Research On The Influence Of Destination Dialect Perception On Tourists' Behavioral Intention

With the upgrading of tourists’ consumption needs and consumption habits,and the gradual integration of tourism activities into life,the competition between destinations has gradually intensified.Destination organizations need to find more suitable and fresh destination perception elements for marketing and planning corresponding tourism activities,so as to better acquiring and retaining customers.As an important element in the process of traveling in different places,dialects carry the history,environment,folklore and local characteristics of the area,and play an important role in tourists’ experience of destination.The research and exploration of the perception of the destination local dialect is very important and necessary.The academic circles have gradually begun to pay attention to the discussion of the target dialect,but current research mainly focuses on the qualitative discussion of the dialect,and seldom uses quantitative methods to measure the target dialect,and there is a lack of quantitative methods to verify the conclusions obtained from existing qualitative research.There are also few studies to explore the influence of target local dialect perception on tourists’ behavioral intentions and its internal mechanism.Therefore,this article takes Xi’an as a case site,and takes tourists visiting Xi’an as the survey object,based on previous studies,combined with text analysis to analyze and refine online travel notes,develop destination personality measurement indicators,and start from the perspective of tourists.Explore the factor composition of the destination dialect perception and destination personality of Xi’an tourists.Based on the sensory marketing theory and attitude theory,a structural equation model is constructed to explore the internal logic of the interaction between the perception of destination dialect,destination personality,tourist satisfaction,and tourist behavior intention.And use independent sample T test and one-way analysis of variance to test whether different dialect mastery and demographic factors will affect the difference in the four variables.The final conclusion is as follows:(1)The destination dialect perception of Xi’an consists of four dimensions: charm,functionality,communication,and local characteristics;the destination personality includes five dimensions: vitality,elegance,demure,vicissitudes,and history and culture.(2)The perception of destination dialect has a positive effect on destination personality and tourist satisfaction is established,and the perception of destination dialect has a direct effect on tourist satisfaction,and can also produce tourist satisfaction through the intermediary effect of destination personality.The hypothetical relationship that the perception of the destination dialect has a positive influence on the behavior intention of tourists has not been verified,but there are two indirect paths could impact the tourists’ behavior intention: “the perception of the destination dialect → the personality of the destination→the behavior intention of the tourist,the perception of the destination dialect →the satisfaction of the tourist →the behavior intention of the tourist”.(3)Destination personality has a positive effect on both the satisfaction of tourists and the behavior intention of tourists;the satisfaction of tourists is positively related to the behavior intention of tourists,and the personality of the destination can influence the behavior intention of tourists through the indirect effect of the satisfaction of tourists.The cognition-emotion-behavior model is confirmed.(4)Tourists in the province have higher evaluations of the destination local dialect perception-communication and communication than those outside the province,and tourists from outside the province have higher evaluation values on the three items of destination personality-vicissitudes,destination personality-history and culture,and tourist satisfaction.Tourists with a high school/technical education level have a stronger perception of the destination dialect-communication than those with a postgraduate education level or above.Groups with a high school/technical education level are more elegant in the destination ’ s personality The perception levels of the three factors,demure,and vicissitudes are higher than those of the two groups of university/college and graduate students and above.(5)Tourists’ mastery of different dialects has a great difference in the impact of their target dialect perception and behavioral intentions.People with a high degree of dialect mastery generally perform well in the various dimensions of target dialect perception and behavioral intentions..In summary,based on the Internet text,this article explores the factor composition and interrelationship between the perception of the destination dialect and the personality of the destination,and explores the mechanism of action between the perception of the destination dialect,the personality of the destination,the satisfaction of the tourists,and the behavior intention of the tourists.Theoretically verified the impact model of "target local dialect perception-destination personality-tourist satisfaction-tourist behavior intention",providing new ideas and perspectives for future research on destinations.In practice,it provides guidance for destination management and future marketing.