Research On The Impact Of Tuopai Shede Industrial Tourism Projects Experience On Tourism Consumers Response

More and more industrial enterprises develop tourism projects to give consumers a deeper understanding of their businesses and products.Industrial tourism items are the product of combining manufacturing and tourism.Industrial tourism not only brings a different experience from traditional tourism,but also enhances the reputation of the company.Then,the current industrial tourism research mainly studies the development of industrial tourism,the development situation and countermeasures and industrial integration,etc.There is little research on industrial tourism project experience,especially the research on the connection between industrial tourism project experience and tourism consumer response is still a gap.Therefore,how to more effectively accommodate the experience needs of tourists and increase the willingness of tourism consumers to purchase and word-of-mouth publicity is a pressing issue for industrial enterprises.On this basis,this thesis explores the influence of industrial tourism project experience on tourism consumers’ response,and builds a model of the influence of industrial tourism project experience(interactive experience and craft experience)on tourism consumers’ response(purchase intention and word-of-mouth publicity)by taking the Tuopai Shede industrial tourism project as the target of study.The first of all,this study adopts the literature review method to categorize and summarize the domestic and international research literature and related theories.Secondly,go to the scenic spot for research,issue questionnaires to staff and tourists,collect small samples to do exploratory factor analysis on the experience dimension of industrial tourism projects and determine the items;Finally,questionnaires were formally distributed using the questionnaire method,and assumption testing was conducted through actual analysis.SPSS26.0 is used for descriptive analysis,reliability and validity test.AMOS24.0 is used to draw the structural equation model to test the direct effect and mediating effect,and the Process plug-in is used to test the moderating effect,to examine the relationship between the visitor experience of industrial tourism projects and their response.Finally,the conclusion is drawn:(1)the experience of industrial tourism projects significantly affects the purchase intention and word-of-mouth publicity of tourism consumers;(2)Industrial tourism project experience significantly affects brand identity;(3)Brand identity plays a mediating role between industrial tourism project experience and tourism consumer response.(4)Pleasure can positively regulate the relationship between interactive experience and brand identity;arousal can positively regulate the relationship between the experiencer’s craft experience and brand identity.It can be seen that high-quality industrial tourism projects can increase word-of-mouth publicity for enterprises,thereby reducing corporate advertising costs,enhancing their brand reputation and enterprise appearance,etc.Finally,based on the research results,this paper proposes how industrial tourism project experience can enhance tourism consumers’ willingness to purchase and word-of-mouth promotion,as well as practical management suggestions for developing industrial tourism projects from the viewpoint of industrial enterprises,and explains the limitations of research on the response of industrial tourism project experience to tourism consumers,and provides an outlook for future research on industrial tourism project experience.