A Study On The Influence Of Culture Identification On Tourists’ Choice Of Tourism Destination

With the improvement of people’s living standard,the basic living consumption can’t meet people’s consumption demand,and the spiritual consumption plays a more and more important role in people’s life.Tourism is an important part of spiritual consumption,and the choice of tourism destination directly affects tourism experience,so it is of great significance to study the influencing factors of tourism destination choice.Tourists are the final decision makers and the main body of tourism activities.In view of this,to explore the cultural identity of tourists to tourism destinations,the relationship between tourists’ perceived value and tourism destination selection will play an enlightening role in the development of tourism.In the past studies of tourism management,scholars focused on travel agencies and specific scenic spots,lacking of researches on tourists,and even less on cultural identity of tourists.Few scholars have explored how the cultural identity of tourists affects the choice of tourism destination.The relevant research of tourism destination selection only focuses on the exploration of the influencing factors,but not on the specific relationship between each factor and tourism destination selection.Although there are many researches on tourists’ perceived value,few of them take tourists’ perceived value as an intermediary variable.This paper reviews the literature research on cultural identity,perceived value and destination choice of tourists.Cultural identity is divided into three dimensions,perceived value is divided into four dimensions.Based on the existing research,according to the relationship among the three variables,a new theoretical model belonging to this study is established.That is to say,tourists’ cultural identity indirectly influences tourists’ choice of tourism destination through tourists’ perceived value.Refer to the existing scale and modify it,design a scale suitable for this study,organize it into a questionnaire,distribute the questionnaire through wechat and collect data.SPSS software was used to analyze the questionnaire data.Through the analysis of the collected data,the scale in this paper has good reliability and validity.Through correlation analysis and verification of tourists’ cultural identity,there is a positive correlation between tourists’ perceived value and tourism destination selection.Through the multiple regression analysis of the data,it confirms the hypothesis of this paper and draws the conclusion that the improvement of tourists’ cultural identity to the tourist destination will enhance tourists’ perceived value and indirectly promote tourists to choose the tourist destination.