Researches On Conceptual Model Of Tourists' Perceived Atmosphere Of Midi Festival And Its Impacts On Satisfaction And Behavior Intention

This paper focused on two research questions:(1)what the elements of perceived festival atmosphere are;(2)what the impacts of perceived festival atmosphere on tourists' satisfaction and behavior intention are.Considering that the research in elements of perceived festival atmosphere was limited,and festival was too particular to be suitable for scale from other areas,this paper chose Midi festival as case,used qualitative research to explore the elements of perceived festival atmosphere,and empirical research to verify the impacts of perceived festival atmosphere on tourists' satisfaction and behavior intention.In first period,after collecting primary and secondary information,this paper made content analysis(word frequency and semantic web)by ROSTCM6 firstly,and then concluded the PFS conceptual model of perceived festival atmosphere through root theory by Nviovo 8.In second period,this paper verified the PFS conceptual model of perceived festival atmosphere and the impacts of perceived festival atmosphere on tourists' satisfaction and behavior intention by empirical research.After obtaining data through questionnaire survey,this paper processed EFA by SPSS21.0,processed CFA and SEM by Amos21.0.Through the qualitative studies and empirical studies,this paper reveled that:(1)For Midi festival,the perceived festival atmosphere include 6 dimensions: natural environment(weather,natural scenery,location,air smell),humanistic environment(cleanliness,facilities,building style),display and design(topic design,layout,VI system),products and activities(cast,franchise,repertoire,leisure activities),self(individual behavior,individual release,interpersonal),and others(performing,others' wearing,service behavior,recreation behavior,density).(2)Perceived festival atmosphere has significant positive influence on tourists' satisfaction;perceived festival atmosphere has significant positive influence on tourists' behavior intention;tourists' satisfaction doesn't have direct or indirect positive influence on tourists' behavior intention.On the basis of above results,this paper finally proposed 5 management suggestions on creating atmosphere for festival organizers:(1)Create good atmosphere to improve tourists' satisfaction and loyalty.(2)Optimize security moderately in good oder.(3)Encourage fans take part in activities in the form of organization to strengthen the link between fans.(4)Ensure the quality of the cast and activities to consolidate the foundation of the festival.(5)Meet the need of self-awareness and personal growth.