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The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple

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  • Zhibiao Wang
  • Panpan Yang
  • Dan Li

Abstract

The increasing drastic competition between tourism destinations decides on only the sites with good reputation can attract more and more tourists. The tourism destination reputation will affect tourists’ choices before traveling and consumption behavior during traveling. In order to analyze tourist consumption behavior during traveling, this article initially builds a theoretical model of tourism destination reputation, tourist enjoyment, tourist memorability, and tourist consumption behavior. Then, 490 valid questionnaires are collected based on a field survey. Meanwhile, a basic sample information collection, reliability, and validity testing (confirmatory factor analysis) and testing analysis based on structural equation model are conducted on the collected data. The result of the confirmatory factor analysis shows that the tourism destination reputation is measured by five factors: catering, accommodation, landscape, culture, and recreation and entertainment; tourist enjoyment is measured by the feeling of joy and relaxation; tourist memorability is measured by emotional memory, expectation memory, benefit memory, and interest memory; tourist consumption behavior is represented by five indexes: willing consumption, urgent consumption, guided consumption, repeated consumption, and recommended consumption. The hypothesis testing shows that the heritage tourism destination reputation not only directly and positively influences tourist consumption behavior but also indirectly affects tourist consumption behavior through tourist memorability and the chain relationship between tourist enjoyment and memorability. Finally, some suggestions are put forward to improve the tourism destination reputation and tourist enjoyment and memorability.

Suggested Citation

  • Zhibiao Wang & Panpan Yang & Dan Li, 2021. "The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple," SAGE Open, , vol. 11(3), pages 21582440211, July.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211030275
    DOI: 10.1177/21582440211030275
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    Cited by:

    1. Annadurai Arumugam & Senthilkumar Nakkeeran & Rajalakshmi Subramaniam, 2023. "Exploring the Factors Influencing Heritage Tourism Development: A Model Development," Sustainability, MDPI, vol. 15(15), pages 1-18, August.
    2. STOENICA Laurentiu, 2022. "Intentions And Motivations To Revisit Natural Heritage Sites," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 74(3), pages 108-120, October.
    3. Muaz Azinuddin & Muhammad Burhanuddeen Mohammad Nasir & Mohd Hafiz Hanafiah & Nur Shahirah Mior Shariffuddin & Mohd Khairul Amri Kamarudin, 2022. "Interlinkage of Perceived Ecotourism Design Affordance, Perceived Value of Destination Experiences, Destination Reputation, and Loyalty," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    4. Xingwang Zhang & Jie Xin, 2024. "Analyzing Price Discrimination in Tourism Through Tripartite Evolutionary Game Theory: A Focus on Value Co-Creation," SAGE Open, , vol. 14(3), pages 21582440241, September.
    5. Jiyun Chen, 2024. "Factors Affecting Cultural Transmission in Museum Tourism: An Empirical Study with Mediation Analysis," SAGE Open, , vol. 14(3), pages 21582440241, August.
    6. Sinh Duc Hoang & Zuzana TuÄ ková & Nhat Tan Pham & Tuan Hoang Tran & Diep T. N. Nguyen, 2024. "Moderating Effect of Social Media in Shaping Ecotourism Loyalty: A Two-Stage-Cross-Sectional Study," SAGE Open, , vol. 14(2), pages 21582440241, May.

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