A Study On The Influence Of Tourists' Involvement In Cultural Heritage Tourism Destination On Their Revisit Intention

Since the 18th National Congress of the CPC,General Secretary Xi Jinping has delivered a series of important speeches on the integration of culture and tourism,making it clear that culture is the soul of tourism and tourism is the carrier of culture.It also explains the close relationship between tourism and culture and emphasizes the importance of the integration of culture and tourism.Therefore,cultural heritage tourism has become a popular choice in recent years.Cultural heritage tourism is different from other forms of tourism,which has the value of inheriting culture and it can give tourists scientific knowledge of history and culture to meet their expectations.However,at present,the development of cultural heritage tourism is faced with such problems as low tourist involvement,poor interaction between scenic spots and tourists,and serious loss of tourists.Therefore,in this context,cultural heritage tourism destinations begin to think about creating the development path of revisiting to meet the needs of tourists and scenic spots.In the context of cultural heritage tourism,in order to achieve a win-win situation between tourists and cultural heritage sites,the involvement of tourists and the quality of the relationship between tourists and cultural heritage sites must be required.In other words,the main content of this paper is to solve the following questions: will the degree of tourist involvement affect the quality of the relationship between tourists and cultural heritage sites and their intention to revisit? Will the differences of tourist involvement cause different results? What factors affect the quality of the relationship between tourists and cultural heritage sites? The discussion of the above issues will provide a new research framework for the study of tourists' willingness to revisit cultural heritage sites and solve the problem of tourist serious loss in cultural heritage sites from the perspective of academic theory.Firstly,the paper summarizes and reviews the definition,measurement dimension of cultural heritage tourism,tourist involvement,relationship quality and willingness to revisit and relevant domestic and foreign literature.Secondly,based on the theory of involvement and the theory of planned behavior,a conceptual model among the tourists' involvement,relationship quality and willingness to revisit is built.Then,taking Pingyao Ancient City as the research case,questionnaires were designed and distributed to gain data to verify the model and hypothesis.According to the results,the main assumptions of this paper are verified.The specific content is tourists involvement has a positive influence on;tourists involvement has a positive influence on recommendation intention;relationship quality has a positive influence on willingness to revisit,relationship quality has a positive influence on recommendation intention;tourists involvement has a positive influence on the tourists' satisfaction;tourists involvement has a positive influence on tourists trust;tourists involvement has a positive influence on tourists commitment;relationship quality play an mediation role between tourists involvement and revisit intention.Finally,according to the conclusion of the study,it is suggested that cultural heritage sites should increase the involvement of tourists,enhance their recognition of cultural heritage sites,improve the quality of the relationship between tourists and cultural heritage sites and strengthen the interaction between tourists and cultural heritage sites to meet the expectations of tourists,enhance the sense of trust of tourists,and obtain the psychological commitment of tourists as far as possible;We will improve the service and products of cultural heritage destinations and the image of cultural heritage destinations,and highlight regional characteristics.At the end of the thesis,the author puts forward the research shortage and future research prospect.