| With the advent of the Internet era,tourists can share the tourism experience in a timely and convenient manner on social media,the content of these travel experiences is the content generated by tourists(TGC),its presentation is also an important part of the image of the destination,can shape the psychological character of the destination for potential tourists,affect the behavior of tourists decision-making,and provide word-of-mouth effect for the tourist destination.Therefore,tourist destinations should consider how to promote the sharing behavior of tourists and what factors affect the sharing behavior of the tourist experience.Based on the relevant research background,using the theory of human-earth relationship and cognitive emotional behavior,this paper adopts the method of combining qualitative analysis with empirical research to construct the research framework of the relationship between destination imagery,local sense and tourism experience sharing behavior,and enriches the existing research.By reviewing the relevant literature,we explore the influence of destination image perception on local sense and tourism experience sharing behavior,take destination image as the starting point,analyze from the two paths of local attachment and local identity,and explore the relationship between destination image,local sense and tourism experience sharing behavior.The image measurement scale of the destination of the canal historical and cultural district is obtained through qualitative analysis,through Ctrip,horse honeycomb,and the visitor generation network about the three canal historical districts in Hangzhou,the network comments,travel history and photos are combed by the root theory and text analysis,and the image of the canal historical and cultural district is improved by the four dimensions of tourism attraction,destination soft environment,tourism service and facilities and tourist attitude.Then,drawing on the relatively mature scale in the study of local sense and tourism experience sharing behavior,the field research was carried out in the historical and cultural districts of the three canals in Hangzhou,and the collected data were collated and analyzed after the pre-research,so as to perfect the formation of a formal research questionnaire.The sample data collected by the formal investigation are analyzed and the following conclusions are obtained:(1)Destination images have a significant positive effect on local attachment and local identity.(2)Destination images have a significant positive impact on the sharing behavior of the travel experience.(3)Local attachment has a significant positive effect on the sharing behavior of travel experience.(4)Local identity has a significant positive impact on the sharing of travel experiences.Through the in-depth discussion of destination images,local feelings and tourism experience sharing behavior in the historical and cultural districts of Hangzhou’s three canals,this paper puts forward a positive strategy from grasping the typical images of the canal,enhancing the emotional connection between people and places,enhancing the local sense and guiding tourists to produce high-quality content for the sharing of tourism experiences,and puts forward scientific and reasonable suggestions for the sustainable development of cultural heritage historical districts. |
