A Study On The Influence Of Tourist Attractions' Cultural Atmosphere On Tourist Loyalty

Since the establishment of the ministry of culture and tourism,local governments at all levels have paid more and more attention to the integrated development of culture and tourism industry.However they are now faced with problems of cultural focus dislocation,atmosphere convergence and blind mining,so enhancing cultural characteristics is an important issue to be solved urgently in tourist attractions.It is not enough to only rely on digging cultural elements to make tourists perceive the cultural connotation.The creation of cultural atmosphere is an important communication channel to give tourists intuitive feelings by cultural externalization.The thesis aims to explore the mechanism of cultural atmosphere,analyze the influence mechanism of cultural atmosphere on loyalty,and provide theoretical guidance for tourist attractions to improve cultural atmosphere and attract tourists.Collating domestic and foreign related literature,defining the concept of tourist attractions,proposing the definition of cultural atmosphere,tourist cultural perception,tourist loyalty,emotional and its related content.Referring to previous research results and introducing CIS theory,determining three dimensions of cultural atmosphere: material cultural atmosphere,behavioral cultural atmosphere and spiritual cultural atmosphere;Drawing on the research contents of tourist perception,determining two variables of tourist cultural perception: cultural perceived value and cultural perceived attraction.In addition,through the discussion and analysis of emotional evaluation theory,the position of emotion moderator variable is determined.Finally,the research model on the influence of tourist attractions? cultural atmosphere on tourist loyalty is constructed.In empirical research,designing a questionnaire based on the previous mature scale.The rationality of the questionnaire is tested after online pre-survey and analysis,in order to establish a formal one.Then taking qinghefang as the case to obtain relevant data through issuing questionnaires on the spot,and collecting 416 valid questionnaires eventually.Using SPSS22.0 and AMOS22.0 to statistic and analyze datum by methods of descriptive statistical analysis,reliability and validity analysis,variance analysis,structural equation model analysis and moderating effect analysis.So as to test the relationship between each variable,verify the research hypothesis,and modify and correct the theoretical model.The research results of the thesis show that: first,different individual characteristics have different effects on each variable;Second,material cultural atmosphere has a positive impact on tourist cultural perception,but behavioral cultural atmosphere and spiritual cultural atmosphere only have a positive impact on cultural perceived value;Third,cultural perceived value has a positive influence on cultural perceived attraction;Fourth,tourist cultural perception has a positive impact on tourist loyalty;Fifth,there are only material cultural atmosphere and spiritual cultural atmosphere,and only have a positive influence on word-of-mouth recommendation;Sixth,emotion only has a positive regulating effect between cultural atmosphere and revisit intention.In the end,on the basis of the aforementioned research results,the thesis puts forward four aspects of management enlightenment in order to effectively improve the tourist attractions? cultural atmosphere and promote tourists to generate positive loyalty: pay attention to explore the cultural elements of tourist attractions;Create tourist attractions? cultural atmosphere from various aspects;Improve the quality of tourist cultural perception;Inspire positive emotions in visitors.At the same time,describing the existing problems in this thesis and the prospects for future research.