Celebrity Effect,place Attachment And Visitor Behavior Intention

The competition of image power is one of the important ways of market competition.Unique and personalized tourist destination image plays an important role in the tourism market.The image of tourism destination has a significantly impact on the value perception of tourists,and then affect their behavioral intentions.The promotion of destination image takes an important role in passenger share maintenance and sustainable development.Besides,celebrity resources can also significantly enhance the tourism destination image.In recent years,tourism operators have paid more attention to the celebrity resources which can improve the operation efficiency of tourist destination.With the development of cultural tourism and film tourism,the influence of historical celebrities and film celebrities on tourist behavioral intention is more and more obvious.Celebrity effects have had an increasingly important impact on the development of tourism destinations.Historical celebrity is a unique cultural phenomenon,which has the value of experience,seeking the root and education and so on.It can also improve the overall quality of the destination tourism resources.The film celebrity endorsements can add new vitality to the tourist attractions and are increasingly becoming an important driving force for the development of tourist attractions.With the increasingly fierce competition in the tourist destination and the escalating competition means,historical and film celebrities have become important choices of tourism destinations to enhance and shape tourist attractions and attract tourists.Behavioral intention means that the individual's tendency or motive to perform a particular behavior.It is the direct driving force of behavior.In the field of tourism,the behavioral intention of the tourists after the tour has an important impact on the sustainable development of the tourist destination.Therefore,the article defines the tourist behavioral intention as afterwards tour intention.It includes the willingness to visit,positive willingness to comment,willingness to share,and willingness to recommend and so on.In addition,the ancient village of Xidi,Hongcun have many historical celebrities,including countless dignitaries and wealthy merchants.And because of its unique Huizhou architectural style and beautiful natural scenery,they have been favored by film producers and directors,gradually becoming a well-known natural film and television shooting base at home and abroad.Its associated movie stars are also too numerous to list.Therefore,this article chooses Xidi and Hongcun as a case.We introduce the variable of celebrity effect and introduce the variable of place attachment as mediator variable to incorporate the celebrity effect,place attachment and tourist behavioral intention to the same frame.And use the frame to study the relationship among the celebrity effect,place attachment and tourist behavioral intention.Through systematic literature review and in-depth theoretical analysis,this paper puts forward the theoretical hypothesis of celebrity effect,place attachment and tourist behavioral intention.This article also constructs a conceptual model of celebrity effect,place attachment and tourist behavioral intention.Using the survey data of World Heritage Xidi and Hongcun tourists examine the hypothesis.It is found that: Firstly,the celebrity effect has a positive effect on the tourist behavioral intention,but the effect of historical celebrity effect is more obvious than the effect of film celebrity effect on tourist behavioral intention.Secondly,it is found that place identity and place dependence have a positive effect on the tourist behavioral intention,but the influence of place dependence on the tourist behavioral intention is more significant.Thirdly,place dependence plays a part of intermediary role between the historical celebrity effect and tourist behavioral intention.On the basis of the above research conclusions,this paper puts forward operational suggestions from promoting historical celebrity effect and enhancing place dependence on the tourism development of Xidi and Hongcun.At last,the paper elaborates the shortcomings of this as well as the direction of the future research.