| Under the background of great economic development in which the consumption structure of Chinese residents is gradually upgraded,the consumption demand of cultural tourism has stimulated the vitality of the diversified industrial chain,and the competition of the tourism industry is becoming more and more intense.It is an important issue for all tourist destinations to pay close attention to the promotion of tourists’ revisiting intention,and destination attributes play an important guiding role in the planning of tourist destinations.Beijing WTown operated by Beijing WTown corporation is one of the first tourist resorts in Beijing.Relying on superior resources such as history and culture,Beijing WTown strives to break through the bottleneck of tourist source,and makes analysis and planning from various aspects such as infrastructure,service management and cultural activities to enhance the intention of tourists to re-visit.This study systematically reviewed and sorted out relevant literature and theoretical basis,carried out field investigation of Beijing WTown tourist destination,and briefly interviewed employees and tourists in the tourist destination,so as to deeply understand and analyze the problems encountered in the operation planning of Beijing WTown cultural tourism destination.Based on the theoretical and practical background,a model of the relationship between tourist destination attributes,tourists’ revisiting intention,awe and cultural memory is constructed.A total of 496 valid questionnaires were collected with destination attribute as the independent variable,tourist revisiting intention as the dependent variable,sense of awe as the mediating variable,and cultural memory as the moderating variable.The data were analyzed by structural equation model method and Bootstrap analysis method,and the moderating effect of cultural memory was explored by using hierarchical regression analysis.In terms of dimension division,based on relevant studies and combined with the characteristics of cultural tourism destinations,the attributes of tourism destinations are divided into five aspects: infrastructure,destination activities,destination culture,destination management and destination attachment,and the hypothesis of this study is put forward.In this study,statistical software SPSS25.0 and Smart-PLS3.0 were used for empirical analysis to test the constructed research model and hypothesis.This paper studies the following conclusions.(1)Tourist destination attributes had a positive impact on the sense of awe;(2)The sense of awe had a positive effect on tourists’ intention to visit again;(3)Destination attributes have a positive impact on tourists’ revisiting intention;(4)Awe plays a mediating role in the influence of destination attributes on tourists’ revisiting intention;(5)Cultural memory has a significant positive moderating effect on the relationship between awe and revisiting intention.Finally,based on the development status and problems of the cultural tourism destination,this study proposed planning strategies and optimization suggestions for Beijing WTown Company to improve tourists’ intention of revisiting based on data investigation and analysis results,and further expected to provide theoretical reference for the planning,operation and sustainable development of cultural tourism destination enterprises. |
