Research On The Influence Of Community Atmosphere Conception On Tourist’s Behaviour Intention In The Era Of Community Tourism

With the development of mobile internet and community economy,community tourism has become a more popular form of tourism.Different from the traditional form of tourism,community tourism first gathers the crowd,and then decides the destination and route to travel according to the wishes of each member.The activity route and content can change with time and other factors.It makes up for the shortcomings of traditional tourism products such as lack of innovation and serious homogenization.This form of tourism is a real return to tourism,and people can return to themselves during the tour.At present,a variety of community tourism activities emerge in an endless stream throughout the country,and the new tourism model is constantly eroding the market share of traditional tourism.At the same time,community tourism,which leads the future pattern of tourism development,is quietly rising and the era of community tourism is approaching.Although the phenomenon of community tourism is not uncommon,there are few scholars who systematically study community tourism,and the literature which deeply studies the behavior intention of community tourists is even more absent.Most scholars still stay at the descriptive level in the study of tourists’ behavior intention in the era of community tourism,and there are few empirical studies.Therefore,a comprehensive and systematic study of tourists’ perception of organizational climate in the era of community tourism has important theoretical and practical significance.Based on this,this study takes the community atmosphere perception,community identity,and tourist behavior intention as the main content,constructs the research path of"perception-identification-behavior",and comprehensively applies various research methods to verify the logic relationship between the three variables.This paper first reviews the existing literature related to the three variables,and combines the characteristics of the community tourism form to construct the conceptual model of the research.Then,according to the suggestions of relevant scholars,experts and community travel participants,the questionnaire has been designed,finally data were collected through questionnaires,and SPSS 23.0 and Amos 23.0 statistical analysis software were used to analyze the questionnaire data.The following conclusions were obtained:1.Fair and free atmosphere perception significantly positively affects cognitive community identity,emotional community identity,and evaluation Community identity;value co-creation atmosphere perception significantly positively affects cognitive community identity,emotional community identity,and evaluation community identity;tourism safety atmosphere perception significantly positively affects cognitive community identity,evaluation society Group identity,and there is no significant positive impact on emotional community identity.2.Fair and free atmosphere perception significantly positively affects tourists’ revisiting intentions,but has no significant positive impact on tourists’ recommendation intentions;value co-creation atmosphere perception significantly positively affects tourists’revisiting intentions and tourists’ recommendation intentions;tourism safety atmosphere perception is significantly positive Inviting tourists to revisit their intentions and recommending their intentions.3.Cognitive community identity significantly positively affects tourists’ revisiting intentions and tourists’ recommendation intentions;emotional community identity significantly positively affects tourists’ revisiting intentions and tourists’ recommendation intentions;evaluative community identity significantly positively affects tourists’ revisiting Intention,tourists recommend intentions.Finally,based on the relevant conclusions of the verification research hypothesis,this study proposes three aspects to promote the development of community tourism and promote positive tourist behavior intentions of community tourists:Advocate members to treat each other with generosity,create a fair and free atmosphere;encourage high-frequency interaction among members,promote continuous value creation;urge members to remind each other and reduce the risk of collective travel.