Influence Of Tourists' Symbolic Consumption On Behavioral Intention In Urban Cultural Consumption Space

In recent years,symbolic consumption has received more and more attention in tourism research,and it has also been concerned by tourism destination marketing.Urban cultural consumption space,as a key project in the development of tourism in an increasing number of cities,has its own distinctive symbolicity.Therefore,in the context of cultural consumption space carrying traditional and modern,the way in which the symbolic consumption of tourists will influence their behavioral intention is the main research issue of this research.This study takes Foshan Lingnan Tiandi as an example.Through the questionnaire survey method,405 valid questionnaires are retrieved in the case.Firstly,SPSS19.0 is used to analyze the reliability,validity and exploratory factor of the sample,and the two dimensions of symbolic consumption are obtained—self-congruence and lifestyle congruence.Also,place identity gets five dimensions.Secondly,through relevant literatures,under the framework of ?three-component theory of attitude?,combining with ?place theory?,and taking ?self-congruence?and ?lifestyle-congruence? as one-dimensional variable in order to specifically explore the influence path of tourists‘ symbolic consumption on behavioral intention,a model contained ?self-congruence,lifestyle-congruence,local identity,consumption environment,and behavioral intention? has been constructed.AMOS22.0 is used to analyze the structural equations model,verify the research model and test the direct and mediating effects of the model.Next,SPSS19.0 is used to verify the moderation effect of consumer environment.The study found that:(1)lifestyle-congruence has both direct effects on tourists' behavioral intentions and indirect effects through place identity.Among them,the mediating effect of place identity is greater than the direct effect.(2)Self-congruence can only influence the behavioral intention of tourists through place identity,that is,local identity plays a full mediation role between self-congruence and behavioral intention.(3)Consumer environment can positively moderate the relationship between lifestyle-congruence and place identity.This study discusses theoretical and management implications based on the results.In theory,it enriches the application of ?three-component theory of attitude‘ and ?place theory‘ in the field of tourism,which provides a new perspective for tourism destinations to enhance tourists' positive behavior intentions.In practice,this study proposes three management implications from focusing on understanding the image characteristics and lifestyle of tourists,enriching the propaganda methods of tourist destinations,and paying attention to the place identity of tourists.Finally,the limitations and future research directions of this research are summarized.