The Impacts Of Cultural Atmosphere Towards Tourist Involvement In Religious Tourism Destination

Religious culture is an important cornerstone of building our traditional culture,which contains rich tourism resources.As the pressure of public work and life is raising;the demand for people’s spiritual comfort is increasing,and more and more touristswelcome religious tourism.Religious Mountain is an important part of religious tourism.The saying that ’the world’s famous mountains in the world have monks’ means that mountains are an important carrier of religious.Mountain-type religious tourism scenic spot is not only a place to relax,but also an important place to experience religious culture.In recent years,mountain religious tourist attractions have sprung up,but in many religious tourism projects,tourists are limited in their involvement and their perception of religious culture is weak.It requires the dual verification of theory and practice that how to internalize religious culture and promote the change of tourists’psychology and behavior.Nanyue Mountain is a book that religious and cultural resources are well known in terms of abundance and volume.This study takes the Nanyue Hengshan scenic as a case study,based on the environmental perception theory and the cognitive-emotion-behavior theory,constructed a theoretical model of "cultural atmosphere-tourism involvement" and obtained 350 valid questionnaires through field research.By using SPSS24.0 and AMOS20 statistical analysis software,the following main conclusions are drawn:(1)Exploratory factor analysis finds that the cultural atmosphere can be divided into material culture atmosphere,spiritual culture atmosphere and institutional culture atmosphere.(2)The three dimensions of cultural atmosphere are positively driving tourists’psychological involvement.(3)Tourists’ psychological involvement driving tourists’ behavioral involvement.(4)Material and institutional cultural atmosphere directly and positively drives tourists’ behavioral involvement,while spiritual cultural atmosphere has no direct driving effect on tourists’ behavior involvement.(5)Tourists’ gender,habitat,age,educational background and frequency of tours have different degrees of influence on the perception of cultural atmosphere and tourists’ tourism involvement.According to the research conclusion,this paper puts forward some pertinent management suggestions from the aspects of the cultivation of religious culture,the creation of cultural atmosphere.This research innovatively explores the relationship between tourists’psychological involvement and tourists’ behavioral involvement.The theoretical research on cultural atmosphere tourism involvement" extends the applicability of environmental perception theory.