Exploring Visitors’ Use Behavior Of Wangjiang Pavilion Park Based On Multi-source Big Data Analysis

Favorable visitors’ behavior intention is conducive to the long-term sustainability of a scenic spot,and the destination attributes of a scenic spot is always the initial antecedent of visitors’ behavioral intention.Therefore,taking Wangjiang Pavilion Park as a case study,this study trys to explore the destination attributes of this popular Bamboo Culture Park and to investigate its specific role in forming tourists’ behavioral intention in postoccupancy-evaluation(POE).In the research,we employed an analysis method which combined both NLP technology and psychometric procedure into the research process.Firstly,we collected and mined the online reviews or blogs of nine travel websites in the pilot survey to identify their potential important dimensions for questionnaire design.Secondly,exploratory factor analysis(EFA)was used to identity,group and name these attribute factors.Then,confirmatory factor analysis(CFA)was used to test the reliability and validity of the model items.Finally,we constructed a structural equation model(SEM)to evaluate the significance and relative weights of these bamboo culture park attributes on tourists’ behavioral intention.The results indicated four primary destination attributes:bamboo forest landscape,scenic spot culture,service facilities and ecological environment,which exert significant and positive impacts on visitors’ behavioral intentions and help to elicit visitors’ revisit and recommendation behaviors.In addition,this study further carried out specific experiments and analysis on these important attributes to evaluate their detailed characteristics and functions.