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Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China

Author

Listed:
  • Liting Zhou

    (School of Urban Culture, South China Normal University, Guangzhou 510631, China)

  • Fei Ouyang

    (School of Urban Culture, South China Normal University, Guangzhou 510631, China)

  • Yang Li

    (School of Urban Culture, South China Normal University, Guangzhou 510631, China)

  • Jieling Zhan

    (School of Urban Culture, South China Normal University, Guangzhou 510631, China)

  • Nadeem Akhtar

    (School of Urban Culture, South China Normal University, Guangzhou 510631, China)

  • Muhammad Ittefaq

    (School of Communication Studies, James Madison University, Harrisonburg, VA 22807, USA)

Abstract

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand satisfaction-brand loyalty is the most important path of a theme park on tourists’ behavioral intention, among which brand satisfaction plays the most significant partial mediation effect in the relationship between individual identity and destination loyalty. It is expected that the results of this study provide a reference for improving tourists’ brand loyalty to achieve sustainable development of theme parks.

Suggested Citation

  • Liting Zhou & Fei Ouyang & Yang Li & Jieling Zhan & Nadeem Akhtar & Muhammad Ittefaq, 2022. "Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China," Sustainability, MDPI, vol. 14(18), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11419-:d:912738
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    1. Claudia Patricia Maldonado-Erazo & María de la Cruz del Río-Rama & Erica Estefanía Andino-Peñafiel & José Álvarez-García, 2023. "Social Use through Tourism of the Intangible Cultural Heritage of the Amazonian Kichwa Nationality," Land, MDPI, vol. 12(3), pages 1-20, February.
    2. Ebru Gozen & Aylin Aktas Alan & Emel Celep & Gozde Seval Ergun & Ozgur Yayla & Huseyin Keles & Arif Aytekin, 2023. "How Does Destination Experience Value Affect Brand Value and Behavioral Intention? The Moderator Role of Self Congruity," Sustainability, MDPI, vol. 15(18), pages 1-19, September.

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