A Study On The Relationship Among Tourist' Perceived Value,Place Atta Chment And Revisit Intention

In recent years,cultural tourism has gradually attracted people's attention.Folk culture tourism which based on the promotion of traditional folk culture and the display of regional customs,is becoming more and more popular with the tourists.However,face of the increasingly fierce international competition and the rapidly changing market environment,understanding the influence mechanism of tourists' revisit intentions has become a necessary process for tourist destinations at home and abroad to compete for the tourist market.In this context,folk culture tourism destinations need to be more considered from the perspective of tourists.Effectively grasp the needs of tourists to improve the existing products and services.Find the breakthroughs of development,and enhance the rate of tourists' revisit.Early scholars generally believed that tourists' satisfaction was the most important variable that influenced revisit intention.But some scholars began to question it later.Therefore,this study attempted a new research perspective,combining two theories of "perceived value" and the "place attachment".Then chose the birthplace of Mazu folk culture--Meizhou Island in Putian,as the research case.According to the attitude theory "Perception-Emotion-Intention",the tourist' perceived value was regarded as "perception",place attachment was an intermediary variable of "emotion",and the revisit intention was regarded as "Intention".Under the situation of folk culture tourism,this study tried to built a structural equation model on the relationship among tourist' perceived value,place attachment and revisit intention.The data was acquired by questionnaire survey and then used the structural equation model for hypothesis test.Finally,the following conclusions were obtained:(1)Tourist' perceived value had significant positive effect on place attachment;(2)Place attachment had significant positive effect on revisit intention,of which place identity had greater impact than place dependence;(3)Cultural value had significant positive effect on revisit intention,while tourism resources and service value,social value,and cost value had indirect effect on revisit intention under the mediating role of place attachment;(4)Place attachment was a completely mediator between tourism resources and service value,social value,cost value and revisit intention,while it was a partial mediator between cultural value and revisit intention.According to the empirical research' results,several opinions and suggestions were made on how to improve tourists' revisit intention and promote the sustainable development of local tourism in Meizhou Island.