JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Tourism Attraction and Tourist Satisfaction with World Heritage: A Case Study of Mount Wuyi
Author(s): Peihua Zhao, Liuqin Zhang, Robert Guang Tian
Citation: Peihua Zhao, Liuqin Zhang, Robert Guang Tian, (2018) "Tourism Attraction and Tourist Satisfaction with World Heritage: A Case Study of Mount Wuyi," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 2, pp. 58-68
Article Type: Research paper
Publisher: North American Business Press
This paper takes Mount Wuyi - a world natural and cultural heritage site - as an example. It collects data through questionnaires, employs factor analysis to explore tourism attraction of world heritage and adopts the ologit model for regression analysis of tourist satisfaction. The results show: firstly, world heritage brand significantly enhances the attractiveness of tourist attractions. Secondly, natural
landscape, tea culture, ecological environment, accommodation, transportation, ticket price, staff service quality and world heritage brand all significantly and positively influence tourists’ overall satisfaction while cultural relics, security conditions and individual characteristics have no significant impact. Finally, this paper puts forward some suggestions about the construction and management for Mount Wuyi.