Study On The Influencing Factors Of Tourists' Revisit Intention In Cultural Heritage Scenic Spots

At present,the development situation of China's tourism is getting better and better.Many regions have established tourism as a pillar industry.As an important part of tourism industry,cultural heritage scenic spots have become typical representatives of local image due to their unique resource endowment,attracting tourists from all over the world.Among them,the number of revisited tourists is an important indicator to judge the life cycle stage and development potential of a scenic spot.Revisiting is not only an indicator of tourists' recognition of the region as a whole,but also an important factor to analyze tourists' emotional attitude towards tourism destinations.Therefore,on the basis of many scholars' research on the willingness to revisit,this paper puts forward the hypothesis that cognitive image,emotional image and tourist satisfaction all have a significant positive impact on the willingness to revisit.Using the method of questionnaire to get the data needed.In addition,reliability and validity analysis,factor analysis,correlation analysis and regression analysis were used to study the influencing factors of the willingness to revisit.After the hypothesis test,the final conclusion is that the destination image(emotional image and cognitive image)and tourists' satisfaction are both the direct influencing factors of tourists' willingness to revisit.Among them,the image of cultural heritage tourist destination(emotional image and cognitive image)has a significant positive impact on tourists' satisfaction;the image of cultural heritage tourist destination(emotional image and cognitive image)has a significant positive impact on tourists' willingness to revisit;the satisfaction of tourists has a significant positive impact on tourists' willingness to revisit.The influencing factors of tourists' willingness to revisit are culture and landscape image,tourists' satisfaction,emotional image,facilities and service image.According to the above conclusions,the following suggestions are put forward:continuously improve the core attraction of cultural heritage scenic spots;enhance the emotional image by creating a relaxed and pleasant atmosphere;improve the service level of infrastructure and tourism service quality of scenic spots;tourist satisfaction is an important factor that can not be ignored.I hope that through the above suggestions for cultural heritage scenic spots to improve the rate of tourists revisit to make a certain degree of reference.