THE STEPS AND FACTORS IN DECISION-MAKING PROCESS OF CHINESE MOUNTAIN HIKERS TO CHOOSE DESTINATION
Mountain hiking has developed quickly in China, but less attention has been paid to their selection of destination. The objective of this study is to research Chinese mountain hikers’ decision-making process of choosing a destination. Using Wuyi mountain in China as a study site, do the face-to-face interview. The results demonstrate that the decision-making process contained four steps and eleven factors. The first step was need recognition, which included internal demand and external stimulus factors. The second step was before decision-making, which involved information search, tool, perceived value, perceived cost, and emotional linked factors. The third step was decision-making, which included purchase factor. The fourth step was after decision-making, which means after finishing hiking, it included satisfaction, recommendations, and revisit factors.