Research on the Sustainable Design Model of Tourism Brands in Ethnic Minority Areas: A Perspective Based on the Theory of Planned Behavior

Revisit intention has been a focal point of research in the academic community over the past decade. However, regional tourism often faces challenges of low revisit rates due to the phenomenon of homogenized development. It is particularly crucial to systematically explore the impact of revisit intention through sustainable design approaches, taking into account the ethnic characteristics of the region. This study uses Chinese ethnic minority tourism destinations as a case, applying the Theory of Planned Behavior framework. The research employs Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling to analyze tourist behavior data. This study examines the effects of cultural representation, emotional resonance, spatial attributes, and other key factors on tourists’ revisit intention. The findings are as follows: (1) cultural representation and emotional resonance influence personal attitude; (2) cultural representation and information dissemination affect subjective norms; (3) spatial attributes, information dissemination, and policy support influence subjective norms; and (4) personal attitude, subjective norms, and perceived behavioral control collectively drive tourists’ revisit intention. This study provides practical strategies for optimizing destination design, marketing, and policy frameworks, contributing to the sustainable development of ethnic cultural tourism destinations.