Customers’ Inclinations and Behavioral Intentions in Choosing Cultural Tourism in Shanghai, China: The Mediating Role of Negative Word-of-Mouth Coping Strategies

This study explores the relationship between customers' inclinations (attitudes, subjective norms, perceived behavioral control, desire) and their behavioral intentions in choosing cultural tourism in Shanghai, China, with a focus on the mediating role of negative word-of-mouth (NWOM) coping strategies. A quantitative research approach was adopted using Structural Equation Modeling (SEM) via SmartPLS-SEM 4.0.Data were collected from 487 valid questionnaires completed by tourists who have either visited or plan to visit Shanghai for cultural tourism. The results indicate that attitudes and subjective norms significantly enhance tourists’ behavioral intentions, while perceived behavioral control and desire do not. NWOM coping strategies play a crucial mediating role, effectively linking customers' inclinations with their intentions. The findings provide valuable insights for tourism marketers, emphasizing the importance of fostering positive attitudes and leveraging social influences. Developing effective NWOM coping mechanisms is also crucial for sustaining tourists’ intentions in the face of negative feedback.