| As an important lever for the integration of culture and tourism,tourism and performing arts have played a major role in disseminating local culture and promoting economic development.After more than 30 years of development,especially in the past ten years,tourism performing arts has become an attractive factor and endorsement business card for many tourist destinations.However,in the process of its rapid development,it also faces problems such as growing tourism demand,increasingly fierce homogenization competition,and artistic level to be improved.In 2021,the National Development and Reform Commission and 28 other departments issued the Implementation Plan for Accelerating the Cultivation of New Types of Consumption,which clearly states that the digital transformation of the cultural tourism industry should be accelerated and the development of new industries such as immersive experiences should be promoted.The promotion of national policies,the upgrading of tourism consumption and the blessing of modern technology have promoted the great development of immersive tourism performances.Different from traditional tourism performances,immersive tourism performances have made great efforts in content design and scene operation,and have broken the boundaries between the audience and the stage,using high-tech technology to bring tourists a multi-sensory experience.Then,whether and how the tourist image created by the immersive tourism performance will affect the tourists’ behavior intention after the tour needs to be further focused.In view of this,firstly,this paper sorts out and summarizes the relevant literature on tourism performance,tourism image,immersion experience,and post-tour behavior intention at home and abroad,and constructs a theoretical model of the influence of immersive performing arts tourism image on post-tour behavior intention based on immersion theory,consumer purchase decision theory and "S-O-R" theoretical framework,taking Wuhan "Zhiyin Hao" as an example.Then,on the basis of summarizing the previous research,the scale is designed according to the actual situation,pre-research and formal research are carried out,and the relevant analysis and hypothesis verification of the collected valid sample data are carried out by SPSS25.0 and AMOS24.0.After verification,17 paths passed the test,and one path did not pass the test.The results are as follows:(1)in the immersive tourism performance,cognitive image and overall image significantly affect the behavior intention after travel;And the effect of cognitive image is more obvious,but the emotional image has no significant positive effect on behavior intention after travel,cognitive image,emotional image and overall image have significant positive effects on immersion experience and satisfaction(3)immersion experience and satisfaction have significant positive effects on post-swim behavioral intention;(4)immersion experience has a significant positive effect on satisfaction;(5)immersion experience and satisfaction play a mediating role between travel image and behavioral intention after travel;(6)the mediating effect of satisfaction is higher than that of immersion experience.Finally,according to the empirical results,improve the tourism infrastructure and supporting services to enhance the image of tourism cognition;Excavate cultural connotations to provide personalized services and arouse the emotional resonance of tourists;Optimize and enhance the overall image perception of tourist places and enhance their tourism attractiveness;Attach importance to the quality of performing arts narrative and project design,strengthen the immersive experience of tourists in four aspects,and put forward optimization suggestions for the operation and management of "Zhiyin Hao". |
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