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| THE INFLUENCING FACTORS AND MECHANISM ON TOURISTS' REVISIT INTENTION OF CHINESE TRADITIONAL ANCIENT VILLAGE——A CASE OF ZHOUZHUANG |
| DING Feng-qin1, JIANG Hong-tao1, HOU Song-yan2, ZHOU Juan1 |
1. Department of Land Resource and Tourism Sciences, Nanjing University, Nanjing 210046, China;
2. Shenzhen New Urban Planning and Architectural Design Co. Ltd, Shenzhen 518100, China |
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Abstract Tourists' revisit intention is of great importance to the sustainable development of traditional ancient villages. Based on existing literatures, this paper built a structural equation model regarding tourists' revisit intention. Moreover the model included ten paths and five variables which were tourism preference,place identity, place dependence, overall satisfaction and revisit intention. This study took Zhouzhuang which is a typical Chinese traditional ancient village as an example, using the confirmatory factor analysis (CFA) method of Structural Equation Modeling (SEM) to verify the model of tourists' revisit intention in traditional ancient villages. The data was collected through questionnaire survey in Zhouzhuang (n=531).Through confirmatory factor analysis, this paper found out the dimensions of the three constructs (tourism preference, place identity, place dependence), also assessed the convergent and discriminant validity of the measurement items. This paper selected CMIN/DF, RMR, RMSEA, GFI, AGFI, NFI, RFI, IFI, TLI, CFI, PGFI, PCFI as well as PNFI to evaluate the degree of fitness between the primary model and the data. The results showed that tourism preference and place dependence have no direct impact on revisit intention; place identity and overall satisfaction have notable direct influence on revisit intention; place dependence has significant direct influence on overall satisfaction and place identity, thus significantly influencing revisit intention; tourism preference has significant influence on place dependence, place identity and overall satisfaction, then plays a significant role in revisit intention; the effect of place identity on overall satisfaction is insignificant, thus has no indirect influence on revisit intention.
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Received: 17 September 2014
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2015, Vol. 30 
