The Influence Of Tourism Involvement On Tourists Subjective Well-being

When the quality of life turns from material needs to spiritual needs, and tourism focuses more on livelihood rather than its development, tourist consumption pattern is changing from functional to experiencing, and more attention is paid on positive psychology rather than satisfaction psychology research. Under such circumstance, research on subjective well-being is coming up. This paper is based on spillover effect,and mainly focuses on untangling the intricate relationship between tourism involvement, tourist satisfaction and subjective well-being by citing tourist satisfaction as a medium.Firstly, theoretical framework, research methods and assumptions model are initially identified by reading domestic and international references on tourism and subjective well-being; Secondly, significance of this research is confirmed by asking people of different age whether tourism affects subjective well-being; Finally, data base is collected by random sampling.Through analysis on reliability and validity,descripivestatistics,variance and structural equation model,conclusions are finally made as follows: In the aspect of theoretical research, tourism involvement includes behavioral and psychological involvement, while psychological involvement is consists of interest, risk possibility and risk consequence.Subjective well-being includes life satisfaction, positive and negative emotions. In the aspect of empirical research,analyses on variance find that women show more interest in tourism than men, and tourists are more likely to feel satisfied on life with their salary grow and the more they travel, the more they fell satisfied and positive on life, while tourists with higher level of education are less likely to perceive upcoming risks. Analyses through structural equation model find that:1)the direct effect of tourism involvement on subjective well-being. The interest dimension of tourism involvement together with behavior involvement have a significant inverse effect on negative emotion, while behavior involvement as well as risk possibility have a positive effect on life satisfaction, the effect of risk possibility on negative emotion and life satisfaction is opposite,2)The mediating role of tourism satisfaction. Four dimensions of tourism involvement have indirect effects on life satisfactionthrough tourist satisfaction.3)Mediating effect of positive emotion. Tourist satisfaction has a significant impact on life satisfaction through positive emotion.In the end, marketing strategies on female market, silver market, customer relationship etc is put forward in this paper to introduce involvement marketing concept into enterprises marketing management, and to regain the initiative and achieve win-win situation between companies and consumers under the rapid change market environment.