The Relationship Between Tourist Motivation,Perceived Value And Revisit Intention In The Food Block

With the coming of the All-for-one tourism,the demand for tourism market in China is diversified and individualized,and all kinds of special tourism products are flourishing.And food tourism has become a major hot spot in the current special tourism market.Tasting local delicacies and experiencing regional food culture have become the primary purpose for many tourists.In order to meet the growing demand for food tourism,all destinations held food festivals or built food block to make food tourism a new highlight of local tourism.In the fast-growing food tourism market,most tourists especially like the food blocks with distinctive regional features,abundant food and rich cultural atmosphere.Therefore,all destinations have bulit various types of food blocks to meet the needs of diversified and personalized food tourism.The food block began to become a business card for local food tourism.With the vigorous development of the food tourism in our country,the study is also on the rise,and the research has become increasingly fruitful.However the current research pays more attention to the development of local food resources,food product design and food tourism marketing.There are few research on food tourists consumption behavior,especially about food block.Due to the current lack of research on the consumption behavior of tourists in food blocks.This study takes HuBu Lane in Wuhan as an example,analyzes the food block tourist motivations,and discusses the relationship among tourist motivation,perceived value and revisit intention.According to the empirical results,the following main conclusions are drawn:(1)There are six dimensions of tourist motivation in food block,which are excitement and leisure,food curiosity,sensory attraction,cultural experience,knowledge learning and interpersonal communication.Food curiosity and sensory attraction are belong to food itself,but have different connotations.The former reflects the novelty and locality of food,while the latter shows the color,smell and taste.(2)The excitement and leisure,food curiosity,cultural experience,and interpersonal communication have positive effects on touristperceived value and revisit intention.Sensory attraction only has a positive impact on perceived value,but it has no significant influence on revisit intention.Knowledge learning has no significant influence on perceived value and revisit intention.Perceived value has a significant positive impact on tourist revisit intention.(3)Different motivations have different influence on perceived value and revisit intention.Food curiosity has the greatest impact on perceived value.Sensory attraction has the least impact on it.Interpersonal communication has the greatest influence on revisit intentions.Excitement and leisure has the least impact on it.Based on empirical analysis results,this paper puts forward suggestions from six aspects:stimulating curiosity,mobilizing sensory attraction,enhancing cultural experience,providing leisure space,improving emotional connection and paying attention to perceived value.In order to help the food block managers to understand tourist motivation,raise tourist perceived value and revisit intention,to promote the healthy and sustainable development of food block.