The Impact of social sharing and destination quality on tourist behavior in the Recovery of China’s Tourism.sav

The objective of this study is to update existing research to discover Chinese tourists' emerging travel needs after the relaxation of borders and to explore what kind of social media posts and services a destination that can attract more attention and ultimately be able to bring economic benefits.The questionnaire consisted of questions corresponding to each of the seven constructs, (i) top opinion leader (TOL), (ii) images (I), (iii) hygiene and safety (HS), (iv) financial promotion (MP), (v) integrated social app (ISA), (vi) travel interest (TI), and (vii) purchase intention (PI), that appear in the conceptual model (Table 3), as well as four demographic questions related to age, gender, job, and travel experience. On March 29, 2023, the survey links were distributed through WeChat, QQ, Weibo, and Xiaohongshu, popular instant messengers and social media in China, to reach as many respondents as possible. Until May 19, 2023, the questionnaire collection was completed, with 500 responses collected.

本研究旨在更新既有研究成果，探究边境解封后中国游客的新兴旅游需求，并挖掘可助力旅游目的地吸引更多关注度、最终实现经济效益的社交媒体内容与旅游服务类型。
本次调查问卷包含与概念模型（见表3）中7个构念相对应的题目，分别为：(i) 核心意见领袖（Top Opinion Leader，TOL）、(ii) 旅游形象（Images，I）、(iii) 卫生与安全（Hygiene and Safety，HS）、(iv) 金融促销（Financial Promotion，MP）、(v) 综合社交应用（Integrated Social App，ISA）、(vi) 旅游兴趣（Travel Interest，TI）以及(vii) 购买意愿（Purchase Intention，PI）；此外还设置了4道与年龄、性别、职业及旅游经历相关的人口统计学问题。
2023年3月29日，调研链接通过中国主流即时通讯工具与社交媒体平台——微信、QQ、微博及小红书进行分发，以触达尽可能多的受访者。截至2023年5月19日，问卷回收工作圆满完成，共计回收问卷500份。