The Influence of Destination Familiarity on Tourists' Behaviour Intentions: Evidence from Quanhu Park in Guiyang City

Quanhu Park in Guiyang City is funded by the government and is a public welfare park. However, its poor business performance conceals problems in the relationship between people and the place, such as tourists' sense of familiarity and identification. Moreover, these problems may affect the behaviour of tourists because tourists lack familiarity with the destination. Based on this, this paper aims to analyse the correlation among tourists' perceived destination familiarity, place identity, travel satisfaction and word-of-mouth, and provide implications. This article obtained 367 valid questionnaires through a questionnaire survey. Research has found that tourists' familiarity with health and wellness destinations is significant and positively affects their place identity. Tourists' familiarity with health and wellness destinations and their place identity will significantly and positively affect their satisfaction. Tourists' destination familiarity, place identity and satisfaction will significantly and positively influence their intentions to health and wellness tourism. Finally, the research puts forward some useful implications for reference by the academic community and destination managers.