Factors Influencing Destination Loyalty On Ethnic Tourism In Guizhou Province, China: The Moderating Role Of Cultural Intelligence And The Mediating Role Of Tourist Satisfaction

Huang, Xiaoxu (2025) Factors Influencing Destination Loyalty On Ethnic Tourism In Guizhou Province, China: The Moderating Role Of Cultural Intelligence And The Mediating Role Of Tourist Satisfaction. PhD thesis, Perpustakaan Hamzah Sendut.

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Abstract

Ethnic tourism is a crucial component of china’s domestic tourism market, with guizhou playing a significant role in this sector. However, the impacts of the pandemic and competition from other ethnic provinces have posed challenges for guizhou in terms of tourism recovery and growth. To stand out in this intensely competitive environment, guizhou urgently needs to determine how to attract new tourists and retain existing ones, thereby creating sustainable competitive advantages and economic benefits. Accordingly, the research objective of this study is to investigate the key factors influencing tourists’ destination loyalty in guizhou’s ethnic tourism and to clarify the mechanisms through which these factors shape loyalty. By integrating the theory of planned behavior and the stimulus-organism-response theory, this study proposes a research framework elucidating the relationships between destination image, tourist experience quality, user-generated content (ugc), tourist satisfaction, cultural intelligence (cq), and destination loyalty. Through purposive sampling, data were collected from 328 tourists and analyzed with spss and partial least squares structural equation modeling (pls-sem). The results indicate that destination image, tourist experience quality, ugc, and tourist satisfaction are crucial antecedents affecting tourists’ destination loyalty toward ethnic tourism in guizhou

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User: Mr Hasmizar Mansor
Date Deposited: 29 Apr 2026 01:33
Last Modified: 29 Apr 2026 01:33
URI: http://eprints.usm.my/id/eprint/64019

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