ISSN: 2222-6990
Open access
Understanding the factors that influence tourist route choices is critical for enhancing visitor experience and sustainable destination planning. This study investigates the multidimensional drivers of travel route selection among tourists in Guilin, Guangxi, China—a region renowned for its natural landscapes and cultural heritage. Drawing on survey data (N = 464), the study analyses 32 variables grouped into thematic categories: destination attractiveness, transport and accessibility, travel costs, demographic preferences, environmental and safety concerns, information availability, psychological perceptions, and spatial behaviour patterns. Findings reveal that destination attractiveness, particularly cultural and natural features, is the most influential factor, followed closely by digital information access and transport ease. Tourists exhibit hybrid route behaviours, balancing pre-planned itineraries with real-time adaptations based on conditions and recommendations. Cost and sustainability considerations were moderately influential, while group composition and crowd avoidance had a lesser impact. These insights highlight the importance of integrating digital tools, improving connectivity, and curating culturally rich, flexible routes to enhance tourist mobility. The findings provide empirical grounding for route-based tourism planning and contribute to broader discussions on spatial decision-making in tourism.
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