A Study On The Construction Of Self-experience Connection Of Fse Tourists And Its Relationship With Tourism Experience And Revisit Intention

At present,tourists’ preference for tourism activities is gradually changing from sightseeing to personalized,participatory tourism.As a typical representative of experiential tourism consumption,festival and special event activities provide unforgettable tourism experience for tourists and become very popular.How to build the connection between FSE and tourists and enhance their revisit intention has become the focal point of the development of FSE.Therefore,it is of great significance to study the self-experience connection of tourists.According to the research paradigm of positivism,this research is carried out with the logical thinking of "problem identification--theoretical discussion--empirical test--research and discussion".Based on the development stage of FSE tourism,this research focuses on the construction of self-experience connection of tourists and the relationship among tourism experience,self-experience connection,revisit intention and tourism involvement.The review of the previous research has laid a solid foundation for this research.Two research methods were used,one is to conduct a grounded analysis of the online travel notes of FSE tourists,and establish the generation path of the self-experience connection of FSE tourists.The other is to construct the theoretical model of tourism experience,selfexperience connection,tourism involvement and revisit intention,and study the relationship among the variables.Marathon participants were selected as research objects.The data was collected via text messages,and the questionnaire was further improved on the basis of presurvey.In the formal investigation stage,a total of 424 valid samples were obtained,and the relationship among variables was tested through the process of data analysis.This research mainly draw the following conclusions:(1)Through the interaction between tourists and FSE experience,tourists integrate various resources into material self,social self and spiritual self to realize self-expansion,and achieve the purpose of selfsatisfaction,self-enrichment and self-realization,so as to realize the connection between tourists and FSE experience.(2)All dimensions of tourism experience have significant positive impacts on self-experience connection,and escapism experience has the greatest impact on self-experience connection,followed by sensory experience,while educational experience has the least impact on self-experience connection.(3)In each dimension of tourism experience,sensory experience has a significant positive effect on revisit intention,while educational experience and escapism experience have no direct effect on revisit intention.(4)Self-experience connection has a significant positive effect on revisit intention,and self-experience connection plays a mediating role in the relationship between sensory experience and revisit intention,educational experience and revisit intention,escapism experience and revisit intention.(5)In the two dimensions of tourism involvement,attraction and centrality have a significant negative moderating effect between sensory experience and self-experience connection,education experience and self-experience connection,and attraction also has a significant negative moderating effect between escapism experience and self-experience connection,while centrality has no moderating effect between escapism experience and self-experience connection.According to the results of the empirical study,the following three suggestions are propounded for the planners and managers of FSE tourism activities :(1)Emphasize the quality of FSE content to improve the experience quality of tourists.(2)Pay attention to the personality shaping of FSE,and create positive emotional connection between FSE and tourists.(3)Carry out differentiated marketing to stimulate tourists’ willingness to visit again.