Insight the Domestic Tourism –Evidence from Hainan, China

This study presents a comprehensive overview of domestic tourism in Hainan Province and conducts an empirical analysis of its demand determinants, utilizing a longitudinal dataset spanning 34 years (1990–2023), which includes the period of the COVID-19 pandemic. The findings indicate that China's sustained economic expansion has been the primary driver of growth in Hainan’s domestic tourism demand. Importantly, the COVID-19 pandemic exerted a dual effect on the province’s tourism sector. While it negatively impacted the volume of domestic tourist arrivals, tourism revenue nevertheless reached a historic peak in 2021. Furthermore, the launch of the Hainan Round-Island Railway (HRR) was associated with a positive influence on tourist numbers. By contrast, price-related factors and the growing number of travel agencies did not exhibit statistically significant effects on tourist decision-making, suggesting a shift toward experience-driven and self-directed travel preferences.