Factors affecting tourists' destination preference and future behavior intention: a study of mainland Chinese tourists' travel behavior
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study proposed a model which include most important factor which affecting tourists' destination preference and future decision making, These factors include tourists' motivation, perception of destination image, travel inhibitors and satisfaction experience with the destination. Literature review shows that these factors are affecting people's decision on destination selection and future travel behavior. It aims to provide better understanding of tourist's behavior. Based on the research findings, the destination can make better decisions during their image building and service delivery process. An empirical study will be carried out to test the model applicability.