Mainland Chinese Generation Y tourists to Tibet: Travel constraints, revisit intention and their negotiation

Abstract

This study aims to examine and explain Mainland Chinese Generation Y tourists' travel constraints and revisit intention to Tibet, and to explore how these constraints are negotiated. A mixed-methods sequential transformative design was adopted in this study. The measurement scale of travel constraints for Tibet visits was developed in the first qualitative phase, which was followed by a quantitative investigation in which analysis of a questionnaire survey revealed that travel constraints had no significant or negative influences on Mainland Chinese Generation Y tourists' revisit intention. A further qualitative study was conducted to explain the quantitative results. Two themes emerged as crucial in negotiating travel constraints: the perception of self-efficacy, and self-concept and destination image congruence. The findings of qualitative and quantitative investigations are integrated and discussed in light of previous literature. Theoretical implications for future research and practical recommendations for the local tourism industry are also proposed.