Chinese Tourists’ Perception and Loyalty Toward Natural Tourist Attractions of Guilin, China
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Abstract
The objectives of this research were (1) to examine the level of tourist perception among Chinese tourists toward the natural attractions of Guilin City, and (2) to investigate the level of tourist loyalty among Chinese tourists toward these natural attractions. The sample consisted of 400 Chinese tourists. A questionnaire was employed as the research instrument, and the data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.
The research findings revealed that (1) the overall level of tourist perception toward the natural attractions of Guilin was high, with a mean score of 4.05. The highest mean scores were found in the dimensions of tourism experience and satisfaction mean = 4.08, followed by destination image
mean = 4.05, service quality mean = 4.04, and perceived value mean = 4.00 (2) The overall level of tourist loyalty was also high, with a mean score of 4.05. The dimension of recommendation and positive attitude received the highest mean score mean = 4.07, while behavioral loyalty, such as repeat visitation, obtained a mean score of 4.01.
The new knowledge derived from this research indicates that a positive perception of Guilin’s natural attractions particularly in terms of destination image, uniqueness, satisfaction, and tourism experience contributes to the formation of positive attitudes and enhances perceived value among tourists. Meanwhile, tourist loyalty, especially in the dimensions of word-of-mouth and positive attitudes, suggests that enhancing the tourism experience and fostering positive perceptions are crucial mechanisms for building and sustaining long-term tourist loyalty.
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