The Study On The Relationship Between Tourist Experience And Tourist Further Behavior In Wetland Park

In the background of experience economy, Wetland Park tourism has became a new area rising from eco-tourism, owing to its unique natural resources and rich human landscape. Wetland Park not only plays the recreational role of city park, but also takes the responsibility of resource protection and scientific education. However, because of the inappropriate development by supplier and improper consumption of tourists, the domestic wetland resources have been severely damaged, and the resources of animals and plants significantly dwindled. Therefore, how to maximizing the travling experience of tourists while protecting the environment to the largest degree has been more and more significant theoretically and practically.This paper studied the relationsip between traveling experience and consumer behavior intention, based on the three most typical wetland parks in Zhejiang Province: Hangzhou Xixi Wetland Park, Deqing Xiazhu Lake Wetland Park and Shaoxing Jian Lake Wetland Park. After literature reading, expert interviews and statistical analysis, the study extracted five factors of influencing traveling experience, three factors of tourism experience. Among three traveling experience factors, the aesthetic experience and behavior experience have the most prominent effect on the tourists' behaviors. The aesthetic experience is affected by wetland resources conditions, traveling facilities factors, integrated management and related personnel factors. As for behavior experience, it is affected by recreational actibities, integrated management and related personnel factors. According to the result, the paper makes some recommendations in the perspectives of experiential marketing, comprehensive experience and sustainable development in Wetland Park.