The Influence Of The Cultural Atmosphere Of The Hometown Of Overseas Chinese On The Behavior Intention Of Tourists

Since the establishment of the Ministry of Culture and Tourism,the integrated development of culture and tourism in various has continued to deepen.Whether it is a tourist attraction,a holiday destination,or a culture at all levels,sports venues,etc.,they have begun to pay attention to excavating their own cultural factors.Cultural atmosphere is the most direct cultural expression of a tourist destination,and an important part of forming the characteristic advantages of the project.The hometown of overseas Chinese is the ancestral home of overseas Chinese.The overseas Chinese culture is unique,such as the architectural culture combining Chinese and Western styles,the exotic food,song and dance performances,and the deeds of patriotic overseas Chinese,which attract tourists to come for sightseeing.However,due to improper development,some overseas Chinese hometowns are faced with problems such as similar cultural atmosphere,unclear theme,lack of focus,and insufficient resource connotation mining,which affects tourists’ willingness to travel and the sustainable development of tourist destinations.Therefore,it is of great theoretical value and practical guiding significance to conduct an in-depth study on the mechanism of the cultural atmosphere of overseas Chinese hometowns and explore the influence mechanism of cultural atmosphere on tourists’ behavioral intentions.Firstly,based on the theory of self-regulating attitude,this paper proposes the definitions of cultural atmosphere,tourist experience,relationship quality,behavioral intention and cultural contact and their related contents by sorting out relevant domestic and foreign literature.Whether it affects their travel experience and emotional response to the quality of their relationship with the tourist destination,whether it will ultimately affect tourists’ willingness to recommend and revisit,and whether cultural contact can play a moderating role in this process.Secondly,based on the existing research results,this paper divides the cultural atmosphere of overseas Chinese tourist destinations into material cultural atmosphere,spiritual cultural atmosphere and institutional cultural atmosphere.Combined with the interaction theory,the two variables of tourists’ travel experience and the quality of human-land relationship were determined in the process of emotional response.By combing cognitive behavior theory and exploring the role of cultural contact moderator variables,a model for the study of the mechanism of the influence of the cultural atmosphere of overseas Chinese on tourists’ behavioral intentions is constructed,and a questionnaire is reasonably designed based on the existing mature scales.This article takes Wulin Village,Jinjiang,the hometown of overseas Chinese in southern Fujian as the main case.Based on the analysis and pre-investigation,questionnaires were distributed to the local area.A total of537 valid questionnaires were recovered.With the help of AMOS22.0 and SPSS22.0 statistical tools,variance analysis and correlation analysis were used,regression analysis,moderating effect analysis,etc.to test the correlation between the research variables and variables,and test the research hypothesis,and draw the following research conclusions:(1)The material cultural atmosphere,spiritual cultural atmosphere and institutional cultural atmosphere have an influence on tourists’ behavioral intentions.There is a positive impact;(2)The material cultural atmosphere,spiritual cultural atmosphere and institutional cultural atmosphere have a positive impact on tourism experience and relationship quality;(3)Tourism experience and relationship quality are mediators between the cultural atmosphere and behavioral intentions of overseas Chinese hometowns(4)Cultural contact failed to have a positive moderating effect on cultural atmosphere,travel experience and behavioral intentions,but had a positive moderating effect on relationship quality and behavioral intentions.(5)The attribute differences of different groups have different perceptions of the cultural atmosphere of the overseas Chinese hometown,among which the educational background factor has the greatest influence,and the cultural contact variable is the most sensitive.According to the research conclusions,this study puts forward the following management suggestions for improving the cultural atmosphere and tourists’ behavioral intention of overseas Chinese hometown tourism destinations :(1)optimizing cultural elements to meet the needs of tourists;(2)To create the cultural atmosphere of tourist destinations in various directions;(3)Comprehensively improve tourism experience and enhance tourists’ emotional response to the destination;(4)Strengthen destination marketing and improve visibility.