골목투어 관광객의 관광동기 및 지각된 서비스품질이 만족도 및 행동의도에 미치는 영향: 중국 베이징 난뤄구샹(南鑼鼓巷)을 중심으로

The Impact of Alley Tour Tourists’ Motivations and Perceived Service Quality on Satisfaction and Behavioral Intention: Focusing on Nanluoguxiang in Beijing, China

Purpose – The purpose of this study is to empirically analyze the structural relationships among tourism motivation, perceived service quality, satisfaction, and behavioral intention, focusing on tourists participating in alley tours in China. Through this analysis, the study aims to derive both theoretical and practical implications. Design/Methodology/Approach – This study conducted a field survey of 407 tourists in Nanluoguxiang, Beijing, China, covering the main commercial street and the entire east–west alley area from December 24, 2024, to January 7, 2025. The collected data were analyzed with SPSS 28.0 and AMOS 29.0 through frequency analysis, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Findings – The study results showed that novelty, familiarity, historicity, and purchase intentions among tourism motivations all significantly impacted satisfaction. Meanwhile, historicity among tourism motivations showed a significant negative relationship with satisfaction. Tangibility, authenticity, responsiveness, and reliability among perceived service quality factors showed significant effects, while assurance and empathy did not. These findings suggest that in the context of alleyway tourism, reducing over-commercialization and enhancing authenticity through traditional cultural experiences and localized branding are critical to improving tourist satisfaction and encouraging sustainable revisit intentions. Research Implications – This study is significant in that it presents a new measurement framework to evaluate the vibrant experiential elements of historical and cultural tourist sites. It provides a theoretical foundation for the sustainable development of alley tours, and also suggests specific strategic directions to promote a balance between historical and commercial aspects, differentiated content design, and emotional connections between tourists and local communities.