A Study On The Relationship Between Tourism Involvement,Destination Image And Tourist Behavior Intention

The continuous integration of cultural tourism industry brings new opportunities for the development of cultural heritage tourism.As the ancient capital of 13 dynasties,Xi 'an has profound cultural deposits.The Terracotta Warriors and Horses,as a worldwide cultural heritage,have attracted worldwide attention,and the passenger flow has been high.However,behind the rapid development of cultural heritage sites,some problems,such as lack of participation in the way of sightseeing,low attraction of tourism activities,scenic spot management loopholes,etc.also arise,which greatly reduce the pleasure of tourists and have a negative impact on tourists' perception of destination image.In view of this,this study selected cultural heritage sites in the most typical of the Terracotta Warriors and Horses Museum as a case study,to improve and modify tourism involvement scale,destination image scale,behavior intention questionnaire,through the questionnaire and the empirical analysis,build tourism involvement,the relationship between destination image and tourists' behavioral intention model,test the relationship between variables and affect the path,enrich and perfect the destination image and tourist behavior intention of related research,to provide theoretical reference for cultural heritage management.First of all,the theory,concept,measurement and related research of tourism involvement,tourism destination image and tourist behavior intention are sorted out.Secondly,on the basis of literature review,relevant hypotheses and theoretical models of this study are proposed.At the same time,relevant scales are developed according to the actual situation of the Terracotta Warriors combined with the existing mature scale,and questionnaires on tourism involvement,destination image and tourist behavior intention are designed.Then,conduct a small preliminary survey of the surrounding area.The questionnaires were modified according to the feedback of the preliminary survey,and formal questionnaires were issued to collect data.Finally,SPSS and AMOS were used for analysis.The final conclusions are as follows:(1)The image of cultural heritage site includes four dimensions:tourist attractions,scenic facilities,personnel and ticketing services,scenic area management and environment,(2)Tourism involvement and destination image have significant influence on tourist behavior intention,and the relationship between them is significantly positive;(3)Destination image plays a partial mediating role in the relationship between tourism attraction dimension and tourist behavior intention,and a complete mediating role in the relationship between self-expression,centrality dimension and tourist behavior intention.According to the above conclusions,feasible measures are provided for the destination to optimize its own image and reasonable operation:(1)to increase tourists' involvement in tourism;(2)Create a good image of the destination from the perspective of the object;(3)Strengthen the behavioral intention of tourists.On the basis of referring to relevant studies at home and abroad,this paper modifies,deletes and improves the measurement dimension of destination in existing studies according to the actual situation of cultural heritage sites,and forms the image measurement scale of cultural heritage sites.By constructing the relationship model of tourism involvement,destination image and tourist behavior intention,the relationship and influence path among them are obtained,which enriches the related research of cultural heritage sites to some extent and also provides new ideas for the research of cultural heritage sites.Secondly,the study introduces the variable of tourism involvement,which helps us understand the formation of tourists' destination image from the perspective of tourists' psychology,and also provides reference for the managemert and development of scenic spots.