Study On The Relationship Between Tourists’ Involvement Satisfaction And Behavior Intention

With the rapid development of economy and the optimization of industrial structure,Chinese tourism industry shows a strong momentum of development. In 2012, the total tourism income has reached 2.59 trillion yuan, which is 15.2% more than the number in the previous year. With the increasingly fierce competition in the tourism industry, customers become the source of sustainability and development. As an important component of tourism market, "After 90" college students have been a large number in total. They decide the future move of the tourism market in China. The research on their traveling behaviors has theoretical and practical value.First of all, this research analyze the behavior intention of “after 90” college from the perspective of tourists’ involvement perspective, considering the revisit intention and recommendation intention at the same time. Then we build the mechanism model of the relationship between tourists’ involvement and their behavior intention through the mediating effect of the satisfaction. Finally, the model is empirically tested based on the 326 questionnaires from “after 90”College Students in Jilin province, which is collected through the online electronic questionnaires and offline intercept survey.The study has obtained the following conclusions:(1)The tourists’ involvement has a positive effect on Tourists’ behavioral intention(consisting of the revisit intention and the recommendation intention). Specifically,tourists with high involvement will have high tourist revisit intention and the stronger willingness to recommend to others.(2)The satisfaction has a partly mediating effect on the relationship between tourists’ involvement and behavioral intention. The conclusion of the study can not only enrich the theoretical study on tourists’ behaviors, it also can provide advice and guidance to tourism enterprises and tourism operators.