| With the opening and revolution,Chinese economical level has been developing with very high speed.Meanwhile,China's tourism industries has also grown steadily,and China quickly became one of the largest tourist source and destination in the world.Developing tourism in China has advantages in resource and market naturally,for that China is abundant in various tourism resource,and has huge domestic market.However,with the trend of consumption upgrade and experience economy,what the industry and the tourists focus on is turning to vocation mode from sightseeing mode.Accordingly,for the scenic spot,the resource oriented comparative advantage in the past has been replaced by the service oriented and experience oriented competitive advantage nowadays.Tourism experience has become a kind of service to sell to tourists.In this background,repurchase behavior in tourism——revisit——has been increasingly focused on by both industry and academia in recent years.Past experience shows that the cost of developing a new customer is much higher than maintaining an old customer.Fierce competition among scenic spots make profit margin in this industry is pretty low these days,so the importance of maintaining old customers is increasingly prominent.Revisit intention is one of the most significant priori indication of revisit behavior,and it is an important part of tourist loyalty.This intention can largely indicate if a tourist will revisit this destination in a specified time,so the key point to improve revisit ratio,on which lots of marketing strategies focus,is improving tourists' revisit intention.Nevertheless,the influence mechanism is very complicated,and can be changed over time.Research on revisit intention at present usually concentrates on its influence factors,but pay less attention to the difference of this intention among different periods.Meanwhile,the influence mechanism can be moderated by some factors and these moderating effects are lack of study unfortunately.Taking Xitang ancient town as an example,with the data collected from Xitang and the help of structural equation model(SEM),this research has built the models of main effects and moderating effects respectively,to analyze the change of main effects on revisit intention over time and the moderating effect of novelty-seeking on the influence process.In addition,on the base of moderating effect analysis,tourists are classified by novelty-seeking in the research to discuss the influence mechanism of revisit intention among different categories.In this way,the novelty-seeking's moderating effect can be presented more intuitively.Conclusions of this research are as follows:(1)Novelty-seeking only has significant direct positive effect on mid-and long-term revisit intention,and the relationship between novelty-seeking and short-term revisit intention is not significant;satisfaction has significant direct positive effect on short-,mid-and long-term revisit intention;destination image only has significant direct positive effect on short-term revisit intention,and the relationship between destination image and mid-,long-term revisit intention is not significant.(2)Satisfaction is a mediator in the relationship between novelty-seeking and short-,mid-,long-term revisit intention respectively;satisfaction is a mediator in the relationship between destination image and short-,mid-,long-term revisit intention respectively.(3)Novelty-seeking can moderate the relationship between destination image and short-,mid-,long-term revisit intention respectively.The higher the category's level of novelty-seeking,the more the influence of destination image on short-,mid-and long-term revisit intention.(4)Novelty-seeking can moderate the relationship between satisfaction and short-,long-term revisit intention respectively,but cannot significantly moderate the relationship between satisfaction and mid-term revisit intention.The higher the category's level of novelty-seeking,the less the influence of satisfaction on short-and long-term revisit intention. |
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