A Study On The Effect Of Movie And TV Tourism Experience On Tourist Post-travel Behavior

In recent years,with the demand of the personalized travel increasing drastically,the tourism products like leisure experience tourism and special tourism performed well too.The most powerful development momentum is film and TV tourism.They receive wide attention by tourists,tourism enterprises and enterprises and the combination of film and television with tourist would bring new opportunities for the development of tourism.At the same time,under the background of experience tourism tourists pay more and more attention to tourism experience in the process of tourism.As the experiencing type of movie and TV tourism also becomes the attentive focus among tourists.Therefore,studying the effect of movie and TV tourism experience on tourist post-travel behavior is the key to tourism enterprise to enhance competitiveness.In this research,the domestic and foreign film tourism,tourism experience,tourists' satisfaction and behavior intention after travel research are summarized.On the basis of the theory,the study builds a model of the film and television tourism experience to influence behavior intention after travel and according to the research model and research assumptions,referring to more mature and reasonable scale to design questionnaire.The survey was conducted in a combination of field research and online research.The period of survey is during 2015 Augustto October.The main research object is tourists of Ningxia zhenbeipu Town,Dunhuang city and Jingtai the Yellow River Shilin movie film base.Using SPSS Statistics22.0 software and SPSS AMOS 17.0 software,by descriptive statistics analysis,reliability and validity analysis,correlation analysis and structural equation model analysis and other methods to analyze survey data,and validate the related research hypothesis then put forward the corresponding management advice according to the research conclusion.The research results show that:(1)the experience of movie and TV tourism is constituted by 4 dimensions of the experience of environment,facilities and services.(2)The experience of film and TV tourism facilities experience and activity experience influence on the after tourism behavioral intention positively and directly.Environmental experience and service experience,while not positive influence on behavioral intention after tourism directly,but the intervening variable of tourists' satisfaction has a positive impact on behavioral intention after tourism.(3)the tourists' satisfaction in the experience of film and TV tourism impact on behavioral intention after swim there are intermediary role,in the process of its experience and service experience in the environment impact on behavioral intention after swimming,has fully mediation role in facilities experience and activity experience partial intermediary effect.Based on the above conclusion,the paper puts forward the followingSuggestions:(1)intensify the building of infrastructure and supporting facilities and enrich the facilities experience;(2)sublimation film and TV tourism experience;(3)optimize environment experience of film and television tourism;(4)improve service experience of film and television tourism.