Study On The Relationship Between Visitors' Perception,Satisfaction And Behavioral Intention In Smart Scenic Spots

Under the impetus of "Internet plus",the rapid integration of information technology and the tourism industry have given birth to the development of smart tourism,which has also made the smart scenic spot become the development boom of tourism industry.The smart scenic spot has exposed various problems in the rapid development process.we must return to the construction goal of the smart scenic spot,analyze the tourists' perceived experience,satisfaction and whether it will guide the tourists' post-tour behavior in the smart scenic spot,thus enhancing the development level of the smart scenic spot.From the perspective of the tourist subject,the paper designs the smart scenic spot tourists' perception questionnaire based on the review data of the smart spots in the Ctrip?Mafengwo and the existing literature basis.Doing the exploratory factor analysis through the field research data of Dunhuang Mogao Grottoes to construct the perception dimension of smart scenic spots.On the basis of theoretical research,using AMOS17.0 to construct a structural equation model to deeply analyze the mechanism of perception,satisfaction and behavioral intention of visitors in smart scenic spots.We selected two scenic spots,Terracotta Warriors Museum and Huangshan Scenic Spot,with high level of intelligent scenic spots to obtain empirical data for empirical verification.Taking the gender,education,income and age of the tourist population factors as the control variables,the paper analyzes its influence on the tourist satisfaction of the smart scenic spots.The research shows that:(1)The perception of visitors in the smart scenic area includes five dimensions: smart management,smart service,smart marketing,smart tourism resources and smart infrastructure construction;(2)The inner mechanism of the perception,satisfaction and behavioral intention of visitors in the smart scenic spot is as follows: the positive impact of smart management on tourist satisfaction is the strongest,and the impact of smart marketing on satisfaction is not significant;In addition to smart marketing and smart infrastructure construction,the three dimensions of smart management,smart services and smart travel resources have a significant impact on behavioral intentions;satisfaction is a mediator of the perception and behavioral intentions of visitors in the smart area;(3)Among the tourist demographic factors,only the academic level has a significant impact on satisfaction.Combining the research conclusions with the actual situation of the research,this paper puts forward suggestions on the development of smart scenic spots from the perspective of tourists' perception,and provides opinions for relevant departments.