The Research Of Visitor Behavior's Influence On The Loyaltyin Co-creat Value Of Tourism Experience

The State Council promulgated the "13th Five-Year Plan for Tourism Growth",which clearly pointed out that the development direction of tourism growth points to quality tourism.Tourist attractions mainly participate in or be passively involved in the creation of tourism experience value in the creation of tourists.This not only can create a personalized tourism experience for tourists,but also achieve enterprise value enhancement,tourism scenic area learning,tourism product upgrading.Therefor it is an important way to achieve the tourism quality of scenic spots,and also and effective way to enhance visitor loyalty.However,tourism experience and co-creation of the influencing factors of the value of tourists and tourism enterprises,the results and the mechanism of its research and market application is not enough.Therefore,in-depth research and understanding is very necessary.This paper sorts out the relevant theories,reports,dissertation analysis and research results of domestic and foreign scholars on the value of tourism experience,the participation of tourists in value creation,and the value of co-creation.Based on the specific behaviors of tourists participating in the co-creation.Combined with the research direction of the thesis,the theoretical model of the research is designed.Tourists behavior is divided into information exchange,cooperative behavior,interpersonal interaction.It is assumed that each dimension has an impact on the value of tourism experience and the loyalty of tourists.Taking the Qingdao Underwater World,Beer Museum and Forest Wildlife World as examples to collect data on the behavior and results of tourists,through Excel,SPSS 18.0 and AMOS 21.0,the qualitative analysis of structural equation models were carried out.The results show that tourists' participation in tourism experience value co-creation behavior(information exchange,cooperative behavior,interpersonal interaction)has a direct impact on the perception of tourism experience value.There is no direct influence on the loyalty of tourists,but there is an indirect influence relationship;information exchange and interpersonal interaction have the greatest influence among the three dimensions of tourists' participation behavior;and the influence of cooperative behavior is relatively small;In the three dimensions of tourists' participation behavior,the path coefficients of information exchange,cooperative behavior,and interpersonal interaction on the perception of tourism experience value are respectively 0.565,0.35,and 0.566.The coefficient of influence on tourism experience value perception is 0.762,and the path coefficients of the indirect impact relationship of tourists' loyalty are 0.418,0.26,and 0.422.The study founds that in the realization of tourism experience and value co-create and the promotion of loyalty,the scenic spot can combine the research results of typical cases to effectively enhance the tourist experience of tourists through two specific ways,and thus effectively improve their loyalty level.In terms of specific ways,one is to strengthen the interaction of tourists' tourism experience value co-create behavioral latitude(information exchange,interpersonal interaction),and the other is to adjust and optimize the tourists' cooperative behavior in the process of tourism experience value co-create.This study can enrich domestic related research cases and provide reference for the practice of loyalty improvement at similar sites at home and abroad.