Research On The Relationship Between Motivation,Satisfaction And Post-visiting Behavioral Intention Of College Students In Mountaineering Tourism

Mountaineering tourism as a new tourism activity,through climbing famous mountains,enjoying the beautiful scenery between mountains,and appreciating the local natural and cultural scenery,this unique way of tourism can enable mountaineers to gain benefits from sports,relaxation,broadening their horizons and so on.In recent years,it has gradually gained the favor of the traveling crowd,especially the young traveling crowd.This large-scale collective occupies a pivotal position in the tourism market of our country.It has a very important impact on the vigorous development of the current tourism industry and the upgrade of the consumption mode of tourism in the future.Through a large number of literature reviews,the author finds that there are not many research results on mountaineering tourism both at home and abroad.More in-depth studies on the behavior of mountaineering tourists and the sustainable development of their destinations are relatively few.Few studies on University mountaineering tourists are conducted,and most of them are qualitative analysis.Based on this background,this paper chooses college students' climbing tourists as the object of empirical analysis,chooses tourism motivation as its intrinsic influencing factors,and studies the relationship between motivation,satisfaction and behavior intention of college students participating in climbing.This paper investigates the motivation,satisfaction and post-tour behavior intention of College mountaineering tourists by obtaining first-hand information through network survey.The collected data were processed by EXCEL,SPSS20.0 and other analytical tools.Through the analysis of demographic characteristics,reliability and effectiveness test,exploratory factor analysis,correlation analysis,single and multiple regression analysis and intermediary role analysis.The following conclusions are drawn:(1)College students' mountain-climbing tourism activities are composed of five motivation dimensions,which are "learning and enterprising","leisure and relaxation","enjoying beautiful scenery","self-realization" and "social interaction" with 15 subdivisions.(2)Among the five dimensions of College Students' motivation for mountain climbing tourism,the three dimensions of learning and enterprising,self-realization and appreciation of beautiful scenery have significant positive effects on satisfaction.(3)The four dimensions of College Students' motivation for mountain climbing tourism,namely,learning and enterprising,leisure and relaxation,self-realization and social interaction,have significant positive effects on their post-tour behavior intention.(4)Satisfaction degree partially mediates the influence of knowledge-seeking motivation and self-actualization motivation on post-tour behavior intention.Finally,according to the research results,this paper puts forward corresponding countermeasures and suggestions:(1)stimulating the motivation of College Students' climbing tourists;(2)improving the satisfaction of College Students' climbing tours to promote their positive behavioral intentions.