Study On The Relationship Among Tourist-to-tourist Interaction,Experience Value And Behavioral Intention In Entertainment Theme Park Tourism

The development of Chinese Theme park began in the 1990 s.In the past five years,the theme park,which combines the elements of tourism and leisure experience,has ushered in a new upsurge of construction.However,most of the theme park is not out of the embarrassing situation of loss.In the era of experience economy,tourists pay more and more attention to the value of experience gained in the process of tourism.For the theme park,improving tourist experience value is the key to ensure its sustainable development.In the field of retail services,as an important factor that affects customer experience,interactive research has been paid more and more attention.In the field of tourism,especially the theme park with more interaction,there is less research on the interaction between tourists.This study is based on the study of the interaction between tourists,tourist experience value and their behavioral intention.The conclusions of this study are obtained through the following steps.First of all,summarizing the previous research results,sorting out the relevant concepts and theories;Based on this,putting forward the theoretical model of this study.Then,the article puts forward the hypothesis.The hypothesis are based on the characteristics of the entertainment theme park,such as the strong participation and the high frequency of interaction,and the specific dimensions of the three variables,which are the interaction of tourist-to-tourist,the experience value and the behavior intention after the tour.Third,according to the model design questionnaire,select three typical amusement theme park for field investigation to obtain data,such as Shanghai Disneyland,Hangzhou rotten apple paradise and Anji Hello Kitty theme park.Fourth,use it the SPSS and AMOS as an analytical tool to analyze the collected questionnaire data.The analysis results are used to verify the research hypothesis.The conclusions of this study are as follows:(1)the interaction between the tourists includes three dimensions: the basic etiquette,advice and help and social interaction.The value of experience consists of four dimensions: Functional value of experience,emotional experience value,cognitive value of experience and social value of experience.(2)The basic etiquette has no direct influence on the behavior intention,however,it has a mediating effect between the experience value(functional experience value,emotional experience value and social experience value)and behavioral intention.Advice and help have significant positive effects on behavioral intention,indirect effect through emotional experience value dimension at the same time.Social interactions will be significantly positive influence on behavioral intention,and have a mediating effect between the experience value(functional experience value,emotional experience value,cognitive value of experience and social experience value)and behavioral intention.(3)The three dimensions of interaction have different effects on behavioral intention.The direct interaction(social interaction)has a greater impact on the behavioral intention than the indirect interaction(basic etiquette).Based on the above conclusions,this paper puts forward the following suggestions: build a multi-level service scenario,create a good atmosphere of service,enhance direct interaction and communication between the tourists.Building intelligence service platform,through the platform offer a new way of online interaction.Setting the brand image of theme park with the help of the online channel,improve the tourist image.Fine management,build a comprehensive service system,increase the tourists experience value,increase tourist revisit intention.