A Study Of The Relationship Between Tourism Performing Arts Products Quality And Tourists' Post-visiting Behavioral Intentions

As an inevitable outcome of China's economic restructuring and consumption upgrading,industry convergence is beneficial to achieve a total win among industries.In.particular,industry convergence is a necessary choice for both cultural industry and tourist industry to develop sustainably.Undoubtedly,tourism performing arts industry is one of the representative industries of cultural tourism which is faced with many problems including being rejected by individual consumers,the lack of local cultural excavation and innovation in the content and so on.Therefore,it is necessary to dig deeper how to improve satisfaction experience after watching tourism performing arts products and how to develop positive post-visiting behavioral intentions,so as to enhance the attraction of tourism performing arts products to individual customers and promote the sustainable development of tourism performing arts industry.In order to explore the relationship among tourism performing arts products quality,cultural identity,satisfaction experience and post-visiting behavioral intentions,this study comprehensively apply both normative research and empirical research methods.Initially,proposing research hypotheses on account of literature review of tourism performing arts,cultural identity,satisfaction experience,and post-visiting behavioral intentions with ABC attitude model.Afterwards,the questionnaire is designed according to literature review,focus group and pre-survey,then the questionnaire is collected.In the next moment,the collected data is analyzed by SPSS 22.0 software and AMOS 24.0 software for descriptive analysis,reliability analysis,validity analysis,exploratory factor analysis,confirmatory factor analysis,as well as structural equation model.As a result of empirical research:(1)tourism performing arts products quality has significant positive influence on cultural identity(H1),tourism performing arts products quality has significant positive influence on satisfaction experience(H2),tourism performing arts products quality has significant positive influence on post-visiting behavioral intentions(H3),cultural identity has significant positive influence on post-visiting behavior intentions(H5),satisfaction experience has significant positive influence on post-tour behavioral intentions(H6),whereas cultural identity do not have remarkable influence on satisfaction experience(H4).(2)cultural identity and satisfaction experience are partial mediators between tourism performing arts products quality and post-visiting behavior intentions.(3)gender moderates the relationship between tourism performing arts products quality and cultural identity,whilst gender moderates the relationship between satisfaction experience and post-visiting behavior intentions.Given this,this study analyse the findings and advise on how to meet the tourists' needs and develop operational strategies for tourism performance arts enterprises.Compared with the previous research,the significance of this paper lies in:(1)taking tourism performing arts products quality as a breakthrough point to explore the antecedent variables which affect post-visiting behavior intentions,which provides a reference for further research.(2)applying quantitatively method to measure the influence of tourism performing arts products quality to cultural identity,in this way it is more scientific to verify the role played by high-quality tourism performing arts products to the inheritance and publicity of local culture.(3)discussing the moderating effect of gender in the dimension which belongs to emotional experience and attitude response,and the findings provide reference for tourism performance arts enterprises to develop operational strategies.