Examining The Structural Relationships Of Tourist Destination Cultural Atmosphere、Tourist Emotion And Behavior Involvement

The fierce environment of market competition stimulate a number of tourist destinations to reform, eager to endowed with cultural connotation in order to highlight the culture features. The construction of cultural image not only needs tourist destination to dig cultural connotation, but also needs to transmit culture so that tourists will be feel existence of culture. cultural atmosphere is an important channel to explicit culture which has drawn academic attention. However, the study of culture atmosphere still remain at the theoretical level, lack of systematic measurement, and Research on the Mechanism of culture atmosphere is not perfect which needs further research in order to realize the theory and practice verification.Based on meticulous combing the existing domestic and international literatures and according to actual destination conditions, this paper put forward the connotation of tourist destination cultural atmosphere; combining focus group interviews, we construct a measuring scale which include three dimensions; through analysing past literatures, this paper confirms the measurement scales for emotion and behavioral involvement; this paper tests a model that includes Cultural Atmosphere、Tourist Emotion and Behavior Involvement based on ABC attitude theory. Structural equation modeling(SEM) was conducted to test hypotheses. Results indicate: first, tourist destination cultural atmosphere includes 3 dimensions(i.e. material culture atmosphere, Spiritual culture atmosphere, Institutional culture atmosphere);Second, cultural atmosphere positively affect behavioral involvement; Third, cultural atmosphere positively affect emotion; Fourth, emotion was found to mediate the relationship between cultural atmosphere and behavioral involvement. The paper ends with managerial implications as well as future research directions.