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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
WAN Peng
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DOI:10.17265/2328-2185/2023.06.005
Affiliation(s)
Guangxi University of Foreign Languages, Nanning, China
ABSTRACT
The researcher aims to examine the impact of destination image of Nanning Garden Expo on tourist willingness to revisit. In this study, Nanning Garden Expo, a famous comprehensive park in Nanning, Guangxi, is selected as the research object. Based on previous literature and theories, the author analyzes and explores the relationship between the destination image of Nanning Garden Expo and tourist willingness to revisit. The research tool is questionnaire and the sample size of the survey data is calculated by Cochrane formula, and the data collection volume is 385. The statistics used in the data analysis are descriptive statistics including frequency distribution, percentage, mean, standard deviation, and inferential statistic for testing hypothesis. The researcher applies multiple regression analysis models to examine which independent variables have strong or weak relationships with dependent variables. Hypothesis test indicates that destination image has a significant positive impact on tourist willingness to revisit. Based on the results of the empirical study, relevant suggestions are proposed for how to enhance tourist willingness to revisit for Nanning Garden Expo and promote the healthy and sustainable development of tourism.
KEYWORDS
destination image, tourist willingness to revisit, Nanning Garden Expo
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