Research On Tourists' Perception And Influence Of Tourism Performing Arts

With the deepening of the tourism development,the traditional tour patterns with low levels of tourism consumption has already can't satisfy the psychological needs of tourists,tourists increasingly pay attention to their own subjective feeling,also more and more pay attention to the multi-level consumption value returns,quality of tourist services and value become important means of attracting tourists.Since the 1990 s,tourism performance art has come into people's vision.After years of evolution,tourism performance art has undergone multi-form changes.As a unique tourist attraction,it has become one of the important symbols to attract tourists to visit and revisit.This paper attempts to take "tourist perception of tourism performance art" as a starting point to explore its impact on tourist destination image and behavioral intention.The influence of individual tourism attractions on the overall tourism destination image has been obtained through most theoretical researches.As an individual of tourism performance art,which has gradually attracted attention,what quality and value elements are perceived by tourists,and what influences these elements have on the image of tourist destination and behavioral intention of tourists,and how much influences are needed to draw conclusions through empirical research and analysis.This paper selected "Encore Pingyao" as the case,collected data through field research and questionnaire survey,and conducted statistical analysis on the obtained data with SPSS23.0.The analysis results showed that:Tourists' perceived quality of tourism performance art is divided into product quality and service quality.Tourists' perceived value includes cognitive emotional value,social value and cost value.Tourists' perceived quality of tourism performance art will positively affect tourists' perceived value.Tourists' perceived quality and tourists' perceived value respectively have a positive impact on the image of tourist destinations,and the influence of tourists' perceived value is greater than that of tourists' perceived quality.Tourist destination image has a direct impact on tourist behavioral intention;Tourists' perceived value and tourism destination image can not only affect post-variables as antecedents,but also affect the relationship between the two variables as mediators.In tourism and performing arts activities,the intermediary of tourists' perceived value affects tourists' perceived quality and tourist destination image,as well as the intermediary influences tourists' perceived quality and behavioral intention of tourists in tourism and performing arts.Tourism destination image mediates tourists' perceived quality and behavioral intention,and tourists' perceived value and behavioral intention respectively.Each subdivision dimension has different relationships and mediating effects.The final results show that product quality,service quality and cognitive emotional value are the most important parts in tourist perception of tourism performance.By improving the product quality and service quality of tourism performance,it is helpful to enhance the perceived value of tourists and improve the image of tourist destinations,so as to promote the future behavioral intention of tourists and increase the income of tourism industry.This study is of practical significance to provide reference for tourism destinations dedicated to building characteristic tourism performance art.