A Research On Tourists’ Behavior Intentions In Servicescape From The Perspective Of The Theory Of Scenes

Scene refers to the sum of the relationship between people and surrounding scenery.The core of scene theory lies in the intelligent matching of soft element information and the scene creation of hard element environment.As an important part of the service environment,the service scene has an important influence on the tourists’ behavioral intentions.In the context of ‘Servicescape Camp City’,the impact of servicescape on tourists’ behavioral intentions has attracted the attention of many scholars.However,there are currently few studies on how servicescape affect tourists’ behavioral intentions in the context of tourist attractions.In this context,the purpose of this paper is to explore the specific impact mechanism of servicescape on tourists’ behavioral intentions.Based on the theory of SOR(Stimulated-Organism-Response),this research regards servicescape as information stimulus sources,and refines its stimulus elements into physical servicescape and social servicescape;tourists perceive value,place identity,and positive emotions as three aspects The state of the individual after receiving the stimulus;finally,the tourist behavioral intention is taken as the final behavioral response.Thus,a theoretical model between servicescape and tourists’ perceived value,place identity,positive emotions and tourists’ behavioral intentions is constructed.This paper takes Chengdu Lu Hu Shuicheng Scenic Spot as a research case,takes questionnaire survey as the data collection method,and tourists of Lu Hu Shuicheng Scenic Spot as the research object,and uses SPSS statistical software to conduct descriptive statistical analysis,reliability and validity of 456 recovered data.Analysis,using Smart-PLS software to verify the theoretical model,to explore the relationship between servicescape and tourists’ perceived value,place identity,positive emotions and tourists’ behavioral intentions,to verify and explain the influence mechanism of tourist attractions servicescape on tourists’ behavioral intentions.The research results show that:(1)the two dimensions of the tourist attraction servicescape have a significant positive impact on tourists’ behavioral intentions(2)the physical servicescape and social servicescape of the tourist attraction have a significant positive effect on the perceived value and positive emotions of tourists(3)Social service scenarios have a significant positive impact on tourists’ place identity;(4)Tourists’ perceived value,positive emotions and place identity have a significant positive impact on their behavioral intentions.(5)Tourists’ perceived value,positive emotions and place identity play a partial mediating role between the two dimensions of tourist attractions’ service scenarios and their behavioral intentions.In this paper,the servicescape is placed in the research context of tourist attractions,and the physical servicescape and social servicescape are studied as two dimensions,and the servicescape of tourist attractions is discussed through the three paths of tourists’ perceived value,positive emotion and place identity.The mechanism of influence has enriched the research context of service scenarios in the tourism industry.