Research On The Influence Of Perceived Cultural Distance On Tourism Experience Quality In Mountain Scenic Spots

Tourists and destination residents form the relationship of "other" and "self".Tourists go to the destination with the demand of pursuing differentiated experience.Such cultural distance will affect the quality of tourists’ experience.Mountain tourism provides a way for cross-cultural communication and integration,and mountain tourists have more experience needs under the background of experience economy era,and the impact of culture on tourists’ experience quality has become the due meaning of the topic.Therefore,it is a valuable research direction to use cultural differences to analyze the generation of tourism motivation and tourism behavior,and to study the mechanism of cultural distance on the tourism experience quality of mountain scenic areas in different tourism situations.At present,there are few discussions on the relationship between perceived cultural distance and tourism experience quality in the academic circle.In order to enrich the theoretical research results and solve practical problems,this paper starts from the perspective of tourists,takes perceived cultural distance and tourism experience quality of mountain scenic spots as the entry point,and takes Broad Yulong Scenic Area of Lijiang City in Yunnan Province,a typical development of mountain cultural tourism and an excellent field of mountain cross-cultural exchange and integration,as an example.Based on the historical background of experience economy,cultural turn and embodied turn of tourism,this paper discusses how tourists with different living environment and cultural background perceive and experience various cultural factors such as language,religion,social structure and values in Broad Yulong Scenic Area during their travel.Will such cultural factors promote tourists’ willingness to communicate and participation in tourism activities,thus affecting the quality of tourism experience? What is the mechanism of action? It is worth further study.In this paper,Broad Yulong Scenic Area is selected as the case study site,and specific case points include Jade Dragon Snow Mountain Scenic spot,Baisha Ancient Town,Yuhu Village and Yushui Village.Literature review method,questionnaire method,text analysis method and factor analysis method are adopted to determine the subdivision dimension of each construct.Based on S-O-R theory,tourism involvement theory and experience economy theory,and based on the research results of domestic and foreign scholars,The internal logical relationship among perceived cultural distance,tourism involvement and tourism experience quality in mountain scenic areas is clarified.According to the fitting of the result model,the relationship between the variables was analyzed to verify the research hypothesis proposed in this paper,and then the countermeasures and suggestions were put forward to optimize the tourism experience quality of mountain scenic spots.The research draws the following conclusions: 1.The greater the perceived cultural distance,the higher the tourism involvement,which verifies that the hypothesis of a significant positive correlation between perceived cultural distance and tourism involvement is valid,and there are differences in the strength of effects among the subdimensions.While material cultural distance has no significant influence on life centrality and self-expression dimension,institutional cultural distance,spiritual cultural distance and behavioral cultural distance have significant positive influence on tourism involvement attraction,life centrality and self-expression dimension,among which all dimensions of perceived cultural distance have influence on tourism involvement attraction.2.The higher the degree of tourism involvement,the better the quality of tourists’ tourism experience,which verifies that the hypothesis of significant positive correlation between tourism involvement and tourism experience quality of mountain scenic spots is valid,and there are differences in the strength of effects among the sub-dimensions.Among the influence relationships among different dimensions,the influence of tourism involvement attraction dimension,life centrality dimension on the result quality and self-expression dimension on the environmental quality are the most significant.3.The greater the perceived cultural distance,the higher the tourism experience quality of mountain scenic spots,which verifies that the hypothesis of a significant positive correlation between perceived cultural distance and the tourism experience quality of mountain scenic spots is valid,and there are differences in the strength of effects among the sub-dimensions.The four dimensions of perceived cultural distance,namely material cultural distance,institutional cultural distance,spiritual cultural distance and behavioral cultural distance,have significant positive correlation with the tourism experience quality(environmental quality,interaction quality and result quality)of mountain scenic spots.The material cultural distance has the most significant influence on environmental quality,and the material cultural distance,behavioral cultural distance and spiritual cultural distance have greater influence on the result quality,while the institutional cultural distance has less influence on the result quality.4.Tourism involvement plays a significant mediating effect between perceived cultural distance and tourism experience quality in mountain scenic areas.In order to promote mountain scenic spots to better meet the needs of tourists’ travel experience services and tourism transformation and development,it is proposed that: 1)pay attention to the construction of different cultural landscapes and improve the involvement of tourists in tourism.Including: maintaining mountain natural landscape,promoting tourism sustainable development;Keep the root of national culture,highlight regional cultural characteristics;Strengthen the construction of cultural atmosphere to achieve positive interaction between hosts and guests.2)Strengthen the infrastructure construction of mountain scenic spots to improve the quality of tourism experience.Including: optimizing the traffic environment of scenic spots,improving the accessibility of scenic spots;Improve the information support system to create smart tourism experience;Improve the safety guarantee system and create a safe tourism environment.3)Highlight the national characteristics of tourism products and enhance the brand awareness of scenic spots.Including: innovating the form of cultural products,enriching the content of tourism experience;Construct regional tourism development strategy,expand brand publicity effect and so on.The theoretical contribution of this study lies in the construction of a theoretical framework for analyzing the quality of tourism experience in mountain scenic spots from the perspective of perceived cultural distance,innovatively introducing the mediating variable of tourism involvement,and improving the credibility and explanatory power of the framework through mathematical statistical analysis methods and structural equation models.At the same time,the quality of tourism experience in mountain scenic spots was evaluated by combining quality and quantification,so as to provide a new idea for the tourism transformation and development of mountain scenic spots.