Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, satisfaction, and loyalty in China. By using structural equation model (CB-SEM), this paper illustrates process of forming destination for sustainable tourism on parks. results suggested second-order structure experience. first-order four factors have different impacts Activity experience is most important factor influencing followed by environment then facility finally interaction In terms individual identity-brand satisfaction-brand path behavioral intention, among which satisfaction plays significant partial mediation effect identity loyalty. It expected that provide reference improving achieve development