Little-known leisure places: Chinese tourists’ preferences for visiting niche tourism destinations

ABSTRACT This study conducted a two-stage mixed study to examine tourist behavior in niche destinations and the impact of COVID-19 on tourism preferences. The results indicated that tourists prefer niche destination types that offer cultural exploration and shopping experiences, emerging and social experiences, and natural and ecological experiences. For consumers with high health risk perception, niche destinations in emerging and natural categories are better choices. In addition, the travel preferences of niche destination tourists in terms of time and space have also changed. This study has essential significance for the future development of niche destinations.