| In recent years,trekking tourism has swept the world and has become an important form of ecotourism and an important part of the tourism market.With the steady increase of China's per capita income,the increase of leisure time,the growing awareness of health and happiness,and the continued rise of people's desire for a better life,hiking tourism has become one of the popular travel and sporting methods popular among the people.As an original form of tourism,walking tourism is easy and free from restrictions.At the same time,it can ease the pressure of life and work,and exercise people's will quality and physical fitness.In particular,since 2016,the national fitness and sports industry has risen as a national strategy,and sports tourism and entire tourism have become an important task for the country in poverty alleviation and development.This has made hiking tourism highly valued and unprecedentedly developed.According to the “2016 China Trekking Tourism Development Report,” the statistics show that hiking tourism ranks first in China's most popular outdoor sports events,with about 60 million people engaged in hiking tourism and related activities,among which the number of core groups(aliens)for hiking tourism is 16 million;Various kinds of international and domestic large-scale walking tourism activities have emerged in an endless stream;there are nearly 1,000large-scale walking association clubs;the scale of the hiking tourism market is also expanding.This article comprehensively uses the literature data method,the expert interview method,the field visits law method,the questionnaire survey method and the mathematical statistics analysis to carry on the investigation and analysis to the Hui-hang ancient road trekking tourist's experiential value,positive emotion,satisfaction degree and revisiting wish.The surveyed tourists were tourists on the site of the ancient Hui-hang road hiking tourism.A total of 310 valid questionnaires were collected and the cronbach's reliability coefficient of the questionnaire was 0.971.Using SPSS24.0 and AMOS24.0 software to conduct descriptive statistical analysis,cluster analysis,factor analysis,and structural equation modeling analysis on the data obtained from the questionnaire survey to further reveal the experience value,positive emotions,visitor satisfaction and revisit intention the relationship between the path.The study found that self-travel tourists have a higher experience value.Experience value has a direct positive effect on positive emotions,satisfaction,and desire to return.Among them,emotional value and social value have a greater impact on tourists' willingness to revisit,emotional value and social value have a stronger regression relationship with experience value.They are 0.89 and 0.86,respectively.and the regression relationship between situational value and cognitional value.The results were 0.76 and 0.71.and the functional value had the lowest regression relationship,is 0.66.Positive emotions do not have a direct positive effect on revisiting will.Positive emotions have no mediating effect on the value of experience and the desire to return.Positive emotions have partial mediating effects on experience value and satisfaction.Tourist satisfaction has a direct positive effect on the revisit intention.The mediating role of satisfaction is reflected in two aspects.Inaddition to playing an intermediary role between experience value and revisit willingness,there is also an intermediary effect between positive emotions and revisit willingness.Therefore,it can be seen that satisfaction plays an important mediating role between the value of experience and the willingness of visitors to revisit.Based on the problems existing in the scenic experience value and tourist satisfaction,the paper proposes suggestions for satisfying self-service travel needs of tourists,focusing on emotional value and social value,and starting from the satisfaction of tourists. |
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