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Explores the impact of satisfaction on behavioral intentions in college students, suggesting value-based experiences are important.
Objectives This study takes Chinese traditional sports - martial arts as the entry point, aiming to explore the mechanism by which tourists’ satisfaction in martial arts tourism affects their behavioral intentions, and to deeply analyze the mediating role of sports values between the two. Methods A sample of 314 college students from seven universities in five provinces across the country was selected for this study. Data was collected through questionnaire surveys and analyzed. Data was analyzed using exploratory factor analysis, correlation analysis, multiple regression, and mediation analysis. Results The results show that the satisfaction of college students with martial arts tourism has a significant positive impact on behavioral intention and sports values, and sports values play a partial mediating role between the two. Among them, the economic, social and aesthetic dimensions serve as positive mediators. The aesthetic dimension has the most significant effect. The physical dimension has an inhibitory effect. The mediating role of the moral dimension is not significant. Conclusion These findings extend understanding of the psychological mechanisms underlying martial arts tourism participation and highlight the importance of value-based experiences in shaping future behavioral intentions. The study also provides practical implications for designing martial arts tourism products that better engage young adults.
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Pang et al. (2026) studied this question.
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