The Study Of The Tourists’ Revisit Behavior To Attend The Festival Of The Scenic Spot

As a form of new tourism products in China, Festival activities are more and more favored by tourists, regardless of the number and scale both showed vigorous development trend. After a period of vigorous development of the Scenic activities of the Festival, some problems have appeared gradually. High input but low output has become a major bottleneck that plagued the development of the scenic Festival activities.In this paper, the perspective is the repeat visits of the participants to attend the Scenic activities of the Festival. Through the empiric research, the results of the participants’revisiting intention and the influencing factors come out. Meanwhile, this article researched the relationship of the influencing factors, satisfaction and revisiting intention based on the data collected. The data was collected by Questionnaire survey. And the SPSS statistical analysis software has been used to analysis the data. The conclusion is as follows:1. Revisiting motivation of the participants attending the Scenic activities of the Festival can be grouped into three categories:special emotional motivation, leisure experience motivation and watching the scenery motivation.2. Influencing factors of the participants are following six dimensions: the Festival content, perceived quality, environmental incentives, cost, service level and atmosphere of festival.3. Different sociological characteristics of tourists have differences in revisit motivation, revisiting influencing factors, satisfaction and revisiting intention.4. The factors influencing the participants that attending the Scenic activities of the Festival and satisfaction, revisiting intention are positively correlated. Satisfaction and revisiting intention are positively correlated.