TOURIST PERCEPTION AND LONGEVITY CULTURAL ATTRIBUTES IN THE GUANGXI PROVINCE OF BAMA YAO AUTONOMOUS COUNTY, CHINA: THE MEDIATING EFFECT OF DESTINATION BRAND IDENTITY
This article focused on exploring the relationship between tourist perception and longevity. Human longevity and life expectancy are usually affected by the environmental, social and economic factors in the contemporary era. Keeping health and longevity has become one of the purposes for tourists. The anonymous questionnaire distributed throughout this survey was used to collect Bama tourists’ information through travel agencies, local tourism sectors and the Internet. A total of 346 respondents responded to the questionnaires and were coded for data analysis. There is no consensus and framework on estimates empirically the mediating effects on the relationship between tourist perception and longevity. The mediating effect of destination brand identity between tourist perception and longevity were analyzed with the Structural Equation Modeling (SEM) approach in this investigation. The findings suggest that the destination brand identity partially impacted the longevity cultural attribute-tourist perspective correlation. The results also draw several recommendations for improving destination brands.
Longevity, Tourists’ perception, Destination brand identity, Bama Yao Autonomous County