Research On The Tourists' Revisit Intention Based On Tourism Motivation

Currently,the tourism is developing rapidly.The new form of scenic areas are constantly emerging in China,so the tourist destinations are in a fierce competition.Compared with maintaining the existing tourists market,the cost of developing a new market is more expensive.By comprehensively consideration,attracting tourists to revisit has become an important direction for the development of tourism destinations.The revisiting behavior of tourists has great significance for the sustainable and steady development of tourism destinations.The measurement indexs of tourist revisit intention are generally used to observe the revisit behavior of tourists,and the revisit intention naturally becomes one of the research topics which attract the tourism academics' attention.one.In addition,the revisit motivation of tourists has potential influence on the revisit intention.Therefore,this thesis comprehensively considered the factors of tourism motivation,explored the relationship between the revisit intention and the tourism motivation.The main contribution of this thesis is the selection of indicators of revisit intention,defining the revisit intention from the perspective of concept and time.Conceptually,the revisiting tourists will recommend the destination to relatives and friends.Therefore,the revisit intention was defined as the revisit intention and the recommendation intention.In terms of time,revisit intention was changing as the time goes on.Therefore,the revisit intention was divided into three time-segment,which is the willingness to revisit in the next year,the willingness to revisit in the next three years and the willingness to revisit in the next five years.Another contribution of this thesis is the selection of tourism motivation scale.The author took the travel career ladder theory as a guide and took the relevant scholars' research for reference to propose a new motivation scale,deleted items whose loading value was less than 0.5 in the exploratory factor analysis of factor,then summarized the final tourism motivation scale.Based on the reviewing of the related researches of tourism motivation and revisit intention,this thesis put the research hypothesis,then builds the concept model.Combined with the theoretical research and the empirical research,according to the travel career ladder theory,the author listed tourism motivation scale,and selected measurement index of revisit intention,and designed tourist motivation and revisit intention questionnaire which takes the travelers in Beijing's Palace Museum as investigation subjects,finally got 226 valid data.After simple data processing,reliability analysis,validity analysis,one-way analysis of variance,independent sample T test,factor analysis,correlation analysis,and regression analysis was performed on the sample data by using statistical analysis software such as SPSS and Excel.The result of the empirical research showed that there are five dimensions of tourism motivation for tourists in the Palace Museum in Beijing,including relaxation motivation,curious motivation,motivation for pursuing relationships with friends,motivation for pursuing family relationships,and the cultural motivation.The results of the one-way ANOVA and independent sample T-test showed that there are significant differences in the motivation of pursuing friendship among tourists of different genders or different levels of education,and in the motivation for relaxation among tourists of different monthly incomes,and in the motivation for pursuing family relationships among tourists of different marital status.The regression analysis showed that the tourism motivation of Beijing Palace Museum tourists has a significant influence on the revisit intention.There is a linear relationship between relaxation motivation,curious motivation,cultural motivation and revisit intention within one year.The relaxation motivation,novelty motives,cultural motives have a linear relationship with revisit intention within three years.The relaxation motivation,cultural motivation and revisit intention have linear relationship within five years.A linear relationship between the cultural motivation and recommendation intention was revealed.This study explored the causal relationship between tourism motivation and revisit intention,and provided a new direction for Beijing Palace Museum to cultivate the active revisiting willingness of tourists,and presented some relevant inspiration and suggestions for the practice of management of Beijing Palace Museum.First,promoting leisure and relaxation functions of the Palace Museum in Beijing to create a comfortable and relaxing travelling atmosphere.Second,studying the revisit intention of the Palace Museum from the perspective of tourism motivation,and developing different business strategies based on tourism motivations.Third,increasing the intensity of tourist experience projects and applying high technology to the interpretation of tourism attractions.Fourth,considering the variability of revisit intention,measures to enhance the tourists' revisit intention should be taken from several aspects.