Research On The Relationship Between Museum Tourism Experience,happiness And Behavior Intention

Under the policy background of "integration of culture and tourism" and "museum power",the development of museum tourism is an important form of the integrated development of China’s cultural undertakings and tourism,which has attracted the attention of the industry and tourists.As is known to all,tourism is also a happiness industry,and it has been verified for the improvement of tourism experience in the academic community.However,in museum travel,can travel experience influence behavioral intentions through happiness? What is the influence relationship between travel experience,happiness and behavioral intention? This study attempts to answer these questions.Because of Henan museum traffic,rich experience,with typical,so as the study case in this paper,combined with the literature research,field investigation,questionnaire survey and mathematical statistics method,through the predecessors about museum tourism,tourism experience,happiness and behavior intention research results and summary,based on the theory of self-regulating attitude,puts forward several research hypothesis construction model,on the basis of the mature scale combining the actual situation of case to design questionnaire,to ensure the accuracy,questionnaire survey experience preliminary research and formal research two stages.Later,the analysis software was used to process the collected questionnaire data,and the relationship between variables was verified by constructing a structural equation model,providing corresponding suggestions for promoting the high-quality development of museum tourism.Among them,five experience dimensions,including scene experience,technology experience,service experience,cognitive experience and physical and mental experience,constitute the tourism experience as the independent variable of the model;the well-being is selected as the intermediary variable;the dependent variable is the behavior intention of tourists.The research results show that:(1)in the museum situation,in addition to cognitive experience,other experience dimensions of tourism experience have a positive impact on tourists’ behavior intention,and the influence degree is different,among which technological experience and physical and mental experience have strong influence,followed by service experience,and the weakest influence is the scene experience.(2)The independent variables of various tourism experience dimensions will have a positive impact on tourists ’happiness,and the degree of influence on tourists’ happiness is also different.Among them,the scene experience has the greatest impact on tourists’ happiness,followed by cognitive experience,physical and mental experience and technological experience,and the service experience is the weakest impact.(3)Happiness significantly and positively affects the behavior intention of tourists.In addition,happiness acts as an intermediary variable between all dimensions of tourism experience and behavioral intention,which can have a significant impact on tourists’ behavioral intention,in which happiness acts as a complete intermediary between cognitive experience and behavioral intention.