Tourism Planned Behavior Research Of Scenic Spot Based On Eye Movement Experiment

Tourism planning behavior is the consequence of which tourists search for relevant travel information,choose a travel plan,and implement a travel plan according to the purpose of the trip.For researchers,the process of searching information and making travel plan is almost in a "black box" state.The advancement of eye-movement technology provided an effective way to understand the inner heart of tourists.This article is based on eye-movement experiments,trying to research the process of making travel plans,focusing on the relationship between eye movement behavior and travel planned behavior,thus forming a procedural study of the behavior of travel plans,and provides the theory foundation for the construction of tourist behavior prediction model.This article uses the analysis perspective of the planned behavior theory to study the three aspects of eye movement experiment,questionnaire survey and cognitive mapping as the general decision-making process of tourists.First,the process of searching information in the eye-movement experiment is regarded as the explicit behavior of behavioral attitudes,subjective norms,and perceptual behavior control in the theory of planned behaviors.Through eye movement experiment,I obtain the eye movement characteristics of tourists,thereby analyzing the characteristics of eye movement behavior patterns by combining the characteristic of tourists in the questionnaire.Second,the cognitive mapping section need tourists to draw the tour plan route map,which is the embodiment of the behavioral intention in the theory of planned behavior,and also reflected the characteristics of the tourists' planned behavior.Third,based on the characteristics of eye movement behavior and the characteristic of planned behavior,I study the relationship between "eye movement"and "heartbeat".I match the eye fixation spots and the planned sightseeing spots,the order of the eye fixation spots and the order of the planned sightseeing spots respectively,verifying the consistence of the scenic spots,the spots sequence and behavior model in the process of "eye" and "plan".Studying the relationship between eye movement behavior and tourism planned behavior can not only better understand the decision-making process of tourism plan,but also provide data support for forecasting tourism planned behavior.In conclusion,first,the vast majority of planned sightseeing spots are included in eye fixation spots,proving that eye fixation spots are consistent with planned sightseeing spots and the consistency hypothesis is partially supported.Second,most of the two ordered attraction sequence that are planned for excursions are included in the two that have been gazed.In the sequence of ordinal attractions,it is proved that the order of the eye fixation spots and the order of the planned sightseeing spots are consistent,thus the consistency hypothesis is partially supported.Third,parts of the three ordered attraction sequence that are planned for excursion are included in the three that have been gazed,and a small group of four ordered attraction sequence that are planned for excursion are included in the four that have been gazed,proving that the eye movement behavior patterns are consistent with the tourism planned behavior patterns,thus the consistency hypothesis is partially supported.Based on the above conclusions,the full-probability formula is introduced into the analysis of eye movement data,and the probability that a tourist intends to visit a certain attraction is calculated according to the sighted sights,and the probability that the tourist plans a tour according to this order is calculated according to the order of the sighted sights,thereby predicting the changes in the flow of attractions,establishing tourist attractions prediction model,tourist travel route forecast model.Based on the above two models,I construct the tourist flow forecasting model.Study on the characteristics of eye movement behavior patterns provides an important basis for analyzing the characteristics of tourists' planned behavior.Combining with the tourist flow forecasting model,with the support of big data platform,the tourism operators can achieve market segmentation precision marketing and dynamic forecast of passenger flow in scenic areas.The effective management of tourism destinations provides technical guidance,which in turn improves the quality of tourism services,promotes the high-quality development of the tourism industry,and helps the tourism industry to move towards a happy industry.