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Determinants of Cultural Tourism Engagement: An In-depth Analysis of Tea Culture Tourism at Wuyi Mountain, Fujian Province, China Cai, Yilin; Jiang, Songyu
Jurnal Toursci Vol 2 No 1 (2024): Vol 2 No 1 August 2024
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/toursci.v2i1.445

We aim to uncover factors affecting tourists’ intention to visit Wuyi Mountain as a tea culture tourism destination. This study utilized a questionnaire survey method to collect 403 Generation Z tourists from Beijing, Shanghai, and Shenzhen. Furthermore, this research conducts a structural equation model to process the data. The results indicate (1) Cultural identity has a direct positive impact on behavioral intentions, indicating that the stronger the sense of cultural identity, the stronger the tourists' behavioral intentions; (2) Attitude, subjective norms, and perceived behavioral control also have direct positive impacts on the behavioral intentions of Generation Z tourists, suggesting that these factors play essential roles in the formation of behavioral intentions; (3) Cultural identity indirectly influences behavioral intentions through attitude, subjective norms, and perceived behavioral control, with these factors serving as significant mediators between cultural identity and behavioral intentions.

Exploring Entrepreneurial Behavior in Rural Areas: Evidence from Private Higher Education Institutions in Henan Province, China Liu, Chang; Jiang, Songyu; Phakdeephirot, Nutteera
Jurnal Ekuisci Vol 2 No 4 (2025): Vol 2 No 4 March 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v2i4.635

Background. Rural entrepreneurship has emerged as a strategic solution to alleviate employment pressure among university graduates in China. Aim. This study investigates the factors influencing rural entrepreneurial intention and behavior among private university graduates by extending the theory of planned behavior (TPB) to incorporate entrepreneurial passion and entrepreneurial value. Methods. A quantitative approach was employed, utilizing an online survey of 424 students from private higher education institutions in Henan Province. Structural equation modeling (SEM) was conducted to examine the relationships among subjective norms, perceived behavioral control, entrepreneurial attitude, entrepreneurial passion, entrepreneurial value, entrepreneurial intention, and entrepreneurial behavior. Result. The results confirm that entrepreneurial intention strongly predicts entrepreneurial behavior, with entrepreneurial passion and value exerting direct and indirect influences on both constructs. Conclusion. Additionally, subjective norms, perceived behavioral control, and entrepreneurial attitude significantly impact entrepreneurial intention. Implementation. These findings contribute to entrepreneurial research by expanding TPB to include psychological and value-driven factors while also offering practical insights for policymakers, educators, and rural development agencies.

Thailand as a Tourism Destination: Factors Influencing Wellness Tourism Intentions of Chinese Older Adults Cheng, Jiebei; Jiang, Songyu; Phakdeephirot, Nutteera
Jurnal Toursci Vol 2 No 4 (2025): Vol 2 No 4 February 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/toursci.v2i4.626

Background. Thailand, with its rich natural resources, traditional healing therapies, and high-quality healthcare services, has become an attractive destination for Chinese senior tourists. Aim. This study integrates the Health Belief Model (HBM) and Push-Pull Theory to examine the key determinants influencing older Chinese adults' intention to engage in wellness tourism in Thailand. Methods. A quantitative approach was adopted, utilizing a structured questionnaire covering perceived susceptibility, perceived severity, perceived benefits, perceived barriers, push factors, pull factors, and wellness tourism intention. Data were collected through stratified random sampling across eastern, central, and western regions of China, using both online (WeChat, Wenjuanxing) and offline (senior activity centers, community health centers) methods. 462 valid responses were analyzed using structural equation modeling (SEM).Result. The results indicate that perceived benefits positively influence wellness tourism intention, while perceived barriers significantly reduce it. Both push and pull factors enhance wellness tourism intention, with their interaction exerting an even more substantial effect. However, contrary to HBM’s conventional assumptions, perceived susceptibility and perceived severity negatively impact wellness tourism intention, suggesting that heightened health concerns may deter older adults from traveling. Conclusion. This study extends the application of HBM and refines the Push-Pull Theory in the wellness tourism context. Practically, it offers insights for policymakers and industry stakeholders to develop targeted wellness tourism services. Furthermore, this study lays a theoretical foundation for future research by offering an integrative model that captures both health-related perceptions and tourism motivations.Implementation. The findings deepen the understanding of how health perceptions and travel motivations interact to influence senior tourists’ wellness tourism decisions.

Short Video Affecting Young People's Intention to Travel To Sichuan as a Destination Wang, Xinjie; Jiang, Songyu
Jurnal Toursci Vol 2 No 4 (2025): Vol 2 No 4 February 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/toursci.v2i4.663

Background. With the proliferation of short video platforms such as Douyin, digital media has become a powerful tool for destination marketing, particularly among younger generations. Aims This study investigates the impact of short video attributes—perceived usefulness, perceived ease of use, perceived price, and emotional experience—on young people's attitude toward travel and their intention to visit Sichuan, a culturally rich and economically significant tourist destination in China. Methods. Using a quantitative approach, data were collected via an online questionnaire distributed through social media platforms. A total of 417 valid responses were obtained using stratified random sampling targeting Chinese Douyin users aged 18–35. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships and mediating effects. Result. The results show that perceived ease of use, usefulness, and emotional experience significantly affect both travel attitude and intention, with travel attitude serving as a key mediator. However, perceived price was not a significant direct predictor of intention. Conclusion. These findings offer theoretical contributions to digital tourism research and practical insights for enhancing destination promotion strategies through short video platforms. Implication. Tourism authorities in Sichuan and similar destinations should consider integrating interactive short video strategies with localized cultural elements, optimize pricing information presentation, and engage users through storytelling formats that elicit positive emotions

Exploring The Purchase Intention Among Older Consumers: Fenjiu as a Case in Shanxi Province, China Hu, Chaojie; Jiang, Songyu
Jurnal Toursci Vol 2 No 5 (2025): Vol 2 No 5 April 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/toursci.v2i5.826

Background. China’s demographic transition into an aging society has reshaped the country’s consumer landscape, positioning older adults as a strategically vital market segment. This demographic shift is particularly consequential in the liquor industry, where traditional Chinese liquors hold deep cultural, ceremonial, and social significance. Aims. (1) to explore the influence of functional value, social value, emotional value, Epistemic value, and conditional value on consumer satisfaction; (2) to analyze the influence of functional value, social value, emotional value, epistemic value, and conditional value on consumers' intention to buy Fenjiu. (3) to verify the mediating role of consumer satisfaction. Methods. This study used a quantitative research method, surveyed 412 Chinese elderly people who had experience in purchasing Fenjiu, and then analyzed the data using a structural equation model. Result. Functional, social, emotional, and epistemic values all exert significant positive effects on consumer satisfaction, while conditional value fails to reach statistical significance. Social, epistemic, functional, and conditional values significantly predict purchase intention, while emotional value is not significant. Satisfaction significantly and positively predicts purchase intention and serves as a stable mediator in the paths of functional, social, emotional, and epistemic values, while the path from conditional value does not reach significance.. Conclusion. The findings highlight the importance of emotional and epistemic engagement in aging consumers’ liquor consumption and offer strategic insights for culturally rooted brand marketing

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