The Tourist Perspective MCE(Motivation-Contact Intention-Experience Quality) Model In Sightseeing Destination

The host-guest contact in tourism destination is one of the core theme of tourism theory research,which has gradually become the research focus of domestic and foreign scholars in recent years.The research about host-guest contact will be helpful to solve the problem about conflict and understanding between each other.In the other hand,the research have profound meaning in creating a good image for tourism,building a harmonious environment of tourism,improving the competitiveness of destination.Although tourism motivation,host-guest contact and tourist experience have a more mature development in tourism studies,but it is rare to do the quantitative study of the interaction mechanism among the there elements.Nowadays the research about the mechanism of host-guest contact in the perspective of tourists is rare,especially in sightseeing destination.We built the tourist perspective MCE(motivation-contact intention-experience quality)Model according to the theory of motivation,guest-host contact in tourism destination and tourist experience.The study employed an on-site survey in Mount Sanqingshan National Park and Jiuzhaigou National Park combined with tourism resources,tourism geographical structure and other aspects of regional and cultural characteristics we deeply study the interaction of motivation,contact intention and experience quality.The main conclusions are as follows.(1)The tourism motivations in sightseeing destination can be divides into Experience life,Excitement/adventure,Relaxation/escape and Social/knowledge;The contact intention can be divided into moderate contact intention and close contact intention;Tourists' experience quality include the participation degree and satisfaction.(2)Different types of tourism motivation will have different effects in contact intention.The results reveal that tourist motivations about Experience life,Relaxation/escape and Social/knowledge have direct effect on moderate contact intention,and tourist motivations about Excitement/adventure,Relaxation/escape and Social/knowledge have direct effect on close contact intention.(3)In addition,in the SEM of Mount Sanqingsan National Park,moderate and close contact attitude will directly affect the participation degree and satisfaction,close contact attitude directly affect tourists' satisfaction.While in the SEM of Jiuzhaigou National Park,moderate contact attitude dose not directly affect satisfaction,close contact attitude have a direct effect on satisfaction.The differences may related to cultural differences,the participation degree in tourism of local people,the type of tourism activities,and so on.(4)We used different sample groups to do the multiple group analysis.The result of invariance measurement shows that the Sanqingshan-Jiuzhaigou models can passed the test when limit factor loading,but have significant differences in the path coefficient.The results of the men sample and women sample in Mount Sanqingshan National Park show that the model of tourist motivations,host-guest contact in sightseeing destination has stability and validity between different samples.(5)Different types of demographic characteristics have different effects on tourist motivation,contact intention and experience quality.For example,the young may have strong demand to get rid of the pressure;the female have more desire to communicate with the host;the young visitors have higher score in moderate contact intention.(6)Cultural diffusion and dissemination can be passed through tourism,and the cultural attributes and characteristics will affect tourist' willingness to communicate with the host in tourism destination.The research about host-guest may contribute to build the contact platform between tourists and local people.The innovation points in this paper include:(1)built the tourist perspective MCE(motivation-contact intention-experience quality)Model to research the interaction mechanism among the three important elements;(2)Pay more attention to analysis the influence of regional culture background,using the method of invariance measurement to compare the models in different samples and different regions.