Abstract:
This research is qualitative research that aimed to study the behavior and motivations of Chinese tourists traveling to Guizhou Province and to propose recommendations for the development of tourism in
Guizhou Province. Closed-end questionnaire is used to collect data from Chinese tourists. 419 sample size is
taken for the study by Taro Yamene’s formula at 95% confidence level with 5% degree of error.
The result showed that most of the respondents were women, aged between 18-25, have a college
degree or above, average income ranges from ¥4000 yuan or less, are employees, were married and visited
Guizhou Province roughly four or more times. The most of respondents prefer to travel with family during
vacation for three days, expenses of 1001 yuan or more and their will revisit again. Additionally, satisfactions of
tourism motivation in Guizhou Province consist of physical motivation, cultural motivation, interpersonal
motivation, and status & reputational motivation have been negative effects on the willingness to revisit.
Additionally, tourism motivation in Guizhou Province consists of; physical motivation, cultural motivation,
interpersonal motivation, and status & reputational motivation have been negative effects on the willingness
to revisit, motivation of Chinese tourists towards Guizhou Province was statistically significant at the 0.05
confidence level. So, the Suggestions of this study are followed; improve the infrastructure of scenic spots and
improve the service quality of scenic spots, set up personalized service projects to continuously improve the
satisfaction of tourists, strengthen the brand publicity of scenic spots and enhance the visibility of scenic spots,
enrich the tourism projects, and innovate the experience methods, strengthen the cultural heritage, and
cultivate professional talents.
