This research attempts to examine Chinese tourists’ satisfaction
with their visits to Yunnan Province. It is believed that examining the
major travel attributes that affect satisfaction, is likely to contribute
considerably to tourism marketing practice (Heung & Qu, 2000). It
will also help travel agencies and tourism marketers better understand
travelers’ preferences and in turn influence consumer behavior and develop effective promotional campaigns. The study has three specific
objectives:
1. To investigate domestic tourists’ travel experience in Yunnan
Province;
2. To identify attributes with which domestic tourists are satisfied;
3. To determine the impact of the underlying satisfaction dimensions
on domestic tourists’ overall satisfaction.