The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM

The United States (US) is a well-known international tourism destination. However, some states, such as Michigan, remain unfamiliar to international tourists. The current study reflects the rapid increase of Chinese residents in the US, targeting this group as potential international tourists to Michigan. This quantitative study seeks to identify factors that determine the visit intentions of this tourist segment. To this end, it examines the relationship between destination image, factors pertaining to the theory of planned behavior (TPB), acculturation, and visit intention. An online survey is conducted, and the collected data are analyzed using partial-least-square structural equation modeling. The results validate the destination image as strongly related to attitudes. Among the TPB factors, perceived behavioral control is most strongly related to visit intention, followed by subjective norms and attitudes. Acculturation partially mediates the relationship between perceived behavioral control and visit intention. The result can be utilized in destinations not renowned as popular international tourism destinations and that need a new business opportunity to revitalize the local economy.