Research On The Characteristics And Influencing Factors Of Tourists' Revisiting Behavior In Ulanbutong Grassland Tourism Destination

At present,the phenomenon aftourists' revisiting is attracting more and more attention.The competition of tourist destinations is no longer the traditional static resource development and product design,but gradually becomes the competition to meet the needs of tourists and promote their revisiting.In order to comprehensively and systematically understand the behavior characteristics and influencing factors of revisiters is grassland tourism,this paper jumps out of the mode of simply evaluating tourists' satisfaction or unilaterally studying tourists'willingness to revisit,clarifies the characteristics of tourasts' revisiting behaviors ie grassland tourism destinations,explores the factors influencing tourists' revisiting behaviors and finds out the influeace degree of different factors on revisiting behaviors from the perspective of revisiters Through comprehensive quantitative analysis,this paper analyzes the decision-making behavior,spatial and temporal distribution,consumption behavior and other characteristics,finds out the influencing factors of grassland tourists' revisiting,and then puts forward the relevant strategies to improve the revisit rate.This paper provides feasible suggestions for the improvement of tourist revisit rate of Ulanbutong grassland tourism destination,provides a new perspective for the development of grassland tourism revisit market,plays a certain reference role in the tourism demand and development of grassland tourism destination,and makes a supplement for the research on the revisit behavior of grassland tourism consumers.This paper takes Ulanbutong grassland tourist destinatinn as an example to investisgate the characteristics and influencing factors of tourists' revisiting behavior in grassland tourism destination,aiming to explore the characteristics of tourists" revisiting behavior and analyze the influence and location of grassland tourists in the process of revisiting.Firstly,the relevant literature at home and abroad is sorted out to determine the relevant indicators and influencing factors of the behavior characteristics of revisiters.The behavioral characteristics indicators include 9 indicators of three categories,namely decision-making behavior,spatiotemporal behavior,and consumer behavior.The influencing factors include 29 indicators in six categories,including perceived value,perceived quality,local attachment tourist satisfaction,tourist characteristics and tourism destinatioa image.In this study,literature analysis,interview,questionnaire survey and other research methods were used to investigate and measure The revisit tourists in Ulanbutong grassland tourism destination.SPSS software was used to analyze the survey data,and the characteristics and influencing factors of revisiting behavior w ere found.The results show that the characteristics of tourists' revisiting behavior in Ulanbutong grassland tourism destination are as follows:in decision-making,the environmental perception of revisiters is mainly reflected in safety,cost,transportation and accommodation;the source of tourism information channels is mainly from friends;the main purpose is to appreciate the scenery and entertain the body and mind;the number of traveling companions is mainly family members,lovers and colleagues,with the numer of 2-4 people;in terms of time and space,the re visitors'environmental p erception is mainly reflected in the aspects of safety,cost,transportation and accommodation Tourists travel from July to August,and most of them stay for one day.The source of tourists is mainly in Inner Mongolia Autonomous Region,and most of them are self driving.In terms of consumption,the proportion of transportation and ticket expenses is high,while the proportion of shopping and entertainment expenses is low.The standard rooms and yurts of modern hotels are the main choices for accommodation,and hotpot,barbecue and Mongolian food are the main choices for food.Most of the revisiters spend 101-300 yuan per day per day.The top ten influencing factors of tourists'revisiting behavior in Ulanbutong grassland tourism destination are:distance to the tourist destination,unique degree of folk customs,influence degree of being recommended by others,service quality level,unique meaning to individuals,reliving feeling,cultural and catering richness,residents' hospitality,transportation convenience and tourism satisfaction.The re visit behavior of tourists in Ulanbutong grassland tourism destination is mainly affected by the season,the number and time of large-scale activities organized by the tourist destination,and the recommendation of friends;most of them choose self driving for convenience;they prefer to stay in yurts for business travel;some revisiters pay more attention to comfort and choose modern standard rooms,and the restaurants mainly choose instant boiled mutton,barbecue and Mongolian food;the revisited tourists of surrounding areas are based on tourists According to the principle of saving consumption,we usually choose to return on the same day.Most of the revisiters thought that the former Ulanbutong grassland tourism destination had high perceived value and good perceived quality,so they chose to revisit this place and relive a certain feeling;because of the time problem,the revisitars pay more attention to the distance from the tourist destination and are easily influenced by colleagues and friends,and feel affected by Mongolian customs and lifestyle.Based on the comprehensive consideration of the tourists' revisit behavior and the analysis of its influencing factors,this paper puts forward some suggestions for the improvement of tourists'revisiting behavior in Ulanbutong grassland tourism destination,including grasping the integrated development of culture and tourism in the new era,further exploring the natural landscape,carrying out a variety of marketing strategies,enriching shopping and entertainment products,strengthening the industry management,promoting the rapid development of traffic,and building a tourist destination "Aviation+"new formats,etc.