The Influence Of Cultural Tourists’ Revisiting Willingness

Previous studies on leisure theory were mostly confined to the typology research paradigm,which was qualitatively divided into serious leisure or casual leisure and analyzed the correlation.However,this study did not notice that leisure activities are actually the cross integration of deep experience and improvisational experience.It has great limitations to unilaterally divide leisure into deep leisure or improvisational leisure for research.With the further research of leisure theory,based on the theory of experience of leisure theory with the new development,and can be based on the experience in quantitative research,this research on leisure started from the qualitative to the quantitative transformation,as well as by later scholars further study provides corresponding research paradigm.As cultural tourism itself is a very popular cultural tourism activity,leisure theory has a broad application prospect in cultural tourism.Based on this,the specific research on how to apply the leisure theory to cultural tourism,to study the influence on cultural tourists’ revisiting willingness,in order to promote the further development of cultural tourism,has important theoretical and practical significance for the realization of the localized development of leisure theory.This study sorted out the existing domestic and foreign literatures related to leisure and cultural tourism,constructed a structural model based on "leisure-image perception-satisfaction-willingness to revisit" on the basis of literature review,and conducted an empirical study on the logical relationship between the determined latent variables.In this study,cultural tourists to huizhou were selected as the survey objects,and a total of 1,000 questionnaires were distributed through field survey.After removing the inconsistent questionnaires,a total of 742 valid questionnaires were collected.Then,statistical analysis tools SPSS and AMOS were selected,and factor analysis,variance analysis,structural equation model calculation and other methods were mainly used to process the sorted data and carry out corresponding empirical analysis.In the empirical study,firstly,the overall characteristics and differences of leisure experience characteristics and destination image perception evaluation are analyzed,and the influences of demographic characteristics and behavioral characteristics on the two are studied.After that,the structural equation model was constructed and relevant tests were carried out to explore the possible path relationship among various potential variables,and the influence of leisure experience characteristics on satisfaction and willingness to revisit was further studied.In the empirical study,it mainly includes the following three aspects.First,the characteristics of leisure experience,destination image perception evaluation,tourist satisfaction and willingness to revisit were determined through literature review.In strict accordance with the scale development research paradigm,according to the existing literature and scale related questionnaire design.Among them,six measurement dimensions were selected for leisure experience characteristics,namely,self-realization,self-satisfaction,self-expression,self-esteem,achievement and perseverance,while casual leisure characteristics included five dimensions,namely,socialization,happiness,freedom,recreation and self-remolding.Based on the analysis of the collected statistical data,it can be seen that the developed scale of leisure experience characteristics has good reliability and validity,which can be used for subsequent mathematical statistical analysis.For the evaluation of destination image perception,since there is already a very mature research scale,this study directly USES the existing scale for analysis from the perspectives of cognitive rating and emotional evaluation.The cognitive evaluation mainly includes five dimensions,namely,the degree of traffic convenience,infrastructure,natural environment,social environment and attractiveness.However,emotional evaluation,tourist satisfaction and willingness to revisit were only measured in a single dimension.Secondly,based on the significance difference method of mathematical statistics,this paper studies the influence of demographic characteristics and behavioral characteristics on tourists’ leisure experience characteristics and destination image perception evaluation,and finds out the key influencing factors.The results show that cultural tourists to huizhou generally show a trend of "high education,young age,low income",while most of the tourism mode is based on impromptu leisure.Among the influencing factors of demographic characteristics,gender does not have a significant impact on leisure experience characteristics and destination image perception evaluation,but other influencing factors all have a significant impact.In terms of behavioral characteristics,tourists’ destination image perception evaluation will only increase with the increase in the number of repeated visits,while the leisure experience will increase with the increase in the number of repeated visits and the length of a single visit.Thirdly,a structural equation model based on leisure experience characteristics--destination image perception--tourists’ satisfaction--revisit intention is constructed,and the path diagram of satisfaction mediation model of revisit intention and the regulating effect diagram of leisure experience characteristics are obtained.Under the premise of ensuring that it meets the assumption of normal distribution,the goodness of fit test can be used to obtain the following conclusions: destination image perception has a significant direct positive impact on the willingness to revisit,and satisfaction has significant significance for the willingness to revisit.Direct positive impact,satisfaction plays a mediating role between leisure experience characteristics,destination image perception and revisiting willingness.The characteristics of leisure experience do not have a direct positive impact on the willingness to revisit,however,leisure experience characteristics have a significant positive moderating effect on the relationship between destination image perception and satisfaction,that is,the better the leisure experience,the stronger the positive relationship between destination image perception and satisfaction.