Study On The Relationship Among Tourist’ Motivation,Satisfaction And Revist Intention Of RV Camper

Under the support of national policy,RV tourism,as a new form of business,has become a new trend and hot spot of modern tourism in China.The market potential for self-driving and RV Tours is huge.Domestic RV camps have exploded since 2016,and the tourism industry as a whole has shown a trend of rapid growth.However,compared with the development of RV tourism in developed countries for nearly a century,domestic RV tourism industry still has a significant gap in RV production and sales,camp construction and operation.At the present stage,one of the most significant and prominent problems is that the number of campsites and RV ownership have doubled year by year,but RV ownership has not kept pace with the speed of camp construction,many campsites RV tourism consumption is not prosperous,large investment and long return cycle,there are great challenges in operation and marketing.How to stimulate and effectively release the huge market potential? How to further enhance customer retention,re-visit rate and open up new markets?Under the guidance of the problem,this paper reviewed the relevant literature systematically,and found that RV tourism is still a relatively new concept in China,and the relevant achievements are still lacking.In order to solve the practical problems,it is more significant to study the influencing factors of RV campsite tourists’ revisiting intention than the initial decision.Furthermore,according to the lack of existing research,a moderated mediation model is constructed with tourist motivation as the independent variable,satisfaction as the mediating variable,revisit intention as the dependent variable,and relational embeddedness as the moderating variable.On the dimension division of tourist motivation,combining the background of RV tourism industry and the demand characteristics of the research object,it is divided into four dimensions: emotional communication motivation,learning experience motivation,vacation motivation and showing off motivation.On the measurement of satisfaction,it is divided into two dimensions: overall satisfaction and ideal satisfaction with reference object.The corresponding definition of concept is given and the research hypothesis of this paper is put forward.Statistical software SPSS20.0 was used to test the model and hypothesis through numerous analysis methods,including reliability analysis,validity analysis,factor analysis,correlation analysis,multiple regression analysis and hierarchical regression analysis.Finally,the research results verified all the hypotheses:(1)tourism motivation has a positive impact on satisfaction,but it has different effects on the actual satisfaction and the ideal satisfaction,the degree of influence on overall satisfaction(OS)is in order of emotional communication motivation(EM)> leisure and vacation motivation(LM)> study and experience motivation(SM)> conformity and show off motivation(CM);The degree of influence on the ideal satisfaction is in order to CM>EM>SM>LM.(2)Each dimension of satisfaction has a positive impact on revisiting intention,among which the influence of overall satisfaction is significantly greater than that of ideal satisfaction.(3)Each dimension of tourism motivation has a positive influence on revisiting intention,and the degree of influence is in order: leisure vacation motivation(LM)> emotional communication motivation(EM)> conformity and show off motivation(CM)> study and experience motivation(SM).(4)Satisfaction in tourist motives and revisit intention between the intermediary effect significantly,including eight specific assumptions of the path is established,three path fully mediation.(5)Relationship embedding has a significant negative effect on satisfaction(overall satisfaction,ideal satisfaction)and revisiting intention.Finally,this paper summarizes and analyzes the above research results.Based on the research findings and the current situation of RV campsite tourism development,this paper puts forward several Suggestions for RV campsite to improve tourists’ willingness to revisit and recommendation,in order to provide theoretical reference for RV campsite operation and management and RV tourism development quality and sustainable development.