Behavioral Intention of Domestic Chinese Tourists Staying at Lijiang Ancient City Bed and Breakfast Establishments

摘要

Lijiang ancient city is an example of an emergent heritagetourism site aimed at both domestic and international tourism in China. Thedomestic tourism industry is generally flourishing, although it has beenovershadowed to some extent by the international sector. In order to maintainheritage sites, large scale redevelopments to build large hotels are beingavoided and, instead, local facilities are being promoted in the form of bedand breakfast (BB) establishments. It is not clear whether touristbehavioral intention in this emergent sector will be the same as foundelsewhere and so a program of quantitative research was established to examinethe ways in which tourists behave and form and enact their intentions. A totalof 400 questionnaires was completed and subsequently analysed through variousstatistical techniques. Research hypotheses linking conventional forms ofbehaviour to tourist behaviour in this respect were accepted and it wasconcluded that similar marketing techniques that have been proved to besuccessful elsewhere would also be successful in the case of this sector.