: a cognitive approach

ABSTRACT

This study employs a cognitive approach to examine the intricate interplay among Chinese cultural values, destination image, tourist satisfaction, revisit intention, and recommendation intention, with a focus on Chengdu City in China. Utilising Partial Least Squares Structural Equation Modeling (PLS-SEM) and a sample of 600 domestic Chinese tourists, key findings emerge. Firstly, destination image not only directly shapes behavioural intentions but also indirectly affects them through its positive link with tourist satisfaction. Secondly, tourist satisfaction positively influences behavioural intentions. The study unveils opposite moderating effects of traditional and modern Chinese cultural values in the relationships between overall satisfaction and behavioural intention. Notably, cultural values insignificantly moderate the connection between destination image and overall satisfaction. While supporting the cognitive approach, the research raises questions about the impact of culture as a socio-environmental factor in decision-making processes. These insights enhance our comprehension of the complexities inherent in tourist behaviour, emphasising the cognition, affect, and behaviour sequence.

KEYWORDS:

• Chinese cultural values
• destination image
• overall satisfaction
• behavioural intention
• Chinese tourists
• cognitive approach

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Lianyun Huang

Huang Lianyun is a Ph.D. student in the Department of Geography, Faculty of Arts and Social Sciences, at Universiti Malaya, Kuala Lumpur, Malaysia. His research interests include Chinese culture and tourism, and China tourism.

Hong Ching Goh

Dr. Goh Hong Ching is an Associate Professor in the Department of Urban and Regional Planning, Faculty of Built Environment, Universiti Malaya, Kuala Lumpur, Malaysia. Her research interests include (1) tourism—tourism governance and tourism impact in protected areas, and (2) urban studies—urban governance, urbanization and related risks, and urban planning.

Norhaslina Hassan

Dr. Norhaslina Hassan is a Professor in the Department of Geography, Faculty of Arts and Social Sciences, at Universiti Malaya, Kuala Lumpur, Malaysia. Her research interests include urban and regional economic modelling, urban studies, sustainable development, and planning.