A Study On The Relationship Between Cultural Atmosphere Perception,Emotional And Behavioral Intention Of Tourists In Cultural Heritage Sites

World cultural heritage records the important trajectory of human development,and is a valuable and non-renewable asset that can objectively and authentically present and sustain the cultural heritage of mankind.With the deep integration of China’s cultural and tourism industries and their vigorous development,the value of cultural heritage tourism has continued to be highlighted,and cultural heritage tourism has gradually become an important form of tourism nowadays.Protecting cultural heritage and developing cultural heritage tourism is an inherent requirement for the high-quality development of cultural tourism in China in the new era.Based on visitor perception theory and "stimulus-response" theory,combined with a review of domestic and international literature on visitor perception,cultural atmosphere,emotion and behavioural intention,this study follows the logical framework of "cultural atmosphere perception-visitor emotion-visitor behavioural intention".It is mainly used to explore the relationship between these three factors:(1)The cultural atmosphere of cultural heritage sites is divided into three dimensions:physical,spiritual and institutional cultural atmosphere.(2)Tourists’ emotions and behavioural intentions are considered as the outcome variables of tourists’cultural atmosphere perception.(3)Theoretical deduction is used to infer the causal relationship between the variables and the corresponding path hypothesis is also proposed.In this study,a questionnaire was designed and data were obtained using a wellestablished scale based on the Maiji Mountain Grottoes in Tianshui,Gansu Province.Firstly,SPSS26.0 and AMOS24.0 were used to test the reliability and factor analysis of the data to ensure the internal consistency and applicability of the data structure.Secondly,the structural equation modelling method was applied to analyse the fit of the theoretical model.Finally,the research hypotheses were tested.The following findings were obtained:(1)From the perspective of cultural atmosphere perception,the cultural atmosphere perception of tourists in cultural heritage sites mainly consists of three dimensions:material,spiritual and institutional cultural atmosphere.(2)Material and institutional cultural atmosphere has a significant positive impact on tourists’ emotion.(3)Material and spiritual cultural atmosphere has a significant positive impact on tourists’ behavioural intention.(4)Tourists’ emotion has a significant positive impact on tourists’ intention.(5)Material cultural atmosphere is the main factor of concern for cultural heritage tourism tourists,and these elements have a significant impact on tourists’ emotions as well as behavioural intentions such as promotion,recommendation and revisiting.Based on the findings,this study proposes the following recommendations for managers of cultural heritage tourism sites in terms of material,spiritual and institutional cultural ambience,which can provide practical reference for promoting the emotional and behavioral intentions of cultural heritage tourists:(1)Based on the authenticity and integrity of the Maiji Mountain Grottoes,in conjunction with the heritage entity and its cultural environment,with the support of digital technology and cultural and creative products,fully present the material cultural atmosphere of the Maiji Mountain Grottoes.(2)Create a spiritual and cultural atmosphere through highlevel services and highly interactive products,and improve tourists’ satisfaction and sense of pleasure.(3)Through standardized services,honest operation,and guiding tourists to travel in a civilized manner,create an institutional culture atmosphere and increase tourists’ brand recognition.