Research On The Mechanism Of Influence Of Tourists-staff Interaction On Post-tour Intention In Rural Touris

Rural tourism is an important support for the development of the rural revitalization strategy.Focusing on the marketing perspective to discuss the interactive behavior in the context of rural tourism is conducive to enriching the theoretical connotation of rural tourism interaction research,improving the tourist experience of tourists,and rural tourism managers can also focus on marketing.In the practice of rural tourism,many tourists expect to obtain destination information and emotional support in the interaction with others,and such behaviors promote the interaction subjectively.The frequency of urban residents traveling to suburban villages is relatively high,and the research on their revisit intentions is realistic and important.At the same time,the revisit rate indicator is also of great significance to the development of rural tourism.As a corresponding characterization variable,it nicely combines the real situation with the problem to be studied.In the general service consumption context,there is a significant correlation between interaction and behavioral intention.Focusing on the interaction level of rural tourism,the research on the influence of tourists and employees’ interaction on post-tour intentions in rural tourism is rare,but it is necessary to reveal the interaction research in rural tourism context.Therefore,it focuses on the interaction between tourists and employees in rural tourism context.Such research is of great value.Focusing on the research of the interaction between tourists and employees in the context of rural tourism,based on the theory of symbolic interaction,drama theory and service contact,this study takes the villages in Laoshan District as a case study,and selects 10 tourism characteristic villages in Laoshan District,Qingdao City.A survey was carried out,and questionnaires were collected from tourists in the above-mentioned villages from September 15 th to October 20 th.In the end,a total of490 questionnaires were recovered,477 valid questionnaires,and the questionnaire effectiveness rate was 97.3%.Based on the questionnaire survey method and hierarchical regression analysis method,this paper uses SPSS 23,PROCESS v3.3plug-in and AMOS 24 software for data analysis,to study the influence of tourists’ experience and perceived value as intermediary variables on post-tour intentions in the interaction between tourists and employees in rural tourism,and analyze the positive moderating effect of tourist involvement in the influence path of tourist-employee interaction on post-tour intention.The purpose is to clarify the internal influence mechanism of tourists and employees’ interaction on post-tour intentions in the context of rural tourism in Laoshan District,Qingdao.Through the above analysis,this study reached the following conclusions:(1)In the context of rural tourism,the interaction between tourists and employees exerts a significant positive effect on tourism experience,perceived value and post-tour intention.Tourism experience has a significant positive impact on perceived value and post-tour intention.Perceived value has a significant positive effect on post-tour intention.Good interaction reflects the high-quality service quality of employees,and improves the travel experience,which in turn promotes the improvement of perceived value,and to a certain extent,promotes the generation of post-tour willingness.(2)In the mediation test,tourism experience has a significant mediating effect between the interaction between tourists and employees and post-tour intention,and perceived value has a significant mediating effect between the interaction between tourists and employees and post-tour intention.In the overall influence path,the chain mediating effect of tourism experience and perceived value on the interaction between tourists and employees and post-tour intention is significant.(3)Focusing on the moderated mediation effect test in the conceptual model,involvement of tourists positively moderates the mediating effect of perceived value on the interaction between tourists and employees and post-tour intentions.At the same time,involvement of tourists also positively moderates the chain-mediated role of tourism experience and perceived value between tourist-employee interaction and post-tour intention.However,involvement of tourists doesn’t positively moderate the mediating role of tourist experience between tourist-employee interaction and post-tour intention.