Research On Influence Of Tourists’ Perception Of Confucian Culture On Revisit Intention In Langzhong Ancient City

In recent years,ancient town has become a hot spot of mass tourism destination,and the Confucian culture of ancient town needs to be deeply excavated.Objectively and deeply explore the tourists’ perception of Confucian culture in ancient towns and its influence on tourists’ revisit intention,which is of inspiration and reference significance to excavate the connotation of Confucian culture and promote the integration and development of culture and tourism in ancient towns.On the premise of understanding the connotation of Confucian culture,this paper,based on the theory of cultural stratification and the research of cultural perception,selects Langzhong ancient city in Sichuan Province as a case to investigate tourists’ perception of Confucian culture,and constructs a analysis model of tourists’ perception of Confucian culture to explore the influence of tourists’ perception on the revisit intention.The research mainly includes three aspects: first,determing the elements of Confucian culture in Langzhong ancient city.Based on the theory of cultural stratification and field investigation,taking the connotation of Confucian culture as the core,the elements of Confucian culture in Langzhong ancient city are determined from four dimensions: material culture,behavior culture,institutional culture and spiritual culture;second,exploring the tourists’ perceived dimension of Confucian culture in Langzhong ancient city.Through literature combing,revising and integrating,the questionnaire items of tourists’ perception of Confucian culture in Langzhong ancient city were formed,and field investigation was carried out.Using exploratory factor analysis to reduce the dimension of the original 18 indicators to form four dimensions of public factors,using confirmatory factor analysis to further analyze and test the model of tourists’ perception of Confucian culture.Finally,four tourists’ perception dimensions of Confucian culture were formed and the importance of the four dimensions was ranked by perceived mean value.third,exploring the influence of tourists’ perception of Confucian culture in Langzhong ancient city on revisit intention.Analysising the relationship between the tourists market characteristics and revisit intention.Using relevant analysis and multilinear regression analysis to explore the direct influence of tourists’ perception of Confucian culture on revisit intention,and explore the intermediary role of tourist satisfaction on this basis.The main conclusions of this paper are as follows:(1)The tourists’ perception of Confucian culture in Langzhong ancient city is divided into four dimensions: Confucian material culture perception,Confucian spiritual culture perception,Confucian behavior culture perception,and Confucian institutional culture perception;(2)There is no significant correlation between the sex,age,education,occupation,origin and understanding of Langzhong ancient city and tourists’ revisit intention,but tourists’ monthly income,post-travel perception,stay time and satisfaction are significantly positively related to their revisit intention;(3)The four tourists’ perception dimensions of Confucian culture,namely,Confucian spiritual culture perception,Confucian material culture perception,Confucian behavior culture perception,and Confucian institutional culture perception,directly affect the tourists’ revisit intention,but also indirectly affect the tourists’ revisit intention through tourist satisfaction.