Research On The Relationship Between Expo Tourist Experience Value And Behavioral Intention

In the experience economy time,tourism has transformed the integration of depth tourism and sightseeing tours,sightseeing has been difficult to satisfy the needs of tourists,and "Travel +" has given birth to the emergence of further organic integration of tourism and convention industry.As China International Garden Expo has 19 years,it plays an important role on stimulating commerce,providing travel services,protecting the ecological environment,showing city's image.It's better favor the experiential Expo will gain form tourists.Tourists as the most important part as Tourism Expo,their experience value will affect the tourists quantity and quality directly.Based on this thoughtfulness,the study selected the relationship between Expo tourists' experience value and behavior intention as the topic of research.In this study,we made the relationship between Expo tourist experience value in the 10th China(Wuhan)International Garden Expo and behavioral intentions as a starting point.On the basis of existing research,Questionnaires survey was from the perspective of tourists to experience the value of Research experience Tourism Fair value component factors,the value of experience satisfaction and behavioral intentions after the tour would affect,impact.This study selected the 10th China(Wuhan)International Garden Expo as the object of study,based on the perspective of the relationship between Expo tourist experience value and behavioral intention.Through SPSS20.0 and structural equation AMOS 17.0 analysis,we draw the following conclusions.(1)There are five factors of Expo tourist experience value:the functional experience value,situational experience value,emotional experience value,cognitive experience value,social experience value.(2)In the five factors of Expo tourist experience value,Expo tourists functional experience value,Expo tourists situational experience value,Expo tourists emotional experience value,Expo tourists cognitive experience value and Expo tourists social experience value have positive influence on tourist satisfaction;Expo tourists functional experience value,Expo tourists situational experience value,Expo tourists emotional experience value,Expo tourists cognitive experience value have positive influence on behavior intention.But Expo tourists social experience value impact on behavior intention is not support.(3)In the five factors of Expo tourist experience value,Expo tourists social experience value have the greatest influence,Expo tourists emotional experience value have the second greatest influence,and Expo tourists functional experience value have the least influence.Finally,according to the results of empirical research,some suggestion are given in the paper aiming at the relationship between Expo tourist experience value and behavior intention,including strengthening the operation and management,improving the function of the value of experience;creating harmonious atmosphere,improving situational experience value;creating competitive advantage,highlighting the emotional experience value;excavating cultural connotation,strengthening cognitive experience value;shaping Expo brand,enhancing the social experience value.