The Research On Dimension And Influence Of Tourism Performing Arts Quality

In the development of China's tourism industry practice, tourism performing arts is still a new tourist phenomenon. It is not only meets the tourists'demands, but also highlights the special themes and reveals the culture connotations of tourist destinations, boosts and realizes the combination of tourist industry and culture industry, tourism performing arts has gradually become the new directions of tourist product innovation, and attracted more tourist investment. With the rising of the number of tourism performing arts, the competition of tourist market will become more intensely. Management theory confirmed quality is the premise and foundation of corporate marketing and management, is also an important factor that promotes brand image and competitiveness, and it has positive effects on customer satisfaction and loyalty, thereby affects corporate performance. As for tourism performing arts, quality is one of attributes of tourism performing arts. Tourism, in nature, is the tourist process of experience; the dimensions and influence mechanism of the tourism performing arts quality is the key for tourism performing arts research and managerial practice. But, there has not the consensus understanding about the measurement scales and constitute dimension.Given the importance of tourism performing arts quality. Depending on service marketing theory, this paper considers tourism performing arts quality as tourist perceived quality, and it rests on the comparison between tourists'expectation and actual perception. Moreover, this paper designs and explores the measurement scale of tourism performing arts quality, based on the literature reviews, depth interviews and focus group, and through data collecting and empirical research, finds the constitute dimension of it. What's more, the research constructs the structure influence model, on the ground of Cues Utilization Theory, schema theory and attitudinal theory. Collecting the data again and using structural equation model analysis, discovers that authenticity?cultural?innovative and appreciation have the positive effects on tourists' perceived value; In addition, the authenticity, thematic, cultural, innovative, appreciation and environmental have the positive influence on tourists' experience, thereby the tourist perceived value and tourist experience have the effects on tourist satisfaction and loyalty.This paper takes the constitute dimension of tourism performing arts quality as the source, explores the different dimensions'effect on perceived value?tourist experience?satisfaction and loyalty. The whole paper is divided four parts, introduction?literature review and relative theories?constructing model and empirical research?conclusion.The outlines of these chapters are as follows:Chapter1, the introduction part, introduces the development background of tourism performing arts in China, elaborates the research question, theoretical and managerial significance, the innovations of the paper. At the same time, this part summarizes the research paths?framework and methodology.Chapter2, the literature review part, mainly elaborates the research achievements about the tourism performing arts at home and abroad. First of all, this paper statements and evaluates the definition?development?product innovation and influence of tourism performing arts, and then points out the research gaps, puts forward the questions which is solved. Secondly, this part reviews the relatives variables, such as customer perceived value and tourist experience, to provide the basis for exploring the constitute dimension of tourism performing arts quality.Chapter3presents the theoretical basis of this paper, for supporting to the research model in chapter5. This part interprets the connotations and application of cues utilization theory?schema theory and attitudinal theory in tourism research, in virtue of theory above, exploring the internal psychological mechanism that how the tourists perceive and evaluate the quality and its effects on tourist attitude and behavior. This part provides the logical supporting for the research model and hypothesis. Chapter4is research on the dimensions of tourism performing arts quality. This part mainly designs the measurement scale, and through the data collecting and empirical research examines the reliability and validity, the conclusions indicates the measurement scale can be used for the further research on the influence mechanism of tourism performing arts quality.Chapter5is the theoretical framework and the assumption proposition part. This chapter puts forward the theory model and the research hypotheses based on the theory review in chapter2,3and4. That is the each dimension of tourism performing arts quality has the influence effects on the tourist perceived value?tourist experience? tourist satisfaction and loyalty.Chapter6is the empirical study part. This chapter collects the data again from two tourist destinations in Henan province, and uses the structural equation modeling analysis examines the influence effects and the hypotheses testing, discusses the results of the data analysis in the last.Chapter7is the overall research conclusion part. This chapter summarizes and discusses the research conclusions, analyzes and interprets the theoretical contributions and managerial significance for the tourist destinations'marketing and management, points out the research limitations and further research directions.