Research On The Driving Mechanism Of Natural Research And Learning Travel From The Perspective Of Cultural Tourism Integration

Driven by factors such as the globalization,intelligence,and integration of tourism industry development,the concept of cultural tourism integration is increasingly recognized and supported by governments,enterprises,and the public.Realizing the rational needs of consumers and the positive interaction between cultural and tourism product innovation and creation is the inherent meaning of cultural and tourism integration.With the promotion of the strategy of deep cultural and tourism integration,tourism formats with strong sense of participation and strong sense of science have emerged,and research travel has therefore become a new hot spot in the tourism industry and an important field of cultural and tourism integration.However,it is still in the initial stage,requiring more theoretical research and practical exploration.Research travel has also risen from competition in a niche market to competition among destinations,namely,competition among regional city brands.Giving full play to the advantages of natural tourism destinations and developing natural research and study travel are required by the current situation of cross-border integration of experiential education concepts and the tourism industry,as well as the inevitable requirement to facilitate the integration of culture and tourism.As an important component of regional travel resources,will the natural research and learning base,through the transformation of the base and the perception of local identity,have an impact on the participants’ willingness to travel for research and learning? From what aspects and in what ways will it have an impact? How to optimize relevant countermeasures?How can natural research travel benefit more participants? "Crossing a river without solving the problem of bridges or ships is just empty talk,and the bottleneck is the driving mechanism.".Therefore,it is of great significance to explore the impact and mechanism of audience behavioral willingness.From the perspective of cultural tourism integration,this article focuses on the driving mechanism that stimulates and subsequently affects the behavioral willingness of natural research travel groups.Based on the SOR theory,and with participants in research travel in Ouhai District as the research object,it combs relevant literature on cultural tourism integration,research travel,and other aspects.Under the guidance of the framework of local identity and social impact theory,it summarizes the characteristics of natural research travel bases into professional,unique To study the impact factors and driving mechanisms of the level of creation and construction of natural research travel bases on the behavioral willingness of groups participating in research travel through four dimensions of interactivity and economy,and introduce a structural equation model that includes two dimensions of cognitive and emotional perception as intermediary variables.And propose research hypotheses based on existing research and practical observations.Finally,it analyzes the problems existing in the development of natural research travel,and proposes optimization strategies for the integration of natural research travel based on the collection of results.Therefore,by analyzing the characteristics of driving factors and combining the effects of the model,corresponding conclusions are drawn,and suggestions are made on the driving factors that affect and promote natural research and learning travel in the context of cultural tourism integration.1.Take government guidance as the direction,do a good job in top-level design,and create a strong public cultural service area for natural research and learning bases.Guided by cultural shaping,highlighting element protection,and creating a distinctive brand image of the natural research and learning base.3.Focusing on the integration of business formats,highlighting collaborative assistance,and building a natural research and tourism ecosystem consumption chain.4.Based on functional integration,highlight resource integration,and improve the service system for co construction and sharing of natural research and learning bases.5.Focus on platform integration,highlight smart marketing,and create a natural research and learning product brand that integrates culture and tourism.With a view to providing reference and reference for the innovative development of regional natural research travel.