Research On Influencing Factors Of Zen Culture Tourists Behavioral Intentions

Following the release of the 14 th Five-Year Tourism Development Plan,the integration of cultural construction and tourism development has become the focus of tourism development in the new era.Culture and tourism are inseparable and mutually promoting.Tourism is the medium of cultural communication and culture is the deep foundation of tourism.As the treasure of Chinese traditional culture,Zen culture has great attraction for urban people living in fast pace with its unique healing ability and profound cultural deposits.As zen culture is more and more recognized by the public,zen cultural tourism will also have great development potential.Guangdong is an important area to study zen culture tourism.Since the reform and opening up,Hongfa Temple has grown together with Shenzhen,a first-tier city famous for its fast pace of life,and integrated with the city.Following the country’s "One Belt and One Road" strategy and actively conducting Buddhist cultural exchanges with countries along the Silk Road,Hongfa Temple is one of the few temples that has been recognized by both the Buddhist circle and the government.In the aspect of Zen culture tourism,Hongfa Temple has a unique way of development to adapt to the fast pace of life,which has extremely precious research value for the future development direction of Zen culture tourism.Taking Hongfa Temple in Shenzhen as the research object,this paper studies the influencing factors of zen cultural tourism behavior intention through literature research,questionnaire survey and statistical analysis.Firstly,this paper analyzes the research status of zen culture tourism and influencing factors of tourists’ behavioral intention at home and abroad,and summarizes the existing research.Based on relevant research and theoretical basis,this paper constructs a research model of influencing factors of behavioral intention of Zen cultural tourism based on goal-oriented behavior theory and expanded by cultural atmosphere,and puts forward relevant hypotheses.Through questionnaire survey,the tourists of Hongfa Temple in Shenzhen were surveyed on the spot,and then SPSS22.0 and AMOS26.0 were used for empirical analysis of the data,and the following conclusions were drawn:1.The cultural atmosphere of zen culture tourism destinations(including material cultural atmosphere,spiritual cultural atmosphere and institutional cultural atmosphere)has a significant positive impact on tourists’ behavioral intention of Zen culture tourism.2.The behavioral attitude and positive expected emotion of tourists have a significant indirect influence on the behavioral intention of Zen culture tourism through behavioral desire.3.Tourists’ subjective norms of Zen culture tourism have a significant positive impact on behavioral desire,but can not indirectly have a positive impact on behavioral intention through behavioral desire.According to the research conclusions,this paper puts forward specific management suggestions for the development of Zen cultural tourism destinations from the two aspects of creating the cultural atmosphere of tourism destinations and guiding tourists’ psychology,and provides a theoretical basis for zen cultural tourism enterprises to improve the behavior intention of tourists in Zen cultural tourism.In terms of academic research,this paper applies the goal-directed behavior theory to the study of Zen cultural tourism,and integrates the related theories of cultural atmosphere according to the characteristics of Zen cultural tourism,enriching the research content of Zen cultural tourism.