The Perception Of Foodscape And Its Influence On The Behavioral Intention Of Tourists

food is an inherent tie between people and the place.In the context of globalization,food is the best representation of "local identity",and it is one of the important topics of cultural geography.With the rapid development of tourism,food has increasingly become a new name card for urban tourism,and food-themed gourmet block has also developed into an important attraction for urban tourism,and has an important impact on the leisure lifestyle of urban residents.As a natural foodscape,the construction and upgrading of the food street area can not only highlight the "locality" of the city,but also enhance the tourism attraction,build the destination attraction system,and create a new name card of urban tourism.This study on the basis of the review of existing relevant research results,with the examples of food block of Hubu lane,combining with field survey results,the concept of the landscape of tourists food structure dimensions and the relationship between perceived value,satisfaction and behavior intention model hypothesis and verification,to explore tourists food food block landscape perception and its influence on behavior intention.It mainly solves the following three questions :(1)what dimensions does the gourmet bloc foodscape consist of?(2)how does the tourists’ perception of the gourmet block foodscape affect their behavioral intention?(3)what are the differences between different tourists’ perception of foodscape scene and their influence on behavioral intention?Based on the above research questions,this research is conducted from the following six parts.Part I: introduction.In this part,we talk about why and how to do this research,and the innovation of this research is analyzed.Part two: research review.This paper reviews the research status of domestic and foreign scholars from the aspects of landscape,tourism landscape,foodscape and tourists’ behavioral intention,so as to provide theoretical basis for the follow-up research.The third part: Variable interpretation and model construction.On the basis of the existing literature,the relevant variables in the model were interpreted,and the assumptions among tourists’ perception of foodscape,perceived value,satisfaction and behavioral intention were put forward,and the conceptual model was established.Part four: research design.This paper briefly analyzes the basic situation of hubu lane in wuhan,determines the research object,designs the measurement variables,and determines the design questionnaire and issues the questionnaire accordingly.Part five: data analysis and results.SPSS19.0 and AMOS22.0 two statistical software is used to recover the data on the specific analysis,and the concept of the foodscap structure dimensions and the relationship between perceived value,satisfaction and behavioral intentions hypothesis model is validated.Part six: research conclusion and management enlightenment.According to the above analysis results,this paper summarizes the relationship between the foodscape structure,foodscape perception,perceived value,satisfaction and behavioral intention in hubu lane in wuhan,and puts forward corresponding Suggestions for the improvement of foodscape in hubu lane in wuhan.The limitations of the system analysis are discussed and the future research is prospected.Through the above discussion,there are some conclusions :(1)the composition of foodscape is mainly divided into four dimensions: foodary elements,environmental elements,service elements,culture and activities.(2)tourists’ perception of the four dimensions,perceived value,satisfaction,behavioral intention and other variables of the foodscape varies to different degrees.(3)food elements,environmental elements,culture and activities all have a positive impact on perceived value,while service elements have no significant impact on perceived value.Perceived value has a positive impact on behavioral intention.Compared with the direct impact of perceived value on behavioral intention,perceived value has a greater impact on behavioral intention through satisfaction.Based on the above research conclusions and considering the actual situation of hubu lane,the following management implications are proposed :(1)respect individual differences and provide personalized services;(2)focus on the food itself to stimulate sensory experience;(3)optimize the space environment and create a good atmosphere;(4)enhance cultural connotation and enrich experience activities(5)attach importance to satisfaction and improve behavioral intention.In order to accurately capture and meet the diverse needs of customers,provide theoretical guidance and practical help for the construction and promotion of gourmet street,enhance the attraction of gourmet street and improve the level of tourism development;At the same time,it can also provide innovative ideas for creating catering tourism business cards for tourism destinations,and provide theoretical guidance and practical help for promoting the construction of attraction system of tourism destinations.