Comparative Study on Planning Techniques of Tourism Revisit

Intention in Small Towns: Based on Attitude Theory

Tong Tong

, Minggang Wu, Xing Huang and Xue Zhang

Institute of Literary, Sichuan Minzu Collage, Wenhua Street, Kangding, China

Keywords: Development Planning, Rural Areas, Attitude Theory, User Satisfaction.

Abstract: The technology of tourism development planning is the supporting element of tourism planning, including

the investigation, analysis, evaluation, combination, and optimization of tourism resources. This paper uses

empirical research to compare the planning technology of tourism resources in the Gokama River belt and

dadu Tibetan town along Dadu River in India and the natural landscape, customs, and Humanities of the two

towns. It is found that Danba Tibetan village located in Dadu River Basin should improve user satisfaction to

achieve better development.

1 INTRODUCTION

With rural tourism development along the river, most

tourism planning is realized through engineering

projects, including tourism infrastructure and service

facilities, such as hotels, tourist centers, parking lots,

and traffic roads. Some engineering construction

includes sightseeing elevators, cableways, museum

buildings, antique blocks, etc (Yuksela, 2006). As a

result, the rural tourism towns built in China are all

the same without originality. How to improve the

highlights, fully tap the image of tourism destination,

integrate culture into the business model of romantic

towns, and create tourists' willingness to revisit have

become the new focus of small rural tourism.

Western tourists began to visit Gokarna about a

decade ago because of its leisurely, unpolluted, and

simple nature. One side is the Rocky Mountains and

the West Ghats, and the other is the Arabian Sea. Due

to its unique geographical location, the government

has integrated the original image of the soul of Shiva.

It has become a holy town of seven Hindu

pilgrimages, attracting many tourists. Due to the

protection of the natural ecology of beautiful beaches,

the resort also caters to the gradual high-end of

tourists. It formed a mature business profit model.

Dadu Tibetan village is located in the Mordo

mountain,"The most beautiful countryside in China"

https://orcid.org/0000-0001-5449-2977

It is also a natural place protected by the state. The

sacred mountain of the black religion, the oldest

Tibetan religion. Murdo snow mountain is the

supplier of Danba water source and a gift from

nature.At the foot of Mount Murdo, the sacred Murdo

temple with more than 2000 years is shining

brightly.The exquisite and unique structure of the

temple highlights the Tibetan style and is believed by

thousands of Danba people from generation to

generation.

It is the cultural center of Jiarong Tibetan. There

are a large number of well-preserved blockhouses.

Danba has the reputation of "a country of

thousands of blockhouses". There are thousands of

blockhouses preserved so far, and none of them has

more than nine floors. The castle is mainly decorated

with red and white flowers, and the windows are

mainly decorated with red and white flowers on the

top of the castle, which means that the castle is mainly

decorated with red and white flowers.

Mysterious religious beliefs, mountains, lakes,

snow capped mountains, watchtowers. There are also

have several alpine lakes on the hillside of the snow

mountain with excellent scenery and hot spring water

from the heaven-given spring. There is also the

ancient human site of the Neolithic Age, which

covers an area of 20000 square kilometers, thus

creating a romantic town with an incredible natural

and cultural landscape (Yuksel and Bilim, 2006).

Tong, T., Wu, M., Huang, X. and Zhang, X.

Comparative Study on Planning Techniques of Tourism Revisit Intention in Small Towns: Based on Attitude Theory.

DOI: 10.5220/0011344800003437

In Proceedings of the 1st International Conference on Public Management and Big Data Analysis (PMBDA 2021), pages 355-359

ISBN: 978-989-758-589-0

355

However, the influence of Dadu Tibetan village

and the number and quality of tourists are

significantly weaker than the holy Town along the

river in Gokama, India. However, the influence of

Dadu Tibetan village on the scenic spot, tourist

satisfaction, tourists' willingness to recommend and

revisit, and the development planning of the scenic

area are significantly weaker than those of the holy

Town along the river in Gokarm, India.

2 LITERATURE REVIEW

Some scholars pointed out that a good tourism

destination terrain image will positively affect

tourists' behavior intention and revisit intention.

Some scholars found that tourists' willingness to

revisit is an outcome variable of the tourism

destination image. Moreover, they also found that

positive tourism destination terrain image will

positively affect tourists' future behavior intention

and revisit intention (Crornpton, 1991).

Wu Jing once said that tourists' satisfaction comes

from the comparison of actual perception before and

after tourism emotional state. After a comprehensive

assessment of the emotional state generated during

tourism, tourists become real tourists.

After a comprehensive assessment of the

emotional state generated during tourism, tourists

become the real tourism experience of tourists. When

tourists compare their own tourism experience with

expectations, only when they meet or exceed

expectations can they constitute tourists'

satisfaction.In studying the destination terrain image

formed by South Korea after the 2002 World Cup,

Lee confirmed that the cognition of destination image

positively affects tourists' satisfaction, that is, based

on influencing satisfaction, the destination terrain

image will have a profound impact on tourists'

behavior.

The survey of tourist satisfaction is a tool for

evaluating important relevant information of tourism

destinations.The study of intention is not only very

important to academia and managers, but also of

special significance to tourists themselves. Tourist

satisfaction is the emotional state produced by

tourists comparing their expectation and actual

perception before and after arriving at the tourist

destination. During the survey, Teng Zongliang found

that one of the factors that promote tourists to make

repeated visits to a tourism destination is tourist

satisfaction.

Therefore, starting from the attitude theory, taking

the terrain image of tourism destination as the

research starting point, and through the attitude

theory, this paper constructs the research path of

tourism destination image (cognition), tourist

satisfaction (emotion), and revisit intention (behavior

tendency), By creating a structural model, the

similarities and differences of various influence paths

in tourists' revisit intention between Dadu Tibetan

village along Dadu River and holy Town along

Gokama River in India are compared.

3 HYPOTHESIS AND MODEL

CONSTRUCTION

Cardozo was the first to put forward the customer

satisfaction theory. Later, Pizam studied the element

structure affecting the tourist satisfaction of coastal

destinations with eight factors and became the first

scholar to apply the satisfaction theory to the tourism

field. The research on tourist destination image on

tourist satisfaction is wealthy. Lee analyzed the

impact of four dimensions of tourist destination

terrain image on tourist satisfaction; Castro et al.

Found that when the market is divided into different

tourist sources according to demand, the tourism

destination image (Chen and Gursoy, 2001).

Tourist satisfaction is the emotional state

produced by comparing tourists' expectations and

actual perception before and after arriving at the

tourist destination. During the survey, Teng

Zongliang found that one factor that promotes tourists

to make repeated visits to a tourism destination is

tourist satisfaction. Wang Xia and others believe that

when tourists are satisfied with the past tourism

experience, they will seriously consider revisiting

here (Baker, 2001).

Attitude theory points out that attitude comprises

three factors: cognition, emotion, and behavior

tendency. Therefore, if we want to explain and

understand the perspective, we need to

comprehensively analyze the relationship between

the above three factors. Baloglu pointed out that the

three factors of cognition, emotion and behavioral

tendency affect and relate to each other, and there is

an apparent hierarchical relationship. Among them,

emotion plays an intermediary role between the other

two factors. People tend to form an initial perception

of things and then produce corresponding feelings

and trigger their behavioral tendencies according to

the value of the things. Based on previous studies, this

paper constructs a model with tourism destination

environmental facilities, destination atmosphere, and

destination tourism activities as independent

PMBDA 2021 - International Conference on Public Management and Big Data Analysis

356

variables, tourists' willingness to revisit as dependent

variables and tourists' satisfaction with scenic spot

services as intermediary variables. It carries out data

statistics and empirical research with spss24, as

shown in Figure 1.

Figure 1: Concept model.

H1: destination infrastructure is positively related

to revisiting intention

H2 destination tourism activities are positively

correlated with revisit intention.

H3: destination infrastructure is positively related

to tourist satisfaction

H4: destination tourism activities have a positive

correlation with tourist satisfaction

H5: destination atmosphere has a positive

correlation with tourist satisfaction

H6: tourist satisfaction is positively correlated with

revisit intention

4 EMPIRICAL ANALYSIS

4.1 Survey Design

Sample description: affected by region and epidemic

situation, 362 questionnaires were distributed online

(including 180 along the Gokarna River in India and

182 in Dadu Tibetan Village) and 264 valid

questionnaires (including 130 in India and 182 in

Dadu Tibetan Village), with an effective rate of 73%.

4.2 Cronbach's Method

Spss22.0 software tests the reliability with 0.7 as the

critical value. Suppose the analysis results show that

this study has acceptable internal consistency

(generally 0.70), good introverted validity, and

discriminant validity. In that case, the measurement

model has successfully passed the test. The next step

is to test the theoretical assumptions proposed in this

study.

Table 1a: Reliability Statistics (Tibetan village).

Reliability Statistics

Variables

Cronbach's

Alpha

N of Items

V1-V4 .810 4

V5-V9 .939 5

V10-V13 .830 4

V14-V18 .952 5

V19-V23 .901 5

Table 1b: Reliability Statistics (Gokarna).

Reliability Statistics

Variables

Cronbach's

N of Items

V1-V4 .837 4

V5-V9 .930 5

V10-V13 .860 4

V14-V18 .919 5

V19-V23 .961 5

Comparative Study on Planning Techniques of Tourism Revisit Intention in Small Towns: Based on Attitude Theory

357

4.3 Validity Test

Results: The approximate chi-square distribution of

the Bartlett spherical test was 3901, the degree of

freedom was 105, and the significance probability =

0.000 < 0.000(Tibetan village). The Chi-square

distribution of the Bartlett spherical test was 1474, the

degree of freedom was 15, and the significance

probability = 0.000 < 0.000which reached the

significant level, indicating that the data were

correlated and suitable for factor analysis.

Table 2a: Validity test (Tibetan village).

KMO & Bartlett

MO .835

Bartlett

Chi-s

uare 3901

df 105

Sig. .000

Table 2b: Validity test (Gokarna).

KMO & Bartlett

KMO .652

Bartlett

Chi-square 1474

df 15

Sig. .000

4.4 Factor Load Analysis

The results in the above table show that Bartlett's test

of the questionnaire is acceptable. Over (P <

0.0001), KMO value is above 0.7, indicating that it is

suitable to enter factor analysis was performed

Table 3: Factor load.

Dimension

NO.

Danba Tibetan village Gokarna

CITC

Cronbach’s α

CITC

Cronba

ch’s α

Destination environment

and facilities

0.807

0.882

0.835

0.707

0.810 0.807

0.882

0.831

0.768

0.840

Destination atmosphere V5

0.740

0.852

0.901

0.890

0.780

0.838 0.799

0.911

0.882

0.778

0.706

0.810

Destination tourism

activities

V10

V11

V12

V13

0.799

0.711

0.882

0.878

0.782 0.894

0.885

0.897

0.911

0.865

Experience satisfaction V14

V15

V16

V17

V18

0.905

0.874

0.869

0.816

0.903

0.858 0.905

0.874

0.869

0.816

0.850

0.872

Revisit intention V19

V20

V21

V22

V23

0.874

0.869

0.816

0.850

0.800

0.847 0.881

0.889

0.995

0.898

0.997

0.880

PMBDA 2021 - International Conference on Public Management and Big Data Analysis

358

4.5 Pearson Correlation Analysis

Based on the above factor correlation table, among

the influencing factors of Revisit intention, the

influencing factors of Tibetan villages from high to

low are ES(0.604), DA (0.559). The influencing

factors of Gokarna from high to Low are

ES(0.653),DEF(0.633),DA(0.559),DTA(0.539).

The results of testing hypotheses by Pearson

correlation check of SPSS22.0 software are shown in

Table 4a and 4b.

Table 4a: Pearson test (Tibetan village).

DEF DA DTA ES IRI

DEF 1

DA .314

DTA .397

.421

ES .689

.482

0.655 1

IRI .033 .559

.053 .604

Table 4b: Pearson test (Gokama).

DEF DA DTA ES IRI

DEF 1

DA .435

DTA .510

.421

ES .589

.482

0.655

IRI .633

.559

.539

.653

5 CONCLUSION

Firstly, this paper constructs a structural model of

revisit intention and finds that tourist satisfaction in

Danba Tibetan village plays a complete intermediary

role in affecting tourists' revisit experience and plays

a full intermediary role in the impact of destination

activities on revisit. In contrast to the Gokama River

belt in India, tourist satisfaction plays a mediating

role in the three dimensions of destination image,

which shows that tourists in Danba Tibetan village

rely more on tourist satisfaction to affect their

willingness to revisit, which is worth pondering (Lee

and Graefe, 2010). Danba Tibetan village should

combines traditional sightseeing tourism with

cultural experience tourism. Strengthen the cultural

connotation construction of the scenic spot and

promote the unique Buddhist experience culture.

Combined with "meditation travel", integrate

Buddhist culture into tourism products, and realize

the transformation and upgrading from pure small

town sightseeing tourism to Buddhist culture in-depth

experience tourism.The development focus of Dadu

Tibetan village tourism town should be shifted from

improving the equipment, facilities, and tourism

activities of the Tibetan village to effectively

improving tourists' satisfaction. It is found from the

research that only by effectively enhancing the level

of tourists' satisfaction can tourists' willingness to

revisit be affected, and the scenic spot has achieved

better development.

ACKNOWLEDGEMENTS

A Sponsored project by Sichuan Minzu Collage.

REFERENCES

Backrnan S J., Crornpton J L. The usefulness of selected

variables for predictingactivity loyalty[J].Leisure

Science, 1991, (13):205-220.

Baker D A, Crompton J L. Quality, satisfaction and

behavioral intentions[J].Annals of Tourism Research,

2000, 27(3):785-804.

Chen J, Gursoy D .An investigation of tourist' destination

loyalty and prefersences[J].International Journal of

Contemporary Hospitality Management, 2001, 13:79-

s6.

Kozak M. Repeater' behavioral at two distinct

destinations[J]. Annals of Tourism Research, 2001.

Lee J, Graefe A F, Burns R C. Examining the antecedents

of destination loyalty in aforest setting[J] .Leisure

Sciences, 2007, 29(5):463-481.

Yuksela A, Yukselb F. Shopping risk perceptions: effects

on tourists' emotions,satisfaction and expressed loyalty

intentions[J].Tourism Management, 2006, 27(1):1-11.

Yuksel A. Yuksel F. Bilim Y Destination attachment: effects

on customer satisfactionand cognitive, affective and

conative loyalty[J]. Tourism Management, 2010,31(2):

274284.

Comparative Study on Planning Techniques of Tourism Revisit Intention in Small Towns: Based on Attitude Theory

359