The Research On The Tourist’s Intention And Influence Factors Of Revisiting Zhaojia Torreya Town

At the end of December 2015,General Secretary Xi Jinping gave important instructions on the construction of "characteristic towns" in Zhejiang Province: “There is much to be done in building small towns with special features,which is of great significance to economic transformation and upgrading and new type of urbanization.The idea of cultivating small-town economy by focusing on the supply side in Zhejiang has also inspired the economic work under the new normal.” Zhaojia town in Zhuji city is the only original torreya nature reserve in China,as well as the famous "fengqiao torreya" origin reserve.Therefore,Zhaojia town takes the establishment of torreya town as an opportunity to explore the construction of industry operators and tour operators of Torreya.,Through investment promotion,government guidance,and market operation as development models,Zhaojia town formed a featured town with health and health industry as the core,torreya culture as the feature and natural resources.The construction of Zhaojia Torreya Town has promoted the improvement of environmental sanitation and infrastructure,and thevillage appearance has improved a lot.Also The level of industrial development has been upgraded and the number of tourists has inceresed.According to the preliminary survey,Torreya Town is a place for leisure and health,but the willingness of tourists to re-visit is not so strong,and the proportion of tourists re-visiting is too low,which plays a greater impact on the stability of tourists.Based on a questionnaire survey of 314 tourists and 32 farm owners,Logit regression model was used to analyze the impact of tourists ’personal characteristics,the soft environment and the hardware of Torreya Town on tourists’ re-visiting.With the analysis the above factors,we hope to provide decision-making basis for the construction of Torreya Town and promote its healthy development.The research shows that Zhaojia Torreya Town has the foundation and potential for development,but it is not popular in other provinces except Zhejiang and Shanghai.There is a lack of projects suitable for young consumer groups to play,and tourism consumption is low,also the willingness of tourists to revisit is not so strong.These factors such asenvironment,accommodation,catering,entertainment,and transportation play a certain foundation to the revisiting,so it needs to be deeply guided and excavated.It is more urgent to develop high-end accommodation and tourism projects.