Chinese Tourist Satisfaction with Yunnan Province, China

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 sustainable tourism development in Yunnan Province were finally discussed.