The Influence Of The Motivation And Experience On Behavioral Intention Of Visitors In Off-season Tourism

In the national legal holidays,tourist destinations often have the phenomenon of over saturation of tourist reception.This kind of excessive concentration of tourists in the peak period of tourism will not only bring great challenges to the carrying capacity of scenic spots,but also affect the travel experience of tourists,and then cause the loss of tourists’ interests.As a popular way of tourism in recent years,off season tourism can effectively solve this kind of problem.On the one hand,tourists can enjoy more comfortable services at a lower price;on the other hand,it is also conducive to the satisfaction of tourists’ deep experience motivation.However,the current academic research on off-season tourism is less,and most of them focus on giving development strategy suggestions from the perspective of supply side,and lack of consideration of tourist groups.Starting from the demand side of tourists,understanding the influence mechanism of behavior intention of off-season tourism can provide feasible new ideas for scenic spot managers and tourism related departments to improve marketing and management decisions,and promote the development of off-season tourism.In view of the above problems,this study uses the quantitative research method to explore the impact of tourism motivation,tourism experience and satisfaction on the behavior intention of tourists in the off-season tourism situation.First of all,on the basis of combing the relevant literature,combined with the classical theory to build the conceptual model of this study,make the corresponding research hypotheses.Secondly,on the basis of the maturity scale,the questionnaire of this study was designed.Then adjust the questionnaire through the pre-test.Finally,in the empirical stage,we use spss23.0 and amos22.0 statistical software to analyze the collected data.The results show that:(1)in the context of off-season tourism,except that the discretionary motivation has no direct or indirect impact on the post tour behavior intention,the other four dimensions have a positive and significant impact on the post tour behavior intention,and each dimension has an impact on the post tour behavior intention through different paths;(2)each dimension of tourism motivation has different effects on tourism experience,satisfaction and post tour behavior intention;(3)as far as tourism experience is concerned,it has no direct effect on tourists’ post tour behavior intention,but after the transmission of satisfaction,it has a positive effect on the latter;(4)satisfaction has a direct,positive and significant effect on tourists’ post tour behavior intention.Compared with previous studies,the significance of this study lies in:(1)to make up for the lack of a single research perspective caused by previous studies mostly focusing on the supply side to give development strategy suggestions,and to further expand and deepen the research system of off season tourism;(2)to strengthen the research of off season tourism The first mock exam is to integrate tourism motivation,tourism experience,satisfaction and post travel behavior intention into four parts,and to explore the relationship between them in a more comprehensive perspective.(3)through the research on the influence mechanism of tourists’ behavior intention,this paper provides ideas for scenic spot managers and tourism related departments to improve marketing and management decisions,and promotes the development of off season tourism.