Research On The Influence Of Cultural Relics And Museum Programs On Audience's Tourism Image Perception Of The Palace Museum And Behavioral Intention

In recent years,driven by the combination of policies,markets and cultures,cultural relics and museum programs have seen new opportunities in development.The popularity of online programs has brought offline “museum fever” “cultural and creative products fever” and “Palace Museum fever”,etc.This injects new vitality into museum tourism and also provides new opportunities for the spread of Chinese excellent traditional culture.As a leader in the cultural and museum industry and a promoter of museum culture,the Palace Museum has delivered a good report to the public in recent years.By in-depth exploration of historical resources,the Palace Museum has introduced its culture to the general public and brought new vitality to its "old IP",thus the image of the Palace Museum has also changed.Therefore,based on the perspective of film-induced tourism,this paper takes the tourist comments of online travel websites as the starting point,and uses a combination of quantitative and qualitative methods to determine the final constituent dimensions of the Palace Museum's tourism image.And it further analyzes the influence of cultural relics and museum programs on the various dimensions of the Palace Museum's tourism image and behavioral intentions.Firstly,this paper reviews the literature from the cultural relics and museum programs,the image of tourist destinations,and the influence of film-induced tourism on the destination image.On this basis,the relevant theories such as the three-dimensional structure and influence model of the tourist destination image are combed,which provide research ideas and theoretical basis for this paper.Secondly,this paper combs the development history of domestic cultural relics and museum programs,and summarizes the development status and stage characteristics of cultural relics and museum programs themed on the Palace Museum.By doing so,it further analyzes the influence of new cultural relics and museum programs on shaping the image of tourist destinations.Thirdly,it obtains the constituent elements of the Palace Museum's tourism image based on the network text analysis,determines the measurement items of the Palace Museum's cognitive image on the basis of the literature review,and then divides the final dimensions of the Palace Museum's tourism image through exploratory factor analysis to construct a theoretical model.Finally,SPSS21.0 and AMOS23.0 software are used to conduct empirical analysis on the 302 valid sample data obtained from the questionnaire survey,and hypothesis testing conduct is carried out on the model.The final research conclusions are as follow:(1)The cognitive image of the Palace Museum is divided into three dimensions: tourist attraction,experience quality,and cultural context.Among them,the tourist attraction has seven elements including locations and relevant scenic spots,landscape environment,history and culture,architectural aesthetics,landscape resources,exhibition activities,and shopping venues;the experience quality has five elements including tourism services,scenic spot management,price levels,urban transportation,and infrastructures;the cultural context has three elements: patriotism,court culture,and modern media.(2)Cultural relics and museum programs have a significant positive impact on the three dimensions of cognitive image,and have the greatest impact on the experience quality.But they do not significantly affect emotional image.(3)The three dimensions of the cognitive image of the Palace Museum have a positive effect on the emotional image,and the cultural context has the greatest impact.The tourist attraction in the cognitive image of the Palace Museum do not have a significant impact on the overall image,while the experience quality and cultural context jointly determine the overall image.(4)Cultural relics and museum programs not only have a direct and significant impact on the behavioral intentions of the audience,but also have an indirect affect on the behavioral intentions through the tourism image of the Palace Museum.That is to say,the tourism image of the Palace Museum plays a partial intermediary role in the cultural relics and museum programs and behavioral intentions.The results of the research have brought certain enlightenment to the improvement of the tourism image of the Summer Palace and the future development of museum tourism.