An Empirical Study Of The Relation Of Tourism Experience, Satisfaction And Behavioral Intentions

As the experience economy coming, companies start to change their business management style. They begin to focus on the experience needs of their customers and want to create a unique and menmorable experience for them. In the new economy era, tourism has closely integrated with experience economy due to the experience nature of tourism, which also creates a new era of tourism experience. In the tourism experience era, the needs of tourists has changed a lot. They are no longer satisfied with the traditional type of tourism, they requires more participation and desires more experiential activities. However, lots of tourist attraction managers are not quite understand the impact of the experience tourism in China. In our country, the type of tourism are simple, the tourism activities are similar with another, tourists'participation is not strong which have becoming an major drawback of the development of tourism in China. Therefore, operators and managers of tourist attractions need to design and program their tourism resources and products based on tourists'expectations in order to create a special experience for them. Only in this way, can help them to meet the tourists'satisfaction and thus enhance their willingness to revisit, which can help to improve the operating performance of the scenic area.In this article, we discussed the relationships between tourism experience, tourists satisfaction and their behavior intention. The tourism experience is measured by physical experience, psychic experience, relax experience, learning experience, aesthetic experience and social experience; In addition, the tourists'satisfaction is measured by tourism consumption, tourism products and service facilities; The behavior intention is measured by visitors're-visit wishes and their recommendations. At the same time this study uses the Yun Tanshan scenic area as our research object, using structural equation modeling (SEM) to verify the relationships between the tourism experience, tourists satisfied and the performance of the scenic spots.The results obtained were as follows: 1. The tourism experience has a positive effect on tourists'satisfaction; 2. The tourism experience has a positive impact on the behavior intention of the tourists. 3. The tourists'satisfactions also have a positive effect on the behavior intention of the tourists.