Research On The Influencing Factors Of Revisiting Willingness

Tourists can be divided into first time visitors and repeat visitors.The proportion of repeat visitors can be used to estimate the life cycle stage of the destination and study the potential for the development of the destination.Therefore,the study of tourists'revisit intention and its factors can predict tourists revisit behavior in the future,and provide a more reasonable basis for analyzing the development potential of tourism destination and making the marketing plan,so as to enhance the attractiveness of the destinations.With the increasingly fierce competition in the domestic tourism market,how to improve the revisit ratio has become more important to the tourism destination.Compared with the factors of international tourists' revisit intention,the research on the factors of domestic tourists' revisit intention is more practical.However,the influencing factors of revisit intention of domestic tourists have not been formed.Taking Hangzhou and Xi'an as examples and comparing the factors of domestic tourists' revisit intention,this paper compares the influencing factors and the internal mechanism of domestic tourists' revisit intention.The research not only enriches the contents of domestic tourists' revisit intention,but also provides practical guidance for Chinese tourism destination marketing.Based on theliterature reviews,the paper puts forward three hypotheses:tourists perceived characteristics(satisfaction,TDI)are the factors of revisit intention,tourists'behavior characteristics(previous visits,tourism purpose;tourism experience,traveling ways,travel companion,relativesand friends)are the factors of revisit intention;and the demographic characteristics(gender,age,education level,family income level)are the factors of revisit intention.The paper used questionnaires to get the first-hand data,and regression analysis,chi-square test and one-way ANOVA were used to verify the effect of factors on the revisit intention.The main conclusions of this paper are as follows:(1)Satisfaction and TDI are the direct factors of revisit intention,Compared with TDI,tourist satisfaction has a greater impact on the revisit intention and is strongly positive associated with revisit intention.The impact of each dimension of cognitive image and affective image on tourists' revisit intention are different,which are related to the destination types.(2)Previous visits,tourism purpose,tourism experience,traveling ways,relatives and friends are all the factors of revisit intention.Previous visits is a significant factor influencing revisit intention;there is a positive direct relationship between previous visits and the revisit intention;tourists for the purpose of business meeting or to visit friends and relatives would prefer to revisit the destination than those whose purpose for pure travel;the revisit intention of tourists that traveling by privately owned vehicles is significantly higher than those traveling by themselves and by "travel team";tourism experience is a significant factor influencing the revisit intention,and there is also a positive direct relationship between tourism experience and revisit intention;the revisit intention of tourists who have relatives and friends at the destination will be significantly higher than those who have no relatives and friends at the destination.(3)Age and gender are the factors of revisit intention,but education levels and family income levels are not the factors of revisit intention.The innovations:This paper analyzes the factors of revisit intention from three aspects:perceived characteristics,behavior characteristics and demographic characteristics,and the TDI included cognitive image and affective image,which has made it possible to systematically identify the factors that affect tourists revisit intention by studying the different dimensions of cognitive image and emotional image.The results of the study further confirm that the satisfaction is an important and direct factor of revisit intention.The impact of each dimension of cognitive image and affective image on tourists' revisit intention are different,which are related to the destination types.Research prospects:The paper only studies the three characteristics above.Other factors that may affect the revisit intention are not studied,such as the distance between the destination and the source of tourists.The studies can focus on this issue in the future.In addition,the paper only studies urban tourism destinations,researchers can study other destinations in the future,such as adventure tourism destination,vocation tourism destination.