Correlation Analysis Between Refreshment Experience And Tourist Behavior Choice

The fast-paced urban life and the intense competitive pressure in modern society have made tourism and leisure an important way to relax,adjust mood,improve mentality and interpersonal communication.Traditional tourism and leisure experience is only based on natural and human resources,but nowadays simple ornamental tourism can’t meet the growing needs of tourists.Traditional refreshment space has been given new functions and meanings.It combines tea,refreshment,shopping,learning,entertainment,aesthetics and so on.It is a tourist line.Hangzhou West Lake Scenic Area is an important tourist resource in China.On one side is the fast pace of tourists,on the other side is the slow space for tourists to relax.Refreshment space blends the beautiful natural resources of West Lake Scenic Area and has unique charming historical and cultural resources.Therefore,some scholars call it ’a huge natural aesthetic window for consumption’.The fatigue of the boat and cart during the journey will inevitably lead to physical and mental fatigue.At this time,the new refreshment environment as a connecting link between the past and the next lubrication transition zone,provides a relaxing and recreational place for tourists.Tea culture in Hangzhou has a long history,and its refreshment experience is typical compared with other scenic spots of the same type.Therefore,this study takes the tourists of Hangzhou West Lake scenic spot as the research object to study the relationship between the tourism perception of refreshment experience and tourists’ behavior choice.The main contents are divided into three parts.(1)By searching the related literature,such as refreshment experience and tourists’ perception,it is found that the relationship between tourists’ perception and tourists’ behavior choice has attracted much attention.Thus,the tourists in the West Lake scenic spot of Hangzhou are selected as the research object,and the tourists’ perceived value and tourists’ behavior intention are the theoretical basis of this study.(2)Taking the influencing factors of refreshment experience,tourists’ perception and tourists’ behavior intention as independent variables,intermediary variables and dependent variables,a preliminary research model of ’influencing factors of refreshment experience-tourists’ perception-tourists’ behavior intention was established.On the basis of literature research,field interviews,tutors and expert consultation,the influential dimensions of refreshment experience were divided into refreshment products,refreshment environment,refreshment service and refreshment culture,and related items were determined,so as to construct a questionnaire.Through descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis and one-way ANOVA,this paper explores the relationship between the influencing factors of refreshment experience-tourists’ perception-tourists’ behavior intention.(3)Conclusion:Refreshment products,refreshment environment,refreshment culture and refreshment service are positively correlated with tourists’ emotional perceived value,while refreshment products,refreshment environment,refreshment culture and refreshment service are positively correlated with tourists’ functional perceived value.Visitors’willingness to stay,revisit,recommend and pay are positively correlated with their perceived value of emotion.Visitors’ willingness to stay and recommend is positively correlated with their perceived value of function.The influencing factors of refreshment experience are refreshment environment,refreshment culture and refreshment service and tourists’behavior.There is a positive correlation between the willingness to stay,the refreshment environment,refreshment culture and refreshment service which influence the refreshment experience are positively related to the tourists’ willingness to revisit,and the refreshment environment,refreshment culture and refreshment service which influence the refreshment experience are positively related to the tourists’ willingness to recommend behavior.There is a positive correlation between the factors influencing refreshment experience and tourists’ willingness to pay.Tourists’ perception has a significant mediating effect between the factors influencing refreshment experience and tourists’ willingness to act.On the basis of the above analysis,this study provides some important enlightenment to the tea shops near the West Lake scenic spot.By improving the influencing factors of refreshment experience,the tourists’ perception can be optimized,and the tourists’ behavior will be improved.