A Study of the Influencing Factors and Mechanism of Intention for Revisiting Heritage Villages

An analysis of the influencing factors and mechanism of tourist revisiting willingness by adopting the multiple regressionmodel based on the survey data obtained from 581 valid questionnaires concerning Kaiping Diaolou and Villages reveals that the maininfluencing factors of revisit intention are ： tourist spot image, cognitive attitude, tourists＇ expectation and satisfaction. Of the fourmain factors, tourists＇ cognitive attitude is the direct influence factor, and the image of the sites and tourists＇ expectation indirectlyinfluence the revisit intention through tourists＇ satisfaction. This research result provides a new approach to the market developmentfor the heritage villages.