Research On The Influence Of Food Culture Experience On Tourists' Behavioral Intention

With the rapid development of China's economy,the development of tourism has stepped into the fast lane.Nowadays,people's demand for tourism has changed from mere sightseeing to a richer spiritual level.In tourism behavior,it has become a fashion for tourists to perceive,understand and experience human culture and seek for cultural enjoyment.Through the experience of eating,we can understand the historical origins,folk customs and diet aesthetics behind these diets.Through the positive and positive experience of food and drink,tourists can visit the place again,which not only increases the consumption,but also promotes the local area,not only promotes the development of tourism economy,but also promotes the national pride,and cultivates people's cultural interest in history,country and nation.The food culture experience of tourists can positively affect the behavior intention of tourists through the sense of place.With a good cultural experience of food and a strong sense of place in the tourist destination,tourists are more likely to invest time,energy,money and other resources,and then repeat the tour,improve consumption,word-of-mouth publicity and other behavioral intention.This plays a positive role in promoting the tertiary industry economy of tourist destinations and enhancing regional visibility.Therefore,this study,taking tourists' sense of place as the entry point,intends to explore the relationship between tourists' sense of place and their food culture experience,as well as its influence on behavioral intention.Through sorting out the relevant research results of food culture experience,sense of place and tourists' behavioral intention,this paper summarizes the three.This study is based on the related scales of tourists' behavioral intention by domestic and foreign scholars as the basis of the questionnaire survey.Based on the characteristics of the research destination,it designs and revises the three aspects of food culture experience,sense of place and behavioral intention,and determines the items of the questionnaire.Tested online and offline,a survey was conducted on the food culture experience of tourists in Zhongxiang,Hubei province,and effective questionnaires were collected.Will be collected by the questionnaire import SPSS23.0 software,an analysis of the statistical data,this study proposed the hypothesis,validation,and reached the conclusion that the diet culture experience were able to sense of place for mediation,indirect influence thebehavioral intention,verify the sense of place in the intermediary role between the diet culture and behavior intention.Finally,based on the cultural experience and sense of place of tourists,management suggestions on how to cultivate positive behavioral intentions are proposed.Among them,taking the experience of food culture as the breakthrough point,it puts forward the suggestion that we should pay attention to improve the quality of the natural environment,strengthen the protection of local historical and cultural relics,strengthen the transmission of local food culture,and strengthen the thinking connection between food and landscape;Taking the sense of place as the breakthrough point,this paper proposes to build differentiated tourist travel experience,hoping to provide some helpful reference for the sustainable development of the local tourism industry.