Research On The Influence Of Tourist Destination Cultural Atmosphere On Tourists’ Heritage Protection Behavior

In the context of the rapid development of heritage tourism and the integration of cultural tourism,it is particularly important to promote the development of cultural heritage tourism.The cultural atmosphere can inject unique cultural elements into cultural heritage tourism sites and give static things vitality,which is a part that cannot be ignored in the development process of cultural heritage tourism sites.The cultural atmosphere exists through three dimensions of material,spiritual and institutional,and the cultural atmosphere of different dimensions is perceived by tourists based on different forms of expression,which directly or indirectly affects the tourism behavior of tourists.A good cultural atmosphere of tourist sites can not only enhance tourists’ identification with local culture,but also imperceptibly stimulate tourists’ heritage protection behavior,and tourists,as the main body of tourism activities,can play an important role in the protection of cultural heritage of heritage sites.In addition,the emotional needs and tourism experience of tourists are the key elements in the process of tourists’ tourism activities,awakening the emotional connection between tourists and tourist destinations,and improving the quality of tourists’ tourism experience can affect the follow-up behavior of tourists.Therefore,combining the emotional attitude and experience quality of tourists,exploring the influence mechanism of cultural atmosphere of tourist destinations on tourists’ heritage protection behavior can not only enrich the research on tourists’ heritage protection behavior in theory,but also help destination managers to take practical and effective measures to guide tourists’ heritage protection behavior in practice.This study is carried out according to the logic of "problem identificationliterature combing-theoretical model-research design-empirical testing-research discussion".First of all,based on the background of the development of cultural heritage tourism,attention is paid to the mechanism of action between the cultural atmosphere,cultural empathy,experience quality,and tourists’ heritage protection behavior of tourists.Secondly,the research collects and reads relevant literature at home and abroad,sorts out and summarizes the research progress,theoretical connotation and related theories of cultural heritage tourism,cultural atmosphere,cultural empathy,experience quality,heritage protection behavior,etc.,and constructs a theoretical model of the influence mechanism of cultural atmosphere of tourist destinations on tourists’ heritage protection behavior based on S-O-R theory.Third,a representative cultural heritage tourist destination,Xiamen Gulangyu Island,was selected as the research case site,and the questionnaire survey method was used to collect research data,and the research scale was improved on the basis of pre-survey to form a formal survey questionnaire.Finally,469 valid questionnaire data collected through field research in this study were analyzed using Mplus 7.0 and SPSS21.0software to empirically test the mechanism between material culture,spiritual culture atmosphere,institutional culture atmosphere,cultural empathy,quality of experience,and heritage protection behaviors in tourism destinations.This study draws the following conclusions:(1)the material cultural atmosphere,spiritual culture atmosphere and institutional cultural atmosphere of the tourist site significantly positively affect cultural empathy;(2)the material cultural atmosphere,spiritual culture atmosphere and institutional cultural atmosphere of the tourist place significantly positively affect the quality of experience;(3)cultural empathy and experience quality have a significant positive impact on the tourists’ heritage protection behavior;(4)the material and cultural atmosphere significantly positively affect the tourists’ heritage protection behavior,However,the influence of spiritual cultural atmosphere and institutional cultural atmosphere on the heritage protection behavior of tourists is not significant;(5)cultural empathy plays a part of the intermediary role between the material cultural atmosphere and the tourist’s heritage protection behavior,and the quality of experience plays a part of the intermediary role between the material cultural atmosphere and the tourist’s heritage protection behavior;cultural empathy plays a part of the intermediary role between the spiritual and cultural atmosphere and the tourist’s heritage protection behavior,and the quality of experience plays a complete intermediary role between the spiritual and cultural atmosphere and the tourist’s heritage protection behavior,cultural empathy plays a partial intermediary role between the institutional cultural atmosphere and the tourist’s heritage protection behavior,and the quality of experience plays a complete intermediary role between the institutional cultural atmosphere and the tourist’s heritage protection behavior.The study found that the influence of cultural atmosphere of different dimensions on the heritage protection behavior of tourists was inconsistent,of which the role of material culture atmosphere on the protection behavior of tourists’ heritage was the most significant.Based on the empirical research results,this study puts forward four suggestions for the sustainable development of cultural heritage tourist destinations:(1)actively create a cultural atmosphere and optimize the basic environment for tourists’ cultural experience;(2)effectively awaken cultural empathy and improve the quality of tourists’ cultural experience;(3)inject cultural heritage elements to meet the cultural experience needs of tourists;(4)strengthen cultural protection awareness and promote tourists’ heritage protection behavior.