Research On The Extended Model Of Tourist Emotion-satisfaction In Historical And Cultural Scenic Spots

Tourism has gradually become a trend of leisure,popularization and socialization,the world has entered into the "tourism era".As the starting point of tourist behavior,tourist motivation is a direct cause of tourist behavior,its importance is self-evident,but the status of tourist motivation didn't getting the attention it deserves.The research of tourist motivation and its relation with subsequent behavior is urgently needed,it also puts forward urgent demands on tourism academic research.With the advent of the experience economy era,the personalized demand of tourists is constantly emerging,and more and more tourists are paying attention to the emotional experience in the process of tourism,the research on the tourism of tourists is in the ascendance.Tourist satisfaction is the final evaluation of tourism experience,and behavior intention is the ultimate variable of travel subsequent behavior.Domestic and foreign scholars are continuing to study tourists' satisfaction and behavior intention.The exploration of the relationship between tourist motivation,tourism emotion,tourist satisfaction and behavioral intention is of profound significance for enriching and improving tourism academic research.Under the guidance of Maslow's hierarchy of needs theory,travel career ladder theory,tourism situation theory and expectation disconfirmation theory,this study comprehensively combed the related research achievements at home and abroad,analysis of the relationship between tourist motivation,tourism emotion,tourist satisfaction and behavioral intention through quantitative research methods.Choosing domestic tourists in Xi'an as the research object,and taking Great Wild Goose Pagoda and Qujiangchi Heritage Park as case studies,whose historical and cultural background is deep as the most typical historical and cultural scenic spots in Xi'an,so tourist motivation is relatively clear.Measuring the overall Tourism emotion value of tourists by means of the tourism emotion coordinate axis,classifing tourism emotion through the choice of 48 tourism emotion words,this study measured tourist's positive emotional value by using assigned emotional vocabulary,then the structure equation model was constructed to verify the relationship between the four.At the same time,through the correlation analysis and regression analysis,the relationship between tourism emotion,tourism affective satisfaction and behavior intention is discussed in detail.The main contents and conclusions are as follows:(1)Different tourist motivations have different positive effects on tourists' positive tourism emotion.Leisure and relaxation motivation has no significant influence on positive tourism emotion,while experience-knowledge motivation and gaining prestige motivation has a significant influence on positive tourism emotion,among which,experience and knowledge motivation has the greatest contribution to positive tourism emotion.(2)The positive tourism emotion has a significantly positive influence on the overall tourist satisfaction.This study establishes a structural equation model to prove that the positive tourism emotion has a significant impact on the overall tourist satisfaction.The higher the positive tourism emotion,the higher the overall satisfaction of tourists is higher,and the positive tourism emotion is an important factor affecting tourist satisfaction.(3)The overall satisfaction of tourists has a significantly positive effect on behavior intention.Tourist satisfaction is an important leading variable of behavior intention.The higher the overall satisfaction of tourists,the stronger the influence of the tourists'subsequent behavior intention,and their revisiting,recommendation and word-of-mouth publicity are stronger.(4)The positive tourism emotion has a significantly positive influence on behavior intention,tourist satisfaction has some moderating effect between tourism emotion and behavior intention.Positive emotion has positive promoter action,which can promote people to produce positive sharing behavior.The higher the positive emotion,the stronger the behavior intention of tourists,then tourists will actively recommend and promote the destination,and the next time they will visit the place.Besides,tourist satisfaction plays a part of moderating effect between tourism emotion and the behavioral intention,with the addition of tourist satisfaction,the relationship between tourism emotion and behavior intention is weakened.(5)The tourism emotion is linearly correlated with tourist satisfaction and tourist behavior intention.There is a significantly positive correlation between tourism emotion and overall satisfaction,and tourism emotion is the predictive variable of tourist overall satisfaction.At the same time,there were significantly positive correlations between tourism emotion and tourism resources and culture,tourism environment and facilities.The factors influencing the overall satisfaction of tourists are different in terms of their contribution to satisfaction.The dimensions of tourist satisfaction and the tourism emotion has importantly predictive effects on the overall satisfaction of tourists,which have a different degree of influence on overall satisfaction.The degree of contribution to the overall satisfaction of tourists is arranged in order of size:tourism environment and facilities,tourism resources and culture,tourism price,tourism emotion,tourism expectation and tourism service.There is also significantly positive correlation between tourism emotion and tourist behavior intention,tourism emotion has a different influence on tourist behavior intention.With the increase of tourist emotion,tourist behavior intention is also increased with the increase of tourism emotion.There are three innovations in this study:First,it enriches the research content of tourism emotion-satisfaction,and expands the model of emotion-satisfaction.The structure equation model of tourism motivation,emotion,satisfaction and behavior intention is constructed,and the relationship among tourism motivation,emotion,satisfaction and behavior intention is discussed systematically.Second,it innovates the measurement method of tourism emotion.The coordinate axis of tourism emotion measures the overall emotion of tourists,forty-eight basic words are assigned,dimensionalized,and classified.This provides a reference for the subsequent affective investigation.Thirdly,it discusses the linear correlation of emotion and its follow-up subsequent behavior in detail,clarifies the differential influence of emotion on the subsequent behavior of tourists,and points out the direction of efforts for the tourism destination managers.