| With the further development of tourism and leisure, our tourism industry from the traditional travel gradually to changes in leisure travel, museum tourism became increasingly important as a way to travel. However, today the museum does not fully prepared to greet the tourists, leading many tourists, after visiting the museum do not produce a deep impression. Although our country has made a number of oriented policy, but how to make the museum note the importance of visitors that is still an important issue in the current.This study aimed to learn and find the differences from museum visitors' travel involvement, the museum situation, visitors experience quality and behavioral intention, and finally using structural equation model of path dependency between the variables. In this study, tourism involvement scale, visitors experience quality scale and behavioral intentions scale have been used, then facilitate sampling of the sampling method, a total of 320 questionnaires,309 valid questionnaires were returned as 96.6%.In this study, descriptive statistics, reliability analysis, factor analysis, ANOVA and linear structural equation models are used to analyze the data statistically, and the results are as follows:1. Tourism show medium level involvement by the three-dimensional degree of structure, followed by high and low scores as "pleasure", "importance" and "symbolic"; visitors experience quality is also present on the middle level, measured by the three questions, the score were level "enjoyment", "input" and "attraction"; behavioral intentions showed a high level, high and low scores were "willingness to recommend", "will revisit." 2. Different demographic characteristics of the various dimensions involved in tourism involvement, visitors experience quality and behavioral intentions will show some differences, respectively.3. Museum situation impact tourism involvement on "pleasure" of a significant impact, on other dimensions and variables has no significant influence.4. The quality of visitor experience, a positive correlation between behavioral intentions be verified; tourism involvement on the quality of tourist experience, a positive correlation between behavioral intentions were partially verified; museum situation on tourism involvement has part of the verification; the museum to tourist experience quality, the impact of behavioral intentions has not been verified, that is, there is little relations between museum situation and visitors experience quality, and between museum situation and behavior intentions.This paper is divided into five parts, and the main contents are:The first part is an introduction, which describes the research backgrounds and motivation, objectives and problems, theoretical and practical significances, and research methods, processes.The second part is the literature review. This part reviews the relevant literature of the museum tourism from tourism involvement, museum situation, traveler experience quality and behavior intentions at home and abroad.. After the study, through research, the basic theory of the museum tour with a comprehensive understanding for establishing the direction in this study provides a guideline.The third part is the study design. This is a typical empirical research whose method mainly used questionnaires. What should be pointed out is that the museum situation in this study is just a classification variable, unlike the other three variables which refer to Scale Design.The fourth part is statistics and analysis. SPSS18.0 and structural equation modeling were been used to analyze questionnaires.The last part is the conclusion and recommendations. Based on the survey of museum visitors, a series of conclusions drawn, and then pointed out that the innovation of this study; and then made a number of proposals for the current museums operating, the final follow-up studies related to this article were discussed. |
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