Experience and Revisit Intention in an Adventure Tourism Context

Fang Liu, Chaozhi Zhang

Research output: Contribution to conferenceAbstract

Abstract

In response to the growing interest of adventure tourism in China, the current study examines the influences of onsite adventure experience, attitude, subjective norms and perceived behavioral control on tourists’ revisit intentions towards a tourist destination. A total of 513 Chinese tourists were interviewed immediately after their adventure activities in Zhangjiajie, a well-known tourism destination in China. The results demonstrate that adventure experience is most influential on tourists’ revisit intentions to the destination and its effect is stronger for females than for males. Attitude towards travelling is also significant in predicting the revisit intention. Contrary to our expectations, neither subjective norms nor perceived behavioral control helps predict tourists’ revisit intentions to the destination. Findings of this study can help tourism marketers develop better understandings of adventure experience so more pinpointed adventure offerings can be designed and offered to tourists.
Original languageEnglish
Pages660-660
Number of pages1
Publication statusPublished - 15 Jul 2017

Fingerprint

Adventure tourism
Revisit intention
Tourists
Perceived behavioral control
Destination
China
Subjective norm
Marketers
Tourist destination
Tourism
Tourism destination

Cite this

@conference{1c948a9795f640cfb5d2bb3ef56a8177,
title = "Experience and Revisit Intention in an Adventure Tourism Context",
abstract = "In response to the growing interest of adventure tourism in China, the current study examines the influences of onsite adventure experience, attitude, subjective norms and perceived behavioral control on tourists’ revisit intentions towards a tourist destination. A total of 513 Chinese tourists were interviewed immediately after their adventure activities in Zhangjiajie, a well-known tourism destination in China. The results demonstrate that adventure experience is most influential on tourists’ revisit intentions to the destination and its effect is stronger for females than for males. Attitude towards travelling is also significant in predicting the revisit intention. Contrary to our expectations, neither subjective norms nor perceived behavioral control helps predict tourists’ revisit intentions to the destination. Findings of this study can help tourism marketers develop better understandings of adventure experience so more pinpointed adventure offerings can be designed and offered to tourists.",
keywords = "Tourism, Adventure Tourism, Experience, Theory of Planned Behaviour, Revisit Intention, Chinese tourists, Stuctural Equation Modelling, Zhangjiajie",
author = "Fang Liu and Chaozhi Zhang",
year = "2017",
month = "7",
day = "15",
language = "English",
pages = "660--660",

}

Experience and Revisit Intention in an Adventure Tourism Context. / Liu, Fang; Zhang, Chaozhi.

2017. 660-660.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Experience and Revisit Intention in an Adventure Tourism Context

AU - Liu, Fang

AU - Zhang, Chaozhi

PY - 2017/7/15

Y1 - 2017/7/15

N2 - In response to the growing interest of adventure tourism in China, the current study examines the influences of onsite adventure experience, attitude, subjective norms and perceived behavioral control on tourists’ revisit intentions towards a tourist destination. A total of 513 Chinese tourists were interviewed immediately after their adventure activities in Zhangjiajie, a well-known tourism destination in China. The results demonstrate that adventure experience is most influential on tourists’ revisit intentions to the destination and its effect is stronger for females than for males. Attitude towards travelling is also significant in predicting the revisit intention. Contrary to our expectations, neither subjective norms nor perceived behavioral control helps predict tourists’ revisit intentions to the destination. Findings of this study can help tourism marketers develop better understandings of adventure experience so more pinpointed adventure offerings can be designed and offered to tourists.

AB - In response to the growing interest of adventure tourism in China, the current study examines the influences of onsite adventure experience, attitude, subjective norms and perceived behavioral control on tourists’ revisit intentions towards a tourist destination. A total of 513 Chinese tourists were interviewed immediately after their adventure activities in Zhangjiajie, a well-known tourism destination in China. The results demonstrate that adventure experience is most influential on tourists’ revisit intentions to the destination and its effect is stronger for females than for males. Attitude towards travelling is also significant in predicting the revisit intention. Contrary to our expectations, neither subjective norms nor perceived behavioral control helps predict tourists’ revisit intentions to the destination. Findings of this study can help tourism marketers develop better understandings of adventure experience so more pinpointed adventure offerings can be designed and offered to tourists.

KW - Tourism

KW - Adventure Tourism

KW - Experience

KW - Theory of Planned Behaviour

KW - Revisit Intention

KW - Chinese tourists

KW - Stuctural Equation Modelling

KW - Zhangjiajie

M3 - Abstract

SP - 660

EP - 660

ER -