The Enchantment of Cui Hu Museums in Kunming, China

The global tourism industry is experiencing sustained development in its recovery and has become one of the fastest-growing economic sectors worldwide. Cultural tourism is an important and rapidly developing type of tourism, both in terms of its cultural, social, and economic impact. The museum market, including over 40,000 museums worldwide, is one of the largest areas in the cultural tourism market. China has approximately 6,000 museums, which attract a large number of tourists each year. However, museums face increasing challenges as they compete for visitors, resources, volunteers, and funding to maintain facilities and continue operations. In this context, customer satisfaction is an important element for destination marketers to differentiate their destinations and position themselves in this highly competitive industry. This book will deepen our understanding of this concept and enhance our understanding of the role of satisfaction in increasing visitor return to museums. This study takes the museum community in the Cui Hu area of Kunming City, Yunnan Province, China as an example. Many of the museums in this area are converted from historical buildings. This area is known for its cultural and historical significance, and many of the old buildings have been repurposed as museums to showcase the region’s rich history and heritage. The HISTOQUAL model was used to test the dimensions of destination service quality, satisfaction, and visitor return behaviour in this book. It is expected that this model will enhance our understanding of the concept of destination image in predicting visitor satisfaction and intention to revisit. This study is based on a deductive approach, which is guided by theory or models. In addition to proposing the five dimensions of service quality, this study also explores a new dimension, namely service quality satisfaction as an intermediate factor influencing visitor intention to revisit. In the context of the Cui Hu area of Kunming City as a cultural tourism destination, this may lead to satisfaction and loyalty.