Factor that influencing tourist behavior intentions of health tourism in the Nanning City of China

Abstract

In 2017, Nanning was designated by the National Tourism Administration and the State Administration of Traditional Chinese Medicine as one of the first 15 national TCM health tourism demonstration zones in the country. How to rely on the relevant government policies to enhance the development of Nanning's health tourism industry is a topic worthy of research. Therefore, this study takes Nanning City as the research scope, takes Hierarchy of Needs and Marketing Mix as research variables, explores the influence of tourists' behavior intentions in Nanning's health tourism, and then puts forward suggestions for the development of Nanning's health tourism industry. The travel willingness and feedback of health tourism customers are important reference factors for business operation and profitability. Government departments can use these results to improve policies related to health tourism. By strengthening policy implementation, promoting and attracting enterprises to develop the health tourism industry in the local area will help promote the development of “health tourism”. The research sample group is domestic tourists traveling to Nanning City. The questionnaire method was used to conduct a questionnaire survey of 500 domestic tourists to Nanning, and the data obtained were analyzed using SPSS statistical procedures. Data analysis is mainly divided into two parts. First, use the method of descriptive statistics to quantitatively describe the Demographic Characteristics of the Respondents (features). Secondly, through reliability analysis, validity analysis, difference analysis, correlation analysis and regression analysis to determine the relationship and meaning of each concept. At the same time, the research hypothesis is tested. The results show that the physiological needs, safety needs, respect needs and self-realization needs of tourists have a significant positive impact on the willingness of Nanning's health tourism behavior. Tourist locations, production services, product prices and marketing methods also have a significant impact on Nanning's health tourism. Willingness to behave has a significant positive impact. Based on the conclusions drawn from SPSS data analysis, the author puts forward the following suggestions for the development of the large health tourism industry in Nanning: (1) The government should improve the relevant policy system and optimize the development plan for the large health tourism industry. (2) Actively expand the promotion of Nanning's health tourism and increase investment promotion. (3) Innovate the large health tourism industry model and build a large health tourism brand. (4) Improve the service management system and improve the quality of supporting services for health tourism.