Research On Tourist Experience And Behavior Intention Of The Digitization Of Cultural Heritage

China has many unique cultural heritage tourism resources in the world.With the rapid development of the people’s demand for high-quality cultural tourism products,the continuous integration of culture and tourism,and the cultural tourism industry that has emerged relying on the digitalization of cultural heritage has achieved considerable development.Cultural tourism can not only enhance and demonstrate cultural self-confidence,but also enhance the national cultural soft power and influence of Chinese culture.Digital technology provides new ideas for solving the contradiction between cultural heritage protection and tourism development.Information technology will change the behavior and experience of tourists,which in turn affect tourism culture.Therefore,the combination of cultural heritage and digitization will inevitably have an impact on the tourist experience and behavioral willingness of tourists.Exploring its influence mechanism is crucial for the better development of cultural heritage digital tourism.The Forbidden City Digital Museum is a model of the combination of cultural heritage and digital technology in China.Therefore,this study takes the Forbidden City Digital Museum as a case study,and uses the tourist experience and behavior willingness as the starting point to divide the cultural heritage digitalization into three dimensions:content quality,interaction quality and system quality.Based on the theory of innovation diffusion and SOR Theory and social existence theory,constructed a research model of cultural heritage digital tourism and tourist travel experience and behavioral willingness,and introduced consumer innovation and cultural identity as moderators.Through field and network surveys,combined with SPSS24.0 and AMOS24.0 The software analyzes the collected data.The conclusions of the study are as follows:(1)the digitalization of cultural heritage positively significantly affects the tourist experience,presence and willingness to act;(2)the existence of tourists significantly affects their travel experience and willingness to act;(3)tourist experience Positively significantly affect their behavioral will;(4)There are multiple mediating effects between the digitization of cultural heritage and behavioral will;(5)Cultural identity has a moderating effect on the quality of interaction,system quality,and tourist experience and behavioral will;(6)Consumer innovation has a moderating effect on the quality of content,the quality of interaction,and the willingness of visitors to act.Finally,based on relevant conclusions,it puts forward suggestions for the development of cultural heritage tourism from the aspects of enriching digital forms,improving the quality of tourist travel experience,innovating cultural values,encouraging value co-creation,and keeping up with cutting-edge technology.This study conducts an empirical study on the impact mechanism of tourist experience and behavioral willingness of cultural heritage digital tourism,explores the regulatory effects of consumer innovation and cultural identity,and enriches the theoretical system of cultural heritage tourism and tourism experience research.The better development of cultural heritage digital tourism provides a reference.