Research On Tourism Experience And Behavior Intention Of Museum Based On Involvement Theory

Since1990s, with the development of economy and continuous improvement of the quality of people’s lives, traveler consumer demand continues to improve, tourist’s expense demand unceasingly has also been promoting. With the arrival of the experience economy, people pay more attention to high culture and high quality of tourism. And cultural tourism emerged as a growing number of tourist preferences. As representative of the cultural tourism resources of the Museum, has concentrated various times historical culture, demonstrated the historical magnificence to the people. A multifunctional, such as education, culture and entertainment as one of museums can make tourists feel a different kind of experience, becomes attracts the domestic and foreign tourist’s culture tourist resources.In recent years, the research about the Museum of tourism has been concerned with the development, but the research is concentrated at descriptive stage, the empirical research, especially the Museum visitors to experience aspects of research rarely. Based on this, this paper takes Shaanxi Province Museum of history as example, using qualitative and quantitative combination of methods, take the Shaanxi Provincial Museum of History of the tourist travel experience for the initial exploration and research.In this study, the individual involvement scale, tourist experience scale and behavioral intention scale have been used, questionnaire research of411visitors. And the scale of model construction build based on the dimensions of the scale. Using descriptive statistics, reliability analysis, factor analysis, correlation analysis, regression analysis and variance analysis and other statistical methods for data processing, the relationship between the degree of personal involvement of tourists, tourism experience and behavioral intention was studyed, and analyzed the influence between different demographic characteristics of tourists and the different research variables.Based on the analysis as the following conclusions:1. Personal involvement scale consists of three dimensions, followed by the mean score ranking as importance, pleasure and symbolic; Tourism experience scale measured by cultural knowledge, emotional exchange, relaxing escape and aesthetic experience of four dimensions. Through the various dimensions are worthy of a tourist culture learning experience with the highest scores; Behavioral intention scale was constructed by the recommendation and revisit two dimensions. And will revist intention showed high scores. 2. Museum visitor experience analysis. Based on the four different types of tourism experience, we conclude:tourists experience from high to low was cultural knowledge, emotional communication.relaxing and aesthetic experience.3. Analysis of museum visitor behavioral intention.The Research shows between recommend and revisit two behavioral intentions, that visitor willingness to revisit museum have a higher tendency.4. The relationship between the degree of personal involvement of tourists, tourism experience and behavioral intention.The conclusion was that:㏄ersonal involvement has a positively correlation on tourist experience.(2)Personal involvement has a positively correlation on tourist experience.②Pourism experience has a significant positive correlation on behavior intention..5. Different demographic characteristics of individuals involved, experience, behavior intention showed different relationship on each dimension.The innovation of this paper:so far, the research about museum tourism experience is relatively few, and the existing literature mainly depend on descriptive studies, there are little to take the survey research methods. Tourism involvement as a hot topic research in recent years, mainly concentrated in the leisure involvement, leisure activity involvement and so on, there is little research on the personal involvement. Based on this, this article from the perspective of personal involvement, with the museum as the research object, discussing the relationship between personal involvement, tourism experience and behavior intention, meanwhile the tourism experience and behavior intention of tourists were studied. This research can be the exploring study in the two research fields of Museum and tourism.