RESEARCH ON TOURIST SATISFACTION AND BEHAVIORAL INTENTION IN ECOLOGICAL HEALTH TOURISM ACTIVITIES IN BAMA, GUANGXI BASED ON STRUCTURAL EQUATION MODEL

Abstract

This study endeavors to delve into the intricacies of tourist contentment and proclivities in the realm of ecological health tourism activities within Bama, Guangxi. An exploration of the intricate structural relationships is undertaken, unraveling the quintet of variables encompassing tourists' engagement in Bama's ecological health tourism - namely, the effects of activities, the experiential facet of activities, the pecuniary dimension of activities, coupled with tourist satisfaction and behavioral intent. Employing the methodological framework of constructing a structural equation model, this study leverages IBM SPSS 23.0 software to execute correlation analyses across various variables, including demographic information statistics, reliability and validity metrics. Survey research orbits around the quintet of variables. The findings illuminate that the experiential tapestry woven by tourists partaking in ecological health tourism activities exerts a conspicuously affirmative influence on both their satisfaction and behavioral intentions. Conversely, the financial investment made by tourists in ecologi cal health tourism activities manifests a counteractive impact on their satisfaction and behavioral intentions. Evidently, heightened tourist activity experiences and diminished costs conduce to the facilitation of tourists' aspirations for individualistic tourism activities, thereby enhancing travel satisfaction and behavioral intent. Nevertheless, the potency of tourists' activity effe cts on tourist satisfaction remains suboptimal. Consequently, it is proffered that the propagation of health care paradigms be fortified, coupled with the augmentation of activity experience design. Further, the optimization of cost structures and the enhancement of resource utilization efficiency are recommended, alongside ameliorating activity effects and steering behavioral intent. This comprehensive approach is anticipated to immerse tourists more profoundly into the local ethos of longevity culture, thereby fostering the robust and sustainable evolution of longevity tourism in Bama.