A Study On The Influence Of Night Tourist Experice On Behaviral Intention In Historical And Cultural Blocks

With the rapid development of the social economy and the continuous change of residents’ material culture and lifestyle,the disposable leisure time has increased,and daytime tourism can no longer meet people’s diversified needs for tourism,and people’s continuous demand for night tourism is becoming more and more urgent.In recent years,various night-time tourism related policies issued by nations,provinces,and cities have become new opportunities for the development of night tourism.For historical and cultural districts,night tourism provides tourists with a multidimensional,high-quality and diversified tourism experience,making it popular tourist destination for urban tourism,stimulating the diversified needs of night tourists and releasing the new potential of night economy.Although the current domestic research on night tourism is increasing year by year,there are still relatively few in-depth studies on the relationship between night tourists’ experience,satisfaction and behavioral intention,taking night tourists in historical and cultural districts as the research object.Based on this,this paper analyzes the influence of night tourist experience on behavioral intention in historical and cultural blocks through empirical research,which has theoretical and practical significance for the high-quality development of night tourism.Based on the research progress of night tourism,tourist experience,tourist satisfaction,and tourist behavioral intention at home and abroad,this article combines relevant theories such as tourism experience theory,S-0-R theory,and The Theory of Planned Behavior.By using the methods of Bibliometrics,questionnaire,and statistical analysis,this paper conducted deep field research and an online survey to analyze the historical and cultural blocks of Sanjie Liangxiang in Nanning.Night tourist experience is taken as the independent variable,tourist satisfaction as the mediating variable and tourist behavior intention as the dependent variable.A research relationship model of the night visitor experience,satisfaction and behavior intention in historical and cultural districts is constructed.The empirical analysis is carried out through SPSS26.0and AMOS24.0 software to explore the influence relationship between the three variables and verify the relationship model and hypothesis.the following conclusions are drawn:First,it confirms that the night visitor experience dimensions of historical and cultural districts can be divided into six dimensions: service experience,emotional experience,aesthetic experience,cultural experience,education experience and unique experience;It is confirmed that nighttime visitor satisfaction in historical and cultural districts can be measured by overall satisfaction;It is confirmed that the behavior intention of night visitors in historical and cultural districts can be measured by twodimensional revisit intention and recommendation intention.Second,it is confirmed that the six dimensions of night visitor experience in historical and cultural districts divided in this paper have a positive impact on tourist satisfaction,tourists’ intention to revisit and recommendation intention.The satisfaction of night tourists in historical and cultural districts has a positive impact on tourists’ behavior intentions.Third,it confirms that the relationship model between night visitor experience,satisfaction and behavior intention of historical and cultural districts constructed in this paper is within a reasonable range.Finally,it is confirmed that the satisfaction of night tourists in historical and cultural districts plays a mediating role and assumes that the satisfaction of night tourists in historical and cultural districts plays a mediating role between tourists’ service experience,emotional experience,aesthetic experience,cultural experience,educational experience and unique experience and tourists’ intention to revisit and recommend their intention.According to the research conclusion,this paper combined with the actual situation of the historical and cultural blocks of Sanjie Liangxiang in Nanning,the following suggestions are put forward: highlight the cultural experience and build the brand of Yongcheng night tour;optimize the service experience and improve the quality of night tourism in the historical and cultural district;innovative educational experience and rich interactive night tourism products;enhance the emotional experience and value the unique atmosphere of the night tourism.