An Overview of Moderating Effect of Familiarity on Tourism Resources and Future Behavioural Intentions: A Study on Domestic Tourists Visiting Ningxia, China

Main Article Content

Liu Li
Basri Rashid
Shaharuddin Tahir


Tourism resources is one of the most important destination attributes which helps to create an image for the destination and attract the tourists. This study aims to investigate how the domestic tourists visiting Ningxia evaluates Ningxia’s destination attributes (Tourism Resources) and how their evaluation future behavioural intentions, that is, their intention to recommend and to revisit Ningxia. The study will also investigate how destination familiarity moderates the relationship of destination attributes evaluations and future behavioural intentions. In the current study, the researchers reviewed the literatures in order to explore domestic tourists’ travelling behaviour, experiences, and some extensive discussions on their satisfaction level. The researchers have conducted a general search for tourists’ behaviour, and more specifically on moderating role destination familiarity on future behavioural intentions. This study made the contribution towards body of knowledge by reviewing previous literatures related to the evaluation of destination attributes. The study revealed that, when tourists choose a place to visit, they are attracted by destination attributes, more specifically by tourism related resources in the destination.


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Li, L., Rashid, B., & Tahir, S. (2018). An Overview of Moderating Effect of Familiarity on Tourism Resources and Future Behavioural Intentions: A Study on Domestic Tourists Visiting Ningxia, China. International Journal for Innovation Education and Research, 6(6), 124-131.
Author Biographies

Liu Li, Universiti Utara Malaysia

PhD candidate, School of Tourism, Hospitality and Event Management

Basri Rashid, University Utara Malaysia

Assoc. Professor, School of Tourism, Hospitality and Event Management

Shaharuddin Tahir, University Utara Malaysia

Assoc. Professor, School of Tourism, Hospitality and Event Management


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