The Motivation of Tourists in Guizhou Province, China

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.