ABSTRACT. As the rapid tourism development continues, many challenges
emerge in the travel industry in Yunnan Province, China. Using
data collected from a survey, this article presents the findings of a research
study determining the destination attributes critical to the overall
satisfaction level of Chinese tourists visiting Yunnan Province, China. A
total of 29 satisfaction attributes were grouped under five travel dimensions
(factors), namely tourist facilities and service, destination attractiveness,
professionalism of the tour guide, itinerary/schedule and dynamics
of the tour group. Results of two-stage least squares regression analysis
indicated that destination attractiveness, professionalism of the tour
guide and dynamics of tour group are significant predictors of domestic
tourists’ overall satisfaction level. Implications with regard to the