A Study On The Effect Of Cognitiive Disorder Arousal On Tourist Behavior Intention

Tourism as a typical service industry,its characteristics may make the emotional experience of tourists and their attitude towards tourism destination more vulnerable to advertising,media,persuasion and other information interference,and resulting in cognitive dissonance.According to the theory of cognitive disorder,cognitive disorder will cause people's mood swings and take a series of measures to alleviate this sense of disorder,which are generally not conducive to the development of tourism destinations.The study of traditional cognitive perspective does not well explain this irrational motivation(emotional motivation).This study introduces the emotion appraisal theory and extends the study of tourists' behavior will from cognitive perspective to emotional perspective.The stimulation process of the external environment to the individual is constructed as a process of emotional response,and the intermediary role of emotional factors between cognitive dissonance arousal and tourists' behavior intention is analyzed.Explaining the internal emotional mechanism and psychological process of the transformation of external stimuli into behavior.Secondly,this study focuses on tourists in the process of travel,studies the impact of external environmental stimulation on the behavior will of tourists who have formed the original attitude,and quantifies it.Finally,subjective norms as one of the most important research variables in the context of China,this study introduces subjective norms as regulatory variables to expand China's domestic tourism market research,showing the unique functionality of this study.Through the analysis of the influence of cognitive dissonance on tourists' behavior intention,this study tries to awaken destination marketing workers to pay attention to the emotional experience bias caused by cognitive dissonance,because it will not only affect the emotional experience of tourists,but also affect the emotional experience of tourists.It may also change the behavior of tourists about tourist destinations.This study selects Hangzhou domestic tourists as the object of investigation,makes an empirical analysis of the proposed "Cognitive Disorder-Negative Emotion-Tourist Behavior Intention" model,and expands the research on the dynamic change mechanism of tourists' behavior intention from the perspective of emotion.The demographic characteristics,emotional level,behaviorintention and subjective norm level of the subjects were measured by questionnaire.Through analyzing of the structural equation model,the conclusions are as follows:(1)Cognitive dissonance is common in tourism activities;(2)Cognitive disorder has a significant positive effect on negative emotion,a significant negative effect on tourists' purchase intention and tourists' sharing intention.(3)negative emotion plays an intermediary role between cognitive dissonance and tourists' purchase intention and tourists' sharing intention,and(4)subjective norms play a positive role in regulating negative emotion and tourists' purchase intention and tourists' sharing intention.Compared with tourists with high subjective norms,negative emotions have a greater negative impact on the purchase intention and sharing willingness of tourists with low subjective norms.The higher the level of negative emotion perceived by tourists with low subjective norms,the lower the willingness to buy and share.(5)part of the emotional behavior will be affected by the individual characteristics of tourists.The effects of gender,educational background,frequency of tourism activities and frequency of coming to Hangzhou on cognitive disorders,subjective norms,negative emotions and tourists' behavior will are not significant.The effects of different ages on cognitive disorders and negative emotions were not significant,but there were significant differences in subjective norms and tourists' behavior intention.There are significant differences in the effects of different monthly income on cognitive disorders,subjective norms,negative emotions and tourists' behavior intention.And from the perspective of cognitive dissonance and emotional management to provide feasible measures to promote tourists to produce positive behavior intention.