Research On The Relationship Among Experiential Marketing、Consumption Emotion And Revisit Intention On Cultural Tourism District

In the new era,the integration of Chinese culture and tourism is expected to usher in new development opportunities.Cultural tourism districts fully demonstrate the integrated development of culture and tourism.Its development is different from general commercial districts,not only to give full play to its local cultural characteristics,but also to promote the integration of tourism industry transformation and upgrading.To develop the cultural tourism districts,we must seize the opportunity to combine culture with tourism industry so that tourists can fully experience the charm of local culture during traveling.This experience demand of tourists puts forward the requirements of experiential marketing from the management.Starting from the tourists’ experience demand,the relationships among experiential marketing,consumption emotion and tourists’ intention to repurchase were explored and verified with the structural equation modeling(SEM),using questionnaire data from tourists in Wudianshi,a cultural tourism district of Jinjiang,which represents southern Fujian culture.Schmitt’s five modules of experiential marketing were applied to divide the perceived dimensions of tourists’ experience into four: sense,act,feel,think;consumption emotion of tourists was selected as the second groups of variables;tourists’ intention to revisit and make a recommendation was seleted as the dimensions of revisit intention.Statistical software SPSSAU and AMOS were applied to analyze and collate the data and the following conclusions were drawn: Improving tourists’ perception of marketing experience helps to increase both the tourists’ positive consumption emotion and their revisit intention;the predictive power of tourists’ emotion on their revisit intention does not reach a significant level;the indirect effect of experiential marketing on the revisit intention through consumption emotion does not reach a significant level.Some feasible suggestions were proposed from the perspective of tourists’ experience to upgrading the quality of tourism services in cultural tourism districts and corresponding management enlightenment for the operation of cultural tourism districts was provided: to adhere to the solid state of the building as the basis,to develop the business of the block as assistance,and to devote to the inheritance of southern Fujian culture as the core,in order to promote the integration of culture and tourism.