An Empirical Research Of Tourism Diet Motivation's Influence On Tourists' Behavioral Intention

Diet as an essential element of tourism activities,and with the development of the social economy and the national quality of life,it greatly affects the tourist satisfaction of tourism activities,and have an impact on the tourists' behavior intention.The article adopts the method of questionnaire,by divided diet motivation into push and pull two dimensions in 20 items;in terms of tourist satisfaction,take overall satisfaction,satisfaction compared with expectation and the intuitive feeling whether it is worthwhile to pay for the travel as measuring points;as to behavioral intention,take revisit intention,recommendation intention and price tolerance evaluation three aspects to measure.Using structural equation model and regulating role model,to analyze the relationship between diet motivation,satisfaction and behavioral intention,to explore the effects of diet motivation on behavioral intention,so as to provide suggestions for food court administrators' reference.Through field research and network channels to obtain empirical data,with the help of statistical softwares such as SPSS19.0 and AMOS17.0 to analyze research data,by analyze the data and verify the hypothesis we can draw the following conclusions:(1)curiosity,experience,food and relaxation of push dimension have significant positive effect to tourist satisfaction,diet products and facility services of pull dimension have significant positive effect to tourist satisfaction.(2)Tourists satisfaction under the action of diet motivation has significant positive influence on the behavioral intention.(3)Tourists' satisfaction play a role of completely intermediary effect in the relationship between diet motivation and behavioral intention.(4)Under the effect of push motivation,the relationship between tourist satisfaction and behavioral intentions suffers the positive adjustment of diet products.This article has presented that it is necessary and also required to develop food court,so the related marketing countermeasures are put forward from push and pull two dimensions of diet motivation,and tourists satisfaction three aspects.