Research On The Relationship Between The Culture Atmosphere Of Geographical Names In The Tourist Destination And The Intention Of Tourists'Behavior

Since the concept of “cultural confidence” and the rise of the fusion of “culture and travel integration”,tourism management departments are paying more and more attention to the development and utilization of cultural tourism resources.The tourist scenic area contains multi-element cultural connotations,such as red culture,religious culture,and water culture.Geographical names are part of the cultural heritage of the Chinese nation,it has rich historical and cultural connotations.However,culture of geographic name has never been attention to the manager of the tourist destinations as a unique culture.In 2014,the country carried out the second national census of geographical names,and has now entered the stage of transformation of the results of the census of geographical names.Taking advantage of this opportunity,this paper proposes to combine the geographical name culture with tourism,and to study the geographical atmosphere of the scenic spot from the perspective of the geographical names culture of the scenic spot.Based on the background,this article takes the geographical names culture of tourist destinations as the research object,according the theory of SOR,combined the literature,From the perspective of the atmosphere?the perceived value of tourists and the intention of tourists' behavior.Determining the measurement variables of the SOR model of the geographical names of tourist destinations,establishing the SOR initial model of geographical names and cultural atmosphere in tourist destinations.Select Hangzhou West Lake Scenic Area as data collection place,The SPSS software was used for factor analysis to adjust the dimensions and variables of the scale,and the variance analysis was used to obtain the difference of the characteristics of the visitors to the cultural atmosphere of the place name.Use AMOS software to define,test and correct the SOR initial model of the geographical names culture of the scenic spot,and finally determine the model.The following are conclusions:The cultural atmosphere of geographical names and the perceived value of tourists have a significant positive impact.The perceived value of tourists and the intention of tourists' behavior have a significant positive impact.The geographical atmosphere of the scenic spot has a significant impact.The perceived value of tourists plays a mediating role in the cultural atmosphere of geographical names and the perceived value of tourists.The conclusion is consistent with the theory of the SOR.To make full use of the geographical names and cultural resources of the tourist destinations,create good atmosphere,Combining data research results,propose atmosphere improvement measures and suggestions: Adhere to the principle of protecting resources as the main development.Strengthen the design of geographical names,reasonably place the location of the logo,and enhance the function of the logo.Deeply excavate thegeographical names culture of scenic spots,rectify the irregular geographical names in the tourist destinations,protect the disappearance of old geographical names,and repair the original features of the sites.Introduce modern facilities and build a big data platform.Activate the display forms to enhance the tourist experience.Innovate cultural derivatives to increase the economic benefits of the tourist destinations.Increase publicity and create a characteristic culture atmosphere.Organize training mechanism to enhance professional service skills.