The Leisure Experience Of Cultural Tourists Based On Serious Leisure Perspective

For a long time,the theory of serious leisure perspective has been stuck in the paradigm of typology,ignoring the fact that the serious experience and casual experience of any leisure activity are mixed,and the introduction of the multidimensional conceptual framework of the Leisure Experience Characteristic(LEC)has escaped the shackles of typological thinking.Experience serve as the core knowledge and theoretical basis of serious leisure perspective,achieving the breakthrough of serious leisure perspective with qualitative construction as the main technical path to the use of quantitative research as the theoretical test method,and providing follow-up researchers with a useful scientific tool.At the same time,the interdisciplinary nature of tourism research also provides the soil for the survival of serious leisure perspective.Therefore,it is of great significance to pay attention to the application of serious leisure perspective in tourism research and to improve the theoretical support system of domestic leisure research and to enrich the methodology of tourism experience research.Based on systematically reviewing,concluding,and consolidating domestic and international research literature,this research bases on the multi-dimensional conceptual framework of LEC and follows the “experience-image-satisfaction-loyalty” research path,based on a close relationship with the structure of key variables.Mathematical analysis and logical argumentation,construction of the corresponding measurement system and conceptual model,and Huizhou cultural tourists as the object of research for empirical research,issued a total of 1100 questionnaires,the actual use of 742 questionnaires.Comprehensive use of statistical tools such as SPSS 22.0 and AMOS 21.0,and various statistical analysis methods such as factor analysis,variance analysis,mean analysis and structural equation model analysis,etc.Firstly,the dimensional structure of variables such as LEC and destination image are discussed;,The overall level and group differences of LEC and destination image,and identify the key population influence factors and behavioral influence factors that cause group differences;Finally,building a structural equation model to clarify the intrinsic complex links between the key variables and reveal the process of forming satisfaction and loyalty based on experience and image.Specifically include the following aspects:First,follow the strict scale development steps to develop a measurement system for four variables: LEC,destination image,tourists satisfaction and destination loyalty.Among them,the LEC include eleven dimensions of achievement,self-realization,effort/perseverance,self-enrichment,self-esteem,self-expression,socialization/socialinteraction,fun/enjoyment,freedom,re-creation/re-generation,and self-reinvention.The data analysis results show that the LEC scale has high reliability,convergence validity,discriminant validity and cross-sample stability;the destination image adopts mature scale,and the cognitive image includes natural environment,convenience facilities,The five dimensions of attraction,social environment,accessibility/matching,and emotional image are only one dimension;tourists' satisfaction and destination loyalty each get a single-dimension measurement model.Second,the characteristics of Huizhou cultural tourists' individual attributes,including demographics and their behavioral characteristics,were analyzed.The Huizhou cultural tourists' leisure experience intensity and the destination image perception overall evaluation level were determined,and the key influencing factors that caused the differences in group characteristics were identified.Studies show that Huizhou cultural tourists exhibit the characteristics of “young,highly educated,and low-income”,and the behaviors and preferences of regional core attraction nodes;Huizhou cultural tourists' tourism behavior is mainly based on casual participation,except for gender.Population factors all have a significant impact on LEC and destination image perception.In terms of behavioral factors,the intensity of leisure experience increases with increasing number of play times and days.Destination image perception only increases with increasing number of play times,and the number of different play days for tourists Destination image perception is a “U-shaped”trend.Third,a conceptual model of “leisure experience characteristic-destination imagetourist satisfaction-destination loyalty” was constructed.Structural equation model analysis was adopted.The empirically tested and corrected theoretical model had a good overall goodness of fit.The results show that there are microcosmic differences in the path of LEC to the destination image.The serious leisure feature only has a significant positive effect on the emotional image,while the serious leisure/casual leisure feature only has a significant positive effect on the cognitive image.The emotional image plays a complete mediation between serious leisure characteristic and tourist satisfaction,and constitutes a third-order conduction mechanism of “experience-image-satisfaction”,but the effect of serious leisure/casual leisure feature on the tourists satisfaction is not significant;The cognitive image has a significant positive influence on the emotional image,which is in line with the formation process of the “cognitive-emotional” path of the destination image.The destination image,together with the tourists satisfaction and the destination loyalty,together form the causal chain of “image-satisfaction-loyalty” and tourists satisfaction plays a partial intermediary role between destination image and destination loyalty.