Research On The Perceptual Mechanism Of Tourists’ Cultural Flow Experience

With the development of new media imaging technologies such as VR(Virtual Reality)and AR(Augmented Reality)and the fifth-generation mobile communication technology of the Internet(5G),flow experience has become the hot word of marketing in the scenes of art exhibition,online games,online shopping,audio-visual entertainment and others.Even the tourist scenic spot is to create the flow experience of tourists as the ultimate goal.As an active experience,flow experience is a psychological state that puts one’s energy completely on a certain activity.Individuals will have a high degree of excitement and fulfillment when they get a flow experience.The main ways of flow experience can be divided into flow virtual reality,network flow experience and flow experience in actual scenes."Full sense" "presence" and "interactivity" are the key elements of flow experience.The current research on flow experience involves all aspects of people’s lives,and more flow experience is the need and sign to ensure the quality of life.Since the concept of flow experience was proposed by American psychologist Csikszentmihalyi in 1975,many researchers have studied the flow experience in real scenes and virtual spaces,and most of these studies have focused on sports,teaching,and human-computer interaction.There is a natural coupling between experience research in the field of tourism and the concept of flow experience,but most of the research only uses the concept of flow to explain the phenomenon of tourism experience.Only a few articles have carried out quantitative and empirical research on flow experience to explore the underlying reasons and mechanisms behind it in the context of tourism.In this paper,the nine-dimensional model of flow theory is applied to the scene of cultural tourism experience.The structural equation model is used to study the flow degree of tourism experience and the conditional factors and intermediary factors of flow experience,and the relationship between the three sets of variables are explored.Among them,the flow degree of the tourism experience is measured by three variables named "time lapse","loss of self-awareness" and "sense of participation from the heart";the condition factors of the flow experience are "interest" "explicit feedback" "skills""Challenge";the intermediary factors of flow experience are measured by two variables of "concentration of attention" and "perceived control".The results of the study show that there are significant differences in the flow experience among tourists with different educational backgrounds,different number of visits,and different ages.Tourists’ skills in tourism,cultural challenges they feel,and clear feedback during the travel process significantly affect the flow experience of tourists through a sense of control.Tourists’ interest in tourist destinations significantly influences the flow experience through concentration.The sense of control in the travel experience process has a positive effect on tourists’ sense of time lapse,participation and loss of self-awareness,and concentration of attention has a significant positive effect on loss of self-consciousness and sense of participation.The article empirically tests the nine-dimensional model of flow theory and proves the perception mechanism of flow experience in cultural tourism scenes.