Research On The Influence Of Image Perception Of Ordos Wedding Tourism Performing Arts Products On Potential Tourists’ Travel Intention

As the product of the integrated development of culture and tourism,tourism performance products have gradually become an important attraction point of tourist destinations,which is of great significance to promote the development of tourism economy and enrich people’s spiritual life.At present,there are some problems behind the prosperity of tourism performing arts industry,such as the lack of in-depth exploration of local culture and the lack of innovation in the content of performing arts products,which directly affect the potential tourists’ perception of its image and their willingness to travel to destinations.Therefore,based on the "S-O-R" theory and the "cognitive-emotion-behavior" attitude theory and introducing emotion as an intermediary variable,this paper tries to explore the relationship between the image perception of tourism performing arts products and the travel intention of potential tourists,and verify its hypothesis testing and intermediary effect analysis.According to the conclusion,this paper deeply explores how to optimize the image perception of potential tourists’ viewing tourism performing arts products,enhance the emotional experience of tourism performing arts products to potential tourists,and then puts forward suggestions to promote the sustainable development of the tourism performing arts industry,in order to provide reference for the practice of intangible cultural heritage tourism performing arts products in other places.Taking the wedding tourism performing arts products in Ordos as a case study,this paper summarizes the logical relationship between the image perception,emotion of the performing arts products and the travel intention of potential tourists according to relevant literature research,and then builds a theoretical model of the impact of the image perception of the wedding tourism performing arts products in Ordos on the travel intention of potential tourists and determines the measurement dimensions of each variable.The research hypothesis is proposed based on the theoretical model.Then,referring to the research results of relevant scholars on the image perception,emotion and travel intention of tourism performing arts products,the corresponding questionnaire measurement scale and items were designed in this paper.The online survey tool,Questionnaire star,was used to conduct online questionnaire survey by means of online community groups and forwarding circle of friends.Finally,441 valid questionnaires were recovered.Descriptive analysis,reliability and validity analysis,confirmatory factor analysis,hypothesis testing and mediation effect analysis were conducted on the collected data through SPSS27.0 and AMOS24.0 software,and the following results were obtained:(1)The image perception of the wedding tourism performing arts products in Ordos and its four dimensions(attractiveness awareness,cultural perception,traditional perception and authenticity perception)have a significant positive impact on the emotion and travel intention of potential tourists,among which the cultural perception has a greater impact on the travel intention of potential tourists.The influence of charm,sensuality and cultural perception on the emotion of potential tourists is greater.(2)Emotion has a significant positive effect on potential tourists’ travel intention;(3)The image perception,attractiveness awareness,cultural perception and authenticity perception of the wedding tourism performing arts products in Ordos will affect the intention of potential tourists through emotion,and emotion plays a partial mediating role,while traditional perception will also affect the intention of potential tourists through emotion,and emotion plays a complete mediating role.Finally,on the basis of questionnaire survey,15 potential tourists were interviewed in depth by combining online and offline methods.It was found that:(1)The cultural connotation of Ordos wedding tourism performing arts products is highly attractive to potential tourists;(2)Potential tourists’ perception of the image of tourism performance products will directly affect their emotional experience effect;(3)The positive emotion generated by potential tourists’ perception of the image of tourism performing arts products can promote their travel to Ordos.(4)The emotion of potential tourists is affected by public services of tourism performing arts products to a certain extent.Based on the discussion and analysis of the research results,the paper puts forward specific optimization suggestions for the practice of local intangible cultural heritage performing arts products:(1)Dig deep the connotation of intangible cultural heritage performing arts and highlight regional cultural characteristics;(2)Technology enables performing arts to enhance tourists’ immersive experience;(3)Improve the quality of performing arts products and public services,strengthen the emotional connection of tourists,so as to promote the development of such local intangible cultural heritage tourism performing arts products to better promote the development of tourist destinations.