sustainability

Article
Tourist Satisfaction, Willingness to Revisit and Recommend,
and Mountain Kangyang Tourism Spots Sustainability:
A Structural Equation Modelling Approach
Liyun Zeng 1,2, * and Rita Yi Man Li 3

1 Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology

Rattanakosin, Bangkok 10700, Thailand
2 Civil and Architectural Engineering Institute, Panzhihua University, Panzhihua 617000, China
3 Sustainable Real Estate Research Center, Hong Kong Shue Yan University, Hong Kong 999077, China;
[email protected]
* Correspondence: [email protected]; Tel.: +86-156-0091-2550

Abstract: The rapid development of society and economy has imposed insurmountable pressure on
the urban population, and many people suffer from sub-health conditions. Kangyang tourism (KT),
which combines the concepts of health preservation, ecological resources, and tourism activities, has
developed rapidly in China since the concept was first introduced. Although previous studies have
examined the relationship among experience, satisfaction, and intention, there is a lack of study of
experience value’s impact on Mountain Kangyang Tourim Spots’ Sustainability, that is, willingness
to revisit and recommend to other potential tourists. Consequently, an “experience value (functional
value, contextual value, emotional value, cognitive value, economic value), satisfaction and post-trip





 willingness to revisit and recommend” framework is suggested to examine mountain Kangyang
tourism (MKT). Data were collected from 500 tourists after visiting five well-known MKT destinations
Citation: Zeng, L.; Yi Man Li, R.
in Panzhihua city. Using the structural equation modeling (SEM) technique, the results suggest that
Tourist Satisfaction, Willingness to
Revisit and Recommend, and
tourist satisfaction plays an important role in experience value as well as willingness to revisit and
Mountain Kangyang Tourism Spots recommend the MKT spots after their revisits. Our research offers some practical suggestions for
Sustainability: A Structural Equation MKT destination operators when they design and provide MKT destinations. The results would be
Modelling Approach. Sustainability useful for governments and non-profit organizations which attempt to promote MKT.
2021, 13, 10620. https://doi.org/
10.3390/su131910620 Keywords: mountain Kangyang tourism; structural equation model; experiential value; satisfaction;
post-trip intention
Academic Editor: Alan Fyall

Received: 15 August 2021

Accepted: 21 September 2021
1. Introduction
Published: 24 September 2021
1.1. Lifestyle and Health Trends in Global Demographics

Publisher’s Note: MDPI stays neutral

In recent decades, non-communicable diseases (such as heart disease and cancer) have
with regard to jurisdictional claims in
been the leading cause of death. These may be caused by bad habits or inappropriate
published maps and institutional affil- lifestyles [1]. People live in urban areas usually suffer stress from fast-paced life and
iations. work [2] and adverse environmental conditions, which affect their physical health and
mental state [2,3]. Thus, there is an increasing need to stay away from sources of stress
at workplace, school, and other living scenarios [3]. Likewise, COVID-19 has brought
substantially unprecedented social and economic problems [4]. According to the United
Nations World Tourism Organization (UNWTO), tourism will not return to the pre-COVID-
Copyright: © 2021 by the authors.
Licensee MDPI, Basel, Switzerland.
19 state for another two or three years, and recovery after COVID-19 must respond to the
This article is an open access article
crisis and underpin tourism recovery in the long run [5,6]. People increasingly need to be
distributed under the terms and close to nature to heal their bodies and minds when facing such a global crisis [7].
conditions of the Creative Commons
Attribution (CC BY) license (https://
1.2. The Emergence of Global Health Tourism
creativecommons.org/licenses/by/ The WTO published documents to promote “health and well-being” tourism as a
4.0/). Sustainable Development Goal (SDG) by 2030. The goal is to promote the health and

Sustainability 2021, 13, 10620. https://doi.org/10.3390/su131910620 https://www.mdpi.com/journal/sustainability

Sustainability 2021, 13, 10620 2 of 20

well-being of local communities, tourists, and tourism staff [8]. Thus, many travel agencies
provide nature-based tours for those who need mental refreshment [9]. The idea of traveling
for physical, mental, or spiritual rejuvenation appeals to travelers, especially those cramped
with family and work responsibilities [3]. Increasingly, consumers travel during vacation for
health and wellness [3]. Health-oriented tourism, such as health tourism, medical tourism,
and wellness tourism, has emerged as one of the fastest-growing tourism worldwide [9].

1.3. Kangyang Tourism in China

China is facing the challenges of a growing aging population and severe pollution.
These problems, however, make wellness tourism more attractive [10]. This type of travel
provides a healthy lifestyle for tourists to promote their physical, mental, and spiritual
health through traveling. Firstly, the developmental level of wellness tourism varies from
country, depending on socioeconomic conditions and availability of natural and cultural
resources [2,11]. In China, natural bath, self-cultivation, taijiquan, wushu, traditional
medicine, massage, medicinal herbs, or even living in a “longevity village” can be consid-
ered as wellness activities from the perspective of Chinese wellness culture [11]. Gradually,
Kangyang tourism has formed as a kind of wellness tourism in China, which also incorpo-
rates other activities such as health and fitness, nutritious diet, spiritual cultivation, mental
training, environmental conservation. Kangyang participants can achieve physical, mental
and spiritual harmony (Standard for National Health and Wellness Tourism Demonstration
Base, 2020). Kangyang tourism was developed with the support of Chinese policies and
relevant governments in China. According to the Government of the People’s Repub-
lic of China (http://www.gov.cn, accessed on 10 August 2020) and Ministry of Cultural
and Tourism of the People’s Republic of China (https://www.mct.gov.cn, accessed on
10 August 2020), there are several policies, such as Outline of the 30-year Plan for Healthy
China (2016), and Standard for National Health and Wellness Tourism Demonstration Base (2020).
Kangyang tourism industry can benefit the economic, cultural, and social development in
the country, especially in the post-COVID-19 period.
In addition, there are numerous mountain resources with green and blue spaces [12]
in China. After the implementation of Kangyang tourism in China, the rapid development
of mountain-based Kangyang tourism (MKT) has been promoted, significantly influences
the development of tourism. In the development of MKT, opinions from tourists and effec-
tive communication channels are required for infrastructure construction [13], landscape
management [14], and tourism product development [15].

1.4. Research Question and Structure

This paper mainly studies Kangyang tourism from the perspective of tourists. The pa-
per aims to explore the relationship among the MKT tourists’ experiential value (functional
value, contextual value, emotional value, cognitive value and economic value), satisfaction,
willingness to revisit and recommend after their visits. The novelty of the study is the use
of SEM to assess the relationship among the experiential value, satisfaction, and intention
of tourists visiting MKT sites in China. A better understanding of these relationships can
help MKT destination providers to plan and design better Kangyang tourism spots for
visitors, assist governments and non-profit organizations in promoting MKT. Tourists’ post
trip behaviours, that is, willingness to revisit and recommend the MKT spots affect MKT
sustainability in the long run. The research questions of this paper are as follows:
(1) What factors can enhance the satisfaction of the MKT tourists’ experiences?
(2) What factors can enhance the willingness of the MKT tourists to revisit and recommend?
(3) What is the relationship between the MKT tourists’ satisfaction, experience, and
willingness to revisit and recommend?
The rest of this paper is structured as follows: Section 2 presents the conceptual
background and hypotheses development about MKT; Section 3 describes the research
areas and methods; Section 4 describes the data collection and analysis; Section 5 shows the
Sustainability 2021, 13, 10620 3 of 20

results and findings; Section 6 is the discussion part; Section 7 is the conclusion constructed
by theoretical contributions and managerial implications; the last Section 8 is limitations.

2. Concepts and Hypotheses Development

2.1. Health Tourism and Wellness Tourism
Health tourism is a comprehensive concept. It is based on natural resources: mineral
water, therapeutic mud, and climatic conditions, which complement each other and en-
hance the treatment effect of various diseases [16]. Heath tourism encompasses medical [17],
wellness [18], and spa tourism [18]. Heath tourism concerns psychological, physical, and
social factors, and the concept of wellness (the optimal state of health), resulting in a more
positive definition of health [19]. Sometimes, “health” tourism is different from “wellness”
tourism. Health tourism emphasizes more on medical-related activities such as cardio or
cosmetic surgery. Wellness tourism represents a more holistic approach where a traveler
seeks general well-being enhancement through participating in activities such as yoga, Tai
chi, hot spring/spa, massage, and physical activities [3].
Wellness tourism can be broadly defined as a physical activity undertaken by tourists
to improve their health. Generally, these activities incorporate physical fitness/beauty
care, healthy nutrition/diet, relaxation/meditation, and mental activity/education [20].
Wellness tourism is called the main type of tourism [2]. Many marketing channels promote
wellness tourism as a form of tourism activity that satisfies the well-being of people,
represents an effective lifestyle and behavioral change [21]. Wellness tourism is relevant to
many aspects of life, such as health, social, and economic well-being [22]. Wellness tourism
is related to a more complex paradigm of wellness research that balances the human mind,
spirit, body, environment, and quality of life [23,24]. It is an all-encompassing term that
involves traveling to the regions with the most favorable natural conditions, including
climate for health and the prevention, treatment, or rehabilitation of disease [16].

2.2. Mountain-Based Kangyang Tourism (MKT)

As a new concept applicable worldwide, Kangyang tourism is integrated with various
cultural and historical elements [25]. Wellness tourism has different meanings in different
languages and cultures [11], and it is known as Kangyang tourism in China. Concern-
ing cultural perspectives on health tourism, few papers addressed the role of cultural
and natural characteristics of destinations in health tourism. As mentioned above, some
researchers pointed out that future studies should focus on mountains because specific loca-
tions and traditional Chinese culture characterized by a particular microclimate contribute
to longevity and health, etc. [26].
Mountain-based Kangyang tourism is a kind of Kangyang tourism in mountain areas.
Most of the relevant studies were based on geographic or cultural contexts. Christina
and Andreas (2011) focused on climate change affecting human health and recreation in
the mountainous regions of southwestern Germany [27]. Cheng, Li, Zhang et al. (2017)
explored the cultural, psychological, ideological impacts of Taoism on tourists of wellness
tourism in the Wudang Mountains of China [25]. Yang (2017) aimed at the development
of wellness tourism resources for Chang-Ji-Tu regions [28]. Bae and Lee (2019) verified
the influence of place attachment recognition on tourist satisfaction and future behavioral
intention in mountain villages [29]. Pan, Yang, and et al. (2019) analyzed how the potential
areas at seven counties (Horgos, Huocheng, Qapqal, Zhaosu, Tekes, Tokkuztara, and Narat)
in Xinjiang, China [11] make full use of their strengths to cater to different MKT activities.
Yong (2020) studied the significance of landscape plans on improving the quality of life
in rural mountainous areas [30]. Choi and Kim (2021) concluded that tourism attributes
could positively impact tourist satisfaction, and satisfaction can do the same thing on the
intention to revisit Sokcho City with mountain tourism resources and so on [31].
Sustainability 2021, 13, 10620 4 of 20

2.3. Experience Value, Satisfaction, and Revisit Intentions

In various tourism research, some researchers studied the effect of satisfaction on re-
participation/revisit intention in the context of sports tourism many years ago [32], cultural
tourism festivals [33], etc., such as Cheol-Woo, Lee (2004) and Junghoon (2005). Except
for the tourist satisfaction and intention, Yong-ho (2006) and Joo (2008) started to focus
on tourist experience and examined service quality of village tourism [34] and medical
tourism [35]. In terms of adventure tourism, Paul and Geoffrey N. (2009) researched the
significance of value on satisfaction and behavioral intentions and conceptualized values
as value for money, emotional value, and novelty value [36]. The structural research
of experience/perception (value), satisfaction, and behavior intentions are becoming an
increasing tendency in terms of ecotourism and leisure tourism [37,38].
Mostafa, Siamak, Ahmad and et al. (2021) investigated the mediating role of tourist
satisfaction in the relationship between memorable tourism experiences and behavioral
intentions in heritage tourism [39]. Rahman, Sabbir, Surajit and et al. (2021) aimed to
investigate tourist willingness to conduct a medical tourism revisiting and suggested that
stakeholders should focus on the hedonic/emotional and utilitarian/functional, and eco-
nomic factors of the destination [40]. Some researchers, such as Seokho, Yoon, Ji-Hwan,
and Jookyung (2021), investigated how the multidimensional components of AR experien-
tial value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive
behavior through AR satisfaction [41].
In the current context of sports tourism, Anne-Marie, Che-Jen, and Patrick (2021)
constructed a framework of consumer experience-satisfaction-behavioral intentions, and
highlighted that the experiential context could distinct the actual visitor experience in
each park in terms of education cognitive, contextual esthetics, emotional entertainment,
escapism, and functionally physical activity [42]. Thus, though many researchers have
analyzed the relationship among satisfaction, experience, and behavioral intentions in
tourism, few researchers studied this topic in the context of MKT, especially the dimen-
sions of experiential value. As mentioned above, the novelty of this paper is mainly on
the “experience value-satisfaction-behavior intentions” framework construction in MKT.
Understanding these concepts and definitions is essential in the paper.

2.3.1. Experiential Value

Experiential value can be considered a subjective construction that varies from con-
sumers, destinations, and cultures over time [43]. In other words, tourists evaluate tourism
destinations based on the benefits acquired [43]. As a conceptual framework, experiential
value refers to feelings and attitudes that attract consumers to purchase certain products in
a competitive environment [44,45]. Based on the definitions and conclusions of previous
research, this study defines “experience value” in MKT as the feelings and evaluation of
consumers when using the facilities and services in MKT. Experiential value can be classi-
fied into five types: functional [46], contextual [43,46], cognitive [47,48], emotional [44–46],
and economic values [49,50].
(1) Functional Value
Functional value is a basic experiential value [51]. Functional value refers to the
perception and evaluation of basic tourism functions such as transportation, safety, environ-
ment, tourist routes, and supporting facilities [52]. In terms of mountain Kangyang tourism,
functional value indicators include transportation convenience [11], planning and design
rationality [14], service quality and efficiency [46,53], supporting facilities [11,16], public
order and safety [17,54], medical personnel [11,55], and environmental protection [3,56].
(2) Contextual Value
Contextual value of tourism refers to the perception and evaluation from visitors
of environmental atmosphere and service attitudes of recreational areas [57,58]. The
contextual value indicators include reputation [1,59,60], landscape environment [14], veg-
Sustainability 2021, 13, 10620 5 of 20

etation coverage [12,15,26], architectural characteristics [13], service attitude [61], and
climatic conditions [26].
(3) Emotional Value
Emotional value refers to the ability and utility of a product that can change the
emotional state of consumers [62]. The emotional value of tourism refers to the emotions
of tourists after travel and the perceptual utility that stimulates the emotional state of the
individual. A higher perceptual level means a more satisfying emotional need for pleasure
and aesthetics so that tourists can obtain positive emotional value [52,63,64]. The emotional
value indicators include relaxation and excitement [11,65], travel freshness [9], comfort [66],
the pleasure of knowledge and stories [67], leisure and fitness of group activities [22], and
happiness of communication [26].
(4) Cognitive Value
Cognitive value refers to the attribute that can satisfy the pursuit of knowledge of cus-
tomers [68,69]. The cognitive value of tourism refers to gain knowledge, skills, and horizons
in recreational experience [52,68]. The cognitive value indicators include knowledge acqui-
sition [17], the experience of local cultures [3,26], and participation in competitions [17].
(5) Economic Value
Economic value refers to the return on investment for consumption [62]. The economic
value of tourism refers to the perception and evaluation of travel expenses from tourists [52].
The economic value indicators include reasonable price [43], value for money [46,56,70,71],
and time-saving and labor-saving [11] in mountain Kangyang tourism.
(6) Interrelationship of Experiential Value
In terms of medical tourism, rural tourism, adventure tourism, and sports tourism,
functional value and/or contextual value positively impact emotional, economic, and
cognitive value [34,35,40,42]. The correlation among the above keywords was usually
found in the product market [46]. The functional value and contextual value in the tourism
experience are the basis of the other three values. On the one hand, only with reasonable
planning and design, convenient traffic conditions, appropriate supporting facilities, ser-
vice efficiency, safety, etc. (functional value) in tourist destinations, tourists shall have
positive emotions (such as happiness, excitement, relaxation), gain new knowledge to
create cognitive value, and then feel the tourist spot good value for money because of the
low cost of travel time, traffic fee, etc.
Thus, the following hypotheses are proposed:
H1a. Functional value (F1) has a direct impact on emotional value (F3) in MKT.
H1b. Functional value (F1) has a direct impact on economic value (F5) in MKT.
H1c. Functional value (F1) has a direct impact on cognitive value (F4) in MKT.
On the other hand, when the environment and services attitudes and other aspects
(conceptual value) are guaranteed, tourists can feel psychologically comfortable spending
more time and money in the tourism destination, and can get more chances to learn about
the local cultural knowledge. Furthermore, a reasonable spending experience can make
tourists feel good value for money, generating economic value.
Thus, the following hypotheses are proposed:
H2a. Contextual value (F2) has a direct influence on emotional value (F3) in MKT.
H2b. Contextual value (F2) has a direct influence on economic value (F5) in MKT.
H2c. Contextual value (F2) has a direct influence on cognitive value (F4) in MKT.
Sustainability 2021, 13, 10620 6 of 20

2.3.2. Satisfaction
Satisfaction refers to the degree to which travel expectations and actual experiences
are satisfied [72]. Professional management of a destination is necessary to optimize the
satisfaction and experiential value of visitors [43]. Tourists who have a positive travel
experience, a good image, and/or are highly satisfied after visiting tourism destinations
may wish to revisit or recommend the destination [38]. When people are satisfied and
happy, well-being means the needs of the individual are fulfilled, thus contributing to the
community [70]. Therefore, it is necessary to analyze the satisfaction of tourists in MKT.

2.3.3. Behavior Intentions

Behavior intention includes the willingness to revisit and recommend [73]. These stud-
ies have explored the outcomes of the experience of the visitor and tested the relationship
among experience and value [46], behavior intention [74], intention to recommend [75],
revisiting [76], perceived value [77], and the satisfaction of visitors [78]. Historically, sat-
isfaction has been regarded as the most well-known variable predicting the intention of
re-visitation [79–81].

2.3.4. Experiential Value and Satisfaction

Bajs (2015) revealed a direct effect of experience on satisfaction in leisure tourism [82].
Visitor satisfaction encompasses the accumulated experiences (such as context, emotion,
and cognitive) of tourism service consumption [43]. People conduct MKT to avoid the
hustle and bustle of the city, change their environment, enjoy leisure time, cultivate the
body and mind, and so on. Therefore, the destination popularity and landscape uniqueness
in context may not be the most important factors. On the contrary, the friendly service
attitude, laid-back and relaxed atmosphere and creative–knowledgeable themes are more
important. Thus, the contextual, emotional and cognitive value may have a great impact
on tourist satisfaction.
Accordingly, the following hypotheses are proposed:
H3a. Contextual value (F2) directly influences tourist satisfaction (F6) in MKT.
H3b. Emotional value (F3) directly influences tourist satisfaction (F6) in MKT.
H3c. Cognitive value (F4) directly influences tourist satisfaction (F6) in MKT.
In an adventure tourism context, the direct significance of economic value on satisfac-
tion is verified by Paul and Geoffrey N. (2009) [36]. People’s main consumer psychology
for MKT is to enjoy the happiness of relaxation during the limited vacation. They hope
that the MKT destinations will be accessible and reasonably priced [29]. If the experience
is economical and value-for-money, tourist satisfaction will naturally be high; mountain
health tourism destinations also have high-end holiday tourism products, although the
consumer price is high; if the cost of travel time and energy is higher than that of other
tourist destinations of the same type, tourists will enjoy the same quality of vacation fun
but with higher satisfaction [53,54], which is also MKT destinations should strive to boast
compared to long-distance tourism vacations.
Accordingly, this article proposes the following hypotheses:
H3d. Economic value (F5) directly influence tourist satisfaction (F6) in MKT.

2.3.5. Satisfaction and Behavior Intention

Historically, tourism and destination management studies have considered satisfaction
as one of the most important variables given that it allows tourists to show positive post-
visit behavioral outcomes, such as re-visitation or recommendation (“word-of-mouth”
effect) [83]. Hence, various key determinants have been examined to understand how to
satisfy tourists [84]. This study considers tourist satisfaction an important intermediary
variable for studying the relationship between experience value and behavior intention.
Sustainability 2021, 13, 10620 7 of 20

Thus, the following hypotheses are proposed:

H4. Visitor satisfaction (F6) directly influences behavior intention (F7) in MKT.

3. Research Areas and Methods

3.1. A Study Location
Panzhihua City is located in Sichuan Province, the southwest of China. As a remote
MKT destination containing different ethnic resident groups such as Han, Yi, Lisu, and
Miao, it has poor economic performance but rich indigenous cultural wellness knowledge
and unique wellness attributes. Panzhihua city is now attracting an increasing number of
seasonal wellness migrants from different provinces of China. According to the records of
the local county tourism bureau, nearly 30,148,100 visitors came for wellness in 2019, many
of whom are elderly people (Panzhihua Tourism Bureau, 2020). Meanwhile, residents have
already taken part in the Kangyang tourism industry for those seasonal wellness stayers
through accommodation and transportation. The case study was adopted, an empirical
inquiry approach appropriate to study research problems in an explanatory way [67].
Five target areas of MKT destinations are selected from Panzhihua City for research,
Puda, Hemenkou, Wuben, Zhuanxu and Hongge, the popular Kangyang tourism destina-
tions at East District, West District, Renhe District, Miyi County, and Yanbian County. The
five destinations are formed relying on the characteristic resource environment of Panzhi-
hua. Its diverse and rich natural resources can help to preserve and improve the health
of people and extend their life expectancy: a favorable climate and range of ecological
zones, forest, forest–steppe and steppe and mountainous areas, a unique microclimate of
caves, a wide range of natural rivers, therapeutic mud and so on. Due to its advantageous
location, around 1200 m latitude in mountain-based areas, ample natural resources and
facilities, people living in urban areas with strong interests in health and wellness represent
increasing demand for traveling for weekend leisure destinations.

3.2. Research Method

Some scholars used SEM to analyze satisfaction from the perspective of tourists.
Catarina, Rui and Stanislava (2021) used SEM to analyze the relationship between im-
age, satisfaction, destination and product post-visit behaviors. Lee et al. (2021) examined
tourists’ experiences are associated with a Value-Attitude-Behavior (VAB) model using SEM
analysis [46]. Li, Fang and Soutar (2021) used the SEM technique to analyze tourists’ expe-
riences, post-trip destination image, satisfaction and loyalty in an ecotourism context [38].
The study used SEM to analyze the relationship among experiential value, satisfaction and
behavior intentions. Many factors affect the likelihood of tourist participation in MKT, and
many data cover a wide range.

4. Data Collection and Analysis

4.1. Data Collection
The study focuses on tourists traveling from MKT destination in Panzhihua City. Two
reasons explain the focus on these tourists. First, many people want to experience MKT,
who are the priority targets for many MKT planners. Second, although current studies have
investigated tourists doing wellness tourism in China, few focus on this market segment.
It is necessary to study MKT tourists because of their different behaviors during traveling.
First, a pilot test was conducted on Miyi and Yanbian counties of Panzhihua and
85 questionnaires were distributed, with their content adjusted after reliability and validity
analysis and expert consultation. In the formal investigation, questionnaires were issued to
tourists in the MKT areas of five destinations in Panzhihua City (East District, West District,
Renhe District, Miyi County, and Yanbian County). Self-filled and interviewed structured
questionnaires were used to obtain data, the latter especially for elderly tourists with poor
eyesight or lacking writing ability. Ten researchers collected these data from the middle of
2020 to the beginning of 2021 about the above five MKT destinations in Panzhihua from
Sustainability 2021, 13, 10620 8 of 20

the selection criteria who are adults over 18 years old. A Mandarin-speaking researcher
accompanied all visits to ensure the quality of data collection. Before leaving the Kangyang
tourism destination, each tourist was approached and asked for their consent to complete
a questionnaire. Researchers could answer any questions. A total of 550 questionnaires
were distributed, with 510 recovered and 500 valid counterparts obtained after preliminary
verification. SPSS 26.0 and AMOS 23.0 were used to process data and simplify the impact
factors, respectively.

4.2. Questionnaire Design

Among all 38 questions, 30 used the Likert five-level scale. Tourists are scored from 1
to 5 points corresponding to very unimportant-very important items, as shown in Table 1.
For example, question 1 asked about unobstructed traffic accessibility; individuals opt for 1
when they consider that it is a very unimportant factor that affects their likelihood to go for
MKT again or recommend MKT to other persons.

Table 1. Monetization form of scale items.

Very Important Important General Not Important Very Unimportant

5 4 3 2 1

According to research needs, the questionnaire is designed with two parts. The first
part covers demographic information, including gender, age, education level, travel experi-
ence, etc. The second part summarizes important factors based on in-depth interviews with
practitioners and literature reviews and verifies the real needs of tourists for Kangyang
tourism in mountain areas. (Table 2)

Table 2. Questionnaire design.

Question
Item Action Item Source
Number
Q1 Traffic Unobstructed traffic accessibility [11]
Reasonable planning and design of
Q2 Planning and design rationality [13,14]
MKT destinations
Q3 Service efficiency The service to be efficient [46,53,85,86]
Supporting facilities such as catering, shopping,
communication, parking facilities, public
Functional value (F1) Q4 Supporting facilities [11,16,17,70]
restrooms, and identification systems in the
MKT areas are complete
The public security situation and activity
Q5 Public security and activity safety [17,54]
facilities in the MKT are very safe
Q6 medical personnel Accompanying medical staff [11,55]
The government monitors the environmental
Q7 Environmental protection [3,56]
impact of MKT
Q8 Personality signs The popularity of MKT destinations [1,59,60]
Beautiful and pleasant landscape environment
Q9 Landscape environment [14]
in the mountains
Contextual value (F2) Q10 Vegetation coverage Mountain vegetation coverage [12,15,26]
Characteristic architectural design, celebrity
Q11 Iconic buildings
homes or heritage sites
Q12 Service attitude The service staff is patient, warm and friendly [61]
Q13 Climatic conditions Suitable mountain climate conditions [26]
MKT festival activities make tourists feel rich
Q14 Relaxation and excitement and diverse (such as flower viewing, rock [11,65,70,87]
climbing, rafting, hot springs, etc.)
MKT experience activities make tourists feel
Q15 Travel freshness [11]
very fresh
Feeling very relaxed, leisure and comfortable
Q16 Comfort [3,54,55,66]
during the MKT
Emotional value (F3) The tour guide can explain different knowledge
Q17 Fun of knowledge and stories and funny stories to let tourists forget the daily [67]
trivia and troubles
Hold more outdoor leisure and fitness group
Q18 Leisure and fitness of group activities activities such as Tai Chi, yoga, hiking, etc. to [22]
harmonize with the emotions of peers
Share of what tourists have seen interestedly
Q19 Happiness of communication [26]
and heard with peers
Sustainability 2021, 13, 10620 9 of 20

Table 2. Cont.

Question
Item Action Item Source
Number
Gained new knowledge during the experience of
Q20 Knowledge acquisition [17]
participation in MKT activities
Interactive experience with locals let tourists
Q21 Experience of the local culture [3,26]
understand the characteristic culture
Cognitive value (F4) Experience and exchange during the mountain
Q22 Experiential exchange
wellness journey benefit tourists
Participate in some competitions during the
Q23 Participation of competition item mountain rehabilitation journey to broaden [17]
tourists’ horizons
Q24 Reasonable price Reasonable consumption level during MKT [43]
Economic value (F5) Q25 Value for money Good value for this trip [46,56,70,71]
Convenient internal transportation (low cost of
Q26 time-saving and labor-saving [11]
travel time, transportation, energy, etc.)
Q27 Travel expectations The MKT project meets tourists’ expectations. [78,88]
Satisfaction (F6) Compared with other health tourism, the
Q28 Travel recognition recognition of mountain Kangyang [78]
tourism destinations
Willing to go to this mountain health
Q29 Willingness to revisit [76]
Post-trip behavior tourism again
intention (F7) Willing to recommend a mountain recreation
Q30 Willingness to recommend [75]
tour to friends and relatives

4.3. Data Analysis

Table 3 reveals that there are slightly more women than men, and the major population
is 21–40 years old (22.4%) and 51–60 years old (23.4%). Tourists of MKT are mostly from
enterprises and institutions, and undergraduates dominate in terms of education. Low-
and middle-income groups make up the majority. Most of them have good health, and
many have 2–5 times of MKT. Tourists are willing to spend less than 7 days on Kangyang
tourism in mountain areas.

Table 3. Data analysis of Panzhihua Tourist Samples.

Number of Number of
Item Classification Percentage Item Classification Percentage
People People

Enterprise/company middle
male 214 42.8 30 6
gender and senior management
Enterprise/company
Female 286 57.2 60 12
grassroots management

Under 20 39 7.8 Private owners 29 5.8

21–30 112 22.4 Civil servant 30 6
age 31–40 117 23.4 Medical staff 20 4
41–50 98 19.6 Soldier 2 0.4
51–60 105 21 Lawyer 5 1
Over 60 29 5.8 Teacher 49 9.8

Below junior
79 15.8 Administrative 2 0.4
high school
High school 88 17.6 Finance 8 1.6
Education Junior college 124 24.8 Personnel 4 0.8
Undergraduate 202 40.4 Job background Technology 15 3
Master degree
7 1.4 Market sales 9 1.8
and above

Below 2000 116 23.2 Style 3 0.6

2000–3999 143 28.6 Worker 15 3
income 4000–5999 134 26.8 Driver 4 0.8
6000–7999 65 13 Farmer 7 1.4
8000 and above 42 8.4 Temporary Worker 3 0.6

excellent 324 64.8 School student 71 14.2

State of health Babysitter
Sub-health 173 34.6 2 0.4
/Housekeeping Service Staff
Very bad 2 0.4 Retirement 48 9.6

Housewife
1 time 72 14.4 3 0.6
/homeowner
Number of participating 2–5 times 165 33 .part time worker 6 1.2
health tours More than 5
153 30.6 Freelancer 56 11.2
times
Never
110 22 No job 19 3.8
participated

1 day 103 20.6

1–3 days 192 38.4
Willing travel time 5–7 days 146 29.2
Half a month 38 7.6 Total 500 100
More than one
21 4.2
month

Total 500 100

Sustainability 2021, 13, 10620 10 of 20

4.4. Reliability and Validity

SPSS 26.0 software was used to perform KMO and Bartlett sphericity test on the
data, specific results shown in Table 4. KMO sampling appropriateness of factors F1-F8 is
0.5–0.729, and comprehensive validity is 0.834 and above. Bartlett’s sphericity test p = 0000;
therefore, all factors are significant. The validity between factors is fair so that data can be
analyzed using the factor method.

Table 4. Validity test.

KMO Sampling
Factor Significance
Appropriateness Quantity
F1 0.729
F2 0.669
F3 0.761
F4 0.648
p = 0.000
F5 0.563
F6 0.574
F7 0.5
Comprehensive validity 0.834

According to the literature review, many factors affect tourists’ MKT activities. A total
of 7 latent variables and 30 observation variables were included. The reliability test was
analyzed using SPSS 26.0. The reliability α range of F1-F8 is between 0.50–0.833, and the
comprehensive reliability α value is 0.876. Therefore, the reliability is better, as shown
in Table 5.

Table 5. Descriptive statistics and reliability of the scale.

Standard Comprehensive
Latent Variable Observed Variable Mean Variance α
Deviation α
FV1 Traffic 4.05 0.91 0.829
FV2 Planning and design rationality 4.03 0.805 0.649
FV3 Service efficiency 4.2 0.738 0.545
Functional value 0.593
FV4 Supporting facilities 4.16 0.762 0.581
(F1)
FV5 Public security and activity safety 3.59 0.903 0.815
FV6 Medical personnel 3.99 0.741 0.549
FV7 Conservation of ecosystem 3.97 0.831 0.691
SV1 Reputation 3.54 0.948 0.898
SV2 Landscape environment 4.09 0.737 0.543
Contextual value SV3 Vegetation coverage 4.13 0.71 0.505 0.626
(F2) SV4 Iconic building 3.69 0.836 0.699
SV5 Service attitude 4.07 0.784 0.615
SV6 Climatic conditions 4.12 0.759 0.576
EV1 Relaxation and excitement in MKT 3.65 0.897 0.805
EV2 Freshness of MKT 3.8 0.793 0.629
EV3 Comfortableness of MKT 3.49 0.887 0.787 0.876
Emotional value 0.673
(F3) Funny knowledge and culture in
EV4 3.76 0.893 0.798
MKT
Leisure and fitness of group
EV5 3.79 0.813 0.66
activities in MKT
EV6 Happiness of communication 3.83 0.794 0.63
CV1 Knowledge acquisition 3.82 0.86 0.74
CV2 Experience of the local culture 3.25 1.032 1.066 0.652
Cognitive Value (F4)
CV3 Experiential exchange 3.41 0.975 0.951
Participation in mountain
CV4 3.77 0.903 0.816
competition
EVT1 Reasonable price 4.04 0.855 0.732
Economic value (F5) EVT2 Value for money 4.16 0.789 0.622 0.50
EVT3 Time-saving and labor-saving 3.99 0.843 0.711
TS1 Travel expectations 3.84 0.781 0.61
Satisfaction (F6) 0.642
TS2 Travel recognition 3.8 0.789 0.622
post-trip behavior RI1 Willingness to revisit 3.7 0.841 0.707
RI2 Willingness to recommend 3.83 0.797 0.636 0.738
intention (F7)
Sustainability 2021, 13, 10620 11 of 20

4.5. Theoretical Model Construction

According to the SEM, a hypothetical analysis among various factors was carried out.
The hypothetical model “experiential value-satisfaction-post-trip behavior intention” was
constructed in the MKT context.
According to the literature review, there are seven dimensions: functional value (F1),
contextual value (F2), emotional value (F3), cognitive Value (F4), economic value (F5),
satisfaction (F6) and post-trip behavior intention (F7); as many as 30 observed variables
of MKT existed, and the relationship between the variables was complicated. In SEM,
the AMOS23.0 software was used to conduct the theoretical test to study the correlation
between experiential value, satisfaction and intentions. Figure 1 shows the revised standard
model. The relationship between factors of the model is significant, as shown in Table 6.
p < 0.001, that is p = ***, indicates that the relationship between factors is significant, and
the hypothesis is true; If p > α (α = 0.1, 0.05, 0.01), the hypothesis is not true.

Figure 1. Standardization coefficient of structural equation path. Note: F1—functional value, F2—contextual value,
F3—emotional value, F4—cognitive value, F5—economic value, F6—satisfaction, F7—behavior willingness.

Table 6. Model measurement results.

Hypothesis Estimate S.E. C.R. p Test Result

H1a F3 (emotional value) <— F1 (Functional Value) 0.269 0.148 1.816 0.069 not support
H2a F3 (emotional value) <— F2 (Contextual Value) 0.140 0.313 0.446 0.655 not support
H1c F4 (Cognitive value) <— F1 (Functional Value) −0.292 0.222 −1.312 0.190 not support
H2c F4 (Cognitive value) <— F2 (Contextual Value) 0.111 0.438 0.254 0.799 not support
H1b F5 (economic value) <— F1 (Functional Value) 0.360 0.171 2.102 *** support
H3c F6 (satisfaction) <— F4 (Cognitive Value) 0.449 0.142 3.168 *** support
H3b F6 (satisfaction) <— F3 (Emotional Value) −0.143 0.262 −0.545 0.586 not support
H2b F5 (economic value) <— F2 (Contextual Value) 0.124 0.346 0.359 0.719 not support
H3a F6 (satisfaction) <— F2 (Contextual Value) 0.743 0.194 3.829 *** support
H3d F6 (satisfaction) <— F5 (Economic Value) 0.523 0.292 6.128 *** support
H4 F7 (behavior intention) <— F6 (Satisfaction) 0.655 0.076 8.655 *** Support
FV7 <— F1 (Functional Value) 0.335 0.325 4.322 *** support
FV6 <— F1 (Functional Value) 0.531 0.046 11.568 *** support
FV5 <— F1 (Functional Value) 0.312 0.060 5.210 *** support
FV4 <— F1 (Functional Value) 0.446 0.048 9.213 *** support
FV3 <— F1 (Functional Value) 0.429 0.047 9.042 *** support
FV2 <— F1 (Functional Value) 0.458 0.052 8.866 *** support
FV1 <— F1 (Functional Value) 0.399 0.062 6.460 *** support
SV6 <— F2 (Contextual Value) 0.446 0.363 5.032 *** support
SV5 <— F2 (Contextual Value) 0.992 0.137 7.228 *** support
SV4 <— F2 (Contextual Value) 0.720 0.140 5.152 *** support
SV3 <— F2 (Contextual Value) 0.911 0.128 7.120 *** support
SV2 <— F2 (Contextual Value) 0.944 0.134 7.039 *** support
SV1 <— F2 (Contextual Value) 0.980 0.164 5.980 *** support
EV1 <— F3 (Emotional Value) 0.465 0.237 6.320 *** support
Sustainability 2021, 13, 10620 12 of 20

Table 6. Cont.

Hypothesis Estimate S.E. C.R. p Test Result

EV2 <— F3 (Emotional Value) 0.948 0.121 7.828 *** support
EV3 <— F3 (Emotional Value) 1.068 0.158 6.777 *** support
E4 <— F3 (Emotional Value) 1.288 0.186 6.912 *** support
EV5 <— F3 (Emotional Value) 1.031 0.160 6.447 *** support
EV6 <— F3 (Emotional Value) 0.974 0.151 6.454 *** support
CV4 <— F4 (Cognitive Value) 1.230 0.532 6.323 *** support
CV3 <— F4 (Cognitive Value) 1.307 0.136 9.625 *** support
CV2 <— F4 (Cognitive Value) 1.324 0.146 9.047 *** support
CV1 <— F4 (Cognitive Value) 0.558 0.094 5.973 *** support
EVT3 <— F5 (Economic Value) 0.836 0.132 5.367 *** support
EVT2 <— F5 (Economic Value) 1.020 0.149 6.865 *** support
EVT1 <— F5 (Economic Value) 1.022 0.185 5.536 *** support
TS2 <— F6 (Satisfaction) 1.032 0.187 5.832 *** support
TS1 <— F6 (Satisfaction) 0.939 0.070 13.406 *** support
RI1 <— F7 (Behavior Intention) 1.021 0.082 12.030 *** support
RI2 <— F7 (Behavior Intention) 0.883 0.079 11.234 *** support

4.6. Hypothesis Verification

As shown in Table 6, in addition to the hypothesis between some latent variables did not
reach a significant relationship. From Table 6, p value > α, thus H1a, H2a, H1c, H2c, H3b and
H2b are not supported. That is, the results showed that the following hypotheses were not
supported: “Functional value (F1) and contextual value (F2) directly influence the emotional
value (F3) in MKT” (H1a, H2a); “Functional value (F1) directly influences cognitive value (F4)
in MKT” (H1c); “Contextual value (F2) directly influence cognitive value (F4) in MKT” (H2c);
“Emotional value (F3) directly influence tourist satisfaction (F6) in MKT” (H3b); “Contextual
value (F2) directly influence economic value (F5) in MKT” (H2b).
Meanwhile, all remaining variables meet the requirement of significance. H1b, H3c,
H3a, H3d and H4 are supported because the p = ***. Hence, the results showed that the
following hypotheses were supported: ”Functional value (F1) directly influences economic
value (F5) in MKT” (H1b); “Cognitive value (F4) directly influences tourist satisfaction (F6)
in MKT” (H3c); “Contextual value (F2) directly influences tourist satisfaction (F6) in MKT”
(H3a); “Economic value (F5) directly influences tourist satisfaction (F6) in MKT” (H3d);
“visitor satisfaction (F6) directly influences behavior intention (F7) in MKT” (H4).

4.7. Goodness of Fit Statistics

Details results of the revised SEM are shown in Table 7. The absolute fit index and the
simple fit index of the SEM of “experiential value-satisfaction-post-trip behavior intention” of
MKT are both in an ideal state. The value of the value-added fitting degree fails to reach the
ideal state value of the index value and can only achieve general results in the fitting situation.

Table 7. Goodness of fit statistics.

Fitting Index Index Value Fit

Absolute fit
Chi-square value (CMIN) 980.735 –
Degree of freedom (DF) 386 –
CMIN/DF 2.541 <3 good
Goodness of Fit Index (GFI) 0.882 <0.90 good
Mean Residual Square Root (RMR) 0.047 <0.08 good
Mean Square Root of Approximation
0.056 <0.06 good
Error (RMSEA)
Parsimonious goodness of fit
Reduced Benchmark Goodness of Fit
0.654 >0.50 good
Index (PNFI)
Simple Fit Index (PGFI) 0.732 >0.50 good
Value-added fit
Normative Fit Index (NFI) 0.737 >0.90 general
Irregular Fitting Index (TLI) 0.797 >0.90 general
Comparative Fitting Index (CFI) 0.820 >0.90 general
Sustainability 2021, 13, 10620 13 of 20

Generally speaking, with a sample size of 500, all indicators are acceptable, and the
model goodness-of-fit is relatively good. In model index results, the chi-square degree of
freedom CMIN/DF value is 2.541, less than the upper limit requirement of index 3. The
value of the fit index GFI is 0.882, failing to reach above but close to 0.9. Therefore, it is
not in the acceptable range; the average residual square root RMR value is 0.047, less than
the upper limit of the index value requirement of 0.08; the average approximate square
root error RMSEA value is 0.056, less than the index upper reference limit of 0.06; the
parsimonious benchmark goodness of fit index PNF value is 0.654, and the value of the
simplified fitting index PGFI is 0.732, both greater than 0.5 (the lower limit index reference
value); the value of the standard fitting index NFI is 0.737, less than the ideal value index
of 0.9 or more but greater than 0.7 and close to 0.8, in an acceptable range; the irregular
fitting index TLI value of 0.797 fails to reach the ideal value of 0.9 but close to 0.8 in the
acceptable range; the comparative fitting index CFI value of 0.820 fails to reach the ideal
standard of 0.9 but greater than 0.8 in the acceptable range.

5. Results
The factors identified in Section 2 of this research covering various aspects of tourists’
experiential value have a complex relationship. Therefore, AOMS23.0 was used to construct
an SEM of “experiential value–satisfaction-post-trip behavior intentions” in MKT, as shown
in Figure 1. Under the hypothesis verification of ensuring the influences between various
potential variables, the specific influencing factors of the MKT by each observation variable
need to be judged according to the specific path value of each observation variable. In
order to enhance the likelihood to re-visit and recommend MKT after site visit, destinations
managers should know how to optimize the allocation of resources under the construction
of MKT and invest resources in the specific construction and development projects of the
health tourism industry.

5.1. Functional Value

As shown in Figure 1, for the MKT functional value, the standardized path coefficients
of the observed variables, including traffic (FV1), planning and design rationality (FV2),
service efficiency (FV3), supporting facilities (FV4), public security and activity safety (FV5),
medical service (FV6), and ecological environment protection (FV7) are 0.42, 0.54, 0.55,
0.55, 0.34, 0.65, 0.79. The path value of ecological environment protection (FV7, 0.79) is the
highest, the medical service (FV6, 0.65) is the second-highest. Therefore, MKT managers
need to allocate more construction resources to ecological and environmental protection
and medical service to leave a good impression on tourists. The path value of service
efficiency (FV3, 0.55), supporting facilities (FV4, 0.55), and planning and design rationality
(FV2, 0.54), and the path value of the planning and design rationality (FV2, 0.54) is only
a little smaller than 0.55, suggesting that it has a significant impact on functional value.
Thus, improvement in supporting facilities and the improvement in service efficiency and
planning and design is important in MKT destination sustainability. In contrast, the impacts
of traffic (FV1, 0.42), public security and activity safety (FV5, 0.34) on the functional value
are relatively small but are still great, indicating that traffic, public security and activity
safety cannot be ignored.

5.2. Contextual Value

The path values of observed variables including reputation (SV1), landscape environ-
ment (SV2), vegetation coverage (SV3), iconic buildings (SV4), service attitude (SV5), and
climate conditions (SV6) are 0.44, 0.56, 0.57, 0.39, 0.55, 0.58, respectively. The path value of
climate conditions (SV6, 0.58) is the largest, suggesting that this factor plays a key role in the
construction of contextual value. The landscape environment (SV2, 0.56), vegetation cover-
age (SV3, 0.57) and service attitude (SV5, 0.55) are close to climate conditions (SV6, 0.58),
indicating landscape environment, vegetation coverage, service attitude also play pivotal
roles. Therefore, the resources invested in these four aspects should be reasonably allocated
Sustainability 2021, 13, 10620 14 of 20

according to their contributions. The reputation (SV1, 0.44) and iconic buildings (SV4, 0.39)
are relatively small compared to the values of other variables. Although the contributions
of the reputation and iconic buildings are small, they are still significant.

5.3. Emotional Value

The path values of observed variables of the emotional value, including relaxation
and excitement in MKT (EV1), tourism freshness of MKT (EV2), comfortableness in MKT
(EV3), funny knowledge and culture (EV4), leisure and fitness of group activities (EV5) and
happiness of communication (EV6) are 0.50, 0.52, 0.52, 0.61, 0.55, 0.53, respectively. The
path value of funny knowledge and culture (EV4, 0.61) is the largest, indicating the fun
of tourism knowledge culture of MKT plays a key role in the construction of emotional
value. The relaxation and excitement (EV1, 0.50), tourism freshness (EV2, 0.52), tourism
comfortableness (EV3, 0.52), leisure and fitness of group activities (EV5, 0.55) and sharing
willingness (EV6, 0.53) are all between 0.50–0.55, indicating tourism relaxation and excitement,
tourism freshness, tourism comfort, fun of group activities, and happy communications have
significant impacts on emotional value. The quality of the construction in these aspects plays
an important role in the sentimental value judgment of tourists.

5.4. Cognitive Value

The path values of observed variables of cognitive value, including the knowledge
acquisition (CV1), the experience of the local culture (CV2), experience exchange of MKT
(CV3), and participation of mountain competition projects (CV4) are 0.34, 0.68, 0.71, and
0.57, respectively. In terms of the cognitive value of tourists, the experience exchange of
MKT (CV3, 0.71) plays the most key role, and the local culture (CV2, 0.68) and participation
in mountain competition projects (CV4, 0.57) are also important. Although knowledge
acquisition (CV1, 0.34) is important, it has a smaller contribution value compared with
the other three factors. Therefore, the providers of MKT should pay attention to invest
more resources in the local culture development, and provide opportunities for tourists’
experiences sharing with other people. By the way, various competition activities and
knowledge acquisition can not be ignored.

5.5. Economic Value

The path values of the observed variables of economic value, including reasonable
price (EVT1), value for money (EVT2), and time-saving and labor-saving (EVT3) are 0.53,
0.52, and 0.46, respectively. The reasonable price (EVT1, 0.53) is the largest, followed
by value for money (EVT2, 0.52), and the smallest is the time-saving and labor-saving
(EVT3, 0.46). Although the three factors have a small gap in path values, the reasonable
price exerts the most significant effect, showing that tourists attach great importance to
it. Therefore, the consumption level should be managed. Moreover, it is significant to
invest more resources based on the perception of the economic value of tourists. In terms
of time-saving and labor-saving, although it is significant, its contribution rate is the lowest.
It can be concluded that reasonable price and the value for money are the priorities to leave
a good perception of economic value on tourists.

5.6. Satisfaction and Post-Trip Behavior Intention

The path values of the observed variables of satisfaction, including tourism expecta-
tions (TS1) and recognition (TS2) are 0.78 and 0.81. Recognition has the greatest impact
on satisfaction, followed by tourism expectations. The two factors are both significant
for satisfaction. The path values of variables of post-trip behavior intention, including
the willingness to revisit (RI1) and willingness to recommend (RI2) are 0.80 and 0.75.
The willingness to revisit (RI1, 0.80) is larger than willingness to recommend (RI2, 0.75);
therefore, the willingness to revisit is more important in post-trip behavior intention. The
tourist satisfaction and post-trip behavior intention of tourists can be improved quickly by
promoting tourism expectation, recognition and the wiliness to revisit.
Sustainability 2021, 13, 10620 15 of 20

6. Discussion
This article explores the effect of experiential value and satisfaction on post-trip
behavior intentions. Experiential value contains the functional value (F1), contextual value
(F2), emotional value (F3), cognitive value (F4), and economic value (F5). F1 and F2 are
exogenous latent variables. The F3, F4, F5, and satisfaction (F6) are endogenous latent
variables and intermediate control variables. These influencing factors directly or indirectly
affect post-trip behavior intention (F7).
(1) Functional value (F1) has a direct positive impact on economic value (F5)
The above-mentioned H1b proves that functional value (F1) is positively correlated
with economic value (F5) (p < 0.001). Figure 1 shows that the estimate from F1 to F5 is
0.22, indicating functional value has an important impact on emotional value. Meanwhile,
the above H1a and H1c are not proven, in other words, functional value does not have a
direct impact on the emotional value or cognitive value (p = 0.069, 0.190, respectively). The
better functional value of MKT sites, for example, due to better ecological environment and
medical service, can lead to higher tourist expenses. In particular, management strategy
should focus on the perspective of protecting the ecological environment, which will be
beneficial to tourists’ physical health and wellness when traveling. At the same time,
although the MKT destination managers can improve functional experiences by managing
the ecological environment, medical service, supporting facilities, public security and
activity safety, etc., so as to make tourists feel good value for money, they should strike
balance between man-made supporting facilities and ecological environment protection.
(2) Contextual (F2), cognitive (F4) and economic (F5) values have direct impacts
on satisfaction (F6)
H3a, H3c and H3d are supported, in other words, contextual value (F2), cognitive
value (F4) and economic value (F5) have direct effects on tourist satisfaction (F6) in MKT
(p < 0.001). The estimate from F2 to F6 is -0.09, indicating contextual value (F2) has a
direct and negative influence on tourist satisfaction (F6) in MKT. Thus, maintaining natural
balance and avoiding over-developed mountain surroundings are important. Moreover,
the cognitive value (F4) and economic value (F5) have direct and positive impacts on
tourist satisfaction (F6) in MKT, and estimates are 0.36 and 0.6. It can be seen that, com-
pared to the cognitive value, the economic value is a more significant factor influencing
tourist satisfaction. If the cognitive value (F4) and economic value (F5) are increased,
the satisfaction level will be promoted. Managers of destinations should focus on the
economic and cognitive experience design for tourists, such as reasonable ticket prices,
encouraging tourists’ experience sharing and exchanging with their companies. At the
same time, tourists’ participation in local cultural activities can make them acquire local
cultural knowledge and customs, which can efficiently increase their satisfaction level.
Hence, lower expense levels make tourists prefer to stay longer and buy some products;
sharing their MKT travel experience will increase recognition; and designing local cultural
activities to interact with tourists is a vital strategy component of MKT in China.
(3) Satisfaction (F6) has a significant direct and positive impact on behavior intentions (F7)
H4 is supported, in other words, visitor satisfaction (F6) has a direct positive influence
on behavior intention (F7) in MKT (p < 0.001), with the estimate (F6→F7) being 0.7, as
shown in Figure 1. The managers should make a satisfactory strategic plan for tourists,
which can efficiently and directly increase the willingness to revisit and recommend.
Therefore, managers can improve the tourists’ expectations and recognition by rationally
propagandizing the scenic area and increasing fame at the same time, which should
be coordinated with landscape designer’s creative ideas based on public perception of
rehabilitation and physical and psychological health.
(4) Experiential value has an impact on behavior intentions (F7)
It can be seen from Figure 1 that the five dimensions of experiential values have indi-
rect impacts on behavior intentions, and among them, economic value (F5→F7, 0.34) and
Sustainability 2021, 13, 10620 16 of 20

cognitive value (F4→F7, 0.25) are the most important positive factors indirectly influencing
the willingness of tourists to revisit and recommend through satisfaction. The managers
should focus on the cognitive and economic experience design for tourists, which can
strengthen the willingness to engage in Kangyang tourism. For example, some adventure
competition projects with lower expense but more beneficial for body health, such as
mountain bike, climbing, Wushu, Tai chi, outdoor yoga and so on, can be provided for
tourists to attracted them to revisit and recommend.

7. Conclusions
7.1. Theoretical Contribution
This paper is the first of its kind that investigates the relationship between MKT
post-trip willingness, tourists’ experiential value and tourism satisfaction. The SEM of
“experiential value–satisfaction–post-trip behavior intention” is constructed. Tourist sat-
isfaction is a mediator that significantly influences post-trip behavior intentions [73]. In
the conceptual framework mentioned above, the experiential value exerts an impact on
behavior intentions via the satisfaction in ecotourism and leisure tourism, etc. In the context
of MKT, satisfaction also plays a significant role in mediating the influence of experience
value on behavioral intention. Moreover, tourist satisfaction has also been verified to be a
very important antecedent direct influencing factor of tourists’ willingness to revisit and
recommend. Economic value and cognitive value are vital for tourists’ satisfaction level in
MKT and can indirectly impact their intentions. Experiential value has an inner effect and
is conceptualized with functional value, contextual value, emotional value, cognitive value
and economic value. The functional value has a direct positive effect on the economic value
in MKT. Economic value is the key to achieving high experiential quality in destinations,
especially the reasonable price, good value for money and time-saving and labor-saving
of the journal to increase the satisfaction level in MKT. In addition, visitors are likely to
form perceptions that originate from cognition, which will affect their behavior intentions,
but intentions are not immediately determined by the cognition of culture, knowledge
and competition activities. It can be concluded that satisfaction plays an important role in
mediating the relationship between cognition and behavioral consequences [73].

7.2. Managerial Implications

This paper is the first to develop and empirically examine a conceptual model of the
experience value, satisfaction and post-trip behavior intentions of a traveler to revisit and
recommend an MKT destination after an MKT trip. It is suggested that MKT destination
managers should focus on these aspects when they plan and design destinations. Firstly, it
is beneficial for managers to enhance tourists’ satisfaction and plan by rationally propagan-
dizing the scenic area and enhances the fame of the MKT destination to enhance people’s
willingness to revisit and recommend, so that more people will join Kangyang activities and
increase the competitive advantage of the MKT destinations. Secondly, MKT destination
operators should consider the economic experiences among visitors, governments and
non-profit organizations to promote MKT, such as control the product price, more conve-
nient transportation and infrastructures to save money and labor, and no scenic tickets for
destinations, so that tourists will spend more money on cultural health and wellness activi-
ties or projects and long-time staying accommodation, etc. Thirdly, MKT managers can
leave a good impression on tourists by allocating more construction resources to ecological
and environmental protection and medical service to heal tourists’ bodies. The strategies
for MKT destinations should be functional, comprehensive, ecological and rational, and
avoid excessive development so that the contextual environment can conform to tourists’
physical and psychological health conditions. The last, focusing on the development of
projects that increase the cognitive value of tourists, such as mountain bike competitions,
outdoor yoga and other cultural participatory interactions, will increase tourists’ interest
in the experience, which will inevitably satisfy them.
Sustainability 2021, 13, 10620 17 of 20

It addresses the complexities of sustainable tourism management by studying the

interrelationships between various factors, including tourists’ experiential value (functional
value, contextual value, cognitive value, emotional value and economic value), satisfaction
and willingness to revisit and recommend in MTK after their visits. As the local govern-
ment strives to make the MKT destination a world-class tourism destination, more parties
are expected to be involved in constructing the ecological, quality and sustainable environ-
ments, such as upper-level governments, external investors, migrant service workers and
landscape designers as well as more settings such as highways, high-quality healthcare
facilities and ecological environment.

8. Limitations
This research studies the relationship among experiential value, satisfaction and post-
trip willingness to revisit and recommend from the perspective of tourist value perception.
The relationship between value perceptions is complex, while it is willingness to do
something positively impact actual behavior [89], such relationship is unknown in MKT.
As such further study may be conducted in the future Moreover, only data of visitors in
Panzhihua City, an MKT destination in China, were collected. Whether the results can
be applied to tourists from other MKT destinations in different regions of China or other
mountain-based countries has yet to be further studied.

Author Contributions: Conceptualization, L.Z.; methodology, L.Z. and R.Y.M.L.; software, L.Z.;
validation, L.Z. and R.Y.M.L.; formal analysis, L.Z.; investigation, L.Z.; resources, L.Z.; data curation,
L.Z.; writing—original draft preparation, L.Z.; writing—review and editing, L.Z. and R.Y.M.L.; visu-
alization, L.Z.; supervision, R.Y.M.L.; project administration, L.Z. and R.Y.M.L.; funding acquisition,
L.Z. All authors have read and agreed to the published version of the manuscript.
Funding: This research was funded by the Ph.D. Starting Research Fund from the Panzhihua
University. [No. 035200153].
Institutional Review Board Statement: The study was approved by the Ethics Committee (HREC),
Hong Kong Shue Yan University (Reference No. HREC 21-02 (4) and date of approval is 11 March 2021.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.

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