Study On The Influencing Factors Of Tourists’ Willingness To Revisit The Characteristic Town Of Wangxian Valley

At present,with the adoption of the national rural revitalization strategy the implementation of the national rural revitalization strategy,the tourism resources of special towns are being developed continuously and the competition among regions is increasing.The development of tourism in special towns plays an effective role in promoting the economic development of rural areas,and plays a strong role in increasing the income of rural residents.Improving the rate of tourists’ willingness to revisit is conducive to the establishment of a stable clientele in the tourist places of the featured towns.This paper takes Wangxian Valley in Shangrao City,Jiangxi Province as the research area and tourists in the scenic area as the research subject,firstly,through methods such as literature analysis and quantitative analysis,hypotheses are proposed and hypothesis research models are constructed based on expectation failure theory and cognitive-emotional-behavioral theory;then 413 valid research data are collected through questionnaire survey method,and perceived emotional value,perceived cost value,perceived service quality,tourists perceived emotional value,perceived cost value,perceived service quality,tourist satisfaction,tourist trust,and willingness to revisit were then screened out through the questionnaire method to construct a structural equation model.Subsequently,the hypothesis model was tested using SPSS 25.0 and AMOS 24.0 analysis software to further explore the degree and mechanism of the factors of perceived emotional value,perceived cost value,perceived service quality,tourist satisfaction,tourist trust and willingness to revisit on tourists’ willingness to revisit;finally,based on the results of the empirical study combined with the basic situation of the study area,several policy suggestions were put forward on how to improve tourists’ willingness to revisit.Finally,based on the results of the empirical study and the basic situation of the study area,several policy suggestions are made on how to improve tourists’ intention to revisit.The study shows that the factors of perceived emotional value,perceived service quality,visitor satisfaction,visitor trust and willingness to revisit all have significant positive effects on visitors’ willingness to revisit,and the path coefficients of their effects on willingness to revisit are:0.320,0.146,0.322 and 0.167 respectively,and visitor satisfaction and visitor trust play different degrees of mediating roles between perceived value and willingness to revisit.Through the above empirical research results,suggestions and countermeasures are proposed for the basic situation of Wangxian Valley,so as to improve the perceived experience of visitors to Wangxian Valley,help Wangxian Valley obtain stable tourists’ willingness to revisit,and enhance the competitiveness of Wangxian Valley.Specific aspects include the following:①Emphasize the image of the special town to enhance the perceived emotional value;②strengthening the management level and service level in the park to enhance the perceived service quality;③implementing differentiation strategies to create special tourism projects appropriate to the location;④establishing internal and external trust mechanisms to improve tourists’ trust and other measures.