An Impact Research On Recreation Involvement, Place Attachment To Tourism Experience Quality

From 1978 to now, our tourism industry has made great progress. Tourism industry has changed from small to large. With the prosperity of the domestic tourism market, travelers'behavior became more mature than before. Travelers have focused on quality of tourism instead of "order to win". Therefore, how to improve the quality of tourism experience has become to a top priority and become to a lifeline of operators of tourism spots.If we want to improve the quality of tourist experience, we must know what factors affect it. Now, domestic researches of tourist experience are still at the exploratory stage. Researches are focus on the static factors, such as first factors and interfering variables. This study aimed to explore the relationships of recreation involvement, place attachment and tourism experience quality during the interactive process, which between the tourists and the tourism destinations. This research can extend the factors which influence tourism experience quality and can provide theoretical guidance for operators of tourism spots.This study selected four ancient towns in southern China as survey objects. There are Wuzhen, Zhouzhuang, Xitang and Zhujiajiao. The writer sent a total of 440 questionnaires in the four ancient towns and made use of descriptive statistical analysis, factor analysis, correlation analysis in SPSS 16.0 and AMOS 16.0. The results are as follows:1. Tourists in four ancient towns show medium level recreation involvement by three factors, the three factors followed by high and low scores as importance, pleasure and symbolic; 2. Tourists in four ancient towns show medium level place attachment by two factors, the two factors followed by high and low scores as place dependence and place identity.3. Tourists in four ancient towns show medium level tourism experience quality by four questions, the four questions followed by high and low scores as entertainment, escapism, esthetics, education.4. The level of education, the tourism experience of ancient towns, the retention time and the tourists'company have Significant influence on recreation involvement.5. Recreation involvement and place attachment are both have positive impact on tourism experience quality. Recreation involvement has positive impact on place attachment.According to the research process, this paper is divided into five parts, the main contents of the paper is as follows:The first part is the Introduction, this pare describes the research background, research motivation and purpose, theoretical and practical significance, research methods and ideas.The second part is the literature review, this part review the research results of recreational involvement, place attachment, tourism experience quality and the relationships among three factors. This part aimed to lay the foundation for this study.The third part is the study design and implementation. This research is empirical research. The writer made use of questionnaires to collect data and selected four ancient towns in southern China as survey objects. There are Wuzhen, Zhouzhuang, Xitang and Zhujiajiao.The fourth part is the data collection and analysis. The writer made use of SPSS16.0 and AMOS 16.0 to analysis statistics and to test and verify the research hypotheses.The last part is the conclusion of the study, this pare summary the main results of this study and describe the reality significance and shortcomings of this study.