Research On The Relationship Between Personality Traits,Experience Value And Revisit Intention Of Tourists In Rural Tourism Destinations

In the era of the experiential economy,tourists are increasingly pursuing individualized and varied travel experiences.However,in today’s rural tourism market,the problem of product homogeneity is becoming more and more prominent,resulting in a weak sense of in-depth experience for tourists and a low revisit rate.The tourists’ revisit rate is one of the significant indicators to measure the sustainable development capacity of tourist destinations.Therefore,improving tourists’ willingness to revisit and cultivating loyal tourism consumers are very important for the sustainable development of rural tourism destinations.By reviewing the previous studies,this paper finds out that the current academic circles rarely explore the internal influencing factors of tourists’ willingness to revisit from the perspective of tourists’ subjective psychology.Based on this,from the perspective of tourists,this paper introduces the theory of the Big Five personality traits and the theory of experience value,and tentatively constructs a conceptual model of “personality traits of the tourists-experience value-revisit intention”,which is exploring the affect relationships among these three variables.Then chooses Wuyuan as a case study to conduct field research,and uses questionnaire survey method to obtain relevant data.Finally,SPSS20.0 and AMOS24.0 software are used to empirically analyze the data of collected 463 valid samples,the conclusions of this study show that:(1)The influence of tourists’ Big Five personality traits on experience value is different.Specifically,the personality traits of agreeableness and conscientiousness have a significant positive impact on experiential value,neuroticism has a significant negative impact on experiential value,while extraversion and openness have no significant impact on experiential value.(2)Tourists’ experience value can significantly and positively affect the willingness to revisit,and the degree of influence is high.(3)The conscientiousness personality trait of tourists can directly and positively affect the willingness to revisit,and the openness personality trait has a direct negative impact on the willingness to revisit.(4)The experience value plays a certain mediating role between some personality traits and revisit intention.Agreeableness,conscientiousness and neuroticism personality traits can indirectly influence revisit intention through experience value.In conclusion,this study reveals the mechanism of interaction between personality traits,experience value and revisit intention from the perspective of tourists’ psychology,and finds out that tourists’ willingness to revisit is affected by their own personality traits and experience value.Based on the above research conclusions,this paper proposes strategies to improve tourists’ revisit intention in rural tourism destinations:(1)Segmenting the rural tourism market and focusing on the personality traits of tourists.(2)Providing individualized rural tourism services to promote tourists’ experience value.(3)Personalizing the rural tourism brand and creating a unique brand personality.