What Factors Drive Edu-tourists’ Revisit Intentions to Intangible Cultural Heritage Sites in Jiangxi, China?
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study explores the factors influencing tourist satisfaction and revisit intention at intangible cultural heritage sites. It also examines how satisfaction mediates the relationship between psychological and perceptual factors and revisit behavior. A total of 500 valid questionnaires were analyzed using structural equation modeling (SEM) with AMOS. Confirmatory factor analysis (CFA) confirmed the reliability and validity of the measures, and path analysis tested the proposed hypotheses. The results show that attitude, subjective norm, and perceived behavioral control significantly enhance tourist satisfaction. Perceived service quality and destination image also contribute to positive impressions and higher satisfaction. Satisfaction, in turn, strongly predicts revisit intention, highlighting its mediating role in shaping behavioral outcomes. This study extends previous research by applying these relationships to intangible cultural heritage tourism. It offers insights for heritage protection and sustainable tourism development by showing how tourist perceptions and experiences can support both satisfaction and loyalty.
Author: Hu, Peipei
Institution: Nanchang Institute of Science & Technology
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219212322